FITLETE Radio | A Personal Training News and Fitness Industry Q&A Show

GEORGE: Introduce yourself and tell us a little about what you do and your background.

CODY: All right, so excited to share this. My name is Cody Robinson. I own a company called HomeFit. We actually specialize in working with busy professionals, executives, entrepreneurs, various high-profile clients throughout the Southeast. And we are a concierge, in-home, online, and virtual training company. And so I've been around since 2013. I am the founder and CEO of the company. And so it's been fun to really create a company whose mission it is to really change and elevate the face of fitness as a more luxury type of approach with our clientele and be more white glove in how we operate. Really, our goal is to eliminate as many barriers as possible when it comes to health and wellness and fitness. Many of my trainers, yoga instructors, and now physical therapists that are a part of the brand, definitely have to have a certain level of emotional intelligence to be able to really connect, understand, and empathize with our clientele. And the fact that we go to their home, obviously we do bring equipment with us as trainers, but probably 80% of our clients at this point have entire gyms in their house. They just don't use them until we show up. But to be in such a vulnerable setting, like their actual living rooms or kitchens, their dining rooms, their bonus rooms, just their neighborhoods, you get an opportunity to really see deeper into what their lifestyles are like. And if they actually have social support from their families, or if there's barriers to work, or if a lot of our clients are parents, so middle generation kids are getting older, or parents are getting, the grandparents are getting older, and their careers are just really weighing them down. So to be able to connect and help them find a way to navigate the stressors that are not always common to general fitness clients is something we are very passionate about and are continuing to push throughout the U.S. at a larger scale.

GEORGE: Tell me a funny or interesting story about yourself that help's us get to know you as a human.

CODY: I would say something that's pretty funny and interesting for me is how I actually got into the fitness space. So, honestly, growing up as a kid, about eight or nine years old, my genetics of weight gain and fat increase started to really come about. And, you know, it wasn't until I was about seven or eight that we actually moved to the farm where my grandparents were and grew up on a farm. First time I'd ever been exposed to the fact that you have to eat your, you have to grow what you eat, and everything is cooked in, as in the south, everything's cooked with a stick of butter, and I just went to town. So, naturally, food was a huge part of my life, and still is. And, you know, as I got older and deeper into sports, I started working out a lot more, but I still battled a lot with being overweight and overeating, things like that, as a growing boy, I guess. But, honestly, when I got to college, I was at a kind of a road, a crossroads to where I had started really working out. So, fitness was really a part of my life at that point, even more so, aside from just training for sport. And I had two paths I wanted to go. I either wanted to be in the world of exercise science, that way, you know, I could really keep myself in check and at least not let myself get too far away from, you know, a weight gain standpoint or overeating. And, or I genuinely loved to cook. And so, at the same time, I was like, or do I want to be a professional chef? And, just naturally, I decided to go with the industry that would keep me in check, because I guarantee you, had I gone the path of an actual professional chef, I would definitely be 350 pounds right now.

GEORGE: What strategies do you use to attract and retain clients in your personal training business?

CODY: So with HomeFit being a mobile company, we had to get really good at social advertising, Facebook ads, Google ads, meta ads, and just refine them over the years to get better and better. While the world of fitness is definitely pretty heavily saturated at this point, I definitely have learned that there are a lot of trainers that really haven't taken the time to develop the skill sets of how to create a local awareness post or target specific demographics to be able to lead generate and convert the ideal clientele. So we've gotten really good at being able to pinpoint on GPS map, narrow down the demographics and sociographic, kind of the behaviors of our clientele, and exclude ones that we necessarily don't typically service. Again, most of our clients are more affluent, so we can even narrow down our advertising and lead generation to people who are in the top 1 to 10 percent of household income, and obviously narrow down kind of the common factors of what they do for a living and the fact that they are pretty much all families and parents and go about it that way. Google ads is where we spend probably heavier of our ad spend, so that's good. Also on Facebook, the avenue used to be able to do local placements on free pages like what's happening in certain of your locations. And then aside from that, we're definitely heavy on the referral base. It's harder to get clients for us directly from existing clients because our clients are so private, and the fact that they do in-home and they necessarily don't want others knowing what's going on. So that's a little more difficult, but parallel partnerships with other concierge, health and wellness companies, physicians, physical therapists, chiropractors, that type of approach has really helped us expand our reach. And then also other people who operate with affluent clientele as a service company. I could go on and on, but those are some of the things that have worked well for us.

GEORGE: What is your process for assessing a new client's fitness level and addressing their goals?

CODY: So traditionally, in a more of a clinical or a gym setting, you know, obviously sit-down assessment timeframe to really chat through goals, get an understanding of their layout and their quality of life, to get an understanding of their day-to-day, and then obviously what type of barriers are really getting in the way of their fitness levels in addition to trying to establish new behaviors. So that's more on the behavioral side. Fitness-wise, you know, again, standard would typically do more sometimes skinfold caliper, a lot of times more so body fat percentage, like a handheld body fat analyzer, and then just standard kind of functional movements from body weight squats, you know, foundational push-ups to check range of motion, and just various kind of elements like that. Home is less, pretty much kind of less evasive. We'll typically, we'll do foundational things like the body fat screening for the hand analyzer, and then just functional, kind of basic functional movement testing, but then we'll also put them through a, more of a kind of a mini workout, just an abbreviated workout, just an ability for me to see their actual range of motion, ability to move body weight, obviously, and then maybe some foundational medicine ball, kind of chops, things like that. So basically, do that twofold. One, obviously to be able to really see what their basic level of movement and range of motion, and even stability, strength levels, mobility, things like that. But at the same time, it also gives them an opportunity to see what it's like to even have a, what type of workout it might look like for me. So it's twofold. It's one to establish, you know, foundational goals and assess their movements and assess their biometric feedback and their data, but also in real time gives them an opportunity to start moving again, and in return actually buy into hiring me or one of my trainers as their fitness professional.

GEORGE: What certifications do you hold, and how do you stay updated on the latest fitness trends and research?

COD…

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Show Notes:

Your Host: George Pagan III

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