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Soaring Through the Air with Entrepreneurial Wings

A flying entrepreneur, Jonathon Conant - founder of Trapeze School, the Key Move that launched his business to soaring heights: Location, Location, Location!

1. Where did you get the idea for a trapeze school?

In late 1998 I was kidnapped by some friends and forced to take a vacation at Club Med (Ixtapa , Mexico). Being an outdoorsman, the thought of spending time at a Club Med was not so enticing. But when I arrived and saw the flying trapeze, my life was changed forever.

People were going up the ladder in terror, but landing in the net triumphant. ‘This is what I was born to do?’ a little voice said in my head. Great exercise, good for the self-esteem, way fun and sexy to boot.

I came back to the fringed north to discover that there was no place to fly let alone train. "That will never do", I said. So I liquidated some of my assets, purchased a flying trapeze, found a piece of land to set up on in Upstate NY, and began my adventure.

Through a series of miracles, not the least of which was surviving, my initial attempts at training myself evolved into a school, with students and teachers coming from all over the world to take part and help us grow.

2. How has your location had an impact on your bottom line?

Our potential was obvious even before we came to Manhattan. We had the right niche product—one that we loved—and the right business attitude: “anything worth doing is worth doing right.” All we needed was the right vehicle for letting others know how great flying was.

Hence, “location” was the most obvious solution, especially because you can’t help getting totally excited when you see people flying through the air.

3. For people who offer a product or service no one has ever used or experienced before, what advice do you have for them?

If you are deeply moved by the product, others will be too. If you are easily moved by a lot of things, then you are in trouble and never mind listening to the rest. Don’t sell the product; let the product improve your life. Then just let the reflections of those improvements open doors for you. If you are simply looking for something to sell then it will never occur to you that truly inspired success happens only when there is a chance for real improvement in the bottommost of bottom lines, which is quality of life. Don’t waste your time with anything that is less than inspired.

4. Do you have special relationship-building strategies with customers that you implement, such as clubs, email programs, etc.?

Honestly, we are so busy trying to make space for all the people who want to take part; we haven’t had time to implement strategies. Customers are smart though. They form their own clubs and email chats based on their obsession for flying and the need to know more. Our job is to make our clients feel welcomed and considered, and to improve our product so that our inspiration becomes their inspiration. The rest will take care of itself in due time.

5. How does your business fit into what you're passionate about?

Flying demands that you re-evaluate what you are capable of, which in most cases is far more than you’ve been led to believe. It reminds you that you can trust and work with one another, that life is to be lived to its fullest - risks, failures, perfections and all. It’s not in any way about doing business. Business is simply a vehicle for financing and propagating fulfilling life experiences.

6. What's your favorite trapeze stunt?

Didn’t I just explain that?