by Anthony DiLuglio

My initial vision for Punch Kettlebell Gym did not include group classes. I felt classes were too generic and impersonal for a studio or boutique gym. Surprisingly, though, my clients kept suggesting the idea! They wanted to train in small groups to offset the costs of 1-on-1 training.

The concept quickly caught on. It was a great way for everyone to afford personalized coaching. More importantly it gave far more people access to my authentic kettlebell training and boosted word-of-mouth exposure.

My "Punch Circuit" was initially eight stations made up of kettlebell, dumbbell and body weight drills. The drills for each station were performed for a "round" of time, typically 2-5 minutes. Clients were immediately drawn to the variety.

To successfully change the perception of "the class" to "group personal training," each client had to feel that their personal needs and goals were addressed. My biggest challenge was maintaining solid workouts for people of different fitness levels in the same class. How could I train an 18 year old male lacrosse player and a 62 year old female with a lifetime of joint wear and tear? In 2003, it was daring enough to introduce kettlebells to the mainstream… so I was going even farther out on the limb with this group personalized training concept. And it worked!

First, there was some necessary exclusivity. To qualify for the Punch Circuit, clients had to pass my "essentials workshop" in private sessions. I used these sessions to screen and evaluate each client. Kettlebell drills usually require different teaching methods for different people. A Division One hockey player best learns the kettlebell swing, for example, in a much different way than an older person with chronic back pain. They both will eventually develop a strong core, more explosive power, and increased strength and endurance. And in the end, their swing technique will look very similar. But they need individual attention to prepare for the group circuit.

Now I could have both of these clients in the same circuit performing the same drills. The amount of work for each varied per round, but they both worked to their own potential. I believe this is the best business model for a small, boutique gym. It combines the best of both worlds, allowing each client to reach their individual goals while also creating an energized atmosphere of camaraderie during the circuits.