We were lucky to catch up with Travis & Whitney Washington recently and have shared our conversation below.
Hi Travis & Whitney, thanks for joining us today. Can you recount a story of an unexpected problem you’ve faced along the way?
One of the most unexpected challenges we faced in our fitness studio was the abrupt COVID-19 shutdown in March 2020. Overnight, we found ourselves unable to operate in the traditional gym model, and uncertainty loomed over the future of our business. It was a seismic shift that demanded swift and innovative action.
As the reality of the situation sank in, we tapped into our resilience. Having already explored the potential of online platforms due to snow day challenges in the Midwest, we were somewhat prepared. We had dabbled with Zoom, offering clients virtual workouts and pre-recorded content. When Michigan’s shutdown was announced, we transitioned seamlessly to Zoom classes that very evening. It felt reassuring to have anticipated the need for virtual engagement, yet the shadow of uncertainty about what lay ahead was palpable.
To address the prolonged closure and financial strain, we took a strategic approach. We enlisted the expertise of a coach and sought feedback on reshaping our business model. The insight gained led us to pivot from a bootcamp model to a semi-private format. Doubling our rates was a necessary step to ensure financial stability, and it required clear communication and trust-building with our clientele.
The process of evolving our offerings and adjusting our pricing was not without its challenges. It meant breaking away from the traditional gym model and redefining our value proposition. It felt like navigating uncharted waters, but the commitment to adapting our business model was unwavering.
The journey was marked by learning curves, client feedback, and a deep introspection into what truly constituted higher value for our members. It was about more than just surviving; it was about thriving in a new landscape. The decision to embrace change and set up a higher-ticket offer became a transformative moment for our business.
Looking back, the unexpected closure served as a catalyst for innovation and growth. It reshaped our approach, strengthened our community bonds, and positioned us as pioneers in a new era of fitness. While the initial shock was daunting, the resilience we displayed and the strategic shifts we made ultimately propelled us toward a more sustainable and dynamic future.
Travis & Whitney, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
We are Travis and Whitney, and for us Life Addicts Studio is about legacy.
Not just our personal legacy–but we care deeply about that of other high performers also tasked with carrying the weight of their world (and others) and subsequently placing their health and wellbeing on the back burner. That doesn’t do anyone any good. In fact, we’re so passionate about people living their most active, energetic and enjoyable lives with the ones they love that we’ve literally made the holistic transformation of the lives of others our business.
We both know the grief of saying goodbye to loved ones too soon, whose illnesses were preventable. Many high performers and hard workers who simply didn’t have the support (or know they needed the support) to prioritize their wellbeing.
Because of this, we are passionate about helping other high performers live life to its fullest, giving their best not just beyond themselves, but TO themselves.
We use holistic lifestyle tools like nutrition, movement, stress management & healthy community to help our members/clients/community heal and transform their mind and body.
Becoming a Life Addict isn’t about quick fixes, diets and deprivation, or numbers on a scale.
It’s about learning how to show up for yourself like you show up for others.
It’s about building habits that last.
It’s about gaining the mental and physical strength to thrive as you live in this gift of life you’ve been given.
It’s about building trust in yourself as a capable steward of your health, learning how to show up for yourself and gaining an awareness of how much power you actually have over your wellbeing.
It’s about getting your life back.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the pivotal lessons we had to unlearn on our entrepreneurial journey was the notion that there is a “way” that will work for us in business and once we find it, everything goes up from there. The backstory to this realization is rooted in our early beliefs that once we found a successful formula, it should be perpetually maintained.
Initially, we clung to the idea that consistency meant sticking to one way, assuming that deviations from the established norm could jeopardize our success. However, as we navigated the dynamic landscape of the fitness industry, we came to understand that stagnation is the antithesis of growth.
The business we run today should not be the business we run tomorrow, and this revelation was a transformative shift in mindset. We learned that evolution is not only natural but imperative for sustained success. Learning to embrace change, even when it involves letting go of beloved ideas or projects, became a crucial aspect of our entrepreneurial journey.
In our early stages, there were instances where we hesitated to explore new avenues or modify existing practices because of a fear that it might require us to start over. However, as we encountered industry shifts, customer preferences, and unforeseen challenges like the COVID-19 pandemic, we realized that adaptability is a business’s greatest asset, and starting fresh isn’t the same as starting over. Freshness can be informed and intentional.
Letting go of the rigid mindset that our initial business model was a permanent fixture allowed us to innovate, respond to market demands, and cater to the evolving needs of our clientele. We discovered the liberating truth that learning, growing, and shedding elements that no longer served the best interests of the business were not signs of failure but rather integral components of the entrepreneurial process.
Now, we view change as an opportunity rather than a threat. We actively seek ways to improve, experiment with new ideas, and discard practices that no longer align with our mission and goals. This mindset shift has not only strengthened our business but has also fostered a culture of adaptability and continuous improvement within our team.
In essence, the lesson we unlearned was the belief in the static nature of a successful business. Today, we celebrate change as a catalyst for progress, understanding that the ability to evolve is a testament to the resilience and longevity of our brand. Embracing the fluidity of our business model has allowed us to stay ahead of the curve, meet challenges head-on, and forge a path toward sustained success in the ever-changing landscape of the fitness industry.
Have you ever had to pivot?
Pivoting has been a consistent and invaluable aspect of our entrepreneurial journey, marked by transformative lessons and adaptive strategies. Our story of pivoting reflects the dynamic nature of business and our commitment to continuous improvement.
In the early stages, we embarked on a BOGO (Buy One, Get One) sale to attract new clients. The concept was straightforward: purchase a set of sessions and receive an equal number of sessions for free. However, the unintended consequence became clear when clients, having bought 10 sessions and received 10 free, created a logistical and financial challenge. It was a moment of realization that what seemed like a promising idea on the surface had practical drawbacks. This experience underscored the importance of aligning promotional strategies with long-term business sustainability.
Similarly, we initially adopted a pay-as-you-go membership model, allowing clients to subscribe on a month-to-month basis. While this provided flexibility for clients, it resulted in unpredictable income on our end and didn’t necessarily encourage the development of consistent, healthy habits for our clientele. These instances, often labeled as ‘failures,’ served as powerful learning opportunities.
Rather than viewing these situations as setbacks, we embraced them as catalysts for growth. Each pivot became a deliberate act of assessing our practices, understanding our clientele’s needs, and refining our approach to better serve both their interests and the long-term sustainability of our business.
Pivoting, for us, is not a sign of weakness but a strategic tool for learning and adaptation. It allows us to respond proactively to the ever-evolving landscape of the fitness industry. Through each pivot, we gained insights into our clients’ preferences, fine-tuned our business model, and reinforced our commitment to delivering value in every aspect of our services.
As we navigated these shifts, we discovered that pivoting is not just about making changes for the sake of change. It’s about seizing the opportunity to reassess, recalibrate, and align our strategies with the current season of our business. This mindset has become integral to our culture, fostering a dynamic and forward-thinking approach that keeps us resilient and responsive to the needs of our community.
Ultimately, the story of our pivots is a story of evolution and adaptability. It’s a testament to our willingness to learn from challenges, embrace change, and continually refine our approach to ensure that we not only meet but exceed the expectations of those we serve. Each pivot has been a stepping stone toward a more refined, sustainable, and impactful version of our business.
Contact Info:
- Website: lifeaddictsstudio.com
- Instagram: instagram.com/lifeaddictsstudio
- Facebook: Facebook.com/lifeaddictsstudio
- Linkedin: https://www.linkedin.com/company/lifeaddictsstudio
- Twitter: twitter.com/lifeaddictsstd
- Youtube: YouTube.com/@lifeaddictsstudio
- Yelp: https://www.yelp.com/biz/life-addicts-studio-grand-rapids