Walk into any gym, and you'll hear the same pitch – fitness, nutrition, and accountability. Every gym owner swears their method is the best, but to the consumer, it all sounds the same. And when everything sounds the same, the only thing left to compare is the price.

That’s a losing game… at least for gym owners.

When consumers can’t tell the difference between you and the gym down the street, they pick the cheaper option. And that’s exactly why so many gym owners struggle to charge what they’re worth.

The most successful gyms don’t just sell workouts – they sell a unique mechanism, a method or system that makes their gym the only logical choice. 

Think about Orangetheory’s “Orange Zone” or how Skechers turns a basic sneaker into a “Max Cushioning Glide Step.” They don’t just sell products. They sell a reason why their product is better than the rest.

You already have a unique way of training, coaching, and getting results – you just haven’t named it yet.

In this episode, Tim and Randy break down why branding your gym’s special sauce is the key to attracting more clients, charging higher prices, and never getting stuck in a price war again.

Tune in to learn more!

Key Takeaways: 

• Intro (00:00)
• Every gym markets “fitness, nutrition, and accountability” (00:35)
• Todd Brown’s $12,000 advice (05:46)
• Examples of unique mechanisms in the fitness industry (10:00)
• Skechers’ marketing breakdown (15:36)
• Bundling for unique branding (19:28)
• The Orangetheory model: How they won with the “Orange Zone” (24:46)
• Find your gym’s secret sauce and brand it (26:42)

Additional Resources:

- Get 30 days of Semi-Private Pro on us! 

- Check out our Switch to Semi-Private course 

- Apply to join the Iron Circle 

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- Business Accelerator Program   

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