Profit Made Simple

Discover the Five Ones framework to streamline your fitness business. Coach Dan Henderson reveals how focusing on one avatar and solving one core problem can lead to success. Learn from real-life examples, like a Tasmanian gym that increased memberships by simplifying their approach. Dan emphasizes that clarity in your offerings can boost marketing efforts. Explore why mastering fewer elements can create freedom and momentum, while complexity holds you back. Simplify, specialize, and watch your business thrive!

In this short, punchy solo episode of Profit Made Simple, Coach Dan Henderson lays out the 13 mindset shifts that have shaped his business and life. While strategy matters, Dan reminds us that success is “80% psychology,” then rapid-fires the beliefs and behaviours that move you from stuck to surging: you attract what you are (not what you want), action beats anxiety, thank your competitors, rewrite the story you’re telling yourself, and shorten the gap between idea and execution. He tackles hard choices, why you’re in the transformation business (not the information business), acting without permission, taking responsibility (not blame), and why burnout is an alignment issue—not a timesheet. Rounding it out, Dan shares why focus beats brilliance, how the obstacle becomes the way, and that joy is built, not found. Give this a listen, pick the one shift that hits you between the eyes, and put it to work this week. Our favourite quotable moments: “Action beats anxiety. Motion beats meditation, and work beats worry.” “You're in the transformation business, not the information business.” “Burnout isn't about the hours. It's about alignment.” “Joy is built, not found.” Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: mindset, action, competition, responsibility, focus, alignment, transformation, leadership, decision-making, resilience

What does it really take to move from busy PT to visionary CEO? In this episode of Profit Made Simple, Coach Dan Henderson sits down with entrepreneur and sales powerhouse Shane Da Costa to unpack how rejecting “good” is the only path to “great”. From early days at City Gym and Fitness First to launching Heart Smart and scaling it to eight figures during COVID, Shane shares how identity shifts, imperfect action, and a service-first approach to solving real problems unlocked momentum. You’ll hear the simple framework he uses in any industry - attraction, conversion, fulfilment - how to step from technician to true CEO, and why pairing a big-picture “visionary” with a rock-solid “integrator” changes the game. They dive into limiting beliefs, embracing uncertainty, and the mantra that carried Shane through the toughest seasons: “I can. I will. I must.” If you’re ready to stop playing small, build leverage, and design a life that matches your values, this yarn will light a fire under you. Our favourite quotable moments: “You'll never outperform a negative self-image.” – Shane Da Costa “There's a valley between what you want and what you do.” – Shane Da Costa “In times of change, learners inherit the earth… while the learned find themselves perfectly equipped to live in a world that no longer exists.” – quoted by Shane Da Costa (Eric Hoffer) Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Shane Da Costa is an entrepreneur and sales leader who scaled Heart Smart to eight figures by mastering attraction, conversion, and fulfilment. Today he helps people transition to location-independent income and greater autonomy through the Freedom Academy. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: sales, scaling, identity, limiting beliefs, comfort zone, uncertainty, entrepreneurship, freedom, remote work, health tech, personal growth

How do you turn a local gym into a movement? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Connor Patterson, co-founder of Code Five, to unpack the journey from a single 100m² studio to five thriving locations across Sydney’s Northern Beaches. Connor shares the deeply personal origin of Code Five, the power of authentic community, and the hard lessons learned around partnerships, cash flow, and knowing when to pivot. From navigating shareholder agreements, roles and KPIs, to keeping members engaged through events and quarterly challenges, Connor reveals the operating system behind sustainable growth. You’ll hear how networking (hello, US fitness brains trust) helped Code Five get ahead of COVID, why an online mums program that rocketed to 600 clients still wasn’t “the thing,” and how brand and belonging beat funnels every day of the week. We dig into scaling via smart acquisitions, empowering leaders with EOS, and the next chapter: hot yoga and Pilates access for members, plus a supplement venture designed to support disabled Australian athletes like long-time member Sam Stafford. Tune in to learn how to build a values-led business that lasts—and why getting in bigger rooms (and having the hard conversations) changes everything. Our favourite quotable moments: “It all started with helping one person—and that changed everything.” - Connor Patterson “Have clear roles, KPIs, and a shareholder agreement or you’re asking for drama.” - Connor Patterson “Brand and community beat a slick funnel every time.” - Connor Patterson “Stop firefighting. Build systems and empower leaders.” - Connor Patterson “Get in rooms where you’re not the biggest fish.” - Connor Patterson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Connor Patterson is the co-founder of Code Five, a community-driven fitness brand with five locations across Sydney’s Northern Beaches. He’s passionate about building belonging, scaling through systems, and creating generational impact through health and fitness. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: partnerships, shareholders agreement, EOS, leadership, community, retention, events, acquisition strategy, COVID pivots, financial literacy, supplements, disabled athletes, growth strategy

Why does business growth so often stall just when you’re working the hardest? In this solo episode of Profit Made Simple, Coach Dan Henderson lays out five leadership principles he’s teaching around Australia on his current roadshow—practical, no-fluff tools to lift your leadership ceiling and unlock momentum. From embracing hard conversations to prioritising the right work and deliberately engineering “Big Moe”, Dan shares the exact habits, meetings, and mindset shifts that turn busy owners into effective leaders. If you’ve ever felt capped by team issues, conflict avoidance, or calendar chaos, this episode will help you reconnect to vision, lift standards, and create unstoppable energy across your business. Subscribe, share it with a mate in fitness, and start leading at the level your goals demand. Our favourite quotable moments: “Leadership is always the problem. Leadership is always the solution.” “You can raise that lead—your leadership ability—by committing to the process.” “Being busy doesn’t equal accomplishment. Great leaders live by the three R’s: Required, Return, Reward.” “Momentum begins and ends with you as the leader.” Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: leadership, priorities, culture, momentum, hard conversations, delegation, team development, business growth, accountability

What does it take to build a seven-figure gym with world-class retention and margins—without losing your soul? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Mitch Phillips, co-founder of Real Fitness Training (RFT), to unpack a decade of lessons turning a 100 m² start-up corner into a premium semi-private powerhouse. Mitch shares how tragedy, Covid, and fatherhood reshaped his leadership; why RFT treats exercise as just 4% of the result; and how their tech-enabled coaching and accountability model drives 22-month average client tenure and $11k+ lifetime value. You’ll hear exactly how RFT runs 45-minute, 10:1 small-group sessions that still feel personal, the attendance systems (72-hour no-show check-ins), the first-six-weeks onboarding focus, and why 90% of their team are full-time so coaches can do career-best work. We also dive into building a product so good it markets itself (RFT ran zero paid ads for six years), lifting standards across the industry, and Mitch’s mission to impact 1,000 lives a week. If you’re serious about retention, culture, and profitability, this one’s a must-listen. Our favourite quotable moments: “People stay for how we make them feel.” – Mitch Phillips “We specialise in coaching and accountability.” – Mitch Phillips “The standards you walk past are the ones you choose to accept.” – Mitch Phillips “There’s no magic bullet—just be consistent and do the reps.” – Mitch Phillips “My team are my product.” – Mitch Phillips Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Mitch Phillips is the co-founder of Real Fitness Training, where a decade of refinement has created a premium semi-private model (45-minute sessions, ~10:1) anchored in personalisation, coaching, and accountability—backed by industry-leading retention and margins. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: retention, semi-private, leadership, standards, mentorship, feedback, professionalism, employment model, small group training, community

What if fewer members could lead to greater profits? Discover the strategy of repositioning offers and targeting affluent clients who represent significant spending. Learn from a fitness facility's successful transition from a low-cost model to a premium experience with fewer members. Dive into dismantling limiting beliefs about money and crafting high-value services. Explore education-led marketing and selling with authority, all designed to boost margins instead of focusing on mass appeal.

Are you spending hours every week bogged down in admin tasks instead of growing your business? In this solo episode of Profit Made Simple, Coach Dan Henderson reveals the game-changing secret that every fitness business owner needs: a virtual assistant. Dan shares how hiring offshore talent transformed his business, allowing him to step out of the weeds and focus on high-value activities like sales, marketing, and leadership. From understanding what VAs can do, to where to find them, how to onboard, manage, and avoid costly mistakes, Dan gives you the complete roadmap to building a world-class support system. Packed with personal stories, proven strategies, and hard-won lessons, this episode shows you how to delegate the $10-an-hour tasks so you can elevate to $100-an-hour work. Listen now to discover how to buy back your time, minimise stress, and create the freedom to focus on what truly matters. Our favourite quotable moments: “Delegate to elevate.” – Dan Henderson “Business owners don’t just need more time. They need more space – to think, to create, to connect.” – Dan Henderson “This is a necessity, not a luxury. Every fitness business owner needs a virtual assistant.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: virtual assistant, delegation, outsourcing, productivity, leverage, business growth, fitness business, leadership

What will the most successful gyms and studios be doing differently in the next few years? In this solo episode of Profit Made Simple, Coach Dan Henderson reveals his “Future Five” – the five biggest shifts transforming the fitness industry right now. From personalisation and performance-driven training to AI-powered efficiency, Dan explains exactly how to stay ahead of the curve and thrive in a changing market. Hear why retention is replacing acquisition as the key growth driver, how to build deeper trust with your audience, and why embracing wellness, recovery, and premium service models will be essential to long-term profitability. Packed with real-world examples, actionable strategies, and industry insights, this is your roadmap to future-proofing your business in 2025 and beyond. Our favourite quotable moments: “Revenue feeds the ego. Profit feeds the family.” – Dan Henderson “The winners in 2025 will be those who keep their clients longer and have them spending more.” – Dan Henderson “AI is the amplifier, not the replacement.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: business growth, leadership, fitness business, community, transformation, mentorship, martial arts, gym ownership, mindset, entrepreneurship

Most fitness business owners are missing one crucial ingredient in their marketing: a full-funnel strategy. In this episode of Profit Made Simple, Coach Dan Henderson is joined once again by digital marketing expert Bec Anderson, who breaks down exactly how to structure your ads for success in 2025. Together, they unpack why bottom-of-funnel-only tactics are failing in today's saturated and sceptical market—and what to do instead. From brand awareness campaigns to lead magnets and trust-building testimonials, Bec shares practical insights on building a funnel that not only attracts leads but nurtures them into high-quality clients. If you're still running the same ads as 2023, this is your wake-up call. Our favourite quotable moments: “Your ads can’t look like they did in 2023. It’s just not going to be good enough anymore.” – Bec Anderson “You’re not asking people to marry you yet. You’re literally just saying, ‘We’re here.’” – Bec Anderson “If you can only run one ad, run a VSL. You, talking to the camera, telling people who you are and how you fix their problems.” – Bec Anderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Bec: Bec Anderson is a fitness industry veteran and Meta Ads specialist who works with over 60 clients globally, helping fitness businesses generate quality leads through smart digital marketing strategies. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: meta ads, digital marketing, AI, lead generation, customer acquisition, video ads, fitness business, advertising strategy, CAC, LTV, ad creatives