Logan joins the show for the second time and continues to just drop rapid fire knowledge. On this episode, he talks about the mindset shifts he made as he lead his gym through this Covid crisis. He also gets into the game of value
"For small gym businesses, you have to play the game of value creation, and if you’re not, it’s just going to be so easy to lose to the lowest common denominator."
Logan Gelbrich is the founder of DEUCE Gym. With a background in collegiate (University of San Diego) and professional (San Diego Padres) baseball, Logan is used to high performance, heavy workloads, and accountability.
Forever a “student of the game,” Logan is always looking to strengthen and question his understanding of humans. Today his work includes his best selling book, "Going Right: A Logical Justification for Pursuing Your Dreams", and diverse offerings of education in leadership and group dynamics via the "Hold the Standard" Summit, online education, and consultancy.
Logan joins the show for the second time and continues to just drop rapid fire knowledge. On this episode, he talks about the mindset shifts he made as he lead his gym through this Covid crisis. He also gets into the game of value creation and what the means for gyms and studios with limited capacity, re-crafting your story, and solving for x. Please enjoy this thoughtful conversation with Logan Gelbrich.
Dan Uyemura : 0:05
Welcome to the gymOS Podcast. I'm your host Dan Uyemura, CEO of PushPress. Each episode I bring the best and the brightest in the business world straight to your gym and we tease out actionable steps and strategies that you can implement immediately become a better business owner. Welcome back to the gymOS Podcast! Super pumped today I got Logan Gelbrich back, if you all caught his episode in I believe it was season one of, man feels like forever ago Logan when we actually sat down face to face. It was probably one of the most interesting podcasts I've done to date from a philosophy level. And I'm happy to say I got Logan back here ready to riff again on some gym ownership topics for all you out there. Logan wants to step up in the spotlight and introduce yourself real quick those who might have missed you the first time around.
Logan Gelbrich : 1:02
And thanks for having me on dude, this is this is rad obviously prefer to be face to face with you but we're both chugging chugging along COVID style. Um, yeah, my name is Logan Gelbrich, and I own a brand of gyms called DEUCE. We have three locations here in the Los Angeles area. I think what I end up being maybe helpful for or known for, is my work in coaching other coaches, coaching other entrepreneurs and managers, and a few concepts called adaptive leadership, and creating what feels like a deliberately developmental organization. So that's kind of like the heady stuff. I also do some writing. And yeah, used to be an athlete on stuff like that.
Dan Uyemura : 1:51
Yeah. If y'all haven't caught Logan's first episode with us, when we're done with this one, go back and listen to it. This is The stuff Logan was just talking about is actually the main content of that podcast. Very, I would say, like he said, heady but also very important stuff to try to start to wrap your head around if you're a gym owner in terms of actually running a better business. Logan has put together kind of like systems around developing coaches and developing your business in such a way that helps, right. And I know a lot of people out there listening or kind of just running their business as it goes, like they haven't really thought of the systems around their business. That's what we're trying to do with this podcast and some stuff Logan's done on on his own as well. Very, very good stuff, I would highly encourage you to listen to it, check it out. He's actually wrote a book going right along along the same veins. I don't know if it's exactly the same in terms of actually running a gym but all good philosophy stuff learn in general. What I wanted to talk about with you today actually is very topical, a little maybe even a little bit more strategic than it is high thinking and that's actually operating a boutique fitness facility. Group class fitness facility in the time and era of COVID. I'm 20 miles south of you here in LA. From everything I've seen on your socials, I don't think you I feel like you haven't skipped a beat like this hasn't really affected you. If anything, I feel like you've actually corral the community that's stronger than God forbid, stronger than it was when it started because you had a strong community, you know six months ago. And I would like to know you'd like what what is your What is your view on that, ike, from my perception, you're killing it has COVID affected you, and what are we looking at on your end?
Logan Gelbrich : 3:35
Yeah, well, I appreciate the interpretation, the optics, on paper, statistically, financially, are you want to say it in this moment, like the moment that we're speaking right now, I would say that what you're saying is true. That hasn't always been the case. However, even though we are, you know, feeling strong Our numbers are strong. The businesses finally bigger in many ways than it's ever been COVID has absolutely affected us. I mean, this is your word we've been in the trenches, much like anyone who's listening to this probably has. And so it's felt like a pretty remarkable push here. kind of feeling like, no days off working insanely, insanely hard. But, um, yeah, I would say if I was to just sort of try to referee our sort of effort throughout this thing. I think we've tried incredibly hard and we've done a great job, and I'm proud of, of how that's gone. You know, it's been a real test of a lot of the things that we talked about a lot of things that you and I talked about in the last podcast, you know, but I think you would hope that some sort of adversity like this would yield a stronger, better thing on the back end. That's at least what we talked about a bunch. And that's specifically kind of what we're dealing with, you know, we have a more diverse revenue trading operation. The bonds I think, are, are stronger in that way. And I think we've really been able to test what we've communicated in the market. You know, I think that's that's really what titas up to have successes this entire time, we've been saying that fitness is free. And the reason why one would pay any Deuce organization money is for a coaching experience and so we've been able to continue to just tell that story but deliver that thing at a pretty high level.
Dan Uyemura : 5:42
Yeah, that's awesome. I mean, I think one thing that's kind of cool is a lot of us in this community have been preparing kind of for this moment and and this concept is should not be stranger to any coach out there because it's basically like you're telling them like your a lot of people tell their their clients Like you're training for the moment when you do get sick when you do have an injury and and you can get through these things better right? It's not for necessarily today. I feel like a lot of people in the in the business who look at this as a business have been preparing for this moment. You included and it's when these moments come up that that those who are ready are able to outstretch the competition, right? How speaking along those lines like and we'll talk a bit like for those who don't know, DEUCE Venice or DEUCE garage. I don't know I don't know what the official name is I just called Venice, forever has this coolest work outdoor working out space and a year and a half ago when it wasn't necessarily in vogue or cool. He had these market lights up he had all these cool photos of people working on outside is really envious spot in the world. In my opinion, at least in my world to work out especially in LA when you've got pretty good weather 10 months of the year. How has transitioning to outdoor working at workouts for you done for your business or not even transitioning?
Logan Gelbrich : 7:00
Yeah, it hasn't been a transition at all. I mean, it's been so seamless. And I think that's what's been felled and recognized by the market, because it doesn't feel propped up, it doesn't feel temporary, it doesn't feel discounted or pretend it's pretty straightforward. The only things that really affect us are the nuances of these protocols. You know, people are in designated training areas, it means that we can do some kinds of training and not others in terms of whatever sharing equipment and moving about the space and all that but it really has been a non issue. I mean, when that second border came out the most recent one, shutting down gyms and other retail unless they could provide a curbside or outdoor version of service. You know, I heard that message as we're all closed. In fact, I sent a slack out to all of the employees saying like we're done, and then it wasn't until later that I saw the fine print. And what that essentially meant is Venice could continue as as usual. Right?
Dan Uyemura : 8:06
And for those listening here, what was the fine print that you read to realize that?
Logan Gelbrich : 8:09
Yeah, the fine print was that these businesses that were able to be open with modifications, specifically, you know, restaurants, gyms, retail etc, had to be closed unless the final footprint was unless you provide a takeaway curbside service or a modified outdoor version of those services. So we're here.
Dan Uyemura : 8:35
And when, when this all came down, I got on a few of these types of things. And I remember saying to people, like, at least here I didn't even read that fine print at that this point, but I remarked that I went through her most and I noticed every restaurant was open with outdoor seating. And it made it very clear to me that the business and no cops were harassing them. So I made it very clear to me that Local governments were willing to work with businesses to so they can stay in business as long as they were reasonably safe and taking precautions. And my message then was like, figure out how to do outdoor fitness. Do you think? And I know for business it is because it's there. But do you think for the gym owners out there who are transitioning to outdoor? Is our fitness a thing that's here to stay? Or is this temporary for just this COVID period? And I guess for that matter, do you think COVID is here to stay?
Logan Gelbrich : 9:26
Yeah, I think, look, the details of solving for COVID I think are too specific, you know, like, I can't sit here and like, take credit for some sort of like foresight that outdoor fitness is like the wave of the future. You know, because we could be dealing with 1000 year floods nationwide, and outdoor fitness would be the worst option. Right? And so I think it's less about the specifics of outdoor fitness. In a code context, however, I think the lesson has been and will continue to be that if you start To, in your mind create an end date to this, you're preparing yourself to be disappointed. No. So I think it ultimately comes down to solving for x. And in this case, x means distance and space and open air tend to be a value. Um, you know, but for some people listening to this that just feels like maybe all bad news, you know, we don't have an outdoor space, or that's only in the park or wherever the case may be. I think we're looking at this like a hierarchy. Everything that I just said is a little bit lower on the hierarchy than this context, which we started talking about in the last podcast, but I think I'll just bring up quickly here, which is that, you know, it really matters what you are communicating into the marketplace as to what your value is, and if up until this moment, the value has been that you had the sleekest hardest, most proprietary workouts in town. You are kind of fooling yourself. For one, and that is inherently not valuable, and if that's been the value you've created with your, with your membership, however large that it is, that's really fragile, because now it feels like they're getting just a little bit less than what that was. Right? And those much more difficult to look someone in the face and say, every penny of what you're paying this institution is being delivered to you right now. Because all along your view has been. And this is about a coaching experience. And I just find that for small businesses, small gym businesses, you have, to my opinion, play the game of value creation. Yep. And if you're not playing that game, it's just going to be so easy and talk like this to lose to the lowest common denominator. You know, and I mean, I already example is this perfect right? It seems weird to create something that ultimately cannibalizes the fitness business like we have, right? We created this thing Delta Bravo, which is a real is a legitimate strength and conditioning program not like pretend not discounted training experience to be done anywhere in the world and we'll dropship you two dumbbells and it's 50 bucks a month and part of the language we use in that is like we've made training in the gym redundant. You do not need to train in the gym to get stronger than you've ever been in definitely fitter than you've ever been in definitely. And it seems like wow, like that seems dangerous to say that publicly especially to people who are paying you money to come to this facility. What gives? And the reason why we can do that I think in good conscious and not ruin our business is that the people who pay us 265 bucks a month or whatever, don't think that they're paying for the snatches and pull ups. Right? They're paying for an individual that's standing in front of them providing them a coaching experience that is not unlike that of having a private coach or individual coach.
Dan Uyemura : 13:21
Right, and I mean, I think that concept of value creation should be highlighted emphasize, underlined, and, you know, totally like re re remarked on because that ultimately is what a boutique fitness gym facility is, like. You're not selling group fitness you should be selling. You should be selling experience, not in like a high end coffee shop or a high end. What do they call those mixology bars or whatever? You know, you go to mixology bar, yes, the drink is better, but you're also paying for watching the dude like muddle something and crush something and hand carve something, that's the experience of it.
Logan Gelbrich : 13:58
It's a great example. I think it's important. Let me just add that what I'm saying. And I think what you're saying is not like taking some sort of like, high horse. It's just, it's just the economy of scale. You know, and I think I hear people who don't know thing you can just tell him five minutes that they don't know anything about business where they're saying like, Oh, you know, we want to do like, an equinox, but smaller and I'm like, well, you just don't understand what it is that you just said that doesn't work. You need to understand that if I can only have 30 2015 individuals in this space at one given time, you can't afford to open a business that that individual is only worth you know, a low, whatever fee per month. You know, my buddy up the street has a one of the best bars in the world to your mixology point right and there's only probably 11 seats in the whole thing. You can also spend three thousand dollars on a tequila there right and it's like it doesn't work if you're trying to do volume of Jim Beam in that zone it's not to say that if you slaying jagerbombs somewhere for 13 bucks that you're doing the wrong thing, it's just the venue would look different. The context would look different the turnover would look different. And all these folks who are in my business at least have a you know, 5000 square foot place and you're trying to get how many people in there for 150 bucks a month, right? Like your your average client value has got to be over 300 bucks a month or you don't really understand what game you're playing. Right? So that's me sort of just putting a caveat of this isn't like some high ground of fitness that the only way to do fitness as people need to pay a ton of money per month. It's just not like your service should ultimately match the economy of scale you're doing.
Dan Uyemura : 15:51
Right. And I I actually like when you when you play the high, the high price have a high value game. You can't fake it. You know, I mean, like you can't charge $3,000 for a shot and serve someone Jim Beam, because you will sell one shot and it will be over, you know, more rigorous. Yeah, yeah. So the minute you decide you want to play the high price point person you're going to deal with someone who's willing to pay wouldn't pay more money for a premium service. But if you do not deliver on a premium service, you will not have their business and you will go out of business. So I personally like do I like spending my money in those places because I understand that they, if they don't understand that they wouldn't be there for so long. Right?
Logan Gelbrich : 16:32
So that's my whole thought with. I'm a full, full like coffee snob guy like I totally buy into the whole like hipster scene or whatever. And half the reason is because I think better coffee is better than worse coffee but the other half is like, look for $3 and 50 cents or $4 for an espresso. I can watch someone who gives all of a fuck about this. Yeah, but for two bucks, I can watch someone who can't wait to be anywhere else than right here. Right? It's like, I will pay the two bucks to deal with an individual who wants to do this at a high level.
Dan Uyemura : 17:07
Yeah, yeah, it's an art form to them. Right? And and to bring this full circle, like your coaching staff should see this as an art form as well, like it should genuinely bother them if they can't get someone's moving patterns correct. You know, or someone to their goal, you know? Oh, yeah. Cool. So, let's actually, let's I wanted to talk about working on the park. But let me segue real quick, cuz you touched on something that I think is very, very important going forward for a lot of gyms, at least in the mid term. And that's going to be dealing with half, like having half the amount of capacity that you normally would have at your gym. Right? A lot of different ways that you can go about thinking about how to solve this problem and not go out of business making half the revenue more What is your take on that?
Logan Gelbrich : 17:49
Yeah, it's a it's a line. It's a classic one that I think is best thought of in situations of lower complexity and also example I use just in our last staff meeting was like the lemonade stand, right? And so if you have a lemonade stand, and you're out of lemons and out of water and out of sugar at 9:30am It seems like this corporation this, this business could afford to buy some more lemons and get some more water and bring more sugar to the party. So we could be open until 1130 or noon or one o'clock right. Now that has a double edged sword, right? If I go to Costco and I buy 10,000 more lemons than I need, right and I'm there rotting now I'm sort of losing money on the deal, right. And so there is a conversation to be had about sort of maximizing the ability of paying people who are motivated to utilize your services and not be turned away and sort of cannibalizing your business With labor costs by having a class every half hour on the half hour all day long with two people, you know, and I think that is just being willing to be like close to the action in your organization to figure out like where those lines are. And, you know, there are a million ways to, to make those decisions. That's one half of what I'm bringing attention to. The other half is like how you communicate it. And in a service based business, I think it's really important to consider that people won't keep up with your like haphazard decision making. Right and the example I use all the time is, you know, a big part of dues are these specialty courses where they're like, small little incubators for value creating little businesses. And what I tell people who are interested in developing a course under our flag is Listen, you can have the best part In the planet, you can get people excited about it. You can build retention, you can do all those things. But the moment you say, Hey guys, next week, we're going Monday, Wednesday, not Thursday, and then every sequential week, we're going to go on odd days at 530 and then just Fridays, we'll start at six, and then the first week of the month will be off and everybody's just like, I'm out. Right And so, communicating the addition of classes, the subtraction of classes, these types of changes need to be thought out and delivered in a way that is clear and and almost like infrequent, you know, clear as day to these folks.
Dan Uyemura : 20:44
Yeah. So So when it comes to like having I think about this period economically like if I'm if my capacity if I'm a restaurant, and I only get to seat half as many people as I could and the turnover is presumably The same like I have to figure out another business model to make more money that could be for me take out my ties, you know, like everyone lives out in LA now is like you can take your alcohol to go I don't know maybe it's I bump up my curb side. But the bottom line is like I think the fragility of this business has been exposed for those who had one income stream and that was group training on an all you can eat basis, unlimited membership to my gym. Yeah, sounds like you've developed Delta Bravo. I'm gonna put you on the spot. Can you what you want to share with us any numbers on that? Like, how has that done for your business? Because I think there's a lot of gyms we're still trying to eat that all you can retrain. And they just lost half their members. So half their incomes gone. Right?
Logan Gelbrich : 21:41
Yeah, absolutely. I'm willing to be transparent on that. We have sourced and delivered a pair of dumbbells to about 500 people around the world. Paying $49 a month. I'll say this. And I can't say too much more about it not to be like weird and cryptic, but there's a couple like, tricks up our sleeve basically. But we haven't marketed this program on purpose because there's a shipping container of 18,000 kilos of branded dumbbells floating across the ocean right now.
Dan Uyemura : 22:21
Can I get some?
Logan Gelbrich : 22:22
You can because they'll be fulfilled out of Torrance, so you could probably get them easier than I could get them.
Dan Uyemura : 22:28
Hopefully, they just fall off the truck by my house.
Logan Gelbrich : 22:30
That's right. So we're going to have a situation where we will have a large supply of dumbbells like even before companies like Rogue and others have supplied probably, that we'll be able to fill anywhere in the world for these folks. And that's what we sort of turn on the marketing.
Dan Uyemura : 22:51
Well, first of all, let me just say, motherfucker, this is what I'm talking about guys like COVID hits, dumbbells and kettlebells go out of town. shipment. People are selling them for like eight bucks a pound or whatever. And how the fuck did you get a container of dumbbells coming our way from? I'm guessing China, like, like that's what that's this is what I'm talking about, like entrepreneurial minds see this as an opportunity not as something to cry about, like you found out a way to find basically crack cocaine for fitness people, and it's coming here right now.
Logan Gelbrich : 23:23
Yeah, and we Yeah, there's a couple marketing things that will be, I think quite obvious to anyone who follows us that or whatever in the near future that I can't really talk about. But once that supply reaches here, we can kind of turn on the intentionality about that. And a couple things on that conservatively, the numbers look like by the end of the year, probably between 24 and 32 grand a month on this program alone. And with almost like unlimited upside, we sort of are planning have, you know thousands of people each month engaging in this training, which is extremely thoughtful and, and great training. But on a more macro sense, less specific to Delta Bravo is, you know, I think a lot of these types of things feel far away, they don't feel possible, etc. But let's just use the dumbbell example. As one thing. When this thing hit, a lot of people wanted, in this case, dumbbells. And then all of those people made some sort of headway to find out how to solve that need. And then they got pushed back and that push back look like a bunch of different things. Rogue out, Go For Fitness in Minnesota who has overpriced dumbbells, available one at a time, which was like the fourth option on anybody's list, then became out. And then Craigslist became this weird world of scamming and you know, poor people like doing weird stuff and then You know, now you're down to if a million people want to dumbbells, there's only like 1000 people who are still playing this game, then those thousand people realized, okay, let go is a great resource to get dumbbells and almost any city in the country. And then that ran out. And then you sort of realized, oh, maybe I can just go directly to the source. And then when you talk about the lead times the cost risk dealing with a multinational company, now you're talking about maybe like, just a couple of those people are playing the game. And look, I'm not saying like, I have the answers or like, I'm the model or we're the model or anything like that. But I don't think anybody kept going. I was about to happen is we're going to be the only people that can deliver on this and we'll benefit
Dan Uyemura : 25:43
And I assume they're gonna be DEUCE branded.
Logan Gelbrich : 25:45
Dan Uyemura : 25:45
That's fucking sick. Yeah, let me let me actually before before everyone gets their cart before the horse, let me say like, Logan's played this game. He's done this before. He He's in the realm of the world of shipping over probably a quarter million dollars with the numbers or whatever. On some leverage situation or something, whatever the terms are, I don't know. Like, don't everyone right now rush out and try and source a container of dumbbells from China. But what I want to point out is he's created opportunity. Like let's take all of that away. I don't even know about that before I even ask the question, but you said 500 people have subscribed to 50 bucks a month to get dumbbells and a workout program to do from home by my math, that's $25,000 a month. Right? That's probably more than probably most people listening this podcast make right now at their gym doing all you can eat training. So my point is like, you've just developed another revenue stream that is going to be significant out of this crisis in a way that actually doesn't cannibalize your engine business. Right? And takes advantage of the opportunity at hand. This is where I think gyms kind of have to pay attention to because they can't just say like, I'm going to I'm going to sell all you can eat you know, memberships anymore because just for the sheer fact you can't, you can't have an unlimited membership right now. With so many spots with you all your spots cut in half or a third because of, you know, social distancing restrictions. So, if you haven't thought of a way to implement some form of remote training at home training, you know, like, I think the idea of packaging dumbbells with the training is brilliant because people want the dumbbell, you know, first and then they're going to get so come then they're going to get introduced your training second, that's cool. And you can do it around the world. I don't know there's, you know, like supplementation programs, nutrition training, there's a million different revenue streams that your gym should be thinking about. And in order to implement you've kind of got to get things like stable you can't like you can't implement 10 things at once. You got to go one at a time and so many things, but the point is like, for the gyms that are really going to thrive right now, you've got to start looking to have multiple revenue streams. I think that's a given.
Logan Gelbrich : 27:50
Yeah, and I think a lot of those answers like some people might be hearing that and they're like, Well, shit, like am I just, I didn't think of these things. So like, Am I wrong? or something? And I think it's more of like, what's the premise? You know, and the premise, I find is creating value around what will ultimately be best for the athlete or the student, you know, and I think if you started that, I don't, this is my bias. There's a lot of great gyms that do this. But I don't understand how an unlimited membership is even appropriate. Like, I don't know who those people are. I mean, and I realize I'm biased, I'm Dr. Romanov, would call me a little monkey. I get stressed out if I work out too much. So I can't remember a week in my life in the last 10 years, where I've trained every day, right, and so if I'm new as fuck, my training age is zero. The only way I can participate is you throttle me six days a week. You know, I don't, I don't know who that's for. Right. And so most of our people come two or three days a week and we create value and all these other ways and we don't take them. And then they are our members for them forever, you know. So starting with that, first, I think, answers a lot of questions about like, well, how can I create value and, and sustain members now that just whacking everybody over the head? Same thing, this feels maybe inappropriate?
Dan Uyemura : 29:21
Yeah, I mean, this could be a whole podcast on its own. But I do think things like unlimited membership, stem from most gym owners not either wanting to be a quote unquote, salesman, or not caring to put any energy into it, because it's kind of the lazy way of saying, like, we're going to give you more value for your money because you can come off as much as you want. As opposed to developing processes and systems around like, you're going to come in three times a week, I'm going to give you a bunch of stuff to do the other two days, I want you to take one day off, I'm going to be monitoring your nutrition. Like if you think about what the clients coming before they actually would rather have all that then unlimited training, you know.
Logan Gelbrich : 29:59
Oh, yeah. For sure, I mean, it's there's a lot here. I mean, just briefly like the psychology of you know, Taylor Drescher, good friend of mine, great former athlete or whatever was describing some psychology from Shane sweat from conjugate, talking about the different relationship between coach and athlete. One is the best coaches of the most elite athletes are often holding the reins back. Who would run through a wall for them, right? No, you can't run those extra 10 miles. No, we're only doing this session today. I'm gonna let you spar once this week, right, pulling them back, pulling them back. And then when it's go time you have an animal who is can't wait to be unleashed, right? versus the psychology of the coach who's always having to push No, get out of the van. Let's go. We're going come on again again, and now they're dependent on this coach. I would rather actually tell people this to their face as they're sitting down to sign up for the gym. I would rather you be sitting at home, wishing you could come to the gym, then you'd be stuck at work berating yourself because you haven't gotten in a fourth time this week. Right? Right. And, and the psychology is so different, right? One individual is trained three times and they feel like they're crushing it. The other individual is like, I just can't get out of here and get to the thing. I'm not getting my values worth. I'm rattled. I'm fucking up, right. Meanwhile, they've done a great thing for themselves. They've trained three times they've, they've advanced their physicality, whatever the case may be, you know, so we're constantly telling people to do to commit to less and demonstrate the ability to come more, right?
Dan Uyemura : 31:48
Yeah, good stuff. Okay. last topic before we bounce, and this goes, we're going to go go back to the idea of outdoor training because I do think this is one of the solutions of de jure of the day you like we said earlier have an out your shit was already set up for outdoor training no big deal flip the switch my old gym they had a massive parking lot in the back they literally unbolted the rig move that outside did it you know set up an outdoor area. Plenty of gyms out there don't have that they're in high density population areas. And let me preface this by saying a lot of our competition is in this boat. Right like 24 Hour Fitness is not moving their shit outdoors. So that's good for us. But you know, I'm boutique group led Fitness Studio. I mean, I mean, a high density population area. I can't I can't go in my parking lot. I don't have one. I can't like you have to to have your gyms are working out in parks. Like, let's talk about that. Like how does that work? How has it worked for them? And then what about the one thing I'm concerned about this is like winter hits. I'm in Michigan. I can't go to the park anymore. Like what's the solution there? Is there a solution there?
Logan Gelbrich : 32:58
Yeah, I think the solution is sort of follow the same framework, like past iterations of COVID, you know, in the beginning, even park training was illegal. And the winners of that version of this COVID crisis, in my opinion, are the folks who were delivering on value in a way that sort of was inside the those smaller boundaries. And so I don't think like, here's how I said, Take the maximum amount of real estate like on the field of play, and crush that right so if you had if you have access to a parking lot or a park program, take advantage and then crush it inside of that arena. But if you're the type of person who is in a cold weather area, you don't have a parking lot. You don't have a park that would be feasible because of weather. The the the answer to the question is the same as it is for everyone. It's the same as it is for us, which is you've got to crush it inside of the boundaries that are afforded to you. And I mean, sure, before any of my gyms were able to open, I believe that we really did crush it inside of, hey, you can't leave your house context. And it just means it probably looks different, right? Talking about progressive overload, getting more specific about the training, weaving a story of value that says, hey, if you follow this thing, you will mathematically no doubt about it. Be a thinner, more capable person in these ways. And if you can communicate that, then great if you can communicate it, you say, Hey, this is constantly varied living room fitness, just like come almost puke with us every day. It feels like a discounted version of of this other thing. But if you understand training, I mean, you know that you can make someone fit in a jail cell. Right? You just you just have new parameters, right and you use the principles of training to drive the thing. Now that can't be a secret that you can only be in your head, you have to tell that story and enroll people and what this thing is, you know, and that I mean, that is much more simple than I think it appears to be. Then again, everything I'm saying is sort of hinges upon the context that you've created. If so far, people thought your gym was sweet because they can swing on rings, then you're fucked, right? But you need to start this conversation about, hey, you can do our workouts that we post on the internet like crazy people, anywhere, right? But the reason why we're in business is because you're listening to this staff of coaches coach you up like you're an NCAA lacrosse player. Right?
Dan Uyemura : 35:44
Right. So let's wrap it up with this. Let's assume as of today, I'm the gym owner who sold my gym space. Right? And I can't open my gym. And I need and the story that I've crafted whether I knew I was crafting it deliberately or not was my gym space is awesome, right? The people you get to workout with here are awesome. And now I'm in a home workout situation or some type of a, you know, slimmed down version of that? What are what are the action items that I can take to tell me, for me to repurpose and recraft my story in a way that actually can resonate with what has to happen right now.
Logan Gelbrich : 36:22
So I think you acknowledge the field of play. What a crazy time. Here we are. This is what we're dealing with. Guess what if we reflect back to why you came into this gym, was because he probably wanted to look feel or perform better than what we're going to do right now is we're going to deliver on that, oddly in a way that might be better than anything you've experienced this way. What we left off the table this whole time is nutrition, right? So you're going to have this access to this thing where we're burning the candle from both ends, and you're going to follow a program that is going to be progressive in this way. Right? You do both of these things and I bet you in lockdown, you're going to get fitter. leaner, more fit than you were doing this other thing. And it's through lessons of like taking away the shiny stuff and having all this access that we're going to be able to focus the first time in your time here. And what we're asking is that you with us can grow up in this environment. And we're never going to go back to playing around in the adult gym where you train with us for, you know, unlimited for four years and sort of kind of got fit. That's it, right? We're going to handle this right now. And it looks like twice the amount of quality with half the amount of resources, and here's how we're going to do it. Yeah, if you tell that story, I think it's game over, you just start changing people's lives.
Dan Uyemura : 37:38
There it is, as easy as that. I think you take it for granted how easy it is to be a storyteller, like you've just crafted some pain points and some solutions into a very compelling narrative that I do think a lot of people would struggle to put together. I feel like I'm a pretty good storyteller, and I would have gotten about about half of that. So don't sell yourself short on That fucking another great episode of The logon I appreciate you coming on. I should probably do this with you weekly. There's a lot of things we could unpack for a lot of people. But for now we'll call it a wrap. Anything you want to you want to plug pitch or put out there in the universe.
Logan Gelbrich : 38:16
Well, thanks for having me on, man it was awesome. My audio book is supposed to come out any day now. So maybe if you're hearing this, it's out. If you don't like to read books, you can just listen to it. And yeah, that'd be a cool fine. I do want to say and just to your horn a little bit. All three gyms have been cranking on PushPress and it's just been a joy, man, I really appreciate
Dan Uyemura : 38:38
Thank you so much. Got another the guys here we'd love to hear that. Our our guiding light and so I like to believe that every business should operate off of a Northstar. And I believe this is more more true for gyms than ever and you're not as a gym. Your North Star should be literally kind of like things Logan was talking about, like really impacting the lives of people who are giving you money. And that's that's kind of our North Star. So A lot of the stuff we do, including this podcast are really in tune with just helping gyms and it means a lot to hear that, you know, things are working good for you. Yeah. Great. Cool, man. Well, thank you for your time. And anytime you want to come back and wrap let me know. Totally welcome to be a guest here.
Logan Gelbrich : 39:17
Dan Uyemura : 39:18
All right, we'll catch you later. Yeah. Man, one of my all time favorite guests on the show. And that's not to say that I don't have other favorites. And we don't have a lot of brilliant people on the show. But Logan dropping some crazy bombs again. I just respect the guy who looks at a COVID situation goes down. You know the throngs of trying to acquire dumbbells because he needs them and just ships a container from China because he sees that everyone else is gonna have the same problem he did and everyone else did have the same problem. There are no dumbbells available anywhere. For any reasonable price, so he just solved the problem. That's true entreprenuer Ladies and gentlemen, and what I realized is like, if you're not there, it's fine. And we're all in some work in progress to getting to this point. And even he is working progress to getting to whatever point he wants to get. But the point is, it's about stacking, right like, I just I just took a second to reflect on on Logan's direction and trajectory. And I realized that all starts with his communication base. And he spent a lot of time and energy building a social media following a personal local community following he is he's established himself as a thought leader, he's done all these things and that has allowed him to springboard into stuff like launching Delta Bravo. If you haven't spent a lot of time creating any type of a personal brand of yourself outside of just your local gym community. You don't really have an audience to do these things with. So I mean, to be honest and completely transparent one of the reasons I did this podcast is because I want you the listener to understand who I am as a person understand my thoughts. And the way I think and who that the type of people I bring on and how I can help you because that relationship with you, and that personal brand that I'm building is will help me in the long run. I mean, and you should be doing that too for your local community. So, think of it as you know, you drop a pebble in the water, and that radius spreads right now, if you haven't invested in that at all, your, your personal brand affects your gym members and your coaches, and maybe your close friends and your and your family. And what you need to do is start working on broadening that ripple, right if you put out a local podcast that is appealing and talks about the things that your local community is interested in and brings on guests from your local community that will share it with their local community. Then your ripple now gets to be your local community. That's great. You can now serve fitness products to your local community. If you can get bigger and broader outside of that your region, your state. A certain niche is one of the great things about the internet is it's allowed the delivery of niche content so you can pick a niche right my old business partner at Torrance Taining Lab, she was training, paraplegic basketball players like you can't get any more niche than that. And it got to the point where like national teams and people would be contacting her for training because that was what she did. So you don't even have to go broad you can go niche because in the internet age niches are big. At any given time, you could pick the most obscure niche in the world and there's 5000 people on the internet who are super into it. And that goes the same for athleticism and training. So anyway, hope you guys enjoyed that episode. If you want to hear Logan again, specifically, like this episode, I'm I will have them on again, but it's always nice to see which episodes people like make sure you follow us. Not just on the podcast, listening device of your choice, but you know, check out our YouTube pushpress on YouTube is putting out content, great content every day. Subscribe to our blog. Like I kind of mentioned in this episode, we are north star is helping gyms get better I do not care if you're a push press client or not. If this if the tide rises, everyone rises. And the benefit to that is not just gyms rise, but your own all of our communities and that humanity, it sounds like pretty egregious. But if every gym in the world was able to service more people and give them better results, all of humanity benefits people will live longer people will be able to think clear for longer periods of the day, productivity will go up, sickness will go down, like we are all doing great things. So check out everything we're doing. We would love to help you in any way we can. Whether you're a client of ours or not what I'm trying to say. Alright guys, I will catch you all later on the next episode of the gymOS Podcast where we're trying to make you a better gym. Fitness. Man, I screwed that up, but we're not gonna cut that out. What we're trying to make you a better business owner, one episode at a time. Later!
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