The Fitness Marketing Agency Podcast

Daniel Mee returns to share how he transformed his gym's revenue without relying on more members. After reaching a plateau, he realised the key to growth wasn't just more sign-ups—but a smarter pricing strategy. In this episode, Daniel breaks down how he tested a high-ticket front-end offer, the surprising challenges that came with it, and why adjusting his membership pricing proved to be the ultimate game-changer. If you're a gym owner looking to scale your business while maintaining profitability, this episode is a must-listen.

- How shifting to a high-ticket front-end changed revenue streams. - The unexpected downsides of a 12-week premium offer. - Why gym owners must rethink their pricing strategy for long-term success. - The challenge of raising prices—and how to do it right. - Building a business that grows without sacrificing freedom. This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency

#fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

Most gym owners unknowingly cap their own growth. They rent space to personal trainers and leave massive amounts of money on the table. But what if there was a better way? In this episode, we sit down with Lewis Majid, the owner of Black Country Barbell, who discovered a hybrid model that skyrocketed his gym's revenue—without relying on traditional memberships. Lewis breaks down how he scaled to £50K/month, the mistakes he made along the way, and why owning the client relationship is the key to long-term success.

Key Highlights - Why renting space to PTs limits your gym's growth potential. - How Lewis scaled to £50K/month with a hybrid gym model. - The key differences between open gym, 1-1 PT, and online coaching. - Why controlling the client experience leads to higher retention. - The small tweak that made his gym 10X more profitable.

This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription With FBP (Fitness Business Profits), Learn To Stabilise, Systemise And Scale Your Fitness Business In 90 Days Or Less! Check Them Out Here https://myfitnessbusinessprofits.com/

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency Connect with Lewis and his gym on Instagram: https://www.instagram.com/black_country_barbell

#fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

In this episode, we sit down with Liam Walsh, a long-standing FMA client and successful gym owner. Liam shares his incredible journey, from starting as a personal trainer and running bootcamps to building a six-figure fitness business. Discover how he overcame financial struggles, embraced risk, and used resilience to scale his gym to new heights. Whether you're just starting or looking to grow, Liam's story is a must-listen for gym owners and online coaches.

Key Highlights:

- How a marquee gym can hit £16k/month revenue. - Why risk-taking is key to business success. - The power of community in fitness entrepreneurship. - How SGPT boosted client retention. - Strategies for mastering sales and marketing.

This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency

00:00:00 - Introduction

00:00:05 - Liam's Journey to Fitness Business

00:00:49 - Sponsorship Message

00:01:43 - Interview Begins

00:01:54 - Liam's Early Career and Challenges

00:10:59 - Starting a Bootcamp

00:12:59 - Struggles with Business Growth

00:15:26 - Joining FMA

00:19:02 - Risk Taking in Business

00:19:45 - The Importance of Community in Business

00:21:01 - Transitioning from Bootcamps to Small Group Training

00:21:50 - Adapting to Change and Overcoming Challenges

00:22:57 - The Power of Personal Sales Ability

00:30:07 - The Art of Conversation in Sales

00:34:26 - The Importance of Following a Sales Structure

00:34:56 - Delegating Sales and Achieving High Conversion Rates

00:36:02 - The Necessity of Calling Leads

00:37:59 - Persistence in Sales

00:38:23 - Importance of Resilience and Focus

00:38:44 - Securing a Contract

00:39:47 - The Power of Persistence

00:39:59 - The Value of Leads

00:40:22 - Building a Successful Business

00:40:57 - The Importance of Conversion Rate

00:42:10 - Building a Business from Scratch

00:42:16 - The Revenue Breakdown

00:42:29 - Searching for a New Venue

00:45:51 - The New Venue

00:50:45 - Investing in the Facility

00:52:12 - Raising Funds for the Facility

00:54:18 - The Ambassador Program

00:54:55 - The Ambassador Membership

00:55:23 - Securing Initial Investments

00:56:11 - Raising More Funds

00:56:51 - Securing the Funds

00:57:01 - Waiting for the Funds

00:57:24 - Reflection on Past Financial Challenges

00:57:43 - The Ambassador Program

01:02:59 - Reflection on the Journey

01:05:09 - Challenges in Building the Gym

01:09:57 - Overcoming Challenges

01:11:56 - The Gym's Layout

01:13:35 - Key Advice for Success

01:13:40 - Creating a Motivating Environment

01:14:20 - Facility Layout and Design

01:14:30 - Training Studio and Space Utilization

01:15:16 - Timetable and Group Sessions

01:15:43 - Pre-Launch and Target Signups

01:17:10 - Marketing and Sales Strategy

01:19:01 - Creating a Unique Gym Experience

01:21:45 - Importance of Details in Facility

01:23:03 - Membership Growth and Revenue

01:24:57 - Initial Thoughts

01:25:05 - Challenges in Launching a New Facility

01:25:20 - Planning for Future Expansion

01:25:47 - Considering Outdoor Space and Aesthetics

01:26:09 - Budgeting and Future Plans

01:26:52 - The Importance of Location and Future Expansion

01:28:22 - Balancing Business Growth and Personal Happiness

01:30:02 - The Joy of Coaching and Running a Business

01:31:23 - Final Thoughts and Appreciation

In this episode, we sit down with Liam Walsh, a long-standing FMA client and successful gym owner. Liam shares his incredible journey, from starting as a personal trainer and running bootcamps to building a six-figure fitness business. Discover how he overcame financial struggles, embraced risk, and used resilience to scale his gym to new heights. Whether you're just starting or looking to grow, Liam’s story is a must-listen for gym owners and online coaches.

Key Highlights:

- How a marquee gym can hit £16k/month revenue. - Why risk-taking is key to business success. - The power of community in fitness entrepreneurship. - How SGPT boosted client retention. - Strategies for mastering sales and marketing.

This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance 

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency 

If you would like to watch our episode with Jake and Tyler from the Madisons team, Click here: https://fitnessmarketing.agency/building-a-thriving-gym?sl=podcastdescription 

#fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

https://www.instagram.com/jerome.bolze // https://www.instagram.com/madisonsofficial

https://www.instagram.com/charliehorton

In this episode, we welcome Jerome from Madisons in West Sussex. Jerome shares insights on crafting a premium fitness experience, using marketing and sales strategies to drive growth, and delivering unparalleled value to clients. Discover how his team has refined every aspect of their operation—from organic content to lead management and retention systems—to build a thriving gym business. Whether you're looking to improve your trial-to-member conversions or master cost control, this episode is packed with actionable advice.

Key Highlights

- Why personalisation is key to trial-to-member conversion. - Crafting 30-day trials that maximise retention. - How organic content and engagement drive local gym growth. - Overcoming the challenges of scaling a gym business. - The importance of cost control for member satisfaction.

This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency

If you would like to watch our episode with Jake and Tyler from the Madisons team, Click here: https://fitnessmarketing.agency/building-a-thriving-gym?sl=podcastdescription

#fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

https://www.instagram.com/mrbenjamindavis

Click this link to receive your FREE Sales Objection Cheat Sheet delivered straight to your front door: https://fitnessmarketingagency.com/sales?sl=podcastsales

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription.

In this episode, Toby, FMA's paid ads manager, shares his secrets for mastering Meta ads in 2025. Managing £2 million in ad spend annually and strategising for over 400 clients, Toby knows what works. From perfecting your front-end offers to nurturing leads and boosting sales skills, we'll uncover the strategies that can transform your ad performance and increase your ROI. Whether you're a gym owner or online coach, these actionable tips will change how you approach paid ads forever.

Key Highlights:

• Why higher prices drive better ad performance.

• The difference between warm leads and Meta leads.

• The sales skills you can't afford to ignore.

• How to interpret key metrics in your ad dashboard.

• Create a marketing calendar that keeps leads flowing.

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency

#fitness

#marketing

#gym

#fitnessmarketingagency

#gymowner

#personaltrainer

#fitnessbusiness

#onlinecoaching

https://www.instagram.com/imdanmoore

Click this link to receive your FREE Sales Objection Cheat Sheet delivered straight to your front door: https://fitnessmarketingagency.com/sales?sl=podcastsales

What does it take to build a £70k/month gym business with 30% profit margins? In this exclusive talk from FMA's Leeds Mastermind, Dan Moore, owner of DM Elite in Inverness and Nairn, breaks down the systems, strategies, and decisions that let him step out of his business while still achieving predictable, scalable success. From his second site's rapid growth to his clear financial insights, Dan offers a no-nonsense look at what it takes to build a sustainable, profitable gym business.

Key Highlights

- How Dan grew to £70k/month with 30% profit margins. - The systems that let him step out of daily operations. - Why defining roles for staff creates scalable growth. - Breaking down Dan's expenses and profit strategies. - How to align your business model with your long-term goals.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketing.agency/high-growth?sl=poddescription

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency

00:00:00 - Introduction 00:00:04 - The Journey of Dan Moore 00:00:17 - Breaking Down the Business 00:00:45 - The Evolution of the Business 00:01:30 - The Business Model 00:02:04 - The Role of the Owner 00:03:04 - The Importance of Revenue 00:08:45 - The Business Structure 00:10:33 - The Financial Breakdown 00:12:53 - The Ratios for Profit 00:16:19 - The Growth of the Business 00:17:32 - Personal Financial Goals 00:18:59 - Business Strategy 00:20:45 - Intermission and Advertisement 00:21:13 - Discussion on Membership and Attrition Rate 00:22:19 - Discussion on Expansion and Second Location 00:22:59 - Discussion on Roles and Responsibilities 00:25:43 - Discussion on Marketing and Sales 00:27:10 - Audience Questions 00:29:46 - Conclusion

https://www.instagram.com/charliehorton https://www.instagram.com/lukebrobinson_ In this episode, recorded live at the Aviva Stadium in Dublin 7th March 2024, FMA's Head of Growth, Charlie Horton, and Sales Expert Luke Robinson bring you their talk, Sales Snipers. This client-only session from our Dublin Mastermind dives deep into the art of precision sales—how to be accurate, efficient, and effective in your sales process. Join Charlie and Luke as they break down strategies that will empower gym owners and online coaches to sharpen their sales skills, target the right prospects, and dramatically improve conversions. Key Highlights: Why your sales process needs precision and efficiency. How to pinpoint your ideal prospects with accuracy. Unlocking the right sales tactics for gym owners and coaches. The key to scaling your gym business through better sales. Why mastering sales fundamentals is non-negotiable for growth. If you would like a FREE Sales Objections Book and Flow Chart delivered straight to your front door, click this link: https://fitnessmarketingagency.com/sales?sl=podcastsales To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency 00:00:00 - Introduction 00:00:03 - Offering a Free Resource 00:00:27 - Introduction to the Episode 00:00:39 - Case Study: Luke's Sales Coaching 00:01:01 - Breakdown of Mitch's Sales Process 00:02:04 - Discussion on Sales Consistency 00:03:24 - Mitch's Reflection on Sales Process 00:04:19 - Discussion on Sales Conversion 00:06:13 - Increasing Sales Volume 00:08:27 - The Importance of Self-Analysis 00:11:27 - Chris's Sales Experience 00:15:11 - Chris's Reflection on Farming 00:16:22 - The Concept of Farming in Sales 00:16:49 - Understanding Hunting and Farming in Sales 00:19:03 - The Importance of Farming Leads 00:19:37 - The Value of Old Leads 00:20:43 - The Workflow of Priorities 00:22:40 - Objection Handling Exercise 00:23:00 - Overcoming Objections 00:26:49 - Handling 'I Need to Think About It' Objection 00:29:58 - Q&A: Low Pickups 00:32:12 - The Importance of Consistency in Sales 00:32:52 - Closing Thoughts 00:32:56 - End of Discussion #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

https://www.instagram.com/craigmasseycoach https://www.instagram.com/charliehorton In this episode, Craig Massey, Head of Education at PFCA, dives into what it truly means to be a coach. Beyond the surface-level practices of sets, reps, and trends. Craig reveals the deeper layers of coaching philosophy, principles and practices that define lasting client relationships. Discover why relating to clietns is essential, the art of coaching as a craft, and how gym owners can create a coaching first culture that drives business growth. Key Highlights - Why your coaching should start with philosophy, not practice. - The three pillars of effective coaching: philosophy, practices and principles. - How to balance commun ity impact with personalisation in training. - The art oif investigating, integrating, and influencing as a coach. - How coaching as a craft redefines gym culture and client retention

To find out more about Fitness Marketing Agency and how we can help your fitness business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency If you want to check out The PFCA, Industry-Lead Education For New And Established Fitness Professionals Who Want To Upgrade Their Skills, Have More Impact And Build A Thriving, Profitable Career... Use this link: https://www.thepfca.com/

In this episode, Ben and Charlie dive into the marketing strategies that will define gym success in 2025 and beyond. They explore the critical balance between short-term tactics and long-term strategies, revealing how gym owners can stand out in a crowded market. Discover why focusing solely on immediate sales might be sabotaging your future growth and how value-driven marketing can position your gym as the go-to choice in your community. Whether you run a small brick-and-mortar studio, a large facility or and online coaching business, this episode is packed with actionable insights to future-proof your business success.

Key Highlights - Harvesting crops vs. planting seeds: Building a long-term strategy. - Speak the language of your marketplace, not your peers. - Organic vs. paid marketing: Why you need both. - Direct response vs. brand marketing: Striking the right balance. - How your sales strategies can nurture prospects into loyal clients.

To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo

Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/?hl=en-gb