Ep. 028: 4 Gyms in 10 Years - Krave Gym's Blueprint for Successful Gym Expansion w/ Tyler Robinson
- Ryan Snaadt
- Mar 27
- 4 min read
4 Gyms in 10 Years: The Krave Gym Blueprint for Strategic Business Expansion
Building a successful brand in the heart of the Midwest requires more than just a good idea—it requires an "athletic mindset." In a recent episode of the Rhymes with Odd podcast, host Ryan Snaadt sat down with Tyler Robinson, co-owner of Krave Gym, to dissect the journey of scaling a fitness empire from one location to four across the Des Moines metro area.
For Des Moines business owners and marketers, Robinson’s story offers a masterclass in patient scaling, niche positioning, and the importance of brand consistency.
The Birth of a Boutique Fitness Powerhouse in West Des Moines
The story of Krave Gym didn’t begin in a boardroom; it began on the athletic fields of the University of South Dakota. Both Tyler and his wife, Amber, were collegiate athletes and strength coaches who realized that the "standard" gym model was failing a specific, high-value demographic: the former athlete.
After a stint developing strength programs for a national martial arts franchise, the Robinsons decided to strike out on their own. While they scouted locations in Denver and Kansas City, they ultimately saw the untapped potential in the Des Moines, Iowa market. They opened their first location in West Des Moines in 2014, laying the groundwork for what would become a decade of growth.
1. Don’t Expand for "Growth’s Sake"
One of the most profound takeaways for Des Moines entrepreneurs from Tyler’s conversation with Ryan Snaadt is the value of patience. While many startups rush to open a second location within the first year, Krave Gym waited five years before branching out to Waukee.
"Expanding too early I think would have been a mistake," Robinson told Ryan Snaadt. “It took us that first five years to really solidify where we wanted to be as a brand.”
By waiting, the Robinsons were able to:
Solidify the "Trade Dress": Ensuring every piece of mill work, locker design, and equipment placement was standardized.
Pressure-Test the Product: Refining the training cycles to ensure they could be replicated by any coach, not just the founders.
Build Capital and Culture: Establishing a loyal community in West Des Moines that served as a marketing engine for the Waukee expansion.
2. Dominating a Niche: Training the "Ex-Athlete"
In a crowded fitness market full of big-box "globo-gyms" and low-cost alternatives, Krave Gym succeeded by speaking a specific language. As Ryan Snaadt noted during the interview, many gyms lose their soul when they scale. Krave avoided this by obsessing over their "avatar": The Ex-Athlete.
Robinson defines this demographic as the 25-to-45-year-old professional who used to play sports and feels "lost" in a traditional gym. By calling members "athletes" and organizing workouts into "teams," Krave Gym leverages the psychological triggers of camaraderie and competition.
Marketing Lesson for Des Moines Businesses: If you try to talk to everyone, you talk to no one. By narrowing their focus to the "Sport of Life" for former athletes, Krave Gym created a community that is incredibly difficult for competitors to poach.
3. Operations Over Ego: The Power of Periodization
A common pitfall for service-based businesses in Iowa is the "Founder Trap"—where the business only works if the owner is present. Tyler explained to Ryan Snaadt how Krave Gym used science-based periodization to automate the quality of their service.
Krave Gym operates on six different "seasons" throughout the year (such as Strength Season or Agility Season).
The Benefit: Robinson knows exactly what every athlete in every gym will be doing in November of next year.
The Scalability: This system eliminates "coach whim." Whether an athlete is in Waukee or West Des Moines, the product is identical.
For marketers and business owners, this highlights the necessity of Standard Operating Procedures (SOPs). Your brand isn't what you do; it's the consistency with which you do it.
4. Balancing Business Growth with Family Values
Ryan Snaadt pivoted the conversation to a topic many local business owners struggle with: the work-life balance. Tyler Robinson’s journey from a professional natural bodybuilder to a father of three reflects a shift in priority that many entrepreneurs face.
Robinson shared a poignant story about qualifying for the Natural Olympia in Las Vegas but choosing to stay home for the birth of his children. This "all-in" mentality applies to his family just as much as his gyms.
For the Des Moines business community, Tyler’s message is clear: Physical health is the foundation of professional performance. He maintains his edge by staying consistent with 3-5 workouts a week, ensuring he has the energy to manage construction on his newest locations while remaining an active father.
5. The "Blueprint" for Future Expansion
As Krave Gym moves toward its fourth location and eyes further expansion in 2024, the blueprint remains the same:
Community-First Marketing: Using seasonal challenges (like the "Rabbit Challenge") to keep members engaged and sharing their progress on social media.
24/7 Access with a Coach-Led Heart: Combining the convenience of 24-hour gyms with the high-touch value of boutique coaching.
Midwest Values: Staying true to the "Midwest-built" ethos that resonates with Iowa residents.
Conclusion: Lessons for the Des Moines Market
The interview between Ryan Snaadt and Tyler Robinson serves as a reminder that successful business expansion is a marathon, not a sprint. By focusing on a tight niche, obsessing over operational consistency, and waiting until the "package" was perfect, Krave Gym has set the standard for boutique fitness in Iowa.
Whether you are a marketer looking to sharpen a brand’s voice or a business owner ready to open your second door, remember the Krave motto: Don't just dip your toe in. If the model is right, go all in.
Are you a Des Moines business owner looking to scale? Take a page out of the Tyler Robinson playbook: Focus on your "active rest," nail your SOPs, and ensure your brand feels the same in every zip code.
To hear the full interview and more insights on Fitness, Business, and Family, subscribe to the Rhymes with Odd Podcast.
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