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HALO Talks

[email protected] (Pete Moore, Founder and Managing Partner, Integrity S

Entrepreneurs in the Health, Active Lifestyle and Outdoor ("HALO") sector sharing their stories

  • 30 minutes 44 seconds
    Episode #533: Building Extraordinary Brands-RJ Krone on Franchising Strategy and Community

    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: 

    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

    22 January 2025, 6:47 pm
  • 30 minutes 31 seconds
    Episode #532: Pickleball Expansion on Long Island: David and Sam Ring's Vision for PickleballXpo

    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: 

    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

    15 January 2025, 8:18 pm
  • 28 minutes 8 seconds
    Episode #531: Wellness Through Innovation: Patrick Sandone on the GUIDE App for Military and First Responders

    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: 

    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

    10 January 2025, 5:51 pm
  • 55 seconds
    HALO Talks-Trailer

    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: 

    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

    7 January 2025, 5:03 pm
  • 36 minutes 2 seconds
    Episode #530: Future of Crunch-CR Fitness Expansion, Innovative Offerings, and Operational Strategy

    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: 

    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

    30 December 2024, 8:19 pm
  • 26 minutes 40 seconds
    Episode #529: The Growing Popularity of Salt Therapy in Health Clubs-Insights from Lisa Semerly

    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: 

    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

    19 December 2024, 8:11 pm
  • 28 minutes 18 seconds
    Episode #528: Siavash Fashi-From Iranian War Zones to Changing Lives in the US Through Fitness

    Today's episode will be a movie one day! Siavash Fashi's extraordinary story of resilience, ambition, and success is truly remarkable. His journey from the war-torn streets of Iran to the vibrant fitness community of Culver City is incredible. He went from being a young lifter inspired by Arnold Schwarzenegger to a determined refugee navigating the turbulent streets of England and eventually the challenging landscapes of America. 

    Fashi's passion for fitness and bodybuilding started as a teenager. At around 18, he often visited a wrestling gym and lifted weights with whatever resources he could find. (Bodybuilding was illegal in Iran back in his days!) Despite the challenges of lacking proper nutritional knowledge and language barriers, he remained all in. He trained his entire body daily, driven by inspiration from fitness images and the scant, often incorrect information he could access.

    With grit and unwavering determination, Siavash founded Six Pack Gym, a thriving hub in Culver City, CA where he's not only built a successful business but also transformed countless lives. He opens up about the trials and triumphs that shaped him, the pivotal moments that defined his career, and how he turned his dreams into reality.

    On turning pain into progress Siavesh opines, "Those painful moments? They all become your assets. My book is all about the the bad stuff that I went through. All this . . .the knowledge that I'm sharing with a lot of people is from those bad times. Just hang in there, push through, and the thing is with your business, during the bad times, you grow along with it."

    Key themes discussed

    • Escaped Iran, worked in a pizza shop, and eventually a gym.
    • Mistaken for militant, held in prison, granted asylum eventually.
    • Passion for training sparked surprising success.
    • His grandfather's war stories inspired resilience and determination.
    • Survived on Balance Bars during financial hardship.
    • Streamlined running small gyms, low barrier, community-focused.
    • Painful experiences become valuable growth assets.

    A few key takeaways: 

    1. Inspiring Journey of Resilience: Siavash's journey from war-torn Iran to becoming a successful gym owner in the states is a testament to his resilience. Despite facing extreme hardships, including fleeing his home country, dealing with a cancer diagnosis, and multiple instances of homelessness, he never gave up on his dream of being a bodybuilder and helping others achieve their fitness goals.

    2. Impact of Adversity on Growth: Fashi emphasizes that the painful and challenging times he went through became his greatest assets in life and business. His experiences taught him perseverance, and those difficult moments provided him with valuable lessons that he now shares with his clients.

    3. Building a Community-Centric Business: Siavash's approach to building and running Six Pack Gym focuses on creating a close-knit community. Despite starting with minimal equipment, his dedication to providing personalized and effective training led to substantial growth. He also values the relationships and support he received from his clients, highlighting the importance of community.

    4. Innovative Approach to Fitness Training: Due to limited resources initially, Fashi developed a unique 30-minute workout system that effectively taxed the muscles within a short period. This not only helped in client retention but also became a distinctive feature of his gym, catering to busy professionals who need efficient workouts.

    5: Vision for Empowering Aspiring Gym Owners: Fashi's vision includes helping others start their own small gyms with minimal investment. He has created courses and certification programs aimed at teaching aspiring gym owners how to successfully model what he has done. His goal is to empower individuals to build local gyms that can have a significant impact on their communities.

    Click here to download transcript. 

    Resources: 

    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

    11 December 2024, 7:22 pm
  • 26 minutes 54 seconds
    Episode #527: Revolutionizing Pilates-Peter Webb Discusses Nuforma's Breakthrough

    In this episode, we're talking with Peter Webb, CEO of Nuforma. Although reliatively new to Pilates, Peter brings with him an extensive 25-year background in the HALO sector. We dive into the innovative world of Nuforma, which takes a groundbreaking approach to make Pilates more accessible to a wider audience. 

    We'll look at how Nuforma's unique reformer units, which come equipped with monitors and self-service functionalities, are transforming traditional Pilates classes. Peter shares insights into the company's journey, including the development of the equipment and its expansion strategy. Whether you're an operator looking to introduce Nuforma to your gym floor or simply interested in the burgeoning Pilates sector, this episode is a must-listen! 

    About the Nuforma, Webb states, "Obviously, this is a a much different type of unit than you would have versus a 'classical' reformer. It's made of steel. It's German engineered. It has the monitor, and so on. We've also added a new element-a weight plate system." 

    Key themes discussed

    • Nuforma launches new equipment in Pilates market.
    • Pilates studios expanded; personalized workouts with monitors.
    • $17,000 German-engineered reformer with gyrotonic-like features.
    • Pilates classes on gym floors, self-service concept.
    • Nuforma total immersion-enhancing a personalized Pilates experience.
    • Recurring revenue model similar to razor blades.

    A few key takeaways: 

    1. Introduction of Nuforma: Peter discusses the unique aspects of Nuforma Pilates, which looks to modernize and make Pilates more accessible to a wider audience. The Nuforma reformer incorporates a monitor with pre-recorded classes and a 'sound shower' speaker system, allowing users to have individualized workouts within a group setting.

    2. Expansion and Accessibility: 'Traditional Pilates' classes often face issues of limited capacity and specialized appeal. Nuforma's model allows for flexible scheduling and self-guided workouts, making Pilates more readily available and lowers the barrier to entry. 

    3. Pivot from Studios to Manufacturing: Although Nuforma operates five studios, the company is shifting focus to manufacturing and selling its reformers. This includes making them commercially available to gyms, hospitality sectors, and other multi-site operators, as opposed to focusing solely on expanding its studio network.

    4. Franchise and Global Reach: Nuforma is exploring franchising. They have already established franchises in Australia and Saudi Arabia and are working on launching in the UK. This aligns with their mission to make Pilates a more 'mainstream' fitness activity globally.

    5. Unique Equipment Features and Benefits: The Nuforma reformer is distinct from other Pilates equipment because it is designed to cater to different mobility levels and body types. It includes a weight plate system and a high-low pulley system, which are not typically found in 'classical' reformers. This makes it versatile and user-friendly, appealing to a broader audience and providing a fuller range of movement options.

    Click here to download transcript. 

    Resources: 

    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

    4 December 2024, 5:22 pm
  • 30 minutes 41 seconds
    Episode #526: Business Savvy for Gym Owners-Vince Gabriele Talks Metrics, Client Value, and Growth

    At 22 years old, Vince Gabriele attended his first Perform Better seminar as a newly minted personal trainer. When he saw long-time industry veteran, Tom Plummer speak, he was instantly inspired and became determined to be in his shoes one day. Today, Vince is a highly successful gym owner-turned consultant. He shares his journey from struggling with money management to mastering essential business metrics like EBITDA, cost per lead, and lifetime customer value.

    He discusses insights on prioritizing personal success, family time, and the satisfaction of helping others grow without financial gain. Vince emphasizes the importance of understanding and catering to your target market, the significance of community-building within gyms, and the traits that distinguish successful gym owners. He also reflects on the practical advice from marketing expert Seth Godin that shaped his career decisions.

    On learning from his past financial mistakes, Gabriele states, "I got really into some hot water because I wasn't doing a great job with managing money and managing my finances. I got into some really hard stuff financially, and that is when I realized I needed to learn how to run a business."

    Key themes discussed

    • Former lineman becomes trainer, opens New Jersey gym.
    • Helping businesses optimize for funding or sale.
    • Consider carefully before opening another gym.
    • Success is personal: Define what it means for you.
    • Impactful community-building integrated into business model.
    • Target market determines business pricing strategy.
    • Helping gym owners focus on key business priorities.

    A few key takeaways: 

    1. Business Metrics Beyond Cash Flow: Vince emphasizes the importance of understanding key business metrics such as EBITDA and others. He mentions the importance for gym owners to go beyond just monitoring cash flow to achieve sustainable success.

    2. Defining Personal Success: Gabriele underscores the importance of defining personal success based on individual priorities rather than societal norms. For him, focusing on running a single, successful gym and teaching others aligns with his values, inspired by advice from Seth Godin. He highlights prioritizing family time and personal happiness over relentless business expansion.

    3. Client-Centric Business Model: Understanding your target market is crucial. Vince shares that his premium pricing strategy—charging $500 a month for gym memberships—works well with his affluent clients like doctors and lawyers. This stems from deeply understanding their needs, fears, and desires, as emphasized in a recent talk he gave where he advocated for earning a "Ph.D in customer insights."

    4. Data-Driven Decision Making: Gabriele stresses the importance of data and basic "financial literacy" for making informed decisions. He describes his gym’s process of maintaining detailed client cards, which combine both tangible data (e.g., physical conditions) and intangibles (e.g., personal details) to personalize client experiences. This approach helps gym owners focus on client acquisition, retention, and cash flow.

    5. Building Community Within Gyms: A strong sense of community is more than just a buzzword in the HALO sector. He highlights actionable strategies such as organizing local events to drive client retention and foster a communal atmosphere. Vince cites the success of CrossFit in creating such an environment, stressing that true community building requires both ongoing effort and authentic engagement.

    Click here to download transcript. 

    Resources: 

    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

    29 November 2024, 7:45 pm
  • 32 minutes 5 seconds
    Episode #525: Eric Malzone on Fitness, AI, and Podcasting for Business Growth

    In this episode, we're excited to once again chat with fellow B2B HALO sector podcaster and industry veteran, Eric Malzone. Eric--known for his work in the Future Fitness and the Podcast Collective-- has conducted over 800 interviews and dives deep into the evolving landscape of the HALO space with host, Pete Moore. He shares his journey from selling his gyms to slowly becoming a leading voice in fitness podcasts, emphasizing the impact, reach, and direct feedback podcasts provide.

    Eric journey as a podcaster began with a simple realization: If he was going to create content, he might as well share it with others. This led him to start recording his discussions and sharing them with a broader audience. The impact of (any podcaster's!) work can be measured in two significant ways: The tangible metrics such as audience numbers, LinkedIn impressions, and social media interactions. Secondly, and perhaps more importantly, is the direct feedback you receives from listeners about specific episodes or topics, which truly underscores the value and influence of what you're putting out in the world. 

    Pete and Eric dive further into key trends capturing the industry’s attention, such as GLP-1, longevity, and women’s health and fitness. Eric also discusses his other ambitious projects, like an NASM podcast course and his interest in leveraging AI for playbooks and operational manuals. With a focus on the future of fitness, Eric and Pete delve into how podcasts can serve as a powerful tool for continuing education and business development. They also touch on the potential of AI in transforming business processes and content creation.

    Key themes discussed

    • Convert podcasts into continuing education credits?
    • Pete setting up educational drills on deal processes.
    • Building community for monetization and collaboration. (Podcast Collective)
    • Long-form interviews allow topics to unfold naturally.
    • AI-generated content may eventually replace 'traditional' manual writing.
    • Technology impacts business valuation and employment roles.
    • Health clubs should leverage podcasts for authority.

    A few key takeaways: 

    1. Podcasts as Educational Tools: Eric brings up the often significant impact podcasts can have on the fitness industry by serving not just as a medium for information dissemination, but also as tools for ongoing education for executives in the space.

    2. Emerging Topics in Fitness: The episode also touches on several emerging topics in the space, such as GLP 1, longevity, and women's health and fitness. Malzone and Moore emphasize the importance of staying current with these trends to cater to evolving audience interests.

    3. The Role of AI in Content Creation: Eric also chats about the potential of AI in revolutionizing business operations, especially for creating playbooks and manuals. Malzone discusses an ongoing project to develop a course on using ChatGPT for podcasters, illustrating how AI might soon change traditional methods of content and course creation.

    4. Future of Fitness and Podcasting: A hockey analogy is brought up to emphasize the importance of anticipating future industry changes rather than just focusing on what's current. There's a critical need--especially in this space--for businesses to be forward-thinking, and to stay prepared for new trends and technological advancements that can shape the future of the HALO sector going forward.

    Click here to download transcript. 

    Resources: 

    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

    7 November 2024, 7:44 pm
  • 51 minutes 33 seconds
    From Local Ads to Global Brand: Crunch Fitness's Unique Growth Strategy with Founder, Doug Levine

    In this first-ever "HALO Talks Live" episode held at Sid's Gym in NYC on October 17 2024 to a packed house, we dove deep into everything from fitness innovation, building a brand from the ground up, deciding to 'break the mold' of the fitness space, guerilla marketing, and a ton more with legendary Crunch Fitness founder Doug Levine. Host Pete Moore and Doug explored Crunch's creative, unorthodox beginnings, from viral marketing campaigns to avant-garde classes like aerial yoga and others. 

    Sue Hitzmann, visionary creator of the world famous MELT Method (and also a Crunch veteran from the early days & HALO Talks alum!) started us off and discussed the importance of fascia health for true body wellness, emphasizing proactive self-care, how 'recovery' has changed over the years, the importance of proper trainer education, why facilities should strongly consider getting their instructors up to speed on the methodology, and more. 

    Levine was the driving force behind Crunch Fitness, and he transformed the fitness industry by fostering a unique sense of community. Under his leadership and working side by side with Roger Harvey--Crunch's first COO of 12 years--Crunch defied the stereotype of a massive, impersonal corporation. Instead, it became a closely-knit environment where instructors bonded, attended each other's classes, and learned collectively. Doug ensured that the instructors felt valued and well-compensated, emphasizing personal investment in their growth. His vision extended beyond group exercise to personal training, establishing a comprehensive, supportive, and thriving fitness community. Doug not only built a successful brand but literally revolutionized the health club experience.

    On the early days of advertising Levine recalls, "So nobody knows this, but . . . Time Warner didn't like running people's local ads. Local ads, when they introduced it into New York, were largely Midas muffler shops, Jiffy Lubes, etc. They were franchises that had ads produced by corporate and they could afford. But our deal with Time Warner was that--because they loved the creativity of Crunch's ads--we would get almost all of their unsold inventory. So basically, we would spend $10,000 a month and get a half a million worth of ads, or or whatever their unsold inventory was for many, many years!" 

    We also want to acknowledge Sid Raman (another HALO Talks alum!) from Xpriential on his patented treadmill, which blends cutting-edge technology with incredible, immersive exercise experiences. These treadmills are game-changing and do not exist anywhere else in the world (yet!)

    Whether it's franchising insights, AI's role in fitness, branding, risk-taking, the evolution of wellness trends and more. . . this one runs the gamut! 

    Key themes discussed

    • Sue Hitzmann--MELT Founder--explores fascia's role in pain.
    • Self-treatment technique for physical and emotional health.
    • Medication masks symptoms; addressing root causes critical.
    • In a key move, Crunch evolved to a recurring, monthly membership.
    • Evaluating on-brand, trendy group exercise programs.
    • New, innovative 'boutique fitness trends' attract interest.
    • Cool, diverse brand, universal language, special plac and community.
    • Building a brand from scratch is incredibly complex!

    A few key takeaways: 

    1. Innovation and Creativity in Fitness: Doug emphasized the importance of unique and creative fitness programs, such as Crunch's iconic drag queen and aerial yoga classes, which helped set the brand apart and establish new trends in the industry. The organization's ability to leverage creativity instead of relying solely on traditional KPI's was crucial to its early success.

    2. Embracing New Advertising Methods: Doug shared an inspiring story about utilizing creative local TV advertising to market Crunch, leveraging free resources from advertising professionals who were members and huge fans of the brand. This strategy was a part of Crunch’s PR-driven marketing approach that insisted on standing out without high costs, demonstrating the power of ingenuity in growing a brand from scratch. 

    3. Importance of Fascia Health: Sue Hitzmann discussed how fascia health impacts overall bodily function, joint stability, and mobility—highlighting that repetitive movements can lead to problems in the fascia, causing joint issues and inflammation. She argued against merely masking symptoms with medication, stressing the need for proper self-care to address the root causes of pain.

    4. Experiential Fitness Technology: Sid Raman introduced an innovative treadmill simulator that combines hardware, software, and AI to offer immersive movement experiences through virtual reality. This "experiential" fitness equipment provides diverse, entertaining activities suitable for all ages, showcasing the future of tech-enhanced workouts.

    5. Franchising and Community Building: Doug and Pete discussed the challenges and rewards of growing Crunch through franchising. Despite the potential for dilution, maintaining an inclusive community and vibrant culture at each location remains vital. The conversation underscored the importance of early franchisee buy-in and mentorship for successful brand expansion, 'transferring' the original company’s DNA into new franchises.

    Resources: 

    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

    29 October 2024, 7:26 pm
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