Someone just paid $500 for a free T-shirt. Well… kind of.

A gym client had the choice: take the free month, or take the points that would bump her name on the leaderboard. She chose the points. Actually, she chose status.

That moment says everything about how people make decisions. 

Clients don’t just want results – they want recognition. They want to feel like they belong, like they’re winning, like they’re seen. And that’s something your gym can deliver better than anyone else.

In this episode, Tim and Randy unpack why status is one of the most powerful drivers behind client behavior. And more importantly, how understanding that can keep your clients longer, get them to refer more, and build a brand people want to be part of.

It’s not about selling workouts anymore. It’s about selling who someone gets to be.

Tune in to learn more!

Key Takeaways: 

• Intro (00:00)
• Identity, not workouts, is what gyms really sell (01:06)
• First-class ticket example of perceived status (03:06)
• Lamborghini raises or lowers its status depending on context (04:27)
• Golf analogy: workouts for peer group dominance (06:54)
• Keychain pride: status without participation (07:37)
• Clients may choose status over monetary rewards (10:18)
• Velvet rope and exclusivity reinforce identity (12:14)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts - slash membership freezes by 50%   

- A tool for deciding on new gym services – 5-Question Matrix 

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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