Most gym owners are stuck in one or more of these four ruts.
Our systems help you build a gym — and life — you love. You’ll improve profitability, build a rock-solid team, and be able to step away from the day-to-day without the wheels coming off.
Jumpstart your growth with a series of live workshops designed to help you clarify your goals, build momentum, and start making progress in just 30 days.
Every 90 days, you’ll step back from the daily grind to set goals, review numbers, and troubleshoot challenges - so you always know what to focus on next.
Join fellow gym owners for an immersive, in-person retreat where you’ll get fresh strategic insight, deepen your leadership skills, and return home recharged and refocused.
Work directly with your coach to tackle challenges, make confident decisions, and stay accountable—all with personalized support that meets you where you are.
Bring your questions to our live weekly calls and get real-time answers, fast feedback, and consistent support from experienced coaches who know how to help you move forward.
Dive deep into topics like leadership, systems, sales, and retention—so you can build a stronger business with practical tools you can use right away.
Access a growing library of on-demand courses to help you master every corner of your gym business—from marketing and hiring to leadership and finances.
Stay connected with a supportive community of gym owners who get it—ask questions, share wins, and learn from peers who are walking the same path.
Get instant access to 70+ proven playbooks, tools, and templates that help you implement best practices without reinventing the wheel.
We’ve increased $190,000 in total revenue and about $140,000 in profitability. I am no longer coaching crazy hours on the floor.
Mickey Brueckner
ANNEX SPORTS PERFORMANCE
Marie Merrit
MOMENTUM FIT
Tim & Jen Concannon
NOTHING STRONGER
Sean Del Ben
SALTUS PERFORMANCE
Tina Morin
MSC STRENGTH
Ok, hold on to your hats. Here are all the bells and whistles…
COACHING
CONTENT
COMMUNITY
The Unicorn Society is a 12 month commitment. Just like you expect your clients to take their commitment seriously, we expect the same.
That said, we know sometimes life really and truly gets in the way. So we’ll always work with you if truly extenuating circumstances pop up.
And/or you try it out and for some reason you hate our guts. 😉
We have 10+ Office Hours calls per week. So it’s very unlikely you won’t be able to find an Office Hour.
Also, you have up to 60 minutes of 1-on-1 coaching per month that fits around your schedule. PLUS you get access to video recordings of our weekly trainings.
We’ll be sad and cry! But we’ll still love you.
The retreats are one of the most valuable parts of membership, and our most successful members attend at least one (if not both) each year.
That said, we understand it can be hard to get away. That’s why we make high-quality video recordings of all talks to upload to our online learning platform.
Pretty much. Technically we had 2 locations in New York City at one point. But the second wasn’t open very long. So the vast majority of our revenue came from 1 location. And yes, it was over $30 million. In fact, almost $34 million between 2012-2024. But who’s counting? 😉
If you have less than 30 active clients and don’t work full time in the business, sadly we can’t help you. In most cases, you’re best served by our free resources while you grow to 30 active clients. We recommend starting HERE.
Once you have 30 clients, you’re eligible for our 12-week marketing sprint. For the Unicorn Society itself, we usually suggest a minimum of 50 clients. We occasionally break this rule if you’re a stone cold killer.
You also need to have some time to work on your business. If you have absolutely no time to do anything at all, it’s not going to be the right fit. We give you plenty of copy-pastable stuff, but even those resources need some time to be implemented.
Also, if you don’t actually own a gym or fitness studio, then we can’t help you. Sorry personal trainers and online coaches; we love ya, but we are not the droid you are looking for.
Our bread and butter is gyms and fitness studios that offer small or large group strength training and/or sports performance. That’s what most of our members do. And it’s what our co-founders and coaches offer at their gyms.
We also work great with class-based models that have a strength component, like CrossFits and other independent brands. And some of our client gyms offer primarily one-on-one personal training.
We’re not the best fit if you’re a big box gym with open access memberships (unless you’d like to roll out a small group training option, then we can help). We’re also not the best fit for non-strength training modalities like yoga, pilates, cycling, kickboxing, etc.
While we’re fitness agnostic and love to see people moving and being active, we also know enough to stay in our lane. So we focus on modalities and business models where we have a proven track record, both in our own gyms and with our clients.
We do! In fact, our co-founder Mark Fisher currently owns a fitness franchise, Alloy Personal Training. So he’s very familiar with the in’s and out’s of franchising as a model, and we have other franchisees in our group.
That said, check out the FAQ above about “what kind of gyms we work with” to learn more about what modalities are — and aren’t — a fit. And remember, when you work with a franchise system, the franchisor will make a lot of the final calls about what plays you can and can’t run.
So while we do work with franchisees, we take that relationship seriously. Mama didn’t raise no home-wreckers! So we’ll give you playbooks you can implement, and we’ll also invite you to honor the sanctity of your business marriage. 🙂
Yep! We guarantee a $60k return within 12 months of being a Unicorn Society member. (Many of our members do a lot better, btw.) If we don’t help you achieve that, we’ll work with you for free until we do.
Definitely not. But if you wanna pay for the year up front, we’ll give you a few bucks off.
$1299 per month.
But again, you can save some cash if you want to pay-in-full.
Honestly? You don’t. And neither do we.
Because at the end of the day, it will be up to you to implement. If you’re not coachable and you execute poorly and/or slowly, we wouldn’t expect you to get different results.
And you know what else? We have no idea how good your product is. We assume you’re at least ok, as the vast majority of gym owners are not reading this or even thinking about how they can improve their business. We do provide some guidance here, mostly through our partners at Certified Functional Strength Coach. But even with the best business systems, the strength of your product is going to be a huge deal when it comes to word of mouth and retention.
Not only that, you know what else no one ever seems to talk about? Some markets are just harder than others. And that means even when you do things right, it’s going to be harder than less-crowded markets.
Ok, ok.. Did I crush your dreams? 😉 I hope not!
Because in most cases, we CAN help.
What we know for sure is: when gym owners implement our systems, we have a track record of consistently adding $100k, $150k, $250k and more. We’ve done it again and again and again. And again. And again.
That’s why we can guarantee you’ll add at least $60k revenue within 12 months. We’d look like idiots and go out of business if we couldn’t deliver on this.
For more, check out a bazillion testimonials and vids HERE.
And for what it’s worth? While you should damn sure DEMAND a return on your investment…
Sometimes there’s value in slightly more modest returns that ALSO cut your work week in half and lower your blood pressure with a clear plan to win over time.
That’s up to you to decide!
You can see all our bells and whistles above. And we think we got us some good-ass bells and whistles. They’ll make it a metric ton easier to increase your income, impact, and freedom.
And it’s also true we have a unique and varied track record between our partners’ experience:
All of this is to say nothing about our coaches who run multiple locations, operate other companies in other industries, and generally put up gonzo numbers of revenue AND take-home income.
But we’re not here to tell you we’re “better” than any other solution. Yes, there are many shady-ass characters in the “get rich quick online business coaching space.” But there are definitely other good options.
And sometimes we’re not the right vibe fit (we’re not offended).
Or sometimes you’re not ready to make this big of a commitment and investment.
Or sometimes you probably should just hire an ad agency to get you more leads.
The good news is we’re playing a long game here. And we ain’t going anywhere. If and when you want you to hop on a call, we’ll tell it to ya straight. That may mean sending you elsewhere OR telling we can help and if you don’t sign up right now you’re making a big mistake. 😉
But at the end of the day, our most important principle is this: you know your business best.
And we’re here to support in any way that feels right to you.
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