HALO Talks

An industry veteran in the sector since the early 90's, Paula Neubert has been with Club Greenwood for 19 years. A high end, massive, 150,000+ sq foot fitness resort in business for 34 years, Paula and her team have built something extremely unique in the HALO space. "We look at the competition as ways to make us better. I can say with 100% certainty that our club is built on referrals . . . it's like a family," states Neubert. She continues and discusses the critical importance of marketing messages and why, for example, they use words like "resort" or "club" versus "gym." With regards to expanding and remaining "small" she states, "Know what you do well. The more locations you have, the more opportunities you have to spread things thin, and mess up." Club Greenwood is very well known in the space, and Neubert continues to be a critical player in making that happen. This is a must-listen for anyone looking to take their facility-regardless of size-to the next level. Click here to download transcript. 

Pete Moore appeared on Matt's podcast in August, and we're excited to introduce him to the HALO Talks audience if you're not already familiar. Co-Founder of Escape Fitness and host of the excellent, Escape Your Limits podcast, Matt's company started in the UK, progressed into Poland, Germany, and 10 years ago came to the states. He trades stories with Pete about his early trade show days and how to stand out. (Hint: clothes from The Prodigy!) "We always asked ourselves how can we continue to innovate, move our company forward, and help the people we're working with? . . . The more value you continue to provide, the more likely you're going to be the obvious choice," he states. They continue on and discuss why receiving a large capital infusion too early on could be a big mistake in your company's growth, the significant challenges and differences doing business in multiple countries, where Escape is heading in the future, and more!  Click here to download transcript. 

Petra Robinson (aka "Mama ZUMBA!") got into the HALO sector while living abroad because of her passion and desire to help others. She studied with industry pioneers Jacki Sorensen & Judi Sheppard- Missett, became certified by AFAA in 1986, and eventually became their VP and ran their convention for 10 years! Now with ZUMBA since 2005, Robinson runs 100-120 tradeshows a year for them. She and Pete chat about how ZUMBA became one of the most successful companies in the HALO space, and why it continues to thrive and grow. "The DNA is all about joy. The philosophy is to just wiggle and giggle. It doesn't matter if you can do the moves or not! You have to have an easy, basic entry point where people can come in, feel somewhat successful, and then you can keep training and grooming them," she states.  The nuggets of wisdom uncovered from this 30+ year industry veteran make this a must listen for anyone in the HALO sector!   Click here to download transcript. 

Robert's first HALO Talks was in 2019 where he chatted with Pete about the up's and down's of scaling a business-to-business software company. "A B2B SaaS business caught me completely off guard. It's a different totally different ballgame from running a gym!" he jokes. (Jackson also owns the high end Forma Gym in San Francisco.)  Since then, he's sold Fitness BI (which he started with only $100,000!) to ABC Fitness, and chats with Pete about the process of exiting / valuations, working through his deal with ABC, what's involved when going through due diligence, scaling a company, the exciting plans they're cooking up at ABC for the future, having private equity inside the HALO sector, predictions for the future of the industry post-COVID, and more!  Any entrepreneur who is building a company (or is at the stage where they're considering selling!) will find fantastic insights here.  Click here to download transcript. 

As the CEO & Founder of KickHouse, a new boutique franchise currently with 35 open locations, Jessica Yarmey started the company in July 2020 (right in  the middle of the pandemic!) She states, "The value add of the boutique fitness experience is real, and it's priceless to people have that guided experience." A former D1 soccer player, lifelong athlete, and 10+ year industry veteran, Yarmey has always been a bit contrarian. In this wide ranging conversation with Pete, she offers thoughts on the trajectory of the boutique space, pricing, how starting her business during a crisis was actually a positive, and more. She continues, "There's no semi-absentee model now! You've got to be in, fighting, and know your business inside and out!" This is a must listen for anyone in the HALO sector!  Click here for complete transcript. 

Recorded live at the 2021 IHRSA convention in Dallas, Brent has been in the HALO sector his entire career. With degrees in both exercise physiology and exercise science, he's served as the VP of Cooper Aerobic Center, (see Dr. Cooper's HALO Talks here,) owned TELOS Fitness Center, and is recently coming off of a fantastic job having served as the interim CEO of IHRSA prior to Liz Clark's appointment as the new CEO. (HALO Talks here.) "Crisis breeds progress, inventiveness, and creativity," he states. "Clubs are recovering slowly, but well and will be healthier in the long term." Darden also heads up a few REX Roundtables and has his ear to the ground when it comes to what's going on granularly. He chats about what they've been doing to help get the industry get through the pandemic, how clubs have learned to do more with less, thoughts on institutional capital, the increased advocacy efforts of IHRSA, the changing climate in DC around the HALO space, what needs to be done to keep momentum going, a bit about t

A passionate and driven voice for the industry, Andrew Wall states, "For me, being on the front lines in helping to support and to bring education to the industry is one of my passions. It's a dream job, and everyday I get to wake up and do what I like." Wall is the Director of International Business Development for the American Council on Exercise, a long time, industry leader in education for fitness professionals whose Mission is, "to get people moving." Andrew and Pete discuss the current challenges facing the industry, what is next for ACE, ("It's not just a certification. It's about having the education and then getting the experience"), career paths for fitness pros, the business of running a nonprofit, how they're amplifying their Mission in other parts of the world, navigating the pandemic, and more.  Click here to download transcript. 

"You have to crock pot a manager, you can't microwave one," is a quote Terry offered in his first appearance on HALO Talks - which subsequently made an indelible mark on a good number of people, including ClearLight partners, the firm Terry partnered with. He initially had 18 Orange Theory Fitness stores and, in Sept 2018 after completing the deal and doing a number of acquisitions, now have 135 stores in 6 different states. Currently, they're the second largest OTF group in the country. Terry has a lot to teach. He chats with Pete about his experiences with private equity, how he thinks about growth, managing and nurturing staff, technology (both pros and cons) and much more! Click here to download transcript. 

A 30 year veteran in the HALO sector, Doug Katona has been the CEO of American Barbell for almost two years. AB is a Las Vegas based company where everything is manufactured by hand! ("It's a Ferrari with a BMW price!") Doug studied exercise science, was a college athlete, with a partner they began the first personal training organization in Newport Beach, and more. He started at the front desk and worked his way up. "Fitness chose me, I didn't choose it!" he joked. "I continue to gravitate towards being a coach, leader, and building teams." Doug's non-apologetic attitude of "working out versus training," his resolute belief in the importance of fitness and lifting ("You have to train hard, move fast, lift heavy. Sorry! Otherwise, life's gonna get 'ya!"), and emphasis on putting people first ("Put people before profits, and profits will follow"), will serve to catapult this already extremely well known brand to the next level.  Click here to download transcript. 

As former college athlete, Peter brings his many lessons learned on the field into all top companies he works with. He currently serves as an Advisor, Board Member, CEO and Investor. Having worked at Fortune 100 companies in the past, he now works with Xponential Brands, Yoga6, was the former CEO of Velocity Sports, is a Senior Advisor to Athletic Republic, Chairman of UpperHand, and others. In this wide ranging conversation with Pete, Peter discusses the top three things an executive must consider if asked to serve on a board, plans for the Xponential XPASS, how he thinks through looking at a new business ("The key thing is it's always about the people. I only get involved with really good people. I genuinely like the people and groups I'm involved in.") and more. Peter's breath & depth of experience in the HALO sector at all levels makes this podcast a must-listen for not only seasoned executives, but those who want to take their skills to the next level as well.  Click here to download transcript. 

After 7 years at Equinox as one of their top membership sales people and then moving on to Xponential, former competitive athlete Hensley Ellefritz now owns her own consulting firm with a team of 7 serving over 100 studios. "Any successful fitness business, or any  business in general . . . operates as a sales driven business with a conceptual overlay. Once you capture what makes a person tick and that specific emotion, there's no dollar sign which can be attached to that," she states. Ellefritz provides some insider thoughts about her time with Equinox, (there's never been an ad for Equinox with a dollar price on it!) offers solid takeaways on how boutiques can manage their relationship with ClassPass, thoughts on the future of the boutique space, and more! Click here to download transcript. 

"The industry has changed so much . . . ideally a PE firm should be complementary and supportive from a strategy standpoint," states Richard Steere, Founder of New Heights Capital. He spent 10 years as an M&A advisor before moving into private equity, was one of the earliest investors in the sector, and a first mover in the HVLP 2.0 model. He's done minority, preferred, structured equity deals and others. . .and was also an initial investor in The Edge Fitness Clubs, Fresh Meal plan, Orange Theory Fitness at the franchisee level, and more. He and Pete discuss what happens when you bring in institutional capital, having conversations with landlords, his disciplined approach to investing and evaluating companies, thoughts around HALO sector deals in the COVID climate, his outlook on the sector for the next few months (bullish!) and more!  Click here to download transcript. 

Currently the CEO of Texas Family Fitness with 13 locations, Josh Wheeler is a 33 year HALO sector veteran who started as a front desk employee with Gold's. Josh is a lifelong learner and clearly appreciative of his Mentors, whom he cites often in this educational, wide-ranging chat with Pete. "I look at people, systems and accountability. Who are my people? What systems are in place, and what level of accountability?" says Wheeler. He discusses having a "big appetite" for growth against, ". . .being real careful to not grow just the sake of growing." He defines HVLPHS, a phrase they coined (High Volume, Low Price, High Service), what a persona mix is, their plans for the future, and more! This is a must-listen for any executive at any level in the HALO space. Click here to download transcript. 

As a newcomer to the HALO sector, Erick Donaldson built out 99 Bxng, to one of the top boxing clubs in the Tusla, OK area. Donaldson has always been in fitness. He received a baseball scholarship to Oral Roberts. While rehabbing a torn Achilles he encountered a boxing club in the area and loved it so much he ended up buying and rebranding it! He discusses the challenges of learning the business from the ground up (he had no experience with fitness clubs before), his thoughts on personal trainers, ("Trainers are your new marketers . . . and when they have the backing of the location, it only elevates them!") his plans for expansion, how boxing has made a "very strong" comeback, and more!  Click here to download transcript. 

In his second appearance on HALO Talks, 38 year industry veteran Frank Ancharski discusses his current role as COO of leading RaaS ("rewards as a service") gift card provider, Promotion Vault. "People really still don't get that 'free' and 'discounted' dues don't work. It erodes your revenue stream and EBITDA. We're on a Mission to let people know there are far better options than discounting memberships and dues . . . this isn't a gimmicky thing or tchotchke, we're a real life behavioral change company," he states. Promotion Vault offers a completely digital, zero-waste gift card solution with top brands like Amazon, Lululemon, Starbucks, Nike, Under Armor and many others.  Frank and Pete discuss what "breakage" is and why it's a good thing, why "point" systems can harm your balance sheet,  how the CEO of a well known brand switched from "zero down" to a $25-50 gift card on a join which resulted in significant increased cash flow and revenues, why continuing to sell on price hurts the entire industry, how u

A former competitive triathlete, Damien Dau, Founder of ActivePlace, was frustrated with the fragmented nature of his online community. "People just don't do one thing anymore, there's an integration of categories," he states. Focusing initially on the endurance market (running, cycling, triathlete, swimming) ActivePlace, "Helps grow your active life by connecting you to health & fitness products, experts, community, information and inspiration." Damien discusses how they're markedly different from things like Facebook Groups, how they pivoted to make it through COVID, their subscription model launching shortly, lessons for startup Founders and more!  Click here to download transcript.

A former D1 cheerleader for Syracuse University, Danielle Donovan founded CHEERFIT after tearing her ACL twice. She decided to forgo surgery and worked to rehab her injuries herself. "Cheerleading has evolved from cheering for sports to becoming its own sport in general . . . It's going to be featured in the next Olympics!" she states. CHEERFIT offers a 2-day, 8 hour certification with standardized workouts appropriate for kids as young as 6-8, for both cheerleading gyms and for selling directly into the health clubs. She chats with Pete about how her program has scaled from just "fitness for cheerleaders" to include kids of all ages, and even their parents who may have been cheerleaders in the past. Her program could be a strong revenue driver for any club wishing to tap into this extremely fast-growing segment. Listen now to learn more. Download complete transcript here. 

Founder of Health Hero, Anthony Diaz naturally gravitates toward helping people due to his Dad's background as head dietician and nutritionist at a health care facility. Started 6 years ago, now with 4,200+ clients around the world, Health Hero is, among many other things, a gamification app placed in MS Teams, Slack, or Salesforce. "We take gamification and health engagement seriously, and if you provide those elements you can change behaviors, and we've seen that, we've done it, and we continue to do it," Diaz states. In essence, they're "building UnitedHealthcare in reverse." Learn more about their significant differentiators, how to think about enterprise level sales, tips to scale quickly, their future plans, and more!  Click to download transcript. 

While not actual Step Brothers, Bryan Baia and Calvin Martin might as well be! These two savvy, hard working (and hilarious!) friends have been working together since 2013 when they met at Equinox. Years later, they began their own brand, recently signed with OBE Fitness, and are now completely independent running 3 full classes per week.  They discuss how they did it, their new partnership with OBE, the importance of knowing your strengths and splitting up work, and more. "Who we are as people and as coaches, the way we connect and really build our brand, is when we get in front of people . . . when that happened, it took things to another level," states Martin.    Their advice to club owners on how to get the best from their training staff and what to do post-COVID is crucial. Keep an eye on these guys. Big things in their future! (And here's the Instagram post Pete keeps coming back to!)

Dr. Cooper is a legend in the HALO sector. Currently a spry 90 years old, Cooper founded his clinic 51 years ago in Dallas which has since grown to a 30 acre campus. It is one of the few places in the USA that combines a medical and fitness center. With books published in 42 languages, over 600 peer reviewed papers presented, Dr. Cooper was--putting it mildly--way ahead of his time. After presenting his keynote at IHRSA 2021, he sat down with Pete to discuss the results of one 25 year study in particular ("You're better off being fit and fat, than skinny and sedentary") and adamantly continues to drive the point home that, "No drug can replicate the results of an active lifestyle." He points out some of the problems with statin drugs, the 8 factors his Institute focuses on to get people "Cooperized," the critical importance of Vitamin D3, his personal regimen, thoughts on wearables and personal fitness data, ("Data drives decisions!") and more. His message (perhaps now more than ever due to COVID) is a must l