FBA 25: Finding your USP and running a fitness business remotely with Alex De Fina of Pherform

Jack talks to Alex De Fina, founder of Pherform and Bikini Fit in Hong Kong. Alex is an industry veteran with a wealth of knowledge in fitness business.

Alex has creating something very special with Pherform, building both a strong differentiator as well as a business that he can run remotely from abroad

In today’s episode we discuss:

  1. Delving into the Alex’s USP
  2. Running his HK gym remotely from Phuket
  3. The greyhound chasing the rabbit trap when it comes to growth
  4. How detaching from city life can improve his performance in the business world
  5. Building studio company structure
  6. How did Alex recruit the right staff
  7. No one is bigger than the team – military analogies
  8. Simple trick to weed out 80% of applicants
  9. How having a strong team that believe in what you do can keep standards so high



WEBSITE www.fitnessbusinessasia.com

INSTAGRAM www.instagram.com/fitnessbusinessasia

EPISODE https://fitnessbusinessasia.com/alex-de-fina-pherform



ALEX DE FINA https://www.instagram.com/alex_de_fina

PHERFORM http://www.pherform.com/

JACK THOMAS ON LINKEDIN https://www.linkedin.com/in/fitnessbusinessasia/




My name is Jack Thomas and this is the Fitness Business Asia podcast. This is episode number 25 and we have a great one for you today, which is an interview with Alex De Fina

Before we get into it, I’d like to say a big thanks to everyone who made the FIT Summit such a great event in Singapore last week. I met old friends and made some really solid connections with others in the industry, many of which will be featured on the podcast soon.

It was an honour to have the opportunity to speak on boutique fitness studios and improving the customer experience, which is something I’m very passionate about.

Today’s guest Alex was also at the Summit, so it was great to catch up with him.

Alex founded Bikini Fit in Hong Kong in 2012 and, from what I’ve heard, it really took the fitness industry by storm in the city.

4 years later, Alex started Pherform, which is a women’s only gym in HK specializing in strength training and metabolic conditioning.

In 2017 I was looking to connect with other CEOs and gym owners in the region as it’s always nice to have friends and allies, to see what challenges people are facing and if there’s any way we can share thoughts and ideas to help us all and the industry improve.

Right on cue, Alex reached out and we set up a workout and a chat at BASE in Bangkok. We had a very productive chat and have kept in touch since, so it was only natural that I got Alex on the podcast to tell his story.

This is a two part interview with some real gems in each of them.

One of the points I was really interested in was how Alex runs his Hong Kong studio remotely from Phuket, which he talks about, and we also delve into his unique selling point and how he’s hired great coaches and maintains a strong culture there.

For this podcast, well, all of them really, I highly recommend you have a pen and paper at the ready to jot down any ideas that pop up that can be implemented into your business.

Here is our interview, with Alex De Fina of Pherform…



That was Alex De Fina of Pherform.

It’s always a pleasure to have a guest who’s happy to share his thoughts openly and who wants to raise the standards of the industry.

I hope you gained a lot from his thoughts and please do feel free reach out to Alex as he did to me.

Thank you for listening, our downloads are going up and up each month so thank you to everyone who has been sharing, reviewing and passing on the podcast to colleagues and friends.

We want to help build up Asia’s industry so we appreciate all of your help with this

Our next episode is part 2 of this interview so make sure you check it out.

In the meantime, have a great week and we’ll catch you soon…

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