How To Break Into a Saturated Category and Take Over

How This Brand Took Over CrossFit | Matt Dilorenzo, CEO of TYR Sport

In this episode, Alex and Tatum take a drive with Matt Dilorenzo (CEO of TYR Sport), who has taken the legacy brand into a new category and dominated.  In this episode, he breaks down exactly why he decided to enter the CrossFit category, the steps he took to position authentically within the niche, and what strategies he deployed to scale to $50M in 4 years.  Here's everything he covered… Chapters: 0:00 Intro 0:51 The Maverick campaign and TYR's shift to art-directed content 3:27 Why most athletic campaigns fail: vibe over spec 6:14 The education layer most brands skip 13:05 Building Maverick around a hero feature 17:30 Breaking the swim-brand perception 19:35 Who TYR builds for and the world they live in 23:30 Entering CrossFit without being clocked as inauthentic 32:17 Events strategy and borrowing from outside the industry 39:01 Building a sticky brand against the giants

How To Break Into a Saturated Category and Take Over

In this episode, Alex and Tatum discuss how:  • brands can break into saturated categories  • fitness starts top down with athletes as the main focus  • brand archetypes are key to attracting the right audience  • to world build within a category  Perfect episode for the brand builders. Chapters:  0:00 Intro 0:33 How Do You Break Into Elite Fitness? 5:27 Partnering With Legacy Brands to Build Credibility 6:52 How TYR Blitzed the CrossFit Games 13:35 Land & Expand: Dominate One Category Then Grow 15:17 Launch With a Hero Product, Not a Full Line 18:44 Why Brand Voice Has to Be Dialed From Day One 20:25 Building Tone of Voice Through Dichotomous Traits 23:04 The D&D Moral Alignment Chart for Brands 26:49 Breaking Into a New Category Through Dedicated Accounts

He Built The Fastest Growing Luxury Fitness Franchise | Dan Bova, CEO, The Yard Gym

In this episode, Alex and Tatum take a drive with Dan Bova (CEO of The Yard Gym) who's done what other gym owners couldn't...scale successfully across multiple franchises while maintaining the brand's luxury and premiere positioning. In this episode, he breaks down exactly how he did that, who to hire, the playbook to franchise successfully, and how to position yourself as a premium brand. Here's everything he covered... Chapters:  00:00 Intro  00:38 From F45 Franchisee to Founder & CEO of The Yard  05:55 Building the "Everyday Athlete" Identity 07:45 Designing a Community That Actually Shows Up  09:17 The "Cool Factor": Fashion & Interior Design as Inspiration  13:16 The Apparel Play: Paying Rent in Merch Sales 16:07 How Dan Measures Success (It's Not Revenue)  18:11 The Real Goal: Changing How America Sees Fitness 20:33 Franchising Without Losing Brand Equity  24:13 Treating the Gym Like a Movie Set  27:11 Expectation Setting: Why Most Gyms Get Content Wrong 28:27 Why The Yard Is a Media Company, Not a Gym  30:42 Bringing Digital In-House: The Pivotal Decision  32:31 Breaking Down Team Silos for Faster Growth 35:22 Speed + Volume = The Unfair Advantage  36:27 Where Dan Pulls Creative Inspiration From 39:48 Inside Dan's 40-Person Team Follow Dan on social - he's a dawg: • https://www.instagram.com/danbova/ [https://www.instagram.com/danbova/] • https://www.instagram.com/theyard_gym/ [https://www.instagram.com/theyard_gym/] Follow myself and Tatum as we share everything out of office and our brands (we're dawgs too): • https://www.instagram.com/house.of.ag/ [https://www.instagram.com/house.of.ag/] • https://www.instagram.com/tatumbrandt/ [https://www.instagram.com/tatumbrandt/] See you next Wednesday.

The Psychology Of Premium Fitness Branding w/ Alex Garcia & Tatum Brandt

In this inaugural episode of OUT OF OFFICE, Alex Garcia and Tatum Brandt take a ride while discussing the premium position of fitness branding and how to achieve it in a landscape that continues to evolve. Want more of our content? Instagram: / house.of.ag  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbWVRUzNZZWx6MXltbVJ5Z01KMDNYWUFlNnlmQXxBQ3Jtc0ttSkpIXzFhN0dLVzRqZnVpNU8yUy1ZTmtocHIyXzg3bGJoOXl6eG5pdkt1NGpYYVBOSEV1VEFMd0lOTUJDVkd3Y0psN0VGcndUdGt5eHdZMTYyMlZEZVZZd1kxVDItbHdzLV8zV2NydFo1N0JPS0tBMA&q=https%3A%2F%2Fwww.instagram.com%2Fhouse.of.ag%2F&v=Ec8JAQDndZ8] Instagram: / tatumbrandt  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbWNhLTRibFJNMUhMdjlUeGRWX1lzRWFwblBPQXxBQ3Jtc0tuU1dveHFoSmJVXzBfSkd3cHVhbVczZ1J5ekZyX0RqbHBnUUVwMm02LVBBaW1jSk51NFd6U3dMczcyMHQydC1IbDBRdEN0SXhfR3IzRVRPS2NBM2xDUHFLazZYMW95alZLeURaQU1LZVdtRlR6eVdhaw&q=https%3A%2F%2Fwww.instagram.com%2Ftatumbrandt%2F&v=Ec8JAQDndZ8] CHAPTERS: 0:00 [https://www.youtube.com/watch?v=Ec8JAQDndZ8] Intro 1:10 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=70s] Why Premium Branding Is Harder Than Ever 2:18 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=138s] The Yard: Owning a Signature Term 5:23 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=323s] Budget Brands Explain, Premium Brands Withhold 8:27 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=507s] Perks Are Not Positioning 10:04 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=604s] The Collective: Manufacturing Exclusivity 13:23 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=803s] The Premium Funnel That Closed Like Crazy 15:00 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=900s] Zero Paid Ads — The Organic Content Strategy 18:30 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=1110s] Preserving Brand Integrity Through Franchising 23:30 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=1410s] Consistency Over Novelty 25:24 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=1524s] Why Every Touchpoint Matters 30:02 [https://www.youtube.com/watch?v=Ec8JAQDndZ8&t=1802s] What's Next: Going to The Yard