Q+A With Mayweather Boxing + Fitness’ CEO James Williams
Mayweather Boxing + Fitness CEO, James Williams, Answers Questions about the Company and its Recent Global Expansion
James Williams, a former corporate lawyer turned CEO of celebrity businesses, shares the story of Mayweather Boxing + Fitness and its recent global expansion. Williams has been CEO of Mayweather Boxing + Fitness for nearly five years and has played a pivotal role in the development of the brand, alongside Floyd. Responsible for overall strategy and day-to-day operations, Williams has propelled the brand to become an emerging leader in the boutique fitness category.
What is Mayweather Boxing + Fitness?
Founded in 2018 by the undefeated boxing champion, Mayweather Boxing + Fitness provides an inclusive, high-intensity fitness experience developed by Floyd himself. Offering one of the most effective group fitness experiences on the market today, Mayweather Boxing + Fitness utilizes methods developed throughout Floyd’s 21-year career at the top of the sport of boxing. Members take 45 and 60-minute-long classes consisting of a dynamic warm-up, boxing rounds on the bags and a variety of fitness stations. State-of-the-art smart screen technology projects Floyd demonstrating the movements throughout the duration of the class, giving the authentic feel of training alongside the legend himself. No previous boxing experience is needed – so whether a former athlete, young professional, or someone getting back into fitness, the Mayweather workout program is designed to be accessible, effective, and enjoyable for all.
How is Mayweather Boxing + Fitness Different from Other Workout Classes?
At Mayweather Boxing + Fitness, we provide a community where you can unleash your own inner champion. Our programming provides members with the perfect combination of boxing training and other fitness modalities (body weight and floor exercises, weight training, cardio equipment) that are great for helping achieve anyone’s fitness goals. Boxing has been proven to be one of the most complete workouts available, combining both strength and endurance. Each week, members experience programming that is based on one of Floyd’s fights (called the “Fight of the Week”) that incorporates the punch combinations, training techniques and lessons from each of those professional fights – but still making it easy for anyone to follow along. There’s no other place where you can walk into a fitness studio and learn directly from a world champion athlete.
With the industry growing so rapidly, has Mayweather Boxing + Fitness experienced similar growth?
Absolutely. It’s true that the group fitness space has experienced explosive growth and our unique fitness concept has experienced a similar trajectory. Since starting the company in 2018, we have 57 locations in the United States between those open for classes and those in presale and we recently opened our first two international locations in Moscow and St. Petersburg, Russia. By the end of 2022, we plan to have over 100 U.S. locations open, and we are in current discussions with several international groups for territory development around the world. We’ve had great success as a brand in our early years, and we’re poised to continue that story – and Floyd’s legacy – throughout 2022 and beyond.
Can you speak more about your first international expansion? And why Russia?
Absolutely, we always knew that there was a market for this brand around the world and that global expansion would quickly follow the rapid domestic growth. We are so grateful for all the success that we have had here in the United States, and we knew that there would be established operators around the globe that would want to bring Mayweather Boxing + Fitness to their country. It’s actually a great story as to why we launched our first international locations in Russia. The now Master Franchisee in Russia first discovered the fitness concept while walking past our flagship Los Angeles studio on Wilshire Blvd. Through enrolling in classes at the studio, he found a renewed passion for personal fitness, sparking his decision to invest in a franchise in the U.S. Upon the successful development of his first Mayweather Boxing + Fitness studio in Hollywood (Cali.) – a marquee location for our brand – he brought his investment group in to acquire the rights to develop all of Russia. Soon after, we had our first locations in both St. Petersburg and Moscow! It worked out well for us since they learned the business first in the US and then have been able to take those learnings into the Russian market. This international development has since sparked further interest in several additional global territories.
What would you say are your brand’s biggest differentiators for prospective franchisees looking to invest?
Our brand’s biggest differentiator is the unique environment and fitness routines we offer our members and the brand recognition the Mayweather name provides us. Our studios are elegantly designed with state-of-the-art technology and equipment that are engineered to help anyone reach their full potential and embody the spirit of a fighter. Mayweather Boxing + Fitness offers a unique franchise opportunity, as there are no other fitness studios using the techniques and workouts of a world-renowned fighter and athlete in their classes. Combined with a world-renowned name like Mayweather, this is a great opportunity to open a franchise within the fitness industry. Just as Floyd’s family was always in his corner throughout his career, Mayweather Boxing + Fitness is rooted in family and community support. Our studios are not just workout facilities but hearts of our communities.
Where is Mayweather Boxing + Fitness looking to expand in the near future?
At Mayweather Boxing + Fitness, we are always looking and developing ways to be a leader in group fitness. We have a lot of exciting things ahead for this brand, both domestically and internationally. In addition to over 200 franchise and development territories awarded, we have franchising opportunities still available in key markets across the country including Arizona, California, Florida, Missouri, and Texas. For more information and to find the location nearest you, visit mayweather.fit/locations. For information about franchising opportunities, please visit mayweather.fit/franchise.