What Gym Owners Can Learn From Patrick Rivera’s Branding Strategy
If you don’t know Patrick, he’s the Chairman of WBC Muay Thai USA, founder of the Muay Thai Development League, and the owner of Valor Fight Sports a gym with over 1,000 active members across three locations. He built all of it through branding, mission-driven leadership, and systems that run without him being in the room.
In his session, Patrick breaks down how he transformed WBC USA into a household name and grew Valor into one of the most recognizable Muay Thai brands in America. His talk covers:
Why branding matters for gym owners and promoters
“Why does branding matter? It creates identity. It creates who are you. Why people should trust you.”
Mission-driven leadership and how to align your entire team
”Everyone is fighting. That’s what valor is. It’s personal bravery, right? That’s our brand. Personal bravery. People all are fighting. May not be literally, but figuratively, a lot of people have insecurities, and that is 99.9% of the world. They are fighting with those problems.”
Gym positioning: how to define your avatar and differentiate yourself
“ You want to highlight real people to make your brand relatable.”
Patrick’s biggest lesson is simple:
People aren’t buying classes. They’re buying belonging, safety, and identity.
When a gym’s brand reflects that growth happens.
Tomorrow: I’ll share what all of the speakers had in common.
Thank you for being part of this workshop.
Matt Lucas
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