EVENT EDITION: Behind the Scenes at The Underground Strength Con │Joe Kenn, VP of Performance Education
- Dynamic Fitness & Strength
- 3 days ago
- 4 min read
The Anti-Influencer Event
The weekend of November 15th saw the Dynamic Fitness and Strength team—Joe Lopez, our Northeast Territory Manager, and myself—head to Orangeburg, NY, to attend the Underground Strength Con at the legendary Varsity House Gym. The event was hosted by Joe Riggio and Dan Goodman of Varsity House and Zach Even-Esh of the Underground Strength Gym, three men who have built their businesses the old-school way: results, community, and consistency over hype, trends, or gimmicks.
From the moment you walked through the doors, it was clear this wasn’t your typical “strength clinic.” This was a coaching experience. A purposeful gathering built around helping private-sector gym owners sharpen their brand, refine their systems, and develop the relationships that fuel long-term success.
And if there was one theme that tied the entire weekend together, it was simple: FELLOWSHIP.
The Power of Fellowship in the Private Sector
Running a brick-and-mortar training facility, whether for the general population, youth athletes, or a hybrid model, is one of the most viable business opportunities in today’s fitness landscape if your systems are sound and your purpose is clear. Events like the Underground Strength Con bring together those who have lived it, those who have failed forward, and those who are willing to share the lessons they paid for with their time, money, and often their sanity.
The presenters didn’t show up with fluff. They showed up with stories—real stories—of perseverance, sacrifice, family support, and the relentless hard work that is the true cost of success in the private sector. The willingness of these individuals to open up about both their wins and their mistakes is what makes this event so impactful.
A Weekend Built for Coaches
The weekend was loaded from start to finish. Things kicked off Friday night with the speaker and sponsor dinner, a chance to break bread, shake hands, and create the connections that make the entire event worth the investment.
Saturday and Sunday mornings offered clinicians the opportunity to train during open-gym hours—the perfect way to start a day of learning: sweat, iron, conversation. Saturday night featured the Underground Strength Games, where attendees could jump into multiple strength-based challenges and compete for prizes. The sponsors showed up big with giveaways, raffles, and enough food to fuel the heaviest training day imaginable.
In total, there were eight speakers—five on Saturday and three on Sunday. Six of them were private-sector gym owners. Two, myself included, came from a coaching background.
My talk, “Thoughts, Trends, and Realities of a Strength and Conditioning Coach,” was delivered the same way I always prefer: straight from the heart. No slides needed. Just an index card, a few bullet points, and a room of coaches hungry for real-world insight. The beauty of speaking at an event like this is that authenticity wins. When you speak on your journey—the peaks, valleys, and everything in between—you connect with people in a way no PowerPoint ever could.
The Real Value: Networking
One of the biggest takeaways from the weekend wasn’t on the schedule. It was the pre- and post-session networking, which ran nonstop. This is where the true value of these events lies—meeting like-minded individuals who genuinely want to help others succeed.
In an industry often clouded by competition and comparison, this group focused on collaboration, leadership, and elevating the standard for everyone.
Speaker Spotlight: Matt Wiedemer of BEAT Fitness
Every presenter crushed it, for the purpose of this blog I focused on one. Just remember all the speakers dropped gems of knowledge. Why didn’t I highlight more, to get you to invest in attending!
He hit the room with a powerful truth:
“Most gym owners don’t have a business—they have a job.”
A business can run without you. A job relies on your presence every single hour. When most clients only want you to train them, you’ve created dependency, not a system.
Here were some of Matt’s biggest golden nuggets:
Content Expert
Be information-deep, not information-wide. Master your lane before trying to swim in every direction. Your clients need clarity, not confusion.
Show Up on Time
In the private sector, reliability is currency. If you can’t show up on time, people won’t trust you with their goals or their kids.
Enthusiasm
Energy is an accelerator. Your attitude sets the tone for your entire room.
Service
Coaching is a service profession. Serve with intention, humility, and consistency.
Know Your People
Relationships are the foundation of retention. Learn your clients' stories. Know their “why.”
Be Curious
Ask questions. Listen deeply. Curiosity creates connection.
What You Measure Gets Done
Metrics create accountability—for you and your clients.
Customer Gets Value
Deliver more than what you charge for. Value creates loyalty; loyalty creates longevity.
Profit Sharing & Loss Sharing
If you expect your team to buy into your mission, they need to feel ownership—good or bad.
Business is a Barstool
Every business rests on three legs:
Employer
Investor
Consumer
Remove one, and the entire structure wobbles.
Build Your Team
Your business is only as strong as its support system:
Accountant
Legal
Bookkeeping
Marketing
Sales
If you try to wear all the hats, you’ll burn out. If you build a team, you’ll grow.
Final Thoughts
If you’re a gym owner—or you’re considering becoming one—events like the Underground Strength Con are an essential investment, not an optional one. Early, intentional learning can shave years off your business development curve and set you up for long-term, sustainable success.
The lessons, relationships, and perspectives gained during this weekend are the type of insight you simply can’t get scrolling social media or watching highlight clips online.
This event lived up to its tagline: The Anti-Influencer Event.
A room full of doers, not talkers.
And that’s exactly what the strength world needs more of.
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