Every club owner should prepare for being uncomfortable as the business grows. It is an indicator of achieving bigger and better goals.
Growing any business is one of the most satisfying accomplishments. But the unseen elements are the endless hard work, late nights, frustration and disappointments. That goes for any business plan and general business idea. But what about when the plan is to sell something completely different? Southern California serial entrepreneur Keith Scheinberg knows the experience well; he has built a steadily growing business selling a unique product: cryotherapy.
Scheinberg does not come across as the typical club owner or equipment manufacturer. After graduating from San Diego State University, he headed towards a career in law, graduating from Chapman University with. But when he discovered cryotherapy and how most machines were made in Eastern Europe, he had a watershed moment and began designing a completely American made cryotherapy chamber. That was 2016.
Fast forward to the eve of 2022 and cryotherapy products are dominating the world of fitness recovery across the nation. “Growth is not just seeing the opportunities but also being able to jump over the hurdles that life in general puts in your path,” said Scheinberg.
His hurdles included everything from manufacturing, labor and suppliers, all of which were amplified during the pandemic. “Everyone got hit, from the little guys to the huge gyms and manufacturers,” said Scheinberg. “The pandemic really taught everyone how to be lean.”
As everyone in the club space knows, consumers have high expectations. The demand for safety features has increased. “We found that consumer safety has now become the number one factor for anything related to a gym or fitness,” said Scheinberg.
This sentiment is not only for equipment sanitization but for design as well. “Companies have to provide services and equipment that overemphasize safety and protection,” said Scheinberg. “It’s just the world we are living in now. Like many companies we had to learn to be uncomfortable and pressed. It made us better.”
While the cold of cryotherapy may not represent the business models of some, the principles behind club success are the same. Every club owner should prepare for being uncomfortable as the business grows. It is an indicator of growing beyond the club’s current state to achieving bigger and better goals.
