In this episode of HALO Talks, Pete Moore sits down with Tony Saxby, founder of W.O.L.F Fitness ("Workout Live Fierce") to explore his lifelong path in the HALO space. (Health, Active Lifestyle, Outdoors.) From humble beginnings as a teenage personal trainer at a local YMCA, through years of law enforcement, to building and scaling a unique community-centered gym franchise (that has attracted the attention of Dave Bautista), Saxby shares his philosophy for creating spaces that go far beyond four walls and equipment.

Discover how W.O.L.F differentiates itself from big-box competitors like Planet Fitness and Crunch by prioritizing community, elevated amenities, and grassroots engagement, and why Tony believes finding the right franchise partners is the key to sustainable success. Whether you're interested in entrepreneurship, fitness, or learning what it takes to build a genuine community, this episode promises valuable insights from the frontlines of gym innovation.

When Saxby opines on the truth about some franchise ownership situations, he pulls no punches. "One, they're often hyper-unaffordable for the regular person, you need like an investment group. Two, they're not really a gym. Their job is marketing. Their job is reselling you equipment every three to five years at full market while they're getting it for a lot less. That was something that we would never sign, my wife and I."

Key themes discussed

• Building community-centric gyms over traditional gym models
• Challenges and lessons in franchising and selective growth
• Differentiating W.O.L.F gyms from competitors on amenities and size
• Importance of grassroots, local marketing and B2B partnerships
• Flexible pricing structure based on regional real estate
• Franchisee empowerment and fit for the W.O.L.F brand
• Upgrading tech and CRM systems for scaling operations

A Few Key Takeaways

1.Community First, Gym Second: Tony emphasized that the W.O.L.F franchise is focused on building genuine community connections before building gyms. They prioritize engaging in grassroots efforts, fostering relationships with local businesses, and hosting regular open houses to embed themselves in neighborhoods. 14:09

2. Unique Franchise Approach and Accessibility: Unlike many fitness franchises, W.O.L.F aims for affordability and accessibility for regular individuals, not just large investment groups. Saxby's goal is to find "100 cool people" to run gyms defined by core values like honor, integrity, community, and commitment, rather than simply expanding numbers. 04:16

3. Selective Franchise Growth: Tony also talked about the hard lessons learned from early franchise expansion, admitting that saying yes to everyone led to some early failures. The brand has since become highly selective, investing in vetting and strong systems to ensure only the right people join. 05:19

4. Differentiation in the Market: W.O.L.F distinguishes itself from brands like Planet Fitness and Crunch not by undercutting prices, but by capping memberships for a better member experience, offering premium amenities (like red light therapy, cold plunge, and soon hyperbaric chambers), and (wisely!) resisting the race to the bottom on pricing.

5. Adaptability and Member Loyalty: The story came full circle with Saxby sharing examples of strong member loyalty, such as community support during COVID and gratitude over continual gym improvements. These reinforce W.O.L.F's commitment to being more than just a gym. It's very much a valued piece of members' daily lives. 21:54

Resources:

• Tony Saxby: https://www.linkedin.com/in/tony-saxby-b120982a3
• W.O.L.F. Fitness: https://www.wolfgyms.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

In this episode of HALO Talks, host Pete Moore welcomes Matt Fornaro, a seasoned attorney with over 20 years of experience, now dedicated to supporting small businesses, entrepreneurs, and startups. Having left the world of "big law," Matt brings invaluable insights into the legal challenges that new and growing companies face, everything from intellectual property and commercial leases, to the need for proper contracts and the pitfalls of relying solely on digital tools like AI for legal advice.

Listen now as Pete and Matt talk about building a solid legal foundation for your business, why cutting corners on agreements can cost you, and practical tips for working with franchisors, negotiating leases, and planning successful business exits.

If you're an entrepreneur or looking to start a business, this episode is packed with actionable advice to help you avoid common legal mistakes and set your venture up for long-term success.

On why every entrepreneur should prioritize IP, Fernaro states, "If they're developing a brand or a product, they need to protect it as soon as possible because otherwise you put it out there, someone's going to take it and someone's going to appropriate it. So you always have to put into the budgetary process intellectual property protection, whether you're inventing something and you need a patent or you're coming up with an idea, a logo, a name, a website, and you need to trademark it."

Key themes discussed

• Transition from big law to supporting entrepreneurs
• Flat fee vs. equity-based legal compensation
• Local startup ecosystem and incubators in Florida
• Intellectual property importance and protection strategies
• Operating agreements and legal document pitfalls
• AI in legal practice and client document reviews
• Franchise and commercial lease exit strategies

A Few Key Takeaways

1.The Importance of Tailored Legal Support for Entrepreneurs: Matt emphasized that startups and small businesses are often underserved by large law firms, which tend to focus on big corporations. He launched his own firm to specifically address the unique legal needs of entrepreneurs, offering more accessible and personalized support. 00:53.

2. Avoid Cutting Corners on Legal Agreements: Many entrepreneurs rely on generic or templated agreements pulled from the internet, which often fail to address their specific business structure or jurisdiction. Matt warns this is a critical area where cutting corners can result in significant problems down the line and stresses the need for an attorney-drafted document tailored to the business's and location's exact needs. 07:14.

3. Intellectual Property Should Be Prioritized Early: Fornaro consistently advises clients to prioritize protecting their intellectual property—whether that's patents, trademarks, or brand assets—as early as possible. Failure to do so risks others copying or commandeering unprotected ideas, trademarks, or products. 04:03.

4. AI is a Tool. It's Not a Replacement for Legal Experience: While Matt welcomes the use of AI for drafting and research, he emphasizes that ultimate legal judgment should come from a qualified attorney. AI-generated documents can be helpful for organizing ideas but often lack crucial nuance and legal specificity, especially across different jurisdictions. 11:08.

5. Planning for Exists in Franchising & Leasing: Negotiating franchise and commercial lease agreements up front is vital, particularly regarding succession or assignment clauses. Many entrepreneurs overlook assignment and exit provisions, leading to complications when they want to sell or transfer the business, sometimes finding themselves still liable for leases after selling. Proper legal guidance from the beginning can make future exits much smoother. 15:59.

Resources:

• Matthew Fornaro: https://www.linkedin.com/in/matthewfornaro/
• Fornaro Legal: https://fornarolegal.com/
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

Welcome to HALO Talks NYC! In this episode, host Pete Moore sits down with Ashok Gupta, Co-Founder and CEO of TheraNow, and talks about the future of telehealth and its impact on physical therapy. From humble beginnings and unique inspirations to the challenges of building a specialized tech-enabled service, Gupta discusses launching and scaling TheraNow alongside his wife and Co-Founder.

Together, they discuss bridging gaps in healthcare access with the power of virtual care, how technology is transforming patient assessment, and the innovative solutions they've brought to large hospital systems across the country. Whether you're curious about entrepreneurship in health tech, the state of remote physical therapy, or how to foster seamless patient care in a changing landscape, this episode is packed with invaluable insights and inspiration.

On the reality of tech in healthcare Gupta states, "I do not try to disguise ourselves as a tech company, when at the end of the day, what we offer is a service which is our physical therapists, our clinicians, speech therapists, occupational therapists are providing care to the patient. That is what we are actually billing and getting them paid for."

Key themes discussed

• Telehealth physical therapy origins and its necessity
• Access to care and healthcare gaps
• Technology and computer vision in remote PT
• Partnership with hospitals and staffing solutions
• Therapist onboarding, credentialing innovations
• Quality of care and regulatory reimbursement

A Few Key Takeaways

1. Telehealth Physical Therapy Innovation: Ashok shared how TheraNow was founded to address the issue of greater access to physical therapy care, especially for those living far from clinics. By leveraging telehealth and building a proprietary technology platform, TheraNow can extend quality care remotely, removing barriers tied to geography and physical clinic capacity. 00:41

2. Advanced Use of Computer Vision: Rather than relying on hardware sensors, TheraNow uses computer vision and AI via a regular webcam to assess patient movements, allowing therapists to evaluate functional motion and prescribe therapy without requiring specialized equipment. This improves accessibility and simplicity for patients. 09:25

3. Flexible and Scalable Therapist Network: TheraNow has configured its network of 400+ therapists to flexibly meet state-by-state requirements, employing both W2 and 1099 models. The business uses technology not only in care delivery but also to vastly speed up hiring and onboarding: what once took 14 days is now accomplished in 12 hours thanks to an asynchronous software platform. 12:18

4. Consistency and Quality of Care: Patients matched with a TheraNow therapist can expect to continue with the same clinician throughout their episode of care, which addresses a common pitfall in traditional physical therapy settings. The company exclusively employs highly trained therapists (Doctor or Masters of Physical Therapy) to maintain quality, and internal clinical data shows outcomes are as good as, or better than, in-person care. 18:28.

5. Bootstrap Success Story and Hospital Focus: TheraNow was started by Ashok and his wife (also a Doctor of Physical Therapy) and was largely bootstrapped or funded by family and friends. The company grew to profitability and now serves hospitals as its primary customers, filling a crucial gap for large systems with more patients than physical locations or clinicians can handle. 20:36

Resources:

• Ashok Gupta: https://www.linkedin.com/in/dr-ashok-gupta-dpt-2b5a7023
• Theranow: https://theranow.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

On this episode, host Pete Moore sits down with Sam Circh, founder of Watch Me Move NYC, a unique non-profit program dedicated to bringing movement and fitness experiences to thousands of children across Manhattan. Sam shares his path from volunteering at Genesee Valley Rotary Camp in Rochester, New York to pioneering adaptive and early childhood fitness in the city.

Pete and Sam discuss the challenges and successes of creating inclusive programs for kids who don't always fit into traditional sports, building community-based activities, and the importance of fostering confidence and core strength in young people. Whether it's transforming public parks into playful, safe spaces or collaborating with schools and local organizations, Sam's commitment to child development and accessible fitness shines throughout.

When it comes to more unconventional fitness options for kids, Circh states, "Just seeing that most of the fitness outlets for kids are specifically for sports . . . if there's somebody in between, there's not really too many options for a kid to move in a fun and safe environment. So I started Watch Me Move."

Key themes discussed

• Special education and adaptive education experience
• Youth fitness and inclusive movement programs
• Importance of relationships and community building
• Challenges accessing space and facility partnerships
• Need for non-competitive, safe movement options
• Growth of Watch Me Move programs in NYC
• Impact of Genesee Valley Rotary Camp on community

A Few Key Takeaways

1.The Power of Early Volunteer Experience: Sam credits an early experience volunteering at Genesee Valley Rotary Camp for special needs in Rochester as a pivotal moment in shaping his career path toward special education and adaptive fitness, noting, "I kept going back and kept going back and that was 20 years ago. I've only missed one summer in 20 years." 01:10.

2. Creating Inclusive Movement Spaces for Kids: Seeing a lack of fitness options for children outside of traditional sports, especially for those who might not fit into standard teams, Circh founded Watch Me Move, which focuses on creating fun, safe movement environments for all children, including those needing extra support. 03:13.

3. The Need for Community and Flexible Space: Securing space is one of the main growth challenges. Sam emphasizes that having access to reliable facilities . . . either through partnership or permanent arrangements—could help scale the program and serve more families, saying, "If I have the space, the kids will come." 06:36.

4. Focus on Functional Movement and Core Strength: There's a strong focus on helping kids develop core strength and basic movement skills, rather than emphasizing sports performance, noting, "A lot of the kids in New York City, just core strength is missing from a lot of the kids." 09:38.

5. Importance of Community and Positive Experiences: Throughout his work, Sam also stresses the importance of community and making children feel good about themselves, quoting Maya Angelou: "All people remember is how you make them feel," and making that a touchstone of his approach. 20:44.

Resources:

• Sam Circh: https://www.linkedin.com/in/samuel-circh-5253b386
• Watch Me Move: https://www.watchmemove.org
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

On this episode of HALO Talks, host Pete Moore sits down with Jody Merrill, founder of btone fitness, to explore her path from speech therapy to building a thriving Pilates-based studio business in Boston. Merrill shares some candid stories of personal reinvention, the inspiration that led her to launch btone, and the challenges of navigating the fitness industry . . . including how she leverages her unique background to cultivate strong teams and authentic connections.

From opening her first location using funds she inherited and a bathroom read of "Franchising for Dummies," to expanding through a thoughtful franchise model that prioritizes culture and unit economics, Merrill discusses the growing pains and lessons learned on her path to multi-location success. She provides solid, actionable insights on building community, choosing locations, and maintaining integrity while scaling while (clearly!) maintaining a fantastic sense of humor. This conversation is a must-listen for anyone interested in entrepreneurship, fitness, or turning life's curveballs into new opportunities.

On redefining success through just simple human connection, Jody says, "To me, whenever I thought of success, it was just like being happy at what you were doing, and doing it like the best you could do it. I was always this kind of jack of all trades, master of none. I wanted to learn a little bit of everything and just dabble and understand how things worked. But ultimately, I was a communicator and a people person . . . and as long as you can connect with people, that's really what we're in the business of doing."

Key themes discussed

• Founding btone after personal experience with Pilates
• Transition from speech therapy to fitness entrepreneur
• Challenges and opportunities in studio expansion
• Importance of core strength and injury prevention
• Franchising journey and decision-making process
• Building community and team-focused culture
• Unit economics and thoughtful franchise growth

A Few Key Takeaways:

1.Personal Journey Led to Business Creation: Jody transitioned from speech therapy to fitness entrepreneurship after personal experiences with endurance sports injuries and a transformative Pilates class in San Diego. Her path emphasizes how personal challenges and interests can spark business ideas.

2. The Importance of Unit Economics: Unlike some franchise concepts that expand prematurely, Pete notes that Jody's btone had proven unit economics before scaling through franchising, ensuring stability and viability for new locations.

3. Franchise Growth Driven by Community: The majority of btone franchisees are former clients or instructors, which has led to a strong sense of community, loyalty, and brand understanding. This organic growth has minimized the need for aggressive advertising and upfront sales pitches.

4. Strategic Approach to Expansion: Jody stresses the importance of location and patience, preferring to freeze expansion periodically to focus on quality over quantity. She advocates for walking locations and waiting for the right real estate rather than rushing openings.

5. Core Principles: "Don't Be a Dick" and Adaptability: Jody shares two key philosophies: Treat people well ("Don't be a dick!"), and always evaluate what got you to the current point to evolve for the future ("What got us here won't get us there.") She also encourages comfort with feedback and resilience . . . critical attributes for franchisors and trainers.

Resources:

• Jody Merrill: https://www.linkedin.com/in/jody-merrill-66bb11170/
• btone: https://www.btonefitness.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com

On this episode of HALO Talks, host Pete Moore sits down with Chris Mirabile, founder of NOVOS, for an inspiring conversation about the science of longevity, the importance of preventative health, and the journey from personal health crises to building an impactful company in the supplement space. Chris shares his compelling story of surviving a brain tumor at age 16 which launched his lifelong passion for optimizing long-term health, and reveals how that experience shaped his unique view on wellness and aging. The conversation goes into the challenges of building credibility in a noisy market, and the rigorous scientific process (and team) behind NOVOS' approach.

Expect to hear insights on biological aging versus chronological age, the steps NOVOS takes with clinical trials and advisory board selection, strategies for building a mission-driven company, and how to stay authentic amid the wellness industry's hype.

Whether you're an entrepreneur, a health enthusiast, or just curious about the future of aging, this episode offers a blend of personal conviction, actionable business advice, and leading-edge science.

Regarding a recent Mayo Clinic endorsement Chris says, "Some of the practitioners, including the head of longevity medicine at Mayo Clinic Arizona said, 'I want to recommend this to my patients. I want it readily available at the Mayo Clinic store.' So that, that is something that is really symbolic."

Key themes discussed

• Personal journey inspiring longevity focus
• Evolution of health terminology: Wellness, anti-aging, longevity
• Human psychology, short-term vs. long-term health goals
• Building a respected scientific advisory board
• Competition in the longevity and supplement industry
• Scientific validation and clinical trials for NOVOS
• Measuring and reducing biological age with epigenetic tests

A Few Key Takeaways:

1.Personal Health Crisis Sparked a Lifelong Passion: Chris shared how being diagnosed with a brain tumor at age 16 completely reshaped his outlook on health, shifting his priorities from aesthetics and performance to long-term health, disease avoidance, and optimal well-being.

2. The Language of Longevity Matters: Both Pete and Chris discussed the evolution of words used in the industry. Mirabile isn't a fan of "anti-aging," and prefers "longevity," emphasizing a holistic, forward-looking approach to health focusing on long-term outcomes rather than quick fixes.

3. Bridging Science and Supplements with Credibility: Chris described how NOVOS set itself apart by investing years into R&D, building relationships with renowned scientists (like Dr. George Church), and producing clinical trials for their products, standing in contrast to the more hype-driven supplement companies.

4. The Importance of Short-term and Long-term Benefits: A key insight Chris stressed is that compliance is crucial. NOVOS products are formulated to offer both immediate benefits (so users feel a difference) and actual long-term health impacts, supporting both "healthspan" and "lifespan."

5. Biological Age Testing and Results: NOVOS offers an epigenetic biological age test called Novos Age, which Mirabile says is one of the most scientifically grounded tools available. Initial data suggests that consistent use of NOVOS supplements can help users "slow down" or even reduce their biological aging rate.

Resources:

• Chris Mirabile: https://www.linkedin.com/in/chrismirabile
• NOVOS: https://novoslabs.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: https://www.promotionvault.com
• HigherDose: https://www.higherdose.com