Escape Your Limits & LIFTS

Larry Nolan is the CEO Hardcore Fitness Gyms, founded in the suburbs of Los Angeles, where there are more gyms per square mile than any other city in the United States. Larry is also creator of Hardcore Nutrition supplements and host of the Go Hard podcast; he’s all about being real to his clients and adding value wherever he can. This episode of the Escape Your Limits podcast is a lesson in risk for reward, overcoming adversity and always staying true to your customers. Watch the full episode on YouTube At 16, Larry Nolan got diagnosed with rheumatoid arthritis and Raynaud's phenomenon, a circulatory condition. Doctors told him that he couldn’t work out. Through a passion for fitness and the rebellious nature of being young, he got back to exercising anyway. He soon found that, for him, working out and understanding the importance of rest periods could combat the symptoms of his conditions. Through his own experiences, Larry found passion in personal training to help others appreciate what their own bodies can do. He started a career training as a profession with 24 Hour Fitness and worked through all the areas of gyms in corporate America, whether it was training, sales, and more – the fundamentals of setting up a gym, management and the benefits of being around great talent, but the but the business side of training killed his passion for fitness. Starting his own group fitness initiative training clients in a local park, eventually Larry sacrificed everything to invest in an indoor space, even giving up his first holiday with his wife after years together. Fuelled every day with hard work to create his vision, from physical creation of the space to personal growth with education and earning his place as worthy of the customers he wanted to attract. Larry and Nadia Nolan founded Hardcore Fitness in 2007 in Santa Clarita. Known as the “transformation gym,” it’s all about motivating and supporting a community, whether a member is an athlete or has never stepped foot in a fitness space. As the crossover between PT and group exercise, Larry and his team focus on the needs of each member, offering energetic classes and facilities or resources for weight training, cardio, core, nutrition, motivation and accountability. With 18 locations now open, Hardcore Fitness is also recruiting for franchise opportunities to further its network. Larry is also creator of Hardcore Nutrition supplements and host of the Go Hard podcast.    Episode highlights: How you can overcome mental obstacles such as the fear of competing against other PTs in a huge fitness space. Ways in which, even at a young age, medical conditions such as rheumatoid arthritis and Raynaud's can be combatted by working out and planned rest periods. Why internships and networking are vital for experience and understanding, but may scare you as they reveal the side of business that you don’t see. It’s not all glamour. How adding value for the customer is important to any business, even if it’s not necessary. How you can overcome anything, even a bad track record and two felonies, to build a successful business and follow your passion. The importance of every single client, and how they’re precious. Understanding the fundamentals of a trainer and what business models you can implement to make the most of their strengths and passions. How to keep going, even when everything is going wrong. Why jealously and hate are such negative results from looking at someone else’s success on social media, and how you can translate your reaction into something much more positive. How the finance works out in a successful venture, transitioning from outdoor group training to an indoor fitness space while still adding client value and scaling your business.     Join Matthew Januszek in conversation with Larry Nolan…

Sue Anstiss has a lot of strings to her bow. In addition to her MBE for services to grassroots and women’s sport, she’s CEO of Promote PR, trustee for the Women’s Sport Trust charity, a Women in Fitness Association UK council member and host of The Game Changers podcast. This episode of the Escape Your Limits podcast is a vital lesson in equality, dedication and a lifetime of getting a nation engaged in sport and wellbeing. Watch the full episode on YouTube – YouTube Sue Anstiss studied at Loughborough, graduating in Sports Science and English. After working in sales for Cadbury’s, she’s since honed her sports sponsorship background, having worked for Gatorade before facing redundancy. Sue set up on her own aged 26, bringing Bupa into the fitness industry along with other contacts she’d developed relationships with through her previous experience. It was the start of a journey of hard work and putting the hours in, striving for perfection in everything she’s done. Promote PR, now celebrating 25 years in business, and has proved to be the perfect vehicle for Sue’s passion in grassroots sport. Promote PR has been changing behaviour with powerful PR, content and social media for over two decades. Through Sue’s initial set-up, the company first concentrated on sport and then the fitness sector before coming back to sport as the mainstay of business. With a strong team, Sue has since evolved the business and its approach for a more effective delivery of everything it does. Promote PR also does work in elite sport but uses those relationships to drive participation. In addition to her work directly with Promote, Sue is also a trustee for the Women’s Sport Trust charity, getting more media coverage and funding to women’s sport. Giving a lot of voluntary time to projects and campaigns is something that Sue is passionate about. If that wasn’t enough, Sue’s also host of The Game Changers podcast, dedicated to trailblazing women in sport telling their stories. If you’d like to guest on the podcast with Sue Anstiss, email her on sue.anstiss@promotepr.com   Episode highlights -  When is the best time to start your entrepreneurial journey? When you’re young and have little responsibility, or when you’re older and more experienced? Ways in which you can get help to recruit women in a male dominated world, and why you found yourself in that position as a top level male business owner or employee. Why you should call out prejudice and discrimination in order to stop it happening again, and why working for someone else can prevent employees from taking action. Why you need to constantly have a thirst to learn more, and why it’s really important for whatever you want to achieve. Why the boutique sector may be giving people the wrong impression of the fitness industry, and how it can negatively affect mental health when it comes to perception. Why the fitness industry is focused on unrealistic behaviour and makes members feel guilty for not using what they pay for, as opposed to inspiring them to engage. The difference between sport and fitness, and how sport can boost confidence whereas fitness in some ways increases self-consciousness. Why you need to think of the things that could come along tomorrow that would negate any benefit that you offer in business. Broaden your offering or know what benefit you’d offer if a disrupter entered the market.   Join Matthew Januszek in conversation with Sue Anstiss MBE…

Dennis Yu is more than just a digital marketer. As CEO of BlitzMetrics, he’s built a company contributing to tomorrow’s future, partnering with schools to teach young adults. With his experience, they’re learning the processes that saw him making $80,000 a day on Facebook ad serving a decade ago and more. Watch the episode on YouTube. Dennis Yu has lived a life of learning. As a child, his father encouraged him to the point where he was doing calculus by the time he was eight years old. Dennis’ passion for numbers continued to develop through struggling with English, growing up in a Chinese family. Dennis could communicate better through figures and equations than he could with words. That is, until he studied the Oxford English Dictionary for three hours every day and went on to represent California in the national spelling bee. This drive and determination fuelled his natural entrepreneurial ability, from selling candy and sweets at school to selling traffic and attention online. Through his parents, Dennis got access to some of the first computers. His endless thirst for education meant that he was head and shoulders above others that needed his knowledge. Today, Dennis specialises in digital marketing, Facebook advertising and revenue optimisation while still finding time to host inspirational keynotes and contribute to a multitude of publications. Hear how he embraces his data geek nature to continue an astounding level of personal growth. BlitzMetrics is a digital marketing agency that partners with schools to train young adults on how to drive sales through social media and digital opportunities. Everything that Blitz does is governed by process, meaning that new students can come on board knowing nothing, and learn how to generate leads and revenue for multinational companies. BlitzMetrics is trusted by and has worked with Rosetta Stone, Wall Street Journal, Golden State Warriors, Social Media Examiner, Escape Fitness and more. For more information: https://blitzmetrics.com https://www.linkedin.com/in/dennisyu   Episode highlights -  How struggle can create a competitive nature to overcome any challenge and excel at something beyond the expectation of others. Facing the complexity of computing that seems very difficult, but can be straight forward if you just trust yourself to dive in and educate yourself. How many entrepreneurial journeys start at school, selling sweets or candy and making a profit through natural business mindset at an early age. How to embrace what you do know and appreciate your own abilities, even if you suffer from imposter syndrome in your job. How social networking started and grew, even 10 years before Facebook had been created. Secrets behind targeted ads, smartphone listening and GPS tracking, even if your phone is in airplane mode, and how AI is getting smarter. Why we hear so much about personal brands and why they’re vital to building trust when it comes to business and sales. What is “rational ignorance,” how does it help you and why resulting decisions are almost always made based on relationships. What budget you should be allocating to your social advertising budget, and why it isn’t going to be as expensive as you think to test ideas that work. What we’ll see in the future for digital opportunities and technological developments. How your service or offering has to be driven through morality and ethics, and why anything else isn’t sustainable online. Join Matthew Januszek in conversation with Dennis Yu…

Jason Worthy, president of Life Fitness, has lived the life of both an entrepreneur and executive. Now, his 20 years of fitness experience have led him to the top of the biggest fitness company in the world. This episode of Escape Your Limits is a lesson in staying relevant and keeping your finger on the pulse of fitness market trends. Watch the full episode on YouTube Jason Worthy grew up in the UK with hardworking parents, the youngest of five children. He discovered an entrepreneurial spirit from an early age, retrieving golf balls and selling them back to golfers. Since then he’s always had a desire to work hard and create something from his efforts. Following his education, Jason moved to London to become a fitness instructor and personal trainer with LA Fitness before going it alone. Entrepreneurially, Jason has faced business opportunities that haven’t worked out, discovering new strengths as a result. He has learned how to deal with failure, rejection and how to be resilient. Climbing the ladder of success at the biggest fitness company in the world before moving to the US, Jason Worthy couldn’t be more proud with the position he’s in as president of Life Fitness today. Life Fitness’ purpose is to inspire healthier lives. The Life Fitness family of brands encourages a full spectrum of active lifestyles, ranging from the traditional fitness options provided by Life Fitness, Hammer Strength, Cybex and ICG, activity for older adults and those in rehabilitation offered by SCIFIT, and the casual active pursuits inspired by Brunswick Billiards. Headquartered outside Chicago, in Rosemont, Illinois, Life Fitness is a division of Brunswick Corporation.   Episode highlights -  Reasons why staying calm is a leadership quality that’s often overlooked, and why it’s one of the most important skills to remember. Why it’s important to learn from your mistakes and how they help teach you about yourself to grow in the future. The importance of a morning routine to help you collect your thoughts and own the day. How long it takes to own a job after coming into a new role or starting a new venture. Why you should force yourself to make the difficult positions, including acknowledging your weaknesses in business and how you can get the skills to overcome them. Understanding how unwavering belief and positive mindset can get you much further than intelligence or conventional education alone. How surrounding yourself with progressive and even aggressive people when it comes to business will progress you and the company further, so long as you’re all pushing in the right direction. Set a clear vision and take your message forward. How to hire people that “get it.” Find out if potential employees can get behind the “why” of the company, and then everything cascades down from there. Ways in which you can deal with internal politics and positioning in a positive way. Overcome negativity and work with those that question what you’re doing and think they can do it better.     Join Matthew Januszek in conversation with Jason Worthy…

An A-list master trainer, author and lifestyle consultant, Ashley Borden has faced both personal and professional challenges in her life to overcome them all and forge an incredible entrepreneurial career for the benefit of others. From a teenager with eating disorders, she’s recovered to push her clients with understanding and empathy. It’s a list that’s included Christina Aguilera, Ryan Gosling, Reese Witherspoon, Rumer Willis, and she’s also appeared on TV show Revenge Body with Khloé Kardashian.  In this episode, we learn how it’s never too late to create the best version of you.   Watch the full episode on YouTube    Ashley Borden grew up in fitness. Her mother owned health food stores, while her father owned sporting stores. Both parents were into fitness so Ashley grew up around movement and an understanding of wellbeing, but she was a dancer at heart.   She suffered with eating disorders in her teenage years – compulsive exercise, compulsive eating, anorexia, bulimia – and overcame them through treatment and a change of perspective.   Ashley wanted to learn how to move properly and be more athletic. After discovering how to do this, she felt the need to help others achieve the same understanding of how to have a good relationship with their own bodies. It didn’t take long for her to create her career through doing what worked for her and clients she was instructing.   Ashley Borden is a fitness and lifestyle consultant for some of Hollywood’s most famous faces, publications and television shows.   She’s incredibly driven and goal focused. Ashley created her own space within the fitness industry, having overcome personal struggles and passed on this experience and these insights on to her clients.   With over 40,000 hours of personal training experience, Ashley is also a published author and has appeared on television programmes such as Revenge Body with Khloé Kardashian. She has trained the likes of Christina Aguilera, Ryan Gosling, Reese Witherspoon and more.   For more information visit ashleyborden.com   Episode highlights - Learning how conventional career paths don’t have to be the only route to success. Ashley forged her own education through hiring and learning from others. The importance of removing any negative speak when referring to yourself or thinking about your body. How to ensure you keep your self respect when it comes to picking which clients to keep or which to stop working with, and how to avoid negativity. Why it’s important to remove personal relationships with your clients to avoid any negative association through a lack of boundaries. When to know if something’s too much to do on your own, and why you might have to hold off on potential plans instead of struggling to cope. Why following a fitness programme is so important and how strength training is so important to anyone wishing to achieve their goals. How to monetize opportunity by looking at the bigger picture as a platform, for things like television appearances or segments in other media outlets.     Join Matthew Januszek in conversation with Ashley Borden…

As an aspiring bodybuilder in Birmingham, Dorian “the Shadow” Yates never thought he’d compete at the level of Arnold Schwarzenegger, Lee Haney, Frank Zane and other Mr Olympia winners. That attitude soon changed with success, winning Mr Olympia six consecutive times. His is a story of confidence, determination and belief that we can all learn from for anything that we do. Watch the full episode on YouTube Dorian Yates had his sights on becoming British Champion in bodybuilding. Little did he know he’d be placed among the greats such as Arnold Schwarzenegger, Lee Haney, Frank Zane and other Mr Olympia muscle icons. Dorian lived in the countryside, losing his father when he was quite young. He moved and grew up in Birmingham before his mum decided to leave and he wanted to stay, aged 16. He got into a bit of trouble as a teenager and was sent to a detention centre, but it was here where he cemented his love for hard physical exercise. Always wanted to gain new experiences and travel around the world. Since winning the Mr Olympia bodybuilding competitions six times, he’s done that and so much more. Today he speaks at promotions, motivational appearances and seminars, explaining what his rise to success has taught him and how his approach has changed since retiring from bodybuilding. Dorian Yates revolutionised bodybuilding by setting new standards in body mass and conditioning. He was the first Mr. Olympia at 250 lbs (265 lbs at his best), presenting an absolutely shredded physique with extremely low body fat and outstandingly high muscle density. DY Nutrition is Dorian’s company, including the Shadow Line bodybuilding supplements thatprovide exceptional training performance, with Dorian leading by example through years of Mr. Olympia experience.  Dorian also hosts and runs high intensity training certification sessions for Master Trainers, to pass on his work ethic and methodology to personal trainers around the world. For more information visit http://dy-hit.com/    Episode highlights How your basic personality is influenced by genetics as well as your environment, and how this leads to your level of drive and determination in anything you do. The importance of staying humble, as Dorian Yates still lived in a council flat, sleeping on just a mattress, in Birmingham when he was British Champion in bodybuilding. The difference between a body for competing and a body for functional day-to-day activities or enjoyment, and why the two are very different. The benefit of tunnel vision when it comes to being the best in your field. Why we need to get kids from every nation into sports and fitness to turn any potential negative energy into a positive result. Breaking down your “Everest” goal into achievable sections so that you can take each one as it comes without anything seeming impossible. Before long you’ll be close to your long term target. How to overcome uncertainty and remain confident, staying honest with yourself about what you can achieve and what you have to do to succeed. Why you should do things that benefit your health, both physical and mental, instead of solely projecting what you want people to think of you – unless they’re one and the same.   Join Matthew Januszek in conversation with Dorian Yates…

It’s time that we spark up some debate between fitness industry leaders! As IHRSA is when the world of fitness comes together, what better time to discover fitness trends, the future of what boutique will become over the coming years, and how other sectors of the industry will react? Our guests this week have a combined 80 years in business and entrepreneurship. The biggest question we want answered? Has the boutique fitness industry peaked? Let’s find out. Video Version - YouTube David Collignon, senior VP Blink Fitness Consistency in marketing, branding, and reaching out to people who may not have felt comfortable approaching big box gyms in the past.   Josh Leve, founder and CEO of Association of Fitness Studios Ways in which the industry can make fitness a lifestyle, instead of just an activity of coming in to a location and working out.   Dave Wright, creator and CEO of Myzone Reasons why boutiques as a buzzword is not sustainable, but gym experience anywhere is about group training, functional training and a frictionless experience with the advancement of technology.   Emma Barry, former director of group programming and group exercise at Equinox Why the fitness industry hasn’t been engaging enough over the years, even to the point of taking things for granted, and how boutiques as we know them today have brought a high emotional element to their service.   Steve Vlchek, co-founder of Workout Bar How important experience is in fitness boutiques – that’s about activity in and out of the gym, along with how to create community within everything that an operator does.     Blink Fitness With 80+ locations, with franchise opportunities and plans for plenty more, Blink’s USP is to bring a feel good experience with luxury at a value price. David Collignon joined Blink in 2016 and currently serves as SVP of operations.   AFS The Association of Fitness Studios aims to support industry operators in changing lives, providing resources, expertise and education for any fitness business. Coming from fitness industry royalty (including his dad, the founder of IHRSA), Josh Leve has been behind AFS from the ground up.   Myzone Wearable technology company Myzone shouts about the use of tech to help people feel good about exercise. Creator and CEO, Dave Wright, launched the company in 2011 and has been pioneering gym member engagement ever since.   Equinox Fitness training, PT and studios that inspire you to perform, Equinox offers unlimited group fitness, luxury amenities and exceptional services. Formerly the director of group fitness programming, Emma Barry has a wealth of insight on what makes a successful fitness experience.   Workout Bar Leading the way in what they call social fitness, Workout Bar in San Diego combines a high energy fitness program, utilising the latest in wearable technology along with lighting and immersive sound. On top of that, there’s more to the social scene outside the gym walls, too. Steve Vlcheck is innovating in the space as one of Workout Bar’s passionate directors.   Episode highlights -  What effect boutique fitness has had on the industry, how these changes have been seen in other industries and which sectors lead the charge. Why experience is key and how boutique studios can tailor their service to specific niches and needs of clients who pay Why buying into high emotional elements and hyperpersonalisation is only going to get more of an appealing offering for consumers. How being able to have control and pivot is a key factor to the success of boutique fitness spaces compared to big box gyms. What created the rise of the health club and why the boutique system is / isn’t sustainable over the traditional big box gym. How boutiques have been around for years, and what’s different now that’s causing their popularity. Why financial decisions between pay per visit and EFT can make a huge difference in the longevity of a boutique business. How, while yield per square foot is vital, it’s equally important to consider the experience outside of the gym space as well as in it.     Join Matthew Januszek in conversation with the IHRSA boutique fitness expert panel…

George Foreman III may be the son of the two-time world heavyweight champion and Olympic gold medalist, but it’s the business lessons he’s carried forward from family more than anything. Today, George feels passion for both boxing and business, with foresight and fortune of an entrepreneur. In this episode, we get a lesson in discipline and putting your ego aside. Watch the full episode on YouTube George “Monk” Foreman III says that it was always weird watching his dad on TV, but the fight game didn’t get in the way of family life, as his dad gave his kids all the attention they needed and more. George’s own boxing career saw him go 16-0 as a heavyweight, with 15 knockouts. Managed by his father, he spent training time learning how to grind and never give up, dragging vehicles and performing functional fitness movements such as digging and chopping wood. This not only gave George Foreman III his endurance and strength for the ring, but taught him determination and perseverance for his entrepreneurial journey, too. George Foreman III has always been driven by a passion for boxing in business, ever since his father’s instruction to run the combat element of his own training space. In 2014, George opened EverybodyFights. He’d done his research. Boston was number one city in the nation for percentage of the population with a gym membership. It was also number three in terms of average price paid per membership. Looking into break even points, George’s findings meant that his vision and business plan for a boxing gym made total sense. EverybodyFights has opened five new locations since 2014. New York, Boston, Kentucky, Chicago, and Philadelphia in 2019. Visit everybodyfights.com and unleash your inner fighter.   Episode Highlights Learn ways to ensure that nothing or nobody can push you as hard as you’re willing to push yourself. How to avoid imitation over authenticity in any entrepreneurial venture. Make your decisions based on the belief that your vision is going to work out. Give your brain the opportunity to be creative enough so you can execute your vision, regardless of your situation. Why doing your research on the competition is important before any business venture, even to the point of where George Foreman III physically ran to and toured every location in Boston to see what he was up against. The importance of real estate insight before you even think about what you’d like to do in the building itself. Hear the reasons why you’re supposed to quit. Why nobody else does what’s needed with an innovative venture, and what you need to get through it. The best way to market and why it’s about authenticity and not just advertising to any particular cultural division, nationality, gender or age group. Make it real.     Join Matthew Januszek in conversation with George Foreman III…

Do you know your HIIT from your SMIT training? Fitness studios offer every niche of wellbeing. At ukactive’s Sweat event, we talk to operators at the top of their game for a great understanding of what a boutique offering truly is, and what’s to come.     The Escape Your Limits boutique fitness expert panel:   Jason Tubbs, MD of Another Space Olivia Brafman, head of business at Ministry of Sound Fitness Michelle Dand, group health and fitness manager at David Lloyd Steve Scales, director of client services at ukactive   Watch the full episode on YouTube –      Jason Tubbs, MD of Another Space Joined a panel at Sweat discussing whether the boutique sector has reached saturation, and what the future holds.   Olivia Brafman, head of business at Ministry of Sound Fitness How to understand the journey you’re being taken on in other experience-led industries, and why this works in the boutique fitness market.   Michelle Dand, group health and fitness manager at David Lloyd How gyms and chains can learn from the boutique market to avoid complacency.   Steve Scales, director of client services at ukactive How ukactive use Sweat and other events in driving the value of physical activity by supporting boutiques and informing decisions.     Sweat is a thought leadership event connecting forward-thinking brands, startups, influencers and investors in boutique fitness.   With the boutique sector rapidly growing in prominence, Sweat delivers cutting edge data insights, implementable business knowledge and will motivate and inspire. Guests, panel members, speakers and host include representatives and operators from leading fitness companies and bodies such as ukactive, Another Space, Ministry of Sound Fitness, David Lloyd, Escape Fitness and more.     Episode highlights How complementary branding or processes can help a boutique space (or vice versa with a traditional gym) and why it’s still important to have stand-alone brand perceptions externally. What the membership trends in boutiques are evolving to, and why the pay as you go/unlimited monthly offerings are switching between business models. Hear about the challenges of acquiring the best employees, and why boutiques are more about the performance than the personal training. How to pivot from a completely different industry into fitness and why transitions from the music industry, for example, have been so successful in boutiques. How to centre a fitness experience about the sound, and why nightclub culture is leading the way in boutique studio success. Growth strategies for the coming years and how transatlantic business can influence each other through embracing trends. How to positively introduce evolution and development to a member base that may fear change.     Join Matthew Januszek in conversation with boutique fitness experts from the ukactive Sweat event…

Descendant of fitness industry royalty, Josh Leve is the founder and CEO of the Association of Fitness Studios. An expert in strategic development, he helps thousands of individuals and businesses all over the world.  Watch the full episode on YouTube Josh is the third generation of family members starting a fitness association, following in the footsteps of his grandfather who started the National Court Clubs Association and his father who started IHRSA. He had a background in the management side of fitness studios, scaling and improving health clubs through consulting, advertising, marketing and more. When it came to AFS, Josh embraced his entrepreneurial drive and acted on a big opportunity. The Association of Fitness Studios is made up of a team of people all over the USA. Through combined experience and input from all its members, AFS as a body has become an expert in maximising space and experience for clients. Josh Leve views everything he does with AFS from the pathway of a trainer just starting out their entrepreneurial journey, ensuring that it always has member needs at heart.  AFS is the direct link between studio owners, suppliers, fitness professionals, certifying organisations, and consumers – connecting all segments of this vibrant industry. Its benchmarking reports are renowned for an accurate view of what’s happening in fitness, and SUCCEED! is the association’s major event dedicated to current and aspiring studio and gym operators of all disciplines.   Episode highlights: How boutiques and fitness studios have evolved, with trainers, artists and performers progressing into entrepreneurs and businesspeople. Learn the pitfalls of starting your own business, what effect clients can have on the decision and what alternatives there are if entrepreneurship doesn’t work out for you. How to define a boutique, and what differentiates them from any other gym set up. The importance of a high-touch, results-driven culture within the world of fitness studios. Why success is no longer about differentiation, and why it’s more to do with customer service in the studio sector. The key elements of a successful experience and what locations can do to avoid doing things wrong. The differences between membership models, how to keep members coming back and how high performing studios provide the wow factor. How and why you can avoid dead spaces and lost revenue in your fitness space. Hear about the technology advances that will be driving the industry in years to come.     Join Matthew Januszek in conversation with Josh Leve…