Adam Reeder started Paragon in 2017 as a personal training facility. When he started, there were 64 commercial gyms within a 20-mile radius of the projected business location. Beyond the personal training Adam was doing some Corporate Wellness programs as most of the national companies that do that were not located in Cleveland. He also offered Athletic performance training for club groups like swimming teams to improve strength, speed and endurance. Since opening, he has added nutrition, spa and antidote therapies to round out his offerings.
Adam and several of his staff have also gone through specialized training for Functional Movement Systems, Certified Mobility Specialist and Functional Range Conditioning. This allows them to work with clients who are having joint issues, like limited range of motion, with specific training programs to help improve their issues.
Adam called in Score in 2019 to help him identify ways he could differentiate himself from other trainers and grow his business.
"Like many small business owners, when I first opened Paragon, I had a vast amount of experience within my industry, but absolutely zero experience running a business. Early on our business grew solely as a result of the quality of our product. I knew that in order to take the business to the next level, I'd need to seek out individuals who had been down the path of building a business before. The volunteers from SCORE have been incredibly helpful to Paragon. As experts in the marketing arena, they helped us develop a plan for certain aspects of our business that we can apply across our revenue sources now and in the future. This program is invaluable for small businesses who are short on time and resources! We can't thank them enough for donating their time, experience and advice to help our business grow."
Score helped him to review his current offering and identify opportunities to help him grow. What we helped him discover was that his Joint mobility portion of his business was growing (and was very profitable). What we found out was:
- Mobility/joint assessments as compared to general fitness makes up 39% of your business
- Mobility/joint assessments as compared to general fitness makes up 52% of revenue
We helped him define his Unique Selling Proposition (USP)to be that they help people MOVE BETTER, FEEL BETTER AND LOOK BETTER. We helped him refocus all his messaging to reflect his new USP. A new website was created with appropriate SEO to reflect his new positioning, Targeted outreach programs to engage and inform potential referral sources.
Now Adams business priorities are focused on Mobility services, General fitness and Athletic performance training in that order and we’re helping him develop programs to grow each segment.