In business, your success or failure depends squarely on the team that is running your day to day operations. The women of Outlaw FitCamp are a powerhouse trio that have transformed this business in the most amazing ways, growing memberships and revenues while at the same time putting other gyms in the area out of business. Here’s the story of Deidre Butler, and Tiffany Leyva, and their journey as successful women in franchising.
As a franchise consultant and long time business entrepreneur myself I have been exposed to business for most of my adult life. In a market like Dallas Texas, where Outlaw FitCamp is headquartered, the competition is fierce and businesses that are average just don’t survive. To build a great business here you have to not just be good… you have to be extraordinary. Initially, I discovered Outlaw FitCamp as they were starting their journey in franchising. It didn’t take long for me to recognize that this was like no other fitness concept out there. In fact, their most recent franchisee who bought 5 territories said “I had to buy an Outlaw FitCamp because after looking at all the other fitness franchises it became apparent that if I bought anything else and then Outlaw came to town they would put me out of business”. I smile because I felt exactly the same way so I in addition to being a consultant to the brand in their franchise journey I also invested into owning an Outlaw FitCamp Franchise myself.
The women at the top are key to the smooth operation of the franchise. Deidre Butler has been with Outlaw since before they launched their franchise. She started out as an assistant to Jesse, then moved into sales, then into training, then into operations and has climbed the ranks to COO of the company. When I first met Deidre she was in sales. I decided that before I got into any conversations with OFC, I wanted to mystery shop them myself. I had not been much of a fitness person and admittedly was not in the best of shape. I signed up for one of their free classes and popped in one morning for one of their early classes. As I walked through the door there she was with a smile on her face welcoming me to the studio. I signed in and then she gave me a quick intro and I hopped in the class. That class kicked my butt! Afterwards, as I was leaving, there she was again. “How was your class today”? Gassed I said “well, I realize how bad of shape I'm in.” She said “Don’t worry, we can fix that… when are you coming back to see us?” I told her I would definitely be back. And I did but not as a member.. I was sold and I wanted to be part of the team. This brand had all the right stuff. I knew it without a single doubt in my mind. Deidre followed up with me after that until one day I showed up to meet with Jesse, the founder of Outlaw FitCamp, and the rest was history. Since then she has grown in her role and also helped me get my franchise up and running. She helped me with everything from training, to technology, to operations, management, payroll, you name it. She held my hand and got my location rolling. For me it was hard but for her it was like she had done it a thousand times. A couple of months ago she was promoted to COO. What I love about Deidre’s story is that she did two main things that took her to the C Suite. She always had a positive attitude and she always put in 100% into everything she does. She works her ass off and got recognized for that. Outlaw would not be the same without her.
Deidre’s boss, Tiffany Leyva, is another story of women in business who get shit done. Tiffany is the CEO of OFC. She has been a business owner for years prior to coming to Outlaw and her journey with Outlaw is a cinematic kind of love story. Tiffany is a former women's physique bodybuilder. In 2013, Tiffany proudly earned a 3rd place title at the national level USA Championships in Las Vegas, a testament to her hard work and dedication. As Tiffany and Jesse trained together, they eventually fell in love. When the couple decided to transform their passion into a business, Tiffany pursued her personal trainer certification. This pivotal step allowed her to take on a larger role in this new venture—Outlaw FitCamp. Her commitment and understanding of the fitness industry allowed them to successfully open multiple locations and, by 2019, begin franchising their concept.
Tiffany took what Jesse had built from his 30 years as a gym owner and transformed it, adding systems, processes, marketing, and operations. She basically got the business walking, talking, and acting like a franchise, and then they franchised it. By doing what she did Outlaw is now a plug and play brand. You plug in and it just works. If there’s a problem, Tiffany fixes it. Not tomorrow, not next week, right then. She has worked tirelessly, especially recently as Outlaw has been adding even more outlawsome new tools to help franchisees succeed. Frankly, I don’t know how it’s possible for someone to put in the kind of hours that she does, but she does it and we all love her for her innovation, tenacity, and leadership. She’s a killer. Don’t F with Tiffany! You want her on your side because in any battle you face, she will win, guaranteed! She’s also sweet, compassionate, and resourceful. The kind of person that will give you the shirt off her back.
Together these women are building something that the fitness industry has never seen. Could there be such a thing as a perfect fitness franchise? OFC may not be perfect yet, but there’s no better fitness concept out there. I know that because as a franchise consultant I look at the competitors all the time. Going back to their newest franchisee “If they come to my town, they will put people out of business”. In Keller Texas, our competition has been going out of business left and right. Bad for them, but good for us. Without great people you can’t have a great brand. If you want to buy a business and you want a business that helps people and changes lives, I invite you to come meet the people at Outlaw FitCamp. At the end of the day the franchisor is your business partner. You better make sure they are people you want to be in business with. Come meet this team and you will tell instantaneously that this is not some private equity run business with people in their ivory towers trying to squeeze out every dollar they can out of you. You invest in them, but they invest in you. Come be a part of the winning team!
About the Author
Dustin Helms is an entrepreneur at heart. He built two successful companies from scratch in both the automotive and real estate industries. Dustin relentlessly vets out franchise concepts for his clients and helps you ask the right questions. Contact Dustin at Dustin@TheFranchiseConsultingCompany.com.
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