Lead the Way: Interview with Adam Sedlack, President of UFC GYM
I recently went one on one with Adam Sedlack, President of UFC GYM.
Adam: Thanks again for taking the time to share your advice. First things first, in your experience, what are the key steps to growing and scaling your business?
Adam: Since cofounding UFC GYM back in 2009, we’ve been able to grow our brand across 37 countries worldwide and it has been an honor being a part of this process. As a result, I’ve learned a tremendous amount of information along the way. When growing and scaling a business, there are many factors to consider. What needs to be initially identified is the “North Star” of your business and economic objectives – ours being our community of fitness enthusiasts. Once this is established, you can dive into the important characteristics that should be considered in making the business model replicable.
The first being people. Choosing your inner circle of association is critical for the scalability of your business. Trust, skill, work-ethic and attitude are all areas that are important as you select the right team. Messaging through the key leaders of any organization always has an exponential end result on the rest of your organization. Meaning, the mindset and goals of those at the top trickle down to every employee, franchisee and even customer.
Next is value proposition. The core offering of any organization must have the ability to scale with your business. This value proposition is truly what you stand for as an organization. As an example, we know that NIKE is synonymous with athletic shoes. When looking at every great company, a direct connection can immediately be intersected with the value of that company. Spending time, money, and relentless focus on execution is non-negotiable in creating any great brand. At UFC GYM, we offer an exclusive community of fitness enthusiasts the opportunity to empower the fighting spirit. Our goal is to provide guests flexible membership tiers and access to a full range of group conditioning and technique focused classes, functional training, personal training, traditional martial arts coaching plus fitness, and youth and family classes. All of this in a supportive and motivating environment as well as premium facility with Kids Club childcare, balanced recovery treatments, a UFC-style Octagon, large bag room, indoor turf, Brazilian jiu-jitsu mat room, Group Fitness studio, weight room, robust cardio equipment, full-service locker rooms, a café, and retail store. We want to provide our guests with the most value proposition out of one space to ensure they get the most out of their fitness experience.
Adam: What advice do you have for other leaders and entrepreneurs in the fitness industry?
Adam: During the COVID-19 era, there is no better time to be reflective on your business. Specifically, in the fitness industry, we are going through unchartered waters and it is testing the core of each business model. We’ve found that although digital platforms are showing a spike in interest, the fitness industry as a whole has secured the attention of the masses. People are concerned about their health and wellness. They’re concerned about their physical and mental well-being. Fitness certainly helps to ease these tensions and will remain a priority to individuals. Simultaneously, fitness clubs have had to adjust to forced closures, changing membership rates, and consumer concern. We’re not only providing the safest environment possible with enhanced cleaning and safety protocols but we’re also looking at what the consumer really wants and needs at this time. Health clubs need to be adaptable while also predicting what fitness is all about. We’ve found that lower labor models are not drawing people back into to their facilities but rather premium fitness offerings such as a present staff helping members and ensuring protocol is followed, multiple value propositions in one space, and a community of like-minded fitness enthusiasts providing support is what keeps members engaged.
Adam: What do you believe are the defining qualities of an effective leader?
Adam: The qualities of effective leadership are very subjective and is often based on the style and type of fitness organization one is leading. In my opinion the best leaders show incredible Emotional Intelligence and empathy but can still show the versatility of properly driving results. The generation of fitness professional values have changed over the last 20 years and leadership styles must adapt to understand how to intersect the fundamentals of fitness performance with the ability to stylistically connect with the personalities of today’s generation. I am aware of this because I’ve climbed my way up the ladder in my fitness career, from the front desk, to sales, to manager, all the way to becoming a president.
Team members are looking to be heard and recognized in a way that, if done correctly, can allow one to assemble significant talent. Those team members are looking for:
Consistent Messaging - Leaders often spend 80% of their time focusing on 20% of the largest problems. By doing this, messaging can vary highly and be inconsistent, while ignoring those that are the backbone of your company.
The Truth - The best team members want to know where they stand and, if lied to, will immediately shutdown. The truth is enough.
Recognition - Recognition of the journey while being mentored on how to help deliver the “North Star”. Memories of how we play the game are always more noticed than the end result. As a leader, you must filter the uncontrollable items that team members cannot change and recognize those that can deliver what can be changed. Those accomplishments help create culture.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Adam: For leaders to take their skills to the next level, they’ll need to follow simple principals that allow them to stay ahead of the organizational growth needs. Principals such as being leader-led, self-invested, realistic, open to 360 degree feedback, and knowing what to stand for and when to be adaptable.
Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?
Adam: I think it is important, especially at a time like we all are going through, to not only help your organization stay afloat but also become an industry influencer for the better. We as individuals have the ability to join together and make change. At UFC GYM, we’ve joined the California Fitness Alliance in a lawsuit against the state of California for forced closures of health clubs. Our industry has come together, and it is an electrifying feeling. Yet, our industry isn’t alone, as you’ll see many getting involved from restaurants all the way to Disneyland. We all play a part to join the conversation and help find solutions that serve everyone to the best of our ability.
In addition to going above and beyond to spread positive influence, a leader should:
Listen with empathy - Caring and truly being heard will establish a trust between the ranks in the field through the executives at the corporate office.
Show and demonstrate transparency - Manufacturing the narrative never leads to a result that happens the right way. Continue to be honest with team members and trust and loyalty will follow.
Surround yourself with experts - In today’s world, it is more about surrounding yourself with experts versus being the expert! The responsibility of the end decision still sits with you but, by following, listening and personally allowing your paradigm to be shifted, it will lead to the best outcome.
Adam: What is your best advice on building, leading and managing teams?
Adam: To build, lead and manage a team, a significant amount of energy is put on the shoulders of the leader. For one to be the best version of a leader, there is a huge amount of pressure around defining their style and supporting that style with the characteristics that others will have a desire to follow. For example, a politician will just tell you what you want to hear. A great leader will tell you what you need to hear. This does not mean the leader needs to be arrogant, self-serving or lack empathy. They just need to have the ability to follow the organization’s mission, execute it, and explain that to others. This includes:
Hiring the right talent
Believing in the core product of the organization
Listening
Being decisive in decisions but allowing for team member feedback to adjust your personal paradigm
Showing empathy during the journey
Celebrating the victories and coaching through the defeats
Having fun! Make the job a way of life, not a profession
Adam: What are your best tips on the topics of sales, marketing and branding?
Adam: In sales, marketing and branding, this is another subjective line of thinking that allows one to properly present and price your product through awareness. Some key items to consider are:
No matter how smart you are, the customer knows more. Not listening to your customer creates arrogance.
The brand of the business must be recognized via the brand of the team member. Mutual belief creates authentic sales and improves customer acquisition.
Figure out innovative ways to retain and expand your funnel. Every industry experience changes. Through reflection and team member/customer feedback, your ability to fulfill changing needs will allow one to stay on the cusp of being an innovator.
Connect brick-and-mortar with online digital strategies. Nothing will ever replace the community but through a great product and consistent branding, incremental value can be added via the digital landscape.
Drive organic marketing three times more than paid media. Customer are looking to Yelp, social media and other authentic platforms more than ever before. Learn how to drive your brand through this vertical and trust will be established with long-term business results to follow.
Know and be an expert of your brand voice. Personality, taglines, campaigns and the way we communicate filter through an organization’s brand voice. Be an expert and always look to enhance that voice.
Know your competition. It is ok if they have better ideas than you, the question is who can execute them better.
Adam: What is the single best piece of advice you have ever received?
Adam: The largest piece of advice I have ever received is to not allow your mindset and way of thinking to be hijacked because of personal insecurities. Once one’s leadership style is established, it is so important to believe in yourself. If you allow others to make you feel inferior, the way that you digest information changes and as a result will impact not only decision making but leadership style. Know who you are, be empathetic and understanding but also know that the best way to become an exceptional leader is to do so through authenticity.
Adam: Is there anything else you would like to share?
Adam: The fact that you have become a leader of your organization means that years of work, education and experience have intersected to put you in a position to oversee the well-being of team members and customers. This is a big responsibility that should not be taken lightly and comes with a moral obligation to be the best version of yourself. The decisions you make can feed families, change the lives of many and help alter the way people think. The ramifications behind that are far greater than a paycheck but rather a path that may someday be the start of a legacy. The fitness industry is like no other business in the universe. We quite simply make people better through our facilities, value proposition and people. As a leader, your shoulders must be broad and be able to ride through adversity so an industry full of leaders and team members can impact society to get off the couch and move. The power of that has never been so evident and that power is so much stronger through an aligned team all marching in the same direction. The pandemic has tested our character and, together, we will come out stronger as an industry. Now, simply lead the way!