Gym World Worldwide

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez chat with Stu Brauer, a retired gym owner, about how investing in real estate can help other gym owners retire in 10 years or less.

P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.

Show notes:

(00:00) Introducing Stu Brauer & how he got to where he is today

(7:06) Why Stu de-affiliated & started a new concept

(13:16) How to run a profitable gym in a smaller footprint

(16:09) Learning how to make sales

(20:40) How to prove to the bank that you're bankable

(23:47) Explaining Stu's high op cap model

(30:57) Sponsored message: Run a successful gym with Kilo (visit https://usekilo.com/)

(32:51) How Stu bought his building

(36:17) Why small biz owners are valuable to investors

(37:51) Planning out your space before buying the building

(40:45) Shifting your mindset from gym owner to real estate investor

(44:08) Common struggles with leasing

(48:28) How to not make costly mistakes with leasing

(52:52) Other tips to consider when buying or leasing

(59:18) Different ways to buy a building

(1:04:09) How do you know when you're ready to buy a building?

(1:07:04) How should gym owners think about content?

(1:16:49) Where to go if you want to find Stu

John Franklin (⁠https://twitter.com/JohnIsBuilding)⁠, Mateo Lopez, and Mark Fisher (@markfisherhumanbeing  ) sat down with Rick Mayo

P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.

Show notes:

(00:00) Introducing Rick Mayo and why Mark loves the model

(5:24) What is Alloy?

(8:17) How many employees are needed at a location?

(9:27) Why the language you use matters

(12:15) What does the programming look like?

(18:53) The importance of how you position services

(27:00) Sponsor message: Run a successful gym with Kilo (visit https://usekilo.com/)

(30:23) Running the only small group personal training franchise

(36:16) The economics of a good location

(37:27) Finding the perfect location

(39:52) Discussing Alloy's marketing strategy

(48:59) What Mark looked for to find the right location

(54:20) Rick discusses pricing anchors

(57:43) The importance of brand design

(1:06:22) Who makes an ideal franchisor?

(1:09:07) Where to go to find Rick and Alloy

John Franklin (⁠https://twitter.com/JohnIsBuilding)⁠ and Mateo Lopez sat down with Melissa Shevchenko (https://www.instagram.com/fitgirlsrock.melissa/), an online fitness coach whose business profits $500k/yr, to talk about how she grew a big business without having a big following.

P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://blog.johnisbuilding.com/subsc...) so you don't miss out.

Show notes:

(1:29) Introducing Melissa & how she started her online coaching business

(3:27) Peak in-person training revenue vs. online coaching

(5:29) How to get clients on social media

(7:50) Who does Melissa target?

(8:46) How Melissa packages and prices her services

(13:39) Using Facebook and top-notch customer service to convert leads into clients 

(17:58) How Melissa draws people into her Facebook Group

(20:21) How Melissa's husband got involved in the business

(22:45) Why Melissa transitioned from in-person training to online coaching

(28:50) How does Melissa retain clients after her 6-week challenge

(32:08) Does a target market help build a better community?

(33:10) What Melissa's long-term program entails

(35:14) What are Melissa's goals for the business?

(38:54) What does Melissa's marketing look like?

(39:34) What skillsets do you need to be an online coach?

(41:15) What does the sales process look like?

(43:31) Overcoming imposter syndrome

(47:34) Melissa's advice for starting an online business

(49:59) Where to go if you want to find Melissa

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez chat with Andrew Charlesworth, the Midwest Affiliate Representative from CrossFit who ensures 800 affiliates in the Midwest don't go out of business, about how affiliates can do better financially.

P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://blog.johnisbuilding.com/subsc...) so you don't miss out.

Show notes:

(0:32) Introducing Andrew

(2:35) The state of Affiliates at the CrossFit Games

(4:03) What is an Affiliate Representative?

(5:58) Running a gym in a humanitarian way

(7:41) How Andrew helps CrossFit Affiliates

(11:44) Are people in the CrossFit community in it for the money?

(16:00) CrossFit HQ is helping Affiliates make more money

(20:24) Why do Affiliates underprice?

(24:21) How many members does Andrew have?

(26:30) Consistent quality of class experience matters

(29:28) How Affiliates can be more passionate about programming

(31:09) What if Affiliates are too passionate about programming?

(33:48) The difference between passion for training vs. business 

(40:49) How to get a model to get cash flow

(43:45) The importance of having a strong network in the community

(44:47) What stand-out CrossFit gyms are doing

(50:37) What are commonly held beliefs in the community that are wrong?

(52:09) Quality control and helping Affiliates

(57:21) Where to find Andrew

John Franklin (⁠https://twitter.com/JohnIsBuilding)⁠ sat down with the CEO of the largest gym mentorship companies in the world, Chris Cooper (https://twobrainbusiness.com/), where he talked about how using data can help small coaching gyms make better business decisions.

If you're a gym owner and want to help shape the future of fitness, fill out this 5-minute survey: https://docs.google.com/forms/d/e/1FAIpQLSf-_BMYyDvoic6bw8HcuBMotZrAnOqy3bXEMIl0oMl0S7rrjw/viewform

P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://blog.johnisbuilding.com/subsc...) so you don't miss out.

Show notes:

(1:24) Introducing Chris Cooper & the State of the Industry

(4:50) What is industry best practice?

(9:22) What separates a successful gym from others?

(15:00) Why kids/youth programs are underrated

(19:53) Why the State of the Industry Survey is important

(22:25) What makes this report different from others?

(28:17) Other lessons learned from 2022 data

(35:48) Why gyms don't price their group training properly

(44:08) Debunking the CrossFit member myth

(46:40) What does the data say about being a gym owner?

(52:40) Where do gym owners go to learn more about Chris?

(53:37) Chris talks about the Meta Program

(56:51) Final word from Chris

John Franklin (⁠https://twitter.com/JohnIsBuilding)⁠, Mateo Lopez, and Mark Fisher (https://www.youtube.com/channel/UCpI_I0QUkOsTOVi-HYS-y1g) sat down with James Pratt from Pratt Personal Training (https://www.instagram.com/prattpersonaltraining/) to talk about how his small group training facility is on track to make $1.9M from a shared space.

P.S. If you like our show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://blog.johnisbuilding.com/subsc...) so you don't miss out!

Show notes:

(2:20) What is Pratt Personal Training?

(5:16) How James got started with personal training

(9:01) How sharing a space with another facility works

(12:32) How much does the gym rent cost?

(15:18) Growing the business organically and lessons learned

(21:57) Why believing in yourself and having confidence as a coach matters

(28:21) Discussing CrossFit affiliates and approaches to business

(33:54) What was James's hiring process?

(39:29) What James would have done differently in his business

(48:44) A common mistake gym owners make

(54:12) James's advice to gym owners

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez chat with fitness recruiter, Jessie Stackhouse (https://www.linkedin.com/in/jessie-stackhouse/) from Just Fitness Staffing (http://www.justfitnessstaffing.com/), about what gym owners can do to improve their hiring process and attract ideal candidates.

P.S. If you like our show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://blog.johnisbuilding.com/subsc...) so you don't miss out!

Show notes:

(1:19) Tips to improve your job description & posting

(6:20) Why gym owners should consider working with recruiters

(9:06) How and where to find quality candidates

(11:18) Crafting an outreach message to potential candidates

(12:58) Outbound vs. inbound candidates

(13:59) How many candidates should you interview?

(16:06) Red and green flags to look out for when screening candidates

(21:03) The best platforms for sourcing talent

(23:26) Advice for recruiting at in-person events

(27:57) The most difficult position to fill in fitness

(31:49) The importance of keeping a talent pipeline open

(36:44) How to position your gym to be a place where people want to work 

(40:36) How to improve your gym's website to attract talent

(44:59) Finding high-caliber candidates and filling roles efficiently

(51:15) Where to contact Jessie

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez chat with fitness entrepreneur, Matt Wilber (https://mattwilberofficial.com/), about how he scaled to 10 locations, including four that bring in over $1M each.

Show notes:

(1:42) Introducing Matt Wilber & his start in the gym business

(10:21) Opening his first location and hiring his first coach

(12:42) Scaling to four locations using challenges

(15:22) The cost of opening multi-location

(16:43) Packaging & pricing bootcamp classes

(18:23) What Matt did to stand out from other gyms

(25:54) Hiring key players to your business

(34:24) Who is coaching the coaches?

(39:30) Scaling to 10 locations at the worst time possible

(46:00) Transitioning from a large to small group training model

(50:36) Packaging, pricing, and marketing a new model

(55:15) Matt's internal upselling process

(56:43) The challenges of switching business models

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez talk to strength historian, Dr. Conor Heffernan (https://twitter.com/PhysCstudy?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor), about the history of fitness and why fitness marketing hasn't changed in the last 100 years.

P.S. If you like our show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://www.johnisbuilding.com/subscribe) so you don't miss out!

Show notes:

(0:51) Introducing Dr. Conor Heffernan

(2:51) The grossest protein powder or bodybuilding supplement

(6:16) Who was the first personal trainer?

(10:57) The history of physical culture and gyms in the 1800s

(15:32) The evolution of gyms in the 1800s–who went to the gym?

(21:16) Fitness marketing over the last 100 years

(26:06) The first runaway success in strength advertising

(29:53) Everyone wants rare workout sets

(33:39) How co-operative gyms have evolved over time

(39:24) Creating community with "the badge"

(44:00) The first real fitness entrepreneurs

(49:53) Are there any truly new fitness concepts or modalities?

(54:24) Is lifting weird objects the future of strength training?

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez chat with Lindsey VanSchoyck (https://www.instagram.com/lindseyvanschoyck_whnp/), the Founder of Rejuvenating Health (https://www.rejuvenatinghealth.net/), about her journey overcoming imposter syndrome while building an online nutrition coaching biz that's generating $100k/mo.

Show notes:

(1:10) Introducing Lindsey VanSchoyk & Rejuvenating Health

(5:07) Generating $1M in online nutrition revenue

(6:29) What sparked Rejuvenating Health?

(7:43) How Lindsey cultivated her audience on social media

(11:08) How Lindsey structured her offer

(13:00) How do you build a strong team?

(14:16) How Lindsey structured her sales process

(18:18) How Lindsey refined her sales process

(20:29) Leveraging Facebook Groups

(23:45) The importance of following up with leads

(25:13) Publishing strategy for e-books

(27:34) Secret strategies to get more clients & semaglutides

(32:49) Lindsey's advice for building a nutrition empire

(36:30) How much of Lindsey's business comes from her personal vs. brand page

(40:28) What happens at the end of Lindsey's program?

(44:07) Lindsey's biggest tip–find creative ways for your clients to finance

(47:13) Lindsey's goals for Rejuvenating Health

(51:12) Organic vs. paid advertising

(54:57) Lindsey's final advice