Nate Muller on How a Large Group Gym Makes $130K a Month

🌎 Nate Muller, owner of Green Lake Strength and Polaris Strength, gives Mateo a tour of his second location and breaks down how his large group gym brings in $130-140K a month, including his 90-second coach rule, progressions instead of scaling, and a simple review system that does most of his marketing.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:Nate Muller (Instagram): https://www.instagram.com/muller_nate/Green Lake Strength (website): https://greenlakestrength.com/Polaris Strength (website): https://polarisstrength.com/🔥Show Notes0:00 — Intro: can a large group gym really do $140K a month?0:48 — Tour of Nate’s second location, Polaris Strength4:32 — Run a successful gym with Kilo (visit https://usekilo.com/gw)5:04 — Nate’s path from the tech industry to gym owner8:07 — His simple marketing plan: ask for five Google reviews a week9:29 — Why he asks for reviews 90 days after sign-up10:56 — The program mix: large group, small group, individualized, and PT12:44 — Why location matters: a dense residential neighborhood13:51 — Progressions instead of scaling: how to make a large class feel personal15:18 — The 90-second rule: every coach talks one-on-one with every member17:49 — Selling feeling strong instead of weight loss20:18 — How to add new revenue streams by testing with existing members first22:14 — What’s next: applying his own advice at Polaris23:27 — Outro: where to find Nate24:21 — Run a successful gym with Kilo (visit https://usekilo.com/gw/)

🌎 Chris Travis, founder of Seattle Strength and Performance, joins Mateo to break down how he runs five (soon seven) small group training gyms with just two or three staff each, keeps staffing costs around 30% of revenue, and spends $5-6K a month on PR instead of Meta ads.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:Chris Travis (Instagram): https://www.instagram.com/chris.travisss/Seattle Strength and Performance (Website): https://www.seattlesp.com/🔥Show Notes0:00 — Intro: $100K a month with 2 to 3 staff and a 50% margin1:22 — Chris’s background: from Amazon to 1,100+ members across five Seattle gyms2:33 — Run a successful gym with Kilo (visit https://usekilo.com/gw)3:13 — The model: individualized small group training in pods of six3:38 — How staggered sessions stretch capacity from ~150 members to 250-3007:26 — The staffing model: 2 to 3 people per gym, each with a clear functional role8:03 — Keeping programming consistent across locations with an approved exercise library8:36 — How Chris holds facility staffing costs to about 30% of revenue11:30 — Unit economics: one location, $100K a month, ~50% margin13:23 — How to adapt this model if you only have one location15:05 — Marketing: 30-60 qualified leads a month, with less ad spend than most16:06 — Why Chris spends $5-6K a month on PR instead of Meta ads18:27 — Why opening locations close together builds brand equity20:52 — What’s next: 15 gyms by the end of 202821:16 — Outro: where to find Chris21:30 — Run a successful gym with Kilo (visit https://usekilo.com/gw)

🌎 Ben Pickard, owner of Lean Strong Fitness in Ontario and COO of Business for Unicorns, joins Mateo to break down how he went from doing everything himself to trusting a general manager to run his gym, why you have to let good people make mistakes, and how to turn the systems in your head into ones your whole team can follow.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:Ben Pickard (Instagram): https://www.instagram.com/benjamin__pickard/Lean Strong Fitness (Instagram): https://www.instagram.com/leanstrongfitness/Lean Strong Fitness (Website): https://lsfit.ca/Business for Unicorns (Website): https://www.businessforunicorns.com🔥Show Notes0:00 — Intro & meet Ben Pickard, who started his gym with two polos, a laptop, and a $667 first month0:58 — The niche: a 55-year-old with two kids, a bad knee, and no love for the gym2:13 — Why Ben stopped chasing pro athletes and found the clients who light him up5:16 — Run a successful gym with Kilo (visit https://usekilo.com/gw)5:48 — Why Ben hired a general manager after hating the day-to-day7:17 — Trust your GM, then get out of their way8:18 — Why you have to let them burn a few sales10:56 — How long to let a team member struggle before you step in12:11 — Scaling without systems: when your brain is the handbook13:26 — Systems made simple: "if this, then that"15:24 — Advice for his 2015 self: put the team first17:08 — Why he'd stop running the business like it might disappear tomorrow19:35 — One thing to do next week: pick 3 to 5 projects and chip away21:00 — Why a 1,100-client gym runs its lead follow-up on spreadsheets25:13 — Outro: where to find Ben27:02 — Run a successful gym with Kilo (visit https://usekilo.com/gw)

🌎 Ben Supik, owner of Activate Body Personal Training in Baltimore, returns to give Mateo an update on his expansion — going from a one-location-per-quarter goal to two locations opened in six months, and the systems, staffing lessons, and financial guardrails that made it possible.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:Activate Body Personal Training (Instagram): https://www.instagram.com/activate_body/Activate Body Personal Training (Website): https://activatebody.com/start-here/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥Show Notes0:00 — Intro: Ben's promised one-location-per-quarter pace, six months later1:04 — Recap: Activate Body's small group, double-pod model for Gen Pop clients2:13 — Why Ben runs two separate 6-person pods instead of staggered sessions2:49 — The minimalist equipment strategy, and why it's intentional3:53 — The centralized "HQ" structure that made scaling possible5:28 — How one centralized sales hire outperforms four location-level hires6:03 — Staffing as the single biggest risk to the expansion timeline7:01 — Run a successful gym with Kilo (visit https://usekilo.com/gw)7:48 — Two locations opened in two quarters — but Q4 is getting skipped8:52 — Lesson one: landlords set the pace, not you9:29 — Cutting an 8-week onboarding program down to 4-6 weeks without losing quality10:33 — Lesson two: the same pre-sale strategy failed in two nearby markets13:56 — Financial planning: why Ben budgets 6 months of opex per new location16:05 — Does the current HQ team scale to 10 locations? Not quite17:11 — The upcoming hires: a district manager and a fractional CFO18:12 — Why Ben is deliberately hiring people from outside the fitness industry19:46 — What's next: tapping out the Baltimore market and eyeing 202720:39 — The new plan — opening a "cluster" of locations at once instead of one at a time22:20 — Outro — where to find Ben and Activate Body

🌎 Jen Cho, co-owner of Tidal CrossFit in Toronto, walks Mateo and Kilo CEO Kaleda Connell through her 6,000-square-foot space (an old converted theater) and breaks down how she rebuilt the gym around fewer members and more value, plus how she structured the buyout that made her a co-owner.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:Tidal CrossFit (Instagram): https://www.instagram.com/tidalfitnessdanforth/Tidal CrossFit (Website): https://tidalfitness.ca/🔥Show Notes- 0:01 — Intro & gym tour begins with Jen Cho, co-owner of Tidal CrossFit- 1:00 — What is a "focus program"? A second income stream for coaches- 3:01 — Inside the space: 6,000 sq ft in a converted theater- 5:29 — The pandemic pivot: shrinking from 300 members to a higher-value model- 7:08 — Run a successful gym with Kilo (visit https://usekilo.com/gw)- 8:12 — How focus programs get built (and why they have to be coach-led, not forced)- 10:12 — The math behind pricing a focus program so coaches make real money- 12:06 — Jen's marketing strategy: referrals, friends & family weeks, and why it works- 17:44 — How Jen went from GM to minority shareholder to full co-owner- 19:34 — The real lesson: understand your finances before you buy in- 22:04 — What Jen believes her real job is: keeping her coaches happy and paid- 23:19 — Outro — where to find Tidal CrossFit

🌎 Will Harrison, co-owner of CrossFit Bath and founder of The Fitness Flywheel, joins Mateo to break down his journey from member to co-owner, and how he helped the gym build a sales process that took it from 8-10 new members a month to nearly 50.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:Will Harrison (Instagram): https://www.instagram.com/willjar58/CrossFit Bath (Instagram): https://www.instagram.com/crossfitbathbox/CrossFit Bath (Website): https://crossfitbath.com/The Fitness Flywheel (Instagram): https://www.instagram.com/thefitnessflywheel/The Fitness Flywheel (Website): https://www.thefitnessflywheel.com/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥Show Notes0:00 — Intro & meet Will Harrison, co-owner of CrossFit Bath2:04 — From member to co-owner: how most people get into this business (and how Will didn't)6:55 — Starting as CrossFit Bath's first-ever commercial hire, mid-COVID, with 142 members7:09 — Run a successful gym with Kilo (visit https://usekilo.com/gw)8:34 — The result of just having someone focused on sales: 8-10 new members/month to 48-4911:37 — Will's core sales philosophy: "sales is the transfer of enthusiasm"14:34 — "No one cares about your gym" — why features don't sell, outcomes do15:02 — The "writing reflex": why jumping to solutions too fast kills the sale16:16 — The real reason gym owners lose the sale after presenting the price22:56 — How The Fitness Flywheel started as a side hustle helping other box owners24:56 — Real client results: 34 members to 36% growth in a month, and 2 gyms to 326:42 — How Will and his partners structured the buy-in and valued the business30:36 — Will's advice for anyone stuck growing their gym32:37 — Outro — where to find Will, CrossFit Bath, and The Fitness Flywheel

🌎 Mark Fisher, former owner of Mark Fisher Fitness, now a gym business coach and partner at Business for Unicorns, joins Mateo to break down how to think about pricing and—even more importantly—how and when to raise your rates.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:Mark Fisher (Instagram): https://www.instagram.com/markfisherhumanbeing/Mark Fisher (Website): https://www.businessforunicorns.com🔥Show Notes0:00 — Cold open: rent, payroll, and insurance are up — are your prices?2:26 — Today's topic: how to think about pricing (and when to raise it)3:18 — Mark's framework: start with your coach-to-client ratio5:48 — Crude benchmarks: ~$350/mo for 6-on-1, ~$185/mo for large group8:26 — The "no man's land" of averaging 8–10 people per class11:34 — What to do with underperforming class times: cut, don't hope22:34 — Run a successful gym with Kilo (visit https://usekilo.com/gw)24:52 — The "sold out" exercise — finding your true capacity and topline27:56 — Why 80% (not 100%) should be your planning assumption32:17 — Price increase vs. price correction: how Mark tells the difference34:01 — The crude rule: $60 or more means it's a correction, not an increase39:19 — What to expect in reality: 1-2% cancel, 3-5% complain to your face40:00 — The two comms mistakes: over-apologizing and overselling the upside41:16 — Mark's short, no-frills price-increase email template43:16 — The "Red Wedding" — the time MFF let every member out of their contract45:47 — Training your clients to expect an annual price increase48:52 — Outro — where to find Mark and Business For Unicorns49:33 — Run a successful gym with Kilo (visit https://usekilo.com/gw)

Mateo Lopez and Kaleda Connell tour Dan Visentin's 416 Fitness Club in Toronto, covering how he survived 450 days closed during COVID, the "red shirt" trick he uses to sell personal training, and the mistakes he says he'd never make again.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:Kilo (Instagram): https://www.instagram.com/kilogyms/Kilo (Website): https://www.usekilo.com/gw/416 Fitness Club (Instagram): https://www.instagram.com/416fitnessclub/416 Fitness Club (Website): https://www.416fitnessclub.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:0:00 — On the road in Toronto with Dan Visentin of 416 Fitness Club0:56 — Front desk, lounge, and equipment layout walkthrough4:52 — Capping classes at 18: a COVID-era decision that stuck8:56 — The red shirt trick: selling personal training without a pitch11:48 — Run a successful gym with Kilo (visit https://usekilo.com/gw/)12:18 — What 416 means to Dan, and its evolution from CrossFit-only to HYROX14:18 — The real turning point: 450 days closed during COVID16:17 — The rack-per-person layout that outlasted the pandemic19:53 — Giving staff freedom without losing consistency22:36 — Three mistakes Dan won't make again27:54 — Retention in a transient city30:38 — Becoming a dad and how it reshaped the business31:51 — Going HYROX: building a class that teaches the skills36:58 — Dan's unscripted Kilo shoutout37:14 — Wrap-up and sign-off

Kilo co-founder Mateo Lopez is joined by Chris McMahon “Kilo Chris” for a Q&A episode of Gym World, taking questions straight from the Kilo Crew Facebook group, covering why acting technique quietly shows up in coaching, sales, and short-form video content, the moment "growth" can turn into "distraction" once you start chasing a second or third location, and the gut-check test for expansion offers that look great on paper but feel wrong in your stomach.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:Kilo (Instagram): https://www.instagram.com/kilogyms/Kilo (Website): https://www.usekilo.com/gw/Chris McMahon (Instagram): https://www.instagram.com/coach.chrismcmahon/Chris McMahon (Website): https://www.chris-mcmahon.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:0:00 — Kicking off with the Kilo Crew Facebook group Q&A1:56 — First question: favorite ice cream flavors4:56 — The one skill with the best ROI that gym owners keep avoiding5:09 — Why improv class builds better coaches6:36 — Short-form video, authenticity, and building a brand voice9:58 — Discovering your authentic self by "playing pretend"11:45 — Real example: a niche gym that found its voice and grew from it13:14 — Run a successful gym with Kilo (visit https://usekilo.com/gw/)13:51 — Next question: when does adding more members, services, or locations start hurting your business15:04 — The "ducks in a row" problem: replicating growth before systems are ready17:24 — Case study: a cross-country expansion deal that looked good on paper20:49 — Gut-check moment: ignoring your instincts under pressure to grow22:28 — Knowing which unsustainable moves are okay short-term24:36 — Accepting that growth always has an unsustainable phase25:54 — Wrap-up and where to find more Gym World

Kilo co-founder Mateo Lopez and CEO Kaleda Connell are joined by All Day Fit's Cassie Day, as they take listeners on a construction tour of Cassie's brand-new standalone gym space in Toronto — covering the lease negotiation that almost didn't happen, the front-desk debate every gym owner has, why she's building a member lounge instead of maximizing square footage, and how the All Day Fit brand is evolving as she moves out of a shared space for the first time in a decade.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:Cassie Day (Website): https://alldayfit.com/about/cassie-day/Cassie Day (Instagram): https://www.instagram.com/cassiedayyy/All Day Fit (Instagram): https://www.instagram.com/alldayfit.co/📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes0:00 — Welcome to the All Day Fit construction tour1:39 — Negotiating the shared back space with the landlord3:00 — The great front-desk debate: staffed vs. unstaffed6:14 — Why the community lounge is worth the square footage10:53 — Walking the main training floor and equipment setup14:00 — What Cassie would do differently: lawyers, realtors, and lease red flags15:56 — Why she left a shared space after a decade17:39 — Space-hunting for two years and keeping rent at 20% of revenue18:56 — Building sustainable coach careers with the "Strong Academy" model20:04 — New hires and org structure24:52 — Paternity leave in Canada and folding a partner into the business26:32 — Rebranding from anti-diet-culture messaging toward "capability"29:11 — The content strategy experiment: cutting all content for two years30:29 — A Romania trip sparks the idea for parent-and-child classes33:13 — Final thoughts and where to find Cassie and Kilo