Life in the 21st century is not slowing down. For many, staying healthy and in shape is becoming harder and harder. The demand for services like personal chefs, butlers, trainers, and assistants is ever increasing. Within each of these market segments there will always be a few people who dominate their boutique niche and establish themselves as a leader in their industry. Meet ONYX, a Los Angeles-based fitness and lifestyle brand. Celebrity fitness personality Michael George has put his name and brand horsepower behind it and I’m giving you readers a behind the curtain peak at a really hot new company. ONYX is making its way into a very exclusive and celebrity clientele niche where Hollywood, fashion, and fitness is the real deal. The president of ONYX, Derek Reed, is a Minneapolis native and a real up-and-comer. He and I have been talking for some time about the ONYX concept and where he is going with it. I’m definitely keeping it on my Huckleberry radar. Starting a company is not an overnight process, and building a company can take years. The biggest reward for me is watching a business start to grow and mature until everything comes to fruition. ONYX is now at that crossroads and is becoming a reality. Next week, I will be interviewing the president of ONYX on my weekly Internet radio show “The Matt Crowe Show”. Check it out if you want to hear a full profile of the founder and his new company. The concept of highly personalised training, with a professional coming to your place, working out with you to get you in the best shape of your life, wherever and whenever, is not a new concept. It is however, if done properly, an untapped market in many metropolitan areas. Especially in a place like LA where being fit, wearing the latest trends, and looking your very best 24/7 is the norm! What will make his business successful? Celebrity clientele? A boutique and exclusive business model? Impeccable, one-of-a-kind service? Being different? All of the above. Can he do it? I think so. Can Los Angeles support it? I think so. Will people tell all of their friends about it for it to become a massive success? We won’t know yet. To be continued… Related articlesHow to make your business irresistible to investorsThere’s gold in them there hills…Notes from an American venture capitalist
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