March 25


Meet Your Customers Where They Are – Ep. 3

By John Rake

March 25, 2020

If you’re like me you probably have a million reasons (i.e. excuses) why you can’t make time for the gym. Ewww, exercise. I’ll get all sweaty! I’ve got a meeting in 4 hours – I couldn’t possibly squeeze that workout in.

But fear not! Because now we have the best excuse of all time!

You can’t go to the gym, EVEN IF YOU WANTED TO! Hah, perfect!

What a weird twist of fate. But what has this done to entrepreneurs in the fitness space?

Yup, you guessed it – they’ve been forced to act fast and shift into a temporary business model. Let’s take a look at one company in particular and see how they’ve made a positive impact in these uncertain times.

Getting flexy without leaving your home

Flexy? that’s a weird word, right? Well, it’s the name of a homegrown company here in Kansas City that offers flexible fitness classes to apartments, offices, and other groups.

It’s Flexy (formerly Flexy Body Babes) is co-founded by two rockstars, Mallory Jansen and Aja James. When COVID-19 hit our humble town these ladies were put into a whirlwind scenario.

How do we continue offering group fitness classes when the federal government recommends social distancing?

Make it virtual.

Their entire business model stems from social connection – not social distance. With these new restrictions, they were forced to quickly look into alternatives.

  • Should they stream lives classes?
  • Should they boost social following and wait for it all to blow over?
  • Should they offer private 1-on-1 sessions exclusively?

I’m sure they debated all of these options and dozens more. That’s the curse of being a founder. You have thought of practically everything and then people (like me here lol) come in and suggest the same stuff to you. Over and over and over again.

Leveraging digital technology: Private sessions, virtual bootcamps, and “pay-what-you-can”

When it comes to times of crisis there is one major rule. Take action and quickly.

Yes, you need a decent plan in place. Understand the basics and what direction you want to go in. But that easily leads people to get bogged down in the details. Take me right now as an example. I’m not spending 8 hours writing, researching, and proofreading this article.

I did my initial research, put together a simple bullet list outline, and begin writing.

It doesn’t need to be more complicated than that. That’s exactly the same principle I see the Flexy team doing. Their problem is obvious – their current business model can’t function because of social distancing. So, pivot virtually and start trying some options!

And that’s what they did. From private sessions, virtual bootcamps, and even adopting a flexible payment schedule for their friends who are struggling in an economic downturn. Now, how they implement these are just the details. It matters, but not as much as you might think. Plus, you’ll figure it out as you go.

So, your customers may have moved, but they still exist. Get out there and start figuring out how to reach them.

Stressed lately? Get a workout in.

Exercise not only keeps us in shape, but it makes us feel better, sleep better, and happier. That’s just science.

We’re all sitting at home bored. Why not squeeze in a workout? Find a simple routine online, make sure it’s doable for you, and get to it. Don’t overthink it. Just do it.

If you need some additional motivation and guidance check out It’s Flexy. I can personally vouch for these amazing ladies and their flexy skills.

John Rake

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