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Fitness Industry Innovation Podcast

Aug 20, 2019

Joel Tallman is the President and CEO of MUV Brands LLC, and Jeff Carlson is the Managing Partner of MUV Fitness, Washington and Oregon. From three letters on a sticky-note to a multi-directional franchise that is growing by leaps and bounds, MUV has seen some major successes within the fitness space. MUV is also unique in how it has adopted three different concepts within the same brand, and does a great job of considering the success of the operator in the franchise model. Joel and Jeff are both testaments to how hard work can pay off in a major way in the fitness industry, and have some incredible insights to share.


One thing that consistently sets MUV apart is a dedicated focus on member results and building community. Joel and Jeff explains how this philosophy has driven MUV’s growth and success in the fitness space and differentiated it from competitors. They also shed light on the MUV’s business model, the role of automation and technology in taking the business to new heights, and the 4Rs that underlie the core message of the brand. Tune in to find out more.


Key Takeaways:

[:49] Kelly introduces her guest for this episode - Joel Tallman and Jeff Carlson.

[2:54] Joel shares more about the multi-directional franchise concept that he has going on with MUV.

[06:10] What is the business model behind MUV? Joel explains the three unique concepts that drive the brand.

[9:16] Across all of the MUV concepts, there is an incredible focus on member results and building community. What has been Jeff's personal philosophy and approach to this as an owner-operator?

[12:28] Jeff has adopted a 'no member left behind' approach in his fitness challenges. How has that helped differentiate the brand?

[16:59] Results = Retention = Referrals = Revenue. Joel explains what this means and how it ties in with the MUV brand.

[20:04] What do Joel and Jeff see in the future of the fitness industry and the future of the fitness consumer?

[22:59] How does Joel build relationships in his high-volume, low-price model?

[24:54] How does Jeff utilize technology and automation in the customer life cycle?

[28:44] What's on the horizon for MUV in the next few years?


Mentioned in This Episode:

ABC Financial Services

Kelly Card

Joel Tallman on LinkedIn

Jeff Carlson on LinkedIn

MUV Brands