Dwayne Wimmer Interviewed on Entrepreneur State of Mind
Dwayne Wimmer was interviewed on the show Entrepreneur State of Mind by Krysta Smolda for RVNTV on the segment that aired April 16, 2019. There was a great discussion about the business side of the personal fitness industry, and how much has changed since Vertex Fitness was started.
One problem with the industry, as we’ve talked about before, is that the barrier to entry is so low for personal trainers. Almost anyone can call themselves a personal trainer without having any teaching ability or business acumen. Many trainers seem to think that finding clients will be easy, because either they look good with their shirt off or they love doing what they do, so they assume that they’ll be able to train others to do it. The problem with that mentality is that doing something well is a very different skill from being able to teach someone else to do it well. The other problem is that “if you build it, they will come” doesn’t work when it comes to starting a business.
When I was first growing Vertex Fitness, I was a very early adopter of the (very young) Internet, and was spending time growing connections on various forums. The grass roots approach to business development has always been the most effective, this has also works on the social media platforms. To this day, I am often approached I am out and when I am at conferences by people who know me through different social media outlets. I’ve found that to grow a business, you need to get out of your own way and put yourself in front of people either in person or via the internet.
Another differentiator is that I chose my location very strategically. When I got the opportunity to start my business in the Main Line area of southeastern Pennsylvania, I knew that the demographics could support the business that I wanted to build. I took a business plan that I had written ten years earlier, adapted it for the Main Line, and opened my doors. I chose to focus my business on serving the general population rather than athletes, partially because the method of strength training we use is very well suited to busy professionals and seniors. It doesn’t require you to spend hours in the gym, it is very safe and backed by research and science. This also makes it an excellent choice for people with health concerns.
Our aim is to be the best at what we do and stay in our lane. Unlike many people in the fitness industry we do not try to be all to all; we are very focused and deliberate about how we serve our clients. We are not dietitians, so we don’t offer meal plans or nutrition coaching, we refer to experts in that field for that. We focus on systematically strengthening the whole body, which creates balance to makes the body a more stable unit and less susceptible to injury.
Please check out the Entrepreneur State of Mind segment below, and be sure to check out the rest of Krista’s great content on entrepreneur insights and tips, and what it takes to start a small business.