How do you know if your business is truly the right fit for a community?

In this final episode of the Small Business Resiliency Series, Stuart Takehara talks with Joseph Michael Gray from HOTWORX Long Beach about what it takes to open a new fitness studio in a competitive market.

Joseph shares how the HOTWORX team evaluated Long Beach as a location, what factors mattered most in choosing the Spring Street and Los Coyotes area, and why community fit, visibility, demographics, and accessibility all played a role in the decision.

The conversation also explores the real challenges of buildouts, brand awareness, pre-opening marketing, pricing, customer objections, and how businesses can show value when consumers are paying closer attention to every dollar.

For small business owners, this episode is a reminder that success is not just about having a good product. It is about doing your homework, knowing your customer, choosing the right market, and making sure the value is clear.

In This Episode:

• What HOTWORX is and how the concept works

• Why Long Beach was chosen for the next studio location

• How demographics, density, rent, and community fit shape site selection

• The importance of accessibility and neighborhood reach

• Lessons from the buildout process

• How to build awareness before opening

• Using grassroots marketing and community partnerships

• Marketing to college students the right way

• Handling price sensitivity in today’s economy

• How to make the value of your product clear

• Advice for entrepreneurs choosing a business location

Episode Timeline

00:23 Introduction to the final episode of the Small Business Resiliency Series

00:53 Meet Joseph Michael Gray from HOTWORX

01:04 What HOTWORX is and how infrared fitness works

01:43 Stuart’s experience trying HOTWORX workouts

03:07 Opening San Pedro and preparing for Long Beach

03:23 Why HOTWORX chose Long Beach

03:41 Evaluating demographics, density, rent, and community fit

05:19 Building brand awareness in a new market

06:08 Choosing the Spring Street and Los Coyotes location

07:55 Why access and community reach mattered

08:36 The Long Beach buildout process

10:20 Operating a 24-hour fitness studio in Long Beach

11:28 Building the first 300 members

12:00 Grassroots marketing and open houses

13:45 Reaching the college student market

16:18 Why business owners need to put in the marketing work

16:47 Comparing the San Pedro and Long Beach markets

17:38 Price sensitivity and membership objections

19:41 The challenge of fixed pricing in different markets

21:45 Helping customers understand value

24:36 Advice for future business owners

25:41 Selling through connection, not pressure

26:13 How to connect with HOTWORX Long Beach

27:03 Final thoughts and closing

Key Takeaway

Before opening a business, do your homework.

The right location is not just about traffic or rent. It is about whether the product, price, customer base, and community all fit together.