Episode #545: The Future of Fitness Professionals-Insights from Coach 360's Kathleen Ferguson

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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

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allows 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 club

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

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

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that of the average. We got the Atlanta clubs on it, Vida

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Fitness, Gold's Gym, Mountainside, City Fitness

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Philly, College Park. Become one of the

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

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use. Go to the prospectwizard.com. Get a free

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thirty day trial. Talk to my boy, Dave Gallon. He will get you all set

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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 the the pleasure of having

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Kathleen Ferguson with some awesome new

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speakerphones that has been joining us from Coach three sixty

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news. We're gonna talk about health coaching. We're gonna talk about

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how we're gonna make people better and how she is the launching

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pad for success. So, Kathleen, welcome to the show.

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Oh, thank you so much for having me, Pete. Awesome. So let's

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start off. You know, you've been in the industry, doing things on

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the business development and on partnerships for fifteen years.

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So talk about this new venture, what you got excited about it,

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and, you know, how it's going in its early stages.

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Yeah. You know, I am really excited about it. I don't know if you know

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this, but I started as a fitness coach, fitness

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trainer seventeen years ago, ended up leaving my corporate job

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and, really wanted to dive into something that, where I

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could make a difference and help people on their paths to health and

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wellness, and you know from there I ended up, to your point,

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working in fitness media sales, doing business development, leading sales

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teams, and always just kind of felt in the back of my mind, gosh,

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you know, there are a lot of, outlets out there that really

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serve kind of the executive, the CEO, of the brands,

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but there really isn't any type of platform that,

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really kind of takes the hand and guides the health, fitness, and wellness

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coach to a career, an actual career as opposed to just a

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role within a club and studio, or just, you know, a quick, you

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know, jaunt in our industry. So really excited,

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to create something to help the health, fitness, and wellness

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coach build a sustainable and a meaningful and

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impactful career, to do what they love to do, which is to

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transform lives, to save lives ultimately, and really be kind of that frontline

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individual in our industry that is, you know, helping

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at the front lines of the obesity epidemic and chronic disease that's preventable.

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So I'm excited to be doing that and, this idea came

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about, while I was working over at my last media endeavor at Appletech News,

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which I'm sure a lot of your listeners know about, and I thought

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about you know, my mind always goes back to these coaches and, you know, how

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who's helping the coaches? We've got this massive issue going on right now where,

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it's kind of this perfect storm. You know, one of the biggest challenges that

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we're hearing about right now from the club and studio perspective

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is this incredibly high turnover rate of

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employees. And right now, our sources tell us that that

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turnover rate is actually a %. So clubs and studios

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are replacing their entire staff every single year on average,

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which, which is incredible to me to to think about that.

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You know, it's incredibly expensive. It's incredibly time consuming, and I

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think what's contributing to this problem is the fact that

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health fitness and wellness coaches are churning out on average 80% within two

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years. So this comes directly from all the certification organizations.

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They know the coaches are leaving because they don't understand how to create a career

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in the industry that has sustainability and longevity. So,

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I think that this mass trainer and coach churn

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is the biggest issue contributing to what what is happening with these clubs and

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studios. So I thought to myself, how do we support these people? How do we

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bring them together and connect the dots into this immersive ecosystem through

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media, through staffing resources, and career resources. Yeah. I

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think a lot of it probably, you know, is on the onset of,

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of the pandemic. You know, a lot of these people kinda got jettisoned

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off of any kind of payroll, and, you know, basically

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said, okay. Do I own the member relationship? Does the club

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or studio own the member relationship? And, basically, it was like feast or

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famine. I felt like even as an individual, where I was

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getting, you know, emails and I was getting text messages from places

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that I had memberships that I might have froze. And I was supposed to get

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reached out to by some of the instructors saying, like, hey. I got this thing

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going on on Facebook Live or I've got, you know, something going on

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where you can join my Zoom. And I feel like there was, like,

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dislocation of where my relationship, you know,

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like, was was Mhmm. Who held my relationship. And a lot of

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trainers said, hey. Look. I'm just gonna go and kinda create my own brand.

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And that's a lot of work in content production. And, also, it's not like they

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had, you know, an administrative assistant. They're basically

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running their own business. And, you know, post

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post, you know, people going back to the club, I feel like a lot of

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the group exercise classes never really got back to normal.

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And I think a lot of clubs ended up, you know, disbanding

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or or greatly reducing the hours that they, were

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allocated to their to GroupX calendars. And now going

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forward, I feel like there's trainers who maybe have lost their

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identity or, you know, not really sure

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where they fit the ecosystem, you know, looking at it from from

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afar. So what kind of programs and what kind

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of support are you looking to give them? You know, there's

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obviously a lot of health coaches out there that are supporting, you know,

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CEOs and management teams in different industries.

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What's the business model, and what's what's the support, layers

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that that Coach three sixty, you know, hopes to

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to provide? Sure. Yeah. And you just touched on something

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that, I think is really important is that today's health

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and fitness professional is no longer just a fitness professional or instructor.

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Right? We're seeing the rise in health coach, you know, which is one of the

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reasons, you know, we're named coach three sixty because today's coach is taking a

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holistic view to how they they work with their clients. Their clients

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want to address, you know, not just, you know, their their

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aesthetics, right, and their strength necessarily. It's like, how do how how do

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I wanna feel, throughout my life? Longevity is

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great, but I also want to feel great, you know, during, during my life, this

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health span concept, that we're all hearing about. So, in

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terms of guiding and supporting the entire kind of community of health, fitness,

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and wellness coaches, What we started with was our media platform,

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and that went live in May. We launched a newsletter that goes out

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weekly, and the content in that newsletter is surrounding all things that are relevant

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to the business of coaching. We talk about fitness. We talk about

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trends in, health, nutrition, and wellness. We talk about trends in

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longevity. We talk about tech and innovation, and then the big one

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is surrounding the business of coaching. To your point,

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coaches are very the business is very much so fragmented, you

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know, with, you know, some of these coaches not understanding, you

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know, how to potentially launch an independent business venture but they

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would really like to or perhaps they want to, you know, have

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the hybridization of their profession where they are, you know,

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able to kind of experience that community and the energy of training a group

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or training one to one within a facility, but also being able to launch the

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independent venture. So we like to kind of guide them with, subject

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matter experts that we bring in, with content surrounding

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the business of coaching. So that's one of the things that we do. That newsletter

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drops weekly, on coach three sixty news dot com. We also

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have digital reports. We have a pretty vibrant digital

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ecosystem. Within these reports, we launch programs.

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For example, last year, we did, top 24 most impactful coaches,

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and I was I was brand new, and I thought we'd get, like, 30

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applications. We had 250 coaches apply to tell us their

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why, why they were in the industry, how they're making an impact from 10 different

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countries. So they've been waiting for something like this

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to come together and share stories and have a place that's kind

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of just for them. And then, you know, the other way that we support, of

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course, is we connect them to roles within facilities. Right now, we

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have about a thousand, club and studio locations that have onboarded

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jobs, throughout The United States. So we're we're starting to connect the

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dots for these people. I have coaches reaching out to my personal LinkedIn saying, you

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know, who's hiring in New Jersey? And, I mean, it's just it's a really,

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really neat community that's, that's coming forth, with

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Coach three sixty, and, you know, just excited to support, their entire career

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growth because I want to see them thrive. That's my passion is how do we

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see these coaches thrive and succeed? Well, there's definitely a huge need for,

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a a location based hiring platform

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because a lot of the, you know, we used to work with a couple of

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our theory operators, and they would literally go through a thousand,

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Indeed, applicants. And you don't really

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know who these people were. You know, you know, you couldn't see what they look

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like if they look like they can put an an Orangetheory shirt on. You

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know, it it was tough to bring people on. As you look at,

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as you look at some of the you know, let's put some in two.

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But if I'm a health coach or I'm a

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personal trainer, mostly your clients are looking for answers

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on everything related to their health and longevity.

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You either have to become a subject expert. You might have to go get some

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kind of certification, or maybe you could kinda go into the field

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of Coach three sixty and and partner with someone to help

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answer those questions or kind of round out, you know, your

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you being the authority on what your member is looking

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for. How do you how how do you kind of how's the

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network evolving to kinda support each other and maybe

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create revenue opportunities? Excuse me. Yeah. So, you

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know, just one kind of point of clarification. So we we actually don't have

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any advanced education offerings within Coach three sixty. We're working with all of

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the organizations. Right. Right. And I would say that's one of, to your point, that's

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one of the ways that I've seen our industry really evolve on the education

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side is that, you know, they're not, they're not being so

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competitive, all of these different organizations, to say, well, I'm not working with you because

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so and so is working with you. We're actually all coming together for the greater

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purpose of Right. How can we help the coaches within our

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network, become more successful? And in helping them become more

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successful, we wanna guide them to the resources that Coach three sixty provides,

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which includes informational and educational content resources

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as well as career and staffing services. So they

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understand by guiding them to to us that their coaches will ultimately

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become more successful and stay within their educational organization

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for their advanced education. They're gonna keep coming back for more because none of

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us want the coaches to churn out. And, the more that the longer that we

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can keep them in, the more advanced specializations that we can continue to

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present to these coaches such as, you know, how do you train someone that's,

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on GLP ones? How do you train, you know, for VOT max? I

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mean, there's all these different, types of kind of personalization and

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customization style coaching, avenues that they

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can learn about, and we need to keep these coaches evolving. And the

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only way that we can do that is for all of us to come together

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and, you know, really kind of support the coaches in their growth no matter what

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organization they're working with.

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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. What

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

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

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

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vault is going to allow a member to set up their own profile.

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They are going to answer questions. You are gonna get those answers. You're gonna be

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able to target those members, and you're gonna reward them inside your

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club, inside your spa, and outside of the club and

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outside of the spa to get them to become loyal, to get them

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to pay their monthly dues, and to be rewarded

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properly for the actions. A lot of companies are cutting back on rewards.

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You shouldn't be. Promotion Vault's your answer. Trust me. This is

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real. And

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how does it work to, be onboarded onto Coach three

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sixty? Is a monthly subscription that the coach

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pays for? Are there other, you know, areas or or bricks and

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mortar locations paying to actually pick up, you you know,

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team members? Yeah. So, we actually we have

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subscription model for the, club and studio. That

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is not activated yet. So right now, we're actually

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doing everything entirely free for these clubs and studios, and we're giving

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them white glove service. So, my cofounder and I are actually

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personally onboarding all of their locations for them, and we take it a step

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further, Pete, because what I think is really important to avoid this churn that's

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happening is that these coaches need to understand what they're getting

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into when they're applying for a job. Why should I, as a coach, go

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work for Orangetheory Fitness? What are the top three benefits of working with an Orangetheory

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Fitness? Does this align with what I desire in my company culture,

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my expertise level, and my location, or am I a better

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fit for crunch, for example? So we actually enable

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them to tell their stories, and because their story is more than just a job

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post, and we can push that out through our media channels and effectively,

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you know, really kind of connect the dots for everybody to ensure that there's a

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proper alignment of expertise and expectations.

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So if you kind of were were just to make an analogy

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of different platforms that are out there, would you say you are

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kind of like a private label, LinkedIn meets

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Indeed, meets, like, ZipRecruiter meets,

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Wikipedia or or some what what what are kind of like the

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best analogies of different companies that you're kind of

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pulling together here? Yeah. So I guess I would consider

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us kind of the Upwork and Indeed of the

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health fitness and wellness industry in the in the sense that we

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can invite coaches and there's an

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invitation component to it. I'd also say too, if you look at, you

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know, some of these other niche staffing platforms, I mean,

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niche staffing is blowing up right now in terms of, you know, its

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growth. We're seeing companies like Snap Nurse, which

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is now SnapCare, and Handshake. People want a

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more, kind of niche talent pool to,

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find, you know, their next hire. That's just right in line with kind of

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what's going on right now when you look at personalization trends in AI.

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You know, people want, that more customized experience. They don't wanna just go

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fishing in a pond and hope that maybe they'll find a coach. So,

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yes. So, I mean, I'd I'd say that maybe we're, you know, we're that Indeed

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slash Upwork, but with that niche platform side to

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it. Did you are you seeing

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examples of people, you know, maybe wanting to sign up

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at at a location, but not necessarily, you know, becoming

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a full time employee. Yeah. I kinda like in, you know,

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hiring, for for instructors. Maybe it should be

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almost be like a sports season. You know, like, hey. You're part of my

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2025, you know, team, and I got a certain amount

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of players. And, you know, we're gonna play this season out. And then if you

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wanna stay here, like, we'll it's almost like we'll renegotiate or, like, we're building

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Yeah. A professional football team or soccer team.

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Are you seeing the desire to say, hey. As a trainer,

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you know, I've got I wanna kinda, like, maintain my independence.

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I also, at times, wanna toggle between my commitments in

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the bricks and water mortar world to, you know, maintaining my

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own brand and my own identity. Yeah. I am

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seeing, you know, really kind of this hybrid fitness professional,

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on the rise. And, you know, ultimately, it's it comes down

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to, you know, a lot of them are able to, you know, makes very, very

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good they have very good revenue models from their online

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businesses. And what I'm seeing more of is that the brick and

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mortar studio locations are actually encouraging this and

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saying, listen. You're a rock star instructor. I know that if you're doing

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macro counting coach groups with, a community of

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women, in the city, that you're gonna bring them in to work out here.

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Right. So a lot of people are recognizing that actually these rock star

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coaches are a big draw to bringing in additional client,

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clients to the organization. So we're definitely seeing, more of that,

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whereas you still definitely have that old school mind, that old

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school thinking of, well, I don't want them to do anything outside of this

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job. I want them to only do this job. And I think that that

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mindset is changing. We're seeing a shift. But, yeah, I I'd say to

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your point, we're seeing more of that hybrid professional. Absolutely. I feel

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like, if you look at, like, the music industry, you know, where someone

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has, I don't know. I've never been to a Mariah Carey concert.

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But I do know that, you know, she had, like, a, you know,

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residency there for a period of time, as well as, like, some

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DJs where they're like, yo, I you know, I'm at the, you know, at

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the, at the MGM or something. They're, like, there for a year or two, and

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they kinda move on and, you know, go back on tour. I feel like the

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the best instructors, you know, can either kinda bounce around as

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musicians could do on tour if they're properly marketed

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prior? Right. And then and then the studio, you

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know, maybe the studio is kinda need to think about themselves as

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almost like an arena or like a venue, like Madison Square

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Garden. You know, what do you have going on there? I got, like, 30 things

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going on here. You know? I might have, like, a a rodeo. I got a

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hockey team. I got a, a basketball team. I got

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indoor soccer. I got musicians coming through here. And maybe the studio

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should start to think of themselves as, like, we bring the best talent from

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around the world or around The US as instructors to kinda hook in

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to to coach three sixty to almost, like, fill their talent

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calendar. Yes. Yeah. No. I love that.

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But from from a standpoint of the early days here, you said you've got hundreds

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of of studios that that are being onboarded.

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Are you replacing them going on these these job sites and

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trying to figure out, like, hey. Can I actually get somebody to to come work

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here, or, you know, can I stop asking my instructors if they have

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friends, to, to to get a job?

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You know, I think, eventually, we would love to be, you know, their

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solution for finding top talent in the industry. Right

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now, we're extremely new. This marketplace

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staffing piece just went live. Marketplace by Coach three sixty went live

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October. Okay. So we are, brand new

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in launching it. So right now, we're in kind of that proof of concept phase,

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and, you know, just trying to onboard as many users as possible to

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understand, what the experience is like. We're starting to see some

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matches, which, I mean, I I'm such a nerd. I get so excited

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when somebody finds a job and applies for a job. It's unreal. It's like one

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person. You know, anywhere in the country. I get so excited. It

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makes my whole day. Yeah. So just to see it work, you

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know, is really incredible. So, yeah, eventually, we would love to be

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that solution for people, and we would love to, you know, make sure

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that this solution, really decreases the turnover

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for of of employees in these clubs and studios while also helping them to increase

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their profit margins because they need to keep these coaches and

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instructors working. I mean, because aside from the turnover, you have

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the whole issue of what happens when you don't have people on the floor

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selling sessions and being able to service these sessions. That's also

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an issue.

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

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341
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343
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344
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345
00:21:20,120 --> 00:21:23,720
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346
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and sweating, and the recovery should be just as good as the workout.

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You know, as as you started up this business, you see you have one

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cofounder, with you right now, Al? Al

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Mendoza. Yes. Yeah. He was he actually was a client of mine. That's how we

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met. Gotcha. You know, as you look and kinda say,

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like, here's, like, you know, our our division of, like,

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power or division of, like, here's the things I need to do. Here's the things

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you need to do. Obviously, in an early stage company, you know,

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everyone's doing everything. But but how do you how do you think about,

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you know, the roles that you both have taken and how you

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kinda think about, you know, where your strengths are and weaknesses

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and, you know, how you build out the team? Because I think a lot of

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people see a finished product, but they don't necessarily understand, you know, how

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that's being done. And also, you know, with two people and outsourcing

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development, you know, you look much bigger than you actually are.

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And and, you know, just, like, maybe take the top off of the

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entrepreneurial, you know, jar and tell us how how that's

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going and and how you keep success.

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Yeah. So, I mean, I think, we balance each other really

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well. I tend to be an idea person. I'm a

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visionary. So I I just I have thousands of ideas.

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They're not all good, and he helps to temper those ideas. He

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always calls himself the the chief of making shit happen in the company,

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so that's his and he does. He gets it all done. So I would

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say from, you know, kind of a division of labor, I do come up with

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a lot of the ideas. I do a lot of the business development because, my

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expertise in my past has been, in brand development and

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connecting brands to these various, personas that they're looking to

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reach within the industry. And Al has a ton of operational background,

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and also, he was the chief of, development and growth for

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Metabolic, for so many years. So he, you know, has that

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expertise on the franchise side, which has been invaluable in,

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you know, kind of onboarding, these multiunit franchisees and

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trying to understand what's really going to benefit them. And it also helps us to

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understand what are some of the costs that these people are spending on, you know,

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finding top talent, and they are spending a lot of money. Yeah. I know. It

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is extremely expensive. So I would say, you know, the division of labor

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is, like, he is very much so operational, and I am a visionary. And

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we come together, and we just, we make it happen. Yeah. Well,

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I got a thousand ideas a day, so, you know, you're not alone. So

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I'm with you. Don't don't turn that off even if you could. Right?

393
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Right. They're not all great. And and in closing here,

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obviously, we'll have all the information online about how,

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you know, independent professionals could get on board with, with Coach three sixty.

396
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Do you have any quotes or sayings or, you know,

397
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Catholicism's that, that people know at your, your words?

398
00:24:41,054 --> 00:24:44,815
Yes. So we've been saying a lot, your story is more

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than your job listing. And I talked about that a little bit earlier,

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but Yep. I think every brand has a story that they wanna connect to the

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audience, and there's not a lot of of opportunity to do that in our

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industry. And we wanna provide that platform to be able to do that,

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and hear everyone's story, whether it's a coach, a club and studio.

404
00:25:03,760 --> 00:25:07,380
You know, we just we wanna provide that area and platform for sharing.

405
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Awesome. Well, thanks for sharing the Coach three sixty story to you

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00:25:11,545 --> 00:25:15,305
and Al. Wish you, success. We clearly know that there's a void

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in the industry for this. We've been hoping someone was gonna solve it. We

408
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tried to invest in something that was similar, that did turn out the way we

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thought it would. So, you've got our full raving

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00:25:26,480 --> 00:25:30,320
fan support. And as you grow, please let us, know

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how we could help. Thank you so much. I really appreciate that.

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You got it.