FORGET YOU 2020

THE BUSINESS OF WORKOUTS

For Justin Nucum, the founder of Hardkour Performance, this year has been testing. “In terms of the business, it actually opened up so many different ideas as to how we could pivot. Luckily for us, most people kept their memberships and we just shifted to a mentality that just because we’re in quarantine, it didn’t mean we couldn’t workout,” said Nucum.

“The question was more around how we adjust. At the start of the lockdown, a lot of workout equipment was either sold-out or doubling, even tripling in price. So, I focused on creating home workouts for people based on what they could do or what they had access to.”

“That’s the beauty of what we do. Obstacles shape or model the races but they also shape and model our lives. If you could work out or race during COVID, you can hack life.”