Julie Cartwright - 300% Digital Growth and 22 Studios: Pvolve's Omni-Channel Strategy

Hey friends, welcome to the Future of Fitness, a top-rated fitness and wellness industry podcast for over five years and running. I'm your host, Eric Malzone, and I have the honor of talking to entrepreneurs, innovators, and cutting-edge technology experts within the extremely fast-paced industries of fitness, wellness, and health sciences. If you like the show, we'd love it if you took three minutes of your day to leave us a nice supporter review wherever you consume your podcast. If you're interested in staying up to date with the future of fitness, go to futurofitness.co to subscribe and get weekly summaries dropped into your inbox. Now onto the show. Since launching in 2012, they've consistently had one mission: facilitate the best customer experiences with the most cutting-edge solution for franchises, studios, gyms, and boxes. Spanning over 4,000 clients in 40 plus countries, TeamUp has a vast global network with its roots right here in North America. Whether it's AI, new features, new partnerships, and new markets, TeamUp's sites are set on raising the bar of the industry to enable their customers to perform and operate at the highest level locally, nationally, and overseas. However, the most reliable APIs in the market, you can deliver premium customer experiences and scale your fitness enterprise with the strongest technological infrastructure our industry has to offer. Empower your staff, engage your members, and unlock your next chapter of growth with software designed for you. For a limited time, get a very generous 50% off your first month. To redeem the offer, simply contact the TeamUp sales team and use the promo code the Future of Fitness. Head to goteeup.com. That is G-O-T-E-A-M-U-P dot com. Hey friends, this is Eric Malzone, and this episode of The Future of Fitness is brought to you by the Podcast Collective. Since our inception in 2023, we have emerged as the fitness, health, and wellness industry's premier podcast placement agency. We're honored to work with many of the industry's most prominent technologists, thought leaders, startup founders, and business executives. Why? Because they recognize that being on podcasts is the most effective way to authentically connect with their specific target audiences and rapidly grow a lucrative professional network. From podcast placements to speaking engagements, go-to-market strategies to investor relations, and media kits to press releases, the podcast collective brings a level of professionalism and deep industry expertise that can only be achieved by spending decades in the trenches. If you are a startup founder, business executive, emerging thought leader, or simply a savvy operator that understands the power of authentic media, learn more at podcastcollective.io and feel free to book a 30-minute strategy session with yours truly. Traditional media is dying on the vine. Podcasts are rising quickly to fill the void. Do not miss the boat. That's podcastcollective.io. Are we live? Julie Cartwright, welcome back.

Thanks, Eric. Great to be back.

Yeah, it is. It's uh it's always a pleasure chatting with you and uh really a fan of the P Volve brand and the business, the model. It's so unique that it's uh it's hard to keep eyes off it and see what you guys are up to next. I think a lot of people are always interested in in how you guys are doing business and how it's evolving for you and the challenges and the wins and all of that. So it's it's been about a year, I think, since I had you on. Uh and I know there's a lot going on in your life and your business. And maybe we can just start with that. You want to give us a little update like where are you at at PVOV right now between the franchises and the digital and the all the things that you guys have going on?

Yeah, definitely. I personally can't believe it's been a year. That's just crazy. So thanks so much for having me back. I think right now where we're at is we just opened our 22nd location on last Friday. So we've got 22 open, three of which are are owned and operated, that we really you know test out the the various programs. So that's that's great. Uh, we're gonna have about 44 open by the end of the year, and we've awarded 72 to date. That's what's happening on the studio and franchise side. And then, you know, really our D2C side of our business, so our proprietary product that we ship globally, and then also our digital subscription that has grown by about 300% in the last year. So we're definitely on a fast growth trajectory right now, which is really exciting and challenging all in one.

Yeah. I really want to get into at some point during this conversation, take a deep dive on what we're you and I were and I called it this. It wasn't your words, but like the flywheel effect that you guys have across of all the different aspects of your business, kind of the tentacles of Pvolve. So that that's right, and and the brick and mortar, I think, is probably the fastest growing thing, at least since we've talked, right? But you mentioned three, like 300% digital, that's pretty big too, especially because I feel like the digital fitness subscriptions across most brands are not growing super fast right now. I don't know if you know, like, do you have insights on that? I'm just saying that I don't I have no foundation for saying it, but that's my feeling.

Yeah, that's my feeling as well. But we have to keep in mind we're we're we were still fairly small. So sometimes uh, I'm not gonna say it was easy, but sometimes the easier growth is in the beginning stages because you're just like quadrupling your business. Whereas like somebody that's in a Peloton, it's got 2.4 million subscribers or something like that, you know, might be going a little bit slower. But we're thrilled with what's happening with our business and we don't see it slowing down anytime soon.

Awesome. Uh maybe for people who aren't familiar with Pvolve and exactly what you guys do, like describe like the whole, the business as a whole, like what everything you guys have going on.

Yeah. So the method, the method itself is functional movement and resistance-based training. And that's really important because it's a it's really a a new modality and market. We started the company in 2017. So we've just been like educating people on a different way to move their body. And we move in all three planes of motion. And really what I think I'm most proud of is the results that we are clinically proven to give to our member. And that is great. You're gonna look amazing. Absolutely lifted butt, toned core, really sculpted arms, strength, mobility, stability. But it's it's all the other things. It it really is, you know, about your stability, your ability to have better balance, to live younger, longer, you know, the the function of your body. So that's what the method itself is. The business model is is really uh amazing, I would say. And I think we were probably crazy when we when we decided to to have this as the business model back in 2018, but really proud of it now. And the business model is we've got a digital subscription and service with like 1500 workouts on it. We've got the digital subscription is always paired with our proprietary patented pieces of resistance equipment because that's the method, the method. So you're always buying the equipment in order to stream at home. But what's important in the fastest growth area of our businesses is that we are franchising. And as part of the franchise business model, the in-studio member. So the in-studio member that is, you know, that the franchise owner is seeing on a regular basis has access to both in studio and then they also have the exact same workout. And I think that's important that they can do at home as part of their membership. So that value. And the reason I say that is because I think Omnichannel has become this thing that everyone says that they are, but we're not a different workout. We're the same workout at home. Uh, and that's we we have the ability to do that because our our equipment is portable and small. It's not like you're buying a couple thousand dollar machine. And so that is really what has been amazing because when these studios are opening up in markets, there's already uh a number of digital streamers in that market that are sort of like waiting for a studio to open. And we've got lots of data to support that. So that's the model that we are building. That is the most important member that we want, you know, that we want to build. And that is a hybrid member, somebody that's working out in studio, and they're also, you know, maybe just one day a month, they are saying, like, oh gosh, I can't get into the studio today. Like my my my baby was sick last night or whatever it is, and they can still get their workout in. So that is it's studio franchising, supply chain, and then digital subscription.

Perfect. Thank you for that. Yeah, it's it's unique. I mean, I don't hear a lot of people Julie talking about omnichannel too much anymore. I mean, it was it was it was kind of a like a pandemic darling phrase. You know, we love our catchphrases here in the industry, they kind of ebb and flow across the years. Um, but I remember distinctly for a good year and a half, maybe two, it was omnichannel was a thing. Everybody was trying to do omni-channel, and and rightfully so, right? It's like people were trapped at home or trying to, you know, a bolster our brick and mortar. So, and as you or I were talking prior to this, I can't think right now off the top of my head of another brand that's doing as extensively as you guys are. So it is it's unique in the Mark Blizz, and I think that's cool. One of the things I noticed when you talk about it too, and even before we start recording, was you talked about it as a practice, right? Which kind of brings you know thoughts to yoga or Pilates, but it's also training, right? It's it's it produces you know some athleticism. So it's it's a very unique modality, which I think probably drives the whole thing, right? It's like this brand, it's this unique type of workout. Of course, you have you know some amazing spokespeople we'll get into in a minute. But uh yeah, I mean, as that's evolved, I don't know if we talked about this last time, but like the science behind the actual training and the practice and the modality, like where did that all come from? Like who's who's the person who came up with that?

Yeah. So Rachel Gasman started the company. I mean, she had been practicing or introduced to functional movement, and she's an entrepreneur, and so she not only got the body that she wanted after countless, like like trying countless other types of modalities, and she really got the aesthetics that she wanted. But more importantly, she started to feel less pain in her body, shed scoliosis. So that was like an unlock for her. She's like, oh my gosh, like people don't realize how critically important she was only 23 at the time. And because believe me, at 49, I know how good it, how important it is to feel good. But she's just like, why aren't more people introduced to like functional movement? And she's an entrepreneur, a daughter of a really successful entrepreneur. And she's just like, you know, maybe we can enhance these effects by, you know, developing product in association with functional movement. So it was really her brainchild. But then we've brought on really highly skilled trainers to evolve the method, everything from how we are, you know, taking the original strength and sculpt, which was more sculpting, to adding low-impact cardio to recovery classes, and then progressive weight training, which is so critically important. We lift heavy because you have to, because muscle unlocks longevity. So, so as we've really been evolving it over time, I think Eric, I could talk forever about the efficacy of what we do. We've invested a lot in that, in in the importance of it. So we've been in three clinical studies. We've got four doctors that sit on our board that are intimately involved in either research or working with our trainers on areas where functional movement and resistance-based training can really help somebody with particular sensitivities. That's been really smart. I mean, and we've we've proven out clinically, like through MRIs and through muscle biopsies, that we're able to significantly increase your lean muscle mass, that we can help you reduce chronic lower back pain, that we can improve your balance, your quality of life. There's so much there, there. And so I think that's that's something that is just like a core pillar of the reasons to believe in what it is that we're doing, because it really fills, I think, a void in the fitness space. Um, and I think we're growing in relevancy because of that.

Yeah, fantastic. And let's um, let's zoom in on like the actual franchise and the brick and mortar experience. Like, walk me through that from a um client perspective, from a member perspective. What is that like?

Yeah, so I'm so lucky. I live in Chicago and we have a location here. Thank God. I'm that and maybe I I made that happen. And so I know the studio experience really, really well. And obviously, I'm surrounded by a bunch of people that are obsessed with it. First of all, I think the in-studio experience is by far the best. I just do. I don't know if I'm supposed to say that, but I'm gonna say in any ways because our trainers are just so, they're like top-notch. They care so much about the function of your body and your ability to get the results that we promised. But you know, you you walk into a very beautiful space. We do have like an elevated um aesthetic, you know, but it's somewhat small. Like there's there's about 1700 to 200 square feet on average. And, you know, the community is is really incredible, very inclusive and welcoming. You go into like really a room where you have this incredible precision mat. So it looks like a giant clock. And that's like a key difference because we want to help you to understand these three planes of motion movements. And so it's not intimidating, it's not anything you you actually have your own space. So you're not on top of each other, like some other methods. And and then you get unbelievable instruction for 50 minutes and you're stretching and you're using a piece of equipment you've never used before, and it's all laid out for you. So it's very concierge in terms of that. And the instructor, I would say that's very different. I obviously go to a lot of boutique fitness, is constantly like educating you in why it's important to be doing these movements, a lot of stability training, a lot of flexibility, a lot of stretching, a lot of lifting and resisting, which you know really builds incredible muscles. And then, yeah, you know, and then and then you leave the class and there's a nice community space uh called the beauty bar. Um, so I don't know if that's what you were asking, Eric, but it's like it's got really cool use of lighting, which is another thing that's really nice and we're extremely clean. That is because we are using about 16 pieces of resistance equipment in any, you know, throughout the day. And so we're we invest a lot in the cleanliness of all of the equipment and and the inside of the studio, which I don't think every, you know, method necessarily puts front and center.

No, not always. The beauty bar, like that was one of the questions I had was like amenities. Do you guys have, you know, do you do stuff like the red light therapies or the the cold plunges and the showers and the the what's yeah? So give us like what what's the luxury component of of this?

Yeah, so there's I mean, there's a lot of like fun, you know, beauty tools in the beauty bar, but we're testing right now a couple of things. We only have 22 locations open. We actually are testing red light because I think that that really complements some of the things that we promise. We also are rolling out compression boots. I don't know, Eric, if you've ever used the NormaSec compression boots, but they're absolutely incredible.

Oh, yeah.

And so we have that as a service. In some of our studios, we've got infrared, but like, and you'll you'll never really see cold plunges and that sort of thing. We we absolutely know that our member is doing in those things too, but it's just not something that we would invest in. Uh, we would more partner with somebody that does it really, really well. So, you know, really it's it's about the the the beauty bar and like what's in there in order to like kind of get ready after class. We actually don't have showers. You're not this this isn't like a Barry's boot camp where you're like sweating profusely. Like you can usually do some stuff with our dry shampoo and the beauty bar area, and it really makes the build-out a bit more economical, too. So we don't have complaints about that.

Yeah, yeah. Interesting. And what is the staffing like for one of these locations? You mentioned you have a very well trained trainer. Well, what else do you need to run one of these?

Yeah, studio manager. And then, you know, usually there's like a coordinator because the the room flip is real. The room flip is real. We're not talking about, you know, nine mega reformers that you wipe down. We are changing out, you know, the the the pieces of equipment, and there's and there's quite a few of them, which is really makes the class super fun. So that's usually what it takes is a coordinator, a studio manager, and then our trainer.

Okay. So let's get into this the flywheel effect, as I call it, not your words, but how does this whole thing interact, right? So you got people of digital subscriptions, they do it at home, they have home equipment, you have the franchises, right? So I presume that's somewhat you know driving people into the franchise locations when it's available, but also the franchise locations will drive people into the digital subscription when they're traveling and things like that. But then also some of this must drive franchise leads as well. So, how's this whole ecosystem working for you on the business development side?

Yeah, I mean, I think it's probably one of the smartest decisions that we made. So, first of all, obviously it's easier to grow a global footprint with digital subscription. It's fast, you know, and it's it's it's not easy to build a digital subscription. It's easy to to to expand globally with a digital subscription. Let me tell you, noted.

Yeah, noted.

Yeah, yeah. So we really started more digitally, uh, which is which is really interesting. I wouldn't say a lot of digital subscription companies then become a brick and mortar company as well, but but we did. And so we we have these like flag flyers in local communities. And we actually, Eric, we actually talk to members through various, like everything from chat to NPS scores to like we're constantly reading people's feedback, but we're also interviewing a member in front of the entire company every single Wednesday. And nine times out of 10, they're digital members because we only have 22 locations open in North America. And we always ask them this question if there was a studio near you, would you work out in the studio? And like 10 times out of 10, they say, Yes, I would die for that. And so, like, we obviously have a relationship with these digital members, these tens of thousands of you know, thousands of members. And so when, and we know where they live, you know, and so when Cyprus, Texas opens, we're able to really tell that member, you know, like, hey, go into that studio. And oftentimes the founding members of all of these freaking mortar locations are digital members. That's what we want. So there's a lot of different ways we can communicate that. But if for some reason a digital member just wants to stay a digital member, there's still a word of mouth advocate in that local community. Because if you practice this method, you're talking about it to people because you look so great, but you know, you also feel amazing. So it really, it really is a one plus one equals three. I say that inside the company all the time. It's it's just it's just a nice to your point, like a nice flywheel. And really that hybrid member, that that that hybrid member at the studio. So the studio member that also has access, because I don't know if I mentioned that, but like if you're a studio member, you automatically get access to our 1500 digital classes. And so it's an added value to sell our membership. And what we found is that if a studio member interacts with a digital class once a month, they are like three times as as valuable as somebody who does it, you know, in terms of lifetime value, retention, engagement. It's also it makes sense to me. It does. It makes sense to me as a woman, you know, that if I don't have to have disruption in my practice, I'm gonna consume it more and and and deepen my relationship. So so that's a really good thing. I think our franchise owners do not ever see us as like competing against them when we're trying to build our digital footprint because we are waiting for somebody to open a studio in those markets and we'll fight like hell to have them become a studio member. Um it's great. And then I think I think you also mentioned, Eric, like we also have a number of owners that are diehard subscribers, too. You don't get the franchise just because you're diehard. You have to have like real business savvy and you know a lot of other things. But yeah, like that's that that's also really helped with Fran Dev, too.

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Yeah. I mean, we're and we're learning too, because again, when we got 22 open, you know, certainly I think that with lifestyle, like with health and wellness, you do want someone who really understands what it is that we are and is able to communicate that in their community. We want someone that is a like an owner operator right now. We want somebody that is tied to their community, connected with their community. But you you also have had to run like high-performing teams. We love, we love, to your point, Eric, a franchise owner that is also a successful franchisee of other concepts in the health and wellness space. And we have quite a few of those. And then there's the then there's also these adjacent business owners, too. And the biggest cohort, which is super surprising, is clinicians. We've got three doctors that are, you know, also owners. And what they're doing is they're tying their practice to preventative health, like PVOL. Um, so that is like a growing cohort of of owners, which I think makes a ton of sense because they're speaking to a member base that's gonna be interested in their other business, which is PVOL. So yeah, that we're but we're learning. But you you definitely you definitely have to have like business savvy, you've got to be a hard worker. You don't just like open this and next thing you know, you're you're profitable the next day. So you gotta be passionate.

Yeah. Well, you know, I think anybody who's owned a gym or a franchise or a fitness health type business, brick and mortar side knows that like you're when you're managing community, that's a very different thing. Like that is very people oriented. And it can be amazing on the great days, right? But community can also come back and bite you in numerous ways. Like uh it's just people, right? You're you're dealing with people and their lives and their personalities and you know, the challenges that they have going on, and you know, you know, who's who's attracted to who uh in certain gyms. That was me talking about the CrossFit space. I was always very, very dramatic all the time. And uh so I think community is a very it's a blessing when we talk about it as you know, kind of the holy grail with infinites, but it's got two sides to it, which it's like it's it's difficult to manage. Like McDonald's doesn't have to worry about community. Yeah, like Taco Bell doesn't have to worry about community, but we do because it's in growth, it's where people go. You gotta make sure it's a good experience, you gotta make sure they feel comfortable, you gotta make sure you have the right type of people there. So yeah, I don't know.

I don't shy away from that, like during Discovery Day or Meet the Team when we're meeting franchisee candidates. I I don't shy away from that because I don't I want them to go in eyes wide open too, you know. And it's funny, I was I was talking to one of our franchise owners yesterday, and you know, she just opened, she's only three months in. Although she's having success, it's challenging. She's she's like drinking out of a fire hose. And she's like, every day, Julie, I am listening to somebody that I am like dramatically changing their lives. I'm like, that's when community is a real good thing, you know, because this woman didn't need to go start a business, but she so believed in this method, super successful woman, and it's the community that is like making her like even more motivated than she's ever been. So, but she's like, it's hard, it's it's hard work. You know, she's going to a wine festival, and her and her husband are gonna work it on all day Saturday, you know. It's just like you don't have to do that at McDonald's, but it's so unbelievably rewarding. So that's a real bonus.

It's a delicate thing. And you know, looking back in my operator career was I had a really great community of people. I mean, there was so many. I look back, we laugh, like, I wonder how many babies and marriages came out of my gym. Like, there's a lot. There's a lot. In fact, the people building the house next door were were part of that. And but that being said, is like whenever I didn't treat it with due respect, um, one of the things that I look back, which was a big error on my side, which was a big learning experience I paid for, was starting to sell these really fast-paced six-week challenges, right? Because it was bringing people in, tons of people all at once, right? Very few of them would stick. And what we noticed is that like our core community started peeling off one by one. They're like, we don't know these people. They're not really like, you know, and it was so it's something you gotta, you really gotta manage. That was a hard lesson, you know, that it that I never repeated again. But I think there's stuff like that. You really have to, you have to work at it. You have to work at the community, you have to make sure it's good and safe. It's it's intact. And I think that's something that operators can maybe they can learn from my mistakes too.

Yeah, no, definitely. We're always learning. You know, I think one of the things that I just I had such a great conversation with somebody that's at Barry's boot camp. I've got mad respect for their community. I've got mad respect for that brand in general. And one of the things, like it's like you have to sell, right? Like you, you, you have to sell, like you, you do, but you have to have a relationship. You have to have a hospitality first approach. And it was just like so it it seems so like like, of course you know that, Julie, but that's really something that we're really hammering home right now. It's like, Eric, I want to know that you've got two kids, that you live in like Montana, that that your your your favorite color is blue, that you've got a dog named, you know, what whatever it is. Like that's that's a really important part of community. And you can't fake it. Like, you can't. And not everyone's got that skill set. You have it, Eric. Like, I've met you, and I and I know a number of people that are just like obsessed with you, but like not all and and you've got to be able to hire for it too. And that is something that is very important because that is what's going to your environment that you create in those four walls is so important. So we're we're definitely leaning in there.

Yeah, it is. And I I've always looked for like how how do you identify those qualities in people, right? And have it. And I have no idea. I don't know. I really don't.

Do you know when they have it?

Yeah, you do.

And you know when they don't, right away, kind of fake.

Like it's you know when they don't right away, but a lot of times it takes a little while for them to kind of kind of like seep into the community to see that they have those community building and nurturing things. And so it's like it's not drastically apparent when they do, but it's definitely when they don't. Yeah. Let's talk about how your role is evolving with all this growth. So we were talking about like you have a lot of things to pay attention to, right? You have the technology of the digital platform. Hey, that's that's an entire business, right? You have the supply chain, and when an eventful year for those with a supply chain this year, right? Yes. The big T-word. And then you're developing franchises, right? Which takes a lot of attention and care. So, you know, how are you managing this rapid growth at this period of time? Like, how do you prioritize? Do you have systems in place? Are you just chasing things on a daily basis? Or are you like, yeah, how does how does one do that from a leadership perspective?

So I hope my investors tuning into this episode. No, I mean it's it's it's it's actually a little insane. It it really is. I mean, we're still small, we're still a startup, we're running three businesses. And I think first and foremost, you got to hire well. You you really do. And you have to have the right team. And I have a really strong team. So I've got a head of supply chain that sometimes knows about the T-word and like the the latest workarounds, like before others know about it, and like has already worked through like 15 different solutions and is and is able to proactively move those forward and bring me right. He's just phenomenal. He's phenomenal. He's been with me for a very long time. So subteam is is really important. I would say, you know, I'm like a uh, I'm like really driven by our mission. I am like so blessed to have this role, and that's how I feel. Like, and my husband sees it all the time. He's just like, sweet, you just like went to bed at 11, you know, because you've been working all day and you're like up at like five, like ready to go, because I'm so excited about the work. But it's but it's a lot. It is a lot. I would say the one thing that I do do um in terms of systems. So a great team, I've hired great leaders. We're we're constantly collaborating and trying to divide and conquer and hold ourselves accountable. But I never like look at the day and I'm like surprised by it. Like plan for it on Sundays. I clean out my calendar, I get prepped for the things that I need to be prepped for. I look the night before to make sure nothing. I mean, like that's like it's so you're probably like, yeah, Julie, everyone does that. But like that's really important because I'm like, um, what's that called? Like where you're shifting. I'm like on a general counsel reports into me, then franchising, then supply chain, then the head of product technology, the head of e-commerce, our our head of revenue marketing reports into me because we don't have a like a CMO. So, so like it's it's it's a little like context shifting all the time. But I I do not like waffle on I like am a real decision maker, I'm listening. I I like people to bring me solutions, I can kind of cut through the bullshit, like move it forward, but it's it's a lot. Yeah. So but I keep lists and I block time to do third certain things, I like prep for things, and but it's it's it's really rewarding, but it's a lot, it's not for everyone.

Yeah. I um it reminds me I I had Ali Alradie on the podcast years ago. He's the founder of Tonal.

Oh yeah.

And uh I asked him, like, what's it like at this point of growth? And this is right, like they were a rocket ship, right? It was like 2019, 2020. And he's like, this feels like building a Formula One car and then learning it to drive it as you're building it. I was like, okay, freak. Like, that's probably what it feels like for a lot of founders or executives in companies that are doing, you know, kind of unique, complex things in a marketplace. Do you have like, I'm sure you do, because all you know, good leaders do, but like mentors or coaches in your life or who people you look to for, you know, the the books that you read or the inspiration that you get. Like, is anybody you want to credit for for that?

Oh gosh. I mean, if you know me, I I I I have a lot of people that I consider my mentors, my go-to people, a new one that is recent, but has taken, and you you probably know him, is the president of Midtown. John, I think it's John Brandy. John Brandy. And he has just taken such a such a real like a real step to help me. Like he, you know, he has. And uh I I'm so like blown away. He just checked on me last night. Like, here's this guy, he's wildly successful, like wildly, you know, and he listened to me. He like thought about some of the things that I was telling him that I needed help on. He he actually recommended that I read the book The Advantage, and I bought it for my entire leadership team. Really good book, just about the harmony that your leadership team needs to have, no matter how smart you are. And there were some things that I'm just like, oh God, I'm doing this. Like, I and you know, like I don't I'm trying to fix. So he's he's a recent one that comes to mind. But like, if if if you know me and you you see me at some of the shows, like my relationships are really real, and I'm not afraid to ask for help. And I don't have all the answers. And so Julie Rice of SoulCycle, like she's become one, you know, just at the end of last year. I go to her and she's just so passionate about my success. Our success, this company's success. I don't, I mean, there's just so many people, and then and that's just in the last year, but like I certainly have people from my like early career that maybe who I am, you know, it takes a lot of hard work. And but you gotta have real relationships and not be afraid to ask questions and get curious. You should see, like, I wish I could churn my camera. Like, I have like 10 business books right here. The tipping point, great leaders, nothing, no rules, deaf finding. What the heck is EOS? You know, like all of them, because I'm just like constantly trying to learn.

I think I have like three of those right behind me as well.

I just want to be my best, like so bad.

That's the best line I think I've I just want to be my best so bad. Yeah.

And it's a part of things to try and get there.

That's great. Well, that's what it takes. You know, um, Eddie from uh Affletech was on recently, where just in one of his big things is like the paranoid, survive, right? Like if you're not waking up every morning thinking, like, if I was trying to shut down my business, what would I do? Right. Then it's it's not the best way to live. Like, no one's advocating this is a great way to live. But to be successful and like drive and do the things you want to do, like you said, be the best that you can be. Uh, you know, there has to be a little bit of paranoia, I think, when when you're waking up in the morning and necessarily at the moment you wake up, but like you know what I mean. Like you have to be a little a little paranoid.

Sometimes I'm most first of all, I can totally see Eddie saying that exact word. Like, you know, like like and slept in like three days. That the guy's like conquering the world right now. Like, and he's you know, he's also been a real like mentor and friends. Um, and so like I'm super grateful for him too. But you know, I I think I think sometimes like I do have really hard, sometimes nights, you know, like sure where I'll come off of a really hard day, whether it's like personnel or or or or owners that are just maybe perhaps not that happy with something that we've decided to do. And you know, and I find that the next several days after that moment, it's it's not like I'm crying or or anything like that, but I'm just sort of like God, is this is this gonna turn around for for us? You know, like how are we gonna do this? And I'm really in this state. Those next couple of days after I do that, I am like fire, you know, because I'm just like, nope, that's not gonna take us down. Nope, nope, this is what we're gonna do. And you know, maybe you start like a little earlier the next day, and maybe you're like a little bit more focused, you're moving stuff off your calendar. So I I think it's a huge motivator. I never think I'm the smartest person in the room, ever, ever, ever, ever. I I just I just want to make really great decisions for the company.

Yeah, yeah. It's throughout my business career, I've noticed that whenever something challenging comes up, especially when I feel like my back's really up against the wall, right? Like some all of a sudden, this motivation that you didn't even think you had surges forward and something good happens, right? It's just a it's just unfortunately shitty that it needs to happen that way, that you need to feel some pain and discomfort and additional stress in order to kind of push you to the next level. But I've just seen it too many times. And it's even hard for me to believe when I'm when I'm in when I'm going through it. You know, I'm like, okay, this is the this is the I'm gonna get a job after this, right? But but it always does. It always does. There's always something that pushes you forward and it makes you make a change, maybe gives you that extra bit of hustle. You make those 10 extra calls that day or whatever you need to do. But yeah, it's part of the process.

Yeah, definitely. Like, look, we started the company in 2017. It has not been, I mean, although we've been on a massive growth trajectory over the course of the last couple of years, there's there's been some we went through COVID. Luckily, we weren't a brick and mortar company at the time, but like it still was a hard time, you know, for us even changing the way that we work. We used to be completely in in office together and like just readjusting to that. And so it's that mantra of like, you're not great until you failed. Well, believe me, I've been on the brink like a lot in my, you know, and 28-year career. Like, so I'm thankful for those learnings that I'm not going back, you know? So I think that's um I'm I'm lucky.

Yeah. No, great brand, great brand. You know, something I want to uh chat with you guys about. It's I think you're very intentional in the brand that you have. And once again, I'll reference Brandon Collin because he gives a good talk on inclusive versus exclusive. And when I say exclusive, uh it's not the way that people are thinking, right? I'm thinking like, you know, you're you're being hyper focused on the the type of avatar or the type of person you guys want. Like when I think of PVOL, and maybe it could be for me, you know, a 48-year-old male, but I don't think so, right? But I know my wife, I got it from my wife. I think I told you this three years ago, right? Or you sent it to him, so she tried it because she was going through a back problem. Like, perfect, right? Not gonna give her age or anything like that, but it was it was perfect fit for her at that moment in time. So when you guys look at your branding, are you do you unapologetically go after one particular person? Like, how does that meeting room sit up when you guys are talking about branding and marketing and and messaging?

Yeah, so I get asked this all the time. I I really do, because we actually are free too, Eric. We we really are, but we're super, super focused on her. We are, we we do all of our research on women only because they've been underserved. And like what works for a woman will work for a man, but what works for a man doesn't always work for a woman because of our hormones, you know? And so that that's the part that we're unapologetic about. But we're not curves for women. We have a lot of male trainers, we've got a growing group of men that are members in our studios, but we're not necessarily we're trying to super serve that 35 plus female right now, even though we can serve other people, because we really believe that once we super serve her, we will be afforded the permission to go after athletes, men, you know. And so I get asked that you're not gonna be surprised by this, but by franchisee candidates, you know, because they're like, How are you cutting off half the population? I'm just like, I'm not cutting off half the population. I am super serving an audience that this is definitely gonna work for. And then we're gonna build that with like such such vigor. And then, you know, and then we're gonna start focusing on the other audiences because we were in the position, like we've earned the right to sort of do that. I I I I I sometimes like I was even talking to my marketing team yesterday. I'm just like, okay, we we definitely have that 35 plus female. We've got to show her more and more and more. We do show men too, but it has to be at that weight of who we are right now. So I don't know if that answered your question, but we are pretty deliberate. And hopefully that is the right choice. We think it is.

I think it is. I think there should be more of it. I think we got into a phase of like, well, we're we're for everybody, and that that's not it's not it's not good for the everybody, quote unquote everybody. It's not good for the constituency, the communities. If you can be very clear on who you are, who you serve, let me think about like Equinox, right? Like they're so good at this stuff. Like their branding is so specific. Like it's a luxury brand. And every year they come through with their, you know, uh amazing campaign that everyone's shocked. Then I sit there and I'm like, I'm not shocked that they did this, but I'm glad they did because it's it's just so unique and it gives you something. You know, me on my podcast gives me something to talk about. But I think that's it's a lesson that I think a lot of people should at least look at the case studies like this, right? Like, why was Lululemon so popular when they first got going? Is they had a very, very specific avatar, right? And they nailed the messaging critically, and then it evolved into what they are today. So, you know, there's a lot of different ways to look at it, but I think it's something that I hope people really take to heart, especially even if you're just a single location gym or brand, whatever it may be, like you can still be very specific. So yeah, I think it's really important.

I think it's a great point.

Yeah. Any future, I was thinking about this prior to recording this kind of the last question, but have you guys ever thought, like, do you ever see, let me rephrase it this way. 10 years from now, you and I are having a conversation, you're like, Eric, we crushed it, right? Like everything's amazing.

Yeah, I'm manifesting that. Got it.

Yeah, yeah. Like what would have happened? Like, are you guys do you see yourselves getting into like licensing for like health clubs in that market? Do you see yourself just continuing to expand where you're at? Like, what does that success look like to you?

Yeah, so I'll be careful then too, I guess, because I just like shook my head. Like, I'll be careful to say never, you know, even with like cold plunges. I don't think so, though. Like, I would, I would bet not, but but you never know where this world will take you. And we've tried to like really pay attention to the audience that we serve, and we want to give her exactly what she needs. So and maybe this again is like cliche. I want a profitable network of owners. I really do. I I I need that. I I I think I told you this before we kind of got on here, and our owners know this about me. I take a very, I'm very accountable. I'm very, I've very much care about these these owners, you know, and and the communities that they're setting up. So I think that's going to be like critically important is that they are wanting to own more and more, you know, these owners like want to own more and more because it's paid off for them. So that's like really but I think the bigger thing, and and our founder says this all the time, too, is that like PVOL is still not at all a household name. Like it's just not. Like people are just like, Yeah, I've heard of it. Does Jennifer Aniston like isn't she like tied to the company somehow, you know? And or you'll all of a sudden meet one person at the airport where they're like, oh my god, PVOL has totally changed my life. But like, we're still in those like building blocks. And so when I call you in 10 years and I'm just like crushing it, it's it's people are saying that they do Pilates and PVOL, that that, oh, oh my God, you know what? I'm doing cycling. Like my thing is I cycle, I run marathons, but I I incorporate PVOL. You know, it's just like it's much more of a common thing that you're hearing about because it's so critically necessary if you are doing those things in order to be able to do them longer. So I guess those two things are like, yes, please, that that would be the ideal.

It's almost like PVL becomes an active verb in our lexicon, right? Yeah. Like, you know, that's that's kind of the way the brand should work out. Julia, I know you got to run, you got another interview, busy president. Yeah. But uh it's it's been an elapsive pleasure. What last question? If if people are listening across the industry, is like, what do you need help with right now? If they're gonna reach out to you guys, what would you like to hear from them about?

Oh gosh, I mean, reach out to me. Like I need a lot of help in a lot of areas. Um, and I'm always interested to to hear, you know, from industry folk. But you know, right now we're just I'm just like leaning into our owners. Like I that's that's what I'm doing. I'm leaning into our owners. They're opening up an urban, suburban Canada, the US, east, west, south. And we're just like learning together. And I think that's what I'm I'm really focused on the franchise network at the moment. And I should be with 22 open and 50 in development. So if you have any advice on, you know, that that side of things, um, you know, I'm I'm always all ears, but I'm also I've got older. So those are my partners.

Awesome. Julie, thank you. Uh it's been an absolute pleasure, and we'll uh probably catch up again in another year. Maybe we'll see what happens.

Okay, sounds good. I like it.

Ladies and gentlemen, Julie Carrright.

Hey, wait, don't leave yet. This is your host, Eric Malzone, and I hope you enjoyed this episode of Future of Minute. If you did, I'm gonna ask you to do three simple things. It takes under five minutes and it goes such a long way. We really appreciate it. Number one, please subscribe to our show wherever you listen to it, iTunes, Spotify, Castbox, whatever it may be. Number two, please leave us a favorable review. Number three, share. Put it on social media, talk about it to your friends, send it in a text message, whatever it may be. Please share this episode because we put a lot of work into it. We want to make sure that as many people are getting value out of it as possible. Lastly, if you'd like to learn more, get in touch with me, simply go to the futureoffitness.co. You can subscribe to our newsletter there, or you can simply get in touch with me as I love to hear from our listeners. So thank you so much. This is Eric Malzone, and this is the future of fitness. Have a great day.