Alright – so today we’ve got the honor of introducing you to Ryan Becknell. We think you’ll enjoy our conversation, we’ve shared it below.
Ryan , looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
In the world of personal training, there are many markets that people consider niche. Mentors were constantly telling me to find my corner of the “industry” and lean in. The classics in fitness such as weight loss, muscle building, powerlifting, conditioning, etc. never truly spoke to me. At the end of the day, I have to quote Mike Boyle, “We’re in the life changing business.” I needed to find that extra gear to deliver that passion. Surfing would be the conduit to my success with new and current clientele. Colleagues and friends would often voice their skepticism regarding my idea to target surfers. Location was certainly a concern because Charleston, SC does not have great surf. Pure instinct just told me to bet on myself and let the chips fall. My decision to build a brand and call it Gnarmaste was ultimately inspired by many masters of balance. Gnarmaste is a surf centric wellness brand but at face value, it is east meets west. The yin and yang from the likes of Lao Tzu, Bruce Lee, Gerry Lopez, Led Zeppelin, the list goes on. Surfing demands a skillset of high paddle volume, serious core strength, balance in an unstable environment, and mobility that allows the rider maximum expression. Surfing is art. You are the artist, the board is the brush, the wave is the canvas. A balanced body is everything. I have been a trainer for 18 years. Two years ago when I began my deep dive into programming workouts for Gnarmaste, everything changed. The passion to improve my surfing revolutionized my process and created a new enthusiastic funnel. What a revelation after being told your whole life that surfers aren’t synonymous with success. I am stoked to have surfers under my roof and clients from around the globe asking to consult. The process was enhanced by a website build through Squarespace and an app using Adalo. I used consultants for both and still refer to them. My next step in the online space is a heavier focus on marketing and finding a healthy rhythm with social media. Financially and emotionally, the past two years have been my greatest as a trainer.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Born and raised in Charleston, SC. The beach has always been my sanctuary. Being knocked around by waves are some of my earliest memories. It was only natural for me to progress from a drug store boogie board to fiberglass and foam. My parents divorced when I was 17. The chaos created distance and anxiety for me. I lost touch with surfing and ultimately my confidence. I needed a way back in. A friend of mine got a job at a gym and offered to coach me up on some workouts. I was immediately hooked. I felt a surge of athleticism and positivity as I earned my way. Fitness brought me back to the water. I returned better than ever. While everyone else was sitting around between swells, I worked my ass off in the gym and it paid off. When you have an athletic goal in mind, you’re equipped with an unstoppable mindset. It’s more powerful than “weight loss, just wanna be healthy, play with my kids, and I’m getting married” COMBINED. Waves being a finite resource also takes it to another level of urgency to be great when the moment arrives. I try to capture that vibe in the gym or on the Gnarmaste app for my clients. You should feel accomplished after a workout, not destroyed. Day to day, week to week, feel good not defeated. My experience and urgency with continuing education allows me to consult from so many angles. I can take hand offs from physical therapists with confidence or help a high level athlete find that extra percent they may be lacking. My current client range is 25 to 77 years old. I am most proud of my freedom to be myself everyday and I’m never forced to listen to bad music. Music is a hobby of mine and was my first love. I want all my clients to know that I will never stop growing. I’m on a mission to help them reach their potential.
What’s been the best source of new clients for you?
Word of mouth will never go out of style. My industry is based on trust 100%. I am in charge of your only possession: your body. That is never lost on me. That is why I’m in the life changing business. Does the body get the mind right, or does the mind get the body right? I’ll say a bit of both, but debates rage on. I assist with both. That’s why word of mouth is so powerful. I need to dial up more testimonials for the online space haha.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
SAYING NO. I used to have a “everyone’s money is green” policy. That’s long gone. If I detect any notion that I don’t like the person, I will not take them. I cannot waste my time with narcissists trying to get shredded. My industry is wrought with vanity and I avoid it like the plague. I teach functional fitness, not “I want to audition for Southern Charm” fitness.
Contact Info:
- Website: https://shredthegnarmaste.com
- Instagram: @shredthegnarmaste
- Youtube: https://youtube.com/@gnarmaste?si=VBU6gJqC7V_NaO1N
- Other: Tik Tok: @Gnarmaste
