Download the exact multi-channel marketing spreadsheet here: https://ashbourne-memberships.com/blog/2026/03/20/how-we-ran-a-successful-multi-channel-campaign-in-our-gym/

In this PerformX edition of the Gym Owners Forum podcast, Tom is joined by Toby Wassell to break down, step by step, what it actually takes to rebuild, grow, and future-proof a gym in one of the most competitive areas in the UK.

This isn’t theory. This is real-world execution.

Toby shares the story of taking over a failing gym - complete with debt, poor systems, and a damaged reputation - and scaling it from 400 members to over 2,000. From day one, the approach was simple but powerful: use data, listen to members, and make decisions that actually move the business forward.

What makes this episode different is the level of practicality. You’re not just hearing ideas - you’re seeing exactly how they’re implemented inside a working gym.

The conversation dives into:

- How data-driven decisions (like removing 24-hour access) immediately improved profitability

- Why being seen to make improvements can transform member perception overnight

- How investing in the right equipment created instant growth and momentum

- The importance of listening to members to shape your entire offering

- Why most gym marketing fails - and how a simple multi-channel system fixes it

Toby also breaks down the exact marketing framework they use inside the gym - a structured, multi-channel campaign system that ensures every promotion hits across email, SMS, social, in-gym, and more. For the first time, their marketing is no longer reactive or chaotic - it’s consistent, trackable, and scalable.

Beyond marketing, this episode explores what really drives long-term success:

- Building a team that actually delivers value in a world of automated gyms

- Increasing member yield without relying on constant price increases

- Introducing bolt-on services like reformer, recovery, and ice baths to grow revenue

- Using events and education to bring in new audiences and strengthen retention

A key theme throughout is the shift towards the “smart gym” - a model where members can pick and mix their experience, combining fitness, recovery, community, and technology into one ecosystem.

This episode is also a reminder of the bigger picture.

Gyms are no longer just places to train - they’re becoming essential spaces for mental health, longevity, and community. But with that comes responsibility, and as Toby highlights, the industry must continue to evolve, collaborate, and push for greater recognition at a national level.

If you want a clear, actionable breakdown of how to grow a gym in today’s market - from operations to marketing to long-term vision - this episode delivers.

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In this PerformX edition of the Gym Owners Forum podcast, Tom is joined by Rob from Progress Gym for a powerful conversation on what it really means to be a gym owner - and why the industry must raise its standards if it wants to be taken seriously.

Rob shares a grounded, no-nonsense perspective on gym ownership as a responsibility, not just a business. From changing lives daily to creating a space where members can reconnect with themselves beyond work, family, and stress, this episode reframes the gym as far more than a place to train - it’s a place that can genuinely transform and even save lives.

The conversation dives into the reality of running a high-standard facility, covering everything from leadership, recruitment, and operations to the small daily actions that build a strong culture. Rob breaks down why many gyms fail to earn respect - not because of external perception, but because they don’t hold themselves to a high enough standard internally. From unmanned floors to poor member experience, he explains why “just opening a gym” is no longer enough.

You’ll also hear practical insights on:

How to create a premium member experience from the very first interaction

Why remembering names and building real relationships drives retention

The importance of structured onboarding and ongoing support

How to gather honest feedback (even when it’s uncomfortable) and use it to improve

The role of community in building a gym people never want to leave

Rob also shares the systems behind Progress Gym’s success, including proactive retention strategies, staff training, and consistent floor presence - all designed to keep members engaged and progressing.

A major theme throughout the episode is that gyms are not just fitness facilities - they are a form of preventative healthcare. As Rob puts it, gyms should be seen as part of the solution to reducing pressure on healthcare systems, but that responsibility comes with a need for higher professionalism, better education, and stronger industry standards.

If you’re a gym owner or operator looking to build a facility that stands out, retains members, and genuinely impacts lives, this episode is packed with actionable insights and a clear challenge:

Raise your standards - or risk being left behind.

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In this special PerformX edition of the Gym Owners Forum podcast, Tom is joined by Karl to explore one of the most overlooked reasons gyms lose members - health related cancellations - and what operators can actually do about it.

Drawing on data and experience from across the fitness industry, Karl explains why so many gym businesses accept illness, injury, and medical diagnoses as unavoidable reasons for cancellation, rather than seeing them as opportunities to offer more support, build more trust, and improve long term retention. The conversation highlights how too many gyms respond transactionally when members disclose a health issue, instead of asking the right questions and helping them stay connected to the community in a way that still serves them.

The episode dives into the role gyms can play in supporting members through cardiac rehab, diabetes, cancer recovery, and other long term conditions, not by replacing medical professionals, but by becoming trusted environments that complement treatment through movement, education, and community. Karl shares why front of house staff, PTs, and gym teams need better training and clearer systems so they can confidently handle sensitive conversations and signpost members towards the right support.

Tom and Karl also explore the future of the industry, including the growing impact of GLP 1 medications, wearable data, AI, and the wider shift from transactional gym memberships to health focused fitness communities. A major theme throughout is that gyms have a responsibility to move beyond aesthetics and performance alone and take a more active role in helping members improve their overall wellbeing.

If you are a gym owner, operator, or coach looking to improve retention, strengthen your community, and create a more supportive and future ready business, this episode offers practical perspective and immediate takeaways.

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In this episode of the Gym Owners Forum podcast, Tom is joined by Josh Phelps of The Unit Gym and Vantage Coaching for part one of a two part conversation focused on mindset, leadership, and what it really takes to build a successful gym business.

Josh shares his journey from coaching strength and conditioning sessions for everyday people to running two gym spaces and developing a coaching business that supports high performing men with their health, mindset, relationships, and business challenges. The discussion explores how many gym owners and personal trainers fall into leadership, marketing, and management roles without ever being shown how to handle the pressure that comes with them.

A major theme of this episode is support. Josh opens up about why so many men struggle in silence, why gym owners often feel they have to carry everything alone, and how creating a safe space for honest conversations can transform not just performance, but wellbeing too. He explains why the right questions, the right environment, and the right people around you can completely change the direction of a business and a life.

Tom and Josh also dig into some of the most debated topics in the fitness industry, including whether passion alone is enough to start a gym, whether you really need paid ads to grow, why personal training qualifications are falling short, and why client experience should matter more than chasing quick business growth. Throughout the conversation, Josh brings a clear, practical perspective that cuts through the noise and makes complex challenges feel actionable.

If you are a gym owner, coach, or fitness business operator looking to improve your mindset, lead more effectively, and build a business that actually aligns with your values, this episode is packed with honest insights and practical takeaways.

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Website: https://gymownersforum.com/

Email: [email protected]

In this episode of the Gym Owners Forum podcast, Tom is joined by Josh Phelps of The Unit Gym and Vantage Coaching for part one of a two part conversation focused on mindset, leadership, and what it really takes to build a successful gym business.

Josh shares his journey from coaching strength and conditioning sessions for everyday people to running two gym spaces and developing a coaching business that supports high performing men with their health, mindset, relationships, and business challenges. The discussion explores how many gym owners and personal trainers fall into leadership, marketing, and management roles without ever being shown how to handle the pressure that comes with them.

A major theme of this episode is support. Josh opens up about why so many men struggle in silence, why gym owners often feel they have to carry everything alone, and how creating a safe space for honest conversations can transform not just performance, but wellbeing too. He explains why the right questions, the right environment, and the right people around you can completely change the direction of a business and a life.

Tom and Josh also dig into some of the most debated topics in the fitness industry, including whether passion alone is enough to start a gym, whether you really need paid ads to grow, why personal training qualifications are falling short, and why client experience should matter more than chasing quick business growth. Throughout the conversation, Josh brings a clear, practical perspective that cuts through the noise and makes complex challenges feel actionable.

This is part one of a two part episode, with part two dropping next week.

If you are a gym owner, coach, or fitness business operator looking to improve your mindset, lead more effectively, and build a business that actually aligns with your values, this episode is packed with honest insights and practical takeaways.

FOLLOW FOR MORE HELP & SUPPORT...

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Website: https://gymownersforum.com/

Email: [email protected]

In this episode of the Gym Owners Forum podcast, Tom sits down with Dr Jerry, trauma doctor and founder of IV Wetroom, to explore the growing shift from traditional fitness to full spectrum wellness and what that means for the future of gyms.

Drawing from his frontline experience in emergency medicine, Dr Jerry shares the moment during COVID that changed his perspective on health. Despite appearing fit and healthy on the surface, he saw colleagues becoming seriously unwell, which led him to question how many people are truly operating at their optimal level. This sparked his journey into preventative health, recovery, and performance optimisation through IV therapy and wellness based interventions.

The conversation dives into why IV therapy is becoming more mainstream, the science behind recovery and nutrient replenishment, and why modern lifestyles may require more proactive health support than ever before. Dr Jerry explains how training harder is not always the answer, and why recovery, optimisation, and personalised wellness solutions are becoming the new competitive advantage for athletes, professionals, and everyday gym members.

They also explore the evolution of gyms from traditional training spaces into full wellness hubs, including recovery services, medical backed solutions, and personalised performance support. Dr Jerry shares why he believes IV therapy will soon sit alongside cold plunges, red light therapy, and recovery zones as standard offerings in forward thinking gyms.

The episode also discusses how gym owners can introduce these services into their facilities, the importance of trust and governance in medical wellness, and why gyms are uniquely positioned to become the central hub for future health and performance.

If you are a gym owner looking to future proof your business, increase member value, and understand where the industry is heading, this episode offers powerful insight into the next evolution of fitness and wellness.

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Email: [email protected]

In this episode of the Gym Owners Forum podcast, Tom sits down with Sarah Iles, virtual assistant, business consultant, and former gym owner, to unpack one of the most overlooked aspects of running a successful gym: the systems, processes, and operational discipline behind the scenes.

Drawing from her experience co running a gym and now supporting businesses as a virtual assistant, Sarah shares a rare perspective on both sides of the fitness industry. The conversation explores how many gym owners focus heavily on coaching and community while underestimating the importance of strong business operations, member journeys, and clear internal processes.

Sarah explains why simple systems such as structured onboarding, clear communication, and repeatable workflows can dramatically improve both the member experience and the efficiency of the business. From the importance of the first email a new member receives to the value of tracking retention and understanding your core numbers, the discussion highlights how small operational improvements can have a major impact on long term success.The episode also touches on the realities of running a gym in today's economic climate, including rising operating costs, financial pressure, and the importance of seeking support when challenges arise. Sarah shares honest reflections on the lessons learned from owning a gym, the resilience required when businesses face difficult circumstances, and why community and personal connection remain at the heart of the industry.

If you are a gym owner looking to bring more structure into your business, improve your member journey, and build systems that support sustainable growth, this episode offers practical insight and valuable lessons from someone who has experienced the industry from every angle.

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In this episode of the Gym Owners Forum podcast, Tom is joined on the road at MK Healthhub by Matt Kendrick, founder of MK Healthhub and MK Reformed, to explore what it really takes to build a brand that reaches far beyond the four walls of your gym.

Matt shares the story behind touring the world as Ed Sheeran’s personal trainer, supporting him throughout a global tour across Dubai, India, China, the United States, and Europe, and ultimately helping him land a record breaking Men’s Health cover. The conversation unpacks how that opportunity was not luck, but the result of decades of relationship building, trust, consistent standards, and a willingness to put value into the world before expecting anything in return.

The episode dives into personal brand development, building credibility in high pressure environments, and why confidentiality, professionalism, and emotional intelligence matter more than social media presence. Matt explains how positioning yourself as a problem solver rather than just a trainer opens doors, and why packaging your expertise in a way that makes life easier for clients is often the real differentiator.

They also explore the evolution of the fitness industry, from boutique training models to wellness hubs, biohacking trends, recovery spaces, and the growing need for education that is simple, practical, and accessible. Matt reflects on what makes a great personal trainer today, why ego is the enemy of progress, and why caring more about the person in front of you than yourself is still the ultimate competitive advantage.

If you are a gym owner or coach looking to expand your influence, build a stronger brand, and future proof your business in an evolving wellness landscape, this episode offers powerful perspective and practical lessons.

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In this episode of the Gym Owners Forum podcast, Tom is joined by Harry Morris, co owner of FS46, a small group personal training gym based just outside Birmingham. Harry shares the real story behind scaling a gym sustainably through systems, community, and data led decision making.

The conversation explores how FS46 doubled both revenue and membership numbers in a single year, followed by consecutive years of strong growth, by stepping away from gut driven decisions and building clear processes across marketing, sales, operations, client experience, and team development.

Harry explains why small group personal training at a one to six ratio creates the perfect balance between personalisation and profitability, and how paid trials, clear onboarding systems, and human led sales conversations dramatically improve conversion and retention. He also breaks down how tracking key metrics weekly allows gym owners to make confident decisions rather than reacting emotionally to short term fluctuations.

A major theme of the episode is community. Harry shares how FS46 protects its culture through intentional onboarding, local partnerships, and genuine human connection, including why not every prospective member is the right fit and how saying no can be essential for long term success.

The discussion also covers rebranding FS46, simplifying social media, prioritising local business relationships, and using community driven partnerships to create new revenue streams without increasing operational pressure.

If you are a gym owner or fitness business operator looking to build a stronger, more profitable gym through systems, data, and community rather than burnout and guesswork, this episode offers practical insights you can apply immediately.

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In this episode of the Gym Owners Forum podcast, Tom is joined by James Knight, also known as Coach J, to explore the psychology behind sales, communication, and connection inside gyms.

James brings a rare blend of experience across leadership, IT systems, coaching, and hypnotherapy to explain why gyms are not just fitness spaces, but people businesses. The conversation focuses on how language, awareness, and small daily behaviours can completely change the way members feel, engage, and stay loyal long term.

Together they discuss how asking better questions leads to better outcomes, why understanding internal and external language matters in sales, and how gym owners can improve retention and secondary spend without pressure or manipulation. James also shares powerful insights into goal setting, visualisation, self reflection, and why community and human connection are the true drivers of growth.

This episode is a reminder that the most successful gyms are not built on equipment or pricing, but on trust, care, and the way people are made to feel every time they walk through the door.

If you are a gym owner, coach, or operator looking to improve communication, build stronger relationships with members, and create a more profitable and people focused business, this conversation is essential listening.

FOLLOW FOR MORE HELP & SUPPORT...Instagram: https://www.instagram.com/gym_owners_forum/Facebook: https://www.facebook.com/groups/1941055312704468Website: https://gymownersforum.com/Email: [email protected]