Crime Story

I love our clients.


There are so many reasons for this adoration.


They’re loyal. They work hard. They’re fun to be around. They’ve allowed us to execute our vision of bringing meaningful fitness to people who truly value such a thing.


I am forever grateful.


Recently, I’ve come to realize another trait that a few of our clients exhibit in spades.


They are very protective.


At least once per week someone will come up and warn me.


“This place across town is going to a four client model!”


“That new facility has a name similar to yours!!”


“This other gym is doing programs like you guys do!!!”


“These other trainers are liking your client’s posts on Instagram!!!!”


“Do something!!!!!”


First off, I love the loyalty and that our clients have our backs. It’s really special. But when it comes to protecting the gym, our training methodologies and our business, there are few really important things to keep in mind.


The first is, while we have organized our training programs and facilities in a somewhat unique way that works well for our training population, we didn’t really make up any of this.


Training in groups. Following an athletic-based training model. Using barbells and squats. Optimizing technique in order to maximize results. Building a really strong community of like-minded individuals who value training.


These are all really good ideas that we have taken from other systems that we’ve seen work through our collective experience. And while, maybe, we have brought those things together in somewhat of a unique way, we certainly didn’t create any of these things from scratch. They are there for everyone to use.


It’s the collective amalgamation of these things, the care that we put into them and the wonderful people who decide to engage in it regularly that makes the gym a special place. Not any one of those things in isolation. This is why we have an open door policy to any trainer or gym owner who wants to come by. We’ll happily explain our system and give away the proverbial keys to the kingdom. Knowing the system is one thing, executing it is quite another.


The second, bigger thing is that, in very aspirational terms, having others try to copy our system is part of the point.


There are many, many fitness systems out there that are, for lack of a more nuanced term, garbage. They don’t work and try to capitalize on people’s insecurities and lack of understanding of what good training truly is. The more gyms that actually put forth good training, the more that becomes the norm and the expectation. Educating the public on what constitutes good training practices gets spread across more and more facilities and we have to do less of that heavy lifting ourselves.


There is a reason that the great education institutions often struggle. Teaching people fact from fiction and breaking beliefs is a really difficult job. We’re happy to have the help.


Finally, if a training system or business can be so fully formed and realized that it is possible for it to be imitated – that is business gold. If someone can look at our models, systems and processes and have a really clear understanding of what we do – so clear that they can try to imitate it themselves – then we have really put together something special.


The only things that can’t be imitated is our passion and character and our care which, in turn, attracts the right people to our training floor. People who are hard working, fun to be around, loyal and will supplex a great white shark if needed to protect this thing that they have been such a big part in creating.