What gym owners get wrong about branding

🌎 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

🌎 In this episode, we sit down with the team behind One Academy to unpack how they scaled to multiple locations without losing the culture that made their gym work in the first place. Jesse and Eric share the decisions that shaped their growth, from building a training model that attracts the right members to waiting until systems, staff, and demand were truly ready before expanding.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:One Academy - (https://www.instagram.com/oneacademylife/)One Academy - (Website) -  https://oneacademylife.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Journey to One Academy: Jesse Bruce's Story(9:30) Eric Vieira's Background and Initial Partnership(13:33) Growth and Expansion Strategy(20:11) Managing a Large Team and Maintaining Culture(23:19) Run a successful gym with Kilo (visit https://usekilo.com/)(27:16) Community Building and Unique Practices(33:57) Hybrid Training and Programming(41:40) Balancing Vision and Execution(44:56) Lessons Learned and Future Plans

The AI Playbook For Gym Owners - https://go.businessforunicorns.com/gym-owners-and-ai🌎 This week, Mateo sits down with Mark Fisher of Business For Unicorns to break down AI for gym owners. AI is moving fast, but most gyms are either ignoring it or using it the wrong way. Mark shares how to use AI in 2026 to save time, improve content, and run smarter operations while keeping the human connection members value most.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:Business For Unicorns - (https://www.instagram.com/businessforunicorns/)Prevail Strength and Fitness (Website) - https://businessforunicorns.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Mark Fisher’s introduction(3:56) Mark’s free webinar for gym owners and why AI matters in 2026(7:51) How gym owners are using AI well(9:13) The limits of AI(31:07) Run a successful gym with Kilo (visit https://usekilo.com/)(32:04) Using AI for data and operations(35:02) Claude vs ChatGPT(46:25) Websites and AI search(52:06) The real ROI of AI for gym owners(53:55) Final wrap and goodbye

🌎 In this episode, Mateo chats with Sean Shearon about how he built Prevail Strength and Fitness with intention instead of reacting as it grew. We dig into how clear systems, expectations, and boundaries made scaling feel calm instead of overwhelming. It’s a practical conversation for gym owners who want to grow without losing control of their business or their time.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:Prevail Strength and Fitness - (https://www.instagram.com/prevail_strength_)Prevail Strength and Fitness (Website) - https://prevailstrengthandfitness.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Sean Sharon's Journey and Philosophy(4:21) Challenges of Structured Training(9:02) Systems and Scaling(11:44) Retention and Community Building(15:02) Run a successful gym with Kilo (visit https://usekilo.com/)(20:34) Technology and Infrastructure(22:15) Impact and Future Plans(26:42) Marketing and Sales Strategies(34:52) Final Thoughts and Advice

🌎 Mateo Lopez sits down with Wayne Li to talk through how he built a gym from the ground up with limited capital and no prior business experience. Wayne shares lessons on starting lean, earning trust through presence, and adding structure over time without sacrificing culture.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:Training Day Gyms - (https://www.instagram.com/trainingdaygym/)Training Day Gyms (Website) - https://www.trainingdayhc.com.au📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Wayne Lee's Journey and Business Background(2:14) Early Challenges and Initial Investments(4:49) Transformation and Reinvestment Strategies(6:27) Balancing Frugality and Growth(8:14) Building a Community and Staffing(11:43) Customer Service and Process Improvement(16:37) Run a successful gym with Kilo (visit https://usekilo.com/)(19:34) Marketing and Brand Building(24:44) Expansion and Financial Management(29:58) Balancing Ambition and Personal Well-being(35:47) Final Thoughts and Contact Information

🌎 Mateo sits down with Dave Appel, Chief Health & Fitness Officer at KORB Health Group, to unpack how medical wellness is starting to show up inside gyms. They talk through GLP-1s, hormone therapy, and telehealth—and why these tools don’t replace coaching, but can help members who’ve been stuck despite doing everything right. A practical conversation for gym owners trying to support better results without losing what makes their community 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 (https://usekilo.com/gym-world/) so you don't miss out.📱 Socials:KORB Health Group - (https://www.linkedin.com/company/korb-health-group/)KORB Health Group (Website) - korbhealth.com📺 Watch On:https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Dave Apple's Journey from PE Teacher to Chief Health and Fitness Officer(2:55) Influence of Heart Rate Monitors on Data and Behavior Change(7:02) Transition to Gym Ownership and Impact of COVID-19(11:45) Integration of Medical Wellness and Fitness(15:15) Partnerships with Gyms and Telehealth Services(22:17) Run a successful gym with Kilo (visit https://usekilo.com/)(25:40) Challenges and Opportunities in the Fitness Industry(33:36) Preparing Gyms for the Future of Health and Wellness(48:03) Final Thoughts and Contact Information

🌎 John sits down with Cale Owen to unpack what he’s learned from scaling hundreds of gyms, leading Gym Launch as CEO, and now stepping back toward ownership with W.O.L.F. Gyms.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:W.O.L.F Gyms - (https://www.instagram.com/wolf_gyms/)W.O.L.F Gyms (Website) - https://wolffitnessgyms.com📺 Watch On: https://www.youtube.com/@GymWorldWorldwide🔥 Show Notes:(0:00) Wolf Gyms' Unique Approach(2:23) Why Cale Owen Left Gym Launch(4:21) Wolf Gyms' Business Model and Philosophy(7:33) Why Wolf Avoids Tiered Memberships(8:55) Run a successful gym with Kilo (visit https://usekilo.com/)(9:39) Why Access Gyms Win in Tough Economies(13:09) What It Costs to Open a Wolf Gym(19:24) The Ideal Franchisee(20:39) Marketing, Sales Funnels, and Filling Gyms(31:59) Staffing a Wolf Gym(33:27) Content Strategy for Gym Growth(39:04) The Future of Group Training Gyms

🌎 In this week’s episode, John sits down with Nick Palladino-King of Tribe Fitness in San Francisco to unpack how his gyms maintain 95% monthly retention in one of the most competitive markets in the country. We break down the systems behind it: clear retention ownership, weekly attendance reviews, staff incentives, and the small daily actions that spot drop-offs before members cancel.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:Tribe Fitness - (https://www.instagram.com/tribefitsf/)Tribe Fitness (Website) - https://tribefitsf.com/🎙️ Listen On:YouTube: https://youtu.be/31rfMYE1WsA🔥 Show Notes:(0:00) Nick Palladino-King's Untraditional Path to Owning a Gym(3:53) Tribe Fitness' Training Programs and Pricing(7:26) Member Retention Strategies and KPIs(12:48) Run a successful gym with Kilo (visit https://usekilo.com/)(18:16) Lead Nurture and Marketing Efforts(29:51) Building a Community-Focused Gym(36:04) Future Plans and Expansion(37:42) Final Thoughts and Resources