The Out of Office Show

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 TeamFollow Dan on social - he's a dawg: • https://www.instagram.com/danbova/ • 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/tatumbrandt/See you next Wednesday.

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  Instagram: / tatumbrandt  CHAPTERS:0:00 Intro1:10 Why Premium Branding Is Harder Than Ever2:18 The Yard: Owning a Signature Term5:23 Budget Brands Explain, Premium Brands Withhold8:27 Perks Are Not Positioning10:04 The Collective: Manufacturing Exclusivity13:23 The Premium Funnel That Closed Like Crazy15:00 Zero Paid Ads — The Organic Content Strategy18:30 Preserving Brand Integrity Through Franchising23:30 Consistency Over Novelty25:24 Why Every Touchpoint Matters30:02 What's Next: Going to The Yard