February 13, 2025 • 39 mins
About a year ago, I had Nick Garrity on the podcast for the first time. Back then, I had just started helping him with his newsletters and other content marketing, and he had 2 Alloy studios up and running here in Atlanta, with a third on the way.
Now, a year later, all three of Nick’s studios are doing great. In fact, on the day we did this second interview you’re about to hear, Nick and his team were celebrating a big milestone: They had reached their membership goal for one of those studios, after a steady, consistent effort of building partnerships, reaching out to the market, and providing excellent results for their members.
How’d they do it? What’s the secret to growing a fitness business that’s aimed at helping people who are older than the typical fitness market?
Well, those are questions we address this week on Optimal Aging, the show that’s for fitness, wellbeing and health professionals trying to grow their businesses with the "quote-unquote" older market.
Overall, the Alloy Personal Training franchise is growing like crazy, with about 100 locations now open or close to it, and about 300 sold. It’s small group personal training with a focus on people 40, 45 or so and older, and I’ve been fortunate in the last year to work with a growing number of Alloy franchisees.
Whether you’re with Alloy or an independent, you’ll learn a lot from this conversation with Nick.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
About a year ago, I had Nick Garrity on the podcast
for the first time.
Back then I had just startedhelping him with his newsletters
and other content marketing andhe had two Alloy Studios up and
running here in Atlanta, with athird on the way.
Now, a year later, all three ofNick's studios are open and
(00:21):
doing great.
In fact, on the day we did thissecond interview you're about
to hear, nick and his team werecelebrating a big milestone they
had reached their membershipgoal for one of those studios
after a steady, consistenteffort of building partnerships,
reaching out to the market andproviding excellent service and
results for their members andproviding excellent service and
(00:42):
results for their members.
So how did they do it?
How did they meet their numbers?
What's the secret to growing afitness business that's aimed at
helping people who are olderthan the typical fitness market?
Well, those are some of thequestions we addressed this week
on Optimal Aging, the showthat's for fitness, well-being
(01:02):
and health professionals tryingto grow their business with the
quote-unquote older market.
I'm your host, jay Croft ofPrime Fit Content, and I'm
really excited to have Nick backagain to bring us up to date on
his Alloy locations.
Overall, the Alloy personaltraining franchise is growing
like crazy, with about 100locations now open or close to
(01:26):
it and about 300 sold.
It's small group personaltraining with a focus on people
in 40, 45 or so and older, andI've been fortunate in the last
year or so to work with agrowing number of Alloy
franchisees and I hope to workwith a lot more of them in the
near future.
But whether you are with Alloyor an independent, you'll learn
(01:50):
a lot from this conversationwith Nick about reaching this
market, servicing this marketand having great success doing
so, and let me hear from you ifyou'd like help with your
outreach as well.
Here we go, nick.
Hey, how you doing Nice to seeyou.
Speaker 2 (02:07):
Good morning Jay.
So glad you invited me back onthe podcast.
It's an honor.
Speaker 1 (02:12):
Well, I've been wanting to do this for a while.
I didn't realize it's been ayear since we last spoke on the
podcast.
We talk all the time in reallife, but our podcast interview
was a year ago, which is crazyto me.
I still don't believe it.
Speaker 2 (02:24):
I don't care what the math says.
Yep, no, there's no way thatmuch time has gone by.
Speaker 1 (02:28):
Yeah, I know I feel the same way and it's been a
good year, I think, for you andfor Alloy and all your business
interests.
So we're going to catch up onthat and it's been a year worth,
sort of it's a good time.
A year is a good time to lookback a little bit and also to
look forward a little bitregarding you and your Alloy
Ventures, but also just where weare with over 50 Fitness and
(02:53):
how the market is changing,because you're out there doing
it every day.
So that's what I wanted to do,but I also want to take this
time again to just acknowledgethat you were the one who
brought me into the Alloyuniverse and things are going
great for me with Alloy.
I've got a lot of studios thatI'm working with now and I love
it.
I love the Alloy messaging.
(03:14):
It aligns perfectly with whatI'm doing.
So thank you again for gettingme into this.
Speaker 2 (03:18):
No, it's my pleasure.
Look, I wouldn't have done thatif you didn't have great
content and if you weren't agreat person and had some great
feedback from other owners thatreally appreciate what you do
and you're ultra responsive andagain you've you've got great
information for our clients, sowe're it's mutually beneficial
man.
Thank you so much.
Speaker 1 (03:34):
Awesome, okay, so a year ago you had two studios
here in Atlanta Metro Atlanta, Iguess, we should say and you
were about to open a third.
And give us the update.
Man, you've got some excitingnews, so I don't want to steal
your thunder.
Speaker 2 (03:54):
You know, quite literally, this morning we just
signed up our 150th member inour Chastain studio, which is
our ultimate goal.
You get a really cool awardwith Allure when you hit 130.
That's what they kind ofconsider a full studio.
So we are, we already had thataward and but we wanted to set
our goal a little bit higher,and so our goal for 2025, and
actually the first quarter here,was to hit that, that one 50
(04:17):
number, and I'm super proud ofour team here.
You know, I I really don't haveto come here that often anymore
because these, these, I reallydon't have to come here that
often anymore because these guyshere are really running this
very well.
I get nothing but greatfeedback about our coaches and
Jay, you know like and we'lltalk about this a little bit on
the podcast we have no bigflashy lights or any crazy
technology Like.
It is basic functional strengthtraining for people that are
(04:39):
over the age of typically overthe age of 40.
We have some younger clients.
So it really does come down tothe people and it comes down to
the service that they give, andI'll talk a little bit about
this maybe today.
But we ask our clients threequestions a lot and it's what
should we start doing, whatshould we stop doing and what
should we keep doing?
And whenever somebody answersthe keep doing, keep the coaches
.
Keep that part of this, becausethey couldn't care less if we
(05:03):
have kettlebells, dumbbells,barbells, right.
But what they love is thatevery one of our guys and I say
guys, we have three male coachesin here, which is a unique and
cool thing as well but they knowwhere every client is every
single day and they ask wherethe client is every single day.
You can't make an assumption.
You know, especially in thiscategory, this avatar, right.
I mean people literally wake upone day with a bad back, a bad
(05:26):
neck, just how they slept or hada late client dinner or
something, and so our guys arejust so good at meeting every
client where they're at everysingle hour.
And so now we look back and thethings that we've done to get to
this point.
It's really, really awesome tosee it all come together, from
the client social events we'vedone to the partnerships we have
in the community, the marketingthat we've done, your
(05:47):
newsletters.
It all adds up to this.
And you know, look, lord Willen, you know we keep this 150
members for the life of thestudio and we have a little
bandwidth ad if you're here andthere, and it is a really,
really fun day.
And so, yeah, this is, we'veshown that we can do that in the
studio and we've shown that wecan do that in this studio.
And we've got the second studiowe had and our last podcast was
a studio that we we bought froma, an original franchisee, and
(06:10):
we've got that turned around.
We've actually doubled therevenue, which is a really cool
milestone and you know, on ourway up to that, those triple
digit, you know membershipnumbers.
And then we did open our thirdstudio and in june of last year
and off to a great start therewe're halfway full and so it's
been a great year.
Yeah, it's been a great year.
Speaker 1 (06:27):
Wow, that's fantastic .
So tell folks what is specialabout this 150 or 130, you know
who maybe are not as familiarwith the Alloy business model as
you are.
Like, why is that the thing?
Because some people listeningto this might say, oh, I want a
thousand members, I want 5,000members and you've got a real,
specific reason.
Speaker 2 (06:48):
Yeah, it's I.
I told you in the past Iliterally looked at 500
franchises when I, you know, wasgoing into this, this
entrepreneurship world, and whenI saw the business model of
alloy not only is my background,fitness and wellness for the
past 20 years, I think we've allseen, if you've done personal
training, we've all seen thatyou want to have the
personalized interaction withevery client, but the only way
(07:11):
to make decent money is to havemultiple people in an hour, and
what Alloy has perfected overquite literally 34 years is six
members at a time in one session.
And so when you look at theliteral capacity of a studio,
we're open 59 hours a week herein this Chastain studio, which
allows us to service 150 membersgive or take at a really high
(07:33):
level, and I think it's calledthe Dunbar number.
But there's a lot of researchthat shows when you have over
150 people in a community, youstart to lose touch with each
person, right.
And so when you maintain anumber there which is just kind
of by default with Alloy, whereit works out to, quite literally
, from our director to our headcoach or even our part-time
coach, they know every clientthat walks through the door.
(07:56):
We literally call them by nameas soon as that door opens.
And that's something you startto lose when you have three or
500 or a thousand members.
And so I think you know, as wecontinue to hire coaches, we're
attracting coaches that want tohave that more personalized
touch.
Right, and there are some peoplethat really love class setups.
You know, 20 or 30 people allsweating and working hard.
But when you look at our avatarand that's typically between
(08:19):
the ages of 45 to 65, they needa little bit more interaction,
they need a little bit more eyeson them to make sure that
they're being trained safely.
And and you know I justmentioned that you know, start
doing, stop doing, keep doing.
The keep doing is keep thesecoaches.
But secondary to that isbecause they're always watching
my form.
They're always making me feellike I'm doing this right or, if
(08:40):
I'm not, I need to modify, likethey're going to put me in a
safer position.
And I'm telling you what ourclients are not coming in our
studio looking for the new coolthing that's on the block.
They're literally going.
Is this going to be thesolution that's going to help me
feel better?
Am I actually going to hit thegoal that I've told other people
or other places or tried to doon my own.
Am I actually going toaccomplish that?
(09:00):
Here and through that it's moreof an intimate experience.
Here and through that it's moreof an intimate experience.
The first thing they do with usis they sit and talk to us for
like 30 or 45 minutes about whathave they gone through, what's
the history look like and whatare the struggles, why have they
not been able to hit the goal,what else have they tried to do?
And so, when you have that 150number, it allows us to train
(09:22):
them really, really well, modifyevery single session as needed
depending upon what levelthey're at.
You know, and we have peoplethat have trained almost their
entire life.
We have people that haveliterally worked out for 30, 40
years and are just like you know.
I've done everything right.
I just want to.
I want to continue to get to mygoal, but, but things have
changed.
So, whether it's menopause orsurgeries or like, they're just
(09:44):
literally like.
My body is different now and Ineed to find the best solution.
And we also and, jay, I kid younot, we had it was last week we
had an 80-year-old go into oneof my other studios has never
worked out in his entire life,and the scary thing is he's
literally coming in going.
I'm seeing my friends.
It gets me emotional.
He's like I'm seeing my friendsdie.
(10:04):
I'm seeing my friends.
It gets me emotional.
He's like I'm seeing my friendsdie.
I'm seeing my friends withsurgeries and this, and that
he's like I love going out andplaying some tennis and you know
, now it's pickleball, and he'slike I want to be able to do
that for as long as I can.
And so the good part about, Ithink, what's happening in the
industry is that the messagingaround strength training is
becoming a lot less scary.
Right, there's a lot less aboutbodybuilding, meatheads and so
(10:26):
on.
Like it's literally like no,this is a foundational aspect to
living your life to the fullest, and so that's definitely
helping us.
And so, yeah, so yeah, great,great day hitting that number
here two other studios that arerocking and rolling and
hopefully, hopefully, getting acouple more going this year.
Speaker 1 (10:42):
Well, that's fantastic, and I don't want to
get too far away from it withoutsaying congratulations to you
and your team at all yourlocations for your great success
, but especially there atChastain.
I've worked out with them a fewtimes.
I'd work out with you once aweek if I could ever get my
schedule wrapped around it toget up there and work out with
you.
It's not like it's that far,but it's just far enough to
(11:04):
where I have to plan a littlemore than I'm capable of doing
sometimes.
But it's a great team you have.
Speaker 2 (11:10):
Let me actually talk to that for a second, because we
are a hyper-local business.
I mean almost literally,especially five miles, but most
of our clients are within threemiles of here, and that's just
the reality of this and that'sthe beauty of Alloy.
You know, I think.
I think there's over 80 opennow across the country.
We'll be at a hundred very soon.
But every time that they open alocation, the marketing is
hyper-local, the partnershipsare hyper-local.
Speaker 1 (11:30):
I mean, it's our clients we don't have showers,
(12:07):
so anybody that's looking at Allit's easier.
So, yeah, minute drive or Icould even walk if I wanted to,
if it was a nice day.
Now it's can be 25 minute driveand just that amount of added
time in the car here in Atlanta,where everything requiresa trip
in the car, is enough todiscourage me.
I'm like, oh, do I really needto go again today, whereas
before, when I was in theneighborhood, I didn't even
think twice, I just went.
It's so that's really important.
And I don't think it wasimportant to me when I was 30.
But I'm 61.
(12:28):
Now it is important.
It's like I don't want to drive, get in the car again, come on.
Speaker 2 (12:32):
That's real life, man .
I mean we do.
We actually do have clientsthat walk to our studios.
We have clients that ride, youknow, ride their bikes to our
studios, like, and again,they're not riding 50 miles,
it's right around the corner.
They love that part of it.
And I'll tell you a cool story.
I'm actually sitting here withmy director and he had this
really cool revelation.
He's like man, he was workingon one of our other studios far
(12:55):
away and it didn't allow him tospend a lot of extra time around
there just going to some of theother restaurants and stores
and stuff.
And he's like man, just beinghere.
I bump into our clients at theCVS, I bump into them at the
local restaurants, and it's justso cool because I know them and
it's another way to reinforcethe community and the social
side of this that really has alot of value for us.
And so for him to have thatrealization also brought to
(13:17):
light for us, like, yeah, I meanour employees, like we need
them to live close so that theycan have more of the interaction
with the clients and be a truepart of the community.
So, yeah, no, I mean, you know,the location is important.
Speaker 1 (13:29):
You're using words in this conversation that are
really important for people whohave gyms, trying to help people
a little older, over 40, over50, 60, whatever, whether it's
Alloy or not.
I really think excuse me theyresonate with me, these words
like intimacy and community,because I don't think that those
(13:50):
things really register whenyou're 25 or 30 years old.
You're just looking for a placeto go work out for 30 minutes
after your work or before youhave to pick up the kids or
whatever.
You're not really looking forintimacy or community perhaps,
but by the time you're a littleolder and a little more
deconditioned and you'respending more money on a premium
service like Alloy.
(14:11):
You want that step up and youcan pay for it.
It's part of what makes thismarket so appealing, I think.
Speaker 2 (14:19):
Well, you did say a word perhaps, and I think part
of us as humans, I think we allcrave community and so I think
it looks different.
Right, I think and all thecredit to Orange Series and F45s
they do have some community.
I mean, people are showing uptypically at the same hour.
Getting to know those peopleEven the younger demographic, I
think, is maybe not as outspokenor searching for that, but I
(14:40):
think they end up finding it.
And whether you're on a sportsteam when you're 10 and you got
some friends there, or now it'sanother team, it's another
version of that where weliterally have clients that are
not only high-fiving each otherand cheering each other on, like
they're actually texting theother clients in the session,
going, hey, how come you weren'there today?
We're like we don't even haveto do it anymore, and so the
community part of this is reallybig, and there are two numbers
(15:02):
we look at almost daily on howwe know the studio is doing.
Obviously, number one, how manymembers Okay, but number two
what's our attrition?
And a really cool stat thatyou'll really like and hopefully
the CEO of Allo will hear thistoo but all three of our studios
are below 5% attrition.
I actually think it's under 4%attrition rate right now and
(15:23):
it's to start this year off andso that means we are keeping
clients.
So you know, a lot of peoplecan sign up, A lot of people get
them in, they work out and thenthey're like, well, no, this
really isn't for me.
But when you can go back andlook at that, I've tried to
preach that to our team from thestart of this, from the very
first client we had.
Like, my goal is to have ourstudios as the lowest attrition
studios in all of Alloy, becauseI think that allows quite a few
(15:46):
things.
But I think it says somethingabout what you've built and
that's something we can kind ofbrag about and I think it's
amazing.
Speaker 1 (15:54):
You should brag about it.
It is amazing and I hope Rick'shearing it too, because that's
a great point of pride for youall and that's something that
I'm always stressing to thestudios I work with who are
alloys and who are not alloys isthat a lot of people in fitness
.
All they want to talk about isgetting leads, getting leads,
getting leads, and then, as soonas somebody signs on the dotted
(16:15):
line, they forget about them.
But you've really got to keepup your communications to them
once they're in your communityand you've got to keep those
relationships going.
You can't just drop them.
Speaker 2 (16:24):
No, you're right.
And then you and I talked alittle bit off camera.
We, for the first time ever, wedid not spend $1 on digital
marketing for this specificstudio in January.
So we had quite literally zeronew leads come in and we signed
up 13 members.
So, to your point, from yournewsletters, from our past, you
know marketing efforts, we had await list right, so certain
sessions had a wait list and acouple people had to move and
(16:46):
you know, so we opened up acouple spots.
So we literally did not get anew lead from digital marketing.
It was all referrals or peoplethat were on a wait list or old
clients that had reached out inthe past or canceled.
That we just went back to andthey signed up.
And so that was another way forus to you us to get to this 150
number, which was amazing.
I mean, if you think about thatfrom the business standpoint,
(17:07):
like that's a delta for us oflike twenty five hundred dollars
just on that digital spend.
And then, you know, take intoaccount some of the other things
that we can, we can save alittle bit of money on, which
gets us to a little bit higherprofit margin.
Speaker 1 (17:21):
And man just really gives us some hope for the
future studios.
Compare that to what you weredoing a year ago when we did
this first episode and we werejust getting to know each other.
What were you doing as far asyour getting leads and nurturing
them and converting them, thatkind of thing?
Speaker 2 (17:34):
Yeah, there's some stages to these studios that
I've talked to other ownersabout and that pre-sale stage is
a really unique and trying andit's a fun time because you are
talking to a lot of people thathave some excitement about
coming in and doing a workout,but you're also getting told no
a lot, right, and that's kind ofthe nature of digital marketing
is.
A lot of people get hit withyour ads and sometimes they
(17:56):
randomly click or they're justkind of showing a little bit of
interest and so you're gettingtold no a lot.
So we would get 75 to 100 leadsa month.
I mean, even in the pre-sale,close to 150, 200 leads.
And then as you open and youstart to get fine-tuned with
your sales right, and a lot ofpeople are scared about the word
sales, but if you're going toget somebody to come into your
(18:16):
studio, you got to sell them onit.
And so as we get better at thatand that interaction with, from
the very first text message orcall that goes out to you know,
immediately calling back withextreme urgency on somebody that
shows their interest, right, soour goal is within three to
five minutes, man, we'reresponding and just showing yes,
we're so glad you reached outand you know how can we get you
in the studio.
Try to get them in within 24 to48 hours.
(18:38):
So that's that whole process.
A year ago, we were spendingthousands of dollars on digital
marketing, using yournewsletters, creating all these
partnerships and events andsetting up a table next door at
the last place or the anti-agingplace around the corner and
trying to get as many people inthe door, while also making sure
that we are servicing theclients really well in every
(18:58):
single session.
So continue to kind of keepthat attrition down, get more
leads in the door and then, yeah, what we saw towards the end of
last year is man, we'reprobably going to be able to
turn the digital marketing off.
We've got a great referralsystem going now.
We've got partnerships that aresending people in and we've had
to turn quite a few people awaybecause our session times are
filling up.
Speaker 1 (19:18):
Congratulations.
Now I don't want to make thisall about me and the newsletters
I write for you, but you saidsomething just now about
spending thousands of dollars amonth on my newsletters and I
just want to be clear you're notspending anywhere near
thousands of dollars on mynewsletters and you're still
using those.
There's a ham-handed segue.
(19:42):
Tell me what affects thesenewsletters that I'm doing for
you or having on the folks.
I get this a lot.
People in your position want toknow what good does it do me if
you send out these newslettersand I say I answer them.
It builds community.
It's an added value.
It helps convert all thesethings.
(20:03):
That's better coming from you.
So I don't want to put anywords in your mouth, but tell
them what kind of role thesenewsletters play for you.
Speaker 2 (20:12):
Yeah, Look, I love promoting what you do because
we've definitely seen a directcorrelation with having those
and our clients reallyappreciating it.
And it's funny, obviously, Jay,they think I'm writing them and
so I come in and they're like,oh man, that was a great article
.
I'm like, yeah, let me go readabout it.
Speaker 1 (20:27):
No, I'm just kidding.
Speaker 2 (20:28):
I love reading every single one that you sent out,
but there are multiple thingsthat we benefit from with the
newsletters, and one is justgiving people free information,
right, I mean just showing thatwe're willing tell people like
here's another way to live yourlife better, here's another
(20:49):
recipe that you know you can addto your repertoire.
That's just going to be alittle bit of that extra push to
be a little healthier.
And uh, and so I.
It's one of those things likeyou can't always directly
measure the impact it's having,but you can listen to it and you
can see.
Uh, for example, you know I'verecently sent you a PDF of a
nutritionist that we'vepartnered with, and so we have
multiple ways that we're kind ofshowing her.
You know her service, but inthe newsletter we put it at the
bottom there and there's a QRcode and somebody.
I mean if she gets one person amonth from it, like it's, it's
(21:11):
worth it, and so I think peopleneed to look at the big picture
with this is yeah, I'm not goingto get a hundred leads a month
from the newsletter, but I amgoing to get people that are
like man, what a great value I'mgetting out of Alloy, I'm
getting amazing coaching, I'mgetting accountability, but I'm
also getting more informationthat is helping me live a better
and more well-rounded life, andyou know it could be the beef
(21:33):
you know recipe we had the otherday Korean barbecue.
Yeah, that's so good.
Right, yep?
To just talking about, like,why is hiking good for you?
Like what, just what anincrease in you know from 5,000
to 8,000 steps a day is, and soI love what you're curating for
information, because it's veryvaluable.
It's not a long novel thatpeople have to read and you know
(21:55):
, so you're reading this inunder a minute and I think that
you know as some owners look,there are some owners that are
really creative and love doingthat stuff.
I'm not that person.
I think there are a lot ofpeople in my boat that are like,
not that I don't want to say Idon't have time for it, but it's
just not what drives me and I'drather hire a professional that
can do that and do a reallygood job with it and take
feedback.
And you and I talk every singleweek, which is one of the
(22:17):
things I love about this so thatwe're modifying it and we're
modifying it and we love showingour clients success stories.
We love showing partnerships wehave and it's a great conduit
for that.
Again, get back to our customeravatar.
Our clients actually reademails, right, and you know so.
You know, in some businessesthey want to do stuff through
TikTok or Snapchat Like that'snot us.
Our clients are actually stilltaking phone calls and actually
(22:38):
still reading emails, and someof them even read the newspaper.
So, yeah, yeah, this is a greatway to stay in touch with who
you actually work with so thatthey continue to get a great
value out of our membership.
Speaker 1 (22:49):
Well, I'm glad it's worked out for you.
I'm really proud of being abeing a part of your success and
one of the things that I reallylove the most about my
association with Alloy is that Iget to talk to a lot of your
members to tell their storiesand, you know it, some of them
are very what you might call andI don't mean this as an insult
at all, but sort of ordinary.
(23:10):
You know, everyday people who'vebeen become deconditioned and
want to enjoy their lives.
Those are so powerful and somoving and it's a pleasure to
get to share those stories.
And then sometimes they'rereally remarkable.
They're kind of, you know,unusual things that are very
impressive, like we did one lastyear on one of your members who
climbed Mount Kilimanjaro.
(23:30):
And then recently Alloy did areally beautiful video
presentation on this member andI got to speak to him about that
.
And this is not a man who justgoes flying around the world
climbing mountains.
He's a normal dude with a joband everything else.
You know, I really like thatword again, intimacy, and that
(23:51):
word community, because that'swhat I like to write about,
that's what draws me to it and,al, you guys have a lot of those
stories.
Speaker 2 (23:58):
You know I love his story specifically because it
does show that this model works.
And he was literally one of ourday one clients.
You know, he came to us andsaid hey, guys, like I've looked
up what you guys do, it lookslike it's something that fits,
but I have a goal to hikeKilimanjaro in eight months.
I need to be at a certainweight, a certain body fat
percentage.
You know, he's not 20 years old, he's not 30 years old, he's
(24:21):
not 30 years old, I mean, youknow.
And so it was really cool to bea part of that journey and for
our capacity to fine tune histraining based upon what he was
doing outside the studio andinside, right.
So he was having to do a lot ofhiking and walking and to get
his body prepared for thataspect of it.
But we had to make sure he wasfunctionally strong because that
only aided in that ability,right.
And so over those eight months,I mean our guys were always
(24:42):
looking at, you know, histraining schedule outside of the
studio and then making surethat.
And he traveled a ton.
I mean he literally everysingle week.
He's one of the clients, he'sstill working, he's an executive
he's always on the road Quiteliterally like, hey guys, can I
do this time of day and this dayand time, and every week was
modifying that.
And so we to work with peoplelike that and you made me think
of another thing I was talkingearlier Our very first
(25:05):
interaction with the clients iswhat we call the starting point
session.
Right, we have to find someinformation out.
We put them through a basicmovement test, we do, we do a
body composition scan.
But we actually conduct a lotof those in the middle, like in
the front of the studio, andthey're watching people that
look exactly like them work out,and there's so much value in
that.
And you know we talk a lot aboutlike you don't see a bunch of,
you know, teenagers runningaround that you know are doing
(25:27):
box jumps and amazing.
And then our clients are reallyintimidated Like, well, no,
that's, this is the same thing,like I, it's another one of
those spots that I can't keep upwith.
And so when we do thosesessions and they're quite
literally watching people thatare in the same demographics as
they are, same kind of lifestage as they are, it removes a
big barrier that makes them feellike, okay, I'm one of them and
(25:52):
they're going to see somepeople that, yeah, probably can
do a little bit more, and sothere's a little bit of hope
with that, especially when theysee somebody significantly older
.
We have a 94-year-old in here,man, he's one of my favorite
people in the world, and to Like.
And we have a 94 year old inhere, man, it's one of my
favorite people in the world,and you have to see that as like
, oh all right, well, if thatguy can come in here and put his
time and energy in, and then Igot no excuse Right.
But they also don't have thatintimidation of you know some
(26:12):
somebody benching 600 pounds andyou know, and blah, blah, blah.
Speaker 1 (26:30):
And again, nothing wrong with 30.
But I noticed now when I'vebeen going to the same gym here
in Atlanta for 20 years and mostof the young people who work
behind the front desk look upand say hi, jay, welcome back.
And when I leave they say seeyou, jay, thanks for coming.
I love that.
I love it so much that whensomeone doesn't do it, he's
(26:50):
looking at his phone or he'stalking to his girlfriend or
whatever kind of pisses me off,you know, because it seems like
such a basic level of serviceand Alloy has some really good
foundational experience.
Speaker 2 (27:04):
tenants almost no.
You actually mentioned two ofour core tenants and so, again,
credit to Rick and his team andwhat they've developed.
There are seven non-negotiables.
In every single session notshift or day In every single
session the first thing is tosay somebody by name and then
you make an intro if somebody'snew, and so from there they're
celebrating wins.
There's physical touch, like ahigh five or a fist bump or
(27:27):
literally touching somebody onthe shoulder like, hey, I want
to see your shoulder move alittle bit differently, or
whatever.
So we have seven core tenetsthat we actually went I've been
doing some interviews recentlyto add some more staff and we
start with that.
We literally start with our corevalues, right, and what do we
actually believe Like?
And what do we actually believeLike as Alloy?
What is our mission?
What are the core values wehold true?
And then we go right to theseven core tenets and we say
these are non-negotiable, theseare not like oh, I hope you get
(27:48):
these done in a session.
These are like no, this is thebaseline for a good session.
You've got to say somebody'sname, you've got to thank them,
you have to hold themaccountable right after that
shift and going hey, you know,I'm sure something came up.
I'm really bummed that youdidn't make it today.
You know when can I get you in?
This afternoon or tomorrow, andso those are the things that
it's funny.
You mentioned two of our sevencore tenants, but you're right,
(28:10):
like if we don't do that, thatit's one of the first times.
We know that.
You know somebody is kind ofslipping a little bit and they
don't understand the importanceof that.
And so you know, monitoringthat that's our directors are as
part of their audit.
When they watch some of thecoaches coach, are they hitting
every single one of those sevencore tenants, every single
session?
And you know, when it becomesingrained and you kind of take
(28:32):
it for granted, like whensomebody new comes in, they're
like, wow, you guys are.
This is different.
And it brings me up to one morething.
We, when we want to motivatethe staff a little bit, we'll
sit down and talk about okay,let's, let's pretend somebody is
opening the exact same businessmodel across the street.
They're going to do six clientsat a time.
They're going to charge thesame exact price.
What would they do differentlyto take every single one of your
clients from you, not attractother people.
(28:54):
What would they literally dobetter than you?
And they would hit every one ofthose seven core trends every
single session.
They would go above and beyondcongratulating our clients.
They would make sure thatthey're talking about the
nutrition, the accountability.
They would do all those thingsat a higher level and it's just
kind of a it's a good way tokind of phrase.
It's like okay, that's why thisis so important, because
somebody else can go and buykettlebells and dumbbells and
(29:16):
put the same flooring down andhave the same exact schedule
right.
But when it comes down to it,it's what's the service that
you're providing consistently,every single time, so that the
clients just understand man, wecare about this.
This is how seriously we takeit.
We're professionally run but,man, we're going to meet you
where you're at, every day.
Speaker 1 (29:34):
Okay, so I think that's a good place to wrap up.
I want to try somethingdifferent.
I don't know if this is goingto work or not.
If it doesn't work, I'll cut itout, but I think I need a
signature question, a questionto ask everybody at the end of
the interview.
And so you're number one.
Speaker 2 (29:49):
No pressure Nick.
Speaker 1 (29:50):
No pressure at all.
Speaker 2 (29:51):
The school of greatness.
Yeah, what's your definition ofgreatness?
Like no, don't ask me that,dude no.
Speaker 1 (29:56):
I won't do that I want.
When I started started doingthis podcast a few years ago, I
ended every show by talkingabout three things that I like
in the world not just aboutcommunications or fitness or
something, but just a show I waswatching that was good.
Or a new protein bar I foundthat helped me hit my macros and
(30:16):
didn't taste like chalk oranything like that.
So I'm going to ask peoplewhat's one thing fitness or not
fitness related, that thatyou've kind of discovered lately
a book, a show, a snack,something that that brought a
smile to your face man, one onething.
Speaker 2 (30:31):
You know, 2025 has been a really, really good year
so far for me.
I I quite literally made thecommitment like I need to get in
better shape myself.
I I want to be living this andand feeling the benefits of that
.
You know, I've got athree-year-old daughter.
I mean, I can name somethingevery single day about her.
That is something fun andawesome and it's one of the
(30:53):
reasons I do this right.
It's literally one of thereasons that I want to build so
many more of these and havesomething that.
So we all came as a family tothis Chastain Studio we're not
open on Sundays.
We all came as a family to thisChastain Studio.
We're not open on Sundays.
So we all came in on Sunday.
We all literally did a workout.
Of course, her workout was funthrowing the balls and playing
and I did my thing, my wife didher thing, and that was awesome.
And so to have an environmentlike that where I can show her
(31:17):
what health and wellness reallylooks like and you know, jay, I
grew up in a town with nostoplights.
Nothing looks like.
And you know, jay, I grew up ina town with no stoplights
nothing.
I mean, health was not on themind and you know.
And so getting into thisindustry and and seeing the pros
and cons to you know whateating healthy looks like, what
being active looks like, youknow playing sports and and then
and then being well-versed,like you know, I, I maybe, maybe
(31:38):
the cool thing I bought audiblethis year, so part of my kind
of journey to be a better human,better dad, husband and
hopefully bosses.
I've already listened to sixbooks and I am not a book guy,
right, I would read one or twobooks a year and I'm in the car
quite a bit, just given whereall of our studios are, and so
for me, audible has been great,not being a true kind of a book
(31:59):
nerd.
I've quite literally listenedto six books already.
I'm on my seventh right now andit's been a great way to digest
information and hopefully justimprove as a leader and as a
husband and father.
Speaker 1 (32:09):
So what's one of those books that?
Speaker 2 (32:11):
you've enjoyed.
I'm reading Traction right now,which is a lot of what Alloy's
actually based our meetingcadence off of.
So the EOS EntrepreneurOperating System that was
written by a book calledTraction.
So I'm in the middle of thatright now, and right before that
, patrick Lencioni, I read thebook the Motive, which is man
anybody that's looking to getinto a new business or franchise
or something like that read theMotive.
(32:32):
New business or franchise orsomething like that?
Read the Motive.
It was a really easy you know,obviously, listen for me about
why somebody was building thebusiness and becoming the leader
that they thought they neededto be.
And so the Motive super easy.
Read Patrick Lencioni.
I'm going to try and read abunch of his books.
He's a great leadership guru.
So, yeah, audible.
Speaker 1 (32:49):
That's great.
I'm a big Audible fan too.
Got hooked on them during thepandemic, when the only thing
you could do was go for a walk,so I downloaded an Audible book
and go for a walk and listen toit, and I've been listening to
them ever since, and I am a bigreader, I love books, I love
reading, and it's a great way toget in a little bit more.
So thank you for that.
I like this.
I think that worked.
Speaker 2 (33:09):
I'm going to do this.
Nick, you were the first.
Speaker 1 (33:14):
Nick, my friend, thank you so much.
Speaker 2 (33:16):
Sorry, you may probably edit this out, but I
think I was listening to one ofyour old podcasts and you had
some more of a music involved init.
I like that touch to it.
Are you incorporating any sortof maybe not theme music, but
something around that?
Speaker 1 (33:31):
I am Thanks for bringing that up.
I sometimes wonder if peoplenotice or care.
So here's the deal.
Short version is when I startedthe podcast, I was working with
a producer who helped me withthat kind of thing and she set
me up with a nice little bit ofintro music and outro music and
and then that relationship kindof ended and I was just winging
(33:51):
it and doing it on my own.
And just recently, in the lastcouple weeks, I've engaged a new
producer to help me improve theaudio version of the audio
podcast with things like alittle bit of music.
It's not going to have a ton ofproduction, but, yes, some of
that and also a video version.
So I'm hoping that next weekI'll be launching the YouTube
(34:13):
version of the podcast, whichseems counterintuitive to me.
You know me, I'm an oldnewspaper guy and my default is
to read.
I want to read something.
If I want to watch a video.
There has to be a reason towatch a video.
It can't just be two idiotstalking, and these podcast
interviews are just two peopletalking.
Who wants to watch that?
(34:34):
But you know what People dowatch them because I don't.
It doesn't mean other peopledon't.
And YouTube is the secondbiggest search engine after
Google, so I'm missing out onall of that.
So I'm glad you brought that up.
I am stepping up my game withaudio and returning some of
those little flourishes like themusic.
(34:54):
And then I'm very excited to belaunching on video.
So, if all goes well, you'rethe last audio only version, and
the third interview we do willbe on video.
Speaker 2 (35:03):
So let me, can I ask a couple of things Like are you
starting up a set, Are you goingto have a logo and stuff Like
what, what, what level are youtaking that to?
Speaker 1 (35:10):
You know, probably not.
You can do a lot with virtualbackgrounds, like right now
we're just in my office at homeand I just moved, so it's not
even you know, I don't even havemy office set up to look like
much right now, but you can dovirtual backgrounds that look
really nice with your logo.
I think it's important to havemy logo on the video and my name
on the video, because we allthink that everybody knows who
(35:33):
we are and what we're talkingabout.
But they don't.
And if you're just clickingaround and you find some guy
talking well, who is he?
What's he talking about, what'she selling?
So you need to, and that's alesson for everybody People
don't know who you are and theydon't know what alloy is and
they don't know why 70 year oldwomen need to be lifting weights
.
You know we have to keep itreal simple sometimes.
Speaker 2 (35:57):
So I'll have, I'll have all that, yeah, and I don't
think it needs to be.
I mean, dude, obviously JoeRogan's the goat here and like,
yeah, he doesn't have some bigcrazy.
I mean, I'm sure it's reallynice now, but like there's
nothing spectacular to hisbackground, background, right, I
mean.
So, just, you know, I would.
I would say, don't overthink it, have your logo, have a decent
backdrop.
But yeah, no, dude, I'm proudof you for doing that and you're
just, you're just having acouple more verticals, right,
you're not like redoing thewhole podcast, you're just
(36:19):
saying, well, I should, I shouldabsolutely have it available in
different mediums.
Speaker 1 (36:22):
So yeah and like it's hard, it's, it feels
counterintuitive, it really does.
I keep saying no, I don't.
I did keep saying nobody wantsto look at me talking to someone
, but that's just not true and Itell this to my clients all the
time.
They'll say things like I don'tread emails, so I don't want to
send them, and I say I don'tcare.
(36:43):
If you like to read emails,your customers do.
Speaker 2 (36:47):
Similar thing here.
It doesn't matter if.
Speaker 1 (36:49):
I want to watch videos, people do.
Speaker 2 (36:52):
Yeah, well, and to that point, my word for 2024 was
genuine, like and and I wantedto keep instilling that in every
one of our coaches like youjust need to have genuine
interactions with our clients.
Like they need to feel likethey genuinely are appreciated
for be there, for being there.
They they need to feel like yougenuinely want them to get
better and you care that they're, you know, having a setback or
(37:13):
you're having a greatadvancement, and so I haven't
figured it out.
Stephen's going to help me withthis.
I haven't figured out what theyear or the word of 2025 is yet,
but 2024 is genuine.
I think that's to your point.
Like no, like it's going tocome across as you genuinely
have an interest in the industryand helping people, and you
know people over 50 literallybeing able to live longer,
better lives, and so I thinkthat comes across.
(37:34):
When, yeah, you don't add allthese frills and amazing stuff.
It's like no, this is just me,and you know I want to help
people.
Speaker 1 (37:40):
That's right, Nick.
That was brilliant.
Thank you so much for asking methat I appreciate your interest
in what I'm doing and Iappreciate you coming on here
again.
This has been a really greatconversation.
Speaker 2 (37:51):
Man, I'm honored again.
Hopefully we get to do a third.
And, man, thank you for allyour support and what you do,
and I hope you continue to workwith many more professionals
like me.
Speaker 1 (38:00):
I fully intend to and I thank you again and
congratulate.
Congratulations again to to youand Steven and Wesley and the
whole team there.
It's great news.
Speaker 2 (38:09):
Thanks, man.
Yeah, we're fired up.
Time to build many more, allright.
See you later, all right.
Speaker 1 (38:14):
Bye.
Thank you for listening to theOptimal Aging Podcast.
I'm your host, jim, and I hopeyou enjoyed it and if you did, I
hope you'll subscribe, tell afriend and write a review.
All of that helps us grow ouraudience.
I also hope you'll share anycomments you have with me in an
email or on social media,including suggestions for people
(38:35):
I should interview or topics Ishould cover.
You can learn more about me andmy content business at
primefitcontentcom.
You can send me an email at jayat primefitcontentcom.
That's jay atprimefitcontentcom.
I'm also on Facebook, linkedinand Instagram, so find me
(38:57):
anywhere you like and be intouch.
And again, thanks for listening.
Join us next time.
About a year ago, I had Nick Garrity on the podcast
for the first time.
Back then I had just startedhelping him with his newsletters
and other content marketing andhe had two Alloy Studios up and
running here in Atlanta, with athird on the way.
Now, a year later, all three ofNick's studios are open and
(00:21):
doing great.
In fact, on the day we did thissecond interview you're about
to hear, nick and his team werecelebrating a big milestone they
had reached their membershipgoal for one of those studios
after a steady, consistenteffort of building partnerships,
reaching out to the market andproviding excellent service and
results for their members andproviding excellent service and
(00:42):
results for their members.
So how did they do it?
How did they meet their numbers?
What's the secret to growing afitness business that's aimed at
helping people who are olderthan the typical fitness market?
Well, those are some of thequestions we addressed this week
on Optimal Aging, the showthat's for fitness, well-being
(01:02):
and health professionals tryingto grow their business with the
quote-unquote older market.
I'm your host, jay Croft ofPrime Fit Content, and I'm
really excited to have Nick backagain to bring us up to date on
his Alloy locations.
Overall, the Alloy personaltraining franchise is growing
like crazy, with about 100locations now open or close to
(01:26):
it and about 300 sold.
It's small group personaltraining with a focus on people
in 40, 45 or so and older, andI've been fortunate in the last
year or so to work with agrowing number of Alloy
franchisees and I hope to workwith a lot more of them in the
near future.
But whether you are with Alloyor an independent, you'll learn
(01:50):
a lot from this conversationwith Nick about reaching this
market, servicing this marketand having great success doing
so, and let me hear from you ifyou'd like help with your
outreach as well.
Here we go, nick.
Hey, how you doing Nice to seeyou.
Speaker 2 (02:07):
Good morning Jay.
So glad you invited me back onthe podcast.
It's an honor.
Speaker 1 (02:12):
Well, I've been wanting to do this for a while.
I didn't realize it's been ayear since we last spoke on the
podcast.
We talk all the time in reallife, but our podcast interview
was a year ago, which is crazyto me.
I still don't believe it.
Speaker 2 (02:24):
I don't care what the math says.
Yep, no, there's no way thatmuch time has gone by.
Speaker 1 (02:28):
Yeah, I know I feel the same way and it's been a
good year, I think, for you andfor Alloy and all your business
interests.
So we're going to catch up onthat and it's been a year worth,
sort of it's a good time.
A year is a good time to lookback a little bit and also to
look forward a little bitregarding you and your Alloy
Ventures, but also just where weare with over 50 Fitness and
(02:53):
how the market is changing,because you're out there doing
it every day.
So that's what I wanted to do,but I also want to take this
time again to just acknowledgethat you were the one who
brought me into the Alloyuniverse and things are going
great for me with Alloy.
I've got a lot of studios thatI'm working with now and I love
it.
I love the Alloy messaging.
(03:14):
It aligns perfectly with whatI'm doing.
So thank you again for gettingme into this.
Speaker 2 (03:18):
No, it's my pleasure.
Look, I wouldn't have done thatif you didn't have great
content and if you weren't agreat person and had some great
feedback from other owners thatreally appreciate what you do
and you're ultra responsive andagain you've you've got great
information for our clients, sowe're it's mutually beneficial
man.
Thank you so much.
Speaker 1 (03:34):
Awesome, okay, so a year ago you had two studios
here in Atlanta Metro Atlanta, Iguess, we should say and you
were about to open a third.
And give us the update.
Man, you've got some excitingnews, so I don't want to steal
your thunder.
Speaker 2 (03:54):
You know, quite literally, this morning we just
signed up our 150th member inour Chastain studio, which is
our ultimate goal.
You get a really cool awardwith Allure when you hit 130.
That's what they kind ofconsider a full studio.
So we are, we already had thataward and but we wanted to set
our goal a little bit higher,and so our goal for 2025, and
actually the first quarter here,was to hit that, that one 50
(04:17):
number, and I'm super proud ofour team here.
You know, I I really don't haveto come here that often anymore
because these, these, I reallydon't have to come here that
often anymore because these guyshere are really running this
very well.
I get nothing but greatfeedback about our coaches and
Jay, you know like and we'lltalk about this a little bit on
the podcast we have no bigflashy lights or any crazy
technology Like.
It is basic functional strengthtraining for people that are
(04:39):
over the age of typically overthe age of 40.
We have some younger clients.
So it really does come down tothe people and it comes down to
the service that they give, andI'll talk a little bit about
this maybe today.
But we ask our clients threequestions a lot and it's what
should we start doing, whatshould we stop doing and what
should we keep doing?
And whenever somebody answersthe keep doing, keep the coaches
.
Keep that part of this, becausethey couldn't care less if we
(05:03):
have kettlebells, dumbbells,barbells, right.
But what they love is thatevery one of our guys and I say
guys, we have three male coachesin here, which is a unique and
cool thing as well but they knowwhere every client is every
single day and they ask wherethe client is every single day.
You can't make an assumption.
You know, especially in thiscategory, this avatar, right.
I mean people literally wake upone day with a bad back, a bad
(05:26):
neck, just how they slept or hada late client dinner or
something, and so our guys arejust so good at meeting every
client where they're at everysingle hour.
And so now we look back and thethings that we've done to get to
this point.
It's really, really awesome tosee it all come together, from
the client social events we'vedone to the partnerships we have
in the community, the marketingthat we've done, your
(05:47):
newsletters.
It all adds up to this.
And you know, look, lord Willen, you know we keep this 150
members for the life of thestudio and we have a little
bandwidth ad if you're here andthere, and it is a really,
really fun day.
And so, yeah, this is, we'veshown that we can do that in the
studio and we've shown that wecan do that in this studio.
And we've got the second studiowe had and our last podcast was
a studio that we we bought froma, an original franchisee, and
(06:10):
we've got that turned around.
We've actually doubled therevenue, which is a really cool
milestone and you know, on ourway up to that, those triple
digit, you know membershipnumbers.
And then we did open our thirdstudio and in june of last year
and off to a great start therewe're halfway full and so it's
been a great year.
Yeah, it's been a great year.
Speaker 1 (06:27):
Wow, that's fantastic .
So tell folks what is specialabout this 150 or 130, you know
who maybe are not as familiarwith the Alloy business model as
you are.
Like, why is that the thing?
Because some people listeningto this might say, oh, I want a
thousand members, I want 5,000members and you've got a real,
specific reason.
Speaker 2 (06:48):
Yeah, it's I.
I told you in the past Iliterally looked at 500
franchises when I, you know, wasgoing into this, this
entrepreneurship world, and whenI saw the business model of
alloy not only is my background,fitness and wellness for the
past 20 years, I think we've allseen, if you've done personal
training, we've all seen thatyou want to have the
personalized interaction withevery client, but the only way
(07:11):
to make decent money is to havemultiple people in an hour, and
what Alloy has perfected overquite literally 34 years is six
members at a time in one session.
And so when you look at theliteral capacity of a studio,
we're open 59 hours a week herein this Chastain studio, which
allows us to service 150 membersgive or take at a really high
(07:33):
level, and I think it's calledthe Dunbar number.
But there's a lot of researchthat shows when you have over
150 people in a community, youstart to lose touch with each
person, right.
And so when you maintain anumber there which is just kind
of by default with Alloy, whereit works out to, quite literally
, from our director to our headcoach or even our part-time
coach, they know every clientthat walks through the door.
(07:56):
We literally call them by nameas soon as that door opens.
And that's something you startto lose when you have three or
500 or a thousand members.
And so I think you know, as wecontinue to hire coaches, we're
attracting coaches that want tohave that more personalized
touch.
Right, and there are some peoplethat really love class setups.
You know, 20 or 30 people allsweating and working hard.
But when you look at our avatarand that's typically between
(08:19):
the ages of 45 to 65, they needa little bit more interaction,
they need a little bit more eyeson them to make sure that
they're being trained safely.
And and you know I justmentioned that you know, start
doing, stop doing, keep doing.
The keep doing is keep thesecoaches.
But secondary to that isbecause they're always watching
my form.
They're always making me feellike I'm doing this right or, if
(08:40):
I'm not, I need to modify, likethey're going to put me in a
safer position.
And I'm telling you what ourclients are not coming in our
studio looking for the new coolthing that's on the block.
They're literally going.
Is this going to be thesolution that's going to help me
feel better?
Am I actually going to hit thegoal that I've told other people
or other places or tried to doon my own.
Am I actually going toaccomplish that?
(09:00):
Here and through that it's moreof an intimate experience.
Here and through that it's moreof an intimate experience.
The first thing they do with usis they sit and talk to us for
like 30 or 45 minutes about whathave they gone through, what's
the history look like and whatare the struggles, why have they
not been able to hit the goal,what else have they tried to do?
And so, when you have that 150number, it allows us to train
(09:22):
them really, really well, modifyevery single session as needed
depending upon what levelthey're at.
You know, and we have peoplethat have trained almost their
entire life.
We have people that haveliterally worked out for 30, 40
years and are just like you know.
I've done everything right.
I just want to.
I want to continue to get to mygoal, but, but things have
changed.
So, whether it's menopause orsurgeries or like, they're just
(09:44):
literally like.
My body is different now and Ineed to find the best solution.
And we also and, jay, I kid younot, we had it was last week we
had an 80-year-old go into oneof my other studios has never
worked out in his entire life,and the scary thing is he's
literally coming in going.
I'm seeing my friends.
It gets me emotional.
He's like I'm seeing my friendsdie.
(10:04):
I'm seeing my friends.
It gets me emotional.
He's like I'm seeing my friendsdie.
I'm seeing my friends withsurgeries and this, and that
he's like I love going out andplaying some tennis and you know
, now it's pickleball, and he'slike I want to be able to do
that for as long as I can.
And so the good part about, Ithink, what's happening in the
industry is that the messagingaround strength training is
becoming a lot less scary.
Right, there's a lot less aboutbodybuilding, meatheads and so
(10:26):
on.
Like it's literally like no,this is a foundational aspect to
living your life to the fullest, and so that's definitely
helping us.
And so, yeah, so yeah, great,great day hitting that number
here two other studios that arerocking and rolling and
hopefully, hopefully, getting acouple more going this year.
Speaker 1 (10:42):
Well, that's fantastic, and I don't want to
get too far away from it withoutsaying congratulations to you
and your team at all yourlocations for your great success
, but especially there atChastain.
I've worked out with them a fewtimes.
I'd work out with you once aweek if I could ever get my
schedule wrapped around it toget up there and work out with
you.
It's not like it's that far,but it's just far enough to
(11:04):
where I have to plan a littlemore than I'm capable of doing
sometimes.
But it's a great team you have.
Speaker 2 (11:10):
Let me actually talk to that for a second, because we
are a hyper-local business.
I mean almost literally,especially five miles, but most
of our clients are within threemiles of here, and that's just
the reality of this and that'sthe beauty of Alloy.
You know, I think.
I think there's over 80 opennow across the country.
We'll be at a hundred very soon.
But every time that they open alocation, the marketing is
hyper-local, the partnershipsare hyper-local.
Speaker 1 (11:30):
I mean, it's our clients we don't have showers,
(12:07):
so anybody that's looking at Allit's easier.
So, yeah, minute drive or Icould even walk if I wanted to,
if it was a nice day.
Now it's can be 25 minute driveand just that amount of added
time in the car here in Atlanta,where everything requiresa trip
in the car, is enough todiscourage me.
I'm like, oh, do I really needto go again today, whereas
before, when I was in theneighborhood, I didn't even
think twice, I just went.
It's so that's really important.
And I don't think it wasimportant to me when I was 30.
But I'm 61.
(12:28):
Now it is important.
It's like I don't want to drive, get in the car again, come on.
Speaker 2 (12:32):
That's real life, man .
I mean we do.
We actually do have clientsthat walk to our studios.
We have clients that ride, youknow, ride their bikes to our
studios, like, and again,they're not riding 50 miles,
it's right around the corner.
They love that part of it.
And I'll tell you a cool story.
I'm actually sitting here withmy director and he had this
really cool revelation.
He's like man, he was workingon one of our other studios far
(12:55):
away and it didn't allow him tospend a lot of extra time around
there just going to some of theother restaurants and stores
and stuff.
And he's like man, just beinghere.
I bump into our clients at theCVS, I bump into them at the
local restaurants, and it's justso cool because I know them and
it's another way to reinforcethe community and the social
side of this that really has alot of value for us.
And so for him to have thatrealization also brought to
(13:17):
light for us, like, yeah, I meanour employees, like we need
them to live close so that theycan have more of the interaction
with the clients and be a truepart of the community.
So, yeah, no, I mean, you know,the location is important.
Speaker 1 (13:29):
You're using words in this conversation that are
really important for people whohave gyms, trying to help people
a little older, over 40, over50, 60, whatever, whether it's
Alloy or not.
I really think excuse me theyresonate with me, these words
like intimacy and community,because I don't think that those
(13:50):
things really register whenyou're 25 or 30 years old.
You're just looking for a placeto go work out for 30 minutes
after your work or before youhave to pick up the kids or
whatever.
You're not really looking forintimacy or community perhaps,
but by the time you're a littleolder and a little more
deconditioned and you'respending more money on a premium
service like Alloy.
(14:11):
You want that step up and youcan pay for it.
It's part of what makes thismarket so appealing, I think.
Speaker 2 (14:19):
Well, you did say a word perhaps, and I think part
of us as humans, I think we allcrave community and so I think
it looks different.
Right, I think and all thecredit to Orange Series and F45s
they do have some community.
I mean, people are showing uptypically at the same hour.
Getting to know those peopleEven the younger demographic, I
think, is maybe not as outspokenor searching for that, but I
(14:40):
think they end up finding it.
And whether you're on a sportsteam when you're 10 and you got
some friends there, or now it'sanother team, it's another
version of that where weliterally have clients that are
not only high-fiving each otherand cheering each other on, like
they're actually texting theother clients in the session,
going, hey, how come you weren'there today?
We're like we don't even haveto do it anymore, and so the
community part of this is reallybig, and there are two numbers
(15:02):
we look at almost daily on howwe know the studio is doing.
Obviously, number one, how manymembers Okay, but number two
what's our attrition?
And a really cool stat thatyou'll really like and hopefully
the CEO of Allo will hear thistoo but all three of our studios
are below 5% attrition.
I actually think it's under 4%attrition rate right now and
(15:23):
it's to start this year off andso that means we are keeping
clients.
So you know, a lot of peoplecan sign up, A lot of people get
them in, they work out and thenthey're like, well, no, this
really isn't for me.
But when you can go back andlook at that, I've tried to
preach that to our team from thestart of this, from the very
first client we had.
Like, my goal is to have ourstudios as the lowest attrition
studios in all of Alloy, becauseI think that allows quite a few
(15:46):
things.
But I think it says somethingabout what you've built and
that's something we can kind ofbrag about and I think it's
amazing.
Speaker 1 (15:54):
You should brag about it.
It is amazing and I hope Rick'shearing it too, because that's
a great point of pride for youall and that's something that
I'm always stressing to thestudios I work with who are
alloys and who are not alloys isthat a lot of people in fitness
.
All they want to talk about isgetting leads, getting leads,
getting leads, and then, as soonas somebody signs on the dotted
(16:15):
line, they forget about them.
But you've really got to keepup your communications to them
once they're in your communityand you've got to keep those
relationships going.
You can't just drop them.
Speaker 2 (16:24):
No, you're right.
And then you and I talked alittle bit off camera.
We, for the first time ever, wedid not spend $1 on digital
marketing for this specificstudio in January.
So we had quite literally zeronew leads come in and we signed
up 13 members.
So, to your point, from yournewsletters, from our past, you
know marketing efforts, we had await list right, so certain
sessions had a wait list and acouple people had to move and
(16:46):
you know, so we opened up acouple spots.
So we literally did not get anew lead from digital marketing.
It was all referrals or peoplethat were on a wait list or old
clients that had reached out inthe past or canceled.
That we just went back to andthey signed up.
And so that was another way forus to you us to get to this 150
number, which was amazing.
I mean, if you think about thatfrom the business standpoint,
(17:07):
like that's a delta for us oflike twenty five hundred dollars
just on that digital spend.
And then, you know, take intoaccount some of the other things
that we can, we can save alittle bit of money on, which
gets us to a little bit higherprofit margin.
Speaker 1 (17:21):
And man just really gives us some hope for the
future studios.
Compare that to what you weredoing a year ago when we did
this first episode and we werejust getting to know each other.
What were you doing as far asyour getting leads and nurturing
them and converting them, thatkind of thing?
Speaker 2 (17:34):
Yeah, there's some stages to these studios that
I've talked to other ownersabout and that pre-sale stage is
a really unique and trying andit's a fun time because you are
talking to a lot of people thathave some excitement about
coming in and doing a workout,but you're also getting told no
a lot, right, and that's kind ofthe nature of digital marketing
is.
A lot of people get hit withyour ads and sometimes they
(17:56):
randomly click or they're justkind of showing a little bit of
interest and so you're gettingtold no a lot.
So we would get 75 to 100 leadsa month.
I mean, even in the pre-sale,close to 150, 200 leads.
And then as you open and youstart to get fine-tuned with
your sales right, and a lot ofpeople are scared about the word
sales, but if you're going toget somebody to come into your
(18:16):
studio, you got to sell them onit.
And so as we get better at thatand that interaction with, from
the very first text message orcall that goes out to you know,
immediately calling back withextreme urgency on somebody that
shows their interest, right, soour goal is within three to
five minutes, man, we'reresponding and just showing yes,
we're so glad you reached outand you know how can we get you
in the studio.
Try to get them in within 24 to48 hours.
(18:38):
So that's that whole process.
A year ago, we were spendingthousands of dollars on digital
marketing, using yournewsletters, creating all these
partnerships and events andsetting up a table next door at
the last place or the anti-agingplace around the corner and
trying to get as many people inthe door, while also making sure
that we are servicing theclients really well in every
(18:58):
single session.
So continue to kind of keepthat attrition down, get more
leads in the door and then, yeah, what we saw towards the end of
last year is man, we'reprobably going to be able to
turn the digital marketing off.
We've got a great referralsystem going now.
We've got partnerships that aresending people in and we've had
to turn quite a few people awaybecause our session times are
filling up.
Speaker 1 (19:18):
Congratulations.
Now I don't want to make thisall about me and the newsletters
I write for you, but you saidsomething just now about
spending thousands of dollars amonth on my newsletters and I
just want to be clear you're notspending anywhere near
thousands of dollars on mynewsletters and you're still
using those.
There's a ham-handed segue.
(19:42):
Tell me what affects thesenewsletters that I'm doing for
you or having on the folks.
I get this a lot.
People in your position want toknow what good does it do me if
you send out these newslettersand I say I answer them.
It builds community.
It's an added value.
It helps convert all thesethings.
(20:03):
That's better coming from you.
So I don't want to put anywords in your mouth, but tell
them what kind of role thesenewsletters play for you.
Speaker 2 (20:12):
Yeah, Look, I love promoting what you do because
we've definitely seen a directcorrelation with having those
and our clients reallyappreciating it.
And it's funny, obviously, Jay,they think I'm writing them and
so I come in and they're like,oh man, that was a great article
.
I'm like, yeah, let me go readabout it.
Speaker 1 (20:27):
No, I'm just kidding.
Speaker 2 (20:28):
I love reading every single one that you sent out,
but there are multiple thingsthat we benefit from with the
newsletters, and one is justgiving people free information,
right, I mean just showing thatwe're willing tell people like
here's another way to live yourlife better, here's another
(20:49):
recipe that you know you can addto your repertoire.
That's just going to be alittle bit of that extra push to
be a little healthier.
And uh, and so I.
It's one of those things likeyou can't always directly
measure the impact it's having,but you can listen to it and you
can see.
Uh, for example, you know I'verecently sent you a PDF of a
nutritionist that we'vepartnered with, and so we have
multiple ways that we're kind ofshowing her.
You know her service, but inthe newsletter we put it at the
bottom there and there's a QRcode and somebody.
I mean if she gets one person amonth from it, like it's, it's
(21:11):
worth it, and so I think peopleneed to look at the big picture
with this is yeah, I'm not goingto get a hundred leads a month
from the newsletter, but I amgoing to get people that are
like man, what a great value I'mgetting out of Alloy, I'm
getting amazing coaching, I'mgetting accountability, but I'm
also getting more informationthat is helping me live a better
and more well-rounded life, andyou know it could be the beef
(21:33):
you know recipe we had the otherday Korean barbecue.
Yeah, that's so good.
Right, yep?
To just talking about, like,why is hiking good for you?
Like what, just what anincrease in you know from 5,000
to 8,000 steps a day is, and soI love what you're curating for
information, because it's veryvaluable.
It's not a long novel thatpeople have to read and you know
(21:55):
, so you're reading this inunder a minute and I think that
you know as some owners look,there are some owners that are
really creative and love doingthat stuff.
I'm not that person.
I think there are a lot ofpeople in my boat that are like,
not that I don't want to say Idon't have time for it, but it's
just not what drives me and I'drather hire a professional that
can do that and do a reallygood job with it and take
feedback.
And you and I talk every singleweek, which is one of the
(22:17):
things I love about this so thatwe're modifying it and we're
modifying it and we love showingour clients success stories.
We love showing partnerships wehave and it's a great conduit
for that.
Again, get back to our customeravatar.
Our clients actually reademails, right, and you know so.
You know, in some businessesthey want to do stuff through
TikTok or Snapchat Like that'snot us.
Our clients are actually stilltaking phone calls and actually
(22:38):
still reading emails, and someof them even read the newspaper.
So, yeah, yeah, this is a greatway to stay in touch with who
you actually work with so thatthey continue to get a great
value out of our membership.
Speaker 1 (22:49):
Well, I'm glad it's worked out for you.
I'm really proud of being abeing a part of your success and
one of the things that I reallylove the most about my
association with Alloy is that Iget to talk to a lot of your
members to tell their storiesand, you know it, some of them
are very what you might call andI don't mean this as an insult
at all, but sort of ordinary.
(23:10):
You know, everyday people who'vebeen become deconditioned and
want to enjoy their lives.
Those are so powerful and somoving and it's a pleasure to
get to share those stories.
And then sometimes they'rereally remarkable.
They're kind of, you know,unusual things that are very
impressive, like we did one lastyear on one of your members who
climbed Mount Kilimanjaro.
(23:30):
And then recently Alloy did areally beautiful video
presentation on this member andI got to speak to him about that
.
And this is not a man who justgoes flying around the world
climbing mountains.
He's a normal dude with a joband everything else.
You know, I really like thatword again, intimacy, and that
(23:51):
word community, because that'swhat I like to write about,
that's what draws me to it and,al, you guys have a lot of those
stories.
Speaker 2 (23:58):
You know I love his story specifically because it
does show that this model works.
And he was literally one of ourday one clients.
You know, he came to us andsaid hey, guys, like I've looked
up what you guys do, it lookslike it's something that fits,
but I have a goal to hikeKilimanjaro in eight months.
I need to be at a certainweight, a certain body fat
percentage.
You know, he's not 20 years old, he's not 30 years old, he's
(24:21):
not 30 years old, I mean, youknow.
And so it was really cool to bea part of that journey and for
our capacity to fine tune histraining based upon what he was
doing outside the studio andinside, right.
So he was having to do a lot ofhiking and walking and to get
his body prepared for thataspect of it.
But we had to make sure he wasfunctionally strong because that
only aided in that ability,right.
And so over those eight months,I mean our guys were always
(24:42):
looking at, you know, histraining schedule outside of the
studio and then making surethat.
And he traveled a ton.
I mean he literally everysingle week.
He's one of the clients, he'sstill working, he's an executive
he's always on the road Quiteliterally like, hey guys, can I
do this time of day and this dayand time, and every week was
modifying that.
And so we to work with peoplelike that and you made me think
of another thing I was talkingearlier Our very first
(25:05):
interaction with the clients iswhat we call the starting point
session.
Right, we have to find someinformation out.
We put them through a basicmovement test, we do, we do a
body composition scan.
But we actually conduct a lotof those in the middle, like in
the front of the studio, andthey're watching people that
look exactly like them work out,and there's so much value in
that.
And you know we talk a lot aboutlike you don't see a bunch of,
you know, teenagers runningaround that you know are doing
(25:27):
box jumps and amazing.
And then our clients are reallyintimidated Like, well, no,
that's, this is the same thing,like I, it's another one of
those spots that I can't keep upwith.
And so when we do thosesessions and they're quite
literally watching people thatare in the same demographics as
they are, same kind of lifestage as they are, it removes a
big barrier that makes them feellike, okay, I'm one of them and
(25:52):
they're going to see somepeople that, yeah, probably can
do a little bit more, and sothere's a little bit of hope
with that, especially when theysee somebody significantly older
.
We have a 94-year-old in here,man, he's one of my favorite
people in the world, and to Like.
And we have a 94 year old inhere, man, it's one of my
favorite people in the world,and you have to see that as like
, oh all right, well, if thatguy can come in here and put his
time and energy in, and then Igot no excuse Right.
But they also don't have thatintimidation of you know some
(26:12):
somebody benching 600 pounds andyou know, and blah, blah, blah.
Speaker 1 (26:30):
And again, nothing wrong with 30.
But I noticed now when I'vebeen going to the same gym here
in Atlanta for 20 years and mostof the young people who work
behind the front desk look upand say hi, jay, welcome back.
And when I leave they say seeyou, jay, thanks for coming.
I love that.
I love it so much that whensomeone doesn't do it, he's
(26:50):
looking at his phone or he'stalking to his girlfriend or
whatever kind of pisses me off,you know, because it seems like
such a basic level of serviceand Alloy has some really good
foundational experience.
Speaker 2 (27:04):
tenants almost no.
You actually mentioned two ofour core tenants and so, again,
credit to Rick and his team andwhat they've developed.
There are seven non-negotiables.
In every single session notshift or day In every single
session the first thing is tosay somebody by name and then
you make an intro if somebody'snew, and so from there they're
celebrating wins.
There's physical touch, like ahigh five or a fist bump or
(27:27):
literally touching somebody onthe shoulder like, hey, I want
to see your shoulder move alittle bit differently, or
whatever.
So we have seven core tenetsthat we actually went I've been
doing some interviews recentlyto add some more staff and we
start with that.
We literally start with our corevalues, right, and what do we
actually believe Like?
And what do we actually believeLike as Alloy?
What is our mission?
What are the core values wehold true?
And then we go right to theseven core tenets and we say
these are non-negotiable, theseare not like oh, I hope you get
(27:48):
these done in a session.
These are like no, this is thebaseline for a good session.
You've got to say somebody'sname, you've got to thank them,
you have to hold themaccountable right after that
shift and going hey, you know,I'm sure something came up.
I'm really bummed that youdidn't make it today.
You know when can I get you in?
This afternoon or tomorrow, andso those are the things that
it's funny.
You mentioned two of our sevencore tenants, but you're right,
(28:10):
like if we don't do that, thatit's one of the first times.
We know that.
You know somebody is kind ofslipping a little bit and they
don't understand the importanceof that.
And so you know, monitoringthat that's our directors are as
part of their audit.
When they watch some of thecoaches coach, are they hitting
every single one of those sevencore tenants, every single
session?
And you know, when it becomesingrained and you kind of take
(28:32):
it for granted, like whensomebody new comes in, they're
like, wow, you guys are.
This is different.
And it brings me up to one morething.
We, when we want to motivatethe staff a little bit, we'll
sit down and talk about okay,let's, let's pretend somebody is
opening the exact same businessmodel across the street.
They're going to do six clientsat a time.
They're going to charge thesame exact price.
What would they do differentlyto take every single one of your
clients from you, not attractother people.
(28:54):
What would they literally dobetter than you?
And they would hit every one ofthose seven core trends every
single session.
They would go above and beyondcongratulating our clients.
They would make sure thatthey're talking about the
nutrition, the accountability.
They would do all those thingsat a higher level and it's just
kind of a it's a good way tokind of phrase.
It's like okay, that's why thisis so important, because
somebody else can go and buykettlebells and dumbbells and
(29:16):
put the same flooring down andhave the same exact schedule
right.
But when it comes down to it,it's what's the service that
you're providing consistently,every single time, so that the
clients just understand man, wecare about this.
This is how seriously we takeit.
We're professionally run but,man, we're going to meet you
where you're at, every day.
Speaker 1 (29:34):
Okay, so I think that's a good place to wrap up.
I want to try somethingdifferent.
I don't know if this is goingto work or not.
If it doesn't work, I'll cut itout, but I think I need a
signature question, a questionto ask everybody at the end of
the interview.
And so you're number one.
Speaker 2 (29:49):
No pressure Nick.
Speaker 1 (29:50):
No pressure at all.
Speaker 2 (29:51):
The school of greatness.
Yeah, what's your definition ofgreatness?
Like no, don't ask me that,dude no.
Speaker 1 (29:56):
I won't do that I want.
When I started started doingthis podcast a few years ago, I
ended every show by talkingabout three things that I like
in the world not just aboutcommunications or fitness or
something, but just a show I waswatching that was good.
Or a new protein bar I foundthat helped me hit my macros and
(30:16):
didn't taste like chalk oranything like that.
So I'm going to ask peoplewhat's one thing fitness or not
fitness related, that thatyou've kind of discovered lately
a book, a show, a snack,something that that brought a
smile to your face man, one onething.
Speaker 2 (30:31):
You know, 2025 has been a really, really good year
so far for me.
I I quite literally made thecommitment like I need to get in
better shape myself.
I I want to be living this andand feeling the benefits of that
.
You know, I've got athree-year-old daughter.
I mean, I can name somethingevery single day about her.
That is something fun andawesome and it's one of the
(30:53):
reasons I do this right.
It's literally one of thereasons that I want to build so
many more of these and havesomething that.
So we all came as a family tothis Chastain Studio we're not
open on Sundays.
We all came as a family to thisChastain Studio.
We're not open on Sundays.
So we all came in on Sunday.
We all literally did a workout.
Of course, her workout was funthrowing the balls and playing
and I did my thing, my wife didher thing, and that was awesome.
And so to have an environmentlike that where I can show her
(31:17):
what health and wellness reallylooks like and you know, jay, I
grew up in a town with nostoplights.
Nothing looks like.
And you know, jay, I grew up ina town with no stoplights
nothing.
I mean, health was not on themind and you know.
And so getting into thisindustry and and seeing the pros
and cons to you know whateating healthy looks like, what
being active looks like, youknow playing sports and and then
and then being well-versed,like you know, I, I maybe, maybe
(31:38):
the cool thing I bought audiblethis year, so part of my kind
of journey to be a better human,better dad, husband and
hopefully bosses.
I've already listened to sixbooks and I am not a book guy,
right, I would read one or twobooks a year and I'm in the car
quite a bit, just given whereall of our studios are, and so
for me, audible has been great,not being a true kind of a book
(31:59):
nerd.
I've quite literally listenedto six books already.
I'm on my seventh right now andit's been a great way to digest
information and hopefully justimprove as a leader and as a
husband and father.
Speaker 1 (32:09):
So what's one of those books that?
Speaker 2 (32:11):
you've enjoyed.
I'm reading Traction right now,which is a lot of what Alloy's
actually based our meetingcadence off of.
So the EOS EntrepreneurOperating System that was
written by a book calledTraction.
So I'm in the middle of thatright now, and right before that
, patrick Lencioni, I read thebook the Motive, which is man
anybody that's looking to getinto a new business or franchise
or something like that read theMotive.
(32:32):
New business or franchise orsomething like that?
Read the Motive.
It was a really easy you know,obviously, listen for me about
why somebody was building thebusiness and becoming the leader
that they thought they neededto be.
And so the Motive super easy.
Read Patrick Lencioni.
I'm going to try and read abunch of his books.
He's a great leadership guru.
So, yeah, audible.
Speaker 1 (32:49):
That's great.
I'm a big Audible fan too.
Got hooked on them during thepandemic, when the only thing
you could do was go for a walk,so I downloaded an Audible book
and go for a walk and listen toit, and I've been listening to
them ever since, and I am a bigreader, I love books, I love
reading, and it's a great way toget in a little bit more.
So thank you for that.
I like this.
I think that worked.
Speaker 2 (33:09):
I'm going to do this.
Nick, you were the first.
Speaker 1 (33:14):
Nick, my friend, thank you so much.
Speaker 2 (33:16):
Sorry, you may probably edit this out, but I
think I was listening to one ofyour old podcasts and you had
some more of a music involved init.
I like that touch to it.
Are you incorporating any sortof maybe not theme music, but
something around that?
Speaker 1 (33:31):
I am Thanks for bringing that up.
I sometimes wonder if peoplenotice or care.
So here's the deal.
Short version is when I startedthe podcast, I was working with
a producer who helped me withthat kind of thing and she set
me up with a nice little bit ofintro music and outro music and
and then that relationship kindof ended and I was just winging
(33:51):
it and doing it on my own.
And just recently, in the lastcouple weeks, I've engaged a new
producer to help me improve theaudio version of the audio
podcast with things like alittle bit of music.
It's not going to have a ton ofproduction, but, yes, some of
that and also a video version.
So I'm hoping that next weekI'll be launching the YouTube
(34:13):
version of the podcast, whichseems counterintuitive to me.
You know me, I'm an oldnewspaper guy and my default is
to read.
I want to read something.
If I want to watch a video.
There has to be a reason towatch a video.
It can't just be two idiotstalking, and these podcast
interviews are just two peopletalking.
Who wants to watch that?
(34:34):
But you know what People dowatch them because I don't.
It doesn't mean other peopledon't.
And YouTube is the secondbiggest search engine after
Google, so I'm missing out onall of that.
So I'm glad you brought that up.
I am stepping up my game withaudio and returning some of
those little flourishes like themusic.
(34:54):
And then I'm very excited to belaunching on video.
So, if all goes well, you'rethe last audio only version, and
the third interview we do willbe on video.
Speaker 2 (35:03):
So let me, can I ask a couple of things Like are you
starting up a set, Are you goingto have a logo and stuff Like
what, what, what level are youtaking that to?
Speaker 1 (35:10):
You know, probably not.
You can do a lot with virtualbackgrounds, like right now
we're just in my office at homeand I just moved, so it's not
even you know, I don't even havemy office set up to look like
much right now, but you can dovirtual backgrounds that look
really nice with your logo.
I think it's important to havemy logo on the video and my name
on the video, because we allthink that everybody knows who
(35:33):
we are and what we're talkingabout.
But they don't.
And if you're just clickingaround and you find some guy
talking well, who is he?
What's he talking about, what'she selling?
So you need to, and that's alesson for everybody People
don't know who you are and theydon't know what alloy is and
they don't know why 70 year oldwomen need to be lifting weights
.
You know we have to keep itreal simple sometimes.
Speaker 2 (35:57):
So I'll have, I'll have all that, yeah, and I don't
think it needs to be.
I mean, dude, obviously JoeRogan's the goat here and like,
yeah, he doesn't have some bigcrazy.
I mean, I'm sure it's reallynice now, but like there's
nothing spectacular to hisbackground, background, right, I
mean.
So, just, you know, I would.
I would say, don't overthink it, have your logo, have a decent
backdrop.
But yeah, no, dude, I'm proudof you for doing that and you're
just, you're just having acouple more verticals, right,
you're not like redoing thewhole podcast, you're just
(36:19):
saying, well, I should, I shouldabsolutely have it available in
different mediums.
Speaker 1 (36:22):
So yeah and like it's hard, it's, it feels
counterintuitive, it really does.
I keep saying no, I don't.
I did keep saying nobody wantsto look at me talking to someone
, but that's just not true and Itell this to my clients all the
time.
They'll say things like I don'tread emails, so I don't want to
send them, and I say I don'tcare.
(36:43):
If you like to read emails,your customers do.
Speaker 2 (36:47):
Similar thing here.
It doesn't matter if.
Speaker 1 (36:49):
I want to watch videos, people do.
Speaker 2 (36:52):
Yeah, well, and to that point, my word for 2024 was
genuine, like and and I wantedto keep instilling that in every
one of our coaches like youjust need to have genuine
interactions with our clients.
Like they need to feel likethey genuinely are appreciated
for be there, for being there.
They they need to feel like yougenuinely want them to get
better and you care that they're, you know, having a setback or
(37:13):
you're having a greatadvancement, and so I haven't
figured it out.
Stephen's going to help me withthis.
I haven't figured out what theyear or the word of 2025 is yet,
but 2024 is genuine.
I think that's to your point.
Like no, like it's going tocome across as you genuinely
have an interest in the industryand helping people, and you
know people over 50 literallybeing able to live longer,
better lives, and so I thinkthat comes across.
(37:34):
When, yeah, you don't add allthese frills and amazing stuff.
It's like no, this is just me,and you know I want to help
people.
Speaker 1 (37:40):
That's right, Nick.
That was brilliant.
Thank you so much for asking methat I appreciate your interest
in what I'm doing and Iappreciate you coming on here
again.
This has been a really greatconversation.
Speaker 2 (37:51):
Man, I'm honored again.
Hopefully we get to do a third.
And, man, thank you for allyour support and what you do,
and I hope you continue to workwith many more professionals
like me.
Speaker 1 (38:00):
I fully intend to and I thank you again and
congratulate.
Congratulations again to to youand Steven and Wesley and the
whole team there.
It's great news.
Speaker 2 (38:09):
Thanks, man.
Yeah, we're fired up.
Time to build many more, allright.
See you later, all right.
Speaker 1 (38:14):
Bye.
Thank you for listening to theOptimal Aging Podcast.
I'm your host, jim, and I hopeyou enjoyed it and if you did, I
hope you'll subscribe, tell afriend and write a review.
All of that helps us grow ouraudience.
I also hope you'll share anycomments you have with me in an
email or on social media,including suggestions for people
(38:35):
I should interview or topics Ishould cover.
You can learn more about me andmy content business at
primefitcontentcom.
You can send me an email at jayat primefitcontentcom.
That's jay atprimefitcontentcom.
I'm also on Facebook, linkedinand Instagram, so find me
(38:57):
anywhere you like and be intouch.
And again, thanks for listening.
Join us next time.
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com