I drive 45 minutes twice a week to Fitlab AZ. Most gym owners beg for leads - Carter and Brandon's are trying to pump the brakes because they don't want to grow too fast....

Since January, FitLab AZ has 3x their membership through zero paid ads. They raised prices to slow growth because they're obsessed with one thing: serving their person better than anyone else in Arizona.

While other gyms chase anyone with a credit card, Carter and Brandon built a movement around 25-50 year old professionals who want premium equipment, world-class community, and a non-distraction place to workout without all the crazy amenities.

In this episode:

• How to 3x growth with organic content only
• The "no distractions" gym model that works
• Why slowing growth actually increases profits
• Building culture that makes clients drive 45 minutes

Want to create a signature offer and learn how to sell it? Check out coachdavebess.com

What the heck makes a premium offer worth $5,000?

Keith has invested north of six figures with me over five years. Not because I had better workouts or fancier equipment. Because I understood something most gym owners miss completely.

Every fitness offer is the same basic components: training, nutrition, accountability. So why do some gym owners charge $500 while others charge $5,000 for essentially identical programs?

The answer isn't what you include. It's who you build it for.

In this episode, I break down exactly what separates band-aid programs from bridge programs:

• Why your favorite client pays premium while others haggle
• The difference between fixing symptoms vs. transforming lives
• How to become the only option instead of the cheapest option
• Why understanding their complete journey matters more than your credentials

This isn't about adding more sessions. It's about solving every obstacle your dream client faces.

Want to create a signature offer and learn how to sell it? Check out coachdavebess.com

Jeff Weinacht had built a successful transformational program in his small Midwest town. But when I asked him one simple question, everything changed: "Out of your 80 transformational clients, how many have been moms?"

The answer: 75 out of 80.

That moment led Jeff and his team to make the boldest decision in their business history.... become specialists who only markets to moms in a town of 10,000 people. While everyone said "you have to serve everyone or go broke," they did the complete opposite.

The result? Josh went from refusing social media for 12 years to posting daily content. Tina is having more conversations than ever. And Jeff has never been more excited to show up to work.

In this episode, you'll discover:

• Why his mom's transformation 20 years ago planted the seed for this movement
• The fear-based thinking that keeps gym owners serving "everyone"
• How going all in on moms created unstoppable team alignment
• Why they don't let clients weigh themselves for 8 weeks
• The real transformation they promise (hint: it's not weight loss)
• How three personalities create multiple organic pipelines in one small town

This is a masterclass in building a movement around one specific person - and why it's the future model for gym owners in 2025 and beyond.

Want to create a signature offer and learn how to sell it? Check out coachdavebess.com

When my mentor told me I had to design my solution for ONE person, I wanted to throw hands.

Coming from the gym industry where "serve everyone or go broke" was gospel, this felt completely backwards. I was building my first high-ticket program and thinking about all the different people I could help - executives, moms, athletes, everyone.

Then he stopped me dead: "Dave, that's exactly why most gyms struggle."

Five years later, that one conversation changed everything. Keith found me on LinkedIn because my content spoke directly to him - not as a demographic, but as a person. He's now invested six figures and we're flying to California together next week.

In this episode, you'll discover:

• Why serving everyone means serving no one
• The difference between band-aid solutions and bridge transformations
• How to identify clients who light up your soul (not just demographics)
• The internal dialogue your dream client has at 2 AM
• Why premium clients actually repel generic messaging
• How Keith's story proves the power of crystal-clear positioning

If you're tired of vanilla content and generic offers that sound like every other gym, this episode shows you exactly how to become THE choice instead of just A choice.

Your dream client is scrolling right now, looking for someone who gets them. Stop hiding behind "everyone" and start serving the one.

Want to create a signature offer and learn how to sell it? Check out coachdavebess.com

Lawrence Neal had built a growing podcast with 30,000 downloads a month - then he torched it all to serve a tiny niche.

After 13 years and 526 episodes, my Irish brother (who's actually British) has become the go-to voice for high-intensity training gym owners. But the journey wasn't a hockey stick....it was filled with plateaus, fear, and the terrifying decision to cut his audience by 80%.

Without this radical focus, he'd still be jumping between ideas instead of deeply serving the community that desperately needed his voice.

In this episode, you'll discover:

• Why fewer downloads actually means better business (with real numbers)
• The Tim Ferriss fear-setting exercise that gives you courage for big decisions
• How to stay consistent for 13 years without burning out
• The moment Lawrence knew he had to burn boats and go all in
• Why passion beats profit every single time

If you're struggling with focus and wondering if you should niche down, this episode will give you the clarity you need.

Want to create a signature offer and learn how to sell it? Check out coachdavebess.com

I was living in quicksand.....successful but stuck. Then my wife asked one question that led to a 4-hour conversation that changed the direction of my life. This is the never-told origin story of Project 27, born from counting 27 seats in my house and a Jerry Maguire philosophy I've carried since 2011.

Want to create a signature offer and learn how to sell it? 

Check out coachdavebess.com

Trista Parr was a radio DJ who got into fitness after receiving stalker threats when she became a mom. Ten years later, she runs an all-women's gym serving only women 44+ and gets 5-10 genuine conversations weekly from just posting authentically on her personal Facebook page.

Everyone told her she was limiting herself by only serving women over 44. Instead, it opened up more opportunities because she became the obvious choice for her people. Her clients don't come for weight loss - they come because they want to feel proud of themselves again after decades of putting everyone else first.

No Facebook ads. No contracts. Just being unapologetically herself and solving real problems for women who are ready to invest in themselves.

Want to create a signature offer and learn how to sell it? 

Go to coachdavebess.com and let's build your movement.

If I'm confused by your offers after working with hundreds of gym owners, your clients definitely are too.

Confused clients don't buy. Most gym owners have offers scattered everywhere - changing monthly with no connection between programs.

When you don't believe in your offers, you'll never talk about them. And if you're not making offers daily, you're not changing lives.

The CREATE pillar breaks down our complete 4-tier system: free bridge programs that close 8 out of 10 people, foundation memberships, and $2,500+ transformational programs for identity change.

Ready to build offers that actually connect and convert?

Want to create a signature offer and learn how to sell it? 

Go to coachdavebess.com and let's build your movement.

A gym owner realized all his favorite clients were women over 40 who needed to lose 25 pounds. That clarity changed everything. The BUILD pillar reveals your dream client hiding in your top 15%, plus the AI Content Architect that turns 30 minutes into weeks of content. 

If you're tired of creating content for "everyone" and ready to speak directly to the clients who light you up, this episode shows you exactly where to start. 

Want to create a signature offer and learn how to sell it? Go to coachdavebess.com and let's build your movement.

After working with hundreds of gym owners, I discovered your favorite clients are almost always your highest-paying ones. 

The 3M Model shows you how to build a six-figure movement with just 25 dream clients. BUILD content engines, CREATE transformational offers, ATTRACT through magnetic systems. 

Ready to build a tribe of premium clients?

coachdavebess.com