Profit Made Simple

Hidden mistakes could be silently draining profits from your fitness business. Discover the ten damaging errors gym and studio owners often make, like broken pricing strategies and weak offers. Learn proven tactics to build multiple income streams and track essential metrics for growth. Effective client retention strategies might be the key to maintaining your current base instead of just chasing new ones. Don’t forget that proper task delegation can help prevent burnout and unlock your potential for success in the fitness industry!

What if the key to sales success isn't a slick pitch or clever strategy, but a genuine connection with the person on the other side of the conversation? In this episode, Coach Dan Henderson interviews Joe Marcoux, a seasoned sales expert, who shares his profound insights on what really drives sales: understanding your client’s emotions, building real rapport, and being prepared to guide the conversation with authenticity. Joe talks about the power of presenting multiple options that empower the client to choose, and why sales isn’t about pushing a product, but about guiding someone to the right decision for them. He discusses how to handle objections with grace, why trust is the true currency in sales, and why human interaction is more valuable than ever in a world dominated by digital noise. Listen now and learn how mastering the art of genuine connection can transform your approach to sales, build lasting relationships, and ultimately drive success.Our favourite quotable moments:“Sales is a language, regardless of what it is that you are offering.”  - Joe Marcoux“I like to call it a buying conversation because nobody wants to be pushed into being sold.”  - Joe Marcoux“Be interested as opposed to trying to be interested.” - Joe Marcoux“Do the work before the work. That means go online.” - Joe MarcouxResources:Joe Marcoux - Instagram, LinkedIn The Sales Dojo - WebsiteDan Henderson - Website, Instagram, Facebook and YouTubeAbout Guest: Joe Marcoux is a sales trainer that helps coaches overcome selling anxiety by making sales easy, lucrative and fun. He is the founder of the S.O.S. (Sales Objection System) Sales Training Dojo.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, emotional selling, rapport building, SMART goals, sales techniques, sales transformation, Joe Marcoux, buying conversations, sales strategies, sales coaching, sales coaching, emotional intelligence, presenting offers, unique mechanisms, closing techniques, objection handling, personal growth, asking for help, sales strategies, confidence in sales

In this candid solo episode of Profit Made Simple, Dan Henderson pulls back the curtain on his entrepreneurial journey, sharing the real stories behind the businesses that shaped him—from his humble beginnings with a tiny personal training studio to building industry-leading education platforms. Dan reveals not just his wins, but also the costly mistakes, burnout, and hard lessons that every gym owner and fitness entrepreneur can learn from, including the importance of shifting from coach to business operator, mastering compliance and systems, and building a resilient community. He discusses how he scaled his businesses, navigated regulatory pitfalls, and ultimately achieved the freedom to step back, all while maintaining authenticity and transparency about the challenges of the fitness industry. If you want actionable insights, honest advice, and inspiration to build a smarter, more sustainable fitness business, this episode is a must-listen.Our favourite quotable moments:“You're about to hear the mistakes, the missteps and the hard lessons [I went through], so you can avoid them, learn faster and build smarter.” - Dan Henderson“One of the keys with each one of the businesses was knowing when to pivot, when to partner and when to exit. And my compass for making these decisions has always been alignment with my values.” - Dan Henderson“My solution for everything was just to work harder... This put me on a course of burnout because I didn't have any leverage.” - Dan Henderson Resources:Dan Henderson - Website, Instagram, Facebook and YouTubeAbout 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: Gym partnership agreement mistakes, building a fitness community, personal trainer career progression, functional training business model, fitness industry financial literacy, profitable gym business systems, fitness business compliance checklist, scaling a fitness studio, fitness business exit strategy, gym owner burnout prevention.

Why do we obsess over being disciplined—only to find ourselves stuck, burned out, or chasing the wrong goals? In this eye-opening conversation, Craig Ballantyne returns to discuss his new book, The Dark Side of Discipline. He breaks down the real reason so many people feel like they’re giving their all and still getting nowhere. Discipline isn’t the golden ticket we’ve been sold. Sometimes it keeps us locked in comfort zones, polishing what's already good while ignoring what truly matters. Through real stories, bold insights, and practical tools like the reverse alarm and daily reviews, Craig lays out how lasting growth actually happens. Listen now and learn how to stop pouring effort into the wrong problems—and start building a life that works.Our favourite quotable moments:“Don't let discipline become your master.”  - Craig Ballantyne“The ultimate definition of discipline is to put a level 10 effort into your level 10 problem.” - Craig Ballantyne“A lot of the discipline stuff is solved by subtraction.” - Craig Ballantyne“Are you doing things because you feel like you have to, or are you doing things that are actually what you should be doing?” - Craig BallantyneResources:The Dark Side of Discipline - Book and WebsiteCraig Ballantyne - InstagramDan Henderson - Website, Instagram, Facebook and YouTubeAbout Guest:Craig Ballantyne is a seasoned entrepreneur and bestselling author who transformed his life from a struggling personal trainer to a multi-million-dollar empire builder. Born and raised on a Canadian farm, Ballantyne's journey is a testament to the power of human potential. With a proven track record of building five seven-figure businesses across diverse industries, he has mentored thousands worldwide, from CEOs to everyday individuals. Ballantyne's expertise lies in providing the strategic frameworks, discipline, and mindset necessary for achieving extraordinary success. His mission is to empower others to create their ideal lives and build their own empires.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: discipline, self-reflection, personal development, productivity, decision-making, systems, introspection, performance, discipline, peak performance

Why do some gyms and fitness entrepreneurs stay stuck while others thrive, even when they put in the same amount of effort? In this solo episode of Profit Made Simple, host Dan Henderson breaks down three key reasons your business might not be growing: outdated business models, limiting beliefs, and misplaced focus. He explains how confirmation bias can lead entrepreneurs to cling to ineffective strategies, reinforcing their limiting beliefs and preventing them from exploring innovative approaches. By holding onto old methods and ignoring contradictory evidence, business owners may fail to identify the real bottlenecks slowing them down. If you’re tired of working hard without seeing results and want to create real, lasting growth, this episode is for you. Listen now and take the first step toward transforming your business.Our favourite quotable moments:“You may be more focused than you've ever been, but your business model may be the wrong vehicle.” - Coach Dan Henderson“Growth doesn't come from doing more. It comes from removing the biggest constraint in your business.” - Coach Dan Henderson“If you want to scale, then you need to fix the real bottleneck.” - Coach Dan Henderson“You don't need to work harder, you just need to work smarter.” - Coach Dan Henderson“Scaling isn't about effort, it's about focus. Stop trying to fix everything at once.” - Coach Dan HendersonResources:Dan Henderson - Website, Instagram, Facebook and YouTubeAbout 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: business growth, mindset, business model, fitness industry, revenue streams, coaching, entrepreneurship, scaling, beliefs, constraints, confirmation bias

How do you navigate major shifts in identity and purpose? In this conversation, Dan Henderson interviews Alex Ranieri, exploring his journey from professional athlete to gym owner and ultimately leading the High Performance Father movement. Alex shares the challenges of running a fitness business, the lessons learned through personal adversity, and the evolution of his mission to help men balance family, self, and service. Dan also reflects on the realities of building a strong business foundation, the importance of systems and accountability, and the power of time in personal development. Listen now and gain insights into resilience, leadership, and the mindset needed for long-term success.Our favourite quotable moments:“The greatest value in life is not what you get, it's what you become.” - Alex Ranieri“You can do anything you want in this world if you put your mind to it.” - Alex Ranieri“What people forget to realize is even though there's an exchange of value money for service, you're giving something you'll never get back your lifetime.” - Alex RanieriResources:High Performance Father - Podcast and WebsiteAlex Ranieri - Facebook, Instagram and LinkTreeDan Henderson - Website, Instagram, Facebook and YouTubeAbout Guest: Alex Ranieri is the Founder and CEO of High Performance Father.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: entrepreneurship, business strategy, personal growth, leadership, online business, hybrid model, community building, fatherhood, gym business, scaling business, business growth, online transition, accountability systems, mission clarity, personal development, leadership, high performance, fatherhood, entrepreneurship, strategic spending

How much time and money do you waste chasing new clients, only to see them disappear within a few months? In the fitness business, retention isn't just a buzzword—it's the foundation of sustainable success. In fact, it's nine times more cost-effective to keep a client than it is to find a new one. But are you doing enough to make your clients stick around? In this solo episode by Dan Henderson, he walks you through the crucial strategies to make sure your members keep coming back. Listen now and discover how to create a fitness business with long-lasting clients.Our favourite quotable moments:“We exist to deliver results and enhance people's lives and we need to deliver that.” - Dan Henderson “It is your role as a coach to get them back on the path.” - Dan Henderson “Examine your onboarding process, enhance it, and you will see clients stay a lot longer with you.” - Dan Henderson Resources:Dan Henderson - Website, Instagram, Facebook and YouTubeAbout 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: retention strategies, fitness business growth, client retention tips, improve retention rates, fitness business success

In this conversation, Charlie Johnson shares his journey from being a failed personal trainer to becoming a successful online coach and entrepreneur. He discusses the importance of understanding marketing, managing risks, and the value of hiring the right team. Charlie emphasises the significance of simplicity in business strategies and the impact of the environment on success. He also highlights the importance of focusing on what truly matters and aligning one's passion with their business goals. In this conversation, the speakers discuss the importance of environmental exposure for personal and professional growth, the strategies for scaling online coaching businesses, and the common pitfalls that entrepreneurs face. They emphasise the need for urgency in action and the significance of leveraging technology and innovative strategies to stay ahead in the competitive landscape. The discussion also highlights the value of learning from successful individuals and the impact of mindset on achieving one's goals.Listen now and learn how to scale your coaching business without sacrificing your freedom.Our favourite quotable moments:"One of my dad's friends who was super successful had a sign on his desk and it said, 'Do it now.' And that's all I ever think about." – Charlie Johnson "We live in a knowledge society and those people who have the right information and apply it first are the ones who are going to win." – Charlie Johnson"The most important sign of someone who’s hungry is urgency." – Charlie Johnson"If you push yourself too much, you can almost build yourself into a prison and you build a business that you don’t like." – Charlie Johnson"One of the easiest ways to scale on paid ads is to make the ad creative really good.” – Charlie JohnsonResources:Charlie Johnson - Website, Instagram and YouTubeInstagram - Coach Dan Henderson YouTube - Profit Made SimpleFacebook - Coach Dan HendersonAbout Guest: Charlie Johnson is a renowned fitness coach from Surrey, England, known for transforming lives through his coaching services. Despite struggling with flat feet and weight issues in his youth, he turned his life around by engaging in sports like rugby and skiing, eventually discovering a passion for weight training. He became a qualified personal trainer in 2008 and has since built a successful career in fitness, competing in bodybuilding competitions and signing sponsorship deals. Johnson emphasizes the importance of balance and flexibility in nutrition and training, focusing on sustainable, lifestyle-friendly approaches that allow individuals to achieve their fitness goals while maintaining a busy professional and social life. He is particularly noted for his work with busy male professionals, helping them achieve their dream physiques through personalized coaching and adaptable plansAbout 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: fitness industry, online coaching, business scaling, social media marketing, risk management, hiring strategies, personal development, entrepreneurship, coaching success, Dubai move, growth, environmental exposure, scaling success, business strategies, coaching, online business, personal development, urgency, mindset, innovation

Are you a gym owner, fitness entrepreneur, or wellness studio operator dreaming of scaling your business to seven figures? In this power-packed episode, Dan Henderson reveals the seven key strategies that top-performing fitness businesses are using right now to achieve phenomenal growth. Learn how to stand out in a saturated market, attract high-value clients, and create a business that thrives, not just survives. If you're ready to take your fitness business to the next level and build a profitable and sustainable enterprise, this episode is a must-listen!Key Takeaways:- Irresistible High-Ticket Offers: Discover the power of creating a high-value front-end offer that attracts better clients, generates more revenue for marketing reinvestment, and positions you as a premium provider.-Omni-Channel Marketing Mastery: Learn why relying on a single lead source is perilous and how to build a multi-channel marketing plan that combines paid ads, referrals, database nurturing, and strategic events for consistent lead generation.-Bulletproof Systems for Leverage: Understand how implementing simple, powerful systems and SOPs frees you from being the bottleneck, enabling your business to grow efficiently and sustainably while you work less.Our favourite quotable moments:"The person that has the most amount of money to acquire a client wins.""You don't need to recreate the road. It's already been paved. You just need to identify those that have already walked the path before you, have been successful, and then follow in their footsteps.""Exercise is not enough; it needs to be a transformation offer... a transformation of their whole life.""Retention is nine times more cost effective than acquisition.""Gone are the days where you could just sit in your home office and generate 50, 60, 70 leads at under $10 a lead."Resources:Training App Ideas: Kahunas, Trainerize, TruecoachOnline Form Builders: Go High Level, JotForm, Wufoo Dan Henderson - Website, Instagram, Facebook and YouTubeAbout 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: Solopreneur, coaching app, online trainers, training app, digital marketing, non-sweat coaching, cashflow, premium membership, facebook ads, Instagram ads, niche markets, SOP template, operational checklist template, referral system, database strategy, nutrition pillars.

In this enlightening episode, host Dan Henderson interviews Ben Lucas, founder of Flow Athletic, a prestigious boutique fitness facility. Ben shares his journey from fringe professional rugby player to successful fitness entrepreneur, challenging traditional business growth models. Instead of rapid expansion or franchising Flow Athletic, Ben focused on building a thriving, sustainable business centered around a single location. His approach emphasizes continuous learning, innovation, and prioritizing people—both clients and team members. Ben's story demonstrates that success in the fitness industry isn't just about size, but about creating a positive impact, fostering a strong community, and maintaining a values-driven business model. His experience proves that by putting people before profit and aligning employee values with business values, entrepreneurs can achieve long-term success and personal fulfillment.Key Takeaways:- Quality Over Quantity: Ben challenges the "bigger is better" mentality, showcasing how focusing on a single, thriving location can lead to greater success and personal satisfaction than rapid expansion or franchising.- People-Centric Business Model: Ben emphasizes the importance of prioritizing both clients and team members, creating a supportive environment that leads to high retention rates and a strong community.- Sustainable Growth Strategy: By continuously adapting to market trends, investing in team development, and making values-driven decisions, Ben has built a sustainable and impactful fitness business without sacrificing quality or personal fulfillment.Our favourite quotable moments:"I wanted to be able to have a pay model for my staff where they could get paid really well." - Ben Lucas"I care about my clients here and I want them to be engaged in their own wellness." - Ben Lucas"Client retention has been one of the strongest drivers of our business income over the last 12 years." - Ben Lucas"If you've got an employee that's high performance, but low values, they've got to go." - Ben Lucas"Protect the culture." - Ben LucasResources:Instagram - Ben LucasInstagram - Coach Dan Henderson YouTube - Profit Made SimpleFacebook - Coach Dan HendersonAbout Guest: Benjamin  Lucas is Owner and Director of Flow Athletic Paddington. Ben grew up in the southern Sydney suburb of Cronulla, where he excelled in athletics, basketball and rugby league during his formative years. Post schooling he went on with his rugby league to play professionally for the Cronulla Sharks, in Brisbane and in Auckland. Whilst training for an Ultra-marathon in 2010 Ben made the acquaintance of one of Sydney’s leading yoga teachers Kate Kendall. It was this meeting that influenced Ben’s career to change trajectory. He sold his three personal training/fitness businesses in 2012 to commit to a new concept in health. In March 2013 Flow Athletic opened, bringing a unique mix of strength, fitness and yoga to the marketplace. Ben now spends the majority of his time on the growth of Flow. In 2015 Flow Athletic won the Telstra Start-Up of the year.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: boutique fitness, gym ownership, fitness industry, team retention, business values, innovation, fitness trends, sustainable growth, community building, Flow Athletic