What It Takes To Build A Fitness Empire
Have you ever wondered how a successful gym with loyal members is created? This NJ-based gym attracts bodybuilders across the tri-state area, including 2018 Mr. Olympia Shaun Rhoden, Guy Cisternino, Steve Laureus and Shaun Clarida. The gym scored over 400 members in four months and is widely known on social media, gaining over 6,700 followers on Instagram. We sat down with Arthur Imperatore, managing partner at Iron Culture Gym to find out what it takes to build an iron-pumping empire.
Tell us why you started Iron Culture?
I have been a fitness enthusiast and gym rat my whole life, and always dreamed of opening my own gym and starting my own fitness brand. I had done well in my first career at my family business and had the time, resources and opportunity to take over an existing gym near my home in New Jersey, redevelop and rebrand it along with my two young partners. Our goal was to redefine the gym experience for the hardcore fitness and bodybuilding community, a niche market that was underserved by the corporate chain gyms and small independent studio gyms in our area. We did so successfully by creating a gym that feels like an upscale club, with the best new equipment, lighting, graphic design, branding and music. In a few short months we have become a destination for the serious fitness community throughout the NY/NJ metro area and have attracted some of the top professionals in the bodybuilding community as members, along with national circulation fitness press such as Muscle and Fitness and Generation Iron.
How did you come up with the name Iron Culture?
I knew that a hardcore lifters gym had to have the word “Iron” in it. “Iron” has a powerful resonance for anyone committed to fitness. I chose the word “culture” to pair with “iron” because my vision and that of my partners was to create more than a gym, it was to create a true fitness community and promote a hardcore fitness lifestyle to all of our members. All people crave community, connection, the chance to be part of something larger than themselves. “Culture” is a very powerful word that expresses those values perfectly. Iron Culture is more than a gym, it is a set of life disciplines and values by which our members live, and that has been a key to our success.
As an owner of Iron Culture, what are your top two priorities for the facility?
My two top priorities for Iron Culture are (i) to ensure that everything we do, from our equipment to our atmosphere to our marketing to our personal training programs to our customer service is of the very highest quality at all times and truly represents our brand; and (ii) to grow the Iron Culture brand according to those standards so that we become the very best hardcore training facilities anywhere.
When did you start taking your fitness seriously?
I began weightlifting over forty years ago when I first saw Pumping Iron in a movie theater and then read the book. That experience changed my life and I’ve been at it ever since.
How do you stay motivated?
It’s easy for me to stay motivated. Training is a big part of my life and as natural and necessary to me as brushing my teeth every day. I structure my work and social life around my training, it is so central to who I am and what I believe in.
Do you prefer morning or night workouts?
I usually train twice a day, and will do 30-45 minutes of fasted cardio or core work in the morning before breakfast. I prefer to weight train in the late afternoon, around 4-5 pm. That’s when I find I’m most motivated and have the best focus and intensity to grind it out.
Why should people visit Iron Culture?
“Iron Culture is the future of the hardcore gym experience for the 21st century. We have really reinvented this niche in the fitness market, and our early success tells us we are on to something very significant. Iron Culture is more than a gym, it is a total fitness community of supportive, hard training, like-minded people which will keep you motivated and on point. Once you experience it, you won’t want to go back to your old gym ever again.”
Find IC on Instagram @ironculturenj. For more information, visit http://www.ironculturenj.com.
Did you know?
Studies have shown that background noise can have a negative effect on your study. For instance, thrash metal played at full volume is more distracting than gentle string concertos. Likewise, music with lyrics or a catchy hook will interrupt your concentration. You’ll also want to avoid tapping your feet, humming along, or singing the chorus of a song into your hairbrush. Music that doesn’t distract you while you study should be neutral or “bland.” This is defined as unobtrusive background music. This includes instrumental music or movie soundtracks. Regular music can also include ambient water sounds.
