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Transcript

The Story Behind The Million Dollar Gym · Gym Business Coach Podcast

0:00
[SPEAKER_01]: Okay, okay, Tim, this is my favorite part to the CO tours because we get to go deep into your origin story, right, and you created something really incredible here.
0:12
[SPEAKER_01]: You know, I took a tour of the facility, I mean, incredible built up a fitness empire over many years.
0:21
[SPEAKER_01]: but take me, take us back.
0:23
[SPEAKER_01]: The audience back to where it all started, give me a little history.
0:27
[SPEAKER_01]: Tim Lyon.
0:28
[SPEAKER_01]: Oh boy.
0:29
[SPEAKER_01]: Yeah.
0:30
[SPEAKER_00]: OK. Well, how long do we have?
0:32
[SPEAKER_00]: Because if you have as long as you want, then.
0:35
[SPEAKER_00]: Well, when we take it from the fitness side, I, you know, out of college, I was a college athlete.
0:42
[SPEAKER_00]: I played college football, a little poor school called Louisiana Monroe.
0:48
[SPEAKER_00]: And in the Northeast corner of Louisiana,
0:50
[SPEAKER_00]: I fell in love with working out, you know, I've been working out since I was 13, I don't think I missed a week since I was 13.
0:57
[SPEAKER_00]: Maybe the COVID year I, okay, but um, so out of college I moved into small town and in, you know, in Arizona, I was working out at this kind of remote area called Maricopa.
1:08
[SPEAKER_00]: In town there was a any time fitness and it was the only gym in town.
1:13
[SPEAKER_00]: I joined the gym.
1:14
[SPEAKER_00]: Of course I would hit it on the way to work in the morning and I would go on with my day.
1:19
[SPEAKER_00]: Got to know the owner over there.
1:20
[SPEAKER_00]: Sky's name is Brian Mullins.
1:21
[SPEAKER_00]: Brian, if you're if you're listening to this man, appreciate you.
1:25
[SPEAKER_00]: I got to know the guy.
1:26
[SPEAKER_00]: He was a police officer by day on this any time fitness at night had about 1900 members and he was never there.
1:32
[SPEAKER_00]: I got what an easy business this is.
1:38
[SPEAKER_00]: That's part the idea, in any time fitness, and so I started looking for property and trying to find some places up in Scottsdale and some other areas where I thought the gym might do well.
1:50
[SPEAKER_00]: And at the time, this was, gosh, 08, 2008, there was a...
1:56
[SPEAKER_00]: investment group that owned the rights to the Arizona market out of any time.
2:00
[SPEAKER_00]: And so like even though I tried to open any time fitness, they wouldn't allow me to.
2:04
[SPEAKER_00]: And so I said, you know what I don't need.
2:06
[SPEAKER_00]: They weren't fairly new anyway.
2:07
[SPEAKER_00]: I just like the 24 hour of this hands-off approach.
2:10
[SPEAKER_00]: And so I kind of open up a gym with at any time fitness model and a brought personal training into it back then.
2:18
[SPEAKER_00]: And it was a gym by day in a personal training, if you wanted it, and my big idea was, because I was a gym nerd, I was like, let me get the best personal trainers in my market, recruit them over, have them bring all their clients with them.
2:35
[SPEAKER_00]: They would pay me rent and I would get the membership revenue from their clients and this would be this big synergistic thing and it started that way right and you know I got into this business for about a year and I realized really quickly this thing is not going to go anywhere because the trainers were making all the money I was getting 39 bucks a month from you know their clients and they were paying me maybe 500 bucks.
2:59
[SPEAKER_00]: And it really hit me one day when I was like, you know, but now granted, I was still working a regular job at this time.
3:06
[SPEAKER_00]: I was in construction management.
3:08
[SPEAKER_00]: I was not a personal trainer.
3:09
[SPEAKER_00]: I was in athlete with a construction management degree.
3:13
[SPEAKER_00]: And I was going to do a gym on the side.
3:14
[SPEAKER_00]: But again, if you guys remember in O.A., there's a big crisis, a housing market.
3:18
[SPEAKER_00]: And I was in commercial construction.
3:20
[SPEAKER_00]: And so like we commercial construction is always like a year or two behind what happens in residential.
3:26
[SPEAKER_00]: So while the residential market construction collapsed, the commercial did collapse until oh nine late, maybe 2010.
3:34
[SPEAKER_00]: And so I was working for a company.
3:37
[SPEAKER_00]: We were building hospitals and medical centers and stuff like that.
3:42
[SPEAKER_00]: And overnight, there was a hundred employees overnight the next morning, there was three.
3:46
[SPEAKER_00]: I was one of the 97 that got cut and they had a couple projects, they left two guys on and it was the owner and two guys and that was the end of the company and so I was thrust into what I thought was going to be a hobby on the side.
4:01
[SPEAKER_00]: Now this is my full-time gig in a really bad time.
4:05
[SPEAKER_00]: And so I said, you know, this isn't going to make it.
4:08
[SPEAKER_00]: I looked out on the training for one day and I had like five coaches, all five of them were doing something different, right?
4:15
[SPEAKER_00]: One guy was a CrossFit guy at a bikini model girl in there.
4:18
[SPEAKER_00]: I had a lady working with like 80 year old women with bands.
4:22
[SPEAKER_00]: And I was just like, this is horrible.
4:25
[SPEAKER_00]: What do we have?
4:26
[SPEAKER_00]: This is just a room full of equipment with no business behind it.
4:30
[SPEAKER_00]: Everybody's doing their own thing.
4:33
[SPEAKER_00]: And so that's kind of the day I changed my mind.
4:36
[SPEAKER_00]: First, I lost my job in construction.
4:38
[SPEAKER_00]: I went and I started like, what do I really have here?
4:40
[SPEAKER_00]: I noticed the P&Ls weren't going to make us any money.
4:43
[SPEAKER_00]: And so I decided one day to find some help.
4:45
[SPEAKER_00]: And so I reached out to a guy at the time and he got named Thomas Plummer.
4:50
[SPEAKER_00]: He was the kind of the guy that only business coach out there in the fitness space is actually speaking out or grow some at this year.
4:57
[SPEAKER_00]: So I'm really excited to bring him.
4:58
[SPEAKER_00]: He's my first coach.
4:59
[SPEAKER_00]: Wow.
5:00
[SPEAKER_00]: And this is in, you know, 2010 something like that.
5:03
[SPEAKER_00]: And so I hired him.
5:04
[SPEAKER_00]: We got to talk in and he recommended that I go and reach out to this young guy up in common in Rick Mayo.
5:11
[SPEAKER_00]: Okay.
5:11
[SPEAKER_00]: Rick Mayo was a nice good friend of mine, even to this day.
5:15
[SPEAKER_00]: He's the founder of Alloway Personal Training.
5:17
[SPEAKER_00]: And so now they have 300 locations or whatever.
5:21
[SPEAKER_00]: But at the time, he had one gym in Atlanta, Georgia, Alfred Rado to be exact.
5:25
[SPEAKER_00]: And I went out and I called him.
5:27
[SPEAKER_00]: I said, hey, man, can I pay you for your time?
5:30
[SPEAKER_00]: I really am new to this business.
5:32
[SPEAKER_00]: And I don't know what I'm doing.
5:33
[SPEAKER_00]: Can I help me, man?
5:36
[SPEAKER_00]: He's like, sure, man, you know, gave me some number.
5:38
[SPEAKER_00]: I flew out there with my wife and, you know, our fitness director at the time.
5:45
[SPEAKER_00]: and he was so nice to just show us the ins and outs of the way they were doing it and it was still a little chaotic back then.
5:50
[SPEAKER_00]: And he kind of showed me what some of my private was going to be.
5:55
[SPEAKER_00]: This wasn't really flushed out yet, right?
5:57
[SPEAKER_00]: He was he was doing it and he was making mistakes, he was creating his own thing.
6:02
[SPEAKER_00]: And I took that back and I remember that I remember being at dinner with him that night.
6:06
[SPEAKER_00]: He's like, all right, Tim, show me what tell me what your gym is all about.
6:10
[SPEAKER_00]: And he pulled out a napkin and we had like a little marker from early like a cran from the table right at outbacks take houses I drew my I drew my gym on the napkin and he I put all my equipment on there and Grant this is 3500 square feet
6:26
[SPEAKER_00]: probably 20 pieces of cardio equipment every strength piece of equipment you can imagine because I was that you know an athlete or whatever I was like get all the get everything in here and he's one at a time just took a redded marker and start crossing out that you don't need this you don't need this you don't need this and what he told me at the time was you know still six with me today is like space is your best piece of equipment for a for a personal training gym.
6:48
[SPEAKER_00]: you need room to move around and so basically from that point I shoved everything in it, you know, brand new, still paying it off, not even a year old.
6:57
[SPEAKER_00]: I shoved it all into a warehouse and I just changed the model overnight.
7:02
[SPEAKER_00]: I got rid of all my coaches that were paying me and all their clients left and I started it over about a year and a half into the business.
7:09
[SPEAKER_00]: and it turned into a training gym.
7:12
[SPEAKER_00]: And then, you know, that was gosh, 2010, 2011, somewhere in there, I started iterating boot camps for a big at the time, you know, well about boot camps.
7:22
[SPEAKER_00]: I brought a boot camp thing going on and I was trying to figure it out.
7:25
[SPEAKER_00]: This was kind of like when we started some my private training.
7:28
[SPEAKER_00]: I was training too.
7:29
[SPEAKER_00]: I would have two clients at a time and we did pretty well.
7:31
[SPEAKER_00]: And then we would bring another coach on and like, oh, that's pretty good.
7:34
[SPEAKER_00]: It wasn't as great as the two, but we stayed at three to one for a long time.
7:39
[SPEAKER_00]: And then we would, you know, like, let's go for the one we get in busier and busier and busier.
7:44
[SPEAKER_00]: And there was a point in time where as soon as we added that fifth person, everything fell apart.
7:49
[SPEAKER_00]: So we went back to four for another couple years.
7:52
[SPEAKER_00]: You know, again, fast forward to today.
7:54
[SPEAKER_00]: I mean, I guess the point of the story is nothing worked.
7:57
[SPEAKER_00]: I fixed it.
7:58
[SPEAKER_00]: I tried it again.
7:59
[SPEAKER_00]: It didn't work.
8:00
[SPEAKER_00]: I tried something new and finally hit kind of like the stride.
8:04
[SPEAKER_00]: We moved into this building in 2015.
8:07
[SPEAKER_00]: And kind of created what we have today, which is a semi-private only, no large group, no boot camps, nothing else, semi-private, six to one will have two coaches on the training floor at any given time.
8:19
[SPEAKER_00]: There's 12 clients coming in per hour.
8:21
[SPEAKER_00]: We train every hour on the hour and it's like a machine at this point.
8:25
[SPEAKER_00]: And it's allowed me to systematize all the operations, get out of the day to day.
8:30
[SPEAKER_00]: haven't been a hands-on operator like in the gym doing it much for about 10 years and we're, you know, we do over a million dollars at this point.
8:40
[SPEAKER_00]: It's just kind of like a system and it's amazing to come in and still see some of the clients that I signed up 16, 17 years ago, still training.
8:49
[SPEAKER_00]: That's awesome.
8:50
[SPEAKER_00]: Today, which is awesome, yeah.
8:52
[SPEAKER_01]: Yeah.
8:52
[SPEAKER_01]: I love the fact that, you know, you recognized early on that just having a mentor, of course.
8:57
[SPEAKER_01]: It's like super, super important for
9:00
[SPEAKER_01]: Well, now you're that mentor for for hundreds, thousands of jobs, right?
9:04
[SPEAKER_01]: Yeah.
9:05
[SPEAKER_01]: Talk us through that.
9:06
[SPEAKER_00]: Right.
9:06
[SPEAKER_00]: Well, yes, having a mentor is about probably the only thing that keeps me, you know, kept me in the business because we would have closed if I didn't have somebody to ask questions to.
9:17
[SPEAKER_00]: And really, if you think about a business coach, they've tried and failed, so you don't have to.
9:22
[SPEAKER_00]: And that's so, so I'm a big fan of buying time.
9:26
[SPEAKER_00]: So if somebody has a solution that I can buy, whether or not that's knowledge or whatever, I'm gonna buy that solution so that I can short of time because time to me is more important than money.
9:37
[SPEAKER_00]: Because time just takes away and you can't ever get it back.
9:41
[SPEAKER_00]: So yes, buying time is a big thing for me.
9:45
[SPEAKER_00]: Um, and as we were kind of figuring things out early, maybe 2015, we, we, I got really good at marketing.
9:54
[SPEAKER_00]: We got really good at it, just by necessity, how were else were we going to get clients to fill up this gym?
9:58
[SPEAKER_00]: So I, I learned a direct response marketing.
10:00
[SPEAKER_00]: I took courses, I read books, and I tested, and that's the key, like I tested everything.
10:06
[SPEAKER_00]: And so I finally found some formulas that would work.
10:10
[SPEAKER_00]: And I started sharing them with people, other gym owners.
10:13
[SPEAKER_00]: And I said, hey, guys, look, this is working.
10:15
[SPEAKER_00]: You should do it.
10:15
[SPEAKER_00]: And nobody wanted to learn it.
10:17
[SPEAKER_00]: They're too busy in their day to day.
10:19
[SPEAKER_00]: And they're like, we just do it for me, like marketing.
10:22
[SPEAKER_00]: When you do the marketing on Facebook, when you create the automations for me, when you build the funnels for me, when you create the offers for me, we help me sell it.
10:28
[SPEAKER_00]: And so I said, look, guys, you're my friends.
10:31
[SPEAKER_00]: I don't know if it's going to work.
10:32
[SPEAKER_00]: Let me just do it for free.
10:33
[SPEAKER_00]: If it works great, you pay me later.
10:36
[SPEAKER_00]: And it worked in Miami.
10:38
[SPEAKER_00]: It worked in Boston.
10:39
[SPEAKER_00]: It worked in Chicago and Wisconsin in Texas in New York and everywhere I tried the marketing plays.
10:46
[SPEAKER_00]: It would blow these gems up.
10:48
[SPEAKER_00]: And overnight, I mean, this is like in a matter of six months, we went from doing free work.
10:55
[SPEAKER_00]: Me personally, now I had a little team going, I hired my buddies, I had my dad working for me, my sister, my cousins, my aunts and uncles, they're all working for me.
11:06
[SPEAKER_00]: And we created a marketing agency that, you know, within, you know, a couple months did several million dollars with no marketing.
11:12
[SPEAKER_00]: It was just that to me.
11:14
[SPEAKER_00]: It was just awesome.
11:16
[SPEAKER_00]: Yeah.
11:16
[SPEAKER_00]: And so organically we grew and over the years we've been helping gyms market and coaching them on systems and operations and really helping them do what I've been able to do, which is, you know, have a gym that that force my lifestyle that doesn't require my time.
11:32
[SPEAKER_01]: Yeah, that's that's that's just an awesome, awesome story.
11:35
[SPEAKER_01]: And I think you have that talent of being able to kind of recognize what what like the secret sauce like what it what what is that that secret sauce and really double down on that
11:50
[SPEAKER_01]: Right?
11:50
[SPEAKER_00]: Sure.
11:51
[SPEAKER_00]: Well, being in the day to day, I know what I need.
11:54
[SPEAKER_00]: And so usually, like you, we have a very similar story as this in your story earlier, you solve the problem for yourself.
12:01
[SPEAKER_00]: And if it's a problem for me, it's probably a problem for other guys and girls that are running the operation.
12:06
[SPEAKER_00]: So let me create something that they could also use in leverage.
12:10
[SPEAKER_00]: And it's okay to make a little bit of money on it as well because you're helping them, right?
12:13
[SPEAKER_00]: And so that's what we've done, that's what we've done with that software I was showing you out there was some of my private pro with our marketing and automation stuff that we've been doing for years.
12:22
[SPEAKER_00]: It's to solve the problem here first and then let everybody else have it as well.
12:27
[SPEAKER_01]: Yeah, I think that's a real key because you did that testing.
12:31
[SPEAKER_01]: You validate it on yourself, on your own business, and then only then can you go out and say, hey, look, I have something that's working here.
12:41
[SPEAKER_01]: It has a tremendous amount of value.
12:44
[SPEAKER_01]: Added a tremendous amount of all for my business, and they could do the same to your business.
12:49
[SPEAKER_01]: So that's just incredible story.
12:53
[SPEAKER_01]: And you've helped like thousands of Jim,
12:55
[SPEAKER_00]: Yeah, all over the world, man.
12:57
[SPEAKER_00]: And it's really interesting.
12:59
[SPEAKER_00]: There's different models, different people behind the helmet, the captain of the ship, and stuff like that.
13:05
[SPEAKER_00]: In the problems are always the same.
13:06
[SPEAKER_00]: It's how do I get more clients?
13:08
[SPEAKER_00]: How do I develop a great team?
13:10
[SPEAKER_00]: How do I systematize my operations?
13:12
[SPEAKER_00]: How do I unchain myself from the delivery of the operations?
13:17
[SPEAKER_00]: And it doesn't matter if you're in an Australia or Canada or here or anywhere else, it's the always the same.
13:24
[SPEAKER_00]: And so again, we solve those problems with our proven frameworks.
13:29
[SPEAKER_00]: And like you mentioned, yeah, we used our own money to test and fail and win and everything else.
13:36
[SPEAKER_00]: And that's not some of a lot of people are willing to do.
13:39
[SPEAKER_00]: I mean, I'll be honest, you know, even some of the guys that I'm coaching with today,
13:44
[SPEAKER_00]: They're just looking for the answer instead of like let me try something on my own and you know, and just just I think that's a missing thing is You got it you got to iterate.
13:54
[SPEAKER_00]: You got it you can never fall in love with your own product like if you think that your product does not think It's gonna stink eventually because you have to iterate in this opportunity and you know in this industry changes quickly So you have to always like hey, how can I do this better?
14:09
[SPEAKER_00]: Never fall in love with it.
14:11
[SPEAKER_00]: Like you can be happy with it, but don't fall in love with it where it's perfect, right?
14:14
[SPEAKER_00]: It's never perfect.
14:15
[SPEAKER_00]: Let's keep it a rating.
14:16
[SPEAKER_00]: Keep testing.
14:17
[SPEAKER_00]: Keep trying.
14:17
[SPEAKER_00]: Let's try a new new angle.
14:19
[SPEAKER_00]: Let's try new marketing.
14:20
[SPEAKER_00]: And it's going to cost you money to it.
14:22
[SPEAKER_00]: This is a real, this is a not a hobby.
14:24
[SPEAKER_00]: So it does cost money to to run a business.
14:26
[SPEAKER_01]: So yeah, but I think you've really hit your stride with this one.
14:30
[SPEAKER_01]: And it's, and it's a really unique sort of concept.
14:33
[SPEAKER_01]: The way you do this, the
14:38
[SPEAKER_01]: training, right?
14:40
[SPEAKER_01]: And it's a functional-based training.
14:43
[SPEAKER_01]: Talk us, talk us through some of that.
14:45
[SPEAKER_01]: How does it operate here?
14:47
[SPEAKER_00]: Sure.
14:47
[SPEAKER_00]: Great question.
14:48
[SPEAKER_00]: Oh, so real quick, I want to correct you.
14:50
[SPEAKER_00]: Small group is not, we don't believe small group personal training is the same as semi-private personal training.
14:55
[SPEAKER_00]: And really, the biggest difference that we believe in is semi-privateous custom programming.
15:01
[SPEAKER_00]: That's really what I believe the client is paying for.
15:04
[SPEAKER_00]: Whereas in small group training, a lot of it is one workout of the day and just less people.
15:11
[SPEAKER_00]: And so naming convention that side, the product that we created here is a six to one.
15:19
[SPEAKER_00]: So an hour long personal training session with custom programming delivered through our software that we created that allows our coaches to customize that scale.
15:31
[SPEAKER_00]: So again, I can change the scores on client one while client two's workouts different the client three's workout.
15:38
[SPEAKER_00]: And if we really believe like if if I think about what is the client willing to pay, what are they paying for?
15:45
[SPEAKER_00]: I should say, what do they value?
15:47
[SPEAKER_00]: It's not necessarily less people.
15:49
[SPEAKER_00]: Whereas like a large group might have 30, 40 people in it.
15:52
[SPEAKER_00]: They're not really, they don't really value the less people.
15:56
[SPEAKER_00]: They value the more attention and they value the customization
16:01
[SPEAKER_00]: So that allows us to charge a premium for personal training services and done into some of my private settings at the clip of, you know, 550 a month US, right?
16:12
[SPEAKER_00]: So we're at, you know, between four, what is our rates just went up a little bit.
16:17
[SPEAKER_00]: It's like $4.50, just under $600, we have two different price points, and so like just call it $500 bucks in the middle.
16:23
[SPEAKER_00]: $500 a month allows our clients to come in as many times as they want.
16:28
[SPEAKER_00]: They're going to have a custom program ready for them.
16:31
[SPEAKER_00]: We track their weights, reps, and sets.
16:34
[SPEAKER_00]: They've got a rack assigned to them.
16:36
[SPEAKER_00]: You could kind of see this picture in the background.
16:37
[SPEAKER_00]: They have a
16:38
[SPEAKER_00]: They have all their work out stuff right there that have to share equipment.
16:42
[SPEAKER_00]: They're in their one area, and we really Base it on strength and conditioning.
16:46
[SPEAKER_00]: So coming from athletic world strength and conditioning It's just kind of like the backbone of our programming We're putting progressive overload on pv.
16:56
[SPEAKER_00]: You know, we're putting more weights on them in the thing about this And this is the thing I would like most people to listen to because again we coach businesses as a training and fitness business
17:08
[SPEAKER_00]: We cannot, and we should never have promised weight loss as our solution.
17:16
[SPEAKER_00]: because weight loss is not in our control as a gym.
17:20
[SPEAKER_00]: We can hope to motivate people.
17:22
[SPEAKER_00]: We can work them out really hard and then they can go blow it by their diet, right?
17:26
[SPEAKER_00]: Like just in motivation is just fleeting, right?
17:31
[SPEAKER_00]: They're motivated this week.
17:32
[SPEAKER_00]: They're not motivated that next week.
17:34
[SPEAKER_00]: So instead of promising weight loss, yes, weight loss could be a byproduct of what we do.
17:39
[SPEAKER_00]: What we can promise is strength.
17:41
[SPEAKER_00]: What we can promise is movement quality.
17:44
[SPEAKER_00]: And if we, if we make that promise, we can actually deliver on that as coaches and personal training, you know, gems versus say hey weight loss is our solution when if you look at weight loss as the result you're trying to deliver.
18:00
[SPEAKER_00]: Fittness is the hardest way to get there.
18:02
[SPEAKER_00]: There's a lot easier ways with shots and everything, right?
18:06
[SPEAKER_00]: So why even compete with weight loss as our promise?
18:10
[SPEAKER_00]: Let's compete with strength.
18:12
[SPEAKER_00]: We can put muscle in.
18:13
[SPEAKER_00]: They can't go put muscle on in a kitchen or with a shot.
18:16
[SPEAKER_00]: You just can't.
18:17
[SPEAKER_00]: You got to create muscular damage and brass, right?
18:20
[SPEAKER_00]: So like we can promise that.
18:21
[SPEAKER_00]: So let's go ahead and put our flag in the ground on strength.
18:24
[SPEAKER_00]: And let's provide a strength and conditioning program for general population clients.
18:30
[SPEAKER_01]: And I think that's really kind of key where you kind of honed in on exactly this is who we are.
18:37
[SPEAKER_01]: This is the service that we're going to provide.
18:40
[SPEAKER_01]: And this is the program that's going to get you.
18:42
[SPEAKER_01]: They're going to get you there.
18:44
[SPEAKER_01]: We don't deviate.
18:45
[SPEAKER_01]: from that.
18:46
[SPEAKER_01]: It's a singular sort of mindset focused.
18:49
[SPEAKER_01]: I think a lot of Jim owners, they try to be everything for everybody and that's a tough, a tough road.
18:58
[SPEAKER_00]: There's a lot of ways to make money in this business.
19:00
[SPEAKER_00]: You can sell peptides, you could sell nutrition, you could sell fat loss, weight loss, anything under the sun, you could do whatever you want.
19:09
[SPEAKER_00]: I believe in this, I, you believe in this, in the thing about most Jim owners, they typically train the way we train, right?
19:17
[SPEAKER_00]: Strength and conditioning, but they sell a different product to their clients.
19:21
[SPEAKER_00]: And why is that?
19:22
[SPEAKER_00]: There's an incongruency between what they believe is best for them and what they deliver to the end user, right?
19:28
[SPEAKER_00]: And I'm not talking yoga or Pilates, like the usually the owners of those studios are doing that, like every day, that they believe in that.
19:35
[SPEAKER_00]: But when I'm talking about is training gyms, though, so classes, they'll go to the big box gym and do strength and condition themselves.
19:43
[SPEAKER_00]: And so that's what we believe in.
19:46
[SPEAKER_00]: We could sell a lot of things to a lot of people, but a lot of it's out of our scope, and that's a whole noiler topic for another day.
19:52
[SPEAKER_00]: We get into it on a podcast, but like,
19:54
[SPEAKER_00]: Sure.
19:55
[SPEAKER_00]: All the rage right now is, is, you know, peptides.
20:00
[SPEAKER_00]: Do you believe like peptides are safe and effective?
20:04
[SPEAKER_00]: And all this, that's to be the term.
20:05
[SPEAKER_00]: I don't know if there's studies on that.
20:06
[SPEAKER_00]: But there's a lot of people bring in peptides into their gym and they're putting themselves at risk.
20:10
[SPEAKER_00]: Like, let's not promise that.
20:12
[SPEAKER_00]: Let's promise strength and conditioning, because that's what we got in the business for anyway.
20:16
[SPEAKER_00]: Right.
20:16
[SPEAKER_00]: Let's get people stronger, healthier, moving better, feeling better.
20:19
[SPEAKER_00]: We can do that in the weight rack over here.
20:22
[SPEAKER_01]: Yeah, yeah, and I love that sort of that thought pattern around, you know, again, like we fell in love with, you know, that the strength, the strength, like do what you're passionate, you know, right, it's kind of like if this is, if this is your passion, you love the lifting weights, you love the functional fitness, this is what you do.
20:45
[SPEAKER_01]: Yeah, bring that to the people around you because they'll feel it like if you're doing something that you're truly passionate about or if you're just trying to do something for some other motive like financial gain or whatever, but if you truly do what you're passionate about what you believe in yourself, bring that out to other people, I think that's also sort of a road to success.
21:09
[SPEAKER_00]: Yeah, and the nice thing is the pendulum is swinging toward strength today.
21:13
[SPEAKER_00]: Finally, and it always does.
21:15
[SPEAKER_00]: It's really interesting.
21:16
[SPEAKER_00]: It's like these these microchends come through and it always comes back to lifting heavy things.
21:22
[SPEAKER_00]: That's that always does.
21:23
[SPEAKER_00]: Right.
21:24
[SPEAKER_00]: You got these the bootcamp model and then it comes back to strength.
21:27
[SPEAKER_00]: So, so like.
21:28
[SPEAKER_00]: Because of those epic and GOP ones and Mondioro, they are just a lot of muscle wasting.
21:34
[SPEAKER_00]: And while they're losing weight, they're losing muscle and they need us.
21:38
[SPEAKER_00]: They need us, they need in order to get muscle, they gotta work out, right?
21:41
[SPEAKER_00]: They got a strength train.
21:42
[SPEAKER_00]: And so the pendulum is swinging.
21:44
[SPEAKER_00]: We're seeing a big uptick.
21:46
[SPEAKER_00]: I would say three quarters of our clients are probably taking some type of GLP one through their doctors and stuff, but they know they need strength training to keep that muscle mass.
21:57
[SPEAKER_01]: 100%.
21:58
[SPEAKER_01]: And you know everyone's talking about longevity, but I think having musculature on your body is one of the single most important indicators of health.
22:07
[SPEAKER_00]: They say quad muscular or quad density.
22:10
[SPEAKER_00]: Yeah.
22:11
[SPEAKER_00]: That's interesting.
22:12
[SPEAKER_00]: Right, and so so we want to live longer in a better life Put some muscle on those bones, right?
22:19
[SPEAKER_01]: Let's get into the skeleton, right?
22:20
[SPEAKER_01]: Yeah, 100%.
22:20
[SPEAKER_01]: 100%.
22:22
[SPEAKER_01]: I want to also touch on just that on the way you're you're pricing right cuz it's
22:28
[SPEAKER_01]: A lot of Jim owners out there are really afraid of, of, of increasing their pricing, right, of, uh, thinking that, you know, almost get into this price sort of war with some of the competitors out there and, you know, they're, they're just afraid, but, um,
22:49
[SPEAKER_01]: maybe speak speak to that and like how how how you view pricing.
22:54
[SPEAKER_00]: Okay.
22:56
[SPEAKER_00]: Yes, the lot of a lot of gems will look around the mark and like what what is everybody else charging that's what we need to charge and I think if you do that you put yourself right into competition.
23:05
[SPEAKER_00]: So we really look at
23:07
[SPEAKER_00]: Um, a couple things.
23:08
[SPEAKER_00]: Obviously the value of what we provide.
23:10
[SPEAKER_00]: We have to believe in it and everything else.
23:12
[SPEAKER_00]: But just kind of share our pricing structure here is we wanted to make it very easy for people to do business with us.
23:20
[SPEAKER_00]: That's one of our core frameworks is frictionless business, right?
23:23
[SPEAKER_00]: We want them to be able to
23:25
[SPEAKER_00]: book every hour on the hour, you know, we train from five a.m. until eight o'clock at night, every, we only time we don't train clients that noon, that's when we do team meetings, a podcast and coach the coach and, you know, we're switching shifts and stuff through there.
23:39
[SPEAKER_00]: And so again, our policies are very easy.
23:42
[SPEAKER_00]: You can, you can book or cancel within 60 minutes of the appointment.
23:45
[SPEAKER_00]: So like you, if, if it's 12 o'clock, you want to come in at one, you just book it on the app, right through your app.
23:50
[SPEAKER_00]: come right in.
23:51
[SPEAKER_00]: Now, our pricing is very interesting because when I was working with a lot of ginseng in Australia, they would do weekly pricing.
23:58
[SPEAKER_00]: I'm like, what are you doing?
23:59
[SPEAKER_00]: Like, everything's monthly in the US.
24:01
[SPEAKER_00]: Like, what is weekly pricing all about?
24:03
[SPEAKER_00]: Well, there's a lot of benefits that weekly pricing.
24:06
[SPEAKER_00]: One of them is it's a lot easier to sell, because you're asking for a smaller commitment.
24:11
[SPEAKER_00]: But it is weekly.
24:13
[SPEAKER_00]: So we do weekly billing here.
24:14
[SPEAKER_00]: And ever since we did this about five or seven years ago, six years ago, everything has become very congruent.
24:21
[SPEAKER_00]: Because we used to do why so we training for a monthly price or three times a week training for a monthly price.
24:27
[SPEAKER_00]: So we're
24:28
[SPEAKER_00]: We're we're selling frequency and weekly, but we're building monthly like the incongruity.
24:33
[SPEAKER_00]: So what we did is we'll just make everything weekly.
24:35
[SPEAKER_00]: And so we charge one, 10 a week for unlimited personal training when you sign it for a year and one 39 or 140 a week when you when you when you want to go open ended so we have one membership it's all unlimited personal training so my private personal training you can commit to a year or you can go open ended cancel any time.
25:03
[SPEAKER_00]: Most people do the year.
25:04
[SPEAKER_00]: They get a little bit of a break.
25:05
[SPEAKER_00]: That's our best price.
25:07
[SPEAKER_00]: But if you want the flexibility, you're just paying for the right to cancel anytime.
25:13
[SPEAKER_00]: They can freeze as much as they want.
25:14
[SPEAKER_00]: Because a lot of clients here travel.
25:16
[SPEAKER_00]: They go to Canada.
25:16
[SPEAKER_00]: We don't want to get super hot in the summer here.
25:19
[SPEAKER_00]: We have a lot of Canadians here, by the way.
25:21
[SPEAKER_00]: They just deserve second home or whatever.
25:24
[SPEAKER_00]: And so as long as it's amazing.
25:25
[SPEAKER_00]: Yeah, I'm a big fan.
25:27
[SPEAKER_00]: And so we just we have like one is like
25:34
[SPEAKER_00]: It's weekly every single week, one 10 and it's 140 for, you know, open ended both unlimited.
25:41
[SPEAKER_01]: Yeah.
25:42
[SPEAKER_01]: It's interesting because, you know, that's one of the things that we found is the businesses that are really successful are the ones that kind of simplify their membership.
25:51
[SPEAKER_01]: You don't want to have a monster menu where someone comes in and it's like,
25:57
[SPEAKER_01]: Yeah, we're alicis.
25:59
[SPEAKER_01]: Yeah, right, the decision paralysis situation, right?
26:03
[SPEAKER_01]: Sure.
26:04
[SPEAKER_01]: So if you just have, you know, a few, like, you know, three, four, five.
26:10
[SPEAKER_00]: We used to do a good better best.
26:12
[SPEAKER_00]: And even then when we took it from three down to two options, it increased our conversion percentage.
26:17
[SPEAKER_00]: Um, now it doesn't, uh, it helps that we have one service offering so it's easy.
26:23
[SPEAKER_00]: Everybody's doing some of my private, um, so you, so we basically have unlimited or unlimited.
26:27
[SPEAKER_00]: You decide on the term and the way we sell it is we just say we want them to come and as much as possible because we know the more times that they come in they're going to get better results they're going to stay longer so why make it difficult for somebody to come in.
26:40
[SPEAKER_00]: And they just do the math in their head if I come in three times a week it's about this procession and like we don't ever talk session pricing it's your buying time in your buying unlimited time.
26:50
[SPEAKER_00]: So we we found that the unlimited mindset of an unlimited climb.
26:56
[SPEAKER_00]: is a lot different than somebody that has a fixed amount of workouts in a given week or month.
27:03
[SPEAKER_00]: The person that's unlimited, it's there if they want it, they don't count sessions, they miss a session, no big deal, it's there when they come back.
27:10
[SPEAKER_00]: The person, the human being, that's around a fixed, like I get 10 sessions a month or whatever, they miss one, they're asking for a refund or okay, roll that over, can I make up to and
27:21
[SPEAKER_00]: The answer's always going to be yes, but like, why manage that?
27:24
[SPEAKER_00]: We found that these clients are a lot easier to manage.
27:27
[SPEAKER_00]: Let's just take what they unlimited and they love it.
27:29
[SPEAKER_00]: And it's just a great thing.
27:32
[SPEAKER_00]: And then here's one other thing I will tell you.
27:33
[SPEAKER_00]: This is probably going to be a brain drop for a lot of folks.
27:38
[SPEAKER_00]: We, we really like what we call the lifestyle client here.
27:44
[SPEAKER_00]: The lifestyle client is somebody who's only goal is to get a workout
27:50
[SPEAKER_00]: We do not like transformational clients where they're fixated on a result and a specific amount of time.
27:59
[SPEAKER_00]: They got to lose 20 pounds by the wedding so they fit in the dress.
28:04
[SPEAKER_00]: While our clients have some of those goals, it kind of comes and goes, the clients that we interact and we believe are the best clients, they don't have any goals.
28:14
[SPEAKER_00]: Their goal is lifestyle.
28:16
[SPEAKER_00]: They want to be able to not feel guilty
28:20
[SPEAKER_00]: and they got to work out in today and that we were able to provide that to them and they're looking to get stronger feel better.
28:29
[SPEAKER_00]: There's no weight on the scale that matters.
28:31
[SPEAKER_00]: In fact, they don't want to get on the scale.
28:33
[SPEAKER_00]: They don't care about it.
28:34
[SPEAKER_00]: They don't want to be filled guilty about going to a can coon and having to kill his shots.
28:39
[SPEAKER_00]: They don't want to feel guilty about it.
28:41
[SPEAKER_00]: And they stay for a long time.
28:44
[SPEAKER_00]: And they're the best clients to deal with.
28:46
[SPEAKER_00]: So while as fitness professionals, we always were like, let's get people to lose weight and get these goals and stuff like we found over the years.
28:58
[SPEAKER_00]: one or two things happens.
29:00
[SPEAKER_00]: They get to their date and they either hit the goal or they did it.
29:03
[SPEAKER_00]: If they hit the goal, thank you.
29:04
[SPEAKER_00]: They shake your hand and they leave and they quit because you check the box.
29:09
[SPEAKER_00]: They get to their date and they didn't hit the goal.
29:11
[SPEAKER_00]: You suck.
29:12
[SPEAKER_00]: I'm leaving.
29:13
[SPEAKER_00]: What's the point of that?
29:14
[SPEAKER_00]: Like let's get the other client, which is our lifestyle client.
29:17
[SPEAKER_00]: And that's where we found our sweet spot.
29:19
[SPEAKER_01]: that's awesome.
29:20
[SPEAKER_01]: That's awesome.
29:21
[SPEAKER_01]: But just the fact that you were able to kind of hone in on that on that client, identify them and then you're you're you're you're whole marketing is around finding more of those particular clients, right?
29:32
[SPEAKER_00]: You saw our clients.
29:34
[SPEAKER_00]: They're all about the same person.
29:36
[SPEAKER_00]: You know, there might be mail and they might be female and they might be a little older, a little younger.
29:39
[SPEAKER_00]: But
29:40
[SPEAKER_00]: They're all about the same.
29:41
[SPEAKER_00]: Yeah.
29:42
[SPEAKER_00]: And there's a lot of those folks that are over 40, that's kind of our sweet spot a little bit over 40.
29:46
[SPEAKER_00]: I say over 40 like it's old.
29:49
[SPEAKER_00]: I'm over 40.
29:50
[SPEAKER_00]: I am over them, you know, we're both over.
29:53
[SPEAKER_00]: It's not old.
29:53
[SPEAKER_00]: It's just a, they have different goals.
29:56
[SPEAKER_00]: When I'm in my 20s, I'm trying to get shredded in 30s, right?
29:59
[SPEAKER_00]: I'm trying to, you know, look great at the beach.
30:02
[SPEAKER_00]: I wouldn't mind that, but that's not my goal.
30:04
[SPEAKER_00]: And we're like, my goal is just like, they're stronger, live a little bit longer, feel better.
30:09
[SPEAKER_00]: look good in a shirt, whatever.
30:10
[SPEAKER_00]: Like, that's what our clients are.
30:12
[SPEAKER_00]: Yeah, they're not fixated on that scale, which is even though we got a great embody in the other room, and we used to believe if we were going to promise weight loss, we needed to prove it through having a big piece of equipment that would show clients, but they avoid it.
30:26
[SPEAKER_00]: Like, I don't, yeah, I don't need that today.
30:28
[SPEAKER_00]: Cool, no problem.
30:29
[SPEAKER_00]: Let's talk about your strength.
30:30
[SPEAKER_00]: That's what they want to talk about.
30:32
[SPEAKER_01]: Yeah, it's it's it's and the thing is that you've learned this over years, right?
30:38
[SPEAKER_01]: It didn't you didn't start just right right here.
30:41
[SPEAKER_00]: No, no, no.
30:42
[SPEAKER_01]: This is over years of sort of trial and error and then recognizing.
30:45
[SPEAKER_01]: Hey, look, this this over here, this ICP, this this particular individual.
30:51
[SPEAKER_01]: This is I need more of these.
30:54
[SPEAKER_00]: Well, we analyze everything here.
30:57
[SPEAKER_00]: Everything's data driven in my world.
30:59
[SPEAKER_00]: So we looked at the longevity of our clients.
31:02
[SPEAKER_00]: So back when we used to do a boot camp, and we used to do strength training, some of my private, we had an epiphany.
31:08
[SPEAKER_00]: I was like, we couldn't get over a certain amount of clients.
31:10
[SPEAKER_00]: We couldn't get over a certain revenue number.
31:12
[SPEAKER_00]: And I looked at,
31:13
[SPEAKER_00]: I looked at our services and I looked at in the numbers, and I've had this all over all of my presentations, the two numbers that ended up bubbling up to the top were 9.8 and 36.2.
31:23
[SPEAKER_00]: 9.8 was the amount of months our large group, younger clients paying less money would stay on average.
31:30
[SPEAKER_00]: So even today, that's pretty good.
31:32
[SPEAKER_00]: Like a large group who can't personal stay about 10 months are some of my private training clients were staying over three years.
31:38
[SPEAKER_00]: They were paying
31:39
[SPEAKER_00]: they were a little older and they stayed almost three and a half times longer than our other clients.
31:45
[SPEAKER_00]: And so when I first opened, I was always looking for the fitness models.
31:51
[SPEAKER_00]: We had a lot of like body builders coming into the gym and stuff like that.
31:55
[SPEAKER_00]: We had playboy models and athletes training on it.
31:58
[SPEAKER_00]: There was kind of cool.
31:59
[SPEAKER_00]: It was a cool hit place to be early early on.
32:02
[SPEAKER_00]: But they would come and go, they weren't paying the bills, and I was like, what are we doing?
32:06
[SPEAKER_00]: So, so I just shifted my focus to like, let's go to the bigger piece of the pie.
32:11
[SPEAKER_00]: These are the folks that really need our help.
32:13
[SPEAKER_00]: The fitness models aren't really need our help, anyway, they're in great shape.
32:16
[SPEAKER_00]: Let's go, let's go focus on this other demographic, and it's served as very well.
32:20
[SPEAKER_00]: Yeah, very well.
32:21
[SPEAKER_01]: That's awesome.
32:23
[SPEAKER_01]: So just some, before we close, just some advice for some folks out there who are,
32:30
[SPEAKER_01]: who may not be where they're at in their business.
32:35
[SPEAKER_01]: What sort of advice, a quick sort of point?
32:38
[SPEAKER_01]: What would hit them?
32:39
[SPEAKER_00]: Yeah, data, data is always everything.
32:42
[SPEAKER_00]: So we're big proponents on data, driven decisions, so that takes the emotion out of things.
32:48
[SPEAKER_00]: Something that might be difficult to do because of your emotions, typically, you know, not typically.
32:55
[SPEAKER_00]: Sometimes it works both ways, where it's good emotionally and good for the business, but usually they're pulling on you.
33:01
[SPEAKER_00]: There's a Yen and Yen and Yen and Yen.
33:03
[SPEAKER_00]: You know you need to raise your rates for the business, but you got Mrs. Johnson that's been with you for six years and you're afraid to.
33:12
[SPEAKER_00]: You need to decide what you want.
33:14
[SPEAKER_00]: Do you want a business that is a charity or do you want a business that serves your lifestyle and like what do you what are you trying to get to?
33:21
[SPEAKER_00]: Like a lot of a lot of us open gems.
33:23
[SPEAKER_00]: I didn't have any goals either.
33:24
[SPEAKER_00]: My goal was to open a gem and serve the clients.
33:28
[SPEAKER_00]: But after you get a little bit older and you lose your job, your main source is in income, you need this to produce.
33:33
[SPEAKER_00]: So, yes, there's a lot of tough decisions.
33:36
[SPEAKER_00]: We always want to look at the data first.
33:37
[SPEAKER_00]: So, take a look, hard look at what you want out of your business.
33:42
[SPEAKER_00]: It should serve you.
33:42
[SPEAKER_00]: That's the number one rule we always talk about.
33:44
[SPEAKER_00]: Your business should serve the owner.
33:47
[SPEAKER_00]: If it's serving the coaches and it's serving the clients and it's not serving you as the owner, you've got a broken model.
33:53
[SPEAKER_00]: So we talk about something called the Holy Trinity.
33:55
[SPEAKER_00]: It should be equal benefit to client, coach, and owner.
33:59
[SPEAKER_00]: And if your business isn't that way, we need to figure out a way to do it.
34:03
[SPEAKER_00]: We believe in some of my private, but there's other ways you can do things.
34:07
[SPEAKER_00]: Really take a hard look at your business.
34:10
[SPEAKER_00]: And then what happens is,
34:12
[SPEAKER_00]: You can't wait to get in there next week.
34:13
[SPEAKER_00]: You can't wait for Monday morning to get in there because it's serving you as the owner and it allows you to bring your best, right?
34:19
[SPEAKER_00]: If it's such a struggle and you can't pay your bills, you kind of avoid it.
34:23
[SPEAKER_00]: It becomes a burden.
34:25
[SPEAKER_00]: You're not, you're not great for anybody.
34:27
[SPEAKER_00]: You're not serving your clients.
34:28
[SPEAKER_00]: Your diet definitely has serving yourself and your coaches are gonna feel it.
34:31
[SPEAKER_00]: And it's just gonna keep spiraling.
34:33
[SPEAKER_00]: So, take a hard look.
34:34
[SPEAKER_00]: I mean, look at the numbers.
34:35
[SPEAKER_00]: Is it serving you or is it isn't it?
34:37
[SPEAKER_00]: And if it's not serving, you're gonna have to make some hard decisions.
34:40
[SPEAKER_01]: And looking to the future, software, big, big piece of what you're doing, even built your own, your own software.
34:48
[SPEAKER_01]: Yeah, demo it to me really, really cool stuff.
34:52
[SPEAKER_01]: We're going to do an integration.
34:54
[SPEAKER_01]: Yeah, thank you.
34:55
[SPEAKER_01]: And so talk us through, talk us through that and and sort of the need and then show what you guys what you guys did with that.
35:03
[SPEAKER_00]: Well, the software's called semi-private pro and what it is is a way to deliver personal training programming in a semi-private setting at scale hyper personalized.
35:16
[SPEAKER_00]: The way it came to be is we used to be a clipboard and piece of paper, we used to do Google sheets, we used to program every Sunday night for the workouts for all of our clients and it took hours and it took a coach hours and took a lot of money.
35:28
[SPEAKER_00]: And one day I came in here and I was looking through the glass at the training floor and I'm looking at, you know, the experience our clients are getting or not getting.
35:36
[SPEAKER_00]: I should say lack of experience and I saw our clients waiting around for our coaches.
35:41
[SPEAKER_00]: What is my next workout?
35:43
[SPEAKER_00]: What is my next move?
35:44
[SPEAKER_00]: And they're flipping through the clipboards.
35:46
[SPEAKER_00]: Their heads are down.
35:47
[SPEAKER_00]: And I'm just, they're just unaware of what was happening.
35:49
[SPEAKER_00]: And I said, we got to fix this.
35:51
[SPEAKER_00]: I looked around at a lot of softwares, none of them really served our model, which is semi-private, so instead of trying to retrofit another one into our model, we just decided to build our own, and now we've got over 100 gems using it, it was kind of a hobby now to start to turn into something, you know, Zack's my partner, he's our fitness director, and we just kind
36:16
[SPEAKER_00]: It allows us to do many things.
36:19
[SPEAKER_00]: Number one, it allows us to take a brand new coach, you know, a couple weeks or even a week, they're up to speed.
36:26
[SPEAKER_00]: Because we believe, and again, part of our coaching philosophy, here and for the gym business coach, is that the gym should own the programming.
36:35
[SPEAKER_00]: The gym, it should come as called top-down programming.
36:38
[SPEAKER_00]: A lot of times the coaches or the owners of the operations, too busy to program so they give it to the coaches.
36:44
[SPEAKER_00]: Now coach one and coach two are training their clients differently on your training floor.
36:50
[SPEAKER_00]: If you take it back to my origin story, that's what was happening in my first gym.
36:53
[SPEAKER_00]: Everybody is doing their own thing.
36:55
[SPEAKER_00]: I own nothing.
36:57
[SPEAKER_00]: And so now, if a coach leaves,
37:00
[SPEAKER_00]: which they do coaches coming go out of this industry alive you get a couple years out of a coach that's that's kind of a good thing that they're not taking clients because they don't we own the program and so when a when a when a client when a quote when when a gym owner allows their coaches to coach clients however they want the client believes the results are coming from the the coach and not from the gym and what we want to do is tie the results back to the gym
37:28
[SPEAKER_00]: And so the clients now look at our programming and they realize it's coming from the top down is coming from the gym, therefore, you know, they're not going anywhere because it can only get that here.
37:39
[SPEAKER_00]: So that's, that's what we've created.
37:41
[SPEAKER_00]: It's done a lot of things that was one of the things that's done.
37:43
[SPEAKER_00]: It's gamified.
37:44
[SPEAKER_00]: It keeps our clients longer.
37:46
[SPEAKER_00]: It tracks their workouts.
37:48
[SPEAKER_00]: It's got a cool interface.
37:50
[SPEAKER_00]: It allows us to adjust workouts on the fly from one tablet I can change everybody's workout or one person's workout or just a movement pattern within the workout and it adjust it down or up if there if they have an injury or whatever it allows us to customize that's awesome and it's really a way to sort of systematize the programming aspect of it, right?
38:19
[SPEAKER_01]: There's still some freedom to personalize for each individual, but you have those templates, you have those workout plans.
38:28
[SPEAKER_01]: And again, it's stuff that's tried tested and true that they work.
38:33
[SPEAKER_00]: Yeah.
38:34
[SPEAKER_00]: At tens of thousands of workouts, I can't even, I don't even know how many workouts we've done.
38:37
[SPEAKER_00]: I mean, eventually we'll go back and look.
38:40
[SPEAKER_00]: But yeah, you know,
38:46
[SPEAKER_00]: The best companies in the world have systems, you know, as much as you hate to talk about McDonald's, they sell the most hamburgers, they don't have the best, you know, they have the best systems, right, like people know what to expect, and here's one thing I realize a long time ago, people, you want to have both, but people would rather know what to expect.
39:08
[SPEAKER_00]: then get a great product one time or two times if it's a mediocre product and they know that it's mediocre every time is going to be the same they would rather get that than a different experience every time.
39:21
[SPEAKER_00]: So what does that mean?
39:23
[SPEAKER_00]: Somebody would be willing to eat McDonald's.
39:26
[SPEAKER_00]: every day because it's a mediocre and they know what to expect.
39:30
[SPEAKER_00]: Then go to like a gourmet burger place where, you know, they change a chef and now it's horrible today.
39:35
[SPEAKER_00]: It was great last week.
39:36
[SPEAKER_00]: I'm not coming back.
39:37
[SPEAKER_00]: It's just a weird thing that the people don't like change.
39:40
[SPEAKER_00]: They like to know what to expect.
39:42
[SPEAKER_00]: So if we can take that variable away from our coaches from designing programs on the fly or what are we working out today and they just make it up out there on the train.
39:52
[SPEAKER_00]: Let's get rid of that and let's bring out a system in.
39:55
[SPEAKER_00]: It's literally a delivery system.
39:58
[SPEAKER_00]: It's not just a programming tool.
39:59
[SPEAKER_00]: It's a delivery system for the whole gym.
40:02
[SPEAKER_01]: Yeah, no, it's really, it's really, really cool.
40:04
[SPEAKER_01]: And I think it's much needed, and especially for the model with the semi-private, you know, there's some other software that does it for, you know, the individual sort of sessions or work out, you know, like kind of send a plan out and go do your thing.
40:18
[SPEAKER_01]: But in this sort of environment which's controlled, you have, you know, an instructor there doing the semi-private, then you have the programming there.
40:26
[SPEAKER_01]: Logging all of that with tablet on the piece of equipment there.
40:32
[SPEAKER_01]: Yeah, it's really unique and I think You know more and more gyms should be using something
40:40
[SPEAKER_00]: It was really a unique story about the semi-private pro.
40:43
[SPEAKER_00]: We had a client in our iron circle to our mastermind that was ready to kind of retire and get out of the business.
40:49
[SPEAKER_00]: He was using semi-private pro and he had an investor come in that was looking to buy his business.
40:54
[SPEAKER_00]: And one of the biggest reasons he bought that business and got over a million dollars for his little one studio was because the programming was system-attized.
41:04
[SPEAKER_00]: If the programming isn't somebody's head or it's required to have one of your lead coaches, whether or not they're an owner or not, somebody that's coming into a buyer operation, they want to assist them.
41:15
[SPEAKER_00]: And so what's even what's cool about this is it's a system, but it's also, you know, customizable, like on the fly or ahead of time.
41:24
[SPEAKER_00]: So the, you know, when we sell that software to a gym, they get all of our programming with it.
41:30
[SPEAKER_00]: They're welcome to use it as is, modify it, you know, whatever they want or just wipe it out and start over from their own.
41:37
[SPEAKER_00]: We don't care.
41:39
[SPEAKER_00]: We want to get you off the ground at least start it, but like at the end of the day, his business sold because he had systems in all areas, but this was one of the biggest ones because he did, he was not a fitness guy by and this, he was a...
41:51
[SPEAKER_00]: investor sure he's like I don't know I don't this the one thing I don't know is the program me.
41:57
[SPEAKER_00]: Oh, it has a oh you have a software that does it for okay.
41:59
[SPEAKER_00]: I'm in that was literally one of the things he said for sure.
42:02
[SPEAKER_01]: It's a key madness.
42:03
[SPEAKER_01]: You right.
42:03
[SPEAKER_01]: It's like a common thing.
42:06
[SPEAKER_01]: You have to have like that that base cover.
42:08
[SPEAKER_00]: Yeah.
42:09
[SPEAKER_00]: Yeah.
42:09
[SPEAKER_00]: So it's been a lot of fun.
42:10
[SPEAKER_00]: Again, we did it as a thing to solve our own problem.
42:14
[SPEAKER_00]: And then, you know, Zach had the great idea.
42:16
[SPEAKER_00]: Let's just wait label this if somebody wanted it.
42:18
[SPEAKER_00]: And I'm like, okay.
42:19
[SPEAKER_00]: And for the longest time, we didn't really sell it because we were working the bugs out, you know, software.
42:23
[SPEAKER_00]: Like, sure.
42:24
[SPEAKER_00]: And finally, one guy, two gyms, five gyms, 100 gyms.
42:27
[SPEAKER_00]: And so now it's kind of a real thing.
42:29
[SPEAKER_00]: And we're enjoying it.
42:30
[SPEAKER_00]: But it's it's been running great for three years here.
42:34
[SPEAKER_00]: Yeah.
42:34
[SPEAKER_01]: Yeah.
42:34
[SPEAKER_01]: That's amazing.
42:37
[SPEAKER_01]: And again, it's it's it's really unique.
42:39
[SPEAKER_01]: I think I don't think there's anything out there specific for that use case that that you have now there what if there was we would have bought it because we didn't want to do us offer that wasn't ever a goal.
42:52
[SPEAKER_00]: It's like we had to solve our solution.
42:54
[SPEAKER_00]: So we try to mall we try to mall none of them do what we needed to do the way this this works.
43:00
[SPEAKER_01]: Yeah, that's awesome.
43:02
[SPEAKER_01]: This has been so great.
43:05
[SPEAKER_01]: I really appreciate all your time.
43:06
[SPEAKER_01]: I think using your studio here It's really awesome.
43:10
[SPEAKER_01]: Yeah, yeah, you built an amazing amazing business and and you're helping I like it.
43:16
[SPEAKER_01]: You're just helping thousands of business owners do the same right and kind of level up their game and and Free up their time so they could they could do this stuff and that they want right and live out their dreams
43:28
[SPEAKER_01]: Yes.
43:28
[SPEAKER_01]: Our motto is we help Jim owners win.
43:30
[SPEAKER_01]: Yeah.
43:31
[SPEAKER_01]: And that's it.
43:32
[SPEAKER_00]: Awesome.
43:33
[SPEAKER_00]: Thanks for having me.
43:34
[SPEAKER_00]: Yeah.
43:34
[SPEAKER_00]: Yeah.
43:35
[SPEAKER_00]: Appreciate it.
43:36
[SPEAKER_00]: All right.
43:36
[SPEAKER_00]: Let's go.