HALO Talks: Elevating Wellness

Learn from top entrepreneurs and seasoned business owners in the HALO (Health, Active Lifestyle, Outdoor) sector how to optimize your business success. With host Pete Moore, Founder and Managing Partner of Integrity Square.

HALO Academy 2 Minute Financial Drills: Selection Process 06/25/2025

HALO Academy 2 Minute Financial Drills: Selection Process Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES Watch the video here: =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/37149865

Episode #555: Building Community for Endurance Athletes-Marcus Gordon's Vision for Endurance Ohana 06/24/2025

Episode #555: Building Community for Endurance Athletes-Marcus Gordon's Vision for Endurance Ohana In this episode, host Pete Moore reconnects with longtime friend and fellow Emory University alum, Marcus Gordon. They dive into the significant evolution of endurance sports over the years, and the business opportunities surrounding the endurance athlete community. Marcus shares his journey from collegiate athlete and marketing professional to passionate triathlete and entrepreneur—highlighting the explosive growth in triathlons, marathons, and ultra events across the globe. Pete and Marcus chat about the gaps in the market for facilities catering specifically to endurance athletes, the concept behind Marcus’s upcoming venture Endurance Ohana, and how advances in tech are transforming training and competition prep. They also touch on the importance of community, the power of simulation-based training, and what makes a truly next-level fitness experience for serious endurance enthusiasts. Marcus pulls back the curtain on his exciting plans for a destination-style facility focused on not just performance, but recovery, community, and the full spectrum of an athlete’s needs. On 'viral' indoor cycling tech, Gordon mentions, "You'll be able to ride the entire Ironman Hawaii course on your trainer. And except for the wind on your face and the sun glaring down your back, you get every element of that course in terms of being able to see who's in front of you, who's behind you, the elements of going up a hill, coasting down a hill, and so on. We can bring that environment indoors and people love doing that!" Key themes discussed Endurance sports culture and personal journey Growth and popularity of triathlons/ultras Gaps in facilities for endurance athletes Concept and mission Tech integration in training and recovery Community and togetherness as core values Premium experience: Performance, recovery, and social aspects A few key takeaways: 1. A New Kind of Performance Center: Marcus is launching “Endurance Ohana,” a boutique gym and performance center specifically catering to endurance athletes—everyone from 5K runners to Ironman competitors. While traditional gyms have amenities endurance athletes use, none are truly targeted at this community’s unique needs. 2. Community and Experience at the Core: The concept centers on the Hawaiian term “ohana,” meaning family and community, emphasizing a supportive, communal environment. It’s not just about physical training, but also bringing together passionate individuals with similar goals in a space specifically designed for collective motivation and support. 3. High-Tech, Multi-Disciplinary Training: The facility will also feature cutting-edge options for swimming, arena-style cycling (with advanced indoor trainers, including options to bring your own bike), running, strength, mobility, and top-tier recovery options like cold plunges and saunas. There’s a major focus on integrating tech for tracking and simulating real-world race conditions. 4. Training, Recovery & Content Creation: Beyond just equipment, Ohana will offer full support: Nutrition, recovery, strength, mobility, and even social media and content creation resources. The facility looks to be a true “third place” for athletes, complete with recovery lounges and podcast/video studios. 5. A Premium Membership for a Passionate Community: Expect a high-end experience, with membership hovering in the $300+ per month range. This reflects both the deeply invested target audience (endurance athletes already spending heavily on gear and races) and the all-inclusive nature—training, recovery, storage, and community all under one roof. Resources: Marcus Gordon: Endurance Ohana: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/37138815

Episode #554: Entrepreneurial Drive and Innovation-The Story Behind the Stallworthy's Your Reformer 06/17/2025

Episode #554: Entrepreneurial Drive and Innovation-The Story Behind the Stallworthy's Your Reformer On today’s episode, host Pete Moore sits down with Emma and Ben Stallworthy, the husband and wife team behind the Melbourne-based, Your Reformer. With a foundation built on serial entrepreneurship and a huge passion for Pilates, Emma and Ben share their story from reviving a rundown health club to scaling a successful chain of gyms, and ultimately selling their business to a major player. They dive into the challenges of pivoting from brick-and-mortar to launching their own Pilates equipment and digital content venture, all while (trying!) to balance family life, married life, and staying true to their values. Listen now for some candid conversations about risk-taking, jumping on opportunities, and why they believe the future of wellness lies in making Pilates accessible anytime, anywhere, and for anyone. On knowing your bottom line during negotiations, Emma states, "Make sure you're equipped with the right advisors around what is a realistic valuation that you can have some wiggle room in negotiation to move with. You should know, what's my bottom line, what would I walk away from, and what am I comfortable with? This way, you can then go in there and be comfortable with either decision and have no regrets." Key themes discussed Building and scaling health clubs in Australia. Entrepreneurial journey and personal growth. Introducing reformer Pilates into gyms. Navigating acquisitions and business exits. Creating boutique wellness experiences within larger clubs. Transitioning to digital and at-home Pilates solutions. Balancing family life with business partnerships. A few key takeaways: 1. Entrepreneurial Spirit and Diverse Ventures: The couple's journey highlights their strong entrepreneurial drive. From purchasing a rundown club at 22, to experimenting with other unusual businesses, they’ve shown a knack for identifying and chasing new opportunities. Their evolution to focusing on one “core thing” (Pilates, with Your Reformer) demonstrates the power of learning, adaptation, and focus. 2. Building, Growing, and Exiting a Fitness Chain: They took a failing gym, revamped it, and eventually scaled to six clubs (Pinnacle Health Clubs) by innovating early—like introducing 24/7 access before it became common. This alone doubled their membership! Their ability to consistently listen to member needs and adapt offerings was essential for sustained growth, culminating in a successful exit to Viva Leisure. 3. Pilates and Boutique Wellness as a Growth Engine: The pair recognized Pilates—specifically Reformer Pilates—as a critical differentiator and a driver of future growth. By integrating boutique wellness elements into their clubs, they expanded the appeal and unlocked additional revenue, with up to 30% of members opting in for premium wellness options. 4. Navigating the Acquisition Process: Emma and Ben shared valuable advice on selling a business: When a strategic buyer comes with an offer, don’t let personal attachment cloud your judgment! They stressed the importance of getting solid advice, knowing your worth, negotiating from a position of strength, and recognizing that the first offer is often the best. Detaching emotionally and staying commercially minded is crucial. 5. Transitioning to Product and Digital Solutions: After their exit, they transitioned from brick-and-mortar gyms to manufacturing reformer Pilates machines and digital solutions, supplying both commercial facilities and the home market. Your Reformer meets the needs of major gym chains to home users, making Pilates more accessible without breaching any non-compete. They’ve combined design, content, and hardware into user-focused solutions, leveraging insights from hands-on, member-facing experience. Resources: Emma Stallworthy: Ben Stallworthy: Your Reformer: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/37043960

HALO Academy 2 Minute Financial Drill: Letter of Intent ("LOI") 06/17/2025

HALO Academy 2 Minute Financial Drill: Letter of Intent ("LOI") Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES Watch the video here: =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/37048525

HALO Talks Fast Break: History of Private Equity 06/12/2025

HALO Academy 2 Minute Financial Drill: Bid Instruction Letter 06/11/2025

HALO Academy 2 Minute Financial Drill: Bid Instruction Letter Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES Watch the video here: =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36961210

Episode #553: Merging Hospitality and Real Estate: JaJa Jackson’s Blueprint for Flexible Living Success 06/10/2025

Episode #553: Merging Hospitality and Real Estate: JaJa Jackson’s Blueprint for Flexible Living Success On this episode, host Pete Moore reconnects with Jaja Jackson, a longtime friend and fellow Harvard Business School alum, for a deep dive into the intersection of real estate, hospitality, and health. Jaja shares his path from developing homes and communities, to joining Airbnb in its pivotal years, where he helped bridge the gap between multifamily housing and the (then) cutting-edge world of home sharing. Now a leader at ICONIQ Capital, Jackson discusses how his team has reimagined multifamily properties to boost net operating income and create vibrant, HALO-focused communities. (Health, Active Lifestyle, Outdoors.) Pete and Jaja explore how many lessons from hospitality and flexible living can--and probably should--carry over into the health club industry—emphasizing the importance of relationship-building, curated experiences, and bringing on top-tier talent. They discuss the role of loneliness in today’s health crisis and offer actionable ideas for club operators, from employing inspiring staff to forming innovative partnerships with residential buildings. Jackson provides solid suggestions and practical takeaways from outside the industry that any club operator would do well to take seriously. Listen now for this fresh perspective on elevating the HALO sector. On increasing the yield in multifamily without major renovations, Jackson states, "All you're doing is changing the operator and in some cases investing in furnishings to extend the value and the operation of your amenities in common spaces . . . that translates into an unlevered yield increase of between 1 and 5 or 6%. And it's tremendous!" Key themes discussed Evolution of Airbnb and real estate partnerships. Creating flexible living asset classes for higher returns. Overcoming resistance and building trust in hospitality innovation. Strategies to enhance resident and member experiences. Importance of health, wellness, and community in living spaces. Leveraging talent (athletes, trainers) for cultural impact. Addressing loneliness and building genuine connections. A few key takeaways: 1. Transforming Multifamily Real Estate Through Flexible Living: Jaja shared his experience moving from "traditional" real estate development to pioneering “flexible living” while at Airbnb and now at ICONIQ Capital. By blending hospitality concepts with class A multifamily buildings, he helped create new asset value and returns, boosting net operating income by 15–40% without expensive renovations. 2. The Power of Trust and Experience in Merging Hospitality & Real Estate: Initially, the biggest hurdles were skepticism and trust issues from large apartment owners about the idea of short-term rentals. Jaja and his team addressed this by building software and policies ensuring resident safety and a trusted experience, paving the way for programs like Airbnb’s Friendly Buildings. 3. Culture and Personalization Are Game Changers in Health and Fitness: Drawing parallels to the health club space, Jaja highlights that the sector is overdue for a hospitality-like approach—moving beyond transactional relationships to foster real community and deep personalization. He suggests health clubs can learn from hospitality by knowing members’ needs, supporting their goals, and making every interaction memorable. 4. Building Community and Combating Loneliness: Both in multifamily living and health clubs, facilitating real connections is crucial. Jaja’s approach includes encouraging residents to meet each other through fitness amenities and group activities, even integrating professional athletes as resident “ambassadors” to inspire and engage. He strongly believes in addressing not just physical health, but also combating loneliness and building social connections as a core part of wellness. 5. Talent and Ownership Mindset Are Critical: Whether in property management or fitness clubs, success hinges on having the right people—those who think like owners, have charisma, and are invested for the long term. Jaja and Pete both emphasize the importance of intentional hiring (“pay for talent”) and instilling commitment, suggesting businesses treat employee recruitment and culture-building as vital investments, not afterthoughts. The statements by Jaja are not investment advice and do not represent ICONIQ Capital or Airbnb. Resources: Jaja Jackson: Iconiq Capital: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36942490

HALO Talks Fast Break: Add More Classes! 06/05/2025

HALO Talks Fast Break: Add More Classes! 𝗛𝗔𝗟𝗢 𝗧𝗮𝗹𝗸𝘀 𝙁𝘼𝙎𝙏𝘽𝙍𝙀𝘼𝙆-𝗔𝗱𝗱 𝗠𝗼𝗿𝗲 𝗖𝗹𝗮𝘀𝘀𝗲𝘀! 🚨 Calling all boutique fitness studio operators! 🚨 Managing Partner & Founder Pete Moore is back as "Dr. HALO", and this is a must-hear for anyone running a boutique fitness studio. He's not mincing words either: If you’re only running a few classes a day and wondering why you’re struggling, it’s time for you to look in the mirror. A few things: Increase Class Frequency Most boutique fitness studios simply aren’t offering enough classes. If you’re only open for a few hours or offering just 2-3 classes a day, you’re shooting yourself in the foot. More classes equal more revenue opportunities—don’t sell yourself short by playing it safe. Maximize Revenue per Hour, Not Just per Class Look at Southwest! This is also an hourly business. Every hour you don’t run a class is a lost opportunity for revenue. Running a business on “airline logic” means utilizing your space as much as possible throughout the day. Go Beyond Your Core Demographic Stop telling yourself there aren’t enough people in your area who want to work out! From soccer moms to assisted living residents, triathletes to brunch-goers, Get creative and dig into who else could fill seats in those classes at different hours. There are always more opportunities than you think—if you’re willing to do the work. Think Like a Multi-Use ArenaLook at yourself as Madison Square Garden, not just a single-purpose facility. That means filling your space with a variety of offerings—different types of classes, events, even partnerships—to maximize usage, build community, and drive revenue. You're Responsible for Creating Value Tough Love Time: If your studio isn’t open enough, not generating revenue, and feeling like a victim—change it. Create true value by filling time slots, building community, and serving new demographics. Buyers only want valuable, profitable businesses, not ones that are break-even or losing money. Value is built—so get to work! Stop playing small, fill your calendar, and serve your community. Start thinking bigger. Go HALO! Resources: Sponsored by our friends at . Reward Intelligence! /episode/index/show/halotalks/id/36877715

Episode #552: Fletcher Pilates Around the Globe-Kyria Sabin on Education, Expansion, and Community Impact 06/03/2025

Episode #552: Fletcher Pilates Around the Globe-Kyria Sabin on Education, Expansion, and Community Impact Kyria Sabin began her journey with Pilates in 1991 while living in Los Angeles and working as an art gallery director. Teaching Pilates was never part of her original path. However, her lifelong interest in fitness led her to eventually catch the bug for Pilates. After attending a workshop with renowned Pilates "Elder" Ron Fletcher, he encouraged her to teach the method, though she initially resisted. Despite her intentions to head to law school, Kyria’s passion for Pilates ultimately changed her trajectory, shaping her future as a leading educator in the field. Pete and Kyria continue on to discuss the origins of Fletcher Pilates, the evolution of teacher training, and what sets Pilates apart as a transformative practice with remarkable return on time invested. She opens up about the rigors of Pilates instructor certification, the expansion of Fletcher Pilates’ international licensing program, and how the method’s focus on quality movement has led to life-changing results for clients of all ages. On international expansion Sabin states, "After we developed the program, we had people coming in from Asia, Europe, South America . . . all wanting to study his [Ron's] lineage of the work. We quickly realized is that we could reach many more people if we sent teachers to those countries." Key themes discussed Growth and evolution of Pilates as a fitness modality. History and legacy of Fletcher Pilates. Intensive process of Pilates instructor certification. International expansion through licensing and teacher training. Impact of group classes and mass-market Pilates studios. Value of in-person Pilates versus online instruction. Pilates benefits for diverse age groups and populations. A few key takeaways: 1. Pilates as a Transformational Practice: Sabin’s experience highlights how Pilates isn’t just about exercise—it's about quality movement, efficiency, and transformative change in both mind and body. She shares her experiences being a client to realizing the profound physical benefits, describing it as a return on time investment with fantastic results. 2. Rigorous Teacher Training and Legacy: Unlike quick certifications in other fitness fields, becoming a Fletcher Pilates instructor is a comprehensive process that can take up to two years. Sabin emphasizes that students must first experience the work deeply themselves before teaching, underscoring the importance of depth and mastery in the method. 3. Pilates’ Global Reach: The growth of Fletcher Pilates worldwide happened both organically and intentionally. Demand from students in Asia, Europe, and South America led to a licensing model, making it possible for people to access quality teaching without always having to travel extensively. This preserves the lineage while also expanding its reach. 4. Pilates for All Ages and Backgrounds: Kyria advocates for Pilates as a lifelong practice accessible to everyone from young people to seniors. She's seen significant improvements in posture, strength, and balance at all ages, and challenges the notion that older adults are limited to just "maintenance." 5. Personal Touch Still Matters: With the continued emergence of online and at-home Pilates offerings, Kyria remains firm on the value of in-person training, especially at the start of someone’s practice. She believes the energy, supervision, and personal connection play a significant role in a student’s success and safety, calling remote work more supplemental than foundational. Resources: Kyria Sabin: Fletcher Pilates: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36836470

HALO Talks Fast Break-Private Equity Is Coming To Eat Your City 05/31/2025

HALO Talks Fast Break: Fit Athletic Club's Founder & CEO, Scott Lutwak 05/29/2025

HALO Academy 2 Minute Financial Drill: Sell Side Process Continued 05/28/2025

HALO Academy 2 Minute Financial Drill: Sell Side Process Continued Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36758660

Episode #551: Spoonful Founder Bradley Gifford Talks Healthy Food, Community, and Startup Lessons 05/27/2025

Episode #551: Spoonful Founder Bradley Gifford Talks Healthy Food, Community, and Startup Lessons On this episode host Pete Moore sits down with Spoonful founder Bradley Gifford, an entrepreneur whose discusses his fairly non-traditional path from digital marketing to healthy food innovator. He opens up about how a childhood wake-up call around his health spurred a lifelong passion for wellness, ultimately leading him to shed over 70 pounds and dive headfirst into the world of nutritious food. Pete and Brad explore the realities of launching a consumer brand, the structural challenges of modern food marketing, and the importance of genuine relationships—both with retail partners and the local community. He opens up about the discipline required to bootstrap a product-based business, the surprising gaps in the industry, and a recent investment from Pharrell Williams and the Brooklyn Nets ownership group. When it comes to marketing, Gifford mentions, "The trick is to tow the line from a positioning and a branding sense . . . where you're able to appeal to a wide variety of consumers, without compromising on any of the things that matter as a company. And that's really where your kind of magic can be found, and that's where Spoonful was born." Key themes discussed Challenges of healthy food accessibility and education. Brand differentiation in the competitive food market. Importance of community and local partnerships. Navigating premium pricing and brand positioning. Building relationships with retailers and customers. Funding, bootstrapping, and scaling a food startup. A few key takeaways: 1. Personal Health Journey Sparked the Business: Gifford’s entry into the healthy food industry was deeply personal. After a childhood spent eating sugary cereals and developing high blood pressure at 12, he overhauled his lifestyle, losing 70 pounds. That made him passionate about making healthy food more accessible, enjoyable, and convenient—laying the foundation for Spoonful. 2. Gap in the Market for Healthy, Enjoyable Food: Working at the Dog Pound gym and later Spartan, he observed that even wellness-focused spaces lacked truly healthy, flavorful, and fresh food options. Many brands positioned as healthy didn’t resonate with people who didn’t already identify as “healthy” eaters. 3. Community, Accessibility, and Premium Positioning: Spoonful took a grassroots-first approach, focusing on being present in local cafés and community-centric spots rather than immediately trying to target big grocery chains. This emphasized deep relationships with partners, selecting venues with strong local reputations and limited healthy food choices—which allowed Spoonful to command premium pricing. 4. Building Brand Through Relationships: Bradley stressed the critical importance of face-to-face relationship-building in the early stages of Spoonful. Whether with café owners, staff, or customers, personal connections allowed for valuable feedback, trust, and loyalty. This also made community events and collaborations a key part of their growth. 5. Bootstrapping, Funding, and Thoughtful Growth: Spoonful was bootstrapped from the start, with a disciplined and selective approach to capital raising and expansion. Brad highlighted the challenges of working capital and the need for recurring revenue through B2B partnerships (like supplying offices.) He recently also secured investment from notable backers (Pharrell Williams and Brooklyn Nets owners), but also advocates founders rigorously vet growth opportunities, avoid overextending, and focus on sustainable, margin-positive deals. Resources: Bradley Gifford: Spoonful: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36735940

HALO Academy 2 Minute Financial Drill: Sell Side Process Kickoff 05/26/2025

HALO Academy 2 Minute Financial Drill: Sell Side Process Kickoff Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36717690

HALO Talks Fast Break: EOS Fitness-The Journey to a Billion Dollar Deal and What Made It Possible 05/22/2025

Episode #550: Lessons from AFAA to Telefitness-Michael Pesta on Fitness Industry Innovation 05/20/2025

Episode #550: Lessons from AFAA to Telefitness-Michael Pesta on Fitness Industry Innovation Today, host Pete Moore sits down with Michael Pesta, a veteran in the HALO space whose career has bridged the fitness, entertainment, and tech industries. Michael shares his journey from his beginnings at AFAA—where he played a key role in pioneering fitness education and telemarketing globally—to an unexpected pivot into film and music production. Mike's story started in the mid-1980s, when, as a struggling actor, he agreed to help move boxes at an organization he hadn't heard of—never suspecting it would literally change his life. Michael quickly found himself drawn into the organization’s mission and over time, rose from a casual volunteer to become the director of membership. Michael is now back in the HALO sector with an innovative focus on telefitness, aiming to bridge the longstanding gap between the fitness and healthcare industries. Pete and Michael discuss the evolution of fitness education, the changing landscape of personal training, the integration of technology, and Pesta's vision for a new era where trainers, healthcare professionals, and clients all connect seamlessly. Key themes discussed Evolution of fitness industry education and certification. Partnerships between fitness brands and major companies (e.x., Reebok.) Transition from fitness to entertainment and back. The rise of telefitness and telehealth platforms. The challenges and benefits of online personal training. The importance of connecting fitness with healthcare services. A few key takeaways: 1. AFAA’s Early Days and Industry Impact: Pesta entered the fitness space by chance with AFAA (Aerobics and Fitness Association of America), which at the time was a key player in fitness education and certifications. He helped develop their telemarketing division and played a major role in expanding programs globally, including strategic partnerships like outfitting instructors worldwide with Reebok shoes. 2. Adaptation and Collaboration Are Key in Fitness Partnerships: Michael highlighted the importance of partnerships between leading fitness brands and educators. Collaborations with companies like Reebok brought vast exposure and validation to AFAA’s education programs. However, he also notes that how big brands like Nike and Reebok interact with the sector continues to evolve, and education may not always be their current focus, despite massive historical investments. 3. Career Shifts Bring Transferable Skills: After a successful run in fitness, Pesta took a leap into the entertainment industry, producing films and learning every facet of the production business. This gave him valuable skills in production, marketing, and distribution—skills he would later apply upon returning to the fitness and telehealth sectors. 4. The Next Big Thing-Telefitness as an Extension of Telehealth: Michael’s current focus is to create a trusted, HIPAA-compliant platform that not only vets the best personal trainers but also positions them for direct referrals from healthcare providers. This effort aims to solve the industry’s historical inability to connect personal training with mainstream healthcare. 5. Support and Upskilling for Personal Trainers: Telefitness will provide personal trainers with new opportunities for entrepreneurship, offering lead generation, business-building support (like webinars specifically for virtual training), and potential client referrals sourced from both healthcare and consumer channels. Trainers won’t be charged upfront SaaS fees; instead, the model will center on revenue-sharing. The emphasis is on elevating trainers’ roles, including launching specialties like the “medical personal trainer.” Resources: Michael Pesta: AFAA: Classroom Trainer: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36646915

Episode #549: Growing an Industry Newsletter-Ed Hertzman’s Path from Sourcing to Athletech News 05/13/2025

Episode #549: Growing an Industry Newsletter-Ed Hertzman’s Path from Sourcing to Athletech News For a number of years, Ed Hertzman found knee-deep in the middle of the supply chain/logistics world. At 26, he became frustrated by the confusion and lack of timely industry information available—where even a day’s delay in placing an order could mean higher costs—Ed recognized a gap: There was no "Wall Street Journal" for supply chain professionals! Driven by this, he started the Sourcing Journal to provide real-time news and insights for the supply chain and apparel industries. What started as a solution to his own frustrations quickly transformed into a substantial business, making waves in media and challenging more traditional trade publications. Ed, now founder of Athletech News (ATN) realized the same need in the HALO space (Health, Active Lifestyle, Outdoors.) Host Pete Moore and Hertzman sat down and explored the dynamic intersection of fitness, technology, finance, and wellness. He opens up about the realities of entrepreneurship, the evolution from newsletter to nationwide events, and the importance of building a reputation before going big. You’ll hear Ed’s candid thoughts on expanding the definition of the HALO sector—moving beyond just gyms to a broader world of health, active lifestyles, wellness, and recovery. Pete and Ed also discuss the need for more analytical reporting and data transparency around industry deals, and how their partnership aims to deliver the kind of financial insights and case studies that have long existed in other industries but are still missing in health and fitness. Finally, this episode also offers a peek into ATN’s exciting upcoming event in New York—a high-caliber gathering inspired by the likes of "Davos and CES"—where collaboration, innovation, and strategic networking will take center stage. Whether you’re an operator, investor, vendor, or enthusiast, this episode is packed with insights on where the industry is headed, how to drive meaningful connections, and why now is an exciting time to be a part of the ever-evolving HALO sector. Key themes discussed Transition from supply chain to the HALO media space Building and scaling a B2B media platform The power of niche, industry-focused events Importance of data-driven industry analysis More and more nontraditional players entering the HALO sector Challenges in sector terminology and defining “HALO” Fostering collaboration and innovation through quality events A few key takeaways: 1. Spotting and Building in the White Space: Ed shared how his entrepreneurial journey started by identifying under-served sectors, first in supply chain media with Sourcing Journal and now in the HALO/tech space. His experience underscores the importance of finding those “white spaces” in industries—areas where communities need a voice, connection, and credible business news. 2. Slow, Strategic Growth Over Event Hype: Rather than rushing into high-profile events, Ed took a measured approach. He grew his audience steadily through newsletters before expanding into larger conferences, waiting until he had the connections and content quality to make a true impact. A key takeaway? Avoid the temptation to “call in favors too early,” and don’t over-promise before you can truly deliver. 3. Evolving Content for a Diverse Audience: Athletech News (ATN) started as a broad industry newsletter, but Ed also recognizes the need for more tailored communication—envisioning future newsletters and content streams focused specifically on CEOs, CTOs, franchisors, wellness executives, and more. As the industry’s definition of “wellness” has broadened, ATN is beginning to attract nontraditional players from hospitality, tech, finance, and beyond, reflecting the sector’s rapid evolution. 4. The Need for Data-Driven Analysis and Transparency: Hertzman also highlighted the lack of deep analysis regarding deals and trends in the sector—especially compared to more mature industries. He’s working to change that by forging partnerships with data companies and bringing real financial insight (such as deal structure and industry benchmarking) to subscribers. He and Pete also discussed the value of expert deal breakdowns and empircal, data-driven content as a differentiator for the forthcoming ATN 2025 Innovation Summit in June in NYC. 5. Reimagining Industry Events as Collaborative Think Tanks: Ed’s vision for future ATN events is ambitious: He wants to create a “Davos meets YPO meets Sun Valley” for the industry—a highly curated gathering where top CEOs, operators, founders, and even outside thought leaders come together to share, network, and get access to exclusive research and strategic insights. The focus is on intentional programming for different roles, experiential networking spaces, and using the event as the industry’s annual central hub for partnerships, trends, and discoveries. Resources: Athletech News: ATN 2025 Innovation Summit: Sourcing Journal: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36552195

HALO Talks Fast Break-Julian Barnes HALO Talks Fast Break-Julian Barnes and The BFS Network State of the Industry 2024 Report 05/08/2025

Episode #548: Inside Solo Health Collective-Making Healthcare Accessible for Independent Business Owners 05/06/2025

Episode #548: Inside Solo Health Collective-Making Healthcare Accessible for Independent Business Owners Welcome to HALO Talks! In this episode, host Pete Moore sits down with Tom Morrissey, founder of Solo Health Collective and a seasoned veteran in the health insurance world, to unpack the complex—and often misunderstood—landscape of healthcare for self-employed professionals. With a career spanning decades at Cigna and deep experience serving everyone from major corporations to solo entrepreneurs, Tom shares how he’s dedicated his life to helping small business owners and solopreneurs access quality, affordable health coverage. Despite his success in the large-account space, Tom noticed an unmet need: Small and mid-sized businesses were often overlooked by health insurers and weren’t given access to innovative cost-saving or health improvement solutions that benefited the bigger corporations. If you’re a personal trainer, group ex instructor, wellness coach, massage therapist, or any professional running your own business, this conversation is a game changer. Tom explains the differences between HMO and PPO plans, why traditional ACA ("Affordable Care Act") options can fall short for the self-employed, and how his company’s unique group plan model is designed to deliver robust coverage (including preventive care and nationwide access) with transparent pricing and minimal out-of-pocket surprises. Plus, hear about partnerships with organizations like the Freelancers Union, and learn how innovative features like HSAs can work for you—even covering perks like fitness classes. On the healthcare issues facing entrepreneurs, Morrissey states, "We saw the growth. It depends on who you listen to, but estimates are that there'll be 90M solo business, owners by 2028. I want to say there's about 60M now. The guys and gals that own these businesses . . . I think, especially when they're young and healthy, are the ones that get screwed the most in healthcare. You know? All they really have access to is ACA plans." Key themes discussed Challenges of health insurance for solopreneurs and self-employed. Differences between PPO and HMO health plans. Underwriting and rate-setting for solo business owners. Preventive care coverage and HSA/HSA usage changes. Brand trust versus new insurance providers like Solo Health Collective. Partnerships with organizations such as Freelancers Union. Long-term cost sustainability for healthier insurance collectives. A few key takeaways: 1. Solo Health Plans Are Filling a Major Gap: Morrissey explains how traditional health insurance often overlooks solopreneurs and small business owners, especially in the HALO space. His company, Healthy Business Group via Solo Health Collective, is designed specifically to provide comprehensive PPO health plans to solo business owners—offering an alternative with more flexibility and better coverage than typical limited-network ACA and HMO options. 2. Key Plan Advantages-PPO Access and Maximum Out-of-Pocket Clarity: Unlike many ACA or HMO plans that limit provider networks and access, Solo Health Collective offers nationwide PPO plans, granting members broader access to healthcare providers. They also have a straightforward approach: After the deductible is met, there’s no coinsurance—meaning your deductible is the absolute maximum you’ll pay out-of-pocket for covered expenses (with all preventative care covered in full and not applied to the deductible). 3. Plans Are Designed for Solo Business Owners With Medical Underwriting: To qualify, you must have an EIN (Employer Identification Number) and be a business owner without employees. Members go through a quick, five-question medical underwriting process, which allows the plan to provide tailored age, and location-based rates—often significantly less expensive than standard individual policies, especially for young, healthy professionals. 4. HSAs and Innovative Usage for Wellness Are Embraced: The plan supports health savings accounts (HSAs), and Tom shared how, thanks to evolving IRS guidelines and technology, people can now use HSA funds for things like fitness classes and certain wellness purchases, expanding the value of pre-tax health dollars and encouraging preventive care and healthy lifestyles. 5. Long-Term Value and Stability Solo Health Collective is built on a self-insured, level-funded model supported by robust reinsurance (Odyssey A+ rated.) This allows the collective to stabilize costs and potentially keep renewal increases lower than the industry average—especially as it pools healthier, proactive members like those in the wellness and fitness industries. The long-term goal is to create a sustainable, affordable health insurance solution specifically for entrepreneurs who have historically been underserved. Resources: Thomas Morrissey: Solo Health Collective: How It Works: Freelancers Union: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36456685

HALO Talks Fast Break: A History Lesson On Crunch Fitness 05/01/2025

HALO Academy 2 Minute Financial Drill: Sell Side Process 04/30/2025

HALO Academy 2 Minute Financial Drill: Sell Side Process Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36375490

Episode #547: Perspectives on Longevity-Opportunities, Obstacles, and Gabriel Cian’s Mission 04/29/2025

Episode #547: Perspectives on Longevity-Opportunities, Obstacles, and Gabriel Cian’s Mission On this episode of HALO Talks, host Pete Moore sits down with Gabriel Cian, a serial entrepreneur from France with a passion for longevity and health innovation. Gabriel shares his journey from building and successfully exiting two tech startups to founding the 2060 Foundation, an organization dedicated to advancing longevity through investment and policy change. The conversation dives further into the intricacies of selling a company, the booming field of longevity science, and the crucial roles of healthspan, lifespan, and mental health in extending quality of life. Gabriel and Pete also discuss the challenges and opportunities facing entrepreneurs in this space, the global landscape of longevity policy, and how his foundation is helping drive change through investment and advocacy. Whether you’re a startup founder, investor, or simply curious about the future of human health and well-being, this episode is packed with insights and inspiration from one of the leading voices in the field. When it comes to the aging process, Cian states, "We are trying to slow it down, stop it, or even, let's be crazy, reverse it! And this is more science fiction-like. It's more futuristic, and it's certainly riskier as a business model." Key themes discussed Serial entrepreneurship and successful tech company exits. Structuring and achieving earn-outs during company acquisitions. Transition from tech to longevity and health span focus. The mission and activities of the 2060 Foundation. Importance of mental health and social connections in aging. A few key takeaways: 1. Career Pivot to Longevity: Gabriel built and successfully exited two tech startups (including getemail.io), primarily in AI, big data, and marketing automation. After his last exit in 2021, he shifted his focus entirely to the field of longevity, dedicating the next chapter of his life to helping people live longer, healthier lives. 2. Longevity Ecosystem: Healthspan vs. Lifespan Gabriel outlined two "ecosystems" within longevity: Healthspan: Practical, current interventions like physical activity, nutrition, sleep, stress management, and proven supplements. Lifespan: The science-driven, experimental side aiming to understand and potentially slow or even reverse aging at the biological level—an area that's more risky but with potentially greater breakthroughs. 3. The 2060 Foundation’s Unique Model: His 2060 Foundation is structured to bridge short-term and long-term solutions. In the short-term, they're building startups focused on healthspan (which investors and VCs more easily understand.) The profits and expertise from those support longer-term, riskier projects—like advocating for legal and regulatory changes and funding true lifespan-extending science. 4. Investment Club Approach: A core project of the 2060 Foundation is an investment group made up of entrepreneurs passionate about longevity. Their aim is to funnel more capital and mentor talent into both healthspan startups and true longevity biotech, without seeking profit for the foundation itself. 5. Policy, Prevention, and Advocacy Gabriel emphasized two roadblocks to progress in longevity: Governments’ reluctance to fund true "preventative" healthcare versus reactive "sick care", and the fact that aging isn’t classified as a disease on a global medical level, which limits research funding. Resources: Gabriel Cian: Ikare.ai: 2060 Life Foundation: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36359370

HALO Academy 2 Minute Financial Drill: Mergers & Acquisitions 04/23/2025

HALO Academy 2 Minute Financial Drill: Mergers & Acquisitions Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36283035

Episode #546: From Patents to Practice-Leonhardt's Innovations in Healthspan and Regenerative Wellness 04/22/2025

Episode #546: From Patents to Practice-Leonhardt's Innovations in Healthspan and Regenerative Wellness On this episode, host Pete Moore dives into the cutting-edge world of regenerative medicine and longevity with guests Howard Leonhardt, founder of Leonhardt Ventures and Lionheart Health, and Scott Hoots, an expert in health and wellness franchising. Leonhardt is an innovative medical entrepreneur whose journey started in 1982 with the founding of Leonhardt Ventures, the parent of Lionheart Health and Lionheart Longevity and Wellness. Over the decades, Leonhardt has pioneered groundbreaking medical inventions—most notably in combining stem cells with bioelectronic stimulation to assist in regenerating parts of the heart muscle. Since launching this research in 1988, Leonhardt has raised and invested more than $150 million, driving clinical trials in collaboration with over 50 leading research centers worldwide, including the Mayo Clinic and Cleveland Clinic. To date, over 600,000 patients have been treated using technologies developed by Leonhardt, whose inventions have generated more than $1.7 billion in annual revenues for their acquirers. With regards to turning back the clock on aging, Howard states, "Lionheart Health technologies basically, in short, helps in regenerating your body twenty years, and that includes skin, hair, sexual health, and joint health. That is our goal for our clinics. That is our goal for our products, and we have 500 patent claims protecting that very unique technology." Key themes discussed Longevity and regenerative health technologies to help reverse aging. Lionheart Health’s patented EMS suits and stimulators. Business models: Licensing, franchising, and commercialization strategies. Clinical results and patented protein expression stimulation. Integration opportunities for med spas and fitness operators. Investment options in Lionheart Health and related ventures. Challenges of competing with traditional pharma solutions. A few key takeaways: 1. Lionheart Health's Unique Regenerative Technology: Howard Leonhardt’s team has developed technology that combines stem cells and bioelectric stimulation to aid in regenerate tissue and reverse aging signs. Their EMS suits and stimulators are patented to specifically induce the production of proteins—like klotho and follistatin—that are associated with longevity and age reversal. 2. Clinical Results and Diverse Applications: Lionheart Health’s approaches are already well-tested: Over 600,000 patients have been treated with related technologies, and the team has run FDA trials and partnerships with top institutions (Mayo Clinic, Cleveland Clinic, etc.) Applications extend beyond muscle and joint health to skin, hair, and sexual health—essentially offering full-body rejuvenation. 3. Business Model-Licensing and Franchising: The team is rolling out Lionheart Health through both licensing and franchising. Existing med spas, EMS studios, or wellness clinics can license these suits and stimulators, differentiating their business and adding high-value longevity services. Franchise opportunities will open up more broadly in 2025, with flexible models to suit different markets. 4. Revenue Potential and Clinic Setup: Licensing starts at $40,000 for a dedicated suite, with ongoing royalties. The professional EMS suits for clinics range in cost; most studios operate on a membership basis, with clients attending regular sessions (e.g., twice weekly for 4-12 weeks.) The company has plans for significant expansion, targeting over 100 licensed/franchised locations in the coming years. 5. Vision-Competing with Traditional Solutions: Lionheart is directly challenging “big pharma” and traditional approaches (like pill-based ED solutions), offering regenerative, non-pharmaceutical interventions. They’re participating in major longevity challenges (such as the $101 million XPRIZE for healthspan), aiming to drastically improve muscle, brain, and immune health—potentially reversing aging by 20 years for participants. Resources: Howard Leonhardt: Leonhardt Health: Leonhardt Ventures: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36263095

HALO Talks Fast Break: Justin Rumack of David Energy on "Slamming." 04/17/2025

HALO Talks Fast Break: Justin Rumack of David Energy on "Slamming." 1. Slamming Is a Serious Threat for Facilities Slamming is a deceptive practice where unauthorized third parties trick business staff into signing up for expensive electricity supply contracts, often by posing as utility representatives. This can result in facilities unknowingly paying much higher rates. 2. Financial Impact Can Be Huge Justin shares real-world examples where facilities ended up paying outrageous rates—like 30¢ per kWh (kilowatt hour) instead of the standard 10¢—sometimes adding up to thousands of dollars each month. One client’s bill was reduced from $15,000 to $5,000 per month after the issue was detected and resolved. 3. Most People Don’t Check Utility Bills Thoroughly Business owners and their staff rarely scrutinize line items on utility bills, making it easy for slamming and mistakes like being placed in the wrong “rate class” to go undetected for years. One example saved a company $120,000 in refunds. 4. David Energy Offers Ongoing Bill Monitoring as a Free Value-Add David Energy provides free bill “health checks” and ongoing monitoring to spot slamming and correct rate errors. This service is meant to protect clients from these costly mistakes and ensure they aren’t overpaying, with no obligation to switch providers. 5. Education and Proactive Partnering are Critical Know the difference between utilities, suppliers, and brokers. David Energy acts as a direct supplier—not a broker—and works directly with Con Edison. Partnering with a provider who proactively reviews bills adds substantial value and financial protection for facility owners. If you want to take advantage of their free bill review, reach out to Justin and the David Energy team with your most recent utility bill for a no-strings-attached analysis. RESOURCES: David Energy: Justin Rumack: Contact: James McGinniss HALO Talks Webinar: /episode/index/show/halotalks/id/36210685

HALO Academy 2 Minute Financial Drill: KPI's 04/16/2025

HALO Academy 2 Minute Financial Drill: KPI's Every Wednesday we release our all new “HALO Academy: 2 Minute Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36187380

Episode #545: The Future of Fitness Professionals-Insights from Coach 360's Kathleen Ferguson 04/15/2025

Episode #545: The Future of Fitness Professionals-Insights from Coach 360's Kathleen Ferguson In this episode, we explore the world of health coaching with Kathleen Ferguson, a seasoned HALO industry veteran dedicated to transforming lives through fitness and wellness. Pete and Kathleen chat about her new venture, Coach 360, which aims to revolutionize the career landscape for health and wellness coaches. She shares her career path from trainer to business owner, and how she's addressing the industry's pressing issue of high turnover rates by supporting coaches in building sustainable and impactful careers. Also mentioned is the rise of hybrid fitness professionals, the importance of aligning personal goals with organizational culture, and creating a vibrant ecosystem for coaches to thrive. Whether you're a coach, studio owner, or merely curious about the future of health and wellness, this episode is a must-listen! "A type of 'hybrid' fitness professional is on the rise," Ferguson states. "What I'm seeing more of is the brick and mortar studio locations are actually encouraging this and saying, listen. . . you're a rock star instructor.' I know that if you're doing, for example, macro-counting coach groups with a community of women in the city, that you're going to bring them in to work out here." Key themes discussed Coach Churn: High turnover among fitness coaches affecting industry. Niche Staffing: Demand for specialized platforms in health and wellness. Hybrid Coaches: Balancing independent and club-based work. Business of Coaching: Supporting coaches' careers and development. Holistic Health: Emphasis on a comprehensive approach to coaching. Storytelling: Importance of brands conveying their unique narratives. Community Building: Creating a supportive ecosystem for coaches. A few key takeaways: 1. Focus on Empowering Coaches: Kathleen is passionate about creating a platform that supports health, fitness, and wellness coaches in building sustainable and impactful careers. She emphasizes the need for a career path rather than just a temporary role in the industry. 2. Addressing High Turnover: Pete and Kathleen address the significant issue of high turnover rates in fitness studios and gyms, which is currently around 80%. A big part of Coach 360's mission is to try to decrease this by offering coaches the resources and support they need to find the right roles and grow in their careers. 3. Hybrid Coaching Models: There's a growing trend of "hybrid" health professionals who work both independently and within fitness facilities. Coach 360 aims to support these professionals by connecting them to roles and providing them with business guidance to manage their dual careers effectively. 4. Personalized Staffing Solutions: Kathleen also discusses how niche staffing platforms, like Coach 360, provide more personalized and effective solutions for finding the right talent in the health and wellness industry, as opposed to more generic job platforms. 5. Community and Storytelling: Coach 360 not only focuses on job placement but also on creating a community where coaches and studios can share stories. This helps professionals connect better with potential employers, members, and clients by showcasing who they are beyond just their qualifications. Resources: Kathleen Ferguson: Coach 360: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36159265

HALO Talks Fast Break: Inventory Debt Financing 04/10/2025

HALO Talks Fast Break: Inventory Debt Financing Today's Thursday . . . and that means another HALO Talks-Fast Break! Founder and host Pete Moore, dives into the complexities of inventory debt financing in the e-commerce sector, especially as tariffs continue to shake up the financial landscape. Pete also explores the intricacies of high-interest loans for inventory, as financial institutions begin scrutinizing financial compliance more than ever. Buckle up for potentially challenging months ahead as we navigate this evolving terrain. A few key takeaways: 1. Impact of Tariffs on Inventory: The episode discusses how tariffs are potentially impacting the financing of inventory, especially for companies involved in ecommerce that rely on overseas shipments. The tariffs (and on-again/off-again nature of the current administration) pose risks that need to be managed by both companies and their lenders. 2. Risk Management by Banks: Financial institutions are increasingly cautious, with banks scrutinizing loans more closely. Some are already directly accessing company financials to monitor monthly financial performance, aiming to mitigate risks associated with high-interest loans for inventory management. 3. Stringent Compliance Measures: There's a move towards tightening compliance. Banks are expected to enhance their scrutiny of debt facilities, ensuring that they only lend to companies with a strong ability to repay, given the financial uncertainty heightened by tariffs. 4. Operational Precautions: Companies need to brace themselves for an environment where financial oversight and risk evaluation by lenders become more stringent. This also suggests a need for companies to maintain robust financial health and present transparent records. 5. Market Uncertainty: The overall message is that the coming months might be "challenging", with potential shifts in how debt and financing will be managed. Pete advises companies to prepare accordingly, indicating a period of financial conservatism might be necessary. /episode/index/show/halotalks/id/36085120

HALO Academy 2 Minute Financial Drill: Financial Statements 04/09/2025

HALO Academy 2 Minute Financial Drill: Financial Statements Every Wednesday we release our all new “HALO Academy: 2 Minute Drill" by Integrity Square Founder & HALO Talks host, on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: ====================================================== RESOURCES =================================================== ABOUT YOUR INSTRUCTOR Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series. Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold’s Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.) ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast. /episode/index/show/halotalks/id/36073630

Episode #544: Mark Fisher-From Broadway to Building a Unique & Thriving Fitness Community 04/08/2025

Episode #544: Mark Fisher-From Broadway to Building a Unique & Thriving Fitness Community Mark Fisher's journey began as a self-proclaimed "skinny guy" in high school. Determined to improve his physique, he began working out, a passion that followed him into adulthood. Throughout his twenties, Mark carved out a career as a professional actor in New York City. Although he found moderate success on stage, it was the "fitness bug" that truly captured his heart, leading him to explore opportunities beyond acting and nurturing a deeper passion for the HALO sector. Mark also shares how his eclectic approach and the mantra of "ridiculous human, serious fitness" have not only inspired a diverse clientele, but also sparked an entirely new niche in the space. Whether you're a fitness enthusiast, entrepreneur, or seasoned veteran . . . this episode promises insightful revelations and actionable takeaways. Mark created something absolutely unique in the space that continues to thrive. On building an inclusive community he states, "If you ate lunch alone in a bathroom stall in middle school, you'll likely understand what's going on here." This underscores their commitment to providing a safe and welcoming environment for those who have often felt marginalized or uncomfortable in traditional gym settings, especially catering to queer-identifying individuals and those from the Broadway community. Key themes discussed Mark Fisher's fitness journey. Unique branding of Mark Fisher Fitness. Importance of marketing and niching. Challenges of scaling and exiting a gym business. Consulting and helping other gym owners. Personal reflections on business decisions. Selling and transitioning Mark Fisher Fitness. A few key takeaways: 1. Unique Brand Approach: Mark Fisher Fitness carved out a niche by targeting the Broadway community in New York City. By using a unique (and some might say) 'eccentric' (and super clever!) branding approach, like calling their members "ninjas" and referring to their gym as “the enchanted ninja clubhouse of glory and dreams,” they managed to create an incredibly welcoming atmosphere for those who typically may have felt uncomfortable in more traditional gym settings. 2. Importance of Marketing and Community: The success of MFF was partly due to the extensive network he built in the Broadway community. He emphasized the importance of leveraging personal connections and using creative marketing strategies to expand the brand's reach. 3. Adaptability in Business Models: As a consultant, Mark now helps gym owners tailor their models by starting with proven playbooks and adapting these strategies to fit specific markets and circumstances. This includes a heavy focus on marketing and understanding the target audience. 4. Acquisition Mindset: Mark gave a bit of color around the sale of MFF. He emphasizes the importance of aligning business operations with personal and professional goals, ensuring the business can continue to thrive under new ownership while he focuses on other interests and his consulting business. 5. Industry Insight and Growth: Mark's experience highlights the shift in independent gym ownership, especially concerning scaling operations successfully. He points out that while scaling a complex/unique brand like MFF can be challenging, simpler models may present different opportunities for growth and return on investment. Resources: Mark Fisher: Business for Unicorns: Mark Fisher Fitness: Prospect Wizard: Promotion Vault: HigherDose: /episode/index/show/halotalks/id/36055000

HALO Talks: Elevating Wellness

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