What\u2019s up Gym World?<\/p>\n\n\n\n
I always ask our past guests about gym owners doing big things under the radar, and two-time guest\u00a0Dane McCarthy<\/a> immediately named\u00a0Joey Welling<\/a>.<\/p>\n\n\n\n\n<\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Joey\u2019s been in the industry for 20 years and opened <a href=\"https:\/\/ethosathleticclub.com\/\" target=\"_blank\" rel=\"noopener\">Ethos Athletic Club<\/a> in 2021.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac Joey started by mopping gym floors and eventually co-owned\u00a0Exemplar Fitness\u2014a 6,000 sq ft open-access facility with 715 members. Like\u00a0KOR4, those numbers are INSANE.<br><br>When the lease ended five years ago, he and his partner separated. Joey wanted to build a gym centered on hospitality, so he took the best team members with him to the downtown core of Charleston, SC.<br><br>The gym was set to open in October 2020, but COVID delays pushed it back. That extra time let Joey build hype with pre-sales, so by launch day in November 2021, Ethos opened with 650 members\u2014including 275 from Exemplar.<\/pre>\n\n\n\n<p>His state-of-the-art facility includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A big-box setup with an open training floor<\/li>\n\n\n\n<li>Dedicated spaces for boutique classes like yoga, HIIT, and Pilates<\/li>\n\n\n\n<li>Top-tier coaches and a strong culture<\/li>\n\n\n\n<li>Luxurious amenities throughout<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"946\" height=\"650\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos big luxurious training box\" class=\"wp-image-30375\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&ssl=1 946w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box-300x206.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-big-luxurious-training-box.jpg?strip=all&lossy=1&w=800&ssl=1 800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Like\u00a0<\/em><a href=\"https:\/\/usekilo.com\/gym-chain-grows-revenue-by-40-w-one-weird-trick\/\">LifeTime<\/a><em>,\u00a0<\/em><a href=\"https:\/\/usekilo.com\/alphaland-the-weird-world-of-influencer-gyms\/\">Alphaland<\/a><em>,\u00a0<\/em><a href=\"https:\/\/usekilo.com\/the-best-gym-in-the-fcking-world\/\">Fusion Gyms<\/a><em>, and\u00a0<\/em><a href=\"https:\/\/usekilo.com\/this-private-gym-makes-14k-from-events-every-month\/\">Sapien Center<\/a><em>, Ethos embraces the idea of being more than just a place to work out.<\/em><\/figcaption><\/figure>\n\n\n\n<p>These premium gyms are revenue machines. With 1,400 members paying an average of $205 a month, Ethos likely generates over $3M a year.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac For comparison, the LifeTime near me charges $330\/mo, has 4,000 members, and a waitlist to join.<\/pre>\n\n\n\n<p>Take a look: \ud83d\udc47<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The space<\/h2>\n\n\n\n<p>Ethos offers 21,000 sq ft of beautifully designed indoor and outdoor areas.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/CjXyA_wjfgn\/?utm_source=ig_embed&utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/CjXyA_wjfgn\/?utm_source=ig_embed&utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/CjXyA_wjfgn\/?utm_source=ig_embed&utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by Ethos Athletic Club (@ethos_ac)<\/a><\/p><\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p>When you step inside, you\u2019ll find:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The front desk station<\/li>\n\n\n\n<li>A large co-working area for hanging out<\/li>\n\n\n\n<li><a href=\"https:\/\/www.instagram.com\/trespalmasacai\/?hl=en\" target=\"_blank\" rel=\"noopener\">Tres Palmas A\u00e7a\u00ed<\/a>\u00a0caf\u00e9<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"365\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym-1024x365.jpg?strip=all&lossy=1&ssl=1\" alt=\"Tres Palmas A\u00e7a\u00ed caf\u00e9 at Ethos gym\" class=\"wp-image-30385\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym-1024x365.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym-300x107.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym-1536x547.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&ssl=1 1736w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&w=800&ssl=1 800w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Tres-Palmas-Acai-cafe-at-Ethos-gym.jpg?strip=all&lossy=1&w=1600&ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Joey knew the caf\u00e9 owner and approached him to be a tenant at the gym, similar to how\u00a0<\/em><a href=\"https:\/\/usekilo.com\/the-gym-owners-guide-to-financial-freedom\/\">Stu Brauer<\/a><em>\u00a0built out space to attract a brewery.<\/em><\/figcaption><\/figure>\n\n\n\n<p>A walk down the hallway leads to the main training floor and luxurious amenities, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High-end washrooms and locker rooms<\/li>\n\n\n\n<li>Private rooms for boutique classes<\/li>\n\n\n\n<li>A massage room<\/li>\n\n\n\n<li>Saunas and steam rooms<\/li>\n\n\n\n<li>Cold plunges<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"364\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos-1024x364.jpg?strip=all&lossy=1&ssl=1\" alt=\"high end gym amenities at Ethos\" class=\"wp-image-30384\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos-1024x364.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos-300x107.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos-1536x546.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&ssl=1 1920w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&w=800&ssl=1 800w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/high-end-gym-ammenities-at-Ethos.jpg?strip=all&lossy=1&w=1600&ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The design<\/h2>\n\n\n\n<p>When Joey was looking for a space, he initially wanted 10,000 sq ft and actually avoided his current building because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It was an empty warehouse 4x the size of Exemplar<\/li>\n\n\n\n<li>There was no running water<\/li>\n\n\n\n<li>It had no air conditioning<\/li>\n<\/ul>\n\n\n\n<p>On the plus side, though, it had:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cheaper rent than Exemplar<\/li>\n\n\n\n<li>A downtown location<\/li>\n\n\n\n<li>A rapidly growing population nearby<\/li>\n<\/ul>\n\n\n\n<p>He decided it was <a href=\"https:\/\/usekilo.com\/this-gym-owner-made-2m-hasnt-paid-rent-in-3-years\/\">worth the risk<\/a> and spent $1.5M to turn it into his dream gym.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"326\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations-1024x326.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos gym location and installations\" class=\"wp-image-30380\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations-1024x326.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations-300x95.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations.jpg?strip=all&lossy=1&ssl=1 1516w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-location-and-installations.jpg?strip=all&lossy=1&w=800&ssl=1 800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>He took a bank loan, sold his house, and got $150K from a silent investor to cover the buildout costs.<\/em><\/figcaption><\/figure>\n\n\n\n<p>Spoiler: It paid off.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac Keep in mind: Joey was doing this mid-COVID, so the planned October 2020 opening was delayed over a year due to building and material shortages.<\/pre>\n\n\n\n<p>You can tell he focused on every detail. The space has a rustic yet modern, clean, and sleek look and feel, comparable to gyms like Equinox or <a href=\"https:\/\/usekilo.com\/running-17-1m-personal-training-gyms\/\">Innovative Fitness<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"722\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym-1024x722.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos rustic modern style gym\" class=\"wp-image-30383\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym-1024x722.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym-300x212.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym.jpg?strip=all&lossy=1&ssl=1 1228w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-rustic-modern-style-gym.jpg?strip=all&lossy=1&w=800&ssl=1 800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Small investments in your gym\u2019s aesthetics can elevate its perceived value and attract your ideal client. Gyms like\u00a0<\/em><a href=\"https:\/\/usekilo.com\/gym-owner-sells-150-locations-in-4-years\/\">Alloy<\/a><em>,\u00a0<\/em><a href=\"https:\/\/usekilo.com\/this-gym-trains-1000-members-in-3500-sq-ft\/\">KOR4<\/a><em>, and\u00a0<\/em><a href=\"https:\/\/usekilo.com\/this-gym-franchise-is-scaling-to-50-locations\/\">MADabolic<\/a><em>\u00a0make this a priority.<\/em><\/figcaption><\/figure>\n\n\n\n<p>This\u00a0<a href=\"https:\/\/usekilo.com\/how-to-make-your-gym-brand-irresistible\/\">premium branding<\/a>\u00a0is consistent across the gym\u2019s social media and website too.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"445\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding-1024x445.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos gym consistent luxurious branding\" class=\"wp-image-30378\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding-1024x445.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding-300x130.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding-1536x668.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&ssl=1 1868w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&w=800&ssl=1 800w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-consistent-luxurious-branding.jpg?strip=all&lossy=1&w=1600&ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>From the looks of it, it\u2019s similar to\u00a0<\/em><a href=\"https:\/\/usekilo.com\/these-gym-owners-built-world-class-communities\/\">The Athletic Clubs<\/a><em>.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The model<\/h2>\n\n\n\n<p>Ethos offers an open gym membership for $175\/mo, which includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Access to the club and all amenities during operating hours<\/li>\n\n\n\n<li>Personal training (additional fee)<\/li>\n\n\n\n<li>1 free RUSH (45-minute HIIT) class<\/li>\n\n\n\n<li>1 free yoga class<\/li>\n\n\n\n<li>Additional classes at $20 each<\/li>\n<\/ul>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac Other\u00a0<a href=\"https:\/\/ethosathleticclub.com\/classes\/\" target=\"_blank\" rel=\"noopener\">class options<\/a>\u00a0are Axis, Edge, Running Division, Rush 30, Rush 60, Mind-Work, and TDE. According to Joey, around 60% of members use the open gym membership.<\/pre>\n\n\n\n<p>Higher-tier memberships include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Platinum<\/strong>\u00a0($225\/month): 8 classes\/month, $15 for each extra class<\/li>\n\n\n\n<li><strong>VIP<\/strong>\u00a0($300\/month): Unlimited classes + 2 guest passes per month<\/li>\n<\/ul>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac All memberships require a 3-month commitment and 30-day cancellation notice. Charleston residents can also try a 7-day VIP paid trial for $50.<\/pre>\n\n\n\n<p>And if you\u2019re just visiting, they offer three drop-in options from $35 to $115:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"566\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options-1024x566.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos drop-in gym options\" class=\"wp-image-30376\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options-1024x566.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options-300x166.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options-1536x850.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&ssl=1 1920w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&w=800&ssl=1 800w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-drop-in-gym-options.jpg?strip=all&lossy=1&w=1600&ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>It\u2019s a steal compared to\u00a0<\/em><a href=\"https:\/\/usekilo.com\/3-trends-that-will-shape-the-future-of-fitness\/\">wellness clubs<\/a><em>\u00a0that charge thousands a month.\ud83d\udc80<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The coaching<\/h2>\n\n\n\n<p>Back at Exemplar, Joey prided himself on having amazing trainers and a strong hospitality culture. So, he took the best with him to bring that same energy and vibe to Ethos.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"606\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff-1024x606.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos has 75 gym staff\" class=\"wp-image-30381\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff-1024x606.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff-300x177.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff-1536x908.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&ssl=1 1664w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&w=800&ssl=1 800w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-has-75-gym-staff.jpg?strip=all&lossy=1&w=1600&ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Today, the gym has around 75 staff, including instructors, trainers, hospitality, and leaders.<\/em><\/figcaption><\/figure>\n\n\n\n<p>He prioritizes excellent customer service and a strong culture by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Encouraging all staff to know every member\u2019s name<\/li>\n\n\n\n<li>Creating a positive experience for members the moment they walk in<\/li>\n\n\n\n<li>Having trainers work the front desk to connect with members on a personal level<\/li>\n<\/ul>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac Little gestures like remembering names make a big impact and keep members coming back. When\u00a0<a href=\"https:\/\/usekilo.com\/gym-owner-makes-80k-mo-from-a-1200-sq-ft-basement\/\">Dane<\/a>\u00a0visited Ethos, he noticed it right away.<\/pre>\n\n\n\n<p>Along with skills, Joey\u2019s non-negotiables for staff are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Humility<\/li>\n\n\n\n<li>Integrity<\/li>\n\n\n\n<li>Positive energy<\/li>\n<\/ul>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac Boutique fitness and luxury amenities can\u00a0<a href=\"https:\/\/usekilo.com\/a-simple-trick-for-charging-premium-prices\/\">elevate the gym experience<\/a>, but much of it depends on having quality instructors. Great instructors create memorable experiences, and members often follow them if they move. That\u2019s exactly what happened when Joey opened Ethos, and 275 members from Exemplar followed.<\/pre>\n\n\n\n<p>It\u2019s also worth noting that having a space and <a href=\"https:\/\/usekilo.com\/the-best-instagram-strategy-for-gym-owners\/\">Instagram presence<\/a> like Ethos gives Joey an edge:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High-quality facilities make it easier to attract top talent<\/li>\n\n\n\n<li>Popular instructors are naturally drawn to the best-looking gyms<\/li>\n\n\n\n<li>Sharing photos of the gym on social boosts its visibility<\/li>\n<\/ul>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac On the flip side, Joey admits that with so many classes, finding the best instructors for each one is a constant challenge.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">The people<\/h2>\n\n\n\n<p>Joey doesn\u2019t have an ideal client, but the gym\u2019s socials are filled with young, happy, fit people\u2014so that\u2019s likely who they attract.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"367\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people-1024x367.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos gym attracts young happy fit people\" class=\"wp-image-30377\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people-1024x367.jpg?strip=all&lossy=1&ssl=1 1024w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people-300x107.jpg?strip=all&lossy=1&ssl=1 300w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people-1536x550.jpg?strip=all&lossy=1&ssl=1 1536w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people.jpg?strip=all&lossy=1&ssl=1 1614w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people.jpg?strip=all&lossy=1&w=160&ssl=1 160w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people.jpg?strip=all&lossy=1&w=480&ssl=1 480w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people.jpg?strip=all&lossy=1&w=640&ssl=1 640w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-attracts-young-happy-fit-people.jpg?strip=all&lossy=1&w=800&ssl=1 800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>It looks like good vibes and good times all around.<\/em><\/figcaption><\/figure>\n\n\n\n<p>Members are constantly tagging and posting about Ethos, too:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"664\" height=\"1024\" src=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page-664x1024.jpg?strip=all&lossy=1&ssl=1\" alt=\"Ethos gym instagram page\" class=\"wp-image-30379\" title=\"\" srcset=\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page-664x1024.jpg?strip=all&lossy=1&ssl=1 664w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page-194x300.jpg?strip=all&lossy=1&ssl=1 194w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page.jpg?strip=all&lossy=1&ssl=1 700w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page.jpg?strip=all&lossy=1&w=320&ssl=1 320w, https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2024\/11\/Ethos-gym-instagram-page.jpg?strip=all&lossy=1&w=480&ssl=1 480w\" sizes=\"(max-width: 664px) 100vw, 664px\" \/><\/figure>\n\n\n\n<p>Like we\u2019ve seen with <a href=\"https:\/\/usekilo.com\/these-gym-owners-built-world-class-communities\/\">other gyms<\/a>, younger crowds crave a \u201cthird place\u201d where they can find both community and connection\u2014and Ethos seems to deliver exactly that.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key highlights \u2728<\/h2>\n\n\n\n<p>Ethos Athletic Club opened in 2021 with 650 members on day one. Since then, Joey has created a standout brand that combines big-box vibes with boutique classes and luxury amenities.<\/p>\n\n\n\n<p>Now, just three years later, it\u2019s grown to a 7-figure business with 1,400 members.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">\ud83d\udcac It\u2019s doing so well that Joey\u2019s planning to expand with a second location. He\u2019s already bought land to build the next Ethos from the ground up using cash flow from his first gym. \ud83e\udd2f<\/pre>\n\n\n\n<p>I think Joey\u2019s model should be on every gym owner\u2019s radar because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It looks cool and appeals to Gen Z<\/li>\n\n\n\n<li>It offers both large and small group training<\/li>\n\n\n\n<li>It\u2019s premium vibe attracts top coaches<\/li>\n\n\n\n<li>Members get top-tier service and amenities<\/li>\n\n\n\n<li>It makes serious money<\/li>\n<\/ul>\n\n\n\n<p>And with few others doing this in suburban markets, there\u2019s less competition, so it\u2019ll be easier to stand out.<\/p>\n\n\n\n<p>For more on Ethos Athletic Club, <a href=\"https:\/\/youtu.be\/Gpzg1yHzQVw\" target=\"_blank\" rel=\"noopener\">watch<\/a> or <a href=\"https:\/\/open.spotify.com\/episode\/1gBfmptZSlIUQUhK5iOUTd?si=p6w_d9LMR2iBJ_c0FPKGrA\" target=\"_blank\" rel=\"noopener\">listen<\/a> to Joey\u2019s full interview on Gym World.<\/p>\n\n\n\n<p>cheers,<\/p>\n\n\n\n<p>j<\/p>\n\n\n\n<p>\ud83d\udce3 P.S. If you liked what you read, then tell another gym owner to <a href=\"https:\/\/usekilo.com\/gym-world\/\">subscribe to the newsletter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>& the business model that should be on your radar\u2026 What\u2019s up Gym World? I always ask our past guests about gym owners doing big things under the radar, and two-time guest\u00a0Dane McCarthy immediately named\u00a0Joey Welling. Joey\u2019s been in the industry for 20 years and opened Ethos Athletic Club in 2021. \ud83d\udcac Joey started by mopping gym […]<\/p>\n","protected":false},"author":8,"featured_media":30388,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_lock_modified_date":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-30373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gym-world"],"acf":[],"_links":{"self":[{"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/posts\/30373","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/comments?post=30373"}],"version-history":[{"count":0,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/posts\/30373\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/media\/30388"}],"wp:attachment":[{"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/media?parent=30373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/categories?post=30373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/usekilo.com\/wp-json\/wp\/v2\/tags?post=30373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}