Recently, many gym owners started complaining that their Facebook ads aren’t getting the results they used to. And not just owners from a specific region but from all parts of the USA.

Ad costs have gone up around 20%, while lead quality has dropped. Even those leads who show interest are more likely to ghost. You can't help wondering if these leads are genuine or just bot-generated to inflate numbers, making you feel like you’re just throwing money into the Facebook ad machine.

In this episode, Tim and Randy dive into what’s behind these changes, taking into account economic shifts and the effects of election season on consumer confidence.

If you join them, you’ll learn how to adapt your strategy to the new circumstances. They explain fresh ideas like the “Netflix trial” approach and why depending on one marketing method alone – like Facebook – can hold your gym back in the long run.

Tune in to get practical advice on adjusting your hooks and offers to ensure your gym’s growth remains steady and sustainable.

Let’s dive in!

Key Takeaways:

• Intro (00:00)
• Facebook ads as a gym marketing foundation (00:27)
• Decreased ROAS over recent months (02:07)
• Rise in lead no-shows and cancellations (05:26)
• Revisiting the "Netflix trial" for gym memberships (10:48)
• Benefits of giving potential clients a "commitment-free" start (14:09)
• Importance of adapting hooks and offers (20:13)
• Calculating ROAS to maintain ad spend efficiency (21:54)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

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If you haven't already, please rate and review the podcast on Apple Podcasts!

What happens when driven gym owners get together to push their businesses forward? The recent Iron Circle event in Maryland was exactly that – a mix of valuable insights, real connections, and powerful experiences that left everyone inspired and ready to take action.

This wasn’t the usual business gathering. With strategy sessions, open discussions, and even a fire-walking experience, the Iron Circle event helped gym owners set clear goals, let go of old limits, and connect with others facing similar challenges.

It was a chance to share openly, learn from one another, and leave with practical tools to grow their gyms. In this episode, Tim and Randy walk through the highlights from Maryland.

Here’s a sneak peek at what you’ll hear about:

• The power of informed choices and why thinking differently is key
• The importance of setting goals that go beyond the daily grind to enable real growth
• The value of community and shared knowledge
• How stepping outside comfort zones brings renewed energy and focus

Tune in to hear takeaways that could fuel your next steps. 

Key Takeaways:

• Intro (00:00)
• Importance of immediate action post-event (01:26)
• The "Werewolf" game on informed minorities (02:21)
• Gino Wickman’s session on three-year visioning (04:25)
• Fun and bonding activities like the Iron Circle Olympics (09:08)
• Importance of open sharing within the Iron Circle community (10:56)
• Body language insights from Christopher Carter (12:51)
• Emotional breakthroughs in the fire-walking ceremony (15:30)
• Future Iron Circle events and membership opportunities (18:36)

Additional Resources:

- Learn more about The Iron Circle 

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

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If you haven't already, please rate and review the podcast on Apple Podcasts!

Smart business owners know the best marketing feels like a win for everyone. For gym owners, that kind of strategy looks like a grassroots campaign that builds community connections and attracts clients who are ready for a long-term commitment.

Here’s the idea: partner with local kids’ sports teams to sell gym-branded gift cards. It’s a win-win – teams get a boost in their fundraising efforts, and your gym brings in clients who already feel invested.

Families support their kids’ teams while also gaining a month of training at your gym. And because they’ve paid for these cards, they’re more likely to show up, creating a stronger, more loyal membership base.

This approach is straightforward yet effective. By using CRM automation and a simple landing page, these gift cards turn into scheduled appointments, bringing in a steady flow of quality clients – without the need for constant paid ads or quick promos.

Ready to launch a community-centered strategy that benefits families, supports local youth, and brings dedicated members to your gym?

Tune in as Tim and Randy explain the details on how to make it happen.

Key Takeaways:

• Intro (00:00)
• The grassroots gift card campaign concept (00:40)
• Partnering with youth sports for fundraising (02:50)
• Setting the card’s value and pricing structure (04:25)
• The importance of commitment through paid gift cards (06:00)
• How CRM automation supports lead nurturing (07:55)
• Local engagement: expanding beyond youth sports teams (10:30)
• Recap (14:55)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

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If you haven't already, please rate and review the podcast on Apple Podcasts!

For gym owners, Black Friday is a huge chance to boost revenue and set the stage for a successful year ahead. 

But let’s be real – throwing out a big discount isn’t the smartest move. It can actually hurt your business down the line by devaluing your services and lowering your recurring income.

In this episode, Tim and Randy share how to make Black Friday work for you, not against you. They walk through a simple “good-better-best” pricing strategy that adds extra value instead of just cutting prices. 

You’ll learn how to create packages that really resonate with your audience by partnering with local businesses to sweeten the deal. They also explain why, with all the inflation and uncertainty this year, it's more important than ever to focus on getting clients to commit for the long term.

Ready to make this Black Friday your biggest revenue driver yet? Tune in and get all the tools you need to take your campaign to the next level! 

Let’s dive in!

Key Takeaways:

• Intro (00:00)
• How Black Friday impacts your business revenue (01:55)
• Adapting strategies to this year’s unique economic climate (06:11)
• Using the “good-better-best” approach for pricing (08:00)
• Creating more value without discounting your services (12:24)
• Making the most of Cyber Monday to boost sales (18:28)
• Acquiring new clients with gift card campaigns (21:41)
• Leveraging referral programs to attract quality leads (25:02)
• Keeping your email list engaged for better results (27:04)
• Recap (28:19)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Bringing more clients into a gym without a solid foundation is like piling passengers onto a sinking ship – it’s a recipe for true disaster, and every new client only adds to the chaos.

Even if you achieve some growth, the existing cracks will only widen without proper systems, automation, and lead generation. These three elements form the essential pillars of a successful gym.

In this episode, Tim and Randy explain the "three-legged stool" approach. Just like a three-legged stool stands firm on any surface, systems, automation, and lead generation work together to stabilize your business:

• Systems prevent daily operations from falling apart
• Automation ensures a seamless client journey from start to finish
• Lead generation keeps your growth engine running

Skip any of these, and you’re left scrambling, relying on quick fixes and marketing gimmicks to patch up the holes.

Ready to transform your gym from a wobbly mess into a rock-solid operation?

Join Tim and Randy to learn how to balance these three crucial components and stop your business from teetering on the edge.

Tune in now!

Key Takeaways:

• Intro (00:00)
• The three-legged stool concept (00:54)
• Systems, automation, and lead generation as gym business pillars (02:24)
• The risks of pushing leads into a broken system (05:21)
• Impact of staff turnover on client retention (08:32)
• Acquiring new clients vs. retaining existing ones (10:34)
• The importance of documented processes (14:59)
• Business Accelerator program overview (15:47)
• Recap (17:45)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

The critical role of emotional intelligence (EQ) in the fitness industry remains this week’s topic as Tim and Randy continue their conversation with Lindsay Vastola, a leadership coach specializing in emotional intelligence and team development for fitness professionals.

In the previous episode, they discussed why many gym owners hire based on hard skills and technical expertise, only to face high turnover because staff members lack the emotional intelligence necessary for a positive gym culture. Now, they dive deeper into how EQ affects every aspect of the business.

In this episode, Lindsay explains:

• How to craft job descriptions that attract candidates with high EQ
• Ways to assess resourcefulness and problem-solving during interviews
• The high costs of keeping a cultural misfit and its impact on team morale

Tune in to learn why soft skills should be a priority for fitness business owners and how investing in EQ can transform your gym’s environment and boost profitability.

Let's dive in! 

P.S. If you missed the first part of the interview, be sure to check it out here!

Key Takeaways:

• Intro (00:00)
• Marketing job openings like services to attract the right candidates (00:28)
• Evaluate resourcefulness in interview scenarios (07:05)
• Slow hiring and quick firing leads to better staff quality (10:42)
• Controllables vs. uncontrollables in hiring challenges (15:37)
• Tap into local community groups to find potential coaches (19:13)
• Investing in EQ training boosts revenue and reduces churn (23:42)
• Balancing hard skills (certifications) with EQ training (25:47)
• Lindsay’s leadership coaching programs (28:02)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

We usually hire for IQ but end up firing because of a lack of EQ. This is something we rarely think about, but it's true. 

Many gym owners focus only on the technical skills of their staff when hiring and often overlook the emotional intelligence needed to ensure the day-to-day activities in the gym run smoothly. 

But what happens when your coaches can't connect with clients? Or if they struggle with tough conversations? Or leave you frustrated because they don't know how to communicate with each other or resolve conflict? 

It's easy to assume these soft skills are common sense. But the truth is, you can't expect your 23-year-old coach to know how to handle every (or any) situation – it's on you to guide them. 

In this episode, Tim and Randy sit down with Lindsay Vastola, an expert in emotional intelligence and a member of the Iron Circle. Lindsay explains why neglecting soft skills can come at a high cost, impacting everything from staff performance to client retention. 

Tune in and learn how to turn EQ from a silent killer in your business into your biggest asset.

Key Takeaways:

• Intro (00:00)
• Importance of emotional intelligence (02:05)
• The five key components of emotional intelligence (05:28)
• Assume nothing, train everything (08:06)
• A real-world example of soft skills undermining a coaching team (14:54)
• Hire for emotional intelligence over technical skills (23:03)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

"But my business is different."

How many times have you told yourself that? It’s a common refrain among gym owners who believe their challenges are unique and that the solutions that work for others won’t apply to them.

In this episode, Tim and Randy break down the "my business is different" mindset that holds so many back from achieving real growth. 

They explain how the systems and processes that lead to success – whether in marketing, staffing, or automation – are universal and can be applied to any business, in any industry.

They share real-life examples of owners who initially resisted change, only to find that adopting proven methods resulted in significant growth in their businesses.

The truth is that your business isn’t that different. This belief is just an excuse to avoid making necessary changes that feel too emotionally difficult to face.

If you’re ready to stop making excuses and start making changes, this episode is for you.

Tune in to learn how to overcome this limiting mindset and start making the necessary changes to transform your business today!

Key Takeaways:

• Intro (00:00)
• The “my business is different” mindset (01:10)
• Systems are key to lasting success (05:46)
• Are you the biggest obstacle in your business? (09:11)
• Act now or watch your business collapse (11:01)
• Why immediate action is crucial for growth (15:06)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

As more and more gym owners jump into white-labeled automation solutions, they often find themselves trapped in systems that don't serve the full client journey.

You might have experienced this frustration with different agencies offering you "custom solutions." However, you soon realize that all these systems are just rebranded versions of the same software, leaving you juggling multiple accounts and incomplete solutions.

In this episode, Tim and Randy break down the chaos surrounding HighLevel automation tools.

They reveal how gym owners are being locked into multiple platforms that barely scratch the surface of what a gym actually needs for real growth. These tools often stop at lead generation, leaving the crucial aspects of client retention, communication, and long-term relationship-building entirely out of the picture.

If you can’t control the client's journey from start to finish, you’ll always be at the mercy of various agencies and their solutions. Their main focus is usually getting you locked into monthly subscriptions rather than helping your business grow.

That’s why owning your automation system is key. Curious to find out how to finally take control of your business?

Tune in to this episode to learn how you can build a system that works for your gym and your clients, not just for an agency’s bottom line.

Let’s dive in!

Key Takeaways:

• Intro (00:00)
• Overview of Iron Circle and upcoming events (00:56)
• HighLevel automation software explained (03:22)
• Why HighLevel automations fail (07:45)
• Importance of owning your automation system (21:32)
• Warning about reliance on agency-built solutions (26:54)
• Conclusion (27:48)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Do you have a clear system to evaluate the performance of your gym coaches? Or are you just hoping they’ll do their best and grow on their own?

Many gym owners don’t have a structured plan to develop their coaches' skills or reward them for hitting performance benchmarks. But without a solid evaluation system, these gyms risk high turnover and stagnation (not to mention missed opportunities for growth).

In this episode, Tim and his fitness director, Zach, break down the "4x5 Performance Evaluation" tool that gyms worldwide are now adopting. This system allows coaches to be graded in four critical areas – teamwork, standards, client experience, and expertise – on a scale of 1 to 5, and it gives your coaches the possibility for continuous improvement.

Tim and Zach talk about the impact of this tool, how it helps coaches understand exactly what's expected of them, and how it can elevate both individual and team performance. They also explain why this approach makes all the difference in creating a sustainable, thriving business.

So, if you’re serious about helping your coaches grow, keeping them engaged, and ensuring your gym operations run smoothly, this episode is for you.

Tune in to learn in just 10 minutes how the 4x5 system can transform your gym’s coaching culture.

Let's dive in! 

Key Takeaways:

• Intro (00:00)
• 4x5 performance evaluation tool for coaches (00:57)
• Four categories breakdown (02:24)
• Scoring system and potential for bonuses (04:23)
• Review process and development (08:25)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

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If you haven't already, please rate and review the podcast on Apple Podcasts!

When was the last time you focused on your gym's delta? Last week? Last month? You can't remember?

Most gym owners don't have enough time to focus on actual growth because they're too busy putting out everyday fires. Yes, all that grind and constant involvement may feel productive, but it's actually an obstacle that sabotages business scaling.

It's ironic, but many gym owners spend most of their time handling tasks that could easily be delegated. So, the turning point for a gym can be handing over the reins to a qualified director. 

A strong director can oversee operations, manage staff, and drive growth – allowing you to focus on bigger-picture strategies. Without this role in place, you're stuck in the grind of everyday responsibilities, making it impossible to step away.

In this episode, Tim and his fitness director, Zach, pull back the curtain on how their owner-director relationship works.

They share why giving a fitness director full autonomy allows a gym to run smoothly while also freeing the owner to focus on higher-level strategies. Zach explains what it's like to manage operations, train staff, and drive sales – all responsibilities that once fell on Tim's shoulders.

Tune in as Tim and Zach share how they achieved both operational success and room for business growth.

Let's dive in! 

Key Takeaways:

• Intro (00:00)
• Why gym owners hold too much control (01:30)
• Director’s duties: management, sales, operations (04:49)
• Empowering directors boosts business growth (09:09)
• Fitness directors must master communication with gym owners (11:27)
• Remove yourself from daily operations (13:41)
• Best DISC personality types – gym owners vs. fitness directors (15:24)
• Creating the right environment for a great fitness director (18:29)
• The key role of a competent director in selling your gym (24:11)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix 

- SOP in a Day Workshop 

- An app designed for semi-private training - Semi Private Pro 

- Check out our Switch to Semi-Private course 

- Business Accelerator Program  

- Learn more about The Iron Circle 

---

If you haven't already, please rate and review the podcast on Apple Podcasts!