Upper Hand Biz Pod
Ep.03 | Dermall Woods, Flash Action Sports Performance
Starting a Sports Performance Business with Resilience: A Conversation with Dermall Woods and Kimberly Wofford
In this episode of the Upper Hand Biz Pod, host Kevin MacCauley sits down with Dermall Woods and Kimberly Wofford, founders of Flash Action Sports Performance in Indianapolis, Indiana. Together, they share the challenges and triumphs of starting a business focused on developing young athletes, covering everything from Dermall’s early experiences in sports to navigating COVID-19’s impact, as well as the lasting value of mentorship. Through their journey, Dermall and Kimberly reveal the resilience, adaptability, and community support that have helped their business thrive.
Keep reading for the highlights, or click here to listen to the full episode!
The Journey of Starting a Business
Flash Action Sports Performance was born from Dermall Woods’s journey as an athlete and his passion for training young athletes. Having played high school, college, and arena football, Dermall initially pursued a professional path before recognizing a new calling: helping others reach their athletic potential. His early days as a trainer involved small, community-focused efforts, including “Tap Out Tuesday,” a free weekly HIIT class where he built rapport and trust with his community.
His transition from trainer to entrepreneur was in the plans, but the jump itself was not entirely planned. On his birthday, a close friend surprised him by registering his own LLC, which set the foundation for Flash Action Sports Performance. This turning point pushed Dermall to fully invest in building a business that reflected his vision: a space where athletes could thrive and find the resources they needed under one roof. Dermall’s story demonstrates how sometimes, a leap of faith combined with external support can kickstart a journey that might otherwise never begin.
Takeaway: If you’re passionate about starting a business but aren’t sure where to start, begin with small steps that build community and trust. Events like Dermall’s free training classes, can be a great way to develop relationships and prove the value of your expertise. Sometimes, the push to go “all in” comes from an outside catalyst, so stay open to support and be ready to take that next step when it comes.
Navigating the Challenges of COVID-19
Like many business owners, Dermall and Kimberly found themselves facing unprecedented obstacles when COVID-19 hit. Dermall had just invested in new equipment to create a space that better reflected his brand, only to have the pandemic disrupt his plans. With lease payments still due but revenue drying up, they had to think creatively about how to keep their clients engaged while respecting lockdown measures.
Behind the scenes, Dermall and Kimberly worked tirelessly to upgrade the gym’s look, repainting and reorganizing equipment even as they battled COVID-19 themselves. Just when they thought they were on the path to recovery, the previous owner of Dermall’s space reclaimed essential gym equipment, presenting another hurdle. Yet, through sheer determination, Dermall sourced new items and ensured Flash Action Sports Performance was ready to welcome athletes back to train, in a space that was all his own.
Takeaway: One of the most powerful lessons from Dermall and Kimberly’s experience is that setbacks can be opportunities to reimagine and improve your business. Their decision to engage clients during the shutdown was a bold pivot that maintained connection and brand presence. For aspiring entrepreneurs, remember that crises can often serve as turning points that allow you to reach new audiences or add value in ways you hadn’t initially considered.
The Importance of Mentorship and Giving Back
For Dermall, mentorship has been a guiding principle from the start. Inspired by his own experiences with Coach Tim Thompson, who introduced him to a path beyond his hometown, Dermall learned early on the life-changing power of mentorship. Coach Thompson encouraged Dermall to see sports not only as a game but as a vehicle for changing his circumstances and building a better future. Today, Dermall is committed to paying it forward, working to create the same type of impact for his athletes.
Through Flash Action Sports Performance, Dermall instills life skills that go far beyond physical training. His programs include financial literacy, brand building, and public speaking, in addition to athletic development. This well-rounded approach sets Flash Action apart by preparing young athletes for life both on and off the field. For Dermall, success isn’t just about creating star athletes; it’s about nurturing responsible, informed, and prepared individuals who can succeed in any field.
“[Without sports], I don’t think I would be sitting in front of you. I think a lot of athletes and parents have to realize, I think kids have hopes and dreams and aspirations of going pro. But you can also go pro in life.”
Takeaway: Mentorship doesn’t only shape athletes; it shapes future leaders. If you’re building a business, consider how you can incorporate mentorship or education into your model, even if it’s outside the immediate service you offer. Developing holistic programs not only supports your community but also builds loyalty and enhances your business’s reputation as a trusted, well-rounded resource.
Advice for Aspiring Entrepreneurs
Dermall and Kimberly’s entrepreneurial journey is marked by resilience, adaptability, and a willingness to take risks. Reflecting on his experience, Dermall emphasizes that “showing up and trying again” is the cornerstone of success. He explains that entrepreneurship is not for the faint-hearted—there will be times when you question the path you’re on and feel the weight of responsibility for your business and staff. For Dermall, failure is only real when you stop trying, and persistence is key to realizing your vision.
Kimberly echoes this sentiment, reminding listeners that success rarely comes without setbacks. She highlights the importance of staying flexible and ready to pivot when circumstances change, as well as keeping a strong support system. Dermall and Kimberly’s journey illustrates how, with passion and persistence, entrepreneurs can overcome even the most challenging obstacles.
Takeaway: Resilience and flexibility are essential in entrepreneurship. Aspiring business owners should be prepared to face and adapt to setbacks. Building a solid support network, both personally and professionally, can make a significant difference. As Dermall and Kimberly demonstrate, sometimes you’ll face moments that require pushing through discomfort and doubt. These experiences build resilience, which ultimately strengthens you as a leader.
Final Thoughts: Building a Legacy through Flash Action Sports Performance
At its core, Flash Action Sports Performance is more than just a sports training facility; it’s a community hub that champions personal growth and athletic excellence. Dermall and Kimberly’s commitment to helping young athletes develop well-rounded skills speaks to a mission that goes beyond business. Through initiatives like the Indy Racing Tigers, they are fostering the next generation of athletes, leaders, and community members.
Their story is a powerful reminder that entrepreneurship can be a vehicle for positive change and legacy building. By investing in mentorship and education, Dermall and Kimberly are creating opportunities for young athletes that extend well beyond the gym. They have demonstrated that sports can be a transformative tool, offering lessons and resources that last a lifetime.
As you build your business, think about the legacy you want to leave behind. The impact of Flash Action Sports Performance on the Indianapolis community showcases how even a small business can have a profound and lasting influence. By aligning your mission with your values, you can create a business that not only serves its customers but also contributes to the broader community. For Dermall and Kimberly, Flash Action is not just a job—it’s a calling to empower and uplift those around them.
Dermall and Kimberly’s story is an inspiring example of resilience, mentorship, and dedication. Whether you’re considering starting your own business or looking for ways to bring more value to your community, their journey offers valuable insights and actionable lessons. To hear more of their journey and insights directly from Dermall, listen to the full episode on the Upper Hand Biz Pod!