Meet Joel Tallman, CEO and president of MUV Brands, a multi-concept fitness operator and licensor, who has 41 years of experience in the fitness industry. As the founder of MUV Brands, he drives strategic planning, concept development and key growth initiatives under the flagship MUV Fitness, MUV Tribe, and 212 Med Spa brands.
What was the path that led you into the fitness industry?
I thought it would be a short-term stepping stone. It turned into a career.
What are the most challenging and rewarding parts of being in the fitness industry?
I have always said the best thing about our business are the members and the employees. The worst thing about our business are the members and the employees. Success is based on the quality of your staff. We all have access to the same equipment and programs. The employees are what makes a club great.
What is your proudest accomplishment?
The thing I am proudest of is the many true relationships I have built with some really great people over the years.
What has surprised you most about working in the fitness industry?
I am constantly reminded how we can make a fairly simple business complicated. If you have the following, business can be very successful:
- Clean clubs
- Friendly staff
- Up-to-date, well-functioning equipment
- Access to results-producing instruction
- Seamless billing process
Where do you think the industry is heading?
We are in the middle of adding longevity, anti-aging, optimization, and recovery to resistance training, cardiovascular training, nutrition, and flexibility as a foundational component of a well-rounded program. AI is quickly becoming a part of what we do. We are still trying to understand where it best fits to create efficiency without sacrificing relationships.
What positions have you worked in that you feel have been most influential to your career?
I started putting out lead boxes, cleaning my assigned section of the club I worked in, selling memberships to the lead I generated. This work ethic taught me how to work hard to achieve my goals. This led to running large organizations and growing hundreds of successful people in the industry.
Was there a time you had to make a decision in your career that ended up changing your destiny?
I was running a division of a major brand in the industry. It was brought to my attention that an individual at the top “had a problem with my personal faith beliefs.” I resigned the next day, walking from a good position with good compensation. It forged who I have been no matter the scenario.
If you could work in any other profession in the world, what would you be?
I would be a full-time minister.
How would you sum up your personal philosophy?
In life: Faith, Family, Fitness, Finance
In business: Results=Retention=Relationship=Referrals=Revenue
How do you like to spend your time away from work?
I enjoy being with my family of five children and nine grandchildren.
What are your three greatest priorities in life?
Faith, family, fitness.
What’s the best advice you’ve received?
Apple trees don’t grow oranges. If you say you are something but the fruit you produce is different you are a fraud.
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