The Branding Laboratory

Why Your Best Clients Are the Ones Nobody Else Wants to Train

Anthony Moreno built his personal training business around a simple and unflattering label: the undesirables. The aging population. The people with chronic illness, old injuries, and no interest in the gym culture that was built for someone half their age. While every other trainer chased the young, the fit, and the photogenic, Anthony chased the overlooked. And in doing so, he built one of the most loyal, financially stable client bases in his market. In this conversation on The Brand Lab, Anthony and Deevo go deep on the philosophy underneath the business: why personal training is really about buying a friend, why the fitness industry is built around the wrong demographic, what it actually takes to step into entrepreneurship for real, and how Anthony is now transitioning from gym owner to personal brand and consultant for trainers who want to build businesses around people rather than metrics. What You'll Learn: 1: Why Anthony calls his clients the undesirables, and why that demographic has more loyalty, more money, and more longevity than the clients every other trainer is chasing. 2: The friendship theory of personal training: why the emotional and psychological component of fitness is 90% of the work, and what that means for how you run sessions. 3: The get slapped in the mouth test for entrepreneurship, and why Anthony thinks most people want to be an entrepreneur in theory but have never actually tasted the blood. 4: How Anthony went from British Army and Air Force to personal trainer to gym owner, and the specific moment he realized he was making money for everyone but himself. 5: Why find your why is only half the equation, and what comes before it that most people skip entirely. 6: What Anthony is building next: a personal brand and consulting platform that teaches trainers how to build businesses around people, not egos. About Anthony Moreno: Anthony Moreno is the founder of Boutique Personal Training and operator of the Fusion House, a boutique fitness facility in Westchester, New York. He served four years in the British Army Reserve and four years in the US Air Force as a firefighter before building a career in fitness. His clientele skews 50-plus, with a 2000 square foot facility designed for openness, safety, and the kind of culture where everybody knows your name. He is currently transitioning into a personal brand and coaching platform for fitness professionals. He also has a book in progress and businesses in apparel and vending. TIMESTAMPS: 00:00 — Cold open: personal training is really about buying a friend 01:00 — How do you build bigger without losing what made it work 03:30 — Introducing Anthony Moreno and his approach to the undesirables 06:00 — Why Anthony chose the aging and injured population nobody else wanted 08:00 — The business case: who actually has the money, the time, and the longevity 09:00 — Why boutique personal training still says boutique instead of 50-plus 12:00 — What the gym looks like: open floor plan, no intimidation, Cheers culture 15:00 — The inflection point: from gym owner and trainer to owner only 17:00 — Apparel, vending, coaching: Anthony's other businesses 18:00 — British Army, Air Force firefighter, and the two-choice moment coming to the US 20:00 — How Anthony made the leap without going cold turkey 21:00 — Advice to any entrepreneur: get slapped in the mouth first 23:00 — Why instead of find your why, find out what you are willing to keep doing anyway 26:00 — Henry, Julie, and the Christmas party moment that changed everything 30:00 — Why the fitness industry ignores the elderly and what that costs everyone 31:00 — Personal training is buying a friend: the emotional truth behind the business 36:00 — Validation, visibility, and why most aging clients just need to be seen 40:00 — Advice to trainers who are struggling right now 44:00 — What Anthony is building next: from gym to personal brand and consulting 47:00 — What Anthony wants to be known for in two years: author first 49:00 — The market shift: what 50 looks like now vs the Golden Girls era 54:00 — Final thoughts and where to find Anthony Connect with Anthony Moreno: Instagram: https://www.instagram.com/anthonymorenocoaching/ Website: https://www.boutiquepersonaltraining.com/ LinkedIn: https://www.linkedin.com/in/anthony-moreno-707a288b/ About The Brand Lab: The Brand Lab is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it. New episodes every week. Subscribe so you never miss a conversation worth having.

Your Nervous System Is the Ceiling on Your Business Growth | Doug Bertram

Most founders treat stress as something to endure. Doug Bertram treats it as the primary mechanism through which the body and the business grow. The question is never whether to take on stress. The question is whether you are integrating it in real time or letting it accumulate until something breaks. Doug is the founder of Structural Elements®, a company building a national franchise network of orthopedic wellness centers focused on preventative orthopedics and movement-based therapy. He has been working with the body for 32 years. He attended a Buddhist college, studied Chinese medicine, has run Ironmans and 100-mile races, and is simultaneously working on three books. In this conversation on The Brand Lab, he applies everything he knows about the nervous system to the specific challenges of building a company: the bottleneck problem, the threat versus non-threat misdiagnosis, and why your growth potential is limited by exactly one thing. What You'll Learn: 1: Why the body is constantly asking one primary question, and how the answer to that question determines whether you are building capacity or breaking down. 2: The difference between calibrated stress and accumulated stress, and what that distinction means for founders who treat grinding as a virtue. 3: Somatic literacy: what it is, why most people have never developed it, and how it becomes the foundation for every other performance practice. 4: The Extreme Center: Doug's framework for real-time integration as a strategy, and why the middle path is a strategy of avoidance that fails in today's world. 5: Why your nervous system is the actual ceiling on your company's growth, and what distributing load looks like in practice before you hit the bottleneck. 6: The story of Harvey Sweetland Lewis III, a schoolteacher who ran close to 500 miles straight, and what his body demonstrates about how little we have actually tested our own capacity. About Doug Bertram: Doug Bertram is the founder and CEO of Structural Elements®, a national franchise network of orthopaedic wellness centers built around preventative orthopaedics, movement-based therapy, and nervous system regulation. He has 32 years of hands-on clinical experience, a background in Chinese medicine and Eastern philosophy, and a book project called Living at the Extreme Center currently in development. He is based in the United States and can be reached directly at https://www.linkedin.com/in/douglas-bertram-3bb35312/ TIMESTAMPS: 00:00 — Cold open: stress is how the body forces adaptation 01:30 — Welcome to The Brand Lab and introducing Doug Bertram 03:00 — What is Structural Elements and why preventative orthopedics matters 05:00 — Somatic literacy: what it is and why most people have never developed it 07:00 — The autonomic nervous system: sympathetic vs. parasympathetic explained 09:00 — The body's primary question: am I safe? 11:00 — How posture and alignment affect nervous system regulation 13:00 — Establishing a baseline: Doug's 12-year-old daughter and the alignment test 15:00 — Connective tissue, stress, and what happens when you stay in sympathetic too long 17:00 — Calibrated stress vs. accumulated stress for entrepreneurs 19:00 — Your nervous system is the ceiling on your company growth 20:00 — The Extreme Center: real-time integration as a business strategy 22:00 — Wu Wei, the middle path, and why avoidance fails in modern life 24:00 — The skiing analogy: absorbing force vs. fighting it 25:00 — Doug's origin story: broken wrist at 14, physical therapy, 32 years at the table 26:00 — What happened when Doug became a CEO: stress accumulated despite the expertise 28:00 — Modeling a healthy lifestyle as the face of a wellness brand 30:00 — Deevo's daughter and misinterpreting threat: practical tools for triage 32:00 — How to stop projecting a story that is not true 34:00 — The breath as the always-available intervention 35:00 — The Structural Elements franchise model and solving access to quality care 39:00 — Undercapitalised and scrappy: what limited capital forces you to learn 42:00 — The challenges of building a new model in a traditional industry 45:00 — The longevity conversation and why orthopedics belongs at the center of it 48:00 — Harvey Sweetland Lewis III: 500 miles straight and what the body is actually capable of 50:00 — Closing thoughts: we have not even scratched the surface of our capacity Connect with Doug Bertram: Linkedin: https://www.linkedin.com/in/douglas-bertram-3bb35312/ Website: https://structuralelements.com/ About The Branding Laboratory: The Branding Laboratory is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it. New episodes every week. Subscribe so you never miss a conversation worth having.

Why Your Existing Network Is the Fastest Path to Growth

It is up to 60% more expensive to find a new client than it is to nurture an existing one. Garima Shah has built her entire approach to growth, culture, and leadership around that one number, and in this conversation she explains exactly what that looks like in practice. Garima is the co-founder and president of Biller Genie, a SaaS platform that helps businesses automate accounts receivable and get paid faster. But the real subject of this conversation is what happens inside a company once you decide that relationships, not funnels, are the actual growth engine. From the five core values that run Biller Genie day to day, to why every new hire has to be able to explain their job to a ten-year-old, to the boundary-setting that makes saying no the most empowering word in business, this episode covers a lot of ground without ever losing the thread. What You'll Learn: 1: Why activating your existing network costs a fraction of acquiring new clients, and how to actually do it without it feeling transactional. 2: Biller Genie's five core values, including Get Shit Done, Catch Up, and Own It, and how a company makes values operational instead of decorative. 3: The ten-year-old test: why if you cannot explain your job clearly enough for a kid to repeat it back, you have a messaging problem. 4: Why Garima believes no is the most empowering word in business, and how a clear ICP protects both your culture and your growth. 5: The romance-and-business analogy, why courting a client is no different from courting a partner, and what that means for how you sell. 6: How Garima built a culture of boomerang employees, people who left and came back, and why that is one of the strongest signals of a healthy company. About Garima Shah: Garima Shah is the co-founder and president of Biller Genie, a SaaS platform that automates accounts receivable processes so businesses get paid faster. She leads a team of over 90 employees and has spent years developing a culture built on authenticity, clear core values, and relationship-first growth. She started her career in outside, commission-only sales and has carried the lessons from that experience into everything she has built since. TIMESTAMPS 00:00 — Introduction: relationship capital and the cost of cold outreach 02:00 — Welcome to The Brand Lab and introducing Garima Shah 03:00 — Activating the relationships you already have 07:00 — Why no like trust is dead, and why Garima disagrees 08:30 — The elevator pitch is dead: explain it to a ten-year-old instead 11:00 — The ten-year relationship and the iterative customer journey 12:00 — Boomerang employees and building culture internally 15:00 — Biller Genie five core values: Get Shit Done, Catch Up, Own It, and more 18:00 — Hiring for the right bus, not just the right seat 22:00 — Cross-pollination and opening the kimono on every department 23:00 — You can never say the wrong thing to the right person 26:00 — Boundaries, ICP, and why no is the most empowering word in business 29:00 — From advertising school to door-to-door sales: Garima's origin story 34:00 — What relationship capital really means: trust first 35:00 — Hot Seat Round: relationships vs. strategy, hustle vs. alignment, and more 38:00 — Closing thoughts and where to find Biller Genie Connect with Garima Shah: Website: https://billergenie.com LinkedIn: https://www.linkedin.com/in/garimashah/ About The Branding Laboratory: The Branding Laboratory is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it. New episodes every week.Subscribe so you never miss a conversation worth having.

The Self-Limiting Beliefs Quietly Killing Your Leadership (And Your Revenue)

Most leaders hired JM Ryerson to double their revenue. He started by asking them what they did for themselves that morning. The answers told him everything he needed to know about why the revenue problem existed in the first place. JM is the founder of Let's Go Win, a performance and mindset ecosystem that works with growth-oriented companies on leadership alignment, sales execution, and culture. In this conversation on The Brand Lab, he goes deep on the identity work that sits underneath every organizational problem people mislabel as a strategy or messaging issue. If you have ever hired for culture fit and gotten it wrong, lost a client you should have kept, or found yourself making good money while quietly dreading your own life, this episode lands in a specific and useful place. What You'll Learn: 1: The three questions JM uses to dismantle any self-limiting belief, including the money belief that held him back even after his first seven-figure year. 2: Why culture is motor oil and not gasoline, and what that distinction means for how you build a team that doesn't grind itself apart. 3: How to give feedback that people can actually receive, and the one question you must ask before you open your mouth. 4: What JM learned about alignment by almost losing his family while financially succeeding at everything around him. 5: Why leadership development and revenue growth are the same conversation, and why separating them is where most coaching engagements quietly fail. About JM Ryerson: JM Ryerson is a performance coach, author, and founder of Let's Go Win, a holistic performance platform built around leadership alignment, mindset, and culture. His clients' lowest revenue increase on record last year was 47%. He is based in Boca Raton, Florida, and hosts his own podcast. He ran two and a half miles every day in college before he found out his coach was running five. He has been chasing that standard ever since. TIMESTAMPS: 00:00 — Introduction and five years of The Brand Lab 02:00 — What people miss when they Google JM Ryerson 05:30 — Authenticity, the Midwest, and the cost of curation 10:00 — How JM defines leadership and the coach who ran twice as far 14:00 — Diagnosing leadership gaps: how JM assesses an organization 17:00 — Core values, three per company, and why alignment starts there 19:00 — How to give feedback without blowing up the relationship 23:00 — Ego, meditation, and the practice of responding instead of reacting 26:00 — JM's four daily non-negotiables and why they are not optional 31:00 — The identity work behind the revenue: what happens when you're not aligned 38:00 — Rejection, ICP clarity, and learning from the proposals that said no 42:00 — Three questions that break self-limiting beliefs and generational patterns 48:00 — The Win Performance Platform: philanthropy, business, and winning from within 52:00 — How JM decides who he works with and why fixed mindsets are a hard stop 55:00 — Where to find JM and how to connect Connect with JM Ryerson: Linkedin: https://www.linkedin.com/in/jm-ryerson/ Instagram: @letsgowinofficial About The Brand Lab: The Brand Lab is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it. New episodes every week. Subscribe so you never miss a conversation worth having.

Why Your Fridge Is Full But You Don't Know What to Cook — Jay Lee, Spring House

Thirty percent of the food you buy this week will end up in the trash. Not because you're careless — because your home is the only place in the entire food supply chain with zero inventory system. Jay Lee, founder of Spring House, is fixing that with an AI-powered food intelligence platform that tracks what you have, reduces waste, and tells you exactly what to cook tonight based on what's already in your fridge. This conversation goes deep on the behavioral design challenge behind building a consumer habit product, how Jay went from a career in defense technology to founding a company in food tech, and what it actually takes to solve a problem that every household on the planet deals with every single day. What You'll Learn: 1: Why 30% of household food gets thrown away — and the behavioral gap Jay identified at the root of the problem 2: How Spring House tracks pantry and fridge inventory through photos, voice, and receipt capture to create a real-time food intelligence layer for your home 3: The difference between static recipes (which create more stress) and adaptive recipes (which cook with what you actually have) 4: Why Jay says building a startup is more about stamina than speed, and how that mindset changed from his first company to his second 5: How culture functions in a startup — and why Jay describes it as the motor oil of a company rather than the gasoline About Jay Lee: Jay Lee is a second-time founder and entrepreneur with a background spanning defense technology and consumer product development. He is the founder of Spring House, an AI-powered food intelligence system designed to help households understand what food they have, reduce waste, and cook smarter. Spring House is currently in development with a beta waitlist open at springhouse.co. TIMESTAMPS: 00:00 — Introduction: Jay Lee and the Spring House concept 03:00 — The behavior Spring House is trying to change: awareness as the foundation 06:20 — The sour cream moment: the eureka origin story 09:00 — Why recipe apps make food waste worse, not better 11:00 — How Spring House tracks inventory: photos, voice, and receipt capture 14:30 — Why Spring House is focused on consumers, not restaurants 17:30 — Stamina over speed: lessons from building two companies 22:00 — Adaptive recipes and the food science taxonomy behind them 26:00 — Where Spring House is right now and how to join the beta waitlist 28:00 — What building companies has taught Jay about himself 33:00 — Culture as motor oil: Jay's philosophy on building great teams 36:00 — Getting the Spring House story aligned: perception vs. intent 40:00 — Technology vs. psychology: what this product is really about 44:00 — What Jay hopes people say about Spring House in three years 47:00 — Building in public and the power of transparent storytelling Connect with Jay Lee: Guest LinkedIn: https://www.linkedin.com/in/jaylee00/ Spring House: https://springhouse.co/ About the Show: The Brand Laboratory is a thinking room, not a traditional interview show. Host Devo explores the intersection of identity, strategy, and psychology behind what founders and entrepreneurs are actually building — and the friction they navigate to build it. Subscribe so you never miss a conversation.