How do you turn 13 leads per month into sustainable gym growth?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper and chief marketing officer John Franklin analyze new data from Two-Brain's 2025 “State of the Industry” guide and show you how to use it to grow your gym in 2026.

John, who is also co-founder of Kilo, explains why most gyms still struggle to get enough leads, what high performers do differently and how to make the most of every lead.

The pair dig into the numbers behind pricing, sales and average revenue per member, and they list simple changes gym owners can make to dramatically increase revenue.

To help you close more sales at your gym, Chris and John role-play common scenarios, demonstrating how to handle objections—such as timing, price and spousal concerns—and help clients take action.

They also provide tips to help you survive the slowest months of the year so you stop getting crushed by seasonality.

Watch this episode, then take action to generate more leads and add more clients to your gym every month. 

If you want to dig deeper into the numbers, download the full “State of the Industry” report for free via the link below.

Links

State of the Industry

Gym Owners United

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1:08 - Lead generation and nurture

12:38 - Seasonality and planning

18:07 - Live sales role-play

30:03 - Pricing strategies and psychology

41:42 - Sustainable gym ownership