From Strength to Scale: How Ryan Matt Reynolds Built a Fitness Empire to Millions | S2 Ep. 79

In this episode, host Daniel Robbins sits down with Ryan Matt Reynolds, author of the bestselling book Undoing Urgency, published by Forbes Publishing. Ryan, a former competitive powerlifter and strongman, shares his journey from a career in education to founding one of the largest online fitness coaching platforms. Ryan has successfully built and scaled Barbell Logic, a groundbreaking platform offering customized, high-touch online coaching for strength and conditioning. He discusses his entrepreneurial path, the challenges of balancing life as a CEO, and the importance of building strong, trusting relationships with clients and staff.

Key Discussion Points:

1. Early Beginnings and Competitive Drive:

• Ryan recounts his high school years as a "painfully average" athlete, which fueled his passion for competitive strength sports like powerlifting and strongman.
• He opened his first gym, Strong Gym, in 2008,which grew into the largest privately owned strength gym in the U.S. before he sold it in 2015.

1. Transitionto Online Coaching:

• Frustrated with the limitations of in-person training, Ryan moved to online coaching, prioritizing flexibility for both clients and coaches.
• He launched a model focused on personalized coaching with real-time feedback, which evolved into Barbell Logic. Today, it stands as a trusted, client-centered online fitness coaching community with proprietary software.

1. Scaling Up and Embracing B2B and Government Contracts:

• The COVID-19 pandemic accelerated Barbell Logic's growth, leading to government contracts with the U.S. Air Force and expansion into B2B services.
• Ryan discusses the challenges of scaling from a B2C to B2B model and the financial strategies, like hiring a VP of Finance, that helped them achieve a lean, profitable operation.

1. Core Values and Leadership Approach:

• The company's culture is rooted in strong core values, focusing on genuine care for clients and staff, resulting in an impressive <2% churn rate and zero turnover.
• Ryan highlights how sticking to principles, even when it impacts the bottom line, has been essential to their growth and stability.

1. Challenges and Resilience:

• Ryan candidly shares a challenging moment when the company faced a federal trademark lawsuit, a trial that ultimately strengthened his resolve and galvanized his team.
• He underscores the importance of "voluntary hardship," likening strength training's discipline to building resilience in business and life.

1. Undoing Urgency: The Book

• Ryan’s book, Undoing Urgency, encourages readers to focus on what truly matters by deprioritizing "urgent but unimportant" tasks.
• He shares strategies like the Eisenhower Matrix and Pomodoro technique, which he uses to structure his own schedule around critical tasks that align with long-term goals and values.

Key Takeaways:

• Growth Mindset: Ryan’s journey exemplifies how solving a personal problem can reveal a broader market need, and scaling requires adaptable strategies.
• Focus on Core Values: Prioritizing values over profit creates loyalty and trust, crucial for long-term success.
• Voluntary Hardship as Preparation: Regularly choosing hard paths builds resilience for inevitable, unexpected challenges.

Connect with Ryan Matt Reynolds:

• Website: RyanMattReynolds.com
• Business: BarbellLogic.com
• Follow Barbell Logic on YouTube, podcasts, and social media for extensive resources on strength training and nutrition.

Book Mentioned:

• Undoing Urgency by Ryan Matt Reynolds (Published by Forbes Publishing)

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