Have you noticed that most gyms look alike?

The offers are recycled – “first week free” deals and other copy-and-paste promos. The ads all sound the same. The classes run at the same time. From the outside, it looks fine. But under the surface, that copycat approach is the reason so many owners end up just blending into the crowd: there’s no real edge.

The truth is, a lot of the industry isn’t moving forward – it’s running the same plays over and over again.

Winning gyms step out of that loop. They recognize opportunities before they’re mainstream, they test ideas others dismiss, and they’re not afraid to take a risk while the rest of the market hesitates. Sometimes that means reshaping schedules, sometimes it’s shifting billing structures, or leaning into tools like AI. The advantage comes from trying what hasn’t already been copied to death.

This episode unpacks Habit #5 of the 7 Habits of Winning Gyms series: why winning gyms seek the competitive edge. Tim and Randy break down how smart owners challenge industry norms and create separation in crowded markets.

Tune in and see what it takes to stop blending in.

Key Takeaways: 

• Intro (00:00)
• Winning gyms squeeze every opportunity (00:37)
• AI and tech adoption as a key edge (01:46)
• Creative scheduling: 40-minute sessions (03:52)
• Escaping industry echo chambers (05:12)
• Red ocean vs. blue ocean gym models (06:55)
• Copycat culture in the fitness industry (07:59)
• Weekly billing brings major benefits (09:54)
• Winning gyms always test and innovate (13:18)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

- A tool for deciding on new gym services – 5-Question Matrix

- Tim's new book – Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group 

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