We caught up with the brilliant and insightful Jonathan Cruz a few weeks ago and have shared our conversation below.

Jonathan, thanks for joining us, excited to have you contributing your stories and insights. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

Scaling up HIIT Logic from a single boutique fitness studio to multiple locations, while upholding our core values of community, passion, safe environment, brand integrity, and one-of-a-kind programming was a journey filled with challenges, triumphs, and invaluable lessons.

At the heart of our scaling efforts was a deep commitment to fostering a strong sense of community within each of our locations. We understood that our success depended on creating a supportive and inclusive environment where our members felt valued and connected. To achieve this, we organized community events, established strategic partnerships, and prioritized personalized interactions with our clients.

Passion was the driving force behind everything we did. From our dedicated team of instructors to our enthusiastic members, passion for health and fitness fueled our growth and inspired us to constantly push the boundaries of what was possible. This shared passion permeated every aspect of our business, from the design of our classes to the level of care and attention we provided to each client.

Ensuring a safe environment for our members was paramount. As we expanded, we implemented stringent safety protocols, invested in top-of-the-line equipment, and provided thorough training to our staff. By prioritizing safety, we earned the trust and loyalty of our members, which was instrumental in our growth.

Maintaining brand integrity was non-negotiable for us. We stayed true to our core values and unique brand identity throughout the scaling process, refusing to compromise on quality or authenticity. This unwavering commitment to our brand resonated with our community and set us apart from competitors.

Our programming was truly one-of-a-kind, offering a diverse range of movements and experiences that catered to the needs and interests of our members. We continuously innovated and kept our offerings fresh and engaging.

Of course, scaling up was not without its obstacles. We encountered challenges such as securing financing for expansion, navigating regulatory requirements, and managing the logistical complexities of operating multiple locations. However, each obstacle served as an opportunity for growth and learning, and we emerged stronger and more resilient as a result.

Meaningful moments along the way included the opening of each new location, where we celebrated the culmination of months of hard work and dedication. Seeing our community grow and thrive across multiple locations was incredibly rewarding and served as validation of our efforts.

In hindsight, we made mistakes along the way, but we approached them as learning opportunities and used them to refine our strategies and improve our operations. Through perseverance, determination, and a relentless focus on delivering exceptional value to our community, we successfully scaled up HIIT Logic and realized our vision of empowering others to live healthier, happier lives.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My journey into the fitness industry was sparked by my passion for movement and athleticism cultivated during my time as a college athlete. While I found success in running businesses, it wasn’t until I merged my entrepreneurial skills with my love for fitness that I truly found my calling. Together Katie Cruz, who serves as the CEO and visionary behind HIIT Logic, we embarked on a mission to revolutionize the fitness experience.

At HIIT Logic, we specialize in High Intensity Interval Training (HIIT) designed for individuals of all fitness levels. Whether you’re a seasoned athlete looking to push your limits or someone who hasn’t worked out in years, we have a workout tailored to challenge you and help you achieve your health and fitness goals. Our overarching goal is to empower our community to become healthier, stronger versions of themselves.

What sets us apart from others in the industry is our unique combination of programming and community. Our workouts are meticulously crafted to deliver maximum results in minimal time, making them accessible and effective for everyone. But beyond the workout itself, it’s the sense of camaraderie and support fostered within our community that truly sets us apart. Every member of our HIIT Logic family is valued and supported on their fitness journey, creating an environment where everyone can thrive.

I am most proud of the impact we’ve had on the lives of our clients. Seeing individuals transform their health, achieve their fitness goals, and become part of a supportive community is incredibly rewarding. It’s a testament to the dedication and passion that drives everything we do at HIIT Logic.

For potential clients, followers, and fans, I want them to know that HIIT Logic is more than just a gym—it’s a lifestyle. We are committed to providing unparalleled fitness experiences, fostering a sense of belonging, and helping individuals unleash their full potential. Whether you’re looking to break a sweat, challenge yourself, or simply find your tribe, HIIT Logic is here to support you every step of the way.

What’s a lesson you had to unlearn and what’s the backstory?

One of the most valuable lessons I had to unlearn on my entrepreneurial journey was the notion that rigid adherence to a business plan guarantees success. As someone who excelled in the black-and-white details of business, I initially believed that following a meticulously crafted plan was the key to building a successful brand. However, it was through the leadership of our CEO, Katie, that I learned the importance of flexibility and intuition in navigating the ever-changing landscape of business.

The backstory behind this lesson began when we encountered a pivotal moment in our business journey. We were faced with a decision that challenged the conventional wisdom laid out in our business plan. Despite the numbers pointing in one direction, Katie’s intuition and deep understanding of our community urged us to take a different path—one that felt right for our members and employees.

In that moment, we realized that success isn’t always found in sticking rigidly to the plan, but rather in being willing to pivot and adapt when necessary. We learned that having the flexibility to deviate from the playbook and embrace the unknown is essential in creating an unstoppable brand. It’s about trusting our instincts, listening to our community, and having the foresight to recognize when a change in direction is needed.

This lesson in unlearning has been transformative for our business, allowing us to approach challenges with an open mind and a willingness to explore new possibilities. It has empowered us to break free from the confines of traditional thinking and embrace a more intuitive and agile approach to building our brand. And ultimately, it’s this willingness to challenge the status quo and follow our instincts that has propelled us forward on our journey to success.

What do you think helped you build your reputation within your market?

Our reputation within our market has been built on a foundation of integrity, honesty, passion, and a genuine commitment to delivering the kind of fitness experience we would personally want. At HIIT Logic, we don’t just see our clients as numbers or memberships—we see them as individuals with unique goals, needs, and aspirations. By treating each client with the same level of care and respect we would want for ourselves, we’ve created a reputation for being a safe environment that challenges you to become your best self.

One of the key factors that has helped us build our reputation is our emphasis on personal connection and listening to our clients. We take the time to get to know each individual, understand their goals and preferences, and tailor our approach to meet their needs. By forging genuine relationships with our clients and truly listening to their feedback, we’ve been able to create a supportive and inclusive community where everyone feels valued and heard.

Another factor that has contributed to our reputation is our unwavering commitment to celebrating our clients’ victories and lifting them up when they need it. Whether it’s reaching a fitness milestone, overcoming a challenge, or simply showing up and giving it their all, we’re there to cheer them on every step of the way. This culture of support and encouragement has not only fostered a sense of camaraderie within our community but has also helped us thrive as a business.

Ultimately, we believe that we do well when everyone’s doing well. By prioritizing the well-being and success of our clients, we’ve been able to build a reputation as a fitness studio that truly cares about the people we serve. It’s this genuine commitment to our clients’ success and satisfaction that has set us apart in the market and earned us the trust and loyalty of our community.

Contact Info:

• Website: www.hiitlogic.com
• Instagram: https://www.instagram.com/hiitlogic
• Facebook: https://www.facebook.com/hiitlogic