How a professional hockey player with zero business experience built a 450+ member studio, ranked Top 10 globally, and achieved a life-changing exit.
Devin Setoguchi wasn't your typical fitness studio owner. As a former professional hockey player for the San Jose Sharks, he'd spent thousands of hours perfecting his craft on the ice. But when it came to business? Zero experience. No sales background. No entrepreneurial track record.
Opening a fitness studio in San Jose was a leap of faith—and a massive risk. Devin knew fitness. He understood discipline, hard work, and commitment. But running a business? That was a completely different game.
When Devin decided to launch his studio, he knew he couldn't do it alone. That's when he reached out to Advance Coaching. For five months, Jacques flew from Brisbane to San Jose every single month, working hands-on with Devin to build the foundation of a successful business.
The pre-sale campaign was a massive success. Devin launched with 300 members—an incredible start that set the tone for what was to come.
But then something happened. After the initial momentum, growth stagnated. Members weren't coming in like they used to. Devin was frustrated. He was putting in the hours, but the results weren't there.
During a coaching call, Jacques asked Devin a simple question: "How many times have you practiced your hockey skills?"
"Thousands of times," Devin replied.
"And how many times have you practiced the only skill that makes your business money—the sales script?"
Devin paused. "Twice."
That moment changed everything. Devin realized he'd been treating his business like a hobby, not a profession. He wasn't putting in the reps. He wasn't mastering the fundamentals. From that day forward, he committed to the process—practicing the sales script, refining his approach, and executing with the same discipline he'd applied to hockey.
The transformation was remarkable. Devin's studio grew to over 450 members and maintained that level consistently. He became one of the Top 10 studios globally in his franchise network—a testament to his commitment and execution.
But the success didn't stop there. When it came time to exit, Devin achieved one of the most successful exits in his franchise's history.
Today, Devin's story stands as proof that with the right mindset, the right systems, and a commitment to mastering the fundamentals, anyone can build a thriving fitness business—even without prior experience.
"The hockey practice analogy changed everything for me."
I'd practiced my hockey skills thousands of times, but I'd only practiced my sales script twice. Once I committed to mastering the fundamentals of business the same way I mastered hockey, everything turned around.
— Devin, Former NHL Player & Studio Owner