The Fitness Marketing Agency Podcast

This week, we’re joined by Luke Robinson, FMA’s Head Sales Coach, who’s helped hundreds of gym owners and online coaches close more deals with confidence. Luke dives into the myths holding back most fitness businesses, from sales scripts and low-confidence coaches to the flawed “DM-only” model. If you want to actually grow your business and help more people, this is the truth you need. Key highlights of this episode include: ✅ Why your business model could be killing your potential ✅ The lie behind “Sell by DM” business advice ✅ Confidence is the #1 skill you’re not training enough ✅ Why sales is a transference of belief — not a pitch ✅ How to go deeper in discovery to close with conviction   If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub   WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES!Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub   Be sure to subscribe to learn how to successfully scale and grow your fitness business.   Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub   Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/   #fitness#marketing#gym#fitnessmarketingagency#gymowner#personaltrainer#fitnessbusiness

This week we’re joined by John and Emily Saxby, owners of Go Fitness in Lewes, who share how they went from teaching bootcamps in freezing parks to owning one of the most efficient, profitable small group PT studios in the UK. They’ve built a rock-solid business by making smart location choices, becoming deeply embedded in their community, and using tech to automate and streamline. If you’re a gym owner or online coach looking for practical, tested strategies—this is one to bookmark. Key highlights of this episode include: ✅ Why choosing the wrong location nearly cost them everything. ✅ The AI system that books leads while they sleep. ✅ How parking and foot traffic became their secret weapons. ✅ Their playbook for building hyper-local awareness. ✅ What 98% retention really takes behind the scenes. Connect with Go Fitness: https://www.instagram.com/go_fitness_sussex/   If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/   #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

In this second episode, Dan Aguilera — mentor to hundreds of gym owners worldwide- joins us for a deep dive into recruitment, retention, and genuine gym growth. Dan shares why most owners fail to scale, how to avoid burnout, and the systems he uses to develop high-performing staff across multiple locations. If you’re struggling with staff churn or planning to open a second site the right way, this episode is a must-listen. Key highlights of this episode include: ✅ Why your business model could be killing your potential ✅ The “Backstage to Public” staff onboarding system ✅ How to scale without becoming shopworn ✅ The real reason staff leave—and how to stop it ✅ Why hiring early is the secret to growth Connect with Dan: https://www.instagram.com/danaguilera__/    If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business.    Where to follow FMA?  Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/   #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

This week, we’re joined by Dan Aguilera, a multi-site gym owner and founder of Fitness Business Profits. Dan has helped countless fitness entrepreneurs step out of burnout and into sustainable, profitable growth. In this no-BS episode, Dan unpacks the mental shifts, business frameworks, and hard truths that separate gym owners who succeed from those who stall. If you're still trying to outwork your problems, this episode will change your perspective. Key highlights of this episode include: ✅ Why your business model could be killing your potential. ✅ The identity shift from coach to true business owner. ✅ The hidden cost of avoiding hard conversations. ✅ How broken money beliefs hold your business hostage. ✅ Why more leads won’t fix a broken system. Connect with Dan: https://www.instagram.com/danaguilera__/   If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES!  Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business.   Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer  #fitnessbusiness

This week, we’re joined by Mike and Matt, two gym owners who went from cleaning treadmills to running a thriving small-group training business inside a rugby clubhouse. They share how they overcame a failing £25/month model, handled COVID chaos, and reshaped their offer, sales, and structure to hit 145+ members—without the stress. Key highlights of this episode include: ✅ Why open gym models are killing your growth ✅ The real secret to a successful gym partnership ✅ How sales calls became their growth engine ✅ Why charging more created better client results ✅ Lessons from scaling inside a rugby clubhouse   Connect with Mike and Matt:  Matt: https://www.instagram.com/bodyfreshfitness/ Mike: https://www.instagram.com/bodyfreshfitnessmike/   If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business.   Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

This week, we’re joined by one of FMA’s 7-figure clients who’s currently launching gym locations #6 and #7. He’s built a wildly successful multi-site business and shares exactly how he did it: systems, staff, stress, etc. If you’re a gym owner thinking about opening another location (or just want to run your current one better), this is a must-listen. Key highlights of this episode include: ✅ How to systemise success across multiple gym locations. ✅ Why most gym owners are the bottleneck to growth. ✅ What elite team structure looks like in a 7-figure gym. ✅ How to scale without sacrificing mental health or profit. ✅ Why clarity on your business ‘finish line’ changes everything. Connect with Fionn: https://www.instagram.com/fionnmaccullagh/ If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

https://fitnessmarketing.agency/This week, we’re joined by Sam West, a gym owner and performance coach who’s built a thriving hybrid model by combining in-person coaching with a growing online Hyrox program. From burnout in a finance job to traveling the country supporting his clients, Sam’s story is full of actionable insights for gym owners and online coaches looking to scale. In this episode, Sam shares how to: ✅ Prove your niche isn’t saturated—just untapped ✅ Avoid the trap of chasing "easy" online coaching ✅ Use real-life presence to retain online clients ✅ Create fun, viral content that attracts leads ✅Nurture leads with systems, not pressure Connect with Sam West: ⁠https://www.instagram.com/samwestfitness/⁠   If you enjoyed this video and want to find out more information, click this link to view our website: ⁠https://fmaworkshop.com/hub⁠ WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: ⁠https://fmaworkshop.com/hub⁠ Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: ⁠https://www.instagram.com/fitnessmarketingagency/⁠ Facebook: ⁠https://www.facebook.com/fitnessmarketingagency/⁠ LinkedIn: ⁠https://www.linkedin.com/company/fitnessmarketingagency/⁠ Website: ⁠https://fitnessmarketing.agency/⁠ Ben: ⁠https://www.instagram.com/mrbenjamindavis/⁠ Charlie: ⁠https://www.instagram.com/charliehorton/⁠ Luke: ⁠https://www.instagram.com/lukebrobinson_/⁠ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

This week, we’re joined by a thriving online coach, Lorna Morie, who’s scaled their business to over 200 clients, all while working part-time and spending just £15/day on ads. We dig deep into the systems, strategies, and mindset that made it possible. From the truth about pricing to the missteps in hiring, this episode is packed with actionable gold for gym owners and coaches. Key highlights of this episode include: ✅ Why displaying your prices could hurt conversions. ✅ The client journey that drives 88% sign-up rates. ✅ Building big results from a small ad budget. ✅ How premature hiring nearly wrecked growth. ✅ Mindset shifts that unlock sustainable scaling. Connect with Lorna Morie: https://www.instagram.com/lornamariefitnessofficial/   If you enjoyed this video and want to find out more information, click this link to view our website: https://fmaworkshop.com/hub WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fmaworkshop.com/hub Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fmaworkshop.com/hub Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

This week, we’re joined by Kev Foley, owner of BFit Group and mentor at FBA, to unpack how gym acquisition can be the fast lane to real business freedom. Kev went from 60-hour coaching weeks to building a business that runs without him. Now, he acquires gyms, scales them, and mentors others to do the same. If you’re stuck on the gym floor and dreaming of a bigger future, don’t miss this one. Key highlights of this episode include: ✅ Why your business model should serve your lifestyle first. ✅ The underrated first hire that frees your time. ✅ How gym acquisition can fast-track your growth. ✅ The systems you need before buying another gym. ✅ Why a “lower offer” can boost retention long term. Connect with Kev Foley: https://www.instagram.com/kev_bfitcardiff/ If you enjoyed this video and want to find out more information, click this link to view our website: https://fitnessmarketing.agency/quantum WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fitnessmarketing.agency/quantum Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ LinkedIn: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fitnessmarketing.agency/quantum   Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

This week, we’re joined by Ryan O’Neill, CEO of LegitFit—a booking and payments platform now used by 1 in 4 gyms in Ireland. Ryan shares the raw journey of building a business from idea to impact, and what gym owners must do to avoid common traps. From poor systems to bad data, Ryan uncovers why so many gyms are bleeding revenue and how to fix it.   Key highlights of this episode include: ✅ Why your €10,000 problem is probably admin, not marketing ✅ The real reason your “brilliant” idea isn’t working ✅ Systems that save time and stop member churn ✅ How to lead a team without micromanaging ✅ Why asking better questions leads to better profits Connect with Ryan: https://www.instagram.com/legitfit_ryan https://www.instagram.com/legitfitcom   If you enjoyed this video and want to find out more information, click this link to view our website: https://fitnessmarketing.agency/quantum WE HELP GYM OWNERS, PERSONAL TRAINERS AND COACHES GET MORE LEADS, SIGN NEW MEMBERS AND GROW THEIR BUSINESSES! Visit our website to learn how we can help you grow your gym business: https://fitnessmarketing.agency/quantum Be sure to subscribe to learn how to successfully scale and grow your fitness business. Where to follow FMA? Instagram: https://www.instagram.com/fitnessmarketingagency/ Facebook: https://www.facebook.com/fitnessmarketingagency/ Linkedin: https://www.linkedin.com/company/fitnessmarketingagency/ Website: https://fitnessmarketing.agency/quantum   Ben: https://www.instagram.com/mrbenjamindavis/ Charlie: https://www.instagram.com/charliehorton/ Luke: https://www.instagram.com/lukebrobinson_/ #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness