What does it take to build a seven-figure gym with world-class retention and margins—without losing your soul? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Mitch Phillips, co-founder of Real Fitness Training (RFT), to unpack a decade of lessons turning a 100 m² start-up corner into a premium semi-private powerhouse. Mitch shares how tragedy, Covid, and fatherhood reshaped his leadership; why RFT treats exercise as just 4% of the result; and how their tech-enabled coaching and accountability model drives 22-month average client tenure and $11k+ lifetime value. You’ll hear exactly how RFT runs 45-minute, 10:1 small-group sessions that still feel personal, the attendance systems (72-hour no-show check-ins), the first-six-weeks onboarding focus, and why 90% of their team are full-time so coaches can do career-best work. We also dive into building a product so good it markets itself (RFT ran zero paid ads for six years), lifting standards across the industry, and Mitch’s mission to impact 1,000 lives a week. If you’re serious about retention, culture, and profitability, this one’s a must-listen.

Our favourite quotable moments:

“People stay for how we make them feel.” – Mitch Phillips

“We specialise in coaching and accountability.” – Mitch Phillips

“The standards you walk past are the ones you choose to accept.” – Mitch Phillips

“There’s no magic bullet—just be consistent and do the reps.” – Mitch Phillips

“My team are my product.” – Mitch Phillips

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Guest:

Mitch Phillips is the co-founder of Real Fitness Training, where a decade of refinement has created a premium semi-private model (45-minute sessions, ~10:1) anchored in personalisation, coaching, and accountability—backed by industry-leading retention and margins.

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related: retention, semi-private, leadership, standards, mentorship, feedback, professionalism, employment model, small group training, community