Welcome to this episode of HALO Talks, where host Pete Moore sits down with Bryce Berry, a New York native whose career led him from Westchester County to the mountains of Salt Lake City, and eventually to building a powerhouse presence in the Gold's Gym franchise network. Bryce shares his entrepreneurial path, starting with the unexpected lessons learned from running Dairy Queen stores, before moving into the health club industry and launching some of the largest and most successful Gold's Gym locations in Colorado, Wyoming, and Washington.

From the intricacies of site selection and gym operations to adapting to changing market dynamics and member expectations, Bryce reveals how he's created "rainmaker" clubs by offering standout amenities like expansive weightlifting and cardio areas, basketball courts, racquetball, pickleball, and innovative tanning and recovery services. He digs into the evolving branding landscape of fitness franchises, the role of pricing strategy, and why the Gold's Gym name still carries significant weight in local communities.

Listen now to hear Bryce's insights on building thriving gyms, the impact of market trends on business decisions, and how his commitment to quality and member experience is shaping the future of fitness for the next generation of club-goers.

Key themes discussed

• Gold's Gym franchise growth and operations.
• Site selection strategies for gym locations.
• Importance of brand recognition in fitness industry.
• Pricing models and market positioning for gyms.
• Community amenities: Basketball, pickleball, saunas, recovery.
• Private equity partnerships and business structure.
• Adapting gym facilities to trends in strength and cardio equipment.

A Few Key Takeaways:

1.Strategic Growth and Site Selection: Bryce talks about his career path from Westchester County to building a network of Gold's Gyms, detailing how he strategically drew a 300-mile radius around his home and used his knowledge from previous business ventures (like a book bindery) to select prime gym locations. His hands-on, boots-on-the-ground approach to site selection set the foundation for successful club launches.

2. Gold's Gym Brand Equity: Bryce highlights the enduring power of the Gold's Gym brand. Despite new competitors and rebranded gyms popping up (such as VASA, EoS, and Fitness Connection), he argues that Gold's still has strong recognition and credibility with consumers. People know Gold's Gym, which translates into excitement, loyalty, and ongoing business success.

3. Mid-Range Pricing Wins: Berry defends the decision to position his clubs in the mid-price range, emphasizing that this "middle" is where the majority of the market is. Instead of chasing ultra-low-cost volume or high-end exclusivity, his strategy is to deliver great value for a reasonable price, which has continually proven successful in the communities he serves.

4. Amenity-Rich, Community-Focused Clubs: The Gold's Gym facilities in Colorado, Wyoming, and Washington are designed as urban or suburban "country clubs" with oversized footprints (some over 50,000 sq ft). Bryce invests heavily in amenities like basketball courts, racquetball, pickleball nights, dry saunas, and top-of-the-line equipment to create a vibrant community feel and cater to a broad clientele.

5. Innovation and Adaptation for Younger Members: Bryce discusses a current trend he's seeing with younger members (especially ages 18–40) favoring strength and cardio equipment, recovery spaces, and high-quality gear such as the Matrix treadmill. He's focused on adapting his clubs to these preferences, particularly with recovery rooms, oversized saunas, and best-in-class equipment—which has helped him attract and retain this growing demographic.

Resources:

• Gold's Gym: https://www.goldsgym.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

Welcome to HALO Talks! In this episode, host Pete Moore sits down with Hewitt Tomlin, the entrepreneur behind Teambuildr—a software platform that's changing the game on how strength coaches and personal trainers deliver programming. Starting with a simple idea in college, Hewitt has built Teambuildr into a leading solution for gyms, coaches, and athletes, empowering thousands with better tools for training and performance.

Together, they dive into the rapidly-evolving landscape of fitness technology, discussing the rise of strength training in gyms, the impact of AI on coaching, and how fitness pros are adapting to new ways of working in a post-pandemic world. From leveraging digital apps for personalized programs to building strong trainer-client relationships, this candid conversation uncovers what it takes to stay innovative in the fast-paced HALO sector.

Tomlin also shares his passion for expanding athletic training into new markets specifically golf—with his involvement in DRVN, a fitness app aimed at merging athleticism with golf performance.

Key themes discussed

• Evolution of Teambuildr and fitness technology.
• Adoption of AI by strength coaches and trainers.
• Changing trends in club equipment, focus on strength.
• Personal trainers utilizing digital tools and apps.
• Balancing innovation vs. refining existing product features.
• Retention vs. impact as a measure of success.
• Entrepreneurial mindset and self-defined business goals.

A Few Key Takeaways:

1.Evolution of Teambuildr and Fitness Tech: Hewitt shared the journey of Teambuildr—from its origins as a simple workout distribution platform for college strength coaches to its role as a robust SaaS solution that now supports thousands, not only in team sports but also across private gyms and brick-and-mortar facilities.

2. AI's Role in Coaching: The conversation highlighted how fitness software is rapidly moving from basic digitization (getting off Excel) to integrating AI. Early adopters among coaches are using AI as a "co-pilot" to enhance programming and audit workouts, freeing up more time to apply their expertise where it matters most.

3. Changing Attitudes Toward Training Technology: Tomlin also talked about the shift in the industry: while trainers were once skeptical about templates and AI-generated programs, there's now a broader acceptance of tech-driven best practices. Still, personalization and expertise remain key, especially for more seasoned coaches.

4. The Personal Trainer's Balancing Act: Independence vs Community: Post-COVID, many trainers tried going independent, but Hewitt noted the challenges of customer acquisition and scaling. Bigger box clubs like Lifetime offer access to a steady stream of potential clients and a sense of community, making them an attractive option for many trainers seeking sustained growth.

5. Founder Perspective: Success Isn't Just About Growth: The episode also touched on how Hewitt's vision as a founder goes beyond revenue metrics and external pressures. He values building loyal, long-term customer relationships, personal impact, and conversations with trainers and mentors over chasing aggressive growth targets influenced by VC funding.

Resources:

• Hewitt Tomlin: https://www.linkedin.com/in/hewitttomlin
• Teambuildr: https://www.teambuildr.com/
• DRVN Golf App: https://www.drvngolf.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

On this episode of HALO Talks, host Pete Moore welcomes industry veteran Steve Roderick, the man behind Bozeman, Montana's Ridge Athletic. Steve began his career in the HALO sector serendipitously—thanks to a chance encounter in a Wyoming bar—Roderick talks about how his love for athletics fueled his vision to elevate community health and wellness.

From building the Ridge from the ground up to navigating the constantly evolving landscape of Bozeman, he reflects on the importance of creating a multi-generational, welcoming environment, his strategies for growth, and the value of relationships—both inside the club and across the industry.

Whether you're an entrepreneur, an operator, or a passionate member of the HALO sector, Steve's story is packed with insights on building culture, driving community impact, and staying ahead through collaboration.

When it comes to the secret of building out a great team Roderick jokes, "If you're gonna run a business, the thing you need to do is hire people smarter than you. And I said, 'Well, that's gonna be easy!'"

Key themes discussed

• Origins and evolution of Ridge Athletic.
• Strategic location and real estate development.
• Building brand equity and community presence.
• Facility design and member demo.
• Growth of Bozeman and regional opportunities.
• Creating strong company culture and staff retention.
• Importance of networking and industry learning.

A Few Key Takeaways:

1.Building from the Ground Up and Taking Risks: Roderick got his (very) unexpected start in the fitness club business when he was literally handed the keys to a 30,000 square foot facility in Wyoming that was going out of business. He didn't know much about running a gym but dove in, learned quickly, and eventually built his own fitness center from scratch in Bozeman.

2. The Importance of Location and Vision: When developing Ridge Athletic, Steve chose a piece of land on the outskirts of Bozeman, trusting that the community would eventually grow around the facility. Over time, his vision proved spot-on, with Bozeman's expansion making The Ridge a hub of activity and fitness in the center of town.

3. Community and Brand Equity: Maintaining both a main facility and a satellite downtown location allowed The Ridge to reach diverse demographics and reinforce its presence. Steve recognized the value of building relationships in the business district while also expanding with a larger, flagship facility.

4. Creating a Welcoming Culture for Staff and Members: A key to The Ridge's success is the positive, team-driven culture Steve built for both employees and members. He focuses on hiring people who are passionate and smarter than himself, fostering an environment where staff feel respected and motivated, which translates to a better experience for members.

5. Catering to All Ages and Building for the Future: The Ridge is intentionally inclusive, offering programs and spaces for everyone—from children to seniors. He emphasizes that creating meaningful programming for kids encourages family memberships and helps foster lifelong fitness habits. He also stresses the need for continued professional growth and industry connection, citing the value of mastermind groups like REX Roundtable.

Resources:

• Steve Roderick: https://www.linkedin.com/in/steve-roderick-735133b3
• Ridge Athletic Club: https://ridgeathletic.com/
• REX Roundtables: https://www.rexroundtables.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

In this episode of HALO Talks, host Pete Moore catches up with good friend and industry veteran Rich Novelli, marking his second appearance on the show. With over 40 years in the HALO space, Rich shares how he's now turning his focus from traditional health clubs to the rapidly-growing world of corporate wellness.

He discusses how his new platform, Alegria Wellness, leverages tech and personalized coaching to drive higher employee participation—especially in small and underserved businesses. Novelli explains why simply offering discounted gym memberships just isn't enough, how accountability and personal connection make all the difference, and what companies can do to create healthier, more engaged teams.

Whether you're a business leader, HALO sector professional, or just passionate about corporate wellness programs, this conversation offers fresh ideas on boosting both individual and organizational performance.

On empowering smaller businesses, Rich states, "I am targeting these smaller scale companies because that's where I feel the underserved market is at this point. It's getting with these small companies and really making a difference in an impact."

Key themes discussed

• Growth of corporate wellness sector and market projections.
• Importance of personalized coaching for employee wellness.
• Challenges with low health club participation rates.
• Leveraging tech and apps for scalable wellness programs.
• Targeting underserved small businesses with wellness solutions.
• Team building and increased employee engagement through challenges.
• Removing barriers: Affordability, participation, and personalization.

A Few Key Takeaways:

1.Corporate Wellness Is No Longer "Nice to Have"—It's Essential: Novelli highlights how the convergence of technology and corporate culture has pushed employee wellness from a "fringe" benefit to a strategic necessity. The sector is rapidly growing, with market projections to hit $25 billion in the next five years.

2. Small Businesses Are an Underserved Market: Most corporate wellness solutions target large organizations, but Rich is focusing on smaller companies (5–300 employees), arguing they need accessible, scalable wellness programs. His app-based platform, Alegria Wellness (powered by Nuvita), is designed specifically for this demographic.

3. Participation Is Key—And Personalized Coaching Drives It: Traditional health club memberships often yield low participation (only ~10%), but Novelli is aiming for 30–40% by leveraging both personalized coaching and tech. The program includes exercise, nutrition, stress management, socialization, and uses a blend of digital tools and personal touch to keep users engaged.

4: Team Building and Engagement Creates ROI: Wellness programs can be gamified for small teams, with six-week challenges that foster team spirit and healthy competition. These short-term commitments help boost engagement and can lead to growing participation rates, delivering meaningful ROI for employers beyond just health metrics.

5. Personalized, Hands-On Approach Removes Barriers: Rich stresses the need for tailored coaching and accountability, adapting to individual needs whether or not employees use a health club. His system also removes the heavy lifting for companies—providing marketing materials, analytics, and all necessary support—making wellness both affordable and easy to implement, especially for businesses without a dedicated HR department.

Resources:

• Rich Novelli: https://www.linkedin.com/in/rich-novelli-4770856
• Rich's First HALO Talks: https://www.halotalks.com/rich-novelli-highpoint-sport-wellness-general-manager/
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com