The Gym Owners Club

The Gym Owners Club We work with gym owners and fitness businesses to help you out market, out sell + out perform your competition.

Evolve Fitness Business Consultancy is designed to help fitness business owners generate more leads close more sales and have better systems within their business so that they can have a long lasting career within the industry.

Two people can do the same workout and leave with very different opinions of your gym. 👇One got through the session.The ...
14/10/2026

Two people can do the same workout and leave with very different opinions of your gym. 👇

One got through the session.

The other felt someone was looking out for them.

I’m listening to Setting the Table by Danny Meyer, and this idea keeps coming back to me:

Does the person feel you’re on their side?

Think about someone coming into your gym for the second time.

You’re familiar with everything.

They’re still wondering where to stand, whether they’re doing it properly and whether they’ll fit in.

A coach remembering their name matters.

So does asking how they found the first session—and listening to the answer.

The same applies when things get difficult.

A member has missed a week.

“You haven’t been in.”

Or:

“How has your week been? Let’s work out when you can get back in.”

You still care about attendance. You’re helping them do something about it.

A member struggles with an exercise.

You notice, explain and give them an appropriate option before they have to stand there feeling lost.

That is coaching and hospitality working together.

As owners, we can help the team do this consistently.

Before a session, know who’s coming and what they might need.

During it, make sure everyone gets meaningful attention.

Afterwards, acknowledge something specific and follow through on anything you promised.

And give coaches the same care and clarity you expect them to give members.

One exercise for your next team meeting:

Walk through a new member’s first three visits.

Where might they feel uncertain?
How would we notice?
What could we do to help?

Great equipment and programming deserve a human experience that lives up to them.

Make it easy for someone to leave thinking:

“They’re going to help me here.”

The Gym Owners Club | Business & Marketing

“We both handle sales.” Who checks the leads that haven’t been followed up?“We both manage the team.”Who resolves it whe...
12/10/2026

“We both handle sales.”

Who checks the leads that haven’t been followed up?

“We both manage the team.”

Who resolves it when staff receive two different instructions?

“We both sort the timetable.”

Who makes sure everyone is working from the latest version?

These are the questions worth asking when responsibilities overlap.

Separate three things:

👉Who owns the result?

👉Who does the work?

👉What needs joint agreement?

Both owners can take sales calls.

One can take responsibility for checking that enquiries are followed up, appointments have outcomes and the numbers are reviewed.

The team can contribute without everyone having to approve every step.

And when two owners give someone competing priorities, the owners need to resolve it.

Your administrator shouldn’t have to guess whose job matters most.

Pick three areas that regularly cause confusion.

For each, agree a lead, their decision rights and what the other owner needs visibility of.

Then explain it to the team.

The aim is for everyone to know what they can get on with and where they need a conversation.

Aaron McClelland The Gym Owners Club | Business & Marketing

You wanted more members so you could have more freedom.Then the members came.More sessions went on the timetable.More me...
08/10/2026

You wanted more members so you could have more freedom.

Then the members came.

More sessions went on the timetable.
More messages needed answered.
More decisions came back to you.

The gym grew.

So did your working week. 😬

Before we set another growth target, I want to know what you actually want this business to give you.

How much do you want to earn?

How many hours do you want to coach?

What work do you enjoy?

When do you want to be home?

Those answers should influence what we build.

If you want fewer coaching hours, we need a delivery team.

If you want decisions handled without you, we need clear responsibility and authority.

If you want reliable income, we need to understand the numbers behind it.

“Get to 250 members” doesn’t answer those questions on its own.

There’s nothing wrong with wanting a bigger gym.

Just make sure the bigger gym has a place for the life you wanted.

Write down your ideal working week three years from now.

Then ask: are this quarter’s decisions taking me towards it? The Gym Owners Club | Business & Marketing Aaron McClelland

07/10/2026

“But anyone can join our gym…”

Yes. But you don’t need to market to everyone at the same time. 📣

The better you understand WHO you’re speaking to, the easier everything else becomes.

The messaging. The offer. The content. The ads. The objections. The value you need to get across.

Your biggest advantage in marketing is understanding your customer better than anyone else does.

You want them to see your content and think:

“OHH, they’re talking to me...they get me.”

Not:

“Yeah… I suppose that could apply to me.”

Get specific. You will attract the right clients.

“Called. No answer.”I saw that a lot while reviewing our team’s sales tracker.Calls were being made. Messages were going...
06/10/2026

“Called. No answer.”

I saw that a lot while reviewing our team’s sales tracker.

Calls were being made. Messages were going out. Sales were being closed.

But too often, the notes didn’t tell us what should happen next.

Had the person already told us when they were available?

Did we understand why they enquired?

Were we following up with a purpose, or just trying their number again?

That’s what we’re working on in our team training.

Before contacting someone, the coach should be able to answer:

1. Why did this person enquire?
2. What have they already told us?
3. What is preventing the next step?
4. What is the purpose of today’s contact?
5. What specific next step will we offer?

Then record the outcome and leave a dated next action.

It gives us something useful to coach.

We can see who needs help asking better questions, explaining the offer or following through after a consultation.

Try it at your next team meeting.

Give each coach five live leads and ask them to talk you through their next move.

Their answers will tell you plenty.

Save the slides and use them with your team

Aaron McClelland

Everyone wants the £25K month. Nobody wants to ask what breaks when they get it 👇“We need more leads.”Do you?Pour 30 lea...
28/09/2026

Everyone wants the £25K month. Nobody wants to ask what breaks when they get it 👇

“We need more leads.”

Do you?

Pour 30 leads into a business with slow follow-up, no sales process, no-shows, weak onboarding and churn, and you won’t grow.

You’ll just leak faster. More leads, more waste, more chaos, and you’re the one running around trying to catch it all.

Growth doesn’t fix a broken system. It exposes it.

Build the machine first.

Product, sales, onboarding, retention, team, capacity. Then add the fuel.

So stop asking “how do I get more leads?”

Start asking “what would break if I got them?”

What’s the first thing that would crack in your gym? Be honest.

The Gym Owners Club | Business & Marketing Aaron McClelland

You didn’t delegate. You just moved the queue.The task goes out and the questions come straight back.“Can I...?”“Is this...
25/09/2026

You didn’t delegate. You just moved the queue.

The task goes out and the questions come straight back.

“Can I...?”
“Is this okay?”
“Can I spend this?”
“What do you think?”

The work left your desk but the decisions never did. So you’re still the bottleneck, just with more people waiting on you. ⏳

Then we sit in the office wondering why nobody takes ownership.

You can’t ask someone to own the result if they can’t make the call.

Ownership gets built one step at a time. First it’s “do this”. Then “make this happen”. Then “here’s how we think”. Then “you can decide”. Only after all that do you get to “I’ve got it.”

Most gyms never get past step one.

Where’s your team on the ladder right now? 1 to 5. Be honest.

You didn’t delegate. You just moved the queue. The task goes out and the questions come straight back.“Can I...?”“Is thi...
25/09/2026

You didn’t delegate. You just moved the queue.

The task goes out and the questions come straight back.

“Can I...?”
“Is this okay?”
“Can I spend this?”
“What do you think?”

The work left your desk but the decisions never did. So you’re still the bottleneck, just with more people waiting on you. ⏳

Then we sit in the office wondering why nobody takes ownership.

You can’t ask someone to own the result if they can’t make the call.

Ownership gets built one step at a time. First it’s “do this”. Then “make this happen”. Then “here’s how we think”. Then “you can decide”. Only after all that do you get to “I’ve got it.”

Most gyms never get past step one.

Where’s your team on the ladder right now?
1 to 5. Be honest.

The psychology of founders who do Less & Win More. = Simplification & Leadership.Scrappy founders. Ignore data. No leade...
16/09/2026

The psychology of founders who do Less & Win More. = Simplification & Leadership.

Scrappy founders. Ignore data. No leadership. Shaky systems. A few months away from failure!

Wearing all the hats. ÂŁ

The 20% leaders. Data driven. They build leaders. They strive for operational excellence. 6-12 months cash reserves for opportunities.

Deep focus activity. ÂŁ ÂŁ ÂŁ ÂŁ ÂŁ

The exercise for doing less protocol!

1. List everything you do daily over the next 7 days.

2. Circle the 3 things that made the most ÂŁ!

3. Establish what needs deleted, who needs training, what needs delegated, what can be automated!

More effort and chasing burnout is not a badge of honour!

The business of business is little decisions everyday with a Few big Decisions. Learn Life. 🦍

Book support 👇

- The 4 hour work week Tim Ferris
- Buy back your time Dan Martell

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