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:

- 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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If you haven't already, please rate and review the podcast on Apple Podcasts!

Some gyms run full speed just to stay in place. 

Revenue jumps, then drops. Cash flows in, then disappears. And it’s not because anything looks broken on the surface. They’re selling packages, running challenges, hitting their numbers... 

However, the model resets every 30 days – so they’re always one deal away from falling behind.

But what if the gym didn’t have to reset? 

What if revenue were predictable and enough to cover the bills before the month even starts?

Habit #4 in the Seven Habits of Winning Gyms is about the gyms that operate that way. The ones that treat recurring revenue like infrastructure – something to build on, not gamble with.

In this episode, Tim and Randy break down:

• how winning gyms protect recurring revenue
• why they pass on the dopamine hits of pay-in-full cash
• why they refuse to discount their value
• how they stay out of the scramble

This is the long game with consistent, compounding returns.

Tune in and find out why smart gyms say no to $15K upfront.

Key Takeaways: 

• Intro (00:00)
• Recurring revenue – the biggest built-in advantage (00:39)
• Track your Delta to avoid panic and desperation (03:04)
• Packages create cash spikes but sabotage stability (06:23)
• Consistent months > revenue rollercoasters (08:25)
• Never discount paid-in-full (14:05)

Additional Resources:

- 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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If you haven't already, please rate and review the podcast on Apple Podcasts!

Your campaign is good. And ads are working. And the leads are flowing. 

And that’s exactly when most gym owners make the call that stalls their growth for the next six months. 

They tell the agency to turn it off. Not because it’s broken. But because it’s working too well. 

Because the systems downstream can’t keep up…

Because onboarding’s a mess... 

Because service delivery’s maxed out…

So the tap gets closed and the engine cools down. And by the time they’re ready to turn it back on the algorithm’s changed and the market’s moved.

This episode breaks down Habit 3 of the 7 Habits of Winning Gyms – and it’s about what happens when you stop treating momentum like the fragile, high-value asset it is.

Tim and Randy are talking about treating lead flow like a faucet instead of a flywheel. Because what looks like a “pause” often turns into a full stop. And getting moving again costs way more than keeping things running in the first place.

If you’ve ever pulled back when things got too busy you’ll want to hear this one.

Tune in.

Key Takeaways: 

• Intro (00:00)
• Never shut off a winning ad campaign (00:36)
• Momentum is like a train – hard to restart (01:27)
• Lead overflow usually means broken systems, not broken ads (02:39)
• Over 50 things must align before a sale happens (04:15)
• Marketing spend should multiply capital, not drain it (08:59)

Additional Resources:

- 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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If you haven't already, please rate and review the podcast on Apple Podcasts!

“We’re saving money on rent…” It’s something a lot of gym owners are proud to say.

And it’s also one of the most expensive mistakes they make without realizing it. Because what looks smart on paper often creates a problem you can’t outspend your way out of.

When the gym’s buried behind a warehouse, tucked in the back of a complex, or missing entirely from search results… that’s not just a location issue. That’s a visibility problem.

This episode covers Habit 2 of the 7 Habits of Winning Gyms, and it’s focused on how visibility drives growth and cuts costs. Tim and Randy are explaining why where you’re located – physically and digitally – determines how much you have to spend just to get people in the door.

Tune in to hear what really happens when a gym trades square footage for foot traffic – and why saving on rent usually ends up costing a lot more.

Winning gyms don’t wait to be found. They position themselves to be seen. And once you see the numbers, it’s hard to ignore.

Tune in.

Key Takeaways: 

• Intro (00:00)
• Winning gyms choose visibility over cheap rent deals (00:38)
• Prime locations cut marketing costs by two to threefold (05:32)
• Warby Parker showed that rent can lower ad costs (06:08)
• Gym moved 2 miles, gained $20k with zero ads (09:28)
• Online presence is today’s storefront (13:05)
• Relying on Instagram alone holds your gym back (15:54)
• No website makes your gym nearly invisible (16:25)
• Recap (18:58)

Additional Resources:

- 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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If you haven't already, please rate and review the podcast on Apple Podcasts!

Most gyms don’t fail because the owners don’t care. In fact, they care too much. They pour time, money, and energy into anything they think might help them grow.

But that’s where things start to break down.

Instead of focusing on the one thing that drives revenue and builds reputation, they spread themselves thin chasing too many services and too many ideas. The business gets messy, hard to manage or sell... and even harder to scale.

In this episode, Tim and Randy kick off a 7-part series on the habits of winning gyms, starting with the one move that makes everything else easier: mastering the main thing.

They explain why most gyms drift from their core, what happens when your product isn't as strong as your pitch, and how to reverse the slide before your business becomes unrecognizable.

Let them show you what’s worth your attention – and what’s not.

Tune in!

Key Takeaways: 

• Intro (00:00)
• Most gyms fail by running on emotion, not data (01:39)
• Winning gyms dominate by mastering one core revenue stream (03:23)
• A booty-building gym scaled to 14 locations fast (04:14)
• Trying to serve everyone weakens your main offer (05:10)
• Add-ons should enhance – not distract from – the main service (10:09)
• Programming must be consistent and brand-controlled (13:27)
• Facility design influences how premium your gym feels (15:26)

Additional Resources:

- 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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If you haven't already, please rate and review the podcast on Apple Podcasts!

Too busy to run ads. 

Too broke to hire help. 

Too tired to fix the stuff that’s clearly not working.

Most gym owners need to get honest about the resources they do have. It’s always one or the other: time or money.

Paid ads aren’t optional. Organic posts reach no one. And waiting on referrals is not a growth plan. The tools, the tutorials, and the tech are all there. If money’s tight, the only option left is time – and that time has to be spent learning, executing, and building real systems that generate leads.

In this episode, Tim and Randy lay out why the “I don’t know how” excuse doesn’t hold up anymore. They also get into the value of delegation, why gym owners constantly underprice their own time, and how buying back a few hours can actually double the business – if that time is reinvested the right way.

Time or money. One of them is available. Both can grow a gym – if used right.

Key Takeaways: 

Intro (00:00)

Paid advertising is essential for growth (02:19)

Organic social reach is under 1% now (04:53)

Boosting posts ≠ Paid ad strategy (07:11)

Education is free, excuses don’t work (08:33)

Delegate low-value tasks to grow (11:55)

Freeing time must lead to ROI tasks (16:00)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts – slash membership freezes by 50%   

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

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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If you haven't already, please rate and review the podcast on Apple Podcasts!

Most gym owners don’t realize how dangerous “average” really is.

It’s predictable and it looks safe. Manageable. But average is actually a trap – and it’s holding more gyms hostage than failure ever will.

Because once you land in the middle, you stop questioning it. The $25k months feel “normal.” The long hours feel “part of the job.” The slow grind becomes the expectation, and that ceiling hardens into reality.

The worst part is that average convinces you it’s good enough. That you’re working hard, doing all the right things, and this is just how the industry is.

Meanwhile, your profit margins are razor-thin, and your business is running you instead of the other way around.

There’s a reason some gyms break through and others stay stuck. It has nothing to do with luck, talent, or timing – and everything to do with what you let shape your belief system.

This episode is about tearing that ceiling down.

Tune in. Average doesn’t deserve you.

Key Takeaways: 

• Intro (00:00)
• Education trains people to be average (01:00)
• Fitness industry lacks innovation (04:39)
• Belief systems shape financial ceilings (06:06)
• Growth requires the right peer groups (07:43)
• Average Iron Circle gyms hit ~$75k (15:53)
• Business is choosing the right “hard” (21:44)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts – slash membership freezes by 50%   

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

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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If you haven't already, please rate and review the podcast on Apple Podcasts!

It doesn’t hit at first. Not in year one. Not even in year five... But eventually, every gym owner has that moment. 

When the day-to-day feels a little heavier than it used to...

When the hours you’re pouring in don’t quite match what you’re getting out... 

When the thing you built for freedom starts to look a lot more like a cage...

And that’s when the questions start.

In this episode, Tim and Randy push beyond operations, beyond profit, and into a bigger-picture conversation every gym owner needs to hear. This is about what happens after you’ve built the business.

Not just how to run it, but how to make sure it’s building something for you in return.

There’s a difference between owning a gym… and being owned by one. This episode might be the moment you start seeing that difference.

Tune in!

Key Takeaways: 

• Intro (00:00)
• Gym owners seek freedom but get trapped in operations (01:44)
• Most gyms aren't built with an exit plan (03:20)
• “Cash flow vs. cash out” mindset shift (04:04)
• Systems and staff structure create sellable value (07:33)
• Freedom = choice (10:32)
• Start paying yourself (13:20)
• Profit first mindset builds business discipline (16:23)
• Investment strategies using business cash flow (19:52)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts – slash membership freezes by 50%   

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

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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If you haven't already, please rate and review the podcast on Apple Podcasts!

Meta used to be the go-to for gym leads. Not anymore.

Yes, leads are still coming in. But they’re not showing up. Or they don’t answer calls. Or ghost SMSs. Or… if you’re running Facebook ads now and you were running them 10 years ago, this probably sounds way too familiar.

The platform got more expensive and less reliable. The bots took over, and the follow-up pipelines got clogged with dead weight. Plus, most gym owners still have no idea what’s actually working – because there’s no clear way to track it.

Meanwhile, the gym down the street is running Google Ads… and getting real names, real calls, real sign-ups… Why?

Let’s ask an expert.

In this episode, Tim and Randy sit down with Zach Colman, founder of Creatitive and Gymmark. Zach grew up around pro athletes, built a career helping NFL players with branding, and eventually shifted his entire business toward helping gym owners build sustainable lead machines – with clear attribution, stronger intent, and real ROI.

They explain what’s shifting in digital marketing, why the old playbook isn’t cutting it anymore, and how gym owners can finally see what their ad dollars are actually doing.

Tune in.

Key Takeaways: 

• Intro (00:00)
• Meta’s ad platform is easy, but low-quality (00:57)
• Studio owners shouldn’t run their own ads (03:58)
• Budgeting and finite search volume explained (08:23)
• Attribution with CallRail (13:39)
• Meta ROAS vs. Google ROAS stats (17:42)
• Importance of Google Business Profile (18:43)
• Review strategy for better rankings and referrals (22:27)
• Claiming your Google Business Profile (24:40)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts – slash membership freezes by 50%   

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

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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If you haven't already, please rate and review the podcast on Apple Podcasts!

Revenue swings of $20K, $30K from one month to the next – some gym owners think that’s just how it goes. One good month, then a drop. Then a spike. Then another dip. But that rollercoaster takes a toll.

Big upfront deals might look good in the moment – $5K here, $7K there – but they don’t fix the core problem. The cash is coming in, sure, but it’s coming in the wrong way. That kind of model isn’t designed to scale – it’s designed to survive.

In this episode, Tim and Randy break down why those short-term wins actually lead to long-term instability – and what it takes to build a gym that grows without hitting reset every 30 days.

This is about stacking revenue that compounds over time and lets you plan further than next Friday. Predictable. Steady. Bills covered before the month even starts.

There’s also a story in here about a million-dollar gym that finally got off the rollercoaster – and the one metric that made it happen. It’s called Delta, and most gym owners aren’t tracking it.

This isn’t a new idea. It’s just the one that works.

Tune in to find out more.

Key Takeaways: 

• Intro (00:00)
• Golf course subscription model and why most industries are now moving toward it (00:36)
• Focus on recurring revenue (03:26)
• Paid-in-full offers create instability (05:31)
• Iron Circle gym case study (07:40)
• Ideal clients stay 10–15 years, not 3 months (11:16)
• Early commitment to recurring revenue over cash grabs (13:08)
• Delta tracking is the key KPI for growth (13:51)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts – slash membership freezes by 50%   

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

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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If you haven't already, please rate and review the podcast on Apple Podcasts!