We were lucky to catch up with Jonathan Cruz recently and have shared our conversation below.

Jonathan , looking forward to hearing all of your stories today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

We take risks every day. We are all familiar taking calculated risks pushing us towards a desired outcome, but a lot of the time doing nothing is a risk. Ive always felt that the risk of trying is better than the risk of sitting on the sidelines. Things always work out if you give it your all don’t play the victim and go get it! In 2016 Katie Cruz and I decided to take a risk and open a boutique fitness studio in a rural community. Based off the current census we would need every single resident to become a member in order to thrive. Through good intentions, excellent programing, passion for the product, strong branding and a community that had a thirst to be healthy our business HIIT Logic thrived. We then went on to open an additional 4 studios including multiple during COVID. The perceived risk of opening where, how and when we did was more of an opportunity. In fact Id prefer “seizing the opportunity” as opposed to taking a risk. We currently are growing stronger than ever both as a business and as a community.

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

Katie and I were both college athletes. In my case I was never the most naturally talented, but I was by far the hardest worker and had a knack for surrounding myself with winners. Directly after college I got into the fitness industry running a large industry leading Globo Gym. I learned a lot of great processes in the industry, but also realizing there was a lot to be desired for the customer experience. After applying the sales and marketing knowledge I learned in a few other jobs in different industries it was time for me to dive into something I was passionate about. Katie had taken the reigns as the CEO of HIIT Logic and it was my time to join the team full-time. Katie’s programming in bar-none we were in it for right reasons – helping people! Coupled with my knowledge of business start-up and sales we have been an incredible team. There’s not another person out there that can do what she does and Im lucky she is on my team in business and life. Although, there is the obvious that we need to pay the bills the goal initially was never financial and was to help people realize they are strong, meant to move and have the ability to be healthy no matter what age or ability. We have been on a mission to help you live your best, healthiest life. Health means so many things and once you realize you are worthy and capable, you start to become mentally and physically unstoppable.

HIIT Logic is more than a logo its brand is the programming, the coaches, the community, the standards and the passion. Im most proud of the members, the coaches and Katie for creating an experience that embeds itself into others. You initially come for the workout and stay for the community. Our members stay members incedibly longer than the industry standard on average and there’s a reason why… its not just a business, its a movement!

How about pivoting – can you share the story of a time you’ve had to pivot?

March 2020 the Pandemic changed the business world. Indoor Health and Fitness facilities were closed. Within the 4 hours of this news we initiated a business model that allowed members to utilize our program with a sense of community at home. Within a week we offered outdoor workouts on our personal property that filled up quickly. There was not time to panic if we were to survive as a business. We saw an opportunity to separate ourselves in the industry. Pivoting successfully is set up by having a solid business plan and community that knew the importance of staying healthy. We were grateful to have so many members double down their efforts when it came to HIIT Logic. This confirmed our belief in the brand and when the industry was shrinking due to others closing down, we knew it was time to grow.

Any advice for growing your clientele? What’s been most effective for you?

Being knowledgable, honest and leading with passion. When your business is a personal service you have to understand the clientele’s “why” .. why are they there? and their “what”…. what pushes them and inspires them to give more than they ever have.

Inviting someone into our business is comparable to inviting someone into our house. We want them to feel confident and safe all while enjoying their time there. Its a haven that for 1 hour they can focus on themselves.

We know our clientele and we know our services are challenging. Katie never wants a member to leave saying they wanted more from their workout and that may be several different things for different members.

The “We Care” factor is in the veins of HIIT Logic. Every coach embodies this branding.

Ill take a 77 year old crushing a work out and smiling about it after or a kid watching their parent getting stronger every time over a paycheck and I believe the clientle feel this and become our biggest advocates in the marketing game and out growth.      

Contact Info:

• Website: www.hiitlogic.com
• Instagram: @hiitlogic
• Facebook: @hiitlogic
• Linkedin: linkedin.com/in/jonathan-cruzhiitlogic

Image Credits
Noel Martin