Conversations with Art Rothafel

Today we’d like to introduce you to Art Rothafel.

Hi Art, so excited to have you with us today. What can you tell us about your story?
– ABOUT ME

I grew up in New England where my family lived an active, outdoor lifestyle — pretty typical for a kid growing up in the 60s. But there was one thing that set the stage for everything that came next.

– MY FIRST TASTE OF ENTREPRENEURSHIP

I was 12 years old when I mowed my first lawn and got paid for it. The homeowner was thrilled with the job I did and handed me three dollars — a small fortune at the time!

That moment changed everything for me. I did a good job, made someone happy, and got paid for it.

I loved that feeling.

– MUSIC, MOTIVATION AND MAKING PEOPLE HAPPY

Years later, at 21, I was playing in a nine-piece band — clubs, restaurants, weddings, you name it. People danced, laughed, and had a great time. I realized I was doing exactly what I loved: making people happy through something I was passionate about.

And yes, I was getting paid for it.

There was that feeling again.

– FROM THE STAGE TO THE GYM FLOOR

In 1978, I moved to Los Angeles and landed a job at Jack LaLanne’s European Health Spa. My title? Trainer/janitor. (If you’ve ever started in the fitness industry, you know exactly what that means!)

Two months later, I was promoted to assistant manager and started selling memberships for commissions. My first big sale was a lifetime membership for a family of five — and I’ll never forget the excitement of closing that deal. I helped a family make a great decision for their health and earned money doing it.

There it was again — that same feeling.

– THE PASSION FOR GROWTH

By this time, I was hooked on that sense of accomplishment — doing something meaningful, making people happy, and being rewarded for it. It was addictive. I devoured every book I could find on sales, personal development, and entrepreneurship. I attended workshops and studied people who were successful at their craft.

That drive led me to a new opportunity that merged my two passions: sales and music.

– FROM GUITAR STRINGS TO MARKETING SYSTEMS

In 1982, I joined Guitar Center in Hollywood. What started as a sales job turned into a journey — and within a few years, I became Vice President of Marketing for the entire chain.

It was an incredible time. The company was expanding rapidly, opening stores nationwide, and I was learning the power of systems, automation, and scalability. But as the company grew, so did the layers of corporate politics — and I slowly began to lose that feeling.

– RECLAIMING MY ENTREPRENEURIAL SPIRIT

In 1987, I made the leap and left the corporate world to rediscover my passion for creating, helping, and doing meaningful work. I became a consultant, working with companies of all sizes — from startups to Fortune 100s — helping them refine their sales and marketing strategies.

I was working for myself, doing what I loved, making clients happy, and yes… getting paid for it.

There was that feeling again.

And around this time, my life expanded in the best way possible. I met and married Gigi, and together we raised two amazing daughters, Chelsea and Roxanne.

– FOUNDING PRIVATE LABEL FITNESS

Out of my experience and curiosity came Private Label Fitness — originally called MediCorp — a weight-management, nutrition, and lifestyle business in Newport Beach, California.

Our philosophy was simple: help people achieve their goals the right way through sound nutrition, smart exercise, and positive motivation.

But early on, I ran into a huge problem: there just wasn’t enough easy-to-understand, credible information written for everyday people. So, I teamed up with experts and created our own reference materials — including what would eventually become the foundation of the WMU-101 curriculum and the seminar series, “Finally… The Truth About Weight Management.”

– THE BREAKTHROUGH MOMENT

We started teaching workshops everywhere — corporate offices, hospitals, schools, churches, community centers — anywhere people wanted to learn. One day, out of the blue, we were invited to compete for a corporate wellness contract with Beckman Instruments, a 3,000-employee company.

We were up against some big names — Weight Watchers, Jenny Craig, and NutriSystem — but I insisted the results be based on body composition, not just the scale. They agreed.

And we won.

Overnight, our little three-person company grew from 30 clients to more than 800. That moment changed everything — not just for the business, but for me personally.

There was that feeling again.

– THE POWER OF A SINGLE CONNECTION

Funny enough, the whole opportunity came about because one of Beckman’s executives had attended one of our small seminars and liked what she heard. That experience taught me a lifelong lesson about visibility, credibility, and being ready for opportunity.

– A NEW MISSION AND A NEW DIRECTION

Over time, Private Label Fitness evolved. Health professionals across the country began requesting our materials — our manuals, forms, and educational tools — to use with their own clients. That’s when we shifted from retail to manufacturing and content development.

For the past 30 years, I’ve focused on helping serious, career-minded health professionals elevate their branding, marketing, and programming so they can grow thriving, sustainable businesses.

Today, I work with thousands of dedicated fitness and wellness professionals who understand that credibility, education, and branding are the keys to long-term success.

– FULL CIRCLE: MUSIC AND MEANING

Outside of my business life, I’ve stayed connected to my first love — music. I’m proud to serve as a volunteer guitar instructor for our military veterans through the Guitars for Vets non-profit organization. It’s deeply rewarding to see how music can heal, connect, and bring purpose — both for them and for me.

– WHERE I AM TODAY

These days, I spend a lot of time on the phone and in Zoom sessions with health entrepreneurs — or as I like to call them, health warriors — who are passionate about making a difference in their communities.

I share what I’ve learned from decades in business, marketing, and personal development. And every time I help someone move closer to their dream, I get that same rush I felt mowing that first lawn.

That feeling never gets old.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
THE STRUGGLES AND OBSTACLES ALONG THE WAY

Let’s be honest — entrepreneurship is rarely a smooth ride. Unless you start out with deep pockets or serious investors, you’re usually running on creativity, caffeine, and faith. I’ve been there. There were times early on when I wondered how I was going to make payroll, keep the lights on, and still move the business forward. You learn very quickly that being an entrepreneur isn’t about avoiding risk — it’s about learning to dance with it.

Another big challenge is simply believing in your own vision when it feels like nobody else does. There are moments when you’re so convinced that what you’re building will help people — that it will work — but the world around you doesn’t see it yet. That can be lonely.

You need passion, persistence, and maybe even a touch of stubbornness (or craziness!) to keep going. I’ve spent plenty of those nights staring at the ceiling, wondering if I was the only one who still believed in the dream. But that’s what separates the ones who talk about doing something — from the ones who actually do it.

Then there’s the challenge of rapid growth — which, believe it or not, can be just as tough as struggling to start. I learned it first hand when we grew from 30 clients to 800 clients in 6 months.

When things took off, I suddenly had to figure out how to scale — how to deploy money, people, and resources fast enough to keep up without losing my balance — and, more importantly, not losing the contract.

Sure, I made a ton of mistakes. Hiring people, investing in systems, getting operations and admin up to speed. It can all get very messy. Growing too fast put a strain on my business to the breaking point.

Through every struggle — financial, emotional, and logistical — there’s always been that same underlying force that kept me moving forward: belief. Belief in the mission, belief in the people around me, and belief that doing meaningful work is worth the fight. Looking back, I wouldn’t trade the ups and downs for anything. They shaped me — and they kept me humble, hungry, and grateful for every bit of progress along the way.

Can you tell our readers more about what you do and what you think sets you apart from others?
WHAT I DO AND WHAT I’M KNOWN FOR

I’ve been in the business of marketing and education within the health and fitness industry for more than 30 years, and it’s been one incredible ride. Over the years, I’ve had the privilege of helping thousands of health and fitness professionals grow their businesses through better branding, smarter marketing, and more effective programming.

What I’ve become known for — and what I take the most pride in — is my integrity and honesty. This industry, like any other, has its share of hype and shortcuts. I’ve always believed in telling the truth, doing good work, and helping others succeed for the right reasons. When a health professional trusts me with their brand or their business, I take that personally. My role isn’t just about selling tools or strategies — it’s about helping them build something they can be proud of.

After decades of long hours and growing the company, I’ve learned the importance of balance. These days, I’m more intentional about how I spend my time. I still love what I do, but I also make time to enjoy life — spending time with my family, writing and recording music ( I even have a few songs on Spotify and YouTube https://www.youtube.com/@ArtRothafelSongs/videos ), staying active through skiing and other outdoor sports, and giving back by volunteering as a guitar instructor for our military veterans through the Guitars for Vets non-profit organization.

At this point in my career, I’m not just focused on growing my own business — I’m focused on helping others find their rhythm, their balance, and their version of success. Because over time, I’ve learned that real success isn’t just about money or growth… it’s about meaning, fulfillment, and leaving something positive behind.

Is there anything else you’d like to share with our readers?
Nothing more.

Contact Info:

• Website: https://privatelabelfitness.com
• Instagram: https://www.instagram.com/privatelabelfitness/
• Facebook: https://www.facebook.com/PrivateLabelFitness/
• LinkedIn: https://www.linkedin.com/in/artrothafel/
• Twitter: https://x.com/ArtRothafel
• Youtube: https://www.youtube.com/@ArtRothafelSongs/videos
• Other: https://skincaremember.com