By Rebecca Clifford-Cruz
Describe your business.
TruFusion is a fitness and yoga hybrid with an emphasis on variety and community. With more than 35 classes a day in more than 65 styles, it’s a group fitness concept that lets each member customize his or her experience.
Who are your customers?
Our customers skew younger, toward millennials and Gen Z, and slightly more female than male. They are health conscious, digitally connected and highly mobile. We also know our customers are those who aspire to more, those looking to sharpen their focus. That’s why our motto is “find your edge.”
What is your business philosophy?
To be honest and authentic. We want TruFusion to be more than a brand. We want it to be a genuinely supportive community. Our goal is to empower people to help them push through challenges and achieve victories, both inside the studio and in life.
What is the hardest part about doing business in Las Vegas?
While Nevada’s population growth is one of the strongest in the U.S., Las Vegas tends to have a more transient workforce than other cities. It can be a challenge to find, train and retain talented employees who want to commit themselves to the professional business sector, as opposed to those who see easy money, albeit for a limited time, at casinos or hotels.
You recently partnered with former baseball player Alex Rodriguez. What is his role in the company?
Alex started coming to TruFusion while he was in Las Vegas. He loved the experience and the brand so much that he wanted to get involved as a substantial ongoing partner. As a major investor, 10 percent equity partner and board member, he owns franchise rights for the state of Florida and participates in marketing initiatives.
What is the best part about doing business here?
We have a low tax burden and great infrastructure in a business-friendly state with a great can-do attitude by employees and government officials. Also, there is relatively good access to key local and state government officials. And, of course, there’s amazing weather compared with many other places.
What obstacles has your business overcome?
Much of what we do makes us a technology company — our back-end systems, training and infrastructure — so having the right people with the right skills in this area is paramount. On the plus side, because we have invested so much in our technology, it makes it easier to duplicate the success we have within each studio.
Anything else you want to share?
Find a mentor who can provide guidance, and if you’re lucky, some seed capital to give a business a head start. And enjoy what you do. Otherwise, why do it?