We had the good fortune of connecting with Armond Willis and we’ve shared our conversation below.

Hi Armond, is there something that you feel is most responsible for your success?
The number one thing for me is being consistent. It means sticking to the original plan when things are bad and when things are going well.

There were definitely times where I didn’t believe the company would survive, but really being convicted by the vision and written down plan, and having faith in it is what propelled us.

Consistency has several corollaries with it. Doing the small things that move you forward on a daily basis. Being consistent in learning and educating yourself within the industry. And being transparent.

What should our readers know about your business?
Willis Performance Training was founded in 2015. We began as a smaller training business and now have an established facility in Marietta with over 100 members.

We develop a broad spectrum of people from the grade school athletes, the All- American high school standouts, to the middle aged adult determined to take ownership of their biomechanical and muscular faculty.

We are able to develop athletes and clients because we are data driven, science based, technology enthusiasts, and biomechanical specialists with a thorough understanding of how mental and physical performance work on a global scale.

What distinguishes us from other “gyms” and “trainers” is our approach to individualizing programs and exercise for the individual, and incorporating sport science to apply metrics to co-validate results. Our philosophy is to fit the program to the athlete/client, not the athlete/client to the program.

What got us to this point is a relentless dedication to education, being authentically driven to help people, and being devoted to setting a standard in the local market and executing the vision.

It definitely was/is not easy. From getting “no’s” from banks, not qualifying for business loans, putting up your own money, balancing “entrepreneurship” and family life, sacrificing steadiness for uncertainty, it’s not for everyone.

Overcoming the challenges involved being patient and consistent in the process. We had to be so convinced that what we were trying to do in the local industry was going to work that it became like a pre-reality we were stubbornly in pursuit of.

The biggest lesson for me was to not just have goals, but breaking them down by the year, quarter, month, week, day. Work in reverse and be consistent in doing the fundamentals on a daily basis, and reinvest in your own education.

What I want the world to know is etched in our tagline: “More than stronger. More than faster. We Create better athletes”

From day one our goal was to set a standard in our immediate market. Fill the gaps objectively between what’s needed and unavailable in an industry already inundated with fads, optics, false advertising. More importantly on that same token, we are more than just a gym: we are a creative space that develops individuals and help guide them to closing the gap between where they are, and their potential. We incorporate science, art, and heart in all we do.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Most likely into the city to see all of the popular attractions in Atlanta: The Battery, and braves game. Most definitely an Atlanta United game.

My favorite restaurant is Houston’s and Base Camp and I usually go there with guests when they are in town.

Hm..most exciting places or things to check out for me at this point of maturity in my life would be a lounge/bar quiet enough to have a conversation but just exclusive enough to call for a nice outfit

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
First and foremost my wife, Fanni. She has had to bear the brute of building the business from where it was to where it is now, all while being thousands of miles from her family core. Not only her relentless support through the risks, but the unquestionable faith that she has in me literally driving me to keep getting better.

My father who since a very early age ALWAYS instilled in myself and siblings to never. give. up. It is safe to say that it was
a mantra that was so instilled that it became a part of our DNA. His tremendous success as an entrepreneur set a standard and is inspiration.

Coach Mario Cristobal who demonstrated extreme faith in me as a collegiate walk on and put me in a leadership role.

My business mentors Pat Rigsby who is always hammering the fundamentals and consistencies of business. Also my good friend Tom Elliott who is majorly accomplished in business and always sharing wisdom.

Industry mentors Roderick Moore of the Atlanta Falcons for his guidance on facility and technology recommendations and long term advisement. Kika and Roberto Mela of Mela Therapeutics whose knowledge has greatly propelled and guided me in the industry

Even though I have not met the following in people, Dame Dash, Kanye, Kevin Hart, and Percy Miller are people I look up to as I admire the drive, vision, creativity, and knowledge of each and their disruptive presence in their respective industries. They changed the water, set standards, created trends.

And my mom 🙂

Website: www.willisperformance.com

Instagram: willisperformancetraining

Other: @willisperformancelabs, @flmexoticauto www.willisperformancelabs.com www.flmexoticauto.com

Image Credits
Photographer: Justin Ferguson Kobe Bryant Mural Artist: Javon Di’Angelo

Nominate Someone: ShoutoutAtlanta is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.