Lead Count Does Not Equal Growth

Afleveringen

The Real Journey Of Switching To Semi-Private w/ Payden & Lane Montgomery
5 jun· Built To Grow Fitness Business
Burnout doesn’t always look like collapse. Sometimes it’s quiet – just another late night, another underpriced session, another missed dinner with the kids...
That’s where Lane and Payden Montgomery found themselves, thirteen years into running a gym. On paper, things looked fine. But behind the scenes, they were burnt out and stretched thin trying to keep up with a business that was too big, too messy, and too dependent on them.
In this episode, Tim and Randy sit down with the Montgomerys to unpack their decision to completely flip their model – from large-group chaos to a clean, streamlined semi-private operation.
They break down the exact moment they shut down large group training, what led to that call, and how it gave them back their time, their clarity, and their sanity.
What’s cool about their story is how fast they moved once the decision was made. They went from 150 clients at $170 to nearly 100 clients at an average of $370 – more money, fewer headaches, and no more working 30 hours a week on the floor.
But this wasn’t a quick fix or an overnight pivot. It was a deliberate, strategic overhaul made possible by mentorship, systems, and finally letting go of the belief that they had to do it all.
Lane and Payden’s journey is proof that the business you want is within reach – you just need to make the leap.
Tune in to learn more.
Key Takeaways:
Intro and backstory (00:00)Early signs of burnout and business overwhelm (01:49)Discovering the Million Dollar Gym model at the Growth Summit (07:09)Making the call to shut down large group training (09:47)Introducing the new direction to members during Vision Night (14:07)Shifting to semi-private training solves long-standing challenges (18:15)Building a stronger team and stepping out of day-to-day coaching (23:38)Semi-private brings freedom, structure, and personal time back (29:10)Looking back: What they'd do differently and what they’ve learned (34:48)
Additional Resources:
- Check out Payden and Lane’s gym on Instagram
- - -
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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The Gerry Washack Story
3 jun· Built To Grow Fitness Business
Most gym owners work for years to open more locations, get out of the day-to-day, and finally have some freedom.
But what if you get there, and it doesn’t feel the way you thought it would?
In this episode, Tim sits down with Gerry Washack for a late-night, bourbon-in-hand conversation at the Iron Circle Experience. After 20 years in the fitness game, Gerry’s built something most gym owners would be proud of.
He opens up about what it’s really like to go from coaching on the floor to running multiple locations – letting go of control, dealing with people issues, and trying to stay connected to the work that used to fire him up.
He talks about how giving equity to employees seemed like a great idea until it wasn’t, how a random idea during COVID turned into a salon business, and how different things feel once you’re not in the day-to-day.
Now he’s making more money than ever… and seriously thinking about walking away.
Tune in to learn why.
Key Takeaways:
Intro (00:00)Gerry’s journey from trainer to multi-gym owner (01:21)Working with family and learning leadership the hard way (02:52)When equity deals with employees go sideways (07:33)Why phantom equity might save your sanity (11:01)From gym owner to salon co-founder during COVID (14:46)Salon clients vs. gym clients – it’s a whole different game (17:45)What success really feels like after 20 years (24:03)
Additional Resources:
- Gerry Washack on Instagram
- - -
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Never Lose A Customer With Joey Coleman
29 mei· Built To Grow Fitness Business
Most gyms don’t have a marketing problem – they have a follow-through problem.
New leads pour in, but a few months later, half of them are gone. The team’s busy, the ads are running, but nothing seems to stick.
In this episode, Tim and Randy sit down with Joey Coleman, bestselling author of ‘Never Lose a Customer Again’, to talk about the one thing that’s missing in most gyms: a real retention strategy.
Joey explains why selling someone into your gym is only step one – and why the handoff to your team can make or break trust on day one. As a leading expert in customer experience and loyalty, Joey brings a tried-and-true perspective on what actually keeps clients coming back.
Retention isn’t about t-shirts, holiday parties, or generic gestures – it’s about listening, remembering, and proving to your clients that they matter after the sale. Even your most loyal members can quietly disengage if you’re not paying attention.
This episode breaks down why trust often collapses after sign-up, how misaligned teams disrupt the client experience, and what it really looks like to personalize retention in a way that actually makes a difference.
If your client list looks great on paper but your revenue isn’t moving, this is the conversation that could finally connect the dots.
Tune in!
Key Takeaways:
Intro (00:00)Customer need ≠ customer want in fitness (01:31)Selling to existing clients is 3–4x easier (04:07)Disconnect between sales promise and delivery ruins trust (07:55)Organizational bias favors marketing over experience (11:11)Retention rarely gets budget priority (16:30)Epic becomes ordinary if repeated too often (21:20)Personalization beats giveaways for loyalty (27:17)
Additional Resources:
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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The Fallacy of High Ticket
27 mei· Built To Grow Fitness Business
What if the offer that promises to save your gym… ends up quietly destroying it from the inside out?
High-ticket programs can seem like a dream – sell a few big packages, bring in thousands of dollars fast, and feel like you’ve finally cracked the code. But in reality, they often come with way more work than expected.
Delivering those offers often means taking on a bunch of extra work: detailed nutrition plans, one-on-one coaching calls, sometimes even going to clients’ homes or walking them through grocery store trips.
That’s a full-time job on its own – and it usually ends up on the owner’s plate.
Meanwhile, your day-to-day gym operations still need your attention. But with your focus pulled in a new direction, the systems that keep your business running start to fall behind. What looked like a big win at first starts to create more stress than success.
If you’ve ever taken on a high-ticket offer – or are thinking about it – this episode will give you a clearer picture of what really happens behind the scenes.
🎧 Tune in as Tim and Randy share their lessons learned and help you make smarter, more sustainable decisions for your gym.
Key Takeaways:
Intro (00:00)High-ticket offers defined (00:37)High-ticket vs. regular services (02:39)Owners usually end up doing all the high-ticket work (04:21)Real test: $50K in a month wasn’t worth the chaos (06:30)Parkinson’s Law and overspending risk (08:30)Shiny tactics distract from real growth (10:41)
Additional Resources:
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Three Offers Every Gym Should Have
22 mei· 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 otherHow to structure a trial that converts without giving away trainingA 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
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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The Golden Ticket
20 mei· Built To Grow Fitness Business
“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
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Is Your Agency Your Enemy?
15 mei· Built To Grow Fitness Business
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
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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How Much Will Your Clients Pay
13 mei· Built To Grow Fitness Business
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
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Lead Count Does Not Equal Growth
8 mei· Built To Grow Fitness Business
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 revenueWhy paid-in-full offers and six-week challenges are killing your long-term growthHow 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
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Stop Competing on Price
6 mei· Built To Grow Fitness Business
“People won’t pay that much for training…”
It’s one of the most common things gym owners say – and one of the biggest misconceptions in the business.
The truth here is that price usually isn’t the issue. It’s how the value is perceived. And dropping your rates to stay competitive almost always leads to the same outcome: a race to the bottom.
In this episode, Tim and Randy break down the pricing trap so many gyms fall into – and why offering the same type of training with the same messaging as everyone else leaves price as the only thing to compete on. That’s when profit shrinks and clients start to churn.
But it doesn’t have to be that way.
A unique, clearly positioned service – like scalable semi-private training – lets you stand out and charge accordingly. When clients see the difference, they don’t question the price. They see the value.
This episode is all about helping gym owners confidently raise rates, boost retention, and build a business that attracts loyal, high-value members. If you're tired of blending in and ready to grow, this is the shift that makes it happen.
Tune in and take notes.
Key Takeaways:
Intro (00:00)Price point limits profitability in CrossFit model (01:00)Community isn’t enough to justify premium pricing (04:55)Semi-private model offers higher perceived and real value (07:40)You can’t bolt CrossFit onto a semi-private model (11:20)Market determines value – not the owner's passion (13:32)Owners should pivot, not just work harder in bad models (19:10)
Additional Resources:
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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5 Hidden Killers of Profitability
1 mei· Built To Grow Fitness Business
You might think you’re keeping a close eye on your gym’s profits — but what if hidden problems were draining thousands of dollars from your business every year without you even noticing?
In this episode, Tim and Randy uncover five silent killers that are quietly eating into gym profitability — and share why most owners don’t catch them until it’s too late.
These aren’t the obvious mistakes everyone talks about. Some of them are so small you’d never expect they could add up to thousands in lost profit. But they do — and fixing just one could completely change your bottom line.
If you’re ready to stop the slow leaks and finally put more money back into your business (and your pocket), you won’t want to miss this one.
Tune in and find out where the hidden traps are — and how to fix them fast.
Let’s dive in!
Key Takeaways:
Intro (00:00)Profit Killer #1: Overstaffed times and empty hours (02:21)Profit Killer #2: Grandfathered rates (05:22)Profit Killer #3: Old software and unused subscriptions (08:43)Profit Killer #4: Frozen memberships (10:14)Profit Killer #5: Bad personal training splits (12:28)
Additional Resources:
- Schedule your SpringBoard call
- Stop the summer slump before it starts - slash membership freezes by 50%
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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We Figured It Out
29 apr· Built To Grow Fitness Business
In this episode, Randy and Zach introduce SpringBoard, ProFit’s redesigned coaching program that trades pressure for progress.
Instead of forcing everyone through the same 12-week sprint, SpringBoard gives gym owners 12 months of coaching support — with a custom path built around your business, your goals, and your pace.
This program draws inspiration from their elite Iron Circle mastermind, while still being accessible to owners who aren’t there yet. Think of it as the JV version of varsity-level coaching — still elite, just tailored to get you up to speed.
Randy and Zach explain why they scrapped the old Business Accelerator and Switch to Semi Private models, and how SpringBoard combines the best elements of both — minus the burnout.
They also talk real-world challenges: what to do if your gym’s been stuck for years, how to scale a service model that actually fits your market, and why systemizing your operations is the only real path to freedom.
Join them to learn how SpringBoard is helping gym owners finally systemize, scale, and take control of their business future.
Tune in now!
Key Takeaways:
Intro (00:00)SpringBoard replaces rigid timelines with 12-month access (01:44)Emphasis on scalable, replicable business systems (04:41)Customizable coaching paths, not linear programs (06:10)Business owners vs. passionate trainers (08:17)Real-world scalability examples (10:07)Lowered price and entry barriers for gym owners (11:15)Learning from others’ failures saves time and money (13:04)
Additional Resources:
- Schedule your SpringBoard call
- A tool for deciding on new gym services – 5-Question Matrix
- Get 30 days of Semi Private Pro on us!
- 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
- SOP in a Day Workshop
- Switch to Semi Private course
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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The Systems Of A Successful Gym
24 apr· Built To Grow Fitness Business
This one’s not new… but it is necessary.
This is a re-release of an old episode – because sometimes the most important stuff is the stuff you need to hear again. Especially when it comes to the basics.
In this episode, Tim and Randy take us back to the foundations – the systems your gym business can’t survive without: Attraction, Conversion, Delivery, and Ascension.
This is about installing foundations that give you clarity, consistency, and control. Because if you’re still manually fixing every fire that pops up… if your sales vanish when one person is out sick… or if your clients vanish when a coach leaves… then it’s not a people problem. It’s a systems problem.
Tim and Randy break down their four-circle framework and show exactly how each system drives the outcomes every gym owner wants: more money, more trust, better results, and long-term retention.
This episode is a solid reminder that getting the basics right still matters – and that no matter how advanced things get, the fundamentals always hold up.
Tune in and find out what your business might be missing.
Key Takeaways:
Intro (00:00)Systems remove variables (01:08)Attraction system - marketing (03:08)Conversion system - sales (05:46)Service delivery - the impact on client experience (07:18)Ascension system for client progression (16:22)Recap (24:48)
Additional Resources:
- Schedule your SpringBoard call
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Why CrossFit Is Failing
22 apr· Built To Grow Fitness Business
If you’re doing everything right and still struggling, maybe it’s not you. Maybe it’s the model.
In this episode, Tim and Randy take a hard look at the CrossFit business structure and ask the uncomfortable question too many gym owners avoid: Is this model even built to succeed long-term?
(Spoiler: It’s not.)
It’s not a lack of business skills causing CrossFit gyms to close. It’s the model – everyone’s offering the same thing at the same price, which makes it nearly impossible to stand out or make real money.
Even the best managers can’t win with a setup that holds them back. So, if you’re working hard but not seeing results, this is the wake-up call you’ve been waiting for.
Tune in to learn why semi-private training is a smarter, more profitable path – and how even current CrossFit owners can start making the shift.
Let’s dive in!
Key Takeaways:
Intro (00:00)CrossFit gyms are closing more than opening (00:35)Low prices make the model unsustainable (02:50)Grungy locations limit market appeal (03:50)Clients want personalized programming, not group workouts (05:25)Semi-private model offers higher perceived and real value (07:40)Top earners focus on private training (09:15)CrossFit and semi-private don’t mix (11:20)Market decides what you can charge (13:32)You can’t outwork a bad model (19:45)
Additional Resources:
- Schedule your SpringBoard call
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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5 Non-Negotiables That Separate Real Gyms From Side Hustles
17 apr· Built To Grow Fitness Business
Still running your gym like a hobby – and wondering why it’s not growing?
A lot of gym owners say they want to scale. But when you peek under the hood, what they really have is a collection of hacks, manual workarounds, and good intentions.
In this episode, Tim and Randy dive into the five non-negotiable systems every fitness business needs to grow with intention, not accident. These aren’t “nice to haves.” These are foundational if you want your gym to function like a real business and not just a side hustle with a lease.
They break down:
Why taking checks and using spreadsheets for billing is holding you back Why that slick-looking website you paid for might be costing you leadsWhy gym owners who are still relying only on referrals are flying blind
More importantly, they explain how simple it is to plug in the right systems for membership management, automation, website conversion, paid ads, and lead booking.
So, if you’re trying to finally hit $30k/month or just want to stop stressing about where your next 10 clients are coming from – this episode is for you.
Let’s dive in!
Key Takeaways:
Intro (00:00)#1 – Membership management software (03:06)#2 – A high-converting website (06:31)#3 – Online consultation booking system (12:31)#4 – Paid advertising strategy (17:17)#5 – Automation system for follow-up (21:29)Every system discussed contributes to growth (27:00)
Additional Resources:
- Schedule your SpringBoard call
- Increase your fitness studio's revenue by 57% with WellnessLiving
- 97Display’s discount for Pro Fit clients: https://97display.com/profit/
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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One Person Removed
15 apr· Built To Grow Fitness Business
You think you’re covered – until one April Fools’ joke makes you question everything.
In this episode, Tim and Randy reflect on a prank that started with a fake all-staff callout… and ended with a real conversation about how fragile even the best systems can be in a single-location gym.
Tim shares how the scare made him rethink just how “removed” he really is from daily operations and why – as much as we want to believe we’ve built a self-sufficient machine – most gym owners are just one key person away from stepping back in.
They break down what’s working, what’s still a risk, and why being prepared to jump back in doesn’t mean you’ve failed – it just means you’re realistic.
Whether you’re working to build systems to step out – or already have a gym that runs without you, this episode is your reminder to test the limits and tighten the gaps.
Let’s get into it.
Key Takeaways:
Intro (00:00)Staff absence shows owner is never fully removed (01:22)Last-minute consultation request highlights vulnerability (03:30)Coach anonymity system protects client experience (06:08)Delegating decision-making through trust (08:05)Hiring/firing fully handled by fitness director (09:31)Overstaffing and floater roles as insulation (12:45)Owner’s responsibility to jump in when needed (15:51)
Additional Resources:
- Schedule your SpringBoard call
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Are You Down In Quarter 1?
10 apr· Built To Grow Fitness Business
Shouldn’t Q1 be our best quarter? That’s what a lot of gym owners assume – until the numbers roll in.
In this episode, Tim and Randy unpack the uncomfortable truth that no one likes to talk about – but they’ve seen it across dozens of gyms: member numbers dipping slightly in Q1. Not because something’s broken, but because that’s just how this time of year tends to go
But here’s the good news – lower member count doesn’t automatically mean your business is struggling.
They break down why obsessing over member count misses the point, and explain why Delta – your recurring revenue growth – is the number that actually tells the truth. In many cases, revenue is up even when headcount is down… and that’s a sign you’re doing things right.
If you’ve been second-guessing your Q1 performance, this one’s going to give you some clarity – and a much better way to measure progress.
Tune in to learn more.
Key Takeaways:
Intro (00:00)Q1 member counts are trending downward (01:53)Delta (recurring revenue) as the real KPI (03:39)Freezes lead to uncollected and unearned revenue (07:26)Coaching goals: recurring revenue over $30K (10:51)New Springboard model bundles all past coaching (11:49)
Additional Resources:
- Schedule your SpringBoard call
- Magic Mind Mental Performance Shot (48% off your first subscription or 20% off one-time purchases with code TIMLYONS20 at checkout.)
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Summer Freeze Mitigation
8 apr· Built To Grow Fitness Business
Every year, it hits like clockwork – members walk in with that dreaded “Got a minute?” and hit you with the freeze request. Summer’s here, and with it comes the revenue dip that gym owners have been conditioned to accept.
But what if you didn’t have to?
In this episode, Tim and Zach share how they rethought their freeze policy after realizing it was quietly costing them over $100K a year. They talk about the simple shift from traditional freeze policies to a simplified two-tiered pricing model that increased their revenue and actually made members happier.
They also break down the two options they now offer, how they communicate the differences, and why giving people flexibility doesn’t mean losing money. Plus, they explain why most gyms have been handling freezes all wrong – and what to do instead.
If seasonal freezes have always felt like “just part of the game,” this episode offers a better path.
Tune in to learn how to stop your revenue rollercoaster once and for all!
Key Takeaways:
Intro (00:00)Freeze requests spike every summer (01:00)Weekly billing increased freeze requests (03:50)Annual plan allowed 4-week freezes – backfired (05:30)Eliminating freeze benefit instead of raising rates (07:09)Break-even analysis proves open plan is still profitable (09:40)50% of frozen members never return (12:17)Simplicity = better operations and higher profit (15:10)
Additional Resources:
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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The Unattractive Solution
3 apr· Built To Grow Fitness Business
“I don’t want to lie in my ads…”
We hear that all the time from gym owners. You want to tell the truth – that your workouts are hard, that results take time, that this isn’t some magic fix... And we get it.
But here’s the problem: If you position your marketing that way, no one will show up at your door.
In this episode, Tim and Zach talk about the uncomfortable reality of fitness marketing and why you can’t lead with how hard your program really is.
Instead, you need to position it as fun and effective in a risk-free manner, even though you know it will require discipline and consistency once they sign up.
And no, that doesn’t make you dishonest. Just like in any other business, you need to get people in the door so you can actually help them. Because if your ad never gets a click, you never even get a chance to tell them the truth. They’ll never show up for a consultation.
So tune in to learn how to lead with attractive language that makes prospects feel confident and capable – and start actually selling your “unattractive solution” to their real, long-term goals.
Let’s dive in!
Key Takeaways:
Intro (00:00)The "unattractive solution" concept (01:57)The truth doesn’t work in ad copy (03:48)What makes an effective Unique Selling Proposition (USP) (05:04)Why simple, risk-free messaging gets attention (08:25)The “start slow” mindset among 40+ gym clients (09:53)How niche targeting changes your marketing (11:38)Recap (13:01)
Additional Resources:
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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HFA Recap
1 apr· Built To Grow Fitness Business
Many gym owners are still building their businesses around what worked five years ago. But what if the game has already changed – and you’re still playing by the old rules?
In this episode, Tim and Randy recap Tim’s visit to the recent HFA Expo in Las Vegas (formerly IHRSA), where some clear shifts in the fitness industry are starting to take shape.
Tim talks through what caught his attention on the expo floor – everything from flashy equipment displays to the growing presence of wellness and recovery – and why these trends could have a big impact on how gym owners operate moving forward.
The takeaway? Strength is back. Wellness is rising. And recovery is no longer a luxury – it’s the new baseline.
Tune in to this episode to learn what’s really going on in the industry. You’ll hear what stood out at the expo, what gym owners should be paying attention to, and why the shift away from group classes and toward high-touch strength and wellness is actually great news for training gyms.
Make sure you’re not left behind. Let’s dive in!
Key Takeaways:
Intro (00:00)The HFA Expo and fitness industry trends (00:36)Glute-focused equipment and attention-grabbing booths (02:08)Tech, recovery tools, and corporate wellness vendors (03:41)Shift from class-based training to strength focus (04:58)Premium equipment looks great but won’t drive revenue (06:26)Fitness industry is growing but shifting directions (07:50)Strength-focused gyms are set to thrive (08:49)Wellness services and telehealth partnerships expanding (10:14)Recap (11:32)
Additional Resources:
- A tool for deciding on new gym services – 5-Question Matrix
- 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
- SOP in a Day Workshop
- Business Accelerator Program
---
If you haven't already, please rate and review the podcast on Apple Podcasts!
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Laat meer zien

Afleveringen

The Real Journey Of Switching To Semi-Private w/ Payden & Lane Montgomery

The Gerry Washack Story

Never Lose A Customer With Joey Coleman

The Fallacy of High Ticket

Three Offers Every Gym Should Have

The Golden Ticket

Is Your Agency Your Enemy?

How Much Will Your Clients Pay

Stop Competing on Price

5 Hidden Killers of Profitability

We Figured It Out

The Systems Of A Successful Gym

Why CrossFit Is Failing

5 Non-Negotiables That Separate Real Gyms From Side Hustles

One Person Removed

Are You Down In Quarter 1?

Summer Freeze Mitigation

The Unattractive Solution

HFA Recap