#39 The Financial Habits Every Gym Owner Should Start Today (w/ ESG)

#39 The Financial Habits Every Gym Owner Should Start Today (w/ ESG)

In this episode, Stuart interviews Emma Storey-Gordon (@esgfitness & @afmentors) about personal finance, investing, pensions, and financial freedom for PTs and gym owners. Emma's core message is simple: Financial freedom isn't about getting rich quickly. It's about creating security, options, and peace of mind through consistent, boring financial habits. She explains why coaches should stop ignoring money, start building emergency funds, contribute to pensions, invest regularly, understand tax basics, and educate themselves on personal finance rather than outsourcing all responsibility to accountants or financial advisers. The conversation covers: * Building a 3-6 month emergency fund * The "Coffee Match" investing habit (£1-£5/day invested automatically) * Why pensions are often overlooked by PTs * ISAs and tax-efficient investing * Avoiding lifestyle creep as income grows * Why financial freedom beats flashy purchases * The impact of inflation on savings * When to hire an accountant * Recommended books including The Psychology of Money and Die With Zero * Emma's goal of becoming financially independent by 30 and how she achieved it * Overall, it's a practical guide to the financial habits most coaches wish they'd started 10 years earlier. Find out more about ESG: * Instagram: https://www.instagram.com/esg_afm/

Why Some Clients Never Leave SGPT Gyms

In this short episode, Stuart details some key things that help turn a new client into a long-term member of your gym. Stuart's email: stuart@theptroadmap.com Stuart's Instagram: https://www.instagram.com/stuart__aitken/

#38 Why Running a 4:1 Model Nearly Destroyed My Gym (w/ Greg Mikolap)

This week on the Small Group Gym Podcast, I sit down with Greg Mikolap from ICON to unpack nearly a decade of gym ownership, the realities of scaling small group personal training, and why the model he originally built nearly broke the business. Greg shares: * Why he moved from a 4:1 model to sessions as large as 16:1 * The financial mistakes that cost him almost £300,000 * What he learned from visiting elite US training gyms * Why most gym owners think about attrition the wrong way * How to make difficult business changes without panicking about member backlash * The balance between coaching quality, profitability, and sustainability Find out more about Greg: * Instagram: https://www.instagram.com/gmikolap/ * His gym: https://www.instagram.com/iconmaidenhead/

#37 How Fionn MacCullagh Scaled Tailormade to 850 Clients

In this episode, Fionn MacCullagh shares how Tailormade Coaching scaled to 8 locations and more than 850 clients by simplifying its offer, raising prices, systemising referrals and obsessing over retention. You’ll learn: * Why Tailormade sells one simple membership instead of multiple packages * How the “Committed Club” improves attendance and reduces churn * The pricing mistake that cost years of profit * How Fionn handled a price increase that led to a 27% member loss * The referral system that rewards both the client and their friend * Why flyer drops still outperform many modern marketing tactics Find out more about Fionn: * Instagram: https://www.instagram.com/fionnmaccullagh/ * His gym: https://www.instagram.com/tailormade_coaching/

#36 How Stoked Athletics Became “3-Mile Famous” w/out Ads

In this episode, Stuart sits down with Mike Bouranis, owner of Stoked Athletics in Long Island, to unpack how he grew to around 200 members by becoming “Three Mile Famous.” Mike shares why he moved away from paid ads, how he builds powerful local business partnerships, and how events with run clubs, coffee shops, doctors and youth sports teams have helped Stoked generate leads, referrals and long-term community trust. You’ll learn how to find the right local partners, create simple entry offers, use seasonal “wrapping paper” to make offers feel fresh, and build a community marketing system that compounds over time. Find Out More About Stoked: * Instagram: https://www.instagram.com/stokedathletics/ * Website: https://stokedathletics.com/