What I Need to Know:

I do believe that this question encompasses an interest that I’d desire to learn more about. This is due to the fact that through intelligent marketing strategies and unique workout programs are able to merge together to create

I care about in entrepreneurship and fitness in a combined effort. Both of which I find to be interesting and a potential past for my future. Giving me the opportunity to explore two areas of interest is intriguing. In addition to this, they give me the opportunity to explore how unique branding is able to truly set one brand apart from another.thatEssential Question: In today’s oversaturated, diverse fitness market, how does a fitness facility stand out to the average customer through their own fitness ideology?

I selected this to be my essential question do you to the fact that in my internship opportunity, I have been able to learn about the marketing of a brand in addition to the fitness and training aspects that come along with it. Due to the fact that there are so many different programs, workouts, and ideology behind the fitness market, it is hard to be unique and stand out. My question is related to how a brand is able to stand out and be effective as a company while still promoting their own believes.

What excites me most about finding the answer to my essential question is the fact that I am able to explore two ideas of a successful company that is built on a strong foundation.

 

In terms of my preparation for deciding what to research and understand, I chose to learn the ins and outs of how a workout facility functions and what makes it successful. There are many successful gyms that are well known across the board that are very diverse. At the end of the day, a successful gym can be defined as one that provides a quality environment for the customer to feel as though they are able to work to the best of their abilities in order to achieve their goals. In this, exploring why and what makes one comfortable to achieve their workout goals is a ''need to know''. I believe that speaking to those who go to ELETE PHYSIQUES on why they enjoy the environment is essential in my research as well as speaking to the kids on the same topic.  Essentially, understanding why ELETE is a successful gym in such an oversaturated fitness market and how they are able to stand out as  ''different'' while still appealing to all customers who have goals. 

 

 

What I Know:

When I first began at ELETE PHYSIQUES, I had a prior understanding of what to expect in gyms. I had worked there before and understood how the whole system functioned and operated. Despite this, I never looked deeper into why it functioned the way that it did in terms of its success as a brand. 

 

I know that in order to be successful as a brand, one must dive into the people around them to find a deeper relationship that translates into the achieving of one's goals. The ability to be successful as a company, the owner must understand that there has to be mutual respect behind the scenes as much as there is shown. I believe that there needs to be an understanding of what the goals are for the company and that advertisements are the best way to target customers. In addition to advertisements, word of mouth in a community that speaks highly of you speaks volumes for the brand you believe in. 

 

Gyms are an oversaturated market that have hards times sticking out and being successful. In order to stand out and be relevant, one must be unique in their approach. This can vary for all gyms or workout facilities because looking like everyone else gets you nowhere. In this, one must change the conventional approach of most gyms being the flex show in which no one speaks to each other and mind their own business with no interaction.

 

Story of Research:

Researching to find the appropriate information on the topic of diversifying yourself as a brand required many outlets in order to provide the best responses. In doing so, I spoke to those who attended ELETE regarding why they felt as though the brand stood out as their preference for the stereotypical gym. In doing so, I found that they preferred it because of the fact that ELETE was more comfortable. In addition to this, I asked a couple of people who didn't go to ELETE the question of what they look for in a gym. Responses varied from comfort to levels of motivation that are present in the environment. Also, I research many articles on business management in terms of how to set yourself apart from the competition and be of influence as a company.

When researching, it is important to speak to your mentor about all of the questions that one may have about their business. In terms of my own experience, I chose to ask about standing out, advertisement, community work, motivations, public relations, and development in order to understand the behind the scenes of the operations...

Interview:

-What was the hardest part of developing your business when you first started four years ago?

''Unexpected financial obstacles that would come up. For example, different down payments and equipment that was very expensive.''

(I agree with how when developing your own business, there are going to be some unexpected bumps. Dealing with those bumps or unexpected costs is very important because it can be scary financially putting out more money than your initial idea when creating a brand.)

 

-How did mentors and people around you influence your understanding of the industry?

''I’m able to take pieces and advice from all the mentors into something of his own, using simplicity to promote a new brand that is not as common yet still effective.''

(In a way, mentors can be books. Someone you are able to look to when in need of guidance and to understand something that you may not understand in your industry that has already experienced it. They have already been through what you are going through so I believe that there influence is essential.)

 

-In what way do you feel that you personally could grow in your company?

''Order. Keeping track of so many papers and payments is very difficult for me. Also, the lack of desire to conform to the general gym standard. Trying to stand out in such a developed industry is difficult because people don't always agree with what you promote.''

(Keeping order in a business is the foundation because you have to be structured in how you organize and function. Being able to have an organized structure allows you to grow and flourish)

 

-When advertising your services, what is the best way to target people?

Facebook targets people specifically through their advertising features. Also, Instagram is used as my business card. I give them my Instagram info so they are able to see who I am and what I am all about.''

(I believe that when targeting potential customers, you need to be willing to put out money in order to gain in return. Being specific on who you are focusing on is very important. I think the belief on Instagram is very important and interesting also. 

 

-What complications arise when dealing with people face to face in your industry? 

''I specialize in a business of therapy. I handle with fitness, as well as personalities and types of people coming in and out throughout the day, talking about what problems they have going on in their everyday life. It is a responsibility that people trust me with that comes with them when they walk through those front doors.''

(Dealing with people can be complicated and it is interesting how even psychology plays a role in the industry. Therapy physically and emotionally are intertwined in the fitness department.)

 

-How do you feel technology has played an influence on your business?

''Technology is a new branch of the true essence of the business. Sometimes we get so caught up in the number of likes or followers that we lose focus on what is behind the post. Preventing that loss of focus is very important since social media is so prevalent in business nowadays. ''business of my business. It draws interest towards what I promote in my services, yet it can sometimes cloud

(Technology is now essential in the creation of a business. So much advertisement and standing out to set yourself apart from everyone is crucial and very difficult.)

 

-Is advertising what you do more important than who you are as a trainer?

''When someone pays for training, they pay for me with it. Understanding that there needs to be a connection between the trainer and one being trained is a bond that is essential. The two go hand in hand. I don't view them as separate. ''

(Knowing that the two are two in the same is interesting and the ideology of paying for a session isn't just a workout but a coach as well.)

 

-Are you, or when do you feel your business will be ''established''?

''To be honest, it feels like just started. Four years isn't that long, and I feel that growth is essential whenever has a business. Numbers don’t matter in that, and they shouldn't determine one's confidence in their company.''

(Numbers not mattering is so true because in the end, they really don't and what you promote as a brand means so much more at the end of the day)

 

-What motivated you to start your company?

''My ambitious attitude and knowing that I didn't want to ever work for anyone in my life. Working a normal job never really felt natural and it wasn't my preference. Also, me always evolving and wanting to work for my yourself by tapping into something higher.''

(Working for yourself is something that I wish to do also and the entrepreneurship mentality is very unique. The motivation to create is very important.)

 

-How did you know how you wanted to look as a brand and diversify yourself?

''I wanted to represent how minimalism in a gym is still effective on how you approach it.“Kissing babies” or groundwork and going to games is how I wanted to help the community when starting, and that is how I wanted to be viewed as a brand. Being able to give back to the community through quality in good acts is very important to me.''

(I agree with approaching the business in a unique fashion because that is how you stand out as a business. Promoting community assistance is so special in a company because you are working for something higher than yourself.)

 

What I Discovered:

My final capstone conclusion can be summarized to the idea of community... The word entails giving back to the community while providing a positive environment with a quality people for the most comfortable experience for the customer. The idea of having people around you that have similar goals to oneself provides additional motivation in an action that may not be very exciting to most individuals. This is crucial for one to continue the action of working out and achieving one's goals in an enjoyable manner.

 

Coach Brian speaks on the idea that if you give back to the community around you, they will give back to you. This is so true in that he makes an effort to be a mentor to the youth by speaking at high school, middle schools, and even elementary schools in order to counsel them in being them best person they can be. Whether he is speaking to someone on the matter of being better in school to a deeper matter of addiction, giving back provides an image of himself and the brand that is reputable. People know that they can look to Coach as someone who is inspirational, focused, dedicated, and a model that makes whatever he does to be trustworthy. His work in the community reflects the brand because if you do good, it comes back to you tenfold. Parents and kids understand that he is a good person that has good intentions of making people better. This translates to the business because people want to surround themselves with good people in order to find success. if you were to walk into a gym and find lazy individuals that don't care to be there in the moment, we can come to the conclusion that it will be hard to accomplish your goals. ELETE provides a relaxed yet focused environment that demands your best in order to achieve goals without judgment.

 

The gym with the bells and whistles isn't all that it is hyped up to be if it does not contain a quality environment for those working out. Rather the gym with people that are meaningful to you that you know and admire with the same goals facilitates the success of the brand. Creating this environment is the hardest part of starting a business yet Coach Brian does this by giving back to those around him, developing his reputable name, and pushing those around him to do THEIR best and nothing else. He believes in the idea that if one gives their best, they will accomplish their goals.