FOCUS: Stand Out From the Competition by Carving Out Your Unique Niche
Roger Dyjak, Owner
Detroit Tough
In February 2014, with only a sandbag as equipment, Army-veteran and proud Detroit resident Roger Dyjak launched Detroit Tough in Corktown, deep in the heart of Detroit. Less than a year later Detroit Tough has grown into a thriving 160-member gym with a universal passion among its founders and members to get in excellent physical and mental shape and to help the local community.
“With a former U.S. Army Ranger and a professional Ironman triathlete on staff, you will be hard-pressed to find a similar gym experience anywhere but in Detroit, a city struggling to rebuild itself from the ashes of a once thriving American icon of industry,” explains Dyjak.
A military and fitness industry veteran for more than two decades, Dyjak was always drawn to pursuits requiring mental and physical toughness. He uses Detroit Tough as a launching pad from which he and his staff ruck through the city to connect with and help the 1,600+ homeless military veterans in the Detroit metro area. To date Dyjak and his team have collected and distributed over 10,000 items of clothing and 800 pair of boots.
“We are nothing without each other,” explains Dyjak. “Our gym is a family. Like within a family, we are accountable to each other and to push ourselves to be our very best. We don’t quit and we teach our members that quitting isn’t acceptable. Beyond the gym, we experience life together – we offer long-term endurance programs and host monthly potlucks as a gym family. Together we battle through the tough –stress, job losses and even cancer – but also celebrate the good. Our motto (which is painted on our gym wall) is ‘It’s not about you. It’s never been about you. It’s about US.’”
[Tweet “Detroit Tough’s Motto: ‘It’s not about you. It’s never been about you. It’s about US.'”]In addition to reaching out and connecting with their community via social media, where Detroit Tough shares not only fitness advice but also inspirational messages, they launched a line of their own t-shirts and sweatshirts last fall. Proudly designed and made in America, each item displays a Detroit Tough branded message: “Luck Favors the Prepared,” “We are Nothing Without Each Other,” and “Training to be Harder to Kill” are among customer favorites.
“The clothing line has been hugely successful nationally. It’s helped us expand our reach to unite likeminded individuals across the country. Together we are determined to make our cities tougher. To make them better places to live and raise our families,” explains Dyjak.
Dyjak epitomizes the smart hustler, creating a successful business with very little, determined to make the world around him a better place along the way. Not one to sugarcoat or coddle, when asked what advice he has for other entrepreneurs, he offers:
“It takes blood, sweat and tears and a whole lot of hustle [to be successful]. Know your why and have your business plan and goals reflect that. Stay true to who you are and your company values!”
[Tweet “Pressure is a privilege! No whining, no excuses – figure it out and get it done! “]He adds, “Pressure is a privilege! That means no whining, no excuses – figure it out and get it done! Embrace the challenge and demands of starting a business. If I can start this business with only a sandbag, imagine what you can achieve!”