ONE-ON-ONE WITH SWEAT440
December 15, 2019
Knowing that many people don’t always have a lot of time to fit in their workouts, Sweat440 created what it calls the flextime fitness model. Co-founded by professional trainers, Matthew Miller and Cody Patrick, in Miami Beach’s Sunset Harbour neighborhood and now expanding to cities around the country, Sweat440 is essentially a dynamic 40-minute workout class designed for everyone, from the beginner to seasoned fitness fanatics looking for an effective and efficient exercise routine in only 40-minutes. With HIIT and cross-training classes beginning every 10 minutes, Sweat440 is designed for anyone with a tight schedule or a hard-to-plan calendar.
FIBO Focus took one of those 10 minutes to give CEO Cody Patrick a chance to explain the unique exercise concept.
We’re curious, just where does the name come from?
We call is Sweat440 because it is a four-station, 40-minute workout. It is also a play on words because you will sweat for 40 minutes.
And the simple explanation of the concept is …
We are the creators of the flextime fitness model. We start classes every 10 minutes so you can arrive any time you want.
What is the size of your company as we head into 2020?
We currently have six company owned stores — four are open and two more are coming in the first quarter of 2020.
And what about the franchise aspect?
We are also steamrolling into the franchise world. Since becoming eligible to sell franchises only four months ago we have already sold 31 franchises. And we have another 40 in the pipeline to sign within the next few months.
What does your typical club look like and what equipment does it offer?
The beauty of our concept is that we can consistently add and subtract the type of equipment that we use depending upon the demand and results. We use a diverse equipment package that includes sleds, ropes, kettlebells, dumbbells, sliders, suspension trainers, slam balls, assault bikes, rowers, ski ergs and versa climbers (coming in 2020), as well as a wide assortment of body weight and functional exercises.
How did you settle on the concept of the quick, 40-minute workout as a way to carve your niche in the fitness industry?
Research shows that people are trending towards shorter, high intensity workouts, so the focus of our workout is time efficiency. We are designed for the busy people with limited time in their schedules. Therefore, it made perfect sense for us to design shorter workouts with higher intensity levels.
What differentiates you from other health clubs and boutique clubs?
The number one excuse for why people say they don’t workout is, ‘I don’t have time.’ We solved that problem when we invented what we call the flextime fitness model. We begin classes every 10 minutes so that you can just show up any time and take a class. This means you no longer have to adjust your life and schedule to the predetermined class times that has long been the standard in the fitness industry. Now you can come and work out whenever it suits you.
We hear you even have a hashtag for that concept.
Yes, this means you are #neverlate for class and you’re also never early. Regardless of work, traffic or kids, you can make the class.
What do your clients like about Sweat440?
They love the flexibility of the scheduling. It is no longer stressful to make it to class. They also love the community and social aspects of the brand.
Here’s your chance for a sales pitch: Why should busy people looking for a workout get involved with Sweat440?
As a member Sweat440 is an amazing way to become consistent with your exercise routine. So many people fail to reach their goals due to busy schedules and lack of commitment. We make it much easier to stick to your workout routine.
And for franchisees and business partners?
As a potential franchisee Sweat440 is an incredible business opportunity. We are growing quickly and people love our model. We are a highly profitable and operationally efficient business model due to our design and technology.
Who is your target market?
We actually appeal to most demographics. We pride ourselves on being able to make our workouts diverse and adjustable enough to expand that age range.
Please explain the virtual trainers and how your coaches coordinate with them.
Our workouts are lead by virtual trainers on TV monitors. This allows our coaches on the floor to be able to focus on the clients. They can motivate people to push themselves to their potential while also monitoring for safety. They can also make modifications for anyone that has any type of injury or limitation. This allows us to accommodate a wider range of people.
How would you characterize the fitness industry headed into 2020?
The world is beginning to realize the value of health and wellness. I am very proud to be a part of this increasing awareness and I see Sweat440 as being a big innovator and contributor to the overall fitness market. Between our technology focus and our flexibility to an ever-growing group of busy people, I believe we can positively impact the world of fitness.
I like the concept of the photo booth. How are your customers utilizing it and where does it fit in with other social media efforts you are doing?
Social media is a way of life nowadays. It is a great way for people to share what they’re doing with their friends and family. This obviously is great for all fitness brands when people post about being in our studios. We wanted to encourage people to do just that, so we have created areas for them to snap a picture and hopefully share it with their followers.
Finally, in what direction is Sweat440 headed in 2020?
Technology is a huge part of our brand. We have developed our own client management system, a robust system that not only powers our check-ins and our virtual trainers, but it also manages CRM, inventories, reporting, ordering and many other important features of our operations. This lends itself to making us a more appealing business for franchisees. We will make their lives easier with technology.
And how do your members react to all of this technology in their workouts? Is this something else that fits into a busy schedule and a modern lifestyle?
Our members are really enjoying the technology because it keeps them engaged and makes every workout go by quickly. We also plan to add another 500-1000 exercises and several pieces of equipment to our platform over the next 12 months. This will keep the workouts fresh and exciting to our long-term members.
The 411 on Sweat440
Sweat440 aims to elevate the boutique fitness industry by combining the motivational mindset of small group training with the convenience of workout times that best fit each individual. Sweat440 accomplishes this by offering four fitness stations, each lasting 10 minutes in duration, with a new set of members joining the class every 10 minutes.
The 40-minute classes incorporate a quick, effective combination of cross training, strength training and HIIT aimed to burn fat and boost metabolism. This method of training allows guests to arrive at times that are most convenient for their busy work schedules and everyday routines. Sweat440 uses a wide array of equipment such as rowers, assault bikes, sleds, battle ropes, Suspension Training and more.
As a fun add-on, guests are invited to capture their post-workout glow at Sweat440’s photo booth, featuring a halo light and one-click sharing options for easy posting across all social media platforms. Individual lockers are also available for those opting to store personal items and belongings before jumping into their session.