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.