“You thought your customers were lazy on the gym floor. They’re even lazier with their brains.”

That’s how Donald Miller explained the hidden reason most gym marketing doesn’t work: it makes people think too hard.

Donald Miller is the CEO of StoryBrand and Business Made Simple. He’s the author of several books, including bestsellers Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business. 

At the end of the Growth Summit in Nashville, Tim sat down with Donald for a live fireside chat in front of a packed room of gym owners. 

Donald breaks down why most fitness messaging falls flat, why clever doesn’t convert, and how to build a brand message that sticks – not just with prospects, but with your own team. He explains how billion-dollar ad agencies still get it wrong, why presidential campaigns live or die by taglines, and why people would rather stay confused than burn mental calories figuring out your offer. 

This conversation is filled with real examples, sharp takeaways, and the kind of clarity most gyms are missing. Give it a listen – and see what happens when your message actually lands.

Hit play.

Key Takeaways: 

• Intro (00:00)
• Confusing words waste marketing dollars (02:09)
• Why ad agencies often get it wrong (04:25)
• Training staff on consistent brand message (07:46)
• Fitness doesn’t have to take a long time (10:18)
• Position yourself as the guide, not the hero (18:26)
• Soundbites win political and business campaigns (22:29)
• Use clear, singular offers in your messaging (25:15)
• Words shape your perceived value (29:11)

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 

---

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