When Jim Rowley stepped in to lead Crunch Fitness in 2009, one of the very first things he did with his partners and senior leadership team was to design an emergency action plan. A third generation military man and former marine sergeant, Jim was acting on his ingrained belief that “if you stay ready, you never need to get ready.”
In the event of a hurricane, an earthquake or “any natural disaster or catastrophe,” Jim wanted to already be ready, which meant being in a position to take care of his team and their customers. It was 11 years in the making, and it was only the second time that Jim had the chance to roll out that action plan; the first time was in response to Hurricane Sandy, but this time it was to a pandemic – COVID-19.
“When COVID hit, the first thing I did was assemble my team. A lot of people stopped thinking about strategy,” observed Jim. “And I said, ‘Let’s take this time to get better.’” No aspect of Crunch Fitness operations were left unexamined, and once society began opening up, the 400 franchise and corporate-owned fitness clubs found they were not only a better business but had managed to grow Crunch by five percent during the pandemic.
A 30-year veteran of the fitness industry who had to beg for his first job, Jim was a three-sport athlete growing up, but in high school, his athletic focus shifted to football only, and, later, a four-sport coach for his children in youth sports. But listeners to this podcast don’t have to be any of those things to benefit from the vividly drawn lessons Jim shares about how to ask the right questions instead of have all the answers.
Jim looks every bit like the owner of a fitness franchise, but he recognizes that it’s not about the weight on the barbell, it’s about going in and recognizing who you are there to serve. “I have a technique,” he said. “If I feel like the team is too focused on goals or KPIs, I get us out on the floor. And I’ll ask my team, ‘Who’s that on treadmill one? Tell me about him.’ You have to know your customers, not only their name but their story, their goals, and what they do in your community. The success of the business doesn’t come from the managers, it comes from the member base.”
You will learn:
"Don is one of the best storytellers I’ve ever met. I’ve known him for a long time and every time we talk I walk away wiser and more inspired. He is the best in the business at teaching you a skill – storytelling – that will last you a lifetime.”
“The ability for athletes to get hired is carried on through you because you are putting out the message that lessons learned from sports are important in life. It is embedded in this podcast, what you’re doing is significant.”
We speak the same language. I am inspired by the stories you tell, the people you have met, and the things you’ve done. Those of us that are competitors like to follow others that have been down that journey, so it is always fun talking to you!”
“Many of the leaders I have worked with were excellent athletes, and I think there is a direct correlation. You’re one of the few people that really has pursued this study, Don. Keep up the great work. What you are doing really makes a difference.”
“Don, you have mastered the skill of interviewing and asking great questions. That is a great skill all leaders need in order to understand their team members’ thought processes.”
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