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Why 54D was the Right Business Move for Omar Yunes
CEO Omar Yunes says 54D was a great business move, despite so many early naysayers who wouldn't invest.
When Omar Yunes first heard about 54D, he realized it was something different from anything else out there. According to recent comments from the 54D CEO, he saw what so many others didn't: the exclusivity only heightened this crowd's dedication to success. After completing the program himself, Omar Yunes became friends and business partners with creator Rodrigo Garduño. As 54D CEO, Omar Yunes has helped expand the business from Mexico City to the United States, starting in Miami.
"I was initially more of an investor," he recalls. "However, as things moved along, I bought out his partners in Mexico and became CEO in 2018. After eleven months of permitting with Coral Cables and reconfiguring the concept for the Miami market, we opened our first U.S. location in February 2019."
While he saw the value early on, many others didn't.
"This was a venture few people recognized at first," Omar Yunes says. "Now, this guerilla-style workout program is disrupting a $100 billion global industry. People said it wouldn't work because we are willing to turn away those who aren't giving 100% to the program. But, what we've found is that this approach separates out the people who really want it-the people who are willing to put in the work and get the results."
He says he was drawn to the concept because it wasn't like the typical gym model. "Most gyms are going to practically rely on the people who sign up and don't show up," he says. "Gyms will have hundreds or thousands of paying members, with only a handful showing up every day. If everyone enrolled came every day, they'd be in trouble. Well, 54D is the exact opposite. We don't want the people who want to sign in whenever they feel like it and show up whenever they decide they have the time. We want people who are willing to put in 6 days a week for a program that lasts two months and change the trajectory of their health journey."
Omar Yunes explains that the tough-love approach of the program is what makes it so compelling to members. This exclusivity and intense comradery allow the program to set its pricing higher than most gyms. "We're serious about delivering results," Yunes continues. "It's important that we convey that message early on. It's also important to define real goals. There's also a support structure unlike anything you've ever experienced. When we ask members what they got from the program, they say things like stronger, leaner, healthier, but they also talk about the sense of community, a change of mindset and the newly found confidence to achieve new and existing goals."
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