Left to right – Mike Pullano, Lawrence Neal, and Jim Keen
I joined Mike Pullano (ARXFit Product and Fulfilment Manager) and Jim Keen (ARXFit Director of Fun), for a really engaging and entertaining roundtable discussion at the Resistance Exercise Conference 2019.
In this episode, we discuss the state of the high intensity training industry, including how the fitness business landscape is changing, common themes in successful ARX businesses, the common mistakes people make in HIT business, and much, much more!
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Enjoy the show!
- Listen to it on Apple Podcasts
- Stream by clicking here
- Download as an MP3 by right-clicking here and choosing “save as”
Would you like to hear another episode with Mike Pullano? — Check out my conversation with Mike and EverstrongSF, Co-Founder, Abe Williams, in which we discuss how to build a profitable strength training business with ARX, how to generate leads with effective PR, and much, much more (Stream below or right-click here to download):
Show Notes
Click the link below to listen from the exact time stamp on Overcast:
- Common themes emerging in new HIT business startups [1:00]
- How the perception of ARX and complementary technologies have changed over time [5:00]
- Should traditional HIT businesses be concerned about the changing landscape? [8:30]
- How many ARX trials convert? [12:55]
- What are the common threads in successful ARX businesses? [19:50]
- Why it’s so important to create systems in your business [33:05]
- What are the common mistakes people make in ARX and HIT Business? [38:15]
- How to overcome limiting beliefs in HIT Business [50:30]
- Don’t make this mistake! [53:30]
- The ARX business growth and roadmap [1:00:55]
- What after-sales support do ARX provide to help ARX Businesses get started and succeed? [1:07:40]
Selected Links from the Episode
- High intensity training
- Body by Science: A Research Based Program for Strength Training, Body building, and Complete Fitness in 12 Minutes a Week by Dr Doug McGuff and John R. Little
- MedX
- Nautilus, Inc
- Pendulum
- Hammer Strength
- CAR.O.L
- Vasper Systems
- Infrared Sauna
- Joovv light therapy
- PEMF
- Float tank
- Cryotherapy
- Paleo f(x)
- Live Oak Strength
- EverstrongSF
- Planet Fitness
- Quantify Fitness
- Josh Jarrett – ARX and High Intensity Training Business Marketing Tactics (#179)
- Get help with your HIT business marketing and systems from Josh Jarrett
- Smart Strength
- HITuni
- The Real HIT
- MEDFitness
- Discover Strength
- Discover Strength’s Proven Process
- Rock Solid Fitness
- The Checklist Manifesto: How to Get Things Right by Atul Gawande
- Office Space film
- CityWide SuperSlow
- Ego Is the Enemy by Ryan Holiday
- Swannies Blue Light Blocking Glasses
- CrossFit
People Mentioned
- Jason DeBruler
- Arthur Jones
- Abe Williams (Listen to my episodes with Abe here)
- Owen Dockham (Listen to my episodes with Owen here: Part 1 and Part 2)
- Josh Jarrett (Listen to my episode with Josh here)
- Skyler Tanner (Listen to my episodes with Skyler here: Part 1, Part 2, Part 3, Part 4, Part 5, and Part 6)
- Simon Shawcross (Listen to my episodes with Simon here: Part 1, Part 2, and Part 3)
- Luke Carlson (Listen to my podcasts with Luke here: Part 1, Part 2, Part 3, Part 4, Part 5, and Part 6)
- Richard Wolff (Listen to my podcasts with Richard here: Part 1, Part 2 and Part 3)
- Patty Durell (Listen to my episode with Patty here)
- Dave Durell (Listen to my episode with Dave here)
- Tim Ferriss
- Tony Robbins
- Ryan Holiday
- Dr Doug McGuff (Listen to my episodes with Doug here: Part 1, Part 2, Part 3, Part 4, and Part 5)
- Richard Chartrand (Listen to my episode with Richard here)
- John Little (Listen to my episodes with John here: Part 1, and Part 2)
- Chris Cucchiara
422 – HIT Collision: David Landau and Lawrence Neal’s Explosive Showdown!
401 – How to Set Up a New HIT Studio for Success with Mike Petrella
Podcast Transcript: 356 – Low Frequency Workouts, Relaxing Diet Dogma, and Challenging the Quantified Self Movement with Dr. James Steele
Interesting discussion.
Perhaps the future of strength training lies with computer controlled electromagnetic resistance. However, ARX may not be the people who bring this to the masses, mostly for reasons of cost.
Their current business model is to sell expensive machines to private training studios who turn around and use that equipment to sell training to people at roughly $50/session (+/- 40%). In a country of 300 million, there are obviously millions of sufficiently affluent people who are able to spend $50-$100/week for this kind of service. That is the market that ARX, and HIT studios in general, are going after. But there is a larger group of people for whom that price point is a significant barrier.
From a public health perspective, where you want to reach as many people as possible, the delivery cost needs to be much lower than $50 per session. Perhaps that will always mean unsupervised exercise with simple tools, or a $10/month Planet Fitness membership. Or maybe competition and technological innovation eventually lowers equipment costs to a level where nearly everyone has access to some kind of digitized strength training machine. Maybe someday, a high technology version of Planet Fitness will have row upon row of computer controlled machines with AI that coaches you through a workout at very low cost, no expensive human supervision required. That would be my hope.
BTW, this isn’t meant as a criticism of ARX or what they are doing. You have to start somewhere. And I am sure they will be quite happy if they can capture a significant fraction of the private training studio market.
Thanks Greg.
I totally agree with your second paragraph.
Although I can see a big box gym buying something like ARX and providing affordable access to lower income demographics.
Yes, many well known brands/services start out with a high end market. That’s what happened with recycling. It’s more profitable to start high end and develop the cash flow to invest in wider markets if desired.
The Fun Man is a great salesman and actually has me wanting to buy a machine. Not dogmatic, weird as hell, but relatable and…funny as hell.
Hey Brian – you should meet Jim in person. He’s a riot.
I wonder what their thoughts are on the Renex “Dumper” series?