Unlock success in gym marketing with practical insights and strategies to make you more money! Simplify your approach to attract clients and grow your business.
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Données mises à jour le 18/07/2026
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How Pre-Selling Helps Gym Owners Build Trust and Close More Sales. | Episode 138.
Épisode 138
lundi 6 juillet 2026 • Durée 16:53
Your prospects are checking you out long before they hit “book now.” What they see in those first few seconds can be the difference between a no-show and someone who walks in already convinced you’re the right fit.
Episode Summary
In today’s episode, you’re pushed to look at your gym the way a stranger would: quick glance at the homepage, a few seconds on social, maybe a review or two, and that’s it. The questions on their mind are simple but brutal: who are you, what do you offer, why should anyone care, and why pick you over the other options in a 5–10 mile radius or the app on their phone?
You’ll see how to make those answers obvious in your client-facing assets and then stack on pre-selling tools like simple guides, PDFs, and pre-appointment touchpoints that actually educate people before they ever sit down with you. The aim is a consult built on momentum of agreement, where your time is spent unpacking goals, desire, and urgency instead of burning minutes just explaining what your gym does.
Key Takeaways
You’ll learn:
How to evaluate your website “above the fold” so prospects instantly see who you are and what you offer
The four core questions every potential member is silently asking before they ever contact you
Why unclear positioning forces you to waste consult time explaining your gym instead of understanding the client
How to use a simple SWOT-style review to understand your market position against local and virtual competitors
Why AI tools are great for speed to lead and education, but can’t replace the human element in closing sales
Practical ideas for pre-selling assets like nutrition guides, travel workouts, or seasonal PDFs that build trust
How to create momentum of agreement so prospects arrive leaning yes instead of undecided
Ways to turn a basic consult into a 12/10 experience with small touches that make people feel welcomed and valued
Episode Chapters
00:00 The questions in your prospect’s head 00:45 What pre-selling is and how it changes your sales process 01:45 Zooming out to 30,000 feet: systems, people, automations, and client touchpoints 04:37 Auditing your website and social: who are you and what do you offer? 08:35 Why you vs competitors, local and virtual, and basic SWOT thinking 12:27 Pre-selling assets, PDF guides, and using AI tools like Gamma 14:30 Designing a “red carpet” consultation and 12/10 in-gym experience
Resources Mentioned
Gamma – App used to create PDF guides and visual resources (Gamma.app)
Ladder app – Example of a virtual coaching competitor for gyms
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
pre-selling gym leads, gym sales process, boutique gym marketing, gym website optimization, fitness lead generation, no sweat intro sales, consultative gym selling, gym member acquisition, pre-sold prospects, fitness marketing strategies, gym competitor analysis, SWOT for gyms, gym social media strategy, gym customer journey, speed to lead for gyms, AI in gym marketing, gym PDF guides, fitness nurture sequences, Lasso Framework, Gym Marketing Made Simple podcast, increase gym revenue, gym front-end funnel, gym positioning, gym differentiation
How to Sell Gym Memberships: Mindset, Follow-Up, and Free Consult Strategy | Episode 137.
Épisode 137
lundi 29 juin 2026 • Durée 23:57
Sales conversations fall apart when you make it about your gym instead of the person in front of you. Focus on their story, their problems, and a clear plan, so the close feels natural instead of forced.
Episode Summary:
Selling gets a lot easier when you stop hoping friends and family will support your gym and start treating every consult like a real problem-solving conversation. In today's episode, Sherman reads from his book on gym sales and walks through the mindset shift that took him from giving free workouts and “promising the world” to running a process that actually closes.
You’ll hear the story of launching a small CrossFit gym, getting humbled when nobody joined, and learning to approach sales like a surgeon: diagnose first, then prescribe. The focus is on sales psychology, follow-up, and using simple tools like body composition data and clear prescriptions so people understand exactly how you can help them reach their goals.
Key takeaways:
You’ll learn:
A “no” is usually about timing or offer, not your worth as an owner or coach
Why talking about how “awesome” your gym is turns the consult away from the client’s real problems
How to think like a professional: listen, diagnose, and give a clear “treatment plan” instead of a casual pitch
Practical steps to work through fear of sales: identify your fears, create a plan, practice one weakness at a time
How projecting your own beliefs about money and price onto prospects holds them back from committing
Why most people need 7–10 follow-ups before they’re ready to join, and what happens when you stop at two
How to use tools like an InBody scan or body fat scale to give objective data and track progress
What If Your Gym’s Real Problem Is Weak Lead Follow-Up? | Episode 136.
Épisode 136
lundi 8 juin 2026 • Durée 22:31
Leads are filling out your forms, your phone is ringing, and your inbox is busy, but your calendar still has open spots. The real gap is what happens between that first opt-in and the moment someone actually shows up at your door.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Jeff Burlingame breaks down a simple, aggressive lead follow up and lead nurture system built for boutique gyms. He shows how many times to call, when to text, how to sweeten the offer so people actually show up, and when to fire yourself from the setter role and hand lead follow up to someone who will pursue every lead to a clear yes or no.
Episode Outline
Are you giving up too soon on paid leads
Why “maybe” is not an acceptable outcome
Calling cadence and the double dial plus text strategy
Mindset for consistent follow up
Adding value and “sweetening the pot” for appointments
Handling DND and automation opt outs
When to step out of the lead nurture role
Compensation ideas for setters and sales roles
Episode Chapters
00:00 Lead follow up mindset and goal
01:00 Are you giving up too soon on leads
Build A Simple Gym Sales Process That Actually Gets Members | Episode 135.
Épisode 135
mardi 26 mai 2026 • Durée 14:55
Stop letting random walk-ins and DMs decide your revenue. Your gym needs a sales process, not sales heroes.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Jeff shows gym owners how to get out of “winging it” and build a simple, written sales process your whole team can follow. He walks through how prospects actually find you, what happens from first contact to no-sweat intro or trial, and where most gyms lose the sale. You’ll learn how to turn that messy path into a clear SOP, utilize weekly sales meetings and role-playing to sharpen your staff, and protect your business from relying on a single superstar closer.
Episode Outline
Introduction to Gym Marketing Made Simple Podcast
Importance of the Sales Process
Setting Up a Sales Process
Evaluating and Improving the Sales Process
Role Playing and Sales Training
Community Support and Additional Resources
Conclusion and Call to Action
Episode Chapters
00:00 Intro
00:03 Gym Marketing Made Simple show open
00:29 Jeff introduces Gym Sales Made Simple
01:20 Why “the process is the process”
03:10 Writing down your full sales process
Scaling Gym Revenue With Better Lead Follow-Up | Episode 134.
Épisode 134
lundi 18 mai 2026 • Durée 33:10
If strangers are opting in but not showing up, you do not need new ads. You need a new system.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today's episode, Sherman and Tommy get blunt about why paid ads are not the magic fix gym owners hope for. They walk through the real work of turning a flood of leads into steady revenue, why relying on referrals and organic hits a hard ceiling, and how to think like an owner who wants a sellable asset, not just a busy gym job. Sherman shares his own story of running a profitable gym that was tough to exit, while Tommy breaks down the math and execution behind opening a second location in Houston at around 30k a month from day one. From there, they introduce Relay, a lead nurture system built with AI and human setters that plugs into Lasso’s paid marketing so gym owners can stop burning out their best coaches and still get people to show up ready to buy.
Episode Outline
Introduction to Gym Marketing Made Simple Podcast
Challenges in Lead Nurturing and Follow-Up
The Role of Paid Advertising in Gym Growth
Case Study: Opening a Second Location
Introduction to Relay and Its Benefits
Implementation and Results of Relay
Conclusion and Future Plans
How SMART Goals Kill Objections In Your Gym Sales Process | Episode 133.
Épisode 133
mercredi 13 mai 2026 • Durée 13:38
Objections usually aren’t a money problem or a timing problem; they’re a “you never dug deep enough into my goals” problem.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Jeff Burlingame walks through how to stop settling for “dumb” goals like “I just want to lose weight” and start uncovering real SMART goals that carry actual value for your leads. He shows you how to ask simple questions, follow the thread, and get to three clear goals so selling feels easy, never pushy, and you and your prospect are actually on the same team.
Episode Outline
Why vague goals create objections
SMART goals vs “dumb” goals
Breaking down the SMART framework
Real SMART goal examples from weight loss
Using TED to dig deeper
“Follow the thread” approach
Locking in numbers and timelines
Reality check with simple math
The three SMART goals rule
Spending time up front to save time later
Partnering with the lead as a team
Getting the whole staff aligned
Episode Chapters
What Serious Gyms Know About Leads, Follow Up, and Real Estate That Others Don’t | Episode 132.
Épisode 132
lundi 11 mai 2026 • Durée 44:07
Most gyms do not have a lead problem. They have a “no one owns follow up,” “our brand doesn’t match our price,” and “we never planned where this thing should live long term” problem.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Sherman Merricks and Blake Ruff is joined by, Josh Martin, and Stu Brauer to talk through what they are actually seeing every day with gyms they work with: why ads are not the real issue, how your brand and social need to line up with your prices, what solid follow up looks like, and how smart real estate decisions set your gym up for the next five to ten years.
Episode Outline
What “shrinkage” in CrossFit and micro gyms really means
Why every market goes through boom and squeeze cycles
The $200 subscription question and understanding your own pricing
Owners acting like consumers vs acting like operators
Time horizons: bad weeks vs real quarterly trends
Seasonality, spring break, and why some months are always softer
How organic social sets the stage for winning ad campaigns
The four things your Instagram should show a stranger
Why inside jokes and blurry class photos hurt your brand
How Gym Owners Can Scale With Better Hiring, Role Clarity, and Leadership Systems | Episode 131.
Épisode 131
lundi 4 mai 2026 • Durée 43:33
Gym owners don’t get stuck because they lack tactics; they get stuck when they can’t clearly define what winning looks like for every role, hire to that standard, and lead people in a way that matches how they’re actually wired.
Welcome to Gym Marketing Made Simple, the show that cuts through the noise surrounding gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Sherman Merricks and Blake Ruff sit down with former CrossFit owner turned business strategist Brian Alexander to break down how serious gym owners can use behavioral data, clear roles, and big-picture goals to build gyms that grow without burning them out.
You’ll hear how Brian went from a 17,000 sq ft gym and a failed second location to coaching companies with revenue between $ 5 million and $ 30 million. He explains why most hiring efforts fail, why job descriptions are often ineffective, and how tools like the Predictive Index and the PinnacleBusiness Operating System help gym owners align their teams, set the right goals, and think beyond “just not losing.”
Episode Outline
Brian’s Journey from Sales to CrossFit to Business Coaching
What Brian Does for Gym Owners and Lasso
Hiring: Right People, Right Seats, Right Stage of Business
How CrossFit Gyms Win in 2026: Marketing, Leads, and Revenue with Andrew Charlesworth | Episode 130.
Épisode 130
lundi 27 avril 2026 • Durée 39:53
Your training might be world-class, but the market only sees the gyms that know how to sell. If you’re still relying on word-of-mouth in 2026, you’re playing a game that’s already changed.
Welcome to Gym Marketing Made Simple, the show that cuts through the noise surrounding gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Sherman and Blake sit down with Andrew Charlesworth, Midwest Regional Affiliate Representative, to break down what it really takes for CrossFit and boutique gym owners to win in today’s hyper-competitive market. They dig into why old-school “open and pray” approaches stopped working, how to think clearly about leads and paid marketing, and what separates profitable, sustainable gyms from owners who are burnt out, broke, and blaming CrossFit HQ.
Episode Outline
Andrew’s role as Midwest Regional Affiliate Rep
Why a direct line to HQ matters for affiliates
Starting a gym in 2026 vs 2013
Competing with franchises and large marketing budgets
Why great coaching alone no longer drives growth
The necessity of strategic marketing plans
What a lead actually is
Realistic conversion rates for cold traffic
Lead nurture, speed-to-contact, and follow-up systems
Owners’ emotional reactions to normal business cycles
Debt, lifestyle pressure, and unrealistic revenue demands
How Nicole Aucoin Built an AI‑Powered Nutrition Engine for High‑Level Gyms | Episode 129.
Épisode 129
lundi 20 avril 2026 • Durée 42:01
Most gyms leave thousands of dollars and countless client results on the table, not because they lack leads, but because they don’t know how to turn nutrition and AI into a real, scalable profit center.
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Sherman and Blake are joined by Josh Martin and Nicole Aucoin to break down how gym owners can build a serious nutrition revenue stream by pairing proven coaching systems with smart AI tools. Nicole explains the new Healthy Steps Nutrition app, lessons learned from building in tech, and how gyms can finally track real nutrition ROI instead of guessing.
Episode Outline
Nicole’s background, HSN’s evolution, and why all four hosts are now former gym owners.
Why Nicole built the Healthy Steps Nutrition app after years on third‑party platforms.
What the app actually does for gyms.
How AI is used inside the app.
Practical AI lessons for gym owners.
Client-side AI features coming soon.
Coach-side AI features.
What HSN training looks like today.
The business model of a successful gym nutrition program.
Lead nurturing and the biggest follow‑up mistakes gym owners make.
Why Lasso + HSN gyms outperform on nutrition revenue and client results.
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Why you must make a firm prescription instead of letting people default to the cheapest option
How top-down pricing and staying quiet after presenting prices lets the client make a real decision
A simple consultation flow that starts with rapport, digs into their main problem, and moves into a clear recommendation
Episode Chapters:
00:00 Rejection and why “no” isn’t personal 00:08 Encouragement and praise for the team 00:11 Gym Marketing Made Simple podcast intro 00:38 Grand opening story and friends not joining 03:30 Surgeon’s lesson: make it about the client 05:22 Sales psychology 101 and mindset around selling 08:00 Facing fear, rejection, and building confidence 09:30 Projecting price fears and hurting the client 11:30 Follow-up, 7–10 touch points, and “not yet” 13:00 Case study: Courage Fitness Durham systems vs talent 15:00 Three layers of a prospect’s problem 16:10 Reflection questions on your own mindset 18:10 How to sell in a free consultation 19:30 Using data, prescriptions, and top-down pricing 21:23 Sample sales script for a new client
InBody 270 – Body composition tool for weight, body fat, and muscle mass
Omron Fit / body fat scale – Alternative for basic weight and body fat tracking
About the Podcast
Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
21:40 Final push to fix your follow up and next steps
Conclusion
Consistent, structured lead follow up is the lever that turns paid leads into paying members. When you refuse to settle for “maybe” and build a daily rhythm of calls, texts, and value-driven touchpoints, your show rates rise and your front-end sales become predictable. Whether you keep follow up in-house, outsource it, or lean on automation and a setter, the gyms that win are the ones that never stop nurturing the leads they already earned.
Action Taken
Treat every new lead as paid inventory that must reach a clear yes or no
Schedule daily protected blocks for lead follow up
Implement a double dial plus text cadence on every new lead
Use short, personal selfie videos to increase show rate
Add simple bonuses or welcome packs to increase perceived value of appointments
Continue manual outreach even when leads opt out of automated texts
Decide if you should remove yourself from the lead nurture role
Hire or assign a dedicated setter with clear call, appointment, and show targets
Build a simple commission or bonus plan tied to shows and closes
Book a call with Lasso to tighten your gym’s lead follow up system, turn cold forms into real conversations, and convert more of your leads into showed appointments.
Thank you for listening to Gym Marketing Made Simple. Keep showing up for your leads with clear follow up, real value, and a simple system, and you’ll see more people walk through your doors ready to buy. Stay consistent and keep dialing.
05:10 From first contact to intro and trial
07:00 Fixing broken steps and SOP details
08:40 Weekly Monday sales meeting structure1
0:10 Role play to sharpen sales skills
12:00 Daily debriefs after intros and trials
13:20 Recap and invite to Lasso office hours
14:26 Lasso CTA and outro
Conclusion
When every coach runs the same clear process, sales stop being a mystery. Writing it down, reviewing it weekly, and role playing the hard parts is how boutique gyms create consistent revenue instead of hoping the right leads show up on the right day. That’s the difference between a gym that survives month to month and a gym that knows how to turn leads into long-term members.
CTA
Want help building or tightening your sales process? Book a free call with Lasso and plug into the done-for-you systems that are working for boutique gyms right now.
Thank you for listening to Gym Marketing Made Simple. Continue to show up for the work of building clear, simple systems, so your gym can sell with confidence every single week.
Episode Chapters
00:00 Coaches, Sales, and the Real Burnout Problem
00:16 Gym Marketing Made Simple Intro
00:41 Why Paid Ads Are Not a Magic Fix
02:31 How Paid Ads in Fitness Have Evolved
04:45 The Ceiling of Organic and Referrals Only
07:45 Sherman’s Gym: Profitable but Hard to Sell
10:29 Deciding to Scale With Multiple Locations
13:32 Backing Into the Numbers and 30k Ad Spend
15:09 Opening With 130 Members and 30k Revenue
16:24 Introducing Relay: AI + Human Lead Nurture
19:42 Speed to Lead, AI Fatigue, and Human Handoffs
22:15 Phone Calls, Texting, and Market Differences
24:00 Who Lasso + Relay Is For (30k+ Gyms)
25:51 Onboarding Flow for Relay With Lasso
29:25 Building a Sellable Gym vs. Owning a Job
30:12 Protecting Coaches From Burnout in Sales
32:08 Final Thoughts and Episode Wrap Up
Conclusion
Leads are not your bottleneck. The gap is in how you treat every person from the minute they click on an ad until the moment they sit across from you. When you respect the math, build real systems, and stop forcing coaches to live in the follow up grind, growth feels a lot less chaotic. That is how you move from owning a busy job to owning something that can run and eventually sell on your terms.
Action Taken
Framing paid advertising as a tool that only works when paired with real systems and follow up
Positioning Lasso as the engine that delivers steady, quality leads for growth-minded gyms
Introducing Relay as a combined AI and human concierge that: - Responds quickly to new leads with personalized messaging - Warms and filters leads, then passes high intent prospects to a real person - Focuses on booking and confirming appointments that actually show
Defining the full Lasso plus Relay stack for gyms doing 30k and above each month
Offering an AI only Relay option for gyms under 30k while they fix operations and basics
Setting up a clear onboarding path where Relay connects to existing Go High Level accounts, cleans up duplicate workflows, and aligns calendars
CTA
If you are ready to see what happens when strong paid ads and real follow up work together, book a call with the Lasso team and find out how Lasso and Relay could plug into your gym.
Thank you for listening. Keep building a gym that takes care of your members, protects your coaches, and gives you the option to step back without everything falling apart.
00:00 Intro & Lasso Sponsor Message
00:29 Why SMART Goals Matter In Gym Sales
01:20 Dumb Goals vs SMART Goals
02:22 Breaking Down SMART (Specific, Measurable, Attainable, Realistic, Timely)
04:05 Using The TED Framework (Tell Me, Explain To Me, Describe To Me)
05:12 Following The Thread Like A Detective
06:20 Turning “Lose Weight” Into A 30-Pound SMART Goal
08:00 Checking If Goals Are Realistic With Simple Math
09:15 Why You Need Three SMART Goals, Not One
10:28 Making Sales Easy, Never Pushy
11:30 Getting Your Whole Team Aligned On SMART Goals
12:25 Lasso Resources, Sales Course, And Office Hours
Conclusion
When you slow down, ask better questions, and stay with a lead until you uncover three real SMART goals, selling stops feeling like a fight. You know what they want, they see the value in what you offer, and you both walk into the close on the same side of the table. That is where sales get easier, cleaner, and a lot more fun.
CTA
Start running every intro around clear SMART goals instead of vague “I want to lose weight” answers. Book a call with Lasso to help you refine your sales process together.
Thank you for putting in the work to sharpen your sales game. Every time you ask one more question, follow the thread, and get clear on what someone truly wants, you give them a better shot at real change and you give your gym a better shot at steady, healthy growth.
“Bad leads” vs weak sales and follow-up
The 40 / 60 / 80 benchmark Sherman’s team uses at Lasso
How to treat early leads as sales reps for your team
Simple, playful sales language that gets real replies
Stu’s path from gym cash flow to owning his building
Lease first, then buy, and when to loop in a real estate pro
Using events like the Gym Marketing Made Simple event to get real ROI
Episode Chapters
00:00 Stop thinking like a consumer, $200 subscription test
01:13 Intro: Gym Marketing Made Simple with Sherman, Blake, Josh & Stu
02:00 Industry “shrinkage,” CrossFit, and market cycles
06:07 Owners, time horizons, and “bad month” panic
08:55 Seasonality, spring break, and realistic expectations
12:08 Social media that actually backs up your ads
18:05 “Bad leads” vs bad sales and weak follow up
24:02 Lead benchmarks: 40/60/80 and cold vs warm traffic
29:23 Stu’s real estate play and buying the building
38:06 Why Stu’s speaking at the event and how to connect with him
Conclusion
Sherman, Blake, Josh, and Stu lay out the gap between what most gym owners think is broken and what is really going on. The gyms that stop blaming Facebook, stop calling everything a “bad lead,” and start owning their numbers, their follow-up, their look and feel, and their lease are the ones that stay in the game when everybody else taps out.
CTA
If you want better leads, better closes, and a plan for where your gym is going to live next, subscribe to Gym Marketing Made Simple, share this with another owner who needs it, and book a call with the Lasso team so we can help you tighten up the whole system front to back.
Thank you for spending time with us and actually working on the business, not just in it. Keep holding your gym to the same standard you expect from your clients, and the marketing, sales, and real estate pieces will start to line up a whole lot faster.
Designing Roles That Actually Drive Results
Inside the Pinnacle Group for High-Level Gym Owners
Self-Awareness, Leadership, and Behavioral Data
Why Brian Coaches Through Questions, Not Prescriptions
Hard Lessons from a Second Location That Almost Cost Everything
The Nashville Event and Predictive Index On-Site
Episode Chapters
00:00 Intro & show setup
00:41 Meet Brian Alexander
01:16 Brian’s journey from sales to gym owner to coach
04:15 How Brian helps Lasso and gym owners
07:07 Building role clarity and hiring with Job Targets
14:16 Inside the Pinnacle Group for high-level gym owners
22:08 Self-awareness, leadership, and Predictive Index
35:00 Brian’s gym growth story to 17,000 sq ft
41:35 Second location failure and key lessons
42:44 Nashville event, how to connect with Brian, outro
Action Taken
Pinnacle Group Positioning
Clarified that the Pinnacle Group is for gym owners doing 30k+/month who want a higher-level strategy around growth, hiring, and leadership.
Event Promotion
Highlighted the upcoming Nashville event, where:
Brian will speak on leadership, roles, and hiring
Attendees will get their Predictive Index on their event badge for live discussion and networking
Conclusion
Brian Alexander shows that the real leverage in gym growth is not another tactic or ad campaign, it’s clarity about roles, alignment of people to those roles, and a vision big enough to pull the whole team forward. From his own wins and failures as a gym owner to his work with multi-million-dollar companies, the message is consistent: know where you’re going, define what winning looks like for every seat, and use real data—not guesses—to put the right people in the right roles.
CTA
Want to stop guessing about your team and start building a gym that can grow without you doing everything?
Thank you for listening to Gym Marketing Made Simple. We appreciate you taking the time to dig into the real work of leading people, not just running campaigns. Keep using what you learn here to build a gym that fits your vision and supports the life you actually want to live.
How big franchises track and manage sales performance
Facility standards and visual branding expectations
Using professional media and AI on a budget
How AI and new search behavior will affect local discovery
The power of niche positioning in crowded markets
Examples of niche strategies that attract the right members
Details of the Nashville November event and who it’s for
How to contact Andrew and join his weekly business calls
Episode Chapters
00:00 Intro to Gym Marketing Made Simple & guest Andrew
00:50 Andrew’s role as Midwest Regional Affiliate Rep
02:45 How starting a gym in 2026 differs from 2013
04:20 Competing with big-box and franchise marketing
06:10 Why “if you build it, they will come” no longer works
08:05 Strategic marketing and weekly business calls
11:50 Risk, return, and realistic expectations for ads
15:10 What a lead really is and industry-standard close rates
26:00 Branding, facility standards, and social media presence
30:40 Niching down and why the riches are in the niches
31:50 Nashville event details and who should attend
38:10 How to contact Andrew & closing remarks
Action Taken
Promoted the November 7–8 Nashville event for gym owners doing ~$15–20k+/month who want to grow revenue in 2027.
Commit to 12–18 months of consistent marketing instead of short-term testing.
Reinvest in professional media, cleaner facilities, and tighter branding.
Treat lead nurture, speed-to-contact, and follow-up as core business systems.
Conclusion
The message is blunt but freeing: your coaching certificate isn’t the problem. The market changed. Starting in a garage, relying on word-of-mouth, and avoiding real marketing might have worked in 2013. In 2026, you’re up against franchises with serious budgets, clean branding, and tight systems. The gyms that win aren’t guessing; they know their numbers, invest in lead flow, nurture consistently, and build a brand that actually looks worth the price they’re charging.
CTA
Book a free call with Lasso to audit your current marketing, lead flow, and sales systems and see what needs to change to grow past your current revenue ceiling.
Thank you for listening and for caring enough about your gym to face the hard truths most owners avoid. Keep leaning into the uncomfortable work, clear systems, stronger marketing, and better money decisions.
What Nicole will teach at the Lasso Gym Growth Summit in Nashville.
Who the Summit is for and what “high level” means in this context.
Nicole’s excitement about Nashville, the venue, and possibly moving to the area.
26:40 Lead Nurturing, Follow‑Up, and Long Buyer Cycles
32:55 Lasso Gym Growth Summit & Nicole’s Session
37:15 Why Attend and What to Expect in Nashville
Action Taken
Nicole officially launches the Healthy Steps Nutrition app with:
Founders' pricing and a future price increase.
A structure for gyms to sell it at a lower in‑house rate.
HSN tightens standards by tying platform access to active certification and recertification.
Lasso announces the Lasso Gym Growth Summit in Nashville (Nov 5–7), with Nicole as a speaker focused on: - Building and scaling gym nutrition programs - Using AI and systems to increase client value and retention.
Conclusion.
Gym owners don’t just need more leads, they need a clear way to turn nutrition and AI into predictable revenue and better client outcomes. By tightening systems, choosing the right people to coach nutrition, and using data and AI to support (not replace) human connection, gyms can serve more members at a higher level and create a real nutrition pillar in their business.
CTA
Book a call with Lasso to tighten up your marketing and lead flow.
Connect with Healthy Steps Nutrition to build or upgrade your gym’s nutrition program.
Grab your spot at the Lasso Gym Growth Summit in Nashville to learn how top gyms are scaling nutrition, sales, and leadership. 👉 Book a free strategy call: https://www.lassoframework.com/
Thank you for listening and for caring enough about your members to improve how you coach, follow up, and serve them beyond the four walls of your gym. Keep chasing the version of your business that matches the impact you know you can make.
