SUMMERSIDE, P.E.I. — You’ve heard of underdelivering, but have you heard of overdelivering?
Aaron Dawson has made it the mandate of his company Hustle Athletic Training to provide more than the bare minimum.
“It’s the main incentive. If I can make working out fun, enjoyable or a little easier for you to set your alarm for 4:30 a.m., than that’s what I’ll do,” said Dawson.
Dawson played in the Ontario Hockey League for five years, at the University of P.E.I. and was a draft pick of the National Hockey League’s Carolina Hurricanes in 2003.
He got his start in personal training in 2014 when he decided to incorporate his services after training a couple of hockey players.
In 2018 he took his business full time and opened a location on North Drive in Summerside.
“I took a leave from my full-time job and was faced with the decision – either I work 80 hours a week or you chose one or the other.”
It’s proving a wise decision so far; he has about 100 members and two other trainers - Shelley Schurman and Clark Webster - helping out.
Dawson is also preparing to move the business to a new location – 465 Water St.
“I wanted something by the water. I like the feel of it. And I think the downtown is growing and it’s a good opportunity," he said. "The downtown is growing economically, and I want to take advantage of being part of it, as well as the boardwalk and the outdoor greenspaces across the street.”
Dawson noted there wasn’t a lot of already existing commercial space, so he decided to take it one step further and buy the building.
“I wanted to invest in the business and buy into the location.”
The exterior and interior of the building will be completely renovated, thanks to the help of a client of Dawson’s. He’s hoping to see the new location open around early May.
But just because there is a bigger space, doesn’t mean Dawson is looking to grow his clientele exponentially. He plans to put a cap on membership in order to keep class sizes between 10 and 15 participants.
He said he isn’t looking to compete with other gyms in the area because he doesn’t offer a 24-hour service. If you’re a member at Hustle you can use the equipment during the class you attend or during a private training session.
“You’re not going to be in the middle of a session, and someone walks in and asks if you’re done with the machine. It’s a completely private group/individual training atmosphere.”
It’s also about monitoring and teaching the existing clients.
“Those who are members here, I’m bugging them if they haven’t been in the gym for a while. It’s a higher cost than some of the other facilities in the city, and with that comes higher expectations.
Jillian Robinson started going to Hustle in late January.
“It was meeting with Aaron and the gym space that convinced me to try the six-week training challenge. By the end of Week 2, I knew I was going to come back, and by Week 3, I had signed up for a year-long membership.”
Robinson said it’s powerful to go to a gym with motivating people and a team atmosphere.
“Anybody and everybody can do the classes and if you’re having trouble everyone is willing to help.”
Robinson said the private facility was another draw.
“I’m not confident enough to go into a 24-hour gym, use a machine and exercise. But the trainers, really encourage you as you go.”
Dawson said the mantra at Hustle is “you vs. you.”
Twitter.com/JPMillicentMcK
Instagram.com/millicentleemckay
The future location of Hustle Athletic Training in Summerside: