Everyone thinks January is the holy grail for gym owners. New Year's resolutions mean new sign-ups, right?

But what most people don’t know is that January is also the month with the highest cancellations. In this episode, Tim, Randy, and Zach explore the paradox of January in the fitness industry.

They also discuss accountability, a buzzword that is often misunderstood. They argue that external accountability measures rarely work because proper accountability must come from within the individual.

Tune in to hear about the type of client who stays loyal for years and why they’re your goldmine. Plus, they share the one strategy that turns fleeting “New Year, New Me” resolutions into lasting memberships.

Listen in! 

Key Takeaways: 

• Intro (00:00)
• January's dirty little secret in the fitness industry (01:11)
• Reasons behind January cancellations (05:24)
• Strategies to improve client retention (08:01)
• Defining and attracting lifestyle clients (18:41)
• Educating clients on program value (20:51)
• Impact of client perception on value (22:02)
• Challenges of client nutrition and supplementation (32:06)

Additional Resources:

- Magic Mind Mental Performance Shot: https://www.magicmind.com/TIMLYONS20 (48% off your first subscription or 20% off one-time purchases with code TIMLYONS20 at checkout.)

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

When the going gets tough, do you double down or retreat? Uncertainty in business can make gym owners hesitant to invest in marketing.

In this episode, Randy and Zach explain why now is the time for gym owners to push the gas, even when the market feels uncertain.

They also discuss the dangers of pausing marketing and why automation systems are the key to sustainable growth.

Randy and Zach explain how gym owners can leverage tools like Client Lifecycle Automation to nurture leads and ensure consistent growth. They also explore ways to diversify marketing efforts, from Google Ads to direct mail and the importance of understanding customer lifetime value to fuel smarter decisions.

Tune in to learn how to combat market stagnation by redistributing resources effectively and creating sustainable systems that nurture leads over time.

Key Takeaways:

• Intro (00:00)
• Market stagnation during the latter half of 2024 (01:58)
• The risk of pausing marketing in tough times (03:43)
• Why diversifying ad channels improves ROI (06:56)
• Importance of nurturing leads consistently (11:32)
• Understanding client lifetime value for better ad spending (14:51)
• Systems and automation as growth enablers (21:50)
• Organic social media’s limitations compared to paid ads (26:01)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

What can gym owners expect in 2025?

While no one can predict the future with absolute certainty, we can forecast where the industry seems to be heading based on what’s already happening in the market and what clients are asking for.

Tim and Randy have identified seven key predictions they believe will shape the fitness industry in 2025. Here’s a glimpse of what’s on the horizon:

• Smaller gyms are poised to see big wins
• Traditional advertising methods are losing their edge
• Tools like AI are showing their real potential

These predictions aren’t set in stone, but they’re not pulled out of thin air either. They’re grounded in Tim and Randy’s observations and are designed to help gym owners think ahead and plan strategically.

In this episode, they break down all seven predictions and explain how you can position your gym to make the most of what’s coming.

And who knows? By the end of the year, we can revisit these predictions and see how they stacked up against reality. For now, it’s about staying prepared and adaptable – because those who do will be the ones winning big in 2025.

Tune in now!

Key Takeaways:

• Intro (00:00)
• What’s ahead in 2025 (00:59)
• Prediction #1 - Focus back to strength training (02:35)
• Prediction #2 - Anti-pharma sentiment growing (07:27)
• Prediction #3 - The RFK effect (14:31)
• Prediction #4 - Moving towards a smaller footprint (21:26)
• Prediction #5 - A mass shift away from Meta as advertising (27:02)
• Prediction #6 - The return to in-person gyms (29:46)
• Prediction #7 - AI improves service, but connection stays key (32:03)
• Closing remarks (38:51)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

Owning a gym is really a dream job – unless you find yourself wearing every hat in the business.

Programming workouts, training clients, fixing machines, running payroll... When does it end? Well, it doesn’t – at least, not until you step away from the “trainer brain” mindset.

The point is, you can’t scale your business if you’re thinking like a trainer. Investing in better equipment, new certifications, and perfect programming doesn’t drive growth. What does? Marketing, retention strategies, and building a business that can run independently of you.

This might be a tough pill to swallow for many gym owners – you need to treat your gym like the asset it should be, not just a job you created for yourself. Create systems, delegate responsibilities, and focus on what truly moves the needle: client experience and strategic growth.

In this week’s episode, Tim and Randy unpack this transformation. This one is for all of you who feel like you’re working harder than ever but getting nowhere.

Tune in and learn how to break free from the daily grind and build the business you deserve!

Key Takeaways:

• Intro (00:00)
• Recurring revenue is the king (01:08)
• Subscription models in other industries (05:00)
• Dangers of paid-in-full offers (07:08)
• Transitioning to semi-private training (09:00)
• The importance of consistent delivery systems (13:06)
• Avoiding desperate marketing tactics (16:34)
• Building a business that runs without you (19:43)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

Many gym owners hit a plateau and assume it’s the ceiling for their business. But what if the real problem isn’t your market, location, or services? What if the problem is your environment – specifically, the people you surround yourself with?

In this episode, Tim and Randy dive into the Iron Circle Mastermind, an exclusive community where gym owners come together to share ideas, push boundaries, and explore opportunities beyond the gym floor. 

It is a space where driven, like-minded entrepreneurs thrive, inspiring each other to grow and achieve more than ever before. They don’t offer tricks and quick fixes – they help each other fundamentally change how they think about success. 

The Iron Circle gives gym owners the tools to explore new income opportunities, strengthen leadership skills, and create lasting wealth with strategies like real estate and financial planning.

Join Tim and Randy and learn how to step into a room where big goals are the norm and feel the power of the right community.

Tune in now!

Key Takeaways:

Intro (00:00)

What makes the Iron Circle mastermind unique (00:46) 

Explosive growth through community (02:40) 

Raising the ceiling (05:18)

Director, wealth, and leadership circles (09:05)

Transformational results from real-world strategies (12:50)

Upcoming events and workshops (17:45)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

What should you do when a loyal client faces financial hardships?

Many gym owners have been there – a longtime client loses their job or hits a financial wall, leaving you with a tough choice:

• A: Do you enforce strict policies as your contract states?
• B: Do you bend the rules and potentially compromise your bottom line?

The answer lies in balancing compassion with structure.

During stressful times, gym memberships are more lifelines than luxuries because workouts offer a vital emotional and mental outlet.

However, as a business owner, it’s crucial to set boundaries. Compassionate exceptions, like temporary fee reductions or freezes, can preserve relationships – but only when paired with clear guardrails and timelines.

In this episode, Tim and Randy break down how to handle these sensitive scenarios and ensure that flexibility doesn’t lead to exploitation. Tune in to learn how to make empathetic decisions that reinforce trust and loyalty while keeping your business sustainable.

Let them show you where to draw the line and how to turn challenges into opportunities.

Let’s dive in!

Key Takeaways:

• Intro (00:00)
• Addressing client hardships and financial struggles (00:42)
• Temporary fee reduction strategy (02:15)
• Preventing misuse of flexible policies (04:50) 
• Building long-term loyalty (07:15)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

Have you ever felt like your success makes your clients uncomfortable? It’s frustrating but all too common – the bigger you grow, the more pushback you might get, even from those you thought would cheer you on.

In this episode, Tim and Randy explore why some clients (and even peers) react negatively to a business owner’s progress. They break down how scarcity mindsets, insecurities, and self-reflection fuel this behavior. Tim even shares a personal story about losing long-time clients when his gym expanded – not because of poor service, but because of his growth.

But success doesn’t have to come at the cost of relationships.

Tune in to this episode as Tim and Randy talk about how to handle these situations with grace, stay focused on your goals, and surround yourself with people who genuinely want to see you succeed. Join us to learn how to stay unapologetically focused on your journey to success.

We’re in this together!

Key Takeaways:

• Intro (00:00)
• Growth Summit and Iron Circle updates (00:47)
• A client’s surprising resentment (02:11)
• Clients leaving because of perceived “too much success” (05:03)
• The crabs-in-a-bucket mentality explained (08:45)
• Importance of seeking stimulating, high-level environments (12:37)
• The shift from competitive to creative problem-solving (17:15)
• Closing thoughts (20:45)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

It’s often tempting for gym owners to think more leads are the answer to all their problems. But here’s the thing: bringing in new clients without fixing retention is like trying to fill a bucket with a hole in it. No matter how many you add, they’ll keep slipping away.

In this episode, Tim and Randy explain why focusing on retention, systems, and client experience is the true key to sustainable growth. They break down the common mistakes gym owners make – like relying on short-term challenges or neglecting existing members – and explain how to address these issues effectively.

If you join them, you’ll learn why tackling the “unsexy” parts of running a business is essential for improving retention and discover what else you need to do to keep clients longer, reduce churn, and create real momentum for your gym.

Tune in to find out how to stop bleeding revenue and build a gym that grows sustainably.

Let’s plug the leaks in your business today!

Key Takeaways:

• Intro (00:00)
• Magic Mind supplement for focus and energy (01:25)
• Our previous business model (02:50)
• Importance of retention (07:02)
• Challenges with 6-week programs (08:23)
• Focusing on client experience (13:59)
• Avoid misleading marketing tactics that damage trust (14:55)
• Retention wins over acquisition (22:14)
• The value of long-term clients (22:45)

Additional Resources:

- You have a LIMITED offer you can use now, that gets you up to 48% off your first subscription or 20% off one-time purchases with code TIMLYONS20 at checkout. Claim it here!

- - -

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

---

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

When gym owners first step into entrepreneurship, signing a lease, putting down guarantees, and starting a business, it feels monumental. It’s the ultimate risk – leaving the comfort of certainty for the chance at something greater.

But somewhere along the way, many stop taking those risks. They start playing it safe, treating essential investments in marketing, coaching, or systems as expenses instead of opportunities for growth.

Tim and Randy break down why this happens: fear of failure, uncertainty, or simply not knowing the numbers that make confident decisions possible. 

Gym owners often default to spending on equipment or certifications because it’s familiar, but those aren’t the moves that build a scalable business.

The game changes when risk becomes calculated. By knowing key metrics – like ROI, cost per acquisition, and client value – you remove the emotion from decision-making and focus on logical, measurable actions that drive real results.

Running a gym is already a risk – you’ve taken the leap, signed the contracts, and bet on yourself. So why stop now? If you want to scale, you need to face the weak spots in your business, take smart risks, and stop playing small.

In this episode, Tim and Randy show you how data-driven decisions can turn hesitation into progress and push your gym to the next level.

Let’s get into it!

Key Takeaways:

• Intro (00:00)
• The initial risk of entrepreneurship (00:46)
• Short-term discomfort for long-term gain (02:49)
• Data-driven decision-making reduces risk fear (06:12)
• The paradox of client success (14:57)
• Investing in areas of weakness (17:39)
• Your ROI as a gym owner (20:50)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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

Legal issues can be one of the costliest mistakes gym owners make – and it often comes down to not being prepared. Whether it’s liability waivers, insurance policies, or state-specific health club regulations, waiting too long to address these essentials can create serious problems. 

A single oversight – like missing a compliance deadline or having an incomplete membership agreement – can lead to lawsuits, chargebacks, or financial troubles.

In this episode, Tim and Randy sit down with Mathew Becker, founder of Gym Lawyers, to discuss how proactive legal preparation can save gym owners from these all-too-common disasters. 

Mathew breaks down how a solid waiver not only protects you in court but can also stop lawsuits before they start. He also shares tips for avoiding chargebacks and navigating state compliance requirements.

If you think, “That’ll never happen to me,” Mathew’s real-life stories might change your mind. Tune in for this episode and let Mathew help you avoid costly mistakes and safeguard your business for the long term. 

Let’s dive in!

Key Takeaways:

• Intro (00:00)
• Mathew Becker – from litigator to gym owner (01:00)
• Importance of liability waivers (04:20)
• Ordinary vs. Gross negligence (10:00)
• Understanding compliance and bonds (19:00)
• Using “installments” to win disputes (31:00)
• Non-solicitation agreements and confidentiality (45:00)
• Legal compliance when selling your gym (57:00)

Additional Resources:

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

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- 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

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

- SOP in a Day Workshop 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle  

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