Today we’d like to introduce you to Peter Keller.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I had always wanted to be an entrepreneur, But when Strength changed my life in 2005, I saw that I could help many other people experience the same benefits I had found. In 2005, I was working for an ecommerce company here in Austin. Outside of work, I was an avid marathoner. While I loved running, I always felt something was missing. I had tried various “Men’s Health”-type Strength routines and nothing really stuck- or worked! Then I was introduced to CrossFit and my life changed. Within a short period of time, I was stronger, my body looked better, and in a total surprise to me- I was happier and my thinking was clearer! I became “that guy”- you know, the one who tries to convince you that CrossFit is the new religion. Who lets Jesus worry about your eternal soul, but tries to save your earthly body. And while this was ongoing, I decluttered my garage and built a garage gym. Now, I LOVE local community gyms- the CrossFit or powerlifting gym on the corner- but I saw the power of garage gyms to change lives.
And I also saw how difficult it was to build a garage gym. I had to piece together bits and pieces from eBay, craigslist, Play It Again Sports, and weird online retailers. I knew we could do it better. I dismantled my garage gym (CRY!), racked out the garage, and got some gymnastics rings and kettlebells. I started selling them online and locally. I would guess my neighbors thought I was dealing drugs- people would roll up to my garage at all hours, and drive away with heavy bundles. And from there, Fringe Sport grew. Now we sell all over the US, and indeed the world. Our reason for existence, our WHY is- to improve lives through Strength. And we do that by helping build amazing garage gyms and helping grow thriving local community gyms.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
But in hindsight of course, it was all worth it. The first big struggle was over the identity of the business. I had read Tim Ferriss’ “Four Hour Workweek” and that’s what I thought I was building. I had a day job in ecommerce and I thought that Fringe Sport could change people’s lives with minimal involvement from me. Wrong! After running the business for a year as a side hustle, two things became clear: Fringe was something special- she was genuinely and truly helping people in a way that they needed help. I could not do it on the side- she needed my full-time attention. So I thought deeply, consulted with Valeri, my wife, and quit my six figure job to start a 0 figure job as the CEO and chief floor mopper for Fringe Sport. The next few years were rough for me- lots and lots of long hours- but we grew and grew and grew. And the beautiful thing was- strength works! I saw clients come to us, buy a little bit of gear (barbells, a squat rack, some kettlebells), build up a gym in their garage, and then come back again in a few months.
They were a little leaner, their muscles a little more prominent, and their smiles way broader. And they always wanted more weight. It’s not liked a diet. When you diet, the weight drops… but it’s hard to sustain the diet- and the weight loss. But when you catch the strength bug… it tends to stick. You build a habit of strength, a habit of working out. People start to compliment you on your handshake, your hugs, your posture… And so you stick with it. And you start to notice the other gains from strength. How even a short workout releases neurotransmitter in your brain- so you think more clearly. What a lifting weights releases dopamine and other “happy hormones” so you feel more confident and at peace. How a strength routine teaches you about mental toughness- which flows into the rest of your life. This is what sustained me through the tough times, and it’s what sustains me and our employees today. There are a lot of places where a client can buy a barbell. But we genuinely and truly believe in the life changing power of strength- and we help our clients access those changes every day.
Thanks – so what else should our readers know about Fringe Sport?
Why Fringe Sport? I sometimes joke that what we do is sell barbells to people who care about barbells. And that’s true. But more broadly, what we do, the reason we exist is to improve lives through strength. Yes, we sell barbells and kettlebells and squat racks and weights. But every one of our employees has had a life changing experience from strength. Men and women, young and old- we believe in Strength. And we help you on your strength journey. With equipment, with knowledge, with community, and with support. We have Olympic athletes and famous celebrities that use our gear. And that’s cool. But we have people who have never lifted a weight in their life, who are taking responsibility for their own fitness, their own wellbeing, their own happiness- into their own hands. And that’s cool-er.
What makes us most proud is when one of our clients uses some information from us or buys something from us, then goes away for a little while- then comes back and says- “Thank you, Fringe. I was in a bad place, and I got some gear, dedicated some time to changing my life. And now I’m better. Thank you.” This is what I live for these days and this is what we do. Stronger people live SHaLL- Smarter, Happier, Longer Lives. Smarter, Happier, Longer. You already know that you “should” eat right and exercise. We’re not here to tell you about that. Either you are going to do it or not. But what we are going to help you with is the “how.” How do I get a little stronger? How do I build a garage gym? My teenager wants to make Varsity but does not have a S&C (strength and conditioning) coach- how can I find one? Yes, we sell barbells. Yes, we build garage gyms. But you have to want to do the work- and we provide the support for that.
What quality or characteristic do you feel is most important to your success?
Too dumb to stop. I used to run marathons. I used to joke with my running friends that a distance runner is just a person who is too dumb to stop running when it hurts. And I think the same thing about entrepreneurs. When everything in life is telling you “Stop- this is a dumb idea,” entrepreneurs keep on going. And if you keep on going long enough, sometimes that dumb idea actually works! By the way, I still run marathons, sometimes even ultra-marathons, too dumb to stop.
Pricing:
- Full garage gym builds from $300/mo
- World record barbells from the $200’s (each)
Contact Info:
- Email: team@fringesport.com
- Website: https://www.fringesport.com/
- Instagram: https://www.instagram.com/fringesport/
- Facebook: https://www.facebook.com/FringeSport/
- Twitter: https://twitter.com/fringesport
- Youtube: https://www.youtube.com/user/FringeSport
- Yelp: https://www.yelp.com/biz/fringe-sport-austin
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