Marketing Coaching Call: Launching a Satellite Location

Speaker A: Foreign.

Speaker B: Welcome to another episode of Brand Narrative, the podcast where we explore the world of marketing, creativity and the genealogy of good ideas. Brand Narrative is hosted by Matt Certo and the agency he calls home. Find some and win more.

Speaker C: All right, well, welcome everybody. We've got another episode that we're doing in the vein of a coaching call, and so I'm excited to get into this one. Uh, if you've listened, um, to this podcast for any length of time, we have a lot of different topics that we cover that are related to marketing. And recently we've been trying a coaching call or two. And the idea there is to let listeners eavesdrop into real marketing challenges or opportunities that people are facing, and, uh, to let you listen and learn a little bit and learn more about a concept or, uh, some successes people are having or challenges they're meeting. And, uh, it has turned out to be a pretty fun approach to these. So today's guests, um, Brantley Hawkins and Justin Cobb are the founders of ND Wellness. And we're going to get into what ND Wellness is. Wellness Club is a concept in Orlando that I came across, um, not too long ago. And these two gentlemen that you're about to meet have really, um, added a lot to my life. They've helped me, uh, with back, uh, pain, mobility challenges I was having, and also just how you enter a phase of life and stay well and stay healthy on a 360 degree basis. They'll explain a little bit more about Indy Wellness. But we started working together, uh, when they, uh, approached me with the idea that they wanted to expand into Winter park from Orlando. And if you're not familiar with Orlando as a region, it's really a number of cities within a city. And Winter park is contiguous to Orlando, but it's probably between the two locations, probably 30, 35 minutes, depending on traffic. So what they are doing is taking a very successful concept that they have and then moving into their next region within the same sort of metropolis, if you will. And, uh, they are off, off and running with a concept, a location in the midst of construction, and we're talking about how this expansion might go. So, uh, I'm going to introduce, uh, Brantley and Justin. Gentlemen, thank you for joining and, uh, nice to be with you.

Speaker A: I appreciate it. Yes, thank you for having us.

Speaker C: I got to tell you all that in a short time, these two have given me more grief than, uh, any of my family members. So you'll probably get a little humor in this conversation.

Speaker D: It's the imagery and how you speak the.

Speaker C: That's right. Marketing. That's right.

Speaker D: I saw the pulsing vein of what we're about to dive into here.

Speaker C: These two are lucky there, there's a little bit of geography in between us because, uh, I'd have to take all, both of them on. So, guys, um, you know, for people that are trying to learn something here, tell them a little bit about Indie Wellness Club, the concept, how you guys started, how the universe puts you two together. Uh, we want to hear all of

Speaker A: it, but we can go way back on that.

Speaker D: Yeah.

Speaker A: How much time do you have, Matt?

Speaker D: Yeah. How long is this?

Speaker C: It's a two hour show.

Speaker A: Yeah, man. We, we ran into one another 10, 15 years ago somewhere around there. We, uh, were both working at the same facility doing some similar concepts. We, as you know, Matt, we move the body quite differently than your traditional style of exercise. And so that's what brought both of us together. Uh, Justin saw the way I was moving the body. I was seeing some of the components that he was bringing in, uh, from a therapy standpoint, and just both of us really hit it off. Uh, then fortunately or unfortunately, however you want to look at it, I fell in love, moved across the world, uh, to Australia with my wife. And, uh, so I was across the way learning from all sorts of therapists, uh, trainers from all around the world, especially along that Australian coast. And Justin hit me up. He said, man, when are you getting back? It's like, I don't even know what day it is right now. I don't, I don't own a watch. We're just cruising around them, enjoying, enjoying life. He said, well, I want to get this facility together. I want to do what we've been doing, but I want to add all of these infrared saunas, red light therapies, hyperbaric chambers, all these things to really help people truly heal. I was like, I have no idea what any of that stuff is, but that sounds great because I grew up in a much more traditional background, sports, uh, medicine degree, master's degree in exercise physiology. But I was beginning to test what I had learned a bit from a movement standpoint. But I'd never dove into the longevity, the biohacking aspect of things. And, uh, I told him, I said, all right, you know, that sounds cool. Well, I've been working over at this gym called F45. Started here in Australia. And it's incredible. It's this community building place. These people are loving it. It's a quick 45 minute workout. Uh, the exercises aren't all that Great, because everybody's getting hurt. But that's actually keeping me in business here, and I'm. I'm helping the business owner keep people, uh, around, which is. Which is pretty cool. But I think we could take that same concept and apply that to what you're talking about here. So when we got back, I had this vision of creating this gym where all of these exercises were going to reinforce the therapy that people are receiving. So if you've ever been and gotten a, um, you know, an adjustment with your chiropractor, you seen a massage therapist or even a physical therapist, a lot of the times it feels good for a day or two, but then everything just goes right back. Because if you're not doing the right exercises to reinforce the therapy that you just received, everything goes away. So I had that vision of, let me create that, and then Justin, I'll let him dive into his background here in a second as well. Uh, but he goes, we got to bring this longevity kind of holistic component to it as well. And. And I soaked it up and learned as much as I could. And once that door is open for you, before you know it, you're going to own your own chickens, make your own sourdough bread, and, you know, you start questioning the government a little bit.

Speaker C: But, you know, for people that are encountering your concept for the first time, and I'm going to put the website, Social Connections all in the show notes so that people will be able to see them. But when you first encounter this organization, you go to the website and then you walk in, you're seeing people do all kinds of different things. You talked about massage therapy. You talked about, uh, chiropractic adjustments. Um, a lot of what I do is walk. When I'm, uh, getting treatment, I'm just walking back and forth, and people are observing imbalances in my body. Um, and then they're helping me with stretches, they're helping me with strengthening, they're helping me with mobility. And so it's something I hadn't seen before. But, uh, I think you all have had a. A great way of, um, couching it, which is we position this as the same treatment mechanism or protocol that pro athletes get. So, Justin, as you, um, launch in a bit about your background and how ND Wellness got started, maybe you could share a little bit about combining these different modalities to help us minimize, um, pain and move better and all those things.

Speaker D: Yeah, absolutely. I think it's really cool. And I want to know. Everything happened with new dimensions of me and Bradley very organically, there wasn't too much brainstorming. I mean, there was tons of brainstorming, but not like, hey, what are we going to do? And why? It was more so. I've had my experiences in life. Bradley had his experiences in life. I had things that have worked for me and have worked with my clients and apparently had things that worked for him and his clients. And we're like, we took the best of everything he knew and the best of everything that I've been through, and we said, we need to package this together to bring a new dimension of health to people that they're just not getting now. Um, like Bradley said, he was working at 45 and people were getting hurt. I was working in a traditional physical therapy clinic, and I was actually told to stop doing the things that I like to do because no one else could do it. Hey, you know, just follow the protocol, you know, do these exercises. And that was the catalyst for me to go off on my own. And when I said everything happened organically, you know, when you set your intention to something, all of a sudden the universe starts working to put those pieces together in the most beautiful time for things to happen for the people's benefit, not just our benefit. So, you know, Bradley coming back from Australia at perfect time when, you know, I was off on my own, and we have a, uh, a mentor in common that, you know, we were both working with and working together, so we got to kind of see how each other works. Um, so we brought all those things together to make what we have. Now, a little bit about my background is I don't think it's, uh, incredibly important, but I come more from an alternative background. So I've always experimented with, you know, the meditation, the holistic health, vibrational therapy. Right. Uh, sound healing. Um, also, I've mentioned I'm traditionally trained physical therapist, and we've had movement mentors that teach you this new way of not saying new way.

Speaker A: Ah, I guess it's been around for a while, but new for most original way ever.

Speaker D: It's the most original way ever. But how the body moves as a whole and as one unit, and once you are exposed to that, you, you know, you can't go back. It's almost like, uh, the Matrix, you know, once you take that red pill, or is it the red or the blue one of those pills, your mind is open, and you can't go back to things that aren't good enough anymore. You have to elevate the standard of what we do and why. So, um, that's where that name New Dimensions came from. I wanted to bring in new dimensions of health that people don't typically think about. You know, from the, the mental aspect, the meditation, tapping into different dimensional things for healing. And I mean that a whole another podcast on, you know, what that does. But then bringing in the type of movement that we do, which is sometimes described as three dimensional movement.

Speaker C: Right.

Speaker D: Because you're moving in all three plans. Motion, where typical training is done very single planed. So piecing all that together, uh, it came together beautifully. People started coming in and we were just getting results that no one else has gotten and of, you know, whether it's what we do and how we do it or our personalities or just being blessed that we've gotten to work with some of the best athletes in the world. We garnered an amazing reputation here in Orlando. And that word just keeps spreading and spreading. Um, and if you look around the landscape of the health and wellness world now. What's that quote? It's, uh, like imitation is the greatest form of flattery. And everybody is kind of moving towards the model that, you know, we created 10 years ago, but they're just lacking that fine tuning and the, uh, experience that, you know, we've had over 20 years now. Sure.

Speaker C: Or maybe your good looks, maybe if I look at both of you, it's really hard to duplicate. That's right.

Speaker A: That's part of it. But, you know, we're smarter than that. We're smart too.

Speaker C: So to fast forward a bit, you all have built this concept. Um, I talk a lot about, you know, you know, a thriving brand. When you walk in the store and you just feel it, you see it, uh, the culture's there, um, there's activity. You can tell that people are coming and they're waiting in line. And I would, at the risk of bragging on you too, say that you're there, you have this thriving organization, you're in a location, um, the credibility that you've built. I'm in there and I'm next to an NBA player. I might be next to a PGA or an LPGA player the next day. The pro athletes, in addition to executives, who are all dealing with what I'm dealing with, which is pain, mobility, um, longevity, all these things that they seem to be clamoring for. You've created this first location and you've come to the conclusion, hey, it's time to expand. And geographically it makes a lot of sense because you're going to a place where it's easier for other people. Just to physically get to because you're limited in that way. So talk to me about the decision to create a new location in Winter park and, and what led to that?

Speaker A: Well, we've, we're very central uh, right now. So I mean our average client, they're about 15 to 20 minutes away from us. So you know, you're coming from College park, you're 15 to 20 minutes depending on where you're coming from. College, uh, Winter Park, I mean you're 20, 25, 30, 35, depending. But uh, we have people coming from all over the state as well. We've had a few people move, um, from different parts of the United States to come to a full immersion with us. So what uh, we noticed is it's not our price point, it's not our lack of getting results, it's our location. Uh, for most people, once they, once they heal, you know, when, if you're dealing with some sort of back pain or hip pain or whatever you, you've got going on, I mean, textbook's going to tell you that it's going to heal eventually, either three months or six months, assuming you're doing the right things. Unfortunately, a lot of people don't, or they're not, uh, led in the right way. But after that three to six month mark hits, you know, people go, all right, I'm better and I still want to come see you guys. I love what we're doing and I love the direction we're headed, but I travel 35 minutes to come see you, assuming I don't hit too hard a traffic and then I got another 35 minutes going back. And when you're working with high level executives, uh, eager young professionals, even professional athletes, time is so important. So that's been one of the biggest hindrances for us, um, to I'd say take some people even farther in their health and wellness journey. And I was just speaking to our team about this today. Health and wellness or health is not something that you're going to complete. You didn't get healthy in 20, 25 and then you go, oh yeah, I did that. Now I've got that for the rest of my life. It's, it's a continuous journey. It's an ever, uh, evolving journey. So being able to get closer to our clientele, uh, is, is, is huge. Uh, not to mention we, we also hit capacity here as well. So I mean there's a, there's a component of that that's right, that, that does make a difference. Um, but over the, the last seven Years of us being open in this location, that's what we have noticed is people are leaving due to the distance. So our goal is to be able to get into the backyards, uh, of where our clients are. And the majority of our clients are from Winter park and College park on the north side. They're, uh, from Isleworth. Dr. Phillips. Um, more here on the south side. We've got some sprinkled in downtown. South, uh, south, uh, downtown Orlando. And then, uh, a few in Lake Nona's as well. And, uh, like, what, Belle Isle? Uh, so, I mean, really kind of all over. It doesn't matter which direction you go in. Uh, but it's always been that same. Thing is, man, I love this, and you guys can fix me. You were a last resort. Uh, somebody told me before I go and get a surgery, or maybe I've already had surgery and it didn't work to go see these guys. They do some sort of weird black magic, and it works, and it's incredible. And they all work together as a team, and they have personal trainers and physical therapists and nutritionists and accountability coaches. And they put you in weird spaceships, and then you stand naked in front of this weird red light thing, but you feel better every time you leave. And then when you walk in, it's incredible. So, uh, it's, you know, we're. We're excited to be able to get into, uh, our customers backyard.

Speaker C: So, um, and that's a great way, I think a very fair description, um, of the facility and the people and the fact that you've hit capacity because it is vibrant in there and there's a lot going on, which is what you want. Um, what do you look at the keys to success as being, um, as you encounter this new location? Because if I think about a restaurant, a restaurant can have a great following and they try and open a second location. Everything's different, you know, and different can be good, and different can be challenging. So what are the things that you look at as keys to success or things that are maybe keeping you up at night or scratching your head about how to make this go?

Speaker D: Um, um, I'm going to take it from a general standpoint, and then I'll have Brantley jump in a little bit. I'm gonna go back to a little bit more backstory. But when me and Brantley first came into this building, going back to just the organicness of how everything happened, we really didn't have any money. It was me and Brantley working with these professional athletes, you know, we were squatting in the building for a while. We didn't have our own place. And, uh, an ex client of ours, he said, hey, if I purchase this building, would you guys like to rent space? And me and Bradley kind of both did the math. I think at the time, we were working out of the corner of, you know, uh, a little CrossFit gym, and maybe we were paying 500 bucks a month for rent, something like that. We, uh, did the math, and we're like, man, that's like, uh, a thousand percent increase, you know, like. And I remember one time I was like, hey, B, what do you think? Should we do it? And, like, there was one part of me hoping he said no. And he's like, yeah, let's do it. I was like, damn. So, you know, you always hear about that leap of faith. Like, take that leap of faith. So, uh, we took that leap of faith, and we came into this building with no money. Right. It wasn't very pretty. We didn't design anything the way we wanted it. But what we did bring is the right energy, the. The energy of what new dimensions is. And what we bring is going to be the same regardless. Now we just have a little bit more money. We can make things a little prettier, have nicer rooms, you know, cuter floors, you know, better decorations. Um, so that would be different. But the essence of, uh, who we are and what we bring to our patients, our clients in the community, is going to be the same. And I wholeheartedly believe, uh, you know, certain energies attract other energies. Just like an antenna. You put up an antenna and you tune it to a specific frequency, and all of a sudden you hear country music or you hear rap music. Same thing when we put up our antennas and, you know, we're. We're putting out that frequency of health and love and happiness, that's what we're going to attract to the Winter park community. So that's going to be the same regardless of where we go. The differences might be, you know, the aesthetics and little nicer equipment, and everything's going to be done instead of us patching things together as we get a little bit of money. Yeah.

Speaker A: Well, then our programs and systems are just tenfold better. I mean, we didn't have that when we first started out. We knew what the. The three components, and it's something that we break down in our book. Matt, I believe you got to dive into some of that as well.

Speaker C: Yes.

Speaker A: Um, so we know we had the. The movement, the body work, the nutrition, the detoxing. Components, the mental, emotional, we knew that had to be the basis of a health and wellness program. But being able to design it all out and know how is it going to work from the moment this person walks in the door and truly understanding their deep whys, what they're trying to accomplish, those emotional drivers, and then getting a team, especially in the medical and fitness realm, to all work together and communicate and I don't know if you've ever been to a doc before and trying to get one doctor to send over notes or a prescription or whatever, or just talk. Nonetheless, it just doesn't happen. It's almost impossible to do. Uh, well, getting what we have a staff of 22, uh, together to all know, here's what Matt's here for, here's what we're working on, here's what we're working on as therapist, uh, here's the specific part of his body, what we need to be doing, what we need to be opening up. And then from a movement perspective, the personal trainer and strength coach knowing exactly what, what needs to be done to reinforce that, the nutritionist to be able to give you the right food, if we're on a anti inflammatory diet, uh, which recoveries are right for you because it's great to be able to have, you know, all of these amazing, uh, tools. But you know, how do you know which one you should be using and at what time? And so getting that collaboration of everybody together and the systems and programming that it takes to make that happen and make it effective, uh, that's something that we're really excited to be able to bring to Winter park because we've perfected this over the last seven years. I'd say really the last four years, we've just dialed it in, uh, so you can come in, we can meet with, you know exactly what you're dealing with and we can begin to map things out. Like, all right, well, if you're able to create this much time in your schedule to do this, this and this, uh, you should begin to see your back pain going away at these key points. This is what your life should look like. You should be able to start playing golf again. A full 18 with having, without having to reach for ibuprofen by about month two and a half to three. Then as you're coming into four and five, this is what we're going to be working on.

Speaker C: Now.

Speaker A: We're testing the body in this way. You know, now after you get through month six, you should be in our performance phase. We should be increasing 10-15 mph of club head speed. You should see the ball driving about another 15 to 20 yards. You should have zero pain as long as you're doing this, this, this, this and this. Because we've done it so many times and we know exactly what we're dealing with and uh, that's, that's something really cool that I don't uh, we didn't have when we first started. We, you know, by any means, especially with that many clinicians. So getting that many like minded people together from like such a multifaceted approach as well uh, has been huge. So I'm just excited for being able to expand on what we've done here and bring that into that marketplace. And as Justin said, the energy, you know, we, we attract amazing people. Um, you know, if you're, if you're not amazing, you're not exceptional, you don't stay here long. If uh, we put out a. Yeah, exactly. If we, if we put out an application um, for say a therapist, we get uh, about 100 to 125 applications that night and we'll turn everything off so it runs for 24 hours and we get them from all over the world. Uh, very well known within this industry now as leaders uh, in the um, progressive functional medicine, performance, performance wellness aspect and uh, so it's amazing to be able to kind of have our selection of the best therapists and trainers in the world.

Speaker B: Brand narrative is brought to you by the team at Find Some and winmore, the agency helping brands find and win new customers since 1995. For assistance with brand development strategy, digital and social media public relations m and more, visit us on the web@uh findsomewinmore.com or connect with us on social using indsomewinmore.

Speaker C: So as we think about the logistics of and the practicalities of making this leap, um, Justin, you mentioned uh, antenna and frequency made me immediately think about how do we reach people in Winter park who maybe who haven't heard of you yet. They're not aware of ND Wellness. They don't have that awareness yet. What is your thought process? I know we've talked about it, but maybe share with with listeners how you break down the approach to building awareness in this new community.

Speaker D: Well, when we seek out guys and companies like you to help us out, I think one of those things is uh, you always learn from people smarter than you. So uh, we both have listened to people who have run successful businesses who have marketed effectively and you try to pick things from m them uh, at the end of the Day, and I feel like you would agree, but it's a mix of everything. You know, it's, uh, Right. One. First things first. You think you have to have a great product. I read it a book one time. On a scale of 1 to 10, how much do you believe in your product? If you're not an 11, find a new product. That's right. First things first. We wholeheartedly believe in what we do, so we can speak about what we're doing with integrity and a lot of confidence. And, you know, that's just speaking with people.

Speaker C: That's right.

Speaker D: Um, but diving into, you know, whether it's social marketing, uh, you know, business to business, radio, tv. I mean, we've dabbled in everything, all of it, um, you know, but yeah, I mean, it's really a mix of everything. As far as the specifics, man, that, that's Brantley's specialty. He could dive a lot deeper into the. The specifics of it all. But, you know, what I've come to learn is it takes everything, right? At the end of the day, there's a lot of businesses out there. A, ah, lot of them are competing for the same people. What's your differentiator to, you know, make somebody like you? When they hear about us or see something that we put out on social media or a mailer or a flyer, we're like, you know what? I need to call these guys.

Speaker C: Well, and I think too, when you first encounter your organization, my experience was, and just because this is my field, I think a lot of people think this way. When I see ND Wellness Club as a brand and I go to the website, I listen to you all, I read some of the content. My brain starts wanting to put you into a box. I start wanting to. Is this a gym? No, it's not a gym. Is this a health club? No, it's not a health club. Uh, is it a physical, ah, therapy practice? No, it's not a physical therapy practice. You all have almost created a category, and that's what we think of as positioning, because consumers want to put you into a box. So they understand not to denigrate what it is that you do or minimize what you do, but they want to form a box so they can relate to you. Um, maybe Brantley, you could talk about that a little bit. The name and then also what you're thinking as far as some key buckets for building that awareness in terms of channels, for sure.

Speaker A: So about seven years ago, when we started doing this, that was one of the hardest things we've dealt with and it still is quite challenging today. So from a marketing perspective, we would pull people in on different services. So we were a physical therapy clinic, we were a gym, we were a biohacking recovery place. We were just red lights, we were just sauna. Uh, we were everything. Which made it a nightmare for SEO, uh, and Google trying to figure out and categorize us as well. But we'd pull somebody in on one thing and then be able to educate them on all aspects of it. Now over the last, I'd say really two to three years, we've really been able to fine tune our story. And this one stop shop is not too uncommon because people find themselves working with a personal trainer, working with a massage therapist, uh, they've heard of at least red light therapy or oxygen tanks or infrared saunas. And this whole recovery wellness industry, you know, is just absolutely booming. So we still haven't had a great place in the market for positioning. You're starting to see a lot of spots, uh, in places called Social Wellness. Uh, there's been another one that's popped up. Performance Wellness. This one's fairly newish. Was, um, it Noble Bull? Noble, I just sent it to you.

Speaker D: Uh, it was the ex COO of

Speaker A: Noble started Christian McAffrey just, just signed on with them and uh, they're really pushing in the performance wellness space. They tend to be more product oriented versus service oriented like us. Um, but these positioning bits are starting to come about now which is, which is quite interesting. Uh, so I, I think it was three years ago I started to recognize this and I said we got to add club to our name. Uh, and you know, club is going to be something that's, it's going to help us get there. Wellness Club, uh, that's really what we are. It's or a private club. This isn't just, hey, come in at, you know what you'd like to do because we're really paying attention to that individual. And you're starting to see private clubs and communities as people need a place to, to plug in. Especially after, uh, after Covid, when we were so removed from one another, we began to crave human connection again. You're starting to see a lot of places called third spaces in the, uh, the younger community, Gen Z Millennials. And they're looking for a place to be able to connect that isn't at a bar, that isn't at a club now, uh, in the sense of like a, you know, dance nightclub. And so they're looking. Coffee shops were a big One. I mean, that's one of the reasons Starbucks took off for, uh, so long as a place you could come and connect and drink coffee and work and stay. Uh, and now, you know, with this wellness push, uh, that's been huge. So I, I m. Wouldn't classify us necessarily as a social wellness club, but we do a number, number of social events. Uh, and, and I, why I say we're not a social wellness club. If you look at some of the larger ones in New York or Miami, uh, L.A. very, very large facilities with, you know, 20 to 25 person infrared saunas, where you're meant to come in and connect with people while being in an infrared sauna. To me, I think that just smells Awful.

Speaker C: Yeah,

Speaker D: 25 people at this.

Speaker A: I've seen night, like dance parties in infrared saunas. They have a DJ and it's, it's nuts. So I mean it.

Speaker D: Where's that la?

Speaker A: Yeah, I saw it on Instagram and I'm just thinking, I'm like, oh, I want nothing to do with all that body odor and then people getting into natural deodorants or not even wearing deodorant. All right, well, we'll, we won't go that map. We don't want your listeners to have to your algorithm.

Speaker C: I think we may have lost a couple, but, you know, that's okay. Yeah.

Speaker A: But, uh, so I'd say that that's what we're getting into, that positioning component. Uh, wellness club, performance, wellness club. Uh, there's even. What's the large spot going up in Winter park, uh, at Athletic Country Club. That's another thing. So all of these, uh, these names are coming about and starting to be called something. Uh, so wellness clubs are essentially like the new and improved and evolved wellness, Wellness centers. Because wellness centers were always like, here's your tinctures, like, here's little things that you can get. It's the wellness holistic side of things. But now these wellness clubs are coming out and people are going, I want a place where I can exercise. I want a place where I can recover. Uh, you know, I want some, where somebody can address some aches and pains that I'm dealing with, maybe get some massage work. And if by some miracle they could all talk and figure things out, that would be incredible. Nobody's figured out how to do that yet, you know. Yeah, those guys must be geniuses if

Speaker D: they can do it.

Speaker C: Well, I think you're onto something there. And I think leaning into the positioning that you've chosen is, it's important and critical I think to reaching the right audience because you're making, you have a premise and a hunch that you're saying there is a market for what I'm going to deliver to the marketplace. Same with the raves. Inside the infrared sauna, someone has made a calculation. Whether it's accurate or not.

Speaker D: I guess there's a market for everything.

Speaker C: I talk about cruise ships all the time as a way of illustrating this, because cruise lines, if you think about, if you just think about the cruise industry, they all are boats that float and they serve drinks and they serve food. And so that's the overwhelming big picture. But then Carnival comes in and says, we're going to be a little bit lower price and we're going to all be about the party. Really. Disney comes in and says, really, this is more about family. Viking, uh, river cruises is like no casinos, no kids. You know, that's. They literally say that in their ads. And so they're using the XY matrix to basically say this is the category we want to go and create. Because if we're Viking, we know that Carnival can't compete with this particular category. Now, not everybody wants that, but they are trying to hit a segment. And I think what you all are doing with, uh, treatment in the same way that you would get as a pro athlete, I think really paints a picture. Would you say that's accurate?

Speaker A: Yeah, yeah, I would say that's pretty accurate. I mean, the type of client that we're working with, they want that same attention to detail. They want that transformation. And so the type of person that we work with, they're go getters, you know, I mean, uh, like yourself, Matt, I mean, you run a very successful business. I'm not, I don't have all day to name all of your accolades, but, you know, you've, uh, you've done quite well, especially when I was reading through your book. Uh, so you're the type of client that we work with. You demand more for yourself and you're always chasing self improvement. So that type of person, you know, wants a plan when they come in, they want to know exactly what's going to happen and they want to just kind of cut away the extra stuff and get right into it. And uh, that's, that's the level of attention that we really focus on with our clients and our programming, which, uh, is exactly what you get with professional athletes. You know, they're not there to socialize. They're there to win world championships and make millions and, um, they might socialize outside of it. But at practice, like you watch a professional practice, I mean there's some socializing but man there was. Guys are going hard and that's the same thing when you're coming here, you're locked in. We're focusing on truly uh, making a transformative change to you. Whether it's aches and pains that you're dealing with, weight loss that you're trying to get to, just overall optimization because you know how much that's going to change your entire life, your relationships, your business, uh, that's, that's the type of person that we're focusing on who uh, wants to take their life from here to here.

Speaker D: You know what Madden, this is something um, that I think will even pick your brain about more. But me and Brantley had brainstormed on this and talked about this a lot. But even within everything he's saying, we have a level of expertise and you know, we said we're bringing what professional athletes have to the everyday person. But we're better than what the professional athletes have because they come, athletes come to us. You know, they had all this stuff available to them but for some reason they still come through our door. Yours. And um, going back to always trying to better themselves or get an edge or find something that they don't have within their routine right now is what we bring. And you know that's based off of uh, one never always studying, always trying to learn, experimenting on ourselves, experimenting on our patients and clients to find out over these 20 years what's really working, what's not working. Like how could you really change somebody's structure. So um, what was that thing that you said the other day? Uh, uh, like a fun. Can't buy our intellectual property like what we have in our hand. Like you know there's, there's places, yeah private equity. Like there's these, you know, multi million dollar, hundreds of million dollar, you know, wellness clubs opening up and it put in all these fancy machines and you know it's the red lights and the ozone and this and everything all in one machine and then machines a hundred and twenty thousand dollars and okay. But they can't make the changes within somebody's structure and within their body the way we can because they haven't. Doven is doven. Word dived, Matt. You know that man, you're eloquent. Is it dovin or die?

Speaker C: I would, I would avoid the word. If I was unsure, I would just say that's my trick.

Speaker D: Deep enough to.

Speaker C: It's like why lay in lane in school? I never really got those. I, I don't know, I just avoid

Speaker D: them, you know, but, you know, none of these places have the expertise that we bring. And we're mentoring young therapists and young trainers who are hungry to learn and hungry to be the best at what they do, uh, within our company. And I just, to me that that's such a, a differentiator. But it's hard to portray that to somebody that has no knowledge of what we do. But once you come in and you start to experience it and you see what we're going through and how we're diagnosing what's going on within the body from a structural perspective, you know, I think that's when they're like, man, I wish I would have had this when, you know, I was playing pro ball in Phoenix. I wish I would have had this when I was here. Like, I can't believe, you know, my, um, athletic trainers or my physical therapists on this professional sports team missed this. Like, they never looked at it the way way you guys do. And, uh, you know, it's kind of tooting our own horn. But that's a very special differentiator about who we are and what we bring to the community that none of these places have.

Speaker A: Yeah, sure. Brilliant. A referral source, too. So this kind of jumps back into what you were talking about from a marketing standpoint and, and making the splash that we're looking to make in Winter park, uh, our ability to use our own clientele, uh, you know, Matt, when's the last time you called up Spectrum to let them know what a great job they were doing?

Speaker C: I fired Spectrum a while ago. So, yeah.

Speaker A: So, you know, with us, we have, you know, got probably over 4005 star reviews right now on Google. We have, right, nothing but five star reviews. No fours, threes, twos, ones, zeros. There are zeros. We, uh, demand perfection in everything we do and make sure that our clients are getting the results and the experience that is just exceptional. Uh, we've got handwritten notes, emails. I've got about five or six of them back here behind me. I always, always keep them and just read them, um, when things get tough, uh, you know, just to that extra driver to remind me, oh, yeah, this is why I'm doing it. And, uh, you know, that that's something that's really going to help you make that splash into, uh, the, the next market and being able to capitalize on that. Because we could call any one of them and say, hey, we need a hand with, with this. And I Mean, you can't, you can't get better marketing than a friend's referral saying, hey, you've been dealing with this and these are my guys. Go check them out. I guarantee you they're going to be exactly what you need. Just go.

Speaker D: What was our marketing budget when we started?

Speaker A: We didn't have. It was all the referrals.

Speaker D: Jason, point. Right.

Speaker C: Well, I think you're hitting on. We talk about the net promoter score, and really the net promoter score is this indication is a very simple question. There's a book called the Ultimate Question, which is how likely are you to recommend on a scale of 1 to 10, our organization to a friend or colleague? And when you're doing a good job and you're delivering a product that really works and that people appreciate, and you're doing it in a manner that people feel good about, you're going to naturally generate those referrals, which you all have done. And I also think, Justin, you touched on this a bit ago. You talked about the product. You have a product that you're very comfortable with. And I think too often people just tie in advertising to marketing in a way that makes advertising or promotion feel like that's all marketing is. You think about the marketing mix of product, price, place and promotion. The 4P's product is the first one we typically talk about because if the product is good, the marketing is going to go and it's going to be a lot of fuel for the others, um, um, to play off of or key off of. So you're doing all those things, um, very well. So as we sort of get toward the end of our time, I did want to just, um, get your. Take a little bit on what people in Winter park could sort of expect as they start hearing about, uh, about the new venture, how they could maybe learn more about your arrival in Winter Park.

Speaker A: Yeah, um, well, we've got a, a landing page first for Winter park where we're keeping updated information. Um, I'll make sure we, we give that to you, Matt, and you can put it down there up on this corner or yes, Scarecrow, and just click the button and you can join our founders list. And that's where you're going to get all of the information as to what's happening. Any type of, uh, founders deals that we may be putting out. Um, we're going to be holding an exclusive soft opening event right now that's only for our members and who they're going to be inviting as, uh, with a club, it's always very important that you curate and build the right community. And so that's going to be a huge event for us, uh, really kick things off and um, then down the road likely into the new year, we'll do a grand opening that's more toward the public on a Sunday afternoon. Uh, but uh, a lot of it now is just bringing in the right people, uh, listening the right stories and seeing where we can help in this marketplace. And then uh, getting, getting involved with businesses who are like minded and are heading after the same clients of ours. So we've got a, a few uh, partnerships with different businesses who are going to be at time the same soft opening event. And uh, it's, it's not a paid gig. So the guys that we're reaching out to, it's not a, hey, I can buy my way in here and set up a tent. It's you hold a specific value that you're going to be bringing and you're letting your people know, hey, I'm getting involved with this company, New Dimensions Wellness. Here's what they're all about. And we're doing the same. Uh, you know, our, our client, it's, we're not, I'll just say we're not Planet Fitness. So you know, it's a, it's a higher price point as, but we have that client when we tell them, hey, go check out these guys, their quality, what they're doing. If you're looking for this, this or this, you know they're going to go, they listen to our recommendations. Uh, our average client's with us for over um.

Speaker D: 18.

Speaker A: 18 months. Yeah, 18 months last time we checked. So we've got a long uh, history with our clients and a lot of trust built up. So we make sure that we don't um, you know, tamper that trust at all and make sure that we're uh, we're sending out quality places and recommendations and so getting the right businesses involved with us in that manner, uh, you know we're, that's, that's a great way for us to be able to expand in the market.

Speaker C: Well, I am going to put the link to that landing page in addition to the, the overall concept and social. And then also you mentioned your book that you just came out with which um, I will put a link to that which is uh, very impressive. Congrats on that.

Speaker A: Thank you. Thank you.

Speaker C: There's a lot for people to learn. So before I let you guys go, I'm going to put you through a little bit of a lightning round. And so you weren't warned about this ahead of time. So who wants to go first?

Speaker D: Hit me with it.

Speaker C: Okay. All right, so Justin's going to go first. And Braille, you'll have a little bit more time to think. I'm going to ask you both the same question. So for people listening, um, everybody's interested in feeling better, living longer, being healthier. Um, what's one tip you can give, uh, the everyday person, um, that would help them to improve their health? Obviously, it's not. There's no silver bullet. Um, but what's one tip that maybe, um, you would encourage us to be thinking about as we're all on our wellness journey?

Speaker D: I have two good answers. I'm gonna let Brantley say what my first answer is. I know what he's gonna say, so I'm gonna go the different route.

Speaker C: Okay.

Speaker D: Maybe it's love is love and connection at the end of the day, um, with a lot of other big building blocks in there. But it's social connection. It's love. It's waking up every day and being happy you're alive, um, doing, you know, being around people that you love, breaking bread, sharing food at the end of the day. Right. All these books, spiritual books, whatever, say God is love, right? So if we're coming from a place of love where we're sick, spirit guided, we're happy, we're enjoying our life. So for me, it would be that more than anything.

Speaker C: That's awesome. And it makes me think I got to share this because our pastor, um, the past number of weeks has been talking about in the church what's called the fruit of the spirit, which is love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, and self control. It's a lot of fruit and it's a list. But the way that it's talked about biblically is it's all one fruit. It's not separate. So all those things come through, but the first one is love, which, uh, is the others leverage off of. So I had to share that because it has stuck with me the past several weeks. I'm not a very great listener, but that has stuck with me. So thank you.

Speaker D: I knocked that off pretty good. I mean, that was a delicious fruit salad you just scavenged there.

Speaker C: Galatians 5, my friend. It's good stuff.

Speaker D: Know your scriptures. I like that.

Speaker A: And then is it same question to me or. Yes. Okay. I'd say with, uh, for me, it's start you. As you said, it's a journey. So you have to take a step forward. And so many People get so caught up with the finish line and what it looks like and trying to be perfect versus can I take one step forward today? And that's huge. You don't know how many times I've heard people say, oh, uh, well, once I get in a little better shape, I want to come join your gym. You know, say that again. But it's, you know, people are just afraid to get started or they're giving themselves reasons to just not, you, uh, know, take one step forward today. And just because you take one step forward today doesn't mean you have to take another tomorrow. You know, it's. And that's okay, too. It's not like, oh, I started this. Well, now I've completely changed who I am, my personality, everything. No, just do something better for yourself today, and if you can do it again the next day, great. But we're not at the next day. We're right now, you know, and, uh, I think that's one of the biggest things I could. I could recommend to anybody, is just focus on one little thing now. And that's going to compound over time as you continuously do it. And there's going to be days where, you know, you've only got 20% and the only thing that you could do is 10 standing squats maybe, or drink an extra glass of water. Fantastic. Hey, that's it. Then other days, you're going to come in and you're going to get body work, red lights, you're going to do it all. Um, but just being able to start, uh, that's one of the biggest things anybody can do.

Speaker D: There's a beautiful quote that I love, and it's called the. The journey of 10,000 miles begins with one step.

Speaker C: Start.

Speaker D: Yep, take that. Yep, take a step. I don't have to do 10,000 miles today. Just take the first step.

Speaker C: Well, guys, I want to thank you both for your time and, um, you know, for minimizing the, uh, ridicule. You've stayed. You stayed. You stayed in M. Good. Uh, boundaries there, uh, one step everybody can take. I'll put all these links in the show notes and people can find out. Yeah, Winter Park's looking forward to having you guys. So we.

Speaker D: We only ridicule people we love.

Speaker C: That's right. All right, guys, thank you.

Speaker A: Thanks, man.

Speaker B: Thank you for listening to this episode of Brand Narrative. For more information on the show, please Visit us at BrandNarrative FM. M. If you have a marketing question or topic you'd like for us to address in a future show, please email your question as a voice. Memo to feedback@BrandNarrative FM. Um, if you are enjoying the show, please leave us a review wherever you get your podcasts. See you next time.