FITNESS and wellness platform TruConnect by TV.Fit was set up by David Weir in 2016 to allow people of all ages to access exercise classes from home. The app already has two million users, with the demand for home workouts rising during lockdown. The company also provides mental health and lifestyle e-books for children and adults to cater to a wide variety of active people.
Name: David Weir
Position: CEO and founder
WHAT IS THE BUSINESS CALLED?
TruConnect by TV.Fit
WHERE IS IT BASED?
Glasgow
WHY DID YOU SET UP THE BUSINESS?
I HAVE been involved in the fitness industry for 15 years. I was always in businesses that targeted gym users but I wanted to create a business that targets everyone. I wrote a university thesis 22 years ago about how to create an online brand and as part of that I interviewed Jeff Bezos. He said that if you can’t be first you should be different. I wanted to take my business online but be different to what’s already out there. I wanted it to be a platform that targeted anyone – fitness people, couples and kids. I wanted to target behavioural change and mental and physical wellbeing.
I have always wanted to set up my own business as I studied business and marketing at university. I represented gym chains when I left my studies but I always knew I wanted to set up my own company.
During lockdown we have had to grow really quickly and learn how to work remotely. I used to travel to the US every few months. We have about 40 staff altogether and I have 10 new staff members who I have never met which is a really odd scenario. I’m a firm believer in finding positions for the right talent so we’re always hiring.
WHAT IS YOUR TARGET MARKET?
IT is everyone who wants to improve their physical and mental wellbeing, although we have seen strong appeal by women in their 30s and 40s who want the fitness class experience. When I ran gyms most of the people at the classes were female. It’s great that we now deliver classes to everyone.
We have one million followers on Instagram and people say they love to be part of a community. You can create your own workouts, go for runs together virtually and see where you sit on a leaderboard. Having a community creates retention in the wellness space.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
WE are very different because we have decided to build a business around mental and physical health and behaviour change. Out of 100 people, 15 of them probably go to the gym and 40 are probably not ready for an online fitness class but would benefit from a behaviour change. Small changes can make a big difference. Others benefit from our e-books on mental health guidance. Every person I mentioned is catered for on the platform so there’s something for everyone.
IS SCOTLAND A GOOD PLACE FOR THIS TYPE OF BUSINESS?
SCOTLAND is my home and I’m proud to have built a business here. We are in 71 countries so it’s a global company but it’s good to be based here. We have grown so quickly with business-to-business partnerships in a few months. The size of the team has quadrupled in the last six months. It’s good to build a business here to give back to the Scottish people.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
I LIKE the fact we’ve created this. We’re what Netflix wanted to be – most of the content was livestreamed at the start and now most of it is owned. I like seeing that 900 people have used the app in the morning and seeing names from all over the world. It’s very rewarding.
WHAT IS THE BIGGEST CHALLENGE IN RUNNING THE BUSINESS?
TIME management. We have B2B sales teams in India, England and the US. Our team in India will already be working for four hours before we start in the morning. Businesses are using our platform to grow their own businesses as we have partnered with medical companies and gym chains. We also have nutritional partners, online retailers and a clothing brand. It can’t be done without phoning people in different time zones.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS’ TIME?
GROWTH will continue. We have competitors targeting 10 million users with the same membership base so we can definitely achieve the same. People out there are targeting the gym industry but we’re there to help gyms to use the platform to keep members. Personal trainers can use the platform to give clients homework so we’re helping a struggling industry. We’re there to supplement the gym industry, not destroy them.
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