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“CultureFIT was created organically for our customers, associates and friends who spend time in our space and want to gain wisdom on how they might do the same with their corporate culture.”

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Founders Jason Kos and David Novit combined 25 years of experience in the fitness industry when they established FITCO in 2001. They recognized the need in the market to be more than just an equipment provider; they became fitness advisors and built relationships by understanding customer objectives. The FITCO team’s clear expertise led clients to request a wider range of consulting offerings in site design and planning, equipment specification, and finish out. With its base in Texas and other regional offices in Alabama, Florida, Georgia, Tennessee, and Utah; FITCO has developed relationships with partners and vendors alike that have helped the company satisfy a wide array of customers across the country.

FITCO, voted in 2012 as one of “Dallas’ Best Places to Work” by the Dallas Business Journal, specializes in providing a superior fitness experience for customers by delivering premium commercial fitness equipment. The company also provides full solutions including site design, equipment selection and installation of equipment. Partners include multi-family units, hotels, country clubs, municipalities and corporate fitness centers across the country. FITCO is headquartered in Dallas. For more information about FITCO, visit www.FITCOFitness.com.

MO: Can you talk about how you recognized the need to be more than just an equipment provider? Did you have a specific turning point or was it more of a gradual realization?

Jason: I always knew I wanted to establish more than just an equipment sales company. It took me getting out of the day-to-day business to allow a true vision to materialize. I was able to take the time to really identify and begin to answer what our “why” was – to enhance other lives through health and wellness.

MO: You said that, “We are the sum of the 10 people we spend the most time with in life…..choose wisely!” Expanding on this idea, who would you say have been the greatest influences on you professionally?

Jason: The peer groups you choose to be around the most have a significant influence over your decisions and behaviors. If you have a group of health conscious for example, you are more likely to exercise regularly and eat healthy versus a group that would prefer to go out for fried food and beers. President/CEO of The Plexus Groupe, Walt Fawcett, is the first and most notable peer mentor that really helped me improve my professional life. Now, I am very fortunate to attract the kind of people I want to become “when I grow up” naturally.

MO: Can you provide an example of how every FITCO team member goes above and beyond to understand customer needs to provide solution focused ideas?

Jason: Easy answer… the answer lies in our Core Values 1, 2, 3, 4 and 8.

#1 Find a way to say yes

#2 Serve others by giving

#3 Take action now

#4 Pursue excellence

#8 Be gracious

MO: What are some fitness trends that you’re excited about and/or looking to take advantage of?

Jason: I think the integration of technology is the most exciting trend in the fitness industry. This creates an entire new level of motivational tracking and accountability with the users. For example, one of our partners, Precor has done an amazing job with their PREVA™ Net – https://www.precor.com/preva/preva-net.

MO: What advice would you give a client who would love to incorporate a fitness area for their employees but doesn’t have much extra space to work with?

Jason: I would suggest boot camp-type training in a case like this. The equipment needed is mobile and can be stored. Additionally, the group exercise atmosphere allows for team building within the company.

MO: Can you talk about the inspiration behind your amazing new service offering called CultureFIT™?

Jason: We certainly give much credit to Tony Hsieh (CEO at Zappos) and his Zappos Insights TEAM for exposing us to a very different approach to corporate culture. From there, it was the way our TEAM accepted and drove the culture shift at FITCO. CultureFIT was created organically based on our customers, associates, and friends spending time in our space and wanting to gain wisdom on how they might do the same with their corporate culture.


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