The Small Group Gym Pod

[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.

Want your clients raving about your sessions?In this episode, Tom Hamilton (Foundry Gyms & @Lift Strong Look Strong) breaks down what separates good small-group coaching from world-class.We dig into:How to create five-star client experiencesWhy most gym owners neglect coaching developmentBuilding consistency and culture across your teamThe framework Tom uses to deliver “gold-standard” SGPT sessionsIf you want to level up your sessions, retain more clients, and build a gym that people never want to leave—this one’s well worth a listen!

5 essential lessons you can apply to your SGPT gym from the first 5 episodes.Want the free referral training I mentioned in the episode? DM me "referrals" on Instagram (@stuart__aitken)

What Jean-Claude Vacassin doesn't know about building, running and growing SGPT gyms isn't worth knowing. He's not only running the successful London-based gyms, Foundry, but he's also consulted and coached hundreds of gyms for the best part of 10 years.From running effective front-end offers to leveraging referrals as a key marketing method to having key exit strategies in place so clients who leave can always return, JC discusses the many lessons learned from years in the industry.

Lisa Jarratt, of Downham Ladies Fitness in Downham, didn’t start with a big facility, a huge budget, or even a long-term plan. What she had was £6k, a love for fitness, and a background in marketing.Fast-forward to today, and she runs a thriving small-group gym on her high street with over 100 members, a strong community, and a business that only needs 10–15 hours a week to keep growing.In this episode, Lisa shares:How she turned a £6k back-garden build into a 100+ member gym.Why her marketing background shaped how she grew the business.The systems and mindset shifts that let her run things in 10–15 hours a week.What she wishes more gym owners understood about community and growth.

Many gym owners feel pressure to chase big numbers, 150, 200, even 300 members, to feel “legit.” But what if your gym could be successful, sustainable, and fulfilling with far fewer?That’s exactly what Harry Morris has built in his 50-member SGPT gym. In this episode, Harry opens up about:Why he doesn’t hide from having a lower member count, and why more gym owners should talk about it.How he’s grown steadily without sacrificing coaching quality.The underrated marketing practices that keep the right people coming through the door.What sustainable success actually looks like for a small-group training gym.If you’ve ever felt like your numbers weren’t “big enough,” this conversation will reframe what success really means as a gym owner.