Steal This Strategy - The Athletic Club

WEBVTT

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all right that's dave kittel i'm jimmy

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mckay tony maritato is off today and by

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off i mean he's doing his actual job

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uh dave how's it going on this lovely

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thursday get a little brisk here in the

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northeast it's getting a little brisk

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feeling great how are you today i'm doing

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good we've got some good topics you were

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digging you were digging online

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That's why I was a little bit late

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calling the live show.

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I like it.

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All right,

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so one of those things that I liked

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very quickly,

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and I want to hear why you put

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it on the list of things to talk

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about,

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was the guy who owns six gyms in

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New York called The Athletic Club.

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I've never heard about The Athletic Club,

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but if you own six gyms in New

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York, you must be doing something right.

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I mean, something.

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I don't know what it is,

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but why was this on the list?

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What do you want to talk about here?

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sure so this was started during covid this

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was originally free outdoor workouts

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apparently i listened to a podcast of this

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guy uh talking about his company athletic

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clubs uh dane mccarthy i think it is

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so it's interesting it's a it's a

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different model and i know you used to

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live in new york city but let's say

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you were you know back when you were

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living in new york city i could join

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your workout group

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It's the same people.

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So it's Dave, Jimmy, it's Tony Meritada.

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It's the same six, eight, whatever,

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ten people for every Tuesday,

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Thursday at five p.m.

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or every Monday and Friday at eight a.m.,

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whatever it is.

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It's the same exact people,

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which is interesting because it's.

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It's group fitness,

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but it's the same folks,

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not just like Orange Theory.

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Every other place is different.

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Orange Theory, F-Forty-Five,

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any other HIIT class is like you have

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your own schedule or you go whenever you

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want or you don't.

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And this is genius in terms of business

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model because it's going to make people

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really sticky because I'm going to then

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learn

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about Jimmy's family, Tony's family,

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their work stuff.

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You get to learn and build relationships

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more with people.

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And if that person's sick or late or

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whatever,

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then the company doesn't even have to

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reach out to the actual gym member because

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other people are going to be like, hey,

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Jimmy, what's going on?

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Are you sick?

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Did something happen?

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Are you hungover?

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What's going on?

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Why aren't you here?

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And it's a unique model that I think

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would make for a very sticky member to

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continue to pay month over month,

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year over year.

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And so that's probably how they went from

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one to two and two to three and

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all that.

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I love the model.

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I think it's genius.

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I'm actually surprised that Orange Theory

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and all these others don't do the same

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type of thing.

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don't they they don't do that or i've

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never done an orange theory class but i

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would assume that you that well i'd say

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organically those bonds probably form some

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places but this place is it's clearly

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built around those things

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exactly so my wife annie goes orange

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theory yes she recognizes some people that

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are similar same same type of thing i

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used to go to la fitness uh when

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i was in uh high school and college

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and you know summer's home from college

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and if you went to la fitness at

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the same time every that day of the

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week all the time like yes you would

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see the same type of people

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But sometimes you wouldn't.

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Right.

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You would see other people or whatever.

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So it's kind of part of some people's

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gym experience,

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but it's kind of like a leisurely like,

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oh,

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I saw that person here like five times.

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And then I might say to Jimmy, like,

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hey, like, what's up, man?

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Like, I like your shoes or like whatever,

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whatever.

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I like I like your iPod, whatever,

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whatever.

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We spark up a conversation.

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Oh, can I jump in?

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Can we, you know,

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can I work in here and all that?

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So it just happens like building

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relationships at a regular gym or group

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fitness facility.

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It just takes longer for the members to

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meet each other.

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It's genius in terms of

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having your members stay sticky.

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Then over time you roll that snowball down

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the mountain and it becomes an avalanche

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because your original members stay and

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then you're marketing and you're getting

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new members.

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And, um,

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also with this company athletic clubs uh

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ann malum the the founder of solid core

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she sold solid core raised a bunch of

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money built out solid core to like a

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hundred locations something insane and she

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sold solid core for like eighty ninety

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million dollars she invested in this guy

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dane's company called athletic clubs so

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they've been friends or whatever and

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that's the podcast episode that i watched

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and listened of them two talking about

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athletic clubs so

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it's unique and different i just i don't

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understand i mean maybe there's a way for

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us to cross over it's like you know

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physical therapy i know tony has said some

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things over the years of like the same

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types of times of the day or the

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same days of the week and you could

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potentially have some type of a self-pay

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you know group

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rehab group i don't know group self-pay

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group support group or group you know pt

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or something around you know like your dad

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like a stroke or parkinson's or back pain

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or whatever so they're they're in there is

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in engineering terms they'd call it a

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point of failure there's the point of

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failure in my opinion i think that they

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should i agree with you this should be

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done here's the point of failure why in

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my opinion it won't be done because

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medical

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If you break down the word,

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if you use the Latin roots,

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I'm only kidding,

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I have no idea what the Latin roots

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are in medical, although I did take that.

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But that also means hyper-personalized,

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or I should say it feels everything needs

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to be,

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we go back to this term against our

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professional lot, one-on-one and custom.

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And I would push back and I go,

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well, generally, right?

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We learned in school,

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someone with this condition needs

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generally these things.

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I'm not saying that there's not nuance,

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But I think as soon as you cross

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over to healthcare and then group,

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that's where those things kind of,

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they butt heads.

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Organizations have done what this guy,

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Athletic Club,

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is doing successfully before.

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The first one I experienced was,

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The team in training,

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are you familiar with team in training

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from the Leukemia and Lymphoma Society?

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No.

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I want to run the New York City

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Marathon, but it's a lottery to get in,

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and I don't really know what I'm doing.

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Leukemia and Lymphoma Society comes along.

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They talk to the marathon.

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They said, give us a hundred entries.

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We're going to go essentially raffle them

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for charity.

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Jimmy comes along and goes,

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I want to do the marathon.

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Leukemia and Lymphoma Society says,

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I can get you in.

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Just fundraise two thousand dollars for me

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for Leukemia and Lymphoma Society

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research.

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And we'll give you a coach,

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which is mostly a volunteer.

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So I have to show up on Saturdays

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at the National Mall and do my long

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run of the week with these strangers on

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week one.

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And by week eleven,

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we're texting each other and we're hanging

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out.

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So it's embedded in the thing.

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And then on race day.

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So leukemia lymphoma society said,

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how can I turn these Yahoo's who are

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all, all,

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all across the area who have nothing in

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common other than they'd like to

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accomplish something.

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How could I help them accomplish that?

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Dot, dot, dot, and raise some funds.

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It's the same thing with this business.

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I mean,

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that's really – you're going to the gym

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to get healthy, but there is an aspect.

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We're all humans.

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Maybe we're not aiming for it.

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Personally, when I go to the gym,

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I'm not necessarily aiming for it,

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but I have been in clubs, triathlon clubs.

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I don't like to run with a group.

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I do like to bike with a group,

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mostly because biking is long and

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monotonous and it's better.

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Misery loves company.

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So I think you're playing on that where

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it works.

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Wasn't there,

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wasn't there the Lincoln project?

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Wasn't that a workout club too?

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They started working out,

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I think during COVID mass outdoor workouts

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in the spring and summer of twenty twenty

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and I think twenty twenty one same

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concept.

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But this guy is now has six locations.

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So he is he has jumped.

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He has jumped from we're just this loose

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hangout social movement.

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And now they are brick and mortar.

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And the thing that struck out stuck out

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to me is.

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was the first three and a half seconds

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of the reel that you shared,

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the Instagram reel,

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the video you shared with me was,

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if you hate Instagram, sorry, Equinox,

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you're gonna- And Equinox,

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if you don't know,

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Their angle is we are the bougiest of

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bougie gyms in New York City,

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and our towels smell of lavender,

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and they are as soft as clouds,

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and we are – I don't even know

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what Equinox costs.

00:08:30.339 --> 00:08:31.319
I'll Google it in a second when I

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let you talk after going on a rant

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for five minutes.

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But, like, not cheap.

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Wherever they are, not cheap.

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So these guys essentially – I love the

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positioning.

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It's like if you like that,

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you're going to hate us because we are

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not that.

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My ears perk up because I'm like, dude,

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I would never go to an Equinox personally.

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Yeah,

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and I just love the video that he

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posted,

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the one that I share with you guys

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of like, hey, if you love Equinox,

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like you're going to hate us.

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And if you want if you want all

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these amenities like a big locker room and

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like a ton of squat racks and a

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ton of cardio machines to choose from and

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space and I don't know.

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uh,

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perfect professional lighting and

00:09:10.889 --> 00:09:11.530
whatever, what,

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I don't know what else are there pools

00:09:13.231 --> 00:09:14.352
and saunas and things like that.

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And in an, uh, equinox, like what other,

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other like kind of like health and

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wellness services.

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Like if you want that type of stuff,

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you're, you're not for us,

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like you should go there.

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But if you're looking for it,

00:09:23.660 --> 00:09:24.221
I forget what he says,

00:09:24.261 --> 00:09:26.163
but if you're looking for, I don't know,

00:09:26.322 --> 00:09:28.264
um, you know, deeper relationships,

00:09:28.325 --> 00:09:30.047
more accountability, uh,

00:09:30.067 --> 00:09:31.587
that's the thing that's also super

00:09:31.628 --> 00:09:33.308
interesting with the whole business model.

00:09:34.210 --> 00:09:36.191
you can sign up for uh you can

00:09:36.211 --> 00:09:37.772
sign up for orange theory and you can

00:09:37.812 --> 00:09:39.373
pick like either you could do unlimited

00:09:39.413 --> 00:09:41.774
you could do you know one you could

00:09:41.794 --> 00:09:43.274
do four classes a month you could do

00:09:43.294 --> 00:09:44.515
eight classes a month right so you could

00:09:44.535 --> 00:09:46.297
do one class a week or two classes

00:09:46.336 --> 00:09:48.979
a week uh but if you don't book

00:09:49.038 --> 00:09:50.580
a if you don't book a workout i

00:09:51.279 --> 00:09:53.000
don't at some point maybe you get like

00:09:53.020 --> 00:09:55.322
an automated email probably not if you

00:09:55.361 --> 00:09:57.062
don't go to a workout but you're paying

00:09:58.193 --> 00:09:58.693
Orange Theory,

00:09:58.714 --> 00:09:59.634
or if you're paying LA Fitness,

00:09:59.653 --> 00:10:00.794
or if you're paying Equinox,

00:10:01.315 --> 00:10:02.375
no one's coming for you.

00:10:02.434 --> 00:10:03.316
They don't care.

00:10:03.336 --> 00:10:04.395
They're going to just keep taking your

00:10:04.416 --> 00:10:05.475
money, just like Planet Fitness,

00:10:05.495 --> 00:10:06.657
people that sign up for, yeah,

00:10:06.677 --> 00:10:07.756
it's a bit, their business model.

00:10:08.037 --> 00:10:09.957
You sign up for Planet Fitness, you know,

00:10:09.998 --> 00:10:10.998
it's wildly popular.

00:10:11.177 --> 00:10:13.019
Ninety-something percent of people do not

00:10:13.078 --> 00:10:14.639
even go to Planet Fitness because it's so

00:10:14.678 --> 00:10:14.879
cheap.

00:10:14.918 --> 00:10:16.019
It's ten dollars a month,

00:10:16.059 --> 00:10:19.061
and I think Alex Ramosi said ninety-two or

00:10:19.701 --> 00:10:20.581
some crazy number,

00:10:20.600 --> 00:10:21.760
like ninety-two percent or

00:10:21.902 --> 00:10:23.282
ninety-something percent of people

00:10:23.741 --> 00:10:24.961
that sign up for Planet Fitness,

00:10:25.222 --> 00:10:27.462
do not go to a Planet Fitness,

00:10:27.503 --> 00:10:28.903
which is bonkers.

00:10:28.964 --> 00:10:30.004
Now, this is the opposite.

00:10:30.043 --> 00:10:31.304
This is like, we are,

00:10:31.424 --> 00:10:32.365
you have to come.

00:10:33.024 --> 00:10:33.325
Otherwise,

00:10:33.345 --> 00:10:35.385
they'll probably kick you out because

00:10:35.405 --> 00:10:36.225
it's, you know,

00:10:36.245 --> 00:10:38.886
the intention is to actually come and

00:10:39.386 --> 00:10:41.227
build rapport, you know, be in the group,

00:10:41.707 --> 00:10:43.107
build like that camaraderie,

00:10:43.748 --> 00:10:45.168
almost like a team sport kind of thing,

00:10:45.208 --> 00:10:46.568
like, you know, high school sports,

00:10:46.609 --> 00:10:47.710
college sports type of thing.

00:10:48.789 --> 00:10:49.750
And along the way,

00:10:49.789 --> 00:10:51.230
you get the accountability.

00:10:51.250 --> 00:10:53.110
You get kind of like that peer pressure

00:10:53.130 --> 00:10:54.071
of like, oh, I need to show up.

00:10:54.110 --> 00:10:55.750
I need to like not stay out late

00:10:55.831 --> 00:10:57.351
or I need to get up early and,

00:10:57.412 --> 00:10:57.611
you know,

00:10:57.631 --> 00:10:58.751
make sure I get there on time.

00:10:59.692 --> 00:11:00.451
And then guess what?

00:11:00.491 --> 00:11:02.633
You'll be getting results faster.

00:11:02.873 --> 00:11:04.293
Like you're, you know, better health,

00:11:04.732 --> 00:11:05.852
weight loss, if that's your thing.

00:11:05.893 --> 00:11:07.974
If you're focusing on that muscle mass

00:11:07.994 --> 00:11:09.514
gain, like whatever, whatever it is,

00:11:09.653 --> 00:11:11.374
you're going to get those results faster

00:11:11.413 --> 00:11:14.615
because of this whole structure that Dane

00:11:14.654 --> 00:11:14.894
built.

00:11:15.134 --> 00:11:15.575
It's fascinating.

00:11:15.595 --> 00:11:15.774
Why?

00:11:16.195 --> 00:11:18.096
It's because what's the biggest factor in

00:11:18.677 --> 00:11:19.177
results?

00:11:19.817 --> 00:11:20.418
Accountability.

00:11:21.118 --> 00:11:23.379
And the accountability breeds you showing

00:11:23.438 --> 00:11:23.558
up.

00:11:23.619 --> 00:11:24.340
Consistency.

00:11:25.379 --> 00:11:28.322
You doing a pretty okay C-plus workout,

00:11:28.562 --> 00:11:32.304
is way better than doing eleven A-pluses.

00:11:32.384 --> 00:11:33.225
It just is.

00:11:33.905 --> 00:11:34.826
This is not my opinion.

00:11:35.046 --> 00:11:35.687
This is fact.

00:11:35.866 --> 00:11:37.187
You can check me on the C-pluses and

00:11:37.206 --> 00:11:37.707
the A-pluses.

00:11:41.470 --> 00:11:42.890
Three hundred dollars a month is what

00:11:42.951 --> 00:11:43.591
Equinox costs.

00:11:43.610 --> 00:11:44.392
I was just looking that up.

00:11:45.184 --> 00:11:46.105
But you...

00:11:46.144 --> 00:11:47.206
It's got to be more in the cities,

00:11:47.245 --> 00:11:47.405
right?

00:11:47.426 --> 00:11:49.365
Or is Equinox mostly just in cities?

00:11:49.385 --> 00:11:50.225
I don't know.

00:11:50.245 --> 00:11:51.647
That's just what I searched.

00:11:51.746 --> 00:11:53.106
It ranges between two and three hundred

00:11:53.126 --> 00:11:53.706
dollars a month.

00:11:54.106 --> 00:11:55.847
A month.

00:11:55.868 --> 00:11:56.368
It's not cheap.

00:11:56.408 --> 00:11:58.288
But you're buying... People also say,

00:11:58.988 --> 00:12:00.028
I've heard when I was living in New

00:12:00.068 --> 00:12:01.469
York, like, oh, Equinox, like,

00:12:01.589 --> 00:12:02.849
either work pays for that,

00:12:02.969 --> 00:12:04.070
so it's a perk through work,

00:12:04.090 --> 00:12:05.610
which they're probably balking at,

00:12:06.009 --> 00:12:08.350
or I write it off because whatever I

00:12:08.390 --> 00:12:10.150
do, I say this is a networking place.

00:12:10.250 --> 00:12:10.850
Because it is.

00:12:10.870 --> 00:12:11.410
Let's face it.

00:12:11.431 --> 00:12:12.991
Like, this is very much like...

00:12:13.711 --> 00:12:14.613
a networking place.

00:12:15.452 --> 00:12:18.094
But the same type of thing that we

00:12:18.134 --> 00:12:19.254
say like, oh,

00:12:19.495 --> 00:12:20.956
my insurance covers it or not,

00:12:20.995 --> 00:12:22.876
like for physical therapy or whatever.

00:12:23.537 --> 00:12:24.758
If your work pays for Equinox,

00:12:24.957 --> 00:12:26.519
you're paying for it somehow, right?

00:12:26.538 --> 00:12:28.360
You're paying with your time being with

00:12:28.379 --> 00:12:30.100
that company or whatever,

00:12:30.181 --> 00:12:31.902
even if it's complete, a hundred percent.

00:12:32.761 --> 00:12:34.243
I'll take the extra three hundred bucks a

00:12:34.302 --> 00:12:36.384
month in my check and I'll put a

00:12:36.423 --> 00:12:37.365
squat rack in my basement.

00:12:38.785 --> 00:12:40.006
what i would do i mean right but

00:12:40.147 --> 00:12:41.488
the company the company's gonna say no

00:12:41.508 --> 00:12:42.469
we're not gonna give you three hundred

00:12:42.489 --> 00:12:44.289
dollars extra it's either you get a free

00:12:44.350 --> 00:12:45.890
membership you know because they probably

00:12:45.910 --> 00:12:47.552
get volume based discounts or something

00:12:47.631 --> 00:12:49.013
anyway what do you what do you think

00:12:49.052 --> 00:12:50.774
the real hang-up is was i right like

00:12:50.815 --> 00:12:53.495
as soon as it becomes medical saying group

00:12:53.537 --> 00:12:55.398
makes us feel like we're not specific and

00:12:55.437 --> 00:12:57.538
we're not we're not laser focused on the

00:12:57.599 --> 00:12:59.860
person in front of us but like all

00:12:59.880 --> 00:13:01.501
the research and a lot of things that

00:13:01.562 --> 00:13:02.962
i pay attention to have said like hey

00:13:03.003 --> 00:13:05.184
yeah getting people to show up is the

00:13:05.225 --> 00:13:07.546
biggest hurdle showing up and completing a

00:13:07.605 --> 00:13:08.147
plan of care

00:13:09.548 --> 00:13:11.750
Looks like group activities lead to,

00:13:12.191 --> 00:13:12.331
I mean,

00:13:12.350 --> 00:13:13.432
I would need someone to prove this.

00:13:13.451 --> 00:13:14.052
This is just all my,

00:13:14.111 --> 00:13:14.753
this is my feelings,

00:13:14.812 --> 00:13:15.514
my hopes and my dreams.

00:13:15.894 --> 00:13:18.076
Group activities feel like when you sign

00:13:18.135 --> 00:13:18.255
up,

00:13:18.296 --> 00:13:19.957
you complete that group activity because

00:13:19.998 --> 00:13:21.479
of this social construct.

00:13:22.000 --> 00:13:23.120
Are we ever going to do that?

00:13:23.240 --> 00:13:24.182
And would it be successful?

00:13:27.672 --> 00:13:28.951
The challenge is, again,

00:13:29.011 --> 00:13:31.452
it just goes against the norm of what

00:13:31.513 --> 00:13:32.974
every physical therapy practice has always

00:13:32.994 --> 00:13:33.153
done,

00:13:33.193 --> 00:13:34.874
which is we're going to treat everyone

00:13:35.014 --> 00:13:35.354
one-on-one.

00:13:35.374 --> 00:13:36.214
They get an assessment.

00:13:36.234 --> 00:13:37.134
They get an evaluation.

00:13:37.154 --> 00:13:38.634
They get a treatment plan, a game plan.

00:13:39.095 --> 00:13:40.174
Couldn't you do both?

00:13:40.215 --> 00:13:40.655
Couldn't you?

00:13:40.696 --> 00:13:42.196
Yes, you get an evaluation.

00:13:42.355 --> 00:13:43.936
I am now saying that you are appropriate

00:13:43.975 --> 00:13:44.736
for this class.

00:13:44.777 --> 00:13:46.216
I have these three classes.

00:13:46.716 --> 00:13:47.937
Based on your evaluation,

00:13:47.957 --> 00:13:49.258
your personalized evaluation,

00:13:49.418 --> 00:13:50.817
one-on-one with Dr. Dave,

00:13:51.437 --> 00:13:52.658
you're going to be in our number two

00:13:52.678 --> 00:13:53.038
class.

00:13:53.922 --> 00:13:55.563
with a goal to maybe work up to

00:13:55.583 --> 00:13:57.024
our number one class in six months.

00:13:57.445 --> 00:13:58.966
And then there's periodic, Hey,

00:13:58.986 --> 00:14:01.708
number one, in case of fire break glass,

00:14:01.828 --> 00:14:03.471
if there's ever an issue, I'm right here.

00:14:03.591 --> 00:14:04.591
And you, and you talk to me.

00:14:05.032 --> 00:14:06.072
And then along the way,

00:14:06.312 --> 00:14:07.254
there's these chickens.

00:14:07.354 --> 00:14:09.655
Hey, like every three months or month,

00:14:09.696 --> 00:14:11.817
whatever you, you, you build it into the,

00:14:12.499 --> 00:14:15.341
into the, into the cake that there's a,

00:14:15.360 --> 00:14:16.642
there's another evaluation, right?

00:14:16.662 --> 00:14:17.062
We do that.

00:14:17.102 --> 00:14:18.384
That's called a reevaluation.

00:14:21.899 --> 00:14:22.740
I, I, so there's some,

00:14:22.841 --> 00:14:23.721
there's some that do this,

00:14:23.760 --> 00:14:25.341
like reload physical therapy, like Dr.

00:14:25.380 --> 00:14:26.721
Ryan Chow here in the city.

00:14:26.741 --> 00:14:28.461
And there's some other practices that do.

00:14:28.481 --> 00:14:29.601
Doesn't Rocksteady do it too?

00:14:29.721 --> 00:14:30.923
Rocksteady, that's whole thing, right?

00:14:30.942 --> 00:14:31.582
Like Parkinson's.

00:14:31.602 --> 00:14:34.202
Well, yeah, Rocksteady is, is all group,

00:14:34.504 --> 00:14:34.703
you know,

00:14:34.744 --> 00:14:37.504
boxing typically kind of formulated around

00:14:37.864 --> 00:14:38.725
folks with Parkinson's,

00:14:39.044 --> 00:14:40.325
but I don't like that.

00:14:40.485 --> 00:14:42.466
Like Rocksteady is just the group fitness

00:14:42.505 --> 00:14:42.926
boxing.

00:14:43.365 --> 00:14:44.946
I don't think any physical therapists,

00:14:44.966 --> 00:14:46.726
they might be involved in terms of some

00:14:46.746 --> 00:14:47.366
instructors.

00:14:47.407 --> 00:14:47.846
They are.

00:14:48.027 --> 00:14:50.990
But it was meant to just be like

00:14:51.009 --> 00:14:53.832
a workout class for punching and for

00:14:53.894 --> 00:14:55.895
rotation and all that for folks with

00:14:55.916 --> 00:14:58.357
Parkinson's.

00:14:58.499 --> 00:15:00.139
There's not enough practices doing this.

00:15:00.301 --> 00:15:03.043
And there's always that great virtuous

00:15:03.104 --> 00:15:04.684
cycle of if you have folks in a

00:15:04.725 --> 00:15:06.407
group fitness class that happen to be in

00:15:06.447 --> 00:15:07.528
a physical therapy office,

00:15:08.188 --> 00:15:10.090
once some of them get banged up dinged

00:15:10.149 --> 00:15:11.850
up they get some new episode they wake

00:15:11.890 --> 00:15:13.751
up with neck pain whatever it is they

00:15:13.772 --> 00:15:16.692
can immediately like schedule that day for

00:15:16.732 --> 00:15:18.173
like a different they could go into the

00:15:18.193 --> 00:15:19.634
fitness class but then they could also say

00:15:19.693 --> 00:15:22.975
hey my neck is painful when i get

00:15:23.015 --> 00:15:24.836
up out of bed or whatever or while

00:15:24.876 --> 00:15:27.238
sleeping i could schedule an evaluation

00:15:27.437 --> 00:15:29.197
maybe continue in the group fitness class

00:15:29.499 --> 00:15:31.158
go through physical therapy get treated

00:15:31.259 --> 00:15:33.821
feel better get right back into the group

00:15:33.841 --> 00:15:36.422
fitness class and both are there to feed

00:15:36.442 --> 00:15:36.841
each other

00:15:37.221 --> 00:15:38.683
I don't know why more practices don't do

00:15:38.703 --> 00:15:38.764
it.

00:15:38.803 --> 00:15:38.904
Well,

00:15:38.924 --> 00:15:41.528
this is why practices open in gyms or

00:15:41.609 --> 00:15:43.051
next to a gym or embedded in a

00:15:43.110 --> 00:15:43.370
gym.

00:15:44.352 --> 00:15:46.375
So it's yin or yang or yan or

00:15:46.416 --> 00:15:46.775
ying.

00:15:47.456 --> 00:15:50.461
It's a gym in a PT clinic or

00:15:50.500 --> 00:15:51.702
a PT clinic in a gym.

00:15:53.393 --> 00:15:54.573
I think the average person doesn't

00:15:54.754 --> 00:15:56.034
understand the difference,

00:15:56.355 --> 00:15:57.535
although I think they understand what a

00:15:57.576 --> 00:15:59.177
gym looks like better than a PT clinic.

00:15:59.197 --> 00:15:59.817
It's like, I don't know,

00:15:59.857 --> 00:16:02.679
rubber bands and BOSU balls in a PT

00:16:02.700 --> 00:16:04.402
clinic and then heavy stuff in a gym.

00:16:05.482 --> 00:16:07.604
And I would venture a guess that most

00:16:07.663 --> 00:16:09.785
PTs would say, yeah, we're all that,

00:16:10.246 --> 00:16:10.927
but we're not.

00:16:11.147 --> 00:16:12.548
We are a separate thing.

00:16:12.587 --> 00:16:14.350
And I think that's, I don't know,

00:16:14.370 --> 00:16:15.630
that feels like a limitation to me.

00:16:18.134 --> 00:16:21.154
So this guy's doing well because he builds

00:16:21.195 --> 00:16:22.054
in social bonds.

00:16:22.715 --> 00:16:23.975
I would love to hear from someone doing

00:16:23.995 --> 00:16:24.495
this already.

00:16:24.534 --> 00:16:25.716
And you mentioned a couple of people doing

00:16:25.735 --> 00:16:26.176
this already.

00:16:26.755 --> 00:16:28.296
I know, and I've talked about her before.

00:16:28.316 --> 00:16:29.235
I'll get her to come on the show,

00:16:29.255 --> 00:16:31.437
but my friend Megan Brown has nothing on

00:16:31.476 --> 00:16:33.636
her website about physical therapy.

00:16:33.777 --> 00:16:35.317
She runs a Pilates studio,

00:16:35.577 --> 00:16:36.278
Pilates and yoga,

00:16:36.878 --> 00:16:38.677
in one of the most competitive zip codes

00:16:38.697 --> 00:16:39.158
in the country,

00:16:39.177 --> 00:16:40.438
one of the most expensive zip codes in

00:16:40.458 --> 00:16:41.918
the country, Alexandria, Virginia.

00:16:42.879 --> 00:16:45.019
And she's doing group Pilates,

00:16:45.259 --> 00:16:46.280
but she's doing it with the eye of

00:16:46.301 --> 00:16:46.900
a PT.

00:16:47.142 --> 00:16:50.383
And she's getting people of all sorts of

00:16:51.264 --> 00:16:53.485
activity types who show up regularly with

00:16:53.544 --> 00:16:55.046
this, not as formal,

00:16:55.245 --> 00:16:56.606
but like these bonds occur.

00:16:57.006 --> 00:16:58.048
And you feel that.

00:16:58.388 --> 00:16:59.708
I don't know how many people feel bummed

00:16:59.808 --> 00:17:01.789
out if they missed their PT appointment.

00:17:01.830 --> 00:17:03.510
But if I missed a group bike ride

00:17:03.530 --> 00:17:04.531
when I was training for a race,

00:17:04.951 --> 00:17:06.452
I did feel like I let someone down.

00:17:07.192 --> 00:17:09.035
And that's simple to build in,

00:17:09.055 --> 00:17:10.277
but not easy to build in.

00:17:10.297 --> 00:17:12.038
You need to create a community where I

00:17:12.058 --> 00:17:13.681
think most PT clinics are worried about

00:17:13.701 --> 00:17:16.403
their EHR and credentialing than they are

00:17:16.443 --> 00:17:19.227
worried about community because that's the

00:17:19.267 --> 00:17:19.948
system they work in.

00:17:20.608 --> 00:17:21.769
I'm not poo-pooing either side.

00:17:21.809 --> 00:17:22.911
I'm saying it's a great idea,

00:17:22.931 --> 00:17:24.633
but it's not easy to accomplish right off

00:17:24.653 --> 00:17:24.913
the bat.

00:17:26.675 --> 00:17:26.935
Yeah.

00:17:26.976 --> 00:17:27.836
So in terms of pricing,

00:17:27.896 --> 00:17:31.201
I'm trying to find the pricing for, so,

00:17:31.240 --> 00:17:33.722
and the website is the dash athletic

00:17:33.762 --> 00:17:34.604
clubs.com.

00:17:35.184 --> 00:17:37.067
And I asked chat GPT for the pricing,

00:17:37.146 --> 00:17:40.609
but it pulled up the old historical New

00:17:40.630 --> 00:17:42.633
York athletic club, which I, that was,

00:17:42.772 --> 00:17:43.192
that was a,

00:17:43.212 --> 00:17:44.354
that was a different brand and a

00:17:44.394 --> 00:17:44.634
different,

00:17:44.734 --> 00:17:46.316
I remember when I first moved to New

00:17:46.336 --> 00:17:46.576
York,

00:17:47.348 --> 00:17:48.670
When I first moved to New York as

00:17:48.690 --> 00:17:49.769
an adult, I was like,

00:17:49.789 --> 00:17:51.171
I need a gym and let's look at

00:17:51.211 --> 00:17:52.211
gym prices in New York.

00:17:52.270 --> 00:17:54.833
And it really was like low, medium, high.

00:17:55.192 --> 00:17:57.814
And it was like New York Athletic Clubs

00:17:57.854 --> 00:18:00.315
was like, I think on the lower end,

00:18:01.556 --> 00:18:03.076
Equinox was the high end.

00:18:03.217 --> 00:18:04.537
And I lucked out because I had a

00:18:05.217 --> 00:18:05.817
JCC,

00:18:05.877 --> 00:18:07.278
I had a Jewish community center in my

00:18:07.298 --> 00:18:07.659
neighborhood.

00:18:08.798 --> 00:18:09.179
Like, I don't even,

00:18:09.378 --> 00:18:10.819
I didn't even like telling people about it

00:18:10.859 --> 00:18:11.400
because I was like,

00:18:11.961 --> 00:18:13.300
don't ruin this little secret for me.

00:18:13.721 --> 00:18:14.761
It was, in my opinion,

00:18:14.821 --> 00:18:16.282
as good as Equinox.

00:18:18.069 --> 00:18:19.750
And never full.

00:18:19.830 --> 00:18:20.951
I wouldn't say never full, but yeah,

00:18:20.991 --> 00:18:23.073
definitely not like busting at the gills,

00:18:23.113 --> 00:18:23.932
but it had a pool.

00:18:23.972 --> 00:18:24.893
That was the thing I need.

00:18:25.012 --> 00:18:25.534
I was a swimmer.

00:18:25.594 --> 00:18:25.874
So I was like,

00:18:25.894 --> 00:18:26.693
I need to have a pool.

00:18:27.013 --> 00:18:28.634
And there was like one New York athletic

00:18:28.654 --> 00:18:29.474
club that had a pool and I had

00:18:29.494 --> 00:18:30.496
to go like thirty blocks.

00:18:30.895 --> 00:18:32.175
So people like, where do you work out?

00:18:32.195 --> 00:18:32.477
I'm like,

00:18:32.576 --> 00:18:33.696
I'd never like to tell them because it

00:18:33.717 --> 00:18:34.998
was the best kept secret in New York

00:18:35.018 --> 00:18:35.137
for me.

00:18:35.198 --> 00:18:36.538
It was the JCC on the Upper West

00:18:36.557 --> 00:18:36.837
Side,

00:18:37.239 --> 00:18:38.739
seventy fifth or something like that.

00:18:38.759 --> 00:18:40.440
The pool overlooked Central Park.

00:18:42.367 --> 00:18:44.970
I'd be breathing between sets and looking

00:18:45.009 --> 00:18:45.650
at Central Park.

00:18:47.112 --> 00:18:47.332
Again,

00:18:47.412 --> 00:18:48.932
I didn't like telling people that because

00:18:48.952 --> 00:18:49.613
it was a goldmine.

00:18:51.734 --> 00:18:53.516
Was that the one on the west side?

00:18:53.756 --> 00:18:54.676
West side, Seventy-Fifth.

00:18:55.579 --> 00:18:56.020
Yeah.

00:18:56.060 --> 00:18:56.260
Yep.

00:18:56.280 --> 00:18:56.961
Beautiful building.

00:18:57.122 --> 00:18:57.342
Yeah.

00:18:57.461 --> 00:18:57.741
Awesome.

00:18:57.863 --> 00:18:58.002
Don't,

00:18:58.083 --> 00:18:59.223
but don't go there because I don't want

00:18:59.243 --> 00:19:00.005
to ruin it for the other people.

00:19:02.548 --> 00:19:03.409
Is this the future?

00:19:03.489 --> 00:19:04.028
I don't know, man.

00:19:04.128 --> 00:19:04.529
I've been, you know,

00:19:04.609 --> 00:19:05.990
I graduated in twenty sixteen,

00:19:06.912 --> 00:19:07.873
almost ten years ago,

00:19:08.314 --> 00:19:12.518
and I feel like this would make business

00:19:13.278 --> 00:19:14.319
take off your PT hat.

00:19:14.339 --> 00:19:15.761
Would this make business sense if you had

00:19:15.781 --> 00:19:16.623
a brick and mortar clinic?

00:19:19.490 --> 00:19:22.392
This whole group fitness dynamic?

00:19:22.432 --> 00:19:24.192
Wouldn't this be good to like beta test

00:19:24.432 --> 00:19:26.532
or like intrapreneur and say, okay,

00:19:26.913 --> 00:19:28.054
for the next twelve months,

00:19:28.334 --> 00:19:29.473
you over there in the corner,

00:19:29.534 --> 00:19:31.454
your job is to get one group of

00:19:31.494 --> 00:19:34.335
five people to show up five times and

00:19:34.394 --> 00:19:35.615
see how many times you can do that.

00:19:36.076 --> 00:19:37.695
And what are the elements that you have

00:19:37.736 --> 00:19:38.196
to play with?

00:19:38.537 --> 00:19:39.636
None of the elements have to do with

00:19:39.676 --> 00:19:40.797
anatomy or physiology.

00:19:41.057 --> 00:19:42.458
Everything has to do with psychology.

00:19:43.259 --> 00:19:44.359
And if we're going to engineer it,

00:19:44.420 --> 00:19:45.560
I think the first thing you say,

00:19:45.681 --> 00:19:46.980
so with athletic clubs,

00:19:47.020 --> 00:19:48.921
it's like you would work, you and I,

00:19:48.961 --> 00:19:49.821
or whoever the group,

00:19:50.241 --> 00:19:51.662
we would work out like the same time

00:19:51.721 --> 00:19:52.882
every Tuesday, Thursday,

00:19:52.961 --> 00:19:54.803
or the same time every Monday, Wednesday.

00:19:55.143 --> 00:19:56.863
So yes, if you had like, if you,

00:19:56.962 --> 00:19:57.942
if your physical therapy office,

00:19:57.962 --> 00:19:59.023
if you had, you know,

00:19:59.064 --> 00:20:00.983
five to ten patients that you're trying

00:20:01.003 --> 00:20:02.243
to, you know, launch this,

00:20:02.943 --> 00:20:04.444
you say to them, like,

00:20:05.424 --> 00:20:07.266
you you have to come like you there

00:20:07.566 --> 00:20:08.767
unless you're sick or whatever you're not

00:20:08.787 --> 00:20:12.009
feeling well ill whatever of course but um

00:20:12.028 --> 00:20:13.529
the intention is like you're gonna get

00:20:13.569 --> 00:20:15.490
text messages from every other group

00:20:15.510 --> 00:20:17.652
member like saying where are you what's

00:20:17.672 --> 00:20:19.212
going on or whatever like why are you

00:20:19.432 --> 00:20:21.713
are you sick or are you sleeping in

00:20:21.753 --> 00:20:22.974
or why are you why being lazy or

00:20:23.015 --> 00:20:24.736
whatever i mean and getting that like

00:20:24.756 --> 00:20:26.477
group accountability i think if you took

00:20:27.017 --> 00:20:28.357
if you started with that and you said

00:20:28.838 --> 00:20:31.181
it's the same people every single time and

00:20:31.201 --> 00:20:32.300
you kind of build it around that,

00:20:32.382 --> 00:20:33.521
I think that that's literally,

00:20:33.563 --> 00:20:34.943
I think this is how he,

00:20:35.263 --> 00:20:35.923
how Dane started.

00:20:35.984 --> 00:20:37.766
It was like free workouts outside during

00:20:37.786 --> 00:20:38.006
COVID.

00:20:38.026 --> 00:20:38.145
Right.

00:20:38.547 --> 00:20:41.528
And then they eventually tightened it up

00:20:41.568 --> 00:20:42.869
in terms of like, I don't know,

00:20:42.910 --> 00:20:43.851
the brick and mortar first,

00:20:43.971 --> 00:20:45.772
or it was the squads out, you know,

00:20:45.873 --> 00:20:47.994
outside, it was the same people that came,

00:20:48.174 --> 00:20:49.895
you know, every day and time,

00:20:49.935 --> 00:20:51.396
same time and every day,

00:20:51.617 --> 00:20:52.538
the same day of every week.

00:20:53.558 --> 00:20:55.299
and then they moved into the brick and

00:20:55.319 --> 00:20:56.601
mortar i'm not sure which one came first

00:20:56.641 --> 00:20:58.381
there but either way like it may it

00:20:58.422 --> 00:21:00.001
seems like it makes it super sticky so

00:21:00.021 --> 00:21:01.343
for any physical therapy practice that

00:21:01.383 --> 00:21:04.203
wants to add this why wouldn't you say

00:21:04.243 --> 00:21:06.865
yeah you take five of your most you

00:21:06.885 --> 00:21:09.826
know avid patients clients that want to

00:21:09.967 --> 00:21:12.828
have the accountability and relationship

00:21:12.868 --> 00:21:15.130
building in your office boom that's how

00:21:15.150 --> 00:21:16.871
you do it i want to

00:21:18.222 --> 00:21:20.365
flesh this out but i want to find

00:21:20.405 --> 00:21:23.730
a psychologist because i think we have the

00:21:23.789 --> 00:21:26.113
fitness aspect down and we know what the

00:21:26.153 --> 00:21:28.055
result wants to be it's the how do

00:21:28.095 --> 00:21:29.957
we get there that's the problem you

00:21:29.997 --> 00:21:31.739
mentioned the word sticky did you ever

00:21:31.778 --> 00:21:33.201
read the book by the heath brothers

00:21:34.375 --> 00:21:35.217
made to stick.

00:21:35.857 --> 00:21:38.040
Essentially, it's a marketing book,

00:21:38.080 --> 00:21:41.164
but it explains why some things stick

00:21:41.184 --> 00:21:42.665
around and why some things don't,

00:21:42.685 --> 00:21:44.307
why people grab onto things and why people

00:21:44.347 --> 00:21:44.509
don't.

00:21:44.868 --> 00:21:45.950
I think it's exactly that.

00:21:45.970 --> 00:21:47.152
You have to make this sticky.

00:21:47.632 --> 00:21:48.713
And I think there are things you can

00:21:48.733 --> 00:21:49.555
do on purpose.

00:21:51.144 --> 00:21:53.464
thoughtfully that you can build you can

00:21:53.525 --> 00:21:55.767
bake into the cake right my cake analogy

00:21:55.787 --> 00:21:57.188
is like if you forget to put sugar

00:21:57.208 --> 00:21:59.489
in the cake batter and then and you

00:21:59.509 --> 00:22:01.490
were called for a cup of sugar you

00:22:01.529 --> 00:22:02.730
bake the cake you pull it out of

00:22:02.750 --> 00:22:04.152
the oven you realize you forgot the sugar

00:22:04.392 --> 00:22:05.692
you could put ten times the amount of

00:22:05.731 --> 00:22:07.733
sugar on top of the cake take cake

00:22:07.753 --> 00:22:10.015
still gonna taste like crap you have to

00:22:10.055 --> 00:22:11.796
bake it in there from the beginning so

00:22:11.855 --> 00:22:14.277
some gamification things i think would be

00:22:14.317 --> 00:22:16.198
good if you tell me we're gonna work

00:22:16.258 --> 00:22:16.838
out forever

00:22:18.185 --> 00:22:19.547
That's hard to get involved.

00:22:19.866 --> 00:22:21.448
If you tell me that the goal is

00:22:21.567 --> 00:22:24.690
general fitness, I feel like that's hard.

00:22:24.890 --> 00:22:26.111
Everything I've ever done has been around

00:22:26.131 --> 00:22:27.912
a marathon or a triathlon.

00:22:28.333 --> 00:22:29.053
It's a thing.

00:22:29.192 --> 00:22:30.773
I know exactly what the event is gonna

00:22:30.814 --> 00:22:30.954
be.

00:22:31.095 --> 00:22:32.414
I know I sort of like it or

00:22:32.476 --> 00:22:33.375
I want to achieve it.

00:22:33.655 --> 00:22:34.737
I know the time and date.

00:22:35.017 --> 00:22:36.657
I know how long between now and then.

00:22:36.919 --> 00:22:38.019
It feels digestible.

00:22:38.539 --> 00:22:39.799
It feels like I'm signing up for this,

00:22:39.839 --> 00:22:40.421
what, forever?

00:22:40.441 --> 00:22:41.121
It's ambiguous.

00:22:41.642 --> 00:22:42.821
What does that also sound like?

00:22:43.123 --> 00:22:43.863
Physical therapy.

00:22:43.962 --> 00:22:44.703
How long do I do this?

00:22:44.884 --> 00:22:46.144
Well, you know, gotta move.

00:22:46.184 --> 00:22:47.566
I have to do these exercises forever.

00:22:48.669 --> 00:22:49.328
I have to do these.

00:22:49.630 --> 00:22:51.070
How many times have you heard that

00:22:51.111 --> 00:22:51.510
question?

00:22:51.830 --> 00:22:53.271
Do I have to do these exercises forever?

00:22:53.332 --> 00:22:54.932
And you're sort of like, man,

00:22:54.952 --> 00:22:55.653
you sound like Jay Leno.

00:22:59.076 --> 00:22:59.516
I mean, yeah.

00:22:59.576 --> 00:22:59.836
If you,

00:22:59.876 --> 00:23:01.337
if you want to stay away from this

00:23:01.397 --> 00:23:02.578
back pain that got you here in the

00:23:02.618 --> 00:23:05.480
first place and you want to also sleep

00:23:05.520 --> 00:23:05.721
better.

00:23:06.803 --> 00:23:08.244
That's the thing that it's hard to like

00:23:08.424 --> 00:23:09.787
get someone to want to jump on that.

00:23:10.268 --> 00:23:10.689
I don't know.

00:23:10.888 --> 00:23:10.989
Like,

00:23:11.028 --> 00:23:12.310
that's where I think like leukemia

00:23:12.351 --> 00:23:13.031
lymphoma society,

00:23:13.051 --> 00:23:14.934
the team in training or other

00:23:14.974 --> 00:23:16.717
organizations have stolen this model of

00:23:17.759 --> 00:23:19.821
fundraising for fitness or fundraising to

00:23:19.842 --> 00:23:21.284
like get in, get into an event.

00:23:21.304 --> 00:23:22.746
You can't get into it with a side

00:23:22.786 --> 00:23:22.945
door.

00:23:24.221 --> 00:23:25.240
I love gamification.

00:23:25.260 --> 00:23:26.721
I would love to see if someone has

00:23:26.761 --> 00:23:27.781
done this already.

00:23:27.821 --> 00:23:29.303
Because whenever we think we've had this

00:23:30.323 --> 00:23:32.483
purely original idea, someone's like,

00:23:32.544 --> 00:23:33.844
yeah, nine people have done this already.

00:23:33.884 --> 00:23:35.144
So I'm not trying to steal an idea

00:23:35.183 --> 00:23:35.644
someone's done.

00:23:35.924 --> 00:23:36.644
I'd love to hear it.

00:23:36.984 --> 00:23:38.204
I'd love to hear where it failed or

00:23:38.224 --> 00:23:39.086
where it succeeded,

00:23:39.105 --> 00:23:40.165
almost due to how I built this.

00:23:40.465 --> 00:23:41.846
But I think a psychologist,

00:23:42.027 --> 00:23:42.886
I don't even know what kind.

00:23:42.926 --> 00:23:43.846
I'm going to call my buddy Jamie.

00:23:43.987 --> 00:23:47.548
He's my go-to question guy for psychology.

00:23:47.627 --> 00:23:49.028
I'll ask him what the elements are or

00:23:49.048 --> 00:23:49.848
if he knows who to talk to.

00:23:51.198 --> 00:23:52.898
So I found, I sent you,

00:23:53.380 --> 00:23:55.280
I sent you a DM of the page

00:23:55.361 --> 00:23:58.364
of membership details for athletic clubs

00:23:58.663 --> 00:24:01.807
and it is two hundred ninety five dollars

00:24:01.906 --> 00:24:02.907
every four weeks.

00:24:03.008 --> 00:24:05.750
So it's comparable to Equinox.

00:24:06.029 --> 00:24:07.070
Same.

00:24:07.131 --> 00:24:08.731
So you could potentially, I mean,

00:24:09.031 --> 00:24:10.733
but I tell you what, if you get,

00:24:11.314 --> 00:24:12.755
if you, if you're looking for results.

00:24:13.615 --> 00:24:16.017
this is the fast track to results like

00:24:16.076 --> 00:24:17.917
with the accountability and the group fit

00:24:17.958 --> 00:24:20.637
like the group accountability at the same

00:24:20.678 --> 00:24:22.818
folks you have to show up you know

00:24:23.138 --> 00:24:24.579
it's a little more geared around that as

00:24:24.619 --> 00:24:26.580
opposed to you take the same two hundred

00:24:26.601 --> 00:24:28.740
ninety five dollars you go to equinox you

00:24:28.780 --> 00:24:30.821
pay equinox they charge your card every

00:24:31.082 --> 00:24:32.682
four weeks every month two hundred ninety

00:24:32.702 --> 00:24:34.903
five dollars no one's going to care if

00:24:34.942 --> 00:24:36.203
you show up to equinox or not no

00:24:36.324 --> 00:24:38.065
one's going to care if you're using the

00:24:38.105 --> 00:24:40.384
pool or not right so what do you

00:24:40.404 --> 00:24:41.665
think of this with their membership

00:24:41.685 --> 00:24:42.066
details

00:24:42.730 --> 00:24:44.653
So I'm looking at it cold first time,

00:24:44.893 --> 00:24:45.653
how it works.

00:24:46.334 --> 00:24:47.595
I love this part of the website.

00:24:47.674 --> 00:24:48.276
Let me get rid of this.

00:24:48.296 --> 00:24:49.217
All right, so how it works.

00:24:49.257 --> 00:24:51.118
If you can't explain how your thing works

00:24:51.199 --> 00:24:52.640
in three steps or less,

00:24:52.940 --> 00:24:54.961
you are stupid or your thing is dumb,

00:24:54.981 --> 00:24:57.344
right?

00:24:57.403 --> 00:24:57.663
And this,

00:24:57.805 --> 00:24:59.326
I'm looking at you physical therapists.

00:24:59.665 --> 00:25:00.807
It's like, sign up,

00:25:00.866 --> 00:25:02.208
tell us what insurance you have,

00:25:02.388 --> 00:25:03.269
find a schedule.

00:25:03.710 --> 00:25:04.490
When does it end?

00:25:04.550 --> 00:25:05.612
Like, I don't know how it works.

00:25:06.251 --> 00:25:07.053
So how it works,

00:25:07.093 --> 00:25:09.193
you choose a location and I would love

00:25:09.213 --> 00:25:10.474
if they had their locations like right

00:25:10.494 --> 00:25:11.035
there, but they don't,

00:25:11.075 --> 00:25:11.756
they are at the bottom.

00:25:11.976 --> 00:25:13.396
He doesn't have six gyms in New York.

00:25:13.416 --> 00:25:14.798
It looks like he's got eight now.

00:25:15.077 --> 00:25:15.817
So that's a difference.

00:25:15.837 --> 00:25:16.679
So he's opening up.

00:25:17.058 --> 00:25:18.539
So how it works, choose a location,

00:25:18.859 --> 00:25:20.201
find your squad.

00:25:20.642 --> 00:25:21.602
That's a cool element.

00:25:21.622 --> 00:25:23.723
That's people-based and not a thing-based.

00:25:24.023 --> 00:25:25.684
And then start- And it's unique.

00:25:25.704 --> 00:25:27.786
This is unique to them, the word squad.

00:25:27.846 --> 00:25:29.887
So I like everything about the how it

00:25:29.928 --> 00:25:32.890
works session of the website, Chef's Kiss.

00:25:33.150 --> 00:25:35.711
Here's what I don't love.

00:25:37.667 --> 00:25:39.634
What's included squad training,

00:25:39.775 --> 00:25:41.740
run club and coaching specific.

00:25:41.780 --> 00:25:43.465
These are all features, not benefits.

00:25:43.526 --> 00:25:44.628
I would love for them to talk about

00:25:44.690 --> 00:25:45.191
benefits.

00:25:46.048 --> 00:25:46.789
Do you understand what I mean?

00:25:47.009 --> 00:25:49.011
Like squad training two times a week.

00:25:50.031 --> 00:25:51.493
I'd love to hear the fact that it's

00:25:51.554 --> 00:25:53.295
like I just have to show up and

00:25:53.335 --> 00:25:54.395
someone's going to like show me what to

00:25:54.435 --> 00:25:56.137
do with people that are about that are

00:25:56.178 --> 00:25:56.577
like me,

00:25:56.798 --> 00:25:58.539
like figure out a way to say that

00:25:58.579 --> 00:25:59.039
cleanly.

00:25:59.580 --> 00:26:01.162
So I think that this is a features

00:26:01.221 --> 00:26:02.542
list and not a benefits list.

00:26:02.583 --> 00:26:03.503
So I would give this like a B

00:26:03.544 --> 00:26:05.425
minus this what's included squad training

00:26:05.445 --> 00:26:06.906
two times a week, specific, personal,

00:26:07.386 --> 00:26:08.848
specific and personal coaching.

00:26:09.388 --> 00:26:10.750
Regular check-ins, okay.

00:26:11.130 --> 00:26:13.990
So there's that reevaluation part of what

00:26:14.010 --> 00:26:15.491
a physical therapist could do with this.

00:26:15.932 --> 00:26:18.294
Squad WhatsApp support group,

00:26:18.634 --> 00:26:19.693
community events and groups,

00:26:19.733 --> 00:26:21.454
and additional classes Friday through

00:26:21.515 --> 00:26:23.076
Sunday, because they're offering Monday,

00:26:23.115 --> 00:26:23.997
Wednesday, Tuesday, Thursday,

00:26:24.017 --> 00:26:24.997
just like Dave suggested.

00:26:25.237 --> 00:26:26.377
So I'd give this a B minus.

00:26:26.438 --> 00:26:28.179
I'd love to talk more about the benefits

00:26:28.578 --> 00:26:29.579
and less about the features,

00:26:29.640 --> 00:26:30.200
but I get it.

00:26:30.400 --> 00:26:31.780
Because then they follow with this,

00:26:32.181 --> 00:26:33.321
membership details.

00:26:33.821 --> 00:26:35.442
It's not that I don't like talking about

00:26:35.482 --> 00:26:36.542
features in a list.

00:26:36.843 --> 00:26:37.403
I like that too.

00:26:38.023 --> 00:26:38.907
I like how they did this.

00:26:39.210 --> 00:26:39.913
But if you're going to give me a

00:26:39.932 --> 00:26:40.717
list of features,

00:26:42.041 --> 00:26:44.263
Give me some benefits above that to lead

00:26:44.284 --> 00:26:44.984
me to the features.

00:26:45.325 --> 00:26:47.066
Give me the what, then the how.

00:26:47.307 --> 00:26:48.667
And this is a very clear list of

00:26:48.728 --> 00:26:48.928
how.

00:26:48.948 --> 00:26:49.587
So yeah, like you said,

00:26:49.627 --> 00:26:51.970
two to five a month, each little squad,

00:26:52.451 --> 00:26:55.012
Tay-Tay and her squad is just twenty

00:26:55.053 --> 00:26:55.693
people or less.

00:26:55.713 --> 00:26:56.835
So I see I'm in a little bit

00:26:56.855 --> 00:26:57.234
of group.

00:26:57.575 --> 00:26:57.795
Listen,

00:26:57.855 --> 00:26:59.016
I can commit to two days a week.

00:26:59.057 --> 00:27:00.278
That feels very tangible.

00:27:00.317 --> 00:27:01.357
It's not just every day.

00:27:01.959 --> 00:27:02.720
I can commit to Monday,

00:27:02.759 --> 00:27:04.320
Wednesday because my schedule works around

00:27:04.361 --> 00:27:04.560
that.

00:27:05.041 --> 00:27:06.182
Dude, how long are these things?

00:27:06.323 --> 00:27:06.982
Spells it out.

00:27:07.042 --> 00:27:08.424
Fifty five minutes, right?

00:27:09.308 --> 00:27:10.891
let lets me know what training style it

00:27:10.990 --> 00:27:13.653
is there is run athletic training plans

00:27:13.712 --> 00:27:16.476
eventually so this is time of day it

00:27:16.516 --> 00:27:18.877
shows oh look at that that's weird time

00:27:18.897 --> 00:27:20.358
of day on their website it's it's in

00:27:20.479 --> 00:27:24.083
white text on white so it's morning and

00:27:24.143 --> 00:27:25.284
evening i don't know if that's on purpose

00:27:25.304 --> 00:27:26.144
they might want to get on that because

00:27:26.164 --> 00:27:29.627
that's very that's creepy yeah i'm not

00:27:29.667 --> 00:27:31.388
sure why that is but uh

00:27:32.441 --> 00:27:33.201
So, I mean,

00:27:33.241 --> 00:27:35.363
this idea as a physical therapist,

00:27:35.423 --> 00:27:36.903
like we didn't mean this to be a

00:27:36.923 --> 00:27:38.125
steal this strategy session,

00:27:38.884 --> 00:27:40.306
but why wouldn't you steal this?

00:27:40.326 --> 00:27:41.727
Like steal this exact thing.

00:27:41.988 --> 00:27:42.807
Be open about it.

00:27:42.827 --> 00:27:44.588
We're doing this exact thing, except,

00:27:44.910 --> 00:27:47.991
except you get someone who has a degree

00:27:48.011 --> 00:27:49.333
in physical therapy to do that.

00:27:49.353 --> 00:27:49.492
Like,

00:27:49.752 --> 00:27:54.736
why wouldn't you just steal exactly this?

00:27:54.796 --> 00:27:55.416
I think it's ego.

00:27:56.913 --> 00:27:58.996
And another great idea for this physical

00:27:59.036 --> 00:28:00.797
therapy practice that's watching to

00:28:00.977 --> 00:28:02.057
potentially implement this,

00:28:02.479 --> 00:28:03.640
you could also have,

00:28:04.059 --> 00:28:05.560
depending on your hours of operation,

00:28:05.780 --> 00:28:07.742
you could have a morning class before you

00:28:07.823 --> 00:28:08.103
open.

00:28:08.403 --> 00:28:11.506
You could have an evening class after you

00:28:11.526 --> 00:28:13.086
close treatment hours, patient hours.

00:28:13.688 --> 00:28:16.529
And those hours of operation are typically

00:28:16.569 --> 00:28:18.372
generating zero dollars for your practice.

00:28:20.093 --> 00:28:22.555
The morning and the evening class of this

00:28:22.835 --> 00:28:24.615
version in a physical therapy office could

00:28:24.675 --> 00:28:27.557
now be generating whatever dollars and all

00:28:27.597 --> 00:28:29.440
that would be not straight profit.

00:28:29.460 --> 00:28:30.820
There's maybe some overhead of like the

00:28:30.840 --> 00:28:32.422
instructor or, you know, some of the,

00:28:32.701 --> 00:28:33.722
you know,

00:28:33.782 --> 00:28:34.942
I already thought of that because I knew

00:28:34.962 --> 00:28:36.463
where Dave was going.

00:28:36.484 --> 00:28:37.904
Dave owns a, let's just switch it.

00:28:38.006 --> 00:28:39.406
Dave owns a brick and mortar clinic now

00:28:39.426 --> 00:28:39.946
in New York city.

00:28:39.967 --> 00:28:41.228
He's, or he's, he's thinking like, Hey,

00:28:41.268 --> 00:28:42.608
maybe I could make more money just having

00:28:42.729 --> 00:28:42.828
one.

00:28:44.269 --> 00:28:44.788
All right,

00:28:44.828 --> 00:28:46.029
we're going to do classes just like you

00:28:46.069 --> 00:28:47.351
said, before working hours.

00:28:47.371 --> 00:28:48.332
We'll say before eight a.m.,

00:28:48.352 --> 00:28:49.373
so it's going to be seven to eight.

00:28:49.792 --> 00:28:50.834
And then you close at six,

00:28:50.874 --> 00:28:51.934
it's going to be six to seven.

00:28:52.654 --> 00:28:53.016
Dave,

00:28:53.476 --> 00:28:54.656
how many PTs do you have right now

00:28:54.676 --> 00:28:56.057
at Concierge Pain Relief?

00:28:56.077 --> 00:28:57.239
Five.

00:28:58.262 --> 00:28:59.183
okay,

00:28:59.263 --> 00:29:00.944
you have to pick one to host the

00:29:00.984 --> 00:29:02.606
morning and one to host the evening.

00:29:02.787 --> 00:29:03.586
You don't have to say their names,

00:29:03.626 --> 00:29:04.587
but put them in your mind.

00:29:05.128 --> 00:29:06.569
Their first objection is going to be like,

00:29:06.789 --> 00:29:07.170
hold on a minute,

00:29:07.210 --> 00:29:08.010
now I got to do this.

00:29:08.290 --> 00:29:09.432
But they're interested.

00:29:10.252 --> 00:29:12.875
You're going to say, my suggestion,

00:29:12.934 --> 00:29:14.096
I'm going to rev split this with you.

00:29:14.115 --> 00:29:14.976
It's a beta test.

00:29:15.436 --> 00:29:17.357
I have a baby and I got other

00:29:17.397 --> 00:29:17.898
stuff to do.

00:29:17.919 --> 00:29:18.878
So Dave's not doing that.

00:29:19.039 --> 00:29:20.280
I ain't doing it.

00:29:20.661 --> 00:29:21.781
But you're going to do it for six

00:29:21.801 --> 00:29:23.442
months and I'm going to rev split this

00:29:23.462 --> 00:29:23.722
with you.

00:29:23.823 --> 00:29:24.002
Okay.

00:29:25.595 --> 00:29:26.435
Would you do that?

00:29:26.516 --> 00:29:28.196
Would you red split this with your

00:29:28.217 --> 00:29:31.999
clinician after costs?

00:29:32.038 --> 00:29:32.778
Sure, why not?

00:29:32.798 --> 00:29:34.200
It's just extra cream.

00:29:34.740 --> 00:29:35.121
Free money.

00:29:37.622 --> 00:29:38.942
And if it takes off,

00:29:39.042 --> 00:29:40.483
this will now be part of your job

00:29:40.624 --> 00:29:42.424
because if it takes off after six months

00:29:42.904 --> 00:29:44.046
and I'm seeing profit on this, yeah,

00:29:44.066 --> 00:29:44.405
I'll take,

00:29:44.685 --> 00:29:45.747
you're showing up an hour early,

00:29:45.767 --> 00:29:46.366
I'll let you leave.

00:29:46.948 --> 00:29:47.968
This is gonna replace some of your

00:29:48.028 --> 00:29:50.549
treatment is what I'm saying because our

00:29:50.589 --> 00:29:51.670
job is actually not treatment.

00:29:51.690 --> 00:29:52.851
Our job is to run a business.

00:29:53.111 --> 00:29:54.071
Treatment is how we do it.

00:29:55.119 --> 00:29:55.319
Right?

00:29:55.359 --> 00:29:56.480
It's just a how, not a what.

00:29:56.560 --> 00:29:57.842
We're running the business because we're

00:29:57.862 --> 00:29:58.461
here to make money.

00:29:58.781 --> 00:30:00.163
Because if we don't make money, this is,

00:30:00.323 --> 00:30:01.324
again, we've talked about this.

00:30:01.564 --> 00:30:02.243
If we don't make money,

00:30:02.263 --> 00:30:03.444
we can't buy cornflakes.

00:30:04.045 --> 00:30:05.586
We can't pay mortgages or rent.

00:30:06.146 --> 00:30:07.406
But we can do that in a great

00:30:07.446 --> 00:30:07.626
way.

00:30:08.028 --> 00:30:09.188
So what other detractors,

00:30:09.208 --> 00:30:11.589
what other reasons to not at least try

00:30:11.609 --> 00:30:11.789
this?

00:30:11.890 --> 00:30:13.230
If you already had the clinic,

00:30:13.451 --> 00:30:14.771
because I'm not going to say to Dave,

00:30:15.511 --> 00:30:16.373
invest in a space.

00:30:16.393 --> 00:30:17.252
That would be too much of a risk.

00:30:17.272 --> 00:30:18.213
But you already have the clinic.

00:30:18.534 --> 00:30:19.595
What are other things that I'm not

00:30:19.634 --> 00:30:20.154
thinking about?

00:30:20.174 --> 00:30:21.576
Because this can't be this simple.

00:30:21.915 --> 00:30:23.057
What are things that I'm not thinking

00:30:23.076 --> 00:30:23.297
about?

00:30:24.332 --> 00:30:26.073
How would you get your first five people

00:30:26.133 --> 00:30:29.213
to be in this person's squad?

00:30:29.233 --> 00:30:30.334
Current clients, I'm guessing?

00:30:31.773 --> 00:30:33.115
Current patients, current clients.

00:30:33.555 --> 00:30:36.615
It might help if you grabbed, you know,

00:30:36.875 --> 00:30:39.317
three, four, five of them, ask them to,

00:30:39.416 --> 00:30:41.298
you know, speak or say, hey, well,

00:30:41.317 --> 00:30:41.718
I don't know.

00:30:41.917 --> 00:30:42.798
We'll pay you for your time.

00:30:42.877 --> 00:30:43.657
Or can we, you know,

00:30:43.698 --> 00:30:44.679
can we have like a meeting?

00:30:44.699 --> 00:30:45.598
Can I pitch you something?

00:30:45.919 --> 00:30:46.818
Maybe it's just impromptu.

00:30:46.838 --> 00:30:47.339
Maybe it's like, hey.

00:30:47.359 --> 00:30:48.339
Why would you do it impromptu?

00:30:48.797 --> 00:30:49.778
the three,

00:30:49.978 --> 00:30:52.019
you three that happen to be here, right?

00:30:52.660 --> 00:30:55.182
I have an idea and you, you know,

00:30:55.261 --> 00:30:56.743
each of you kind of mentioned like you

00:30:56.763 --> 00:30:59.105
love coming, you love the, I don't know,

00:30:59.145 --> 00:31:00.926
the accountability of like a schedule and

00:31:01.007 --> 00:31:01.607
someone, you know,

00:31:01.627 --> 00:31:03.169
booking appointments and like,

00:31:03.189 --> 00:31:04.871
you like that this is on your calendar.

00:31:04.911 --> 00:31:06.332
You said that you look forward to coming

00:31:06.372 --> 00:31:06.632
here.

00:31:07.051 --> 00:31:08.032
You like the atmosphere,

00:31:08.093 --> 00:31:09.654
you like the culture or whatever.

00:31:10.174 --> 00:31:11.675
So you have to kind of self-select like

00:31:11.736 --> 00:31:12.856
who is kind of already

00:31:13.996 --> 00:31:15.997
a person that's kind of eager for for

00:31:16.017 --> 00:31:16.498
your service,

00:31:16.538 --> 00:31:18.019
the core physical therapy service.

00:31:18.699 --> 00:31:21.461
And then assuming maybe in the beginning,

00:31:21.500 --> 00:31:21.681
like,

00:31:22.001 --> 00:31:23.482
you might want to have some folks that

00:31:23.522 --> 00:31:24.884
like they already kind of get along,

00:31:24.923 --> 00:31:25.084
right.

00:31:25.124 --> 00:31:26.163
So like folks that are doing their

00:31:26.204 --> 00:31:27.945
exercises and being, you know,

00:31:27.965 --> 00:31:29.287
they're treated in the office,

00:31:29.307 --> 00:31:30.467
they've already maybe met each other,

00:31:30.487 --> 00:31:31.528
they said hello, whatever,

00:31:32.288 --> 00:31:33.809
you get those folks together.

00:31:33.890 --> 00:31:35.510
And that would be your first maybe three

00:31:35.530 --> 00:31:38.252
to five members or to test this.

00:31:38.777 --> 00:31:41.118
You have intimate knowledge about these

00:31:41.679 --> 00:31:43.861
persons' physical capabilities.

00:31:44.280 --> 00:31:46.643
And because that thing we love to tout

00:31:46.682 --> 00:31:48.463
so much, we spend so much time.

00:31:48.664 --> 00:31:50.145
I know more about my patients than some

00:31:50.165 --> 00:31:51.145
of their family members do.

00:31:52.406 --> 00:31:53.127
And they trust you.

00:31:53.188 --> 00:31:54.769
They know, like, and trust you.

00:31:55.670 --> 00:31:55.890
Hey,

00:31:56.309 --> 00:31:57.530
we've got this thing that we're going on,

00:31:57.570 --> 00:31:58.672
and I feel like you might be a

00:31:58.711 --> 00:31:59.192
good fit.

00:31:59.692 --> 00:32:00.512
You're pitching this.

00:32:00.973 --> 00:32:01.253
Listen,

00:32:01.673 --> 00:32:02.934
I'll let you do it for a dollar

00:32:02.974 --> 00:32:03.695
for the first month.

00:32:05.184 --> 00:32:06.306
a dollar for the first month.

00:32:06.965 --> 00:32:08.886
The goal is to do it in three

00:32:08.928 --> 00:32:10.228
month increments, right?

00:32:11.709 --> 00:32:14.250
I say you recruit internally first and

00:32:14.270 --> 00:32:16.231
then you use them to recruit because

00:32:16.291 --> 00:32:17.012
friends like friends.

00:32:19.115 --> 00:32:20.457
after they do it and they like it

00:32:20.596 --> 00:32:22.038
make them do it and like it first

00:32:22.078 --> 00:32:23.680
i think the mistake is got any friends

00:32:23.839 --> 00:32:26.582
got any friends too soon red flag too

00:32:26.602 --> 00:32:28.943
soon absolutely a great idea to charge

00:32:28.983 --> 00:32:31.046
them even more than a dollar potentially

00:32:31.086 --> 00:32:33.428
charge them up front charge them up front

00:32:33.928 --> 00:32:37.050
before it even starts because if everyone

00:32:37.090 --> 00:32:38.972
says no like something's wrong either

00:32:39.093 --> 00:32:40.554
you're messaging you you pitch you pitched

00:32:40.614 --> 00:32:42.174
incorrectly or it's just something that

00:32:42.695 --> 00:32:45.057
your your consumers your your clients

00:32:45.538 --> 00:32:47.339
may not want or again or you didn't

00:32:47.380 --> 00:32:49.061
phrase it properly or well enough or

00:32:49.201 --> 00:32:52.684
whatever when i threw party with a purpose

00:32:52.704 --> 00:32:54.467
was a charity party at csm two years

00:32:54.507 --> 00:32:56.249
ago someone said how'd you design this i

00:32:56.288 --> 00:32:57.710
said i threw a party that i would

00:32:57.750 --> 00:32:58.951
actually want to pay two hundred bucks to

00:32:58.990 --> 00:33:01.473
go to i would pull two hundred dollars

00:33:01.513 --> 00:33:03.355
cash out and go i'd want yeah i'm

00:33:03.375 --> 00:33:05.798
gonna get enough liquor dancing vibe food

00:33:06.038 --> 00:33:07.239
out of this to give you take my

00:33:07.278 --> 00:33:07.459
money

00:33:08.240 --> 00:33:09.221
I think if you design,

00:33:09.401 --> 00:33:10.742
this is where I say don't design it

00:33:10.762 --> 00:33:12.124
for anybody else except for yourself.

00:33:12.464 --> 00:33:13.705
So you talk to somebody on your staff

00:33:13.746 --> 00:33:15.028
who's a runner, and you go,

00:33:15.448 --> 00:33:18.250
what would be the dopest, no holds barred,

00:33:18.411 --> 00:33:20.313
the dopest run club that you've ever done?

00:33:20.653 --> 00:33:21.354
We're going to do that.

00:33:22.615 --> 00:33:23.757
It doesn't need to cost,

00:33:23.856 --> 00:33:25.239
it doesn't need to be a thousand,

00:33:25.278 --> 00:33:28.102
it doesn't need to be something that you

00:33:28.122 --> 00:33:29.083
throw a ton of money at.

00:33:30.301 --> 00:33:31.624
People can get that already.

00:33:31.743 --> 00:33:32.925
They have Amazon.

00:33:33.266 --> 00:33:34.407
They have Spotify.

00:33:34.528 --> 00:33:35.868
We have Google and AI.

00:33:36.170 --> 00:33:37.951
We have access to all the information,

00:33:38.071 --> 00:33:40.275
all the products at our fingertips all the

00:33:40.315 --> 00:33:40.596
time.

00:33:41.116 --> 00:33:43.599
The thing we ironically don't have is

00:33:43.640 --> 00:33:44.902
connection to real humans.

00:33:45.823 --> 00:33:47.905
It's so dumb, but it's simple.

00:33:48.843 --> 00:33:51.066
And to expand off of the connection to

00:33:51.125 --> 00:33:53.789
real humans, squad workouts here,

00:33:54.030 --> 00:33:56.493
fifty five minutes plus fifteen minutes

00:33:56.534 --> 00:33:57.154
for coffee.

00:33:57.675 --> 00:33:59.878
We finish every workout with coffee and a

00:33:59.959 --> 00:34:00.820
bit of banter.

00:34:02.307 --> 00:34:03.249
So you get it.

00:34:03.269 --> 00:34:04.730
So you're building community, you know,

00:34:04.769 --> 00:34:06.911
your fifteen minutes or so, five minutes,

00:34:06.931 --> 00:34:07.612
ten minutes, whatever,

00:34:07.892 --> 00:34:11.114
twenty minutes of even more of the

00:34:11.153 --> 00:34:11.875
relationship building,

00:34:11.934 --> 00:34:14.295
even more of the integration of members to

00:34:14.356 --> 00:34:17.197
each other and building that sticky group

00:34:17.338 --> 00:34:18.898
where they never leave.

00:34:19.199 --> 00:34:20.599
They continue because they're getting

00:34:20.619 --> 00:34:20.960
benefits,

00:34:21.001 --> 00:34:23.282
because they're getting physical benefits,

00:34:23.322 --> 00:34:24.503
but then they might also be getting

00:34:24.523 --> 00:34:25.463
emotional benefits.

00:34:26.143 --> 00:34:28.804
because of learning about other neighbors

00:34:28.905 --> 00:34:30.885
and colleagues and friends and oh you work

00:34:30.905 --> 00:34:32.246
at that company i used to work there

00:34:32.387 --> 00:34:33.987
or oh you that that type of role

00:34:34.007 --> 00:34:36.489
i i i'm i work in that type

00:34:36.509 --> 00:34:37.610
of role but in a different company or

00:34:37.690 --> 00:34:39.610
whatever or you oh you live in you

00:34:39.630 --> 00:34:41.152
know you live over this neighborhood i

00:34:41.192 --> 00:34:43.213
live you know oh we live nearby you

00:34:43.233 --> 00:34:44.534
know we're close by or i have a

00:34:44.574 --> 00:34:47.574
friend in that building whatever so you

00:34:47.594 --> 00:34:48.996
there's the relationship component

00:34:49.036 --> 00:34:50.556
component to this that is just

00:34:51.336 --> 00:34:52.159
Beyond genius.

00:34:52.358 --> 00:34:53.460
It's also internal.

00:34:53.641 --> 00:34:54.862
Here, I am someone.

00:34:54.963 --> 00:34:56.465
I am someone different than just the guy

00:34:56.485 --> 00:34:57.146
at the office.

00:34:58.257 --> 00:35:00.059
I'm different than mom at home.

00:35:00.219 --> 00:35:02.018
Like here, I'm an athlete.

00:35:02.358 --> 00:35:04.139
I'm just, it's very different.

00:35:04.679 --> 00:35:06.780
So I went from being a competitor or

00:35:06.860 --> 00:35:07.079
sorry,

00:35:07.119 --> 00:35:08.740
a fundraiser and a competitor for team and

00:35:08.780 --> 00:35:09.121
training.

00:35:09.141 --> 00:35:10.340
That's why I speak so highly of them.

00:35:10.940 --> 00:35:11.922
I used to cheat though.

00:35:12.282 --> 00:35:13.722
I worked for a radio station.

00:35:13.942 --> 00:35:14.041
Dude,

00:35:14.081 --> 00:35:15.463
I was done with my fundraising in like

00:35:15.802 --> 00:35:16.623
three days.

00:35:16.822 --> 00:35:17.722
Like it was awesome.

00:35:17.742 --> 00:35:18.864
I was like, I'll get into these races.

00:35:18.884 --> 00:35:20.423
I'll give you airtime for five days on

00:35:20.463 --> 00:35:20.884
my show.

00:35:21.264 --> 00:35:22.364
Here's the link to the website.

00:35:22.403 --> 00:35:23.844
And I'd raise all this money.

00:35:25.110 --> 00:35:27.331
I wound up being a coach.

00:35:27.512 --> 00:35:29.393
When I got into PT school, my professor,

00:35:29.454 --> 00:35:30.114
Skye Donovan,

00:35:30.233 --> 00:35:32.094
was one of the run coaches in DC.

00:35:32.114 --> 00:35:32.536
She's like, oh,

00:35:32.596 --> 00:35:34.036
I see you have a shirt with teaming

00:35:34.056 --> 00:35:34.317
training.

00:35:34.336 --> 00:35:34.836
And I was like, yeah.

00:35:34.856 --> 00:35:35.898
She's like, come be a coach.

00:35:35.918 --> 00:35:36.637
I'm like, okay.

00:35:37.139 --> 00:35:41.481
And I saw how devastatingly simple it was

00:35:41.521 --> 00:35:42.202
to create a team.

00:35:43.324 --> 00:35:44.706
You have to act like it is a

00:35:44.726 --> 00:35:45.507
team first.

00:35:45.907 --> 00:35:49.429
You can't wait for the team members to

00:35:49.449 --> 00:35:51.793
like come up with how the workouts or

00:35:51.813 --> 00:35:52.954
how the team's gonna operate.

00:35:53.414 --> 00:35:54.534
You also can't demand it.

00:35:54.594 --> 00:35:55.916
Like you essentially have to set it up

00:35:56.317 --> 00:35:58.878
and then within these bounds, listen,

00:35:59.139 --> 00:36:00.099
we expect you to be running.

00:36:00.219 --> 00:36:01.121
These are the three runs.

00:36:01.161 --> 00:36:02.722
We're gonna map out for you three runs

00:36:02.762 --> 00:36:04.123
a week from where you are.

00:36:04.744 --> 00:36:06.083
And then we're going to get together one

00:36:06.123 --> 00:36:07.764
group, a long run together.

00:36:08.164 --> 00:36:09.465
We picked dope locations.

00:36:09.485 --> 00:36:10.686
We'd run them a national mall.

00:36:10.726 --> 00:36:12.585
We'd run on these cool trails in DC,

00:36:12.847 --> 00:36:13.867
like build it into the cake.

00:36:14.407 --> 00:36:15.686
What's the kind of workout I'd want to

00:36:15.706 --> 00:36:15.847
do.

00:36:15.867 --> 00:36:16.947
I want to go cool places.

00:36:16.987 --> 00:36:17.947
I don't want to run in a dump.

00:36:18.208 --> 00:36:19.027
Like great.

00:36:19.088 --> 00:36:20.309
Send me out to the national mall.

00:36:20.329 --> 00:36:22.168
We're going to go run out, you know,

00:36:22.248 --> 00:36:24.369
on the point near the airport with

00:36:24.429 --> 00:36:26.951
stunning views of the Potomac build it in

00:36:26.990 --> 00:36:27.251
there.

00:36:27.791 --> 00:36:29.632
But only a runner would know that that's

00:36:29.652 --> 00:36:31.231
what happens when you put a non runner

00:36:31.251 --> 00:36:32.612
in charge of a run club or a

00:36:32.632 --> 00:36:33.092
non runner

00:36:34.672 --> 00:36:36.313
fitness professional in front of a fitness

00:36:36.353 --> 00:36:37.335
class.

00:36:37.454 --> 00:36:39.836
This needs the right elements,

00:36:39.876 --> 00:36:41.918
the right elements of the cake the whole

00:36:41.958 --> 00:36:43.440
time, in my opinion.

00:36:43.480 --> 00:36:45.702
If you do it, I don't know.

00:36:45.981 --> 00:36:47.202
A buddy of mine I just saw online,

00:36:47.242 --> 00:36:49.143
he started a run club at a clinic

00:36:49.184 --> 00:36:49.824
right down the street.

00:36:49.905 --> 00:36:50.264
Brilliant.

00:36:51.385 --> 00:36:52.347
Maybe I'll check in with him in a

00:36:52.387 --> 00:36:53.788
couple of months and see if it's still

00:36:53.827 --> 00:36:55.248
going because I see a lot of people

00:36:55.289 --> 00:36:57.251
start these and then they fade because

00:36:57.271 --> 00:36:59.833
it's simple to do but not easy because

00:36:59.853 --> 00:37:00.713
you're cultivating

00:37:01.313 --> 00:37:03.715
Culture, you're cultivating experience.

00:37:04.016 --> 00:37:05.476
And we think we set that up and

00:37:05.496 --> 00:37:06.697
then we just let it run on itself.

00:37:07.217 --> 00:37:07.737
No, no, no.

00:37:07.818 --> 00:37:09.760
The whole thing is fueled by this,

00:37:10.039 --> 00:37:11.621
by this vibe, by accountability.

00:37:11.880 --> 00:37:14.123
You have to be just as accountable as

00:37:14.163 --> 00:37:14.603
the group.

00:37:15.043 --> 00:37:15.943
We used to say in radio,

00:37:15.983 --> 00:37:17.925
if you want someone to feel the emotion

00:37:17.965 --> 00:37:18.925
of an eight out of ten,

00:37:19.146 --> 00:37:20.166
you have to give them a fifteen.

00:37:20.327 --> 00:37:22.347
That's why like Broadway actors are like

00:37:22.507 --> 00:37:23.108
over the top.

00:37:23.188 --> 00:37:23.349
Yeah,

00:37:23.489 --> 00:37:24.409
they got to make you feel it in

00:37:24.429 --> 00:37:25.070
the back row.

00:37:25.449 --> 00:37:27.572
That same concept is delivered here as

00:37:27.632 --> 00:37:27.771
well.

00:37:29.746 --> 00:37:30.967
I've got like a few minutes left.

00:37:31.007 --> 00:37:31.248
We got it.

00:37:31.307 --> 00:37:32.548
We got a few.

00:37:32.628 --> 00:37:33.409
I got to help a buddy with a

00:37:33.469 --> 00:37:34.630
press conference today.

00:37:35.371 --> 00:37:36.311
That's why I have like, yeah,

00:37:38.168 --> 00:37:39.088
let's, let's wrap early.

00:37:39.168 --> 00:37:40.590
Cause I think, I mean, I, I,

00:37:40.630 --> 00:37:42.150
we had some other topics, but like,

00:37:42.269 --> 00:37:42.851
I think the Jared,

00:37:42.971 --> 00:37:46.552
I think the Jared Hall one is good.

00:37:46.652 --> 00:37:47.592
I want to talk about that.

00:37:47.733 --> 00:37:49.273
That's good.

00:37:49.353 --> 00:37:49.873
It's good with Tony.

00:37:49.893 --> 00:37:49.994
Yeah.

00:37:50.054 --> 00:37:50.434
Yeah.

00:37:50.454 --> 00:37:52.456
And we'll talk about Jared Hall who, uh,

00:37:52.496 --> 00:37:52.775
did you,

00:37:53.096 --> 00:37:54.577
we did the Oxford debate together.

00:37:54.737 --> 00:37:55.978
He was on my team for the Oxford

00:37:55.998 --> 00:37:56.277
debate.

00:37:56.398 --> 00:37:58.139
So maybe we'll have Jared on after we,

00:37:58.298 --> 00:37:59.259
we should talk about it.

00:37:59.478 --> 00:38:00.300
And then if there's deeper,

00:38:00.320 --> 00:38:01.320
we'll bring Jared Hall on.

00:38:01.900 --> 00:38:03.001
Um, so parting shots,

00:38:03.021 --> 00:38:04.001
what would you have for parting shots

00:38:04.021 --> 00:38:04.222
today?

00:38:05.798 --> 00:38:08.201
Party Chats is like this.

00:38:08.722 --> 00:38:09.061
Literally,

00:38:09.342 --> 00:38:10.583
the reason why we put this on the

00:38:10.603 --> 00:38:12.284
show and we talk about other things like

00:38:12.304 --> 00:38:13.965
this on the show is there's so many

00:38:14.045 --> 00:38:15.407
fascinating business models out there.

00:38:15.427 --> 00:38:17.048
There's so many aspects to other business

00:38:17.088 --> 00:38:18.630
models that we can all incorporate and

00:38:18.889 --> 00:38:19.110
use.

00:38:19.210 --> 00:38:20.911
And why not just test it?

00:38:20.972 --> 00:38:22.132
What's the worst case scenario?

00:38:22.634 --> 00:38:24.215
If it stops and fails or it doesn't

00:38:24.255 --> 00:38:25.815
work or you try to tweak it and

00:38:25.896 --> 00:38:27.398
relaunch it or whatever.

00:38:27.458 --> 00:38:28.438
All this is about...

00:38:28.938 --> 00:38:30.882
helping more of your patients and clients,

00:38:30.922 --> 00:38:32.364
helping more of your community members,

00:38:32.443 --> 00:38:34.907
plus helping more of your team members,

00:38:35.427 --> 00:38:37.291
your staff make more money and your

00:38:37.331 --> 00:38:38.132
practice make more money.

00:38:38.172 --> 00:38:39.795
And if our practices and companies can

00:38:39.815 --> 00:38:40.315
make more money,

00:38:40.635 --> 00:38:42.038
we can help and serve and impact more

00:38:42.077 --> 00:38:42.318
people.

00:38:42.398 --> 00:38:44.621
So it's like, why not do this?

00:38:45.983 --> 00:38:46.844
by talking about this,

00:38:46.923 --> 00:38:48.023
even Tony is not here,

00:38:48.065 --> 00:38:48.844
but even if he was here,

00:38:48.885 --> 00:38:50.106
like this is the type of thing that

00:38:50.485 --> 00:38:52.027
we would all sit down to three of

00:38:52.106 --> 00:38:52.246
us.

00:38:52.666 --> 00:38:54.068
We would talk about this behind the scenes

00:38:54.108 --> 00:38:54.929
privately anyway,

00:38:55.188 --> 00:38:56.148
and we're just putting this out there.

00:38:56.228 --> 00:38:58.331
So hopefully if there's owners out there

00:38:58.670 --> 00:38:59.530
with PT clinics,

00:39:00.072 --> 00:39:01.391
if you add in things like this,

00:39:01.431 --> 00:39:02.592
we would love to hear your feedback.

00:39:02.632 --> 00:39:03.753
Like what's the business model?

00:39:03.833 --> 00:39:04.873
What are the, you know,

00:39:04.914 --> 00:39:05.655
the components of it?

00:39:05.695 --> 00:39:06.335
How's it going?

00:39:06.375 --> 00:39:06.896
Is it easy?

00:39:06.916 --> 00:39:07.775
Is it challenging?

00:39:08.135 --> 00:39:08.996
What are the wins?

00:39:09.257 --> 00:39:09.856
Uh, anyway,

00:39:09.896 --> 00:39:11.177
we would love to hear your feedback if

00:39:11.217 --> 00:39:12.398
you start implementing any of this.

00:39:12.954 --> 00:39:14.298
I think Tony would say he does this

00:39:14.358 --> 00:39:16.105
organically already when he finds a few

00:39:16.144 --> 00:39:19.534
patients that seem, Tony's like the,

00:39:19.614 --> 00:39:20.257
is it a yenta?

00:39:21.034 --> 00:39:21.594
Isn't that the term?

00:39:21.614 --> 00:39:22.056
A yenta?

00:39:22.096 --> 00:39:22.896
The matchmaker?

00:39:23.036 --> 00:39:24.036
Like a Jewish matchmaker?

00:39:24.117 --> 00:39:24.617
I think so.

00:39:24.858 --> 00:39:28.059
He's that guy and this girl that we

00:39:28.079 --> 00:39:28.641
put them together.

00:39:28.661 --> 00:39:30.501
They're going to make beautiful babies.

00:39:30.641 --> 00:39:32.923
He's like a yenta in a clinic.

00:39:32.963 --> 00:39:34.003
He puts these people together.

00:39:34.085 --> 00:39:36.827
I think he does this organically one-off

00:39:37.266 --> 00:39:38.907
when he sees it because he's been doing

00:39:38.927 --> 00:39:39.668
this for so long.

00:39:39.728 --> 00:39:41.269
He sort of can see what it looks

00:39:41.289 --> 00:39:41.769
like three months.

00:39:42.090 --> 00:39:44.032
But if you put some intent behind it,

00:39:45.204 --> 00:39:46.905
We don't have to guess that it's gonna

00:39:46.945 --> 00:39:47.164
work.

00:39:47.224 --> 00:39:48.525
It works for these organizations,

00:39:48.706 --> 00:39:50.505
many of them that we listed today and

00:39:50.585 --> 00:39:51.545
many that we probably didn't.

00:39:51.646 --> 00:39:52.887
I would love to hear who we didn't

00:39:52.907 --> 00:39:54.027
mention or if you're doing it.

00:39:54.407 --> 00:39:55.126
So I would say,

00:39:55.586 --> 00:39:57.208
if you think the current model of your

00:39:57.228 --> 00:39:59.728
clinic is the only way it can be

00:39:59.768 --> 00:40:01.608
done, you know you're wrong.

00:40:02.909 --> 00:40:04.168
And if you think reimbursement is gonna

00:40:04.188 --> 00:40:05.949
get better, come on, man.

00:40:06.110 --> 00:40:07.409
Like, what are we doing here?

00:40:07.429 --> 00:40:08.170
Do we have to argue that?

00:40:08.990 --> 00:40:10.190
You either do something different

00:40:11.148 --> 00:40:11.989
or you go extinct.

00:40:12.210 --> 00:40:13.590
And I'm not saying this is it,

00:40:13.690 --> 00:40:14.791
but I'm saying it needs to be something

00:40:14.851 --> 00:40:15.311
like this.

00:40:15.331 --> 00:40:17.092
So we're gonna have a good weekend.

00:40:17.413 --> 00:40:18.452
We'll have Tony back on Tuesday.

00:40:18.592 --> 00:40:18.713
Well,

00:40:18.733 --> 00:40:20.233
let's touch on this just a little bit

00:40:20.273 --> 00:40:21.614
and see if we can get Tony's take.

00:40:23.016 --> 00:40:24.836
And then we can bring up that Jared

00:40:24.876 --> 00:40:26.217
Hall post and talk about that,

00:40:26.237 --> 00:40:27.237
which I think is very interesting.

00:40:28.335 --> 00:40:28.815
Awesome.

00:40:28.835 --> 00:40:29.817
Sounds good.

00:40:29.856 --> 00:40:30.277
Dave Kittle.

00:40:30.617 --> 00:40:30.818
Oh yeah.

00:40:30.858 --> 00:40:31.478
My Yankees lost.

00:40:31.739 --> 00:40:33.019
So we're all out of the playoffs.

00:40:33.380 --> 00:40:34.360
Philly's won last night.

00:40:34.481 --> 00:40:35.641
They have to now win two in a

00:40:35.702 --> 00:40:37.844
row, which is a steep order,

00:40:37.884 --> 00:40:38.764
but we'll see.

00:40:38.784 --> 00:40:39.324
We're still in it.

00:40:39.344 --> 00:40:40.746
Great turn.

00:40:40.827 --> 00:40:41.246
So smooth.

00:40:41.266 --> 00:40:41.726
All right.

00:40:41.748 --> 00:40:42.728
We'll see you guys next week.

00:40:43.728 --> 00:40:44.610
Thanks for listening to the show.