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.