In this solo episode of Profit Made Simple, Coach Dan Henderson breaks down the Five Ones—a no-fluff framework that helps fitness business owners cut the noise and scale with precision. You’ll learn how to choose one clear avatar, solve one core problem with one compelling offer, and build one dependable acquisition channel plus one conversion system—so you stop spreading yourself thin and start building momentum. Dan shares real examples from the community, including how a Tasmanian gym grew group memberships from 96 to 220 by doing less, not more, and why clarity around avatar and offer makes marketing and sales dramatically easier. If your business feels busy but stalled, this is your blueprint to simplify, specialise, and grow.

Our favourite quotable moments:

“Most businesses die of indigestion.” - Dan Henderson

“Focus creates freedom. Complexity kills momentum.” - Dan Henderson

“When you master the Five Ones, you’re well on your way to building a $1 million business.” - Dan Henderson

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

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: focus, simplicity, avatar, positioning, acquisition, conversion, offers, pricing, retention, sales, marketing, fitness business, case studies