Thomas Plummer – The Business of Fitness Guru

Apr 17, 2019

Thomas Plummer is the Founder of the National Fitness Business Alliance, an industry thought leader, author of ten books, speaker and ultimate fitness business guru. He has been in the industry for over 40 years, and shares his wealth of information and experience in the business of fitness with others through his books, workshops and coaching sessions.

A brutally honest advisor and a true visionary in the fitness industry, Thom sheds light on leading numerous controversial movements in the fitness space, and how he has managed to do so time, and time again. He shares why using the same methods of previous years will no longer be sufficient to gain and retain modern fitness consumers, and how clubs need to adapt to the changing times. Thom also explains why the race to the bottom is not a sustainable model for clubs, and why the layering process he teaches leads to far greater success. Tune in to find out more!

Key Takeaways:

[:50] Kelly introduces her guest for this episode - Thomas Plummer.

[1:28] Kelly shares how she first met Thom, and some of her memories of Thom.

[4:25] What led Thom into the fitness space 40 years ago?

[7:10] Thom has led a lot of controversial movements in the fitness space. What has been the evolution of the fitness industry over the last 40 years?

[11:09] What are some of the things that are working right now, today, in clubs?

[16:40] What is the training gym experience?

[19:37] What role does Thom see technology playing in delivering these experiences to customers?

[24:34] Kelly and Thom discuss the idea that if technology is not enabling or enhancing human experience, it shouldn't be in the club.

[27:35] Thom explains more about the layering process he teaches and why that's a successful model for club operators.

[33:15] What's the problem with the race to the bottom?

[36:27] What is Thom's hope for the fitness industry?

[39:42] Thom currently doesn't see the leadership necessary to take the fitness industry to the next level.

[41:34] The future is purpose-driven profitability in delivering experience that is going to cultivate a community, and not just commoditize fitness.

[48:51] How can you find out more about Thom and his work?