Free might sound appealing, but is it costing more than it’s helping?

Welcome to Gym Marketing Made Simple, the go-to podcast for boutique fitness gym owners ready to stop guessing and start growing. Every week, we break down what works (and what doesn’t) when it comes to gym marketing, sales, and client retention—so you can make more money, without the overwhelm.

Episode Highlights

This episode breaks down why free trials often do more harm than good in gym marketing. Blake and Sherman explain how these offers attract the wrong crowd, increase churn, and create poor first impressions that can kill long-term growth. Instead, they share what works: structured onboarding, realistic expectations, and personal coaching to turn first-timers into loyal clients.

Key Insights

• Free trials attract uncommitted leads who are unlikely to convert.

• Poor first experiences can permanently turn people off from joining.

• Setting expectations about soreness and effort builds long-term trust.

• One-on-one coaching creates comfort and clarity for new members.

• Structured onboarding improves retention and sets premium gyms apart.

• Paid ads promoting free trials usually pull in low-quality leads.

• A strong first impression is easier to control when the process is intentional.

Episode Chapters

00:00 Intro

00:05 Impact of First-Time Gym Experiences

00:44 Introduction to Gym Marketing Made Simple Podcast

02:52 Challenges with Free Trials

04:03 The Psychology of Free Trials

05:37 Alternatives to Free Trials

11:43 The Impact of Intensity on Client Experience

13:55 The Role of Personal Training in Onboarding

17:53 The Downside of Free Trials in Paid Marketing

Call to Action

If you’re ready to stop attracting the wrong leads and start building a stronger client base, rethink the “free trial” mindset. Try refining the onboarding experience instead and connect with people who are ready to commit.

Supporting Information

Learn more about how structured onboarding can drive growth:

Lasso Framework

Follow us on Instagram: @lassoframework

Thanks for tuning in! If this episode helped shift your perspective, share it with a fellow gym owner who needs to hear it. See you next week for another honest look at what really works in gym marketing.