Eric Malzone: Hey, cats and kittens. This is Eric with the Future of Fitness podcast and the Fitness Marketing Alliance. And in this episode, episode number five, I get the pleasure of talking to Luke Kayyem.
Now I’ve known Luke for a long time. I’ve known him probably since circa 2009/2008. And I’ve seen a lot of evolutions of what Luke is, but there’s one thing that’s consistent is this guy is tenacious. He is definitely a serial entrepreneur. He’s not scared to stand up against the big guys, and I truly admire him for that. He’s gone from fitness professional, competitor to facility owner to multiple facilities. And now he’s come kind of full circle, and he’s really honing in on his focus, which is now the Fitness Tribe Live and lukekayyem.com so he’s going worldwide with his talents and skills. Primarily focusing on helping men, and it’s really interesting the way he’s doing it. His words and his actions are evident of what kind of passion he brings towards this. And, you know, he’s a stout family man as well. So, this is very much worth a listen, and there’s a lot of tidbits in here, especially identifying who your ideal client is and how important that is and speaking to that person. And I hope you enjoy it. This is Luke Kayyem.
Hey everybody, it’s Eric with the Fitness Marketing Alliance and this morning, or today, I have the pleasure of sitting with Luke Kayyem. So, I’ve known Luke for a long time. I guess we’re both OGs in the CrossFit world. And, if I could best describe Luke, he is a fellow recovering gym owner. He owned CrossFit Scottsdale in Arizona. He was also a part of SICFIT, which was a big brand in the CrossFit world, and now he is the CEO and founder of Fittest Tribe Alive. And, Luke, welcome. Thank you for being on. It’s great to have you.
Luke Kayyem: Yeah.
Eric Malzone: And I think the question I always like to pose to people, because everyone’s got a story, is what is your fitness story? Tell us about your personal fitness story. I know it’s a big one so lay it on it.
Luke Kayyem: How about let’s start with what my fitness journey was this morning?
Eric Malzone: Okay.
Luke Kayyem: My wife got up at 4:45 to work with a trainer who was a coach of mine at SICFIT for a few years and, you know, I can’t train my wife obviously. If you’re husband and you’re in fitness, you should know that.
Eric Malzone: Agreed.
Luke Kayyem: So, my boy Jesse comes over to the house. They got up at 4:45 to rise and grind and then I joined the space, that we’ve now created in the studio, about 45 minutes later with six guys who are training for this year’s World’s Toughest Mudder. So, my next endeavor is … You know, I’ve progressed from CrossFit and weighing about 204/205 to now being closer to 40 years old and training for endurance and long events. So, it’s a 24 hour obstacle course race and it’s the third year doing it. We did 55 miles last year. 50 the year before. So, this year, the goal is 75 miles in 24 hours. So, just excited about that and, again, it’s just a fun time to be in the desert, in Vegas, going mad for a full day.
Eric Malzone: Awesome. Awesome. That’s a lot of mileage.
Luke Kayyem: Yeah.
Eric Malzone: That is a lot of mileage, bud. That’s a lot of mileage. Luke, tell me about what you’re doing now. What is the Fittest Tribe Alive? What does it mean to you and why are you doing it?
Luke Kayyem: One of the big reasons I fell in love with functional fitness and creating gyms like we did for so many years was the community. And, you know, selling my brick and mortar and moving on into high performance coaching. It was a natural progression because obviously, you know, from being a coach for so long, you do more than just teach people about exercise. There is a life coaching component that’s built in to what it is that we do. We work with people. We spend time with people. And during that time you get to know them.
So, my mom was a psychotherapist. I grew up. My fitness story goes way back to being an only child, with a single parent who was much older than me. She had me at 43 years old. And learning to just play by myself. Play sports. Learning to throw a curve ball. Learning to play baseball. Learning to play football. A little chip on my shoulder because I didn’t have anybody around.
So, training and coaching was a natural progression for an only child, growing up without a dad, who loved sports because I would coach and train myself. And doing that for so many years that next evolution was okay, right, I want to continue coaching and training people but with more. With more than just their overall physical aspect. I want to coach them on being physically and emotionally stronger. I want them to be more fit in everything they do. In their relationships and in their business. And in the time that they spend. I want to give them all the tools that I’ve used over the years personally, for my own personal development, and then share that with that. And then throw in the community aspect. So, that’s really what the big thing was. Was having a community and having a group of people.
I’m now focused on coaching and training specifically men. Husbands and fathers. Because we struggle more than we ever get an opportunity to show. It’s our job to just handle things and keep our chin up. But really deep down inside we all struggle with what everyone struggles with in life. Am I good enough? Am I great enough? Am I doing enough? Am I making enough money? Am I getting enough sleep? Am I telling my kids I love them enough? It’s that ultimate question is what is my purpose? And I’ve been fortunate enough to find my purpose after 38 years in life and been doing it for most of our adult life. You and I have been coaching for 10, 15, 17 years but being able to give our demographic, you and I. The 29 to 45 year old male who wants to be healthier, who wants to be happier, who wants to make more money, who wants to not chase finances, but wants to chase more. And that constant challenge to become better and improve every single day.
So, the Fitness Tribe Alive was really just a collaboration of that. It was a community. But, ultimately, what I’m doing now is working one-on-one or even in small groups. Got a bunch of really successful men’s mastermind groups. So, groups of five or six guys that are working together 90 days at a time. And we’re getting on this platform Zoom and we’re having these coaching calls and we’re telling our story. And what you’re seeing is you’re seeing these guys, myself included, because I’m part of it, there’s nothing I’ve ever programmed for anybody from a 24 hour World’s Toughest Mudder to a 55 hour Kokoro to a thousand burpees to a thousand pull-ups and a thousand push-ups that I don’t do myself. Right? You know about those coaches.
Eric Malzone: Yeah.
Luke Kayyem: The coaches that tell you to go run 18 miles and then they, “Yeah, go warm up with 18 miles.”
Eric Malzone: Yeah.
Luke Kayyem: Right? We know about those guys.
Eric Malzone: Yeah. Oh, yeah.
Luke Kayyem: I never wanted to be one of those coaches. I’m not one of those guys. So anything that I program for somebody, whether it’s physical or it’s emotional or it’s mental or it’s spiritual, I also am doing it myself. And that’s it. That’s a key takeaway to hiring or even finding the right coach for you is: is he doing the work too? Or is he just telling you what to do? I’ve got to have a coach who does the work. I’ve got to have respect for that person because I know he’s gone through what I’m about to go to. He’s experienced it himself.
So, that’s what we’re doing. We’re making people better like we always have been, Eric, like you have been. We’re just doing it in a different way. We’re doing it now globally. It’s really, really awesome that we can, you know, be this close to each other even though we’re miles away. I’ve got a client I’m working with in South Korea. Again, a former gym owner who wants more. Wants more from himself, wants more from his business. Been in the functional fitness space for over 10 years and finally realized this was a dead end road. Where was he going with all this? He can’t compete with the, you know, 100 million Instagram followers of girls in g-strings doing air squats.
So, I mean, it’s a challenge that all of us coaches, especially the male ones, have faced. Like, how do I compete with that? How do I compete with the new, shiny box that just opened up across the street? How do I compete with Globo Gyms now putting in the same kind of programs that I’m running? How do I compete with no such thing as a non-compete, no territory rights? How do I compete with any of that stuff? And instead of trying to fight it, which I did for a long time, and if you know my story, you’ll know I stood up to some of the monsters who stand over the community. And I said, “You know what, dude, this is not right. Like, it’s not right.”
But, instead of trying to fight that, because what I saw was there was so much negativity, is I said, you know what? I’m going to sort of rebrand myself. It’s always who I’ve been, but I’m going to rebrand myself. I’m going to say goodbye to the things that I was doing for a long time that I truly love. And I’m going to just shift. I’m going to pivot. I’m going to redirect, and I’m going to reinvent myself with the same mindset of coaching and teaching people, but I’m going to come back and I’m going to do it completely different. I’m going to do it globally because I want to train people all over the world now. And that’s the great part about, you know, having a business in 2017 is you can do it from anywhere.
Eric Malzone: Yup.
Luke Kayyem: And my first South Korean client, who’s in this mastermind group, he’s a great guy. You know, he’s from New Zealand. So, I now have a global contact that I’m working with to where next year we’re going to go to New Zealand and we’re going to put on a two day seminar. And instead of it being just about the air squat, the press, and the deadlift, now we’re going to talk about: okay, how do you live a healthy lifestyle? Great, check that box. How do you leave a lasting legacy? What? I’m sorry. What did you say? Yeah, can we talk about those two things in the same day? In the same sense we can because we’re all gone in a hundred years. Like, that’s just how it rolls.
Eric Malzone: Yeah.
Luke Kayyem: But let’s be real, now I’m not going to get deep on this, but let’s be real. So, what we do today is for today but it’s also for tomorrow. And hopefully, if we’re doing it really well, it’s for a hundred years from now because we want to be able to leave. I want to be able to leave a legacy, that not only my kids and my grandkids are proud of, but future generations. We’re talking 3, 4, 5 generations down the line are proud of us.
Eric Malzone: I got a question for you there because I want to dig into something and it’s a topic that I’ve used with, you know, some of my coaching clients and me personally. How do you differentiate the two things, especially for men, between the concept of giving up or letting go? Right? What’s the difference to you and what’s the importance of recognizing the difference?
Luke Kayyem: Ooh. That’s good. That’s a tough question. I’ve given up before. Giving up is when you just decide that I’m not going to do this anymore. Even though in letting go you’re also going to make that same decision but, in giving up, you almost put your hands up in the air. Whereas letting go might be you putting your hands back behind you and saying, “I’m okay with this.” Sometimes we give up because we don’t know what’s going to happen. We don’t truly know and that fear or that worry will stop us. So, fear is a big piece behind giving up. But letting go there’s no fear in that. You’re deciding to let go.
We had a guy yesterday, my friend Cody who I’m talking about, who will be great for this show, by the way, and I’m going to have to introduce you.
Eric Malzone: We’ll have to have him.
Luke Kayyem: I told him yesterday, I said, “Man, I could just listen to you talk for hours.” He’s got this strong accent, bulletproof chin, just rock solid guy. He opened up about his childhood for the first time since he was nine years old. And I’m going to tell the story because he’s proud of it. His dad was a fisherman and, at nine years old, his dad was walking out the house and him and his brothers stopped him and tried to not let him go out on this fishing trip because the weather was bad. But this is how his dad made money. Long story short, nine years old, his dad never comes home. He never comes back from that fishing trip. He died in the ocean.
It’s the first time this grown man, at 38 years old, had told this story since he was nine years old. And he told it to a group of men, like you and me, in a room just like this. All of us being in different cities and different states and different locations around the world. He let go. For the first time, in 35 years, something that’s been haunting and tormenting and pulling at him, and that caused him to make bad decisions when he was younger, he let go of that. He didn’t give up. He may have given up for the last 35 years as to what happened, he was really young when it did, but it affected him and haunted him obviously. It’s really hard for boys to grow up without a father. So, that’s just the pure truth behind it. I grew up without one so I went wild. I got loose. And most kids do because there’s not somebody there to double, triple check on them.
So that’s been my mantra in life is to let go. We’ve got to let go of everything. All baggage. All stress. All pain. Here’s the big one; all negativity. When I came back and reinvented and said, “Okay, we sold the gym in 2016, in June. Here we go, it’s 2017, what are we going to do here?” A series of events happened to me that unfolded. Obviously, everybody goes through stressful times, through hard times, but this series of events was like this was my sign. This was my affirmation that I was doing the right thing with selling my business and moving on into a new digital world. Went to Kilimanjaro. Climbed it. 19,341 feet. Again, a series of events unfolded getting there. The Mac broke, I missed my flight, my bags were lost. Like, you name it, these things happened but I did it. I got to the top. I waved that flag. I had a sign for my wife and my two kids. Came back home. Again, I told that story.
Couple days later, my best man, best friend, in my wedding, dies. 35 years old. He didn’t take care of himself the way he should have. Ten year old daughter. I give the eulogy at his funeral. One dude. Me, who obviously has no challenge in standing up and talking to people but when my best man’s ten year old daughter’s in the front row and I have to look at her and give this final story about a human being it was like … Can I cuss?
Eric Malzone: Mm-hmm (affirmative).
Luke Kayyem: Fuck. All right. Somebody or something is challenging you to take this role. To take it even bigger. To do what you’ve been given and the talents that you have, that you’ve created, to now do it. And do it bigger and better than ever. And then, my son and I go to the Grand Canyon on the snowiest, wettest, coldest day and people say, “Don’t go. You’ll die. He’s ten years old.” We survived. We come out. My son is now feeling the energy and the positivity that I have.
And all these things have started to happen first week of January and I’m like, “Okay. This means it’s time to push full throttle. It’s time to put your foot on the gas and not let up until you hit that goal. What is that goal? What is that target? More.” Right? More love, more life, more public speaking opportunities, more masterminds, more coaching, more teaching, more seminars, more learning. And you and I have always been a student of the game. Obviously going through the CFLA, the Biz program. Going through OPEX. Like, you and I have always been those guys that who are like, “More, more, more.” And there’s a lot of us like that out there. But there’s also a lot that aren’t doing anything except their job. And we’ll call them middle-aged now. I know it hurts a little bit, but this is kind of gray if I let it grow out. We’re middle-aged men now.
Eric Malzone: Yeah, I know it.
Luke Kayyem: That’s our demographic.
Eric Malzone: I’ve embraced it. Yeah.
Luke Kayyem: Right?
Eric Malzone: Yeah.
Luke Kayyem: But there’s a lot of us who are struggling with life. And that’s when we have to become students of more than our fitness, more than our business, more than our even education. We need to become students of life. So that’s what I decided to do. I decided to go all in with the support of my wife and my children and my friends and my family and my community. And I said, look guys. I love nutrition, I love fitness and, you know, I love yoga and meditation and breathing. But those are things that you can learn on YouTube. I want to get people to let go. And by letting go, they’re going to look at life a whole new way. New patterns are going to be created. New systems are going to be built and designed. And new things are going to happen for the men that decide to change their life. Regardless of what it looked like yesterday, there’s always ways for us to improve.
And too often, too many times, we just say, “Hey look, I’m good. I got a job that’s paying me six figures. I’m doing a couple of exercise programs. I’m eating, you know, kind of healthy. I’m getting okay sleep. My wife and I go out once a month. I make my kids games here.” But are we doing everything at a high level? Are we overachieving things? And that was my biggest challenge to myself was: why not become extraordinary at everything? Why just be really good at that thing because you like it? Why just do back squats when your front squat sucks? Right? We can kind of put it into that same mindset. Why row when we should be running?
Eric Malzone: Yup.
Luke Kayyem: Right? For any meatheads on the show that don’t know what I’m talking about here. Why, just bicep curl-
Eric Malzone: Right.
Luke Kayyem: When I could be reverse curling and brachial training and trapezius building? You know what I’m saying.
Eric Malzone: I love analogies. A couple things. So, this is highly inspirational and highly motivating especially because I think I would probably fit into your target demographic. I’m going to talk a little bit about the business side of it because I think there’s a lot of really strong lessons in what you’re doing right now especially for a lot of fitness pros who are listening. Is that we teach …
We do a lot of fancy things at FMA. Quick marketing. A lot of digital marketing, SEO, all these things, but there’s nothing that can make up for the fundamentals of marketing or just positioning in business. And number one thing, we tell people all the time, is you’ve got to know who your ideal client is. Who’s that avatar? Right? And I think you have explained it in ad nauseam of who exactly who you’re speaking to. And I’m curious, when you’re talking to these people, one of the things we tell our clients is like, “What is that person’s pain? Who is this person A? What do they look like? What is their pain?” And when you’re talking to, you know, let’s say I’m the avatar possibly or someone in my age group, what’s that pain? What are you helping them with?
Luke Kayyem: So, I do things because they’ve somehow improved my own life. Right, like, you know, I was in the coaching field and I found the sport of fitness, so I got into the sport of fitness but it started through that coaching realm. So, for me, I’ve been faced with the challenges that most of my clients have been faced with. Right? Like, how do I spend more quality time with my wife and kids? Well, we’ve got to find out a way to eliminate some things. We’ve got to find out a way for you to possibly have somebody else do this. We can’t sacrifice the time with our loved ones for something over here.
And, too often, most guys in this demographic with young kids, they graduated from college. They started their career. They got married. They had one, they had two kids. And now, they’re 35 to 38 to 45 years old and they’ve gotten out of shape because they’ve been so busy working, and any extra time that they had on training their body, or even their mind, they’re now focusing on their kids and their wife. So, their health starts to go. And then what we find out is they start to drink. Or use some kind of other substance to distract them from this overloaded work that they have. To distract them then from the fact that they’re not spending quality time with the ones they love most.
So, their body starts to diminish. Plus, they start to become an asshole because they’re constantly drinking coffee, drinking alcohol. Because they’re constantly up and down. Because they’re not sleeping. Because they’ve got to go to their kid’s soccer practice, and they go there for 15 minutes, but because of that they weren’t able to do the work. Or they’re really not present. So, they stop doing those things. And maybe they go to church, but they’re definitely not focusing their own energy on themselves. They’re not meditating. They’re not praying. They’re not taking quality, quiet or silence time for themselves every day. They’re not moving forward. They’re stuck in this place. And what happens is, as you know, life goes by quick.
Eric Malzone: Yeah.
Luke Kayyem: Our parents were right. My wife and I are celebrating our 20 year high school reunion next month and you’re like, “20 years.”
Eric Malzone: Yeah.
Luke Kayyem: Lik, wow. So, 20 years went by like that. That means the next 20 are going to go by a little bit faster. So again, if we go back to that, “What is my life’s purpose and what is going to be my lasting legacy?” These guys, most of them, they’re serving one thing. They’re serving their finances when they go into that. And that’s where you see most guys, they get burnt out or they decide, “Look I’m going to do something else. I’m going to risk what I’ve built in the past moving forward because I don’t want to miss any more time with my family. Because I don’t want to get a divorce and live in the apartments behind my complex while my kids are in their home and my wife and I aren’t talking.”
So, we sacrifice things for ourselves, for other people, but really it starts with us. It’s starts with you. We have to continue working on ourself and finding ways to improve in everything we do. Or else, we’re going to slowly die. And if you’re not growing, you’re dying.
So these guys, they don’t take care of their bodies. They don’t take care of their health. They are not taking care of their minds. They’re not getting up early because they’ve had to work late. Whatever the case may be, most guys are not living this completely holistic life. So, that’s what I try to do is show them, “Hey guys, look. You can get up early and I’m going to teach you how.” We call these health hacks. And these health hacks will eventually convert into health habits. But, in the beginning, it’s a hack. Right?
Well, how do I get more time? There’s no such thing as more time. But what we can do is we can find ways to eliminate the time sucks and the time vampires, and we can fill those with things that serve you. We can find ways for you to spend time with your kids and not miss work. So maybe you handle business calls one day a week after school from the park. Maybe you’re walking around with your kids. Maybe, on Fridays, from three til eight your phone, which is one of the greatest distractions we have, is put in a box. And that box, you and your kid designed together. And it’s called the lock box or the life box or the Canon’s box or the Camille’s box, whatever your kid’s names may be.
Eric Malzone: [crosstalk 00:24:47].
Luke Kayyem: And during that time, you don’t go in there. So these little tools, that I’ve used over the last 12 or so years of being a husband and a father, have now given me content. And, as we know, in the marketing business world, content is king. So, I doubled down on that. I continued to push content even when my marketing is not on point. And I know that.
It’s a topic of discussion often when I meet with people who are like, “My god, I love what you’re doing. How are you going to scale it?” And I even had this conversation yesterday and I’m like, “Well, I scaled a 750 square foot box into six SICFIT gyms. And it didn’t work out the way I wanted it to.” So, instead of trying to scale it, I’m going to take the greatest possible clientele, my clientele, your clientele, you and I. The top one Percenters because most of them are making really good money. They’re in business for themselves, or they’re an attorney, or they’re a financial advisor. They have the ones who have all of that extra stress on them anyways. Right?
So, we take that one percent group, we take the top clients, and we now give them everything. We give them every tool on top of what we call extreme accountability. Right? You were part of the crew. Missing student phone calls. “Hey, Eric, it’s Tuesday morning. I haven’t seen you in class for a week, bro. Where you been?” “Oh, thanks for the call, man. I truly appreciate it. I’ve been busy. Thanks for getting on my ass.” Right?
Eric Malzone: Right.
Luke Kayyem: We did that with somebody’s fitness and because of that we had better gyms than the guy next door or down the street. We’ve taken that same proven model of extreme accountability and applied it to people’s lives. Are you eating and drinking water and training? Check, check, check. Are you reading and writing and journaling and meditating? Check, check, check, check, check. Are you spending quality time with your wife and your kids? Check, check. Are you serving yourself? Because, if we don’t work on us, nobody else is going to work on us for us. So, now the one of two check boxes, on the weekly phone calls, is now 10 or 15.
Eric Malzone: Nice.
Luke Kayyem: And it’s a constant push. It’s a constant nudge. It’s relentless follow up and follow through. Although the marketing is not completely there. And it may not be for a long time. But I would rather go into a new business and a new venture and put my name on the line with what I know I can deliver and how people can improve versus how nice my logo is or how pretty and shiny my marketing is because that will come later. I’d hate to have it be the other way around.
Eric Malzone: Right. I agree. And, like most great conversationalists I’ve had on this show, I only got through about one question. So, I have about six more. So, possibly we could check in with you in about six months again.
Luke Kayyem: Dude, let’s do it. Let’s do it.
Eric Malzone: How do people get ahold of you? How do we find you?
Luke Kayyem: Yeah, I appreciate that. So, lukekayyem.com. L-U-K-E-K-A-Y-Y-E-M.com. Fittesttribealive.com. If you’re in the North Scottsdale area, on Friday mornings at 5:15, you can come to the hood or you can come to the studio and we can do a video like this. We can do a Facebook Live. You can see me on my Facebook, or my Instagram, and my Twitter.
But I’m really dedicated and committed to doing as many Facebook Lives as possible with that same purpose. Truly about, you know, teaching more people how to live a higher quality of life through purpose and passion and ultimately positivity. Because you and I both know that if I fill your bucket, you’re going to fill my bucket. And if my bucket’s full, I’m going to fill somebody else’s bucket. Before you know it, every encounter that I have, and this was a big one for me because, you know, I was a competitive, functional fitness athlete, right? I was the first CrossFit gym in Scottsdale.
Ego is the enemy and some of us had to learn the hard way but after I reinvented and came back and said, “Okay, how can I serve people at a higher level?” I really started to become humble and vulnerable and say that, “What if I could go into every conversation, every relationship, every phone call, every Starbucks, you name it. Everything with positivity as the focus.” What if I could come in with a smile wherever I go? When I walk in a room. When I answer the phone and I’m not even on a video. Like, what if I could do that? What if I could wake up my kids and what if I could tell my wife? What if my life became fucking positive, higher than it’s ever been, because I simply applied some tools along the way and I taught more people how to live with positivity. It’s the greatest asset we have but we don’t use it. I mean, how simple is this? Like, we don’t use it.
And I didn’t use it for a long time. I didn’t smile in high school. I didn’t necessarily, you know, live the life that I’m living right now, and we all have to stumble sometimes to get to where we are. But because of stumbling, because of falling down, because of temporary defeats and few failures along the way, we all have the opportunity to come back and be greater than we ever thought possible, than we ever imagined. And that’s really what’s it’s about now, it’s like, “Hey, man, I haven’t seen you in 6/7 years and now we’re on a video call together and we’re both smiling and we’re laughing and we’re filling each other’s buckets, man.” And that’s what it’s all about.
Eric Malzone: It’s awesome, man. Brother, keep it up.
Luke Kayyem: Yeah.
Eric Malzone: And, you know, the message to everyone out there is, “Hey it is simple but not it’s not always easy” and that why it’s nice to have a coach. So, keep it up, coach.
Luke Kayyem: Dude, do the work, man. Appreciate you, Eric.
Eric Malzone: Yeah. All right, brother.
Luke Kayyem: Nice talking to you, brother.
Eric Malzone: I’ll talk to you soon.
Luke Kayyem: All right.
Eric Malzone: Thank you for listening to this episode of the Future of Fitness podcast and webinar series. We’re working really hard here to keep great content coming out, and we’d like to express our gratitude by offering you a free seven day marketing crash course. So, here’s how you can claim it.
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So, thank you. Keep listening. Go claim that offer. It’s a ton of value. And if you ever want to get hold of me, or if you have suggestions for guests, topics, or anything else, or if you just want to ask me questions, I always respond. You can reach me at Eric, E-R-I-C, @fitnessmarketingalliance.com. And keep listening. We have a lot more coming down the pipe, and we’ll make sure that we’re keeping value great for you guys and farewell til next time.
The success that he saw during his days as a gym owner, can now be leveraged to help thousands of gym owners worldwide.
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