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Published: February 2007
This bodybuilder turned businessman took the lessons he learned pumping iron and used it to create a chain of popular "every person" gyms.
Success Magazine: Dave, congratulations on being named this month's Success Magazine, Ltd Up and Coming Entrepreneur. How did you get started in your business?
Dave Leon: I started my first gym in my garage at my house with a bunch of used equipment from the YMCA and a coffee can where my friends contributed a couple of bucks as they could for working out there. Soon we had over 20 guys lifting in my garage and over $1,000 in the coffee can so I decided that I needed to start a gym. We rented a 3,000 square foot facility on State Street in Schenectady with a loan from the local development center. Within 2 years we had over 400 members and we had paid back our loan.
SM: Why did you start body building?
DL: I came from a poor family. There were many bad influences in my neighborhood. Body building gave me a discipline for a strong body and positive influence. I competed in the early 80's and I won many titles including Mr. Junior America 1989, North American Power Lifting Champion, and Mr. Capital District.
SM: What did you learn from body building that you could use in your business practice.
DL: Body building taught me a great discipline. To be a businessman you need discipline, both the discipline to work long hours and the discipline to put your client's needs over your own. Bodybuilding also teaches balance. I find that people feel so much better about themselves and that they are more balanced as an individual if they exercise regularly with a good discipline than those who are couch potatoes. To be a businessman it takes dedication, hard work, perseverance and you have to set goals to reach short term and long term just like a body builder.
SM: You went from a hard core body builder to being part of the Planet Fitness franchise, why?
DL: I realized during my body building career that a gym that caters towards an extreme group will not be as successful. Planet Fitness strives to promote a healthy environment and we do not judge people in any way. We have a "Judgment Free Zone," a friendly place to work out for the average person without the trappings of the perfect person gym. It is for the not-so-serious athletes who wants to workout and get rid of his tummy or her butt without being judged along the way. We have a great amount of cardiovascular equipment, no contracts, no commitments, and no cancellation fee. We cater to the executive or parent who are looking for a stress free place to go and get away from it all and for the moms who want to tone up again.
SM: What is the "Lunk Alarm"?
DL: The Lunk Alarm is a warning against the "Lunk"-a judgmental workout person who grunts too much or looks down on the small fry while they are trying to get a good workout. No weight clanging, no lifter boots, no nothing. A Judgment Free Zone.
SM: You have an innovative payment model. What does it cost to join?
DL: Our gyms are the lowest cost in the area at only $10 per month for the basic contract or $19.99 per month for the deluxe contract where you can use any Planet Fitness Gym across the nation. No contracts, no commitments, no cancellation fees.
SM: How many gyms do you own?
DL: We currently have four locations in this region. I am adding five more with the same corporate model in the Niagara Falls area.
SM: So you took a lesson from starting a workout club in your garage with used equipment, and built a business model that you can mimic successfully throughout the region.
DL: Once you have your model in place and you build upon your base you can't help but become successful each time. We have over 30,000 members in our four clubs in this area. We gained 2,000 new members in our Clifton Park location in two weeks.
SM: How do you have balance in your life with all of these demands in running this new empire that you have created?
DL: I have my corporate offices on my property, we employ over 120 people and I can monitor each location via camera and the internet at my home office. I have a 3000 square foot gym at my home and I try to still stay in shape. I make sure that I see my family and share time them on a regular basis
SM: What advice can you give to a new start up business?
DL: It's tough for new business owners. Find an entrepreneur who is a leader and follow the system that made them successful, and then mimic their success with a good business plan, proper financing and tough it out through the first few years and work hard and smart.
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