Some gyms are places you have to go, but some? People choose to go, and this becomes the entire brand promise.

In this episode, Nikki sits down with Alli Arruda, co-owner of Benchmark Fitness in downtown Burlington, to unpack how she and her husband Matt built one of the most talked-about wellness clubs in the region by obsessing over the details most gym owners never think twice about; the scent in the room, the way the towels are folded, the music that plays overhead, and the culture their team lives out loud every single day.

What you'll hear in this episode

• Why Alli banned spray bottles and dingy cleaning cloths from day one, and what she put in their place
• The Equinox-inspired detail Alli turned into a Benchmark signature (hint: it involves peppermint and a very specific type of towel)
• How Alli handles the awkward moment when a member walks in with wet, dirty shoes or leaves 45-pound plates on the squat rack
• Why Benchmark's attrition looks nothing like the standard gym-industry churn model, and the number that will make most gym owners do a double take
• What "we're a choice gym, not a need-to-have gym" actually means for pricing, positioning, and who they attract

About My Guest

Alli is a passionate entrepreneur, podcast host, fitness advocate and proud co-owner of BENCHMARK FITNESS alongside her husband, Matt. She is also the host of ‘Inspire + Move’ a podcast for anyone looking to grow, connect, be inspired, or celebrate community.

When not working or working out at BENCHMARK, Alli enjoys traveling, personal development, fine wine, coffee and spending time with her husband and three dogs. She believes in fuelling her body with the best energy through movement, nutrition, self-care and a positive mindset, while inspiring others to design a life they love!

https://www.instagram.com/alliarruda/

Alli’s Podcast Inspire and Move : https://inspireandmove.buzzsprout.com/

https://www.benchmarkfitness.ca/

https://www.instagram.com/benchmarkburlington/

Connect with Nikki on Instagram: instagram.com/iamnikkimck

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