Devan Gonzalez is a mindset-driven entrepreneur, CEO of Strive 111 Fitness, host of the Mindset Cafe podcast, and best-selling author of Money Muscle Mindset: The Underground Playbook for Aspiring Gym Owners. As a leader and franchise visionary in the fitness industry, Devan has transformed Strive 111 Fitness into a thriving brand, helping aspiring gym owners turn their passion into profitable businesses. His journey is a testament to resilience, innovation, and the power of mindset, inspiring countless entrepreneurs to break through barriers and achieve lasting success.

On this episode we talk about:

– Devan’s entrepreneurial journey—from selling t-shirts in high school to launching a fitness franchise

– The decision-making process behind scaling Strive 111 Fitness through franchising

– Upsides and downsides of the fitness industry, and how to stand out in a saturated market

– The financial realities and risks of gym ownership

– Building a differentiated gym model and offer structure for profitability

– Essential skills for moving from personal trainer to business owner

– Balancing entrepreneurship with family and personal life

– Actionable advice for aspiring gym owners and trainers

Top 3 Takeaways

– Niche Down, But Build a Baseline First: Success in the fitness industry comes from first establishing a broad client base before niching down to your ideal clientele. This approach ensures steady revenue and adaptability in a crowded market.

– Differentiate Your Offer: Don’t copy big box gym models—create a unique value proposition, such as Strive 111’s no-class-time, bootcamp-style system, and personalized training modifications to stand out and command higher membership fees.

– Entrepreneurship Demands Sacrifice and Adaptability: Building a business requires relentless work and the ability to adapt to challenges. True success is about managing your time, delegating, and ensuring you don’t sacrifice family for ambition.

Notable Quotes

– “Starting any business is difficult. Creating extraordinary income for yourself is simple, but it’s not easy. If you don’t have some sort of desire or inner purpose, the first sign of an obstacle pops up and you’re done.”

– “You have to know what your gym is and what value you bring to the market. For us, it was exclusivity and a personal trainer-style workout at a group price.”

– “You’re not going to have the social life you think you’re going to have becoming an entrepreneur. You’re trading a 9-to-5 for a 24/7.”

Connect with Devan Gonzalez:

– https://www.instagram.com/devan.gonzalez

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