Episode #601: Growing Club 16 and She’s Fit-Inside British Columbia’s Fitness Boom with Trevor Linden and Carl Ulmer

Welcome to HALO Talks NYC! In this episode, in this episodes, host Pete Moore sits down with Vancouver-based fitness entrepreneurs Trevor Linden and Carl Ulmer to explore the fantastic growth behind Club 16 and She's Fit health clubs in British Columbia. From the early days of innovating women’s-only fitness spaces to strategic brand evolution and ambitious expansion plans, Trevor and Carl share candid insights on adaptation, leadership, and building a values-driven organization. 

They discuss how professional athletics translate to business, the increasing importance of inclusivity and wellness amenities, and what it takes to maintain a winning team culture in a rapidly changing industry. Whether you're a fitness operator, entrepreneur, or just curious how sports savvy shapes business success, this episode offers invaluable lessons and inspiration.

On building fitness communities for all ages, Trevor states, "One of the best things I saw was that we had a group of, I think they're 75 years old, they go for coffee at Tim Hortons and they come in for a workout and it was a, it was exactly what we wanted to see is that is, is bringing fitness to, making it accessible for people."

Key themes discussed

• Evolution of women's-only fitness models
• Brand alignment and personal reputation
• Transition from defense to offense post-COVID
• Facility upgrades and equipment trends
• Diversity’s impact on fitness offerings
• Maintaining independence vs. partnering with private equity
• Staff culture and leadership development

A Few Key Takeaways

1. Legacy of Adaptability and Innovation: Carl explained how his stepdad, Chuck Lawson, shifted from operating Gold's Gyms to pioneering women's-only fitness in British Columbia, launching Just Ladies Fitness, and later transitioning to the value-priced She's Fit brand when he noticed market trends shifting. Chuck exemplified never resting on success and continually adapting the business to meet evolving needs, which became a fundamental company value.

2. Authenticity in Leadership and Brand Alignment: Trevor described his careful assessment before putting his name on Club 16, emphasizing the importance of personal brand integrity and shared values with business partners. He insisted on active partnership rather than just lending his name for royalty, making sure his values and the company’s vision matched.

3. Women’s-Only Fitness is Booming: There is significant evidence of increasing demand and success in women’s-only fitness spaces. Carl cited strong performance and expansion plans for She's Fit, attributing it to demographic diversity and a trend towards women seeking strength training and safer, private workout environments. Their locations are often at or over capacity, and new growth is a “no brainer."

4. Focus on Team and Culture Over Name Recognition: Both Trevor and Carl stressed that a brand name does not make a company successful; rather, it’s the team and culture. They credit their deep bench of long-tenured employees, investing in people, and maintaining company values as key drivers of ongoing success, not just Linden’s celebrity.

5. Growth Ambitions Are Grounded in Operational Discipline: The company has ambitious plans: aiming for 3 new She's Fit and 2 Club 16 locations annually starting in 2027, reaching about 41 locations by 2030. Despite increasing competition—including from private equity—they maintain operational independence, strong financials, and a preference for slow, quality-focused growth over rapid expansion for its own sake.

Resources: 

• Trevor Linden Fitness: https://www.trevorlindenfitness.com 
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com