Many businesses undercharge because they want to compete. This gym is doing the exact opposite. Doug Wood built Arizona’s most expensive gym, Hive Fit Club, as a premium wellness club for high performers who have more money than time. In this episode, he talks about how the idea was born from a pain point, why he stopped apologizing for premium pricing, and what it took to cash flow a brick-and-mortar concept through delays, doubt, and zero guarantees.

Doug also shares the hard years most people never talk about, including covering payroll with credit cards, spending a decade in debt, and learning what “investment season” really looks like before the next harvest shows up. This conversation is for founders who want to build something premium, stay disciplined when money starts coming in, and win by creating a high-touch culture that puts people first.

Chapters

(00:00) Introduction

(02:53) Doug’s First Exposure To Entrepreneurship

(06:18) The Lesson From Doug’s First Business

(15:49) “Investment Season” And Playing The Long Game

(22:15) How Doug Got Introduced To Optavia

(30:28) How Fast He Hit His First Six Figures

(39:07) Why He Built Valor After Optavia Took Off

(48:01) How Hive Fit Club Came To Life

(01:02:12) Handling Hate And Leading With Bold Marketing

What price are you avoiding because you are still afraid to fully own the value of your offer? Leave your answer in the comments.

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Connect with Michael R Hunter

Instagram: https://instagram.com/michaelrhunter

LinkedIn: https://www.linkedin.com/in/michaelrhunter

Website: https://michaelrhunter.com

Connect with Doug

Instagram: https://www.instagram.com/therealdougwood/

Hive Instagram: https://www.instagram.com/hivefitclub/

YouTube: https://www.youtube.com/@dougtheawood9553

Check out his gym website: https://hivefitclub.com/

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