Jeff Case’s progression from a personal trainer to owning Journey Fitness 333, offers a compelling example of resilience and strategic career navigation in the health and fitness industry. There are many critical moments and decisions that shaped Case’s professional journey, including a setback and subsequent opportunity that set him on the path to gym ownership.
Case’s initial encounter with Journey Fitness began with a challenge: after his first interview with founders Travis and Cyndy Barnes, he wasn’t offered the job. However, instead of walking away, Case reached out to thank them for the opportunity and asked for feedback, showcasing his professionalism and eagerness to learn. This move left a positive impression and kept the door open for future possibilities.
The turning point came when Jeff received a surprising call back from Cyndy Barnes. She informed him that the position had reopened, humorously referring to the previous hire as a “knucklehead.” Seizing this second chance with a fresh approach, including a new haircut, Jeff re-entered the interview process. This time, he secured a position, marking a significant step forward in his career.
What are the key factors and mindset that helped Case, CPT, owner/franchisee, Horseheads, NY location, transition from a role as a personal trainer to becoming the owner of a successful gym? Through challenges and opportunities, Case’s story is a testament to the importance of perseverance, adaptability and the right approach to career setbacks and opportunities.
What inspired you to become a coach?
My motivation to become a coach is deeply rooted in my belief that this is my calling, a way to serve others. My upbringing, guided by my parents, instilled in me the values of faith, integrity and a strong work ethic, along with empathy and compassion. These lessons have shaped me into the coach I strive to be—one genuinely invested in the well-being of others.
Seeing loved ones struggle with health issues drove me to want to make a difference. My interest in sports and weightlifting, beyond personal growth, has always been about the community and teamwork they foster. When a career in the NFL didn’t pan out, I shifted gears to personal training, starting with family and friends and eventually leading groups at my church.
A frank conversation with a friend one Christmas was a turning point, prompting me to overhaul my health. That journey led me to lose 100 pounds and fundamentally reinforced my desire to help others achieve their wellness goals.
Why did you choose to become a franchise owner?
Choosing to become a franchise owner felt natural for me. Being part of this environment feels more like fulfilling a purpose than working. My close relationship with Travis and Cyndy, and my involvement in their business and vision, has made this venture deeply personal. Our collective mission, influenced by our faith, feels like it’s leading us to something greater than ourselves.
Learning from mentors like Todd Durkin and being part of his mastermind group has profoundly shaped our approach. This commitment to excellence and personal growth has propelled Journey Fitness 333 from overcoming challenges to becoming a source of hope and inspiration. For me, aligning with this mission has been about more than just business success; it’s been a way to provide for my family and experience a deep sense of fulfillment and gratitude.
What was the turning point or motivation for you to move from being a coach to aspiring to be a gym owner?
The decision to transition from coaching to gym ownership was driven by multiple factors. Primarily, I wanted to make a larger impact and serve more people by creating a space dedicated to health and fitness. Seeing the positive changes fitness brought to my life and others’ motivated me to expand this influence.
My entrepreneurial drive and desire for innovation in creating a unique gym culture also played a significant role. This venture allowed us to blend faith, fitness, nutrition and recovery in innovative ways, aligning with my values and beliefs. The opportunity to lead a lasting legacy, positively affect more lives, and fulfill my entrepreneurial ambitions were key motivators in my shift towards gym ownership.
Transitioning from a coach to a gym owner is a significant leap. What were some of the biggest challenges you faced during this transition?
Moving from coaching to gym ownership brought its share of challenges. My lack of experience in owning a gym was a major initial obstacle. I also had to deal with pushing beyond my own “upper limits,” a challenge highlighted in Gay Hendricks’ book, The Big Leap. The transition meant taking on a wide range of new responsibilities. Financial management became critical, including handling rent, utilities, equipment costs and payroll. The business side required skills in scheduling, managing memberships, and keeping the facility in top shape.
Marketing and community engagement became essential to draw and keep members, while staff management meant ensuring training, scheduling, and a positive work environment. Facing competition required us to differentiate through unique services and exceptional customer service. Additionally, adhering to health, safety, insurance and licensing regulations was crucial. Focusing on customer retention, staying updated with industry trends, and continuously adapting our offerings were key for sustained success. Addressing these challenges head-on and seeking support when necessary were vital steps in transitioning smoothly to gym ownership.
What kind of support and resources did you find most valuable during your journey to becoming a gym owner?
The journey to gym ownership was supported by invaluable resources and people. Foremost, the encouragement from my wife, Biz, and the guidance from the franchise owners, were crucial. Their advice, along with other strategies and systems, provided a solid foundation for our operations. This support network, including software solutions, administrative services and collaboration with others in the fitness industry, was instrumental.
Additionally, the backing from our gym members, financial support from our local bank, and the relationships with neighboring businesses played significant roles. Engaging with experienced professionals, participating in mastermind groups, and connecting with the wider fitness community offered insights and opportunities for growth. Access to industry-specific resources, financial advice tailored to gym ownership, legal compliance assistance, and staying current with trends through various publications and forums were all key components of our success.
Implementing technology solutions like gym management software and participating in educational workshops further enhanced our operations and service delivery. Leveraging these diverse forms of support and resources was essential in navigating the challenges of gym ownership and driving our business forward.
Based on your experiences, what advice would you give to coaches or gym managers considering the path to gym ownership?
Here’s what I’ve learned: Make sure your work is more than a job—it should deeply align with your passions, offering fulfillment and joy. Seek out local business management resources for guidance. Networking with other gym and business owners can provide support and insight, and participating in a Mastermind group can be incredibly beneficial, offering advice and resources from those who’ve been in your shoes.
Cultivate a mindset focused on continuous growth and learning. Enhance your leadership skills by engaging in extensive reading, attending conferences, and getting involved in business networks. Before making the leap, develop a comprehensive business plan that outlines your vision, target market, pricing, financials, and marketing strategy. This plan is crucial for direction and potentially securing financing.
Success in gym ownership involves more than a passion for fitness; it requires skills in business management, marketing, finance and customer service. Conduct detailed market research to understand your audience and identify what your gym can uniquely offer. Prioritize creating an exceptional customer experience to encourage retention and referrals. Building a committed team that shares your vision is critical.
Utilize technology to improve operations and the client experience, ensuring your gym remains competitive. Effective financial management, the ability to adapt to changes in the industry, and a strong commitment to your vision are essential for success.
Now that you are an owner, what aspects of your role bring you the most satisfaction? How do you measure success in your business?
The most fulfilling part of my role is the positive impact on my family and the ability to serve others through fitness and health. Leading a team that shares a commitment to making a significant, positive difference is deeply rewarding. Seeing the transformative effect on people’s lives, their growth and happiness, is how I define success. Beyond financial metrics, the satisfaction of our team and members is crucial. Their happiness is a core aspect of our success, complemented by Key Performance Indicators (KPIs) that help us track and align with our goals.
