The question most operators never ask until they have already built the wrong thing is this: what are members actually paying for? Not what they say they want when they sign up. What they stay for, refer from, and talk about five years later.
Todd Durkin asked that question before he built IMPACT-X Performance, and the answer changed the model entirely. IMPACT-X is not a gym that added wellness services. It is a longevity clinic that also trains people, and the difference between those two framings is the entire business model.
Durkin is a two-time NFLPA Trainer of the Year, a best-selling author, and the founder of Fitness Quest 10 in San Diego, recognized as one of the top training facilities in the country. If you are an operator trying to understand how the longevity market creates a structurally different revenue model, his IMPACT-X franchise is the clearest working example available.
Read more about Todd in my Coach360 article here.
