What makes a fitness brand stand out in a crowded industry?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Luke Carlson from Discover Strength shares the strategies that have helped his brand grow from a single studio to 1,011 franchise locations, which it intends to reach 250 by 2035.

Discover Strength stands out through its focus on time-efficient, evidence-based strength training. It offers a specialized service without cardio or nutrition programs. 

Carlson highlights the role of professional attire in fostering a "ready to serve" mentality, creating a strong sense of differentiation in the fitness industry.

Luke also emphasizes the importance of creating a superior employment experience, maintaining a Net Promoter Score of 93, and narrowing the focus to master a specific niche. His advice for aspiring fitness entrepreneurs is clear: excel in one area, deliver exceptional service, and foster professionalism in every aspect of the business.

Learn how you can apply these lessons to position your gym for success. Tune in to gain insights from one of the most successful leaders in the fitness industry.

00:00 Intro

00:10 Discover Strength Overview and Background

02:46 Future Goals and Market Strategy

05:00 Professional Attire and Customer Experience

12:14 Growth Strategies and Talk Triggers

18:07 Challenges and Ego Management in New Locations

21:33 Franchise Selection and Long-Term Growth Strategy

26:05 Advice for New Fitness Entrepreneurs

Connect with Luke Carlson: 

[email protected]

How Does Rebranding Shape Gym Success?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Chris Auster from Third Coast Movement shares his inspiring journey from running boot camps to evolving into a one-on-one functional training gym.

Chris highlights the significance of organic marketing and a strong client intake funnel in building a sustainable fitness gym. After transitioning to paid marketing strategies, he experienced a notable increase in client sign-ups, with closures rising from 5-6 per month to 9-11.

He sheds light on how individualized coaching, movement assessments, and consistent follow-up have transformed his approach, helping clients address pain management and personalized fitness goals. He also underscores the impact of business coaching and structured systems, stressing the necessity of having solid operational foundations before exploring paid advertising.

Suppose you're navigating the challenges of rebranding or considering paid marketing. In that case, this episode provides practical lessons on enhancing your systems, refining your intake process, and ensuring that every lead is met with professionalism and care.

00:00 Intro

00:10 Chris’s Gym Journey and Challenges

05:47 Transition to Organic Marketing and Improved Results

08:38 Differences in Paid Marketing Approaches

12:10 Importance of Long-Term Marketing and Sales Processes

22:05 Advice for Gym Owners Considering Paid Marketing

Tune in to discover actionable insights from Chris’s experience that can help your gym grow effectively without compromising client experience.

What does it take to evolve and thrive in the ever-changing fitness industry?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Matt Giordano from CrossFit Newtown joins us to share his 30 years of expertise in the fitness world, including 15 years as a CrossFit affiliate. 

Matt opens up about the pivotal decisions that helped his gym grow, from adapting to the challenges of COVID-19 to transitioning into a personal training-first business model. He details how partnering with Lasso elevated his gym’s marketing efforts, boosting monthly leads from 20–30 to an impressive 80, with 15 memberships closed in the first month.

Matt also sheds light on the role of digital marketing and sales training in sustaining growth while emphasizing accountability as a cornerstone of success. He encourages gym owners to overcome hesitation and seek professional marketing support, offering actionable advice for those looking to scale their gyms effectively.

What can gym owners learn? Gain insights into proven strategies for lead generation, refined sales processes, and the long-term value of professional partnerships.

00:00 Intro

01:17 Matt Giordano's Background and Career Journey

03:04 Meeting the Business Partner and Starting CrossFit Newtown 

10:45 Adapting During COVID-19 and Post-Pandemic Growth

13:11 Implementing Lasso's Marketing and Sales Strategies 

14:42 Challenges and Successes in the First Two Months

15:10 The Importance of Sales and Communication Skills

17:18 The Role of Community and Support in Success

17:53 Advice for Gym Owners Considering Lasso

Tune in for practical tips you can apply to achieve consistent growth for your gym.

What's the secret to turning leads into loyal members in a boutique fitness gym?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive. 

In today’s episode, we discuss how to maximize lead conversion, focusing on essential tactics that increase your chances of success.

Lead conversion can make or break a gym’s growth. The quicker you respond to leads, the better your chances of turning them into paying members. We break down the key strategies for success, including responding within 5-10 minutes, which can increase conversion chances by up to 80%. Simple, direct questions in automated responses can also make a big difference, helping you avoid overwhelming potential clients.

Booking appointments quickly—within 3-4 days—is crucial to maintaining momentum. We also explore why it’s vital to have a confirmation sequence in place to ensure high show-up rates. Time is precious, and the last thing you want is to waste it on unconfirmed appointments.

Lastly, we emphasize the need for a CRM system to automate these processes, streamlining follow-ups and making your workflow more efficient.

What lesson can you learn from this episode? 

Focus on creating a seamless lead-to-member experience that encourages quick responses, easy appointments, and high follow-up rates. This can dramatically improve your gym’s success rate and retention.

00:00 Intro

00:10 Maximizing Leads and Initial Tips

02:30 Importance of Quick Response Time

04:53 Effective Communication and CRM Utilization

10:25 Handling Multiple Leads and Confirmation Sequences

11:05 Confirmation Sequences and Final Tips

Is your gym's marketing strategy driving growth or spinning its wheels?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Michael Fitzpatrick, owner of CrossFit PMI in Limerick, Ireland, shares his insights and experiences on reshaping gym marketing for true impact. 

Michael discusses his journey from ineffective strategies, like the six-week challenge that led to high turnover, to finding sustainable growth through strategic marketing. He describes how post-COVID challenges pushed him to rethink his approach, eventually leading him to partner with Lasso. With this new approach, he boosted his membership from 100 to 150 members in three months and now maintains a thriving base of around 175 members.

He highlights the significance of professional marketing, quality lead generation, and sales training, underscoring how these elements have helped him achieve steady growth. His journey offers valuable lessons for gym owners on why focusing on effective marketing and sales tactics can drive meaningful, lasting growth—emphasizing the importance of seeing gyms as fitness spaces and active brands in the community.

00:00 Intro

33:21 Michael’s Initial Marketing Experiences33:36 Transition to Working with Lasso

33:51 Initial Results and Growth with Lasso

34:05 Challenges and Learnings from Marketing

34:21 Future Plans and Final Thoughts

Join us as we explore what gym owners can learn from Michael’s story about transforming challenges into opportunities for sustainable success.

Connect with Michael Fitzpatrick:

https://www.facebook.com/micheal.macgiollaphadraig.9/about

https://www.facebook.com/CrossfitPMI

Are you leading with value or just price? 

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

Today, we’re diving into an often-overlooked approach in gym marketing: showcasing the real value behind what you offer. Too often, gyms reveal prices early on without first helping potential clients see the unique benefits and support they’ll receive—things like nutrition counseling, personalized guidance, and success-oriented programs. 

This discussion underscores the importance of helping potential clients understand that they’re not just joining a gym but gaining a path toward their goals.

The episode also touches on a critical strategy for attracting and retaining clients over time: leveraging genuine testimonials and success stories. When people see real-world results and understand how your gym can meet their personal needs, they’re more likely to commit.

Rather than offering generic content or free guides, your social media and marketing should reflect your gym's impact, setting you apart from competitors focused on short-term discounts.

00:00 Intro

00:10 Pricing Strategy in Gym Marketing

01:58 The Importance of Value Over Price

02:09 Building Trust and Authority

09:20 Leading with Value in Organic Posts

09:34 Conveying Value Through Testimonials and Achievements

Tune in to learn how focusing on value, showcasing results, and nurturing every lead can position your gym for long-term growth.

What makes a gym offer genuinely effective?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Blake and Sherman break down the key elements of creating gym offers that attract the right clients without relying on free trials or giveaways. Instead of short-term solutions, they emphasize structured programs like a three-month commitment, which fosters long-term relationships.

They also dive into the importance of keeping offers clear and focused, highlighting the benefits without overwhelming potential clients with excessive details.

Understanding each client's challenges and providing tailored solutions is central to building strong, lasting connections. This conversation covers how gym owners can simplify their marketing strategies to encourage meaningful interactions and ultimately meet their clients' needs.

Lesson learned: Create offers that encourage commitment but focus on understanding your clients’ specific needs to provide the best solutions.

00:00 Intro

00:10 Understanding Client Problems 

01:19 Effectiveness of Free Trials

04:48 Creating Compelling Offers

08:14 Simplifying Offers and Client Interaction

14:01 Focusing on Client Needs

16:49 Conclusion and Call to Action

Tune in to learn how to craft more effective offers that lead to real conversations and long-term success!

Is your gym ready for the next generation of technology-driven growth?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive. 

In today's episode, we’re diving into the exciting future of gym operations with Dan Uyemura from Push Press, where he explores the evolution of gym software, how AI shapes productivity, and the importance of keeping the customer at the center of every decision.

Dan walks us through how technology empowers gyms, from personalized customer experiences to AI-driven tools that improve efficiency. He also shares valuable insights on building a financial growth model that tracks essential metrics like site visits, demos booked, and memberships sold. The discussion goes further into how community-building and group onboarding play crucial roles in retaining members long-term.

He offers a glimpse into the future of the gym industry, with Gen Z's focus on wellness leading the charge, and emphasizes Push Press’s ongoing commitment to innovation and customer service. Whether you're considering running a joint ad test with Push Press or exploring ways to integrate AI into your gym's day-to-day operations, this episode has the practical insights you need.

You’ll learn actionable strategies to help your gym grow, connect with members, and stay ahead in a tech-driven world by tuning in.

00:00 Intro

2:19 Dan Uyemura’s Background and Gym Experience

5:09 Important Metrics for Gym Owners

8:56 Differentiation and Customer Service at Push Press

12:38 Unreasonable Hospitality and Community Building

15:30 Future of the Gym Industry and AI Integration

34:25 Onboarding and Group Learning at Push Press

34:36 AI's Role in Enhancing Business Efficiency

Tune in to this episode for key lessons on future-proofing your gym.

Is your gym’s marketing strategy working for you, or is it holding you back?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive. 

In this episode, we're talking about a free marketing assessment designed specifically for gym owners. This quick, 5 to 10-minute assessment scores your current marketing and sales efforts, offering a clear picture of where your strengths lie and where there’s room for growth.

The best part? It’s unbiased and provides practical insights to help you improve your marketing effectiveness. After taking the assessment, you’ll understand how your strategies compare and what adjustments can help you reach your goals more efficiently.

We also recommend checking out the previous episode with Tommy, where we explored more ways to support business growth.

Don’t forget to share the assessment with your peers and reach out if you’d like more assistance in evaluating your scores.

00:00 Intro

00:20 Assessment Introduction and Purpose

00:38 Overview of the Marketing Assessment

03:06 Importance of the Assessment Score

03:54 Details of the Assessment Questions

06:57 Benefits of Taking the Assessment

08:48 Popcorn Episode

Tune in to learn how this assessment can offer actionable feedback on optimizing your gym’s marketing approach, and the lessons you can apply right away to see real progress.

Is your gym’s marketing hitting the right balance between cost and conversions?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this week’s episode, we dive deep into the challenges and strategies surrounding boutique gym marketing.

Joined by Tommy Allen, we discuss balancing targeting a specific audience while keeping your appeal broad enough to avoid high-cost, low-conversion leads. We break down the math behind lead generation—aiming for $13-$18 per lead, needing a 60% conversion rate to make a $45 lead profitable—and how your ad copy and structured offers can make or break your campaign's success.

The conversation highlights the importance of retention and boosting the average revenue per member to ensure sustainable growth. While cheaper marketing options may seem appealing, the team emphasizes that predictable results from tested strategies are worth the investment.

Tommy also shares insights on how testing new ad copy variations and crafting offers tailored to client needs can lead to consistent marketing outcomes, ensuring your gym continues growing.

00:00 Intro

00:30 Marketing Strategy for Boutique Fitness Gyms 

03:55 Balancing Specificity and Generalization in Advertising 

04:45 Cost Per Lead and Conversion Rates

21:34 Structuring Offers and Retention Strategies

24:21 The Value of Predictable Results in Marketing

Tune in to learn how your gym can achieve sustainable marketing success and what actionable steps you can take to optimize your approach today.