Gym World Worldwide

🌎 Will Harrison , co-owner of CrossFit Bath and founder of The Fitness Flywheel , joins Mateo to break down his journey from member to co-owner, and how he helped the gym build a sales process that took it from 8-10 new members a month to nearly 50. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. 📱 Socials: Will Harrison (Instagram): https://www.instagram.com/willjar58/ CrossFit Bath (Instagram): https://www.instagram.com/crossfitbathbox/ CrossFit Bath (Website): https://crossfitbath.com/ The Fitness Flywheel (Instagram): https://www.instagram.com/thefitnessflywheel/ The Fitness Flywheel (Website): https://www.thefitnessflywheel.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥Show Notes 0:00 — Intro & meet Will Harrison, co-owner of CrossFit Bath 2:04 — From member to co-owner: how most people get into this business (and how Will didn't) 6:55 — Starting as CrossFit Bath's first-ever commercial hire, mid-COVID, with 142 members 7:09 — Run a successful gym with Kilo (visit https://usekilo.com/gw ) 8:34 — The result of just having someone focused on sales: 8-10 new members/month to 48-49 11:37 — Will's core sales philosophy: "sales is the transfer of enthusiasm" 14:34 — "No one cares about your gym" — why features don't sell, outcomes do 15:02 — The "writing reflex": why jumping to solutions too fast kills the sale 16:16 — The real reason gym owners lose the sale after presenting the price 22:56 — How The Fitness Flywheel started as a side hustle helping other box owners 24:56 — Real client results: 34 members to 36% growth in a month, and 2 gyms to 3 26:42 — How Will and his partners structured the buy-in and valued the business 30:36 — Will's advice for anyone stuck growing their gym 32:37 — Outro — where to find Will, CrossFit Bath, and The Fitness Flywheel

🌎 Mark Fisher, former owner of Mark Fisher Fitness, now a gym business coach and partner at Business for Unicorns, joins Mateo to break down how to think about pricing and—even more importantly—how and when to raise your rates.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Mark Fisher (Instagram): https://www.instagram.com/markfisherhumanbeing/Mark Fisher (Website): https://www.businessforunicorns.com🔥Show Notes0:00 — Cold open: rent, payroll, and insurance are up — are your prices?2:26 — Today's topic: how to think about pricing (and when to raise it)3:18 — Mark's framework: start with your coach-to-client ratio5:48 — Crude benchmarks: ~$350/mo for 6-on-1, ~$185/mo for large group8:26 — The "no man's land" of averaging 8–10 people per class11:34 — What to do with underperforming class times: cut, don't hope22:34 — Run a successful gym with Kilo (visit https://usekilo.com/gw)24:52 — The "sold out" exercise — finding your true capacity and topline27:56 — Why 80% (not 100%) should be your planning assumption32:17 — Price increase vs. price correction: how Mark tells the difference34:01 — The crude rule: $60 or more means it's a correction, not an increase39:19 — What to expect in reality: 1-2% cancel, 3-5% complain to your face40:00 — The two comms mistakes: over-apologizing and overselling the upside41:16 — Mark's short, no-frills price-increase email template43:16 — The "Red Wedding" — the time MFF let every member out of their contract45:47 — Training your clients to expect an annual price increase48:52 — Outro — where to find Mark and Business For Unicorns49:33 — Run a successful gym with Kilo (visit https://usekilo.com/gw)

Mateo Lopez and Kaleda Connell tour Dan Visentin's 416 Fitness Club in Toronto, covering how he survived 450 days closed during COVID, the "red shirt" trick he uses to sell personal training, and the mistakes he says he'd never make again.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Kilo (Instagram): https://www.instagram.com/kilogyms/Kilo (Website): https://www.usekilo.com/gw/416 Fitness Club (Instagram): https://www.instagram.com/416fitnessclub/416 Fitness Club (Website): https://www.416fitnessclub.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:0:00 — On the road in Toronto with Dan Visentin of 416 Fitness Club0:56 — Front desk, lounge, and equipment layout walkthrough4:52 — Capping classes at 18: a COVID-era decision that stuck8:56 — The red shirt trick: selling personal training without a pitch11:48 — Run a successful gym with Kilo (visit https://usekilo.com/gw/)12:18 — What 416 means to Dan, and its evolution from CrossFit-only to HYROX14:18 — The real turning point: 450 days closed during COVID16:17 — The rack-per-person layout that outlasted the pandemic19:53 — Giving staff freedom without losing consistency22:36 — Three mistakes Dan won't make again27:54 — Retention in a transient city30:38 — Becoming a dad and how it reshaped the business31:51 — Going HYROX: building a class that teaches the skills36:58 — Dan's unscripted Kilo shoutout37:14 — Wrap-up and sign-off

Kilo co-founder Mateo Lopez is joined by Chris McMahon “Kilo Chris” for a Q&A episode of Gym World, taking questions straight from the Kilo Crew Facebook group, covering why acting technique quietly shows up in coaching, sales, and short-form video content, the moment "growth" can turn into "distraction" once you start chasing a second or third location, and the gut-check test for expansion offers that look great on paper but feel wrong in your stomach. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. 📱 Socials: Kilo (Instagram): https://www.instagram.com/kilogyms/ Kilo (Website): https://www.usekilo.com/gw/ Chris McMahon (Instagram): https://www.instagram.com/coach.chrismcmahon/ Chris McMahon (Website): https://www.chris-mcmahon.com 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: 0:00 — Kicking off with the Kilo Crew Facebook group Q&A 1:56 — First question: favorite ice cream flavors 4:56 — The one skill with the best ROI that gym owners keep avoiding 5:09 — Why improv class builds better coaches 6:36 — Short-form video, authenticity, and building a brand voice 9:58 — Discovering your authentic self by "playing pretend" 11:45 — Real example: a niche gym that found its voice and grew from it 13:14 — Run a successful gym with Kilo (visit https://usekilo.com/gw/ ) 13:51 — Next question: when does adding more members, services, or locations start hurting your business 15:04 — The "ducks in a row" problem: replicating growth before systems are ready 17:24 — Case study: a cross-country expansion deal that looked good on paper 20:49 — Gut-check moment: ignoring your instincts under pressure to grow 22:28 — Knowing which unsustainable moves are okay short-term 24:36 — Accepting that growth always has an unsustainable phase 25:54 — Wrap-up and where to find more Gym World

Kilo co-founder Mateo Lopez and CEO Kaleda Connell are joined by All Day Fit's Cassie Day, as they take listeners on a construction tour of Cassie's brand-new standalone gym space in Toronto — covering the lease negotiation that almost didn't happen, the front-desk debate every gym owner has, why she's building a member lounge instead of maximizing square footage, and how the All Day Fit brand is evolving as she moves out of a shared space for the first time in a decade. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. 📱 Socials: Cassie Day (Website): https://alldayfit.com/about/cassie-day/ Cassie Day (Instagram): https://www.instagram.com/cassiedayyy/ All Day Fit (Instagram): https://www.instagram.com/alldayfit.co/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes 0:00 — Welcome to the All Day Fit construction tour 1:39 — Negotiating the shared back space with the landlord 3:00 — The great front-desk debate: staffed vs. unstaffed 6:14 — Why the community lounge is worth the square footage 10:53 — Walking the main training floor and equipment setup 14:00 — What Cassie would do differently: lawyers, realtors, and lease red flags 15:56 — Why she left a shared space after a decade 17:39 — Space-hunting for two years and keeping rent at 20% of revenue 18:56 — Building sustainable coach careers with the "Strong Academy" model 20:04 — New hires and org structure 24:52 — Paternity leave in Canada and folding a partner into the business 26:32 — Rebranding from anti-diet-culture messaging toward "capability" 29:11 — The content strategy experiment: cutting all content for two years 30:29 — A Romania trip sparks the idea for parent-and-child classes 33:13 — Final thoughts and where to find Cassie and Kilo

🌎 Centr CEO Andrew Sugerman joins Mateo Lopez to talk about his jump from running Marvel comics and Disney's social channels to building the equipment behind Hyrox, why 92% of Hyrox finishers are already gym members, and what it actually takes to build a brand gym owners can be proud of. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. For gym owners and operators interested in Centr x HYROX commercial opportunities Try the Centr App (includes the only HYROX-certified digital training programs) 📱 Socials: Centr (Website): https://shop.centr.com/ Centr (Instagram): https://www.instagram.com/centrfit/ 🎙️ Listen On: Apple - https://podcasts.apple.com/ca/podcast/gym-world-worldwide/id1659702465 Spotify - https://creators.spotify.com/pod/profile/gymworld 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥Show Notes 0:37 — Mateo introduces Andrew Sugerman, CEO of Center 1:39 — Andrew's 12 years at Disney, running Marvel comics and digital/social 2:43 — Why he left Disney for health and fitness 7:11— Run a successful gym with Kilo (visit https://usekilo.com/ gw) 9:16 — The identity and community hook that keeps Hyrox athletes coming back 13:37 — Center's equipment now inside 4,000+ gyms 15:04 — How the Hyrox partnership started at a 2023 race in Anaheim 18:43 — How gym owners can bring Hyrox in, even non-competitors 24:00 — The growth numbers: 2.5M athletes and US cities doubling in 2026 26:26 — What actually makes a brand partnership work 29:37 — Brand advice for gym owners without a Disney budget 33:19 — Where AI fits into coaching, and where it doesn't

🌎 Kilo co-founder Mateo Lopez and Kilo Chris, take listeners behind the scenes of Kilo while at the Two-Brain Business Summit, the customer-care culture that keeps gym owners coming back, and the people on the team who make it happen. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out. 📱 Socials: Kilo (Website): https://usekilo.com /gw/ Kilo (Instagram): https://usekilo.com/kilogyms/ Book a Demo: https://usekilo.com/book-call 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide \ 🔥Show Notes 0:00 — Kilo's female-led company culture and team vibe 0:38 — Mateo Lopez introduces Kilo and the Summit 1:14 — First-time Summit impressions and gym-world perspectives 2:10 — Why Kilo's booth is so packed 3:37 — Customer care as Kilo's biggest differentiator 5:04 — Shout-outs to standout team members 6:03 — Chris on joining the Kilo team 7:29 — Elsie's impact on marketing and onboarding 8:55 — Team goal for the Summit 9:51 — Background in coaching, CrossFit, and gym ownership 12:02 — Listening to users and building better features 13:16 — Final messages to the team and the Kilo crew

🌎 Mark Fisher, former owner of Mark Fisher Fitness, now a gym business coach and partner at Business for Unicorns, joins Mateo to break down what separates today's top-performing gym owners from everyone else; covering vision setting, knowing your numbers, and building systems that scale. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out. 📱 Socials: Mark Fisher (Instagram): https://www.instagram.com/markfisherhumanbeing/ Mark Fisher (Website): https://www.businessforunicorns.com 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥Show Notes 0:00 — Intro & meet Mark Fisher, former owner of Mark Fisher Fitness 3:08 — What's changed (and what hasn't) since coaching gym owners instead of being one 8:06 — Inside a room of 50 gym owners who collectively own 135 gyms 9:29 — Luck, timing, and why you shouldn't copy every successful gym owner 11:54 — Trait #1: successful gym owners have a clear vision 14:33 — The identity shift from "trainer" to "owner" 18:41 — Mark's "set it and forget it" approach to goal setting 22:40 — Run a successful gym with Kilo 23:18 — Trait #2: successful gym owners know and track their numbers 24:38 — The weekly and monthly numbers every gym owner should track 28:40 — Trait #3: successful gym owners are dialed in on systems 29:01 — The end of the "boiler room sales" era in gym marketing 31:46 — Leadership as the most important system of all 33:26 — Where to find Mark: his Perform Better talk and how to reach him 34:08 — Outro

🌎 Chris McMahon, Kilo's Content and Partnerships Specialist, joins Mateo for a rapid-fire tier-list episode ranking 15 of the most common gym growth strategies from S-tier to F-tier; covering everything from referral programs to six-week challenges.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out.📱 Socials:Chris McMahon (Instagram): https://www.instagram.com/coach.chrismcmahon/Chris McMahon (Website): https://www.chris-mcmahon.com🔥Show Notes: - 0:00 — Intro & the tier-list concept- 0:28 — Meeting Kilo Chris AKA Chris McMahon- 1:59 — Defining "growth" for a gym business- 2:20 — Free clients for testimonials- 3:59 — Getting family to pay as proof of concept- 5:41 — Facebook groups and online communities- 7:35 — Six-week challenges as a front-end offer- 10:26 — Building an email list- 12:31 — Partnering with other creators and businesses- 14:16 — Paid ads on Facebook and Instagram- 16:43 — Organic social media posting- 18:06 — Referral programs- 18:59 — Hosting local events- 20:36 — Cold outreach, directories, and free consultations- 22:28 — Podcasting and YouTube- 24:14 — Discounted challenges and raising prices- 25:54 — Final thoughts- 26:47 — Outro

🌎 Greg Morrone , owner of The FIT Lab in Hoboken, NJ, joins Mateo to break down the "PT-first" onboarding model that converts 90-95% of leads, and the hospitality lessons from his years in nightlife that shaped a gym with a stellar community. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out. 📱 Socials: The FIT Lab(Instagram): https://www.instagram.com/thefitlabhoboken/ The FIT Lab (Facebook): https://www.facebook.com/theFITLabInc/ The FIT Lab (Website): https://thefitlabhoboken.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥Show Notes 0:00 — Intro & meet Greg Morrone of The FIT Lab 2:29 — Greg's backstory: nightlife, culinary school, and Danny Meyer's hospitality playbook 3:55 — Why hospitality lessons are hard to systemize in a gym setting 5:53 — Inside The FIT Lab's "PT-first" model 5:59 — Run a successful gym with Kilo 7:48 — The new fast-track offer: 6 one-on-one sessions for $400 8:17 — Results so far: 28 signups, 25 conversions, capacity by October 9:44 — Why pricing PT and small group dollar-for-dollar kills sales friction 10:13 — Meet coach Jason, and why Greg's staff sticks around for a decade-plus 11:12 — The trade-off: 6% rent factor, higher payroll, investing in people over space 13:36 — Greg's tagline: "high value personal training" 14:29 — The FIT Lab's 13-year anniversary and why community isn't a sales pitch 15:25 — Run clubs, Hyrox, and the rise of IRL connection as a selling point 16:20 — Designing around busy parents with limited time 17:16 — Fitting 180 members into a 2,300 sq ft (1,600-1,700 usable) odd-shaped space 17:45 — How members find The FIT Lab: paid ads, Google search, ~250 testimonials 20:03 — Advice for gym owners stuck in the same spot for years 23:38 — Outro

🌎 Erik Zeyher , owner of Warlock CrossFit in Poughkeepsie, NY, joins Mateo to break down how his semi-private program grew into a $20-25K/month revenue stream and the story behind Help First Fitness, the personal training studio he built inside a local tennis club's old squash court. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out. 📱 Socials: Erik Zeyher (Instagram): https://www.instagram.com/growwitherik/ Warlock CrossFit (Instagram): https://www.instagram.com/warlockathletics/ Help First Fitness (Instagram): https://www.instagram.com/helpfirstfitness/ 🎙️ Listen On: Apple - https://podcasts.apple.com/ca/podcast/gym-world-worldwide/id1659702465 Spotify - https://creators.spotify.com/pod/profile/gymworld 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes 0:00 — Intro & meet Erik Zeyher of Warlock CrossFit 2:20 — Warlock's backstory and the secret to lasting 10+ years as an affiliate 4:11 — How the semi-private program got started 4:59 — Inside the 6,000 sq ft space: class vs. semi-private layout 5:59 — Run a successful gym with Kilo 6:31 — Launching semis internally: the "red rope method" and goal reviews 8:05 — Day one results and scaling to $20-25K/month 9:44 — Coach pay under the semi-private model 11:25 — Retention: injury referrals vs. class-to-semi upgrades 13:21 — Building Help First Fitness inside a tennis club's old squash court 14:52 — Funding the build-out with a 0% interest credit card 16:04 — Lessons from nightlife: why gym is a hospitality business 17:38 — The most common problem gym owners bring to sales calls 20:44 — Erik's own $23K/month wake-up call before finding Two-Brain 21:12 — Where to find Erik

🌎 Josh Maranian , owner of Regen Fitness Club in Fort Collins, Colorado, joins Mateo to break down how he built a semi-private training gym out of his garage and grew it into a 40-member facility in just one year. They get into his 4:1 semi-private model, why he splurged on a sauna and cold plunge while cutting costs elsewhere, how he prices and packages sessions, and his plan to roll out a belt-style pay structure for coaches.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here , so you don't miss out.📱 Socials:Josh Maranian (Instagram): https://www.instagram.com/josh.maranian/Regen Fitness Club (Instagram): https://www.instagram.com/regenfitnessclub/📺 Watch On: https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes- 0:00 — Intro & meet Josh Maranian of Regen Fitness Club- 1:22 — Inside the 4:1 semi-private model, sauna, and cold plunge- 3:00 — How sessions are run and customized within a small group- 3:39 — From a corporate burnout to getting a personal training cert- 4:54 — Getting let go and going all-in on training out of his garage- 6:20 — How template-based programming works for each member- 9:11 — Outgrowing the garage: pairing clients up and the birth of the 4:1 model- 10:42 — Run a successful gym with Kilo - 11:08 — Funding the build-out with an intra-family loan- 11:48 — What to spend big on (equipment) vs. cut aggressively on (design)- 13:00 — Why the sauna and cold plunge were non-negotiable- 14:12 — Growing from 10 to 40+ members in year one- 15:28 — Pricing, packaging, and four-week billing cycles- 16:26 — Why Josh started hiring coaches early instead of waiting- 17:38 — Coach pay, the path to a "belt"-style pay structure, and growth tracks- 19:54 — How on-ramp and the intro package set member expectations- 20:19 — Year one wins and what's next for year two- 20:36 — Why an operations manager matters more than another coach- 23:27 — Where to find Josh

🌎 Corey Lewis , owner of Extra Mile Fitness in St. Louis, Missouri and Two-Brain mentor, joins Mateo to break down how he hires, develops, and retains great coaches. They get into his walking interview process, how he onboards new staff before their first day, why past members are his best source of new leads, and the system he uses to bring canceled members back.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials: Corey Lewis (Instagram): https://www.instagram.com/corey_j_lewis/ Extra Mile Fitness (Instagram) - https://www.instagram.com/xtra.mile.fitness/Extra Mile Fitness(Website) - https://xm.fitness/ ---🔥 Show Notes- 0:00 — Intro & meet Corey Lewis of Extra Mile Fitness- 1:32 — The gym model and how it's evolved over 14 years- 2:00 — Why Corey diversified beyond group classes- 3:52 — How the hiring process has changed- 4:28 — Using a careers page and video submissions to filter candidates- 4:54 — Run a successful gym with Kilo - 7:00 — The walking interview and what it reveals- 8:19 — The second interview and what happens after an offer is made- 10:23 — Onboarding before the first day: gifts, welcome videos, and happy hours- 12:19 — What the first day actually looks like- 13:02 — The 3-month internship and coaching development program- 14:44 — The belt system and how it gives coaches a clear career roadmap- 15:52 — How Corey structures income so coaches can make a real living- 18:05 — Using past members as a lead source- 19:12 — The exit goal review and staying in touch after cancellation- 22:01 — Easy wins for gym owners looking to reactivate past members- 23:42 — Where to find Corey

🌎 Karen Stephenson , owner of Hammock Coast CrossFit on Pawleys Island , South Carolina, joins Mateo at the Two-Brain Business Summit to share how she sold her first gym, moved to the beach, and opened a second one in the middle of COVID. They get into what it really takes to start over, how she transitioned from hobby gym to real business, and why building a senior fitness program has become one of her biggest wins. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here , so you don't miss out. 📱 Socials: Hammock Coast CrossFit (Instagram) - https://www.instagram.com/hammockcoast_cf/ Hammock Coast CrossFit (Website) - https://hammockcoastcrossfit.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: 0:00 — Intro & meet Karen of Hammock Coast CrossFit 4:46 — Opening their first gym in Elkins, West Virginia 10:06 — Chris Cooper's "perfect day" exercise and deciding to move to the beach 14:03 — Starting over in South Carolina during COVID 16:50 — Run a successful gym with Kilo (visit https://usekilo.com/ ) 19:41 — Buying the building 21:44 — Going from hobby gym to real business 22:42 — Adding Senior Fit, kids, and semi-private training 27:10 — Karen's personal journey with fitness 29:23 — The 84-year-old member who went on safari

Matt Becker, founder of Gym Lawyers and former 11-year CrossFit affiliate owner, joins Mateo to break down the legal gaps most gym owners don't know they have. They get into why compliance directly affects your gym's value, what buyers look for during due diligence, how market value opinions work, and the roll-up trend quietly reshaping the boutique fitness market. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here , so you don't miss out. 📱 Socials: Gym Lawyers (Instagram) - https://www.instagram.com/gym_lawyers_pllc/ Gym Lawyers (Website) - https://www.gymlawyers.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide Show notes: 0:00 — Intro & what is Gym Lawyers? 2:22 — Matt's background: 11 years as a CrossFit affiliate owner turned attorney 3:25 — How Chris Cooper planted the idea for Gym Lawyers 5:04 — Compliance basics every gym owner needs 6:07 — Lease agreements, personal guarantees, and liability waivers 7:07 — How to engage with Gym Lawyers (flat fee, not hourly) 8:09 — Buying and selling gyms: what Matt's team is doing more of 8:45 — How to prepare your gym for sale 9:14 — Why compliance directly affects your ability to sell 10:00 — Market value opinions: what they are and how to use them 11:24 — What buyers should watch out for 12:11 — When buyer and seller valuations don't match 12:57 — How multiples work: SDE vs. EBITDA 13:38 — The roll-up trend reshaping boutique fitness right now 14:16 — Where you can find more about Matt & Gym Lawyers

🌎 Rich Thaw , owner of EMPWR Fitness and Sports Performance Training in Montreal, joins Mateo to break down how he grew his gym's membership base by 40% in Q4, largely without paid ads. They get into his sell-by-chat strategy, why he cuts his schedule to grow faster, how he uses referral automations inside Kilo to turn happy members into a lead machine, and why sometimes discounting your trial offer even further is the right call. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here to avoid missing out. 📱 Socials: Rich Thaw (Instagram) - https://www.instagram.com/empwr__/ EMPWR (Website) - https://empwrfast.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥Show Notes: (0:38) — Introduction: Rich Thaw, EMPWR Fitness, Montreal (2:28) — What Empower does: small group personal training for athletic adults (3:36) — Rich's background: hockey, Mike Boyle, and how he got into coaching (5:13) — The early days: online training, the garage gym, and getting the cops called (7:06) — Growing pains: too many sessions, not enough revenue (8:50) — The conversation with Mark Fisher that changed everything (10:17) — Cutting the schedule to buy back time (and why it was terrifying) (11:45) — Run a successful gym with Kilo (visit https://usekilo.com/ ) (12:25) — Sell by chat: how Rich turned social media interactions into booked trials (14:06) — Has the offer changed? Breaking down the 10-day / 3-session trial for $99 (15:12) — Why discounting the trial even further sometimes works better (17:57) — Positioning small group training vs. personal training vs. group classes (19:39) — How Rich structures his referral program (and when he makes the ask) (21:16) — The QR code, the Kilo automation, and what happens 30 minutes after a referral (21:52) — Other lead gen: promos, reactivation campaigns, and the dollar trial (23:49) — Onboarding: what the trial experience actually looks like at EMPWR (25:53) — Converting trial members into long-term memberships (28:52) — What's next: finding a full-time coach and building the team (29:53) — Where to follow Rich

🌎 Kaleda Connell , CEO of Kilo, joins Mateo to break down how the shift to AI-powered search is changing what gym owners need on their websites — and what to do about it. They get into Google's E-E-A-T framework, why the "blue link era" of SEO is over, and Kaleda's five-pillar system (proof, people, answers, authority, and plumbing) to ensure your gym actually shows up when someone asks an AI to find the best option in your area. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here to avoid missing out. 📱 Socials: Kaleda Connell (Instagram) - https://www.instagram.com/heykaleda/ Kaleda Connell (Website) - https://heykaleda.com/blog/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide (0:46) - Introduction: Kaleda Connell, CEO of Kilo (1:29) - Why AI Is Changing How Gyms Show Up Online (2:14) - What Old-School SEO Got Right (And Why It No Longer Works) (4:01) - The AI Overview Effect: Why Website Traffic Is Dropping (4:50) - The Blue Link Era Is Over: What Gym Owners Need to Do Now (5:48) - Google's E-E-A-T Framework Explained (6:50) - Run a successful gym with Kilo (visit https://usekilo.com/ ) (7:29) - Kaleda's Five Pillars: Proof, People, Answers, Authority, and Plumbing (8:10) - Pillar 1 — Proof: Testimonials, Transformations, and Long-Form Case Studies (10:28) - Pillar 2 — People: Coach Bios, Credentials, and Member Stories (11:42) - Pillar 3 — Answers: FAQ Sections, Program Pages, and the Specificity Test (15:18) - Should You Post Your Pricing? Kaleda Changes Her Mind (17:44) - Pillar 4 — Authority: Local Press, Partnerships, and Why Reddit Matters (19:57) - Pillar 5 — Plumbing: Schema Markup and the Nuts and Bolts That Still Count (22:06) - Should You Use AI to Audit Your Own Website? (24:26) - Where to Get Help From the Kilo Team (24:50) - Closing Remarks

🌎 Michael Ranfone and Dr. Marko Lujic from Ranfone Training Systems join Mateo to break down how they built a 20,000 sq ft facility that combines semi-private training, concierge medicine, and nutrition under one roof. We get into their semi-private model, how RTS Health delivers real preventive care for around $500/month, and why their ARQ program might be what the future of gyms actually looks like. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out. 📱 Socials: Ranfone Training Systems (Instagram) Ranfone Training Systems (Website) 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: (0:00) - Introduction: Michael Ranfone and Dr. Marko Lujic from Ranfone Training Systems (1:15) - Origin Story: From Yale Strength Coach to 20,000 Sq Ft Integrative Facility (3:40) - How Deep Credentials Shaped the RTS Model (6:10) - Serving Both Athletes and Gen Pop Under One Roof (9:45) - How the Semi-Private Model Actually Works: 20 People, 20 Custom Programs (14:20) - The Accountability Coach System and How Clients Are Matched (18:30) - Why Semi-Private Over Large Group: The Performance-Based Philosophy (22:00) - Pricing the Semi-Private Model: $357/Month Unlimited Access (26:15) - The Value Framing: Why RTS Competes With Healthcare, Not Box Gyms (30:00) - How RTS Health Works: Labs, DEXA, VO2, WAVi, and What It Costs (36:20) - Why Your Primary Care Doctor Is Actually Just a Triage Nurse (41:10) - The ARQ Program: Where Training, Medicine, and Nutrition Become One (44:30) - Is This Where the Whole Industry Is Heading? (47:15) - Where to Find Michael and Dr. Lujic (48:00) - Run a successful gym with Kilo (visit https://usekilo.com/ )

🌎 This week, Mateo sat down with Stu Brauer from WTF Gym Talk and the Gym Real Estate Company . Stu breaks down how he used gym cash flow to buy a 10,500 sq ft building with an SBA loan, filled the extra space with tenants to slash his monthly costs, and eventually sold the gym and leased the whole building. We also get into how to find the right location using customer data, why confusing zoning with building use is an expensive mistake, what lenders look for when underwriting a gym SBA loan, and why shopping for real estate before you're ready can quietly kill your reputation with listing agents. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here , so you don't miss out. 📱 Socials: WTF Gym Talk (Instagram) WTF Gym Talk (Website) The Gym Real Estate Company (Instagram) The Gym Real Estate Company (Website) 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: (0:00) - Visibility vs. Digital Presence: What Actually Drives Gym Traffic (2:25) - How to Use an SBA Loan to Buy Your Gym's Building (5:48) - The Right Time to Buy: Why Peak Profitability Is Your Window (7:19) - How to Evaluate a Location Before You Sign Anything (12:24) - Trade Area Overlap: How to Open a Second Location Without Cannibalizing the First (16:47) - Test Fits and Construction Costs: What Gym Owners Always Underestimate (20:40) - Working Backward: How to Model Expenses Before You Commit to a Space (24:28) - Open Gym vs. Semi-Private: Pros, Cons, and Square Footage Reality (33:13) - Anchor Tenants: When Paying for a Premium Location Is Actually Worth It (36:18) - How to Set Yourself Up for an SBA Loan Two Years Before You Need One (40:00) - Why the Land Is the Real Long-Term Play (44:29) - Buying Land vs. Building Out: The Real Costs and Timeline (47:20) - The Important First Step for Gym Owners Ready to Get Into Real Estate (48:26) - Where to find out more about Stu (48.43)- Run a successful gym with Kilo (visit https://usekilo.com/ )

🌎 This week, Mateo sat down with Nathan, Kirsten, and Dana from BGB CrossFit , a CrossFit affiliate in Fayetteville, Georgia, that has been open for over 12 years. They break down how the gym shifted from a competitive CrossFit box to a health-focused facility for all demographics, the two-week fundamentals process that onboards every new member, and how adding semi-private training at $70 a week has increased revenue per member. We also get into their goal review system, how they keep every coach informed through Slack, and how layering in nutrition coaching, massage therapy, and Hyrox has helped them retain members for over a decade. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. 📱 Socials: BGB CrossFit (Instagram) - https://www.instagram.com/bgbstrength/ BGB CrossFit (Website) - https://bgbcrossfit.com/ 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: (0:41) — Meet the Owners Behind a 12-Year CrossFit Affiliate (1:54) — From Competitive Box to Gym for Every Body (5:07) Run a successful gym with Kilo (visit https://usekilo.com/ ) (5:39) — The Two-Week Fundamentals Process That Prevents Early Dropoff (9:49) — How BGB Packages and Prices Group, Semi-Private, and Personal Training (12:32) — Why Semi-Private at $70 a Week Beats a Standard Group Membership (12:55) — How to Successfully Launch a Semi-Private Program at Your Gym (16:03) — The Revenue Impact of Adding Semi-Private Training (17:58) — The Goal Review System That Upsells Members Without the Hard Sell (19:55) — How They Keep Every Coach Informed Using Slack and Their Gym Software (22:12) — How BGB Added Hyrox and a Women 's-Only Class Without Adding Much Work (23:48) — Layering Nutrition and Massage Into a CrossFit Business (26:16) — What 12 Years in Business Actually Teaches You About Retention