This past weekend, the Body Boss team and I attended the Glazier Football Clinic in Atlanta. Last year, over 1,800 coaches – primarily high school and from the southeast – congregated to attend some great speakers (including Georgia Tech’s Director of Player Development John Sisk) and check out some of the latest “toys” vis-à-vis vendors like us. Oh, and like all conferences, it’s also a bit of a high school reunion for these coaches to see old friends again on an annual basis. I wrote about the experience in the post “Spreadsheets SUCK! No, really, see what Coaches wrote…
Last year, we attended this clinic and a few others, and we admittedly didn’t have some important features in Body Boss. We heard it over and over again from coaches asking us, “Do you have an app?” (We had a mobile web app.) “Can you still printout group workouts?” (No, just individuals.) “I have younger players so we don’t strength train.” (Well, you can sorta do body weight tracking…)
This year, we were able to answer just about every question. Body Boss had evolved so much since we first launched and the 2013 Glazier Clinic and the subsequent Clinics. We heard from coaches and over and over again about specific features, and we built out those features that the most anti-Body Boss customers wanted/ needed. So imagine now our excitement in being able to sell a product that the coaches actually ASKED FOR!
  • “Do you have an app?” Absolutely. We have native iPhone, iPad, and Android apps (for smartphones and tablets).
  • “Can you still printout group workouts?” Yes, we still give you the ability to print out personalized workout cards for all your players or select groups.
  • “What if I have younger players?” Well, players of most ages should train. Younger ages shouldn’t necessarily strength train with weight, but they can still exercise. With Body Boss, you can create Workout programs that are specific for kids and including video tutorials on how to do them. You can engage the younger players while actually coaching them on how to perform drills, and you can even upload video tutorials so parents know what to do and how to motivate their kids.

Yeah… that’s how that went. But we also had a greater time at this clinic because of the way we engaged coaches and focused in on not necessarily the benefits right off the bat, but instead, we opened around pain points. See, the old-school way of doing things was always to either write down a workout on a whiteboard or use Excel to printout workouts, and then have the time and energy to enter all that data for the team back into a spreadsheet. Clearly, you can see the annoying and time-consuming efforts in that. We challenge the old-school way of doing things by introducing technology into an otherwise low-tech world with Coaches.

We started off the Clinic with a blank whiteboard simply asking coaches to write reasons as to why the old-school way, spreadsheets, SUCKED. Our wording was chosen carefully to illicit an emotion and really capture coaches’ attentions. When you have someone tell you something “SUCKS”, you tend to perk your ears. What we got at the end of the Clinic was a number of fantastic reasons why the old-school way is a real PAIN.

We started with…

And ended with…

Our new marketing strategy hit on a number of cool things, sometimes not intended, including:
  • Pain and annoying things evoke such a great emotion from prospects – it’s easy to understand
  • Having a board where our customers could share a voice created a way to coalesce their emotions in sometimes succinct messages, and thus, rally any passersby and fellow colleagues throughout the Clinic
  • Hand-writing the reasons also showcased the variability of handwriting legibility/ readability which in the old-school way of printout and submit, was an evil coaches had to deal with
  • Made for an easier way to pull in passersby into our booth. Coaches could be pulled in not just by our handsome faces and siren-esque voices, but also by our visuals including a big TV monitor that looped through video tutorials, our app on multiple devices, and of course, our Spreadsheets SUCK whiteboard
  • Can be used to re-engage with the leads generated and be a great talking point with future prospects
  • Showcased the pain points of the old-school “it’s always been that way” methodology
  • Definitely left an impression with coaches with a standout, memorable booth
So in the end, we got 70+ contacts… several which are very warm leads, and several who have already signed up for the free trial. Of course, the hardwork comes really after the Clinic as we engage with the contacts to convert into trials which then we must try to convert into sales. But our initial momentum has yielded 3X the leads and contacts, and we didn’t even have our wonderful fitness models from last year!
And as for the whiteboard, it was a great idea that we used, and one that came out of nowhere. It reminds me of one of the great lessons my Entrepreneurship professor, Charles Goetz, taught me while I was at Emory, and that was the difference between latent vs. active needs. Approaching an industry and individuals where technology hasn’t been a big deal until recently (unless you’re in a research lab or something), a lot of the old-school methods can be dubbed “latent needs” where users don’t know about the pain and don’t need to address till they come to that bridge. What bringing the pain-points of old-school front and center, we might have just recategorized the old-school methods as ACTIVE needs. This, now allows us to address those needs directly with Body Boss.
So what are your thoughts about your experiences at conferences and how your messaging and products get tweaked? How would you shift customers’ latent needs to become active needs?

Okay, so I’m going to be one of the first to admit that I didn’t always believe in tracking workouts.  Thought it was just a pain in the rear, and a waste of time in the gym.  I tracked with a notebook back in the day in undergrad at GT, and found it not-so-useful.  I would also have to translate what I wrote in the notebook into Excel – big pain.  Too much work to track trends. 


After Tech, I was a management consultant specializing in supply chain management. I actually developed reports, dashboards, and metrics for several Fortune 500 companies, and it was then that I learned how successful companies always had their fingers on the pulse of the business.  They knew the state of the business from Execs on down to Analysts through structured, actionable reporting.  The companies that were less-than well-managed had poor reporting capabilities.  It dawned on me that with successful companies WHAT GETS MEASURED, GETS IMPROVED.  Enter a new world for myself and the Body Boss team… porting over intelligence though analytics to strength and conditioning.

In my earlier post about how we started, I mentioned how we built Body Boss with sleek and sexy design on top of statistics and regression modeling.  With the growth of technology especially in the mobile space, we could now remove the painful, time-consuming notebooks from the Stone Ages into the new digital era.  And the results are AMAZING. 

Where many coaches have created their own spreadsheets with percentage calculations, we’ve designed an application that does all the calculations for them. We’ve designed a tool that automatically takes what Coaches currently do, but makes everything that much simpler and that much easier to read while also engaging and MOTIVATING the Players.  Players have to execute afterall, right?

We’re updating our current Player Profiles soon with a new Stats page that is going to change the game – see the design below.  Now, we’re going to be able to provide Coaches and Players a quick and easy-to-read Stats page showing the progress of players.  No more messing around in spreadsheets.  To do this today for most coaches, this would take AT LEAST 2-5 minutes PER player.  To gather all the workout data, keystroke those numbers into Excel, and create charts to track trends?  If you’re a coach with 10, 20, 100 players… that’s a lot of time.  No longer is the game just working out harder, but working out SMARTER. 

We’re still implementing the new Stats page, but I built it roughly in Excel, and the below is what I saw.  So this tells me several things.  1) I’m a beast, and I’m getting stronger. I’m creeping up to 30 years old and still after some injuries, I can achieve greater. 2) Building this in Excel was a PAIN.  I can’t wait when this is automated with Body Boss. 3) As much as I love Excel from consulting days, it’s ugly. 4) Tracking workouts WORKS.  Intelligence is knowing where you are now, and challenging towards a goal.  That’s what Body Boss does.  It challenges you to NEVER settle… to always strive for greatness.

Testing and original layout of the proposed Stats page in Excel — a bit ugly, a whole lot of work

The new design of the Player Profile and new Stats page — much sleeker than Excel and much easier, automated



So for Coaches, Trainers, Players everywhere… we hear you, and we’re here for you.  We’re going to change the Strength and Conditioning game to help you focus on strategy and player development, not spreadsheets and number-crunching.  We’ll do that for you.  Customize your workouts how you want (percentages and all), and we’ll help you with the analytics.

– Daryl “D-Train” Lu

You can email me at daryl@bodybossfitness.com or message me on Twitter @TheDLu

It occurs to me that Body Boss has a great story.  A great story of why we’re here today with Body Boss trying to disrupt the “industry” of Team Strength and Conditioning.  
Darren Pottinger really started us on this path back in 2010/ 2011 of bringing more intelligence to working out – bringing regression and statistical modeling/ forecasting to training with a simple Excel model… yet can be built better and stronger.  Being the zealous and extraordinarily gifted problem-solver and programmer, Don Pottinger joined in on the fun looking to build the spreadsheet into something greater – an app for the masses.  
For several months, the brothers Pottinger iterated, and it was in the fall of 2011 when Andrew Reifman joined the team to bring his black magic of Design Creativity to the fold.  Andrew and Don were long-lost friends from Dunwoody High School.  After learning Andrew had built award-winning sites while working at various design agencies, Don asked Andrew to join.  Definitely loved his personal website.  I mean, how do I get little power bars like the X-Men cards I used to collect???  This Andrew guy is LEGIT.
I’m not sure when I really joined because I was consulting and always traveling.  Tell you what – if you can travel while trying to do your own startup, props to you because I don’t recall when I was adding value on a consistent basis.  SO enter me, Daryl sometime in that glorious assembly of the Dream Team.  Having played soccer at Tech with Don, we had become best buds for a while.  I bring to the field the execution and drive as well as some patience for the business administration – makes sense since I was entering Emory University’s Goizueta Business School in the accelerated One-Year Full-Time program May 2012.
Gifted with an extraordinarily talented team who also lived and breathed personal fitness, we entered Startup Riot as one out of 30 startups competing in a pitch-off of sorts in Atlanta in February 2012.  Many to this day will never forget our presentation where Darren stripped off his shirt to the hoots and hollers and affection of women… and men.  We were voted into the Top 5, and at the time, we were aiming to be a B2C company.  We were going to build an app based on the principles of intelligent personal fitness leveraging the growth of mobile and technology.  Though, we didn’t even have a product to show.  All we had was a dream.
After meeting with Georgia Tech and re-evaluating our strategy, we decided to shift to the B2B market – focusing our efforts on helping improve the feedback loop between Coaches and Players in sports teams and organizations.  As we reflect on our own past experiences, workouts were disseminated from Coaches to Players via sheets of paper and rarely, if ever, were those workout results ever returned to the Coaches. Even rarer was when the Coaches would take those sheets of workout results and plug them into something like Excel spreadsheets.  Tracking pieces of paper, writing it all down, transcribing the number into Excel… that’s about a 2-3 minute process for a single player.  If you’re a Coach of a team with 50 players, you can do the math and that’s a lot of wasted time.  Add to that other competitors’ focus on just the Coach… that’s not how TEAM sports are played.  We wanted to create a tool that engaged everyone on the team from the Coaches, Trainers, and the Players.  Afterall, Players are the ones who have the execute come game time.  That’s when Body Boss was really born.  
We built towards a vision without actually talking to too many other players or Coaches, but in August, we met with the Athletic Director of Centennial High School in Roswell, GA where we presented the initial design and vision of Body Boss.  Excited for what we were working on and seeing an immediate value, he invited us back after a few enhancements.  In December, we really locked in with the Head Football Coach and Head Baseball Coach at Centennial High School to trial Body Boss with their players starting January.  Everything since then has been… shall we say, history.  
So here we are, a bunch of Georgia Tech nerds + a talented Graphics Designer from University of Georgia.  Our home is Atlanta, GA, and our dreams lay in the stars.  Our backgrounds in soccer, weight training, certified personal fitness training, expertise in data and analytics, technical programming and design know-how, some great business sense, and a whole lotta drive… we’re aiming to change the world.  We’re not just a team… we’re a family looking out for one another.  We’re proud of the family and friends we’ve earned over the years, and we will make you all proud.  We’re here to disrupt the team strength and conditioning space with Body Boss.  Be excited.  Visit us at BodyBossFitness.com. Follow us.  @BodyBossFitness