There’s a reason growth feels harder now than it did a few years ago. The market changed, but a lot of the advice didn’t.

Some guidance that once helped gyms survive is now quietly limiting how far they can go.

Welcome to Gym Marketing Made Simple — the podcast designed to cut through the noise around gym growth. Each conversation breaks marketing, sales, and leadership down into practical systems boutique gyms can actually apply, without relying on luck, burnout, or outdated playbooks.

Episode Highlights

In today’s episode, the conversation takes a hard look at why so many boutique gyms struggle to scale and how outdated mentorship advice plays a major role. The discussion challenges the long-standing belief that paid ads are unnecessary or risky, especially when the most successful fitness brands invest heavily in marketing. This episode reframes marketing as a requirement for modern gym growth, not an optional add-on.

Episode Outline

• Why many mentorship companies discourage paid ads—and where that advice falls apart.

• How major franchises like Orange Theory and F45 actually approach marketing spend.

• The danger of staying loyal to advice that no longer matches the market.

• When “fundamentals first” becomes a ceiling instead of a foundation.

• Why bring-a-friend promos can’t replace consistent marketing systems.

• How professionalism and perception influence buying decisions.

• The importance of predictable marketing instead of reactive tactics.

• Recognizing when it’s time to find more advanced guidance.
  

Episode Chapters

00:00 Intro

00:05 Marketing Strategies for Boutique Fitness Gyms

04:06 Challenges with Mentorship Companies' Advice

07:23 The Importance of Paid Ads and Marketing Investments

07:38 Strategic Planning for Gym Owners

23:31 The Role of Marketing in Gym Growth

23:44 The Impact of Marketing on Gym Success

Action Taken

• Re-evaluate current marketing advice and where it’s coming from.

• Look at what successful gyms are doing, not just what’s being recommended.

• Clarify long-term goals: exit, expansion, or sustainability.

• Start treating marketing as an investment, not an expense.

• Track numbers and make decisions based on data, not opinion
  

Conclusion

What holds many gym owners back isn’t a lack of effort or commitment—it’s staying tied to advice that no longer matches the reality of today’s market. As competition increases and consumer expectations shift, the margin for outdated thinking gets smaller. This episode challenges gym owners to step back, question long-held assumptions, and make decisions based on where the industry is now, not where it used to be.

CTA

If this conversation hit close to home, take time to reassess the marketing systems currently in place and compare them to what thriving gyms are actually doing today.

Supporting Information

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

Thanks for spending time with us and being part of the Gym Marketing Made Simple community. The fact that you’re listening means growth matters and that mindset is where real momentum starts.

Most gyms don’t fail because the owner isn’t working hard.

They stall because the math doesn’t work and no one ever explains why.

Welcome to Gym Marketing Made Simple, a podcast built to remove confusion from gym growth. Each episode breaks down marketing, sales, and leadership into clear, repeatable systems that help boutique gyms build steady momentum without relying on guesswork or constant hustle.

Episode Highlights

This conversation centers on the real numbers behind gym growth and why so many gyms plateau without realizing it. The focus stays on gym averages, churn, lead flow, and conversion rates, and how misunderstanding these metrics creates unrealistic expectations. Instead of relying on assumptions or feelings, the discussion brings everything back to data. Listeners walk away with a clearer picture of what sustainable growth actually requires and why paid marketing, when used correctly, plays a critical role in breaking growth ceilings.

Episode Outline

• Why do many gym owners mistrust paid marketing after bad past experiences?

• The difference between average, mean, and median gym signups—and why it matters.

• Why four new members per month is common, but rarely enough to grow.

• How a 5% monthly churn quietly limits progress.

• The role of lead volume in creating predictable growth.

• Realistic conversion benchmarks for No Sweat Intros and free trials.

• Why organic-only strategies often cap growth.

• The hidden challenges inside free trial and volume-based models.

• How unclear messaging hurts lead quality and conversions.

• Why data beats gut feelings when making marketing decisions.

• How paid advertising fits into a long-term growth system.
  

Episode Chapters

00:00 Intro

00:05 Gym Marketing Challenges and Misconceptions

02:26 Understanding Gym Averages and Metrics

06:15 Lead Generation and Conversion Rates

08:43 Challenges of Free Trials and Volume-Based Models

09:39 The Role of Paid Advertising in Gym Growth

17:40 Effective Messaging and Client Engagement

18:23 Overcoming Common Marketing Misconceptions

18:41 The Importance of Data-Driven Decisions

18:56 The Role of Paid Marketing in Long-Term Growth

Action Taken

• Review current monthly signups and churn rate

• Compare actual lead volume against realistic growth targets

• Audit conversion rates for intros, trials, and consultations

• Evaluate whether current marketing efforts are volume-limited

• Shift decision-making from emotion-based to data-driven
  

Conclusion

Growth becomes predictable when the numbers are understood. When signups, churn, lead volume, and conversions are clear, decisions stop being emotional and start being strategic. The difference between feeling stuck and moving forward often comes down to knowing the math, respecting the data, and building around reality, not assumptions.

CTA

If clarity is missing around the numbers or the marketing system itself, book a free call to walk through the data and identify what needs to change.

Supporting Information

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

Thank you for listening and for being part of the Gym Marketing Made Simple community. The commitment to learning and improving is what creates long-term momentum, and it doesn’t go unnoticed.

Most gyms don’t fail due to a lack of effort.

They stall because growth demands a different version of the owner, and most people don’t realize when it’s time to shift.

If the same problems keep resurfacing, no matter how hard the work gets, this episode provides insight into why.

Welcome to Gym Marketing Made Simple. A podcast focused on removing confusion from gym growth. Each episode breaks marketing, sales, and leadership into clear systems that help boutique gyms build steady momentum without relying on guesswork or constant hustle.

Episode Highlights

This episode walks through the real phases boutique gyms move through as revenue grows, and why many owners struggle to move past the early stage. The conversation centers on hiring, mindset shifts, and the leadership changes required as gyms scale from founder-led operations into sustainable teams. It also breaks down why paid marketing fails for many gym not because of ads, but because the foundation underneath isn’t ready yet.

Episode Outline

• Why most gym owners get stuck in the foundation stage

• The Startup Grind (0–15k) phase and why the owner does everything

• Hiring the first coach to improve retention and free up time

• The Tinker (15–30k) phase and the shift toward leadership and marketing

• Why marketing becomes harder—not easier—after early growth

• The Leadership Development (30–60k) phase and the need for stronger systems

• Revenue benchmarks for the top 20% and top 10% of gyms

• Common mistakes gym owners make when hiring and delegating sales

• Why mindset, rejection tolerance, and staff training matter more than tactics

• When paid marketing actually makes sense and when it doesn’t 

• The importance of honesty and client fit in growth partnerships

Episode Chapters

00:00 Intro

00:05 Challenges in Gym Ownership and Marketing

02:28 Phases of Gym Business Growth

06:34 Top 20% Gym Revenue and Challenges

10:05 Mindset and Business Growth

17:14 Transparency and Honesty in Business Relationships

Action Taken

• Document the four gym growth stages and identify the main leverage point at each level

• Use the stages as a qualification framework during prospect conversations

• Maintain a clear client-fit checklist that includes reasons to say no

• Direct qualified gym owners to book a free call through the Lasso Framework website

• Ensure messaging clearly communicates who support is—and isn’t—for
  

Conclusion

Growth isn’t about doing more.

It’s about doing different things at the right time.

This episode reinforces a simple truth: the skills that get a gym to the first milestone won’t carry it to the next. Owners who recognize that early and adjust create space for real momentum instead of constant pressure.

CTA

Take a moment to reflect on which growth stage the gym is in right now—and whether the current problems match that phase. Clarity on this alone changes what needs attention next.

Supporting Information

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

Thanks for listening to Gym Marketing Made Simple.

Every episode is created to bring clarity to a space that often feels overwhelming. The time spent here matters, and it doesn’t go unnoticed.

Organic reach isn’t dying — but relying on it alone might quietly cap growth.

As franchises double down on paid ads and polished systems, boutique gyms face a harsh reality: visibility now comes at a price.

Welcome to Gym Marketing Made Simple — a podcast designed to cut through the noise and focus on what actually builds steady momentum for boutique gyms. Each episode breaks marketing and sales systems into clear, repeatable steps, so growth feels intentional instead of reactive.

Episode Highlights

In today’s episode, the focus is on the widening gap between franchises and boutique gyms, why paid marketing is no longer optional, and how consistent growth in 2026 depends on understanding real numbers like lead conversion, lifetime value, and churn instead of relying on organic reach alone.

Episode Outline

• Why organic reach continues to decline on platforms like Instagram and Facebook.

• How franchises dominate attention by spending $7,000+ per month on ads.

• The reality of churn rates and why organic growth alone hits a ceiling.

• Paid marketing vs. organic marketing: trust-building versus visibility.

• The “halo effect” and how consistent ads increase perceived credibility.

• Why outdated advice from mentors can quietly stall gym growth.

• The importance of systems, processes, and fast lead follow-up.

• Understanding unit economics: lead-to-close rate, cost per lead, lifetime value.

• Building a predictable growth engine instead of relying on short-term wins.

• Real-world examples of gyms growing through long-term paid strategies.

• December-only offer for gyms already generating $15k+ monthly revenue.

Episode Chapters

00:00 Intro

00:05 Marketing in 2026: The Role of Organic and Paid Strategies

02:18 The Halo Effect and Trust in Advertising

08:13 The Impact of Increased Competition and Churn Rates

15:49 The Importance of Metrics and Long-Term Marketing

22:04 Real-World Examples and Practical Advice

26:11 Special Offer and Final Thoughts

Action Taken

• Publish December special details on the website with clear sign-up instructions.

• Add a direct call-to-action to book a free assessment.

• Prepare onboarding timelines with a 7–14 day setup window.

• Set capacity limits and communicate the client cap clearly.

• Create a reporting template to track lead-to-close rate, cost per lead, cost per acquisition, lifetime value, and churn.

• Launch the December promotion offering $500 off for qualified gyms.

• Close enrollment at year-end or once spots are filled.
  

Conclusion

Growth in 2026 won’t come from hoping posts reach the right people. It will come from clear systems, consistent visibility, and knowing the numbers behind every decision.

CTA

If the gym is already generating at least $15,000 per month and wants to create predictable growth going into 2026, book a free assessment and check if the December offer is still available.

Supporting Information

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

Thanks for tuning in to Gym Marketing Made Simple. Every listen, share, and conversation helps push this industry toward smarter, more sustainable growth. Appreciate being part of it.

Most gyms slow down during the holidays. Phones go quiet. Leads go cold. But what if this season isn’t a setback at all? What if it’s where consistency is actually built?

Welcome to Gym Marketing Made Simple, the podcast that strips away the noise and focuses on what truly creates steady momentum for boutique gyms. Each episode breaks marketing and sales systems down into clear, repeatable steps, so growth feels structured, not reactive.

Episode Highlights

In this episode, Sherman Merricks shares how gyms can stay visible, relevant, and supportive during the holiday season, without feeling pushy. The conversation centers on maintaining real connections with leads and members, using intentional follow-ups, and relying on simple CRM systems to keep nothing from falling through the cracks. Rather than pulling back during the holidays, this episode shows how thoughtful outreach can strengthen trust and position the gym as a steady presence when routines are disrupted.

Episode Outline

• Why the holiday season is a missed opportunity for many boutique gyms

• How to respond when prospects say they’ll be unavailable for weeks

• Using CRM systems to track lead timelines, notes, and next steps

• Creating holiday-themed follow-ups that feel personal, not automated

• The role of free resources in keeping prospects engaged without pressure

• Inviting prospects into the gym through events and community touchpoints

• Sharing real testimonials and practical holiday tips to build credibility

• Measuring which outreach methods actually get replies and conversations

Episode Chapters

00:00 Intro

00:05 Holiday Marketing Strategies for Boutique Fitness Gyms

02:21 Maintaining Engagement During the Holidays

06:08 Creative Follow-Up Tactics

10:23 Leveraging Testimonials and Tips

Action Taken

• Set manual follow-up tasks in the CRM for leads who are unavailable during the holidays, including return dates and context notes

• Schedule a specific follow-up call or intro session immediately when a prospect provides a return date

• Send themed holiday video follow-ups, such as short personalized videos, to keep communication human and memorable

• Create a free holiday guide (e.g., a 30-day plan or strategies to stay consistent through the holidays) as a downloadable resource

• Invite prospects and members to holiday events to reinforce the gym as a welcoming community

• Review all leads from the past six weeks and run focused phone and text follow-ups

• Track which outreach formats generate the strongest responses and share winning scripts with the team

• Collect and publish real member testimonials along with simple holiday-specific tips
  

Conclusion

The holidays don’t require a different strategy, they require better follow-through. This episode reinforces that consistency, clarity, and personal connection matter even more when schedules are unpredictable. When gyms stay present instead of pulling back, they earn trust that lasts well beyond the season.

CTA

If this episode helped reframe how the holidays can work for a gym, subscribe to Gym Marketing Made Simple and share this episode with a gym owner who usually slows down this time of year.

Supporting Information

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

Thanks for listening and for continuing to show up for the work that keeps gyms growing with intention. 

Most gym leads don’t ghost. They just weren’t followed up with long enough — or like a real human. If sales have felt harder lately, it’s not because people stopped buying. It’s because the game quietly changed… and most gyms didn’t notice.

Welcome to Gym Marketing Made Simple — the show that cuts through the noise and explains what actually drives steady growth for boutique gyms. Each episode breaks down marketing and sales systems in a way that’s practical, realistic, and repeatable, so growth feels intentional instead of unpredictable.

Episode Highlights

In this episode, the conversation centers on one uncomfortable truth: leads need more attention than they used to and automation alone isn’t enough anymore. Matt G breaks down why gym owners now need 10–20 touchpoints to convert a single lead, how personal outreach consistently outperforms automated sequences, and why most sales systems fail simply because they stop too early. The discussion goes deep into phone calls, text follow-ups, voicemail strategy, and how relationship-based communication leads to more booked consultations and stronger trust from the very first interaction.

Episode Outline

• Why the average lead now requires 10–20 touchpoints instead of 6–10

• How alternating phone calls and texts over a 36-day window keeps leads warm

• Why being first to respond matters more than saying the “perfect” thing

• How 80–90% of consultations are booked through manual, personal outreach

• The role of emotional timing in buying decisions

• Why follow-up should feel relational, not transactional

• How detailed CRM notes prevent repetitive messaging and lost opportunities

• What to do when a lead joins a competitor — and why that’s not the end

• The long-term value of persistence, especially during slower months

Episode Chapters

00:00 Intro

00:05 Scheduling and Lead Follow-Up

02:18 The Importance of Human Connection in Sales

06:01 Effective Voicemail and Text Messages

15:57 Building Relationships and Overcoming Objections

17:20 The Role of Emotional Responses in Sales

17:49 The Impact of Personal Outreach on Sales

18:01 The Importance of Follow-Up in Sales

18:27 The Role of CRM Systems in Sales

19:16 The Impact of Personalized Communication on Sales

19:29 The Importance of Emotional Responses in Sales

Action Taken

• Make at least 10 manual contacts with every new lead over the first 36 days, alternating calls and texts, and track each interaction as a CRM task

• Choose one system for organizing leads (CRM pipeline or manual task tracking) and apply it consistently for all new prospects

• Leave a human-sounding voicemail that simply says you’re getting back to them — avoid sales language

• Send follow-up texts that ask “Where do we go from here?” followed by an either/or scheduling option

• Log all responses, context, and personal details inside CRM notes

• Set manual follow-up tasks based on real-life details (vacations, timing, availability)

• When a prospect joins another gym, schedule a 60–90 day check-in asking about results and consistency

• Reference personal notes in follow-ups to build familiarity and trust
  

Conclusion

Sales haven’t become harder,  they’ve become more human.

This episode is a reminder that consistency, patience, and genuine connection still win, especially in an industry built on relationships. When follow-up feels personal instead of automated, leads stop feeling like numbers and start turning into conversations that actually convert.

CTA

If this episode resonated, take one idea and apply it immediately — whether that’s updating voicemail scripts, tightening CRM notes, or committing to longer follow-up windows with new leads.

Supporting Information

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

Thanks for listening to Gym Marketing Made Simple. Every episode is created to help gym owners simplify growth, stay consistent, and build systems that actually work in the real world. Appreciate you being part of the conversation.

Gyms aren’t failing because ads “don’t work.” They’re failing because they’re tracking the wrong things. You can have the perfect offer, the perfect ad, and still miss the real growth happening right in front of you. 

Welcome to the Gym Marketing Made Simple Podcast — where clarity replaces confusion and growth stops being a guessing game. Each episode breaks down what actually helps boutique gyms grow in a real, predictable way.

Episode Highlights

In this episode, the focus is on the halo effect and how paid marketing drives growth in ways that aren’t always obvious. You’ll see why direct leads don’t tell the whole story, why signups can rise without a clear source, and how consistent, data-driven marketing creates steady momentum even during slow periods. It’s a clear look at which numbers actually matter when measuring real growth.

Episode Outline

• Understanding how consumer behavior actually works in paid marketing.

• Why most people don’t convert directly from an ad.

• The halo effect: increased awareness, trust, and repeated exposure.

• Why “How did you hear about us?” is unreliable data.

• Real example showing a 100% increase in signups from paid ads.

• How paid marketing boosts website visits, walk-ins, and old leads.

• Why paid ads must run consistently, even in slow months.

• Case studies of gyms that grew after implementing paid ads.

• Why franchises outperform small gyms—and what to learn from them.

• Why organic efforts alone can’t scale growth.

• The most important metrics to track: signups, CPA, revenue, appointments.

• The dangers of turning off ads and losing momentum.

• Common misconceptions about paid marketing.

• How paid ads influence brand perception and trust.

• Why a real marketing plan is essential for long-term success and business valuation
  

Episode Chapters

00:00 Intro

00:05 Understanding the Halo Effect in Paid Marketing

04:21 Measuring the Halo Effect

06:26 The Role of Paid Marketing in Business Growth

10:46 Data-Driven Decision Making in Marketing

14:58 Metrics for Success in Paid Marketing

20:34 The Importance of Consistent Marketing Efforts

21:47 Addressing Common Misconceptions in Paid Marketing

22:02 The Impact of Paid Marketing on Business Perception

22:31 The Role of Paid Marketing in Long-Term Business Success

Action Taken

• Review how your gym currently measures success and shift focus to actual signups and revenue.

• Track numbers consistently without relying on “How did you hear about us?”

• Allocate a monthly paid marketing budget of $2,500–$6,000 to test, optimize, and grow.

• Strengthen branding and messaging across all platforms to compete with larger players.

• Map out a long-term marketing plan instead of relying on short-term bursts.
  

Conclusion

Growth doesn’t come from one perfect ad or one high-converting offer. It comes from the steady lift created by consistent marketing that builds trust, awareness, and familiarity over time. Once you understand the halo effect and start tracking the numbers that matter, your gym’s growth becomes predictable, not accidental.

CTA

If this episode helped shift how you look at your marketing, share it with another gym owner who needs to hear it.

Supporting Information

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

Thanks for spending a few minutes with us today. We appreciate you being part of this community and taking the steps to grow smarter.

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.