Learning centre
Straight answers for gym and studio owners.
Articles and videos on getting, converting and keeping members, and on building a business that runs without you. Written from 25 years in the fitness industry, and free to read.
Topics
- Attract Get the right people interested Lead generation, local search, content, email and the tools that bring the right enquiries to your door. 10 articles · 4 videos
- Convert Turn more enquiries into members Follow-up, consultations, trials and sales conversations that feel helpful, not pushy. 2 articles · 4 videos
- Keep Keep good members for longer Onboarding, the first 90 days, newsletters, retention and winning back members who've drifted. 4 articles · 4 videos
- Grow Build a business that runs without you Systems, software, numbers and the decisions that let you step back without everything stopping. 6 articles · 4 videos
Start here
The questions owners ask most.
New articles are added each month, starting with the topics gym and studio owners search for most.
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Attract
Gym lead generation: strategies that actually work
Where good enquiries really come from, and which channels to start with.
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Attract
Gym marketing strategies that work
Twelve strategies across the whole member journey, and a one-page plan.
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Attract
Marketing tools for gyms and studios: what you actually need
The tools worth paying for, the free ones that do the job, and AI.
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Attract
Email marketing for gyms: the emails that win and keep members
The six automated sequences every gym needs, and how to make sure they arrive.
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Attract
Email segmentation for gyms and studios: the Member Journey Email Map
Who to email, what to send, and a simple tag system, with a free planner.
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Grow
How to price gym and studio memberships: the Annual Price Review
Price from your margins, run founder rates with rules, and raise prices once a year, with a free planner.
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Convert
Intro offer ideas for gyms and studios
Free session, paid pack, assessment or challenge, and The First Five that turns new people into members.
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Keep
Gym newsletter ideas members actually read
Fifteen ideas, a simple layout and the mistakes to avoid.
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Grow
Best gym management software: how to choose the right one
Eight platforms compared, with quick picks for your type of gym.
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Grow
TeamUp review 2026: pricing, features, pros and cons
Every price band, the add-ons and card fees, what owners like, and who it suits.
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Grow
Zen Planner review 2026: pricing, features, pros and cons
Every price tier, add-ons, payment processing, and who it suits.
Free tools
Tools to use, not just read.
Practical tools from my work with gym and studio owners, free to use.
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Grow
Margin calculator for gyms and studios
Check your margins, plan new classes and build your packages and prices, in a few minutes.
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Keep
Member loss calculator
See what members leaving costs you this year, and what keeping a few more is worth.
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Convert
Enquiry-to-member checker
See how many enquiries book, turn up and join, and which step to fix first.
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Attract
What can I afford to spend to win a member?
Work out what a new member is worth, and whether your marketing is paying its way.
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Grow
Price rise calculator
See what a price rise is worth, and how many members you could lose and still be better off.
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Attract
The No Resolutions January Campaign Kit
The plan, printable guide, emails and posts for a January campaign that brings in members who stay.
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Keep
The Reset Campaign Kit
The email and text sequence to win back former members, ready to adapt for your gym.
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Grow
The Referral Program Playbook
A 16-page guide to turning happy members into new ones, with scripts, a rewards card and a 30-day plan.
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Grow
The Hybrid Training Playbook
A 16-page guide to adding online and hybrid coaching, with the coaching ladder, a margin check and a 90-day plan.
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Convert
The First Five Checklist
Five steps, five questions ready to print for your coaches, and a monthly tracker to turn first visits into members.
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Attract
The Content Waterfall cheat sheet
Turn one piece of content into a week of posts, on one page.
Video tutorials
Prefer to watch?
Short, practical videos you can play right here. See all video tutorials.
Can't find your question? Ask it.
Every article here started as a question from a gym or studio owner. Send me yours and I'll answer it in a future article or video, without naming you unless you'd like me to.