209. James Williams, CEO of Mayweather Boxing + Fitness
Oct 24, 2023
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James Williams, CEO of Mayweather Boxing + Fitness, talks about teaming with Floyd Mayweather and growing the boutique studio franchise. They discuss the keys to a successful celebrity partnership and share their vision for expanding with consumer products, VR workouts, and more.
Authenticity and passion are key in building a successful celebrity-backed business, with Floyd Mayweather's transition from athlete to business mogul as an example.
Mayweather Boxing and Fitness has achieved significant growth, with 75 global locations, and aims to expand further by launching new business units and expanding internationally.
Deep dives
Building an Authentic Celebrity Backed Business
In this podcast episode, James Williams, CEO of Mayweather Boxing and Fitness, discusses the concept of building a truly authentic back-to-fronted business with a celebrity. He highlights the importance of authenticity and passion for the business by the celebrity, using Floyd Mayweather's example. The focus is on Mayweather's transition from being a top-tier iconic athlete to becoming a global business mogul. Williams emphasizes the need for alignment between the celebrity's interests and the business concept, stressing that consumers can detect inauthenticity. He also shares the journey of Mayweather Boxing and Fitness, from one studio to over 75 global locations, and discusses plans for expanding the brand, launching nutritional supplements, consumer products, and VR workouts.
The Growth of Mayweather Boxing and Fitness
This podcast episode delves into the growth and development of Mayweather Boxing and Fitness. It began as a boutique fitness franchise, with the first location opening in Los Angeles in January 2018. The response was overwhelming, with 7,000 franchise applications. The business quickly expanded and currently has 75 locations globally. Despite the challenges posed by COVID-19, the company has achieved growth in revenue and studio openings. The focus now is on transitioning from a startup franchise to an emerging phase, hiring qualified personnel, and investing in the system's operations and growth.
Leveraging Floyd Mayweather's Brand and Relevance
This podcast episode explores how Mayweather Boxing and Fitness leverages Floyd Mayweather's brand and global recognition. The company capitalizes on Floyd's status as one of the greatest boxers of all time, which translates into exceptional consumer awareness. Floyd's involvement in the business goes beyond lending his name. He is fully invested in the franchise and actively participates in different aspects of its operations. The episode highlights the strategic use of Floyd's influence, such as filming him leading boxing workouts, hosting special events with franchisees and members, and developing a TV show that provides a behind-the-scenes look at Floyd's businesses. The aim is to maximize the impact, scalability, and sustainability of Floyd's involvement.
Creating an Ecosystem and Future Growth
In this podcast episode, James Williams discusses the creation of an ecosystem within Mayweather Boxing and Fitness. The focus is on building and integrating different business units under the Mayweather brand, beyond the gym franchise. These include launching nutritional supplements, sports hydration products, a VR game, and consumer fitness products. The gym franchise serves as the foundation for these new business lines, with each unit driving awareness and sales for the others. The episode also mentions international expansion plans, highlighting upcoming locations in Dubai, Japan, and Uzbekistan. The strategy includes leveraging Floyd's global exhibitions to facilitate business deals and partnerships. The aim is to strengthen consumer awareness, secure preferential placements in retail, and drive overall growth for the Mayweather brand across different channels.
Today, I’m joined by James Williams, CEO of Mayweather Boxing + Fitness, a boutique studio franchise with classes modeled on Floyd Mayweather Jr.’s training regimen.
No stranger to celebrity brand building, James previously advised on Beyonce’s Ivy Park line and co-founded a lifestyle brand with Laird Hamilton. Now, he’s growing Mayweather Boxing + Fitness into a generational name.
In this episode, we discuss teaming with Mayweather to capture demand for boutique boxing. Plus, he shares his vision for expanding on 75 existing locations with consumer products, VR workouts, and more.
In this episode, you’ll learn:
• What Floyd’s role is in the company • Keys to a successful celebrity partnership • Mayweather Boxing + Fitness’s sustainable marketing strategies
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Chapters: (00:00) Introduction (01:53) James Williams background (04:57) About Mayweather Boxing + Fitness Franchise (08:41) Marketing strategy and building the brand (12:02) Leveraging celebrity endorsements and social media channels for business growth (13:43) Floyd Mayweather's Jr’s business approach (17:59) Creating a boutique fitness concept (22:10) Maintaining product authenticity instead of chasing trends (24:01) Fitness franchise growth and expansion (26:52) Expanding through new business lines (31:28) Growth Strategies (34:36) Talent acquisition and recruitment for the company (36:51) Conclusion
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