Built To Grow Fitness Business

If your gym’s offer menu looks like a Cheesecake Factory menu… you’ve got a problem. Too many options might feel helpful — but they often confuse your clients and stall your sales. In fact, the most profitable gyms don’t offer more — they offer less. And it’s not by accident. They’ve found that a simpler, more focused approach makes it easier for clients to say yes — and easier for the business to deliver consistently. In this episode, Tim and Randy break down the three essential offers every fitness business should have — and why most owners are drowning in complexity they don’t need. These three offers, when structured the right way, create a seamless sales journey, keep members longer, and eliminate the need for second consultations or desperate discounting. They also explain how simplifying your services leads to better conversions, smoother operations, and stronger client retention. You’ll learn: * Why “the middle offer” closes more clients than any other * How to structure a trial that converts without giving away training * A simple upsell framework that boosted one gym’s revenue by 80% — without adding a single new lead Tune in! Key Takeaways:  * Intro (00:00) * The core offer should be your revenue driver (01:11) * Use a 14-day risk-free guarantee to close sales (02:54) * Avoid creating custom deals for one-off clients (06:10) * Keep trial experience congruent with full membership (08:29) * Simplicity in service offerings helps scale (11:35) * 80% of upsold trial clients upgrade permanently (16:13) Additional Resources: - Schedule your SpringBoard call [https://gymbusinesscoach.com/]   - Stop the summer slump before it starts - slash membership freezes by 50% [https://winninggym.com/summer-freeze]    - A tool for deciding on new gym services – 5-Question Matrix [https://winninggym.com/matrix]  - Get 30 days of Semi Private Pro on us! [https://www.semiprivatepro.com/trial]  - Apply to join the Iron Circle [https://www.ironcircle.net/ic]  - Get your early bird ticket for the 2025 Growth Summit in Nashville [https://fitprogrowthsummit.com/nash]  - Get access to the 2024 Growth Summit recordings [https://winninggym.com/growth-summit-2024-recordings] - Tim's new book - Built to Win by Tim Lyons [https://timlyonsbook.com/]  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group [https://www.facebook.com/groups/gymbusiness] - SOP in a Day Workshop [https://sopinaday.com/]  - Switch to Semi Private course [https://www.switchtosemiprivate.com/]  - Business Accelerator Program [https://winninggym.com/call]     [https://www.ironcircle.net/] --- If you haven't already, please rate and review the podcast on Apple Podcasts [https://itunes.apple.com/us/podcast/built-to-grow/id1457396337?mt=2]!

“Referrals don’t work for us…” If you’ve ever said that – or thought it – you might be running the wrong kind of referral campaign. In this episode, Tim and Randy share a simple but powerful grassroots strategy called the Golden Ticket – a referral system designed to generate new gym memberships without paid ads or cold traffic. Here’s the play: you give current clients shiny, high-value golden tickets to gift to friends. Each ticket grants 30 days of unlimited training. When someone redeems it and becomes a member, the original client is entered to win something big – like a free year-long membership. This isn’t about throwing out a “bring a friend” pass and hoping for the best. It’s about building a campaign into your systems and incentivizing the right behavior at the right time. And the best part? When done right, the cost per acquisition is lower than what you'd pay running Facebook ads. This is one of the best referral plays we’ve seen in years – and it might be the most profitable move you make all quarter. Tune in to hear why the Golden Ticket strategy works, how to roll it out inside your gym, and what numbers to track to make sure it performs. Let’s dive in! Key Takeaways:  * Intro (00:00) * Golden Ticket campaign offers a 30-day unlimited trial (03:02) * High-value giveaways boost engagement (04:10) * Campaign works best when integrated into systems (06:23) * Referral campaigns must follow real client value delivery (09:02) * Golden Ticket strategy reduces cost per acquisition effectively (11:19) * Referrals outperform cold leads in value and conversion (12:25) * Walk the gym floor to launch the campaign directly with clients (14:10) Additional Resources: - Schedule your SpringBoard call [https://gymbusinesscoach.com/]   - Stop the summer slump before it starts - slash membership freezes by 50% [https://winninggym.com/summer-freeze]    - A tool for deciding on new gym services – 5-Question Matrix [https://winninggym.com/matrix]  - Get 30 days of Semi Private Pro on us! [https://www.semiprivatepro.com/trial]  - Apply to join the Iron Circle [https://www.ironcircle.net/ic]  - Get your early bird ticket for the 2025 Growth Summit in Nashville [https://fitprogrowthsummit.com/nash]  - Get access to the 2024 Growth Summit recordings [https://winninggym.com/growth-summit-2024-recordings] - Tim's new book - Built to Win by Tim Lyons [https://timlyonsbook.com/]  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group [https://www.facebook.com/groups/gymbusiness] - SOP in a Day Workshop [https://sopinaday.com/]  - Switch to Semi Private course [https://www.switchtosemiprivate.com/]  - Business Accelerator Program [https://winninggym.com/call] --- If you haven't already, please rate and review the podcast on Apple Podcasts [https://itunes.apple.com/us/podcast/built-to-grow/id1457396337?mt=2]!

What if the biggest threat to your gym isn’t the competition down the street… but the agency you hired to help you grow? In this episode, Randy and Zach uncover a harsh reality many gym owners are living without knowing it: by relying too heavily on marketing agencies to drive new leads, you may be slowly giving up control of your business. They reveal how agency-driven six-week challenges and front-end promos offer a quick dopamine hit – fast cash, big crowds – but often result in burnout, poor retention, and a business that no longer reflects your vision. But it doesn’t have to be that way. You’ll learn how to build a marketing and delivery system that supports long-term success, attracts the right kind of clients, and keeps you in the driver’s seat – even if you still choose to work with an agency. If you’re tired of short-term wins and want to grow a real gym, not just run the next promotion, this episode is for you.  Let’s break the vicious cycle - tune in! Key Takeaways:  * Intro (00:00) * Agencies chase leads, not long-term members (02:27) * Free challenges get clicks, but not retention (05:08) * Gym programs shift to fit agency playbooks (06:25) * Challenge clients disrupt loyal client experience (09:14) * Agencies benefit from gym owner dependency (12:04) * Build recurring revenue to regain control (14:10) * Create systems, not desperation cycles (15:34) Additional Resources: - Schedule your SpringBoard call [https://gymbusinesscoach.com/]   - Stop the summer slump before it starts - slash membership freezes by 50% [https://winninggym.com/summer-freeze]    - A tool for deciding on new gym services – 5-Question Matrix [https://winninggym.com/matrix]  - Get 30 days of Semi Private Pro on us! [https://www.semiprivatepro.com/trial]  - Apply to join the Iron Circle [https://www.ironcircle.net/ic]  - Get your early bird ticket for the 2025 Growth Summit in Nashville [https://fitprogrowthsummit.com/nash]  - Get access to the 2024 Growth Summit recordings [https://winninggym.com/growth-summit-2024-recordings] - Tim's new book - Built to Win by Tim Lyons [https://timlyonsbook.com/]  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group [https://www.facebook.com/groups/gymbusiness] - SOP in a Day Workshop [https://sopinaday.com/]  - Switch to Semi Private course [https://www.switchtosemiprivate.com/]  - Business Accelerator Program [https://winninggym.com/call]     [https://www.ironcircle.net/] --- If you haven't already, please rate and review the podcast on Apple Podcasts [https://itunes.apple.com/us/podcast/built-to-grow/id1457396337?mt=2]!

Many gym owners believe they can’t raise prices because their clients “won’t pay that much.” But more often than not, it’s not the price that’s the problem – it’s that clients don’t fully understand the value behind what they’re paying for. Most gyms put their focus on delivering great workouts, which is important. But that often means the deeper elements, like thoughtful program design, strategic progressions, and expert coaching, go unnoticed by the client.  If they don’t know those things are happening, they can’t appreciate them. The result? You’re either undercharging for a premium service or seeing clients lose interest and drop off after a few months. To fix this, you need to reframe how your services are experienced. That means productizing what you do – making the behind-the-scenes expertise visible and tangible. Tools like movement progression notifications, visual boards, and regular educational touchpoints help reinforce the why behind the what every time a client walks through your doors. In this episode, Randy and Zach talk about one of the fitness industry's most common blind spots: the failure to communicate value.  Tune in and learn how to bring your work to the forefront, so clients understand what sets you apart – and why that’s worth paying more for. Key Takeaways:  * Intro (00:00) * Limiting beliefs around client pricing expectations (01:25) * Experience vs. true client-perceived value (03:54) * The iceberg analogy for unseen value (06:19) * Law of Diminishing Value explained (10:10) * The role of Semi-Private Pro and Lift systems (13:43) * Embedding client communication into training sessions (20:13) * Perception of workout variety vs. intentional programming (24:27) Additional Resources: - Schedule your SpringBoard call [https://gymbusinesscoach.com/]   - Stop the summer slump before it starts - slash membership freezes by 50% [https://winninggym.com/summer-freeze]    - A tool for deciding on new gym services – 5-Question Matrix [https://winninggym.com/matrix]  - Get 30 days of Semi Private Pro on us! [https://www.semiprivatepro.com/trial]  - Apply to join the Iron Circle [https://www.ironcircle.net/ic]  - Get your early bird ticket for the 2025 Growth Summit in Nashville [https://fitprogrowthsummit.com/nash]  - Get access to the 2024 Growth Summit recordings [https://winninggym.com/growth-summit-2024-recordings] - Tim's new book - Built to Win by Tim Lyons [https://timlyonsbook.com/]  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group [https://www.facebook.com/groups/gymbusiness] - SOP in a Day Workshop [https://sopinaday.com/]  - Switch to Semi Private course [https://www.switchtosemiprivate.com/]  - Business Accelerator Program [https://winninggym.com/call]     [https://www.ironcircle.net/] --- If you haven't already, please rate and review the podcast on Apple Podcasts [https://itunes.apple.com/us/podcast/built-to-grow/id1457396337?mt=2]!

Most gym owners still think that growth means leads. More leads. More sales. More members. But what if that mindset is keeping you stuck? In this episode, Tim and Randy break down the flawed obsession with lead count and explain why it’s not the number of clients you should be chasing. Instead, they introduce a KPI that most gym owners have never heard of – but absolutely should be tracking: The Delta. The Delta measures the net growth (or loss) of your recurring revenue every single month. It’s the difference between building a business that compounds and scales… or one that starts from zero again every 30 days. This is the number that builds wealth – not just revenue. Tune in to learn how to apply it, why it matters, and what changes when you finally stop playing the short game. You’ll also hear: * How one gym slashed its member count but doubled its income by focusing on recurring revenue * Why paid-in-full offers and six-week challenges are killing your long-term growth * How this one metric can give you clarity, stability, and freedom in your business Let’s dive in! Key Takeaways:  * Intro (00:00) * Why The Delta matters more than lead count (01:15) * How to calculate your monthly Delta (03:11) * A real gym case study (08:17) * Revenue drop and recovery during business model shift (10:09) * Clarity and freedom after going all-in on recurring (12:04) * Pitfalls of paid-in-full models (15:26) * Building stable recurring income in 3–6 months (18:26) Additional Resources: - Schedule your SpringBoard call [https://gymbusinesscoach.com/]   - Stop the summer slump before it starts - slash membership freezes by 50% [https://winninggym.com/summer-freeze]    - A tool for deciding on new gym services – 5-Question Matrix [https://winninggym.com/matrix]  - Get 30 days of Semi Private Pro on us! [https://www.semiprivatepro.com/trial]  - Apply to join the Iron Circle [https://www.ironcircle.net/ic]  - Get your early bird ticket for the 2025 Growth Summit in Nashville [https://fitprogrowthsummit.com/nash]  - Get access to the 2024 Growth Summit recordings [https://winninggym.com/growth-summit-2024-recordings] - Tim's new book - Built to Win by Tim Lyons [https://timlyonsbook.com/]  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group [https://www.facebook.com/groups/gymbusiness] - SOP in a Day Workshop [https://sopinaday.com/]  - Switch to Semi Private course [https://www.switchtosemiprivate.com/]  - Business Accelerator Program [https://winninggym.com/call]     [https://www.ironcircle.net/] --- If you haven't already, please rate and review the podcast on Apple Podcasts [https://itunes.apple.com/us/podcast/built-to-grow/id1457396337?mt=2]!