We recently connected with Dillon Ivey and have shared our conversation below.
Hi Dillon, thanks for joining us today. 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.
Every great story starts somewhere, and ours began with nothing but a dream. Day one saw us with no cash, no credit, just an unwavering vision. As the owner and operator, my focus was always on the present, tackling each day as it came. Yet, even from the very beginning, I had a clear picture of our ultimate goal: to revolutionize the used fitness equipment industry in a way no one had ever seen before.
Understanding your mission and envisioning what you want your business to become is crucial before developing a strategy to reach the finish line. I always knew that I wanted to offer affordable commercial gym equipment at scale to both home and commercial customers, and that vision has been my guiding light. Whether it’s a small project like fixing a checklist or a big endeavor like designing and rolling out a new equipment line, every task requires a well-thought-out plan and clear timelines to ensure successful completion.
I firmly believe in outworking bad luck. The harder you work and the more positive impact you create, the higher your chances of success. This relentless work ethic and determination to push through challenges are traits not all entrepreneurs possess. Having faced numerous difficult situations in my life, perseverance has become second nature to me.
In our early days, operating out of a garage and later moving to storage units, we were still defining what “refurbished” meant for us. We were figuring out who our customers were and the voice and identity we wanted our brand to embody. Those first few years were a whirlwind of long days and nights, rapid growth, and moments that nearly led to failure. We faced setbacks like being ripped off, coming close to bankruptcy, and dealing with team members quitting due to harsh working conditions—think extreme temperatures in our warehouse with no proper heating or cooling.
Despite these hurdles, we learned and grew rapidly. A pivotal moment came when we received an offer we couldn’t refuse for a warehouse space within an RV and boat storage facility—the location that remains our primary warehouse today. This move provided the stable foundation we needed to consolidate our lessons and chart a clear, quantifiable path forward.
Neither Alejandra nor I had any experience in the refurbishment side of the business when we started. Our backgrounds were rooted in health and wellness, having met during our early careers at GNC. The initial years were all about trial and error—learning refurbishment by reverse-engineering our competitors until we gained the confidence to innovate on our own. Today, we take pride in having built what we believe is the most robust team and training program in our industry.
One of our biggest challenges has been maintaining the quality we promise our customers, especially as we scale. Around our third year, we began to struggle with this, facing an increase in warranty issues as our sales grew. This was a turning point that made us prioritize compliance, checklist systems, and quality assurance. In hindsight, implementing these measures from day one would have been ideal, but every journey has its learning curves.
Scaling a business inevitably brings challenges, particularly when it comes to people. Knowing who to hire and how to lead them is an ongoing process, but this year we’ve really found our stride. We’ve come to understand the critical importance of thorough onboarding and continuous training, ensuring our team is well-equipped to uphold our standards.
Our story is a testament to what can be achieved with resilience, hard work, and a clear vision. For any entrepreneur out there facing their own set of challenges, remember that perseverance and a willingness to learn can turn humble beginnings into something extraordinary.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Hey there! We’re CTX, a passionate team on a mission to shake up the fitness equipment industry. Our story isn’t one of overnight success—it’s built on hard work, resilience, and a dream that started in a humble garage.
How It All Began
It all started with Alejandra and me, both with backgrounds in health and wellness from our early days at GNC. We had a vision: to make high-quality commercial gym equipment affordable and accessible for everyone, whether you’re setting up a home gym or outfitting a professional facility. But here’s the thing—we had no cash, no credit, and zero experience in refurbishment. Just a garage, a lot of determination, and a clear goal in mind.
Learning the Ropes
Those first few years were a wild ride. We moved from a garage to storage units, trying to figure out what “refurbished” really meant for us. Who were our customers? What kind of brand voice did we want? It was a lot of trial and error—reverse-engineering our competitors, learning every step of the refurbishment process, and slowly building something unique.
We faced some tough times too. There were moments we almost went bankrupt, got ripped off, and saw team members leave because working conditions were brutal—imagine trying to work in a warehouse without proper heating or cooling in scorching 100-degree heat or freezing cold. But through it all, we kept pushing forward, driven by the belief that hard work and perseverance would pay off.
A Turning Point
The big break came when we landed a warehouse space inside an RV and boat storage facility. It was a game-changer, providing the stability we desperately needed. This new space allowed us to streamline our operations, implement better systems, and finally see a clear path forward.
What We Do
Today, CTX specializes in refurbishing and selling a wide range of fitness equipment—treadmills, ellipticals, stationary bikes, weight machines, you name it. We cater to both individual fitness enthusiasts and commercial clients like gyms, hotels, and corporate wellness programs. Beyond just selling equipment, we offer maintenance services to ensure everything stays in top shape, giving our clients peace of mind.
Why We Stand Out
So, what makes us different? For starters, our commitment to quality is unwavering. Every piece of equipment we refurbish goes through rigorous testing to make sure it’s as good as new. We’re always looking for innovative ways to improve our processes, staying ahead of industry trends and setting new standards.
But it’s not just about the equipment. We genuinely care about our customers. Whether it’s a small home gym setup or a large commercial installation, we provide personalized solutions and exceptional customer service. Our team is our biggest asset, and we’ve invested heavily in training to ensure everyone is equipped to deliver the best possible experience.
Overcoming Challenges
One of our biggest challenges has been maintaining the high quality we promise as we scale. Around our third year, as sales grew, we started facing more warranty issues. It was a wake-up call that pushed us to prioritize compliance, checklists, and quality assurance. Looking back, we wish we had implemented these systems from day one, but every setback taught us valuable lessons.
Building a Strong Team
Scaling a business isn’t just about numbers; it’s about people. Hiring the right team and leading them effectively is always a work in progress. This year, we finally found our groove. We realized the importance of thorough onboarding and continuous training, ensuring our team not only meets our standards but also feels valued and supported.
What We’re Proud Of
We’re incredibly proud of the resilient team we’ve built and the positive impact our equipment has on people’s fitness journeys. From our garage beginnings to securing our permanent warehouse space, our growth is a testament to what hard work and perseverance can achieve. Seeing our clients thrive with our equipment is the best reward we could ask for.
What You Should Know About CTX
If you’re considering working with us or just want to know more, here are a few things we’d love for you to understand:
Our Mission: We’re dedicated to making high-quality fitness equipment affordable and accessible, helping individuals and businesses achieve their fitness goals.
Quality You Can Trust: Every piece of equipment is meticulously refurbished and tested, so you can rely on its performance.
Innovative and Growing: We’re always evolving, finding new ways to enhance our offerings and better serve our clients.
Community Focused: When you choose CTX, you’re joining a community that values health, wellness, and mutual support.
Looking Ahead
As we continue to grow, our focus remains on expanding our product range, enhancing our services, and maintaining the high standards that define CTX. We’re excited about the future and the opportunity to help even more people and businesses elevate their fitness experiences.
Can you tell us the story behind how you met your business partner?
My cofounder and business partner used to my one of my employees! I met her when I did a store visit to her store after I inherited the Austin market at GNC.
We’d love to hear the story of how you built up your social media audience?
Just be authentic. Our audience has responded to that well since day 1!
Contact Info:
- Website: refer to prior submissions
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- Linkedin: refer to prior submissions
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- Soundcloud: refer to prior submissions
- Other: refer to prior submissions