#22 Sophie Lee - Brand Storytelling and The Marketing Secrets behind Dove, Brewdog & Billie Razors

#24 Inside Orangetheory Fitness - What’s Driving Growth & What’s Holding the Fitness Boutique Industry Back?

We are talking all about Orangetheory Fitness. We explore the success of their fitness model and the competition and challenges arising in the fitness boutique space. Joining me are two wonderful guests, Craig the Regional Sales and Operational Manager of the Midlands and Northern Orangetheory Fitness, and Dan, the Regional Fitness Manager of Midlands and Northern Orangetheory Fitness. In this episode, we cover: * The magic behind orangetheory’s success, and how they keep it going in such a competitive industry * Orangetheory is renowned for its heart rate-based interval training, so how does Orangetheory use all that data to enhance the workouts and make them even more effective for members?  * The pandemic really shook up the fitness world - how did Orangetheory handle it? What was the biggest challenge? * Their go-to strategy for making sure people stick around and stay motivated long-term, and how do you make sure that stays consistent across all the locations you oversee? * Managing multiple studios means juggling loads of different teams and personalities. What’s their approach to building a strong culture across all the locations? * The fitness world is constantly evolving. How does Orangetheory decide what trends or innovations to adopt in your region versus what’s just a passing fad? * Tell us about a time you made a big, bold business decision for Orangetheory? * How does Orangetheory stay ahead of the curve and make sure their studios are the go-to choice for members? * What do you think are the biggest opportunities & challenges for Orangetheory? Resources: * Website: https://www.orangetheory.com/en-gb Reach out to your host Olivia Stott:  * Email: ⁠⁠⁠⁠⁠⁠⁠⁠⁠olivia@boss-digtial.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠ * Connect with Olivia on LinkedIn [https://www.linkedin.com/in/olivia-stott-170937248/] * Follow us on Instagram [https://www.instagram.com/thefitnessnetwork_official/]   * Visit our website [https://thefitnessnetwork.org/]

#23 Lucy Findlay Beale - How Elevate Became the UK’s Leading Fitness Trade Show & the Strategies Behind It

I’m thrilled to welcome Lucy Findlay, the Event Director for Elevate, one of the biggest trade shows in the fitness, sports, and physical activity world. Not only has Lucy successfully grown and shaped such a recognised event in the industry, but she's also an incredible inspiration for anyone looking to grow their career within this space.  With years of experience and a unique perspective on both the business and marketing sides of events, Lucy has a wealth of knowledge to share. I'm really excited to hear about her journey and explore some of the strategies behind Elevate's success. In this episode, we cover: * Lucy’s journey into the fitness events industry, transitioning from a recruitment consultant to Event Director at Elevate. * The most effective marketing tactics and strategies Elevate has implemented to achieve success. * How Elevate keeps attendees and exhibitors coming back year after year with fresh and engaging offerings. * The biggest challenges Elevate has faced since its inception and how they were overcome. * The significant changes Elevate underwent in 2020 and how Lucy adapted to ensure its continued success during the unpredictable times of COVID-19. * Whether the landscape for fitness events is shifting, and Lucy’s thoughts on the future relevance of in-person events in the next five years. * The marketing trends Lucy believes will gain traction as the fitness industry evolves. * Key insights Lucy has gained about the preferences and behaviors of B2B audiences from running Elevate. * How to build a strong and impactful brand presence in the fitness space. * The one lesson Lucy has learnt during her professional and personal journey that continues to resonate with her. Resources:  Linkedin: linkedin.com/in/lucy-findlay-beale-392040aa [https://www.linkedin.com/in/lucy-findlay-beale-392040aa] Website: https://www.elevatearena.com/ Reach out to your host Olivia Stott: ⁠⁠⁠⁠⁠⁠⁠⁠⁠olivia@boss-digtial.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn: ⁠⁠⁠⁠⁠⁠linkedin.com/in/olivia-stott-170937248⁠⁠⁠⁠⁠⁠ ➡️ Instagram: https://www.instagram.com/thefitnessnetwork_official/ ➡️ TikTok: https://www.tiktok.com/@thefitnessnetwork_ ➡️ Website: https://thefitnessnetwork.org/

#22 Sophie Lee - Brand Storytelling and The Marketing Secrets behind Dove, Brewdog & Billie Razors

On this episode we are unpacking the world of brand storytelling with a very special guest, Sophie Lee. Sophie is the director of Electric Peach, a Leeds-based brand storytelling consultancy that's on a mission to amplify the impact of purpose-driven businesses. As an award-winning journalist and brand strategist, Sophie helps companies discover their unique voice and connect with their audiences through the power of storytelling. So whether you're a founder looking to grow your business or a marketer trying to cut through the noise, today's conversation is packed with insights on how to craft compelling stories, attract your perfect audience, and make a lasting impact. In this episode we cover: * Sophie’s journey in Marketing and becoming the Director of Electric Peach. * What does ‘Storytelling’ actually mean and why it's a game-changer for brands today. * Have you seen Storytelling evolve since you started in the industry? * What are the secret ingredients that make a brand story truly compelling?  * The fitness industry is super competitive— Sophie share’s her tips and insights on how fitness brands can use storytelling to create deeper connections with their audience and stand out in a crowded space. * We hear the word "authenticity" thrown around a lot in marketing, but what does being authentic actually look like in storytelling?  * So, once you’ve crafted this amazing story, how do you know if it’s actually working? What metrics or indicators should we be focussing on?  * Some of the common mistakes Sophie has seen brands make when trying to tell their stories. * Marketing on a global scale is a whole different ballgame—how do cultural differences come into play when storytelling internationally, and what should brands keep in mind? * Trends or innovations in storytelling and what will be be shaping the future of marketing. Resources: Linkedin: linkedin.com/in/sophieturton Website: https://electricpeach.co.uk/ Reach out to your host Olivia Stott: ⁠⁠⁠⁠⁠⁠⁠⁠⁠olivia@boss-digtial.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn: ⁠⁠⁠⁠⁠⁠linkedin.com/in/olivia-stott-170937248⁠⁠⁠⁠⁠⁠ ➡️ Instagram: https://www.instagram.com/thefitnessnetwork_official/ ➡️ TikTok: https://www.tiktok.com/@thefitnessnetwork_ ➡️ Website: https://thefitnessnetwork.org/

#21 Angela Middleton - Is Keeping Fit The Key to Career Success?

I am incredibly excited for this episode as I have the privilege of sitting down with Angela Middleton. Our discussion focusses on integrating physical health into career longevity, effectively blending fitness with sustained career success. Angela has a wealth of impressive achievements, notably including an MBE. However, her ultimate mission lies in enhancing the health and productivity of individuals and businesses alike. In this episode, we delve into her experiences and explore how she has successfully transformed businesses. In this episode we cover: * The benefits businesses experience by prioritising employee well-being. * Strategies for balancing physical fitness with a busy professional life. * Essential nutrition habits for maintaining energy and health during long work hours. * Angela's personal fitness routine and her programme, "Your Body Means Business." * Overcoming common challenges in maintaining a healthy lifestyle. * Advice for professionals struggling to balance career ambitions with well-being. * Cultivating a resilient mindset for long-term success. * Key lessons learned from Angela’s extensive business experience. * Insights into revitalising struggling businesses and effective turnaround strategies. * Leveraging AI and biohacking techniques for wellness and longevity. Resources: LinkedIn: ⁠https://www.linkedin.com/in/angelamiddletonmbe/ [https://www.linkedin.com/in/ferne-langford] Instagram: @angelamiddleton Reach out to your host Olivia Stott: ⁠⁠⁠⁠⁠⁠⁠⁠olivia@boss-digtial.co.uk⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/olivia-stott-170937248] LinkedIn: ⁠⁠⁠⁠⁠linkedin.com/in/olivia-stott-170937248⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/olivia-stott-170937248] ➡️ Instagram: https://www.instagram.com/thefitnessnetwork_official/ ➡️ TikTok: https://www.tiktok.com/@thefitnessnetwork_ ➡️ Website: https://thefitnessnetwork.org/

#20 Ferne Langford - How to Drive Growth & Revenue Through Digital Media Advertising

Today on the podcast we are joined by the remarkable Ferne Langford. Ferne has over 20 years of experience in the fitness industry on both operator and supplier side, with a proven track record of success in building brands, and identifying commercial and growth opportunities, in the fitness industry across Australia, the UK, and Europe.  Having owned her own fitness business, she has experienced the challenges and pitfalls, but also the rewards that come with operating in this sector.     Ferne is now and for the past 8 + years, the Partnership Group Director at Zoom Media, which has allowed her to play to her areas of expertise which ultimately focus on driving media sales and increasing gym revenues, whilst also creating meaningful and sustainable brand partnerships and tech collaborations. This episode covers: * Introduction to Ferne's journey as a fitness business owner to now working for Zoom Media * Determining suitability of in-gym advertising for gyms or fitness studios * Identifying when operators can generate substantial revenue through digital media * Essential personal qualities for building lasting fitness industry relationships * Ensuring partnerships contribute to both revenue and overall business success * Common mistakes in operators' digital strategies * Examples of successful digital strategy implementations * Trends in digital media advertising, including AI integration * Valuable insights and tips from Ferne's industry experience Resources Website: https://www.zoommedia.com/uk/ [http://drstacysims.com/] LinkedIn: linkedin.com/in/ferne-langford [https://www.linkedin.com/in/ferne-langford] Reach out to your host Olivia Stott: ⁠⁠⁠⁠⁠⁠⁠olivia@boss-digtial.co.uk⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/olivia-stott-170937248] LinkedIn: ⁠⁠⁠⁠linkedin.com/in/olivia-stott-170937248⁠⁠⁠⁠ [https://www.linkedin.com/in/olivia-stott-170937248] ➡️ Instagram: https://www.instagram.com/thefitnessnetwork_official/ ➡️ TikTok: https://www.tiktok.com/@thefitnessnetwork_ ➡️ Website: https://thefitnessnetwork.org/