Lori Lowell, owner of 10 Gold’s Gym franchises, Aspen, CO
Previous career: Group fitness instructor
1. Rethink stereotypes. "I wanted to soften the image of Gold’s, which tended to have a stigma that you have to be in shape before you join," Lowell says. “Especially as a female in a male-dominant industry, I wanted to make sure everyone felt welcome, women especially.”
2. Dare to be different. For Lowell’s latest location, she’s working on a unique concept that combines fitness and music. The gym will offer exciting, music-based classes like pole, Pound, aerial yoga, and mixed martial arts, and have open-mike nights, DJs, and other artists come and perform.
3. Empower your employees. Lowell created a 45-page “member experience manual” and a training program that her staff must complete before coming on board. “They have to memorize our philosophy, and pass a test before beginning work,” she says. “We want our employees to say, ‘Wow, I love working here.’ Work should be an enjoyable experience. Plus, happy employees make happy members, and happy members don’t leave.”