“I like an eager client. Why don’t we order first and then get down to business?”
“Sounds good. I’m just going to do the grilled salmon over greens. Water is fine for me.” He handed the menu back to the waiter standing at his side.
“I’ll have the turkey club, please. And a club soda with lime.”
Once the waiter departed, Carter leaned his elbows on the table, ready to talk business. Jeremy appreciated someone who didn’t waste time trying to butter him up.
“Here’s what I’ve come up with. And so you know, I already ran this past my clients down in Florida, and they’re anxious to start. They love the idea.”
“Okay. You’re getting me excited too.” He could hear the enthusiasm in Carter’s voice, and his own pulse quickened. “Let’s hear it.”
For the next half hour, Jeremy listened to Carter, amazed at how quickly he’d prepared an entire campaign. So absorbed in the plans Carter had written out for him, Jeremy sat reading through them all, not even realizing their food had arrived until Carter spoke.
“Hey. I know I gave you lots to think about, but let’s take a break. You can ask me any questions you might have while we eat our lunch.”
“Huh?” Jeremy continued to peruse the file in front of him. “Oh, sure.” Absently, he forked some of the salmon into his mouth and chewed while reading. “This is cool. I love the way you’ve connected the health aspect of the juice with my gym. It makes the point subtly. Not in your face.”
“Well, it is my job.” Carter’s eyes danced. “I like to think I know what I’m doing.”
“Ha. I hear you. I think you have a great base here. I have a few suggestions though, but it can wait until we have our coffee.” He set aside the papers and turned his attention to his lunch.
During their small talk, Jeremy learned that Carter’s husband, Reed, worked hospitality management for one of the boutique hotels in SoHo. And the obvious love and pride shining in Carter’s eyes when he spoke of how his little half brother Jacks had taken first place in a math competition at school played against his tough-guy, glossy, business exterior. As much as Jeremy hated people making snap judgments about him, he was as guilty as the next person, it seemed. Carter was a man who was much more than the deal in front of him.
“I know it doesn’t seem like much to you as an outsider, but if you knew Jacks two years ago, and where he started from, the change has been tremendous. I have Blake’s sister, Michelle, to thank for a large part in Jacks’s development.”
“Really? I like Michelle. She’s a real sweetheart. Nosy, but sweet.”
Carter snorted over the rim of his coffee cup. “You don’t have to tell me twice. When I first began seeing Reed and things were a bit rocky, she immediately tried to fix me up with Blake.”
“Oh yeah?” Unfamiliar jealousy rose through Jeremy. He didn’t want to think of Carter touching Blake or kissing him, yet he had to know and hoped his question came out more casual than he felt. “Did you guys ever go out?”
“No, it never got any further than her suggesting and me ignoring her.” Perhaps realizing he sounded a bit harsh, Carter backtracked. “Not that there’s anything wrong with Blake.”
Relieved now, Jeremy could smile. “It’s okay. Glad it worked out for you and Reed.”
An unexpectedly sweet smile softened the lines on Carter’s face. “Me too.” He drained his cup and said briskly, back in business mode, “What suggestions did you have about the campaign?”
Jeremy picked up the file with the ad copy Carter had printed out. “Well, for starters, we don’t get many women in my gym. Not that we would turn them away, of course, but they aren’t my demographic, yet you have a woman advertising the product. I think it would be better to have a fit man holding a juice to advertise.”
“I get what you’re saying—they aren’t your demographic. But why not? Do you make it unwelcoming for them? I’m telling you to think outside the box. You’re doing your business a tremendous disservice by not being more inclusive.”
“I don’t know…” Jeremy stared at the ad copy. In truth, there was no reason not to have more women other than the trickle who signed up every now and then. Female body building was certainly on the rise. He didn’t think the gym was off-putting to women, but was it welcoming? A shift in his business model might be necessary.
“But I do.” Carter prodded. “Look.” He placed another sheet in front of Jeremy. “I believe you could increase your business at least thirty-five to forty percent by targeting women as well as men. The juice bar, coupled with fresh choices like fruit, nut mixes, and other protein-rich snacks will add to your visibility. Hell, you might even get people coming in off the street simply for the food and juices, and then you could sell them on the gym membership. Maybe offer a free trial class.”
Intrigued, Jeremy gnawed on his lower lip. “Hmm. Okay, but am I selling premade juices and smoothies or making fresh ones? Personally, I don’t want the gym turned into a blender bar. I think it will be a distraction with the noise, not to mention having to keep fresh fruit and vegetables.”
Carter was already signaling the waiter for the bill, but he didn’t miss a beat. “You’re right. My clients have solved that. They have cold-pressed juices and bottled smoothies made with coconut water, organic vegetables, and fresh fruit. No processed sugar. All we need to do is install a refrigerator and a counter for you to sell them. We’ll put up a banner that explains the product, and for the opening, we can do tastings. We’ll advertise and—”
“Whoa.” Jeremy put his hands up to stop Carter’s steamroll. “Let me think.”
“Sorry,” Carter said with a sheepish laugh. “I tend to get carried away.”
“Can I take these home and study them? I want to do a little research on my own on all this. But you’ve given me a lot to think about.”
“Of course. That file is your copy. I have my client’s financials, and Blake can take a look at them.”
“Or I can,” Jeremy said with a tight smile. “I have an MBA in finance and majored in kinesiology in college.”
