Today, I’m joined by James Williams, CEO of Mayweather Boxing + Fitness, a boutique studio franchise with classes modeled on Floyd Mayweather Jr.’s training regimen. No stranger to celebrity brand building, James previously advised on Beyonce’s Ivy Park line and co-founded a lifestyle brand with Laird Hamilton. Now, he’s growing Mayweather Boxing + Fitness into a generational name. In this episode, we discuss teaming with Mayweather to capture demand for boutique boxing. Plus, he shares his vision for expanding on 75 existing locations with consumer products, VR workouts, and more. In this episode, you’ll learn: • What Floyd’s role is in the company • Keys to a successful celebrity partnership • Mayweather Boxing + Fitness’s sustainable marketing strategies Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Mayweather Boxing + Fitness Website: https://mayweather.fit/ Mayweather Boxing + Fitness Franchising Website: https://mayweatherfranchise.com/ Mayweather Boxing + Fitness IG: https://www.instagram.com/mayweatherboxingfitness/ Floyd Mayweather’s IG: https://www.instagram.com/floydmayweather/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:53) James Williams background (04:57) About Mayweather Boxing + Fitness Franchise (08:41) Marketing strategy and building the brand (12:02) Leveraging celebrity endorsements and social media channels  for business growth (13:43) Floyd Mayweather's Jr’s business approach (17:59) Creating a boutique fitness concept (22:10) Maintaining product authenticity instead of chasing trends (24:01) Fitness franchise growth and expansion (26:52) Expanding through new business lines (31:28) Growth Strategies (34:36) Talent acquisition and recruitment for the company (36:51) Conclusion