Today we’d like to introduce you to Rodrigo Garduño.
54D, the high-end boutique group-fitness brand, was founded in 2012 in Mexico City. Since then, 54D has amassed a growing legion of devoted followers, including top supermodels, elite professional athletes and chart-topping singers from all over the world, by delivering results through a no-excuses, full-commitment approach to group fitness. The brand is revolutionizing the health and wellness industry with an intensive nine-week program that trains not just bodies, but minds.
As an answer to new market demands, the brand has recently introduced 54D ON, a comprehensive online program that allows fitness aficionados to follow the brands´ iconic high-intensity training, from anywhere in the world, at any time of the day.
Amid the COVID-19 pandemic that has led to widespread business shutdowns around the world and prompted shelter-in-place guidelines, 54D has found a loyal fan base on social media, where founder Rodrigo Garduño hosted until July 18 daily workouts each weekday and on Saturdays, at 11 a.m. EST, drawing, on average, 30,000 viewers.
“When we say, ‘we are not a gym,’ we really mean it,” Garduño said. “Fitness is about discipline, and we demand nothing less than 100% devotion from every person who comes through our doors and signs on the dotted line. If we are showing up every day and giving it our all, we expect you to do the same. That way, we can all reach our highest potential.”
The 54D system is divided into three highly specialized areas: physical training, custom nutrition, and recovery therapy. Physical training sessions involve high-intensity group training, while nutrition plans promote clean eating and zero alcohol consumption for the duration of the nine-week program, which includes six daily workouts per week. Following training sessions, top-of-the-line recovery therapy programs, including cryotherapy, are available to ensure the body properly recuperates to prevent injury and ensure maximum results.
In a unique twist to the group-fitness industry, where excess attention to consumer experience, rather than results, is paid, 54D has a zero-tolerance clause unexcused tardiness and absences or lack of dedication. Program registrants who have more than three “unjustified” absences are issued a full refund and ejected from the program.
“The way we see it, we have an agreement, and failure to meet the terms of that agreement makes it null and void,” Garduño said. “If you commit to us, we are confident that you’ll leave after nine weeks feeling and looking like a whole new you.” 54D studios today can be found all across the capital city of Mexico, Bogotá and Miami, Florida.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The pandemic has led 54D to redefine its traditional brick-and-mortar model for those more comfortable with training from their own homes. Brand founder Rodrigo Garduño kept the 54D movement alive despite the temporary closure of its brick-and-mortar locations by hosting daily workouts via his social media channels, reaching hundreds of thousands of new people across the globe. With more than 30,000 live viewers daily per class, 54D broke records for most spectators of a single online workout. 54D will continue to host one weekly IG Live every Saturday.
“I’m grateful to have had the opportunity to reimagine how 54D can reach our followers, even without the ability to offer our full signature program in our studios,” Garduño said. “I couldn’t be more excited to reunite with our members and staff, and grow the movement, on and offline.”
Following the success of Garduño’s live-streamed sessions, 54D started developing a 9-week online program offering exclusive video content. Subscribers to the online program will receive daily guidance, have access to an app to keep them focused and connect with other members going through the same program to draw support from. 54D will also monitor their progress and daily workouts to make sure they’re staying on track.
We’d love to hear more about 54D.
In a unique twist to the group-fitness industry, where excess attention to consumer experience, rather than results, is paid, 54D has a zero-tolerance clause unexcused tardiness and absences or lack of dedication. Program registrants who have more than three “unjustified” absences are issued a full refund and ejected from the program.
“The way we see it, we have an agreement, and failure to meet the terms of that agreement makes it null and void,” Garduño said.
“If you commit to us, we are confident that you’ll leave after nine weeks feeling and looking like a whole new you.” 54D studios today can be found all across the capital city of Mexico, Bogotá and Miami, Florida.
54D’s reopening in Coral Gables is concurrent with the ongoing progress to launch the brand’s second U.S. location in Miami’s tony Design District neighborhood. The studio is expected to open in the fall.
Is there a characteristic or quality that you feel is essential to success?
My experience as a professional athlete has taught me that discipline is the most important component when looking to accomplish anything in life. We are all going through very difficult and stressful times, and it’s easy to lose focus and motivation. But this is the perfect time to learn about resilience. Stop aiming for perfection and aim for progress. I find that so many people are afraid of failing that they never get started or get stuck in a planning phase as opposed to springing into action. The key is to take things one step at a time, one day at a time. Don’t let all these external factors keep you from achieving your personal or professional goals. Take the first step and always try to be better than yesterday.
Contact Info:
- Address: 4210 Ponce de Leon Blvd, Coral Gables, FL 33146
- Website: https://54d.com
- Phone: (786) 817-7008
- Email: [email protected]
- Instagram: https://www.instagram.com/54d.us/?hl=en
- Facebook: https://www.facebook.com/54DUS/
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