285 – Mike Petrella and Luke Carlson – How to Adapt your HIT Startup to the New World

Luke Carlson and Michael Petrella Discover Strength and STG Strength and Power
Luke Carlson and Michael Petrella

Luke Carlson (luke @ discoverstrength.com) is the founder and CEO of Discover Strength, a fast growing personal training business based in Minneapolis and four other personal training facilities in Minnesota. Discover Strength offers a variety of strength training sessions, including virtual personal training, facilitated by educated and expert trainers. 

Learn how you can own a Discover Strength franchise HERE

Listen to my previous podcasts with Luke HERE.

Michael Petrella is the owner and head trainer at STG Strength and Power. STG is regarded by many as one of the finest and best equipped private gyms in the world.

Michael is MEDX/HIT Certified (IART), Master HIT Certified (S.P.A.R.T.A.), Certified as a Youth Fitness Instructor (YouthFit Certified), winner of the prestiges “Most Innovative Training Program” with the World Head of Family Sokeship Council, and coach to 61 AWPC/WPC/IPA/RPS/100% Raw Powerlifting World Records.

Listen to my previous podcasts with Michael HERE.

In this episode, Michael Petrella and Luke Carlson talk about the future of HIT,  how to start a HIT studio post COVID-19, how to identify your target market, marketing and client acquisition strategies, and much more. 

Learn the fundamentals on how to start a HIT studio  

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Show Notes

  • 1:39 – COVID-19 and reopening updates
  • 13:13 – Post COVID-19 mindset and future plans 
  • 24:31 – Impact on consumer behaviors
  • 35:16 – Future of HIT and business opportunities
  • 42:25 – Workout protocols during COVID-19
  • 49:07 – Why health clubs are viewed as ‘excertainment’
  • 54:28 – Basic checklist to start a studio post COVID-19
  • 1:18:21 – Identifying the target market 
  • 1:25:29 – Marketing and tactics to getting your first clients
  • 1:40:48 – Advice for startups and HIT entrepreneurs

Selected Links from the Episode 

People Mentioned

Comments 4

  • Exercise Event 201 should be the next REC tagline.

  • McFadden would fast for 7 Days to “heal” himself. I would be curious if you could get Ori Hofmekler on the line to get his point of view.

  • Interesting discussion.

    As a life long fitness enthusiast, I agree that strength training is essential for long term health. However, that doesn’t necessarily mean that going to the gym at the height of a pandemic is a smart thing to do. If someone is vulnerable because they are diabetic and overweight, getting in shape could greatly help…. but it might be months or years before the benefits are fully realized. Someone 100 lbs overweight today isn’t going to fix their health issues with a month of strength training and diet. The time to start training in preparation for this pandemic was 2 or 3 years ago. So out of shape people eventually need to get into the gym, but it is probably wise for them to wait until they are sure it is safe, especially if they have risk factors. On the other hand, people who were already in shape probably already know how to maintain their condition without access to a gym.

    You also mentioned Michael Levitt, who had caught my attention early in the pandemic for his use of statistical (not epidemiological) modeling to analyze the progress of the pandemic. Unfortunately, your positive comment seems to have overstated the accuracy of his predictiive ability. This is mentioned in the wikipedia page to which you linked.

    In particular, in March he predicted that the pandemic in Israel would burn out of its own accord after producing fewer than 10 deaths. As of today, the death toll in Isreal stands at 1,000. So the current death toll is now 10,000% higher than what he predicted. I’d call that a significant miss.


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