What happens when a broken ankle turns into a global fitness empire? This week on That Digital Take, Michael Ramsey, co-founder and CEO of STRONG Pilates, shares how a frustrating recovery on the reformer sparked the idea for a workout with more strength and cardio, and how that idea grew from one Australian studio into an international brand with locations across Canada and around the world.

Michael gets honest about what it really takes to stand out in a saturated fitness industry, why the Pilates algorithm is such a volatile space, and what he makes of the viral "Men vs. Pilates" trend. He also shares the one piece of advice every entrepreneur needs before starting a business, how fitness marketing has completely changed since 2019, how to handle social media haters as your brand grows, and the "worst-case scenario" exercise he uses when things get hard. Plus, his biggest Pilates hot take and the wellness brand he can't stop talking about.

Whether you're a Pilates devotee, a founder, or a creator trying to build something that lasts, this conversation is packed with lessons on brand building, business growth, and knowing the difference between a trend and a movement.

Chapters:
11:08 – Plan A, Plan B, and the worst-case scenario mindset
13:22 – Classical Pilates vs. modern Pilates
16:28 – The "Men vs. Pilates" trend
20:39 – The #1 rule before starting a business
27:05 – Dealing with social media haters
28:57 – How fitness marketing has changed
36:09 – Why he loves Eight Sleep
38:33 – Michael's Pilates hot take