Jim Crowell (OPEX)

Jim Crowell

A lot of people have been lead astray by an apocryphal Confucius quote.

“Choose a job you love, and you will never have to work a day in your life.”

Guess what, morons – Confucius didn’t say that and just because you love working out or coaching doesn’t mean you should open a gym.

Most coaches who open up gyms in pursuit of their passion for fitness and to escape the 9-5 grind quickly discover that the business of owning a gym goes far beyond great coaching and programming.

How do they differentiate themselves in saturated markets?

Who should they target to buy their services?

What problems are going to pop up provided that you are actually fortunate enough to have enough clients that you can actually cover your monthly expenses?

CEO of OPEX Jim Crowell joins the podcast to talk about the necessary pieces for succeeding in the fitness industry and how OPEX is pioneering and creating the “personalized fitness” category.

Check out the full conversation with Jim to learn:

  • How to think about competition in the fitness industry – you’re not just competing with other gyms offering similar services (like CrossFit or other group fitness), you’re competing with at-home workout options, large corporations with sophisticated marketing, and laziness and inertia on the part of the consumer
  • How to find the balance between creating systems and structure – while still allowing for the creativity and craftsmanship of the coaching profession
  • How to leverage tribalism in your target audience – and what lead channels are actually effective for finding at attracting good-fit clients

Check out the episode at the links below. If you enjoyed the episode, the best way to support the show is to share with your friends, so send them a link.

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Show Notes

  • [3:21] How Jim’s background as an MBA hedge fund guy with degrees in finance and economics set him up for entry into the CrossFit market as a true capitalist. “I need to build this thing because somebody else is going to build it if I don’t.”
  • [11:18] The winner-take-all dynamics of local fitness businesses – and why you must be the leader in your subcategory
  • [20:48] How OPEX is seeking to create the “personalized fitness” category in the market – and how they are looking to position themselves compared to personal training or group training
  • [26:38] The necessity of targeting a specific audience to reap the benefits of tribalism – versus risking speaking to no one at all. “You don’t create your brand; the market tells you what your brand is…You can just try to influence what that market reaction is.”
  • [32:53] The growing pains of restructuring and the importance of not confusing and alienating your target audience – and how OPEX decided to split out the remote coaching business of Big Dawgs from the work of certifications and licensing.
  • [40:40] Tribalism and the desire “to be a part of something…[and feel] a deeper meaning behind why they’re doing what they’re doing” – and how this relates to marketing and retention in facilities
  • [56:06] Allowing for creativity in coaching while still providing standardization and consistency in processes.
  • [01:04:34] How the start-up cost and business structure of opening a CrossFit gym has changed since 2005 to now.
  • [01:10:25] Differences in managing a gym with 150 members versus a gym with more than that, and attempting to get in front of problems before they happen.

Links and Resources Mentioned

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