Stewart Miller here, and today, I want to pull back the curtain on an unexpected chapter of my entrepreneurial journey – one that laid the groundwork for my deep dive into the global fitness and wellness industry. Before I was immersed in digital fitness innovation or designing cutting-edge wellness ecosystems, I spent over a decade building a successful distribution business in the automotive sector.
You might think, “What does selling car parts have to do with scaling a gym chain or launching a digital fitness platform?” More than you’d imagine. This period was a masterclass in the core principles of scaling a business, understanding market dynamics, and the relentless pursuit of product excellence. And these lessons are more relevant than ever for anyone looking to grow a wellness brand today.
The Unlikely Foundation: Precision, Logistics, and Partnership
In the automotive distribution world, success hinges on precision. Every component, every delivery, every relationship has to be finely tuned. I quickly learned the critical importance of:
- Flawless Logistics: Getting the right product to the right place at the right time, consistently. This translates directly to the wellness space – whether it’s ensuring seamless access to digital content or optimizing the flow within a physical facility.
- Robust Supply Chains: Building reliable networks of suppliers and partners. For wellness, this means curating the best equipment, tech, and even talent to deliver a premium experience.
- Relationship Building: Trust was paramount. Our clients relied on us, and we relied on our manufacturers. This is mirrored in the wellness industry; fostering strong relationships with members, employees, and technology providers is non-negotiable for sustainable fitness business growth.
From Cylinders to Cycles: Applying Lessons to Emotion Cycling
When I transitioned from automotive to launch Emotion Cycling, my initial goal was humble: sell 50 bikes in the first year. Ten years later, we were moving over 100,000 bikes annually across 13 brands. This exponential growth in the cycling industry wasn’t accidental; it was a direct application of the scaling principles I’d honed.
We were “product obsessed” before it was a core value. Each bike, each component, had to deliver an exceptional experience. We understood that the product wasn’t just the physical item, but the entire journey from selection to ride. This mindset proved invaluable:
- Understanding the User Journey: Just like a car part supports a vehicle’s performance, every aspect of a bike – and by extension, a wellness offering – contributes to the user’s overall experience and their fitness journey.
- Brand Building Beyond the Product: We learned to tell stories, to connect with enthusiasts on an emotional level. This is vital for wellness brand development; you’re not just selling a membership, you’re selling a lifestyle and a feeling.
- Iterative Scaling: We didn’t jump from 50 to 100,000 overnight. We scaled methodically, learning from each batch, optimizing processes, and expanding our reach strategically.
The Wellness Revolution: Where History Meets Future
Today, as I advise leading gym groups and developers on shaping the next generation of social wellness living, those foundational lessons resonate stronger than ever. The core challenges of scaling wellness brands—logistics, supply chain resilience, relationship management, and product obsession—remain, even as the industry pivots to embrace digital-first strategies and integrated ecosystems.
My journey from automotive distribution to becoming a trusted advisor in global fitness and wellness highlights a fundamental truth: successful scaling transcends industry. It’s about a deep understanding of operations, an unwavering commitment to the product (be it physical or digital), and a “people first” approach that builds lasting connections.
Contact Stewart Miller to discuss how to build a high-performing wellness ecosystem for your brand.