The Fitness Marketing Agency Podcast

In this episode, we dive deep into the art of building a successful gym business through effective leadership, staffing, and community-building with Jake (Head of Sales and Community) and Tyler (General Manager) from Madisons in Sussex. With over a decade of combined experience in the fitness industry, they share how Madisons has grown from 150 to 400 members by nurturing their team, providing top-notch service, and creating a strong community. Learn how to empower your coaches, streamline operations, and provide an A-star service that keeps clients coming back. Whether you're a gym owner or PT, this episode is packed with actionable insights to take your fitness business to the next level. -The Madisons Method: How they hire, onboard, and retain A-star staff. -How Madisons scaled from 150 members to 400 members by empowering their team and streamlining operations. -Sales strategies that help gym owners and coaches overcome common objections. -The biggest red flags you need to look for when hiring new staff.

00:00:00 - Introduction 00:00:05 - The Journey of a Gym Manager 00:00:07 - Roles and Responsibilities 00:00:11 - The Role of Sales and Community 00:00:17 - Importance of A-star Product and People 00:00:27 - Challenges of Sales and Marketing 00:00:40 - The Drive for Self-Improvement 00:02:40 - The Importance of Personal Development 00:05:57 - The Role of a General Manager 00:06:26 - The Transition from Senior Coach to Head of Sales 00:08:13 - The Importance of the Right Fit in Sales 00:11:08 - The Importance of Transparency in Business 00:12:39 - The Role of a Mentor in Career Development 00:18:50 - Sales in the Fitness Industryi 00:19:04 - Sales Targets and Conversion Rates 00:19:52 - Sales Process and Follow-ups 00:21:22 - Onboarding Process 00:21:43 - Overcoming Objections and Persistence 00:22:34 - The Importance of Sales in Business 00:23:50 - Sales Time Management 00:30:52 - Sales and Coaching Mindset 00:31:40 - Onboarding Process After Sales 00:35:27 - Touch Points During Onboarding 00:38:27 - Sales Process 00:42:22 - Retention Strategy 00:43:34 - Client Retention Rate 00:44:21 - Identifying Client Attendance Issues 00:45:36 - Team Meetings 00:46:26 - Training Session Setup 00:47:16 - Training Session Personalization 00:52:02 - Continuing Professional Development (CPD) 00:54:44 - Hiring Process 00:56:58 - Staffing for Gym Owners 00:57:33 - Onboarding Process for New Coaches 00:58:32 - Developing the Madison's Method 00:58:56 - Shadowing and Coaching Principles 01:00:39 - Staff Development and Role Progression 01:01:41 - Probation Period and Red Flags 01:03:59 - Delivery of Programming and Sessions 01:05:58 - Programming Responsibilities 01:06:07 - Programming for Different Class Concepts 01:06:40 - Programming for Safety and Flow 01:07:27 - Challenges in Programming 01:08:31 - Structure of Sessions 01:08:53 - Community Responsibilities 01:10:41 - Community Engagement and Events 01:11:48 - Leadership Lessons 01:13:18 - Dealing with Conflicts and Performance Issues 01:14:54 - Feedback and Performance Monitoring 01:16:16 - Advice for Gym Owners

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketing.agency/high-growth?comet_source=jaketylerpodcast Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/. Connect with Jake on Instagram https://www.instagram.com/jakeberney_/. Connect with Tyler on Instagram https://www.instagram.com/tylerryanwilde/. Connect with Madisons on Instagram https://www.instagram.com/madisonsofficial/. This episode is sponsored by Harbiz, Grow your business with the #1 app for fitness professionals, personal trainers, yoga, pilates, physiotherapists, studios and nutritionists. Click the link to find out more. ⁠⁠https://harbiz.io/en/?source=FMA&utm_medium=PODCAST&utm_source=presentations&utm_campaign=PODCAST

In this episode, we’re joined by Jake Wilkins, FMA client and owner of The Game Changer Training in Milton Keynes, UK. Hear how Jake has gone from a struggling gym owner to running a thriving small group personal training facility. Jake shares how he transformed his business with a relentless focus on client experience, consistent team communication, and smart marketing strategies. He has managed to increase prices from £99 to £247 and implement a SGPT model. Whether you’re a gym owner looking to scale or just starting out, Jake’s insights on retaining clients, boosting conversion rates, and planning for expansion are invaluable. Tune in to discover the key tactics that helped Jake grow his gym and create a strong, supportive community.

Key Highlights:

• How to achieve a 97% client retention rate and low attrition

• The best way to increase your prices in a short period of time just like Jake who went from £99 to £247

• Changing from 1-2-1 PT to a more profitable SGPT model

• How Jake went from 30 to 107 active clients 

• The benefits of opening a coffee shop and meal prep business next door to his gym

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

https://fitnessmarketing.agency/high-growth. 

Connect with Fitness Marketing Agency on Instagram:

https://www.instagram.com/fitnessmarketingagency/. 

Connect with Jake Wilkins on Instagram

https://www.instagram.com/j_a_k_e_w_i_l_k_i_n_s/. 

Connect with The Game Changer Training on Instagram

https://www.instagram.com/thegamechangertraining/. 

This episode is sponsored by Harbiz, Grow your business with the #1 app for fitness professionals, personal trainers, yoga, pilates, physiotherapists, studios and nutritionists. Click the link to find out more.

⁠⁠https://harbiz.io/en/?source=FMA&utm_medium=PODCAST&utm_source=presentations&utm_campaign=PODCAST

#fitness

#marketing

#gym

#fitnessmarketingagency

#gymowner

#personaltrainer

#fitnessbusiness

In this episode, we are joined by Dave Perrin, FMA client and founder of Seven Movement based in Stockport, UK. A defunct industrial mill was transformed into a state-of-the-art gym for Dave to build his business. But Dave was struggling, poor footfall wasn’t bringing in new customers and his business model was killing his profits. Improving his marketing, sales and business operations with FMA has changed David’s life for the better. Now he is able to step out of the business, spend more time with his family and expand his business with confidence after tripling monthly recurring revenue to £22K and making 80% sales conversions. Make sure you listen/watch this episode to find out exactly how Dave transformed his fitness business.

Key Highlights:

• How Dave tripled his monthly recurring revenue from 7k to over 21K

• Learn how Dave increased his pricing package from £5 sessions to £240 per month

• Start working 3 day weeks whilst growing and scaling your business like never before

• Transforming sales conversion rates instantly from under 50% to over 80% with one simple strategy 

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

⁠https://fitnessmarketing.agency/high-...⁠ 

Connect with Fitness Marketing Agency on Instagram:

⁠fitnessmarketingagency ⁠

Connect with Seven Movement on Instagram:

⁠https://www.instagram.com/seven_movement_gym/⁠

This episode is sponsored by Harbiz, Grow your business with the #1 app for fitness professionals, personal trainers, yoga, pilates, physiotherapists, studios and nutritionists. Click the link to find out more.

⁠⁠https://harbiz.io/en/?source=FMA&utm_medium=PODCAST&utm_source=presentations&utm_campaign=PODCAST

In this week's episode, we’re joined by FMA clients Jordan Hipperson and Abi Cossey, the dynamic duo behind Perfit Fitness in Norwich, UK. Jordan’s dream of owning a gym was sparked after winning a lucky £16K bet, but it is their relentless hard work that’s truly built the business. From finding the right location to dealing with rejections early on, their determination has driven them forward. As business partners and a couple, Jordan and Abi have navigated the challenges of running a gym together, balancing both their professional and personal lives. Today, Perfit Fitness is thriving with FMA, giving them a strong focus on marketing, content, sales, and exceptional customer service, powered by a dedicated team that shares their vision. Tune in to hear their inspiring journey and discover how they turned their passion into a thriving fitness community!

Key Highlights

• How they got to 160 members at a price point of £185 - £295 + what they are doing now to grow
• How they added 10k of monthly recurring revenue and doubled their floor space
• The dynamics of how to run a successful business as business partners + life partners
• Their top sales strategies and the best way you can onboard a new client
• How they have implemented HYROX into their gym

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

https://fitnessmarketing.agency/high-growth 

Connect with Fitness Marketing Agency on Instagram:

https://www.instagram.com/fitnessmarketingagency/. 

Connect with Perfit Fitness

https://www.instagram.com/perfitfitness/. 

Connect with Jordan

https://www.instagram.com/jordanhipperson/. 

Connect with Abi

https://www.instagram.com/abicossey/

• ROI in content creation and marketing
• Building communities on Facebook and how to be yourself on social media from a business perspective
• Key lessons he's learnt from mentors in the fitness industry
• Investment mindset vs cost mindset
• Outsourcing to help you and your business

In this episode, we’re joined by founder and owner of BSC (Belong To A Stronger Crowd) Rhys Jenkins who has been an FMA client since March 2022. Rhys talks with Charlie, exploring how he opened his small group personal training gym in Bicester with a focus on client transformations and community spirit. BSC and its brand has grown and developed alongside Rhys and his skills as a gym owner and manager. Rhys outlines the importance of lead reactivations and proper delegation to your team of staff. Find out what Rhys changed in his marketing and sales strategies in order for BSC to double its conversion rate, boost its monthly revenue to £38K, and increase its member prices. Watch this episode to find out how Rhys transformed his gym. Key Highlights: -How Rhys transformed his gym space and branding -Price increases and how to minimise impact on client drop off -Ex-client reactivation and the importance of warm leads -Balancing the importance of front-end sales against client fulfilment -How the client journey, the onboarding experience, and staff quality is vital to retention

 -Managing delegation and finances as a business owner

 To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketing.agency/high-growth

 Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

 Connect with BSC https://www.instagram.com/bsc_hq/ Connect with Rhys https://www.instagram.com/bsc_rj/

In this episode, we’re joined by Paul Gough who is the owner of the Paul Gough Physio Rooms. Paul explains how he created his marketing agency and what he did to make it a success despite external factors. We delve into the foundations of marketing and pricing. Paul explains the mindset to avoid in order needed to avoid mistakes and gives advice to manage your fitness business. Ben and Paul delve into how to move up in your fitness business and become to the boss rather than the coach. We discuss key components of business such as pricing, selling and understanding the data. Key Highlights: -The biggest mistake business owners are making -Why you should always be increasing your prices and selling your services -The two most important things about business -What’s the best way for gym owners to make more money? To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketing.agency/high-growth Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Paul https://www.instagram.com/thepaulgough/

• How Tony’s life has changed since transforming his fitness business

• Key lessons Tony learnt to improve his marketing and sales process

• Learning the systems of his gym and understanding the data

• How Tony increased his conversion rate to 95%

• Bringing family into your business and how to manage those roles

• What an online coach really is

• Amelia's community and how she nurtures that community

• Amelia’s posting and content creation and what’s working right now

• In-depth analysis of Amelia’s social media content

• The power of being a one-woman band in the fitness industry and why there’s a lack of women in the fitness industry

• Lead generation, sales process, objections and marketing of an online coach

In this episode, we’re joined by Chris Hull the Business Development Manager/Gym Designer for BLK BOX. Chris takes us behind the scenes of BLK BOX and how they work to install and design gyms and facilities to the needs of their clients, whilst making it a premium facility. Chris dives into what his job entails as well as what they do to support gym owners and fitness businesses. In this discussion, we look at what steps need to be taken to set up a second site and advice when fitting gym equipment within multiple facilities. Ben and Chris talk about how upgrading your facility can also massively benefit your marketing as well.

Key Highlights

• How to develop your gym space to enhance it for maximum capacity

• How to design your gym/space at all stages of your fitness career/ business to help you grow and evolve

• Chris’ advice for creating space if you want to open a second site

• The biggest mistakes Chris has seen gym owners make with the space they have

• How BLK BOX and its team can transform your gym space

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: ⁠https://fitnessmarketing.agency/high-growth⁠

Connect with Fitness Marketing Agency on Instagram: ⁠https://www.instagram.com/fitnessmarketingagency/⁠

Connect with Chris ⁠[email protected]⁠ ⁠https://www.instagram.com/chrishull_17/⁠

Connect with BLK BOX ⁠https://www.blkboxfitness.com/

• The differences between UK and Dutch markets in the fitness industry and getting ahead as a Dutch gym owner

• Moving away from the gym floor as a business owner and how to make that transition

• Why you should reinvest in your fitness business to open another site

• Roy's experience with being burned by previous marketing agencies and how he recovered

• Becoming a HYROX Affiliated gym

• The sales process Roy is using to convert more leads into sales

In this episode, we're joined by FMA clients Ross Thompson and Sarah Thompson, owners of RT Fitness. As multisite gym owners, they have had great success within their fitness business due to their marketing, service, social media content and coaching standards. We delve into how they run their fitness business looking at their business model, coaches and programmes. Sarah and Ross explain their sales process in-depth understanding how to implement your personal branding into your sales calls. We explore Ross and Sarah's relationship with their clients and coaches and make their business a genuine and fun community, as well as looking at the growth in confidence they see in their clients. Plus we talk all things marketing and social media content creation and how that has helped them as a fitness business. 

• Ross and Sarah's relationship with their staff and coaches  

• What is the Barbell Club?

• Creating a business that is authentic to them and their ethos 

• Their focus on marketing and social media content they create and the impact content creation has on their fitness business

• Sales process and one call close and tailoring sales calls to you and your personality/brand  

• Unique opening hours of their business and why

• Burn out as a coach and managing work-life balance 

• Ross and Sarah’s vision for the future of their fitness business

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

https://fitnessmarketing.agency/high-growth

Connect with Fitness Marketing Agency on Instagram:

https://www.instagram.com/fitnessmarketingagency/ 

Connect with Ross

https://www.instagram.com/ross_barbellclub/

Connect with Sarah 

https://www.instagram.com/sarah_barbellclub/

Connect with RT Fitness 

https://www.instagram.com/rt_fitness_durham_sunderland/

https://rtfitness.uk/

In this episode, we’re joined by Wes Santos owner of Instate Fitness. Wes has two gyms in Cobham and Wandsworth/Clapham area, specialising in SGPT. Wes and Ben discuss the ups and downs involved in creating, maintaining, and upscaling a gym and service alongside its coaches and clients. We discuss rebranding as a business owner, securing new locations and building a community within your gym. Wes gives advice to gym owners about lifting the hood of the business and letting staff understand what’s happening within the business and taking on financial controller. This episode is full of great insights on how to separate yourself from your competition and level up your fitness business.

Key Highlights:

• Finding your brand as a gym owner and Wes’ rebranding journey

• Walk through of Wes’ gym and pricing

• Hiring and onboarding process for coaches 

• How Wes made the switch in his business model to small group personal training from 1-1

• Steps to secure a second location 

• Getting a business partner as a PT/ gym owner 

• Reasons for hiring a financial controller as a business owner and letting go and pulling up the hood of the business 

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

https://fitnessmarketing.agency/high-growth

Connect with Fitness Marketing Agency on Instagram:

https://www.instagram.com/fitnessmarketingagency/ 

Connect with Instate Fitness

https://www.instagram.com/instatefitness/

https://instate.fitness/

https://www.linkedin.com/company/instatefitness/

Connect with Wes 

https://www.instagram.com/wessantosfitness/

https://www.linkedin.com/in/wes-santos-linked/

In today's episode, we’re joined by Matt Murphy co-owner of Accelerate Website Agency. Matt explains the importance of setting up a website for your fitness business and how it can be a great tool for gaining new members and growing your fitness business. We discuss SEO, design, Google ads and conversions. He details how to structure your website and what pages you should include to create interest for prospective leads. If you're a fitness business owner without a website and not sure where to start or have a website that isn’t converting how you would like it to, this is the episode for you!

Key Highlights 

• Why Matt transitioned from personal training to website developing 

• Why as a business owner you need a website, and how it can legitimise your operation

• Creating and owning a domain for your fitness business

• Structuring web pages on your website

• Key things to remember when creating a website for your fitness business

• Websites as another tool for lead generation  

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

https://fitnessmarketing.agency/high-growth

Connect with Fitness Marketing Agency on Instagram:

⁠https://www.instagram.com/fitnessmarketingagency/⁠

Connect with Accelerate Website Agency

⁠https://www.instagram.com/acceleratewebsiteagency/⁠

⁠https://acceleratewebsiteagency.com/⁠

Connect with Matt

⁠https://www.instagram.com/mattswimsandstuff/⁠

In this episode, we’re broadcasting our live panel from our talk at Perform X 2024. During this talk, Ben (Founder of FMA) and Charlie (Head of Growth at FMA) were joined by FMA clients Fionn MacCullagh of Tailormade Fitness, Connor Chatfield of Potential Personal Training and Dan Moore of DM Elite, who are all successful gym owners making great strides in the fitness industry. We delved into their operations, staffing, finances, pricing and much more. We learn the most efficient sales process to close your leads and scale your fitness business with multiple sites and key data you should be tracking. Finally, the talk was followed by a Q&A where we gained great insight into how these FMA clients are running their gyms and questions from other fitness business owners.

Key Highlights:

• Break down of successful business models and services that gym owners are using. -How to improve member retention within your gym.
• The sales processes of each gym.
• Staff roles and positions within each gym business model -How to recruit and retain coaches.
• Growing your fitness business with multiple facilities.
• Q&A with fitness business owners.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Fionn: https://www.instagram.com/fionnmaccullagh/ Connect with Connor: https://www.instagram.com/connorchat/ Connect with Dan: https://www.instagram.com/imdanmoore/

• How to ask questions the right questions on your sales calls.

• Changing your business model to build better connections with your clients.

• Craig's journey working within the fitness industry and his current business model.

• Understanding the profit step method and growing your fitness business.

• Staff and coach turnover and tracking your financials.

• Nicky’s advice and pros & cons of leasing a location for your fitness business.

• Setting up your fitness business to support your life.

On today’s podcast, we're joined by Jenz Robinson of Gym Owner Network, PFCA and Head of Marchon Gyms. During this episode, we delve into the key mistakes that Jenz sees gym owners and fitness business owners make including sales, marketing, operations and coaching standards. Jenz and Charlie discuss some case studies of clients who have switched up their business model and have greatly improved and grown their business. We reflect on the work Gym Owner Network and PFCA do and the community they have built within the fitness industry. We discuss where the coaching industry is at the moment and leadership within your team and coaching service. Jenz gives great insight into the tried and tested operations and structures of gyms succeeding in the industry. 

Key Highlights: 

• What Jenz has done in the last 12 months to grow the brand.

• How to track metrics within your fitness business and impact your financial decisions.

• What you should be charging and how to set up your pricing for your fitness business. 

• The referral culture within the fitness industry. 

• How to build an environment in your business for your team to grow and improve.

• Closing leads and consultations with the one-call close. 

• Case studies from previous clients who have gone through a model switch. 

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

⁠https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes⁠

Connect with Fitness Marketing Agency on Instagram:

⁠https://www.instagram.com/fitnessmarketingagency/⁠

Connect with Jenz:

⁠https://www.instagram.com/coach_jenz/⁠

Connect with Gym Owner Network: ⁠https://www.instagram.com/gymownersnetwork/⁠

⁠https://www.gymownernetwork.com/⁠

Connect with MARCHON: ⁠https://www.instagram.com/marchon/⁠

⁠https://www.marchon.co.uk/⁠

In today’s episode, we’re back for part 2 with Dan Aguilera from Fitness Business Profits (FBP). We delve into a conversation all about business mindset and self-development. Dan explains how gym owners should be managing their finances and the mental impact generating revenue will have on themselves and their clients. What you should be investing, saving and when to push your business forward. We discuss why everyone needs coaching and how important it is to continue to grow and create a better version of yourself to continue to have a bigger impact on others around you. Finally, we delve into authenticity within the fitness industry and Dan gives his insights into what he’s seen during his time in the industry comparing successful and not-so-successful facilities. 

Key Highlights:

• The biggest mistakes Dan sees gym owners make.

• Generating a steady profit and the difference that will make on your decision making. 

• The mindset to adopt to achieve your goals. 

• Selling your service and remembering why you are selling to your prospect. 

• Steps to take to push further within your fitness business and knowing when things need to change. 

• How to buy coaching from somebody.

• What do successful people do in this fitness industry compared to those who aren't as successful. 

Connect with Dan

https://www.instagram.com/danaguilera__/

Connect with FBP

https://www.instagram.com/fitnessbusinessprofits/

In today’s episode, we’re joined by Jerome Bolze, owner of Madisons and Mincka. As an owner of two businesses, Jerome has been able to build a foundation and create a community for his members. We delve into many aspects of owning a gym that may be overlooked by other gym owners, such as communication during sessions, the presentation of a gym and his specific recruitment process. Jerome explains his goals for his brand and the mindset he shares with his coaches to “dominate the postcode”. We explore his growth in the fitness industry and the marketing, sales and operations of his businesses.

Key Highlights:

• The layout of Jerome’s facility: Madisons (SGPT + LGPT facility) and Mincka (coffee shop)
• Pricing, marketing and sales process of Madisons.
• Importance of brand image including coaches, uniforms and staff.
• Pros and cons of employed staff vs contracted and why he stepped away from coaching.
• How he built a business from the perspective of a customer.
• The local and wider community Jerome is building through Run Club and Mincka and the ecosystem of the two businesses.
• Training programmes at Madisons between their SGPT and LGPT.
• The process and challenges of building two different businesses at the same time and lessons learnt.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Madisons: https://www.instagram.com/madisonsofficial/

Connect with Jerome: https://www.instagram.com/jeromebolze/

Connect with Mincka: https://www.instagram.com/minckacoffee/

In this episode, we’re joined by Mark and Ray Ginley, owners of Tribe in Belfast, Ireland and FMA clients since 2022. We learn how they entered the fitness industry and their history as boxers and what led to them building their own boxing gym. Mark and Ray explain the set-up of their gym, their brand's mission statement and the atmosphere they want to create for their members. We discuss their sales process, how they handle common objections and the one-call close, as well as how they discovered FMA. We delve into their personal lives and the sacrifices they have had to make to achieve their goals within their fitness business.

Key Highlights:

• How Mark and Ray got into the fitness industry.

• Sales process and strategy for dealing with objections when following up with leads.

• Funding each gym facility.

• Staff progression and career paths.

• Process of opening multiple gym facilities and lessons learned.

• How Mark and Ray discovered FMA.

• Importance of holding community events for their members.

Connect with Mark and Ray: ⁠https://www.instagram.com/markginley1/⁠ ⁠https://www.instagram.com/rayginley1/⁠

Connect with Tribe ⁠https://www.instagram.com/tribebfs/⁠

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes

 Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

In this episode, we’re joined by Stephen Kinsella, owner of Functional Strength Movement (FSM) in Bray, Ireland. Stephen has been in business for over 10 years and delves into how he runs his gym and the training that he offers. We discuss why Stephen decided to no longer be a CrossFit affiliate and the controversial training programs he’s implemented in his gym, allowing kids and teenagers to start strength training. We explore struggles that many gym owners face, stepping away from the gym floor, adjustments and benefits to new roles. Stephen also delves into his future plans and the direction he wants to take in his fitness business. 

Key Highlights:

• Stephen’s gym and the measures he takes to ensure his gym is up to standard.

• Why Stephen is no longer affiliated with CrossFit. 

• How Stephen invests in his coaches.

• How Stephen implemented strength training for kids and teenagers.

• The sales process for his fitness business.

• Community and events for his members. 

• Adjusting to life working away from the gym floor.

• The next steps and future plans for Stephen’s fitness business. 

   

Connect with Stephen: 

⁠https://www.instagram.com/kinsellaste/⁠

Connect with FSM:

⁠https://www.instagram.com/fsm.bray/⁠

⁠https://fsmbray.ie/about/⁠

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:

⁠https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes⁠

Connect with Fitness Marketing Agency on Instagram:

⁠https://www.instagram.com/fitnessmarketingagency/⁠

• Improving your mindset to conduct the most effective sales call

• The most efficient way to set up your sales process

• The importance of the information gathering stage of your sales call

• Understanding pain and pleasure points for your prospective to help make your sales pitches stand out from your competitors

• The top questions you should be asking your prospective client during your sales call

• Dan’s journey in the fitness industry and how he began his mentorship program.

• Understanding the standard at which you should be selling, and what you should be selling.

• How to improve your Instagram profiles as a coach.

• Choosing a platform to contact your prospective client.

• Case studies of Dan’s clients.

• How to book clients in as a PT.

• Sales process and factors ensuring a sale.

• Objections within sales and how to tackle them.

• Tom’s journey from coaching to co-owning a CrossFit Affiliate gym.

• The set-up of his CrossFit gym.

• Tom’s sales process and how he gets people into his fitness business.

• How he adapts and tailors training programmes for each of his clients in his facility.

• How Tom has built a community for his members through his fitness business.

• Challenges that Tom has faced within the past 12 months.

• Tom’s training and love of CrossFit.

• How to optimise yourself and your daily activity.

• His journey into getting into the wellness industry and history with stimulants.

• The culture surrounding caffeine and stimulants on an everyday basis.

• Optimising your focus levels and how that will affect the quality of coaching with each client.

• Phil’s experience within the coaching industry and how he expanded his number of clients and increased pricing.

• How to upgrade your levels of coaching service.

• Deep dive into the science behind HMN24 products.

• Phil’s routine with training, sleep and nutrition.

• Lessons learned and mistakes Phil has made within his fitness business.

• Future of the fitness industry and the growth in wellness and recovery.

• How Trent became a HYROX affiliate and how it has impacted his gym.

• His gym community and the relationships he’s built with members and other business owners in the area.

• How he maintains his coaches to a high standard and develops their roles within the business.

• Walk through how his gym is laid out and find out about the programmes he offers.

• How he invested in his first facility and his second upgraded facility.

• Pricing, sales and the marketing process.

• Trent’s journey to becoming the fitness business owner he is today.

• Getting energy from things you see as high value and discussions around mental health.

• Paul’s lead generation process from email to WhatsApp.

• Dealing with opt-outs and rejection within the fitness industry.

• Using marketing that you're good at.

• Avoiding discomfort within your fitness business and accountability.

• How Paul became a multiple 7-figure business owner + key to happiness.

• Viewing sales as an important life skill.

• How Paul has changed his mindset to deal with his anxiety and mental health.

• Implementing price increases within a fitness business model.

• Staff structure and organisation roles within their fitness business, plus what they’re looking for in their coaches.

• How they adapted their sales process to the FMA one call close.

• When is the right time to expand your fitness business and open more sites?

• Fionn and Gavin’s day-to-day schedule and work-life balance.

• How they adapted their marketing strategy.

• How Dan manages his personal and family life as well as running a business.

• Hiring processes and how to embed staff into your fitness business’ culture.

• Challenges Dan faced involving funding and costs, whilst setting up the new location and lessons learned involving investments.

• Selling memberships and gym launches to the public - and what he would do differently.

• How Dan marketed his new gym with a limited number of spaces.

• When to know when is the right time to open a new location.

• Systems comparison between site 1 and site 2.

• The importance of reinvesting in yourself.

• Knowing your demographic and culture.

• How to recognise problems within your fitness business and understand the reasons you might be struggling to grow.

• The growth and change of the market within the fitness industry.

• Being unique within your service or fitness business, and understanding what works for someone else may not work for you.

• Career paths and progression within staff and team members.

• How to embed a sales culture within a fitness business.

• Lessons JC has learnt throughout his time working in the fitness industry.

• Breaking down the operations of your fitness business and bringing it back to its base to scale it.

• Expanding a fitness business based on trends within the fitness industry.

• Learn how Tom's military background and Sam's experience as a pro golfer shaped their business philosophy, bringing a unique perspective to the fitness industry.

• Dive into the success of Brigade Fitness with their 8-1 model, attracting and retaining members through a dynamic approach to programming, products, and services.

• Discover their proven process, from turning prospects into committed clients over the phone.

• Hear firsthand how they tackle common objections like time and price, converting sceptics into loyal, long-term customers.

• Get insights into opening a second location, including FMA's gym launch campaign, dealing with objections, securing leases, obtaining planning permissions, and achieving a change of use.

• Understand the importance of having a fully committed team to facilitate growth, and why viewing your gym as a business rather than just a fitness centre is the key to long-term success.

• Trusting your gut and being confident to take risks.

• The importance of asking for help to experience growth in your business.

• Managing burnout and how to stop feeling overwhelmed when growing your fitness business.

• Sales within the fitness industry and how she utilises her strengths and skills to increase her close rates.

• The value of empowering her team and learning to delegate responsibility.

• Charlotte's work with the Fitness Business Development Agency (FBDA) and her passion for helping others within the fitness industry.

• The internal pain and struggles within Kirk’s identity after his football career ended at 20 years old.

• Delving into the process of Built To Last and why Kirk believes his programme is the best in the fitness business as an online coaching service.

• The importance of collective energy that makes up a team and how that environment can benefit and affect clients.

• Understanding skill issues, belief issues and environmental issues and how these cause people to struggle to achieve the results they are after with their fitness.

• How the mindset of starting a fitness journey at a ‘convenient time’ counteracts his business's ideology of maintaining a lifestyle that lasts forever.

• Why social proof and investing in the quality of content you're producing as a fitness business owner is vital to attracting clients.

• Kirk’s fitness journey and how he has adapted his training style to suit his lifestyle, mental health and wellbeing.

• Reflecting on the fitness industry and discusses the direction he believes it is heading and what fitness business owners should be doing!

• Staying in your comfort zone can cause internal pain.

• The controversies of firing and how it can be necessary and beneficial for your fitness business’ growth in the long run.

• Understanding how to market and charge for your fitness business, to find solutions that work for you and the client.

• How to manage a fitness business and invest in family life as well as the struggles and sacrifices they have faced to find that balance.

• Why emotions shouldn't outweigh business decisions. 

• The importance of community and accepting help and advice from those around you within the fitness industry.

• Piotr and Karolina explain the financial hardships they faced maxing out credit cards and how they grew from nothing!

• The mindset shift from being a freelance PT to becoming a business owner.
• Finding relationships between the skills gained in past passions and how to combine them to pursue new projects.
• The education within the fitness industry you need to know surrounding marketing, sales and health.
• Recognising when to move on from projects and the importance of fulfilment within your life and the fitness industry.
• When is the right time to get your own space for your fitness business.
• The impact that other experts and influences have had on his mindset about how to grow his fitness business.
• The importance of investing time and energy into building a team around you to be truly successful.

• Journey from internal pain to a five-and-a-half-stone weight loss in eight months.
• The realisation that health and fitness are integral components for peak performance in all aspects of life.
• Ethical considerations in the fitness industry, exploring recommendations made by fitness professionals.
• Challenges faced in creating a fitness business, with a focus on the financial aspects and lessons learned.
• The transformative power of gyms in changing lives and the responsibility that comes with owning one.
• The shift in energy required for starting a business versus growing, scaling, and stabilising it.
• Entrepreneurial identity rooted in personal pain and the struggle to break free from productivity-driven expectations.
• Stress as an addictive force and the importance of recognising and managing it.
• Building people-centered businesses to genuinely address real-life struggles and challenges.

• Moving from traditional models to scalable, online platforms to reach a wider audience and enhance client impact.
• Addressing the pervasive issue of undercharging, impacting client adherence, confidence, and business growth.
• Emphasising the significance of effective client-coach communication for delivering exceptional services and ensuring client commitment.
• Implementing a hybrid approach to cater to varying client needs, optimising sessions for better outcomes and client satisfaction.
• Unveiling the importance of organic content, showcasing value, social proof, and personal character to stand out in a competitive market.
• Transitioning from being a coach to a business owner by delegating tasks, and hiring support for administrative, creative, and coaching aspects.

• How Nicky consistently drew a substantial income of 7-9k a month from his fitness business.
• Discover the strategy behind aligning business outcomes with personal goals.
• Uncover the myth of revenue equating to profit, stressing the significance of conscious spending aligned with client needs rather than impressing peers on social media.
• Shift from being a coach to a strategic business owner, emphasising the importance of personal happiness in steering a successful business.
• Prioritise margins over revenue, aiming for a structured breakdown.
• Seeking external viewpoints to identify blind spots and achieve balance and sustainability within your business.
• The significance of nurturing and developing your team to become better decision-makers, enabling more opportunities for growth and innovation.

• Entrepreneurship and running a business is all about stepping out your comfort zone consistently and not stagnating.
• Embrace Growth: Recognise the tug of war between familiarity and evolution, advocating for the version of yourself you're evolving into.
• Individual Path: Acknowledge that each journey is unique; understanding your core self is pivotal.
• Transformation: To reach your goals, identify and embody the person necessary for that success.
• Commitment: Going all in eliminates hesitation and self-doubt, fostering substantial progress.
• Resilience: What lengths will you go to for success?

• Mentorship & Networking: Elevating careers through guidance and networking initiatives.
• Values-Driven Goals: Leveraging personal values for sustained motivation.
• Business Blueprint: A comprehensive guide for gym owners covering crucial business aspects.
• Industry Growth Support: Platforms for learning from industry leaders and gaining live feedback.
• Prioritising Commitments: Emphasising essential aspects like training and recovery routines.
• Continuous Improvement: Learning from experts to evolve and grow consistently.
• Power of Physical Community: Understanding the significance of in-person events for business growth.

• Sean’s relentless pursuit of knowledge: Seeking guidance, investing in education, and learning from others in the industry
• Challenges of loyalty and undercharging: Addressing the complexities of member retention and pricing structures
• Overcoming marketing hurdles: Insights into failed attempts at DIY marketing and the importance of consistent, impactful strategies
• Understanding buyer psychology: Navigating various buyer personas and tailoring approaches to meet diverse needs
• The impact of sales and genuine intent: How fear of sales inhibits creating a real impact in the fitness industry

• Dan's journey from ex-professional football player to gym owner.
• Understanding the importance of marketing and sales in the fitness industry, and collaborating with FMA to focus on his expertise while we handle the marketing complexities.
• Contrasting athlete vs amateur mindsets and attributes of what makes a gym owner successful.
• The significance of corporate marketing and nurturing staff within fitness businesses.
• Insights into the necessity of periodic price raises to ensure business sustainability, avoiding the pitfall of undervaluing services and resenting the business's growth.

Make sure you keep an eye out for our second podcast with Dan in 2024 to find out how he has got on opening his second location (it has now been open for 5 months right now on release of this podcast and Dan is smashing it!)

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes

• Path To Success: Gareth's journey emphasises the importance of staged growth, strategic marketing, and evolving business models.
• Visionary Leadership: Transitioning from day-to-day operations to visionary leadership is pivotal for long-term success.
• Growth Mindset: Grow with purpose; align expansion with clear goals rather than just for the sake of growth.
• Financial Acumen: Understanding the numbers is non-negotiable; avoid the rollercoaster by tracking finances diligently.
• Building A Good Team: Hire good people, you can’t teach someone to be a good person but you can teach skills to become a better trainer.

• Indecision is still a decision, urging entrepreneurs to recognise the impact of hesitation on progress.
• A mindset shift on reframing your relationship with debt and starting to see it as a strategic investment in business growth.
• Discussing diverse avenues for acquiring investment, including high street banks, specialised companies like Swoop, and leveraging personal networks.
• Encouraging individuals to gauge their commitment level and willingness to create a lasting impact versus staying in a comfortable zone.
• Advocating for early education on nutrition and fitness in schools to combat rising obesity rates and promote healthier lifestyles.
• Illustrating the significance of spousal support, calculated risk-taking, and the confidence to challenge conventional advice for entrepreneurial success.

• The dynamics of a successful and profitable business partnership

• How they filled their fitness business to capacity

• How this outdoor training facility has higher retention rates than most indoor gyms because of their community

• The biggest mistake they made in building their fitness business

• Ronan's journey to reaching gym capacity in just six months
• Adopting a winning mindset and handling stress positively
• Strategies for skyrocketing sales and understanding the role of tonality, phone call strategies, and price anchoring
• Building a strong brand, focusing on service, and delivering exceptional client results
• Tailoring marketing to specific demographics
• Effective price increase strategies
• Leveraging automated marketing and accountability for success

Meet FMA client Karen Rogers, owner of Fit For Life Mums & Dads. In this podcast, we dive into essential topics like overcoming eating disorders, busting nutrition myths, and embracing outdoor training for a flexible lifestyle and work-life balance. Learn impactful sales strategies, leveraging personalised testimonials, and master Facebook marketing to generate high-quality leads. Discover the key to building a business around your passions and happiness, not just revenue streams. Uncover the importance of a strong support team and effective marketing to ensure your business thrives. Join us as we unravel the secrets to a fulfilling, balanced, and successful life, fueled by passion, purpose, and a commitment to helping others. Take advantage of this empowering episode that might just change the way you approach fitness, business, and life.

• Overcoming eating disorders and misinformation about food and nutrition with expert insights.

• Embrace outdoor training for a flexible lifestyle and improved work-life balance.

• Strategise sales using powerful testimonials tailored to potential customers.

• Discover effective Facebook marketing techniques to generate high-quality leads.

• Build a business around your passions and happiness, rather than societal expectations.

• Cultivate a strong support team and invest in a robust marketing strategy for business growth and fulfilment.

Meet Daniel Mee, owner of MEE-FIT and FMA client of over 3 years. In this episode, dive into the mind of this successful fitness entrepreneur as he explores the pivotal moments that transformed his business. Discover the crucial steps he wishes he'd taken from the start, like tracking KPIs and mastering strategic marketing, lessons that led to massive growth. Uncover his personal journey toward achieving work-life balance, driven by the desire to start a family, and learn how scaling his business became the key to unlocking time freedom. Get tips on hiring the right staff through a unique 30-day trial approach, balancing personal life with business demands, and overcoming significant bottlenecks. Hear firsthand accounts of the power of targeted marketing, especially catering to the 50+ market, and understand the transformative impact of creating an exceptional work environment. Don't miss out on this episode filled with actionable insights beneficial for any Fitness Business Owner. 

Key Highlights:

• Importance of tracking KPIs and the need for a strategic marketing approach.

• Balancing personal life and business commitments; striving for time freedom.

• Hiring new staff through a 30-day trial period for evaluating both skills and character.

• Targeting specific demographics, especially the impact of catering to the 50+ market.

• Overcoming challenges related to staffing and processes by finding the right people and putting them into the right roles.

• Transitioning from a casual business approach to a focused, forward-planning mentality.

• Addressing bottlenecks, including upsizing gym units and securing properties.

• Emphasising the significance of maintaining a positive work environment and looking after staff.

• Switching to a "profit first" mentality.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Dan at MEE-FIT: https://www.instagram.com/meefitpt/ 

Connect with Duncan at Cloud Accountant: https://cloudaccountant.com/

Profit first book: https://amzn.to/46WTsIY

Meet Phil Graham, a trailblazer in the world of online coaching and founder of Fitness Entrepreneur and Authority Network, the world’s leading business Mastermind for Fitness Professionals. Phil's story is one of resilience and reinvention, triggered by his diagnosis of type 1 diabetes at the age of 16. This pivotal moment led him into the realms of fitness and nutrition, propelling him to become a guiding force for online coaches striving to build better businesses. In this episode, Phil Graham challenges the conventional mindset of gym owners and personal trainers, guiding them from being coaches to becoming successful entrepreneurs. Join this conversation and learn how to create a fitness business that not only thrives financially but also fulfils your soul. Remember, it's not just about the money; it's about creating lasting impacts and finding contentment and fulfilment in your journey.

Key Highlights:

• Client Retention: Learn why retaining clients is essential and how to create a gym environment that becomes a non-negotiable part of their lives.

• Solving Problems, Not Selling Sessions: Understand the importance of offering solutions instead of mere sessions, a common pitfall for many personal trainers and gym owners.

• Scaling Your Business: Discover the secrets to transforming a 5k or 10k business into a thriving 100k venture.

• Fulfilment As A Business Owner: Explore strategies to find complete fulfilment as a business owner, moving beyond monetary gains and focusing on the impact you make in people's lives.

• Dealing With Competition: Gain insights on handling competition by shifting the focus from numbers to creating new identities for your clients, fostering a unique and loyal community.

• Personal Growth: Reflect on your aspirations and envision the future you. Phil encourages gym owners to consider what they truly want in life and to find satisfaction not just in financial success, but in personal fulfillment and a sense of purpose.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Phil: https://www.instagram.com/philgrahamofficial/ 

https://www.phil-graham.com/ 

https://fitness-entrepreneur.com/

Meet Jak Woolley, FMA client since 2019 and owner of JW Personal Training, a small group training model that transformed from training clients in local parks and homes to a home garage to owning a fully-fledged gym facility. Join us as we uncover the key highlights of this incredible story and the valuable lessons learned along the way. In this episode, we explore the challenges, triumphs, and insights gained, providing valuable takeaways for aspiring entrepreneurs and personal trainers. Tune in to learn how dedication, smart financial planning, and a passionate team can transform a small venture into a thriving and scalable business. Whether you're a personal trainer yearning for your own space or an established fitness entrepreneur aiming to expand, this episode is your ultimate guide to transforming your fitness dreams into a reality.

Key Highlights:

• Discover how JW Personal Training began with one coach and a handful of clients in local parks, only to evolve into a thriving gym setup. Learn the secrets of transforming your garage workouts into a professional fitness space that draws clients in.

• Dive deep into the financial strategies that turned this venture into a lucrative business. Uncover the secrets of calculating profit margins, making smart investments, and ensuring a steady income stream. It's not just about making money; it's about building a robust and sustainable financial foundation for your fitness empire.

• Explore the art of assembling a passionate and dedicated team that shares your vision. Learn the intricacies of hiring, training, and empowering professionals who not only help your business grow but also stand out in a competitive market.

• Delve into the nitty-gritty of scaling your business beyond imagination. From securing a dedicated gym location to planning for future transitions, understand the steps to take your fitness venture to the next level. Plus, learn how to transform your business into a valuable asset that can be sold for a substantial profit.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Jak at JW Personal Training: https://www.instagram.com/jwpersonaltraining/ 

Connect with Nicky at FBDA: https://www.thefbda.com/ 

Connect with BLKBOX: https://www.blkboxfitness.com/ 

Connect with Swoop: https://swoopfunding.com/

In this episode, we have the privilege of speaking with Baz Moffat, a renowned women's health and fitness coach and the co-founder of The Well HQ. She sheds light on the pressing issues faced by women today and how the fitness industry can play a pivotal role in transforming women's health. In essence, Baz Moffat's message is clear: the fitness industry holds immense potential to empower women and, simultaneously, boost business growth. Fitness Business Owners who embrace this opportunity, invest in education, foster inclusive environments, and align their services with women's health needs are poised not just to gain clients but to retain them for the long haul. It's a win-win situation, transforming women's lives while ensuring a thriving and successful fitness business. 

Here are the key highlights from our conversation:

• Pelvic Health - Breaking Taboos And Seeking Help: Baz highlights the lack of awareness surrounding pelvic health among women. Shockingly, studies reveal that it takes an average woman 7 years to seek help for pelvic health issues. It's crucial to normalise conversations about pelvic health and empower women to ask for assistance without hesitation.

• The Role Of Fitness Professionals: Baz stresses the importance of a supportive network for fitness professionals. Instead of presuming that women have all the answers, fitness professionals should create a nurturing environment. This includes questioning existing education and studies that are predominantly male-centric. Baz encourages gym owners and personal trainers to engage in conversations with female clients, ensuring their experiences and concerns are acknowledged.

• Language Matters - Shifting Perspectives, Gaining Loyalty: Baz advocates for a shift in language and attitudes. Fitness Business Owners who actively engage in reshaping the conversation surrounding women's health cultivate a loyal clientele. Women appreciate spaces where they feel understood and respected, leading to client loyalty and positive word-of-mouth referrals.

• Educational Empowerment - The Key To Client Retention: Education becomes the cornerstone of attracting and retaining clients. Baz emphasises the necessity for fitness professionals to expand their knowledge about women's health, especially during pivotal life stages. Business owners investing in comprehensive education not only offer superior services but also build client trust, leading to long-term relationships.

• Supportive Networks: Building Communities And Clientele: Fitness Business Owners must recognise the power of community. Baz underscores the importance of creating a supportive network within fitness facilities. By fostering a sense of belonging, women clients are more likely to stay committed. This supportive environment not only aids in their fitness journey but also ensures they remain loyal customers.

The Well HQ are offering four courses, all accredited by CIMPSA. These courses provide a platform for fitness professionals to gain in-depth knowledge about women's health and fitness, fostering a community of experts committed to empowering women - see below for the links!

Female body course: https://www.thewell-hq.com/product/the-female-body/ref/145/?utm_campaign=fbc

Puberty course: https://www.thewell-hq.com/product/the-female-body-puberty-edition/ref/145/?utm_campaign=puberty

Pre / Post natal course: https://www.thewell-hq.com/product/the-female-body-pre-post-natal-edition/ref/145/?utm_campaign=pre-post-natal

Menopause course: https://www.thewell-hq.com/product/the-female-body-menopause-edition/ref/145/?utm_campaign=menopause

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Baz: https://www.linkedin.com/in/baz-moffat-55b61a11/

In this episode, we sit down with Chris Grieveson, FMA client of 1 year and the owner of Primal Fitness in Newcastle who overcame numerous challenges with his landlord to build his successful group training facility. Chris shares his journey from being made redundant during the 2009 credit crunch, transitioning from finance to becoming a personal trainer, and eventually running his own business. Join us in this episode as we uncover the story of Chris Grieveson, an introverted entrepreneur who transformed challenges into opportunities, providing inspiration for fitness enthusiasts and business owners.

Here are the key highlights from our conversation:

• Sales: The Lifeblood of Business: Chris emphasises the significance of sales, considering it the lifeblood of any business. He shares his mindset shift towards sales, enabling him to provide for his family and support his employees.

• Building Community: Primal Fitness boasts a community-driven atmosphere, hosting quarterly socials and engaging events, including winter and summer games. Chris delves into the importance of fostering connections within his gym.

• Balancing Autonomy And Responsibility: Running his own business grants Chris autonomy, but it also comes with responsibilities. He discusses how he manages this balance, ensuring both personal freedom and accountability towards his employees.

• Strategic Investments: Chris highlights the critical role of investments in marketing and sales. He explains how strategic investments lead to increased customer base and business growth, emphasising the direct correlation between where you invest and the returns you gain.

• Fitness And Business: Apart from his business insights, Chris shares his daily routine, focusing on his personal fitness. His goal is a peaceful morning routine, ensuring he has time for his workout and mental preparation for the day ahead.

• Evolution And Adaptation: Chris discusses the evolution of his gym, sharing valuable insights from mistakes made in his first location and how he applied those lessons to create a successful model in his second location.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Chris at Primal Fitness:

https://www.instagram.com/primalfitnessgymnewcastle/ 

Welcome back to part two of our inspiring journey with Maxine, where we delve even deeper into her remarkable transformation from personal struggles to becoming a successful fitness business owner. In this episode, Maxine takes us on a tour of her two gym locations, revealing how she treats them as one unified business entity, strategically increasing capacity for members. Maxine shares her experiences, strategies, and hard-earned wisdom in building a thriving fitness business that transforms lives. Whether you're a fitness entrepreneur or simply seeking inspiration for personal and professional growth, this episode is packed with valuable insights and practical guidance.

Key Highlights:

• Financial Transformation: After getting herself in a good mental space, Maxine shifted her focus to the business side, partnering with FBDA to lay out her finances comprehensively. She meticulously assessed her business expenses and calculated the true costs of running her gyms, recognising the need to adjust pricing to maintain sustainability.

• Profitability and Client Payments: Maxine shares a crucial insight: "You can't help people if you don't make money." She delves into the discussion around pay-in-full clients versus monthly recurring payments and how she shifted from accepting pay-in-full at a discount, which only solved immediate bills, to implementing a more sustainable model.

• Staff Compensation: Maxine's desire to pay her staff better wages led to strategic planning with FBDA. She learned how to generate the necessary extra revenue and set targets to achieve her vision of fair compensation for her team.

• Business Profitability: PPT went from 0% profit and financial struggles to consistently achieving 20%-35% profit, depending on the month. Maxine also emphasises the importance of building savings as a safety net for the business.

• Implementing a CEO: Maxine and Charlie introduce Connor Chatfield, who started as a coach at PPT and is now the CEO. They highlight the importance of having someone deeply invested in the business's success and the benefits of profit-sharing arrangements that have propelled PPT's growth.

• Advice For Aspiring Business Owners: Maxine shares her wisdom for those starting their own fitness businesses, emphasising the value of seeking business coaching and advice early on to navigate the journey more smoothly and avoid costly mistakes.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Maxine at Potential Personal Training: https://www.instagram.com/potentialpt/ 

Connect with Nicky at FBDA: https://www.thefbda.com/ 

• Business Growth Strategies: Learn how Maxine's gyms have thrived, with 340 clients across two locations, and discover her focus on delivering value beyond just fitness.

• Transforming Client Lives: Maxine's journey from addiction to sobriety and her commitment to mental health support for both herself and her clients, showcasing the potential for holistic transformations in your fitness business.

• Seeking Help for Business Success: Maxine shares how meeting Nicky Sehgal at FBDA became a turning point, emphasising the importance of repairing oneself first to drive sustainable business growth.

• Therapy and Business Performance: Explore the value of psychotherapy in Maxine's life and how it facilitated her journey of self-discovery, offering insights into how personal growth can drive business success.

• Supportive Networks: Maxine's advice on accepting help and exploring different therapies to find what works best for you and your fitness business, highlighting the importance of a strong support network. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Maxine at Potential Personal Training: https://www.instagram.com/potentialpt/ Connect with Nicky at FBDA: https://www.thefbda.com/

Join us in this episode as we dive deep into the world of fitness finance with Duncan Lloyd, a Profit First Accountant from Cloud Accountant. If you've ever found financial terms confusing or are struggling to grasp the financial aspects of your gym or personal training business, this episode is tailored just for you. Duncan shares his expertise, breaking down the complexities and providing actionable insights. We discuss the importance of having five different bank accounts, how strategic coaching and communication can prevent unexpected costs and boost profits, and why understanding VAT and salaries is crucial. Plus, discover the secrets to maximising profit margins, securing commercial properties, and navigating tax inspections. Duncan's mission is to help you be profit-focused and set your fitness business up for financial success. Don't miss out on this essential financial guidance for your fitness venture.

Key highlights you won’t want to miss:

Banking Wisdom: Duncan explains why you should have five different bank accounts and how this can benefit your fitness business. It's a crucial foundation for financial success.

VAT Insights: Learn how to position VAT to consumers and understand its impact on your fitness business. 

Salaries and Dividends: Duncan breaks down the complexities of understanding salaries and dividends, ensuring you're on the right track financially.

Maximising Margins: Discover the key elements that can lead to excellent profit margins in the fitness industry. 

Community and Accountability: Duncan emphasises the importance of being part of a supportive community to make informed decisions. Spend more time on your business, not just in it.

Financial Essentials: Get answers to crucial questions about overdrafts, securing commercial properties, pensions, and what qualifies as a business expense.

Profit Focus: The key takeaway from this episode is to be profit-focused. Duncan's expertise will help you structure your fitness business for maximum profitability.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Duncan at Cloud Accountant: https://cloudaccountant.com/ 

We're joined by Dan Aguilera, the driving force behind countless fitness business owners' journeys to unbridled success. Dan, as the owner of Fitness Business Profits, has been instrumental in setting ablaze the fitness industry. He's ignited the path for fitness entrepreneurs to not just grow but to explode with profitability. He goes beyond the surface, ensuring you not only have the right product and pricing but also the unwavering mindset and mentality that propels your fitness business to soaring heights. 

This episode is a symphony of wisdom and actionable insights that will revolutionise the way you approach fitness entrepreneurship. Dan’s profound knowledge and guidance will empower you to shatter boundaries and lead your fitness business towards unparalleled success.

Key highlights to look out for in this episode:

• Consistency Over Talk: In the fitness world, it's not about the words you speak but the relentless actions you consistently take that truly set you apart.

• Data-Driven Decisions: Dan's emphasis on making decisions grounded in data, rather than being swayed by emotions, is a game-changer for anyone looking to build a thriving fitness empire.

• Transformation vs. Change: Brace yourself for a transformational journey. Discover how changing your identity and lifestyle can propel you towards your fitness goals.

• Building an Ecosystem: Unearth your strengths and assemble a powerhouse of talent around you to conquer your weaknesses.

• High-Performance Teams: Dive into the art of creating not just teams but high-performance teams that will be the cornerstone of your fitness business's success.

• The Power of Purpose: Money can only take you so far; it's the inner drive and purpose that truly fuel your success.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Dan at FBP on Instagram:

https://www.instagram.com/fitnessbusinessprofits/ 

Book a strategy call with Dan:

https://myfitnessbusinessprofits.com/free-strategy-session/

Join us in this compelling episode as we dive deep into the struggles that hold you back in both your business and personal life. Patti Dobrowolski, the founder of Up Your Creative Genius and a true powerhouse in the world of personal development. Patti is not only a critically acclaimed comic performer, author, and business consultant but also a three-time TEDx speaker with close to 6 million views on her signature talk, "Draw Your Future." With a background in psychology and drama therapy, Patti combines creativity and mindset to guide us through the transformative power of visualisation. In this conversation, we delve into why and how drawing your goals can help you overcome resistance in your personal and professional life. Patti shares insights on the importance of imagination, the balance between analytical thinking and visual thinking, and how to create internal alignment within your team or business to inspire success. 

Patti highlights the value of building a strong network, seeking help from those who know more than we do, and fostering belief in ourselves. Ultimately, she reminds us to stay open to opportunities and challenges as valuable learning experiences. Join us for a dynamic and inspiring conversation that will ignite your creative genius and empower you to shape your future.

Key Highlights:

• Patti's journey from a TEDx speaker to a renowned author and business consultant.

• The role of imagination as the most crucial tool for personal development.

• Patti reveals how visualising your goals can break through resistance, offering a lifeline to those frustrated by financial setbacks and business hurdles.

• Creating internal alignment within teams and businesses to inspire improvement.

• Embracing quiet moments and reframing busyness as a deflection tool.

• The importance of speaking your truth, shedding inner criticism, and practising active listening.

• Envisioning the future, taking bold actions, and believing in your ability to succeed.

• Building a strong network and seeking help from those who know more.

• Staying open to opportunities and embracing every experience as a chance to learn and grow.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: 

https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes 

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Patti on Instagram: https://www.instagram.com/upyourcreativegenius/

• The real reason gyms and coaches are losing clients
• The ways fitness can transform your life not just how you look and feel
• Learn the secrets behind creating a gym for people who literally hate gyms
• How to build a business based on something you love without being an ‘entrepreneur’
• The way Tim challenges gym stereotypes and makes fitness fun

• Trusting Your Business Strategy: Paul shares his insights on the importance of having a clear vision and values as the foundation of any successful business endeavour. He discusses how football clubs, like any other business, need to focus on the basics such as budgets and staffing while keeping a strong sense of purpose.

• Building Resilience: In the competitive world of sports and business, blocking out distractions and criticism is crucial. Paul emphasises the need to develop a thick skin and the power of resilience, self-belief, and clear values in achieving long-term success.

• Embracing Setbacks: Learn how setbacks and failures can actually be stepping stones to growth. Paul opens up about his personal experiences with failure and how these moments have shaped his leadership approach. He provides practical advice on risk-taking, weighing potential outcomes, and implementing calculated changes.

• Overcoming Criticism and Scrutiny: As both a football club and an individual, facing scrutiny is inevitable. Paul shares his strategies for dealing with criticism while maintaining personal well-being. He also sheds light on the importance of good staff management and treating people well.

• Personal Development and Health: Discover Paul's approach to managing stress and staying mentally and physically fit. He discusses the significance of having a daily plan, the importance of learning, and how he handles the demanding role of a CEO in professional football.

• Strategies to compete effectively against big corporate gyms
• How to maximise efficiency: Work less and achieve more
• Navigating the cost of living crisis and understanding shifting consumer priorities
• How to transform a business's reputation when taking over ownership
• The vital role of community in the success of gym owners
• The art of selling: Key principles for business growth
• Branching out as an entrepreneur: Strategies for expansion and diversification

• How to revive your energy, mood, gut and relationships with simple changes
• How to balance human willpower and technology
• The key to relieving stress and boosting productivity
• The power of nutrition, movement, recovery, mindset and environment
• How to maximise value to your clients as a gym owner

Sophie and Dom, owners of Baseline Fitness and FMA clients for 3 + years in South Wales pivoted their business from an unfulfilling and struggling open gym model of 400  low-paying members to a coach-led premium service. They now have just under 200 high-paying members but have 4 X’d their revenue. In this episode, we break down exactly how they did this so they could create more impact in their local area while making more profit in their business.

Not only this, we dive into how Dom and Sophie have such high retention, through their excellent service delivery and innovative programming for their group training model.

In this episode Dom and Sophie share:

• Why they decided to move away from an open gym model
•  How they transitioned from an open gym model to a coaching service without losing revenue in the process
• How they went from 18 to 200 high-paying coach-led members
• Why they decided NOT to be CrossFit affiliated for their new gym 
• The struggles of being an entrepreneur, running a successful gym and how to successfully juggle all of those plates your spinning every day

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

Connect with Sophie and Dom on Instagram: https://www.instagram.com/baselinefitnessuk/

• The key to maximising your workouts

• Why you should stop trading time for money

• Unlock your body's potential with effective movement patterns

• The biggest mistake online coaches make

• How to build a profitable business without being present

• The shocking truth about business coaches

• How to find the perfect business partner

• The one thing you can do to overcome competition

• The most important things you need to know to successfully open a gym that no one ever speaks about!

• The 3 biggest red flags they see in running a fitness business
• How to make the transition from being a coach to stepping back from the business
• The biggest thing they had to let go of to allow growth

Building a successful gym can be hard. The main barrier between most, is the actionable knowledge and a step by step process of what to do, in order to build the gym you’ve always wanted. Sean, owner of SC Vital Fitness learned this the hard way and as a result made a crucial mistake that massively slowed down his business growth. Sean reveals his biggest mistakes within his fitness business and the exact strategy he followed to turn his business around to build a hugely successful gym which is now positively impacting his community.  

In this episode, Sean shares:

• The number one mistake he made in building his fitness business

• How he transformed his gym into a hugely successful business

• How he utilised his skills from the military into running his company

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast  

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ 

Connect with Sean on Instagram: https://www.instagram.com/seancolecoaching/

Within the industry, the majority of fitness business owners are male while the majority of consumers are female. This has led to many female consumers having poor experiences with exercise and fitness. Emma Hokayem was initially one of those women. After noticing the gap in the market (which still remains HUGE today) Emma is the proud Founder & CEO of EH Fitness which specifically helps women to overcome many challenges that the current system ignores. In doing so she’s tripled her business in under 12 months! Find out the secret to a super successful fitness business whilst helping hundreds of women in the fitness space.

In this episode, Emma shares:

• The challenges faced being a woman running a business 

• The education around post-natal exercise and menopause

• How she wants to create change in a male dominated industry for education around the issues women are facing and how exercise can have a hugely positive impact

For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast 

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ 

Connect with Emma on Instagram: https://www.instagram.com/eh_fitness_edinburgh/ 

Ben, Charlie and the Fitness Marketing Agency team are currently working with over 400 fitness businesses. The whole purpose of this podcast is to show fitness business owners what’s working right now in the industry. If you are a fitness business owner, an entrepreneur, a fitness enthusiast, a coach or anyone else working in the fitness industry - this is for you. 

Thank you for listening.

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ 

Find out more about our podcast here: https://fitnessmarketingagency.com/fmapodcast