FIBO USA • NOVEMBER 2020 • MIAMI BEACH, FLORIDA
HIT THE ROAD GYMGUYZ is disrupting the world of in-home personal training. DECEMBER 15, 2019 VOL. 2 NO. 2 WWW.FIBOUSA.COM
A REED EXHIBITIONS EVENT
FIBO FOCUS • December 15, 2019
FIBO USA FOCUS: GYMGUYZ
HOUSE CALL
GYMGUYZ IS DISRUPTING THE FITNESS INDUSTRY WITH ITS FAST-GROWING FRANCHISE CONCEPT.
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ood delivery has Uber Eats, Doordash and Grubhub. Washio picks up and delivers your dry cleaning. Shopify? Well, it shops for you. And now the fitness industry has GYMGUYZ, a disruptive company that is changing the way many Americans work out. Taking the traditional in-home personal trainer concept a few steps further along the road to fitness, GYMGUYZ – all caps, please, because it is an acronym for Get You Motivated Genuine Unique You can do it Zero excuses – bills itself as the first in-home mobile personal 2
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training and fitness franchise company. It is looking to redefine the fitness business by bringing the gym workout to the customer’s home or setting of their choice with trained and certified coaches taught in the GYMGUYZ methodology. They even bring their own equipment and customize every workout. It all adds up, according to founder Josh York, to one of the fastest growing franchises in America and arguably THE fastest growing fitness franchise. With 250 current locations in 31 states and three countries – the U.S., Canada and the U.K., with talks
in place in Switzerland and Dubai for 2020 – it is indeed having an impact on how people exercise. “It’s all about accountability,” York says. Indeed, the mobile unit that pulls up to a home or office for a training session is called the “accountability van.” Unlike other inhome exercise products, there’s no avoiding your workout when it shows up at your doorstep. “Peloton and Mirror are interesting concepts, but they end up being clothing racks or just a mirror. People need to be held accountable for their workouts and that’s what we provide,” www.fibousa.com
FIBO FOCUS • December 15, 2019
Founder Josh York has found a formula for success with the unique GYMGUYZ franchise concept. he says. GYMGUYZ personal trainers knock on the front door and bring with them customized one-on-one or group workouts in the privacy of a home, backyard or anywhere. Research has constantly shown that people who work out with a personal trainer are 50 percent more likely to reach their fitness goals. That’s how the personal training business has grown, but now GYMGUYZ is taking that a step further with its regimented, franchise concept that delivers a consistent product using its own well-researched and proven methodologies. The key is that 3
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consistency that gives customers confidence in the training they will receive. Look at it this way: A McDonald’s hamburger is a McDonald’s hamburger anywhere in the world. The same with a GYMGUYZ style workout, which uses the company’s methodology to customize a workout for every individual. “GYMGUYZ certified trainers aren’t just experts in fitness, we’re committed to getting results,” York says. “We’ll develop a customized program and we’ll help hold you accountable every squat, jump and step of the way.”
Part of the GYMGUYZ methodology focuses on what York calls the Three Cs — Convenient, Customized and Creative workouts. It adds up to his claim that GYMGUYZ is the first in-home personal training company that can bring the workout to the customer anywhere they want it. In turn he is looking to change the way that segment of the fitness industry does business. “We are definitely disruptors,” York says. “We live in an Amazon world where business is done differently and people want immediate service. If your business is not Amazon proof, www.fibousa.com
FIBO FOCUS • December 15, 2019
“We are definitely disruptors. We live in an Amazon world where business is done differently and people want immediate service. If your business is not Amazon proof, you are going to die.” — Josh York
GYMGUYZ certified trainers aren’t just experts in fitness, they’re committed to getting results through a customized exercise program. you are going to die.” A former personal trainer himself, York went to work in the corporate world for a time before returning to doing what he does best and loves the most – “help people get healthy” – and that’s when he saw a niche that was being grossly underserved. “One of my clients said she would love for me to come to her house for her workout, but she didn’t have any equipment,” York recalls. That set his mind spinning and the concept of GYMGUYZ was born in 2008 at his parents’ dining room table in Long Island (the company is still based on Long Island). Playing into the GYMGUYZ strength is the time challenge most people face, with so many things getting in the way of any personal commitment to working out. In a world where you can get your groceries delivered to your front door
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and you can do all of your Christmas shopping from the comfort of your living room couch, York understood that there was an opportunity in fitness to follow the same model. “People don’t realize how valuable their time is,” he points out. “They get their food delivered to their door and now their workout is delivered to their door as well.” The typical GYMGUYZ client is 35-60 years old. However, they service children as young as seven and seniors as old as 103. “We customize the workout for everyone,” York says. But even with the growth of the concept keeping people in their homes for their workouts, York maintains it is not hurting the traditional health club. “People still need to go to a club on the days when they aren’t doing a GYMGUYZ workout,” he explains. “They still need to get out and enjoy what a
health club offers on days they don’t see us.” (By the way, the cost of a regular GYMGUYZ workout averages between $70-$90 depending on the package.) Plus, GYMGUYZ franchisees buy a lot of exercise equipment, with each van carrying 365 pieces of equipment – “one for each day of the year,” York says – to make sure workouts remain challenging and interesting. That certainly keeps equipment vendors on the side of the disruptor. At the end of the day, it is all about the accountability on which York has built his business. “The convenience factor of a home workout with a personal trainer is something that we will continue to build on, but people have to be held accountable,” he explains. “We hold our clients accountable and we tell them their health is their wealth.” n
www.fibousa.com
FIBO FOCUS • December 15, 2019
The mobile unit that pulls up to a home or office for a training session is called the “accountability van.” Unlike other in-home exercise products, there’s no avoiding your workout when it shows up at your doorstep.
THE GYMGUYZ FRANCHISE MODEL GYMGUYZ IS UNIQUE BECAUSE IT BRINGS THE FRANCHISE concept to the previously independent job of personal trainer. Like Jersey Mike’s or Burger King, it provides its franchisees with the corporate support they need while maintaining the entrepreneurial spirit they demand. A typical buy-in for a territory-protected franchise in 2019 is $70,000 and owner Josh York expects to add another 150 locations in 2020. The typical franchise owner is either a trainer looking to grow his business or a mid-level businessman or woman wanting to get out of the corporate world and into a job that brings both financial and mental rewards. GYMGUYZ was named the fifth fastest growing franchise in America this year by Inc. magazine, so the concept is obviously appealing to both franchisees and their customers. York attributes that success to what GYMGUYZ brings to the table for these typical franchise owners. “Being a trainer is not scalable,” he says. “There is only so much a person can do and a trainer without clients is unemployed.
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“We teach our franchisees to work on the business, not in the business,” he adds, explaining that they become much, much more than just personal trainers — they become executives running a business. York says he looks for driven, motivated, high-energy individuals who want to help people while making some money for themselves. “We want people with a passion to help people because we change people’s lives,” he says. Part of the franchise support is the intensive GYMGUYZ University in Long island for new franchisees, a week-long indoctrination into the GYMGUYZ way. Monthly conditioning calls sharpen their skills and keep them on top of the latest exercise trends. Marketing and social media support complete the package. “We are one of the fastest growing fitness franchises in America according to Inc. magazine because of our concept,” York explains. “We are not brick-and-mortar, we have low overhead, it is very easy to scale and a franchise can be up and running in six weeks. That’s an attractive formula for success for our franchisees.” n
www.fibousa.com
FIBO FOCUS • December 15, 2019
FIBO Focus on ...
SWEAT440
K
nowing that many people don’t always have a lot of
time to fit in their workouts, Sweat440 created what it calls the flextime fitness model. Co-founded by professional trainers, Matthew Miller and Cody Patrick,
in Miami Beach’s Sunset Harbour neighborhood and now expanding to cities around the country, Sweat440 is essentially a dynamic 40-minute workout class designed for everyone, from the beginner to seasoned fitness fanatics looking for an effective and efficient exercise routine in only 40-minutes. With HIIT and cross-training classes beginning every 10 minutes, Sweat440 is designed for anyone with a tight schedule or a hard-to-plan calendar. FIBO Focus took one of those 10 minutes to give CEO Cody Patrick a chance to explain the unique exercise concept. 6
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We’re curious, just where does the name come from? We call is Sweat440 because it is a four-station, 40-minute workout. It is also a play on words because you will sweat for 40 minutes. And the simple explanation of the concept is … We are the creators of the flextime fitness model. We start classes every 10 minutes so you can arrive any time you want. What is the size of your company as we head into 2020? We currently have six company owned stores — four are open and two more are coming in the first quarter of 2020. And what about the franchise aspect? We are also steamrolling into the franchise world. Since becoming eligible to sell franchises only four months ago we have already sold 31 franchises. And we have another 40 in the pipeline to sign within the next few months. What does your typical club look like and what equipment does it offer? The beauty of our concept is that we can consistently add and subtract the type of equipment that we use depending upon the demand and results. We use a diverse equipment package that includes sleds, ropes, kettlebells, dumbbells, sliders, www.fibousa.com
FIBO FOCUS • December 15, 2019
Virtual trainers combined with on-site coaches complete the Sweat440 workout concept ... all in 40 minutes. suspension trainers, slam balls, assault bikes, rowers, ski ergs and versa climbers (coming in 2020), as well as a wide assortment of body weight and functional exercises. How did you settle on the concept of the quick, 40-minute workout as a way to carve your niche in the fitness industry? Research shows that people are trending towards shorter, high intensity workouts, so the focus of our workout is time efficiency. We are designed for the busy people with limited time in their schedules. Therefore, it made perfect sense for us to design shorter workouts with higher intensity levels. What differentiates you from other health clubs and boutique clubs? The number one excuse for why people say they don’t workout is, ‘I don’t have time.’ We solved that 7
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problem when we invented what we call the flextime fitness model. We begin classes every 10 minutes so that you can just show up any time and take a class. This means you no longer have to adjust your life and schedule to the predetermined class times that has long been the standard in the fitness industry. Now you can come and work out whenever it suits you.
Here’s your chance for a sales pitch: Why should busy people looking for a workout get involved with Sweat440? As a member Sweat440 is an amazing way to become consistent with your exercise routine. So many people fail to reach their goals due to busy schedules and lack of commitment. We make it much easier to stick to your workout routine.
We hear you even have a hashtag for that concept. Yes, this means you are #neverlate for class and you’re also never early. Regardless of work, traffic or kids, you can make the class.
And for franchisees and business partners? As a potential franchisee Sweat440 is an incredible business opportunity. We are growing quickly and people love our model. We are a highly profitable and operationally efficient business model due to our design and technology.
What do your clients like about Sweat440? They love the flexibility of the scheduling. It is no longer stressful to make it to class. They also love the community and social aspects of the brand.
Who is your target market? We actually appeal to most demographics. We pride ourselves on being able to make our workouts www.fibousa.com
FIBO FOCUS • December 15, 2019
Sweat440 workouts incorporate a quick, effective combination of cross training, strength training and HIIT.
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www.fibousa.com
FIBO FOCUS • December 15, 2019
diverse and adjustable enough to expand that age range. Please explain the virtual trainers and how your coaches coordinate with them. Our workouts are lead by virtual trainers on TV monitors. This allows our coaches on the floor to be able to focus on the clients. They can motivate people to push themselves to their potential while also monitoring for safety. They can also make modifications for anyone that has any type of injury or limitation. This allows us to accommodate a wider range of people. How would you characterize the fitness industry headed into 2020? The world is beginning to realize the value of health and wellness. I am very proud to be a part of this increasing awareness and I see Sweat440 as being a big innovator and contributor to the overall fitness market. Between our technology focus and our flexibility to an evergrowing group of busy people, I believe we can positively impact the world of fitness. I like the concept of the photo booth. How are your customers utilizing it and where does it fit in with other social media efforts you are doing?
Social media is a way of life nowadays. It is a great way for people to share what they’re doing with their friends and family. This obviously is great for all fitness brands when people post about being in our studios. We wanted to encourage people to do just that, so we have created areas for them to snap a picture and hopefully share it with their followers. Finally, in what direction is Sweat440 headed in 2020? Technology is a huge part of our brand. We have developed our own client management system, a robust system that not only powers our check-ins and our virtual trainers, but it also manages CRM, inventories, reporting, ordering and many other
THE 411 ON SWEAT440
SWEAT440 AIMS TO ELEVATE THE BOUTIQUE FITNESS industry by combining the motivational mindset of small group training with the convenience of workout times that best fit each individual. Sweat440 accomplishes this by offering four fitness stations, each lasting 10 minutes in duration, with a new set of members joining the class every 10 minutes. The 40-minute classes incorporate a quick, effective combination of cross training, strength training and HIIT aimed to burn fat and boost metabolism. This method of training allows guests to arrive at
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important features of our operations. This lends itself to making us a more appealing business for franchisees. We will make their lives easier with technology. And how do your members react to all of this technology in their workouts? Is this something else that fits into a busy schedule and a modern lifestyle? Our members are really enjoying the technology because it keeps them engaged and makes every workout go by quickly. We also plan to add another 500-1000 exercises and several pieces of equipment to our platform over the next 12 months. This will keep the workouts fresh and exciting to our long-term members. n
times that are most convenient for their busy work schedules and everyday routines. Sweat440 uses a wide array of equipment such as rowers, assault bikes, sleds, battle ropes, Suspension Training and more. As a fun add-on, guests are invited to capture their post-workout glow at Sweat440’s photo booth, featuring a halo light and one-click sharing options for easy posting across all social media platforms. Individual lockers are also available for those opting to store personal items and belongings before jumping into their session. n
www.fibousa.com
FIBO FOCUS • December 15, 2019
AROUND THE GLOBE
WITH FIBO THE WORLD’S LEADING FITNESS EXPOS MEAN BUSINESS FOR THOUSANDS OF INDUSTRY PROS.
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he FIBO Global Fitness brand is a global powerhouse. From Europe to Asia, to North America and Africa, the FIBO Global Fitness brand is charting the future of the fitness industry globally. In 2019 the FIBO shows collectively welcomed more than 190,000 visitors over the course of five shows in five months (from April to October), successfully uniting them with 1700-plus exhibiting brands and providing them with a unique opportunity
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to discover and discuss the most cutting edge advancements in the fitness industry. Spanning three continents, FIBO Global Fitness undoubtedly represents the fitness and wellness industry on a global scale, creating a high-energy environment for studio operators, trainers and fitness fans to explore and re-connect around the world. Attendees and exhibitors met at established events, such as FIBO Cologne, and at premiere events, like
FIBO USA, which made its debut this year in Miami Beach. “No two shows are the same, but whenever it says FIBO, you’ll of course have plenty of FIBO inside,” says FIBO director Silke Frank. “That means we get suppliers and users in exciting markets to engage in direct talks. Combined with our education program, we win over professionals and consumers at the same time.” Let’s take a trip around the world with FIBO to learn more about the 2019 events.
www.fibousa.com
FIBO FOCUS • December 15, 2019
FIBO Germany: Kicks off the year of FIBO events The first FIBO show of 2019, our flagship event, took place in April in Cologne. More than 145,000 visitors from 133 nations visited Cologne. These included more than 84,000 trade visitors traveling from all parts of the world to browse innovations, sound out the market and do “big business” equipping their clubs, facilities and practices. About one in three trade visitors came with concrete intentions to buy and concluded the corresponding purchasing contracts at FIBO. “This makes FIBO the world’s most important marketplace for the industry,” says Frank, working for organizer Reed Exhibitions. “The efforts aimed at further boosting the business-like feel at FIBO by making it more international, have fully paid off. The list of nations represented in Cologne is impressive.”
the 27,185 visitors from 61 countries attending the show in Shanghai this year were trade visitors. Correspondingly, the share of global brands is always large. Participating in 2019, for example, were Life Fitness, Matrix, Precor, SportsArt, Star Trac and Technogym. Altogether, 60 percent of the exhibitors come from outside of China. The growing Chinese fitness market has consolidated in recent years while becoming more orderly and powerful and product variety is booming in categories such as
rehabilitation, essential nutrients, VR technology and smart physical testing. The holistic concept of wellness is getting more and more popular in China. Heat Mx combines fitness and global business Up next in late August was Heat Mx Sports and Fitness Fest powered by FIBO in Mexico (below). Here, fitness is a strong exhibition segment embedded in a selection from other sports, including running, boxing and football. The show offered two
FIBO China: Door opener to the Chinese market Things got started in China in late August. FIBO China (above) has been a fixture on the annual calendar of the Asian and international fitness industry since 2014. Two-thirds of 11
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FIBO FOCUS • December 15, 2019
trade visitor days and a consumer day, plus supporting seminars, such as the Fitness Management Summit for industry professionals. In total, more than 8500 visitors attended Heat Mx; 1345 of them were trade visitors. FIBO USA takes root in Miami Going to the U.S. for its second show, FIBO USA for the first time went to one of the world’s fittest cities — Miami. The event took place in October at the Miami Beach Convention Center, in an ideal environment not far from famous Muscle Beach, countless gyms and local companies invested in a healthy lifestyle. About half of the 4000 visitors from 34 states and 35 countries represented the B2B segment. Like FIBO in Germany, FIBO USA covers the entire fitness and health ecosystem, giving trade visitors a 360-degree view of the industry. Contributing to that was the extensive education program with more 12
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than 120 workouts, workshops and presentations. The American Health & Fitness Forum kicked off the show. FIBO Global Fitness Africa Summit first, then festival: FIBO Global Fitness Africa (above)
FOR MORE ON FIBO ... www.fibo.com www.fibo-china.cn
Up Next: The launch of FIBO Southeast Asia Another event is being added to the lineup of global FIBO Shows from August to November 2020 — the first FIBO Southeast Asia is set for September 24–26 and will bring together emerging countries such as Indonesia, Malaysia and Thailand with Singapore. n
www.heatfest.com www.fibo-usa.com www.fibosa.co.za www.fibosea.com
combined an exclusive industry meeting of top players in South Africa with a fitness festival, which was attended by 6000 fitness fans this year. Some 80 club owners, managers and trainers took part in the FIBO Global Fitness Africa Summit in Johannesburg in late October. Besides an overview of innovative exercise concepts and equipment, they received business expertise tailored specifically to their home market. Topics included successful customer retention strategies, current market figures and opportunities and risks of digital technology.
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