SGPT Marketing

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.

Having worked with over 60 SGPT facilities and scaling INTENT91, our own personal training gym, from 1 to 4 locations, we’ve learned exactly what separates a profitable Meta Ads strategy from one that just burns through budget. Here are the 3 biggest mistakes we see SGPT gym owners making when running Meta Ads: 1) Ignoring Your Brand in Your Ads• If your ads don’t match your messaging across your website, Instagram, and in-gym experience, you risk confusing prospects and losing trust.• Targeting “everyone” for the sake of lead flow might bring in names and numbers, but it will hurt lead quality and sales conversion. 2) Relying on Instant Forms Over Landing Pages• Instant forms may produce more leads on paper, but landing pages consistently bring in higher-quality prospects who are more likely to buy.• If your landing pages didn’t work before, it’s usually down to design, copy, or structure - not the platform itself. 3) Optimising for Leads Instead of Sales• Chasing the lowest cost per lead often results in low-quality enquiries.• A robust campaign mix - including testimonials and value-driven content - builds trust and moves prospects closer to buying. If you’re running ads on Meta, that’s a great start. But to see real results, avoid these mistakes and focus on quality over quantity. If you want help improving your Meta Ads strategy - 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.

We’ve grown our own personal training gym, INTENT91, from 1 to 4 facilities in 4 years. We’ve used that same knowledge to help 50+ other gym owners to scale their businesses too. Here is the exact marketing blueprint that we use to scale SGPT gyms effectively: 1. Paid AdsPaid ads remain the most reliable way to generate leads consistently. Running consistent paid campaigns on platforms like Meta ensures that you get your product in front of your target demographic. 2. Free ChannelsRelying on free channels like organic social media content is important, but going viral for a brick-and-mortar gym is pointless because only people in your local area can actually visit your gym. Instead, focus on creating regular, value-packed content that builds trust, showcases results, and nurtures your local audience over time. 3. Email MarketingEmail marketing is a channel that won’t change with an update. It gives you direct access to your audience, your emails will hit their inbox and are likely to be read. It requires a strategic approach to nurture leads and existing clients, making your marketing more sustainable and effective in the long term. 4. CRMA professional CRM system is essential for gym owners looking to scale effectively. At HAMPER, we’ve created a CRM specifically for SGPT gym owners that automates lead capture, appointment booking, and follow-ups - saving you time and making the sales process more efficient and professional. To implement this proven strategy in your gym, reach out to us at HAMPER. We’ll help you put these systems in place efficiently so you can focus on growing your business effectively. 📧 Email: info@hamperagency.co.uk🌐 Visit: hamperagency.co.uk📱 DM us on Instagram: @hamperagency

When George first opened INTENT91, like many new gym owners, he focused on the wrong things - wasting time and money in the process.  These are the 5 marketing lessons he learned the hard way, and the ones we now apply across 50+ of our SGPT gym owner clients. If you’re in the early stages or struggling to grow, this will save you months of guesswork:1. Don’t rely on organic content to grow your gymPosting on Instagram can help with trust and brand - but it won’t drive leads consistently. Paid strategies will always outperform when it comes to local reach and conversion. 2. You’re selling outcomes, not featuresProspects don’t care about your session length or how many check-ins they get. Your marketing has to show how their life will look and feel by working with you. Motion comes from emotion. 3. Paid ads still outperform everything elseThe fastest way to get in front of the right people is to pay to play. No other platform is as good at generating leads as paid ads. 4. Be known for solving one clear problemThe tighter your niche, the easier everything becomes - from your offer to your copy. Going broad is the quickest way to never stand out and confuse prospects. 5. Marketing spend is an investmentIf your strategy is solid, every pound you spend should return multiple times over. Constantly making marketing budget cuts will hold your growth back. If you're ready to take your marketing seriously:📧 Email: info@hamperagency.co.uk🌐 Visit: hamperagency.co.uk📱 DM us on Instagram: @hamperagency