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: 

• Doug Levine: https://www.linkedin.com/in/doug-levine 
• Crunch Fitness: http://www.crunch.com
• Roger Harvey: https://www.linkedin.com/in/roger-harvey-926528117/
• Roger Harvey HALO Talks: https://www.halotalks.com/episode-363-roger-s-harvey-wearelvel5-corp-founder-awareness-coach/ 
• Sid's Gym: http://www.sidsgym.com
• Xpriential: https://www.xpriential.com 
• Sid Rahman HALO Talks: https://www.halotalks.com/episode-481-sid-raman-unveils-next-level-treadmill-technology/ 
• MELT Method: http://www.meltmethod.com 
• Sue Hitzmann: https://www.suehitzmann.com 
• Sue Hitzmann HALO Talks: https://www.halotalks.com/episode-372-sue-hitzmann-melt-method-founder/     
• 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

Arman Eckelbarger began his career in consulting, experiencing initial success before pausing to prioritize family life. As his family grew, he eventually moved to a more stable 9-to-5 job in insurance and investments, a field he dedicated eight years to. That really do it for him, so he returned to consulting, embracing the always-evolving HALO space. Today, he focuses on enhancing health, muscle span, and lifespan, guiding individuals to enjoy the rewards of their financial success while maintaining overall well-being. His journey reflects adaptability and a commitment to both personal and professional growth.

Arman dives deep into his systematic approach to health optimization including extensive lab work, customized nutrition and exercise plans, and the integration of DNA methylation tests. He discusses the importance of belief alignment with clients and the critical role of insulin in managing health. Listen now to hear Arman's insightful perspectives on achieving better health, and learn about the cutting-edge methodologies and science-based protocols that are changing lives.

As far as decreasing injuries Arman states, "Strength training is going to keep the ligaments and tendons where they need to stay and help keep the muscles strong around them, so you're less likely to have those strains or tears. But you also have to listen to your body. If you have an abnormal feeling in the knee from pickleball or something as an example . . . you need to learn to give it a break and then rehab that as quickly as possible." 

Key themes discussed

• Transitioned from consulting to insurance, then returned to the industry.
• Companies should focus on results, avoid aggravation.
• Solving health issues through HALO ecosystem involvement.
• Strengthen muscles, rest injuries, stay lean.

A few key takeaways: 

1. Comprehensive Health Evaluation: Arman emphasizes the importance of comprehensive health evaluations, including extensive lab work that goes beyond standard medical tests. His approach involves checking for hormones, metabolic panels, inflammation markers, and DNA tests, providing a detailed understanding of a person’s health status.

2. Customized Health Plans: Each health plan Arman creates is highly personalized based on individual needs and health conditions. Clients go through a detailed questionnaire and lab work which help tailor the plan to address their specific health goals and challenges, ensuring a high level of customization.

3. Importance of Belief Alignment: Arman talks about the necessity of aligning beliefs with clients, especially regarding nutrition and exercise. He emphasizes that it's crucial for clients to be open to potential changes in their lifestyle and beliefs for the programs to be effective.

4. Role of Insulin in Metabolic Health: Arman provides insights on the role of insulin and how its management is critical to metabolic health. He explains that excessive carbohydrates and sugars can lead to elevated insulin levels, contributing to fat storage and various health issues, including diabetes.

5. Leveraging Modern Technology and Resources: Arman uses various modern technologies and resources such as specialized apps for nutrition and training, and partnerships with medical teams for evaluating lab results. He also mentions that his programs can be funded through HSA or FSA accounts, making them accessible for more people looking to invest in their health.

Click here to download transcript. 

Resources: 

• Arman Eckelbarger: https://www.armaneckelbarger.com
• Arman's LinkedIn: https://www.linkedin.com/in/arman-eckelbarger-75664823
• 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 we welcome Meghann Butcher from RepSpark, a B2B e-commerce platform that's revolutionizing retail for boutique gyms, golf shops, and pro shops. Meghann shares her expertise on the challenges faced by studio operators in managing retail and how RepSpark can seamlessly bridge the gap, helping businesses maximize their retail potential.

Butcher is a seasoned expert dedicated to simplifying operations for business owners and operators. She clearly understands that many of these professionals aren't trained buyers or merchandisers, despite their unique opportunity to serve a guaranteed daily clientele. Meghann focuses on making the entire processes easy and seamless, empowering owners to maximize potential profits without the hassle of managing a complex back end.

Megan goes into depth about not only optimizing retail spaces, but also making them a profitable extension of your fitness studio. Whether you're running a small boutique gym or a larger operation, this episode is packed with valuable insights to help turn your retail from a cost center into a robust profit center. 

Key themes discussed

• Efficient, flexible ordering; know customers' preferences.
• What's the retail revenue potential for studios?
• Microsites enable inventory-free sales for events.
• Exploring revenue potential for studio operators' space.
• Boost work achievements with desired employee incentives.
• Incorporate apparel rewards for engaging studio communities.
• Quick setup for brands on digital platforms.

A few key takeaways: 

1. Retail Strategy for Studios: Meghann discussed the importance of having a retail strategy for boutique gyms and studios. She emphasized that retail sales should be part of the overall revenue strategy and needs to be intentional. Understanding member preferences and curating products that align with their needs can boost sales.

2. Ease of Ordering and Inventory Management: She highlighted how RepSpark's platform makes it easy for studio operators to manage their retail offerings. The platform allows for seamless ordering, inventory management, and reordering of products in different sizes and colors. It eliminates the need for direct interaction with sales representatives, saving time for studio operators.

3. Customization and Co-Branding: RepSpark supports customization, offering an opportunity for studios to brand products like towels, bags, and apparel with their logos. This not only serves as a marketing tool but also enhances member loyalty, as members like to showcase their association with the studio.

4. Revenue Potential from Retail: Pete and Meghann discussed the revenue potential of the retail space in studios. Comparing it with golf pro shops, there is a significant opportunity for studios to generate substantial revenue through well-curated retail offerings. She mentions that consumables, basic apparel, and accessories like socks and candles move quickly and can be profitable.

5. Microsites and Pop-Up Shops: Meghann introduced the concept of microsites and pop-up shops, which allow studios to offer products without holding inventory. These can be used for special events, challenges, or seasonal promotions. Members can shop directly from these microsites, and the products can be customized, offering additional value without the need for significant upfront investment.

Click here to download transcript. 

Resources: 

• Meghann Butcher: https://www.linkedin.com/in/meghannbutcher/ 
• RepSpark: http://www.repspark.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

Curtis Christopherson has been a pioneering force in the personal training industry in Canada for the past 25 years. At a time when personal training was predominantly reserved for the affluent, athletes, and celebrities, he launched Innovative Fitness with a single location. He successfully navigated the company through significant challenges such as the dot-com bubble, the financial crisis, and the pandemic. Today, Innovative Fitness is renowned for its high-end boutique model, specializing in one-on-one and one-on-two personalized fitness and training sessions within their 4,000 to 5,000 square foot facilities. His commitment to quality and innovation has firmly established the brand as a leader in the field.

Curtis details the operational and strategic initiatives that have fueled their continued growth as well as discuss the importance of standardizing personal services in their franchise model, the benefits of brand partnerships, and the holistic approach to wellness that includes everything from movement to metabolic health. He also provides insights into overcoming challenges like noncompete clauses, the critical role of training for new franchisees, and their use of technology to enhance customer experiences and trainer capabilities. 

On building out the brand Christopherson states, "We have a pipeline of eager and hungry people that want to help us expand, many of which were our employees and the people that work for us. . . We also had a client base that were affluent enough and loved what they experienced from a service perspective."

Key themes discussed

• Expanded to Seattle, focused on local engagement.
• Studio operators should embrace engaging community conversations.
• Discussed CrossFit franchise challenges, growth strategies needed.
• Trainers wield influential, trusted prescriptions over customers.
• ABC Fitness: A "34-year overnight success" in the billing industry.
• Feature offers significant opportunity for Trainerize and Glofox.
• Holistic fitness: Movement, nutrition, sleep, metabolic health.
• Supporting franchisees operationally ensures mutual success.

A few key takeaways: 

1. Operationalizing and Standardizing Personal Services: Curtis emphasizes the necessity of detailed documentation and providing franchisees with tools for hiring and scaling. This ensures consistency and helps franchisees deliver on brand promises.

2. Strategic Partnerships and Support Systems: He underscores the value of brand partnerships that add significant benefits for franchisees, such as connections with insurance and equipment providers. Their collaboration with ABC Trainerize and Glofox for membership management systems illustrates a strategic approach to operational efficiency.

3. Trainer-Centric Business Model: The Innovative Fitness model prioritizes employing full-time trainers working exclusively for the company. This ensures a balanced supply and demand for the clientele, while also maintaining their high quality of personal training services.

4. Holistic Fitness and Wellness Trends: Curtis discusses the industry’s evolution towards integrating movement, nutrition, sleep, hormone, and metabolic health into fitness offerings. Their platform supports wellness professionals in prescribing products and services, portraying a comprehensive approach to fitness and wellbeing.

5. Expansion and Franchise Support: With plans to expand from Vancouver to Toronto and into the US market, Curtis outlines their methodical planning process for growth.

Click here to download transcript. 

Resources: 

• Curtis Christopherson: https://curtischristopherson.com/ 
• Innovative Fitness: https://www.innovativefitness.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

Steven Webster has carved out a rather unique career path combining sports, technology, and coaching. Originally from the UK and now in California, Steven boasts an impressive martial arts background. His expertise extends beyond the dojo, selling his first company to Adobe and working with customers including NASA, Nike, and the NFL.

Also a Microsoft alumnus, he's made significant contributions to athletic coaching, leading British University sports teams to ten national championships. His multifaceted knowledge spans movement recognition, coaching intelligence, artificial intelligence, and athletic intelligence. Webster and host Pete Moore explore his early passion for computers sparked initially by his Dad (an electrical engineer) to eventually founding ASENSEI, a company specializing in movement recognition technology for fitness and healthcare.

We uncover Steve's insights on enhancing consumer engagement, solving real-world problems through AI, and the future of interactive training technology. This is a deep-dive into the convergence of fitness, technology, and business innovation.

Key themes discussed

• ASENSEI: Movement recognition company for various applications.
• AI coaching potential to scale being digitally demonstrated.
• Athletes training with consumers in real time.
• Solve frustration to validate business funding needs.
• Building on existing AI is an industry standard practice.
• Customer experience tests show high net promoter scores.
• Trade shows are arsenals for success strategies.

A few key takeaways: 

1. Holistic View of Digital Transformation: Webster emphasizes the importance of adopting a comprehensive approach to digital transformation in the HALO space. Drawing parallels with successful digital shifts in ecommerce and financial services, he underscores the necessity for both legacy and pioneer brands to integrate advanced technologies to stay competitive.

2. Martial Arts Influence: Webster shares how his background in martial arts strongly influences his approach to coaching and technology. Martial arts not only offer physical benefits but also emotional and behavioral improvements. This translates into his work with ASENSEI, where movement recognition technology enhances fitness and health applications.

3. Asensi's Technology Implementation: The episode focuses a lot on ASENSEI's movement recognition technology and its practical applications in fitness and health. Initially applied to indoor rowing, the tech has expanded to meet the demands of home workouts. Examples include using cameras for analyzing exercises to prevent injuries and using AI to interpret and improve physical activities.

4. AI and Coaching Synergy: Webster clarifies that their technology is designed to complement, not replace, human coaches. The AI serves as a "copilot," capturing user movements and providing real-time feedback based on expert coaching insights. This ensures the technology enhances the coaching experience rather than detracting from the human element.

5. Legacy Brands and Market Evolution: The discussion around how legacy fitness brands are leveraging digital technologies to enhance customer experiences is especially noteable.

Click here to download transcript. 

Resources: 

• Steven Webster: https://www.linkedin.com/in/stevenwebster 
• ASENSEI: https://www.asensei.ai 
• 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 today's episode, host Pete Moore welcomes (for his second appearance on HALO Talks) Deekron Krikorian--formerly known as the Fitness DJ--and currently a new author, fitness professional specializing in those over 40, and a seasoned entrepreneur. He shares how his father's rugby background created a lifelong commitment to health and fitness. Transitioning from a corporate career to promoting customized, curated fitness music for professionals, Deekron's prior company "Motion Traxx" grabbed over 100,000+ listeners monthly, leading to powerful brand partnerships. He's since authored a new book focusing on the "9 shifts"—a holistic system addressing the Mind, Body, and Life challenges that many of us face, especially as we get older.

Deekron and Pete delve into crucial topics including deception in 'healthy snacks' marketing, the significance of 'imperfect actions' for high achievers, and balancing data-driven fitness coaching with personal accountability. Deekron also discusses his coaching philosophy, emphasizing the importance of emotional intelligence and personal development in achieving lasting health and wellness. 

On the power of emotional intelligence, Krikorian opines, "The one thing I've  benefited from even more, I would say, than my business school experience was the personal development work I did to understand how I'm wired, to understand my emotions, thoughts, feelings, where are they coming from, and how do I shift them so I could get out of things that other people struggle with. Things like self doubt, imposter syndrome, limiting beliefs, self criticism, shame, all these things that we go through as human beings. There's not enough emphasis on understanding that and gaining emotional intelligence."

Key themes discussed

• Challenges for over-40s: Mind, body, life categories.
• Specialize in mindset coaching, public speaking, holistic solutions.
• GLP drugs: Weight loss, smoking cessation, appetite reduction.
• GLP-1 agonists may cause long-term digestion issues.
• Clients graduate, reconnect, and new ones join.
• Personal development surpasses business school for growth.

A few key takeaways: 

1. Holistic Coaching Approach: Deekron's unique coaching philosophy centers on a holistic approach, emphasizing the importance of addressing both physical and mental factors. His method, as outlined in his book, involves tackling challenges related to the mind, body, and life in a structured 3x3 system, which he believes is key to sustainable wellness and personal growth.

2. Imperfect Actions Over All-or-Nothing Mentality: High achievers often fall prey to the all-or-nothing mentality, where they neglect exercise if it can’t be "perfect." Krikorian encourages focusing on "imperfect actions" like shorter, more frequent walks, which can be more achievable and still significantly beneficial for overall health.

3. Personal Development and Emotional Intelligence: One of the critical aspects of Deekron's coaching is the emphasis on personal development and emotional intelligence. He advocates for understanding one's emotions and habits to drive behavior change. His book serves as a tool for self-help and personal growth, encouraging readers to introspect and change from within.

4. Scaling Through Relationships and Technology: Deekron doesn't aim to build an empire but rather to nurture meaningful, personalized relationships with his clients. He underscores the importance of technology in scaling his coaching model, through training and certifying coaches who can replicate his approach and maintain the same level of personalization with clients.

5. Long-Term Health Over Quick Fixes: In discussions about weight loss drugs and other "quick" solutions, he cautions against the allure of such shortcuts and highlights their potential long-term side effects. He advocates for building mental strength and discipline and prioritizing sustainable health practices over temporary fixes.

Click here to download transcript. 

Resources: 

• Deekron Krikorian: https://www.linkedin.com/in/deekron/
• The Healthy Higher Performer: https://www.theinpowermentco.com/ 
• The Nine Shifts: https://www.amazon.com/Nine-Shifts-Mind-First-Method-Transform-ebook/dp/B0CRYHM6GW  
• 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 today's episode, we dive into (a relatively new field in the US) the fascinating world of 'healthy/performance lighting' with Kyle Harris. Join host Pete Moore as they explore Brainlit technology, a Swedish company that creates healthier indoor environments by mimicking the natural spectrum of sunlight through advanced LED modulation. Kyle and Pete discuss expanding partnerships with major sports teams like the Sacramento Kings, tackling market challenges, and the impressive patent portfolio that underpins Brainlit's revolutionary approach. We'll also touch on the technology's journey into various markets, the quantifiable benefits for athlete performance and overall wellness, and the future-proof nature of lighting solutions making waves in the US sports sector.

Inspired by Tord Wengren, one of the team behind behind Bluetooth and a platform expert from companies like Samsung and Huawei, Brainlet aims to revolutionize indoor lighting. Under Kyle’s influence, the company focuses on modulating and controlling LED lights to replicate the perfect sunlight spectrum indoors. This innovative approach not only creates healthier work and living environments but also aligns with the natural ways in which sunlight energizes and keeps people focused, reminiscent of the benefits our ancestors experienced. This technology has been used in Europe for quite a while and has recently starting gaining traction in the states. 

Harris states, "Companies that we work with, the professional teams especially, tell their players, 'We have installed for your benefit lights that make you recover better, sleep better, that can energize you before a game and decompress you post game.' I would say, conservatively, there's a 10 year difference in the understanding of light tech and health and wellness between Europe and the US to some extent, and how they look at light. Because of we come out of the Nordics, there's a much better understanding of the power of light."

Key themes discussed

• Entering new markets and educating resistant leaders.
• Exercise benefits, lighting impact on athletes, ROI.
• Light system enhances health, wellness in various environments.
• Future-proof design allows for continuous evolution.
• Challenges in light tech and market traction.
• Investment in new sports facilities for next generation.
• Custom health solutions for optimal indoor environment.

A few key takeaways: 

1. Brainlit Technology and Its Benefits: Brainlit specializes in creating healthy indoor environments by modulating LED light to mimic the natural sunlight spectrum. This tech offers significant health benefits including improved productivity, better sleep patterns, and reduced sick days.

2. Strategic Partnerships in Sports: Brainlit has formed partnerships with major sports organizations, including the Sacramento Kings and others. These collaborations demonstrate the effectiveness of their technology in enhancing athletes' performance and overall wellness, further expanding their reach to the English Premier League and other major leagues.

3. Market Education and Challenges: One of the prominent challenges discussed is the necessity of educating architects, construction teams, and potential clients about the benefits of healthy lighting. Communication and timely implementation remain key barriers, especially in new builds and the fragmented school district market.

4. Holistic and Future-Proof Solutions: Brainlit offers versatile and adaptive lighting systems that cater to specific facility needs, such as providing optimized lighting during unconventional hours and for jet lag mitigation. Their solutions are designed to be future-proof, with remote accessibility management to allow for ongoing upgrades.

5. Enterprise and Support Staff Focus: Beyond targeting athletes, Brainlit is emphasizing an enterprise solution that supports not only players but also coaches and support staff. This broader approach helps create a holistic wellness environment for everyone involved, and positions them as a comprehensive solution in various vertical markets including health clubs, sports, and studio markets.

Click here to download transcript. 

Resources:

• Kyle Harris: https://www.linkedin.com/in/kyleharris/ 
• Brainlit: https://www.brainlit.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

Michael Riordan, a fellow New Yorker and entrepreneur, shares his journey in building a unique fitness tourism business. We'll dive into how his personal experience and professional background as a personal trainer inspired him to create immersive, wellness-focused tours for travelers and business people visiting the city. 

While in Hawaii, he was faced with the decision of either running on a treadmill or exploring outdoors, he chose the latter and embarked on a beach run that turned out to be one of the most memorable experiences of his life. This moment of clarity inspired him to integrate more local and immersive activities into his routine.

Back in his professional life, he noticed a recurring theme among his clients, who often traveled to fun destinations for work but rarely got to experience the local culture. Michael became a staunch advocate for blending fitness with business and/or adventure travel, encouraging clients to explore and enjoy their surroundings, no matter where their travels took them.

Riordan states, "The identity of the the Fit Tours business is that we are actually a tour company with a fitness twist as opposed to a fitness company with a tour twist."

Key themes discussed

• Embrace local experiences & keep up your fitness while traveling for work.
• Fit Tours offers a combination of unique fitness and city exploration.
• Strategic partnerships and filling classes for entrepreneurs.
• Balancing cost and sustainability for fitness tours.
• Recruited dynamic, engaging tour guides for events.
• Competitor collaboration led to successful new business entity. 

A few key takeaways: 

1. Innovative Business Concept: Riordan identified a niche in the market by providing fitness-focused tours for travelers. This stemmed from his own experiences and frustrations with traditional gym routines while traveling.

2. Target Audience and Value Proposition: The primary target audience includes both leisure and business travelers who want to maintain their fitness routines while also experiencing local sights and culture. This dual-purpose offering provides an immersive wellness experience unique to each city.

3. Effective Team Building: Riordan found success by hiring actors and performers as tour guides. These individuals not only had the fitness focus he needed but also brought an energetic and engaging dynamic to the tours, enhancing the overall experience for guests.

4. Adapting and Expanding: During the pandemic, Riordan expanded to Chicago by acquiring a local running tour company at no cost, demonstrating resourcefulness and strategic growth. This move was facilitated by his connection with the former owner's similar vision and goals.

5. Merging for Better Outcomes: By merging Fit Tours NYC with City Running Tours to form City Fit Tours, Riordan and his partner combined their strengths and resources. This allowed them to share the workload more effectively, with Riordan focusing on business development and his partner on operations.

Click here to download transcript. 

Resources: 

• Michael Riordan: https://www.linkedin.com/in/michael-riordan-97a1167
• City Fit Tours: https://fittoursnyc.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

Chris Craytor took on a significant challenge when joining the board of IHRSA, the  International Health, Racquet & Sportsclub Association. At a time when raising funds was particularly difficult, Craytor played a key role in steering the organization towards a stronger focus on advocacy, education, and research. With the strategic hire of Liz Clark as CEO, Craytor helped pivot IHRSA—now known as the Health and Fitness Association—towards these critical areas. This shift was underscored by the COVID pandemic, which signifcantly heightened awareness among club operators about the importance of advocacy. Craytor envisions increased efforts to influence state-level legislation, recognizing that many crucial battles for the industry are won and lost at the local level. 

Chris and host Pete Moore discuss a range of topics crucial to the fitness industry, including managing member relationships, especially within the Medicare Advantage community, and the critical role of customer retention. Chris shares his innovative approach to business by addressing personal and professional challenges and emphasizes the significance of strong leadership.

They also explore the ever-evolving landscape of health insurance, exercise and its impact on long-term health, and the importance of preventative care covered by groups like Medicare and Medicaid. Chris also highlights the rapid growth in insurance-based memberships and the challenges and solutions provided by Welld Health, a leading software platform connecting health clubs to healthcare payers.

Key themes discussed

• Discussing importance of active voter participation and issues.
• ACAC founded with inclusive, community-focused approach.
• Layering AI in medical data for reimbursement.
• Software companies require 5-year SaaS agreements.
• States for ACAC business expansion in 36 months.
• Clean database, streamline member files, reduce rejection.
• Popular programs offer competitive advantages in business.

A few key takeaways: 

1. Medicare Advantage Programs and Revenue Potential: Health clubs can significantly benefit by targeting the Medicare Advantage community. Large chains have the potential to generate millions of dollars monthly through these programs.

2. Customer Retention and Leadership: Effective customer retention efforts are crucial for clubs. Finding the right individual within the club to manage these efforts can make a significant difference. The role of a Chief Revenue Officer was highlighted as potentially beneficial for improving accounting processes and overall efficiency.

3. ACAC's Inclusive and Comprehensive Approach: Chris shared insights into ACAC Fitness and Wellness, which operates on a larger format with high-end amenities. Their approach to inclusiveness, medical programs, physician referrals, and partnerships with doctors and hospitals sets them apart. The emphasis on tracking member outcomes and offering first-class service above their middle-market price point further highlights their differentiation.

4. Health and Fitness Advocacy: The rebranding of IHRSA as the Health and Fitness Association underscores a new focus on political advocacy, education, and research. Project 435, for example, aims to have a club captain advocating for health clubs in each of the 435 congressional districts, showcasing the importance of grassroots advocacy within the sector.

5. Challenges and Benefits of Health Insurance Integration: The podcast also shed light on the integration of health insurance with fitness clubs, particularly the challenges around eligibility verification, member management, and reconciliation. Software platforms like Welld Health play a critical role in reducing rejection rates and bad data, ultimately saving significant revenue for clubs. The ability to run long-term medical programs via partnerships with YMCA's and medical centers further illustrates the evolving landscape of preventative healthcare coverage.

Click here to download transcript. 

Resources: 

• Chris Craytor: https://www.linkedin.com/in/chris-craytor/
• Welld Health: https://www.welldhealth.com/solutions  
• ACAC: https://acac.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

Host Pete Moore is joined by an industry pioneer and long-time friend Jill Kinney, currently the Founder/Chairman of Active Wellness. They deep dive into the ever-evolving landscape of fitness for the senior population, focusing on Jill's innovative work with Active Wellness. She shares her insights on redefining fitness centers, especially within healthcare systems and senior living communities, through the creation of Activate—a high-touch, personalized wellness program which are transforming traditional spaces into profitable, consumer-facing wellness hubs. 

Drawing from a rich background in developing, owning, and operating fitness clubs, Jill has successfully melded her expertise to create distinct, consumer-focused models within the industry. 

Kinney states, "I don't think the health care systems or hospitals per se, really understand marketing. Most of the folks that we've dealt with felt like their medical fitness center was somehow or another going to be so unique that it would have no competition . . . and there's there's nothing further from the truth . . . what we've done is taken our branding, marketing, and sales skills and turned these businesses around, so they're profitable. They're generating 18 to 25% EBITDA returns."

Key themes discussed

• Challenges of managing hospital real estate assets.
• Personalized wellness program with brain training, recovery, and E-Gym.
• Excitement for real estate investment opportunities and models.
• Opening up facility to public feedback.

A few key takeaways: 

1. Active Wellness is a fitness and wellness management company that provides a unique twist through two distinct models:

-Active Wellness Centers: These are similar to medical fitness centers but with a profitability and business focus, making them more consumer-facing and competitive.

-Activate Program: A turnkey, approximately $2,000,000 solution with a small footprint (5,000-10,000 square feet), integrating personalized wellness and fitness programs featuring high-tech and data-driven approaches.

2. Hospitals and healthcare systems often underestimate the importance of sales and marketing, especially when it comes to running fitness centers. Active Wellness steps in to turn these facilities into profitable, consumer-friendly wellness centers that attract members and operate with commercial efficiency.

3. The Activate program includes a variety of personalized services such as personal health coaching, registered dietitians, and specialized equipment like eGym for tailored fitness plans. Emphasis is placed on a holistic approach encompassing fitness, recovery, and even brain training.

4. Activate centers generate significant financial returns (28%-35% ROI on invested capital starting from year 2) and transform previously cost-center amenities into profitable entities.

5. Although initially targeted at seniors and independent living communities, the program's appeal is broadening to a younger demographic. Active Wellness plans to scale up, aiming to have around 20 Activate locations in the near future, with a longer-term goal of expanding to 50-100 locations.

Click here to download transcript. 

Resources: 

• Jill Kinney: https://www.linkedin.com/in/jillkinney/
• Active Wellness: https://activewellness.com/ 
• Buck Institute: https://www.buckinstitute.org/ 
• E-Gym: https://egym.com/us 
• 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

Host Pete Moore had a sit-down at the Health & Fitness Association 2024 trade show in Los Angeles with Cyrus Massoumi, the visionary founder behind Dr. B, a revolutionary telemedicine platform. Pete chats with Cyrus about his journey from founding Zocdoc to his passionate pursuit of affordable, how the name came about, remote healthcare solutions through Dr. B, and more. They also discuss how COVID has transformed medical interactions and highlight the critical role of exercise in managing medical conditions.

Massoumi offers insightful perspectives on utilizing FSA and HSA dollars for fitness expenses and shares how Dr. B's partnerships with fitness brands are making healthcare more accessible. You'll learn about the importance of letters of medical necessity, the compliance landscape of telehealth, innovative ways to maximize healthcare benefits, and how this can complement your fitness journey. Massoumi is driving a holistic approach to wellness and pushing the boundaries of healthcare, ensuring it meets the needs of both insured and uninsured individuals.

He states, "Our goal is not just to offer letters of medical necessity to fitness club members, but also to be health care partners for all of these gyms and fitness studios that are interested in making that leap and understanding what that looks like, and how do you do it in a responsible way and make sure that you can really make people's lives better more holistically."

Key themes discussed

• Starting and growing Zocdoc.
• Enable health account payment method for members.
• Regulations needed to curb destructive conduct from other bad actors in this space.
• Health savings accounts rising due to high deductibles.
• Initial misunderstanding, now promoting HSA and FSA.
• Be disciplined, use resources, make an impact.

A few key takeaways: 

1. Dr. B, founded by Cyrus Massoumi, is a telemedicine platform focused on providing affordable and accessible healthcare, particularly for COVID-19 patients and the uninsured. It emphasizes remote care, making healthcare services more reachable during and beyond the pandemic.

2. Massoumi highlights the crucial role of exercise in preventing and managing medical conditions. The opportunity to use Flexible Spending Accounts (FSA) and Health Savings Accounts (HSA) for fitness-related expenses is underlined, promoting healthier living through financial incentives.

3. Dr. B positions itself to make healthcare more accessible through the issuance of letters of medical necessity for FSA and HSA use. This allows members to use pretax dollars for medical expenses, reducing the overall cost burden and encouraging preventative care.

4. The company has seen immediate demand from the fitness industry and focuses on collaborating with fitness brands of all sizes. This partnership is designed to promote holistic health by integrating medical necessity letters into fitness services, which can be redeemed using FSA and HSA funds.

Click here to download transcript. 

Resources: 

• Cyrus Massoumi: https://www.linkedin.com/in/cyrus-massoumi-58330b 
• Dr. B: https://www.hidrb.com 
• Zocdoc: https://www.zocdoc.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 

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