Sean Murphy of Boost Lacrosse - Finding Your Niche

Hey fitness fans, welcome back. This is Eric with the Future of Fitness podcast and the Fitness Marketing Alliance. This is episode number 18. So I talked to Sean Murphy, and Sean owns Boost Lacrosse, which is out in Hanover, Massachusetts. And it's a great episode because we talk about going wide net to sports specific and how you really carve out a niche with something that you're truly passionate about and go all in for it. So Sean, I met him in San Francisco. We're both training in the same circles. He opened a gym in Sostolito and then decided, which was a cross for gym. Then he decided to eventually move out to Hanover and then go with his passion, which is lacrosse. And he's developing quite a business out there. And there's a lot of little lessons on how to get started if that's something that you want to do, because we're all about going in and really carving out your niche and figuring out what that is and owning it 100%. So episode number 18, and it is brought to you by the machine, Fit Pro Edition. So it's a big day. Finally, full stack digital marketing agency service is available to the everyday fitness professional. So you're probably asking, what is the machine? What does that mean? The machine is a periodized marketing system, and it's based on decades of fitness industry experience and predictive analytics. So it's built to deliver ROI within 90 days, but it's so much more. So after the 13-month program, the goal is that every client of the machine will have an automated and evergreen marketing system that query graphs all the aspects of digital and traditional marketing. So we're talking email funnels, pay-per-click advertising, which is Facebook and Google AdWords, search engine optimization, content marketing, social media, co-branding, and so much more. So get off the cycles of crash diet marketing that is just incredibly too prevalent in the industry today and learn how to automate your marketing and lead generation the right way. The angle is what you really want, right? Entrepreneurial freedom. So if you're interested in this, please go to fitness and marketingalliance.com and book your consultation, and we will get touch with you right away and we'll see if it's the right fit. So now on to the show, episode number 18 with Sean Murphy of Boost Lacrosse. He is the CEO and owner of Boost Lacrosse. Sean, thank you. Welcome. Yeah, absolutely. Thanks for having me. Cool. So I've actually known you for a while. I think we first crossed paths about eight years ago when you were opening uh your first facility, which was a CrossFit gym. Yep. Um give give me an update. Like where kind of tell us the story of you know how you got into um fitness and then how you specifically took the dive into Boost Lacrosse.

Um so yeah, I found like a lot of people, I found CrossFit totally randomly out of uh college. Um coached at a local facility where I where I was in San Francisco for a while, San Francisco CrossFit. Um I think that's where we crossed paths for a little bit there. And then uh I opened up my first gym in 2009 in Sauce Leto, which was just north of the city. Uh, then opened up another facility uh a little bit further north, a second CrossFit gym. Um so yeah, I opened those in 2009, ran them until about 2014, and uh sold them both. Um and now I'm up in uh the Boston area and have recently opened up Boost La Cross. So that's been about six months. So open this up and uh we've been doing business for about six months. So we've had it open for about seven and a half or so. Okay. So you own two. So you own CrossFit Saucolito? CrossFit Saucolito and then West Bay CrossFit San Rafel. Okay. Oh wow, I didn't know you owned two. Yeah, this the second one, the the life was a little brief there. Partnered with somebody, didn't go so well, but um but yeah, had that one for about almost two years.

Okay, yeah, we could probably record a whole episode just on selling gyms and everything.

Oh yeah, that was a crazy route.

Yeah, yeah, that is a yeah. Woo! All right, so uh tell me how how did you make, and I I really, you know, we're talking before this, I really like to focus on you know servicing a niche or a niche. I don't know, I'm gonna say that four different ways. Uh, how you really dove into um how you decided to make the switch to go specifically just to lacrosse and how you made that transition.

Yeah, so um, you know, I had played lacrosse, I think I started in first grade growing up, loved the sport, played in college, um, you know, and saw the growth while I was in San Francisco, saw the growth out there of how how big it was becoming. Um, and while I still owned the CrossFit Sauceledo gym, I started training a bunch of the local high school kids there. Uh, and it was, you know, it wasn't specifically CrossFit training, it was a little bit different, more geared towards um, you know, the actual sport, um, you know, adding in a lot of lateral movement, speed work, and agility stuff that you don't typically get with CrossFit. But um, I realized that, you know, not only is it the fastest growing sport in the country at the time, but there's really not a lot of gyms, excuse me, there's not a lot of gyms that are focusing specifically um on that sport. And uh, and it could definitely be much better served than it had been, because a lot of coaches, and I'm sure you experienced this growing up, a lot of high school coaches will take like the football programming and just add that to anybody's sport, which in reality, uh especially now as these sports are getting more competitive for kids to play in college or even beyond that, you have to really specifically address what's going on in that sport or or water polo you played or whatever it is. So um, yeah, so I just I realized that you know it's the fastest growing sport in the country. Uh, I was kind of done with the CrossFit World. Excuse me, we'll keep editing those up. And um I was done with the CrossFit World and You know, where I moved in Boston, the South Shore of Boston, it's a enormous sport here. Uh, and there's a lot of kids that want to play at that next level at the D1, D3 level. Um, you know, and focusing strictly on that niche, there's enough business to, you know, do make that happen and do it.

Yeah, I mean, I I I told you before I went to school in Boston, I was coming from the West Coast, I was so surprised at um how big lacrosse was. You know, I think it's if at that time it was like lacrosse was the the East Coast version of Waterpole. Like waterpole is really big in California, right? And you go out east and play it like I did, and people are like, you know, how do you swim? That's that's always the question. Uh so how did you talk to me about like the starting point? Like, how did you start to build that business? Did you you're you were coaching a lacrosse team? Um, is there anything that you did creatively to to kind of market the business when you're getting started?

Um yeah, I mean, I think at the time when I started coaching those kids uh when we were in Marin and at the Sauceledo gym, Instagram had kind of just come into the market. Okay. Um, you know, and and I had always been, I tried to be at least pretty on top of the social media stuff. You know, I've been following that guy, Gary Vanderchuk, which I'm sure you know uh for years and you know, read all of his books. So I always try to stay on top of that because clearly that was where a lot of the business was going. Um so that was one thing I hopped on right away. Got the Boost Lacrosse Instagram account going from day one. And it's funny to look back now, there's posts from back then uh of kids doing workouts, but um that was I I think a huge part to at least getting the name out there. You know, at the time I had no idea I would eventually end up in Boston and open the specifically a lacrosse gym, but um that at least got the ball rolling a little bit. Um, you know, and then there were guys, and I remember really digging deep into this with the with Carl Pauli. I don't know if you remember him. Yep, uh yeah, who runs gymnastics uh or gymnastics wad at the time, which is now uh I don't even remember what he calls it now, but um uh anyways, I remember diving into him or at least his brain and getting getting some knowledge from him because that was basically what he did with his business, was he just focused on the niche of gymnastics in the crosswit world and you know just kept kept trucking along, videos, content, social media, and eventually became a huge business for him. So um, yeah, that's kind of how it all began.

Oh, that's great. Do you target, do you do you speak to the parents or do you speak to the athletes?

The athletes. Uh mainly because a majority of our business is high school and college kids and you know, some seventh and eighth graders. Um we really target those kids because we I know once I convince those kids to come in here, they're gonna convince their parents. Um, you know, and at the age of the parents, you know, so if I'm looking at a high school kid, their parent might be in their 40s, maybe 50s. They're not maybe they're just getting on Instagram, but they're not going to be looking for us. Um, they're more the target the targeted audience on Facebook. When we get on Facebook, we'll go after the parents. Instagram is all about the kids.

Awesome. Yeah, so uh what you're what you're essentially translating is that when one of the things we preach is the fundamentals is know a know your audience, know who they are, and know where they are. Right. So speak to them on the right, on the right uh platforms. How how is your business structured, Sean? How is it classes? Is it private training? Is it a mixture? How do you do it?

Uh it's a mixture. A majority of it is classes. So um, you know, the morning, we still, of course, have adults that come in here. We have adult classes in the morning usually. Okay. Um, and then the afternoon, once school's over, that's when we have the high school kids, we have the fifth through eighth graders come, and then we have, you know, the little bobbleheads that we call them the first graders come in for a little babysitting hour. Um, but yeah, it's all class-based. We'll do one-on-ones. Um, you know, the way I set the gym up, that we have a we almost have like a quarter of a field in the back where it's all turfed out. So we can actually do one-on-ones of work on skill, like not just the strength editioning aspect of it, but also the skill of the sport. Um, and that's where most of our one-on-ones are is just focusing on skill work, but um, the strength editioning part's all in classes.

Great. How do you uh, you know, coming from the general population of CrossFit training, right? And focusing on gen pop and kind of um whatever your your target client was at that time to working in a niche, uh, how has that personally changed your life, right? As far as the the focus or or the your enjoyment with of the process. And then um, you know, what do you see the business advantages of it being?

Yeah, I think personally, um personally I've loved diving back into the lacrosse world again. I've been out for God, I mean, I stopped playing 2004. Um, so I'd been out for a good 10 years or so. Uh, you know, I'd watch the games when they're on TV on Memorial Day weekend, but other than that, I I hadn't played, um, I hadn't really picked up a stick. So it was fun to get back into that. I'm playing again in an old man's league locally. So it's like it's kind of brought me back into it all. Um, but it's it the adventure, you know, with the client, the quote unquote adventure with them is totally different. You know, with adults, it's typically very much the same. It's you know, digging into nutrition, figuring out what the goals are, how can we improve your your everyday life, you know, with your kids or whatever you want to do on the weekends. But um with the kids, it's it's really the path to college for most of them, which is you know, okay, do you want to play in college? All right, what do we need to do to get you there? Uh, and there's a lot more, there's a lot more steps to it. There's there's way more elements to it where, you know, when you're working with a specific sport, because you can now bring in the skill aspect of the sport, um, not just the strength conditioning. So it's a little more complicated, um, but it's fun because you get to really have a huge impact on their future and their life. Yeah.

When uh I know you use I know you use social media, you use Instagram, use Facebook. Do you have any other um some creative ways that you've used to market your business, whether it be, you know, uh just you know, simply being seen at games to um I don't know, any kinds of of email marketing or or um paid advertising?

No, so to be honest with you, I I I haven't done any paid advertising. I did an experiment with Facebook ads uh initially to target those parents. Um and I think they're just so trained at this point to totally ignore the ads that we didn't get anything out of them. So uh I stopped doing that. Word of mouth has been huge. It's always been huge. Um, you know, but then on kind of the I guess the ground level of things, I every kid that signs up gets a t-shirt initially when I opened up and I had I was literally just handing t-shirts out to anybody that visited. Um, you know, and they think it's like, oh, thank you so much for a shirt. But for me, it's like, you know, wear it everywhere you go. Um so I did that. That was huge. I saw kids wearing the shirts all over the place. Um, you know, and of course I had to make sure they were nice enough where they'd wear them so they weren't cheap shirts.

Yeah.

Uh but I think, you know, putting money towards getting like $7 shirts versus $4 shirts, that paid off way more than it would have uh if I kept trying to pay for Facebook ads or or that type of thing. But um that was big. You know, I I basically initially when I when I opened up, I got all the guys that work in the local lacrosse shops. Um I just gave them free memberships in return for them to just talk about it with all the kids that came in the stores. Um that was huge. That that kind of got the word out. So it was little things like that. But um, you know, it's still pretty early. It's six months in, but at this point now we're kind of snowballing to the degree of it's it's a lot of word of mouth. You know, you get some high school girls in here, and then all of a sudden the next week their whole group is in. So it's now it's really word of mouth, but initially it was a lot of just um you know, t-shirts, stickers, you know, and we made those little wristbands uh that Live Strong initially came out with back in the day. Um, you know, kids love wearing those, so those are all over town now.

So little things like that. Yeah, and I feel like that's a huge huge advantage of doing something, you know, in a niche market, right? Yeah. Word of mouth is the circles are so small and so dense that they just the word gets out so quickly. And if we're listening, if you if you haven't figured it out, I'm a big fan of carving out a niche or or going to serving it really well. Uh, because I think it's it's it's really important because you can always expand out from there, right? That's exactly right. You know, uh you can always do that.

Yeah, and we and we started have somewhat expanded, like now we have a hockey team that comes in here because there's a bunch of lacrosse guys that play hockey. Right. Now those guys are getting in, and now you know, I went and found a free hockey goal for the back just in case we need it. But um, yeah, it's it's funny like when you try to grow it organically versus you know trying to just get in front of people on Facebook or whatever it is, when it grows organically, it takes a little bit longer, you know, so I lose more hair, but um it it actually brings in, uh I believe it brings in a much a much more qualified client when it grows organically. Right. Uh people that'll actually stick. Um so it's it's worked so far.

So we'll see. Yeah, and that's huge. And I think you know, you also have the advantage now of of being new and being you know something that's uh unique.

Oh, I lost you there. Oh, there you are. So say that again.

Yeah, I think that's the that's the big part of uh of being something new, and and is that okay, for example, when we first started CrossFit, because we've both been in for a long time, uh advertising wasn't necessary, marketing wasn't out, it wasn't necessary. It was, you know, this the early adopters were all over it, and then telling all their friends about it. And uh at some point I think a lot of gyms had a cap. And now it's completely different. But it seems like you found that that fun space and time, right, where you can you can grow organically and word of mouth really effective.

Yeah, and and again, like focusing on the niche, especially in the little cross world, it's a lot like soccer in the sense that like there's club organizations. Um, and during the summer is when a lot of you know, these big tournaments and showcases and camps happen. So it's very, very easy to really target what you need to be doing and who you need to be going after because it's all in one consolidated, you know, group. Uh so it's pretty easy once you get to that niche.

How uh do you like it better? Do you like it better doing the niche than than the general population?

Yeah, uh yes. I mean, on a on a business level for sure, because now you know with CrossFit, you're almost chasing everybody and anybody. Right. Um, even though in the back of your head you know that only a specific person is gonna do this. Um you you know, it's basically any adult is your your market, uh, because you never know who's gonna adopt that that program. But yeah, I I like it more, it's much more simplified. Um, and you can almost go over the top with it in the sense of you know, you're constantly getting on Instagram or whatever and talking about lacrosse and digging into different lacrosse stuff. So um, yeah, in a business sense, it's much easier.

Cool. That's great. Out of curiosity, what's your philosophy on athletes and sport specification? At what ages do you believe that should happen? Or what's your personal because that's a hot topic right now, right?

Yeah, it's it's yeah. Um, I I don't think it should happen until you get to college, to be honest with you. Um you know, whether or not people, yeah, even even getting into college. Like I played two sports in college. Um I didn't want to give up one uh and um to play the other. So, you know, I I think it's very important as an athlete for these kids to learn that playing other sports is actually gonna help you become a better athlete, uh, which will then help you in your own sport. But we're we're seeing kids now that come in that are in sixth grade, that have given up every other sport and they're just focusing on lacrosse. Um, you know, and I don't know if that's coming from the kid or it's coming from the club coaches or it's coming from the parents, but um, these kids need to learn that it's it's less about you, you know, being the best lacrosse player that you can, it's more about you being the best athlete that you can, and then being the best athlete that you can will then make you a better lacrosse player. Um, you know, so I I think they should be playing multiple sports until they commit to that college program if they do. Um, but you know, it's a it's a whole different world now than when you and I grew up. It's very competitive.

Yeah, it is. I mean scholarships, especially on the men's side now, uh, are very, very competitive. Um how do you see where do you see the sport of lacrosse going in like the next 10 years? Like what at what level do you think it'll be at? Do it will it be like hockey? Will it be will it be bigger than hockey in the United States, or where do you see it going?

I I think it'll be bigger than hockey. I think it might almost be bigger than hockey. Um, you know, a majority of the hockey talent like comes out of this area in New England, and then um I think it's Minnesota, or like the two big or Michigan, something like that. It's the two big hockey areas. Um, I think it'll be bigger than hockey. I think it's youth-wise, it's it's in 10 years, it'll probably be on par with soccer. I think it's just almost all the kids, at least around here now, are playing lacrosse. Almost nobody's playing baseball anymore. Um, but you can see it with the college growth, is incredible. Like Utah just added their program, and I think they're gonna be D1 by 2018. So a lot of these schools that are out west that have historically never even thought about lacrosse, um, they at least, you know, most of them have a women's program now and are all in talks to add men's programs. So um, you know, once those are added, like you see schools like USC and Cal and Oregon, which all have club teams now, but they're not actual Division I teams, I think once they all go Division I, that'll just help grow the sport because you have that many more schools offering scholarships and you know opportunities for kids to play. So um, yeah, 10 years from now, the only the only thing we need to figure out is the uh the pro level. But um, you know, it's all it's growing like crazy. It's nuts.

Yeah, it was getting before I left Santa Barbara, it was getting very popular. I mean, the leagues I had a couple parents um and we did a little bit of training with with their kids, but it was uh they said yeah, they they the leagues were packed, just absolutely packed in California.

Well, the thing with California too, those kids can play year-round. Yeah, you know. Um, so they a lot of the talent now that is coming out of California, people are shocked because they're like, whoa, but these kids can literally play year-round versus New England, where you know, once that snow hits, you're done.

So let's talk about your experience in the sport of lacrosse because uh I was good friends at Boston College with a lot of the lacrosse team. Um one of them uh was a goalie, and I thought that had to be one of the craziest positions to do in sports. I mean, that's that ball, how fast is this ball going?

Now, nowadays can be anywhere from 90 to you know 105 on typically on average miles per hour. It's crazy. And they do they get pads, the goalies? I don't think they get pads, right? So so it the the joke with goalies now is is they're all certifiably crazy. Um to be able to stand in the net. So all they wear a helmet, uh, they have a chest protector that's literally like it's like a thick sweatshirt, um, a cup, gloves, and their stick, and that's it. So like their legs are wide open, their stunt, you know, their their sides, their arms wide open. Um they have a little like neck guard off the helmet, but that's it. So these go they're all crazy.

Yeah. I mean, most most sports I've noticed too that goalies, goalies tend to be one of a kind, right? They are they are just a little they they just think a little bit differently than everybody else. Yeah, just a little off right now. Um tell me what what are like the the physical demands of the sport? I've never played. It looks like a ton of fun.

It looks like something you kind of have to pick up early because of the skills with the you know the stick and and yeah, I mean it's um you know athletically uh or I guess in the just the sense of of of running and and agility-wise and speed, it's it's very similar to um I guess it's it's almost like a combination of taking soccer and football um and hockey just in the sense of the intensity of it, but it's um lacrosse is all based on short sprints, so bursts of speed with a guaranteed rest, a lot like hockey. Um, you know, where they don't they don't have shifts like you would on on uh in a hockey game or as many shifts as you would, but yeah, it's all short bursts of sprints. Um you have to be very agile. Size honestly doesn't really matter in this sport. So unlike football, where all the guys are enormous, um you can be a tiny, tiny guy. You know, we've seen some of the best players have been, you know, in the five, six range. Um they don't need to be big and bulky. The the faster and quicker you are, the better you're gonna be.

So getting back to your business, Sean. Um are there any key metrics that you track in your business? And uh possibly on the flip side of that, are there any metrics that you feel that you should be tracking that you're not?

Oh man, there's probably a ton of metrics I'm not tracking that I should be. Um yeah, I mean it's so I you know I run basically a one-man show here right now. Um so, you know, tracking tracking everything is impossible. Uh the big things I track, at least, you know, obviously the financials, um, you know, I use Zen Planner to manage everything which I used when I had the crossword gyms. Um I just used it again because it's what I knew. But um the big thing for me when you open it up, there's always that dashboard is the first thing you see, and it kind of lists, you know, everything you're due that month, your growth. It shows you a little graph. So every single day, I'm probably on that thing at least four or five times, just really digging into the numbers. Um, you know, the biggest number for me is just that average client value over time. Um, you know, for me, that that's I have a goal on what that should be. And, you know, initially, you know, we we discount a lot of memberships just to get people in the door, and you kind of do you know favors every now and then to get people in that you know are influencers. But um, you know, the the goal is to get that number to creep up. Um, so that's a big number for me to track that. Uh, you know, and then obviously all the all the random things like late bills and all that, just to make sure everything's paid on time and and you're getting uh all the money that you do. But yeah, financially and business-wise, those are the big ones for me. Other than that, it's a lot of it's social media. It's just um, you know, stay in Instagram is the main thing I use. I still haven't gotten into Snapchat. I'm very uh very old now, so learning how to do Snapchat is just impossible for me. But um I've been focusing a lot on Instagram, but like following those numbers is huge and figuring out you know when people are viewing the videos, what the you know, the the best time to post those things is. Um, so learning all of that on the go is has been incredible, but those are the big numbers that we watch.

Okay. So where do you see uh where do you see boost across in in two years? And then do you have a do you have a plan to get there or uh you know milestones that you want to be hitting? Yeah.

Um yeah, I mean, membership wise, you know, I'm hoping by the end of the year we're at 100. Um, you know, we're right on we're right about on target. We're about 50 now and we're six months in. So um, you know, membership wise, I think we'll hit that. Um, you know, if I have to look a couple of years down the road, I definitely want to have this be more of a nationally known name. And I, you know, I don't I don't have no plans on expanding gyms and having more than one. I always want this to be the one facility, but um down the road, I do want to start doing seminars where we travel around a lot like Carl did with his gymnastics, travel around the different parts of the country and kind of teach um, you know, our program and and teach the kids how to do the movements, you know, focus them on certain movements, specific movements that will benefit them more than you know, others in the gym, but just teach them how to run this program on their own and kind of what's behind it so they can kind of run this on their own in their offseason. So um, you know, those are the kind of the big views. We definitely I gotta get my podcast going back in um again. I briefly started it and did one episode and haven't gotten back to it since we opened, but um, yeah, I mean it's it's you know, I want to push more content, I want to create better content, um, but then just start getting getting out there outside of just New England and the Boston area for sure.

Cool. Do you have a uh do you use anything when you're producing content? Because I know you've done a lot in the past with your other gyms, but do you have a system to producing content or do you kind of God no?

I so I again I do everything, so everything's just on the fly when I have time to squeeze it in. Um, you know, one thing that's been popular, we've been posting um I and I don't even think it's the right word for them, but I've been posting vlogs on Instagram and on YouTube. Uh they're just minute-long, basically edited videos off of my old school GoPro camera of just a day at the gym. And it's mainly just the workouts and the kids coming in. Um so we got a bunch of those on our Instagram um uh account and then a bunch on YouTube. But yeah, I mean, no, I I have zero, zero schedule, which I should put together, but uh at this point it's just whatever time I have during the day, I'll try to just get something done to get up there.

And I think most fitness pros will uh completely understand that, right? Yeah being being super busy and trying to find in the time for their marketing and things like that. If you had a message for, let's say, you know, uh a fitness professional who maybe you know is doing more general population now, but really has an urge to go sports specific or specifically get into some kind of niche, right? Do you have any advice for them to make that switch?

Uh I mean, I think the biggest one is you you gotta, whatever niche you're gonna pick, you gotta love it. Um like I naturally love lacrosse, I naturally love the sport, um, and I always have. So getting back into it uh was very easy. Um because if you're gonna focus on that niche, you're gonna you're gonna be living, eating, and breathing whatever that niche is. So for me, it's lacrosse, and I'm totally fine with it. I love it. So I think the more you love that niche, um, the better off you'll be because you won't, you won't, you know, you won't care about having to go to local games to promote your business or go to camps or you know, talk to kids that are going to play in college, um, you know, versus just randomly picking field hockey, you know, which I know nothing about and I could care less to go watch. So I think if the more you love the niche you're picking, the better off you'll be because you won't you won't care about going and doing work.

Yeah. And I I 100% agree with you, Sean, too, because I, you know, when now that we what we get to do in the fitness marketing alliance is just talk to fitness professionals. And I always found that I could talk to fitness professionals all day, right? Yep. Um, and nothing against anybody who's uh listening who is a client of my gym, but I didn't, the general population, I just wasn't excited to talk to people all the time or work with them um all the time, you know, in nine years was a long time too. But uh I think loving the people that you're working with and and loving the the industry and all that is that's huge, that's hugely valuable advice, and I appreciate it. So uh if people want to find out more about what you're doing with Boost, um kind of check out and get some inspiration and ideas, where do they find you, Sean?

Uh online, boostlacrosse.com, which we're actually redoing the website now. So hopefully that'll be done soon. Boostlacrosse.com, we're on Instagram at Boost Lacrosse, uh, Facebook, it's facebook.com slash boost lacrosse, on YouTube at BoostLacks. So yeah, you can find us all on those. Cool.

Well, thank you, Sean. Sean's a great guy. Um, I'm sure he'd be happy to help uh if anyone reached out to him if they're they're looking to do something similar. And uh just keep up the great work, man. I'm I'm sure we'll be hearing a lot about Boost Lacrosse in the future.

I hope so. Thanks for having me, Eric. Bye, brother. See ya.

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