Radical Podcast - Ryan sits down with Kory Keefer

 Hey guys, it's Ryan Awkward host of the Radical Company podcast.
 It is podcast Friday here at Radical.
 You don't know what Friday it is though, because you know, depending on when you're listening
 to this, you never know what Friday that might be.
 We'll keep the suspense there, but I'm really excited to be joined today by Corey Kiefer,
 local gem owner here in Greenville.
 Have a couple of gems in their family that they run and Corey's someone I've really
 been watching in the Greenville market doing a lot of things culturally with both music,
 the gem, art, a lot of things, but Corey, man, I'm really excited to have you on the podcast.
 Yeah, awesome to be here.
 I love coming in and let's disrupt some stuff and have some fun here.
 Exactly, yeah.
 So yeah, I'm a member at CORE, it's easily, and I don't mind saying this, even with clients
 and other people listening, the best gem in Greenville, just really fits my vibe personally,
 but killer equipment, killer vibe, killer cultural, it's the first gem I think in Greenville
 that really kind of captured the spirit that I was looking for in a gem.
 So kudos to you, I know you've worked hard on that, but really excited about the gem
 culture there.
 Yeah, and that was like, you know, the biggest thing is when you walk down the stairs,
 we want to punch in the face with that, like different, you just were like, it's something
 different automatically, like where it just looks and feels like you know it's not a standard
 corporate gem, and that was like the biggest thing is like walking down the stairs, you
 just welcome to our world where it's not going to be anything that you're used to.
 And yeah, that's kind of where it started.
 Well, you definitely got that going, but let's start, man, I'd love to, you know, for our
 listeners to kind of give your background, you know, like the history with the gem, like
 what led you, I know you guys started in the Seneca, I think it first gem, but maybe just
 do a little synopsis of kind of your background and what led to today.
 Yeah, yeah.
 So a quick rundown, I went to college at Charleston, which is a fun, too much of a fun school
 sometimes.
 Part of school?
 Excuse me.
 It's a graduate with a major, but I mean, I didn't know what the hell I was doing there.
 I mean, I was just partying and keeping it good enough grade to stay in school, you know,
 and so graduate there and I was like, I don't know what the hell I want to do.
 So I just booked a trip to London and like backpacked Europe for like six months.
 I was like, I just like got to get out of this bubble because it's easy to get stuck in
 that bubble and like the food and bev and just like whatever and kind of was just like
 finding myself slashes like, let me just see what I can do with my myself.
 And I always had that like entrepreneur spirit and then my parents, my dad's a pilot, my
 mom's the entrepreneur behind everything, started the original gem probably like 14 years
 ago, I guess.
 Yeah.
 And my dad just wanted a 24 hour gem because he has weird hours flying.
 So they started a small one and my mom pretty much did the whole thing, ran it, and it
 grew from like just a small thing to like an actual gem like business.
 And then I was for a handful of years like when I was in high school and I messed around
 with it, but it wasn't anything that I was like want to do because you know, I want to
 do my own thing.
 Yeah.
 Anti whatever.
 If my dad says anything, no matter what it is, even if it's right, I'm just like, fuck
 you.
 I want to do my own thing.
 And then I'll come back to it when it's my own thought or you my own thing, they're like,
 okay, yeah.
 So they, they ran it awesome and then they just, they had some management that just kind
 of plateaued for a while and then they were, you know, talking about selling it and
 just like, you know, too much that it's more than what they wanted because my dad's,
 you know, still doing a pilot and I was like, I want to do something else.
 I'm tired of this shit that she's doing all the time because it wasn't really like
 growing at that time.
 Yeah.
 And that was kind of when I was coming back from Europe and I was like, all right, I have
 this, you know, desiring to me to start something, let me figure out if I can just jump
 into it.
 Worst case scenario, I just like fuck it up and like you sell it anyways.
 Yeah.
 I started just like cleaning the gym.
 I was just like, I'm just going to make this gym look fucking immaculate and just like
 clean it and then it was just like, all right, let me see if I can start working with
 like the management and see if I can get people just like excited to come to work.
 So I was just like doing small things and was able to kind of grow the gym the first
 year.
 Like, there's like 25%, then it was like 50 and then 70 is it was just like a startup.
 So we grew within like the first like year, there's almost like 300% and then was able
 to expand that in three locations in the cynic area and then we're in the one that we're
 in now, which is a 14,000 square foot gym.
 We bought the building.
 It's awesome.
 And came to a point where we're like, okay, I don't need to be there every day to like
 run this show.
 So let's like look at an actual city and Greenville, you know, made the most sense from, you
 know, cynica, Clemson area and happening somewhere across this, the building right now,
 which was a shithole.
 And I was like, when we first, when the landlord first showed to me, I was like, there's
 no way I'm ever touching this gym.
 Like, it's horrible.
 And then kind of like, you know, I was like, okay, maybe this is something that, you know,
 if we just strip it down to like the bare minimum walls, yeah, exactly.
 Maybe we can work with this.
 And so that kind of came up and then I had like, I guess some of these ideas that I was
 trying in cynica and cynica is an interesting market.
 I love cynica.
 But you have like an older demographic, you have like high schools and you have Clemson
 college, but it's not necessarily in cynica.
 So I was trying all these like marketing things and someone more working.
 And I was like, I really feel like there's like something that can be bigger.
 So I want to try it in like a city where there is the populations a little more dense.
 And let me figure out something with it.
 And so that's, you know, when Greenville came about and then, uh, yeah, kind of started
 with, uh, with this idea and I guess the brainchild behind it was a sitting around with
 some of my friends, like, look, where do we hang out with people outside of the bars?
 Or where do we meet people outside the bars?
 And no one can come up with an answer.
 It's like, we watch the football games where we go out.
 It's all like, sit around like bars or clubs, like, we're really hang out with like people
 or meet people outside of that.
 And I was like, okay, so if we move to new city, how do you meet someone?
 You know, like, you can do these like lame ass meetup groups and shit like that.
 And maybe go to the bar by yourself, but that's kind of weird.
 So I was like, okay, it's not weird to go to the gym by yourself.
 And if the atmosphere is, I guess, more energetic, it's easy to meet people.
 And if there's a lot of younger people in there or just like cool, entrepreneurial, young
 professionals, they can be a place where you can like meet and interact and have an environment
 that you enjoy going to that you wake up sore instead of waking up with a hangover,
 but it's kind of that same like idea behind going out because you go out to like meet people
 to dance, have a good time and like drinkin's a byproduct of that.
 Well, why can't we just do that in a gym setting where everyone knows that working out
 and eating healthy is good for you, yet so little people do it.
 And everyone knows that like drinking and going out is bad for you, but like, no one misses
 going out like on a big night or a Saturday night with your boys or your girls.
 So it's like instead of preaching to everyone of like, you should work out because it's good
 for you.
 I was like, let me just create an environment that is more enjoyable to come to and then
 you know, it makes working out easier.
 If you just like come to the environment and it's just like more of an atmosphere and
 a vibe, it's easier to work out because you're just like coming to the space in general
 and it's a place to hang out, a place to meet people, but I mean, at the end of the day,
 obviously a place to work out.
 You know, everyone knows that like everyone knows working out.
 She's like, I can ask a home was going on the street and like, yo, if you worked out,
 is that good for you?
 And he like, yeah, you know, I mean, he knows that like is this drinking this beer every day,
 bad for you?
 Yeah, I know.
 But it's like, so everyone knows it.
 It's just like no one wants to do it.
 You know, so instead of I guess take the psychology behind it a little bit and just create
 a space that, you know, I guess, brought that out.
 Yeah.
 I love that.
 You know, go figure.
 It's like, I think of course there's people like, once it becomes a lifestyle, you enjoy
 going to the gym, but there's always somewhat of the chore of doing it.
 Oh, yeah.
 And if you can bring it and make it somewhere that's more in line with the things that people
 are interested in, whether it's the music, whether it's the look, whether it's the vibe,
 the people, the culture, I mean, what a concept.
 I mean, you know, it's in some ways like what I'm sure maybe an, you know, even I lived
 in New York for five years.
 I didn't walk into a gym ever that looked and felt like core.
 Yeah.
 And I mean, it was like, yeah, there were like some, there's some energetic music going
 on here, but it still felt very corporate, you know, it was still like, and I think there's
 something there, but I'd love for you to talk maybe about your cultural inspirations.
 And you know, there's tons of art, you know, your own art that you've done in the gym,
 but maybe talk about the inspirations for the culture vibe that is, it's a core.
 Yeah, yeah.
 So I guess one is, I just kind of grew up, I guess being a rebel, like, you know, just
 always played in the, in the gray area.
 I never was like a hardcore like troublemaker, but always, if there's rules, I'm going to
 try to play around them.
 So like, I'm a rebel at, you're not hard.
 So if you tell me, don't press that button, probably going to, you know, I'm going to
 like, figure out a way around, you know, that somehow.
 So, you know, I was just going, like you said, everything felt so corporate.
 And they're afraid to be edgy and they're afraid to like rebel against that.
 And you know, rebel, I guess, maybe gets a bad word, but like, kind of just rebel to
 be like yourself, like, not afraid to like show your true self.
 And I guess the culture behind it is like, you know, music and the art and, you know,
 tying it into fitness is those things, you don't have to speak the same language as someone
 to be able to connect over a song or music.
 You don't have to speak or even be in the same like culture barrier as like an art piece.
 And you can, you know, it kind of transcends cultural barriers, those things and like fitness
 as well.
 You can see someone that has cool style and you can connect with them.
 And I even know who they are.
 And that I wanted to bring into like the fitness world.
 And I was like, you know, a big thing of, of the music of, of just like, I don't know,
 be an edgy.
 I feel like there was like a burning desire for people to be like, okay, yeah, this music
 is going to cuss.
 We're going to have beer on tap.
 Like if that offends you, then we're not for you.
 And too many gyms or just too many places that we're just trying to appeal to everyone.
 And like, you're just trying to breathe, bring the prom queen or whatever.
 And just be like, everyone's going to like you.
 And that sounds good at first and on paper.
 But then no one really likes you, you know, everyone's just kind of like, well, I don't
 really like him.
 I don't really like hate him.
 But I want to like, okay, it's okay if I piss people off.
 I don't want to have everyone here.
 But I want to have like the select group of people that like truly believe in like our
 style.
 And like, if we have that, then we'll be able to like breed a better culture and like true
 fans, true customers, true like people that are like, are a part of it.
 And like more or less than like just, you know, members, I guess, you know, but yeah,
 the art, I mean, I'm not an artist, but that's kind of something I didn't middle school
 maybe.
 And then like, never did it besides that and then started throwing paint on the walls.
 And my body's like, oh, it's kind of cool and kind of a release of doing business at
 like the four in the morning.
 I can do some like artwork, but I guess it's bringing some like LA vibes, some Miami, New
 York style, kind of all together, some underground, like, music culture and like I grew up just
 listening to hip hop.
 Like that was all my shit was ever just like hip hop stuff.
 My mom used to like find the CDs with the parental advisory and like, dumb way.
 She like, you can't be listening to this trash and still my dad's like Dr. Dre, like
 Owens and stuff like that.
 So, you know, that's part of like the, it's like some hip hop culture into it and just
 like hype stuff and just I guess not necessarily mainstream is what we're at, you know, more
 of that underground vibe.
 Yeah.
 But yeah, just like, I guess not afraid to be authentic and when you walk in there,
 you get a piece of me and I was like, just like, that's it.
 So you're able to like see inside my mind a little bit and like, I guess connect with
 me in a real way that I'm not afraid to show, I guess, you know, I love that transparency
 and I think, you know, I think it's moving towards that gradually where people are getting
 more comfortable kind of being there authentic self, but at the same time, it's still such
 a rarity, I think, with everyone's kind of following the herd and, you know, and especially
 with corporate businesses and things like that, they are, I understand the PC side of things
 and like, you know, having to tow that line, especially if you want to have, you know,
 500 locations and like, you know, have the 99 model, but I think you're really on to
 something with really carving out a look, a feel and a culture that matches the energy
 and the, it almost, it creates community.
 Yeah.
 And I think, if that's the word, I kind of come back to you when I think about what
 course doing versus other gyms and I'm an, I've been a fitness guy in my whole adult
 life, you know, and like, I've been members of probably even living in Greenville and New
 York, whatever, probably 50 gyms, you know, but there's a community with core that I think
 that you really struck a nerve with that's just growing.
 Yeah.
 And so I commend you for that is, you know, you talked about your parents, I think interesting
 but thinking about, you know, please, and your parents, like, how often did they come
 into core and like, do they, what do they think of like where it's landed?
 So my mom, my mom's a saint, by the way, and so she's such a sweetheart.
 So she's always like, this music's too loud.
 She's like, did they just say the F word?
 I'm like, yeah, mom, but like, that's okay.
 She always like, you need turns down.
 I'm like, all right, what do you want to play?
 And she's like, put some like country on or something like that.
 So, you know, they at first, they like were anti everything.
 And they're like, I don't get this.
 This doesn't make sense.
 And then they kind of like started seeing, I guess, the truth, like the path behind it.
 And it was like working.
 And they're like, okay, so they're, you know, gradually coming on board with, I guess,
 the ideas behind it, but, you know, they don't, they don't interject on too many things.
 I mean, they, they, let's say they're two cents and, yeah, you know, it's, it, it, it
 grounds me in some sense of just like seeing that perspective, but, you know, we're not,
 I'm not targeting that age demographic necessarily, you know, like, you know, if, if I was, then
 it would kind of make us, you know, every gym.
 And that's what it goes back to.
 It's like, we have to have a competitive advantage on these corporate gyms.
 I mean, you got these giants out there of golds or these any times, these planet fitnesses.
 And if I'm not going to beat them at being gold, I'm not going to beat planet fitness
 at being planet fitness, you know, so it's like, okay, where do I have a competitive advantage
 at?
 They're like a 747 bow and jet.
 They can't just make it you turn really quick.
 If they want to change their corporate structure, it's going to be a slow process.
 I can move very quickly and I can make something that has edge to it that they can't, they
 can't play music like that.
 Their corporate would, you know, have a heyday HR, we get calls left and right.
 I can do that though.
 So it's like, okay, I can have something that, you know, can appeal to that younger
 demographic or just someone, when I say younger demographic, it's more of a mindset.
 I don't, it's not an age necessarily.
 You know, you have to be 18 and up to get into the gym, but other than that, it's like,
 I don't care how old you are, it's more of the mindset that you, you know, you can
 be, you know, an 80 year old, but if you are cool with that and you just want to have
 that environment, then yeah, that's awesome, you know, our ages are younger or in that,
 you know, 25 to 35 year old demographic, but, you know, it doesn't have to be, you know,
 it's more of just a mindset that we're going after.
 But yeah, I mean, that's like where we can grow more, it's just like creating a niche.
 And it's hard because everyone's, you know, at first you're looking at, you know,
 emails and everything, you're like, okay, if I do classes, if I do this, I can have
 so much broader network of people that we can appeal to.
 And maybe at first you can get them as customers, but then you'll start losing, you know, the
 true people of like, okay, well, the music's too loud, so we'll turn it down.
 And then people like, well, that's what I came here for, then you lose them.
 And then you try to, you know, so you wouldn't have a core group of people.
 And then, and then you try to like brand loyalty off price and that never where you can
 never brand loyalty on price, then you're a gas station, you know, like, no one does that.
 So, you know, trying to have like true customers that, you know, like Apple, Apple could
 come up with an iPhone generation, whatever, that's nothing changes, which they pretty
 much do.
 And a million people are going to buy it, you know, it can be $3,000 in the next one.
 And the camera's going to be one pixel better and everyone's going to buy it because it
 doesn't matter what Apple does, they have branded that.
 And it's okay if you don't like Apple products, they're not for you, you know what I said,
 there's that mindset behind it, like, soul cycle, you don't go to soul cycle for a power
 lifter.
 They don't try to appeal to power lifters, but they appeal, you know, to that certain
 demographic and they exploded and, you know, they did amazing.
 So it's, you know, it's just that, which is almost like reverse engineering of what you
 want to, you know, have from there originally, so I love that.
 And where does your, you know, your younger, I mean, compared to this old man across the
 table, I don't feel, but, you know, you've got a business acumen that I really respect.
 And where does that, you know, you strike me like me, I wasn't a straight A student
 by far.
 I never was.
 I was not in Clemson.
 I wasn't in high school, like, you know, I don't even know what my GPA is, I'm going
 to announce that on the podcast, but, you know, but I always had a business, but what
 I really respect about what you've done and like, listening to you talk more and as we've
 gotten to know each other, there's a business acumen about you and an understanding of
 branding and business and, you know, I hear you talk, where, where does that, is that
 just innate?
 I mean, like, where does that come from?
 Yeah.
 So I didn't really take that many business courses in colleges.
 I was a communication major because they're all the hot chicks were in communication classes.
 That's what I wanted.
 Sorry, mom and dad.
 That's pretty much what it was.
 Just calling it straight up.
 I mean, I took a couple like entrepreneur classes, but I'd like to say my mom's the entrepreneur.
 She's like, Bill, businesses and stuff.
 And I think like that wasn't like subconsciously and still when I was younger.
 And I guess, yeah, it just comes from that and just, I'm good at taking myself out of
 a situation and the emotions out of a situation and being able to look at it from like a customer
 scenario.
 And I think that helps of like, I'm attached, obviously, to the gym, but I can see
 if it's not working properly or if there's something that like, it's just my perspective.
 So I think that helps a lot where I'm like, okay, if I was to walk in here, if I was
 someone off the street or if I was, you know, just a random person, how would I feel?
 How would I look?
 How would I like this?
 And I try to do that more often so that I don't get caught up in just like this narrow
 minded, it's all emotion stuff, you know, where I think my, I guess it's my upbringing
 maybe, you know, I don't honestly don't know and I'm not going to claim that I know shit
 honestly.
 I just kind of shoot from the hip and, you know, at halftime I review the playbook and
 see what's working and what's not and like, okay, well, this really didn't work.
 Let's try this.
 I'm not the most structured person either.
 It's kind of controlled chaos and, you know, and I know that and I probably need to hire
 something that's a little more structured to help me in that aspect.
 So I don't try to, you know, be something I'm not or try to act like I know things that
 I don't.
 I'm always trying to learn too.
 I think a point in college is probably my senior year when I really was like, what the hell
 am I going to do after this?
 Because I just thought like, I'm really good at like meeting people and like, just having
 connections with people.
 But I met, it was Tommy Baker, I believe his name is a big, big name down in Charleston
 and I met with him for brunch, I got a meeting with him.
 And he was like, what, he just like straight up, he's like, what value are you going to add
 to me?
 And this was like a senior year and I was, because I was trying to like work for him and
 at the time, I had nothing to say, I was like, oh, shit, that's a tough one.
 And I literally, that conversation was pretty much ended, like literally, it was like nothing
 and he was like, because I mean, that's pretty, and I was like, oh, shit.
 So like when him and I was like, okay, what value could I, I mean, at that point I had
 nothing.
 I was like, I'm going to learn, like, I mean, but I didn't really have anything.
 So I was like, all right, let me just start reading books or just, I'm a slow reader.
 So I started listening to books more, more less and I could like do other things.
 So I think that kind of just jump started a mindset of like, kind of piss me off for
 greatness or success if you want to, because I was around affluent people, but I was on
 their like, coattails, you know, like, and then I was like, meeting these people and I was
 like, okay, you're not smarter than me necessarily.
 You just were able to do it and you're not like an esoteric figure that, you know, no
 one can touch.
 And I was like, all right, like, I guess it's like some switch.
 I was like, all right, I'm going to figure this out.
 Like, it's just a process, like systems and processes.
 It's just let me just do it.
 I don't want to look back at myself and be like, damn, like, what the fuck was I doing?
 You know, like, or like, go to my kids, like, you know, elementary school thing.
 I was like, oh, my dad's a loser, you know, you don't want to be like the fucking man,
 you know, so I was like, all right.
 So I think that maybe just like helped me like, okay, and not afraid to like, fuck up.
 I think that's a big thing too.
 And that's what my parents, they really, they allow me to try so many things.
 I was a skateboarder, all this stuff, like did DJ stuff in college.
 And I like wasn't afraid to try things and see what I liked and like, fail on some
 things too, you know, because you just got to hit one home run with it, you know, and
 just making that like next thing.
 Okay.
 All right.
 It's a failure, but not necessarily, you know, it could be a money failure, but it was
 expensive.
 You know, expensive lessons.
 You learn from it.
 It's not a failure.
 Exactly.
 You know, so I think I was just like, okay, fuck it.
 Like, if I lose all my money, if I do this or whatever, worst case scenario, like I can
 call my mom and dad and sleep on their couch, like worst case scenario, I mean, I wouldn't
 be, my pride would definitely take, you know, a hit, but whatever, you know, like if that
 happens.
 I was just like, okay, I'm going to figure this out.
 And I think that's just kind of where it like led me to do it and not play him by the
 books, honestly.
 I was like, I didn't read business books because I didn't want to play like how businesses
 are doing.
 And I was like, you know, I want to kind of set my own like, I guess parameters of what
 we're doing.
 Yeah.
 You didn't read them.
 And I haven't read that many, but I've been in it long enough to know though that you've
 got a sense about you that, you know, I think you have kind of adjusted, but I see what
 you're doing with the marketing and like your vision with like some of the content and
 all that, like, and the understanding branding, like even the concept, you know, I talk with
 a lot of people, clients and been at this and marketing a long time.
 Yeah.
 And not everyone, it's not just in a, it's an acquired, either acquired or in an ability
 to kind of understand the power of brand, you know, because a lot of people, you know,
 they want to sell, sell, sell more stuff, but they don't understand what gives something
 it's worth.
 It's value.
 Yeah.
 Yeah, I know this water bottle was worth whatever, but for, you know, it's a Fiji water bottle
 and I pay $3 for it instead of 99 cents for the, you know, like, and that's not just
 a given, you know, so I really respected that from you.
 And that was something that I was like, when I was younger, I always had like, I don't
 know, a sense of a cool or like, I was always trying to be on the trends of stuff.
 And my sister was older, so I was taking styles that her and her friends were doing, you
 know, I was always trying to be on like the, I guess the front end of what was wearing
 that was cool and not afraid to be a little different.
 And you know, I was like, I, I think it was like when the first time I like found out
 what like Louis Vuitton was and I was like, shit, that's like, or it, no, it was, it
 was Louis Vuitton and then air mess.
 I was at like a shop where we're traveling younger and I picked up a shirt and was like $1,400
 and I was like, this shirt looks, I didn't know the brand at the time.
 I mean, I was like, 12.
 I was like, mom, like, why is this like $1,400?
 It looked like a regular shirt to me and she like pointed to the logo and I was like,
 and I was like, what?
 So you just literally, it can be a regular, pretty much the same shirt, same shit, maybe
 I'm, maybe a little better, you know, but you know, put the LV or you put the air
 mess something on it and it's, you know, a thousand percent profit margin on that, you
 know, like that and that goes back to the brand, that brand is like what has made that,
 you know, more something, whereas a feeling and that's what I want, I want people when
 they think about core when they come in there is a feeling, you know, it's not just like
 a logo, it's something that they like, they can relate to and they're like, I want to
 put that on my back, like, I see that and I relate to that, there's a, that's a part
 of me in there too, you know, where, you know, people get hardly Davidson tattoos on them,
 like, it's like corporate logo, you get tattooed on your chest or whatever, but, you know,
 it's like, they have something to that, like I'm a, you know, I'm a rider, die or type
 of deal, you know, so it's like, that's where I want to evoke a feeling when you look
 at our page, I want there to be a feeling behind it, rather than just like, oh, it's a
 gym, you know, the gym thing's almost like secondary to like what I want that community
 and that like culture to be and it just happens to be a dope as gym, you know, I love it.
 So what's the future hold, you know, like what, you know, what's in your crystal ball
 and or plans, you know, for other gyms or for core here, I mean, you know, I imagine
 you've thought about expansion, I think we've even talked about that a little bit after
 you're being careful just to do it the right way, but talk about, you know, where things
 are headed.
 Yeah, so, Atlanta Charlotte's kind of peaking our interest a little bit, I mean, it makes
 sense for semi-local keeping it in the area, you can drive there, it's not that, I have
 a really good feeling about Atlanta, I love the culture there, there's a bunch of sports
 teams, there's a bunch of movies going on, there's a bunch of like hip-hop culture there.
 Just overall, I think that's a great spot to be at, so expansion is obviously like, you
 know, on the forefront, but I don't want to, you know, run before, you know, I'm walking
 right now or whatever.
 So I mean, here's just, you know, I'm trying to incorporate technology a little bit more
 into what we're going to be doing, so I have some, I'm planning on some ideas of what
 we can, I guess, have with technology embedded into the gym, whether, you know, it's automated
 front desk stuff where we have like pre-workout on tap and in different style and just have
 everything a little bit more like tech-friendly and just like, integrating that in somehow.
 So, you know, obviously, I want to innovate with the gym every day, every month, like I want
 you to walk in there and be something a little different or feel different and build
 that brand itself.
 So, I mean, obviously, I need to build the brand more before I really like can take it
 nationwide or anything, but yeah, I want to explain because I, you know, I feel like,
 you know, why not?
 I mean, it's just like, you know, we're doing good here, you know, obviously we can be
 doing better and we are going to keep growing, but like, you know, really just like, I want
 to, you know, hit it when I can because we're seeing these places and cities that people
 are coming to Gremble and they're like, man, I wish there's a gym like this in Houston
 or in, you know, Tampa where I live or in Atlanta and I'm like, is it really not?
 And then I'll like childhoods on these places and I'm not really seeing anything that like
 has exactly what we're, you know, like, you know, doing, they're either like class-based
 boutique gyms or these massive lifetime fitness clubs that are 100,000 square foot and
 people were kind of missing the true gym that's not afraid to be actual gym, you know?
 So, you know, I definitely, you know, if we can get capital right and, you know, the
 funds, then I guess end the people right too. That's a big thing is, you know, having people
 on play set all these gyms so that I'm not having to be there, you know, 18 hours a day sometimes.
 Hiring people's hardest thing you do. Yeah. I mean, I, all the people at all, my gyms,
 that's the only reason why I'm here. I have amazing staff from the Gremble and Seneca. That's
 the only reason that I'm able to, you know, grow. I mean, I give it all to them and, you know,
 just being able to keep those guys and girls in place and just be able to have that where,
 you know, the trust is there and, you know, it's, as you know, that's the biggest question
 mark with businesses is the people behind it because, you know, that technically they're representing
 the business there, you know, if you get an asshole where they look good when you're around,
 but when you're not around, you know, they're dickhead to everyone, they're like, what,
 core sucks or, you know, radical sucks just because of one person that could, you know, ruin it for
 that, you know, group of people or whatever. You'll, I'm sure you're learning this already. I've
 hired and I guess fired. I hate that word, but, you know, had discussions with probably dozens
 of people. Unfortunately, unfortunately in my career, but it's hard to get it right every time.
 I'm a blessed, I have a great team here, radical too, but you just, you are, they represent you
 at all times. And so that's definitely one of the hardest things. As we close out, I'd love,
 you know, for people listening and, you know, we definitely have maybe, whether young or old,
 really, but well, any advice that you've learned, you know, now running your own business or for,
 you know, maybe someone young or like, you know, there's like, I want to be an entrepreneur,
 I want to grow like, I mean, you've, you've accomplished a lot of things and I know you're still
 growing and, you know, you're humble about it. But, you know, any advice that you would throw out
 there for anyone listening that's thinking about it, not just the gym thing, but just business in
 general. Yeah. I just like the advice I try to tell myself and anything general is just action.
 That's what makes the difference between winners and losers and recognize there are losers in
 the world. There's winners in those losers and don't be a fucking loser and the differences
 of people that take action was whether if you're fit or not, you're taking action by going to the
 gym and working out whether you're, you know, showing up to work every day, you're taking, it's literally
 just that that's to me is like the biggest difference maker in the winners and losers and the people
 that are successful and the people that, you know, do well is like action by calling your mom,
 like just like taking those, just, just doing it, you know, and so many people will like
 do things on paper or like research, research, research and then that paper goes in a binder and
 never gets open enough. You know, it's like, okay, well, if you did half less research and then
 more action, it could have, you know, flipped, you know, the other way around. So I guess that's
 the biggest thing. I wish that would have been a vice to myself that, you know, I would have done,
 you know, in college would have been taking more of those action steps to maybe I could have been
 in a better position. I am now or, you know, father ahead, but I think that's just really honestly
 what makes it. I mean, there's no special formula. Obviously, hard work and all that shit, but action,
 that's literally, it's like they've taken that first step just towards it and then everything
 else will, will happen or not. And then, you know, that's, that's on you after that. I love it. Well,
 I'm definitely going to hold you to speaking at one of the Greenville Hustle. Yeah, I know Matt's
 talked to you about that. Yeah, yeah, yeah. And you know, that's, and that's been an interesting
 venture for us, you know, trying to bring those like-minded people together and, you know, there's
 invariably the doers and the non-doers, you know, and so you kind of got to shake through that,
 but I'd love for you to come speak at one of those events and, you know, tell this story, you know.
 And that's one thing that I've slapped on is like my networking. I'm always really good at that,
 but like with open to the gym, I have not been as good as reaching out and like networking or just
 talking to people and stuff. So I definitely love to be involved and speak or whatever I mean. Yeah,
 and I, like I said, I don't act like I know everything is, I definitely don't. I don't know
 shit, but I would speak from my own experience and that's what I can do. Yeah, no, man, you
 had a great story to tell. You should be proud of everything you've done with Core. I'm proud
 to be a member, proud to support you, and I really appreciate you coming on today. I appreciate
 you having me. It was awesome. All right, brother. Thanks so much. All right, take care. Hey guys,
 really enjoy today's podcast with Cory Keifer. If you're in Greenville, you need to get to Core 24,
 best gym in Greenville, bar none. Check out Cory. You can find him on Instagram, all the
 Regido channels, Core 24, GVL. I believe that's it in the Cory and on Instagram and get in there
 and I hope to see you and we'll talk to you next time here on the Radical Podcast.