HALO Talks: Elevating Wellness
Business
Felipe Azenha is a former Peace Corps volunteer who discovered the benefits of using cinder blocks as fitness equipment during the pandemic lockdown. He and his friend started doing these (very unique!) workouts around their area and, with more people joining, they formed a crew and called their workouts "CinderFit." Word quickly got around and news spread. Today, Felipe continues to lead the CinderFit movement, helping people stay fit using unconventional means.
What initially started as a hobby turned into an early stage business after engaging industrial designers to create a cinderblock design that looks like furniture. "The cinder block will be in every home gym in the United States within the next 10 years and beyond," states Azenha confidently.
He believes the tool can replace dumbbells and kettlebells. They've certainly gained some market validation by solving personal frustrations during the pandemic when fitness equipment was incredibly difficult to come by. They've been successful in driving sales through word-of-mouth and community-building efforts in Miami, where they're based.
Some key moments:
[00:00:57] Positive COVID story on CinderFit business.
[00:04:03] Cinderblocks turned into "furniture" for working out.
[00:07:07] Investing in fitness patents, minimal marketing spend.
[00:13:06] Grassroots campaign focused on South Florida gyms.
[00:15:07] Sent blocks to influencers and saw solid results.
A few key takeaways:
Click here to download transcript.
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John Ford, CEO-North America, eGym
William Maloney, Health and Human Performance Advisor
Rick Richey, Co-Founder, ReCOVER
Coach Dana Cavalea
Patrick Cundiff, Director of Marketing, Loud Rumor
Jared Verteramo & Partha Unnava, Lasso Gear
Isaac Boots, Founder, Torch'd
Omar Simmons, Managing Director at Exaltare Capital Partners
Alex Plonsker, Split Gym
Trillium Rose, Director of Instruction, Woodmont Country Club
Joana Meneses, Founder, BodyRoots
Lee Spieker, Railyard Fitness, Founder
Greco Fitness, Jenna York and Mike Donnelly
Colin McIntosh, Sheets & Giggles, CEO & Founder
Dan Millman, Peaceful Warrior
Matthew Richter, Thiagi Group, President
Chavonne Hodges, Founder, Grillz and Granola
Bill Davis, ABC Financial, CEO
Dr. Paul Juris, Director of Sports Science, Brooklyn Boulders
Ryan Freed, Co-Founder, hOM
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