Some gyms talk about premium training. Others prove it in their numbers. When one location clears a $35,000 monthly profit and still raises the bar on hospitality, people start paying attention. And that’s exactly what’s happening with X4 as it heads into a new market: Salt Lake City.

Welcome to the Gym Marketing Made Simple Podcast — your go-to place for real strategies, real numbers, and real conversations that help gyms grow with clarity and consistency.

Episode Highlights

This episode breaks down X4’s expansion into Salt Lake City and the numbers that make their model stand out. Chris Wade shares why their Mountain Brook location consistently pulls in over $60,000 a month, how hospitality sets them apart, and why predictable marketing, not guesswork, is the key to scaling. It’s a clear look at what it takes to expand a premium fitness brand and what makes a strong franchise partner.

Episode Outline

• Why Chris chose Salt Lake City and how personal interests played into the move.

• The lifestyle shift, adventure focus, and the appeal of new territory.

• Background on X4’s progress, momentum, and franchise development.

• Mountain Brook unit economics: $25,000 monthly operating costs, $11,000 rent, $60,000+ monthly revenue, $35,000+ monthly profit.

• What makes X4 competitive in high-end fitness markets.

• Strength + sprint methodology and why consistency matters.

• How hospitality separates X4 from competitors.

• The importance of a predictable marketing playbook.

• $30,000 pre-opening marketing budget and expected lead flow.

• Cost per lead expectations and paid traffic performance.

• Why brand awareness is mission-critical in new markets.

• National expansion plans with a focus on the southeast.

• The qualities Chris looks for in franchise partners.

• X4’s long-term vision and why alignment matters.
  

Episode Chapters

00:00 Intro

00:05 Chris's Move to Salt Lake City and Personal Interests

03:38 Challenges and Excitement of Moving to Salt Lake City

06:48 Franchise Data and Revenue Insights

10:42 Unit Economics and Market Competition

18:37 Pre-Opening Marketing and Expansion Plans

24:31 Qualities of a Successful Franchisee 

Action Taken

• Reach out to Chris at [email protected] for franchise inquiries

• Prepare for the new X4 website launch in early December.

Conclusion

Chris’ story makes something clear: growth isn’t just about finding a new market. It’s about proving the model, trusting the systems, and staying committed to the details that keep members coming back. When hospitality and consistency become non-negotiable, expansion becomes a lot more predictable.

CTA

If this episode sparked interest in franchising or brought clarity to your own growth strategy, connect with Chris and learn what becoming part of X4 could look like.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in and being part of this conversation. Your support means a lot, and we’re grateful to share these insights with you each week.

Something isn’t adding up in most gyms because the real problem isn’t the lack of leads. It’s what happens after someone walks through the door. Revenue stalls. Growth flatlines. And owners think the answer is to “just run ads.”

But what if the biggest leak is coming from the inside?

Welcome to the Gym Marketing Made Simple Podcast, the place where real strategies replace guesswork. Blake Ruff and the team break down what actually moves the needle for boutique gyms trying to grow consistently and predictably.

Episode Highlights

This episode breaks down why so many gyms hit a revenue ceiling long before running paid marketing. Blake explains how churn, slow sales systems, and inconsistent follow-up stall growth—no matter how many leads come in. You’ll hear how dialing in these numbers can turn $18,000 months into $45,000 months and why paid marketing only works when the foundation is solid.

Episode Outline

• Why most gyms get stuck at the “magic number” where churn cancels out client acquisition.

• The realistic churn range boutique gyms should aim for.

• Why a 70–80% close rate on organic leads signals strong systems.

• What happens when gyms try paid marketing too early.

• The difference between organic leads and paid leads—and why it matters.

• Industry benchmarks vs. Lasso client averages (77 leads → 12–15 new members).

• How optimizing onboarding and coaching shifts churn dramatically.

• A simple framework to identify where the real gaps are in growth.

• Examples of gyms scaling from $15k to $110k after fixing systems and then layering paid marketing.

Episode Chapters

00:00 Intro

00:38 Identifying the Stagnation Point

02:32 Understanding Churn and Sales Metrics

04:46 The Role of Organic and Paid Marketing

10:47 Addressing System and Process Improvements

11:22 The Impact of Paid Marketing on Revenue Growth

Action Taken

• Analyze churn rate and identify monthly patterns

• Review sales conversion rate to see where leads are dropping off

• Audit the current sales process from first touchpoint to close

• Strengthen onboarding and coaching to reduce early cancellations

• Reach out to Lasso once churn and sales metrics are dialed in to explore paid marketing

• Build a weekly process to track metrics and adjust quickly
  

Conclusion

Growth starts long before a paid ad runs. When churn drops, sales tighten up, and operations run smoothly, everything changes. Paid marketing becomes fuel—not a band-aid. This episode is a reminder that real scale comes from strong systems, clear expectations, and consistent follow-through.

CTA

If this episode helped clarify your next steps, take a moment to check your numbers and see where the biggest gap is right now. And if you’re ready to learn how the Lasso framework can help bring in more members each month, book a free call with the team.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for spending this time with us. Your commitment to building a stronger, healthier gym community means everything. We appreciate you tuning in and being part of this journey.

Some brands take off because of luck. Others take off because the model is so dialed in that the market can’t ignore it. X4 is one of those models built, tested, and refined inside a competitive landscape where most gyms struggle to stand out.
Welcome to Gym Marketing Made Simple, the show focused on helping boutique gyms grow with clear strategies that keep revenue moving in the right direction. Every episode breaks down what’s working so owners can make confident decisions without getting lost in complicated tactics.

Episode Highlights
This episode takes a close look at how Chris Wade created X4, a training model that blends strength, conditioning, and high-intensity intervals into four stations that challenge members in new ways. Chris shares how the brand moved from a local experiment to a franchised concept with locations outperforming traditional gyms. The conversation covers performance, operations, branding, and the strategy behind taking X4 into new markets.

Episode Outline

• Chris shares his background in football, CrossFit, and the early days of his first gym.
• The moment he realized there was space for a hybrid concept that wasn’t CrossFit and wasn’t Orange Theory.
• How X4’s four-station structure was developed and why it creates a more dynamic experience.
• The buildout process and what changed when he added 3,000 sq ft to test the model.
• What led CrossFit affiliates to adopt X4 and see higher revenue.
• Why the team shifted from an affiliate model to franchising.
• How the Homewood and Mountain Brook locations became top performers.
• The challenge of running CrossFit and X4 under the same roof—and the systems needed to keep experiences distinct.
• Why X4 leans heavily on programming science to keep workouts fresh.
• How features like front desk staff, cold towels, and premium amenities strengthen retention.
• Plans for Huntsville, Auburn, Chattanooga, Rome (GA), and other markets.
• How X4 evaluates a market before entering.
• The role of partners like Lasso and Push Press in brand direction.
• Rebranding X4 to reach broader demographics, including people preparing for hiking, skiing, and adventure travel.
  

Action Taken

• Develop a pre-opening playbook for new franchise locations.
• Coach franchise owners on customer experience and day-to-day operations.
• Open the X4 Hoover location.
• Launch X4 Mid City (Huntsville) in March 2026.
• Launch X4 Auburn in Fall 2026.
• Open X4 Chattanooga.
• Open X4 Rome, GA
  

Episode Chapters

00:00 Intro

05:16 Chris Wade's Background and X4's Origin

07:23 Expansion and Franchising of X4

09:40 Challenges and Successes of X4

12:14 Future Vision and Market Strategy

Conclusion
Chris’s story highlights what happens when a concept is built with intention and refined through real-world experience. X4 isn’t just expanding—it’s proving that thoughtful programming, strong operations, and a premium experience can reshape expectations inside the boutique training space. This conversation sets the stage for the second half, where even more of the model’s strategy comes to light.

CTA
To get support with marketing and sales systems for your gym, book a free call and see how Lasso helps fitness brands grow revenue with simpler, more effective strategies.

Supporting Information

Book a free strategy call: 

👉 https://www.lassoframework.com/

Thanks for tuning in and supporting the show. Your attention keeps these conversations going, and it means a lot to have you here.

Funny how one small shift in your messaging can change the entire response rate, sometimes even more than the offer itself.

Welcome to Gym Marketing Made Simple, where the focus is on helping boutique gyms grow through clear, straightforward marketing that actually moves the numbers. Each episode breaks down what’s working right now so gym owners can stay competitive without juggling complicated tactics.

Episode Highlights

This episode breaks down why blue messaging is outperforming standard outreach and how gyms are seeing response rates jump to 70%. Blake walks through the order of tools that actually work, starting with blue messages, then AI agents, and lastly phone-based AI, while explaining why personalization still sets the tone for higher-quality conversations.

Episode Outline 

• Why blue messages outperform traditional outreach.

• How gyms are achieving a 70% response rate.

• When to use AI agents—and when they create more confusion.

• Why AI phone calls fall short in the fitness space.

• Recommended order of tools for best results.

• Link Blue is an affordable messaging solution.

• How personalization increases response quality.

• Where gym owners tend to waste time and money on messaging.

Episode Chapters

00:00 Intro

00:35 Introduction of New Testing Tool

01:41 Impact of Blue Messages on Response Rates

02:05 Challenges and Limitations of AI Agents and AI Phone Calls

04:05 Endorsement of Link Blue and Final Recommendations

If this episode helped, follow the show and share it with someone who might benefit. And if questions come up, reach out to our team is always open to helping gym owners navigate clearer marketing.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for being here. Hope this conversation gives you a clearer path forward with messaging and lead follow-up. More useful breakdowns coming soon.

Some gyms hit $30,000 a month and still feel stuck. What separates them from those who consistently grow?

Welcome to Gym Marketing Made Simple, the show that helps boutique gyms market smarter, attract the right members, and feel confident in growing their business without the overwhelm.

Episode Highlights

This episode explores the Pinnacle mastermind, a high-level group for gym owners generating $30,000 monthly or more. We break down the benefits of in-person meetups, collaborative problem-solving, and the “rocks” system that keeps teams accountable. Plus, we reveal how gyms that do $15,000 a month can start building a foundation for growth.

Episode Outline

• The Pinnacle mastermind provides exclusive support for high-revenue gym owners ($30K–$100K/month).

• In-person team meetups foster focus, collaboration, and big-picture problem-solving.

• The “Five Brutal Facts” exercise helps teams identify and solve major business challenges.

• Assigning “rocks” gives each team member ownership of critical goals, increasing motivation and accountability.

• High-level mastermind conversations showcase advanced strategies that are practical and gym-specific.

• Cultural fit and collaboration are key when inviting new members to high-level groups.

• Gyms earning $15K/month and above can benefit from tailored marketing and sales strategies to grow sustainably.

Episode Chapters

00:00 Intro

00:05 Pinnacle Mastermind and Team Meetup

03:00 Josh's Expectations and Team Dynamics

07:39 Collaborative Problem-Solving and Team Rocks

14:08 Pinnacle Mastermind for High-Level Gym Owners

20:10 Inviting New Members to Pinnacle

23:46 Expanding Support to Gyms Doing $15,000 Per Month

Call to Action

If you’re running a gym and ready to grow smarter, tune in, and learn how the Pinnacle mastermind and Lasso strategies can help. Subscribe for weekly insights and updates for gym owners at every stage.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for listening! Stay tuned for more insights to help your gym grow with clarity and confidence.

Some ads catch attention instantly. Others struggle because the message isn’t clear enough to speak to a real problem.

Welcome back to Gym Marketing Made Simple, the show that helps boutique gyms communicate more clearly, attract the right members, and make marketing feel less overwhelming.

Episode Highlights

This episode breaks down how problem-solution copywriting helps gyms connect with people who are actually ready to join. Blake explains Facebook’s new AI features, how to write for different customer avatars, and why clear language outperforms clever wording every time.

Episode Outline

• Problem-solution copy connects better than feature-focused messages.

• Facebook’s new AI systems target people based on readiness to buy.

• Each avatar needs copy tailored exactly to their problem.

• Write copy in multiple formats to see what performs well.

• Specific headlines stop the scroll more effectively than broad ones.

• Clear, simple wording lowers cost per lead.

• Spending 3× the client value in month one gives Facebook enough room to optimize.

• Position the gym as the guide, not the hero.

• Strong CTAs help people take the next step without confusion.

• Small wording changes can make a big impact on performance.

Episode Chapters

00:00 Intro

00:34 Writing Copy that Sells

02:58 Understanding Avatars and Targeting

04:36 Attention-Grabbing Headlines

06:55 Testing and Refining Copy

12:44 Positioning the Gym as a Guide

13:32 Psychological Impact of Copy

Call to Action

If this conversation helps, share the episode with a coach or gym owner who could use clearer, easier messaging.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in. More conversations are coming that make marketing feel simple and doable for any gym owner.

Most gym owners believe they’re selling a workout, but what clients are really buying is a solution to their problems.

Welcome to Gym Marketing Made Simple, the show that helps boutique gym owners attract more clients, strengthen retention, and streamline their marketing without the confusion of complicated strategies.

Episode Highlights

This episode explores how clearly defining a client avatar can transform a gym’s marketing results. Blake Ruff explains why many gym owners miss the mark by promoting “community” rather than focusing on the real reasons clients join. From identifying client pain points to crafting messages that resonate, they break down how clarity in communication drives growth.

Episode Outline

• Most gyms fail to align their marketing with what clients actually care about.

• A clear client avatar helps shape content, offers, and messaging that attract the right members.

• People join for specific goals, like losing weight or improving performance, not for the community alone.

• Consistency in messaging positions the gym as the guide, not the hero.

• Community keeps members long-term, but solving problems is what gets them in the door.

• Every piece of marketing should directly relate to how the gym solves its clients’ top three to five problems.

• Gyms with simple, consistent messaging convert better than those trying to appeal to everyone.

Episode Chapters

00:00 Intro

00:37 Understanding Your Client Avatar

02:32 Identifying Client Needs and Problems

04:08 Creating Compelling Marketing Messages

06:17 The Role of Community and Culture

06:56 Three Key Questions for Effective Marketing

Call to Action

If this episode helped clarify how to connect your message to your clients’ real needs, follow the show and share it with another gym owner who could use some clarity in their marketing.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in! Stay focused on who you serve best—and keep your message clear. See you in the next episode.

What if the leads coming through your ads weren’t bad but just not ready yet

Welcome to Gym Marketing Made Simple, the show that helps boutique gym owners grow membership, increase revenue, and simplify their marketing systems without the overwhelm of complicated tactics.

Episode Highlights

In this episode, Blake Ruff, Sherman Merricks, and Tommy Allen discuss the difference between lead quality and lead readiness. They explain how a qualified lead is someone who shows genuine interest, even if they are not ready to buy right away. The conversation explores the importance of clear marketing messages, effective follow-up, and nurturing relationships over time. They also highlight how understanding client lifetime value and cost of acquisition can guide smarter marketing decisions for long-term growth.

Episode Outline

• A qualified lead is someone showing interest, not necessarily someone ready to purchase.

• Many leads are lost due to poor follow-up and a lack of nurturing.

• Marketing messaging should clearly reflect what the gym offers and who it serves.

• Cold traffic can still convert at 10 to 15 percent with consistent follow-up.

• Focus on the lifetime value of clients instead of short-term ROI.

• Combine automation with personal communication to build stronger trust.

• Sustainable growth comes from clarity, effort, and a long-term approach.

Episode Chapters

00:00 Intro

00:05 Lead Quality vs. Lead Readiness in Gym Marketing

03:51 Defining a Qualified Lead 

08:07 The Role of Marketing Messaging

11:43 The Importance of Follow-Up

12:43 The Impact of Marketing Efforts on Revenue Growth

17:44 The Role of Automation and Manual Intervention

19:26 The Long-Term Value of Leads

23:22 The Shift in Marketing Strategies

Call to Action

Follow Gym Marketing Made Simple for more conversations on how to attract better leads, strengthen client relationships, and grow consistently without losing focus on what matters most.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in. Keep focusing on the long game and remember that every lead is an opportunity to build something lasting.

At what point should a gym owner stop coaching and start leading? Knowing when to step back from the floor can make or break growth.

Welcome to Gym Marketing Made Simple, the show that helps boutique gym owners grow their member base, boost revenue, and build smoother systems—without the chaos of complex marketing tactics.

Episode Highlights

This episode breaks down when it’s time for gym owners to hire a full-time coach and step out of day-to-day coaching. Tommy Allen explains the key revenue and membership benchmarks that signal it’s time to delegate so that owners can focus on growth, operations, and retention.

Key Takeaways

• A good time to hire a full-time coach is when the gym reaches 75–100 members and generates $15,000–$20,000 in monthly revenue.

• Delegating coaching allows owners to focus on marketing, systems, and operations that sustain long-term growth.

• Group sessions exceeding 15 people can impact quality—another sign it’s time to bring in coaching support.

• Profitability, not just revenue, determines when hiring makes financial sense.

• Stepping back from coaching frees up time to refine processes and attract more clients.
  

Episode Chapters

00:00 Intro

00:18 Question of the Day: Revenue and Coaching

01:10 Delegating Coaching Responsibilities

Call to Action

If this episode helped clarify when to make that next big hire, make sure to follow the show for more real conversations on gym growth and marketing that actually works.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in! Keep building, keep leading—and we’ll catch you in the next episode of Gym Marketing Made Simple.

Paid ads can’t fix what’s broken — they only amplify what’s already working.

Welcome to Gym Marketing Made Simple, the show that helps boutique gym owners grow their member base, increase revenue, and streamline operations — without the chaos of complicated marketing systems.

Episode Highlights

This episode breaks down why paid advertising should be the last step in a gym’s marketing strategy, not the first. The discussion explores how to build a strong organic foundation that allows paid ads to amplify results, rather than highlight broken systems. From SEO and CRM setup to budgeting and mindset, this conversation offers a roadmap for sustainable growth and smarter marketing decisions.

Key Takeaways

• Paid ads amplify existing systems — if they’re broken, ads will only make the issues more visible.

• An SEO-optimized website and CRM are non-negotiable for consistent lead generation and nurturing.

• Expecting instant results or direct lead attribution from paid ads leads to frustration and wasted budget.

• Think of paid ads as a trust-building tool that supports the buyer’s journey across multiple touchpoints.

• A strong business foundation includes playbooks, sales processes, and clear metrics to guide decisions.

• Gym owners launching a new concept should allocate $20,000–$30,000 for pre-opening marketing.

• For franchises or new locations, a monthly marketing budget of $4,000–$6,000 is recommended.

• Strategic partnerships and mentorship programs can accelerate the process of building solid systems.

• Long-term success requires a 12-month mindset, consistent improvement, and leadership development.

Episode Chapters

00:00 Intro

00:05 Paid Advertising as an Amplifier

03:09 Mindset and Success Metrics

09:42 Building a Strong Foundation

11:23 Leveraging Resources and Strategic Partnerships

19:09 Franchise and Concept Launch Strategies

Call to Action 

If this episode resonated, share it with a fellow gym owner who’s thinking about running ads. Subscribe to Gym Marketing Made Simple for more conversations that focus on sustainable growth and marketing clarity.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for tuning in. Paid ads are powerful — but only when built on a strong foundation. Keep refining, keep improving, and keep your systems strong.