Stacy Chick started the first outdoor fitness boot camp in Memphis in 2007. She had been instructing an indoor fitness boot camp at a local YMCA since 2005, but soon realized that both she and her clients were bored with it. Moving the boot camp to a local park on the Mississippi River was the solution. She began this project before outdoor boot camps became hugely popular, and has created a strong and successful program over the past 5 years.
http://riverworkoutmemphis.com/
Tell me how you got into the fitness industry and why you decided to start the River Workout program.
I grew up in a very healthy household. My father was a body builder and so fitness was instilled in me at a very young age. During college, I taught a boot camp class at the YMCA. I loved it but it became very monotonous and boring. It was indoors and you can only do so much indoors. On my off time, I would run a 3-5 mile loop on Mud Island at Greenbelt Park. I loved the park, being outdoors and the views of the Mississippi River. During one of my runs, I just thought “I can take boot camp here”! And so June 17th 2005, River Workout was born.
What are some examples of the challenges you faced in starting your business, and how did you handle them?
Hmm.. getting clients! How was I going to grab the attention of possible consumers when I had little money to start with? Advertising. I hit social media like a champ. I blogged, facebooked, tweeted; you name it! I called newspapers and popular publications and told them what I was doing. I told all of my friends and family to start spreading the word. I offered classes at a very affordable rate and I volunteered for everything I possibly could. Let’s not forget the new websites such as Living Social and Groupon. I used those to offer my clients discounted classes. I am an elite runner in the area and so I train my heart out so that I can win as many local races as I can. I am my own walking billboard and I represent my business better than any ad or coupon will.
What marketing strategies have you used to gather new clients, and who is your target market?
See above.
My target market is everyone. I don’t limit myself to a certain market because that limits my potential.
Has the declining economy affected your business, and, if so, what have you done to combat this issue?
It was a very big issue in 2008. This is when the economy first plunged and I took a huge hit. I offered punch cards, where people could pay per class instead of all at once. This helped quite a bit. This is when I also got a second job!
What is your strategy for competing with the numerous other fitness clubs and 24-hour gyms?
I am outdoors. You can’t beat working out outdoors. I look at myself as something completely different and exciting. Plus, there is no membership to buy, no contracts, and no hassle.
As your business continues to grow, how do you plan to handle the increased work load?
The work load isn’t really increased, however, the need for another location or even a bigger location has crossed my mind. I hate bringing River Workout indoors, but the need for an indoor space during the Winter months is a true reality.
What advice can you give to an aspiring entrepreneur?
Put some thought into starting a business. It takes time, not always money, but time. You have to be willing to stand by your business through thick and thin and not walk away. It’s like having a child. You can’t just give it up when it cries all night.
