Every gym owner hears the same advice — but not every piece of advice fits the same stage of growth. Knowing when to apply the right strategy can make or break your momentum.

Welcome to Gym Marketing Made Simple, the show designed for boutique gym owners who want to grow their member base, boost revenue, and scale with clarity — all without getting lost in complicated marketing systems.

Episode Highlights

In this episode, Tommy Allen breaks down why gym owners often feel pulled in different directions by mentorship companies — and how understanding which stage of growth your gym is in determines the advice that actually works. From focusing on coaching and retention in the early days to building systems and leadership as you expand, this conversation helps clarify what truly matters at each phase of growth.

Key Takeaways

• Early-stage gyms (0–100 members) should prioritize client experience, coaching quality, and retention.

• Mid-stage gyms (100–200 members) need to develop systems, SOPs, and playbooks to create scalability.

• Mature gyms should shift their focus to leadership development and effective client-acquisition strategies.

• Not all mentorship advice is wrong — it’s about knowing which advice applies to your current stage.

• Surrounding yourself with mentors aligned with your gym’s growth phase accelerates progress.

Episode Chapters

00:00 Intro

00:34 Understanding Mixed Messages in Gym Growth

01:28 Advice for Different Stages of Gym Growth

03:12 The Role of Data and Tribalism in Advice

04:16 Strategies for Navigating Different Stages 

Call to Action 

If this episode helped clarify your next step, share it with another gym owner who might be stuck in the same stage. Subscribe to Gym Marketing Made Simple for more episodes built to help gyms grow smarter, not harder.

Supporting Information

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

Thanks for tuning in — and remember, the best growth strategy is the one that fits where you are right now. Catch you in the next episode.

Running a gym takes more than passion — it takes systems, data, and the right team behind it.

Welcome to Gym Marketing Made Simple, the podcast that helps boutique gym owners grow smarter — attracting more members, boosting revenue, and simplifying operations without having to handle marketing on their own.

Episode Highlights

This episode breaks down what it truly means to run a gym like a business. Guests Aimee Moller from Swift River CrossFit and Mikilah Speer from FEM Fit share how tracking key metrics, building a strong team, and creating structured systems can help gyms scale sustainably. From communication tools to internship programs, this conversation uncovers the operational foundations that drive real growth.

Key Takeaways

• Treating a gym like a business creates structure, accountability, and long-term stability.

• Tracking data like churn rate, average revenue per member, and new member acquisition is essential for decision-making.

• Clear systems — including training manuals and SOPs — help maintain consistency and reduce overwhelm as membership grows.

• A formal internship program supports staff development and prepares future coaches.

• Anticipating turnover and defining clear roles help avoid friction within the team.

• Communication tools like Slack improve organization, keep staff aligned, and streamline internal updates.

Episode Chapters

00:00 Intro

00:05 Running a Gym Like a Business

01:11 Importance of Data and Hiring in Gym Operations

03:41 Building a Quality Team and Anticipating Turnover

10:04 Challenges of Hiring Friends and Defining Roles

12:46 Key Metrics for Gym Owners

Call to Action 

If this episode sparked ideas for improving operations, follow Gym Marketing Made Simple for more conversations that help gym owners grow efficiently and sustainably.

Supporting Information

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

Guest Links:

• Aimee Moller: facebook.com/aimee.moller.5

• Mikilah Speer: facebook.com/mikilah.speer.3

• FEM Fit Facebook Page: facebook.com/femfitredding
  

Thanks for tuning in to another episode of Gym Marketing Made Simple. Stay focused, keep tracking those numbers, and remember — growth happens when systems and people align.

Every gym owner hits a point where hard work isn’t enough — that’s when the right mentorship can change everything.

Welcome to Gym Marketing Made Simple, the podcast built for boutique gym owners ready to attract more members, boost revenue, and simplify growth — without having to become full-time marketers in the process.

Episode Highlights

This episode breaks down how to determine if a mentorship company is the right move for a gym. The hosts discuss why mentorship matters at every stage of growth — from improving coaching and systems to building stronger leadership and scaling operations.

Key Takeaways

• Mentorship gives gym owners access to expert insights that improve decision-making and drive growth.

• Early-stage gyms benefit from mentorship focused on coaching and member experience.

• As gyms expand, mentorship evolves toward systems, operations, and scalability.

• Common challenges like client acquisition and staff development can be overcome with proper guidance.

• Leadership and HR skills are crucial to developing teams that take ownership of results.

• Paid advertising becomes necessary when organic growth hits its ceiling.

• The right mentorship supports marketing, sales, and leadership development at every level.

Episode Chapters

00:00 Intro

00:36 Importance of Mentorship in Business

01:23 Mentorship in the Gym Space

02:29 Scaling Up and Overcoming Business Challenges

03:04 Developing Leadership and HR Skills

04:22 Phases of Business Growth and Mentorship Needs

Book a free call to learn more about the Lasso framework for marketing and sales strategies that help gyms scale sustainably.

Supporting Information

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

Thanks for tuning in to Gym Marketing Made Simple. Stay tuned for more conversations that help gyms grow smarter, not harder.

Most gym owners love referrals — but what happens when warm leads run out? The real challenge begins when it’s time to win over cold traffic.

Welcome to the Gym Marketing Made Simple podcast — built for boutique gym owners who want to consistently attract members and grow revenue without taking on the full-time job of being a marketer.

Episode Highlights

This episode breaks down the reality of marketing and sales in boutique gyms with Josh Martin. The team explores Lasso’s proven system for lead generation, nurturing, and conversion — and why success depends on consistency, follow-up, and mindset. From handling rejection to understanding conversion rates, this conversation is all about following a proven process that works.

Key Takeaways

• Lasso stands for Lead and Sales System Optimization, a structured approach to generating and converting leads.

• Warm leads often convert easily, but cold traffic requires patience and persistence.

• A realistic conversion rate from leads to sign-ups is 10–20% — and that’s perfectly normal.

• Consistent follow-up and long-term nurturing are key to turning cold leads into paying members.

• The system works best when followed as designed — deviating from it reduces success rates.

• Having an open mind to change existing methods is essential for growth.

• The “fortune is in the follow-up” — success comes from consistency, not quick wins.
  

Episode Chapters

00:00 Intro

00:10 Challenges of Cold Traffic vs. Warm Leads

05:26 The Importance of Following the System

09:11 Handling Lead Conversion and Rejection

12:11 The Role of CRM and Long-Term Nurturing

18:17 The Importance of Sales and Follow-Follow-Up

19:48 Challenges of Cold Traffic and Emotional Reactions

22:02 Common Mistakes and Misconceptions

25:12 The Importance of Data and Proven Methods

Call to Action

If this episode hits home, follow the podcast and share it with a fellow gym owner who’s ready to grow the right way. Consistency builds results — and community.

Supporting Information

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

👉 Connect with Josh Martin: The Refined Art of Coaching

Thanks for tuning in to Gym Marketing Made Simple. Keep showing up, keep following the system, and we’ll catch you in the next episode.

Most gyms don’t need more ads — they need to start in the right place in the marketing funnel.

Welcome to the Gym Marketing Made Simple podcast — built for boutique gym owners who want to consistently attract members and grow revenue without taking on the full-time job of being a marketer.

Episode Highlights

This episode breaks down the four stages of the marketing funnel — awareness, consideration, evaluation, and commitment and explains where to start for the most significant impact. Tommy describes why gyms should prioritize reactivation and referral campaigns before focusing on organic content, SEO, and ultimately paid ads. He also discusses when a gym should consider advertising and why many stall between 125–150 members without it.

Key Takeaways

• The marketing funnel has four stages: awareness, consideration, evaluation, and commitment.

• Start with re-engaging current and past members through reactivation and referrals.

• Build trust and proof with testimonials and social content.

• Strengthen online visibility through SEO and Google My Business.

• Use paid ads once organic growth levels off or the gym reaches 125–150 members.

Episode Chapters

00:00 Intro

00:05 Introduction to the Podcast and Marketing Funnel Stage

01:52 Building Community and Moving Up the Marketing Funnel

03:07 Addressing Market Competition and Paid Advertising

05:16 Evaluating the Need for Paid Advertising

Call to Action (CTA)

Follow Gym Marketing Made Simple and share this episode with another gym owner. Want to identify the next step for growth? Book a free strategy call to plan your funnel.

Supporting Information

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

Thanks for tuning in — catch the next episode for more straightforward ways to grow a gym without the marketing overwhelm.

What keeps members coming back isn’t always the programming, but how they feel when they walk through the door.

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

Episode Highlights

This episode focuses on why customer service should be the foundation of every micro gym. From structured onboarding to community building and paid marketing, the discussion breaks down how gym owners can create long-term retention, diversify their revenue, and set up their businesses for sustainable success.

Key Takeaways

• Retention is more valuable than constant member acquisition.

• A structured onboarding process (4–8 sessions) helps new members integrate and stay engaged.

• Quarterly check-ins keep members accountable and on track toward their goals.

• Clean, organized, and professional facilities build trust and satisfaction.

• Community building is one of the strongest tools for retention and referrals.

• Investing in employees through training, culture, and fair pay leads to stronger teams.

• Diversifying revenue streams (personal training, nutrition coaching) stabilizes income.

• Paid marketing is essential for visibility and reaching new potential members.

Episode Chapters

00:00 Intro

00:05 Customer Service in Gym Ownership

06:45 The Role of Community in Gym Retention

08:57 Structured Onboarding Process

12:50 Cleanliness and Professionalism

15:31 Running a Business, Not Just Coaching

19:36 Investing in Employees and Culture

23:33 Marketing and Getting in Front of People

Call to Action (CTA)

If this episode resonates with you, follow the podcast and share it with other gym owners who care about building strong communities and sustainable growth.

Supporting Information

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

Thanks for listening! Stay tuned for more episodes that break down the real strategies helping gyms grow and succeed.

Getting new members is great — but keeping them is what fuels real growth.

Welcome to Gym Marketing Made Simple, the podcast built for boutique gym owners who want to consistently bring in members and increase revenue without taking on the full-time job of being a marketer.

Episode Highlights

In this episode, the conversation breaks down why churn is the biggest threat to growth and how to build a marketing funnel that supports both retention and acquisition. From referral campaigns to paid advertising, you’ll hear a clear roadmap for strengthening your gym’s foundation and reaching the next level.

Key Takeaways

• Churn is natural at 3–5%, but value must always match or exceed cost to retain members.

• Experience and results are the two main drivers that keep members engaged long term.

• Referral and reactivation campaigns are the most cost-effective place to start.

• Storytelling, social media, and success stories build trust during the evaluation stage.

• SEO and Google Ads improve visibility when prospects are ready to consider options.

• Paid advertising is the fastest way to reach people who don’t yet know your gym.

• Coaching quality, culture, and customer service are non-negotiables for retention.

Episode Chapters

00:00 Intro

00:19 Question of the Day: How to Grow a Gym

01:04 Addressing Gym Churn

01:55 Factors Affecting Gym Retention

03:08 Marketing Funnel Stages

05:38 Building a Solid Marketing Foundation

06:00 Importance of Paid Advertising

Call to Action

If this episode gave you new ideas for strengthening your gym’s growth, make sure to follow the show so you never miss an update. Share this with another gym owner who could use some clarity on where to focus next.

Supporting Information

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

Thanks for tuning in your commitment to improving both your gym and your members’ experience is what sets you apart. Catch you on the next episode of Gym Marketing Made Simple.

Retention isn’t just about keeping people on autopay—it’s about building relationships that make members want to stay.

Welcome to Gym Marketing Made Simple, the podcast built for boutique gym owners who want to bring in more members and increase revenue without taking on the full-time job of being a marketer.

Episode Highlights

This episode takes a hard look at retention and long-term marketing — two areas that make or break a gym’s growth from why a dedicated retention specialist matters, to the role of accountability and the realities of paid marketing, we break down what it really takes to run a gym that grows steadily without constant stress.

Key Takeaways

• Why member churn is unavoidable, but manageable when processes are in place.

• The power of reaching out to members who haven’t shown up in 8 days.

• How a clear onboarding process sets the tone for long-term success.

• Why accountability and coaching keep members coming back.

• The real numbers behind paid marketing and why franchises spend big on it.

• Why organic growth alone isn’t enough in today’s competitive market.

• How to adopt a long-term marketing mindset for sustainable growth.

Episode Chapters

00:00 Intro

00:05 Retention Strategies for Gym Owners

05:24 The Role of Accountability in Retention

07:48 The Importance of Long-Term Marketing Strategies

11:44 Challenges of Organic Growth in Modern Gyms

13:08 The Role of Mentor Companies and Paid Marketing

14:25 The Need for Continuous Improvement and Scaling

Call to Action

If this episode got you thinking about how to strengthen retention or scale your marketing, hit follow so you never miss future conversations designed to help your gym grow. Share this with another gym owner who needs to hear it —you’ll be helping them and strengthening the industry.

Supporting Information

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

Thanks for tuning in to today’s episode. Keep building connections, keep investing in growth, and we’ll catch you on the next one.

What’s more effective: showing off the gym brand or using ads that don’t even look like they belong to the gym? The answer might surprise you.

Welcome to Gym Marketing Made Simple, the podcast built for boutique gym owners who want to bring in more members and increase revenue without taking on the full-time job of being a marketer.

Episode Highlights

In this episode, Tommy Allen steps in as host to share his perspective on one of the most common questions gym owners ask: should ads be branded or non-branded? With $80,000–$100,000 in monthly ad spend behind his experience, Tommy explains why non-branded ads consistently deliver better results, how to address member concerns, and when it makes sense to introduce branded assets into retargeting campaigns

Key Takeaways

• Why non-branded ads are the best option for boutique gyms working with limited resources.

• How to explain the strategy behind non-branded ads to gym members who may be concerned.

• When branded assets like gym shots or coach cameos should be layered in through retargeting.

• Why $50,000 in recurring revenue is the turning point for testing branded retargeting campaigns.

• The importance of relying on proven, data-driven strategies to create consistent growth.

Episode Chapters

00:00 Intro

00:39 Branded vs. Non-Branded Assets in Marketing

02:41 Challenges with Non-Branded Assets

04:50 Retargeting and Branded Assets

Call to Action

If this episode sparked new ideas for your marketing, make sure to follow the show so you don’t miss future conversations built to help gym owners grow smarter. Share this episode with another owner who could use a clear plan for their ads.

Supporting Information

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

Thanks for tuning in to this episode hosted by Tommy Allen. Stay connected —more conversations are on the way to simplify marketing and help your gym grow

What’s more effective: showing off the gym brand or using ads that don’t even look like they belong to the gym? The answer might surprise you.

Welcome to Gym Marketing Made Simple, the podcast built for boutique gym owners who want to bring in more members and increase revenue without taking on the full-time job of being a marketer.

Episode Highlights

In this episode, Tommy Allen steps in as host to share his perspective on one of the most common questions gym owners ask: should ads be branded or non-branded? With $80,000–$100,000 in monthly ad spend behind his experience, Tommy explains why non-branded ads consistently deliver better results, how to address member concerns, and when it makes sense to introduce branded assets into retargeting campaigns

Key Takeaways

• Why non-branded ads are the best option for boutique gyms working with limited resources.

• How to explain the strategy behind non-branded ads to gym members who may be concerned.

• When branded assets like gym shots or coach cameos should be layered in through retargeting.

• Why $50,000 in recurring revenue is the turning point for testing branded retargeting campaigns.

• The importance of relying on proven, data-driven strategies to create consistent growth.

Episode Chapters

00:00 Intro

00:39 Branded vs. Non-Branded Assets in Marketing

02:41 Challenges with Non-Branded Assets

04:50 Retargeting and Branded Assets

Call to Action

If this episode sparked new ideas for your marketing, make sure to follow the show so you don’t miss future conversations built to help gym owners grow smarter. Share this episode with another owner who could use a clear plan for their ads.

Supporting Information

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

Thanks for tuning in to this episode hosted by Tommy Allen. Stay connected —more conversations are on the way to simplify marketing and help your gym grow