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A few more Fast and Serious tales


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Which Wich sneakers in the brand’s signature color.

Here are a couple of “outtakes” that didn’t fit in our Fast and Serious cover story this month. Retro Fitness’s Eric Casaburi said if he had a nickel for every time someone told him they needed to get into shape before they could join a gym, “I wouldn’t be on this call, I’d be on an island.” Meanwhile, Jeff Sinelli said the Which Wich yellow is like the Coca-Cola red. “I want our yellow to be associated with us and the last thing we want to do is dilute it,” he said, speaking both figuratively and literally. Sinelli is a big believer in outfitting his staff with uniforms (cool clothes) and logo’d sports shoes. The logo on the shoes, however, is Which Wich’s and the color is black and yellow. “The shoes have been a metaphor,” he pointed out, as in you don’t know what someone’s going through until you walk a mile in their shoes. “We take care of them,” he said, about employees. The chain makes sure employees have food in their stomachs, clothes on their backs, shoes on their feet. And military-style dog tags with the employee’s name and date of employment stamped on it.

“People are either givers or takers. We want to be on the G side,” he said.

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