Gym Marketing Made Simple

Sherman Merricks
  • 4.0 (8)
  • Marketing
  • Updated Weekly

Unlock success in gym marketing with practical insights and strategies to make you more money! Simplify your approach to attract clients and grow your business.

  1. Sep 21

    Episode 142: Nashville Gym Growth Summit 2027 Revenue Plan.

    Most gym events are big rooms, vendor pitches, and hype that fades by Monday. This Nashville summit is 100 serious owners in one room, building a real 2027 plan they can actually run when they get home. Episode Summary Sherman breaks down why he and the Lasso team built a totally different kind of gym summit in Nashville. No expo hall, no endless pitches, just 100 high-level gym owners in one room getting real about their numbers and putting an honest plan on paper. He talks through how much harder the micro gym game has become, why guessing doesn’t work anymore, and what happens when you start treating marketing, sales, and hiring like real systems instead of random tactics. If you’re doing at least 15–20k a month and you’re tired of sitting at the same revenue year after year, this is about getting unstuck and building a 2027 roadmap you can actually execute. You'll Learn Why this event is capped at 100 owners in one room with zero vendor pitches.Who gets the most value from the summit (and who should skip it).Why paid marketing and real numbers matter more than ever for micro gyms.The difference between chasing quick wins and building long-term, doubled revenue.How the summit helps you leave with a written 2027 plan, not just a notebook of ideas. Episode Chapters 00:00 Why most gym conferences miss the mark01:45 Nashville summit overview: dates, seats, and purpose04:10 Who this is really for (15–20k/month gyms, growth-minded owners)07:30 How the micro gym landscape has changed and why paid ads matter11:20 Pre-opening launches, ad spend, and reverse-engineering revenue15:05 What makes this event different: one room, no vendor pitches18:40 Real talk: no magic bullets and why long-term growth takes work21:10 What you’ll walk away with: 2027 plan, 90-day actions, and honest numbers24:00 Event details, hotel setup, and invite to Nashville Memorable Quotes “We’re not bringing you all the way to Nashville for notes. We’re bringing you here so you can have a plan.” “This is not for you if you are shopping for a magic bullet.” “What you’re doing isn’t working. Your revenue’s flat. That’s why you’re on the call with us.” “A huge testimonial for us is the gym that doubles revenue in 12 to 18 months.” “If you’re just looking for a swag bag and a t-shirt, skip this.” Resources Mentioned Lasso Framework / Book a free call: https://www.lassoframework.com/ Nashville Gym Summit: https://lassoframework.com/summit/ Book – “The Full Gym” by Blake and Sherman: https://a.co/d/07qCc27k About the Podcast Gym Marketing Made Simple cuts through the noise around gym growth. Each episode focuses on practical marketing, sales, and leadership systems designed for boutique fitness gyms. The goal: clear messaging, better leads, and cleaner sales processes so owners can grow without guessing, chasing, or burning out their teams. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/ The Full Gym by Sherman and Blake: https://a.co/d/07qCc27kEvent Website: https://lassoframework.com/summit/

  2. Aug 31

    Episode 141: Is Your Gym Actually an Asset? How to Build a Sellable Fitness Business.

    What if your gym pays you well but still isn’t something a serious buyer wants to own? And what would have to change for your business to give your family real options—whether you keep it, scale it, or sell it? Episode Chapters Blake and Sherman sit down with Jeff Smith, founder of Tactical Empire, to unpack what it really looks like to build something beyond a decent-paying owner job. Jeff walks through his path from college sports and enlisting after 9/11 to serving in special operations, returning to a Fortune 50 company, owning a gym for 12 years, and buying and selling around $25 million in real estate while raising four kids. That mix of experience shapes how he thinks about risk, time, and why sitting in “planning mode” for a decade is so costly. The three of them talk through leaving a mentoring organization, feeling like you’re on an island, and the moment a serious buyer asked how often the owner needed to be at the gym—exposing that the business wasn’t truly an asset. They also get into faith, mortality, homeschooling, full-time RV life, and the tension many gym owners feel between wanting to serve and wanting to earn at a high level. It’s aimed at owners who care about their families and clients and also want a business that gives them choices: keep it, scale it, or walk away on their terms. You’ll Learn How a gym can pay the owner six figures and still not be something a serious buyer wants to acquire.Why Jeff’s time in special operations and a Fortune 50 environment pushed him toward urgency instead of long-term “planning mode.”The difference between building yourself a job and building a business that can be run—and sold—without you on-site every day.What happens when a couple with real business experience asks, “How often do we have to be here?” before buying your gym.Why many owners only start thinking about exits once they’re burned out, and how that limits their options.How asset sales (equipment and lease) differ from selling a business with systems, profit, and a clear valuation story.Why service-minded gym owners often hesitate to chase real money and how that mindset can undercut their families.How Jeff and his wife sold their house, moved into an RV with their four kids, and homeschooled while still building income and investments.A practical example of someone shifting from strict “no debt” thinking to using home equity more strategically once discipline and assets are in place. Episode Chapters01:05 Leaving the mentoring group and Jeff’s support04:45 Why Tactical Empire exists and who it serves07:10 Gym owners, service businesses, and the mastermind10:15 Jeff’s path: sports, 9/11 enlistment, special ops12:20 Corporate career, Six Sigma, and owning a gym15:00 Real estate deals and building multiple income streams18:30 Mortality, urgency, and not wasting a decade21:10 Homeschool dads, RV life, and family decisions24:20 From gym paycheck to “is this actually an asset?”27:05 Asset sale vs. business sale for gym owners30:00 Exit timelines, burnout, and planning 2–3 years out33:20 Debt, equity, and rethinking a paid-off house About the Guest Jeff Smith is the founder of Tactical Empire, where he works with male, service-based entrepreneurs through a men’s mastermind and one-on-one consulting. His background includes college athletics, military service in special operations after 9/11, 18 years with a Fortune 50 company, long-term gym ownership, and extensive real estate investing. Facebook: https://www.facebook.com/jeff.smith.896413 Instagram: @realjeffsmith About the Podcast Gym Marketing Made Simple cuts through the noise around gym growth. Each episode focuses on practical marketing, sales, and leadership systems designed for boutique fitness gyms. The goal: clear messaging, better leads, and cleaner sales processes so owners can grow without guessing, chasing, or burning out their teams. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/

  3. Jul 27

    How Hill Country Movement Sells High-Ticket Coaching Without Posting Prices | Episode 140.

    A small-town strength gym outside Austin went from being stuck in the high 20s/low 30s to consistently $40–50k months without ever listing prices on their site. Episode Summary Hill Country Movement spent years hovering around $28–30k a month, even with solid coaching and a loyal community. They weren’t broken—just capped. This conversation walks through the real changes that finally moved them past that ceiling: tightening their no-sweat intro, packaging a real 12-week kickstart, and getting serious about high-ticket personal training and hybrid offers. You’ll hear how they use “no prices on the website” to avoid price shoppers, why in-person consults matter so much, and what shifted once Lasso took over their marketing and follow-up. If you’re in a smaller market, charge more than your competition, or feel tapped out as the main coach and seller, this is a clear, real-world look at what it actually took to hit $50k months and hire full-time career coaches. Key Takeaways You’ll learn: How pulling pricing off the website cut down on price shoppers and made consults easier to close.Why a structured 30–45 minute no-sweat intro that digs into the client’s real “why” makes premium packages feel like the obvious next step.How Hill Country Movement packages high-ticket hybrid options (1:1 plus small group) and a 12-week kickstart to raise average client value.How they position being the most expensive option in a small market by leaning on coaching quality, degrees, and a truly coached environment.What changed once they stopped trying to be their own ad agency and let Lasso handle campaigns, workflows, and lead flow.How reworking their offers and sales process took them from years at $28–30k to consistently hitting the 40s and then $50k months.Why they only hire full-time, career coaches instead of “free membership” part-timers, and how that supports service and retention.How getting the owners off the floor opened time for systems, SOPs, and family, without sliding backwards in revenue.How they handle “just tell me the price” texts, when they give a range, and when they know someone isn’t a fit. Episode Chapters 01:02 Who Hill Country Movement serves02:31 PT, small groups, and hybrid offers10:34 Selling high-ticket packages in a small town12:08 No-sweat intros and uncovering the real “why” 13:23 A la carte plans and “just tell me the price”16:34 Starting with Lasso & baseline revenue18:12 Hitting $50k months and ROI on Lasso19:31 Breaking the long-time $28–30k plateau25:05 Hiring full-time career coaches26:16 Systems, automation, and smoother scaling30:33 Million-dollar goal and future facility plans About the Guest Bane and Gina are the co-owners of Hill Country Movement, a boutique strength and conditioning gym in the suburbs of Austin, Texas. They focus on personal training, capped small-group training, and habit-based nutrition coaching for “everyday athletes”—busy, middle-aged adults who want to stay strong and capable for real life. With a team of degreed, full-time coaches and a coaching-first environment, they built a premium, service-heavy model that supports higher pricing and deeper results. After years stuck around $28–30k a month, they reworked their offers, sales conversations, and marketing with Lasso’s help and are now consistently in the $40–50k range while spending less time on the floor and more time on family and growth. About the Podcast Gym Marketing Made Simple cuts through the noise around gym growth. Each episode focuses on practical marketing, sales, and leadership systems designed for boutique fitness gyms. The goal: clear messaging, better leads, and cleaner sales processes so owners can grow without guessing, chasing, or burning out their teams. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/

  4. Jul 20

    Gym Sales Role Play That Converts – Weekly Training System for Boutique Fitness Gyms | Episode 139.

    Most gym teams role play just enough to feel busy, not better. This conversation lays out a simple way to turn Monday sales meetings into real practice that fixes weak spots and builds confident closers. Episode Summary Gym Marketing Made Simple is built for owners who want sales to feel repeatable, not random. This episode walks through how to stop “sink or swim” sales training and replace it with a clear, documented process plus weekly role play that actually resembles real consults. Jeff Burlingame breaks down how to structure a Monday sales meeting, what numbers to review, and how to turn that data into focused reps on the hardest parts of your no-sweat intros and trials. You’ll hear how to use a three-person role play setup—with a designated disruptor—to sharpen objection handling, transitions, and closes. If the goal is better close rates without relying on a unicorn salesperson, this is the kind of simple, repeatable system Gym Marketing Made Simple is about. Key Takeaways You’ll learn how to: Treat sales as a trainable skill instead of waiting for “natural” closers.Get your sales process out of your head and into a documented, shareable outline.Run a non-negotiable Monday sales meeting focused on selling, not random updates.Track leads, booked, showed, and closed so you know exactly where you’re leaking revenue.Choose one specific weak link (rapport, goals, urgency, objections, close) per session.Use a three-person setup—client, salesperson, disruptor—for cleaner feedback and better reps.Call “timeouts” in the middle of a script, then instantly reset so responses become reflexive.Make role play tough with real objections, but not impossible or silly.Use role play as resistance training for sales, the same way you’d train a heavy lift.Take ownership as the gym owner to lead sales practice instead of blaming the team. Episode Chapters 00:00 Why goofy role play kills real improvement00:23 Gym Marketing Made Simple and Lasso intro00:51 Jeff sets the focus on sales and role play01:40 Why sales is a learned skill, not talent02:15 Documenting the full sales process step by step03:30 Monday sales meetings and who must be there04:34 Reading the numbers: leads, booked, showed, closed05:20 Turning data into a weekly action plan06:10 Narrowing role play to one specific skill each week08:17 Setting up three-person role play and the disruptor09:40 How and when to call timeouts mid-conversation12:07 Making objections realistic but winnable13:10 Sales practice as reps, not one-off live attempts14:21 Final push to own and run your sales training Memorable Quotes “Nobody is a born salesperson. Everybody acquires that skill set through practice and experience.” [00:00:51] “It can’t live rent free in your brain. It has to be in everybody’s brain, and the only way to do that is to document it.” [approx. 00:02:00] “The hands-down best way to conduct role play is with three people… client, salesperson, and then the overseer.” [00:08:17] “You’re an interrupter, a disruptor. Time out, say this instead, time in.” [approx. 00:08:17–00:11:00] “If you want your team to get better, you have to make the time for them to get better, and you have to put them through the ringer.” [approx. 00:13:40–00:14:10] About the Podcast Gym Marketing Made Simple cuts through the noise around gym growth. Each episode focuses on practical marketing, sales, and leadership systems designed for boutique fitness gyms. The goal: clear messaging, better leads, and cleaner sales processes so owners can grow without guessing, chasing, or burning out their teams. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/

  5. Jul 6

    How Pre-Selling Helps Gym Owners Build Trust and Close More Sales. | Episode 138.

    Your prospects are checking you out long before they hit “book now.” What they see in those first few seconds can be the difference between a no-show and someone who walks in already convinced you’re the right fit. Episode Summary In today’s episode, you’re pushed to look at your gym the way a stranger would: quick glance at the homepage, a few seconds on social, maybe a review or two, and that’s it. The questions on their mind are simple but brutal: who are you, what do you offer, why should anyone care, and why pick you over the other options in a 5–10 mile radius or the app on their phone? You’ll see how to make those answers obvious in your client-facing assets and then stack on pre-selling tools like simple guides, PDFs, and pre-appointment touchpoints that actually educate people before they ever sit down with you. The aim is a consult built on momentum of agreement, where your time is spent unpacking goals, desire, and urgency instead of burning minutes just explaining what your gym does. Key Takeaways You’ll learn: How to evaluate your website “above the fold” so prospects instantly see who you are and what you offerThe four core questions every potential member is silently asking before they ever contact youWhy unclear positioning forces you to waste consult time explaining your gym instead of understanding the clientHow to use a simple SWOT-style review to understand your market position against local and virtual competitorsWhy AI tools are great for speed to lead and education, but can’t replace the human element in closing salesPractical ideas for pre-selling assets like nutrition guides, travel workouts, or seasonal PDFs that build trustHow to create momentum of agreement so prospects arrive leaning yes instead of undecidedWays to turn a basic consult into a 12/10 experience with small touches that make people feel welcomed and valued Episode Chapters 00:00 The questions in your prospect’s head 00:45 What pre-selling is and how it changes your sales process 01:45 Zooming out to 30,000 feet: systems, people, automations, and client touchpoints 04:37 Auditing your website and social: who are you and what do you offer? 08:35 Why you vs competitors, local and virtual, and basic SWOT thinking 12:27 Pre-selling assets, PDF guides, and using AI tools like Gamma 14:30 Designing a “red carpet” consultation and 12/10 in-gym experience Resources Mentioned Gamma – App used to create PDF guides and visual resources (Gamma.app) Ladder app – Example of a virtual coaching competitor for gyms Lasso Framework – Marketing and sales system for gyms: https://www.lassoframework.com/ About the Podcast Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/ SEO tags pre-selling gym leads, gym sales process, boutique gym marketing, gym website optimization, fitness lead generation, no sweat intro sales, consultative gym selling, gym member acquisition, pre-sold prospects, fitness marketing strategies, gym competitor analysis, SWOT for gyms, gym social media strategy, gym customer journey, speed to lead for gyms, AI in gym marketing, gym PDF guides, fitness nurture sequences, Lasso Framework, Gym Marketing Made Simple podcast, increase gym revenue, gym front-end funnel, gym positioning, gym differentiation

  6. Jun 29

    How to Sell Gym Memberships: Mindset, Follow-Up, and Free Consult Strategy | Episode 137.

    Sales conversations fall apart when you make it about your gym instead of the person in front of you. Focus on their story, their problems, and a clear plan, so the close feels natural instead of forced. Episode Summary: Selling gets a lot easier when you stop hoping friends and family will support your gym and start treating every consult like a real problem-solving conversation. In today's episode, Sherman reads from his book on gym sales and walks through the mindset shift that took him from giving free workouts and “promising the world” to running a process that actually closes. You’ll hear the story of launching a small CrossFit gym, getting humbled when nobody joined, and learning to approach sales like a surgeon: diagnose first, then prescribe. The focus is on sales psychology, follow-up, and using simple tools like body composition data and clear prescriptions so people understand exactly how you can help them reach their goals. Key takeaways: You’ll learn: A “no” is usually about timing or offer, not your worth as an owner or coachWhy talking about how “awesome” your gym is turns the consult away from the client’s real problemsHow to think like a professional: listen, diagnose, and give a clear “treatment plan” instead of a casual pitchPractical steps to work through fear of sales: identify your fears, create a plan, practice one weakness at a timeHow projecting your own beliefs about money and price onto prospects holds them back from committingWhy most people need 7–10 follow-ups before they’re ready to join, and what happens when you stop at twoHow to use tools like an InBody scan or body fat scale to give objective data and track progressWhy you must make a firm prescription instead of letting people default to the cheapest optionHow top-down pricing and staying quiet after presenting prices lets the client make a real decisionA simple consultation flow that starts with rapport, digs into their main problem, and moves into a clear recommendation Episode Chapters: 00:00 Rejection and why “no” isn’t personal00:08 Encouragement and praise for the team00:11 Gym Marketing Made Simple podcast intro00:38 Grand opening story and friends not joining03:30 Surgeon’s lesson: make it about the client05:22 Sales psychology 101 and mindset around selling08:00 Facing fear, rejection, and building confidence09:30 Projecting price fears and hurting the client11:30 Follow-up, 7–10 touch points, and “not yet”13:00 Case study: Courage Fitness Durham systems vs talent15:00 Three layers of a prospect’s problem16:10 Reflection questions on your own mindset18:10 How to sell in a free consultation19:30 Using data, prescriptions, and top-down pricing21:23 Sample sales script for a new client Resources Mentioned Lasso Framework – Marketing and sales help for gyms: https://www.lassoframework.com/ InBody 270 – Body composition tool for weight, body fat, and muscle mass Omron Fit / body fat scale – Alternative for basic weight and body fat tracking About the Podcast Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach. Listen & Subscribe 👉 Book a free strategy call: https://www.lassoframework.com/

  7. Jun 8

    What If Your Gym’s Real Problem Is Weak Lead Follow-Up? | Episode 136.

    Leads are filling out your forms, your phone is ringing, and your inbox is busy, but your calendar still has open spots. The real gap is what happens between that first opt-in and the moment someone actually shows up at your door. Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach. Episode Highlights In today’s episode, Jeff Burlingame breaks down a simple, aggressive lead follow up and lead nurture system built for boutique gyms. He shows how many times to call, when to text, how to sweeten the offer so people actually show up, and when to fire yourself from the setter role and hand lead follow up to someone who will pursue every lead to a clear yes or no. Episode Outline Are you giving up too soon on paid leadsWhy “maybe” is not an acceptable outcomeCalling cadence and the double dial plus text strategyMindset for consistent follow upAdding value and “sweetening the pot” for appointmentsHandling DND and automation opt outsWhen to step out of the lead nurture roleCompensation ideas for setters and sales roles Episode Chapters 00:00 Lead follow up mindset and goal 01:00 Are you giving up too soon on leads 03:30 Pursue every lead to a clear yes or no 05:10 Time blocking and protecting sales time 07:30 Understanding why leads don’t answer 09:20 Daily call, call, text cadence 11:45 Adding value and sweetening the offer 14:30 Handling DND, opt outs, and automation 17:10 Firing yourself from the lead nurture role 19:40 Hiring and compensating a dedicated setter 21:40 Final push to fix your follow up and next steps Conclusion Consistent, structured lead follow up is the lever that turns paid leads into paying members. When you refuse to settle for “maybe” and build a daily rhythm of calls, texts, and value-driven touchpoints, your show rates rise and your front-end sales become predictable. Whether you keep follow up in-house, outsource it, or lean on automation and a setter, the gyms that win are the ones that never stop nurturing the leads they already earned. Action Taken Treat every new lead as paid inventory that must reach a clear yes or noSchedule daily protected blocks for lead follow upImplement a double dial plus text cadence on every new leadUse short, personal selfie videos to increase show rateAdd simple bonuses or welcome packs to increase perceived value of appointmentsContinue manual outreach even when leads opt out of automated textsDecide if you should remove yourself from the lead nurture roleHire or assign a dedicated setter with clear call, appointment, and show targetsBuild a simple commission or bonus plan tied to shows and closes Book a call with Lasso to tighten your gym’s lead follow up system, turn cold forms into real conversations, and convert more of your leads into showed appointments. 👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for listening to Gym Marketing Made Simple. Keep showing up for your leads with clear follow up, real value, and a simple system, and you’ll see more people walk through your doors ready to buy. Stay consistent and keep dialing.

  8. May 26

    Build A Simple Gym Sales Process That Actually Gets Members | Episode 135.

    Stop letting random walk-ins and DMs decide your revenue. Your gym needs a sales process, not sales heroes. Welcome to Gym Marketing Made Simple, the show focused on cutting through the noise around gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach. Episode Highlights In today’s episode, Jeff shows gym owners how to get out of “winging it” and build a simple, written sales process your whole team can follow. He walks through how prospects actually find you, what happens from first contact to no-sweat intro or trial, and where most gyms lose the sale. You’ll learn how to turn that messy path into a clear SOP, utilize weekly sales meetings and role-playing to sharpen your staff, and protect your business from relying on a single superstar closer. Episode Outline Introduction to Gym Marketing Made Simple Podcast Importance of the Sales Process Setting Up a Sales Process Evaluating and Improving the Sales Process Role Playing and Sales Training Community Support and Additional Resources Conclusion and Call to Action Episode Chapters 00:00 Intro 00:03 Gym Marketing Made Simple show open 00:29 Jeff introduces Gym Sales Made Simple 01:20 Why “the process is the process” 03:10 Writing down your full sales process 05:10 From first contact to intro and trial 07:00 Fixing broken steps and SOP details 08:40 Weekly Monday sales meeting structure1 0:10 Role play to sharpen sales skills 12:00 Daily debriefs after intros and trials 13:20 Recap and invite to Lasso office hours 14:26 Lasso CTA and outro Conclusion When every coach runs the same clear process, sales stop being a mystery. Writing it down, reviewing it weekly, and role playing the hard parts is how boutique gyms create consistent revenue instead of hoping the right leads show up on the right day. That’s the difference between a gym that survives month to month and a gym that knows how to turn leads into long-term members. CTA Want help building or tightening your sales process? Book a free call with Lasso and plug into the done-for-you systems that are working for boutique gyms right now. 👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for listening to Gym Marketing Made Simple. Continue to show up for the work of building clear, simple systems, so your gym can sell with confidence every single week.

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About

Unlock success in gym marketing with practical insights and strategies to make you more money! Simplify your approach to attract clients and grow your business.

Information

  • Creator
    Sherman Merricks
  • Years Active
    2023 - 2026
  • Episodes
    144
  • Rating
    Explicit
  • Copyright
    © Sherman Merricks
  • Show Website
    Gym Marketing Made Simple

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