In this episode, host Pete Moore sits down with Noam Tamir, successful entrepreneur, long-time fitness veteran, and founder of TS Fitness. Noam shares his journey from working at Crunch to building his own space in New York City in 2011. He talks about the importance of understanding business numbers, creating a strong team culture, and developing effective client relationships.

Pete and Noam also dive into the evolving fitness landscape, the significance of community in client retention, and the role of personalized strength and conditioning in achieving fitness goals. Tamir provides some fantastic tips on his success, the challenges he has overcome, and his future plans while staying true to his passion for building communities and transforming lives.

On creating a secure and growth-oriented working environment, Tamir states, "This year was the first time I put people on salary. People crave security. One thing that I do to prioritize my day is I'll write out the five biggest things that I need to get done. That's something that I also translate to my team. I share that constant pursuit of growth . . . and it helps them get locked into their job here."

Key themes discussed

• Learning from mistakes
• Boutiques and customer connection
• AI, sports, and personal memories
• Strength training for optimal results 
• Expanding beyond NY
• Excitement for 2025 trends

A few key takeaways: 

1. Entrepreneurial Journey: Noam shares his journey from being a personal trainer at Crunch to becoming an entrepreneur. He emphasizes the importance of learning business operations and management skills, as these foundational experiences helped tremendously when starting TS Fitness.

2. Business Strategy and Growth: Despite pressures to expand, Noam has maintained one location for over a decade. (An extremely rare feat in arguably the most competitive fitness market in the country.) He highlights the effectiveness of small group personal training as a key to his success, indicating a strategic choice to focus on quality over quantity.

3. Client Retention and Community Building: Noam underscores the significance of building a true community within his studio. He believes that while clients come for fitness goals, they end up staying because of the community and personal connections they've built. 

4. Metrics and Management: The importance of knowing and tracking business metrics is crucial. Noam discusses the use of a scorecard to track revenue, expenses, member numbers, and other key performance indicators, which helps him manage things effectively.

5. Holistic Health Approach: TS Fitness takes a comprehensive approach to health, incorporating strength training with cardiovascular exercises and nutritional guidance. Noam emphasizes the need for balance and the benefits of strength training combined with other forms of exercise and healthy eating to achieve overall wellness.

Click to download transcript. 

Resources: 

• Noam Tamir: https://www.linkedin.com/in/noam-tamir-fitness/ 
• TS Fitness: https://tsfitnessnyc.com/  
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

In this episode, host Pete Moore sits down with Marco Ferdinandi, a fitness industry expert with a rich career spanning New Jersey to Hong Kong. Marco discusses his journey from being a strength and conditioning coach to founding AQ Strong, a brand focused on athletic wellness in Hong Kong. The conversation also dives into his experience with flywheel training and its benefits, including its roots in NASA research. Marco shares insights on the challenges and rewards of starting a business abroad, his vision for the future of fitness, thoughts on price-to-value in the industry, and his ambitions to make flywheel training a standard in fitness facilities.

On starting slowly and building from the ground up, Marco states, "We had an angel investor that contributed the bulk of what we needed to get started. But we started small. We just started with education for the first six months. Once we had a critical mass of people interested, then we went and took the leap into a full fledged facility, which was 10,000 square foot and still there to this day."

Click to download transcript. 

Key themes discussed

• Fitness Journey: From Coach to Entrepreneur
• Building a Competitive Fitness Network
• Pricing Strategy for Fitness Enthusiasts
• Flywheel Training Revolution in Fitness
• Expanding Fitness Education for Growth
• Tackling Obesity Systemically
• Exploring Ancient Club Training Styles

A few key takeaways: 

1. Marco's Diverse Background and Career Path: Marco has a varied and extensive background in the industry, including strength and conditioning, cruise ship work, commercial fitness, and international experience in Asia, particularly with Pure Fitness in Hong Kong. He started his own brand, AQ Strong, in 2019, focusing on athletic wellness.

2. Flywheel Training: Marco is a strong proponent of flywheel training, which emphasizes eccentric and isometric exercises, offering significant benefits in strength and conditioning. While it's widely used in professional sports and performance settings, Marco sees potential for its broader application in the fitness industry.

3. AQ Strong and Athletic Wellness Concept: The brand AQ Strong emphasizes athletic wellness, combining aspects like coordination, mobility, strength, power, speed, and conditioning. The goal initially was to create a training environment similar to an NCAA Division I training center, supporting an athletic and competitive culture.

4. Business Strategy and Challenges in Hong Kong: Marco leveraged his network from his tenure at Pure Fitness to start AQ Strong during a challenging period, including the COVID pandemic. They initially started small with education and pop-up labs before establishing a full-fledged facility.

5. Market Trends and Optimism about Health and Fitness: Ferdinandi is optimistic about the future of the fitness industry, highlighting the trend towards strength training and the potential for clubs to differentiate themselves by incorporating innovative training methods like flywheel devices. He also emphasizes the importance of education in overcoming industry challenges and the role of fitness in tackling broader health issues like obesity and diabetes.

Click to download transcript.  

Resources: 

• Marco Ferdinandi: https://www.linkedin.com/in/marcoferdinandi/ 
• AQ Strong: https://www.aqstrong.com/ 
• Exxentric: https://exxentric.com/ 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

Today we're excited to bring back Brian Anderson, a seasoned executive and entrepreneur who has worked in all parts of the HALO sector. Brian shares his unique journey from running successful companies to becoming a fractional CEO, mentor, board member, and advisor across industries including fitness, wellness, female sexual health, and even the THC-infused beverage space. Brian provides insights into his approach to transforming businesses, focusing on shareholder value, and shares stories of his roles with companies like Pvolve and Your Reformer. 

Known for his ability to transform and enhance business value, he consistently led companies valued between $50 million and $150 million. Brian specialized in working with private equity firms, successfully navigating these companies through growth phases and lucrative exits. His career has been defined by long-term commitments, where he devoted four to five years to each project, driving significant growth and benefiting shareholders.

When it comes to the shift from 'fitness' to 'wellness' Brian states, "The term wellness is thrown around a lot. But the shift from fitness to something much broader is gigantic, and it's happening in every corner of the industry. So that's part of where my focus is. Fitness used to be 'go hard or go home,' have a 12 pack, look as good as you can, etcetera. Now fitness has moved from cardio to strength because we all realize that having good strength and muscle mass helps us as we get older, and it helps burn calories."

Key themes discussed

• Corporate leadership journey
• Single Dad prioritizes family over career
• Temporary change agent mindset
• Defining effective business platforms
• Pursuing growth in larger ventures
• Wellness Shift: Fitness to holistic
• Alcohol decline driven by fitness movement
• Private equity strategy insights

A few key takeaways: 

1. Brian's Career Pivot: Over the years, Anderson transitioned from being your "standard W-2" CEO to becoming a fractional executive and adviser. This allowed him to balance his personal life, particularly after becoming a single dad with three girls, while still maintaining an impactful career helping multiple companies grow and operate efficiently.

2. Role as a Fractional Executive: Brian focuses on identifying what a company needs to improve and then targets those areas. His approach involves partnering with founders or boards to enhance company operations, whether that means improving operational efficiency, addressing cultural issues, or enhancing revenue strategies.

3. Success Stories and Approach: Brian shared success stories like his work with Pvolve, where he helped reduce product sourcing costs significantly. His approach is not to prolong his engagement indefinitely, but to drive change and value quickly, and then exit when his input is no longer needed.

4. Investment Criteria for Growth: Anderson will be an empty nester shortly and in 2025, perhaps envisions working with companies in his "sweet spot" ($10 to $50 million), with the potential to scale further. He emphasizes that growth potential and availability of working capital are crucial factors in him selecting the right platform to be a part of.

5. Sector Trends and Opportunities: Brian highlighted several industry trends that excite him, such as the shift from fitness to broader wellness, the rise of non-alcoholic and THC-infused beverages, and the increasing focus on women's wellness and sexual wellness. He sees these as key areas with potential for significant growth and investment.

Click to download transcript. 

Resources: 

• Brian Anderson: https://www.linkedin.com/in/smallpondgroup/ 
• Brian's First HALO Talks: https://www.halotalks.com/brian-anderson-principal-small-pond-group/ 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

On today's episode, host Pete Moore welcomes Troy Taylor, Senior Director of Performance Innovation for Tonal. With a deep background in elite sports, Troy shares his journey from working with Olympic teams to transforming training methodologies at Tonal. We dive into discussions on the importance of both strength and cardio, the intricacies and challenges of training elite athletes, and how technological advancements in fitness are shaping the future. Whether you're a fitness enthusiast or a professional in the industry, this episode is packed with insights on optimizing performance and longevity.

Taylor boasts an impressive 20-year career in the elite sports arena, contributing to the success of three different Olympic teams: Great Britain, Canada, and the USA. Over the course of seven Olympic Games, he has worked across approximately 10-11 different sports in roles including sports scientist, strength and conditioning coach, and physiologist. Taylor's pinnacle role was as the Performance Director for US Ski and Snowboard, where he spent six years guiding athletes like Mikaela Shiffrin, Lindsey Vonn, and Shaun White. Holding graduate degrees in sports fitness and health, Taylor passionately advocates for the importance of both cardio and strength training for longevity and a better quality of life.

Regarding the opportunity in the home market for strength training, he states, "The saturation of the strength market is nowhere near what companies like Peloton are doing in the cardio market right now. So there's still a lot of opportunity in that and in adjacent spaces, whether that's within personal training gyms or in corporate wellness or in boutique fitness and all of these sort of auxiliary places."

Key themes discussed

• Olympic sports career overview
• Evaluating new trends 
• Cross-training for athletic skills
• Sports metrics: Too much data?
• Elite athletes’ consistent edge
• Future of fitness innovation
• Untapped potential in the strength market
• Time-efficient training insights
• "Efficient " gym workouts explained

A few key takeaways: 

1. Integration of Cardio and Strength Training: Troy emphasized the importance of both cardiovascular and strength training for long-term health and performance. He noted the shift in focus over the years from predominantly cardio to recognizing the significant benefits of strength training for everyone, including the general population.

2. Holistic Approach to Training Elite Athletes: Taylor highlighted the necessity of understanding individual athletes needs, their history of successful training, and their sport-specific demands. He talked about the balance between relying on athlete feedback and introducing innovative, evidence-based methods to optimize training and performance.

3. Principled Approach to Performance Innovation: At Tonal, Troy uses a structured approach to filter through new trends and technologies. This includes checking for underlying mechanisms, understanding the dose-response relationship, and ensuring the data is reliable. He emphasized the importance of combining principles with the latest innovations for effective performance enhancement.

4. Unique Needs of Different Sports and Personalized Training: Troy talked about adapting strategies across different sports, borrowing techniques from one sport to benefit another. For example, alpine skiing requires specific endurance like handling longer term isometric loads, which informs how they train and condition athletes for those particular requirements.

5. Consumer Engagement and Enjoyment: Troy shared insights from research showing that engagement and enjoyment are crucial for sustained fitness activity. He mentioned a study where users on Tonal maintained consistent enjoyment and engagement levels over eight weeks, unlike traditional gym equipment users whose enjoyment decreased over time.

Click to download transcript. 

Resources: 

• Troy Taylor: https://www.linkedin.com/in/troy-taylor-4577bb38/ 
• Tonal: http://www.tonal.com   
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

Today, we're excited to welcome RJ Krone, President of Extraordinary Brands, to the show. RJ has an impressive background with nearly 20 years in franchising, including leading roles at Pvolve and others. Since joining the team, he's spearheaded the acquisition of three dynamic boutique fitness franchises: Eat the Frog, RowHouse, and Neighborhood Bar. In this episode, RJ shares his philosophy on criteria for awarding franchises, focusing on profitability, and the unique benefits of a diversified fitness portfolio. He also delves into the importance of maintaining the identity of each brand while ensuring seamless operational and marketing support. 

Krone's journey into the fitness industry began serendipitously in 2019 when Julie Cartwright from Pvolve introduced him to their innovative online and on-demand fitness modality. He saw potential in transforming this digital concept into a brick-and-mortar franchise and, after several in-depth conversations, Krone embraced the opportunity and officially joined Pvolve on April 13, 2020, amidst the early days of COVID.

On bringing on new franchisees, Krone mentions, "I think it's all about identifying what the franchisee is looking for . . . aligning with their goals, and making sure they that makes sense. I think that comes across in what we do. So if they're wet behind the ears or whatever it might be, having these types of conversations shows the maturity of our system, as well as the team that we have."

Key themes discussed

• Building community through classes. 
• Prioritizing franchisee profitability first. 
• Boutique fitness marketing strategy
• Passion drives fitness business success
• Franchisor cost management strategies
• People business needs personal touch
• Medication: A tool, not replacement

A few key takeaways: 

1. Strategic Growth through Acquisitions: Krone highlighted the acquisitions made by Extraordinary Brands, including Eat the Frog, RowHouse, and Neighborhood Bar, to diversify and create a well-rounded offering in the boutique fitness industry. This not only provides varied workout modalities, but also aligns with their commitment to making sure every franchisee remains profitable before expanding further.

2. Focus on Franchisee Profitability: A key point emphasized was ensuring the profitability of existing franchisees before awarding new ones. This dedication to operational support and franchisee success is a foundational aspect of their business model. Krone made it clear that building a strong support system for franchisees is essential to their overall strategy.

3. Inclusivity and Accessibility in Fitness: The brands under the Extraordinary Brands umbrella focus on inclusivity, serving a broad demographic range from younger individuals to seniors. Their emphasis on community and personalized coaching also illustrates their commitment to making fitness accessible and beneficial for everyone.

4. Value Engineering to Control Build-Out Costs: Controlling build-out costs is vital for maintaining sustainable unit economics. RJ mentioned specific strategies like reducing unnecessary tiling in bathrooms to save costs. This focus on cost-effective studio design ensures that franchisees can achieve a quicker return on investment.

5. Long-Term Vision and Support for Franchisees: Extraordinary Brands is dedicated to long-term success by providing continuous support and evolving their businesses. The mention of launching nutrition counseling and integrating wellness services shows their forward-thinking approach to adapting to market demands and enhancing the overall member experience.

Click to download transcript. 

Resources: 

• RJ Krone: https://www.linkedin.com/in/rjkrone 
• Extraordinary Brands: https://www.extraordinarybrands.com  
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

Today, we’re diving into the pickleball world (perhaps you've heard of it?) ;) with David and Sam Ring. Join host Pete Moore as we talk about the Rings’ grassroots effort to open PickleballXpo, a state-of-the-art pickleball club in Oceanside, Long Island. David, a former consumer electronics executive, and his son Sam have turned a once-forgotten sports complex into a thriving pickleball venue, complete with professional court design, a smoothie bar, and more. 

David recently transitioned out of a 46-year career into becoming a new business owner, spurred on by his wife (an enthusiastic player herself) who noticed his restlessness after retirement. Eight months ago, he seized on a great piece of real estate with ample parking and high ceilings and--recognizing a gap in the local market with only one distant competitor who lacks adequate parking--David made the jump. 

Dave and Sam discuss self-funding the venture, the unique features of their facility, and the pivotal role of data analytics in their model. From discussing operational hours, pricing strategies, event planning, and the potential future implementation of video technology, this episode is packed with takeaways for anyone interested in the pickleball community. 

Ring mentions, "It's been a really fantastic opportunity for people of all ages to come and learn a new sport. We find that we're really attracting anywhere from the twenties to the seventies. That seems to be the range of folks that are looking to do something and get out of their homes and socialize."

Key themes discussed

• "Retirement" led to a new real estate venture.
• Partnering with South Shore Brewery for events.
• Play by Point POS essential for club operations.
• Current facility hours and future plans discussed.
• Advocates of pickleball promoting health, active lifestyles.

A few key takeaways: 

1. Grassroots Approach and Self-Funding: David emphasized the importance of a grassroots approach to opening, choosing to self-fund rather than adopt a franchise model. This allowes them more control over their operations and the ability to learn valuable lessons firsthand.

2. Detailed Financial and Operational Management: The Rings invested significantly in top-tier court designs involving multiple layers of rubber and acrylic paint, which provide better support for the body. They also implemented detailed KPI (Key Performance Indicator) tracking and utilized sophisticated software like Play by Point for scheduling, reporting, and communication.

3. Enhancing Customer Experience: To boost revenue and enhance the customer experience, the facility offers additional amenities such as a smoothie and iced coffee bar. While initially focusing on their primary baby boomer clientele, they have pre-wired their facility for future enhancements such as video technology for game replays and highlights.

4. Community-Centric Vision and Expanding Pickleball: The entire project has a community-centric vision, aiming to grow the local pickleball community on Long Island. The Rings are ensuring their facility can adapt to demand, offering flexible hours and various services including open play, private rentals, and clinics led by experienced pros.

Resources: 

• PickleballXpo: https://www.pickleballxpo.com 
• LI Herald Article: https://www.liherald.com/oceanside/stories/oceanside-pickleball-facility-set-to-open-sept-8,209685 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

In this episode, host Pete Moore sits down with longtime friend and former investment banker, Patrick Sandone. Sandone has a diverse background in private equity, venture capital, and entrepreneurship. After earning his MBA from Columbia, he ventured into his family's automotive business, but quickly realized his true passion lay elsewhere. He eventually moved on to the firm DLJ, and eventually shifted into entrepreneurship to create the transformative GUIDE App.

Designed to aid first responders, military personnel, veterans, and others in high-stress professions, GUIDE provides anonymous support, microlearning, community interaction, and wellness practices aimed at building resilience and promoting mental and emotional well-being. Listen not to learn how his own experiences and passion for personal development fueled the creation of GUIDE and the significant impact it’s already making.

Regarding the critical importance of anonymity, Sandone states, "If you're in some of these professions that may have a real macho culture around them, you may not want to tell other people that you're diving into this world, that you're meditating, taking wellness courses, that you're getting in touch with how you feel about things, and so on. This is completely anonymous. And for most people that have access to the app, it it may be the only anonymous way that they can jump in, and that it's a safe haven where you can get help, get support, and learn without anyone else knowing about it." 

Key themes discussed

• Founded GUIDE to support high-stress professionals' wellbeing.
• Hybrid business approach: Plans, gut, passion, accessibility.
• High app usage, ongoing clinical trial results pending.
• Anonymous community fosters self-improvement and reflection.
• Partnered with a PhD for university collaboration.

A few key takeaways: 

1. Personal Transformation Journey: Patrick discussed his career shift from investment banking and private equity to starting his own company after burning out. His journey from dealing with intense stress to focusing on wellness became the foundation for GUIDE.

2. Focus on First Responders and High-Stress Professions: GUIDE is specifically designed to help first responders, military veterans, and individuals in high-stress professions build resilience and wellness. The uniqueness lies in its complete anonymity, allowing users to engage in without fear of being stigmatized. 

3. Microlearning and Interactive Features: The GUIDE app offers microlearning courses, interactive community support, and scheduled wellness practices like meditation and journaling. These features ensure that users can integrate wellness into their daily routines effectively and consistently, mirroring the approach to physical wellness.

4. Scientific Validation and Impact: The app's effectiveness is backed by clinical trials conducted with reputable institutions like the University of Pennsylvania. Results showed significant reductions in anxiety and improvements in overall wellness and motivation.

5. Growing Adoption and Financial Viability: Despite challenges in securing funding from public entities, the app has seen substantial adoption, including onboarding major police departments like the Philadelphia PD. The company is profitable and aims to balance doing good with financial sustainability, showcasing a new model for mission-driven businesses.

Resources: 

• Patrick Sandone: https://www.linkedin.com/in/patrick-sandone-iii-b92b995 
• The GUIDE App: https://theguideapp.com 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

Thanks for your interest in HALO Talks! You've found the best (and longest running!) podcast on the business-to-business ("B2B") side of the HALO sector. (Health, Active Lifestyle, Outdoors) Whether you work at a health club (in any capacity!) or you're covering it in the financial services sector as an Analyst to Managing Partner, you'll glean incredible value from each 30 minute episode.  

Pete Moore is the host, Founder, Managing Partner, and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $6.2T HALO space. 

Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. 

ISQ's media and "live education" properties include HALO Talks, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series.

Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup.

Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc;  worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) 

ISQ saw a need for a deeper & more useful level of education in the sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews, HALO Talks has become a “must listen” for anyone working or investing in the sector. 

Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million.  

His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast.

Resources: 

• Learn more about the HALO effect here: https://www.halotalks.com/pete-moore/ 
• Prospect Wizard: http://www.theprospectwizard.com 
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

In this episode, host Pete Moore moderates a panel discussion with key leaders from CR Fitness Holdings, one of the largest franchisees in the Crunch Fitness chain. At the time of this recording, they were at 70 locations, "Planning to finish up the year around 75 locations if all falls into place, and next year looking at another 12 to 15", states COO Peter Constantino. He goes on to challenge traditional gym models and share insights on personalization in high-volume, low-price (HVLP) clubs. Alyssa D’Aquino, VP of Group Fitness emphasizes tailoring services to fit member needs, and Julian Torok, VP of Sales, drives home the importance of team member engagement which carries over into a positive member experience.

Jaci Petrock, VP of New Club Openings reveals exciting new developments in Crunch's facilities, from hydromassage to cryoloungers and touches on their growth plans for 2025 and beyond. Finally Darrick Druce, VP of Personal Training highlights the need for adaptability and risk-taking in today’s fitness industry.

Key themes discussed

• CR Fitness prioritizes retaining and investing in people.
• Market expansion in new areas requires a very clear brand identity.
• Instructors work multiple locations, varied classes, one unified brand.
• Belief-driven membership success over "slick" sales tactics.
• Team experience influences member satisfaction and engagement.
• Affordable gym with diverse fitness and recovery options.
• Highly experienced "home grown" leadership team raises industry standards and success.

A few key takeaways: 

1. Personalization and Community Focus: Constantino emphasized the importance of creating a personalized and community-oriented experience. Despite the high-volume, low-price (HVLP) model, Crunch works hard to get to know members personally and to foster a family-like atmosphere to make every member feel welcome.

2. Innovative Fitness Offerings: Jaci highlighted Crunch's ongoing transformation with new services and equipment. The introduction of amenities like hydromassage, cryoloungers, and diverse fitness classes aim to attract a broad customer base and keep members engaged.

3. Team Member Experience: Julian underlined the long-term experience of senior team members which directly impacts member experience. By focusing on structured onboarding processes, hiring from within the gym community, and involving employees in personal training and group fitness, Crunch ensures staff remain enthusiastic and engaged, leading to better service for members and lower attrition. 

4. Medical Integration Opportunity: CR Fitness is also exploring partnerships with medical groups and insurance companies to work to bridge the gap between healthcare and fitness. These potential partnerships aim to innovate by providing comprehensive wellness solutions that could benefit both members and the gym's growth.

5. Adaptation and Risk-taking: Derek Truce stressed the need for Crunch to continually evolve and take calculated risks to stay ahead in the competitive fitness industry. He pointed out that many once-strong players have fallen behind due to a lack of innovation, and Crunch aims to avoid that by embracing change and setting industry standards with their new branding approach. 

Resources: 

• CR Fitness: https://www.linkedin.com/company/crfitnessholdingsllc/about/ 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

Connect With Us: 

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en  Facebook: https://www.facebook.com/Integritysquare  YouTube: https://www.youtube.com/@halotalks  LinkedIn: https://www.linkedin.com/company/integrity-square/  Website: https://www.halotalks.com

Lisa Semerly's professional journey began in pharmaceutical sales, where she excelled working for Merck, specializing in respiratory care for over a decade. Seeking a change, Lisa took a buyout and ventured into the wellness arena by opening her own medical spa, a move that allowed her to blend her pharmaceutical insights with a passion for natural health.

After nearly five successful years managing her spa, Lisa crossed paths with Steve Spiro (CEO) and was immediately impressed with the company and numerous uses of salt therapy for enhanced respiratory and overall health. Starting as a consultant, she swiftly transitioned into a full-time sales role. Demonstrating exceptional leadership and sales acumen, Lisa ascended to the position of Chief Revenue Officer. She has since been a driving force at Halotherapy Solutions for a decade, contributing significantly to the company's growth and success.

Lisa and Pete also chat about collaborations with leading fitness clubs and spas, revealing not only how they can be added as a profit center but also how integrating salt therapy into workout routines can help enhance athletic performance and recovery.

Rearding 'compact wellness solutions' Semerly mentions, "One of the huge benefits is being able to take a small . . . say 40" x 48" inch, 4' x 4' space, and then stack your infrared heat (which works on pain management, weight loss, muscle recovery, lots of great things) . . . on top of your salt therapy, which is a complete detox of the skin and the lungs."

Key themes discussed

• Transitioned from pharma sales to wellness industry.
• Quickly growing interest in salt therapy especially post-COVID.
• All-natural recovery using stacked therapy modalities.
• Therapy, self-care, recovery essential for health.
• Small-space recovery: red light, salt, IV therapy.
• Anytime beta tests: positive feedback from consumers.
• Salt therapy provides relaxation and improved breathing.

A few key takeaways: 

1. Evolution and Increased Awareness of Salt Therapy: Lisa highlights salt therapy has evolved significantly over the past decade, particularly during COVID due to an increased focus on respiratory and immune health. People are much more aware of the benefits of salt therapy today than they were ten years ago.

2. Ease and Demand of Selling Wellness Solutions: Transitioning from pharmaceutical sales to the HALO space, Lisa noted that selling HALO-focused products, like salt therapy equipment, to health clubs and spas is generally easier and more rewarding. There is a far more enthusiatic and positive reception from the wellness sector when compared to the more challenging and competitive pharmaceutical space.

3. Stacked Modalities and ROI: The trend in the wellness industry is moving towards combining different recovery modalities within small footprints to maximize the return on investment. For example, combining infrared saunas with red light and salt therapy in one space optimizes both the use of space and the benefits for users, making it a lucrative setup for facility owners.

4. Immediate and Tangible Benefits: Users of salt therapy often report immediate relief and benefits such as improved respiratory function, reduced congestion, and a general sense of well-being.

5. Entrepreneurial Spirit and Overcoming Challenges: Semerly shared her personal journey moving from a secure pharmaceutical career to the uncertain world of entrepreneurship. Her advice to aspiring entrepreneurs includes staying disciplined, drowning out the negative noise, believing in oneself, and continuously putting one foot in front of the other to achieve success.

Click to download transcript. 

Resources: 

• Lisa Semerly: https://www.linkedin.com/in/lisa-marie-semerly-9136a118 
• Halotherapy Solutions: https://halotherapysolutions.com 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

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