Over 15 years ago, we decided to set up a gym—these days, they call it a Boutique Studio. I had no idea what I was doing, but we thought, let’s start in a warehouse in in a small city, nice and practical.

People couldn’t just sign up, and customer guidance was our number one priority. We established a set of rules that every member had to follow. If they didn’t, the coach would immediately get in touch with the member.

The rules worked so well that members didn’t want to cancel their memberships anymore because they didn’t want to lose the joy of the sport and the connection with the club, our trainers/coaches, and fellow members. That’s when we realized we had created a unique formula.

With the rise of Facebook, other trainers/coaches across the country saw what we were doing. They found it interesting and started visiting our location, at their request, to observe and learn how they could implement the same approach. We considered it an honor to show these colleagues what we were doing.

Eventually, we received so many requests to shadow us that we decided to document our processes at the time and license them for $49 a month. This was over 15 years ago.