Ep.25 - Creating culture and making gyms about more than just fitness

Business partners Brian Blacher and Brian Blacher , co-founders of Brian Blacher , San Diego, have a combined experience that’s perfect to instill an ethos of not only a welcome atmosphere, but enabling people to make friends through fitness in their club.

Inviting anyone to experience the next step in fitness culture, Workout Bar is disrupting the industry through detail, whether it’s lighting, technology, music, or the programming itself.

Watch the full episode on YouTube – https://youtu.be/-RRL-EiPu0s

Brian Blacher has been a fitpro for around 30 years, starting out in nutrition consultation and personal training before moving into management. His passion is based in sports science and nutrition, grounded in functional fitness.

Steve Vlchek was intrigued by the world of fitness after retiring from the drilling/exploration industry early and getting into running. Just as many new members do, he found crossing the threshold of walking into a new gym intimidating. It’s this that has driven him to create the benefits that Workout Bar brings to all members.

Through this combination of incredibly varied approaches when it comes to design, programming, service offering and opinion, Workout Bar is something new. Whether welcoming, stimulating, soothing or relaxing, even Workout Bar’s visuals throughout the facility follow their approach where every detail has a purpose. They want to be different and give something new to the social side of working out.

Forget negative reinforcement when it comes to fitness, Workout Bar is all about positive experience, with three main focus points showing why it works so well.

At first, traditionally you feel like you ‘should’ go to the gym. Once finally in the habit, you then ‘need’ to go to the gym. However, the difference comes in the ‘want’ to go to the gym – Workout Bar has created desire.

Through a concierge level service and welcoming atmosphere – both in terms of offering and facility – the Workout Bar team breaks down the barriers and insecurities of first time gym inductees for circuit style training with a sports science backing, while creating a home for longstanding members through social appeal and more. 

On top of this, it’s the location’s tech and heart rate monitors that not only display a forward-thinking approach, but also provide relationship-building interactions with members new and loyal, young and old.

Episode Highlights: 

• How you can avoid the wasted space of traditional big box gyms by building a ‘box within a box’.
• Making sure that the people aren’t just welcomed, but ensuring the comfort of members continues throughout their gym experience by using technology and a pre-emptive approach.
• How a partner with no experience in the industry can bring new insight and a different understanding of what the customer actually needs, with no assumed knowledge.
• What gyms need to do to start overcoming the intimidation barriers for first time members.
• How you can bring the biggest benefits for investors before franchising a business model and enabling growth.

 

Join Matthew Januszek in conversation with Brian Blacher and Steve Vlchek, co-founders of Workout Bar.

 

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