In this episode of HALO Talks, host Pete Moore sits down with long-time friend and industry veteran Tom Muller, owner of Elevate Fitness in Syracuse, NY. With roots that stretch back to the Gold's Gym days, Tom shares his journey through decades of shifting trends, club expansions, and the pivotal decision to rebrand and tech-enable his business for the modern member experience. From innovative fitness programming and thriving tennis and swim programs to the impact of major local investments like Micron and Amazon, Tom reveals the strategies that have kept Elevate thriving in a stable, but fiercely competitive market.

Tom has always focused on building strong programming for his clubs. Under his guidance, both locations have developed powerful personal training programs and dynamic group exercise offerings. Group X classes, including yoga and Pilates, are a highlight, and Tom even launched a dedicated Pilates studio for reformer sessions. As fitness trends changed, he also transitioned away from spinning classes, transforming that area into a personal training studio and expanding turf areas.

Whether you're a fitness entrepreneur, club owner, or just passionate about the HALO sector, you'll find plenty of actionable insights in what Tom has gone through. Stay tuned for a deep dive into leadership, community, and the evolving future of fitness in Upstate New York!

Regarding keeping clubs relevant Muller states, "I think we've done a decent job of keeping our capex up, staying relevant, and having the clubs new. I mean they're built in the 70's! And I don't think when you walked in you probably didn't think you were going back in the 70's."

Key themes discussed

• Club evolution and facility repurposing.
• Strength training's resurgence in fitness trends.
• Member-focused tech and software upgrades.
• Layered memberships and revenue strategies.
• Impact of local economic developments (Micron, Amazon.)
• Tennis and swim programming excellence.
• Real estate ownership and long-term club investment.

A Few Key Takeaways:

1. Club Evolution & Adaptability: Tom shares his story from Gold's Gym to Elevate and explains how adapting the club's facilities (converting tennis and racquetball courts to new amenities, etc) has been key to staying current with industry trends and maintaining relevance in the community.

2. Focus on Programming & Membership Layers: A strong emphasis is placed on diverse programming: Personal training, Group X classes, Pilates, yoga, and more. Tom also highlights the move to layered memberships, allowing for upselling and greater value for members, especially through services like recovery centers.

3. Leveraging Technology: Switching to an integrated platform like Zenoti streamlined operations, combined all member-facing tech under one roof, and has allowed Tom and his team to better track member behavior, manage layered memberships, offer targeted promotions, and drive revenue more efficiently.

4. Real Estate Ownership as a Strategic Advantage: Owning the club real estate provides flexibility for ongoing capital improvements. Muller underscores how continuous investment in capex helps keep the clubs up-to-date and competitive, especially crucial in a stable but slowly evolving market like Syracuse.

5: Strength in Tennis, Swimming, and Community Roots: Tom mentioned that tennis and swim programming are extremely stable parts of the business, with strong staff and high-quality instruction leading to waiting lists despite competition. Tom's approach is to "grow where you're planted," mastering the local market and building deep community ties rather than spreading too thin or constantly pursuing greener pastures.

Resources:

• Tom Muller: https://www.linkedin.com/in/tom-muller-elevate-fitness
• Elevate Fitness: https://www.elevatesyracuse.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

Excited to share highlights from this week's HALO Talks FastBreak featuring Kaitlin Miller from Court Kings. A level 5 player herself, Kaitlin and Pete dive deep into the rapid growth of pickleball and how Court Kings innovative court solutions are shaping the industry—especially for health and fitness facilities.

3 key takeaways:

• Booming Demand: Pickleball courts in NYC (especially at Life Time Inc.) are booked solid from open to close—sometimes with waitlists to join! If your facility hasn't added pickleball yet, now is the time.
• Turnkey Court Solutions: Court Kings was recently named the preferred court builder for USA Pickleball and offers end-to-end services from consulting and court surfacing to fencing, nets, and soundproofing—making it easy for facility owners to get started.
• Fast Installation: With proper planning, facilities can have new courts installed in as little as 2–4 weeks. Early communication (with the General Contractor especially) and material ordering are key to a smooth rollout.

If you're considering adding pickleball to your location, listen now for fresh industry insights and practical advice on possible next steps.

Also? If you missed it, we have an entire pickleball category playlist on HALO Talks. Check that out here: https://www.halotalks.com/category/podcasts/pickleball/

Contact Kaitlin directly for more information: kaitlin@courtkings.com

Resources:

• Kaitlin Miller: https://www.linkedin.com/in/kaitlin-miller-40a354a3/
• Court Kings: https://courtkings.com/
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

Connect With Us:

Instagram: https://www.instagram.com/thehaloadvisors/?hl=en
Facebook: https://www.facebook.com/Integritysquare
YouTube: https://www.youtube.com/@halotalks
LinkedIn: https://www.linkedin.com/company/integrity-square/
Website: https://www.halotalks.com

Welcome to another episode of HALO Talks! Today, host Pete Moore sits down with Luke Hartelust--a dynamic entrepreneur and now the founder of MNLY--who made the leap from the oil and gas rigs off the coast of Australia to California's innovative health tech scene. Luke shares his journey from the grueling world of offshore drilling to launching and scaling fitness businesses, including his instrumental role in bringing F45 Training to Southern California.

The conversation dives deep into his latest venture, a groundbreaking men's health platform that uses AI, cutting-edge blood analysis, and custom supplementation to help men take true ownership of their health. Tune in to hear his insights on building community, the power of personalization in wellness, and what it takes to stand out in the rapidly evolving health optimization space.

When it comes to the personalized health revolution he states, "Based on your blood work, our model will prescribe specific doses of specific micronutrients, aminos, herbs, extracts and minerals into that custom supplement formula that comes in morning, noon and night packs."

Key themes discussed

• Career transition from oil and gas to health tech.
• Entrepreneurship journey and lessons learned from failures.
• F45 Training franchise growth and operational strategies.
• Brand protection and building strong community engagement.
• Men's health issues and the need for accountability.
• Personalized, AI-driven health optimization and supplement plans.
• Differentiation of in the men's health market.

A Few Key Takeaways:

1. From Oil Rigs to Health Tech: Luke shared his path from working shifts on oil rigs to building fitness businesses and eventually moving into health tech. His drive was sparked by a personal epiphany—wanting to create a better life and help others, which led him to become an entrepreneur.

2. Lessons Learned from F45 and Brand Protection: Luke's experience scaling F45 franchises in Southern California gave him a "six-year apprenticeship" in what to do—and what not to do—when building and protecting a brand. A key takeaway: Focus on the emotions your brand evokes and prioritize building a strong community before chasing customer acquisition at scale.

3. Identifying a Gap in Men's Health-Accountability Over Access: After experiencing low energy despite living a healthy lifestyle, Luke discovered his own testosterone was severely low and saw first-hand the ineffectiveness and friction in telehealth for men. He believes the real crisis isn't just health, but accountability and ownership—people need tools and systems that make it easier for them to take proactive control of their well-being.

4. MNLY's Personalized Health Platform-Seamless, AI-Driven, and Fast: MNLY stands apart by integrating AI-powered testing and personalized recommendations to deliver tailored health plans and custom supplement packs. Customers use an at-home blood kit and environmental health assessment, then receive actionable insights and products within days—removing friction points common in traditional telehealth models.

5. Proven Results and a Focus on Efficiency: MNLY's approach delivers results about 50% faster than most competitors, according to Luke, and their pilot data showed significant improvements in markers like testosterone (on average, a 30% increase in 90 days among test users). Their evolving concierge model combines AI-driven support with human coaching, aiming to streamline the path to better health for busy men.

Resources:

• Luke Hartelust: https://www.linkedin.com/in/luke-hartelust-597332253
• MNLY: https://www.getmnly.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

Welcome to HALO Talks! In today's episode, host Pete Moore sits down with Rick Dennis, Co-Founder of Bakersfield's Body Xchange and a definite "OG" in the HALO sector. With over 30 years of experience—including a storied career at Family Fitness, 24 Hour Fitness, and launching successful clubs with longtime partner John Ovanessian—Rick shares insights on evolving gym models, member experience, and responding to changing trends.

Rick and Pete chat about how Body Xchange became a place "where everybody trains," adapting to the post-COVID demand for more strength training, flexible facilities, and self-guided workouts. Rick opens up about the importance of listening to your local community, running a tight operation with zero leverage, and the unique advantages of local ownership in a burgeoning market like Bakersfield, CA.

Pete and Rick also chat about future growth—both for Body Xchange and the Bakersfield area itself—as well as reflections on how today's athletes are changing the game in high school sports and beyond. Listen now for a conversation packed with industry wisdom and practical takeaways for fitness professionals (and enthusiasts!)

On the "power" of staying debt-free Dennis states, "We're definitely not a leveraged company. I think that's something that's really important to understand because as you mentioned, with 24 Hour Fitness, once you get leveraged then there's restrictions to that. We've never had those kinds of restrictions because of the foundation and how we built it."

Key themes discussed

• Evolution of Body Xchange and their club model.
• Shift toward strength training post-COVID.
• Local market dynamics and growth in Bakersfield.
• Importance of a debt-free, reinvestment-focused business.
• Personal touch of local ownership versus national chains.
• Future expansion opportunities in nearby cities.

A Few Key Takeaways:

1. Evolution of Member Experience & Strength Focus: Rick highlighted how their business model has shifted post-COVID, with a significant pivot towards strength training and member-driven use of space. Recognizing the growing interest in free weights and Olympic lifting, they repurposed areas like group fitness rooms to fit more strength equipment, reflecting the changing fitness trends among younger demographics.

2. Deep Local Roots & Smart Growth: The Bakersfield market is robust and expanding, with affordable housing attracting a young population. Rick emphasized how their deep local knowledge allows them to strategically backfill old locations and position themselves in growth corridors, staying ahead of national chains and big box gyms.

3. Debt-Free, Locally-Owned, and Well-Maintained Clubs: Rick and John built Body Xchange with a focus on being debt-free and maintaining strong local ownership. This approach means they can swiftly reinvest in facilities, ensure equipment is always up to par, and maintain a high-touch presence—reasons why members prefer their facilities over less locally involved national chains.

4. Adaptable Operational Strategy: Body Xchange made a post-COVID decision to pause personal training, acknowledging a shift toward self-guided, technology-driven workouts. Rick notes they still onboard members and provide guidance, and could easily reboot personal training if the right talent emerges.

5. Expansion Opportunities & Local Demographics: Looking ahead, Rick sees potential for 2–3 more locations within Bakersfield and more expansion into comparable communities like Palmdale and Lancaster, as well as midsized cities between Bakersfield and Fresno or west along the Central Coast. He stressed their ability to replicate the Body Xchange DNA by maintaining control over real estate and ensuring each new club matches the model's culture and values.

Resources:

• Rick Dennis: https://www.linkedin.com/in/rick-dennis-795252175/
• Body Xchange: https://www.bxfitness.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

On this episode of HALO Talks, host Pete Moore sits down with Logan Chierotti, founder of Physician's Choice supplements, to dig into the in's and out's of building a high-growth company in the HALO space. Logan discusses his journey from working in digital marketing to launching what is now the top probiotic brand on Amazon, with annual revenues approaching $250 million. He opens up about the importance of focusing on value and science-backed products, the challenges of navigating both e-com and retail distribution, and the lessons learned in building a top-tier executive team.

Whether you're a health club operator considering selling supplements or an entrepreneur looking for growth tips, you'll want to hear Logan's takeaways on company culture, self-awareness, and long-term success in a rapidly evolving, highly-competitive space.

When it comes to educating customers beyond just price, Logan states, "We wanted to give consumers value. And what's nice is with the Internet or e-commerce or even . . . med spas or health clubs, is you can educate the consumer more, right? They come into your store or they come online and you have all the marketing there so you can really educate them as opposed to just dropping your product in Walmart, which is a pure brand or commodity game. People are buying there based on price or based on packaging, versus when you control the distribution channels, you can educate them a lot more."

Key themes discussed

• Transition from e-commerce to retail distribution strategies.
• Building a high-quality executive and leadership team.
• Navigating retailer partnerships and managing risk.
• Importance of a singular brand focus: Probiotics and gut health.
• Educating versus marketing to the consumer.
• Value and growth of subscription business models.
• Founder self-awareness and letting go of ego.

A Few Key Takeaways:

1. Hyper-Growth Through Strategic Focus: Logan shared how Physician's Choice grew quickly by narrowing their initial focus to just probiotics and gut health. Rather than trying to be everything to everyone, they became the top probiotic brand by focusing on a science-backed, in-demand supplement.

2. Controlling Distribution—Don't Chase Every Retailer: Logan emphasized the importance of controlling your own distribution channels, especially in the early stages. He cautioned against being seduced by "sexy" big box retail deals, which often shift risk onto the product provider and can become a logistical and financial nightmare. Physician's Choice only says yes to retailers who agree to their terms.

3. Value-Driven Brand Built on Education: The brand positioned itself as a value brand—affordable, yet backed by science and trust in the name. They focused on educating consumers through controlled channels like e-commerce and social media rather than relying on traditional retail, where purchasing decisions are much more driven by price and packaging.

4. Building a Strong Executive Team: Chierotti's biggest learning was recognizing his own strengths and weaknesses early. He surrounded himself with a high-level executive team, brought in a CEO when the company reached a certain size, and freely gave equity to key hires. He stressed that hiring smart people and getting out of their way was crucial to scaling up.

5. The Power and Patience of the Subscription Model: About 40-50% of Physician's Choice revenue comes from subscriptions—compounded over years. Logan pointed out how businesses (health clubs, supplement companies, etc.) often underestimate how long and compounding subscription revenue can take to build, but if you stick with it and focus on customer retention, the growth will come.

Resources:

• Logan Chierotti: https://www.linkedin.com/in/loganchierotti
• Physician's Choice: https://www.physicianschoice.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com