SGPT Marketing

At INTENT91, our own personal training gym, we recently opened the doors to our 4th location. Here’s what launching 4 of our own gyms, as well as countless clients at HAMPER, has taught us:

Thinking Like a Landlord

• Most potential gym sites won’t be listed as a gym, instead look at listings like offices
• Validate square footage, parking and local spend data
• If you already have one site, leverage your existing site and track record to win over cautious landlords

Building a Pre-Sell Engine

• Create a clear marketing strategy for the launch of your site
• Have your CRM, landing pages, scripts and ads ready quite a bit before you open your doors

Budget Where It Counts

• Focus a large portion of your budget on marketing
• Getting members in the doors is more important than having flashy equipment

Looking to launch your gym with a marketing strategy that works? Reach out at [email protected], visit hamperagency.co.uk or DM @hamperagency on Instagram.

Sales is the final process that SGPT gym owners should delegate.

Here’s how we delegated sales at INTENT91, our own personal training gym:

1) Prove Your Model First

• George only made Luke full-time on sales once site #3 was firing on all cylinders.
• Today George still takes sales calls, while Luke helps to handle the volume George simply couldn’t sustain on his own.

2) Recruit, Shadow & Level Up

• Luke started as a junior coach, shadowing George’s sessions and sales conversations, then moved from follow-ups to fresh leads.
• His very first sales call ended in him panicking and hanging-up - but with scripted training and real-time feedback, he now closes multiple sales daily.

3) Morning “Victory” Blueprint

• Each day begins with Luke logging into the CRM, setting three-five key wins, and mapping his schedule
• That simple ritual keeps him focused, accountable, and hitting targets without burning out.

4) Curiosity-Led Sales Calls

• Calls start with questions about a prospect’s pain points, matching their tone, then showing how INTENT91 solves it.
• This client-first approach turns conversations into conversions—and makes selling feel natural.

5) Automated Backend Funnels

• From instant text reminders to email sequences and calendar invites, every lead is nurtured - so Luke spends time closing, not chasing.

Free up your headspace for scaling and strategic growth - let HAMPER run your marketing engine so you can focus on growing your business. Reach out at [email protected], visit hamperagency.co.uk or DM @hamperagency on Instagram.

At INTENT91, our own personal training gym, paid ads have allowed us to grow from one site to four - here’s how you can maximise your Meta campaigns:

Improving Your Creatives

• Take your best-performing ad and tweak one element at a time—lighting, hook, thumbnail, or opening line—to see what lifts performance.
• Small, iterative changes (rather than wholesale rewrites) help you identify exactly which creative elements drive better results.

Building Your Brand Through Paid

• Don’t treat paid ads purely as a lead-gen machine; layer in awareness and nurture content (your best performing organic content can be good for this) to warm up your audience.
• By sequencing brand-focused campaigns before hard offers, you’ll attract higher-quality leads who already know, like, and trust your gym.

Having Effective Backend Systems

• Generating clicks and leads is only half the battle - you need processes that instantly move new inquiries into booked calls or trial sign-ups.
• Automations (SMS reminders, calendar booking links, email follow-ups) ensure no lead falls through the cracks.
• A solid CRM and clearly defined workflows give you real-time visibility on prospects, so that you can convert more conversations into members.

Ready to level up your Meta ads? Reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram. 

Understanding which marketing KPIs to track has played an essential part in helping us to scale our own personal training gym, INTENT91, from 1 to 4 locations. 

Here are 3 marketing KPIs that every gym owner needs to track:

1) Cost per Acquisition (CPA)

• Why it matters: This is your gym’s ultimate health check. If you’re happy with how much you spend to acquire a new member, your marketing engine is working—so you don’t need to obsess over every minor metric.
• How to calculate: Total marketing spend ÷ number of new members.
• Red flags: If your CPA is too high, it could be caused by a variety of factors. Dive deeper into the other KPIs that we discuss below to find and solve the problem.

2) Conversion Rate

• Why it matters: Tells you where the funnel is breaking down. A healthy 25–35% means your messaging and sales process are aligned.
• How to calculate: (Number of leads converted ÷ total number of leads) x 100
• Red flags: If you’re below 10%, dig into either your lead quality (marketing side) or your sales approach.

3) Customer Lifetime Value (LTV)

• Why it matters: Shows the full revenue potential of each front-end sale - allows you to calculate how much you can responsibly spend to acquire new members.
• Red flags: Low LTV indicates a high level of churn - review your membership retention strategies. 

Ready to get your gym's KPIs in check? Reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Having worked with over 50 SGPT facilities and also scaling INTENT91, our own personal training gym, from one to four locations, we know how important it is to have a successful marketing plan to help to scale your business.

Here are the 3 biggest marketing mistakes that we see SGPT gym owners making:

1) Being Too Vague in Your Messaging

If you’re trying to help everyone, then you actually help no one. If your ads, social posts, and branding don’t speak to one specific target, prospects won’t feel you’re talking to them. 

Instead, dial in on one specific target audience and make sure that all your organic and paid content aligns to that audience.

2) Ineffective Paid Advertising

Advertising on Meta works, it’s helped us to scale from 1 to 4 sites at INTENT91. If Meta ads aren’t working for you, then it might be down to your ad setup being executed poorly. Common issues include subpar ad setups, weak creatives, and lack of compelling offers, leading to wasted budgets and frustration.

Either become a master at setting up ads, or reach out to us at HAMPER, where we will take care of your paid marketing strategy for you.

3) Constantly Changing Strategies

Jumping from one marketing tactic to another - be it different platforms, demographics, or offers - creates confusion and dilutes your brand's effectiveness. This scattergun approach hinders consistent growth.

Instead, commit to a single, well-thought-out strategy for at least 12 months. Focus on one platform, one demographic, and one clear message to build momentum and see tangible results.

If you’re ready to take your SGPT gym’s marketing to the next level, but don’t know where to start, then reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Emily, the co-founder and CEO of INTENT91, our own personal training gyms, has been at the centre of transforming a small scale PT start-up into a multi-million pound business.

In 2017, Emily met George, spotted gaps in his PT business, and gradually took over admin tasks he’d been neglecting, and created systems to scale the business. 

By early 2019, Emily quit her job to focus full-time on George’s PT venture. She spent months building fundamental systems: invoicing, client onboarding, coaches scheduling.

In 2020, they opened their first gym in Worthing; Emily managed operational details while George continued coaching and Miles marketed the gym.

As INTENT91 grew, Emily transitioned from “doing everything” to high-level oversight: finance, people leadership, KPI tracking, and site selection. 

But, Emily remains dedicated to growing INTENT91, so much so that she never took maternity leave - completing payroll from her hospital bed!

Today, with four sites and a team of 20+, Emily no longer coaches or takes sales calls— the systems that she created has allowed her to spend time working on the business, rather than in it.

If you’re looking to create a scalable SGPT gym, then reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are 3 mistakes that limit SGPT gyms profitability and scalability, regardless of how good their marketing is:

1) Not Charging Enough

Most gyms set prices so low that even 150 members only delivers marginal revenue—insufficient to cover taxes, staff, or owner freedom.

Reverse‑engineer your desired income and set a price point that sustains you at realistic membership levels.

2) Over‑Complicating Your Model

For example, if you’re offering one‑to‑one, small‑group, classes, and more, it creates confusion for prospects and complexity in sales.

Instead, focus on a single, compelling front‑end offer until you’ve mastered marketing, sales, and delivery of that product.

3) Not learning the art of sales

Sales are the oxygen for every business, so it’s time to take them seriously.

Develop sales frameworks: train discovery questions, practice active listening, mirror prospects’ language, and track conversion KPIs to continually refine your approach.

And remember, talk about benefits, not features!

If you’re ready to charge what you’re worth, clarify your model and learn proven sales advice, then reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Using a CRM has been a game changer for allowing us to scale effectively to 4 sites at INTENT91, our own personal training gym.

Here’s 3 reasons why every SGPT gyms needs to have a CRM:

1) Improving Lead-to-Sale Conversion
 – A CRM automates follow-ups and ensures no lead slips through the cracks.
 – When we switched from spreadsheets to a CRM at INTENT91, our conversion rates soared because every contact was managed efficiently.

2) SavIng Time Through Automation
 – Manual entry and constant data updates are a drain on your resources.
 – Automating these tasks frees your team to focus on high-value activities like sales calls and strategy, rather than administrative work.

3) Systemising Your Business
 – A CRM creates a structured playbook for onboarding staff, managing leads, and communicating with prospects.
 – This systemisation allowed us to scale INTENT91 from one gym to four, streamlining processes and ensuring consistency across the board.

If you need help implementing an effective CRM that is specifically designed for SGPT gyms, then reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Instagram has been a game changer for us at INTENT91, our own personal training gym, for building trust with prospects.

Here are 3 ways to maximise Instagram for your SGPT gym:

1) Use Instagram as a Shop Window
 – Ensure your Instagram page is tailored towards your target demographic
 – Align your content with your ads and overall brand message to build credibility.

2) Focus on Instagram Stories
 – Stories are low effort and low skill to make.
 – Showcase real interactions, member journeys, and behind‑the‑scenes moments that resonate with your target demographic.

3) Leverage Authentic Testimonials
 – Testimonials show that you help people just like your prospects.
 – Regularly posting testimonials makes you the go to place for your target demographic to get help with their specific problems.

Consistently creating Instagram stories and testimonials will help create a trustworthy Instagram presence that supports all your marketing channels.

If you need help refining your marketing strategy, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

At INTENT91, our own personal training gym, our journey to clear brand messaging reshaped everything we do. 

Here’s how we did it:

Realising the Mismatch
 – We launched as “INTENT91: The Training Club” targeting gym goers and athletes.
 – We soon saw that our best clients were everyday people seeking support and guidance.

Team-Driven Discovery
 – Six months in, we sat down with the team to ask: “Who are we really helping?”
 – We analysed our current clients and identified who we truly enjoy coaching.

Crafting a Clear Message
 – We shifted our focus to serving non‑gym goers, primarily those in their 40s, 50s, and 60s.
 – This message now drives every decision at INTENT91—from marketing and hiring to in‑gym branding.

The Impact
 – A clear, consistent brand message has improved engagement, reduced churn, and set us apart in the market.
 – This strategy has been key to growing INTENT91 and building HAMPER, where we now help over 45 SGPT gym owners.

If you’re ready to refine your brand messaging and truly connect with your ideal members, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.