Outlaw FitCamp: Building a Fitness Empire with ISSA

In the competitive world of fitness facilities, standing out requires more than just a unique concept—it demands a commitment to excellence, a passion for changing lives, and a willingness to invest in education. Jesse James Leyva, founder of Outlaw FitCamp, has built his fitness empire on these principles, leveraging a partnership with the International Sports Sciences Association (ISSA) to fuel growth and create franchise opportunities.

Jesse's journey in the fitness industry spans three decades, evolving from performance training for NFL athletes and bodybuilding competition prep to a more holistic approach focused on family and weight loss. "I realized that chasing trophies and hard bodies and getting people ready for shows was a good adrenaline rush," Jesse reflects. "But around 2014-2015, I realized that we had a large amount of clientele that were women, probably about 85% of our clientele were women, many of them moms."

This realization led to a significant shift in Outlaw FitCamp's brand and mission. Jesse explains, "I changed our whole brand to focus on family journey weight loss. And I look for people that had that kind of devotion and love towards clientele."

The Outlaw FitCamp Difference

What sets Outlaw FitCamp apart is its unique approach to family fitness. Jesse proudly shares, "We don't charge extra for somebody else in the household, so you can bring your husband in for personal training. We don't charge extra for him to work out with you, or when you bring your daughter in."

This family-oriented approach has paid dividends in client retention and referrals. "We keep clients for two, three, five, eight years by doing that. And the referrals went up exponentially," Jesse notes.

The Outlaw FitCamp philosophy is encapsulated in their logo, which features three swishes representing Faith, Family, and Fitness. Jesse believes, "If you have those three things, it's really hard to have depression, to have addiction, or different behavioral patterns."

Partnering with ISSA for Quality Education

As Outlaw FitCamp grew, Jesse recognized the need for well-educated, certified personal trainers who could deliver on the brand's promise of transformative fitness. This is where the partnership with ISSA became crucial.

"We use ISSA, and I've been very impressed with the knowledge and skills of trainers who have ISSA certifications," Jesse shares. He particularly appreciates ISSA's commitment to continuing education, noting, "ISSA offers a wealth of resources for their certified professionals, including continuing education courses and video lectures. It's exactly the kind of ongoing learning that I want to see in our trainers."

For Outlaw FitCamp, ISSA certifications have become a mark of quality. Jesse explains, "While we don't strictly require ISSA certification, we strongly encourage it. When we're looking at potential trainers, we prioritize those with ISSA certifications over other partnerships we have. The quality of trainers coming out of ISSA consistently impresses me."

Beyond Personal Training: Nutrition and Transformation Coaching

While personal training remains at the core of Outlaw FitCamp's services, Jesse recognizes the importance of a holistic approach to fitness. He values trainers who have additional certifications, particularly in nutrition coaching.

"Having a nutrition certification is always valuable," Jesse emphasizes. "Understanding nutrition is one of the key factors in helping people transform their lives. It's not just about exercise—changing eating habits is crucial." He also values trainers with corrective training certifications, recognizing that a comprehensive education leads to better client outcomes. "The more well-rounded our trainers are, the more they can help our clients achieve their goals," Jesse adds.

However, Jesse is quick to point out that certifications alone don't make a great trainer. "An incredible resume of accomplishments in the sense of certifications or degrees means absolutely nothing if they can't listen, look, observe, and then take strategic action with that client," he states. This balanced view of education and practical skills is what makes Outlaw FitCamp trainers stand out.

Expanding Through Franchising

The success of Outlaw FitCamp's model has led to exciting franchise opportunities. Currently, the brand has four locations, with more on the horizon. "We just sold two territories and we have a five pack we're working on right now in the Dallas area," Jesse shares excitedly.

What's particularly inspiring is that some of Outlaw FitCamp's franchise owners started as clients who experienced the brand's impact firsthand. Jesse shares his excitement about this trend: "We have several current clients who are currently going through the financial process to open their own Outlaw FitCamp franchises. It's incredibly rewarding to see people who've benefited from our program wanting to bring that same transformation to others. This organic growth really validates what we're doing."

The franchise model offers two options: a full-service location that includes both personal training and group fitness, and a more affordable Fitcamp-only model. This flexibility allows for a wider range of potential franchisees, from experienced trainers to families looking to enter the fitness industry.

Looking to the Future

Jesse's vision for Outlaw FitCamp is ambitious yet grounded in the brand's core values. "National growth," he states simply when asked about the next 5-10 years. But this growth isn't just about numbers—it's about impact.

"Our goal is nationwide growth, and I think you only grow intelligently when you grow slow and strategic and you partner with the right people," Jesse explains. This measured approach to expansion, coupled with the strong educational foundation provided by ISSA, positions Outlaw FitCamp for sustainable success.

Jesse sees the partnership with ISSA as key to this growth strategy. "We're excited about our partnership with ISSA and the high-quality professionals it produces," he says. "ISSA-certified trainers not only make excellent team members, but they also have the potential to become great franchisees. It's not just about having the financial means to open a franchise; you need passion, education, and the ability to put knowledge into action. ISSA graduates often embody these qualities, which aligns perfectly with our vision for expansion."

As Outlaw FitCamp continues to grow, it remains committed to its core mission of transforming lives through fitness. With ISSA-certified trainers at the helm, each new location becomes a hub of health and wellness in its community, embodying the brand's commitment to faith, family, and fitness.