IIn today's episode, host Pete Moore sits down with Jeff Miller, the Chief Marketing Officer of RowHouse, a leading brand under the Xponential umbrella. Jeff's career is a journey through several industries and roles, reflecting his adaptability and passion for marketing and technology. He began in the education sector, creating websites for tech products before transitioning to the burgeoning world of e-commerce during the early days of the internet. His first significant marketing role was in the surf industry with Body Glove, where he helped launch their first direct-to-consumer website and pioneered their digital marketing efforts.

He delves deep into the unique positioning of RowHouse, discussing how the brand aims to demystify rowing and make it appealing to a broader audience, including non-rowers. Jeff also touches on the importance of pre-sales, the evolving focus on strength training, community building, and marketing strategies to maximize the boutique fitness experience. Listen now to learn more about fitness marketing, the impact of cultural trends, and innovative ways to keep members engaged and motivated.

On the revival around rowing, Jeff states, "There's definitely a renewed interest in rowing. We're looking at some of those Olympic athletes and some of these NIL deals with college rowing to cement that. That's still a pretty small niche, but it's a way to get in front and show that . . . there's these people who are in amazing shape, who live these healthy lives, and where rowing is a part of their core concept."

Key themes discussed

• Navigated careers from education to digital marketing.
• Enhancing brand membership through effective marketing strategies.
• Comparison of instructor influence in fitness studios.
• Renewed interest in rowing across all populations.
• Efficient workout for Ozempic users: consider rowing.
• Developing fitness program and integrating pretax payments.
• Can SilverSneakers and Medicare fund boutique fitness?

A few key takeaways:

1. Jeff's diverse career path led him from education, through the surf industry with Body Glove, to a significant role at YogaWorks where he discovered his passion for marketing in the fitness industry. This background has equipped him with extensive experience in both digital and traditional marketing strategies.

2. RowHouse is approaching its 10-year anniversary and aims to position itself as the go-to option for a full-body, low-impact workout. Despite the niche nature of rowing in boutique fitness, RowHouse plans to capitalize on the comprehensive benefits of rowing, including strength, cardio, and flexibility, to attract a broader audience beyond hardcore rowers.

3. The company emphasizes its community. However, RowHouse goes a step further by promoting a "crew" mentality to distinguish itself from other boutique brands. This sense of unity and collective effort is a core element in their classes, adding value beyond the physical workout.

4. Drawing from his experience at Orange Theory Fitness, Miller highlights the importance of strong presales and opening strategies to build a robust membership base from the get-go. This involves well-thought-out marketing tactics and a competitive spirit to set high benchmarks for membership growth and studio performance.

5. RowHouse is considering the growing trends in the fitness industry, such as the focus on strength training and the potential implications of new health and wellness trends like GLP-1 weight loss drugs. The brand is also exploring new ways to optimize studio time and introduce classes that cater to different demographics, ensuring maximum utilization and appeal.

Click here to download transcript. 

Resources: 

• Jeff Miller: https://www.linkedin.com/in/jeffmillernz/ 
• RowHouse: https://www.therowhouse.com 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

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