SGPT Marketing

In this episode, we sit down with the one and only Jean-Claude Vacassin - a true powerhouse in the fitness industry whose reputation precedes him. From growth strategies and referral systems to high-performance team management, we cover the intricate inner workings of running successful gyms and scaling a business without losing the soul of it. JC pulls back the curtain on his approach to KPIs, automations, AI integration, sales processes, and nurturing both clients and teams. He dives into the challenges of balancing coaching with leadership, the trade-offs that make or break success, and how to keep driving results when things get tough. There’s also a fascinating discussion on digital strategy, blogging, Google Reviews, CRM systems, and the subtle art of staying personal in an increasingly automated world. Along the way, JC shares insights on high performance, mindset, and the real realities of building a business that thrives.

Whether you’re a multi-site operator or someone just starting out, this conversation is packed with perspective, strategy, and the kind of lessons you won’t hear anywhere else. It’s a deep dive into the business, the craft, and the mentality of one of the industry’s most respected figures.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: [email protected] 

📱 Follow us on Instagram: @hamperagency

This week on the SGPT Marketing Podcast, Miles returns to the mic to uncover the metric that truly determines whether your ad campaigns are working - and it’s not cost per lead.

Miles explains why focusing on CPA (cost per acquisition) gives you clarity on what’s really driving your gym’s growth, how to read your ad data without getting lost in vanity metrics, and how to use secondary metrics like cost per lead and click-through rate as indicators to improve performance - not as the goal themselves.

If you’ve ever turned off a campaign too early because the leads “looked expensive,” this episode will completely shift how you view your marketing performance.

If you want help improving your ad strategy - or you’d like us to take it off your plate entirely - reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency

In this episode of the SGPT Marketing Podcast, Miles breaks down how to create effective call to action campaigns that consistently generate leads for your gym.

Drawing from his experience running ads for 60+ gyms and HAMPER’s own four INTENT91 facilities, Miles covers the three most important factors every SGPT owner needs to get right:

• Ensuring your ads align with your brand and speak directly to your target demographic
• Capturing attention in the crucial first three seconds
• Producing high-quality ad creatives that look sharp, feel on-brand, and make prospects stop scrolling
   

You’ll also hear why many gym owners struggle with these campaigns, what causes “low-quality” leads, and how to avoid the trap of ads that feel generic or misaligned with your facility.
 

If you want to build a predictable flow of new members each month and take pride in how your gym shows up online, this episode will give you the clarity and structure to get started.
 

If you’d like expert help designing and running your Meta campaigns - or you’d like us to take it off your plate entirely - then reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

In this episode, INTENT91 founder George is joined by Client Success Executive Luke Rutherford for a deep dive into sales conversations. Together, they walk through real sales call scenarios and break down how to handle common objections, from prospects asking about cost upfront to those who say they “need to think about it.”

George and Luke highlight why the best salespeople aren’t pushy - they listen, ask the right questions, and help prospects uncover their own reasons for committing. They show how staying calm, using the client’s own language, and leading with conviction can turn a difficult sales call into a powerful moment of trust.

If you want to grow your SGPT gym, this episode gives you a clear framework for running better conversations, overcoming objections, and selling without ever feeling “salesy.”

Learn more about Hamper: www.hamperagency.co.uk
Email us: [email protected]

Follow us on Instagram: @hamperagency

Pricing is one of the biggest sticking points for small group personal training gym owners - and often the very thing that keeps you from building the profitable, fulfilling business you set out to create.

In this episode, George breaks down:

• Why “charging more” isn’t as simple as it sounds (and how to overcome the emotions behind it)
• How to position small group PT against budget gyms, class-based studios, and 1-1 PT
• A simple pricing formula you can apply right now
• The hidden danger of chasing member numbers instead of revenue
• Practical strategies for introducing higher rates without losing your community

If you’ve ever thought “I’ve got loads of members but the numbers still don’t add up,” this episode is your blueprint to fix it.

👉 For more support, visit www.hamperagency.co.uk, follow us on Instagram @hamperagency or drop us a line at [email protected]

George, joined by his wife and business partner Emily, dives into the game-changing hire that every SGPT gym owner overlooks: the Executive Assistant. Together, they break down how bringing in an EA frees up your time from low-value admin tasks so you can double down on sales, delivery, and culture - the work that really grows your gym.

George shares how hiring Emily as his EA from day one was the single biggest decision that allowed INTENT91 to scale to four gyms in just five years. They discuss the resistance most gym owners feel around making this hire, why it’s worth the investment even when it feels risky, and how to audit your time to see exactly what an EA could take off your plate.

The truth is, every hour you spend buried in admin could have been spent generating significantly more revenue. By clinging onto those £10-per-hour tasks, you’re holding back the growth of your gym. Freeing up your time to focus on sales, retention, and leadership is what drives scale - and an EA is the key to making that happen.

👉 Learn more at www.hamperagency.co.uk
📩 Email: [email protected]
📱 Follow us on Instagram: @hamperagency

Most gym owners make the mistake of talking about solutions - training programmes, nutrition consults, or fancy equipment - instead of the real problems their prospects are facing.

In this episode, George breaks down how to identify your brand message so it connects with the people you actually want to attract. He uses a simple analogy: when he wanted Wimbledon stripes on his lawn, he didn’t care about the lawnmower or fertiliser - he just wanted someone who understood his problem and could deliver the outcome.

Your prospects feel the same. They don’t care about your features. They care that you “get it” - their low energy, aches, and lack of fitness - and that you can solve it.

Dialling in this brand message is the foundation of all your marketing. Without it, your ads, website, and organic content will miss the mark. With it, you’ll attract higher-quality leads who are ready to buy.

📩 If you want help creating a brand message that cuts through - or you’d like us to guide you through our proven brand message workshop - reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

In this episode of the SGPT Marketing Podcast, George - founder of INTENT91 - breaks down the exact model that can take a single small group personal training gym to £600k in yearly revenue.

Drawing on INTENT91’s success (with the 5th site now on the horizon after just 5 years), George explains how keeping things simple is the fastest path to growth:

150 members paying ~£330/month

One product: e.g. 12 sessions per month

A clear team structure: founder, 1 gym manager, 2 coaches

Three KPIs that matter: front-end sales, trial-to-membership conversions, and monthly leavers

The takeaway? Build the right structure, track the right numbers, hold your gym manager accountable, and stay disciplined. Growth comes from simplicity, not complexity.

If you’d like our help implementing this model, reach out to us on [email protected] visit hamperagency.co.uk or DM us on Instagram @hamperagency

Trust is the foundation of every successful SGPT gym - without it, even the best marketing campaigns fall flat.

In this episode, Miles breaks down exactly why building trust will grow your SGPT gym. You’ll learn how testimonials, value-driven campaigns, and consistent messaging create stronger connections with prospects, help you stand out from competitors, and ultimately lead to more sales.

👉 As mentioned in the episode, download our free guide on creating powerful client testimonials here: Testimonial Guide

If you want help building trust and creating an ad strategy that not only gets leads but turns them into long-term members, reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

What if one free piece of content could help you grow your email list, build trust with prospects, and convert more sales - all at the same time?

That’s exactly what a lead magnet can do for your small group personal training business. In this episode, Miles explains:

What a lead magnet is (and why you’ve almost definitely used one before)

How to create one that aligns with your brand and attracts your ideal clients

Why they work so well across email, organic, and paid ads

How lead magnets help you stand out in a crowded, competitive local market

Whether you’ve tried them before without much luck, or you’ve never created one, this episode will give you the clarity and strategy you need to make them work for your business - and your sales.

If you want help building lead magnets that actually generate sales - or you’d like us to create and run them for you alongside your ad strategy - reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.