Joshua Kirkley

Mobile, AL (USA)
Role(s):
Founder/Owner/Principal

FitMafia

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Location: Mobile
Industry: Internet
Year Founded: 2013
Number Employees: 1-10 people
Business Stage: Creation/Idea
Entity Type: "C" Corporation
Description: Mobile was recently ranked in the top five unhealthiest cities. We want to change that. We want to use Mobile as the home of our new fitness brand FitMafia. FitMafia is a reality web/tv series with fitness challenges that help build new lifestyles. Unlike the "Biggest Loser" the focus is not on extremely overweight participants but participants from all walks of life. FitMafia will include a Facebook application game that adds social accountability. The game will have a hierarchy of a traditional mafia and will have duties according to that rank. Boss of all bosses Boss Underboss Consigliere Capo Soldiers Associates We want people to have fun getting the exercise they need. FitMafia will focus its activities on the belief that exercise is more sustainable and enjoyable when undertaken with others. At the same time, the social aspect of fitness should drive membership to FitMafia in even greater numbers as the business creates more opportunities for customers to exercise with their friends. The FitMafia member will bring friends and family to work out with, but soon discover a wealth of team sports options to participate in fun league play. The member will become even more motivated to work out, although exercise will no longer feel like work. Surrounded by old friends and new friends, it will feel like play and the member will develop an attachment for the FitMafia brand. In time, this individual will encourage more and more friends and acquaintances to join FitMafia so that they, too, can experience how exercise can become "play" rather than "work". Once a series comes to a city it will open small training studios throughout with no more than 3 mile radius. Classes will be completed via in person trainer, live video instructor, internet videos or in home videos.