Active Management

Category: Membership Sales

  • 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

  • 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

  • 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.

  • 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.

  • FitnessBiz Newcastle | Converting More Prospects

    FitnessBiz Newcastle | Converting More Prospects

  • The $0 Retention Strategy: Smile, Name, Repeat

    The $0 Retention Strategy: Smile, Name, Repeat

     

    I’ve been reminded of something so simple, yet so powerful: soft skills build retention.

    I visited a stunning club recently — incredible facilities, huge investment. But after five minutes chatting with the manager, I realised… she never told me her name. No name tag. No introduction. If that’s how a guest or new member is welcomed, what message does it send?

    Retention isn’t about shiny equipment or fresh paint. It’s about people feeling seen, heard, and remembered.  In fact every dollar spent on shiny equipment or fresh paint could be wasted if your team cannot make members feel welcome.

    When a prospect or member walks into your club, your team’s eye contact, smile, tone of voice, and even a simple handshake can make or break their experience.

    Here’s your challenge this week:

    • Coach your team to smile, make eye contact, and use open body language.

    • Help them practise remembering names — repeat it three times when meeting someone.

    • And if (or when) they forget? Teach them to confidently say: “I’m so sorry, I’ve forgotten your name — could you remind me please?”

    The smallest skills deliver the biggest retention wins.

  • Bold Moves V Safe Moves For Gym & Department Growth

    Bold Moves V Safe Moves For Gym & Department Growth

     

     

    We’ve got rising wages, cost-of-living pressures, and members demanding more value. That’s the backdrop. So in this environment, playing it safe is the riskiest move you can make.

    Safe moves feel comfortable: waiting to see what other gyms do, freezing prices out of fear, keeping group fitness timetables the same or hoping staff figure out sales on their own.

    Bold moves are different. They’re about leading, not waiting. They’re about investing in your team, your systems, and your service — even when it feels uncomfortable.

    Here are three bold moves that matter right now:

    • Pricing & Value – Don’t freeze prices. Raise them with confidence and communicate the value members receive.
    • Sales Training – With online joins growing, every face-to-face conversation counts. Train, mystery shop, and coach your team to convert.
    • Service & Retention – Members don’t stay for treadmills. They stay because your team makes them feel seen, known, and valued. That’s a human connection, not a hardware purchase.

    The clubs that thrive in 2025 are making bold moves now in programming, team development, and member experience. Wait until 2026, and you’ll be scrambling.

    Your challenge: What’s one bold move you can make in the next 135 days that will shape your business for the next five years?

  • The Inefficiencies In Your Business Have A Solution

    The Inefficiencies In Your Business Have A Solution

     

    Are you paying for software subscriptions that you don’t fully use or worse don’t even need, because another tool you own already does the job?

    It’s like buying a fully loaded Tesla… and only driving it to the letterbox.

    We don’t know what we don’t know so it’s time we start knowing more. The result?

    • Double handling
    • Manual processes
    • Poor staff communication
    • Scattered data
    • And my favourite… documents you can never find again

    Most of us are paying for amazing tech and using maybe 10% of it. We just never allocate time to fully explore what we have on our devices.

    Your challenge this week:

    1. Identify one inefficiency in your business.
    2. Ask yourself (or ChatGPT), “Can software I already own fix this?”
    3. Spend 30 minutes exploring a tool you’ve never used.

    Efficiency isn’t about doing more, it’s about making the important stuff easier. And chances are, you already own the tools to make it happen.

    Now go unlock that Tesla.

  • Impacting Member Experience: Precision in Member Focused Decisions Drives Loyalty and Company Value

    Impacting Member Experience: Precision in Member Focused Decisions Drives Loyalty and Company Value

    Is your gym’s member experience a top priority or an afterthought? It’s time to move beyond guesswork and start making decisions based on what really matters to your members.

    In this replay with Blair McHaney from MXMetrics you will learn how to transform your member experience using data-driven insights. This isn’t just about making members happy; it’s about building a loyal community and driving real business growth.

    We’ll explore the Four Imperatives of Successful Member Experience Management, providing you with a clear roadmap to success:

    1. CEO Ownership
    2. Wiring Organizations with Data
    3. Eliminating Customer Irritants
    4. Innovating for Opportunities

    We’ll also introduce MXM’s new Equipment Exploration survey, a tool designed to guide precise capital expenditure (CapEx) decisions, ensuring your investments directly address member needs. For fitness industry leaders, gym owners, and managers ready to stop guessing and start leading with data.

    Purchase The Replay

    Who Is Blair McHaney?

    Blair McHaney is a seasoned fitness industry leader with over 40 years of experience as an entrepreneur and innovator in the fitness industry.

    He is an educator, practitioner, and student of operational customer experience management (OCEM) and how to animate organizations through customer experience.

    He spent three years in Palo Alto as Medallia’s VP of Strategic Initiatives.

    As President and CEO of MXMETRICS, Medallia’s fitness vertical partner, he drives data-driven strategies to enhance member experiences in nearly 1000 fitness clubs worldwide.

    Blair also owns Worx of Wenatchee Valley, where he tests MXMETRICS’ processes and innovations. A thought leader, Blair regularly contributes to industry publications, podcasts and education.

    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

  • 40% Of Your Sales Are At Risk (Seriously)

    40% Of Your Sales Are At Risk (Seriously)

     

    I remember when we actually trained our staff how to sell. Do you?

    I spoke with an Australian CEO and he spoke as many owners do these days: we are driving online sales. He told me 60% of monthly sales are online…

    But 40% are still face-to-face was my immediate thought.

    If you’ve stopped training your team or mystery shopping your club, you are bleeding sales.

    Remember the Zig Ziglar quote: “The only thing worse than training your employees and having them leave is not training them and having them stay.”

    This week’s challenge:

    • Plan your sales training for the rest of the year.
    • Contact Lisa for mystery shopping (Aussies only!) – [email protected]

    Let’s build teams that sell and not just wait for a prospect to click the “Join Now” button.