July 2024 Club of the Month, presented by ABC Fitness:
MVMT LAB, Minnetonka, Minnesota, est. 2023
MVMT LAB opened as an independent fitness studio in September 2023, after four years as a franchise location of a worldwide chain. Wanting to expand its offerings to better meet the needs of its clientele, Becci Powers-Johnson, the owner and founder of MVMT LAB, set out to forage her own way. She partnered with Eric Mattson, the head coach, and her daughter, Kelsi Johnson, to build a community around functional fitness.
Below, Powers-Johnson shares more about developing programming focused on dynamic strength, resistance, mobility and balance for longevity.
Why was MVMT LAB established and how has it grown?
I was drawn to this business originally because it combined my passions for fitness and entrepreneurship. In 2019, these passions led me to open a franchise location with the help of Kelsi, a certified personal trainer, who was working toward her clinical doctorate in occupational therapy at the time. We were fortunate to bring on Eric, whose expertise has been invaluable.
Starting out as a franchise allowed me to build a solid foundational knowledge of the industry from the inside. The pandemic’s storm taught me invaluable lessons about resilience and adaptability. Despite that tough period, I discovered real opportunities in offering a range of classes and forming meaningful partnerships.
As we grew, Eric and I began to see how going independent could better serve our clients and transform our business. We wanted to continue building a community around our clients’ particular interests. MVMT LAB is centered around cultivating the sustainable, lifelong fitness they’re working toward. The insights from Eric and Kelsi, now a licensed and registered occupational therapist, continue to be instrumental in the success of our workout design and functional focus.
We’re a circuit-style group training studio and continue to refine our process through programming and technology since our independent launch. MVMT LAB now offers group fitness, semi-private personal training, personalized programs, and specialized classes for kids, teens and active aging adults.
What is the mission of MVMT LAB?
To enhance our members’ lives through physical movement; fostering community as we become healthier, stronger and better versions of ourselves together.
How would you describe the culture at your fitness studio?
Our culture is rooted in a sense of family and community. A big reason I got into this business was experiencing the loss of my mother at such a young age. Cancer took her from us when she was just 58 years old. The positivity she exuded, especially in the last few years of her life, is something I carry with me. For me, there’s a connection between fitness and family. I want to help others live the long, healthy life my mom couldn’t. No matter what challenges life throws at you, it’s always easier to battle them when you’re in your best health.
A recent post on our Instagram highlights a huge success story. A husband and father, who initially joined MVMT LAB before a scheduled elective mobility-related surgery, achieved such outstanding results he canceled the surgery entirely. His success and positivity were enough to inspire his daughters, their friends and more to join our community. Their experience truly embodies the vision we had for MVMT LAB.
How has ABC Glofox supported your business and membership growth?
The team at ABC Fitness has been amazing to work with. From my initial call coaching me as I became an independent business owner, to executing with a conversion team in less than a week, the support has been the best. My sales representative still reaches out every few weeks, sharing updates or just asking how everything is going. If I’m ever in a pinch, I know I can reach out and he’ll get it escalated ASAP.
The features to support multiple membership offerings and class bookings for group training, semi-private and one-on-one sessions are simple and so easy to implement. ABC Glofox has been a great partner every step of the way.
What is one thing about ABC Glofox that sets it apart from other management software you’ve worked with?
Support and customer service. Plus, the system has all the functionality we need.
What changes have you seen in your membership over the last year?
Above all, people are opening up and trusting us with their feedback because they feel valued in this environment. Going independent allowed us the flexibility to listen to our members and make adjustments to the workouts each week or day. We began offering semi-private and one-on-one personal training for individuals who aren’t comfortable in a group fitness setting, opening us up to a whole new group. We’ve regained some members who had previously left when we operated under the franchise model.
What’s a trend you’re seeing in the fitness industry that other operators should keep on their radar in 2024?
This industry is constantly shifting and gym-goers’ motivations are much more than just lifting weights and looking good. Especially as the population ages, their focus is shifting toward strength and resistance training, along with incorporating mobility, balance and dynamic recovery through other low-impact offerings. High-impact cardio and CrossFit gyms have their place with specific clientele, but the general population is increasingly prioritizing health for longevity. Functional fitness helps your everyday life, regardless of age or fitness level.
Created in partnership with ABC Fitness. Visit abcfitness.com for more information on how they can help your fitness business.
