Everyone blames declining class numbers on programming or instructors — but what if that’s only 40% of the equation?
In this live event, Nik Herold breaks down why the best group fitness departments are built on five critical pillars:
WHAT you run,
WHO delivers it,
WHERE it lives,
WHO manages it, and
HOW it’s marketed
Most operators are nailing one or two and ignoring the rest — and it’s killing their potential.
Think of it like cooking a world-class dish. You can have amazing ingredients and a killer chef, but if the kitchen’s a mess, there’s no head chef, and no one’s telling people you’re serving dinner… no one’s showing up.
This isn’t a “rah-rah” group fitness pep talk — it’s a real-world blueprint for turning your studio from a side hustle into a five-star experience that drives retention, referrals, and revenue.
Join us for this FBP Insiders Live Online Event with Nik Herold from Les Mills and your host JT!
🗓️ Thursday 21st August @ 4pm (PST) / Friday 22nd August @ 9am (AEST)
Nik Herold is the Director of Customer Experience and Business Development at Les Mills U.S., where he supports 900+ fitness clubs across the country.
With 20+ years in the industry — from personal trainer and boutique studio owner to leadership at big brands like 24 Hour Fitness, Equinox and Life Time — Nik’s been a part of every side of the business.
He’s seen what works, what doesn’t, and why most clubs leave money on the table when it comes to group fitness.
If your club cares about retention, culture, and doing more than just surviving the next cycle, this is a conversation you’ll want to hear.
Access all live event replays by becoming a FBP Insider – our VIP listener community – where of course you can also connect with the expert!
Wouldn’t life as an owner be easier if we knew what to do & what to avoid to be successful with our marketing? That’s a hell yeah – we’re covering that today!
Do you ever get stressed? Overwhelmed? That’s a hell yeah – we have a global expert on brain health joining us for Wise Words!
Wouldn’t you love even more education from your Fitness Business Podcast? That’s a hell yeah!
And finally wouldn’t you love to become a FBP Insider? That’s a hell yeah too!
Alright Fitness Business Podcast listeners, Season 3 is where we stop taking notes and start taking action. The Season 3 theme is: From Talk to Action.
To be honest I’m not sure where I start with our first show of season 3. I have so much cool stuff to share about the podcast and what we are launching but I would ask you to hang in there after the main interview as the innovations we have in store for you are huge, innovative and evolutionary for our industry. I promise it will be straight after the main interview!
Between season 2 and 3 we have seen two beloved fitness business rockstars pass away and both were close to me and had an impact on my life.
RIP Will Phillips & Vicki Brick
I want to take a moment to pay my deepest respects to two incredible people who passed away between seasons: Will Phillips and Vicki Brick.
Will was the Founder of REX Roundtables. He was a challenger of thinking, a voracious reader, and a deep thinker about our industry — and beyond it. Will was my first REX Chair nearly 30 years ago, and later, he mentored me into becoming a Chair myself. He had faith in me to represent the REX brand in Australia. Without a doubt, he’s had the greatest impact on leaders in our industry across the globe. Honestly, it’s fair to say: if there was no Will Phillips, there would be no REX Roundtables. And without REX, so many owners — and their businesses — wouldn’t be where they are today. Now that’s a legacy many of us would dream of having.
Vicki Brick represented the next generation of fitness royalty. Daughter of Lynne and Victor Brick, sister to Jon, and CEO of Brick Bodies — Vicki led with fearless determination in the ultra-competitive Baltimore market. I first met her when she was on a gap year in Australia, working as a PT at Fitness First. I watched her grow into a passionate, tenacious leader who cared deeply about this industry. I was there at the IHRSA Institute when she met her now-husband Evan, and together they have a beautiful daughter, Jordan — who I’m sure has inherited some of Vicki’s unstoppable spirit. In recent years, I had the honour of chairing the REX Roundtable Vicki was a member of, and I’ll never forget the October 2023 meeting she hosted. Despite her battle with ovarian cancer, she put Brick Bodies in the hot seat to grow and improve for the sake of her team and her members. She fought for four years — with grit, grace, and fire. But in the end, cancer won.
In just one week we lost two incredible industry contributors and the world lost two amazing humans. I feel so grateful that you were my life. RIP Will & Vicki.
Wise Words
This season wise words will be the same guest dropping nuggets of wisdom to help you personally. As leaders we take much on our shoulders and these 3 minute segments this month will see me asking the questions to Dr Patrick Porter, an award-winning author, educator, consultant, entrepreneur, and speaker. Dr. Porter has been on the cutting edge of brainwave entrainment technology for 32 years. His newest brain-training platform, BrainTap, is distinctively designed to activate the brain’s neuroplasticity. The BrainTap headset uses light & sound technology in combination with Dr. Porter’s proprietary guided visualization audio-sessions to help people achieve brain fitness. I have one and I Brain Tap most days!
So Dr Porter your mission is ‘better a billion brains”, well today you have a billion gym owners and entrepreneurs listening, so can you share with them what a healthy brain looks like?
I feel totally geeked out with Dr Porter and so grateful I have found BrainTap! Next episode I ask him:
What impact can stress have on our bodies?
How does chronic stress affect decision-making and productivity, and what can leaders do daily to keep their brain in peak performance mode?
And remember stay tuned after the main interview for some huge news for this podcast and you!
Seran Glanfield comes from the point end of the financial districts of London & New York but is now the go-to expert for those looking to scale their studios, transforming them into sustainably profitable, streamlined studios. She is a MINDBODY certified coach and pilates teacher. And she recommends we all read The Gap & The Gain by Dan Sullivan.
I start off by asking Seran the biggest challenges studio owners face when it comes to marketing their studios?
You’ve identified the top 10 marketing mistakes studio owners make. Can you start with one of the most common ones?
What about social media? So many studio owners use it to market their businesses – what mistakes do you see studio owners making there?
What about email marketing?
Give us a scoop! You blog, you post, you podcast and you’ve been on other podcasts, so give our Fitness Business Podcast listeners an exclusive. Drop a tip, strategy or golden nugget you’ve not shared on any other podcast.
Silent leads is a sensational strategy for any business Seran! Many consumers just need an extra nudge to get them into our business. In fact speaking of ‘silent leads’ I recently heard that at EOS in the US, they have sales people that call old leads and say “My name is Justin and my only role here is to ensure all our guests receive the free opportunities we offer them, and according to our records you have a free XYZ.”
Alright FBP Community get after it!
Seran’s Giveaway
Now Seran doesn’t stop sharing with this interview! She is giving you “360° Branding – Your Checklist for Optimizing Studio Message Placement”.
The FBP Insiders is an exclusive community of FBP listeners who want more from your fav podcast! When you become a FBP Insider, you’ll receive:
Your FBP ep a full 7 days before the general public
Monthly Live On-line events with industry experts plus be able to ask questions and engage with them at a deeper level.
Networking opportunities to connect with other Insiders
Exclusive resources and insider-only strategies not available anywhere else.
And coming in season 4 industry Discounts on leading products and services that will help your bottom line and make your gym better than the rest.
There is a tiny investment of under 5 bucks month for the first 200 Insiders for this exclusive content. Go topatreon.com/FitnessBusinessPodcastor check out the link on our show notes.
I totally get a buzz from sharing the nuggets of wisdom our guests drop — but what really fires me up is when I hear that you’ve taken those nuggets and turned them into action in your business. That’s what Season 3 is all about: From Talk to Action.
Speaking of actions, so you don’t miss a beat — head over toFitnessBusinessPodcast.com and subscribe to the best show notes in podcast land.
And as always, remember:
“What we leave behind is not set in stone monuments but what is woven into the lives of others.”
I want to challenge how you think about member experience.
100% great service still matters. But if you want people raving on socials and sticking around longer, it’s time to sharpen your sensory design.
Here’s what I see working:
Bright light lifts mood.
Blue tones sharpen focus.
Warm hues relax and soften space.
The right music tempo can boost heart rate & even member efforts by up to 15%.
Scent—like citrus or mint—improves energy and reduces stress.
At RECESS Fitness in Dallas, the bass shook the floor, mirrors popped with lighting, and the whole space smelled incredible. You just felt it the moment you walked in.
Your members won’t consciously notice most of this. But they’ll feel it, share it and they’ll come back for it.
If you only look at other gym owners, you’ll only get as good as gym owners.
If you want to get better (and even stand out), start looking outside our industry for champions of your weakest areas.
British Airways once studied a Formula 1 pit crew to speed up aircraft maintenance, not another airline. That study was game-changing for their business.
Last week, my REX Roundtable visited Text Em All — a US-based company world-famous for their culture – check out this link for their culture. We learned how they attract, keep, and keep amazing people engaged. One part of their secret sauce is Patrick Lencioni’s Five Dysfunctions of a Team is brought to life with real behaviours. It was brilliant (yep, I took photos – reach out if you’re curious).
Your challenge:
Be brutally honest – where is your business weak?
Find a company outside the fitness industry that crushes it in that area.
Study them.
Personalise their secret sauce.
Grow.
Reap the rewards – maybe not all in 7 days lol
If you need help finding one, email me. I might know just the business to learn from.
The AusFitness Industry 2025 is the largest trade event of its kind in the Southern Hemisphere, and what happens at this event will shape the next 12 months of the Australian fitness and wellness landscape.
The event brings together the industry’s sharpest minds, most innovative brands, and biggest opportunities to learn, grow, and lead. It’s where the industry’s decision-makers gather to discover what’s next, connect with top-tier suppliers and spark collaborations that drive real business growth. You will hear from the likes of:
Harry Konstantinou: Viva Leisure
Dave Aitchinson: BFT
Penny Evans: Belgravia Leisure
Daniel Pollard: Les Mills
Tahnee Donkin: Genesis Fitness
Ben Woolford: REVL Training
Diana Williams: Fernwood Women’s Health Clubs
Roger Westerman: World Gym Australia
Simon Thompson: Anytime Fitness
Sam Wiltshire: Lift Brands
Jen Dugard: MumSafe. Just to name a few.
Here are five things you will learn if you are running a fitness business this year
Recovery and Wellness are becoming super popular. Should you add the offering for your members?
The recovery market is becoming a key pillar of modern fitness. Members are actively seeking out services such as breath work, mobility training, red light therapy, contrast therapy, cryotherapy, and ice baths to support their training and overall well-being. Some operators are recognising how important this is and are integrating these offerings into their core service to keep members engaged. They are finding that they are fast becoming essential components of a well-rounded fitness experience, rather than just an add-on. This year’s sessions will explore how to strategically adapt recovery tools without overcomplicating operations. From cultural integration to pricing models, you’ll discover what works, what your members will pay for and how to lead in this rapidly growing category.
Modernising Sales and Strategic Partnerships
Sales in fitness have fundamentally changed, and your approach needs to evolve with it. Cold calls and outdated scripts no longer cut it. In today’s digital-first world, success lies in authentic conversations, effective digital funnels, and highly trained teams that know how to close with value.
This summit will dive into how to motivate and coach sales teams for modern conditions. You’ll also learn how to build meaningful strategic partnerships with clinics, allied health professionals and local businesses that go beyond logo swaps to generate real leads and long-term value.
Building a Scalable, Sellable Fitness Brand
Turning your solo fitness brand into a scalable business takes more than passion; it requires a process. This year, learn from those who’ve done it with a proven five-phase blueprint that transforms coaches into CEOs. Sessions will explore how to manage systems operations, leverage AI and automation, grow your team and build real enterprise value.
Whether you’re dreaming of an eventual exit or you just want more freedom day-to-day, you’ll get practical tools to grow a business that runs without you, while staying true to your original vision.
Community is the secret to long-term retention
You can attract members with a great workout, but you’ll only keep them with a great community. In 2025, connection is currency. Fitness businesses that invest in creating a sense of belonging will enjoy stronger retention, more referrals and a more resilient member base.
Learn how to personalise member journeys, turn feedback into action, re-engage at-risk members and use authentic storytelling to strengthen your brand. This session gives you actionable strategies to build a truly sticky community that keeps members coming back.
Smart Marketing, Authentic Branding and Future Proof Tech
Marketing today isn’t about copying trends, it’s about knowing your voice, your audience and your goals. In a series of panels and workshops, industry leaders will explore the full marketing mix, from influencer strategies to SEO to brand storytelling that breaks down barriers like “gymtimidation”.
You will hear how inclusive branding and representation can unlock new market opportunities and build emotional loyalty with diverse communities.
Finally, with the fitness app and tech space exploding, it’s crucial to know what is worth your investment. Learn how to vet tools, avoid common mistakes and use technology to streamline operations, personalise experiences and drive business growth.
AusFitness Industry is on September 19-20 in Sydney.
Head to https://ausfitnessexpo.com.au/industry to get your tickets. If you book in advance, they will be free. Otherwise, they are $50 at the door. With an industry ticket, you will also be granted free access to the AusFitness Expo next door.
When Mark Fisher opened his first gym, he found himself with a team he loved — but no real training on how to lead.
Like many first time leaders, he was asking himself:
How do managers delegate without setting their team up for failure?
What systems can keep team members on track without micromanaging?
How can leaders stay connected with what their team REALLY wants in a way that supports them AND the business’s needs?
In this training, Mark will share the systems he used to scale Mark Fisher Fitness to nearly $34m in revenue, To support the operator of a gym he owns remotely with only 2 hours each week, And in coaching nearly 150 top gym owners all over the world to create careers for their team while still taking a damn vacation once in a while.
Who Is Mark Fisher?
Business for Unicorns is run by gym owners, just like you. Founders, Mark Fisher and Michael Keeler, founded NYC’s wildly eccentric Mark Fisher Fitness in 2012. MFF has been named one of Men’s Health’s Top Gyms in America, been featured in the New York Times, Forbes, Inc., the Wall St Journal and more, and has grossed $30m in revenue and counting.
Access all live event replays by becoming a FBP Insider – our VIP listener community – where of course you can also connect with the expert!
In the men’s 100m final at the last Olympics, Noah Lyles won gold in 9.83 seconds.
Letsile Tebogo came second in 9.88.
If Tebogo had run just 1% faster, he’d have hit 9.78 and taken the gold — Botswana’s first-ever 100m title. One. Percent. That’s all it would’ve taken.
So… if you could improve just 1% this month, what would it be? And what’s stopping you?
In the gym, we celebrate 1% wins: heavier lifts, faster runs, better reps. But in business, we chase 10% revenue jumps and 12% cost cuts.
The truth is sometimes 1% is all you need — if it’s in the right place. Here’s how to find that 1%:
Zoom out and look at your business like you’re 1,000m in the air.
Surround yourself with people who’ve been where you are.
Or do both — that’s what REX Roundtables is all about.
And if you improve 1% per month, the year-end result is 12.68% better than where you started at the beginning of the year. That’s worth celebrating.
Duolingo. Apple Fitness. Headspace. TikTok. They’ve all mastered one thing: streaks.
Not because they’re cute but they trigger dopamine. And here’s the kicker: dopamine doesn’t reward outcomes — it rewards anticipation.
That’s why daily wins, visible progress bars, and “almost there!” nudges keep people coming back.
If you want members to train more consistently, here’s the playbook:
Use streaks to reward frequency
Add status to make it feel important
Drop in random rewards to surprise and delight
You can run this manually with high-fives and shoutouts. But the bigger your business gets, the more you’ll need tech to help.
I recently saw My Gym Rewards and makes life easier for you as an owner. Myzone is another popular app and much of the electronic equipment use similar tech.
Gamification isn’t just for kids or apps. It’s retention fuel and your members’ brains are wired for it.
In 2025, member retention is more critical than ever. This powerful session will show you how to transform your fitness club or studio by integrating gamification strategies that boost engagement, drive consistency, and significantly reduce cancellations. You’ll discover why traditional retention tactics are no longer enough—and how simple, fun, and rewarding systems can turn casual members into long-term loyal advocates.
Frank Smarrelli, one of the leading Gamification Experts in the global fitness industry will break down the psychology behind gamification and how it taps into motivation, habit-building, and a desire for achievement. You’ll learn how to implement point systems, rewards, badges, workout streaks milestone rewards, and friendly challenges that inspire members to keep coming back—without relying on old and antiquated tracking systems.
Don’t miss this chance to revolutionize your retention and member loyalty strategy through the power of play. Say goodbye to high cancellations—and hello to a thriving, loyal community.
Who Is Frank Smarrelli?
I am an Internationally certified master peak performance coach, business mentor (coach) and public speaker. I’m the co-founder of Marketing For Gyms (established in 2010), one of the leading educators of social media marketing, lead generation and business growth strategies in the global fitness industry.
I am the Director of “Frank Smarrelli Business Coaching” that was established in 2012. I have worked across many industries including fitness, hospitality, hotels, pharmacy and beauty to name a few. I have also worked with some of the largest Franchisers in the world.
I am also the Founder of My Gym Rewards, the leading rewards and loyalty program in the global fitness Industry.
I am regarded by my peers as one of Australia’s leading marketing and sales coaches with over 25 years experience. Over the last two decades I’ve written and developed over 20 books, workshops and programs, including The Proven Success Principles™, 40 Universal Laws of Success™, The SuperStar Sales System™, Membership Blitz, Plug The Leak, RetentionFirst™, the Business 4-Square and many more.
Access the full replay by becoming a FBP Insider – our VIP listener community – where of course you can also connect with the expert!
