In this episode, Alex and Tatum take a drive with Matt Dilorenzo (CEO of TYR Sport), who has taken the legacy brand into a new category and dominated. 

In this episode, he breaks down exactly why he decided to enter the CrossFit category, the steps he took to position authentically within the niche, and what strategies he deployed to scale to $50M in 4 years. 

Here's everything he covered…

Chapters:

0:00 Intro

0:51 The Maverick campaign and TYR's shift to art-directed content

3:27 Why most athletic campaigns fail: vibe over spec

6:14 The education layer most brands skip

13:05 Building Maverick around a hero feature

17:30 Breaking the swim-brand perception

19:35 Who TYR builds for and the world they live in

23:30 Entering CrossFit without being clocked as inauthentic

32:17 Events strategy and borrowing from outside the industry

39:01 Building a sticky brand against the giants

In this episode, Alex and Tatum discuss how: 
• brands can break into saturated categories 
• fitness starts top down with athletes as the main focus 
• brand archetypes are key to attracting the right audience 
• to world build within a category 

Perfect episode for the brand builders.

Chapters: 

0:00 Intro

0:33 How Do You Break Into Elite Fitness?

5:27 Partnering With Legacy Brands to Build Credibility

6:52 How TYR Blitzed the CrossFit Games

13:35 Land & Expand: Dominate One Category Then Grow

15:17 Launch With a Hero Product, Not a Full Line

18:44 Why Brand Voice Has to Be Dialed From Day One

20:25 Building Tone of Voice Through Dichotomous Traits

23:04 The D&D Moral Alignment Chart for Brands

26:49 Breaking Into a New Category Through Dedicated Accounts

In this episode, Alex and Tatum take a drive with Dan Bova (CEO of The Yard Gym) who's done what other gym owners couldn't...scale successfully across multiple franchises while maintaining the brand's luxury and premiere positioning.

In this episode, he breaks down exactly how he did that, who to hire, the playbook to franchise successfully, and how to position yourself as a premium brand.

Here's everything he covered...

Chapters: 
00:00 Intro 
00:38 From F45 Franchisee to Founder & CEO of The Yard 
05:55 Building the "Everyday Athlete" Identity 07:45 Designing a Community That Actually Shows Up 
09:17 The "Cool Factor": Fashion & Interior Design as Inspiration 
13:16 The Apparel Play: Paying Rent in Merch Sales 16:07 How Dan Measures Success (It's Not Revenue) 
18:11 The Real Goal: Changing How America Sees Fitness 20:33 Franchising Without Losing Brand Equity 
24:13 Treating the Gym Like a Movie Set 
27:11 Expectation Setting: Why Most Gyms Get Content Wrong 28:27 Why The Yard Is a Media Company, Not a Gym 
30:42 Bringing Digital In-House: The Pivotal Decision 
32:31 Breaking Down Team Silos for Faster Growth 35:22 Speed + Volume = The Unfair Advantage 
36:27 Where Dan Pulls Creative Inspiration From 39:48 Inside Dan's 40-Person Team

Follow Dan on social - he's a dawg:
• https://www.instagram.com/danbova/
• https://www.instagram.com/theyard_gym/

Follow myself and Tatum as we share everything out of office and our brands (we're dawgs too):
• https://www.instagram.com/house.of.ag/
• https://www.instagram.com/tatumbrandt/

See you next Wednesday.

In this inaugural episode of OUT OF OFFICE, Alex Garcia and Tatum Brandt take a ride while discussing the premium position of fitness branding and how to achieve it in a landscape that continues to evolve.

Want more of our content?

Instagram: / house.of.ag 
Instagram: / tatumbrandt 

CHAPTERS:
0:00 Intro
1:10 Why Premium Branding Is Harder Than Ever
2:18 The Yard: Owning a Signature Term
5:23 Budget Brands Explain, Premium Brands Withhold
8:27 Perks Are Not Positioning
10:04 The Collective: Manufacturing Exclusivity
13:23 The Premium Funnel That Closed Like Crazy
15:00 Zero Paid Ads — The Organic Content Strategy
18:30 Preserving Brand Integrity Through Franchising
23:30 Consistency Over Novelty
25:24 Why Every Touchpoint Matters
30:02 What's Next: Going to The Yard