Pivot Stories: How Jeremy Choi and LPS Athletic Centre are Dominating Home Workouts During COVID-19
At Rose Marketing Solutions, we are highlighting and celebrating companies that have recently adjusted their business models to provide unique services for their customers or to enter new markets with their services during the 2020 pandemic and economic crisis.
This week, Rose Marketing Solutions is excited to share the story of Jeremy Choi, CEO of LPS Athletic Centre in Toronto, Canada. LPS Athletic Centre is a strength and conditioning gym committed to building athletes to dominate.
A desire to improve his performance in his golf game propelled Jeremy into a role where he could help other athletes achieve their dreams to become professional athletes. Jeremy partnered with Clance Laylor, one of four PICP Level 5 Master Strength Coaches in Canada, to open LPS Athletic Centre and work with pro athletes, including P.K. Suban, Joel Ward, Nick Pivetta, Wayne Moore, Fabion Foote, and more.
In early March 2020, Jeremy and Clance chose to close the gym a week before the Canadian government mandated all businesses close temporarily. “Two weeks turned into four, four weeks turned into eight,” and four months later gyms are still unable to reopen.
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LPS Athletic Centre developed creative ways to support their members and staff:
- Their staff and trainers agreed to take a 25% pay cut in order to continue paying all staff members without letting anyone go. Working remotely, LPS would run online staff huddles so that the team can brainstorm, encourage, and discuss the “one thing” they want to complete each day and where they need help.
- In order to meet the demand of a shortage of workout equipment, LPS rented out their own equipment and weights to their members. They still have a waitlist of more than 7 people.
- In their online training sessions, athletes utilize a training app, TrainHeroic to communicate with their coaches, massage therapists, and nutritionists in order to stay on track with their training and progress.
LPS Athletic Centre plans to double down on online coaching as they move into the next phases of re-opening. They have developed online movement assessments to replace the required in-person assessments to connect and build relationships with new members.
As they look ahead, LPS Athletic Centre is changing the online coaching realm in order to dominate and lead the way with constant and consistent communication. They have created online training programs to train new coaches to use their strength & conditioning system, along with programs for their members and athletes to carefully follow and track their progress.
LPS Athletic Centre has adjusted to the climate by transforming into a facility that will be able to provide comprehensive support and access for its athletes online and in-person.
Watch the video to hear how LPS Athletic Centre invests in the next generation of young athletes to create world champions.