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.

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