The Business Of Strength Podcast

In this episode, Coach Joe breaks down a simple truth most gym owners forget: discounting doesn’t fix a sales problem—explaining value does. You’ll learn how to value stack your core offer (without lowering price), and how to “plus-one” your sales process so you stop leaving money on the table—using paid-in-full options, referrals at the point of sale, and a clear high-ticket pathway.If you’re getting leads but struggling with conversions, this is your playbook to increase close rate, retention, and revenue—without becoming the cheapest gym in town.Why discounting is dangerous: it trains prospects to wait and attracts price-shoppers instead of “lifers.”What “value stacking” actually means: increase real + perceived value without touching price.Easy value-stack adds that boost closes: onboarding roadmap, goal reviews, bi-weekly coach check-ins, accountability touchpoints, assessments/scans, priority scheduling, community/identity perks, and simple guarantees.The math of discounting: even “just $50 off” becomes thousands lost per client over long retention.Sell certainty, not sessions: clients aren’t buying workouts—they’re buying leadership, accountability, and results.When discounts do make sense: calculated, intentional offers (member pre-sales, referrals, special groups, rare promos like Black Friday)—not permanent rate reductions.Plus-one your sales process (the money multipliers):Paid-in-full/VIP option presented as “removes friction + locks in results”Ask for the referral at the point of sale (when belief and excitement are highest)Introduce the high-ticket pathway early so premium options don’t feel like a surpriseCommon sales mistakes to avoid: too many pricing options, discounting instead of explaining, treating it like a transaction (not mentorship), waiting too long to ask for referrals, and avoiding premium offers out of fear.Action challenge: go 30 days without discounts, rewrite your value script, and build a simple SOP with a built-in plus-one step.Attend One of our LIVE Events: https://businessofstrength.com/attendSupport Our Sponsors: TurnKey Coachhttps://turnkey.coach/business-of-strength/Ignite Entrepreneurs https://ignite-entrepreneurs.com Naamly https://www.naamly.com/

In the episode of the Business of Strength podcast Adam sits down with Dr Sean Pastuch of Active Lifestyle, a consulting business in which Sean helps coaches with the knowledge of fixing pain long term for everyday adults. In this episode they cover: Sean’s back story Why obstacles are important in the early stages of coach’s careers Why we are preventative medicine The barrier to entry is too low in our industry (what we can do about it) How to build a successful training business in the industry And much more. Don’t forget Trainer School 2.0 is Friday January 23rd at VH HQ! Get tickets for our upcoming events:https://trainerschool.businessofstrength.com/https://london.businessofstrength.com/ Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-strength/ Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/  Naamly https://www.naamly.com/

In this episode of the Business of Strength Podcast, Dan Goodman breaks down how his organization runs year-end reviews and why the process has been so effective as the company has grown.The review is done in two parts. First, a self-review led by the team member to create ownership, clarity, and alignment. Second, a compensation review that reinforces expectations and removes uncertainty around performance and pay.Dan also discusses the two factors that truly drive growth in training businesses: the ability to generate consistent leads and the ability to lead humans well. While most gyms focus on marketing, this episode highlights why leadership systems are just as critical.This two-part review process has improved retention, strengthened leadership, and increased fulfillment across the team, making it a practical framework for any gym owner managing a growing staff.Get tickets for our upcoming events:https://trainerschool.businessofstrength.com/ (https://trainerschool.businessofstrength.com/)https://london.businessofstrength.com/ (https://london.businessofstrength.com/) Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-strength/Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/ Naamly https://www.naamly.com/

In this powerhouse episode of the Business of Strength Podcast, Coach Joe Strong sits down with Matt Wiedemer—champion powerlifter, longtime private-sector coach, trainer to UFC legend Jon Jones, and the owner of BEAT Personal Training, one of the most profitable hybrid gym models in the industry.What starts as a conversation between two lifelong strength nerds quickly turns into a masterclass in business, coaching, culture, and leadership. Matt shares the real story behind his rise—from sleeping in trucks to train at Westside Barbell, to building 6- and 7-figure training businesses, to running a thriving 16,000+ sq/ft hybrid PT + membership gym that prints cash and changes lives.This episode is equal parts raw, hilarious, practical, and deeply insightful.WHY GYM OWNERS & COACHES MUST LISTEN:Because Matt says what EVERYONE is thinking—but won’t say out loud.From broken work ethics in young trainers, to the lies gym owners tell themselves, to why being “busy” is the blessing you once prayed for—Matt speaks the truth every strength entrepreneur needs to hear.Because he reveals the hybrid business model that prints money.Matt breaks down exactly how BEAT produces $110,000+ per month in PT and 1,500+ members at $60/mo, why both sides feed each other, and why most gym owners miss the opportunity sitting right in front of them.Because this is what mastery REALLY looks like.Obsession. Curiosity. Competing. Note-taking. Testing. Constant self-evaluation. Matt shows you the path to becoming the kind of coach clients never leave.Because community—not equipment—is the differentiator.People remember how coaching changed their life, not what brand of squat rack you bought. Matt shares how his team builds deep relationships that keep people training for decades.Because this episode will make you a better leader immediately.Whether you're managing employees, growing locations, fixing culture problems, or trying to get out from under your own weaknesses—Matt gives you the playbook.Don’t forget our next LIVE event is Trainer School 2.0 at VH-HQ January 23rd. This program will sell out so grab your seat today: https://trainerschool.businessofstrength.com/Support our Sponsors: TurnKey Coach - https://turnkey.coach/business-of-strength/Naamly - https://www.naamly.com/Ignite Entrepreneurs Marketing Agency - https://bos.ignite-entrepreneurs.com/home-5858-8099#col-XsKe1v0T3M

In this powerhouse episode, Coach Joe sits down with Dr. Hunter Waldman — exercise physiologist, metabolic researcher, and one of the sharpest minds in performance nutrition. Connected through Power Athlete’s John Welbourn, Hunter brings real science to the strength world in a way coaches and gym owners can actually use.Hunter pulls back the curtain on metabolic flexibility, fat-loss myths, mitochondria, stimulants, GLP-1 weight-loss drugs, concussion protection for athletes, and what the research REALLY says about training intensity, Zone 2, women’s health, supplements, and more.If you coach general population clients, athletes, or women 40+, THIS EPISODE IS A BLUEPRINT for what to prioritize in training and nutrition in 2025 and beyond.WHY GYM OWNERS MUST LISTENThis episode gives you immediately implementable science that will:Help clients lose fat more effectivelyImprove longevity and metabolic health in adults 40+Increase the value of your nutrition coachingUpgrade your athletes’ performance and concussion protectionGrow retention with better results and educationSet your gym apart as the truth-teller in an industry filled with misinformationThis is the content your clients WISH their coaches understood.Topics Covered: 1. The Truth About Metabolic Flexibility (MedFlex)2. The REAL Fat-Loss Formula (Simple, Not Sexy)3. Training Intensity: The Missing Link for 35–65 Year-Old Clients — Especially Women4. Zone 2 ≠ Magic: What the Research Actually Says5. Supplements That Work vs. Total Nonsense6. GLP-1 Drugs (Ozempic): The TRUTH Gym Owners Must Tell Clients7. Protecting Athletes From Concussions (Every Performance Gym Needs This)

On this Episode of the Business of Strength Podcast, Dan Goodman answers YOUR questions. 1. Budgeting for gyms.2. How to solve sales roadblocks for newer coaches.3. What marketing to focus on at the start of the year4. How to run a challenge without forfeiting your training principles.Our next live event is Trainer School January 23rd - Sign up Here: https://trainerschool.businessofstrength.comA special thanks to our sponsors!!Turnkey Coach: https://turnkey.coach/business-of-strength/Naamly: https://www.naamly.comSimmons Media: https://simmonsmedia.coIgnite Entrepreneurs: https://ignite-entrepreneurs.com

Join Coach Joe Strong and Dan Goodman as they recap the powerful Underground Strength Con 3.0 event. In this episode, they dive into unforgettable moments, insightful lessons from top industry speakers, and behind-the-scenes stories on growing a gym business. Discover the value of live events for networking, building community, and real mentorship. Hear how partnerships with platforms like Turnkey Coach are shaping the future of coaching. Plus, get inspired by the real-life success stories of gym owners who turned passion into profit and find out how to join upcoming high-impact fitness business events.Be sure to check out our podcast sponsor:https://turnkey.coach/business-of-strength/

This week, Dan sits down with newly appointed BOS coach and gym owner Tony Smith, who’s up 20% this year in a time when most gyms are flat or down.They talk about what really drove that growth, how simplifying, not adding helped him scale, and the leadership lessons that came with it.Topics covered:What fueled 20% growth in a flat marketHow focusing on “better,” not “more,” changed everythingShifting from doing everything to leading everythingThe message for owners still grinding for tractionHow coaching inside BOS reshaped his perspective on businessIf you’re a gym owner looking to grow, simplify, and lead with more clarity—this one’s for you.REGISTER FOR UNDERGROUND STRENGTH CON 3.0https://undergroundstrengthcon.com/CHECK OUT OUR SPONSORShttps://turnkey.coach/business-of-strength/https://www.naamly.com/

In this episode of the Business of Strength Podcast, we sit down with Eric Pullman, founder of BreakThrough. Eric has been investing in his own education since he was 20 years old and has built a reputation for putting more money back into his growth, learning, and development than just about anyone in the industry. His discipline in both training and business makes him a voice worth listening to for any coach serious about building a career.We cover:Why investing in education early changed the trajectory of his careerThe ROI of continuous learning (and when it didn’t pay off)How discipline in training carries over to business successThe toughest business lesson he’s faced and how he overcame itWhat’s next for BreakThrough in the coming 12–18 monthsHis best advice to coaches trying to turn their passion into a professionConnect with Eric:IG:@ Eric.pullman_IG: @breakthroughperformanceli CHECK OUT OUR PARTNER: https://turnkey.coach/business-of-strength/REGISTER FOR UNDERGROUND STRENGTH CON HERE: https://undergroundstrengthcon.com

In this episode Adam breaks down what we are currently working on at Varsity House as it pertains to product development and attrition. In a service based business there are 5 keys to reducing friction, getting results, and mitigating attrition: Defining our Training Ideology Messaging Externally to Members Training process and data presentation Customer experience Removing friction Don’t forget on November 15th and 16th the Underground Strength Con 3.0 is here! You can register with the following link: https://undergroundstrengthcon.com/Check out our partners at TurnKey Coach: https://turnkey.coach/business-of-strength/