Profit Made Simple

Why do some teams thrive while others churn? In this episode of Profit Made Simple, Coach Dan Henderson welcomes back gym owner Mitch Phillips for his third appearance to unpack exactly how he turned persistent staff turnover into a strong, values-led culture. Mitch shares the hard lessons behind “you get the team you deserve,” from taking radical ownership and healing old wounds, to shifting from reactive to proactive leadership. You’ll hear the practical playbook he and Vicky now use: always-on recruiting, value-based interviews, a realistic trial, and a 4-6 week onboarding that sets clear standards from day one. They dig into empowering - not “hard” - conversations, “play above the line” accountability, and why sometimes you must hit the brakes to grow. Plus, Mitch opens his KPI dashboard for coaches: completion rate, 98% monthly retention, reviews and referrals, and monthly values alignment. If you’re ready to move from tugboat to lighthouse and build a team that stays, this one’s for you. Our favourite quotable moments: “You get the team you deserve.” – Mitch Phillips “Leadership is communication… become the lighthouse rather than a tugboat.” – Mitch Phillips “We remind more than we need to be taught.” – Mitch Phillips Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Mitch Phillips is a gym owner who, alongside his wife Vicky, has rebuilt a high-performance, values-driven team. He’s passionate about leadership, culture, and a semi-private training model that supports coach careers and client results.

How do you build a fitness business where members stick around for nearly two years on average? In this episode of Profit Made Simple, Coach Dan Henderson sits down with Mitch Phillips from RFD to unpack the practical systems behind elite retention. Mitch breaks down his “three C’s” (care, community, and connection), the 70/30 rule that keeps coaching professional (not just “mateship”), and why structured onboarding in the first 4–6 weeks is the biggest predictor of whether a client stays or strays. You’ll hear how small-group personal training (10:1) is delivered as truly personal coaching, the power of fixed training pods and routine, and the engineered community events that turn casual members into committed lifers. If you want stickier membership, clearer boundaries, and clients who actually get results, this one’s a ripper. Our favourite quotable moments: “You can’t Google your way to accountability.” - Mitch Phillips “Accountability is one of the greatest forms of love and care you can show somebody.” - Mitch Phillips “We simply do personal training - we just deliver it in a small-group setting.” - Mitch Phillips “During seasons, you’ve got to do the unscalable work.” - Mitch Phillips Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Mitch Phillips is the founder and head coach at RFD. His team delivers personal training in a small-group setting and is known for exceptional client retention driven by professional coaching, structured accountability, and engineered community.

In this special episode of Profit Made Simple, the tables turn - Coach Dan Henderson jumps into the hot seat on Shane’s Freedom Formula podcast. From bootstrapping a 30m² studio in Coogee to pioneering Australia’s first kettlebell certification and scaling education across 16 countries, Dan unpacks the decisive moves that shifted him from technician to CEO. You’ll hear the exact pivots that created real product–market fit, how proximity and environment accelerate growth, and why your relationship with money quietly dictates pricing, reinvestment and momentum. Dan also breaks down his “Heart, Head, Hands & How” framework, the identity shift required to lead, and the be -do–have approach that turns intention into outcomes. If you’re ready to raise your “baseline temperature”, ditch perfectionism, and lead with purpose, this one’s for you. Our favourite quotable moments: “Business is a mirror… it will tell you where your belief gap is.” - Dan Henderson “Be the CEO now - your calendar should prove it.” - Shane “Money is just a reflection of the value I give to the world.” - Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Shane is the host of the Freedom Formula podcast, a business builder and interviewer who explores the mindset and mechanics behind creating time, income and lifestyle freedom. 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: identity, mindset, offers, product–market fit, proximity, leadership, money beliefs, technician to CEO, masterminds, functional training, failure to learning

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.