After more than a decade working in business
development for international law firms, Lauren Macaulay was ready to
explore a new career path. Her husband Billy, employed in the Private
Equity sphere, shared in her enthusiasm. A franchise consultant
presented them with multiple opportunities, but TITLE Boxing Club felt
like the perfect match. They were drawn to TITLE’S mission of providing
more than just a great workout for their members. TITLE strives to be
the best hour of someone’s day by creating a positive, welcoming
environment where individuals of all ages and fitness levels can get a
great workout and community connection. Fast forward 8 years and three
children later, Lauren is a multi-unit franchisee of 4 TITLE locations:
Woburn, North Andover, Burlington and Nashua, New Hampshire.
Northern recently spoke with Lauren about how the COVID-19 pandemic
has affected her business, employees and the community of members they
serve. Lauren relayed that when social distancing requirements were
announced, she was determined to find a way to maintain her members’
“third place”. People have their homes, their workplace, and then TITLE
tends to be that third place for its members. More than just a gym, it
is a community where members and trainers help support each other’s
physical and mental health. The TITLE team quickly decided to develop
virtual opportunities that would keep members engaged with fitness, as
well as ensure they still felt connected as a community. “We needed to
really think outside of the box” Lauren explained, and from that came
virtual classes, group challenges, meetups, and fundraisers. Even though
the gym was empty, the TITLE team kept their members’ schedules full!
Of course, gaining the “quarantine 15” shouldn’t be people’s number
one concern, but rather Lauren and her team recognized their member
community’s desire for routine, structure, support and accountability.
They developed “T-10” morning workouts for members who only have a short
amount of time to devote to exercising, such as the parents working
full time while also homeschooling, or first responders working long
shifts. You can join via Zoom and get your day going with a quick
10-minute HITT (high-intensity interval training) workout. Also, TITLE
often has member events outside of the Club, so her team started “TITLE
Night In”, inviting members to virtual meetups where they wear silly
costumes, play games, celebrate small wins like getting dressed that day
and, sometimes, just vent. They put together a BINGO board of
challenges, which included items like - do an online workout or make a
healthy meal and share a photo on social media -that members could
complete at home. “Yes, it sounds cheesy”, Lauren explains, “but if it
brings a smile to someone’s face and can help create a best hour of
their day, then the TITLE team is sticking to their mission.” That is a
prime example of how this business will #StayTrue to their customers no
matter how many pandemic punches they take.
Not only has the TITLE community come together to support each other
during the pandemic, but they have also channeled their efforts to
support causes in need. “People feel helpless right now, and they want
to be helpful, to support others”, Lauren told us. So, they transitioned
their in-club box-a-thon fundraisers into virtual ones. They have
raised nearly two thousand dollars for the Asperger/Autism network, and
along with other locations, over six thousand dollars for Direct Relief,
focused on aiding health workers on the front lines. Lauren and her
team also offer free virtual classes to non-members. They see the
importance of people having exercise as an outlet and feeling connected
during a very isolating situation.
It is quite an amazing feat how, for the past six weeks, Lauren and
Billy have kept their business running, while being the full-time
caregivers and educators for their three children; one who is only five
months old. Of course, this requires a lot of juggling and long days,
but Lauren says she is energized by “seeing people come together and
support each other” as well as those glimpses of baby smiles.
Thank you, Lauren, for sharing your #StayTrue story, our communities are lucky to have you and your team!
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