Active Management

Author: JT

  • Does The Fitness Industry Really Understand Its Members?

    Does The Fitness Industry Really Understand Its Members?

    Let’s be brutally honest for a second — how many of your members actually love exercising?

    How many jump out of bed or finish work thinking, “I can’t wait to get to the gym!”

    Yet from day one, we tell them they need to train three times a week if they’re serious about results.

    Maybe… just maybe… we need to rethink our expectations, our messaging, and even our product if we truly want to improve retention.

    Last week, Aaron Moore from VIDA Fitness told my REX Roundtable in Washington that their members aim for nine visits a month. Luke Carlson from Discover Strength, who’s way smarter than me, said two 30-minute strength sessions a week are enough to improve health. That’s eight visits a month.

    So is twice a week the magic number?

    If our entire approach focused on getting members to train twice a week, from programming to communication, would we see stronger retention and happier members?

    I don’t know the definitive answer, but I do know this: I hate going to the dentist. If someone told me I had to go three times a week to keep my teeth, I’d take my chances and settle for once every six months!

    Your challenge this week: Dive into your member visitation data. See how often your members really train — and what that says about how well you understand them.

    You might be surprised by what you find.

  • 1% Better Leadership: Have Your Team’s Back & Do They Know It?

    1% Better Leadership: Have Your Team’s Back & Do They Know It?

     

    I’ve coached amateur sport, semi-pro teams, kids, and adults. And whether it’s on the field or in business, here’s the one percenter that matters most: Your team must know you have their back.

    When people feel supported, they make bold decisions. They step up. They take responsibility. And that’s the difference between just participating and actually winning.

    I learned this first-hand coaching a grand final. We won but I copped criticism for being too loud and too passionate. Really? How can you be too passionate about backing your team? Every single player on that court knew I was in their corner. That’s what mattered.

    Here’s the thing:

    • On the field or in the business arena, you support your team 100%.

    • Once the game ends, that’s when you analyse, adjust, and refine.

    I’d much rather a team make bold decisions in the moment than freeze and make none at all. And if you can’t trust your people when the pressure’s on, then you haven’t done the right prep at “training.”

    That’s the 1% difference. That’s leadership.

    So ask yourself: Does my team know I’ve got their back?

  • Secrets of the Roundtable – Gaining, Training and Retaining a High Performance Fitness Team

    Secrets of the Roundtable – Gaining, Training and Retaining a High Performance Fitness Team

    Join us for this FBP Live Online Event with Dan Duran from REX Roundtables and Lionel Global University and your host JT!

    Dan Duran is the Chairman of the REX Roundtables for Leaders Personal Training Manager Roundtable, and vice-president of Lionel Global University. This session is for fitness business owners or managers wanting to build or improve a successful personal training program.

    We’ll be diving deep into the critical elements of a thriving training department. We’ll cover everything from attracting and hiring top-notch trainers, to creating a seamless on-boarding process that sets them up for success. We’ll also tackle the crucial issue of trainer retention, sharing strategies to keep your best talent engaged, educated and motivated.

    Topics for discussion:

    • Trainer recruitment
    • Trainer onboarding
    • Trainer retention
    • Key KPIs and ranges
    • Member onboarding
    • Trainer levels and pricing

    Beyond that, we’ll explore key performance indicators and the ideal ranges you should be targeting. I’ll also share best practices for member onboarding into personal training, ensuring a positive experience from day one. And finally, we’ll demystify trainer levels and pricing structures, giving you a clear roadmap for maximizing revenue.

    🗓️ Thursday, 20th November @ 4PM (EST) / Friday, 21st November @ 8AM (AEDT)

    Register Now

    Who Is Dan Duran?

    Dan is the Vice-President of Lionel Global University, a college specializing in exercise science for the fitness industry. He is also the chairman of the REX Roundtables for Leaders Personal Training Leadership Roundtable.

    He has over 30 years’ experience in training and training management including being a VP for two global education companies, a health club owner and the Fitness Director for two large multi-use health clubs where his teams grew revenue exponentially. He is an international presenter and has presented in over 11 countries, specializing in topics such as personal training, leadership and resilience.

    Prior to working in the private fitness industry, he worked for the state of California for 22 years, primarily in law enforcement, where he ultimately managed statewide training for all law enforcement officers and 200 trainers, including being the director and an instructor at a state police academy and adjunct faculty at several colleges for topics including physical fitness. Dan is an ultra-triathlete, having completed numerous Ironman’s, two Double Ironman’s, a Triple Ironman, and a Quintuple Ironman. He currently competes in mountain ultra-endurance runs.

    Access all live event replays by becoming a FBP Insider – our VIP listener community – where of course you can also connect with the expert!

    When you join FBP Insiders, you’ll unlock:

    • Access to All Online Event Recordings – Never miss a moment. Catch up when it suits you.
    • Early Access to Podcast Episodes – Get every episode a week before the general public.
    • Ad-Free Listening Experience – Enjoy the show without interruptions – just the interviews.
    • Exclusive Guest Resources – Download bonus tools, checklists, and guides from our experts.
    • FBP Insider – Only Supplier Discounts – Coming soon, you’ll save on services and products from trusted industry partners.

    All this for under USD5/month.

    Join Now

  • Fix the Leaks Before You Spend More on Marketing

    Fix the Leaks Before You Spend More on Marketing

     

    If you want more members or clients, you’ve got two options:

    1. Get more leads.

    2. Increase your conversion rate.

    Your conversion rate: how many people join compared to how many you ask to join.

    Now, here’s the trap: most owners keep pouring money into marketing to chase more leads. But if there’s a leak in your sales process, it doesn’t matter how many leads you get you’re wasting money.

    The most cost-effective way to boost conversions? Know exactly what happens when your staff ask someone to join. And the only way to find out is through mystery shopping.

    So why don’t more owners do it?

    • They think they already know what happens.
    • They’re scared to face the reality (because it can be brutal).
    • They don’t know where to start.
    • Or they assume it costs a fortune.

    Your challenge: find out what REALLY happens when a prospect calls or visits your facility. The truth might sting — but it’s the first step to fixing the leaks and closing more sales.

  • Myzone spearheads new era of fitness technology

    Myzone spearheads new era of fitness technology

    At a prestigious red-carpet event in London, UK, Myzone marks a defining moment in the evolution of fitness technology, spearheading a new category, Motivation Technology (MoTech), that transforms the science of motivation into action.

    Leading this new era is Myzone Go, a software-first experience that brings MoTech to every wrist. Designed to work with existing smartwatches or Myzone devices, Myzone Go makes motivation accessible to everyone, wherever they move – helping operators drive long-term member engagement and individuals build lasting exercise habits.

    Jay Worthy, CEO, Myzone, explains: “Member drop-out remains the single greatest challenge for fitness operators and the biggest barrier to the growth of the sector. MoTech tackles this head-on, turning the science of motivation into a seamless digital experience that rewards effort, builds habits, and sustains engagement for life.

    “At the heart of this repositioning sits Myzone Go, our new app-powered experience that opens up Myzone’s motivational power to everyone. It’s a clear shift from FitTech to MoTech: from hardware-led to motivation-driven, from measuring performance to inspiring lasting participation.

    “Working with our newly appointed Motivation Science Advisor, Dr. Heather McKee, we are embedding behavioural science into the experience of every Myzone user, providing technology that motivates people to get active and stay active, developing loyal, active members.

    “The future of our industry isn’t just technology-enabled, it’s behaviour-enabled, and Myzone is pioneering this shift.”

    With more than a decade of research into health-behaviour change psychology, Dr. McKee has helped organisations worldwide design products and systems that drive lasting lifestyle change.

    “My passion lies in understanding what truly drives motivation and, more importantly, how to transform that spark into lasting habits,” said Dr. McKee. “Myzone goes beyond simply measuring effort — it’s about inspiring people to connect, commit, and stay consistent. Together, we aim to help more individuals move more often, for life.”

    Dr. McKee will collaborate with Chief Technology Officer Vahid B. Zadeh, formerly of pioneering FitTech giant WHOOP, alongside the wider product team to embed behavioural science across every Myzone touchpoint.

    The MoTech roadmap, shared with more than 150 operators, stakeholders, and Myzone partners at today’s invitation-only event, includes enhancements to Myzone’s trailblazing heart rate-based effort tracking and digital platform. Next-generation hardware and app features, including the launch of Myzone Go, will deliver a deeper level of personalised motivation and seamless community connection.

    Worthy continues: “Today marks the beginning of a new era for Myzone, one that embraces the power of MoTech to tackle the age-old issue of member dropout.

    “According to Leisure DB’s 2025 State of The UK Fitness Industry Report, there are 11.3 million gym members in the UK paying an average membership fee across public and private leisure of £40.80 per month. Encouraging every member to extend their stay by just one month would generate more than £461 million in revenue.

    “We already know that people who train with Myzone stay members and train for longer. Now, with Myzone Go and our enhanced, motivation-driven features, we can support operators to build even deeper loyalty and engagement. We are pioneering a huge opportunity to shift the dial on inactivity, deliver commercial value to the sector, and improve population-level health outcomes that support longer, healthier, happier, and more prosperous lives.”

    At the event, Myzone also launched a white paper entitled: Motivation that moves: ‘The science of behaviour change in fitness’, to share the science behind MoTech and guide operators in applying it. This  is available for free download here:  https://www.myzone.org/motech-whitepaper

    For more on how Myzone’s MoTech and Myzone Go can help operators, personal trainers, and individuals drive engagement and retention, visit: myzone.org

  • Why 60% of Fitness Brands Are Struggling (And How the Winners Are Thriving)

    Why 60% of Fitness Brands Are Struggling (And How the Winners Are Thriving)

    In our latest Fitness Business Podcast Online Live Event, I was joined by Brittany Woitas, founder of Kovly Studio, a brand and marketing agency specialising in wellness businesses.

    Brittany’s team recently completed a global study analysing dozens of fitness brands to uncover one key question:  What separates the winners from the strugglers?

    The answer? 60% of fitness brands are stuck in what she calls “the vulnerable middle.”

    Brittany discussed:

    • The vulnerable middle
    • Warning signs you’re in the middle
    • The power of strategic positioning
    • Strategy beats tactics
    • Real world transformations
    • Experience and messaging must match

    You can download Brittany’s full research report (including data, frameworks, and case studies) for free at kovlystudio.com.

    Or catch the full replay on our Patreon — purchase for 15USD here or join as a member for free for seven days at patreon.com/fitnessbusinesspodcast

    Who Is Brittany Woitas?

    As the founder of Kōvly Studio®, I’ve dedicated my career to empowering experience-driven brands to break through plateaus and achieve sustainable growth.

    My journey began on our family farm, where I developed a deep appreciation for independent businesses and the unique challenges they face.

    Since establishing Kōvly Studio® in 2015, I’ve built the brand and marketing agency for experience-driven brands that transforms the trajectory of businesses that feel stuck despite offering exceptional services.

    Our entire team’s greatest satisfaction comes from watching clients move from frustration and scattered marketing efforts to confident, strategic growth.

    At Kōvly Studio®, we’ve developed a strategy-led approach that directly connects marketing initiatives to business outcomes. This methodology has proven particularly effective for our clients in the hospitality, service, and wellness sectors who are ready to elevate their brand presence and stop “trying things to see if something sticks.”

    My passion remains steadfast: helping purpose-driven brands excel and thrive in competitive markets by creating authentic connections with their ideal customers.

    Access all live event replays by becoming a FBP Insider – our VIP listener community – where of course you can also connect with the expert!

    When you join FBP Insiders, you’ll unlock:

    • Access to All Online Event Recordings – Never miss a moment. Catch up when it suits you.
    • Early Access to Podcast Episodes – Get every episode a week before the general public.
    • Ad-Free Listening Experience – Enjoy the show without interruptions – just the interviews.
    • Exclusive Guest Resources – Download bonus tools, checklists, and guides from our experts.
    • FBP Insider – Only Supplier Discounts – Coming soon, you’ll save on services and products from trusted industry partners.

    All this for under USD5/month.

    Join Now

  • How Gym Owners Can Master Their #1 Priority

    How Gym Owners Can Master Their #1 Priority

     

    What I’m seeing right now is owners stuck on priorities. Everything’s urgent. Everything’s a #1. But when everything’s a priority, nothing gets done — you’re running flat out but going nowhere.

    A true priority is something that directly impacts survival, growth, or long-term strategy. Here’s my 3-filter test:

    1. Impact — will this move revenue, retention, or culture?

    2. Alignment — does it fit your strategy, or is it just noise?

    3. Timing — if you don’t do it now, what’s the cost?

    Many leaders confuse busy with productive. Stephen Covey said it best: ‘The key is not to prioritize what’s on your schedule, but to schedule your priorities.’

    This week, write down your top five ‘priorities.’ Then force yourself to pick ONE. That’s your true number one.

    Everything else either supports it or waits its turn.

    Pick your one true priority, act on it, and lead with clarity.

  • Why Your People Matter More Than Your AI Strategy

    Why Your People Matter More Than Your AI Strategy

     

     

    AI is everywhere! It was a topic of conversation at FILEX this year. But here’s the stat that stopped me: only 35% of CEOs believe their teams are ready for AI, according to Inc. Magazine.

    And the real insight?

    The companies thriving in this AI era are going people first, tech second. They’re investing in upskilling, building cultures where it’s safe to experiment and fail, and focusing on trust and connection, not just the next shiny tool.

    Your success isn’t about the software. It’s about the culture your team builds around it.

    So here’s your Thirsty Thursday challenge: ask your team how they see AI helping their role. That single conversation might spark ideas you never expected.

    Tech will keep changing at a speed difficult to keep up with. Your people will consistently be the key to sustainable growth.

  • BeWell Brands Announces Second Joint Venture Partnership with Fitesque

    BeWell Brands Announces Second Joint Venture Partnership with Fitesque

    Strategic alliance expands BeWell’s footprint into the creative fitness sector with Australia’s leading burlesque-inspired fitness program.

    BeWell Brands today announced its second joint venture partnership, this time with Fitesque, a licensed burlesque-fitness program dedicated to empowering individuals through confidence, creativity, and movement.

    The collaboration marks another milestone in BeWell Brands’ growth journey, following the successful launch of its first joint venture with O-Studios in September.

    Founded in 2019 by Melony and Mark Cherrett, Fitesque blends the artistry of burlesque with high-energy fitness to create an inclusive, empowering, and joyful workout experience.

    What began as a complimentary online extension of Choo La La – Melony’s renowned burlesque fusion school – has evolved into a scalable, licensable fitness solution.

    Through this partnership, Fitesque will expand its reach, enabling fitness instructors, studios, and gyms across Australia and beyond to deliver its signature confidence-building dance programs.

    Elaine Jobson, CEO and Managing Director of BeWell Brands, said the partnership reflects the company’s commitment to nurturing innovative and accessible wellness concepts with strong community impact.

    “Fitesque is an inspiring example of what happens when creativity meets wellness. Melony and Mark have built something truly special and created an empowering program that celebrates individuality, inclusivity and fun,” Ms Jobson said.

    “We’re thrilled to support Fitesque’s next stage of growth and bring its unique approach to fitness to more people.”

    Melony Cherrett, Founder of Fitesque, said the partnership with BeWell Brands represents a natural next step in the evolution of the brand.

    “At its heart, Fitesque is about empowerment, helping people express themselves boldly, move joyfully and feel confident in their own skin,” Ms Cherrett said.

    “Partnering with BeWell Brands allows us to scale that vision and reach a wider audience, while staying true to our creative and community-driven roots.”

    The burlesque movement in Australia has experienced significant momentum over the past two decades, evolving from a niche art form into a thriving creative industry and recreational activity embraced by people of all backgrounds. With strong year-on-year growth, the sector represents a vibrant and inclusive culture – one that Fitesque is uniquely positioned to bring to the fitness mainstream.

    This new joint venture builds on BeWell Brands’ strategy of identifying and supporting emerging wellness concepts with high growth potential, further strengthening its position as a leader in scalable, experience-driven health and fitness ventures.

    About BeWell Brands
    BeWell Brands is a dynamic franchise house dedicated to building and scaling exceptional health, wellness, and fitness brands. It provides a strategic foundation for franchise partners, offering expert support, operational excellence, and growth-focused resources. With a commitment to innovation and community, BeWell Brands empowers entrepreneurs to thrive while delivering world-class wellness experiences.

    About Fitesque
    Fitesque is a licensed burlesque-fitness program founded in 2019 by Melony and Mark Cherrett. Combining the artistry of burlesque with dynamic fitness training, Fitesque empowers individuals to embrace confidence, creativity, and self-expression through movement. The program is available for licensing to instructors, gyms, and studios seeking to deliver an inclusive and energizing fitness experience.

    For media enquiries, please contact: [email protected]

    For more information, please visit www.bewellbrands.com.au or www.fitesque.com 

  • The 4 Most Expensive Words in Your Gym

    The 4 Most Expensive Words in Your Gym

     

    Can you honestly say no staff member has ever said, “That’s not my job”?

    Sure, everyone knows their primary role. The top line of their job description. What about the small roles that actually keep members happy and have them tell their friends.

    Improving your member experience by just 1% isn’t about big spending. It’s about your team understanding their impact beyond the written job description.

    When a front desk staff welcomes a PT client, or a trainer promotes a group class, those little moments compound. On the flip side, when someone shrugs responsibility, it grinds the whole membership machine.

    Think of your team as cogs in a wheel. When aligned, the wheels spin smoothly. Just 1% out of sync, and everything slows down.

    This week, ask your team:

    1. What’s your primary role?
    2. What’s your role in referrals, retention, or creating magical member experiences?

    When every team member knows how they contribute, your business will grow and your stress as an owner reduces.