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For years, gym owners rode the wave of cheap leads and quick wins. It was almost too easy. Launch a Facebook ad, get a flood of names, book the consults, make the sale.

But lately... something’s off. Leads are still coming in – but they’re not picking up the phone, not booking appointments, not walking through the door. So now what?

This episode takes a closer look at what’s really going on behind the scenes of gym marketing – and why so many owners feel like they’re doing the same things they always did, but getting half the results (if that).

Something's shifted. It’s not in your ad dashboard. It’s not in your CPMs. But it’s showing up in your empty appointments and ghosted follow-ups.

If the old game is over, what’s the new one? What actually works when the goal is staying relevant – not just this week, but three months, six months, even three years from now?

Tune in as Tim and Randy unpack why the short game is fading – and how long-term, value-first strategies are separating the gyms that keep growing from the ones getting left behind.

If you’re still marketing like it’s 2015 and hoping for the best… you're about to feel it. Let’s do this right.

Key Takeaways: 

• Intro (00:00)
• Facebook leads were once easy to get, but now many may be bots (03:01)
• Example of long-term nurturing via salsa recipe (07:21)
• Building and owning your lead list is critical (09:00)
• Lead magnets should offer real, sellable value (10:47)
• Use case studies to attract and educate leads (11:41)
• Give educational content before asking for the sale (15:08)
• Market has changed – patience and nurture are now essential (20:29)

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!

Too many gym owners are sitting on ideas that could change their business, but they never pull the trigger. They wait. They look around. They try to copy what someone else is doing instead of testing it for themselves.

In this episode, Tim and Randy explain why testing needs to be part of how you run your gym – day to day, month to month, quarter to quarter. Pricing, schedules, offers, roles, marketing – it’s all on the table. 

If something’s not working, test a change. If something is working, test a way to make it better.

They walk through real examples – good ones and bad ones. Testing new class times. Trying different billing frequencies. Split testing discovery calls versus straight-to-consult. Even staffing changes like running a front desk or not. 

The common thread is simple: stop guessing and start letting the data drive the decisions.

Business doesn’t move by accident. It moves because you’re willing to test, tweak, and adjust as you go.

Tune in to find out how to do that.

Key Takeaways: 

• Intro (00:00)
• Gym owners hesitate and wait for others’ success (00:30)
• Test new time slots before committing long-term (02:05)
• Marketing hooks should be tested, not copied (04:10)
• Raise prices to find your true value limit (05:39)
• Emotion blocks testing – let data guide decisions (07:28)
• Split-tested discovery calls failed versus in-person consults (10:25)
• Weekly billing frequency boosted overall gym revenue (13:54)

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!

No gym owner wakes up in the morning thinking, “Today I’m going to hold my business back.” And yet – that’s exactly what’s happening.

What’s wild is, most of the time, you don’t even realize you’re doing it. It’s not the big, obvious stuff – it’s the small, day-to-day habits that slowly chip away at growth. Things that feel productive, even responsible… but are actually keeping you stuck.

In this episode, Tim and Randy dig into five of the biggest ways gym owners are sabotaging their own success – without even knowing it. These are patterns they see over and over again inside real gym businesses. 

And if you're feeling like you're working hard but still spinning your wheels, there’s a good chance one (or more) of these is happening to you. 

This episode is meant to challenge how you’re thinking about your business – and what might need to change.

Give it a listen. You might be surprised by what’s really holding you back.

Key Takeaways: 

• Intro (00:00)
• Las Vegas Iron Circle Experience – speakers announcement (00:37)
• Mistake 1: Focusing too much on lead gen vs. retention (03:02)
• Mistake 2: Selling sessions instead of results/lifestyle (06:43)
• Mistake 3: Doing everything yourself and failing to delegate (11:11)
• Mistake 4: No clear path for Ascension in member services (17:40)
• Mistake 5: Managing chaos instead of leading with systems (21:33)

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

---

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

Most gym owners don’t fail because of bad training or broken systems. They fail because they hold on too long to what used to work.

Old carpet. Outdated equipment. The same bootcamp model they’ve been running for 10 years. Meanwhile, competitors down the street are upgrading everything – equipment, tech, even how they greet clients at the door.

You don’t need to burn your gym to the ground and start from scratch. But you do need to evolve. AI, automation, wearables – these aren’t threats. They’re the new tools of the trade.

In this episode, Tim and Randy dig into what happens when gyms stop growing. They share why emotion-free decision making is the new business superpower, how to spot stagnation before it costs you members, and how to make changes that keep your gym ahead of the curve.

It’s the same fork in the road Netflix and Blockbuster faced – one adapted, the other didn’t. You already know how that ended.

If you want to become the Netflix of your market, this episode is a must-listen.

🎧 Tune in and get clear on what innovation really means for your gym.

Key Takeaways: 

• Intro (00:00)
• Innovation in equipment and tech is constant (00:35)
• AI and automation are affecting every industry (03:31)
• Wearables and data tools enhance fitness results (05:37)
• Generational communication gaps affect service (07:46)
• Customer service is now a standout trait (10:57)
• Innovation must go beyond automation (14:43)
• Emotional detachment leads to smarter pivots (15:14)
• Group training must evolve to survive (18:51)

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    

---

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

Most gym owners try to do too much too early. They stack offers, bend systems, and take on anyone who walks through the door. The intention is solid, but the result is a bloated, confusing business that’s hard to run and even harder to grow.

The story of Boston Chicken makes the point. They built a billion-dollar brand on one product. Then they added more. Three years later, they were bankrupt.

The same thing happens in gyms. More offerings don’t lead to more growth. They lead to complexity, broken systems, and distracted delivery.

In this episode, Tim and Randy break down why locking in on one main thing – and going all-in – is the real path to scale.

They lay out the framework to simplify, clean up operations, and build something that actually works. 

Listen in and get clear on the main thing.

Key Takeaways: 

• Intro (00:00)
• Over-diversifying gym services breaks systems (02:03)
• Semi-private training drives 90% of revenue (02:51)
• The Boston Chicken story and massive growth (04:22)
• Over-expansion and menu confusion kill the brand (06:35)
• Turning away non-ideal clients is powerful (11:27)
• Business optimization beats chasing more services (13:32)
• Happiness isn’t found in endless growth (15:19)
• Focus on being best-in-class at one thing (19:06)

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

---

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

It’s easy to get caught up in the next shiny thing in fitness.

The industry is full of flashy new tools – TRX, EMF suits, battle ropes, vibration plates – you name it. And every few years, a new wave promises faster results, easier marketing, or a shortcut to success. 

And yeah, these things can be fun, and they might even work – for a while. But when gym owners build their entire identity around one of these trends, it can put the entire business on shaky ground.

In this episode, Tim and Randy talk about why tying yourself to a single tool, brand, or fad is a dangerous move. They share real examples of gyms that went all-in and paid the price, and they explain how putting your trust in outside systems – like CrossFit or boutique tech – can backfire fast.

More importantly, they share what to focus on instead – something solid, proven, and built to last.

Tune in to hear how to keep your gym grounded, no matter what’s trending next.

Key Takeaways: 

• Intro (00:00)
• Trends like Jazzercise to CrossFit have come and gone (00:31)
• Strength training is a timeless foundational method (05:27)
• EMF suits are trendy but impractical (06:20)
• Tim’s personal experience with an EMF suit (07:43)
• Tools shouldn't define the business model (10:06)
• Stick with strength training for long-term viability (11:34)

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

---

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

Success doesn’t start with money – it starts with what you believe you deserve.

When Tim made the choice to stop flying coach and commit to first class, it wasn’t about legroom or perks. It was about drawing a line in the sand. A personal standard. A way of saying, this is where I belong – and I’ll work to stay here.

In this episode, Tim and Randy unpack what it means to adopt a “first-class mindset,” and why it has less to do with money and everything to do with identity. 

They explore how raising your standards in one area of life ripples into others – business, relationships, confidence – and why some people will always try to pull you back down when you start leveling up.

You’ll also hear how proximity creates opportunity (including a wild story involving a government official and a WWE superstar), and why the Iron Circle is built to celebrate success.

If you're ready to stop shrinking to fit and start living at the level you were built for, this one’s for you.

Tune in!

Key Takeaways: 

• Intro (00:00)
• Tim introduces "first-class mindset" from a Belize trip (00:35)
• Proximity in elevated environments unlocks unexpected opportunities (03:14)
• Mindset post on Facebook triggers supportive and hateful responses (06:15)
• In the Iron Circle, member wins define success (09:50)
• Haters don't want to see others succeed (12:48)
• Establishing high standards for children via consistent exposure (18:05)
• Final message: raise your personal thermostat of worth (20:32)

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

---

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

“It’s just group training with fewer people…”

That’s where the wheels fall off for a lot of gym owners.

They hear “semi-private” and think it’s just a slightly smaller group doing the same workouts, maybe with a different coach-to-client ratio. But that mindset completely misses the mark – and it’s probably why they’re struggling to charge more.

In fact, clients aren’t paying for fewer bodies in the room. They’re paying for individualization. For real coaching. For a premium experience that feels tailored, not templated. And when you treat semi-private like just another group class, you strip out all the value that makes it worth $500+ a month.

Semi-private only works when the coaching, programming, and environment feel like a premium service. 

In this episode, Tim and Randy lay out exactly what semi-private training is (and isn’t), why most gyms get it wrong, and how to structure, price, and deliver it so it actually works – for the client and the bottom line.

Tune in!

Key Takeaways: 

• Intro (00:00)
• Semi-private is not scaled-down group training (03:25)
• Semi-Private Pro supports coaches, not replaces them (06:41)
• Stop undercharging for semi-private (09:14)
• Semi-private clients expect a premium experience (11:00)
• Luxury experience analogy: Ritz Carlton vs. Motel 6 (15:05)
• Semi-private works in any market if done right (17:25)

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    

---

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