John Garey, Creator and Founder
Pilates & Fitness | Apple TV, Fire TV, Android, iOS, Web Platform
Quick Facts about John Garey TV
Memberships: $20/month or $220/annually
Initially launched in 2013 as membership site
Re-launched with Intelivideo in 2017
Ran a platform switch campaign for 30 days
Captured 80% of subscribers
Needed apps, platform stability, versatility and growth potential
As you enter the John Garey TV studio, a vibrant blue hue engulfs you with incredibly tall ceilings. A reformer is parked center in the middle of the wood floor. Additional exercise equipment is neatly arranged along the wall. Lights and cameras skirt the edge of the set, and a production desk is set up just behind the scene.
John Garey is seated in front of the camera. He’s an animated, incredibly fit instructor with energy people would long for. The blue on the set seems to match his presence. It quickly becomes clear why he’s so good on camera. His bright eyes, ear-to-ear smile and welcoming expression can capture any audience on screen.
We sat down with Garey to hear about his adventures with online video and how he arrived at his successful subscription video business.
Garey made a name for himself in the pilates world by first receiving his master’s in physical education and eventually finding the Stott Pilates program, working closely with Michael Stott himself.
“I studied with a couple different Pilates organizations and found Stott Pilates,” Garey explains. “Because of that [program], I started teaching all around the world and began creating my own content. I was combining my two worlds of fitness and pilates–the two things that I love.”
He completed all of his certifications with Stott and became a master instructor trainer. While working closely with Merrithew and traveling to educate other pilates instructors, Garey began creating John Garey TV as a way to offer additional content and keep in touch with instructors from his global travels.
The Beginnings of John Garey TV
John Garey TV was a way to continue to share updated techniques and instruction to instructors globally. Now the subscription video offering has grown into themed days of the week focusing on Pilates, matt and fitness programs.
“It’s a rapidly changing industry with technology,” Garey says. “In the past, part of the challenge was that instructors who were looking for new content needed to go to conferences to get that content. And those can be expensive and only happen once a year.”
Garey followed up emphasizing that in-person experience is still valuable and hard to replace.
“But there’s something to be said about being able to connect with that person online whenever you want and get fresh content. You can get a lot of it at a much cheaper price than flying to conferences.”
Connectivity is Garey’s key. Garey’s community is able to access new content frequently and immediate feedback. The instructors feel they can access a resource and connect with groups to learn new techniques, ask questions and connect no matter the location or time of day.
Garey explains that for about six months prior to initially launching John Garey TV he began by producing content on a schedule he thought he wanted and could keep up.
“I started building my social following and releasing new content on that schedule,” Garey says. “It was a schedule that as we went, we modified and made sure we could keep up with. It also helped to build my social community that way.”
Garey began putting content online 3 years ago and launched his initial membership site in 2015.
“When we first started, it was our big fans that were the first people to jump on board. What happened to us is over time, they start sharing our information with friends. It’s just exponential. It just keeps growing and growing and growing,” Garey emphasizes. “You can’t really get that anywhere like you can online. It’s really amazing.”
Garey’s membership site kept growing as he continued to add more content and stay consistently active on social media. Eventually, the membership began asking for functionality that is not available on a standard web offering.
“We had been online for about 2 years when we realized we had a lot of comments online from our customers they wanted to be able to do things we weren’t able to provide them through the platform we were on before.”
Garey dove in researching different platforms that could deliver the best technology but “also be a good partner for [his business].”
“It was right from the start,” Garey said. “Intelivideo set out exactly what we needed to do in order to make this happen and work with the unique challenges that we had.”
One of the biggest challenges Garey faced in switching platforms was moving the content and subscribers over in a timely and successful manner.
“Intelivideo already had a plan in place for it,” Garey explains. “It worked really well. What we’ve been able to offer to our customers that we weren’t able to offer before was the ability to download videos and watch them offline and to have apps on all the smart technology, which was really amazing.”
“It’s something that a lot of our customers were asking for, and to be able to offer all of that to them at one time was so beneficial for us.”
Garey transitioned almost 90% of his membership base two months into his relaunch with Intelivideo’s help. The viewers are delighted with the additional viewing experiences.
John Garey TV Now and Looking Ahead
“We produce videos three times a week. Every Monday is our reformer or other Pilates equipment. Every Wednesday is our mat video and every Friday is our fitness video,” Garey says.
John Garey TV also includes PDF notes viewers can download that provides all the notes for the class along with thumbnail photos of the exercise.
There’s been amazing feedback about the apps, and as Garey says, being able to watch all videos on their phone and take it wherever they want is exactly what they were looking for.
Garey is moving John Garey TV to a new set with all new equipment and plans to expand his reach.
“We’ll reach more and more clients who just want a great workout–not just the instructor base which we’re so proud of. But they are telling their clients that when they’re at home to go to John Garey TV and they can continue to do their workouts at home.”
Visit John Garey TV here and subscribe if you are interested in all things Pilates and fitness. Garey is a pro in the space.
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