Eric Schaefer hosts today with James and Roger as they break down gym marketing in the new year, exploring what actually gets people to join and stay: convenience (parking and hours), cleanliness, class vs. facility models, and the power of relationships and retention.

What offers actually work? Day passes, intro sessions, and low-risk memberships? And how do big-box brands compare to boutique studios. We'll talk practical marketing choices (emphasizing differentiation over discounts) and the need to test what works locally.