I’m Embarrassed to Admit This, But Here Goes…
I didn’t want to write this.
Because I don’t want to sound like I’m talking smack.
And I’m kind of embarrassed to admit this.
But if I’m being honest…
Sometimes I’m grossed out by the gym business coaching space.
While I have many high integrity friends who do great work,
I’m deeply turned off by many of the sales and marketing tactics I see out there.
Not only that,
But I have my doubts as to how skilled these people are at actually running gyms.
They may be good at selling gym owners on coaching.
But that’s a different skill than actually running a gym.
In 2025, most gyms owners are, by and large, deeply skeptical. Because many of you have been burnt by coaching companies.
Many-a-gym owner has been hustled to sign up for some help,
Only to discover there’s minimal support for fulfilling the service, building a team, and running a gym.
You sign up full of hope, and are disappointed to find there’s not much there.
To be fair,
Sometimes you just wound up with a coach that just was the wrong fit for you and your needs.
And sometimes you were hard sold on a solution that just isn’t that good. Or at the least, couldn’t deliver on the big promises that were made.
To be clear, I think most humans mean well. I don’t think anyone is intentionally selling a crap product and not caring.
My assumption is they often don’t know just how poor their services are.
But while they really do want to help,
They also really, really, really, really, REALLY want you to give them your money. 😉
Now, it’s not wrong to want to grow.
But I do think there are decisions to be made about how you choose to grow your business.
Probably like a lot of you,
I sometimes feel conflicted.
While no service can say they get it right 100% of the time,
I’ll put our offering — and results — against anyone out there.
Outside the consistency of results, our retention year to date is 2.5%.
Which is bonkers for a business like ours.
At the same time,
There are some kinds of promises we can’t make.
While we do have a guarantee to work with you for free if we don’t help you add a certain amount of revenue,
And we’ll run through a brick wall to help you win,
It’s not really in our control how a gym owner executes.
This makes us less attractive to some people.
I get that.
But I’d rather be honest upfront, even if it means we don’t work together.
Now I know it’s easy enough for me to say this when our business is doing so well.
Sure, we’re always happy to add more clients.
But we really only want “right fit” clients.
Both for you AND because selfishly, it feels crappy when it’s not the right fit.
So anyhoo,
While sketchy players abound,
I still love this industry.
I love owning and operating gyms.
I love studying and learning about the gym business.
And I love working with owners who want to build a gym and life they love.
And if you think we may be “right fit” for each other,
Check out dat PS.
“When you chase cash, God walks out the door” – Quincy Jones
Mark
PS If you think we could be a fit to help you build a gym and life you love,
Here are a four ways we can help:
1) Join the Unicorn Society
A mentorship program for gym owners that shortcuts the path to more income, impact, and freedom.
Members get one-on-one coaching, in-person events, a library of done-for-you SOPs, daily Office Hours, weekly trainings, and more. PLUS access for your entire team.
Think of it like franchise-level business-in-a-box support, but customized for your business. And without spending hundreds of thousands of dollars upfront and paying royalties for life.
2) Join the Leadership Society
A small group of elite gym owners with vetted income requirements growing themselves and their business to industry leading heights.
The Leadership Society includes annual deep dives with MK or me, members-only in-person events, exclusive trainings on advanced topics, quarterly road map sessions, and more.
It’s a “no newbie” space for empire builders launching new locations, buying buildings and businesses, and taking massive swings.
3) Work with Keeler or Me in a Mentorship Day
Spend a day with Keeler or me over Zoom or in NYC.
We’ll study your entire business from top to bottom: your marketing, finances, team performance, and more. Then we’ll collaborate on a customized plan to take action for the next 3-6 months.
Perfect for “non-joiners” who don’t need ongoing support but want Keeler or me to review every nook and cranny in your business.
4) Sign Up For One of Our Self-Paced Video Courses
We have a course dedicated entirely to gym marketing and sales and getting more leads and more clients. We also have a course on mastering time management and personal productivity for gym owners.
Both are designed to be done on your own at a pace that works for your life.
To learn more and see if one of the above are a fit…
Book a 10-minute intro call HERE.