How to convert 89% of trial members into long-term clients

🌎 This week, Mateo sat down with Harry Morris , owner of FS46 and Head of Client Success at Business for Unicorns. Harry runs a 500-square-foot small-group coaching gym in Birmingham, UK, and he breaks down the paid 30-day trial system that transformed new membership enrollment, the pre-session walkthrough video that eliminates first-timer anxiety, and the one question his coaches ask every new member on day one.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out.📱 Socials:FS46 (Instagram) - https://www.instagram.com/fs46_waterfront/following/Harry Morris (LinkedIn) - https://www.linkedin.com/in/harry-morris-hmpt/FS46 (Website) - https://www.fitness-studio46.co.uk/Business For Unicorns (Website) - https://businessforunicorns.com/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Intro(0:51) How Harry went from gym owner to Head of Client Success at BFU(1:43) Running a profitable gym in 500 square feet with a 1:6 coaching ratio(2:25) The lean equipment setup that makes small space training work(3:21) Why Harry caps at 70 members and what he charges in the UK(5:36) The strategy session that qualifies leads before they ever set foot in the gym(6:25) Why Harry charges £97 for a 30-day trial instead of giving it away free(7:02) The welcome sequence that converts(8:29) The one question Harry's coaches ask every new member on day one(9:28) Why in-person feedback after a workout isn't enough (and what to do instead)(12:27) The 9-email sequence that keeps new members engaged through the full trial(13:53) The week three check-in and why Harry never asks if someone wants to stay(17:07) How Harry hit an 89% trial-to-membership conversion rate(17:34) The biggest mistake gym owners make when a new member goes quiet(18:53) Where to find Harry and how to work with BFU19:21 Run a successful gym with Kilo

🌎 This week, Mateo sat down with Ben Supik, founder and CEO of Activate Body Personal Training, a small group training gym with three locations that caps at 280 members per facility and generates up to $1.4 million in top-line revenue. Ben breaks down how 92% of members end up on annual contracts and why he spends the first 320 hours of every new hire just on training before they ever touch the floor. We also get into his plans to open one new location per quarter and what it actually takes to scale a concept without losing what makes it work.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here so you don't miss out.📱 Socials:Active Body Personal Training (Instagram) - https://www.instagram.com/activate_body/Active Body Personal Training (Website) -https://activatebody.com/start-here/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Ben's Gym Model and Initial Setup(0:23) Who is Ben Supik(2:44) Space and Equipment Setup(4:37) Member Flow and Facility Operations(7:24) Operating Expenses and Staffing(10:57) Expansion Plans and Strategies(15:08) Lease Negotiations and Real Estate Strategy(17:59) Final Thoughts and Advice for Aspiring Gym Owners(19:34) Run a successful gym with Kilo (visit https://usekilo.com/)

🌎 This week, Mateo sat down with Tad Wooton & Andy Smith, co-founders of Numberwise, an accounting firm that's spent the last decade working exclusively with gym owners and fitness businesses. They break down the benchmarks every gym owner should know — from payroll and rent to what your profit number is probably getting wrong. We get into when it makes sense to stop doing your own books, why most owners are undervaluing their own labor, and what separates the gyms that make money from the ones that just hope for the best.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Numberwise (Instagram)Numberwise (Website) 📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00)The financial blind spot most gym owners have(1:20) Who is Numberwise?(2:43) Pitfalls of Self-Handling Bookkeeping and Accounting(5:00) Run a successful gym with Kilo (5:35) Preparing for Working with a Professional Accountant(7:53) Commonalities Among Successful Gym Businesses(9:05) Trends and Profit Margins in Different Gym Models(14:41) Owner Pay and Business Profitability(17:27) Preparing for Accounting Services(19:42) Choosing the Right Accountant(21:07) AI in Accounting(23:31) Final Thoughts and Contact Information

🌎 This week, Mateo sat down with Stan Skolfield of Skolfield Sports Performance. Stan breaks down how he built a youth athletic training program that charges $1,500 for onboarding and converts 95% of athletes into long-term members. We get into why he qualifies families on the phone before they ever walk in, how a free structured evaluation does most of the selling, and the rotational coaching system that makes flexible scheduling possible for busy families.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Skolfield Sports Performance - (https://www.instagram.com/skolfield_sports/)Skolfield Sports Performance (Website) - https://skolfieldperformance.com/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Why Every Athlete Makes the Cut(3:10) From the Red Sox to Running Skolfield Sports Performance(5:39) Run a successful gym with Kilo (visit https://usekilo.com/)(8:47) Program Packaging and Client Onboarding(12:40) Challenges and Solutions in Youth Programs(19:17) Expanding Youth Programs in Existing Facilities(23:23) Final Thoughts and Contact Information

🌎 This week, Mateo sat down to chat with Bobby Armock. Bobby breaks down how he transformed a traditional CrossFit gym into a multi-service performance facility where personal training drives 52% of revenue. We get into the shift toward a family-based model, why consultations outperform quick sales, and how expanding services can unlock growth.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Friction - (https://www.instagram.com/frictiongrandrapids/)Friction (Website) - https://frictiongrandrapids.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) The Real Value of a Coach(3:41) Bobby's Journey and Initial Challenges(8:17) Run a successful gym with Kilo (visit https://usekilo.com/)(9:14) Rebranding and Expanding Services(16:42) Scheduling and Team Management(25:57) Intake Process and Data-Driven Approach(30:46)Evaluation as the Call to Action(41:18) Final Thoughts and Contact Information

🌎 This week on the podcast, Mateo checked in with Laura Gibson (Head of Customer Support at Kilo) to break down why most gyms don’t have a retention problem; they have a systems problem. She shares a simple framework for turning “caring” into something consistent and scalable. From milestone touchpoints to cancellations, and how to balance automation with real human connection, so members actually stick aroundP.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Kilo - (https://www.instagram.com/kilogyms/)Kilo - (Website) - https://usekilo.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Operationalizing Care in Gym Businesses(6:11) Challenges of Operationalizing Care(9:36) Framework for Care System(12:10) Balancing Automation and Human Touch(16:38) Run a successful gym with Kilo (visit https://usekilo.com/)(27:27) Staff Retention and Care(31:14) Revisiting and Updating Care Systems(33:40) Final Thoughts and Contact Information

🌎 This week, John chatted with AJ Schrag about how a simple Canva flyer turned into HYROX camps with 70–80 athletes per session and nearly $100K in new revenue for Catalyst Movement. We also break down the training pod model that allows one coach to run massive camps, why pricing camps like events attracts athletes from multiple gyms, and how racing keeps the community coming back for more.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:AJ Schrag - (https://www.instagram.com/aj_schrag/)Catalyst Movement - (https://www.instagram.com/catalystmvmt/)Catalyst Movement - (Website) - https://www.catalystmvmt.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00)AJ Schrag's Introduction to High Rocks(3:58) Developing the High Rocks Program(6:03) Structure and Execution of High Rocks Camps(11:14) Run a successful gym with Kilo (visit https://usekilo.com/)(13:04) Building a High Rocks Community (13:04)(22:23) Pricing and Marketing High Rocks Camps(26:34)Expanding High Rocks Programs(33:48) Future Plans and Community Engagement

🌎 Mateo sat down with Boris Kezic, founder of Metcon Creative, to break down what gym owners often get wrong about branding. Boris explains why your brand isn’t just your logo or website. Your brand is the feeling people get from every interaction they have with your gym, from your photos to the condition of your bathrooms. They also discuss why most gyms should start with strategy, how small details shape perception, and why relatable photography matters more than fancy graphics.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Metcon Creative - (https://www.instagram.com/metconcreative/)Metcon Creative - (Website) - https://metconcreative.com.au📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(00:00) Branding vs Marketing(02:26) Why most gym owners misunderstand branding(06:36) Branding happens whether you’re trying or not(10:20) The first brand interaction happens before someone visit(14:26) Photography is the most overlooked branding tool(16:24) Why generic copywriting hurts gym brands(22:27) The biggest branding mistake is often starting with the logo(27:34) Run a successful gym with Kilo (visit https://usekilo.com/)(29:00) Map the entire member journey(34:39) What “experience around the experience” actually means(40:43) The easiest brand audit(51:48) Where to find Boris

🌎John recently sat down with Joe Baglione of Catalyst Movement to break down how he turned HYROX into an extra $80K–$100K a year—without adding more memberships. From packing out Sunday camps to building a full HYROX season around one race, Joe shares the things he did that transformed a capped, premium gym into a bigger revenue machine. If you think HYROX is just a trend, this episode might change your mind.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:Catalyst Movement - (https://www.instagram.com/catalystmvmt/)Catalyst Movement - (Website) - https://www.catalystmvmt.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Introduction and Background of Joe Bags(2:25) Market and Gym Location(3:54) Membership and Pricing(5:40) Challenges and Strategies(6:43) Run a successful gym with Kilo (visit https://usekilo.com/)(9:04) How Joe got into HYROX(9:59) HYROX Program Details(16:07) Revenue and Growth(25:08) How to run your own HYROX(32:49) Where to find Joe and Catalyst Movement

🌎 This week, Mateo chatted with Isaac Morgado (@isaac.morgado), owner of MVMT Strength in London, Ontario. Most gym owners know they should be posting. Isaac explains how he does it consistently in about 30 minutes a week. After crossing $1M in annual revenue and averaging 140 leads per month, he’s built a simple system where long-form content, paid ads, and organic posts all support each other without taking over his life.We break down his exact workflow, why perfectionism is holding gym owners back, and how planning just 7–10 days ahead can completely change your marketing results.P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:MVMT Strength - (https://www.instagram.com/mvmtstrength/)MVMT Strength - (Website) -  https://mvmts.ca📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Introduction and Background of Isaac Morgado(2:39) Isaac's Content Strategy and Paid Ads(4:43) Balancing Paid Ads and Organic Content(7:19) Run a successful gym with Kilo (visit https://usekilo.com/)(6:04) Tracking and Measuring Success(7:53) The Role of Long-Form Content(11:04) Types of Content and Engagement(13:09) Using AI for Content Creation(18:39) Managing Content Consistently(23:47) The Importance of Personal Branding(26:04) Final Thoughts and Advice for Gym Owners