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. 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.

    23 min

  2. 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.

    15 min

  3. May 18

    Scaling Gym Revenue With Better Lead Follow-Up | Episode 134.

    If strangers are opting in but not showing up, you do not need new ads. You need a new system.  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, Sherman and Tommy get blunt about why paid ads are not the magic fix gym owners hope for. They walk through the real work of turning a flood of leads into steady revenue, why relying on referrals and organic hits a hard ceiling, and how to think like an owner who wants a sellable asset, not just a busy gym job. Sherman shares his own story of running a profitable gym that was tough to exit, while Tommy breaks down the math and execution behind opening a second location in Houston at around 30k a month from day one. From there, they introduce Relay, a lead nurture system built with AI and human setters that plugs into Lasso’s paid marketing so gym owners can stop burning out their best coaches and still get people to show up ready to buy.  Episode Outline Introduction to Gym Marketing Made Simple Podcast Challenges in Lead Nurturing and Follow-Up The Role of Paid Advertising in Gym Growth Case Study: Opening a Second Location Introduction to Relay and Its Benefits Implementation and Results of Relay Conclusion and Future Plans Episode Chapters 00:00 Coaches, Sales, and the Real Burnout Problem 00:16 Gym Marketing Made Simple Intro 00:41 Why Paid Ads Are Not a Magic Fix 02:31 How Paid Ads in Fitness Have Evolved 04:45 The Ceiling of Organic and Referrals Only 07:45 Sherman’s Gym: Profitable but Hard to Sell 10:29 Deciding to Scale With Multiple Locations 13:32 Backing Into the Numbers and 30k Ad Spend 15:09 Opening With 130 Members and 30k Revenue 16:24 Introducing Relay: AI + Human Lead Nurture 19:42 Speed to Lead, AI Fatigue, and Human Handoffs 22:15 Phone Calls, Texting, and Market Differences 24:00 Who Lasso + Relay Is For (30k+ Gyms) 25:51 Onboarding Flow for Relay With Lasso 29:25 Building a Sellable Gym vs. Owning a Job 30:12 Protecting Coaches From Burnout in Sales 32:08 Final Thoughts and Episode Wrap Up Conclusion Leads are not your bottleneck. The gap is in how you treat every person from the minute they click on an ad until the moment they sit across from you. When you respect the math, build real systems, and stop forcing coaches to live in the follow up grind, growth feels a lot less chaotic. That is how you move from owning a busy job to owning something that can run and eventually sell on your terms.  Action Taken Framing paid advertising as a tool that only works when paired with real systems and follow up Positioning Lasso as the engine that delivers steady, quality leads for growth-minded gyms  Introducing Relay as a combined AI and human concierge that:    - Responds quickly to new leads with personalized messaging    - Warms and filters leads, then passes high intent prospects to a real person    - Focuses on booking and confirming appointments that actually show Defining the full Lasso plus Relay stack for gyms doing 30k and above each month  Offering an AI only Relay option for gyms under 30k while they fix operations and basics  Setting up a clear onboarding path where Relay connects to existing Go High Level accounts, cleans up duplicate workflows, and aligns calendars  CTA If you are ready to see what happens when strong paid ads and real follow up work together, book a call with the Lasso team and find out how Lasso and Relay could plug into your gym.  👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for listening. Keep building a gym that takes care of your members, protects your coaches, and gives you the option to step back without everything falling apart.

    33 min

  4. May 13

    How SMART Goals Kill Objections In Your Gym Sales Process | Episode 133.

    Objections usually aren’t a money problem or a timing problem; they’re a “you never dug deep enough into my goals” problem. 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 walks through how to stop settling for “dumb” goals like “I just want to lose weight” and start uncovering real SMART goals that carry actual value for your leads. He shows you how to ask simple questions, follow the thread, and get to three clear goals so selling feels easy, never pushy, and you and your prospect are actually on the same team. Episode Outline Why vague goals create objections SMART goals vs “dumb” goals Breaking down the SMART framework Real SMART goal examples from weight loss Using TED to dig deeper “Follow the thread” approach Locking in numbers and timelines Reality check with simple math The three SMART goals rule Spending time up front to save time later Partnering with the lead as a team Getting the whole staff aligned Episode Chapters 00:00 Intro & Lasso Sponsor Message 00:29 Why SMART Goals Matter In Gym Sales 01:20 Dumb Goals vs SMART Goals 02:22 Breaking Down SMART (Specific, Measurable, Attainable, Realistic, Timely) 04:05 Using The TED Framework (Tell Me, Explain To Me, Describe To Me) 05:12 Following The Thread Like A Detective 06:20 Turning “Lose Weight” Into A 30-Pound SMART Goal 08:00 Checking If Goals Are Realistic With Simple Math 09:15 Why You Need Three SMART Goals, Not One 10:28 Making Sales Easy, Never Pushy 11:30 Getting Your Whole Team Aligned On SMART Goals 12:25 Lasso Resources, Sales Course, And Office Hours Conclusion When you slow down, ask better questions, and stay with a lead until you uncover three real SMART goals, selling stops feeling like a fight. You know what they want, they see the value in what you offer, and you both walk into the close on the same side of the table. That is where sales get easier, cleaner, and a lot more fun. CTA Start running every intro around clear SMART goals instead of vague “I want to lose weight” answers. Book a call with Lasso to help you refine your sales process together. 👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for putting in the work to sharpen your sales game. Every time you ask one more question, follow the thread, and get clear on what someone truly wants, you give them a better shot at real change and you give your gym a better shot at steady, healthy growth.

    14 min

  5. May 11

    What Serious Gyms Know About Leads, Follow Up, and Real Estate That Others Don’t | Episode 132.

    Most gyms do not have a lead problem. They have a “no one owns follow up,” “our brand doesn’t match our price,” and “we never planned where this thing should live long term” problem. 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, Sherman Merricks and Blake Ruff is joined by, Josh Martin, and Stu Brauer to talk through what they are actually seeing every day with gyms they work with: why ads are not the real issue, how your brand and social need to line up with your prices, what solid follow up looks like, and how smart real estate decisions set your gym up for the next five to ten years. Episode Outline What “shrinkage” in CrossFit and micro gyms really means Why every market goes through boom and squeeze cycles The $200 subscription question and understanding your own pricing Owners acting like consumers vs acting like operators Time horizons: bad weeks vs real quarterly trends Seasonality, spring break, and why some months are always softer How organic social sets the stage for winning ad campaigns The four things your Instagram should show a stranger Why inside jokes and blurry class photos hurt your brand “Bad leads” vs weak sales and follow-up The 40 / 60 / 80 benchmark Sherman’s team uses at Lasso How to treat early leads as sales reps for your team Simple, playful sales language that gets real replies Stu’s path from gym cash flow to owning his building Lease first, then buy, and when to loop in a real estate pro Using events like the Gym Marketing Made Simple event to get real ROI Episode Chapters 00:00 Stop thinking like a consumer, $200 subscription test 01:13 Intro: Gym Marketing Made Simple with Sherman, Blake, Josh & Stu 02:00 Industry “shrinkage,” CrossFit, and market cycles 06:07 Owners, time horizons, and “bad month” panic 08:55 Seasonality, spring break, and realistic expectations 12:08 Social media that actually backs up your ads 18:05 “Bad leads” vs bad sales and weak follow up 24:02 Lead benchmarks: 40/60/80 and cold vs warm traffic 29:23 Stu’s real estate play and buying the building 38:06 Why Stu’s speaking at the event and how to connect with him Conclusion Sherman, Blake, Josh, and Stu lay out the gap between what most gym owners think is broken and what is really going on. The gyms that stop blaming Facebook, stop calling everything a “bad lead,” and start owning their numbers, their follow-up, their look and feel, and their lease are the ones that stay in the game when everybody else taps out. CTA If you want better leads, better closes, and a plan for where your gym is going to live next, subscribe to Gym Marketing Made Simple, share this with another owner who needs it, and book a call with the Lasso team so we can help you tighten up the whole system front to back. 👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for spending time with us and actually working on the business, not just in it. Keep holding your gym to the same standard you expect from your clients, and the marketing, sales, and real estate pieces will start to line up a whole lot faster.

    44 min

  6. May 4

    How Gym Owners Can Scale With Better Hiring, Role Clarity, and Leadership Systems | Episode 131.

    Gym owners don’t get stuck because they lack tactics; they get stuck when they can’t clearly define what winning looks like for every role, hire to that standard, and lead people in a way that matches how they’re actually wired. Welcome to Gym Marketing Made Simple, the show that cuts through the noise surrounding 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, Sherman Merricks and Blake Ruff sit down with former CrossFit owner turned business strategist Brian Alexander to break down how serious gym owners can use behavioral data, clear roles, and big-picture goals to build gyms that grow without burning them out. You’ll hear how Brian went from a 17,000 sq ft gym and a failed second location to coaching companies with revenue between $ 5 million and $ 30 million. He explains why most hiring efforts fail, why job descriptions are often ineffective, and how tools like the Predictive Index and the Pinnacle Business Operating System help gym owners align their teams, set the right goals, and think beyond “just not losing.” Episode Outline Brian’s Journey from Sales to CrossFit to Business Coaching What Brian Does for Gym Owners and Lasso Hiring: Right People, Right Seats, Right Stage of Business Designing Roles That Actually Drive Results Inside the Pinnacle Group for High-Level Gym Owners Self-Awareness, Leadership, and Behavioral Data Why Brian Coaches Through Questions, Not Prescriptions Hard Lessons from a Second Location That Almost Cost Everything The Nashville Event and Predictive Index On-Site Episode Chapters 00:00 Intro & show setup 00:41 Meet Brian Alexander 01:16 Brian’s journey from sales to gym owner to coach 04:15 How Brian helps Lasso and gym owners 07:07 Building role clarity and hiring with Job Targets 14:16 Inside the Pinnacle Group for high-level gym owners 22:08 Self-awareness, leadership, and Predictive Index 35:00 Brian’s gym growth story to 17,000 sq ft 41:35 Second location failure and key lessons 42:44 Nashville event, how to connect with Brian, outro Action Taken Pinnacle Group Positioning Clarified that the Pinnacle Group is for gym owners doing 30k+/month who want a higher-level strategy around growth, hiring, and leadership. Event Promotion Highlighted the upcoming Nashville event, where: Brian will speak on leadership, roles, and hiring Attendees will get their Predictive Index on their event badge for live discussion and networking Conclusion Brian Alexander shows that the real leverage in gym growth is not another tactic or ad campaign, it’s clarity about roles, alignment of people to those roles, and a vision big enough to pull the whole team forward. From his own wins and failures as a gym owner to his work with multi-million-dollar companies, the message is consistent: know where you’re going, define what winning looks like for every seat, and use real data—not guesses—to put the right people in the right roles. CTA Want to stop guessing about your team and start building a gym that can grow without you doing everything? 👉 Book a free strategy call: https://www.lassoframework.com/ Contact Path for Coaching Website: ReadyAimClimb.com Facebook: https://www.facebook.com/readyaimclimb Thank you for listening to Gym Marketing Made Simple. We appreciate you taking the time to dig into the real work of leading people, not just running campaigns. Keep using what you learn here to build a gym that fits your vision and supports the life you actually want to live.

    44 min

  7. Apr 27

    How CrossFit Gyms Win in 2026: Marketing, Leads, and Revenue with Andrew Charlesworth | Episode 130.

    Your training might be world-class, but the market only sees the gyms that know how to sell. If you’re still relying on word-of-mouth in 2026, you’re playing a game that’s already changed. Welcome to Gym Marketing Made Simple, the show that cuts through the noise surrounding 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, Sherman and Blake sit down with Andrew Charlesworth, Midwest Regional Affiliate Representative, to break down what it really takes for CrossFit and boutique gym owners to win in today’s hyper-competitive market. They dig into why old-school “open and pray” approaches stopped working, how to think clearly about leads and paid marketing, and what separates profitable, sustainable gyms from owners who are burnt out, broke, and blaming CrossFit HQ. Episode Outline Andrew’s role as Midwest Regional Affiliate Rep Why a direct line to HQ matters for affiliates Starting a gym in 2026 vs 2013 Competing with franchises and large marketing budgets Why great coaching alone no longer drives growth The necessity of strategic marketing plans What a lead actually is Realistic conversion rates for cold traffic Lead nurture, speed-to-contact, and follow-up systems Owners’ emotional reactions to normal business cycles Debt, lifestyle pressure, and unrealistic revenue demands How big franchises track and manage sales performance Facility standards and visual branding expectations Using professional media and AI on a budget How AI and new search behavior will affect local discovery The power of niche positioning in crowded markets Examples of niche strategies that attract the right members Details of the Nashville November event and who it’s for How to contact Andrew and join his weekly business calls Episode Chapters 00:00 Intro to Gym Marketing Made Simple & guest Andrew 00:50 Andrew’s role as Midwest Regional Affiliate Rep 02:45 How starting a gym in 2026 differs from 2013 04:20 Competing with big-box and franchise marketing 06:10 Why “if you build it, they will come” no longer works 08:05 Strategic marketing and weekly business calls 11:50 Risk, return, and realistic expectations for ads 15:10 What a lead really is and industry-standard close rates 26:00 Branding, facility standards, and social media presence 30:40 Niching down and why the riches are in the niches 31:50 Nashville event details and who should attend 38:10 How to contact Andrew & closing remarks Action Taken Promoted the November 7–8 Nashville event for gym owners doing ~$15–20k+/month who want to grow revenue in 2027. Commit to 12–18 months of consistent marketing instead of short-term testing. Reinvest in professional media, cleaner facilities, and tighter branding. Treat lead nurture, speed-to-contact, and follow-up as core business systems. Conclusion The message is blunt but freeing: your coaching certificate isn’t the problem. The market changed. Starting in a garage, relying on word-of-mouth, and avoiding real marketing might have worked in 2013. In 2026, you’re up against franchises with serious budgets, clean branding, and tight systems. The gyms that win aren’t guessing; they know their numbers, invest in lead flow, nurture consistently, and build a brand that actually looks worth the price they’re charging. CTA Book a free call with Lasso to audit your current marketing, lead flow, and sales systems and see what needs to change to grow past your current revenue ceiling. 👉 Book a free strategy call: https://www.lassoframework.com/ Connect with Andrew Charlesworth IG: Midwest CrossFit Affiliate Email: andrew.charlesworth@crossfit.com Thank you for listening and for caring enough about your gym to face the hard truths most owners avoid. Keep leaning into the uncomfortable work, clear systems, stronger marketing, and better money decisions.

    40 min

  8. Apr 20

    How Nicole Aucoin Built an AI‑Powered Nutrition Engine for High‑Level Gyms | Episode 129.

    Most gyms leave thousands of dollars and countless client results on the table, not because they lack leads, but because they don’t know how to turn nutrition and AI into a real, scalable profit center. 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, Sherman and Blake are joined by Josh Martin and Nicole Aucoin to break down how gym owners can build a serious nutrition revenue stream by pairing proven coaching systems with smart AI tools. Nicole explains the new Healthy Steps Nutrition app, lessons learned from building in tech, and how gyms can finally track real nutrition ROI instead of guessing. Episode Outline  Nicole’s background, HSN’s evolution, and why all four hosts are now former gym owners. Why Nicole built the Healthy Steps Nutrition app after years on third‑party platforms. What the app actually does for gyms. How AI is used inside the app. Practical AI lessons for gym owners. Client-side AI features coming soon. Coach-side AI features. What HSN training looks like today. The business model of a successful gym nutrition program. Lead nurturing and the biggest follow‑up mistakes gym owners make. Why Lasso + HSN gyms outperform on nutrition revenue and client results. What Nicole will teach at the Lasso Gym Growth Summit in Nashville. Who the Summit is for and what “high level” means in this context. Nicole’s excitement about Nashville, the venue, and possibly moving to the area. Episode Chapters 00:00 Intro & Hosts 00:30 Meet Nicole Aucoin & Healthy Steps Nutrition 01:50 Launching the HSN App & Tech Challenges 04:20 Why Build a Custom App for Nutrition Coaching 05:50 Features: Habit Coaching, AI Meal Photo Feedback, Lower Ticket Offers 08:10 Pricing Strategy & Conjoint Study Results 09:35 Training AI with 10+ Years of Dietitian Content 10:55 Upgraded HSN Coach Training & Certification 14:15 How Gyms Should (and Shouldn’t) Use AI 16:20 Client‑Side AI: Personalization, Lessons, Recipes 18:10 Coach Dashboards, Data, and Accountability 21:50 The Avatar of a Successful HSN Gym 24:45 Hiring the Right Nutrition Coaches 26:40 Lead Nurturing, Follow‑Up, and Long Buyer Cycles 32:55 Lasso Gym Growth Summit & Nicole’s Session 37:15 Why Attend and What to Expect in Nashville Action Taken  Nicole officially launches the Healthy Steps Nutrition app with:   Founders' pricing and a future price increase. A structure for gyms to sell it at a lower in‑house rate. HSN tightens standards by tying platform access to active certification and recertification. Lasso announces the Lasso Gym Growth Summit in Nashville (Nov 5–7), with Nicole as a speaker focused on:    - Building and scaling gym nutrition programs    - Using AI and systems to increase client value and retention. Conclusion. Gym owners don’t just need more leads, they need a clear way to turn nutrition and AI into predictable revenue and better client outcomes. By tightening systems, choosing the right people to coach nutrition, and using data and AI to support (not replace) human connection, gyms can serve more members at a higher level and create a real nutrition pillar in their business. CTA   Book a call with Lasso to tighten up your marketing and lead flow. Connect with Healthy Steps Nutrition to build or upgrade your gym’s nutrition program. Grab your spot at the Lasso Gym Growth Summit in Nashville to learn how top gyms are scaling nutrition, sales, and leadership.👉 Book a free strategy call: https://www.lassoframework.com/ Thank you for listening and for caring enough about your members to improve how you coach, follow up, and serve them beyond the four walls of your gym. Keep chasing the version of your business that matches the impact you know you can make.

    42 min
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4
out of 5
8 Ratings

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
    138
  • Rating
    Explicit
  • Copyright
    © Sherman Merricks
  • Show Website
    Gym Marketing Made Simple

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