It’s not for the faint of heart.
Only a handful can pull it off.
It’s polarizing. Many would consider it a risky branding strategy.
One false move and it could potentially wreck a business…
But, consistently doing it well could mean MASSIVE success in creating a unique culture and differentiating yourself from competitors.
It’s humor in business brand-building.
Considering adding it to your strategy? Talk to Matt Kasee, owner of Trilogy Fitness Systems.
Based in Cincinnati, Ohio, Trilogy Fitness Systems has mastered the art of using humor to set themselves apart; build a total community (staff AND clients) believe sustainable change is achieved when you enjoy the process; and communicate health principles in an effective and memorable way.
After all, the business’s motto is “We take fitness very seriously without taking ourselves too seriously!”
They’re not exaggerating. Take one glance at their Instagram page (@TrilogyFitnessSystems) and you’ll see it for yourself.
With retention numbers through the roof, Matt and the Trilogy team are winning their local market and growing their business stress-free.
But it wasn’t always this way.
Just six months ago, Matt described the organization of Trilogy as “the Wild Wild West…a hodgepodge of half-processes strung together that enabled us to do the bare minimum. But it really wasn’t working for us.”
He went on to explain that until late fall of 2020, Trilogy Fitness Systems was held back by a lack of synchronized systems:
“[For client communication], our strategy was to tell other staff members when messages came in for them, but we’d forget half the time…so you could have called our client communication style ‘no management’…if that’s even a style! It was pure chaos. For our nutrition coaching, we’d just collect screenshots of MyFitnessPal diaries and call it a day – we didn’t really have an organized way to store any of that data.”
It wasn’t until Matt heard about Naamly’s all-in-one communication platform at a business mastermind event that backend organization took a turn for the better. With Naamly, their team could do more business in less time with less work.
“After getting on the Naamly train, [the amount of time we’re saving] is significant…I’m not even sure I could calculate how much more efficient it’s made us…it’s streamlined everything and made the lives of my staff so much easier. They have clear expectations; there are stronger work-life boundaries for staff; and there is so much less chaos. We’re able to thrive now and grow exponentially now that there’s nothing holding us back.”
And the cherry on top? Matt and the Trilogy team have converted their nutrition coaching program completely into the Naamly platform, which has essentially added a scalable and templatized, ready-to-use revenue stream to their business overnight.
“Unlike a lot of similar platforms, [Naamly] gives you the capability to add a new plug-and-play revenue stream with its nutrition and habit coaching capabilities, which is awesome…and for clients, it’s meant stronger accountability, stronger habit formation, and better results.”
Matt’s witty personality and awesome sense of humor has shaped the culture of Trilogy Fitness Systems, and with Naamly’s help, the team has been freed up to do what they do best – coaching with evidence-based strategies, empathy, and surprising amounts of costumes, dancing, and goofy challenges.
Every business owner is unique – some are hilarious (like Matt!); some are motivational; some focus on the education and science of coaching; others prioritize creating unintimidating, family-like environments. Despite the wide range of personalities and strengths, there’s a common set of problems most gym owners face – wanting more time, more business, and more freedom. Matt was able to enjoy all of those things when he started using Naamly, and we want to give you that same opportunity.
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