SGPT Marketing

On this week’s episode of the SGPT Marketing Podcast, host George is joined by a very special guest - his wife and business partner, Emily Branford, COO of INTENT91. Between them, George and Emily have grown INTENT91 from one small group personal training gym into a five-site operation, all while building teams, systems and a business that supports long-term growth rather than founder burnout. In this conversation, they break down the most important lessons they’ve learned so far - the ones you only really pick up by being in the trenches. They discuss what changes as you scale, why people and HR become non-negotiable and how learning to manage cash flow properly can be the difference between growth and chaos. George and Emily also talk candidly about bottlenecks - the moments where the business pulls you back into the weeds - and how putting the right structure, roles and leadership in place allowed them to step back and focus on the bigger picture. You’ll also hear real examples from inside INTENT91, including how having the right team and processes meant George wasn’t dragged into putting out metaphorical fires - something that simply wouldn’t have been possible in the earlier stages of the business. This episode is a grounded, honest look at what it actually takes to scale an SGPT gym - not just opening more sites, but building a business that works without breaking the people running it. 📲 Connect with HAMPER: Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

This week, George dives into a question he was asked on his Instagram story: How do you actually balance life and business as a gym owner? For him, the answer always comes back to one thing - structure. Once your product is solid, the next step is getting good enough at marketing and sales to generate the revenue needed to hire. Because without revenue, you can’t bring people in. And without people, you can’t create the space needed for balance. From there, it’s all about building systems and processes that keep standards high and make sure your team knows exactly what to do. This is how you stop being pulled into every issue, every decision, every fire. George shares a real example: a situation in his own gym that previously would’ve dragged him straight in to deal with it. But now? Thanks to the systems and the team he’s built, the problem was handled internally without him even needing to get involved. That’s the whole point - putting foundations in place so the business can run without you being the bottleneck. If you want balance, you need infrastructure. You need people. You need systems. And yes - you need enough revenue (which you can absolutely outsource the marketing for) to make all of that possible. A practical, honest look at what “balance” actually takes as a gym owner. 👉 Learn more at www.hamperagency.co.uk 📩 Email: info@hamperagency.co.uk 📱 Follow us on Instagram: @hamperagency

In this episode of the SGPT Marketing Podcast, Miles shares why we paused Meta Ads at several INTENT91 sites - and what gym owners can learn from it. He walks through what happened when the ad tap was turned off, the levers we pulled to keep leads flowing and why a temporary pause can improve performance when campaigns return. You’ll hear:Why ads were paused at established sitesWhat happened to lead flow (and why we weren’t worried)The reactivation and email plays that performed bestHow offline channels filled the gapWhy giving your audience a “break” from ads resets resultsAnd the big lesson: Meta Ads is the most powerful marketing tool you can use, but you should always have other levers to pull on.  If you want to build a marketing system that stays strong even when ads aren’t running, this episode breaks it down simply and practically.  💡 Ready to grow your SGPT gym the right way?Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

This week on the SGPT Marketing Podcast, hosts George and Miles break down their 2026 predictions for SGPT gym marketing - the 5 key areas gym owners must understand, prepare for and execute on if they want to stay competitive in the year ahead. They cover:Hyper-niche messagingWhy gyms that specialise, go deep on one problem and stay consistent for 12+ months will cut through the noise. Meta ads & content as the real growth driverWhy relatable, rotating creatives will outperform polished production - and why organic content alone won’t grow your gym. AI overuse (and how to avoid blending in)The risks of relying too heavily on AI-generated copy, graphics and sales processes - and how human interaction becomes a competitive advantage. Rising costs across the boardFrom staffing to ads to operations, everything is increasing - and why this means re-evaluating your pricing and margins. Trust as a non-negotiable brand assetGoogle reviews, reputation, real content and strong customer proof will matter more than ever as prospects become more sceptical and AI noise increases.  As 2026 approaches, these trends will shape the SGPT landscape - and the gyms that act early will be the ones that grow fastest.  If you want support implementing the right marketing strategy for 2026, the team at HAMPER can help.Whether it’s niche messaging, paid ads, content or full-funnel support, we’re here to help you stay ahead of the curve and grow with confidence.  👉 Learn more at www.hamperagency.co.uk 📩 Email: info@hamperagency.co.uk 📱 Follow us on Instagram: @hamperagency

In this episode, Miles interviews Adam Wright, founder of The Barn Gym, about the incredible journey of growing a fitness business at pace. Adam talks through how he transitioned from offering 1-1 sessions and large group classes to a focused small-group personal training model, which laid the foundation for rapid expansion. Listeners get an inside look at how Adam scaled The Barn Gym from one location to five gyms in just 12 months, exploring site selection, pre-sale strategies, team development and the culture he has built to sustain growth. He also shares the mindset required to make bold business decisions, embrace short-term challenges for long-term gains and prioritise consistency and service quality across multiple locations. Adam worked with the team at HAMPER during this period, providing additional insight and support for marketing and launches - though the story is ultimately one of his vision, execution and relentless drive. This episode is packed with practical advice and inspiration for gym owners and entrepreneurs looking to scale without compromising on quality. 💡 Ready to grow your SGPT gym the right way?Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

On this episode of the SGPT Marketing Podcast, Miles dives into the one thing gym owners still have full control over when it comes to Meta Ads: their ad creatives. With Meta’s AI now taking over targeting, campaign setup and budget optimisation, the videos and images you put in front of your audience are more important than ever.  Miles breaks down how to make your creative stand out, capture attention for different demographics and future-proof your Meta strategy so your gym stays ahead of the local competition. If you want to keep winning on Meta in a landscape that’s constantly evolving, this episode is a must-listen.  📲 Connect with HAMPER: Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

In this episode, Luke Turner, owner of T2FIT, pulls back the curtain on scaling gyms, high-ticket sales and building a business that thrives. He shares exactly how he gets clients from first contact to committing big with his “14-Day Upgrade System” and why sometimes shorter-term offers can actually drive more revenue and volume. Luke also dives into multi-site growth, leadership, membership structures and creating a gym culture that’s not only profitable but seen as thriving from the street. Beyond operations, he talks personal branding, mentorship and the mindset shifts needed to grow smarter, faster and more sustainably. If you’re a gym owner or entrepreneur looking for actionable strategies, honest insights and a behind-the-scenes look at what makes a fitness business succeed, this episode is packed with value. 💡 Ready to grow your SGPT gym the right way?Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

What does it really take to build a thriving SGPT gym that lasts? In this week’s episode of the SGPT Marketing Podcast, hosts Miles and George share the 10 most valuable lessons they’ve learned from years of running and scaling INTENT91 - a business that’s grown from one location to a multi-site operation built on strong culture, smart systems and a premium member experience. They cover everything from how to launch the right way - by starting your marketing before you even open your doors - to how to price your memberships for profit, avoid costly mistakes on kit and dial in your brand message so the right clients find you. Here’s a snapshot of the 10 lessons discussed:Start your marketing early - build demand before your doors open.Price for profit, not fear - confidence in your value sets the tone.Don’t overspend on kit - invest in what drives client experience.Your brand is your filter - attract the right clients, not everyone.Sell with conviction - every SGPT owner must learn to sell.Hire in the right order - build structure before adding roles.Attitude beats experience - skills can be trained, mindset can’t.Systems create freedom - structure allows creativity and growth.Lead with vision - your team mirrors your energy and direction.Keep evolving - what got you here won’t get you to the next level. This is one of the most practical, experience-driven episodes yet, packed with real stories, honest reflections and advice that every SGPT gym owner can take away and apply immediately. 💡 Ready to grow your SGPT gym the right way?Visit www.hamperagency.co.ukFollow us on Instagram: @hamperagencyOr get in touch: info@hamperagency.co.uk

In this week’s episode, George and Miles are joined by the brilliant and larger-than-life Mark Fisher - the man behind Mark Fisher Fitness, Business for Unicorns, and Alloy Personal Training. Mark shares the wild story behind his “Enchanted Ninja Clubhouse of Glory and Dreams”, how it became one of the highest-grossing gyms in the world, and what gym owners can learn from its success. From leadership and hiring to client experience, culture and the hard truths of scale - this one’s packed with insight, humour and honesty from a true industry original. If you’re a gym owner looking to grow a business (and life) you actually love - this episode is unmissable. Looking to enter 2026 with a crystal clear vision for your gym business and the momentum to achieve your goals? Join Mark Fisher in London for 'Gym Business Growth Day'. Learn more at https://go.businessforunicorns.com/london🌐 Visit: https://hamperagency.co.uk/📸 Follow: @hamperagency📩 Contact: info@hamperagency.co.uk

In this week’s episode of the SGPT Marketing Podcast, Miles returns to expand on one of the most important topics in SGPT marketing - creating effective call-to-action ads that actually drive revenue. Part 1 was all about the creative side: making sure your ads align with your brand, stop the scroll, and look the part. But this time, we’re turning our focus to the systems and strategy that make those ads work once the leads start coming in. Here’s what you’ll learn in part 2:Why your CRM setup could be the difference between a lead and a lost opportunityHow testimonials can increase both lead quality and lead volume (and why they’re the most powerful supporting content you can create)The simple truth about sales - you can’t grow without them, and it’s time to start taking them seriously Whether you’re running ads for your first SGPT gym or managing multiple sites, this episode breaks down the exact steps needed to improve your ad ROI and grow your business month after month. 📩 Get in touch: info@hamperagency.co.uk🌐 Visit us: www.hamperagency.co.uk📸 Follow us: @hamperagency

In this episode, we sit down with the one and only Jean-Claude Vacassin - a true powerhouse in the fitness industry whose reputation precedes him. From growth strategies and referral systems to high-performance team management, we cover the intricate inner workings of running successful gyms and scaling a business without losing the soul of it. JC pulls back the curtain on his approach to KPIs, automations, AI integration, sales processes, and nurturing both clients and teams. He dives into the challenges of balancing coaching with leadership, the trade-offs that make or break success, and how to keep driving results when things get tough. There’s also a fascinating discussion on digital strategy, blogging, Google Reviews, CRM systems, and the subtle art of staying personal in an increasingly automated world. Along the way, JC shares insights on high performance, mindset, and the real realities of building a business that thrives. Whether you’re a multi-site operator or someone just starting out, this conversation is packed with perspective, strategy, and the kind of lessons you won’t hear anywhere else. It’s a deep dive into the business, the craft, and the mentality of one of the industry’s most respected figures. 👉 Learn more at www.hamperagency.co.uk 📩 Email: info@hamperagency.co.uk 📱 Follow us on Instagram: @hamperagency

This week on the SGPT Marketing Podcast, Miles returns to the mic to uncover the metric that truly determines whether your ad campaigns are working - and it’s not cost per lead. Miles explains why focusing on CPA (cost per acquisition) gives you clarity on what’s really driving your gym’s growth, how to read your ad data without getting lost in vanity metrics, and how to use secondary metrics like cost per lead and click-through rate as indicators to improve performance - not as the goal themselves. If you’ve ever turned off a campaign too early because the leads “looked expensive,” this episode will completely shift how you view your marketing performance. If you want help improving your ad strategy - or you’d like us to take it off your plate entirely - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency

In this episode of the SGPT Marketing Podcast, Miles breaks down how to create effective call to action campaigns that consistently generate leads for your gym. Drawing from his experience running ads for 60+ gyms and HAMPER’s own four INTENT91 facilities, Miles covers the three most important factors every SGPT owner needs to get right:Ensuring your ads align with your brand and speak directly to your target demographicCapturing attention in the crucial first three secondsProducing high-quality ad creatives that look sharp, feel on-brand, and make prospects stop scrolling You’ll also hear why many gym owners struggle with these campaigns, what causes “low-quality” leads, and how to avoid the trap of ads that feel generic or misaligned with your facility. If you want to build a predictable flow of new members each month and take pride in how your gym shows up online, this episode will give you the clarity and structure to get started. If you’d like expert help designing and running your Meta campaigns - or you’d like us to take it off your plate entirely - then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

In this episode, INTENT91 founder George is joined by Client Success Executive Luke Rutherford for a deep dive into sales conversations. Together, they walk through real sales call scenarios and break down how to handle common objections, from prospects asking about cost upfront to those who say they “need to think about it.” George and Luke highlight why the best salespeople aren’t pushy - they listen, ask the right questions, and help prospects uncover their own reasons for committing. They show how staying calm, using the client’s own language, and leading with conviction can turn a difficult sales call into a powerful moment of trust. If you want to grow your SGPT gym, this episode gives you a clear framework for running better conversations, overcoming objections, and selling without ever feeling “salesy.” Learn more about Hamper: www.hamperagency.co.ukEmail us: info@hamperagency.co.ukFollow us on Instagram: @hamperagency

Pricing is one of the biggest sticking points for small group personal training gym owners - and often the very thing that keeps you from building the profitable, fulfilling business you set out to create.  In this episode, George breaks down:Why “charging more” isn’t as simple as it sounds (and how to overcome the emotions behind it)How to position small group PT against budget gyms, class-based studios, and 1-1 PTA simple pricing formula you can apply right nowThe hidden danger of chasing member numbers instead of revenuePractical strategies for introducing higher rates without losing your community  If you’ve ever thought “I’ve got loads of members but the numbers still don’t add up,” this episode is your blueprint to fix it.  👉 For more support, visit www.hamperagency.co.uk, follow us on Instagram @hamperagency or drop us a line at info@hamperagency.co.uk

George, joined by his wife and business partner Emily, dives into the game-changing hire that every SGPT gym owner overlooks: the Executive Assistant. Together, they break down how bringing in an EA frees up your time from low-value admin tasks so you can double down on sales, delivery, and culture - the work that really grows your gym.  George shares how hiring Emily as his EA from day one was the single biggest decision that allowed INTENT91 to scale to four gyms in just five years. They discuss the resistance most gym owners feel around making this hire, why it’s worth the investment even when it feels risky, and how to audit your time to see exactly what an EA could take off your plate.  The truth is, every hour you spend buried in admin could have been spent generating significantly more revenue. By clinging onto those £10-per-hour tasks, you’re holding back the growth of your gym. Freeing up your time to focus on sales, retention, and leadership is what drives scale - and an EA is the key to making that happen.  👉 Learn more at www.hamperagency.co.uk📩 Email: info@hamperagency.co.uk📱 Follow us on Instagram: @hamperagency

Most gym owners make the mistake of talking about solutions - training programmes, nutrition consults, or fancy equipment - instead of the real problems their prospects are facing. In this episode, George breaks down how to identify your brand message so it connects with the people you actually want to attract. He uses a simple analogy: when he wanted Wimbledon stripes on his lawn, he didn’t care about the lawnmower or fertiliser - he just wanted someone who understood his problem and could deliver the outcome. Your prospects feel the same. They don’t care about your features. They care that you “get it” - their low energy, aches, and lack of fitness - and that you can solve it. Dialling in this brand message is the foundation of all your marketing. Without it, your ads, website, and organic content will miss the mark. With it, you’ll attract higher-quality leads who are ready to buy. 📩 If you want help creating a brand message that cuts through - or you’d like us to guide you through our proven brand message workshop - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

In this episode of the SGPT Marketing Podcast, George - founder of INTENT91 - breaks down the exact model that can take a single small group personal training gym to £600k in yearly revenue. Drawing on INTENT91’s success (with the 5th site now on the horizon after just 5 years), George explains how keeping things simple is the fastest path to growth: 150 members paying ~£330/monthOne product: e.g. 12 sessions per monthA clear team structure: founder, 1 gym manager, 2 coachesThree KPIs that matter: front-end sales, trial-to-membership conversions, and monthly leavers The takeaway? Build the right structure, track the right numbers, hold your gym manager accountable, and stay disciplined. Growth comes from simplicity, not complexity. If you’d like our help implementing this model, reach out to us on info@hamperagency.co.uk visit hamperagency.co.uk or DM us on Instagram @hamperagency

Trust is the foundation of every successful SGPT gym - without it, even the best marketing campaigns fall flat. In this episode, Miles breaks down exactly why building trust will grow your SGPT gym. You’ll learn how testimonials, value-driven campaigns, and consistent messaging create stronger connections with prospects, help you stand out from competitors, and ultimately lead to more sales. 👉 As mentioned in the episode, download our free guide on creating powerful client testimonials here: Testimonial Guide If you want help building trust and creating an ad strategy that not only gets leads but turns them into long-term members, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

What if one free piece of content could help you grow your email list, build trust with prospects, and convert more sales - all at the same time? That’s exactly what a lead magnet can do for your small group personal training business. In this episode, Miles explains: What a lead magnet is (and why you’ve almost definitely used one before)How to create one that aligns with your brand and attracts your ideal clientsWhy they work so well across email, organic, and paid adsHow lead magnets help you stand out in a crowded, competitive local market Whether you’ve tried them before without much luck, or you’ve never created one, this episode will give you the clarity and strategy you need to make them work for your business - and your sales. If you want help building lead magnets that actually generate sales - or you’d like us to create and run them for you alongside your ad strategy - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.