The Fitness Marketing Agency Podcast

Join industry experts Nicky Segal, Maxine Hayes, and James Branwell as they reveal secrets from the top 1% of gym owners. They discuss how ego can hinder success and why redefining personal metrics of achievement matters. The trio emphasizes the importance of financial literacy and the hidden costs of a scarcity mindset. They share insights on optimizing gym operations and transforming your business environment. Discover how to build a committed team while pursuing genuine, sustainable success in the fitness industry!

https://www.instagram.com/charliehorton https://www.instagram.com/fitnessmarketingagency In this solo episode, we’re diving deep into the numbers behind gym membership trends and buyer behaviour. With data from over 400 gyms, we’ll unpack what’s really happening in the fitness industry—cutting through the noise and emotional reactions to focus on hard facts. You’ll learn why gym owners are worrying too much about drastic market changes, what motivates people to buy a gym membership, and why cost isn’t the real objection stopping prospects from signing up. Plus, we break down key lessons from January’s performance data to help you refine your strategy for the months ahead. - The truth about where the gym market is really headed - The biggest marketing mistake gym owners make in 2025 - How awareness marketing can transform your lead flow - Why January might not be your best sales month anymore - The real reason people join gyms (it’s not just fitness) To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency  #fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness  

Daniel Mee returns to share how he transformed his gym’s revenue without relying on more members. After reaching a plateau, he realised the key to growth wasn’t just more sign-ups—but a smarter pricing strategy. In this episode, Daniel breaks down how he tested a high-ticket front-end offer, the surprising challenges that came with it, and why adjusting his membership pricing proved to be the ultimate game-changer. If you're a gym owner looking to scale your business while maintaining profitability, this episode is a must-listen. Key Highlights: - How shifting to a high-ticket front-end changed revenue streams. - The unexpected downsides of a 12-week premium offer. - Why gym owners must rethink their pricing strategy for long-term success. - The challenge of raising prices—and how to do it right. - Building a business that grows without sacrificing freedom. This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance  To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency  #fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

Most gym owners unknowingly cap their own growth. They rent space to personal trainers and leave massive amounts of money on the table. But what if there was a better way? In this episode, we sit down with Lewis Majid, the owner of Black Country Barbell, who discovered a hybrid model that skyrocketed his gym’s revenue—without relying on traditional memberships. Lewis breaks down how he scaled to £50K/month, the mistakes he made along the way, and why owning the client relationship is the key to long-term success. Key Highlights - Why renting space to PTs limits your gym’s growth potential. - How Lewis scaled to £50K/month with a hybrid gym model. - The key differences between open gym, 1-1 PT, and online coaching. - Why controlling the client experience leads to higher retention. - The small tweak that made his gym 10X more profitable. This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance  To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription With FBP (Fitness Business Profits), Learn To Stabilise, Systemise And Scale Your Fitness Business In 90 Days Or Less! Check Them Out Here https://myfitnessbusinessprofits.com/  Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency Connect with Lewis and his gym on Instagram: https://www.instagram.com/black_country_barbell  #fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness  

In this episode, we sit down with Liam Walsh, a long-standing FMA client and successful gym owner. Liam shares his incredible journey, from starting as a personal trainer and running bootcamps to building a six-figure fitness business. Discover how he overcame financial struggles, embraced risk, and used resilience to scale his gym to new heights. Whether you're just starting or looking to grow, Liam’s story is a must-listen for gym owners and online coaches. Key Highlights: - How a marquee gym can hit £16k/month revenue. - Why risk-taking is key to business success. - The power of community in fitness entrepreneurship. - How SGPT boosted client retention. - Strategies for mastering sales and marketing. This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance  To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency  fitness#marketing#gym #fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness 00:00:00 - Introduction 00:00:05 - Liam's Journey to Fitness Business 00:00:49 - Sponsorship Message 00:01:43 - Interview Begins 00:01:54 - Liam's Early Career and Challenges 00:10:59 - Starting a Bootcamp 00:12:59 - Struggles with Business Growth 00:15:26 - Joining FMA 00:19:02 - Risk Taking in Business 00:19:45 - The Importance of Community in Business 00:21:01 - Transitioning from Bootcamps to Small Group Training 00:21:50 - Adapting to Change and Overcoming Challenges 00:22:57 - The Power of Personal Sales Ability 00:30:07 - The Art of Conversation in Sales 00:34:26 - The Importance of Following a Sales Structure 00:34:56 - Delegating Sales and Achieving High Conversion Rates 00:36:02 - The Necessity of Calling Leads 00:37:59 - Persistence in Sales 00:38:23 - Importance of Resilience and Focus 00:38:44 - Securing a Contract 00:39:47 - The Power of Persistence 00:39:59 - The Value of Leads 00:40:22 - Building a Successful Business 00:40:57 - The Importance of Conversion Rate 00:42:10 - Building a Business from Scratch 00:42:16 - The Revenue Breakdown 00:42:29 - Searching for a New Venue 00:45:51 - The New Venue 00:50:45 - Investing in the Facility 00:52:12 - Raising Funds for the Facility 00:54:18 - The Ambassador Program 00:54:55 - The Ambassador Membership 00:55:23 - Securing Initial Investments 00:56:11 - Raising More Funds 00:56:51 - Securing the Funds 00:57:01 - Waiting for the Funds 00:57:24 - Reflection on Past Financial Challenges 00:57:43 - The Ambassador Program 01:02:59 - Reflection on the Journey 01:05:09 - Challenges in Building the Gym 01:09:57 - Overcoming Challenges 01:11:56 - The Gym's Layout 01:13:35 - Key Advice for Success 01:13:40 - Creating a Motivating Environment 01:14:20 - Facility Layout and Design 01:14:30 - Training Studio and Space Utilization 01:15:16 - Timetable and Group Sessions 01:15:43 - Pre-Launch and Target Signups 01:17:10 - Marketing and Sales Strategy 01:19:01 - Creating a Unique Gym Experience 01:21:45 - Importance of Details in Facility 01:23:03 - Membership Growth and Revenue 01:24:57 - Initial Thoughts 01:25:05 - Challenges in Launching a New Facility 01:25:20 - Planning for Future Expansion 01:25:47 - Considering Outdoor Space and Aesthetics 01:26:09 - Budgeting and Future Plans 01:26:52 - The Importance of Location and Future Expansion 01:28:22 - Balancing Business Growth and Personal Happiness 01:30:02 - The Joy of Coaching and Running a Business 01:31:23 - Final Thoughts and Appreciation  

https://www.instagram.com/jerome.bolze // https://www.instagram.com/madisonsofficial  https://www.instagram.com/charliehorton  In this episode, we welcome Jerome from Madisons in West Sussex. Jerome shares insights on crafting a premium fitness experience, using marketing and sales strategies to drive growth, and delivering unparalleled value to clients. Discover how his team has refined every aspect of their operation—from organic content to lead management and retention systems—to build a thriving gym business. Whether you’re looking to improve your trial-to-member conversions or master cost control, this episode is packed with actionable advice. Key Highlights - Why personalisation is key to trial-to-member conversion. - Crafting 30-day trials that maximise retention. - How organic content and engagement drive local gym growth. - Overcoming the challenges of scaling a gym business. - The importance of cost control for member satisfaction. This episode is proudly sponsored by our partners at Over+Above. If you would like to find out more, check out their website here: https://www.oaperformance.com/ and their Instagram here: https://www.instagram.com/overandabove_performance  To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=podcastdescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency  If you would like to watch our episode with Jake and Tyler from the Madisons team, Click here: https://fitnessmarketing.agency/building-a-thriving-gym?sl=podcastdescription  #fitness#marketing #gym#fitnessmarketingagency #gymowner#personaltrainer #fitnessbusiness

https://www.instagram.com/mrbenjamindavis Click this link to receive your FREE Sales Objection Cheat Sheet delivered straight to your front door: https://fitnessmarketingagency.com/sales?sl=podcastsales  To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription.  In this episode, Toby, FMA’s paid ads manager, shares his secrets for mastering Meta ads in 2025. Managing £2 million in ad spend annually and strategising for over 400 clients, Toby knows what works. From perfecting your front-end offers to nurturing leads and boosting sales skills, we’ll uncover the strategies that can transform your ad performance and increase your ROI. Whether you’re a gym owner or online coach, these actionable tips will change how you approach paid ads forever. Key Highlights: Why higher prices drive better ad performance. The difference between warm leads and Meta leads. The sales skills you can’t afford to ignore. How to interpret key metrics in your ad dashboard. Create a marketing calendar that keeps leads flowing. Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency   #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness  #onlinecoaching   

https://www.instagram.com/imdanmoore  Click this link to receive your FREE Sales Objection Cheat Sheet delivered straight to your front door: https://fitnessmarketingagency.com/sales?sl=podcastsales  What does it take to build a £70k/month gym business with 30% profit margins? In this exclusive talk from FMA’s Leeds Mastermind, Dan Moore, owner of DM Elite in Inverness and Nairn, breaks down the systems, strategies, and decisions that let him step out of his business while still achieving predictable, scalable success. From his second site’s rapid growth to his clear financial insights, Dan offers a no-nonsense look at what it takes to build a sustainable, profitable gym business. Key Highlights - How Dan grew to £70k/month with 30% profit margins. - The systems that let him step out of daily operations. - Why defining roles for staff creates scalable growth. - Breaking down Dan’s expenses and profit strategies. - How to align your business model with your long-term goals. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketing.agency/high-growth?sl=poddescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency 00:00:00 - Introduction 00:00:04 - The Journey of Dan Moore 00:00:17 - Breaking Down the Business 00:00:45 - The Evolution of the Business 00:01:30 - The Business Model 00:02:04 - The Role of the Owner 00:03:04 - The Importance of Revenue 00:08:45 - The Business Structure 00:10:33 - The Financial Breakdown 00:12:53 - The Ratios for Profit 00:16:19 - The Growth of the Business 00:17:32 - Personal Financial Goals 00:18:59 - Business Strategy 00:20:45 - Intermission and Advertisement 00:21:13 - Discussion on Membership and Attrition Rate 00:22:19 - Discussion on Expansion and Second Location 00:22:59 - Discussion on Roles and Responsibilities 00:25:43 - Discussion on Marketing and Sales 00:27:10 - Audience Questions 00:29:46 - Conclusion

https://www.instagram.com/charliehorton https://www.instagram.com/lukebrobinson_ In this episode, recorded live at the Aviva Stadium in Dublin 7th March 2024, FMA’s Head of Growth, Charlie Horton, and Sales Expert Luke Robinson bring you their talk, Sales Snipers. This client-only session from our Dublin Mastermind dives deep into the art of precision sales—how to be accurate, efficient, and effective in your sales process. Join Charlie and Luke as they break down strategies that will empower gym owners and online coaches to sharpen their sales skills, target the right prospects, and dramatically improve conversions. Key Highlights: Why your sales process needs precision and efficiency. How to pinpoint your ideal prospects with accuracy. Unlocking the right sales tactics for gym owners and coaches. The key to scaling your gym business through better sales. Why mastering sales fundamentals is non-negotiable for growth. If you would like a FREE Sales Objections Book and Flow Chart delivered straight to your front door, click this link: https://fitnessmarketingagency.com/sales?sl=podcastsales To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency 00:00:00 - Introduction 00:00:03 - Offering a Free Resource 00:00:27 - Introduction to the Episode 00:00:39 - Case Study: Luke's Sales Coaching 00:01:01 - Breakdown of Mitch's Sales Process 00:02:04 - Discussion on Sales Consistency 00:03:24 - Mitch's Reflection on Sales Process 00:04:19 - Discussion on Sales Conversion 00:06:13 - Increasing Sales Volume 00:08:27 - The Importance of Self-Analysis 00:11:27 - Chris's Sales Experience 00:15:11 - Chris's Reflection on Farming 00:16:22 - The Concept of Farming in Sales 00:16:49 - Understanding Hunting and Farming in Sales 00:19:03 - The Importance of Farming Leads 00:19:37 - The Value of Old Leads 00:20:43 - The Workflow of Priorities 00:22:40 - Objection Handling Exercise 00:23:00 - Overcoming Objections 00:26:49 - Handling 'I Need to Think About It' Objection 00:29:58 - Q&A: Low Pickups 00:32:12 - The Importance of Consistency in Sales 00:32:52 - Closing Thoughts 00:32:56 - End of Discussion #fitness #marketing #gym #fitnessmarketingagency #gymowner #personaltrainer #fitnessbusiness

https://www.instagram.com/craigmasseycoach https://www.instagram.com/charliehorton  In this episode, Craig Massey, Head of Education at PFCA, dives into what it truly means to be a coach. Beyond the surface-level practices of sets, reps, and trends. Craig reveals the deeper layers of coaching philosophy, principles and practices that define lasting client relationships. Discover why relating to clietns is essential, the art of coaching as a craft, and how gym owners can create a coaching first culture that drives business growth.  Key Highlights - Why your coaching should start with philosophy, not practice. - The three pillars of effective coaching: philosophy, practices and principles. - How to balance commun ity impact with personalisation in training. - The art oif investigating, integrating, and influencing as a coach.  - How coaching as a craft redefines gym culture and client retention   To find out more about Fitness Marketing Agency and how we can help your fitness business, book a demo call using the link below: https://fitnessmarketingagency.com/fmademo?sl=poddescription Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency If you want to check out The PFCA, Industry-Lead Education For New And Established Fitness Professionals Who Want To Upgrade Their Skills, Have More Impact And Build A Thriving, Profitable Career... Use this link: https://www.thepfca.com/