24 Jan 535 Building a Community Brand, Time Management and Equipment Layout Strategies
Do you have a “me” or a “we” fitness business? Zach Colman reveals the transformative concept of building a community brand in the fitness industry. He explains that a community brand is more than just a platform—it’s an evolution from a personal brand to a collective ecosystem of shared values and experiences. Colman emphasizes that modern fitness businesses must move beyond transactional interactions, recognizing that people now crave genuine connections and meaningful experiences. By focusing on core values, communication, and creating an environment where members feel understood, fitness leaders can differentiate themselves in a competitive market.
You’ll also hear from Jared Williams about the best equipment layout for your gym, as well as Hailey Rowe about a time management strategy that will help you stay organized and on track.
ABOUT OUR GUEST
Before establishing his business, Zach observed a recurring pattern at various workplaces he had participated in. The lack of consideration towards customers, with the focus centered on sales and top-line, made him realize he wanted to create a place where customers and employees wouldn’t feel as such but as a community that is being heard and seen.
As a personal brand in sports and athletics, Zach has a rapidly growing YouTube channel and a Top LinkedIn voice.
Zach hosts the #gymbreak cast, which features interviews with athletes and athletic-driven leadership and discusses hot topics in the athletic & branding space.
key takeaways
- How to transition from a “me” to a “we” business model.
- Developing a brand culture that aligns team values and member experiences.
- Creating an advocacy ecosystem that goes beyond traditional fitness services.
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Our favourite quotable moments:
“Community brand isn’t developing a platform and just having a whole bunch of people jump on a platform.” – Zach Colman
“People are craving community, and the only way that you’re going to have your gyms stand out is if you start focusing on building that experience.” – Zach Colman
“Fitness is not just physical, it’s mental.” – Zach Colman
“I would rather go 2 or 3 miles to a studio that matches my values than drive a mile away to somewhere that [doesn’t].” – Zach Colman
MEET OUR HOST
Justin “JT” Tamsett is a seasoned fitness industry veteran and passionate advocate for promoting physical activity. His mission is to reduce the health care costs across the globe by having more people move and move more often. JT’s hope is that his daughter Zoe can grow up in a world full of opportunity rather than one where governments and communities don’t have the burden of an ageing and sickening population. With over 30 years of experience, JT has owned gyms, coached fitness classes, and now specialises in business coaching for fitness entrepreneurs.
Through his company, Active Management, JT provides guidance and support to gym owners worldwide, empowering them to build successful businesses and contribute to a healthier society. He also leads 8 REX Roundtables in the US and Australia, spoken at over 40 conferences in 23 countries, and consulted with gyms worldwide. JT’s commitment to improving health extends beyond his professional endeavours, as he has also dedicated himself to coaching various sports and actively participates in industry organisations.
