#436 Founder Ellen Latham Shares How OrangeTheory Fitness Reached $451 Million and 630 Locations in a Crowded Marketplace



On this episode of Business Insanity Talk Radio, we first talk to the founder of OrangeTheory Fitness on how her company became one of today’s fastest growing companies. Next, we’ll show you how to survive the tough times that inevitably face every brand. Plus, did you know that it is your responsibility to put your correct business information up on Google? We’ll show you step-by-step how to update your information so you can be found by your customers. Then, we’ll show you how to use fear to access the life of your dreams. Finally, we’ll introduce you to an app that allows you to have multiple phone numbers to maximize your productivity and marketing potential.



Segment 1: Ellen Latham is a highly trained physiologist with a lifelong passion for health and fitness. Her desire to be on the cutting edge of fitness inspired Ellen to design “The Ultimate Workout,” which became the foundation for Orangetheory Fitness Workout gym in Florida. She served as a TV fitness expert for six years, authored fitness columns for The Miami Herald and South Florida Sun-Sentinel and earned the title of Business Woman of the Year in South Florida.

1:15 – How seven-year-old Orangetheory Fitness grew from $86 million to $451 million dollars in revenue over the past two years in a very crowded marketplace.

3:45 – What’s different about the Orangetheory Fitness workout?

5:30 – How did the name Orangetheory come about?

6:00 – Ellen’s advice to entrepreneurs looking to franchise their business.

8:00 – Who is the perfect franchisee?

9:45 – How to turn “I can’t” into “I can”.

Segment 2: Jonathan David Lewis is the author of Brand vs Wild, a Forbes contributor and a brand survival expert at McKee Wallwork + Co.

15:15 – What does a brand survival expert do?

16:15 – The similarities between surviving in the wilderness and surviving as a brand, including the seven factors that affect growth.

18:15 – When is it time to look for new opportunities?

19:45 – How survivors manage the fear that leads to hasty decision making.

20:45 – What can companies learn from Ernest Shackleton?

22:15 – How Lego survived the brink of bankruptcy in the early 2000’s.

Segment 3: Emily Harris is the program manager for Let’s Put Our Cities on the Map initiative at Google. She is a key leader in the effort to drive economic growth by helping small business get online and succeed online.

31:30 – How does Google know where your business is located?

32:15 – How to add your business hours to Google.

33:30 – How to submit your business information step-by-step via Google My Business.

34:45 – How Google Analytics helps small businesses see how customers interact with their website.

Segment 4: Ilan Ferdman is a co-founder of Satori Prime–as well as a world-class life coach, passionate entrepreneur, and motivational speaker, fiercely dedicated to success. He’s helped thousands of people all over the world connect to their inner passion and radically transform their lives.

41:00 – Why is fear one of the universal human conditions?

42:15 – How to discern between perceived fears and actual fears.

43:15 – How to use fear to access the life of your dreams.

45:30 – Here’s where to start!

Segment 5: Alexa Roman is a Lead Product Designer at Burner, an app for creating on-demand, smart phone numbers. At Burner, she works on product and growth initiatives through the lens of customer experience.

49:30 – How does Burner help with productivity and marketing your business?

51:00 – How does Burner integrate with Dropbox, Google Drive, Slack and Evernote?

51:50 – What is the main reason people use Burner?

52:15 – What does Burner cost?

Sponsored by Nextiva

The post #436 Founder Ellen Latham Shares How OrangeTheory Fitness Reached $451 Million and 630 Locations in a Crowded Marketplace appeared first on Barry Moltz.

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