My guest today is Ross Campbell founder & CEO at FIT Summit, thought leadership and networking platform for Asia-Pacific’s health, fitness and wellness industry.
I had a great time talking to him about lot of fitness industry related topics and his personal journey of growth, finding purpose and making massive impact on the industry
25% off to attend your next Fit Summit Conference when you use promo code 'SUCCESSINSPIRED' at check out on the FitSummit site - www.thefitsummit.com
- (00:00:28) - Introduction of my guest today
- (00:03:41) - Why did Ross launch FitSummit
- (00:06:51) - How did I managed to get great speakers on my podcast
- (00:11:18) - What I enjoy about podcasting
- (00:16:40) - Power of goodwill capital
- (00:18:36) - We're talking about emerging trends we see emerging in the fitness industry
- (00:22:48) - Example of succesful pivot of an F45 Studio in Braddon
- (00:29:04) - Emerging & exciting world of online fitness
- (00:38:24) - What has been the most challenging part about launching the FitSummit
- (00:40:55) - Ross's discovery of purpose in his business journey
- (00:43:59) - What got me involved in the fitness industry
- (00:50:17) - We talk about our day to day routines, some bad habits and martial arts
- (01:01:27) - What does Ross wish he'd new when he started his business
- (01:03:09) - What advice Ross has for anyone to achieve more success in life.
- (01:08:26) - Special offer for Fit Summit
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Welcome to the success inspired podcast, a business and personal development podcast to help you accomplish more in life and realize your true potential. And now here is your host Vit Muller
Introduction of my guest today
Vit Muller: [00:00:28] hello everybody. My guest today is founder and CEO at fit summit. Which is a thought leadership and networking platform for Asia Pacific health, fitness and wellness industry, among many other things. Also, he has an extensive experience working alongside companies to connect them to global industry leaders and their partners in business finance, investment technology, and government.
[00:00:55] Please welcome to the show. Ross campbell.
Ross Campbell: [00:01:03] Thank you Vit. Absolute pleasure. Being here. Look forward to having a great discussion.
Vit Muller: [00:01:09] Great to have you here on the show Ross. Now I've introduce you a little bit, but for the listeners you're doing quite a lot of things. So keen to unpack just a little bit of a quick bio about yourself, and then we'll jump into some questions.
Ross Campbell: [00:01:21] Yeah, sure. Happy to do so. Um, my early career started in events. I used to do large scale CEO level events, uh, looking at the investment in sectors. Uh, I used to work in the big, bad, scary world of oil and gas, huge marketplace. Um, really fascinating, but very little purpose for me. So yeah. We built a company, we sold the company and then I moved into fitness.
[00:01:44] And, um, for all my sins, I started a gym, um, ma the next martial art gym here in Singapore. It still exists today and it does well, but I realized quite quickly, I'm not an operator. That's not quite where I am. My skillset lies. My skillset lies more than B2B and I'm in a meeting, all the gym owners across Singapore, we came up with an idea for building a community, a simple community that talks about the business.
[00:02:06] Finance and investment of fitness across the region. And that was the catalyst for fit summit. And we've grown exponentially since.
Vit Muller: [00:02:14] Wow. And like I said, I mean, community is important, especially when you have a like-minded people and, and it's, you know, people in a similar business helping each other, it's only to everyone's benefit.
[00:02:23] Isn't it?
Ross Campbell: [00:02:25] Well, you built your own community here with this podcast Vit. So, I mean, you've obviously it's not easy to do and it's persistence, it's quality content as the right people and making sure that they've got their the buy-in. And I think for us, we had an initial in the marketplace in Asia Pacific, there was no such community.
[00:02:40] There was no such authority that was trying to deliver the connectivity that was trying to deliver that community. And so gym owners and business owners were too busy looking after their own business to really connect to other business owners. And I think once we started to realize the power of that had and the paradigm has connectivity and community had, my word is unbelievable once you start talking to some other. Like-minded professionals a little bit different in Australia. And of course, I know you guys have done a much better job of has here in Asia. You've got some established associations and communities, but again, that comes down to people like you putting in the effort to actually drive this community and make sure it still exists.
Vit Muller: [00:03:19] Hmm. You're absolutely right. And you've touched on podcasts and same thing, right? I mean, I started this thing about six months ago, so it months ago, something like that. And it is like you said, it is being in touch with other podcasters being part of the community, whatever, whatever community is, whether it's talking about fitness or podcasting, it is that.
[00:03:37] Like I say, you know, you're, you're only as good as, as, as people that you surround yourself with. Right.
Why did Ross launch FitSummit
[00:03:41] So now fit, fit summit. That is incredible event. I'm a see, I didn't know about it until earlier this year. Uh, one of my, one of my coaches told me about it because she works for Less Mills and she told me about this thing.
[00:03:53] And like she said, you've got to check it out. So I went. I think it was one of the first one, which was a free at the time. So I went to that one. Um, I must say I was, um, I was very impressed how it's been, how it's been organized, um, for those guys who listening, what we're talking about is a, is a completely online, um, convention.
[00:04:12] Think about a big convention center that you go to and you've got all the stolls, although all the sponsors store, a store stores, which are stalls the, um, um, and you know, stage events, speakers discussions, but it's all on virtually. And, um, yeah, I must say I was very impressed. So where are we now going forward now?
[00:04:33] You've done another three since, haven't you?
Ross Campbell: [00:04:35] Yeah, in total, we've done six. Now the first four testing the water if I'm honest with you. I think like a lot of the operators that, you know, you yourself is one of them that, you know, getting this transitional step to become a virtual operator is not an easy task.
[00:04:52] Let's be honest. Right? I think anyone who's watching this, that's had a fitness and wellness business. Certainly just try to transition into the virtual world. Hasn't been an easy, last few months and yeah. Well, I think for those, and again, we draw parallels to this from the fitness world to those of adopted early, they're really invested well, but they've also tried to have a purpose as to what their virtual offering is.
[00:05:14] We're not trying to replicate the wheel. We're trying to do something else that we believe our network and our community want. So yeah, those were six times. We've got another one to go in a year and then thankfully a break. Uh, but then again, there's this new transition that we're going to go into. We're just going to become the hybrid model where it's just like any fitness operator is how'd you convene both the world of bricks and mortar and the world of virtual to become a hybrid membership hybrid subscription offering.
[00:05:40] That's the next transition that actually starts in December. So we've had a really good 2020 in terms of. Uh, building new capability financially, look, we're not going to lie. It's been a terrible year financially, but it doesn't matter. We are healthy. We're happy. We're still making an impact on our community.
[00:05:57] And we've got a chance now to build something bigger and better on the other side. And we're going to grab that opportunity.
Vit Muller: [00:06:02] And you've had some amazing speakers as well. You've had top CEOs of top biggest brands in the fitness industry from both manufacturers. Um, you had what program providers like Les mills and some of the other ones haven't you?
Ross Campbell: [00:06:17] We're very blessed. I mean, like the same as you, that we happen to have a value proposition, like your podcast, where people are talking business and there's a lot of interest and people learning to be at the business of fitness and wellness. And you must've saw that yourself. I mean, I mean, it's, it's.
[00:06:34] Not easy to secure speakers, if you're trying to bring them on to perhaps an educational summit on education. Yeah. Um, platform, however, F you're talking to them about the business, the future of their business, the future of our industry, that's really a pool. I mean, the question to you must be
How did I managed to get great speakers on my podcast
[00:06:51] how, how have you managed successfully get so many good people onto your platform?
[00:06:55] Because I know firsthand it's not easy. So what's your secret.
Vit Muller: [00:06:59] I don't know, but I must say I haven't really run into any troubles, so I don't know. Um, let's see. I've always been into networking. So I know when that's working, it's always enjoyed having conversations, meeting new people, getting to know their side of the story, you know, different businesses, different industries, as well as just something that I like to, you know, cause it kind of opens up your eyes a little bit and you know, things that you hear about what people do at different industry.
[00:07:24] Often times you can then bring it to your own industry. So I really enjoy meeting people, um, from the get go and I've, since I arrived to Australia, I started as a PT and a sort of. Work my way up. Um, but throughout that whole journey, I've always been interested in, I mean, also personal developments, so going to different things like Tony Robbins and you meet a lot of people there, a lot of positive and inspired people there, but then also regular business networking is what I've enjoyed doing.
[00:07:50] So I've been a member of BNI, which is the global business network. That's work. Um, recently I've been a member. I am still a member of another organization here in Canberra which is actually more of a Australia wide, uh, now, uh, called BX networking. You know, we actually have regular zoom meetings now, so that's been pretty good.
[00:08:09] Um, the other Avenue for me, I guess, would have been. LinkedIn where I might either outreach, but I must say I haven't been doing as much outreach as I thought I would have to, which has been a nice surprise. I actually have a, now as more and more episodes of being released, people actually outreach to me asking, you know, and with the right, you know, we have the right.
[00:08:29] Introduction, um, they gain, my attention and then we have a chat, so it's been really good, but another one that's been super effective for me, which is a big shout out to Mark Shaw. Um, he had a platform called, um, Um, SpotAGuest or website got SpotAGuest, which unfortunately shut down about two months back, but it was a free platform for all podcasters and podcastees or podcast guests looking to be on the podcast.
[00:08:56] And so I did put up, and that was very early. When I started, I put a post and I said, you know, I'm doing this, um, And, you know, I, I put a clear description of, of what I'm, what I'm going with, where I'm going with this podcast and who will be the ideal guests and actually got a lot of interests from it, actually a lot like 30, 40 people.
[00:09:15] And so from that, I've sort of obviously picked and choose has been great. Obviously platforms shut down, but now I must say there is more and more emerging. This podcasting thing, I would say this year as skyrocketed, um, Oh, actually, uh, I said to myself, I wish I would've done it. You know, two years ago, I've been thinking about doing podcast for so long.
[00:09:34] And now finally, when I get my ass off the couch to, to do it, a lot of, a lot of people will want to do it, which is great, which is grate for both podcasting community. And we can all learn from one another. But yeah, it's been a really good journey.
Ross Campbell: [00:09:46] Yeah, but again, I can congratulations to you. It's I think you've got to put yourself out there and I think that's never been as a pattern as through COVID and, you know, I know there's lots of things that this crisis has brought up, but one of the kind of key things I don't think people have quite considered yet is.
[00:10:02] People are used to meeting people in bars and restaurants and clubs and pubs and networking conferences and networking associations and trade shows, et cetera. Now, if you take a whole year of that connectivity, not only for personal development for business development, you know, how are businesses going to develop the pipeline for the future?
[00:10:21] And that's a real gray area at the moment in time. And so, you know, we highly encourage people, even if they might not be. You know, digitally savvy or even confident in some of the digital offerings, you've got to get yourself online. You've got to listen to these podcasts. You're going to get on online to these events, especially the ones that are interactive, because I think at the moment and timer is a lot of Clinton there's push and there's very little interaction and I'm sure you've been on the same list.
[00:10:49] Thousands of webinars and hundreds of beeing guilty and not having any interaction at all. There's no questions and answers. There's no chat box. There's nowhere that you can put on your LinkedIn URL for networking with other people. What a missed opportunity. That is why people are doing it, but it's it's for me, it's crazy.
[00:11:06] And so I love what you guys are doing because this is an interactive show and, you know, people can own. Can easily reach out to you afterwards and reach out to me afterwards and we can continue conversations. And that is key.
What I enjoy about podcasting
Vit Muller: [00:11:18] Absolutely. Now for anybody listening to podcasts here is what I enjoyed the most about podcasting.
[00:11:24] Firstly obviously is the power of networking. So now we're going to have a quality conversation for an hour. How often, how often do you actually get to speak to somebody for a full hour? We live in a, such a fast-paced society. Right. And what I love about is that I get a person that may have not even spoken to, but sometimes, you know, most of the time we have a quick five minute before these shows, before we booked them.
[00:11:46] But. Quite often, not always. Um, I have also guests like yourself that I haven't spoken to before. And so it's this idea where I get to speak to a total stranger for the first time, knowing only what I could to find out online prior to that, but having a full one hour where we get to chat and getting to know each other, strengthening the relationship and a lot of interesting opportunities in the future.
[00:12:12] might come out of it. So that's number one. Number two for me is the power of networking or of the power of the exponential growth in terms of growing the sh as a podcast, as a show, from a business perspective, because I looked at it and I'm like, this is actually, this is actually a genius because every time I get a guest on you have an audience, I have an audience, you know, In terms of the size of the audience.
[00:12:36] If we compare it might be different, but that's okay. But you know, when this gets promoted, when it gets released, um, typically the guests will share it. I will share it for my audience. They are sharing from their audience. So now I'm getting in front of a whole bunch of new people, as well as my guests get in front of a whole bunch of people out of my own network here in Australia.
[00:12:56] And so that also then helps everybody. And I guess helps also finding new guests as well because people hear it. And so, yeah, it's just a genius platform. And a lot of people say, um, you know, attention spam. A lot of people are now, you know, don't have time. Everything has to be quick, 30 seconds videos and all that, which is true to a certain extent.
[00:13:16] But then you also look at, um, you know, long form type of shows like Joe Rogan, he's got three hour shows. So, I mean, there is something to it too.
Ross Campbell: [00:13:27] Yeah, the Joe Rogan fan. It is Tim Ferris. Another one that enjoys long form conversations. Um, I know the guys at impact theory, you'd be slightly more, um, 45 minutes, 60 minute sessions, but you know, Tom Bill, does a, does a fantastic job.
[00:13:43] And then you're coming back to your point of, you know, as, as tough to do because people. At the moment and time, they are feeling a lot of zoom fatigue, you know, and I think people, when they go in on a business, call that a little bit reluctant sometimes to take that opportunity to meet somebody.
[00:13:59] But I think, you know, it's, it's always good to realize that there's two types of calls. There's an introduction call. And then there's a follow-up sales call if it's required. And I think some people think in the first call is automatically about business. Now, I completely understand that. And as the sales guy, I completely get the need to try and transition the conversation to that point as quickly as you can.
[00:14:20] But the reality is if you filter the half a sales calls and just half of good conversations like this, your day would be wonderfully better. No, it would be infinitely better if you took the pressure off the fact that every call you had to make, didn't have to end up with a number. And it looks at that I've did that cross my whole, the last six months.
[00:14:37] And again, just meeting people like yourself Vit and having conversations, about business that I family, but life, you know, that's great. I mean, that absolutely works for me. Um, you know, what, if there's a synergy there, we'll find it. If there's a business opportunity there with explored it, but the reality is I'm having great conversations and I couldn't wish for anything better.
Vit Muller: [00:14:54] Um, and back to your point about the salespeople, I guess also it depends on how, how, how high ticket ticket value of what they're trying to sell. It is right. If it's something that is, uh, you know, might be like a, something, two digit mark price, then yeah. You probably want to try and sell something. But if you're, if you're trying to sell a big deal, a big corporate dealer, trying to create a lockdown, some big deal.
[00:15:17] That is a , that is a relationship that you need to invest couple of zoom calls at least. And that first one should be about building that rapport because as we know, people buy from people who they know like and trust, right?
Ross Campbell: [00:15:31] Well, look, the thing is an interesting dynamic to play. And the interesting dynamic is there's a term called business development, and then there's also a term called a relationship.
[00:15:41] Management, no, technically sales is business development and you pass it on to a relationship manager, but what you're really trying to do across teams like this is relationship development. And so it's actually not about necessarily business development. It's about relationship development.
[00:15:56] Relationship management comes after the fact of relationship development. And again, that's something we all have to start paying more attention to. How are we developing the relationships to a point where they are either fulfilling, um, In a commercial sense, fulfilling in a spiritual, physical, mental stands for, but that may be, but you have to develop the relationship before you manage it.
Vit Muller: [00:16:18] Hmm, absolutely. And, uh, back to, um, casing point Fit summit, right? I mean, you wouldn't have been able to have so many amazing top CEO level executives presenting at your, at your events, if you obviously haven't built some relationships, then prior to that, if you didn't reach out, right,
Power of goodwill capital
Ross Campbell: [00:16:40] we, we play on the basis of Goodwill capital.
[00:16:43] And again, I can't underestimate like an underscore the importance of Goodwill, capital, Goodwill, capital you can generate by doing small, good deeds to many, many people. Um, Collection of depending upon when you cash them in and for what you know, you have to accrue them. And so the act of giving.
[00:17:03] Generously indefinitely is how you build up Goodwill capital and Goodwill capital as the foundation to any good community. And so if you really want a community, you have to develop a good world capital for lacrosse. And so for example, I could do a favor for. For person a personally introduced me to person B a do a favorite professor, B person B introduces me with person C and so on and so on and so forth.
[00:17:27] And again, you can amplify and extrapolate that to hundreds and thousands of people across a network. That's how you build it. And then you build a real sense of purpose because people already bought into you. You get a real sense of belonging. Um, but again, this is how you manage to successfully build communities.
[00:17:44] We are a community. I mean, we happen to do events. Yeah, and we happen to produce thought leadership and we happen to do introductions for business development, but at our core, you know, we are community, we are network. And we built that and just so happens that whatever we do to service their needs in whatever form or fashion, whatever across the world, that is how we manage to keep this community.
Vit Muller: [00:18:07] Absolutely. Now, speaking of communities, um, let's talk about fitness community as a, as a whole, as a global fitness community. Um, now, you know, we've, we've, what's been going on this year. What do you see? Um, and I'm trying to refer more towards the point of, you know, uh, um, pivoting this year because of the COVID.
[00:18:28] Um, obviously initially it was, uh, something that everybody had to go. Through quickly, but now it would be, we've been doing it for a few months.
We're talking about emerging trends we see emerging in the fitness industry
What type of interesting trends do you see emerging from the online fitness sector?
Ross Campbell: [00:18:44] Yeah, great question.
[00:18:45] I mean, the trends have definitely shifted, um, you know, let, let's have a look at when, you know, when we first started out, and there was a huge deluge of people doing either on demand, um, subscription on demand pay as you, go on demand. There was a plethora of freemium projects or products, product, sorry, whether it was Instagram, Facebook Live, Zoom.
[00:19:09] You name it. I think that was a trend that's thankfully been bucked. And so I think in the past few months, we've seen a combined effort by operators and whether it has been cognitively or not to move away from offering free products. And so I think there are still free products in the marketplace in terms of virtual fitness classes.
[00:19:31] But the reality is that the top virtual fitness classes, there's no way that you're going to get them online for free. There are now part of a package. So we are seeing the reduction of high quality freemium projects, products, and they are now being monetized. You know, whether that is into a standalone membership.
[00:19:49] And whether that has into a hybrid membership, um, whatever that may be, it does depend on the country. And I think what we are seeing with some of the virtual demand, virtual demand differs country by country, obviously. And the difference for a number of reasons, you know, demographically and infrastructure wise, et cetera.
[00:20:09] But one of the key things that's quite interesting to note is the recovery of a given country, um, to Covid and the usage rates of the gyms now as that part of the market opens up. So let's take New Zealand for example, and let's take Brunei. And also China note, there was a huge spike in demand for virtual virtual class usage across those just like every other country.
[00:20:37] Each of those countries has now recovered, almost, truly from the COVID virus, the gyms are open and your usage rates are back if not pre COVID or near COVID levels. Now, as a result of that, there's naturally been a drop in the spike in terms of virtual demand from where it was perhaps in May, August as I may, April and March before then.
[00:21:00] So there is that drop-off in virtual and what's going to be interesting to see from those countries. And next three or four months is, does virtual plateau. At perhaps a hundred percent of what it was. Does it decrease again? Down to 50% increase in what it was or does it finish altogether? Now, again, we don't know that, but that's an interesting trend to look out for.
[00:21:20] It's not something we're going to find in Australia yet. It's not something we're going to find in hardhat countries like America, where gyms aren't open those letters, operating capacity restrictions. There's a negative consumer confidence there is a negative government confidence in gyms. And so as a result, virtual demand has dropped off its peaks, but has plateaued at a relatively high rate.
[00:21:44] The difference is what's going to happen in the next 12 months. So that's a really interesting usage dynamic. What has been seen as money? You know, there's money, there's money flowing into this sector, like that has never flown into the sector before, you know, we've just done a virtual fitness, uh, slide deck on our partners at Wexer and Technogym and Ustream and, and televideo, and you name it and all of their usage rates, uh, memberships rates, uh, uh, customer buy rates, um, Taiwan platform.
[00:22:14] Number of classes have soared exponentially in 2020. The reality is what's going to happen in 2021. What's next, what's the next iteration of their, their products. So for me, it's a fascinating market, but there's a lot of money coming in now from every major player. And whether you're LessMills , whether you're a Fitness First, whether you're FFLG group everybody, who's a sizable company is now looking at a significantly high monetized content strategy.
Vit Muller: [00:22:43] Absolutely now, not just big fitness players, right? There was an announcement
Example of succesful pivot of an F45 Studio in Braddon Ross Campbell: [00:22:48] You must've saw it at F45 , I mean F45 has done very well. They moved really well into the virtual space and then great, great job they've done. And obviously you must have benefited from that one. What are your thoughts? And you've obviously seen these live.
[00:23:03] What are your thoughts? Not just on F45, but some of the products that you see.
Vit Muller: [00:23:07] Yeah. So from F45, from an experience with F45, I've experienced that live, had the experience of transitioning. Um, I saw it first hand because me and my partner, we actually went to Europe too for my grandad's 80th birthday in February.
[00:23:20] And. We, we saw the, um, we saw the news while we're there about, you know, Australia selling our toilet paper, but there was no cases in Australia at the time. Uh, it was all just emerging and it was just all just sort of pepper potting through the numbers a little bit, but we were in Czech Republic and we were there only for two weeks.
[00:23:39] The first week when we arrived there, not even on a plane. Uh, the steward has had masked, right? So we arrived in the Czech republic and the second week is when it started to go see like all spiking up in Czech Republic. They started to close lots of things, culture, theaters, and everything. And we, um, we had a flight, um, originally scheduled through South Korea during our holidays and it was just two weeks stay, um, the Australia shut the route from South Korea so we could no longer go through that airline. Um, so anyway, long story short, we barely made it back, uh, because the following day, the, they shut the border, the Czech Republic shut the flights. Um, so we just made it through an alternate route through Dubai and we w we got back to Australia.
[00:24:23] So when we arrived back to Australia, um, I went back to work. And I said to the, to the owners of our studio, I said to them guys, uh, we need to start preparing because I've just been like, I've just, you know, it's, it's a different thing. When you see the news too, when you really experience the, the uptrend, um, Because you can really feel it like it's going to hit Australia soon and it did.
[00:24:47] And so I said to them, look, we, we really need to start looking at, um, quick alternative. What can we do? So we already started thinking about zoom classes back then, before you even hit Australia. And because of that, we already put a plan in place. And when the prime minister, Scott Morrison announced it on Sunday, we already had everything in place.
[00:25:04] And we launched the following day from Monday, um, switch of all the in studio classes, we launched all the zoom classes. Um, I had a really good system as well, but if I'm going into too much detail, um, so we actually were able to quickly transition. Just by our own means as a, as an individual studio. But then what was really nice to see was F45 as a whole network, as a, as a franchise, they very quickly acted on as well.
[00:25:29] And they kept everybody in the loop and they started to really quickly develop this whole, um, uh, they started very quickly productizing it and providing us with lots of resources and whole, the whole marketing around it. So first thing they did is, um, they. Um, they recommended pricing for the zoom classes.
[00:25:50] They launched on demand very, very quickly. And a third thing, which they did really well is they launched, um, uh, equipment offering, which members could purchase for their own house, which was like a cool little, like a stand with dumbbells and kettlebells and everything in it was like a little, uh, golf, wheelie thing.
[00:26:08] Um, So, yeah, that was, that was, was excellent. Um, my, what we've seen is we've been able to recover about 50% of our membership to zoom, which helped cover, you know, some of our operational costs, which would have been that sort of the second half of March, um, April, June, and sort of half July. Now about that point is when we were able to reopen again.
[00:26:33] So when we reopened, we've seen. A big demand of, um, well, it was firstly, not as much, but then a second week of our opening, we saw a massive demand of members wanting to come back to your studio and, and while that was growing and it just keeps growing actually. Um, we're now almost recovered to where we were before we shut down.
[00:26:53] We've also seen in the same, at the same time, we've also seen a decrease in the demand for the zoom classes. So that's what we've
Ross Campbell: [00:26:59] seen. Yeah, that's not surprising Vit. And I think that's a really interesting trend. How you, how far it falls, you know, one's government and co and consumer confidence is back up is very interesting.
[00:27:11] I mean, don't get me wrong. Virtual is absolutely here to stay. You know, let's be, there's no worries about it, but the reality is it's not a market that everyone can play in. And as the quality of the content goes higher and as it's more globally accessible, you know, the ability for. Especially small to midsize enterprises to successfully and economically build that kind of capability into the business becomes ever more difficult.
[00:27:38] And so we do start to see also a small trend of, you know, small to midsize enterprises, really focus back into the customer in a bricks and mortar capacity. They may order more, um, More wellness, nutrition, meditation, alignment based services, but in terms of how the, how they work virtually, they're not going to invest too much money in a platform, certainly not enough and an on demand content platform with a subscription basis.
[00:28:05] So, yeah, look a really interesting trend and, you know, We want virtual to be part of the future because virtual is how we unlock the 10, say that the 90 or 80% of the population doesn't go to gyms, you know, and this is a huge catalyst for us to bring those demographics, um, and, and, and bring those geographies into our industry, which is so exciting.
[00:28:32] I mean, it really is. It's, it's phenomenally exciting. But we have to provide them with the products to do that. And so, you know, the ability to build virtual fitness classes that are digestible by the mass populations is interesting. We can't just all sit around and devise forty-five minute hit programs.
[00:28:51] You know, if we wanted a really good F45 minute HIIT program, we got F45. Um, but there has to be the, has to be other offerings out there or else we're never going to target these populations that so need our help, especially through these times.
Emerging & exciting world of online fitness
Vit Muller: [00:29:04] Absolutely. And now back to the online stuff. What's also interesting.
[00:29:08] Is have you seen the announcement from Apple two weeks ago? Uh, actually not two weeks ago was, uh, last month when they announced the new Apple watch.
Ross Campbell: [00:29:16] Yes.
Vit Muller: [00:29:16] When they've announced the new service, Apple fitness,
Ross Campbell: [00:29:20] It's a, it's a beautiful service. And you know, there's a great presentation done by Brian or work.
[00:29:26] Um, one of the thought leaders from the U S fitness market is, are fantastic. JMT did a presentation recently about this whole strategy from Apple. And if you get a chance to watch it, I would encourage anyone who's listening to this to watch it. It fits in entirely with their growth strategy. I mean, they have a phenomenal growth trajectory in terms of where they have to get to in terms of revenue and in terms of market capitalization.
[00:29:50] And when you're looking down a barrel of what's the next industries that they're going to feed into, they are health, fitness, and medicine. And so these are the markets to that. You provide them with billions of dollars of additional revenue. Potential going forward. So it's a no brainer for them to get involved with saw obviously people like Google, uh, coming into the next is we're also not Google, Amazon coming into the mix.
[00:30:13] Uh, you've also got, uh, Google through Fitbit, um, which will be a really interesting acquisition when it clears from the SCC. So there's a whole range of these companies know that. Make no mistake about it. They understand the potential size of the market post COVID that health and wellness will develop.
[00:30:33] It will be the number one biggest industry in the world, which is again, incredibly beneficial for everyone that's involved in this, as long as you've got your niche and as long as you can deliver the service, and if you can, then it's a great industry to be in for the foreseeable future. Um, you know, um, I'm very pleased to be here.
[00:30:52] My team are very pleased to be here. You know, I think for yourself Vit obviously you're going to get an incredible number of guests coming on here from probably an even wider part of the ecosystem, technology, healthcare medicine, you know, people that perhaps you and I never thought we talked to two years ago are really be the people we talked to know on a week to week basis.
Vit Muller: [00:31:12] Yeah, absolutely. And back to that, back to that point over of Apple and the emergence of these big tech companies now, uh, jumping into health and fitness and wellness, that is going to be also interesting in how our smaller providers, who, you know, solo trainers who have these online programs, how there will be.
[00:31:30] Able to continue to compete with big, giant, like Apple. Cause I mean, I must say myself personally, no, I'd be looking at how I can transition my old, personal training business that I used to run for about 8 years, to move it online. I've been this year, you know, you know, looking at launching a few things.
[00:31:47] I've launched one little program earlier this year, but then I sort of put it on hold. Um, mainly because I've been busy with other things in this podcast, but also I was planning to do something, but then this Apple announcement hit and I'm like, wow. Um, look, it comes down to being, being realistic, you know, like.
[00:32:07] Do I have something that I can offer that is going to be competitive enough against big giant like that. And with the time that I have available, probably not. So I made a decision not to worry about it at the moment, because I'm just sort of looking at them like, wow. But yeah, so it'll be interesting.
[00:32:22] Maybe, like you said, maybe, maybe the Avenue is where you really have to focus on niche and even for the deep down and not just a. What we perceive as niche, but it might have to go even more niche in order to be a, uh, have that point of difference.
Ross Campbell: [00:32:37] The, the big ingesting point will be this'll prove how close you are to your customers.
[00:32:41] I mean, that's the one big question, this will answer. And if you're not close to your customers, then there, they will try everywhere else in the world before the VP with yourself. And so again, you know, this relationship development relationship management is important in any relationship, whether it's a B2B client or a B to C client.
[00:33:01] And again, that will become fully, fully evident. Apple will be a game changer, opening up the industry for the health, fitness, and wellness industry. It's our own responsibility to take the opportunities as best we can. And if we're not close to our customers and we don't have a good value proposition, and I know that there's no brand affinity or culture or value proposition or measurement in which people can actually understand, you know, the benefit they have in joining you as a personal trainer or a group fitness class, then there are plenty of other people to offer that.
[00:33:34] You're going to lose out. So this is a time for us to transform as industry. That's how you, and to us to transform businesses. Um, and if we don't do it, we are going to be solely left behind.
Great example of how to use the power of your network to generate incredible high value content [00:33:44] And again, you know, I'll talk about F45 because of course you know it well, F45 has done a very, very good job are always engaging our community.
[00:33:53] And, uh, I saw the recent announcement by F45 about the. The reopening videos that they were having some competition internally where studios could actually deliver a 60 second video. And that video was about them reopening their studios. Now it was launched in Singapore. And so there was about a 30, I think, studios that took part in it.
[00:34:16] And what it ended up happening was F45 had 30 studios independently produce a minute long video about re-opening, but all of those videos, every single one had community that had energy that had positivity. And if I put that in front of my member, My member will be like, Oh my God, do you know what, either I'm back, or I cannot wait to get back to that gym because they know me. They appreciate me. I feel safe. I feel comfortable what they're doing. And I knew that they want my business. And so I thought that was a stroke of genius from F45. Um, and how they've, delivered that competition not only to gel, their franchisees.
[00:34:59] But in turn how thei gel, their members into a global community, Bravo
Vit Muller: [00:35:04] a hundred percent, it's a very, very clever campaign. And it's actually closing in about two weeks. What they've done is they've also, um, incentivized the whole thing. So, not only it's a free, free production, because it's all done by individual franchisees, but then there's a voting, right?
[00:35:21] So there's a website where people can vote on the best video and that studio will then get, I think it's $10,000, um, a cash prize. So it is genius. Uh, there's one from a London. Just re like some of, some of the productions are really high. I mean, I looked at it but yeah, it's, it's, uh, on the point of a social media strategy, it is. Yeah, very clever, very clever. And just, that's just show that the power of franchising, right. Having that a strong franchise and strong community, um, it's just like,
Ross Campbell: [00:35:52] they're going to have a thousand videos and a library and a thousand videos echoing across social media.
[00:35:59] Within the next couple of weeks. And then of course, you're going to gloss that over with the winners and the best and marketplace, you know, I was alerted to, because a friend of mine who owns an F 45 here in Singapore, said, hey, do you mind, you know, logging on and clicking vote. And I was like, yeah, sure. I don't mind.
[00:36:14] And I voted for it and then I thought, okay, I've helped you out. But then what are the other videos like? And no disrespect to her or her video was good. I was really good. Oh my God. Like you said, there was some phenomenal productions behind some of these. And I think she was sitting on a couple of hundred votes and the one in Singapore that rightfully was a Rio in front of had something like one and a half thousand votes last week.
[00:36:37] And it was a brilliant bit of production.
Vit Muller: [00:36:42] But even if you don't, you know, win it, and even if it's, um, you know, just a couple of hundred votes, um, as a studio, I think it's still a great thing to do anyway, because what you're doing, it's, it's, it's, you're still fostering a stronger message within your own community.
[00:36:56] And if you get your own members engaged in the whole thing, that's still a great thing to do.
Ross Campbell: [00:37:01] It's the single best thing I've seen. And even if it wasn't publicly available and even if it wasn't a competition, you know, in terms of how do I get a positive message back to my community? That's how I do it.
[00:37:13] You know, I think. There's a lot of talk at, the moment & time about how customers are concerned to come back. And so there's lots of these sweeping videos with people, disinfecting surfaces and disinfecting equipment and spraying and rubber gloves and Pyrex glass. And I get it. You know, I get it, but I don't go back to the gym for that.
[00:37:36] I go back to the gym because of the energy in the community that makes, that makes me feel. And so any video in my humble opinion, that looks at how you're going to bring members back to a gym. Yeah, it does have to include for five, 10%, the safety and operational practices. But get, get people excited about come back to the gym, you know, if I saw consistently safe messages that had energetic exercises coming in with the people I knew with the trainers. I loved I'm in the gym the next day. Hmm, you know, but at this just a blank, Jim, showing me how you're going to disinfect the gym. Yeah, I get it. But where's the urgency and what the need for me to be there.
[00:38:13] So like, um, like you said, great idea at F45, I'll be amazed if other gyms don't try that out. But of course, F45 have the scale to make it a competition
What has been the most challenging part about launching the FitSummit
Vit Muller: [00:38:24] A hundred percent now, we've just spoken to a lot about the industry and, and, and other businesses successful businesses like F45, but let's bring it back to, uh, to your, to your, to your own, um, uh, story into your personal and your business story. Uh, what has been the most challenging, um, um, I think to overcome in launching your, um, cause you've launched a few things, but let's talk about fit summit. What's been the most challenging with launching fit summit.
Ross Campbell: [00:38:51] Yeah, I, I suppose the most challenging pre COVID was always the growth of business from zero to one. And I know that Peter Thiel has a great book on getting that business, essentially from very, very low to really good point where it can grow. Now. It makes it seem as if that is. A simple step, but it's not a simple step.
[00:39:14] The first step to any business is really coming into a business, not just with an idea, but with a plan with a gate without, without a roadmap to how you're going to get to the next levels. And so you have to put in the foundations and you have to put work into the product and the team early to get them advice.
[00:39:28] So pre COVID, I would always say it's actually starting up your business with a real roadmap to growth in the future, you know, and I think a lot of businesses start with. The possibility of the business surviving and not losing much capital or certainly the business making enough money. But the reality is what is your roadmap for growth?
[00:39:49] That is the biggest hurdle. I think pre COVID the reality is since pre COVID and again, I'm sure everyone's had the same difficulty. The biggest challenge has been. You know, this, this idea of reformatting and remodeling and re forecasting your business into this new marketplace and this new marketplace for us as a hybrid virtual marketplace.
[00:40:09] And so taking what are very quick accelerated steps, then a virtual business pathway has been a hugely challenging, especially in the week of massive revenue losses. And again, huge uncertainty and stress on the company and on, on your customers. So, you know, COVID has been the perfect storm, I think, for businesses to realign re-evaluate re-position.
[00:40:32] And I look at longer term sustainable growth models.Um, but the challenges that have come from that have been like nothing I've ever seen before.
Vit Muller: [00:40:41] Absolutely. Now tell us about those moments when you, when you started to see Success in, in your, in, you know, in what you do, how did it impact your lifestyle?
Ross Campbell: [00:40:51] In terms of when I started fit summit or post COVID or pre COVID,
Ross's discovery of purpose in his business journey Vit Muller: [00:40:55] uh, more like, uh, just a broad overview of, you know, your business journey as a, as a, as a business owner, as an entrepreneur, when you started to see Success in, in all the efforts.
Ross Campbell: [00:41:06] Yeah. Good question. Um, a great question, actually, I think it's the discovery of purpose.
[00:41:14] And so I think as a business owner, what , I didn't have in my early part of the career was purpose. And so the purpose I really wanted, really wanted to have is to make people happier and healthier. And that's the reason why I started the gym. You know, the reason I started gym was because I was tired of the corporate life.
[00:41:30] I was tired of, you know, essentially moving money from pocket to pocket that everybody in the corporate world, I want you to do something a little bit more beneficial, a little bit more fulfilling, but happened to come from making people happier and healthier. Not rocket science, nurse nurses, do it, doctors do it on a day-to-day basis.
[00:41:47] Um, I started a gym to try and start my week donut, but I realized that I'm not really a B to C guy. Again, we talked for this, I'm a B2B guy. So how do I do that? So my purpose is actually. Finding my why on the back of helping businesses, help people get happier and healthier so I can influence the industry level and make sure that more people are happier and healthier because we're delivering more investment into the marketplace.
[00:42:12] We are making businesses stronger. We're making sure that more employees are in those businesses. We're making sure that the customers have better journeys. So we're making sure that businesses grow faster. And so for all of these benefits, I can try and influence that industry level and then it waterfalls down into the consumer.
[00:42:30] And so for me, that's a massive, why that's our mission make people happier and healthier by influencing how the industry does business. Now we can do a lot better in Asia because Asia is a highly fragmented and highly immature market Australia. Is still a slightly fragmented market, especially from the global community.
[00:42:51] But of course it's a much more established fitness market, but even then the Australia fitness market is 40, 45 years old, maybe less. It's young, it's young, young industry. It's under-capitalized, um, there are phenomenal people including yourself that in this industry and, you know, I, you know, I'll finish up, just know just by seeing for us, you know, being involved with all these people, working side by side with entrepreneurs and people whose mission is to make people happier and healthier.
[00:43:23] That is a fulfilling day and that is a fulfilling career, my friend. And so, you know, we have the, the privilege of speaking to companies that are trying to do incredible things, and we have, you know, the, the honesty of where they're going and the challenges they're having, and if we can impact them in any positive way, that's great.
[00:43:44] Great thing for us to do as a company. Um, I'll, I'll put the spotlight back on you. I mean, you've got your own whys and reasons, but I mean, I'm not too sure if they're any different from those, but, you know, what's your, why, what got you involved in fitness?
What got me involved in the fitness industry
Vit Muller: [00:43:59] I've always been active. I used to do break dance and you I've been, been very active as a kid. So it was, it was really easy choice for me, but I didn't really pick that as a, as a thing.
[00:44:09] I didn't really thought it'd be a career. I just picked it because I needed to study something that was the closest thing I want to do. So, but you know what? I studied it within the first six months. It was my certificate three in fitness. I made amazing relationships, connections with my teachers, my teachers, my peers, and I fell in love with the whole thing.
[00:44:28] You know, we, you know, we used to go to the gym for a practical and for a theory and I love everything about it. And I become like a sponge. I started consuming all the, all the knowledge. And, um, because I was quite engaged in the classes and everything, there was an offer, um, that was put through, um, through our college, uh, from a gym, they were looking for a receptionist at, uh, one of the gyms.
[00:44:50] And, um, one of the teachers came to me directly bother me.
Ross Campbell: [00:44:56] Okay, buddy. That's a good story. I mean, I can figure paint on Scotland. I love my home country, but I was like, it tends to leave it and it's a good thing to come back. Yeah.
Vit Muller: [00:45:06] Now let me just finish that one. So it came to me directly saying, look, we've got this offer and you know, you've been one of our most engaging students.
[00:45:14] Um, so we thought, you know, we wanted to just, you know, tell you directly. And if you want to do that, you can start working there for tomorrow. And so that kind of gave me.
[00:45:24] Felt very privileged that they, that they thought of me and made me realize, okay, maybe I might be, I have some potential here. Maybe I didn't, I didn't, it didn't cross my mind that I'm some sort of, uh, you know, a bright student or anything like that.
[00:45:36] But in their eyes I was more engaged. I was, I really loved it. So, um, and that was my entry. So I started working. Reception. Um, then I got my certificate three, so I started doing classes then naturally I wanted to stay in Australia for longer. So I extended my visa. And as a result of that, you also have to extend your studies.
[00:45:55] So what do you pick? Well, what's the next thing? Certificate IV, I'm gonna study personal training and then from that, just get unraveling. And I had to continue extending my visa, but I would always pick something. That would make sense to me. So then study, you know, remedial massage, sports massage. And I started merging that at that point.
[00:46:14] I was already working for myself. I sort of transitioned from the gym because the gym actually, uh, um, what's the word, um, went out of business. Um, so I started working for myself, started doing bootcamp statement, personal training, and I started merging the aspect of, um, Um, uh, more of a holistic approach where I would, you know, uh, check my client's range of motion before the session, maybe do some subscap releases through my knowledge of massage, and then I would train them through that new range of motion necessarily.
[00:46:45] We're really starting to think more and more, uh, technical and how I can deliver better and better service. Um, but at the same time, you know, I wanted to, um, I wanted to stay in Australia. So I just kept pursuing what I loved. I loved fitness, but I've very much loved the process of everything around it. Not just training, but also growing my brain, my business, learning everything I needed to do, changing the hats, right.
[00:47:10] Learning how to do websites, how to do my own marketing, how to do everything. And more and more, I did it more and more. I enjoyed doing it. Um, and then I started to, when I worked in these gyms, I started to then look at things, help. How things have been run in businesses at the gyms where I was paying my rent and I was things that I would see and it's like, Oh, why is it done like that I could have, I would have done it differently.
[00:47:32] Could have been done. You know, what, why don't they do it like that? And I started telling people and, um, initially I was probably a bit annoying, annoying, but, um, yeah. Uh, then I pitched it to one of the CEOs of the clubs, uh, club, where I was working and long story short, we then started negotiating some sort of agreement and things just kept unravelign
[00:47:50] so, um, then I saw quite a good success in 2016. I ended up having exclusivity. Big club for my personal training, ended up having trainers under me and massage therapists were working under me. And then, um, it unraveled into taking on the whole facility, taken on a management contract. And yeah, it's just been, um, just been a great journey.
[00:48:10] I'm not going to go into the whole story because it's not about me today, but, uh, to answer that question, that is basically, that's basically how I got into the industry.
Ross Campbell: [00:48:20] Yeah. Well, you, you follow the love for the industry, right? And again, I think there's, there's lots of personal trainers over there watching that.
[00:48:27] We'll, we'll, we'll take great heart from that. You know, like you've got to follow your trades, you've got to learn your craft, but at some point, if you want to learn about the business of fitness, Hmm, business of wellness. You, you have to start changing how you digest the content in front of you. Yep. And so you have to get more into sales and marketing and business podcasts you have to stop attending educational summits, and you have to start attending business summits.
[00:48:55] Again I think that's a great transition and a great career path for so, so many people and for anyone that watches, you know, that. Again, Vit's a great example of that. I'm a good example of someone that's taken out a B to C into B2B role and, um, yeah, the options are there. You just have to apply yourself.
Vit Muller: [00:49:16] I certainly I've met while I no longer do personal training and I haven't done.
[00:49:21] For about two years. Um, I can see how I'm sort of transitioning to more and more, you know, from gym management of gyms to, to now even thinking like the industry as a whole, as a bigger picture, because ultimately. Just like yourself. That's how you actually can make more impact. If I can manage a gym really well and make a good impact and lead the team of trainers there and make a great impact, uh, for them to be better, um, as coaches, then they're going to be able to deliver a better, better, um, experience to the members.
[00:49:51] And so I totally, I totally agree with that notion that, you know, uh, B2B or like trying to get yourself, um, Uh, into more of a leadership position, that's how you can make more impact to a lot more people.
Ross Campbell: [00:50:04] Absolutely. Yeah. Where do you want to be in five years time? Do you want to be influencing 50 or do you want to be in influencing 50,000?
[00:50:11] And again, if you want to be influenced the latter than start making the steps to make that happen?
We talk about our day to day routines, some bad habits and martial arts
Vit Muller: [00:50:17] Absolutely. Now Ross, this show is also about inspiring others to be at their best. And we've done a pretty good job so far. Uh, but what do you do to keep yourself at your best to do what do you do? What's your workout?
[00:50:31] Um, what's your day to day?
Ross Campbell: [00:50:34] I try to work out everyday, you know, that is, you know, the, the certain things I like to do in my day. Again. There are, I've learned them from many other people's, it's nothing that I do that is unique. It's nothing that I done done. That's very clever. I'm copying and pasting many, many smart men and women from before me and again, daily, daily tasks and big & small tasks.
[00:50:58] And completing small tasks, everyday, you know, having a list of things you need to do every day and tick them off. Those are achievements in the day you celebrate those. And whether that is making your bed or whether that is falling 50 members of your gym, wherever that is, you have to set yourself tasks.
[00:51:14] And the completion of those tasks allows you to positive momentum to, to move forward. Um, another one is working out. You know, for me, I have to work out every day. It doesn't have to be a high intensity workout. It can be a slow run. It can be a brief walk. Um, I'm not going to lie. It's not yoga or pilates.
[00:51:32] That's not quite my thing. Um, when I used to do Muay Thai and mixed martial arts, I used to do various, personal training sessions with again, that release that cathartic release of everything negative and stressful. Um, straight out, that one hour of a day, as well as making yourself, you know, physically on top of the game is crucially important for any business leader?
[00:51:53] Um, I think one of the skills that I've learned certainly more of in the past, um, in the past six months or nine months through COVID is, is leading more than just your industry. And so I think when you're in this industry, there's a habit of reading. Every single thing you can about this industry, you read fitness magazine, you read health magazines.
[00:52:14] Uh, but the reality is, again, we just touched upon it. You have to take yourself away from some of that. You have to put yourself in autobiographies of other business leaders. You have to put yourself in self-development books. Sometimes you have to put yourself in books that are escapism. Just to try and clear your mind because you know, you cannot and should not be thinking about your business for 18 hours every single day as an entirely, entirely unhelpful.
[00:52:38] Uh, and the last thing which I, I have no way in mastered yet is sleep. And so, you know, performance, uh, physical performance, mental performance, uh, the energy that you get, your clients, the energy that you give your team emanates from your ability to have great sleep great sleep is a management process, as a it's a series of activities that you have to try and undertake.
[00:53:01] No, I am terrible at it. So I'm not going to sit here and preach. Um, but I'm going to be an advocate for us for better sleep management. If you can get it, what are your thoughts?
Vit Muller: [00:53:12] No, I absolutely agree. I mean, it's comes down to habits and what you do every day, and it's very easy to fall into some bad habits that you don't even realize.
[00:53:20] Um, for me, my sleep hasn't really been that great lately. And I started playing around with, you know, a lot of, um, Trading investing online, uh, added a bit of debt, but combination of day trading and sort of, sort of also some longer positions, as well as, uh, you know, uh, cryptocurrency. So what
Ross Campbell: [00:53:39] happens is
Vit Muller: [00:53:41] so, you know, um, the U S market opens and.
[00:53:46] That's 11:00 PM here in Australia. So, you know, when I go to bed, you know, lie down next to my partner, you know, we might have a quick conversation or talk about something, how out there was, then she goes to bed, but I hang around because I want to wait PM so I can check. What's going to happen inside is definitely a bad, a bad habit.
[00:54:06] And, and to add to that, you know, the first thing, yeah, wake up, wake up middle mile, wake up five, sometimes wake up 6:00 am depending on the day. And depending on the day. And that's when the market closes. So what was the first thing? I do have my phone and have a look, get my positions again. So it's, it's terrible.
[00:54:22] It's a terrible thing, but I'm working on, um, changing a few things. Uh, but yeah. To comment on martial arts. Cause you mentioned martial arts. That is something that took up this year. I made that, that was one of my big goals for 2020. I wanted to start martial arts and I have, um, that was obviously a bit of a break between COVID, but um, I started doing Japanese, uh,JuJutsu.
[00:54:45] So it's the pre, uh, what's the word pre, uh, pre,
Ross Campbell: [00:54:50] uh,
Vit Muller: [00:54:52] Uh, bef before the actual Brazilian jiujitsu, that's what Brazilian Jiu Jitsu come out of. And, uh, it's a lot of standing and throwing a flipping people over your back. Um, but it's been, it's been amazing. Um, and we've got a local dojo here and it makes me, uh, very humble because every time you have to kneel down, you have to pay respect to the top of front of the dojo.
[00:55:11] The founder of the martial art and, and it's very much about respect, uh, being humble and learning the techniques. Um, so I've really enjoyed that process and I'm continuing to do so. Um, and I highly recommend anybody, um, to, to try and start doing martial arts because obviously great for your fitness, but you get much more out of that then regular, you know, going into gym, lifting weights.
[00:55:35] That's, that's what I've experienced for me anyway.
Ross Campbell: [00:55:39] A hundred percent. I mean, you know, we had a, I was part of an MMA Gym for about two and a half years. Um, it's still going maybe four years strong now. Like it's a phenomenal community, you know, whether you are, whether they are fighters, whether they are enthusiasts, whether they are beginners, there's a real sense of comradery.
[00:55:58] And the whole mixed martial arts community, none more so than Brazilian jiujitsu. I mean, I can't call it on Jujutsu itself. Um, but as for BJJ, I mean, those guys are truly one of the most stickiest membership communities I've ever seen in my life. I mean, once they're in their gang and once they have their, uh, black belt and structure in place, I mean, they won't leave their, I mean, they will never leave there until they move house.
[00:56:25] Um, you know, by, by hell or high water, BJJ community is one of the most consistently, uh, adhesive communities in the marketplace, especially for gym ownership. Um, very hard to develop as a gym, but once you've got it, it's incredibly, incredibly, um, positive to have that in your community. So, I mean, if anyone's looking at martial arts, like I used to do Muay Thai, I think that's a great.
[00:56:49] Great martial art for technique across all, uh, all of your limbs. I think if you're looking for community, there is none bigger than BJJ. Mm.
Vit Muller: [00:56:58] Now, speaking of why thigh have you ever, have you ever come across anybody trying to sort of, um, a franchise, the concept of my thigh.
Ross Campbell: [00:57:07] How well does this one floating around, just know gentlemen, and normally we know the same person, um, based out of Africa.
[00:57:14] Um, hasn't quite yet been there. It's, it's a difficult one to orchestrate because I don't think. You know, Mo tie hit is something that we've seen increasingly now in Asia for the past couple of years. So, you know, blending a Muay Thai workout in with a hit workout. It's very similar to what they're doing at nine round is very similar to what they're doing at 12 round.
[00:57:36] It's just an extension onto that, but the stage you're doing more Thai exercises, the reality is I think that once you get into my tie, you know, there's two things that you want to try and do. One is physical development. Um, and again, you can do that by any kind of tie their workout. And the other one is, um, skillful worker associates are skill development.
[00:57:57] And so whether they are where the people are there for skill development or physical development, you really have to try and marry the two of those together. And this I think is where Ty franchise would be quite difficult to get, because trying to matter. Um, a skill set where there's no real grading structure towards more time.
[00:58:17] There was no belts, for example, I mean, you could become a crew and a master crew down the lane. Um, but there's no real transition of, um, Skill level like karate, like TaeKwonDo, uh, like Juliet. And so as a result, we also don't see moms and dads putting their kids into these classes because there's no real measurable development that you can do.
[00:58:41] You can either get better at more tight or you don't get better and more time. And to Jitsu, I get better. I become a blue belt approach or a black belt. And so there's a measurable difference in some of these modes as some of these enemies. Um, but personally for my tie is a phenomenal workout. I think the people are great.
[00:58:59] I think physically it gives you one of the best workouts in the world. I think from a self. Defense perspective. It gives you some very smart tips on how to be, how to defend yourself in a striking basis. Um, and so the skill sets is phenomenal, but again, if you really are wanting some level of community and some level of development, that's measurable such as mom and dads are then BJJ would be the natural choice.
Vit Muller: [00:59:26] Awesome. Awesome. Yeah, it was when I was interesting on your opinion on that. Cause I I'm, you know, uh, getting involved with, um, the, the contact we both know. Um, but I'm not going to go into detail and leave that for next year, but yeah, we're talking about, um, a commercial franchise combining, um, functional fitness elements of functional fitness and why thigh, but not in YSI as of, uh, You know, uh, to compete, but more of a fitness style YSI where you learn and become more proficient, how to properly kick and punch.
[00:59:57] But it's more of, from a sense of, from a, you know, from regular mom and dad, uh, regular in a general public to go and release some frustration out of work. Kick a bar a little bit properly, but it's more about a fitness aspect combining that with, uh, elements of gamification and, and, um, and capturing some data.
[01:00:16] So understanding your performance through things like my zone, so that that's something I'm going to leave for another episode I, something
Ross Campbell: [01:00:23] it does, there is a formula to that. There is a formula to success from white tie having. A commercially franchisable product in the marketplace. And I hope that our common friend, uh, strikes it strikes at true, but at some point that will happen because you know, Floyd Mayweather can come out and potentially see that he's going to have 500 fighting teams of 500 boxing gyms in the next three or four years globally.
[01:00:48] Um, we just need somebody who is a relatively superstar. To get behind the brand. There's more type focused and try and push it out. Now, whether that might even be something cause I UFC or something like one championship, maybe it's not a person. Maybe it is a fighting brand or a sports media agency. Um, somebody at some point will push out a very successful, very attractive franchisable type
Vit Muller: [01:01:14] product.
[01:01:15] Certainly, um, certainly great to be part of their process and, um, a lot of new, um, uh, learning opportunities will come out of that for sure. Now, just to wrap up this, um, this, um, this chat that we're having,
What does Ross wish he'd new when he started his business
[01:01:27] what do you wish you had known when you started your business? Ross?
Ross Campbell: [01:01:35] Okay. Uh, I could spend a book, uh, could spend a book that, uh, what do I wish that I had known about? Um, I wish that I taken digital more seriously, um, and develop our digital capabilities. Um, I think we came from, uh, I came from events background, so it was quite easy to replicate that into the fitness world.
[01:01:58] Um, we had digital. Ideas. Um, but they were not, I thought about too much because in all honesty, the company was growing so quickly and saw, well, had such a good reputation that we didn't see this coming, you know, this, this being COVID. And so if I had to know something, I would invest it more. I would invest it earlier and digital capability.
[01:02:20] And also I would invested more in, um, Additional revenue streams, outside event based revenue used to be. And so I think this is where a lot of companies never going to be moving into this subscription, recording based revenue model, where it's not dependent on one product. Your revenue comes from multiple products.
[01:02:40] And even someone like Apple, you know, drawing that's drawback to the conversation, you know, Apple is, or was a hardware company. And now Apple has become a service company and those services are no multiple. And so Apple has a huge number of multiple revenue streams is coming. So for me, I think the ability to see additional revenue streams and to actually put some plans and investment behind those earlier would have meant that the last few months wouldn't have been so uncomfortable with what they've happened.
What advice Ross has for anyone to achieve more success in life.
Vit Muller: [01:03:09] Great answer now, what would be a, an advice that you'd like to give to somebody looking to, uh, to be more successful in life?
Ross Campbell: [01:03:21] Um, More successful in life and more successful in business. I've tackled the latter one first, most successful in business. Talk to more business owners. The reality is that what you're, what you're going to be doing in the majority has been done before, by many of other, by many other people, um, to the benefit or to the destruction of, of any capital they have invested into the marketplace.
[01:03:47] So what do you, when are you going to start a business? What is your value proposition? And. Once you knew that go to the market and speak about what you're going to be doing and talk to other business owners that have done what you've done before, or trying to do understand where they fell down, understand why you could be different and understand if those common problems you should tackle.
[01:04:07] Just know. And so from a business perspective, I would do your research. And that sounds obvious, but I don't think people really did the research. And I think once you start digging into your research, especially of your competition and especially of the marketplace that you're entering into, you start to find that the idea that you have might be already doing the pit lane of 10 different companies that have 10 things, the size of you.
[01:04:30] And again, you don't understand this until you start talking to them until you start talking to the industry you're going to be in. So network. Yeah, communicate, you can jump on seminars. Don't think you knew it all. Don't be so naive. Don't be so stupid. You know, I've had those problems in the past where I've had a good idea.
[01:04:49] I kept it to myself, tried to punch through it and then realized that the idea wasn't really working. It was as an idea I thought would work personally. Um, so it have. Have the humility to approach people and ask for their advice and help, because I would rather have that humility and have that advice given to me then potentially risk my reputation and hundreds of thousands of dollars of investment capital.
Vit Muller: [01:05:15] Totally agree. And you might have, you know, a great idea thinking to yourself that is, it's so good that you want to keep it a secret because we worry too much that some people will steal it from me, but that's quite often not the case. And even if it is, you know, nobody's going to do it the same way as you've got it in your head.
[01:05:31] Um, so get it out there, talk to other people, talk to other business owners, get some feedback on that. And, and the other thing also, Depending where you're at your life journey, how old you are, but if you are somebody's 18 year old and you have never worked for anybody and you just have an idea to start a business, good luck to you, go for it.
[01:05:50] If you feel like you want to take all the risks, but I would probably recommend get yourself employed for somebody that does similar thing, because you can learn so much by being an apprentice for somebody. Um, Because you need to build some skills. You can't just go into business or finance skill sets.
[01:06:08] Right. You need to build at least some level of skill sets and experience. And then obviously it's not a hundred percent, but at least some foundations so that when you do go on your own, you then yeah. You've got something to build from,
Ross Campbell: [01:06:21] right? Yeah. And like the most, I mean, you know, we talk a bit that the more successful companies in the marketplace, um, you know, we could talk all day about Amazon and Google and Facebook and.
[01:06:33] Yeah, so it was forced and we can talk every single tech company in the world. And, you know, the reality is there's always a figurehead behind those and whether it's Elon Musk or whether it's Jeff Bezos, and you've looked at these companies and think these are phenomenal entrepreneurs, but the reality is, dyou know, the company that you really want to be part of and that you really want to grow with and be responsible for tends to have a group.
[01:06:56] Or people behind it, whether that's two, three or four, a group of co-founders that have a huge number of equal skill sheets, skill sets that can quickly and easily move your vehicle from point a to point B is where the enjoyment is. You know, being a solo entrepreneur is a tough journey. You know, it's a really, really difficult, difficult place to be.
[01:07:20] I have full credit for anyone that takes that step, you know, but if you can find the right partners to take that step where if you can find trusted friends or trusted individuals that you can take that step with the journey is even better because you're learning and growing from each other as you do, you're adding infinitely.
[01:07:40] Infinitely more value and exponential rate to your company. And if it fails, it fails fast. Absolutely. And you've learned just as much as you would have done from starting on your own and solo grafting for five years. So thank the team. Find the team that you can trust fast, build it around them, build it around, you, get them incentivized, get them on a common purpose.
[01:08:04] And then that is where ultimately, I think you, as a leader, grew, you grow and the company grows. And I think that's, you know, that's something that you all want to be. I'm not dumb. I'm sure you got the same sentence. Absolutely.
Vit Muller: [01:08:16] And just to finish on that point, um, just kind of Texas all the way back to the full circle from the start, which is the power of networking and building relationships.
Special offer for Fit Summit
If you're new to business, if you've never run a business, but you have great idea, just do that. Networking, build some relationships, sell yourself. Um, and you know, if people like you and want to help you. A quick practical tip then could be tell them about your idea and ask them if they would be willing to be part of our OBP own.
[01:08:47] We'll call a board of advisors, because if you build a good relation to these people, a lot of times they might be people who've been in the business for years, but because they like you, they like your enthusiasm, enthusiasm, and your energy. They might be quite likely to want to. To join this board of advisors and then support you with your decisions and give you, give you, you know, point you in the right direction.
[01:09:09] And you're going to save yourself so much time and effort by having some guidance for sure.
[01:09:15] Well, Ross, this has been an amazing interview. Let's wrap it up. Fit summit is an amazing event for anybody listening, especially people in the health, fitness, and wellness industry. I highly recommend it.
[01:09:27] And while it's Asia Pacific? I think it's, it should really just be regarded as a global thing. I think it's applicable to anybody in the industry from anywhere around the world. Um, you should definitely participate in one of these events or one thing that I haven't, uh, we haven't, uh, explained is, is the networking aspect, which is incredible.
[01:09:46] When you do this event, you basically have a, it's like a speed dating where you put your details in and every two minutes it'll kick you into a new room of somebody else. Um, it's incredible. So, um, there's a next, uh, fit summit, um, all the time. I'm not going to mention the dates because this episode will probably be released.
[01:10:07] Who knows what, so we're going to keep it evergreen. Uh, but Ross is doing an amazing job. We've, we've run into this, this, this online event as well as, um, a in person event, most of the time in, uh, in Singapore and Thailand. Um, so I'm actually check out fit summit website. Um, now we're going to put a special promo code for everybody where you're going to get.
[01:10:26] I want to make sure I say it right. 25% off. All right. So you guys are going to get 25% off to attend, um, the fit summit events, um, by using the promo code,SUCCESSINSPIRED . So just check it out on the show notes. I highly recommend it. It's great for networking and it's great for learning. There's really.
[01:10:45] Big, uh, big sharks of the industry, CEOs of some of the biggest brands speak in presenting. You can learn so much from these people and, and network and build relationships and grow. So all of that, no Ross, once again, thank you so much for being on the show. I was very much looking forward to this conversation and it was, it was, uh, it was a really good one.
[01:11:07] Um, I really enjoyed it and I look forward to hopefully catch up if you again, um, maybe expand on some more industry Chet.
Ross Campbell: [01:11:16] Sure again, thanks for the opportunity that and everyone at home. I know these are challenging times. Um, it's going to be a phenomenal industry. It's always already as a phenomenal industry.
[01:11:27] Um, but in the years to come, this will be a truly amazing industry to come fulfilling rewarding spiritually, mentally, financially, stick in, stick with us. Let's build this together and let's make sure we have more happier and healthier people across this planet. I love it.
Vit Muller: [01:11:44] I love it. Thank you so much.