“Mindset is everything…” is Josh York’s favourite quote. As CEO of one of the world’s fastest growing fitness companies, GYMGUYZ, a best-selling author and founder of the Fuel your Drive podcast, he’s living proof of what a positive mental attitude and hard work can help you accomplish.
This hard-hitting interview is full of inspiration and motivation to build your biceps… and business.
Discipline not motivation
Josh believes that good leaders define themselves by leading by example; but that isn’t easy to do and it takes a lot more than motivation...
“People think they can rely on motivation...but motivation is going to run out. Motivation is not going to last forever. Discipline is how you win. You have to create good routines in your life to win. Everything I do is extremely calculated and I attribute all my success to that discipline.”
But what does that really mean? Josh believes it looks like routine in place; and then a relentless focus on growing yourself.
“You grow by putting yourself in uncomfortable situations. The problem is a lot of people are simply scared to. You can't be scared! You’ve got to just do it, and do the things that other people won’t. That's the only way you're going to grow...”
He adds that while times are tough right now, it’s too easy to blame our circumstances for not getting into gear.
“There is always opportunity, but you have to be prepared to go after it. At the end of the day, your success comes down to you, and that success will always have an impact on your team.”
You’ve got to be obsessed
Everyone at GYMGUYZ is obsessed with providing superior customer experiences. In fact, in the history of the business, they have never dropped below a 90 point NPS…
At GYMGUYZ, frontline feedback is funnelled directly to the company’s operations department - no delays; no red tape. Once that feedback arrives, his operations team springs into action, pouring over the details and looking for anything they can fix or implement immediately.
Josh also believes that showing you care is key. You’re thanking your customers for sharing in your vision and of course their loyalty to your brand. GYMGUYZ live that mission every day by NEVER missing an opportunity to celebrate the wins.
This has included top GYMGUYZ franchisees being awarded a pair of Louboutins (red is the company colour after all!); getting the company’s most loyal customers together for a party to acknowledge their part in the company’s success; and more recently, an unexpected spoil for the company’s oldest customer (99 years old, and very nearly 100!)
“We photoshopped a picture of him driving a GYMGUYZ van onto a birthday cake and we're going to deliver that birthday cake to his house with tons of balloons and wish him a happy birthday from the whole team. We love doing things like that - it's exciting! It’s that unmistakable feeling you get from going above and beyond...it’s called superior customer service.”
Josh has worked hard to create truly open communication at GYMGUYZ.
“If you're in an environment where people are not comfortable sharing how they feel, it's going to hold you back as a company.”
His four most important pillars for creating a strong culture?
- FUN: “You cannot run a business without fun. If you do, everyone's going to be miserable, and no one will want to come to work.”
- UNITY: “You have got to work together as a team. Teamwork makes the dream work. If there's no teamwork, it'll never work.”
- EARNINGS: “Well, if you're not making money, that's not going to work either.”
- LEADERSHIP: “Good leaders will always create other good leaders who lead by example. Remember that the leaders have got to be the strongest; the ones who have a mentally tough mindset to grow others to be even stronger leaders.”
And just because they’re too good not to share, here are a few more of our favourite Josh-isms...
- There’s failing and there’s failure...
“Failing is very good. Failure is you just hung up the towel. You experience failings all the time and that's how you learn. Celebrate your wins...and you gotta celebrate your losses too.”
- You can never outpower a powerful mindset...
“It’s about building consistency; creating good habits.”
- Nothing changes if nothing changes...
“If things aren't going well, start implementing something new. You have got keep evolving. If you don't evolve, you die.”
- I would rather die than quit...
“I believe in myself and I know I'm going to win no matter what. I will never lose. I would rather die than quit. I focus on myself and what's important and you should do the same thing.”