The Fitness Marketing Agency Podcast

This week, we’re joined by the founders of one of Ireland’s fastest-growing gym brands, Steve and Stuart, who scaled from a single studio to eight thriving locations, all without relying on paid marketing. They reveal how a science-driven training model, an unshakable focus on culture, and the right systems created explosive growth in a crowded fitness market. Key highlights of this episode include: ✅ The gym model that scaled to 3,000 members with no marketing. ✅ How culture and presence fuel long-term gym success. ✅ Why coaching technique beats flashy marketing every time. ✅ The systems that make scaling and franchising possible. ✅ Building trust with members from day one. Connect with: Steve Weinmann: https://www.instagram.com/stephenweinmann/ Stuart Grehan: https://www.instagram.com/stuart_grehan/   If you enjoyed this video and want to find out more information, click this link to view our website: https://fitnessmarketing.agency/ 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/   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 Jessica Cook, founder of Thrive Academy, who reveals how she escaped the chaos of running a successful gym to build a scalable, thriving online coaching business. After hitting rock bottom during COVID and facing emotional exhaustion, Jessica made a bold decision to reinvent not just her business but her life.  In this no-BS episode, she shares the mindset shifts, business mistakes, and systems she used to go from overworked gym owner to fulfilled online coach making consistent sales each month. Key highlights of this episode include: ✅ The mindset shift that triggered a complete business reinvention ✅ Why running online workouts can still trap you in burnout ✅ The biggest mistake coaches make when moving online ✅ How personal healing led to business transformation ✅ The key to building a scalable, values-driven coaching program Connect with Jessica: https://www.instagram.com/jessicacooke/   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 Roy Pennings, a gym owner from the Netherlands who built a 7-figure fitness business while removing himself from operations. Roy shares how he escaped burnout, scaled his team, and created retention systems that keep his business growing (even when he’s on holiday). If you’re a gym owner or online coach struggling to grow without sacrificing your time, this episode is a must. Key highlights of this episode include: ✅ Why most gym owners struggle to step away. ✅ The “culture playbook” that replaces micromanagement. ✅ A smarter way to structure 12-month commitments. ✅ How weekly systems drive retention with less effort. ✅ Scaling without sacrificing quality or consistency.   Connect with Roy: https://www.instagram.com/roy.pennings/   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 discussion, Luke Robinson, FMA's Head Sales Coach and an expert in helping fitness professionals close more deals, dissects common myths plaguing fitness businesses. He reveals why relying solely on the 'sell by DM' approach is flawed. Confidence emerges as the key skill often neglected by coaches, while effective sales is framed as a transference of belief rather than a mere pitch. Luke emphasizes the importance of deeper client conversations and personal connections to truly drive sales and business growth.

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