Newspaper Page Text
BUSINESS
THE CHAMPION, THURSDAY. FEBRUARY 8 - 14, 2024 • PAGE 12
Fitness firm without studios moves to
outdoor spaces around the community
BY KATHY MITCHELL
FREELANCE REPORTER
While COVID-19 meant
at least a temporary setback
for many fitness businesses,
OutFit Training—conceived
almost a decade earlier-
found it a perfect time to
expand nationwide. "In
what might otherwise have
taken years, OutFit's Dream
Team...coalesced to launch
the most path-breaking
fitness venture in decades,"
states the website of the
company that after years of
research and development
in Pennsylvania, launched
in Florida and sold its first
franchise to North Dekalb
resident Lauren Adam.
What made a difference
was the business model that
calls for outside exercise
classes that were safer
during the pandemic than
classes inside fitness studios.
OutFit Training is a mobile
fitness service that comes
to such spaces as parks and
parking lots.
"It's a great idea
even without the virus to
consider; exercising in the
open air just feels great,"
said Adam, who recalled
first seeing OutFit in Florida
and said she found the idea
of a vehicle that turns an
existing outdoor space into
an exercise studio innovative
and exciting. What the
website describes as "a
tricked-out van" carries what
is needed for the class.
"Everything is right there
in the black and yellow
van," Adam said. "You don't
need a hookup to water or
power—it's all there."
The space needed for a
session, Adam said, is the
equivalent of four to six
parking spaces. "And when
we're done, we pack up and
drive away. There's no sign
that we were ever there."
The business model, she
said, is far less expensive
than maintaining a
traditional bricks-and-mortar
facility.
Adam said she will travel
anyplace that's within 10 or
15 minutes of her 30345 Zip
code. "I think more in terms
of time than miles. With
Lauren Adam says she is proud
to open the first OutFit Training
operation in Georgia.
Atlanta's traffic patterns, a
place may be only 10 to 12
miles away but take more
than an hour to get there. It
doesn't make good business
sense to spend two hours
coming and going in traffic
for a one-hour session," she
said.
Clients have the option
of open classes in which
people join what the website
describes as "flash mob"
style training that "blends
strength, cardio, flexibility
and fun." They also can get a
group of friends or neighbors
together and exercise with
people they already know,
Adam explained, adding that
private one-on-one sessions
also are available. "Another
possibility is corporate
training with groups of
co-workers exercising
together. We haven't really
broken into that yet, but it's
something we're looking at
for the future."
A stipulation that's part
of her franchise contract
and that every OutFit
franchise owner must agree
to is that all community first
responders such as police
officers and firefighters must
be given free memberships.
"I'm glad to do that," Adam
said. "I believe in a business
being part of the community
and giving back to the
community."
OutFit Atlanta also
does special events, Adam
said, citing a recent event
at which Adam's business
partnered with the Tucker
Brewing Co., hosting a free
open workout with a free
beer after the class.
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An exercise class takes fewer than six spaces in a parking lot.
The business opened in
October and Adam called
the weeks that followed "the
perfect warmup season,"
saying, "Starting out during
the cooler days of fall and
winter has given us time to
make adjustments before
the warmer days when more
people will be attracted
to outdoor exercise."
Adam said she is training
two additional exercise
instructors, who should be
ready to work with clients by
the end of February and she
plans to acquire two more
vans by the end of the year.
Adam described OutFit
Training as a "one-of-a-
kind workout experience."
She added, "It truly is for
everyone. I have a client
who recently gave birth to
triplets. She said, 'I have no
core strength; I have no back
strength.' But we were able
to design a fitness regimen
for her. I had a client who
had never worked out before
and hadn't even played high
school sports. We were able
to get her started and she
loves it. I have an 83-year-
old grandma who works out
with us."
At the other end of the
spectrum, she said is a client
who is a stunt double on a
local television show. "As you
can imagine, he's very fit and
can exercise at a high level,
but we are able to meet his
needs, too. We really are
changing people's lives."
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