I started this newsletter to document two journeys:

1. the building of The Garage Gym as a business
2. my personal journey pursuing 100%

We believe there’s a 100% version of you inside of you, desperate to get out… so the goal of this newsletter is to document our pursuit of 100% - and to encourage you to pursue yours.

If you received this by mistake or no longer wish to follow along, unsubscribe at the bottom.

BUILDING THE BRAND 002 | CATCHING YOU UP

We've been documentingThe Garage Gym via our ‘Building the Brand’ series on Instagram for a while now. 

In the second edition of From The Founder, we’ll cover 002 (quick) & get back to today.

You can watch Episode 002 of Building The Brand on Instagram here.

THE GARAGE GYM | APRIL 2026

What many think building The Garage Gym is:

All of the above is true, but it’s actually a smaller part of the story than you might think.

Building The Garage is a tremendous amount of work outside the four walls of the gym.

Most recently we went through a backend migration of our app, member management platform, and CRM. 

For those of you unaware - CRM is a customer relationship management tool. It’s how you manage the people who apply to The Garage: all texts, emails, questions, follow ups, etc.

We started this migration process (from our old backend to the new one) in June 2025 and are still ironing out some kinks in April 2026.

I knew it was going to be a big undertaking, with a level of uncertainty that is really out of your hands (using a software someone else created) but it was a mess 😂.

We can laugh about it now, and I will spare you all the boring behind the scenes details, but we are officially live on:

Now that we are, metaphorically, through the woods, I’m really excited to grow with the tool. 

A big reason we chose to do this migration was to get clarity.

One example below:

I never thought about the total amount of traffic that a business gets.

For example - how many people:

From there…

From there…

None of this is likely important to you (unless you own a business), but it has been a very cool project to tackle. 

When done, we’ll have a a good grasp on how The Garage Gym shows up in the world, and can make further decisions on where to spend time and resources.

I’ll spare you all the boring details - but the update for this newsletter is “Behind the Scenes”.

Working on the foundation of our business to make it clear and measurable - so we can be more calculated in the decisions we make.

I never in a million years thought I would be deep in Google Analytics analyzing site traffic and marking key events - if you know, you know - but it has proven to be a really cool and important project.

***If you do own a business, and are interested in learning more about this (and what I’ve learned) reply to this email. I’m happy to help as I can. 

A couple things to keep on your radar (not data related, I promise):

TGG Field Day 

This Saturday April 11th at Tamaques Park | 8:30am

I’ve heard a lot from members of The Garage that they wished there were opportunities to bring their kids to the gym or to things they can workout together. 

So - we made TGG Field Day.

A morning to workout together, play some games (think, middle school field day), take home some goodies from Juice House and PROMIX, and leave better because you showed up.

It’s 100% free, fun, and you can RSVP here.

MDW MURPH

Our biggest event of the year. 

MDW Weekend at both Garage Gym location we throw a huge party, work out, and honor those who gave all.

See a post of last years event here.

Nothing to do at this time… just clear your calendar for May 25th. 

LITTLE SILVER SAUNA

We’ve received Board of Health Approval (huge) and are working to finalize building permits so we can start building.

Really, really excited.

Follow the Little Silver Sauna journey here.

PURSUING MY 100% | BADWATER 135 

Beyond The Garage Gym, fitness has been one of the most powerful catalysts in my life for living into the best version of myself. I've always sought out extreme challenges because on the other side of them is a version of you you can’t yet recognize.

Right now, that challenge is Badwater 135.

I spelled out what Badwater was in the last newsletter, but if you forgot (or didn’t read the first one) google Badwater 135 Death Valley and click a couple of the links that pop up. 

I’ve just begun week 8 of training and wanted to share some thoughts about it -

Since I started running ultras in 2019 I’ve never used a coach.

If I were to summarize my approach to ultra running the last couple of years (multiple 100s, one day and two day events, 50 milers, and everything in between) it would be : dumb and naive.

Which I love and don’t say as a negative.

I never cared about my finishing time and up until January 2026 (my last 100) I began to see how little I could train to get to the start line and finish. 

My goal with ultra running has never been to win or hit specific times - it’s been to give myself a challenge so hard I have to dig deep, fight through mental and physical battles, and get to the finish line.

It’s always been about becoming the person I needed to be to get to the finish line,  and therefore I gave less priority to proper training and more power to - ‘let’s figure this out’. 

Now… while that has worked for me I don’t necessarily recommend it.

Working with a coach (and following a plan) I can confidently say that there is a world you can do both:

…I just never wanted to. 

But - working with a coach has me running more, faster, at a lower heart rate, and having more fun with it. 

All while managing a busy ‘entrepreneurial schedule’ if you will, ha. 

8 weeks ago I was putzing around jogging 3-5 miles here and there - this weekend I have a 25 mile trail training run I’m really excited about. 

Why work with a coach now ? 

Badwater 135 has been a goal of mine for 7 years and I didn’t want to half-ass it.

I want to look back really proud of my training, fitness, and the effort I give on race day. Be proud of how I showed up and competed with myself. 

So - I hired 10 time Badwater finisher , 2 time Badwater winner, and Badwater Hall of Famer - Coach Lisa Smith-Batchen

Lisa’s a legend. Incredibly kind and can’t speak any higher of my experience working with her so far. If you are training for any type of event, you should reach out to her lisa[at]dreamchaserevents.com

All the above to say - following a plan is something that I’ve never done but am now a big fan of. 

It helps keep me honest, healthy, and able to pursue the best version of myself.

Thanks, coach !

WEEK 8 TRAINING UPDATE

Here’s my most recent big block of training:
(week 7 was a deload week so showing the last peak of week 6)

Week 8 Thoughts:

I’ve never, never, thought I would be doing (just about) marathon training runs…

but here we are and I feel good !

Really exciting to see fitness progress, miles get crushed, and just feel better and more excited along the way. 

THIS MONTHS THOUGHT

Get to work. 

It can be that simple. 

I sat down on the second episode of The Feels Good Show w/ my good friend, Mark, who discusses his journey to entrepreneurship, the value of good work, and how he has navigated life as someone on the pursuit of the best version of himself.

Watch Episode 002 w/ Mark on YouTube when it drops Friday.

PURSUING YOUR 100%

Our mission with this newsletter is to document our pursuit of 100% and inspire you to do the same.

If we can ever help you on your pursuit of your 100%, respond directly to this email.

I read every one.

Rooting for you,

Kieran Williams
Co-Founder & CEO, The Garage Gym