The Small Group Gym Pod

Tony Cottenden went from prison officer to running personal training sessions in a garden shed — and eventually opening a shopfront small-group training gym. In this episode, Tony breaks down the real pros and cons of “going bigger,” why gym ownership doesn’t automatically mean more profit, and how he’s built a model that prioritises coaching, retention, and a life he actually enjoys.We get into: the shed-to-shop transition, why he’s not chasing multi-site status, how his 6-week intro offer converts 65–70%, what he’d change if he started again, and why the most reliable marketing strategy is still delivering an exceptional coaching experience.

In this episode, I sit down with Jerome Bolze, owner of Madison’s in Haywards Heath – a 400-member, premium small-group gym charging around £900 for its front-end trial.We get into why Madison’s obsesses over tiny details most gyms ignore, how Jerome “becomes the customer” by training in his own sessions every week, and why he always fixes the product before worrying about marketing. We talk premium pricing, 60-day+ front-end offers, challenging your own limiting beliefs about what people will pay, and how he protects his time so he only works on high-leverage tasks.If you run (or want to run) a high-touch, small-group gym and you’re curious how far you can push your standards, prices and positioning, this conversation will give you a ton to think about.Here are 10 concrete things you'll learn if you listen:How Madison’s creates a genuinely “premium” experience – The tiny, unsexy details (greetings, lighting, music, equipment layout, member flow) that make their sessions feel different from other gyms.Why you should regularly train in your own gym – How Jerome uses 3–5 weekly sessions as a member to spot friction, standards slipping, and opportunities to improve the product.How to build a culture of shared standards across your team – The way his club manager, head coach and junior coaches all feel responsible for details, instead of it all sitting on the owner’s shoulders.What a premium small-group model really looks like – Why they run 1–4 instead of 1–6+, and how they justify (and deliver on) pricing around £900 for a front-end offer and £300–£450/month ongoing.How to think about your front-end offers (and why they went long) – The pros and cons of 21-day vs 30-day vs 60-day vs 12-week trials, and why Madison’s has settled on 60+ days to attract more committed, long-term members.How to challenge your own money stories and raise prices – Jerome’s shift from “no one will pay £249” to successfully selling £1,400+ trials – and the question he uses: “What would need to be true for someone to happily pay that?”Why product comes before marketing (for real, not just on Instagram quotes) – How Jerome thinks about improving the training experience, coaching, and environment before chasing new tactics or ad campaigns.How a gym owner can protect their time and focus on high-leverage work - Jerome’s approach to time management, boundaries, deep work, and saying no – and how he decides what he personally should and shouldn’t be doing.How to use competitions without cheapening your brand - The thinking behind their big annual giveaway, why it still feels premium, and how it’s turned winners and runner-ups into paying members.What to read if you want to build a serious business and a life outside of it – The books Jerome keeps coming back to, and how they’ve shaped his views on scaling, systems, and actually living a good life alongside running a gym.

In this episode, John Clark (@The Bending Barbell) breaks down how he went from 5 to 180+ online clients in 18 months – and why there’s no single “best” business model for coaches. We dig into his Time/Fun/Money framework, what local small-group gyms should do instead of chasing virality, and the simple Instagram + email system that fills his client roster. If you’ve ever wondered whether to double down on your facility or go harder online, this one’s a must-listen!

In this episode, I break down one of the most underused growth tools for small-group gyms: running simple in-person seminars for your members and local community.You’ll learn:Why a 45–60 minute workshop positions you as the local expertHow seminars boost retention, referrals, and warm lead flowTopic ideas that work for parents, over-50s, and youth athletesHow to turn attendees into trialists without feeling salesyPractical tactics for getting both members and non-members to show upWhat to offer at the end to convert warm interest into real sign-upsIf you want a low-cost, high-trust way to grow your gym without relying on ads or algorithms, this episode shows you exactly how to do it.

Owning one successful small-group gym is hard enough. Growing to three sites, serving an average age of 50–60, and still obsessing over experience?That’s what Aaron Swales has done with The Confidence Coach in the North East of England.In this episode, Aaron walks through how he opened his first gym in the middle of a global pandemic, why he’s stayed laser-focused on older, gym-intimidated clients, and what had to change in his role to go from one site to three. We dig into his 30-day trial, weekly GM calls, email reactivation playbook, and the uncomfortable truths about opening a second location.If you’ve ever thought, “Maybe I’m ready for gym number two,” or you’re wondering whether to double down on a specific demographic, this one’s for you.What you’ll learn if you listenWhy Aaron deliberately doesn’t chase 6-week transformations or HYROX trends—and how that’s helped him stand out locally.How he opened his first small-group gym in December 2020, survived lockdown, and hit ~250 members in a warehouse facility.The exact structure of his £109, 30-day trial (from one-to-one evaluation to weekly GM check-ins).How he uses Meta ads, story-driven testimonials, and “people like me” imagery to keep a steady flow of trialists coming in.The email strategy that’s brought lapsed trials and ex-members back in droves—after years of ignoring his list.Why fancy referral incentives flopped for his demographic, and what actually works to get members bringing in friends.How he prices and structures memberships (£199+ per month) and why he’ll downgrade people if it keeps them longer.The real prerequisites for opening a second site (systems, capital, culture, and a brutally honest why).What it cost to open Sites 1, 2, and 3—and why he now prefers smaller, more intimate units.How mentorship and honest conversations with other owners keep him grounded as he pushes towards 10 locations.Find out more about Aaron Swales:The Confidence Coach: https://www.theconfidencecoach.fitness/ Instagram: https://www.instagram.com/aaron_swales/

[This episode is a recording of an interview I recorded for my PT mentoring group. If you're an SG gym owner, you'll still get a lot from this, but most of the lessons are applied more to the PT/ coach than they are to the gym owner.]After 28 years of coaching 25–30 sessions a week and running one of London’s most respected personal training studios, Integra, Michael has refined client experience into a science, and an art.In this conversation, he and Stuart dig deep into what it really means to deliver personal training; from the first enquiry to the thousandth session.You’ll hear how Michael keeps clients for 10, 15, even 20 years, through relentless curiosity, human connection, and elite coaching standards.In This Episode, You’ll Learn:Why curiosity beats experience. How “staying interested” keeps clients and coaches engaged for decades.How to treat every client like a project. The framework Michael uses to define success, review progress, and adjust direction over years, not weeks.The 3 levels of standards Integra lives by: outside the gym (emails, follow-ups), in-session service (greeting, flow), and during the rep (attention, intent, sensation).How to systemise care. The exact routines that make clients feel seen, remembered, and respected.The neuroscience behind coaching focus. How what a client thinks about mid-set changes their brain chemistry (BDNF) and long-term outcomes.How to regulate client state before training. The subtle cues and conversations that pull stress down — or energy up — before the first lift.When to send clients home. Why sometimes the most professional thing you can say is, “You need rest, not a workout.”Why saying “we’re not the right fit” can grow your business. The abundance mindset that protects your energy, reputation, and referrals.What ‘making the thousandth session feel like the first date’ really looks like. Practical ways to re-spark curiosity, communication, and trust with long-term clients.How to stand out in a commercial gym or SGPT setting. Simple, low-cost ways to create a boutique experience anywhere.Find out more about Michael Goulden:Integra Education: https://integra-education.net/

Tim Reid of ETC Fitness, a medium-sized group fitness studio (12:1) in Northampton joins Stuart to share how he built one of the most culture-driven gyms in the UK.They discuss his model and the economics of it, the power of client recognition and how they do it, how to simplify onboarding without losing connection, how they get clients, what's working for their ads just now and why you can’t automate care.Where to find Tim:His Gym: https://www.instagram.com/etc_fit/ His Instagram: https://www.instagram.com/tim_etc/

In this chat, Ian Stevenson, a seasoned gym owner and founder of EK Fitness & Performance, shares his inspiring journey from running a gym out of a garden shed to a 5,000 sq ft facility. He emphasizes the power of 45-minute sessions starting at 5:30 a.m. and accessible pricing that prioritizes community. Ian discusses the pivotal changes that helped him step back and let his gym operate independently, as well as his effective marketing strategies and how handwritten cards cultivate member loyalty. A must-listen for aspiring gym owners!

In this chat, Mark Fisher, founder of Business for Unicorns and seasoned gym operator, shares why now is a prime moment to open a gym. He discusses the advantages of in-person coaching over online options, emphasizing that the small and simple approach trumps big ambitions. Mark also advises on readiness, suggesting aspiring owners assess their motivations and learn from current gym owners. He breaks down effective strategies on pricing, scheduling, and successful pre-sales, giving listeners a solid roadmap to kickstart their gym journey.

When Nora Matthew moved back to the U.S., she had no plans to open a gym.Fast forward a decade, and she’s the founder of Her Strength, a thriving 4,000 sq ft women's-only studio with 160+ members, a strong 55+ community, and zero paid ads.In this episode, Nora shares how she evolved from prenatal classes to a local women’s brand, simplified her programming to scale, and built a business that runs without her on the floor.If you run small-group training or want to begin to step back from being the one who does everything in your gym, this one’s well worth your time.🎙 Topics: niche clarity, 55+ training, paid trials, staff leadership, and organic growth.