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Cut the Crap: Unmasking the Reality of Gym Consultancy

Wednesday, September 20, 2023


Cut the Crap: Unmasking the Reality of Gym Consultancy


Let's Set the Record Straight.. Gym Consulting Ain’t the Holy Grail.

There’s a fuck ton of opinion-sharing in the gym world.

And while we’re proud to add our two cents, let’s not forget about the coaches who keep the heart of our gyms pumping.

Hell, some even read these blog posts and listen to our Gym Owners podcast.

Despite the majority of coaches being less experienced, there’s a solid bunch of skilled coaches who genuinely give a shit and hold the potential to add real value to a gym. Monetizing their skills into a gold mine is the long-term play. But, unfortunately, coaches often fall into the box of "just a coach" thanks to ridiculous templates and recommendations from consultancy douchebags, leading to a world of pain for gym owners once they can’t afford these diamonds in the rough.

Fast-forward a few years, and you’re stuck with a kingdom of dirt you’ve inherited after you’ve burned your budget. What the fuck are you left with? You. The consultant’s suggestions didn’t pan out, and you’re back to square one. It’s even worse when you've watched your gym collapse in real time, losing your staff, and being worse off than when you started. Then, you have to restructure your whole business model and waste valuable time you thought you got back.

It’s a cluster.

And things get pretty knarly when gym owners lose staff.

As soon as clients start grumbling, the whole system goes tits up. Coaches are the first to feel the heat and it's not long before they bail, disgruntled by the low pay and challenging working conditions. And who’s left to pick up the slack? The gym owner who's left shelling out thousands of dollars to salvage the chaos, trying to cover lost hours and keep the gym running. In the end, they're back on the floor, trading time for dollars instead of using their hard-earned cash and time operating and working on the business.

Don’t get me wrong, there are those gym owners who have success stories.

The ones who took the consultant's advice as gospel and turned their gyms into money making machines. The all-in types who drank the Kool Aid and followed everything to the ‘T’. But the god’s honest truth is that these types of folks could have easily just ended up in the Manson family or at a Austin-based sex cult meet-up, too. They just got lucky. These folks’ successes aren't necessarily proof of the consultant’s brilliance, but evidence of their own bloody-minded determination.

As a gym owner, your goal needs to be creating a symbiotic relationship between you, your business, your staff, and your members. The focus should be on delivering results for your clients and maintaining a balance between the short and long-term. These things need to trickle up to the coaches, who are vital in providing the service. But, remember, it's not about lining their pockets or allowing them to run the show. It's about creating a working environment that keeps them happy and invested, which often involves accountability and training.

These factors are often neglected by consultants who seem to think staffing isn’t a major issue.

Come the fuck on.

The actual bigger picture isn’t about landing 30 leads a month. It’s about making your gym work for you, your clients, and your coaches while ensuring it’s profitable. And you don’t have to be a slimy bastard to achieve this. Just don’t let anyone tell you exactly what to do. Running someone else's formula is the worst. It’s why we, having been clients of this model, now steer clear. Each of our clients runs a completely different business model. Yes, they follow certain guiding principles, but every single one of them has a unique approach.

Anytime anyone tells you there's only one way to success, tell them to go fuck themselves.

With a smile, of course ;-)

The reason is, this advice is a bold-faced lie.

There's more than one way to skin a cat, and the same applies to running a successful gym. Take it from us: there’s no “one-size-fits-all” in the world of gyms or gym consultancy. We have clients with small personal training gyms, a mixed setup of personal training and group fitness, studios, big box gyms, and even full-fledged CrossFit boxes. Each is thriving in its own way, based on the unique needs of their staff, members, and business goals.

So, if you're feeling the pressure from all the 'expert' advice telling you to do it their way, remember this:
you're not an idiot for wanting to help people and get results and this desire isn’t hurting your business and bottom line.
Don't lose sight of why you got into this game in the first place. No need to fixate on leads or jump onto someone else's formula.

Remember, it's your gym. It's your kingdom.

Keep your focus on aligning your business with what's essential: achieving results for your clients, retaining a motivated team of coaches, and maintaining a profitable business that works for you and your members. With the right mindset and understanding of your unique situation, you can have your cake and eat it too. You can build a successful gym without becoming a slimy salesperson. It's not fucking rocket science.

Remember, there's more than one way to succeed in this business. So next time someone tries to sell you a one-way ticket to success, tell them to jog on. Trust in your ability to navigate your own path, learn from others, but never let anyone else dictate your direction. You’ve got this!

- John

P.S. Tired of not being able to elevate your standards and your business is ready for a kick in the ass to get moving in the right direction? Hop on a FREE 30-min call and let’s workshop what’s next for your business together. No sales pitch. Genuine help. →

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