Ep 007: Love, Sweat, and Tears of Owning a Gym w/ Justin Shepard & Taylor Frederickson
- Ryan Snaadt
- Mar 23
- 4 min read
Building a Brand from the Ground Up: The Mojo’s Gym Story
In the latest episode of the Rhymes with Odd podcast, host Ryan Snaadt sits down with the power couple behind one of West Des Moines’ fastest-growing fitness communities: Justin Shepard and Taylor Frederickson.
For local entrepreneurs and marketers in the Des Moines metro, this episode is a masterclass in "niche-carving." It’s a raw look at what happens when you stop working for the franchise "umbrella" and start building a brand rooted in authenticity, grit, and a little bit of dog-inspired luck.
From Teenage Dreams to West Des Moines Reality
The story of Mojo’s Gym didn't start with a business loan or a sleek real estate listing. It started when both Justin and Taylor, independently and years before meeting, told their families at age 16 that they would one day own a gym.
When the two eventually met in 2018, they realized they shared more than just a passion for fitness—they shared a vision for a specific kind of environment. As Ryan Snaadt notes throughout the interview, the "origin story" is a vital piece of any local business marketing strategy. For Justin and Taylor, that story involves a home garage gym, a "Frankenstein" multi-use machine, and the global catalyst of 2020 that forced them to realize their garage was no longer big enough for their ambition.
The Entrepreneurial Leap: Why "Local" Trumps "Franchise"
One of the most insightful moments for Des Moines business owners occurs when Justin discusses his decision to decline a franchise buy-in opportunity.
"If I’m going to pay and we’re going to do this... I’d rather have it be up to us to run it how we want to succeed or fail ultimately, rather than being under anybody else’s umbrella," Justin explains.
For marketers, this highlights the Mojo’s Gym USP (Unique Selling Proposition): Total creative and operational control. By avoiding the rigid rules of a national chain, they were able to build a culture that reflects the West Des Moines community rather than a corporate office in another state.
Navigating the West Des Moines Commercial Real Estate Market
Ryan Snaadt, who recently went through the process of finding his own commercial studio space, digs deep into the logistical hurdles of opening a brick-and-mortar business in the Des Moines suburbs.
The couple’s journey highlights three major challenges every local founder faces:
Finding the Right Agent: Ryan and the guests discuss the "small fish" syndrome, where commercial agents often prioritize massive enterprise clients over local startups.
The "Vision" Gap: Taylor admits that when they first walked into their current space, it was a maze of blue and lime-green cubicles. Justin saw a gym; Taylor saw a mess. This reinforces the need for entrepreneurs to have "spatial imagination."
The Non-Compete Clause: To maintain integrity with Justin’s previous employer, they specifically looked for a location that respected a geographic boundary, eventually landing on the western edge of the metro to serve the Waukee and West Des Moines corridor.
Marketing a Service: The "Anti-Big Box" Strategy
In a saturated market like West Des Moines—which features everything from $10/month "judgment-free" zones to $200/month boutique studios—how does a local gym compete?
Justin and Taylor’s marketing strategy is built on knocking down boundaries.
1. Solving "Gym Anxiety"
The duo uses their background—Justin’s scientific data-driven approach and Taylor’s Psychology degree—to address the mental hurdles of fitness. By creating an "intimate" feel, they’ve positioned themselves as the bridge between the cold anonymity of a big-box gym and the high cost of a personal training studio.
2. The High-Value Hybrid Model
Mojo’s Gym operates on a 24/7 access model (similar to an Anytime Fitness) but adds a layer of guidance that is usually hidden behind a paywall.
WODs (Workouts of the Day): They provide upper-body, lower-body, and cardio tracks on a whiteboard for all members.
The Personal Touch: Justin knows his members by name. If you don't show up for two weeks, you get a text. This level of proactive retention is something automated marketing can't replicate.
3. Authentic Branding (The "Mojo" Factor)
In a funny turn of events, Ryan Snaadt asks about the name "Mojo’s." While many might think it’s a fitness acronym, it’s actually named after their dog—who was named after a bar in Indianola. This kind of "unfiltered" brand story is exactly what attracts a loyal local following.
The Reality of the "Double Life"
For Des Moines marketers and side-hustlers, Taylor’s role is particularly inspiring. She maintains a full-time career in home mortgages while co-owning and operating the gym.
This "Double Dip" lifestyle (as Ryan calls it) requires a rigorous division of labor:
Justin: The "Face" of the business, handling the 6 AM to 7 PM shifts, training, and social media content.
Taylor: The "Operator," handling taxes, cleaning, bookkeeping, and the "un-fun" paperwork that keeps a business legal and profitable.
Key Takeaways for Des Moines Entrepreneurs
If you’re looking to launch a brand in the Iowa market, this episode of Rhymes with Odd offers a few golden rules:
Don't wait for the perfect moment. Justin and Taylor started with one machine and a logo they paid for before they even had a lease.
Lean into your unique background. Taylor’s psychology degree isn't "wasted" in fitness; it’s her secret weapon for client connection.
Build a community, not just a customer base. In a town like Des Moines, word-of-mouth travels fast. If you treat people like humans (and text them when they’re eating ice cream instead of squatting), they stay.
Conclusion
The "Love, Sweat, and Tears" of Mojo’s Gym is a testament to the thriving entrepreneurial spirit in West Des Moines. By focusing on the "middle ground"—offering more than a budget gym but charging less than a boutique—Justin and Taylor have found a sweet spot that resonates with local residents.
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