The Fitness Marketing Agency Podcast

In today’s episode, we’re joined by Jerome Bolze, owner of Madisons and Mincka. As an owner of two businesses, Jerome has been able to build a foundation and create a community for his members. We delve into many aspects of owning a gym that may be overlooked by other gym owners, such as communication during sessions, the presentation of a gym and his specific recruitment process. Jerome explains his goals for his brand and the mindset he shares with his coaches to “dominate the postcode”. We explore his growth in the fitness industry and the marketing, sales and operations of his businesses. Key Highlights: The layout of Jerome’s facility: Madisons (SGPT + LGPT facility) and Mincka (coffee shop) Pricing, marketing and sales process of Madisons. Importance of brand image including coaches, uniforms and staff. Pros and cons of employed staff vs contracted and why he stepped away from coaching. How he built a business from the perspective of a customer. The local and wider community Jerome is building through Run Club and Mincka and the ecosystem of the two businesses. Training programmes at Madisons between their SGPT and LGPT. The process and challenges of building two different businesses at the same time and lessons learnt. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes   Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/   Connect with Madisons: https://www.instagram.com/madisonsofficial/   Connect with Jerome: https://www.instagram.com/jeromebolze/   Connect with Mincka: https://www.instagram.com/minckacoffee/  

In this episode, we’re joined by Mark and Ray Ginley, owners of Tribe in Belfast, Ireland and FMA clients since 2022. We learn how they entered the fitness industry and their history as boxers and what led to them building their own boxing gym. Mark and Ray explain the set-up of their gym, their brand's mission statement and the atmosphere they want to create for their members. We discuss their sales process, how they handle common objections and the one-call close, as well as how they discovered FMA. We delve into their personal lives and the sacrifices they have had to make to achieve their goals within their fitness business. Key Highlights: How Mark and Ray got into the fitness industry.   Sales process and strategy for dealing with objections when following up with leads.   Funding each gym facility.   Staff progression and career paths.   Process of opening multiple gym facilities and lessons learned.   How Mark and Ray discovered FMA.   Importance of holding community events for their members.   Connect with Mark and Ray: ⁠https://www.instagram.com/markginley1/⁠ ⁠https://www.instagram.com/rayginley1/⁠   Connect with Tribe ⁠https://www.instagram.com/tribebfs/⁠ To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes    Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/  

In this episode, we’re joined by Stephen Kinsella, owner of Functional Strength Movement (FSM) in Bray, Ireland. Stephen has been in business for over 10 years and delves into how he runs his gym and the training that he offers. We discuss why Stephen decided to no longer be a CrossFit affiliate and the controversial training programs he’s implemented in his gym, allowing kids and teenagers to start strength training. We explore struggles that many gym owners face, stepping away from the gym floor, adjustments and benefits to new roles. Stephen also delves into his future plans and the direction he wants to take in his fitness business.    Key Highlights: Stephen’s gym and the measures he takes to ensure his gym is up to standard. Why Stephen is no longer affiliated with CrossFit.  How Stephen invests in his coaches. How Stephen implemented strength training for kids and teenagers. The sales process for his fitness business. Community and events for his members.  Adjusting to life working away from the gym floor. The next steps and future plans for Stephen’s fitness business.    Connect with Stephen:  ⁠https://www.instagram.com/kinsellaste/⁠   Connect with FSM: ⁠https://www.instagram.com/fsm.bray/⁠ ⁠https://fsmbray.ie/about/⁠   To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: ⁠https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes⁠   Connect with Fitness Marketing Agency on Instagram: ⁠https://www.instagram.com/fitnessmarketingagency/⁠  

In this episode, we are bringing you a recording of Charlie (Head of Growth at FMA) and Luke (Sales Coach, FMA +SCA) giving a sales masterclass at PerformX 2024. Find out how to conduct your sales process to maximise your sales, overcome objections and dig deeper with pain and pleasure points. Learn the most efficient way to sell using The One Call Close method and how to structure your calls. Finally, we finish with a Q&A section of the talk where Luke and Charlie offer help to queries from other fitness business professionals.   Key Highlights: Improving your mindset to conduct the most effective sales call   The most efficient way to set up your sales process   The importance of the information gathering stage of your sales call   Understanding pain and pleasure points for your prospective to help make your sales pitches stand out from your competitors   The top questions you should be asking your prospective client during your sales call To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes   For more information, head over to our Podcast Page: https://fitnessmarketingagency.com/fmapodcast   Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/

This week we were joined by Dan Poulter, owner of Fitness Business Coaching. Dan started in the fitness industry as a PT in 2008 and went fully online in 2018. We learn how Dan set up his mentorship programme to help other coaches and PTs become online coaches, and reflect on the online coaching space and the impact of online coaching since 2020 in the fitness industry. In this episode, we explore Dan’s journey in the fitness industry, and how he went from working 80-hour weeks as a PT, to mentoring other PTs and coaches. Dan explains the sales process he gets his clients to follow when conducting their sales pitches to potential clients. We delve into all aspects of the sales process and easy pillars to follow to improve your sales. As well as this, we look at presenting yourself as an online coach and what information and content to have on your social media platforms. Key Highlights: Dan’s journey in the fitness industry and how he began his mentorship program.   Understanding the standard at which you should be selling, and what you should be selling.   How to improve your Instagram profiles as a coach.   Choosing a platform to contact your prospective client.   Case studies of Dan’s clients.   How to book clients in as a PT.   Sales process and factors ensuring a sale.   Objections within sales and how to tackle them. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Dan: https://www.instagram.com/danielpoulter/ https://www.instagram.com/fitnessbusinesscoaching/

In today's episode, we’re joined by Tom Martin, co-owner of BYS CrossFit. We learn about Tom’s journey entering the fitness industry and how his business became a CrossFit Affiliate. Tom talks about the importance of community within his fitness business and how community is formed through CrossFit. We delve into Tom’s sales process and how he manages his time and delegates his fitness business. Furthermore, we get a walk-through of Tom's gym set-up, and he explains how he structures his CrossFit programmes for a range of his clients. Key Highlights: Tom’s journey from coaching to co-owning a CrossFit Affiliate gym.   The set-up of his CrossFit gym.   Tom’s sales process and how he gets people into his fitness business.   How he adapts and tailors training programmes for each of his clients in his facility.   How Tom has built a community for his members through his fitness business.   Challenges that Tom has faced within the past 12 months.   Tom’s training and love of CrossFit. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with BYS CrossFit: https://www.instagram.com/bys_crossfit/ https://www.byscrossfit.co.uk/

In today's episode, we’re joined by Phil Learney, founder of Advanced Coaching Academy and co-founder of HMN24, a supplement range to optimise sleep-wake cycles. Phil discusses his experiences with caffeine and other stimulants and what inspired him to find a solution to better his health and wellness. We delve into the science behind sleep-wake cycles as well as the culture surrounding caffeine and stimulants and the impact they can have on your body. After 26 years in the fitness industry, Phil explains his journey as a coach and advice on maintaining high levels of service for your clients. Furthermore, we look at how fitness business owners can create added value to their fitness business. Finally, we discuss the direction of the fitness business and the surge in recovery and supplements. Key Highlights: How to optimise yourself and your daily activity.   His journey into getting into the wellness industry and history with stimulants.   The culture surrounding caffeine and stimulants on an everyday basis.   Optimising your focus levels and how that will affect the quality of coaching with each client.   Phil’s experience within the coaching industry and how he expanded his number of clients and increased pricing.   How to upgrade your levels of coaching service.   Deep dive into the science behind HMN24 products.   Phil’s routine with training, sleep and nutrition.   Lessons learned and mistakes Phil has made within his fitness business.   Future of the fitness industry and the growth in wellness and recovery. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Find out more about HMN24: https://www.instagram.com/hmn24_/ https://hmn24.com/ Connect with Phil: https://www.instagram.com/theptcoach/

In today's episode, we are joined by Trent Smith. Trent owns TSC Centre based in Worcester and is a client of FMA and a HYROX affiliate. In this episode, we learn about Trent’s past within the fitness industry and how growing up in boxing shaped him to become disciplined and dedicated in his career as an entrepreneur. Trent delves into the ins and outs of his gym and what he did in the 3 years of setting up his fitness business to be able to expand his space. We cover his sales process and marketing strategies and learn about his staff and how he holds them to a certain standard. He explains the programmes within his gym, including his HYROX journey, as well as movements he believes should be in every programme. Finally, Trent explains the next steps for his fitness business.   Key Highlights: How Trent became a HYROX affiliate and how it has impacted his gym.   His gym community and the relationships he’s built with members and other business owners in the area.   How he maintains his coaches to a high standard and develops their roles within the business.   Walk through how his gym is laid out and find out about the programmes he offers.   How he invested in his first facility and his second upgraded facility.   Pricing, sales and the marketing process.   Trent’s journey to becoming the fitness business owner he is today.   To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes   Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/   Connect with Trent: https://www.instagram.com/trentsmithcoaching/ https://www.instagram.com/tsc.centre/ https://tsc-centre.com/

In this episode, we’re joined by coach, author and international keynote speaker, Paul Mort. Paul shares his challenges surrounding mental health and explains his mindset in dealing with his anxiety and bipolar diagnosis. He reflects on his growth, and the changes he has made to his lifestyle to get to where he is today. He also shares how he creates a positive energy for himself by doing things that align with his values. We discuss setting goals, marketing tools many fitness business owners overlook, and how important it is to learn to sell within the fitness industry. Key Highlights: Getting energy from things you see as high value and discussions around mental health.   Paul’s lead generation process from email to WhatsApp.   Dealing with opt-outs and rejection within the fitness industry.   Using marketing that you're good at.   Avoiding discomfort within your fitness business and accountability.   How Paul became a multiple 7-figure business owner + key to happiness.   Viewing sales as an important life skill.   How Paul has changed his mindset to deal with his anxiety and mental health. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Paul: https://www.instagram.com/paulmortofficial/ Pauls Book: https://www.audible.co.uk/pd/Paul-Mort-Will-Save-Your-Life-Audiobook/0008465681?qid=1606421295&sr=1-1&ref=a_search_c3_lProduct_1_1&pf_rd_p=c6e316b8-14da-418d-8f91-b3cad83c5183&pf_rd_r=X0YVWX47FMPW7YB72SKC

In this episode, we’re joined by Fionn MacCullagh and Gavin Butler, co-owners of Tailormade Fitness and FMA clients since 2022. Since opening their first facility in 2018, they have greatly scaled their fitness business, now having 5 successful gyms across Ireland doing SGPT. We delve into the ins and outs of operations within their fitness business, looking at topics such as financial transparency, pricing, sales process and marketing strategy. We reflect on the mistakes and lessons learned within their systems and what they changed to improve their fitness business and brand. Furthermore, we discuss staff structure and organisation as well as Fionns’ and Gavins’ roles within the fitness business. Fionn and Gavin offer many useful insights into the success of their brand and the people involved who helped make their fitness business the success it is today. Key Highlights: Implementing price increases within a fitness business model.   Staff structure and organisation roles within their fitness business, plus what they’re looking for in their coaches.   How they adapted their sales process to the FMA one call close.   When is the right time to expand your fitness business and open more sites?   Fionn and Gavin’s day-to-day schedule and work-life balance.   How they adapted their marketing strategy. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Gavin and Fionn: https://www.instagram.com/tailormadefitnesshq/ https://www.instagram.com/fionnmaccullagh/ https://www.instagram.com/gavin_butler_pt/ Website: http://tailormadefitness.ie/

In this episode, we’re joined once again by Dan Moore, owner of DM Elite and FMA client of 4 years. Dan has come back on the podcast to reveal how he has successfully expanded his fitness business and opened a second gym location. We delve into the challenges and lessons he has experienced that comes with expanding a fitness business as well as adapting and adopting new systems. Dan gives many useful insights into his decision-making to expand his gym and the importance of understanding your gym community. We also explain the financial aspects that are involved in scaling and embedding new coaches and staff into your fitness business. Finally, Dan explains his marketing strategies and sales points he used to fill his new site. Key Highlights: How Dan manages his personal and family life as well as running a business.   Hiring processes and how to embed staff into your fitness business’ culture.   Challenges Dan faced involving funding and costs, whilst setting up the new location and lessons learned involving investments.   Selling memberships and gym launches to the public - and what he would do differently.   How Dan marketed his new gym with a limited number of spaces.   When to know when is the right time to open a new location.   Systems comparison between site 1 and site 2.   The importance of reinvesting in yourself.   Knowing your demographic and culture. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Dan: https://dmelite.co.uk/home/ https://www.instagram.com/dmelitetraining/ https://www.instagram.com/imdanmoore

In this episode, we’re joined by Jean-Claude Vacassin, who has been a pioneer within the fitness industry for over a decade. JC succeeded in bringing small group personal training into mainstream training within gym models, is the managing director of The Foundry, and founded his gym brand W10. He also founded the IFBA, a coaching community to help gym owners scale their business. JC joins us to give his advice on all aspects of owning a fitness business and the lessons he has learnt throughout his time within the fitness industry. We delve into understanding the fitness market and pricing, longevity of team members, sales culture, and much more. JC breaks down how he runs his fitness business and the business structure, giving some useful insights into how gym owners can look at operations within their fitness business. Key Highlights: How to recognise problems within your fitness business and understand the reasons you might be struggling to grow.   The growth and change of the market within the fitness industry.   Being unique within your service or fitness business, and understanding what works for someone else may not work for you.   Career paths and progression within staff and team members.   How to embed a sales culture within a fitness business.   Lessons JC has learnt throughout his time working in the fitness industry.   Breaking down the operations of your fitness business and bringing it back to its base to scale it.   Expanding a fitness business based on trends within the fitness industry. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with JC on Instagram: https://www.instagram.com/jc_vacassin/ JC’s Website: https://jcv.inc/

Join us and FMA clients Tom and Sam Jarrett, brothers with unique backgrounds that blend military precision and professional sportsmanship into the fitness industry. In this episode, they reveal the blueprint for their thriving business Brigade Fitness, spanning two locations and boasting a growing community of 400 + members. Tom and Sam share their journey, revealing the lessons, strategies, and mindset shifts that propelled Brigade Fitness to where it is today including the goal for the future to open 5+ more sites over the next 5-10 years.Key Highlights: Learn how Tom's military background and Sam's experience as a pro golfer shaped their business philosophy, bringing a unique perspective to the fitness industry.   Dive into the success of Brigade Fitness with their 8-1 model, attracting and retaining members through a dynamic approach to programming, products, and services.   Discover their proven process, from turning prospects into committed clients over the phone.   Hear firsthand how they tackle common objections like time and price, converting sceptics into loyal, long-term customers.   Get insights into opening a second location, including FMA's gym launch campaign, dealing with objections, securing leases, obtaining planning permissions, and achieving a change of use.   Understand the importance of having a fully committed team to facilitate growth, and why viewing your gym as a business rather than just a fitness centre is the key to long-term success. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/ Connect with Brigade Fitness: https://brigadefitness.co.uk/ https://www.instagram.com/brigade.fitness/ Connect with Tom: https://www.instagram.com/tom.brigade/ Connect with Sam: https://www.instagram.com/sam.brigade/

Join us and Charlotte Price, the founder of Hunt Fitness, where we discuss the journey and growth of her business and the mindset Charlotte’s adopted to allow her to succeed as a gym owner. As a natural leader, Charlotte shares where her drive and passion for leadership comes from and how she works to empower her team. Charlotte discussed the best way to experience work/life balance and how beneficial it is for her and her fitness business. The stresses and struggles of growing a fitness business can take a toll on your health and in this episode we discuss how Charlotte recognised she was facing burnout and the steps she took to get herself out of it. She talks about how important mentorship has been for her and how it can benefit other fitness business owners to grow and develop their own businesses.   Key Highlights Trusting your gut and being confident to take risks.   The importance of asking for help to experience growth in your business.   Managing burnout and how to stop feeling overwhelmed when growing your fitness business.   Sales within the fitness industry and how she utilises her strengths and skills to increase her close rates.   The value of empowering her team and learning to delegate responsibility.   Charlotte's work with the Fitness Business Development Agency (FBDA) and her passion for helping others within the fitness industry. To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes   Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/   Connect with Charlotte: https://www.instagram.com/charlpricefitness/   Hunt Fitness: https://www.huntfitness.co.uk/   Connect with FBDA: https://www.thefbda.com/

Meet Kirk Miller, founder of Built To Last (BTL) a premium service that is designed for entrepreneurs and business owners to transform their health and fitness through education and lifestyle management. Join us as we delve into how Kirk found his niche within the fitness industry utilising his mindset on health and wellness. Kirk talks about the internal pain and struggles he faced trying to find his path after losing out on his dream at 20 years old and doing a job he wasn't passionate about. To being on the cover of Men’s Health magazine at 26, we see how Kirk transformed his mindset to pursue a passion for training and fitness and turn it into a successful business. He also explains how vital mindset and education are within the fitness industry and how to stay physically fit in a healthy way. We explore how fitness coaching goes deeper than diet plans and training sessions and how important it is to implement a sustainable mindset for a healthy lifestyle. Finally, Kirk explains his hopes for the direction of his fitness business and his goals for the future.Key Highlights: The internal pain and struggles within Kirk’s identity after his football career ended at 20 years old.   Delving into the process of Built To Last and why Kirk believes his programme is the best in the fitness business as an online coaching service.   The importance of collective energy that makes up a team and how that environment can benefit and affect clients.   Understanding skill issues, belief issues and environmental issues and how these cause people to struggle to achieve the results they are after with their fitness.   How the mindset of starting a fitness journey at a ‘convenient time’ counteracts his business's ideology of maintaining a lifestyle that lasts forever.   Why social proof and investing in the quality of content you're producing as a fitness business owner is vital to attracting clients.   Kirk’s fitness journey and how he has adapted his training style to suit his lifestyle, mental health and wellbeing.   Reflecting on the fitness industry and discusses the direction he believes it is heading and what fitness business owners should be doing! To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below: https://fitnessmarketingagency.com/discoverycall?sl=podcastshownotes   Connect with Fitness Marketing Agency on Instagram: https://www.instagram.com/fitnessmarketingagency/   Kirk’s Website: https://kirkmiller.co.uk/programme/   Find Kirk on Instagram: https://www.instagram.com/kirkmiller_/