SNEWS Qs: Nicholas Pugh, president and CEO of Fit4Sale.com

Fit4Sale specializes in selling refurbished fitness equipment and consulting for the fitness industry. The subject of this week’s SNEWS Qs is President and CEO Nicholas Pugh.
Author:
Updated:
Original:

Nicholas Pugh

President and CEO

Fit4Sale.com

What are some of your current top sellers and why do you think they’re so popular?

We’re redirecting some of our focus to consulting, and are finding that a lot of people who call us are opening up small facilities – 3,000 to 5,000 square feet. They’re calling us because they’re starting up their own businesses and trying to create their own jobs. That’s one of the most popular things: People calling us to open up a turnkey business. And that’s where we come in and do the consulting on the operating systems. We help them with supplements and nutrition and everything else to help them run a successful business.

From an equipment standpoint, obviously treadmills have always been the No. 1 seller. Treadmills are our biggest requested item. But it seems to me, when we do the analytics of this our searches on our website, the most clicked-on item is the Tread Climber. They’re obsolete items, and we don’t like to sell them because you can’t get parts for them, they’re hard to fix and they weigh 700 pounds. [The same customers might] like the new one Star Trac is revamping.

What kind of consulting do you do and who is your target customer?

We do turnkey consulting. My background is business and I've started many companies from scratch. Business structure and operations is our main focus in any business, but we target the fitness industry and health clubs. Our main target right now would be that 2,500 to 7,500-square-foot facility, studios or corporate — just smaller clubs.

What is your favorite piece of technology coming out and why?

It’s a tough question because it’s still kind of new, but Star Trac has a cool interactive system. The technology has been out for a long time — originally Life Fitness had it — and you can go around anywhere with a chip and plug it into a Star Trac unit to go into their custom programs. I do like that. You can go in and you can have your own training system with your custom program, your music, your favorite TV system and everything. It’s pretty cool.

What's the biggest challenge facing the industry and how can we overcome it?

I would say the corporate facilities are getting too big too fast, and that’s taking away what the fitness industry is all about — which is to get fit, get healthy and have fun. The industry is growing corporately, and it's becoming a big business so everything is about money. Everything is about: Get [the customer] in, get their money, get them out. It’s about sell, sell, sell. The whole fitness industry has lost that personal touch. There’s no nostalgic feeling any more like in the original days when everything was about personality and people actually cared about the customers.

What do you think specialty fitness retailers need to do to remain relevant in the future?

They need to be more versatile. They need to offer more than just one thing.

In my 18 years in this business, I instill in my sales people that it’s not just about selling fitness equipment, it’s about the personal touch, it’s about taking care of the customer, it’s about the trust factor and it is about the price.

It’s no different than the restaurant business. It wasn’t the location and the food that made my experience with a restaurant successful, it was the atmosphere. I want people to be comfortable and be happy and go out and say, "This is a cool place."

First, you have to attract [customers], and then you have to gain their trust. Then everything else is easy. It doesn’t become about just the equipment, it becomes them saying, “I like you, I trust you and I want to do business with you.”

--Ana Trujillo

Related

SNEWSQsLogo2.jpg

SNEWS Qs, Fitness Edition: Chuck Herman, Specialty Fitness Equipment

Chuck Herman Specialty Fitness Equipment What would you say the biggest issue facing the fitness industry is and how can we solve it?You got to remember the fitness industry is dynamic because you have big box – the Sears and sporting goods stores – then you have guys like us who ...read more

SNEWSQsLogo2.jpg

SNEWS Qs, Fitness Edition: Dai Manuel, Fitness Town

Dai Manuel, COO Fitness Town Vancouver, Canada What do you think fitness retailers need to do to remain relevant and profitable in the future? Personally, I believe that retailers in the specialty channel need to be that: specialized. We need to walk the talk when it comes to ...read more

SproingPaulToback.jpg

SNEWS Qs, Paul Toback, CEO Sproing Fitness

The Sproing treadmill sprung onto the fitness scene back in 2011 at IHRSA, and while the concept is still the same (a treadmill that reduces impact on the knees by providing a soft surface to run on), the new models are completely different than the prototype of 2011. SNEWS ...read more

Oiselle

SNEWS Qs: Oiselle CEO discusses why women and women's products rule

New women's-only brands seem to be launching every season. Sally Bergesen, CEO at women’s running apparel brand Oiselle, said women rule — and that’s why so many female-oriented brands have popped up in recent years. Women do indeed control a majority of the global spending ...read more

SNEWSQsLogo2.jpg

SNEWS Qs, Retailer Edition: Cliff Lunsford, president and CEO, Green Life Outfitters

What are some of the most popular items in your store? Tents, sleeping bags, packs, first aid and survival gear. Of all the new technology coming out these days, what is your favorite and why? Being that my focus is on green, eco-friendly products, that is what excites us the ...read more

TD.jpg

SNEWS Qs, Fitness: Woody Fisher, Treadmill Doctor

Woody Fisher Director of national accounts Treadmill Doctor Manufacturers, perhaps you don’t care what Treadmill Doctor thinks about your products. But consumers do, so you should check out what they’re saying, and have been saying since 1998, about your products on the company's ...read more

DavidLyles.jpg

SNEWS Qs, David Lyles, area manager Fitness Unlimited

David Lyles, area manager Fitness Unlimited Spring, Texas What do you think the biggest challenge facing the fitness industry is and how can we overcome it? I’ve been doing this for 14 years and the biggest challenge facing industry is Internet retailers underbidding. They sell ...read more

BaniBandsFounder.jpg

SNEWS Qs, Renee Hanson, Bani Bands Headbands

Renee Hanson, president Bani Bands Headbands Carson City, Nev. If you only had 1 minute with a retail customer, what would you tell them about yourself and your company to explain how and why you started manufacturing your product? I have a large head – especially for a girl! ...read more

BobWhipBHNorthAmericaCEOThumb

SNEWS Qs: New BH CEO talks background, challenges

BH North America recently appointed Bob Whip to CEO after Steve Lindenau was tapped to lead BH Bikes. Whip brings more than 25 years of experience to the post, having served previously as president of Johnson Health Tech Wellness and Leisure, and Horizon Fitness, after ...read more