In this FDD Talk 2015 post, you’ll learn the following:

• Section I – Background information on the Trumi (formerly, Look Good Naked) franchise opportunity, including relevant news updates

• Section II – Estimated initial investment for a Trumi franchise, based on Item 7 of the company’s 2015 FDD

• Section III – Presentation and analysis of Trumi’s financial performance representations, based on Item 19 of the company’s 2015 FDD, including information on the:

• projected annual gross sales, expenses, and earnings for a franchised Trumi business with a 1-hour Trumi Signature Training Course offered 4 times per week with 10 clients in each Training Session

• projected annual gross sales, expenses, and earnings for a franchised Trumi business with (a) one 1-hour Trumi Signature Training Course offered 4 times per week with 10 clients in each Training Session and (b) one 1-hour Trumi ReNu Training Course offered 3 times per week with 10 clients in each Training Session

• projected annual gross sales, expenses, and earnings for a franchised Trumi business with (a) one 1-hour Trumi Signature Training Course offered 4 times per week with 10 clients in each Training Session, (b) one 1-hour Trumi ReNu Training Course offered 3 times per week with 10 clients in each Training Session, and (c) one 1-hour Trumi Troopers Training Course offered 2 times per week with 10 clients in each Training Session

• projected annual gross sales, expenses, and earnings for a franchised Trumi business with (a) two 1-hour Trumi Signature Training Courses offered 4 times per week with 10 clients in each Training Session, (b) two 1-hour Trumi ReNu Training Courses offered 3 times per week with 10 clients in each Training Session, and (c) two 1-hour Trumi Troopers Training Courses offered 2 times per week with 10 clients in each Training Session

Section I – Background Information

Trumi got its start under a different name – Look Good Naked – back in 2004 but it didn’t start franchising until much more recently in 2012. There are now more than 20 locations, with the heaviest concentration being in Minnesota.

In Stillwater, where the company has its headquarters, you can often find Sara Jespersen on one of two sets of stairs on Saturdays, either the ones at the north end of town at Pioneer Park or the ones near Luna Rossa in the south. She and her husband Nathan started the fitness company with the idea that whatever community you’re in should become your gym. That’s the winning combination of their concept, the trifecta of fitness, nutrition, and community.

The know-how they bring to the table is also a winning combination. Sara and Nathan met in college, where he studied business and she studied exercise physiology. They’ve built up their experience by first opening several Anytime Fitness gyms, as well as their Fitness on Request concept, an international venture providing on-demand video training for fitness centers, businesses, and personal trainers.

When they started to develop the Look Good Naked concept, they tested it first in their own home and quickly realized they had stumbled upon something powerful. Then they offered their 12-week program through the half-dozen Anytime Fitness gyms they owned.

It was the community angle that seemed to really set it apart from other programs. Here’s how Trumi keeps people pumped about getting regular exercise in the crowded fitness industry:

Community

Their ideas around community have a couple different spins.

The first is making the community your gym, getting out there and exercising in your neighborhood and community. Besides the incredibly low overhead this affords, the fact that you’re out there in the community means this is one fitness business whose membership grows during the summer when most gyms face a distinct slump.

Then there’s also the lasting bonds people form with each other as they go through the program, forming community through deepening relationships.

Name Change

Look Good Naked was a great catch-name, but it also gave some the impression that all they cared about was how you look on the outside. Real health means feeling great on the inside and the outside, which is why the new name is Trumi, a name chosen to reflect how their work is to help a person find their “true me.”

Happy Customers

Trumi’s approach clearly works for a whole range of people, and they’ve got the testimonials to prove it, from such simple Facebook reviews as “It’s a fun and judgment-free atmosphere filled with music, hard work, community, and sweat! All the workouts are so unique and targeted to specific areas of your body. I always leave feeling refreshed and energized” to the stories of customers on their website, such as “My doctor was blown away!  I lost 30 pounds, cut my blood pressure medicine in half, and I am no longer pre-diabetic! Trumi was personalized for me, and I’m so glad my wife pushed me to join.”

There’s power in these stories.

Section II – Estimated Costs

• Please click here for detailed estimates of Trumi franchise costs, based on Item 7 of the company’s 2015 FDD (updated).

Section III – Financial Performance Representations (Item 19, 2015 FDD) and Analysis

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