We recently connected with Dj Miller and have shared our conversation below.

Dj, thanks for joining us, excited to have you contributing your stories and insights. What was the most important lesson/experience you had in a job that has helped you as a business owner?

The biggest takeaway I’ve gotten from working my last job is seeing that people aren’t as interested in what I’m selling more than they’re interested in me. As a trainer, I’ve found people are more drawn to chemistry and connecting. Sometimes in a 60-minute training session, I’ve had clients confess their life story to me for 45 minutes, and then workout for the remaining 15. That time, in no way, is wasted. Training isn’t always about doing a hundred burpees or lunges; it’s therapeutical for most people. It warms my heart knowing that when people come to me, they openly tell me some of their most personal details, because my opinion matters so much to them.
For some people, sometimes being just a trainer/coach isn’t enough.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is DJ. I got into the fitness industry about 13 years ago when I first discovered Muay Thai/kickboxing. I specialize in teaching the finer points of Muay Thai and kickboxing techniques that give people ring skills, self-defense, or fitness. I like to help people realize that they don’t need to be a fighter in order to train like one. Muay Thai can be very intimidating, but one of the most effective workouts you will ever put your body through.
What I’m most proud of is how safe and welcoming people have described my gym to be. I can tell as soon as they step through the doors their guards drop, and they can wind down after a long day at work.
I want to keep growing the brand. As my gym community builds, we’ve collectively agreed that the gym has got the “best vibes” in town, so, that’s our gimmick now, haha!

Can you open up about how you funded your business?

I will say that COVID actually helped me out a lot. As people became more reluctant towards public gyms, in-home training became more popular. That’s where I came in. I’d drive miles to different client’s at their homes. I had one person that was a 2-hour round trip! But ALL of them went out of their way to support me, and to make sure they keep training, of course. At that point, it just came down to saving, because I already had a plan in my head. And it worked!
All the capital needed was raised on my own. No investors. No partners.

What’s worked well for you in terms of a source for new clients?

WORD. OF. MOUTH. At first, I dumped some money into social media ads, and whatnot. I got a minor kickback, but it got costly, and fast. Eventually, I stopped funding the ads and tried to find a better customer acquisition method. So, I resorted to just making a great program, loving my members to death, and making a likable/fun Instagram page.
I try to reward my members for any referrals they bring. From how I saw it, since I didn’t have the funds to finance consistent ads, my members were doing the marketing for me, because they love the gym so much. I learned that if customers fall in love with what you’ve created, then they’ll want to see it grow and be successful just as much as you do!

Contact Info:

• Website: fightforcefitness.com
• Instagram: fight_force_fitness
• Facebook: https://www.facebook.com/profile.php?id=100001300170258&mibextid=LQQJ4d

Image Credits
Kelsey Page