#091: Why a $300 Billion Company Just Bought a Fitness Race And What It Means For Your Store

LVMH, the luxury empire behind Louis Vuitton, Dior, and Moët, just moved to buy a stake in HyROX, a fitness race, in a deal that values it at up to a billion dollars. Cathy couldn't stop thinking about it, and not because she cares about fitness races. In this solo episode, Cathy breaks down why one of the biggest luxury companies in the world is pulling back on traditional ads and pouring money into belonging instead. She walks through the three-rung Experience Ladder LVMH has climbed, from borrowing an audience, to building an experience inside their own stores, to owning a piece of the thing itself, and shows exactly what each rung looks like for a store doing this on a fraction of that budget. She also shares her own story of building a customer tradition with four walls and a photographer, long before she had any of this figured out. What You'll Learn in This Episode Why the biggest luxury brand in the world is spending less on ads and more on belonging, and what that means for your marketing budget How to "borrow" an audience your best customer already loves, without building anything from scratch What it looks like to "build" an experience inside your own store that can't be bought online How to "own" an experience so it becomes something your town expects from you every year Why a sale gets someone to buy once, but an experience builds an identity that keeps them coming back Key Takeaways [05:15] Rung One: Borrow the Experience [11:40] Rung Two: Build the Experience [16:30] Rung Three: Own the Experience [21:00] Why This Builds Identity, Not Just Sales Your Millie Moment: This week, just rung one. Nothing more. Identify your single best customer, the one who buys without a sale and tells her friends about you Ask what she's already showing up for, a race, a festival, a studio, a church event Find the smallest way to put your store's name next to it: sponsor a raffle, donate a gift bag, set up a small display Don't build anything and don't host anything. Just show up where she already is. One customer. One thing they already love. One small way to borrow it. Resources & Links Got dead stock taking up space and eating your cash flow? Join the Sale That Works Workshop, where Cathy will walk you through the exact strategy to liquidate unwanted inventory without slashing prices storewide or hurting your margins. Ready to free up cash and finally build wealth from your store? Apply for your free Gameplan Call, where we'll identify your growth opportunities and map out your most profitable next steps. Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact method we use in our Profit Club focusing on your role as CEO, CIO, and CFO to grow a business that's both profitable and sustainable. Follow us on social media for more updates! Facebook / Instagram 💚 Remember: A sale gets someone to buy once. An experience gets them to decide who they are. Every dollar you spend on belonging instead of an ad is a dollar that keeps working long after the sale ends.