Check out this interview we did with david “Patch” Patchell-evans, the Founder and CEO of Goodlife Fitness. If you want to learn how supporting your brand’s beliefs will lead to strong customer affinity, this is an interview you will definitely want to watch. This video highlights what it takes to truly create a fearless brand from a club that cares more about what it stands for than mass-selling its service to consumers.

With 350 locations across Canada, Goodlife Fitness is the largest club in Canada and the fourth largest in the world. They exemplify a fearless brand through their plans to take over the fitness world.

Here’s some of the key takeaways from the interview:

0:38 Patch discusses the benefits of creating your business with the intention to better people’s lives, instead of the intention of caring only about what it is customers think they want.

1:24 What Goodlife stands for as a brand.

What we do is empower people to believe in themselves. When they believe in themselves, they believe that they can work out…we give them mastery, and we give them control, so what we really do is give them their ticket to the good life.

2:01 The tactics Goodlife employs in order to truly engage its customers.

3:05 Patch tells the story of when he made a truly fearless decision in order to protect the integrity of his brand.

4:24 What is next for the Goodlife brand.

Patch is a global advocate for health and fitness. Fitness expert, best-selling author, award-winning entrepreneur, motivational speaker and philanthropist, Patch is the past Chairman of the Board of the International Health, Racquet and Sportsclub Association (IHRSA) – the world’s leading health and fitness association. He is a graduate of physical education at the University of Western Ontario, and in 2012 Western conferred upon him the degree of Doctor of Laws acknowledging his achievements as a fitness entrepreneur, his community service, and his support of autism research.

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