A gym owner describes operating illegally during COVID shutdowns and generating $31 million in 2020 sales while 8-10% of gyms closed within 30 days. His strategy: ignore what he couldn't control, treat competitors' collapse as opportunity, and outwork everyone else with aggressive advertising and relentless selling.
We did $31 million in sales in an industry that was not legally allowed to do business. Whoa. When we went through COVID, I was in the gym space. Woof. Right. 100% of my customers were not allowed to do business legally in 24 hours. 8% and 10% of all gyms went out of business in 30 days. I remember managing the team during 2020 saying, if we cannot control it, we do not talk about it, period. And whenever there's a disadvantage, it means all of our competitors are screwed. That means there'll be more for us. We are going to advertise our asses off. We're going to sell our asses off. We're going to deliver like crazy, and we're going to find a way to make it through this because we'll work harder while they get disheartened. That year
