CEO MONTHLY / GLOBAL CEO EXCELLENCE AWARDS 2021 23 , Most Innovative Personal Fitness Business Leader: Pat Corkum – Atlantic Canada Pat Corkum opened Dynamic Training Centre (DTC) because he wanted to make a change in peoples’ lives for the better and promote fitness. Being the only specialised TRX Suspension Training Facility in Canada, TRX is its foundation, which is basically summed up as doing proper movement patterns and range of motion without adding an increased load on your spine and joints whilst using your body weight as resistance. DTC progressed from there to become specialised with injuries and limitations which make it a much different gym and training centre than any other facility in Fredericton. DTC believes that a healthy lifestyle and access to proper exercise instruction should be accessible to all. Whether clients choose to train alone, with friends, or in a large group, DTC provides affordable, professional training using state-of-the-art equipment and years of experience. Company owner, elite trainer and TRX head coach, Pat Corkum has been directly involved in the fitness industry since 2007, and indirectly involved since 1997. Over the years, he has seen too many individuals healthy, unhealthy, and injured not get the help they needed or wanted for various reasons. He and his team strive to teach sports- and martial arts-inspired cardio workouts along with a variety of hi-low impact classes for those who have never worked out, have any type of injury or limitation which stops them exercising, or are just looking for someone to give them that extra push to get them to the next level. The client will be asked what it is they are looking for in order to determine whether a DTC service can be matched to them. The company is not afraid to tell May21311 a new prospect that they may be better off going to a different facility which will focus on their specific goals, and it will provide recommendations to them. For those who want to join DTC, it tries not to take money up front and gets them to have a go at a workout first so they can experience it before committing to a membership. It is important that DTC remains flexible and pays attention to the needs of its members. As the needs and demands change, so does DTC. It will never be 100% satisfied with its facility, because if it is, then it has no new goals to achieve. If it is never 100% satisfied, then it will continue to grow and expand its knowledge and education, and keep introducing new programmes and training styles, ultimately continuing to adapt to the current needs and goals of its clientele. However, this has been made harder with the pandemic and current government mandates in place. It has meant limited capacity, limited facility options, social distancing, etc., making it difficult to operate a fitness facility and attempt to make profit. Before the pandemic, business was booming for DTC as its facility is so specialized. It is now hoping for a massive boom once the end of the pandemic arrives, so it is just trying to hang on a bit longer until everyone wants to go out and socialise and workout again. Indeed, DTC has faced its challenges – And when it first started out, the challenges were simple: how do you sell a great product that no one knows about? That was the main thing when opening. Constant online presence, word of mouth, conferences, tradeshows, etc. just to get the word out, as well as creating its own fitness day for the city to promote much more than just its services. Now when it comes to TRX, everyone in the entire province knows that DTC is the place and that Pat Corkum is the TRX expert. DTC eliminated competition by offering a superior product and by constantly evolving it – With its TRX training constantly evolving, it was easy to eliminate the competition as they never evolved and only offered the same thing with no changes. It is Pat who creates and develops everything and everyone knows that it is his show. With the years of experience, outsidethe-box thinking and constant communicating with members and asking what they like or think and learning from it, he continues to excel at everything that is DTC. Now, in terms of the future, DTC is looking forward to getting back to normal business practices. Beyond that, it is always looking at expanding its services and opening future facilities. Once it is fully satisfied that the next facility will offer the same quality and service as the primary one, it will seek to put expansion plans into action. Company: Dynamic Training Centre Contact: Pat Corkum Email: [email protected] Website: www.dynamictrainingcentre.ca
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