Systemize, Scalable and Sellable

When cowboys enter the arena straddling the back of a 1,600-pound bucking bull, their ride may only last eight seconds. And one factor determines whether they reach the eight-second mark, or fall short: fitness. To compete in the rodeo you have to be fit, and that’s what Ryan Ehmann was inspired by when he founded Cowboy’s Gym in Fort Collins, Colorado. A rodeo-themed fitness concept with no class times, members workout at a station that includes an arena fence, TRX straps, battle ropes, stability bars and other functional training tools.

A former Pro Rodeo Bareback Champion, Ehmann had taken the traditional gym owner route. He previously founded a gym that boasted typical equipment, but discovered that this had its downsides. “The problem is the loan for your typical equipment is $50 to $60 grand, so I went into debt to get started,” he said.

So, the next time Ehmann decided to open a gym, he stuck to rules he called “The Three S’s of Success,” which include “systemize, scalable and sellable.” If his new gym could meet these criteria, he knew he could make it work.

Cowboy’s Gym matches up. For example, it’s scaleable, due to the fact that the investment to equip the facility is extremely low. “I added it up and the cost literally to outfit our entire gym with 20 fences was less than the cost of a commercial treadmill,” said Ehmann. “For me that was huge — eye opening.”

In addition, Ehmann has created systems and processes to ensure the gym’s success can be replicated at other locations. Currently, Cowboy’s Gym has two open locations, with two in development.

In addition, the concept has been backed as a franchise by Daymond John, the founder of Fubu and a “shark” on the ABC series Shark Tank. Ehmann appeared on the show in 2013, and secured John’s investment. Over the next few months, six franchised Cowboy’s Gym locations will debut in Colorado.

According to Ehmann, although the concept is not traditional, it works, due to its emphasis on results. Members wear MYZONE straps to track their heart rate and progress, and get instruction from a small group trainer.

“What we love about it is that it’s different,” said Ehmann.