Profit Made Simple

How do you turn $500 and a second-hand bootcamp kit into a thriving fitness facility with a powerful community and world-class team? In this inspiring episode of Profit Made Simple, Coach Dan Henderson sits down with Matt Gorman, founder of My Good Feeling, to unpack his remarkable business journey. From humble beginnings running sessions out of his Mitsubishi Lancer to building a purpose-built studio with Reformer Pilates, Matt shares the wins, mistakes, and pivotal moments that shaped his growth. Together, Dan and Matt explore the sacrifices and leadership evolution required to step away from burnout and into sustainable business success. You’ll learn how Matt shifted from doing everything himself to building a strong team, creating systems, and scaling with intention. Matt also gets candid about reaching breaking point, rediscovering his ‘why’, and redefining success around family, freedom, and feeling good. This episode is packed with practical takeaways for any business owner stuck in the grind—and a timely reminder that growth isn’t just about bigger, it’s about better. Our favourite quotable moments: “Don’t stress the little things.” – Matt Gorman “If you can’t make tough decisions, you shouldn’t be in business.” – Matt Gorman “I started this brand because I wanted to create a space that gave people a good feeling.” – Matt Gorman Resources: Matt Gorman – ⁠https://www.instagram.com/mattgorman___/ Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Matt Gorman is the founder of My Good Feeling, a high-performing fitness facility that exists to help members feel better every day. With a clear purpose and commitment to community, Matt has grown his business from a bootcamp in the park to a vibrant wellness hub offering strength training, group fitness, and Reformer Pilates. 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, fitness industry, leadership, burnout, delegation, rebranding, entrepreneurship, systems, culture, team-building

What if your gym did more than just help people get fit—what if it changed lives and built lasting community? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Van Marinos, founder of Community Moves, to unpack how he turned a single gym into a thriving multi-location business by focusing on connection, inclusiveness and purpose. Van shares how his personal values inspired his business mission, and why catering to older adults became a powerful niche. From launching lean, testing ideas before going all in, to embracing leadership and stepping out of the operator role, Van’s journey is packed with practical lessons. Dan and Van also dive into the emotional rollercoaster of business ownership, the power of conviction in your messaging, and how clarity of values can shape every decision—from marketing to member retention. If you’re looking to scale with purpose and build something truly meaningful, this episode is for you. Our favourite quotable moments: “Your health cannot be dependent on me. You have to take ownership over that yourself.” – Van Marinos “We’re a social club that exercises together.” – Van Marinos “The biggest trees grow the slowest roots.” – Van Marinos 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

In a captivating conversation, Dan Henderson shares insights with his long-time friend Kevin Fraser, highlighting eight mentors who molded his success as a fitness entrepreneur. They emphasize finding joy at work and creating a values-driven culture. Key topics include the energy necessary for thriving businesses, the importance of mentorship, and delivering extraordinary client experiences. With memorable quotes and personal anecdotes, this discussion inspires listeners to reflect on their own mentorship journeys and the lessons shaping their lives.

Why do so many coaches freeze up when faced with a sales objection? In this episode of Profit Made Simple, Dan Henderson is joined once again by the sales expert himself, Kevin Frazier, to break down the art of objection handling—without sounding pushy or desperate. Together, they unpack the psychology behind objections like “I need to think about it,” “I don’t have time,” and “I need to talk to my partner,” showing how these are often just signals of deeper concerns. You’ll learn how to lead sales conversations with empathy, curiosity, and clarity, guiding prospects to self-discover why your offer is the solution they need. From practical strategies like the three-step objection handling framework, to powerful go-to lines and pre-handling techniques, this episode arms you with everything you need to turn hesitation into commitment. Whether you're a gym owner, coach or fitness professional, these insights will help you close more sales with confidence and integrity. Our favourite quotable moments: “I believe it's one of those two things—they either don’t believe in you, or they don’t believe in the mechanism.” – Kevin Frazier “People will only do what they self-discover.” – Dan Henderson “Our job is to find the truth, not to win the argument.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Kevin: Kevin Frazier is a seasoned sales coach and trainer who helps fitness professionals and business owners create world-class sales systems that convert with confidence and ease. With decades of experience and a track record of results, Kevin is a trusted authority on the evolution of sales in the digital age. 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: Growth Agency 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, objections, closing, empathy, mindset, confidence, communication, fitness business, coaching, self-discovery

In this powerful episode of Profit Made Simple with Dan Henderson, gym owners and fitness managers will discover the secret to skyrocketing member retention, customer loyalty, and business growth: a rock-solid onboarding process. Most fitness businesses obsess over lead generation and sales, but Dan highlights how 82% of customers are far more likely to stick with a gym that delivers an exceptional onboarding experience - reducing churn by up to 67%. He breaks down real-world examples, contrasting poor onboarding with highly effective, personalised approaches that create early wins and lasting motivation. Dan emphasises the importance of personal touches, clear communication, and team collaboration, while also warning against common pitfalls like information overload and lack of personalisation. Packed with actionable strategies for gym onboarding process, fitness business retention, and gym member retention, this episode is a must-listen for any fitness business owner or manager seeking to boost client satisfaction, drive revenue, and transform their gym into a thriving, client-centered experience.  Our favourite quotable moments: "The real magic happens after the sale itself." - Dan Henderson "What gets rewarded gets repeated." - Dan Henderson  "This is a team effort. It's not solely on you." - 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: Momentum 360 gym 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: onboarding, fitness business, customer experience, retention, client loyalty, sales, marketing, client journey, customer service, business growth, gyms, gym manager, gym owner

Sales isn’t what it used to be—and if you’re still using tactics from even 12 months ago, you’re already behind. In this hard-hitting episode of Profit Made Simple, Coach Dan Henderson is joined by sales expert Kevin Frazier to unpack how the landscape of sales has transformed in 2025 and, more importantly, what you must do differently to stay ahead. Together, they break down the four non-negotiables reshaping the way we sell: speed to lead, personalisation, conversational sales, and leveraging cutting-edge technology. From Tesla’s lightning-fast lead response to AI-powered chatbots booking sales calls while you sleep, Dan and Kevin share the strategies that are working right now. Learn why the hard close is dead, how to build trust before your prospect even meets you, and how to blend automation with human touch to create unbeatable systems. Whether you’re a gym owner, coach or online business operator, this episode is your roadmap to sales success in the new era. Don’t just keep up—get ahead. Our favourite quotable moments: “Nothing will change your sales outcomes more than speed to lead.” – Dan Henderson “It’s hard to be heard in a world which never stops talking.” – Kevin Frazier “People want personalisation, not persuasion.” – Dan Henderson “You have to embrace tech and turn that into personalisation. It’s a combination of both.” – Kevin Frazier Resources: Dan Henderson - ⁠Website Instagram Facebook YouTube About Kevin: Kevin Frazier is a seasoned sales coach and trainer who helps fitness professionals and business owners create world-class sales systems that convert with confidence and ease. With decades of experience and a track record of results, Kevin is a trusted authority on the evolution of sales in the digital age. 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: Momentum 360 gym 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 strategy, AI sales tools, personalisation, speed to lead, fitness business, coaching, automation, sales systems, conversational selling, tech in sales, modern sales

Ben Ilacqua, founder of Shadow Fitness Club, has transformed from a house painter to a fitness entrepreneur in Western Sydney. He discusses his journey of creating a thriving fitness community from a tiny space and the importance of mentorship and patience in achieving business growth. Ben shares valuable lessons on resilience and scaling, emphasizing collaboration over competition. He reflects on balancing family life with professional ambitions and how a painter's eye for transformation translates into guiding others in martial arts and fitness.

In this discussion, Gavin McHale, a personal development coach who guides online coaches to seven-figure success, delves into the hidden barriers to personal growth. He and host Dan Henderson tackle the complicated relationship between ambition and safety, stressing the importance of self-awareness. Gavin shares insights on transforming the inner critic by embracing curiosity and reframing setbacks as opportunities. They also explore how childhood beliefs shape our views on money and the vital role of redefining wealth as a reflection of value for financial empowerment.

The podcast dives into the concept of a 'trust recession' in the fitness industry, where empty promises have led to consumer skepticism. Host Dan Henderson emphasizes the need for gym operators to focus on authentic relationships and genuine value to regain trust. He shares actionable strategies for standing out, such as delivering consistent value, prioritizing quality content, and fostering face-to-face interactions. The discussion highlights how these trust-building tactics are essential for lasting success in a crowded marketplace.

Martin Rooney, founder of Training For Warriors and an acclaimed strength coach, shares his journey from gym to author with his new novel, Blood Feud. He discusses how personal struggles, such as his friend's battle with cancer, inspire professional passion. Rooney emphasizes the power of mentorship, the need to evolve as leaders, and the urgency of rethinking fitness education. With every book sale supporting cancer organizations, he calls on gym owners to lead with heart and resilience, igniting a transformative impact on the fitness industry.