Some gym owners think they just need better ads.

So they swap agencies. Rewrite headlines. Launch new promos. And when the new clients start rolling in, it feels like it’s working – at least for a little while.

Yes, the leads come in... but so do the cancellations. No matter how much they spend on ads, the growth never sticks. And every month, they find themselves back at square one.

That’s because marketing isn’t the core issue.

In part 4 of this 5-part series on the myths that keep gym owners stuck under $30K, Tim and Randy dig into the belief that marketing is the biggest problem in a struggling gym. What they reveal is harder to face: client retention, outdated pricing, and weak service delivery are the real leaks in the bucket.

They break down the math behind churn, explain why some clients quietly vanish, and share stories from the floor and the frontlines.

So if you're stuck under $30K, this episode will help you see the truth: it's probably not because you aren’t spending enough – it’s because what you keep matters more than what you get.

Tune in!

Key Takeaways:

• Intro (00:00)
• Myth #4 – Marketing is not the core problem (00:48)
• Leaky bucket analogy and client churn (02:20)
• You can’t outspend attrition forever (03:45)
• GLP-1 weight-loss drugs shift client mindset (06:19)
• Education gap worsens retention (07:14)
• Marketing can’t fix poor operations (10:07)
• Start tracking retention metrics objectively (11:26)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

A lot of gym owners wear every hat in the building (and think that’s just part of the job).

They train every client.

Put out every fire.

Answer every email.

Eventually, that becomes their whole identity: “I do it all.” But that belief is exactly what keeps them stuck. It drains their time, burns their energy, and kills their shot at real growth.

In Part 3 of this series, Tim and Randy tackle one of the biggest myths holding gym owners under $30K/month: thinking you have to do everything yourself. That mindset doesn’t make you a better owner – it makes sure you never have time to actually be one.

In this episode, you’ll get a clear path to step off the training floor and start scaling like a business owner.

Also inside:

• Why most owners never build a path out of fulfillment
• How to buy back your time and replace yourself the right way
• What to say when you hand a client off to a new coach
• Why your gym won’t grow without someone pushing it forward every day

Tune in and learn how to run the business instead of being run by it.

Key Takeaways:

• Intro (00:00)
• Gym owners stuck under $30k are in survival mode (00:53)
• Myth #3 – I have to do everything myself (04:40)
• Owner should focus on growth, not only delivery (05:43)
• Not paying yourself prevents replacement with staff (08:00)
• Growth can't be the leftover time task (10:40)
• Replace yourself and shift to growth activities (11:20)
• The gym’s brand delivers the experience, not the individual coach (13:20)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

Many gym owners believe that discounting their services will get someone through the door.

That a “free week” or “first responder discount” will tip the scales. And at first, it might even look like it’s working... Until the leads disappear, revenue plateaus, and every client is paying a different rate for the same service.

In Part 2 of this myth-busting series, Tim and Randy talk about the belief that discounting brings growth – and explain why it’s actually a trap that keeps gym owners stuck under $30K/month.

They share stories from real gym owners, the hidden cost of "founder rates," why discounting signals a lack of confidence in your service, and how inconsistent pricing erodes trust, kills margins, and makes your business harder to scale.

If you think (or you’ve ever thought) that lowering the price will help bring in more members, this one’s for you.

Tune in and learn why smart gyms say NO to free trials and discount deals.

Key Takeaways:

• Intro (00:00)
• Myth #2 – discounting brings growth (00:44)
• Free week trials don’t convert well (02:21)
• The couple discount dilemma explained (03:29)
• Discounting equals undervaluing your services (05:55)
• Free steak dinner concept (08:04)
• Never offer lifetime discounts (11:05)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

Some gyms are packed… and still broke.

The schedules are full. The energy is high. But when it comes time to check the bank account, there’s barely anything left. And it’s not because the owners aren’t working – they’re grinding, hustling, doing all the things. But still... nothing changes.

What’s common for many of them? They believe more members are the answer.

In Part 1 of this new series, Tim and Randy tackle the first of the 5 Myths That Keep Gym Owners Stuck Under $30K – the idea that more people automatically equals more profit.

They break down why the $30K/month barrier even exists, how chasing headcount leads to rising attrition and ad spend, and why value, not volume, is the true lever for growth.

You’ll hear how to stop trying to “scale cheap,” why fewer, better-paying clients make for a stronger business, and how to start pricing like the premium service you already are.

Your product might be better than you think – now it’s time your pricing reflected that.

Let’s dive in.

Key Takeaways:

• Intro (00:00)
• Myth #1: More members = more money (03:11)
• Focus on revenue, not headcount (03:59)
• Marketing costs increase with churn (06:48)
• Fear of raising rates is common (09:14)
• Culture fails under pressure (15:25)
• Health is worth the premium (17:13)
• Challenge: Evaluate your product honestly (18:00)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

Most coaches aren’t lazy. They’re not unmotivated. They’re just being managed like they’re business owners… And that’s where things start to break.

In this episode, Randy and Zach discuss a mistake they see all the time: gym owners assigning responsibilities, pay structures, and incentives based on their mindset, not their team’s.

When you expect a coach to care about sales metrics, revenue growth, or monthly Delta the way you do – you’re setting both sides up to lose. That disconnect shows up in retention, team culture, and client experience… even when everyone’s “doing their job.”

This conversation gets into what actually motivates coaches, how to align pay with performance without creating resentment, and where most compensation plans go off the rails.

Tune in to find out why your staff isn’t performing the way you expected… and what to do about it.

Key Takeaways:

• Intro (00:00)
• Gym owners think staff are mini-entrepreneurs (01:32)
• Coaches want stability (04:29)
• Understanding wealth through the cash flow quadrants (06:02)
• Visionary vs. employee mindset (09:24)
• Why team bonuses work better for coaches (15:26)
• Avoid misaligned sales responsibilities for coaches (19:47)
• Soft-sell strategies for upselling services (22:05)
• Build intrapreneurship pathways inside the gym (27:47)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

Many gym owners add new services with the best intentions.

A couple of clients ask for something different… there’s a gap in the schedule… maybe a new trend looks like it could boost revenue… So they say yes – add a class here, a specialty program there…

But over time, the business starts looking like the Cheesecake Factory: a little of everything, not great at any one thing.

In this episode, Randy and Zach talk about the real cost of shiny object syndrome in gym ownership. They break down what happens when you chase too many services – how it splinters your delivery systems, muddies your marketing, and puts your coaches in a position where no one’s quite clear on what the business stands for anymore.

They explain how to filter opportunities through what you believe, what you can deliver, and what actually gets results – so you can double down on the thing you want to be five-mile famous for.

Tune in.

Key Takeaways:

• Intro (00:00)
• Gym owners should avoid being the “Cheesecake Factory” of fitness (01:22)
• Starbucks case study: when too many offerings dilute value (04:16)
• You must believe in what you sell to sell it well (07:22)
• Simplify your offer to one that drives results and revenue (17:14)
• Convert legacy services instead of cutting them immediately (20:35)
• Lack of brand clarity leads to staff and client confusion (24:09)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

In this episode, Tim and Randy sit down with world-renowned coach and speaker Todd Durkin. He’s the founder of Fitness Quest 10 and the guy behind athletes like Drew Brees and LaDainian Tomlinson.

While his professional track record is well known, the personal cost behind it isn’t. Most people don’t know he was nearly taken out of the game.

This time, Todd talks about the last few years of his life – chronic fatigue, a nagging back injury, and a health crisis that left him drained and confused. The turning point came with a diagnosis of sleep apnea… and a renewed sense of faith.

That clarity led to his next mission: Impact X Performance. It's a growing franchise focused on fitness, recovery, coaching, and optional faith-based integration. These aren’t typical gyms. As Todd puts it, they’re “lighthouses” built to serve the whole person.

Whether you’ve followed Todd for decades or are just hearing his name, this conversation pulls back the curtain on what real leadership looks like when everything feels like it’s falling apart.

Tune in.

Key Takeaways:

• Intro (00:00)
• NFL injury and early career story (02:12)
• First pro athlete training story – broken table moment (06:10)
• How LaDainian Tomlinson and Drew Brees joined (08:41)
• Burnout and selling part of Fitness Quest 10 (15:46)
• Misdiagnosed health struggle and sleep apnea discovery (17:22)
• First night using CPAP and major shift (21:03)
• Launch of Impact X Performance vision (26:02)
• Expanding lighthouses (29:30)
• Todd’s prison visit experience and new perspective (35:32)
• Pain taught him purpose and clarity (43:27)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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

“You thought your customers were lazy on the gym floor. They’re even lazier with their brains.”

That’s how Donald Miller explained the hidden reason most gym marketing doesn’t work: it makes people think too hard.

Donald Miller is the CEO of StoryBrand and Business Made Simple. He’s the author of several books, including bestsellers Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business.

At the end of the Growth Summit in Nashville, Tim sat down with Donald for a live fireside chat in front of a packed room of gym owners.

Donald breaks down why most fitness messaging falls flat, why clever doesn’t convert, and how to build a brand message that sticks – not just with prospects, but with your own team. He explains how billion-dollar ad agencies still get it wrong, why presidential campaigns live or die by taglines, and why people would rather stay confused than burn mental calories figuring out your offer.

This conversation is filled with real examples, sharp takeaways, and the kind of clarity most gyms are missing. Give it a listen – and see what happens when your message actually lands.

Hit play.

Key Takeaways:

• Intro (00:00)
• Confusing words waste marketing dollars (02:09)
• Why ad agencies often get it wrong (04:25)
• Training staff on consistent brand message (07:46)
• Fitness doesn’t have to take a long time (10:18)
• Position yourself as the guide, not the hero (18:26)
• Soundbites win political and business campaigns (22:29)
• Use clear, singular offers in your messaging (25:15)
• Words shape your perceived value (29:11)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

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

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

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

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