Episode #538: Transforming Program Design-Fadi Zoghzoghy Discusses Bridge Athletic

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I am super excited to announce that we now have a formal partnership

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with the prospect wizard. And when I say wizard, I

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mean wizard. Obviously, you have a website. This allows

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you to convert your website traffic visitors directly

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into leads. It's not just another chatbot, and it's not AI,

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but it allows a visitor to call, text, or leave a voice

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mail. Immediately goes to you, your sales team, or anyone else in the

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club instantly. MIT shows a study that if you contact the

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lead within ten minutes, chance of them converting goes up nine

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times that of the average. We got the Atlanta clubs on

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it, Vida Fitness, Gold's Gym, Mountainside,

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City Fitness Philly, College Park, become one

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of the next halo companies to deploy the wizard. It's

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easy to use. Go to the prospectwizard.com. Get

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a free thirty day trial. Talk to my boy, Dave Gallon. He will get you

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all set up, and let the leads flow based on the

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wizard. Go get them.

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This is Pete Moore on Halo Talks NYC. I have a

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fellow New Yorker joining us today, Bridge Athletic founder and

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CEO Fadi, by way of beyond active

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in our backgammon match to set off the, the

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event. And, we are gonna talk about some interesting things going

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on in the training market and how this technology could be

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brought to localized health club studios and trainers

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abroad. So, Fadi, welcome to your first Halo talks. Pete,

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thanks for having me. And I'm definitely looking for a rematch. Yeah.

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Okay. A lot of people are asking for rematches, but, bro, you gotta wait in

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line, man. This is a sudden death tournament, you know, annually as we have on

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our time to win again. That's the season, bro. So you gotta wait till next

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year. Love it. On a on a more on a more positive note

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about your performance, you did, you did bring your a game, which I know you

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always do. Given a Stanford grad and wearing a shirt that says

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tactical on it, I think kinda says that, you know, you live a tactical lifestyle.

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And, why don't you start off and give us a little bit of background on

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why you got into the industry, why you thought this was an area that had

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opportunity, and how you've kinda busted the myth of actually

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getting these types of, you know, experts to actually

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utilize technology, which they never did really before.

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Love it. Yep. My background is, on the technology side. My

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training is from academic standpoint. I pursued

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a PhD in the space and software and algorithms, and I met our

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founding group, when we were all in grad school. We're a group of

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athletes and coaches. A couple of my cofounders

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were college athletes. They spent a lot of time in the weight

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room and, still dealing with a

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lot of pen and paper in those weight rooms. Everything from training to

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education to surveying was done either in person

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or on pen and paper, and that was the opportunity that we went after.

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We are today powering, some of the highest

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performance, communities

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from sports to tactical as well as fitness. We're all

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about that athlete development journey. Think of train,

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learn, and adapt. Bridge Athletic is

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digitizing weight room for professional sports teams, college

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athletics, tactical communities, as well as fitness. And we'll dig into it

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a lot more. The the clear need there is

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moving from purely in person to having a digital strategy.

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We're very proud to power performance at professional

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teams, college, athletic departments, tactical community,

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where we are the ultimate ally of the practitioner, of

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coaches, of fitness professionals, of athletic trainers who are looking to

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develop athletes, from training as well as a learning standpoint.

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So so when you take a look at you know, let's start with d one

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athletes. The investment that is being made in a

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college athlete today, you know, is on the

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professional level, you know. And then it kinda, like, trickles down

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from there, you know, whether it's, you know, high school, whether it's,

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like, high performance, you know, centers that are trying to

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get kids into college, whether it's college athletes that are doing combines or

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trying to get into professional sports. So talk about how

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your technology is kind of like the mission critical, like,

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user interface. As an example, you know, what do I see every day? I don't

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know. I check Gmail. Right? It's my private label email. So Gmail basically,

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like, owns my user interface, and that is my operating

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system. So talk about how Bridge is the operating

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system for communication with your strength coach or your

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conditioning coach or your, you know, you know, lineman coach

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or or your running back. Like, talk about who the key people

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are in, like, the utilization of the software from all the

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different, you know, tentacles, if you will. Mhmm.

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From a, focus standpoint, the first community that

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we went after to really empower is the strength and conditioning coach

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within those departments. Strength coaches are in the business of

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taking athletes from point a to point b. They're doing

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that by building relationships, number one,

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and also building training plans, periodized programming to take athletes from

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point a to point b. And, coaches

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are looking for a flexible tool that allows

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them to personalize the experience to really get specific and custom

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with how they wanna move their athletes. Each athlete is different based on

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their setup, based on their strength and weaknesses. So that's assessing

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athletes, and they're moving them in a very methodical way from point a to point

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b. And, unfortunately, 90% of coaches

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to date still are stuck in Excel and pen and paper. There are

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no tools out there for them to do their job and do it efficiently and

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effectively. So they're spending a lot of time in Excel

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designing those training plans. They're sending YouTube links. They're

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following up in text messages. It's all pretty much done

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in nineteen nineties tech. That was the opportunity that we went

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after initially. So focusing a lot on these performance

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driven, data driven coaches within the strength and conditioning community,

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allowing them to easily build training plans,

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periodized programs to take athletes from point point a to point

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b. We we allow them to save more time and spend more time doing

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what they do best, which is building the relationship, getting compliance from their

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athletes. And gradually, we started growing over the last ten

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years into athletic trainers, and empowering

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more of the functional trainers. And then ultimately, where we're seeing a lot of

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growth in the past couple years is in the fitness industry as

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well, where many of these professionals, practitioners

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are today working with pro like prosumers, people who are

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training like athletes within fitness.

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Gotcha. And from a standpoint of, you know, how

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how you price this, because we're a lot of entrepreneurs are on the phone here

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and thinking about, like, I've got a software. It's mission critical,

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and I can prove that it's mission critical, therefore, it's worth x. You know, how

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do you think about that as, like, a a value proposition? I mean, you're

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going from, like, notebooks and Excel, which have no,

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you know, function after you actually write it down. There's no

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ability to optimize it. You can't change it on the fly. I

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can't do any kind of data analytics on it. So so how have you

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guys come to a point from my investor hat on or from, like,

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my scalability hat on to say, it's a no brainer for you to

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use this when you're ready to use the technology, but let me let here's all

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the other ancillary benefits, and this is how much it costs and why.

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Excellent question. And that's a very difficult, exercise to

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do when you think about software, especially when you're placing Excel, which

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is free. So you really need to focus on the benefits, on the value. What

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is the value? How do we quantify value that we bring to our community?

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On the efficiency side so there's efficiency and effectiveness. On efficiency,

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we know that trainers today save forty minutes each

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day when they use Bridge Athletic compared to Excel. That is

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quantifiable. This is time that your staff is spending in excel, and

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they're not spending with your athlete on the performance side.

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When you look at effectiveness, it's all about engaging athletes.

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We're not trying to, in a sense, help

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coaches build better programs. We're just freeing them up

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so they can build those more effective programs and also

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communicate in the same language as Gen Zers today. They're

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native first. They're used to to having their training on

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their mobile app when they're traveling and also on tablets

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within the wait room. They love the the element of being data driven,

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and what we help coaches do is get higher compliance. So when you look at

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implementing bridge pre and post, you see an uptick in

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compliance with the training of of of coaches. We're doing our

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job. We're bringing more value. We're ultimately bringing more effectiveness and performance.

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It's difficult to jump forward and then claim certain

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numbers on injury prevention. This is the role of the coaches

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themselves. We're barely and we are helping them just

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be more efficient and more effective in terms of engagement. And,

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ultimately, when you go back to your question in terms of price point, that's how

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we think of price point. What is the value that we bring in terms of

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our tools and, and as well as our expertise,

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helping our, our community implement those

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strategies? Today, Bridge is a SaaS, so we're software as

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subscription, and we price a bit

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differently for the pro teams that we work with. That's more of an enterprise,

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annual license, subscription annually subscription,

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versus the independent trainers that work with us who can start working with

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Bridge as for as little as $39 a month to train

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up to 15 clients.

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This is Pete Moore. I wanna let you in on a little secret. There's this

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company called Promotion Vault, and what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month

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free or giving away shakes or giving away t shirts.

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What you wanna do is build a rewards program that lasts,

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that people value, and that doesn't discount your own products and

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services. So here's the deal. There's something called rewards vault.

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The rewards vault is going to allow a member to set up their own

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profile. They are going to answer questions. You are gonna get those

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answers. You're gonna be able to target those members, and you're gonna reward

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them inside your club, inside your spa, and outside

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of the club, and outside of the spa to get them to become

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loyal, to get them to pay their monthly dues, and

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to be rewarded properly for the actions. A lot of companies are cutting back

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on rewards. You shouldn't be. Promotion Vault's your answer. Trust

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me. This is real.

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And once somebody gets on the system and you're gravitating

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from either a notebook or Excel and you're going into

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bridge, and you get all your athletes on there and you have full buy in,

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how many times, if any, have people say, like, hey. We're

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we're not gonna be using your software on because we found something better,

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or we kinda wanna go back into the, you know, caveman times and we, like,

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would rather do this even though, you know, we're losing time, effort, energy,

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and results. Excellent question.

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And we, we love to look at the metric we call

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stickiness. I'm I'm concerned with this within our team in terms of

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stickiness, in terms of engagement, and how often folks use

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us once they get going. So sickness is a

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portion of your daily actives as a ratio of monthly actives. So how many

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of your daily actives are using you on a daily basis?

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And what we're seeing is very high

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retention for folks after they get buy in. It's very

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difficult to get people to leave that Excel master

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spreadsheet that they've spent years building. Once

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they see the benefits of digitizing,

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their their workflows and offering and supplementing the in person with

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the digital experience, we see tremendous retention

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and compliance as well from both the coach and the as well as the athlete

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standpoint. And, Pete, we try to make it very easy for coaches to get

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onboarded. We have partnerships with a number of industry

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leaders such as Exos, FMS, Hyperice. We bring

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all of these exercise videos within Bridge Athletics. So as when you start off,

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you're starting off with 3,500 exercise videos that are

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already prebuilt and available within the library and a bunch of

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templates. But then we also allow you to bulk upload your own.

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So bring your own movement library if if you've already shot one. You

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can also import and reintegrate from YouTube. So we

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want coaches to have as much flexibility as they have in Excel,

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yet be more efficient in the way they get organized

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ultimately, with us. Well, one of the

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interesting things as I was preparing for this podcast

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was, what if you took all of your college athletic programs

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and say, over the last three years, this is what their win loss

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ratio has been, And here's like everybody else in in in

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in college athletics. I don't know if you know if you could do it, but

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if you can say, hey. If I've got the best strength

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and conditioned athletes versus the field, and I say that I am part

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of being that mission critical, you know, like, in football,

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it'd be like if you're playing Seattle. It's like the twelfth man. It's kinda like

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the, you know, the fans and and the way the stadium's set up from the

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noise level. Or you'd say, like, you know, my my my sixth man in in

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basketball, you know, the first guy off the bench is, like, the one that's, like,

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kinda, like he or she's, like, the one that does, like, is the game changer

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or the you know? And you could say, like, hey, Bridge Athletic, like, this is

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the game changer. Like, the average group that we work with goes, you know,

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twelve and four, and and the and their industry is, like, six and eight or,

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you know, or eight or eight or something. I don't know. I'm just thinking that

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maybe there's, like, some metric, like, the the the ultimate goal is winning.

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Right? I'm gonna help you win as bridge, and that's

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because I'm helping you be more effective, efficient, and you got the best

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athletes. I don't know if there's a question there, bro. If you wanna answer it,

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that's fine. I'll make one up. And I and I think we we we power

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two types of organizations. We power high performance organizations. And

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so and then we also power fitness industries where the

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ultimate KPI is growing business. Right. And within the

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fitness industry, it's a lot more quantifiable where we go out

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and work with independent trainers or larger, organizations,

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studios. They're looking to grow business.

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It's a lot more quantifiable within that community to,

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connect value of using Bridge or having a ecommerce front to be

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able to monetize your training programs and deliver an awesome experience.

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We also help our partners run NPS surveys with both athletes,

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clients, and then also coaches and staff. And what where

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we see a lot of excitement is Bridge

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is designed for coaches by coaches. We're ultimately powering the ally of the

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athlete. And on both ends of the experience, the

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satisfaction of staff goes up. Staff loves you know, whether you're

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an engineer, a developer, a designer, you

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want the best tools to do your job. And we see

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an uptick in both on the private side and staff retention. And on

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the performance side, coaches, again, they're in the business of building relationships.

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We're just helping them do that better, and we give all the

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credit back to coaches. So we've stayed away from measuring win

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rates. We're very proud to work with, with with

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some of the best organizations even in terms of winning

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in the last five years because, ultimately, on the performance

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side, we where we see, a lot

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of success is with performance organizations that are forward thinking. They're

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looking to adopt technology to get an edge. They're not looking to save

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$510. They're looking to actually win. And that's where

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we see a lot of, alignment, and those cultures tend to

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be really phenomenal. And we're we're a part of

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that equation. We're an important part of that equation, but ultimately, it's down to the

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to the staff and to coaches. Gotcha. You know, when you take a

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look at, yeah, I ran a software company back in February to

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02/2003. As I told you, we're doing online fitness nutrition programs,

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unfortunately, through an AOL dial up. Not very good, you know, to get data in

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and out of the pipes at the time. But the one thing I

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realized when running that company a a software company in this

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new era of version updates, you know,

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constantly online, and not having, like, a CD ROM or

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DVD or whatever you wanna call it back in the day to upgrade it, you'll

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like, the painting is is never done. It's like it's always wet. You

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know? It always has more things that you could put onto it. So as you

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think about as an entrepreneur switching gears, you know,

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how do you look at prioritizing, like, the hundred, you know, bells and

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whistles or little widgets or, hey. I we like to one client would like to

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API with this or somebody would like to be able to do this with the

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dashboard or how do you kind of you know, as given your background

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educationally, given your background on, hey. I started this company.

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We release certain things, you know, real time. We release certain things, like, you know,

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on a quarterly or monthly basis, however it is. How do you as an entrepreneur

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and as a CEO kinda drive, this is what the data is telling

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me. This is how intuitively I know what's important. And here's stuff that, like,

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I'm not doing it. Like, it's not necessary. So can you can you give us

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a little window into how your brain works? In

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terms of software, one of the biggest benefits of software, you can always push updates.

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To your point, Pete, you don't need a CD ROM. You can just push updates.

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We push constant updates. We have two or three weekly updates that go

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out. We bucket those into three buckets. Bugs and

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issues, we iterate on those on around the clock basis. As soon as we

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find an issue, we're able to patch it and then push updates to it, which

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is great. The second basket of projects are small improvements

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to the to the core experience, which add up. For

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instance, we just added a search bar in a certain area within our

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builder that say is a click saver. Those type

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of small improvements, which are a week to two week type projects, are

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measured within our app, and we also gather feedback through our

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customers through constant surveys, which we run on a monthly basis. This is a

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second basket of the project, and then you have the big projects. Pushing

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big project to the community is trickier.

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As we mature, we have tens of thousands of coaches who are

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using Bridge Athletic. And what we learned I'm a I'm a techy at heart. I

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would love to push updates very quickly. It's incredibly important to not only

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have the capability, but also have success around the capability.

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So we've developed a flow to beta test those capabilities, put

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them out to a smaller subset of the community, gather feedback,

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iterate on them, and then work with our product marketing team to

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inspire how features can become

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workflows and can power certain processes

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and workflows for our community. And those run on a more of a

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quarterly basis. Gotcha. And and then as

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you look at, you know, Mindbody to take it back in the day,

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they used to have these educational seminars around the country. And that's how

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they basically got, you know, 50,000 studios to actually

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do the work and actually understand how the software worked instead of, like,

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going studio to studio. They said, like, okay. We're doing a two or three day,

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like, mind body, you know, training seminar in New York, and that

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basically brought in, you know, everyone from, like, a 90 mile radius. And this is

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basically, like, you know, City Hop to try and get people onto the

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platform. Obviously, now there's, you know, remote learning and there's, like,

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webinars you could do and there's, like, you know, YouTube videos or what have

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you that, you know, have this is how you use it, instructional. What have you

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found is the best way to get people educated

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and and to be using it? And and, you know, how

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effective has that been? Be given that the the user, the

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the primary user is a tech savvy, tech savvy kid. Like,

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we don't have to worry about those people. It's really like who's producing it that

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we have to educate, I I I would suspect.

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It's a combination of doing and running programs

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in person education is always important as well as the

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digital element. And from a digital element, you mentioned the long form

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education such as webinar. We have plenty of resources out there and support

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articles. However, it's very important to

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embed within the product itself education. If

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you're in that area of the survey and

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form capabilities and you're authoring your next survey, we want to

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educate you right there and then on certain tips. And you

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see plenty of example out there within software products on how to do

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that. So it's like when when we look at the digital side, it's it's

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a bit of that. And then when we're talking about in person, we

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still love to attend events where we meet

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our community and spend time with the community. We

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have excellent relationships with a number of organizations,

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that are focused on educating coaches

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and fitness professionals, and helping them get certified.

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We have partnership with, and then

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we we we do set up partnership with them to try and help

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those education the institution also bring that education within Bridge.

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And then finally, I'd like to highlight one initiative that we're currently running with

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academia. I I was trained and

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educated as an engineer myself. Some of the tools I use today

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were, tools that were offered to me for free when I was getting my

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undergraduate and graduate degree. So what Bridge Athletic is doing is

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we're going to the classroom. We're bringing Bridge Athletic to

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professors of kinesiology, of program design, who are looking to

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educate their students on the

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the topics of program design and exercise science.

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And we're giving Bridge Athletic for free within those setups so they can also,

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get the practical experience as in addition to the PRF.

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This is Pete Moore. Here's the last tip for you of the podcast.

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We are partnered up with a company called Higher Dose, higher dose

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dot com. They are the leader in workout

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00:22:37,410 --> 00:22:41,195
recovery products, infrared technology, LED

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light masks, neck enhancers, and other

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products such as PEMF mats and sauna blankets.

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If you have not gotten on the workout recovery train

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yet, your time and your stop is now. You gotta

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00:22:56,320 --> 00:23:00,000
get these products in there before these workout recovery and spas end

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up saturating your market, having your members walk out of the club and

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going into one of their locations for $200 per

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month where they paid 39 to you. Let's become an

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00:23:10,745 --> 00:23:14,425
expert in workout recovery if we are already an authority in

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00:23:14,425 --> 00:23:18,105
workouts. Higher dose, check it out. There's a

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00:23:18,105 --> 00:23:21,690
wholesale code, and we look forward to helping

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00:23:21,690 --> 00:23:25,530
you augment your products and services to meet the demands of your

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members. And, hey, let's get people happy, healthy,

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and sweaty, and the recovery should be just as good as the workout.

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And then, my last question here in closing is

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over the years that you've been doing this, you made some acquisitions. You know, that's

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how I got got connected with you, and I'm excited about the road forward. What

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has been, you know, one or two of, like, your moments where you've been like,

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wow, dude. Like, I didn't even know that what I built could actually,

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like, make this happen. Or, like, here's a story of somebody that was,

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like, injured and, like, they got on the bridge program and, like, you

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know, they rehab quicker than they've ever had. And, like, now they're playing in, you

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know, x league or and any kinda anecdotal

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stories that, you know, as you slug through being a software entrepreneur in an

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ever changing market, they're like, you know what, dude? I've helped, like, couple of people

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that, like, I never thought that would even be possible.

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Yeah. This this is what keeps us going as entrepreneurs and especially

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as people who are passionate about the halo sector is the impact that we create

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within our community. I remember nine or ten years

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ago, we're just getting started with Bridge,

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and it was a year and a half into it. We're working with a couple

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of youth organizations, helping the aquatics

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athletes, with dry land training.

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And our staff was delivering some

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of the education and some of the training to these youth athletes.

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And a year and a half into, our relationship,

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with with that community, we received

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one of the nicest testimonial from a

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mother whose daughter was injured

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in a in an accident, a couple years ago

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prior. And her doctor told her that she

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would she's not never gonna be able to compete, perhaps

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run again. And she she sent us, out

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of the blue, a lovely testimonial on how

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Bridge was part of her recovery journey. Again, credit to all of

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the professionals who helped, her Yeah. Of course. Recover.

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But she, it was tremendous. And then she literally sent us an

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X-ray of pre and post a year and a

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half of training from surgery, which was absolutely awesome.

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And we've had a number of those, type of

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testimonial, but this one stands unique to me because it

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made it very clear that what we're doing is special.

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The industry in which we operate is phenomenal, and there's so much else

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out there that we can do in terms of spreading the word of strength

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training to the broader community and to our society to make it a

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much more productive physically as well as mentally.

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Awesome. Well, quick shout out to Max Wessel for, connecting

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00:26:18,650 --> 00:26:22,090
Fadi and I. And, for all the health club operators and

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studios and franchisors, franchisees that know me, you will soon

426
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know Fadi because we would like to roll this out aggressively,

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in your clubs and into your communities and trainers. And,

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Fadi, the the term halo kind of flows off your tongue very nicely, so I'd

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like you to keep doing that, you know, on a daily basis and I'll send

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you nice reviews as well. Thank you, Pete. Awesome.