HALO Talks: Elevating Wellness Pete Moore

Today we're joined by Beth Potter and Peter Pastijn, industry veterans in the HALO sector and two top players at Studio Grow, one of Integrity Square's strategic partners who provide top notch, in-the-trenches coaching for boutique studio owners worldwide. 
Beth and Peter draw parallels between Studio Grow and the role of a regional director, highlighting the extensive network they provide, from legal and marketing, to specialized coaches. They emphasize the importance of collaboration, ongoing support, and the value their services they can bring to not only independents but also franchisees, with some groups even adding Studio Grow to their Franchise Disclosure Documents (FDD's.) 
They also explore the need for succession planning and exit strategies, the impact of holistic wellness trends, and how Studio Grow is fostering confidence and understanding of financial metrics like EBITDA among studio owners.
On Studio Grow's services Pastijn states, "If I'm coaching a session with an advanced studio and they want something I'm not an expert in, I just call one of my other coaches in and say, 'Hey, can you help them out?' So we all have different fields of expertise. Also, as we are all owners or former former owners, [Studio Grow] has created templates and and outlines for absolutely everything you can imagine."
Key themes discussed
Advising businesses on revenue and marketing strategy. Focusing on the member journey and retention is vital. Optimize experience, involve initially, for successful collaboration. Studio owners locked in long franchise agreements. Discuss succession planning and exit strategies for business. A few key takeaways: 
1. Beth and Peter highlighted Studio Grow's extensive support services, which include legal and marketing teams, as well as diverse expertise among their many coaches. This structure is designed to work closely with everyone from franchisees, to individual owners to help them grow and succeed.
2. Peter emphasized the critical importance of having a succession plan and exit strategy for studio owners. This ensures cultural continuity and prepares owners for potential business transitions, enhancing long-term stability and potential profits.
3. Understanding key business metrics like EBITDA is crucial for studio owners. Beth and Peter discussed the importance of proper budgeting, funding support, and financial planning to ensure studio profitability and growth.
4. The growing trend of holistic wellness, recovery, and med spa businesses was highlighted, underscoring the increasing demand for comprehensive health services that go beyond the 'standard' fitness offerings. This represents an opportunity for studio owners to expand their services and capture a broader market.
5. Member journeys and retention are especially vital in the boutique fitness industry. Beth stressed the need to coach teams effectively to retain customers and discussed the process for matching studio owners with suitable advisors through consistent check in calls.
Click here to download transcript. 
Resources: 
Peter Pastijn: https://www.linkedin.com/in/peter-pastijn-8047661/ Beth Potter: https://www.linkedin.com/in/beth-potter-6a6b98193/  Studio Grow: https://www.studiogrow.co  Prospect Wizard: http://www.theprospectwizard.com Promotion Vault: http://www.promotionvault.com HigherDose: http://www.higherdose.com  Connect With Us: 
Instagram: https://www.instagram.com/thehaloadvisors/?hl=en 
Facebook: https://www.facebook.com/Integritysquare 
YouTube: https://www.youtube.com/@halotalks 
LinkedIn: https://www.linkedin.com/company/integrity-square/ 
Website: https://www.halotalks.com 
Loved this episode? Leave us a review and rating here: www.ratethispodcast.com/halotalks and don't forget to check out the HALO Academy for Executive Education opportunities.

Greta Wagner is a seasoned fitness industry veteran with over four decades of experience in the HALO (Health, Active Lifestyle, Outdoor) space. A current Board Member of the Health & Fitness Assocation (formerly IHRSA), and Executive Director of Chelsea Piers, her journey began at the age of 16, when she started teaching what used to be called "aerobic dance." After a decade-long hiatus in the golf industry, her return to fitness was marked by a pivotal realization: The sector had seen little growth and was still grappling with engaging the same 80% of people who do not participate in regular exercise or attend fitness clubs. Her career reflects both her adaptability and enduring passion for promoting a healthier lifestyle. 
Greta shares her invaluable perspectives on fostering inclusivity, broadening communication, and the significance of a positive work culture that transcends beyond just having state-of-the-art facilities. Also discussed are the pressures of athleticism on young kids, branding excellence of Chelsea Piers, and innovative ideas for advocacy in the health and fitness sector. We'll hear about the challenges of maintaining client attention, and the evolving landscape of video and streaming technology. Finally, we'll look at leveraging competition and technology to drive member engagement and success. This episode is packed with valuable insights from an industry veteran on leadership, resilience, and the collective effort required to drive meaningful change in our space. 
On workplace culture, Wagner states, "I can't dictate what company culture is gonna be. I can hope what our culture is gonna be. We can say 'this is what our strategic plan is to make our culture,' but it's our actions, and it's how we live our lives in every moment while we're working together, playing together, socializing together, and our principles and core values. If you stay true to those and you hire the people who believe in those core values and can live it . . . that will resonate. In my opinion, that is everything." 
Key themes discussed
IHRSA (and the industry's) challenges during the pandemic. 10-year summer camp experience, impact of sports. Workplace culture, branding, employee focus, values. Private, non-institutional company, unique KPIs. Monitoring retention and valuing employee contributions. The evolving role of the Health & Fitness Association.  A few key takeaways: 
1. Greta emphasizes that a positive and inclusive work culture is crucial for any business's success, especially in the HALO space. She illustrates this by highlighting Chelsea Piers' commitment to their core values and how it translates into meaningful connections with customers and a happy, long time, dedicated workforce.
2. She emphasizes the importance of open conversations, organization, and effective messaging to address societal and political divisions. Enhancing communication and education within the club environment can foster unity and collective growth.
3. Both Moore and Wagner stress the significance of offering a variety of sports to children, rather than early specialization. This approach helps in reducing pressure and optimizing overall athletic development, allowing kids to explore various interests and skills.
4. Pete asks about leveraging the large membership base of clubs collectively for advocacy efforts. Collecting a small contribution per member per year, as Pete suggests, could significantly bolster financial capabilities for important advocacy initiatives at local, state, and federal levels.
5. Greta discusses the resilience of Chelsea Piers during natural disasters, highlighting the collaborative effort of employees and members to rebuild the property. This underscores the solid and caring culture of the company, which is pivotal in navigating crises like the COVID-19 pandemic.
Click here to download transcript. 
Resources: 
Greta Wagner: https://www.linkedin.com/in/greta-wagner-6764a4bb/  Health and Fitnes

We're excited to bring back Lauren Foundos, founder of FORTE. Join her in a deep dive into the dynamic world of virtual fitness and digital engagement. Lauren transitioned her company through the intense periods of the pandemic by focusing on survival and being nimble. As the world shifted towards hybrid work post-pandemic (particularly with many NYC companies settling on a sort of 3 days in office, 2 days out), she noticed the parallels between this new work dynamic and the ever-evolving fitness landscape. 
Lauren and host Pete Moore discuss the crucial role of relationships and engagement in the middle market, the benchmarks for success in virtual class participation, and the long-term value of community building. She provides insights on leveraging live-streamed classes and data to boost member retention and overall experience.
We'll also hear about the challenges of maintaining client attention, and the evolving landscape of video and streaming technology in the HALO space. We'll wrap up with a closer look at leveraging competition and technology to drive engagement and success.
On the evolution of the fitness space Foundos states, "I'm hoping to see everyone playing together because on some days you want to bike at home. Some days you want to go to the gym and some days you want to run outside. I hope that this industry is going to start realizing it's important to meet the customer's behavior where they are, as opposed to wanting them to operate in a different way."
Key themes discussed
Variety of tactics for engaging gym members. Some clubs (wrongly!) want to hide data from trainers. Volunteer discusses quantifying and tracking engagement. CRMs help track engagement and retention data. Owner needs to believe in the business decision to bring in FORTE.  A few key takeaways: 
1. Lauren and Pete emphasize that in the middle market, building strong engagement and relationships is crucial. Whether it's through online or in-person classes, the ability to connect meaningfully with clients significantly impacts retention and community involvement.
2. This episode shed light on the ROI for virtual fitness classes by highlighting the importance of long-term engagement and community-building, rather than just the immediate financial returns. This forward-thinking approach helps ensure sustained participation and loyalty.
3. Lauren shared insights on how FORTE has evolved during and after the pandemic. The shift to a hybrid work-from-home and gym environment necessitated innovation and adaptability, particularly in video and streaming technology, to meet the changing needs of clients.
4. Successful engagement and retention strategies include offering live-streamed classes, enhancing the user experience, and leveraging relationships with instructors. This personalized approach helps foster a sense of community and maintain client loyalty.
5. Foundous also discussed the potential of using technology, like MyZone, to foster competition and engagement among gym members across different locations. This can enhance the interactive experience and motivate clients through challenges, making workouts more engaging and fun.
If you missed Lauren's first appearance on HALO Talks, check it out here. 
Click here to download transcript. 
Resources: 
Lauren Foundos: https://www.linkedin.com/in/lfoundos  FORTE: https://www.forte.fit  Prospect Wizard: http://www.theprospectwizard.com Promotion Vault: http://www.promotionvault.com HigherDose: http://www.higherdose.com  Connect With Us: 
Instagram: https://www.instagram.com/thehaloadvisors/?hl=en 
Facebook: https://www.facebook.com/Integritysquare 
YouTube: https://www.youtube.com/@halotalks 
LinkedIn: https://www.linkedin.com/company/integrity-square/ 
Website: https://www.halotalks.com 
Loved this episode? Leave us a review and rating here: www.ratethispodcast.com/halotalks and don't forget to check out the HALO Academy for Executive Education

In today's episode host Pete Moore talks with Mauro Frota, the innovative mind behind BHOUT-a company that's revolutionizing the exer-gaming industry by merging gaming and boxing into an immersive, competitive experience. Mauro takes us through the unique premise of his company, which offers a trifecta of modes: learning, playing for clubs, and pure competition. 
Mauro is an innovative entrepreneur,and product designer specializing in cutting-edge materials and durable hardware. Dedicated to pushing the limits of product design, Frota has been experimenting with bio-materials such as cactus leaves for exterior components and vegan leather for the outside of the bag. His commitment to durability and performance has led to the development of 5 to 10 different product prototypes, and his ultimate goal is to create hardware that meets the extreme standards of high-performance athletes, including MMA fighter Francis Ngannou, known for his record-breaking strike power. 
His ambitious expansion plans include 20 new units across Portugal, Spain, Brazil, and the US. He also shares insights into their cutting-edge AI technology, impressive collaborations with top-tier institutions and their journey toward making BHOUT kickboxing studios a global phenomenon. 
Regarding what BHOUT can do, Frota states, ". . . It's very unique. Everything that is tangible in a real fight, we can measure it. We can measure the number of strikes, the accuracy, exertion, and power. We can even measure technique and compare it with a pre-trained biomechanical model. All this is is transformed into points . . . which plays into the gaming aspect."
Key themes discussed
Benefits of working for Precor and entrepreneurial mindset. Steve Jobs on product design and collaboration. Started in B2B, product tested extensively. Opposite of Peloton or Tonal. Few equipment brands have retail and studios. Universe bringing industry together through technology and competition. Revenue generated in Europe comparable to SOLIDCORE model in USA. A few key takeaways: 
1. Mauro's company has ingeniously blended the gaming industry with physical exercise through their innovative product. Their exer-game platform transforms workouts into engaging, competitive experiences.
2. Mauro shared his inspiring journey of translating a dream about a kickboxing space into a thriving business. His background in martial arts fueled his passion for making combat sports accessible to the masses through advanced technology.
3. The company has ambitious expansion strategies, with plans to open 20 new units across Portugal, Spain, Brazil, and the US. They aim to scale both franchise and corporate-owned locations, potentially including a presence in New York City.
4. The AI technology developed by Mauro's team is a core strength of the company, attracting high-profile clients like LinkedIn and Marriott Hotels. Collaborations with the University of Lisbon indicate a promising future for extending their product's reach.
5. Mauro detailed the development of a new product line featuring four prototypes constructed from bio-materials like cactus leaves and environmentally friendly water bladders, demonstrating a commitment to sustainability. The product has proven very successful in business-to-business settings and is already a top performer in a Portuguese club, showcasing its profitability and strong market reception.
Click here to download transcript. 
Resources: 
Mauro Frota: https://www.linkedin.com/in/mauro-frota-0949a815  BHOUT: https://www.bhout.com/  Prospect Wizard: http://www.theprospectwizard.com Promotion Vault: http://www.promotionvault.com HigherDose: http://www.higherdose.com  Connect With Us: 
Instagram: https://www.instagram.com/thehaloadvisors/?hl=en 
Facebook: https://www.facebook.com/Integritysquare 
YouTube: https://www.youtube.com/@halotalks 
LinkedIn: https://www.linkedin.com/company/integrity-square/ 
Website: https://www.halotalks

Joe Cannato, a dedicated coach and fitness veteran, started an ambitious journey in Fairfield, Connecticut, where he initiated a youth sports program. Despite his initial hustle, the program didn’t achieve the growth he was hoping for, compelling him to start again from scratch. Joe talks about this, his beginnings from studying nutrition and dietetics, to becoming a professional parkour coach and more! For five and a half years, he worked tirelessly, refining his business concept while also trying to drum up some seed funding. He serendipitously met Scott, who would later become a pivotal part of his entrepreneurial journey. 
Cannato dives into the intricacies of parkour--the heart of his program--as both a lifestyle and a discipline, drawing fascinating parallels to martial arts. He and Pete chat about how his unique approach to parkour training benefits kids of all ages, enhancing their confidence, physical skills, and body awareness. Joe also opens up about the strategic decisions behind ROAM's first location within a family entertainment center and the vital role community and parental involvement play in their program. 
About the public's thinking around parkour, Cannato states, "A lot of people think parkour relates a little bit more to skateboarding and that it's just taking risks and whatever happens happens. But there's far more to it than that . . . in parkour we have a very mindful approach towards how we move, but the high level-high risk situations that you see promoted is what gathers all the attention and attention sells as well."
Key themes discussed
Initial meeting with a broker led to a strong business partnership. Parkour emphasizes mindful, obstacle-based movement training. Open communication and understanding key for success. Parkour athletes can specialize in various sports. High transferability. Scheduled, drop ins, pricing, manual system. Events for both kids and parents. A few key takeaways: 
1. Joe shares his journey from studying nutrition and dietetics to becoming a professional parkour coach in 2011. He founded ROAMFurther after recognizing the limitations in growth potential of the previous program he started in Fairfield. His partnership with Scott Kaplan was serendipitous and instrumental in getting out of the gate.
2. Parkour is likened to martial arts in terms of being a lifestyle, discipline, and even an artistic expression. It goes beyond the risky stunts often seen in media and is based on mindful, obstacle-based training. The skills learned in parkour can translate to improved performance in various sports such as soccer, football, and basketball.
3. ROAM's programs cater to a wide range of age groups, starting from as young as 9 months old. Joe discussed the positive impact parkour has on children, including increased body awareness, improved physical fitness, and heightened confidence. This holistic approach to child development ensures benefits both on and off the field.
4. The decision to establish ROAM inside a racing family entertainment center was partly strategic and partly opportunistic. While it offers great exposure due to heavy foot traffic, Joe highlighted both the benefits and challenges of sharing a space. The relationship allows for co-marketing, but requires constant effort to maintain visibility and a distinct identity.
5. ROAM also focuses on session-based programs for youth rather than traditional memberships, which allows for better customer relations and flexibility. Birthday parties are a significant part of the model, serving as lead generators for future customers. Additionally, the inclusion of a specialty coffee bar enhances the experience for parents, turning the facility into a genuine community hub rather than just a kid-focused venue.
Click here to download transcript. 
Resources: 
Joe Cannato: https://www.linkedin.com/in/joecannato  ROAMFurther Athletics: https://roamfurther.com  Prospect Wizard: http://www.theprospectwizard.com

Nancy Trent, inspired by her father's early dedication to health, cultivated a lifelong passion for wellness. Recognizing a gap in the market 30 years ago, when wellness was an unfamiliar concept and healthy products were met with skepticism, she pioneered the first wellness public relations (PR) firm. Trent's innovative vision and relentless efforts helped shape the burgeoning wellness industry, turning what was once a niche into a mainstream movement.
Nancy talks about her journey from the early days of promoting Reebok to navigating the complex landscape of traditional and social media. We'll explore the nuances between advertising and PR, the challenges of quantifying PR's return on investment, and the power of leveraging national publicity for local media traction.
Nancy also offers invaluable advice on crafting compelling PR campaigns, crisis management, and the importance of aligning marketing and sales efforts. Plus, we touch on the success stories like SoulCycle that have thrived through word-of-mouth and PR rather than traditional advertising. From enhancing your brand's credibility to engaging with local communities and media, this episode is packed with insights for anyone looking to elevate their wellness brand. As of this show being published (July 1, 2024) there will also be series of 5 articles (published weekly) from Nancy on the Integrity Square blog. Be sure to check that out. (https://www.integritysq.com/blog)
On the difference between ads and PR Trent states, "When you see an ad in a magazine, a digital ad, or an ad on television, you know that people pay for it. When you're reading something in an article or you're seeing somebody interviewed on Good Morning America or Entertainment Tonight, you don't know that there are people who are trying to make that happen. Nobody's getting paid. You're not supposed to be getting paid, and that is one of the problems that's going on today with media. So, because you're not paying for advertising, publicity is a lot cheaper." 
Key themes discussed
Advertising is paid for, PR is not. Fitness industry brands use strategic messaging techniques. PR agency for crisis management. Adapting fitness brands during COVID, trending concepts. Understanding target audience, brand message, and media. Brands' value is key in acquisition business. Focus on value, growth, and preparation for success. A few key takeaways:
1. Nancy emphasizes that public relations often precedes advertising in budget planning due to its cost-effectiveness and credibility. PR helps build a reputable image, which can later be leveraged in advertising for enhanced believability and engagement.
2. By securing national media coverage, businesses can boost their local presence and credibility. Trent underscores the significance of using national PR to drive local media interest and the importance of recycling articles to maximize their promotional value.
3. Both Pete and Nancy stress the necessity of being prepared for potential crises. Having PR firms on standby and utilizing goodwill proactively ensures that a brand can effectively manage public perception during unexpected events.
4. Nancy highlights that marketing efforts should align with current wellness and health trends. By tying products to what consumers are interested in, brands can garner more attention and create trends that contribute to exponential growth.
5. To enhance press coverage and community engagement, Nancy advises businesses to partner with local media, celebrities, and other relevant stakeholders. This not only increases visibility but also builds stronger local ties and boosts credibility.
Click here to download transcript.
Resources: 
Nancy Trent: https://www.linkedin.com/in/nancy-trent-755aaa1/  Trent and Company: https://trentandcompany.com/   Prospect Wizard: http://www.theprospectwizard.com Promotion Vault: http://www.promotionvault.com HigherDose: http://www.higherdose.com  Connect With Us: 
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