Jim Crowell, CEO of OPEX, has been on the podcast before - but this time we deep dive into the branding evolution that you may have noticed from this company over the past year.

Their product is widely unknown - Individual Design - so their storytelling has been difficult to nail down a message that would resonate with their avatar client.

Jim shares their journey of finding the right language that started to make sense to the prospective customers of the 70+ OPEX gyms around the world.

To learn more check out www.opexgyms.com and www.thebigdawgs.com