We get into how they split roles across the business, how they’ve built a team they can trust, why they track far more than just monthly revenue, and the lesson they learned after a painful member drop-off last year.

We also talk about the power of greeting people by name, using data to identify your best-fit client, why retention should be viewed through lifetime value, and how a gym can feel more like a community than just a place to train.

Find Out More About James & Callan:

• James' Instagram: https://www.instagram.com/jameswilsonfitness/
• Callan's Instagram: https://www.instagram.com/callanstonefitness_/
• Scope: https://scopehealthandfitness.co.uk/

In fact, at one point, he had 250 members… with no booking system at all.

In this episode, Dan breaks down how he grew DM Elite to 3 locations and 500+ members—and what he’d do differently if he started again.

We get into:

• Why scaling creates problems you can’t outwork
• The real reason most onboarding processes fail
• Why session ratios matter less than you think
• How email became one of his most powerful retention tools
• And the truth about “premium” positioning

Find Out More About Dan:

• His Instagram: https://www.instagram.com/imdanmoore/
• His Gym: https://dmelite.co.uk/

In this episode, Stuart sits down with John Farkas, owner of Blue Ocean Fitness and multiple Alloy Personal Training franchises, to talk about the real work behind scaling a gym business.

John shares why he stepped away from coaching clients himself, how his role has changed from trainer to leader, and what surprised him most about moving from one site to multiple locations. They get into staff development, onboarding systems, tough feedback conversations, client retention, referrals, Google reviews, and the communication challenges that come with growth.

Find Out More About John:

• His Instagram: https://www.instagram.com/coachjohnfarkas/

Find Out More About Rick:

• His Instagram: https://www.instagram.com/coachrickmayo/
• Alloy: https://alloyfranchise.com/

We unpack the thinking behind launching a 1,200 sq ft facility (and why bigger isn’t better), how Rhys used pre-sale marketing and New Year momentum to fill the gym fast, and the automation-heavy system he runs to convert leads without living on calls — including a high-volume email sequence designed to handle objections before someone ever steps through the door.

Rhys also shares the retention systems most gyms skip: weekly attendance tracking, proactive check-ins, group onboarding, and how he’s already hiring and delegating to buy back time without losing standards. We finish with a rapid-fire round on equipment, software, cashflow mistakes gym owners make, and why he believes community-led gyms are about to become even more valuable.

Find Out More About Rhys:

• His Instagram: https://www.instagram.com/rdlfit_/
• His Gym: https://www.instagram.com/totumfitness_/

In this episode, Katie breaks down what actually drove the growth: a smart opening-day play that brought 200+ locals through the door, the non-salesy way she uses local Facebook groups to create waves of enquiries, and why she believes “stongevity” (strength training for life) is the positioning that’s pulling in more 55+ clients — and then integrating them into the main timetable.

We also get into the unsexy reality of scaling: why “systems that make sense only to you” start cracking around 80 members, what she’s learned hiring (and mis-hiring) staff, and the surprising truth about gym finances once expenses and VAT enter the chat.

If you’re thinking of moving from PT → garage studio → facility, this is the real behind-the-scenes version!

Find Out More About Katie:

• Her Instagram: https://www.instagram.com/bodyworksstudio_forres/
• Her website: www.bodyworksmoray.co.uk

In this episode, Mike breaks down:

• The 3 questions that determine if your gym is sellable

• The simple valuation formula he used

• Why most gyms aren’t actually businesses

• Why your head coach is probably your buyer

• The emotional reality of stepping away

• And why building for freedom and building to sell are the same thing

Find Out More About Mike:

• His Instagram: https://www.instagram.com/gymownr/

In this episode, Emma breaks down how her gyms work, the barriers that stop women lifting weights (it’s not motivation), why 8:1 became her “magic number” for strength sessions, and how they’ve systemised a compassionate coaching standard built around clients feeling strong, supported, and seen.

We also get into the less-glamorous side of growth: evolving SOPs, designing an intake that builds buy-in, structuring memberships to minimise admin, and the leadership lessons Emma learned the hard way when her team grew faster than her management skills.

Find Out More About Emma:

• Her Gym: https://www.andbloom.uk/
• Her Instagram: https://www.instagram.com/emmaaregann

In this episode, Dan breaks down the hardest stretch of his entire journey: a price increase that triggered a wave of cancellations, a dip in monthly revenue, and a wobble in confidence… even though it turned out to be the right move.

We unpack what Dan would do differently next time (hint: stop over-explaining), the “£997 front-end offer” experiment that didn’t last but changed everything, and why “people in my area won’t pay that” is usually just a story.

You’ll also hear how MeFit thinks about small-group ratios (4:1 vs 6:1 vs 8:1), why their second site will start at 6:1, and Dan’s go-to method for fixing a gym that feels “stuck”: find the bottleneck, then fix the maths.

If you’re wrestling with pricing, capacity, retention, or the leap to site 2 — this one will land!

Find Out More About Dan:

• Mee Fit Website: https://meefit.co.uk/
• Dan's Instagram: https://www.instagram.com/dan_meefit/

We talk about:

• What he learned mystery shopping a bunch of group training gyms
• How fast, consistent follow-up beats being “good at sales”
• Why selling “small group personal training” isn't good for your marketing
• The truth about session size, coaching quality, and actually making a profit from your gym
• How small operational changes can dramatically increase capacity
• Why trial-based changes reduce member resistance
• And the mindset shift required to move from coach to business owner

Find Out More About Mike:

• Website: https://gymownr.com/business
• Instagram: https://www.instagram.com/gymownr/

In this episode, Chris breaks down how they engineer community (including his “Community Score” onboarding framework), why SOPs and weekly business metrics are the real growth cheat code, and the exact marketing plays that reliably bring in members: an email-first strategy, “RAD” (Rare And Delightful) 24–72 hour promotions, VIP+ referral campaigns, sell-by-chat from boosted testimonial posts, and local “3-mile famous” partnerships — including paying for an entire coffee shop’s morning rush!

Find out more about Chris:

SSP: https://www.seattlesp.com/

Chris' IG: https://www.instagram.com/chris.travisss/

We cover:

• Why fixing the small, boring things often has the biggest impact on retention
• How to improve your member experience without changing your pricing or model
• Bringing real personality (yours and your staff’s) into your marketing
• Old-school local marketing that still works, and why most gyms ignore it
• Building genuine community beyond workouts and social drinks
• Why speed and action are an underrated competitive advantage
• And why gym owners need community just as much as their members do

We get into: the shed-to-shop transition, why he’s not chasing multi-site status, how his 6-week intro offer converts 65–70%, what he’d change if he started again, and why the most reliable marketing strategy is still delivering an exceptional coaching experience.

We get into why Madison’s obsesses over tiny details most gyms ignore, how Jerome “becomes the customer” by training in his own sessions every week, and why he always fixes the product before worrying about marketing. We talk premium pricing, 60-day+ front-end offers, challenging your own limiting beliefs about what people will pay, and how he protects his time so he only works on high-leverage tasks.

If you run (or want to run) a high-touch, small-group gym and you’re curious how far you can push your standards, prices and positioning, this conversation will give you a ton to think about.

Here are 10 concrete things you'll learn if you listen:

1. How Madison’s creates a genuinely “premium” experience – The tiny, unsexy details (greetings, lighting, music, equipment layout, member flow) that make their sessions feel different from other gyms.
2. Why you should regularly train in your own gym – How Jerome uses 3–5 weekly sessions as a member to spot friction, standards slipping, and opportunities to improve the product.
3. How to build a culture of shared standards across your team – The way his club manager, head coach and junior coaches all feel responsible for details, instead of it all sitting on the owner’s shoulders.
4. What a premium small-group model really looks like – Why they run 1–4 instead of 1–6+, and how they justify (and deliver on) pricing around £900 for a front-end offer and £300–£450/month ongoing.
5. How to think about your front-end offers (and why they went long) – The pros and cons of 21-day vs 30-day vs 60-day vs 12-week trials, and why Madison’s has settled on 60+ days to attract more committed, long-term members.
6. How to challenge your own money stories and raise prices – Jerome’s shift from “no one will pay £249” to successfully selling £1,400+ trials – and the question he uses: “What would need to be true for someone to happily pay that?”
7. Why product comes before marketing (for real, not just on Instagram quotes) – How Jerome thinks about improving the training experience, coaching, and environment before chasing new tactics or ad campaigns.
8. How a gym owner can protect their time and focus on high-leverage work - Jerome’s approach to time management, boundaries, deep work, and saying no – and how he decides what he personally should and shouldn’t be doing.
9. How to use competitions without cheapening your brand - The thinking behind their big annual giveaway, why it still feels premium, and how it’s turned winners and runner-ups into paying members.
10. What to read if you want to build a serious business and a life outside of it – The books Jerome keeps coming back to, and how they’ve shaped his views on scaling, systems, and actually living a good life alongside running a gym.

We dig into his Time/Fun/Money framework, what local small-group gyms should do instead of chasing virality, and the simple Instagram + email system that fills his client roster. If you’ve ever wondered whether to double down on your facility or go harder online, this one’s a must-listen!

You’ll learn:

• Why a 45–60 minute workshop positions you as the local expert
• How seminars boost retention, referrals, and warm lead flow
• Topic ideas that work for parents, over-50s, and youth athletes
• How to turn attendees into trialists without feeling salesy
• Practical tactics for getting both members and non-members to show up
• What to offer at the end to convert warm interest into real sign-ups

If you want a low-cost, high-trust way to grow your gym without relying on ads or algorithms, this episode shows you exactly how to do it.

That’s what Aaron Swales has done with The Confidence Coach in the North East of England.

In this episode, Aaron walks through how he opened his first gym in the middle of a global pandemic, why he’s stayed laser-focused on older, gym-intimidated clients, and what had to change in his role to go from one site to three.

We dig into his 30-day trial, weekly GM calls, email reactivation playbook, and the uncomfortable truths about opening a second location.

If you’ve ever thought, “Maybe I’m ready for gym number two,” or you’re wondering whether to double down on a specific demographic, this one’s for you.

What you’ll learn if you listen

• Why Aaron deliberately doesn’t chase 6-week transformations or HYROX trends—and how that’s helped him stand out locally.
• How he opened his first small-group gym in December 2020, survived lockdown, and hit ~250 members in a warehouse facility.
• The exact structure of his £109, 30-day trial (from one-to-one evaluation to weekly GM check-ins).
• How he uses Meta ads, story-driven testimonials, and “people like me” imagery to keep a steady flow of trialists coming in.
• The email strategy that’s brought lapsed trials and ex-members back in droves—after years of ignoring his list.
• Why fancy referral incentives flopped for his demographic, and what actually works to get members bringing in friends.
• How he prices and structures memberships (£199+ per month) and why he’ll downgrade people if it keeps them longer.
• The real prerequisites for opening a second site (systems, capital, culture, and a brutally honest why).
• What it cost to open Sites 1, 2, and 3—and why he now prefers smaller, more intimate units.
• How mentorship and honest conversations with other owners keep him grounded as he pushes towards 10 locations.

Find out more about Aaron Swales:

• The Confidence Coach: https://www.theconfidencecoach.fitness/
• Instagram: https://www.instagram.com/aaron_swales/

After 28 years of coaching 25–30 sessions a week and running one of London’s most respected personal training studios, Integra, Michael has refined client experience into a science, and an art.

In this conversation, he and Stuart dig deep into what it really means to deliver personal training; from the first enquiry to the thousandth session.

You’ll hear how Michael keeps clients for 10, 15, even 20 years, through relentless curiosity, human connection, and elite coaching standards.

In This Episode, You’ll Learn:

• Why curiosity beats experience. How “staying interested” keeps clients and coaches engaged for decades.
• How to treat every client like a project. The framework Michael uses to define success, review progress, and adjust direction over years, not weeks.
• The 3 levels of standards Integra lives by: outside the gym (emails, follow-ups), in-session service (greeting, flow), and during the rep (attention, intent, sensation).
• How to systemise care. The exact routines that make clients feel seen, remembered, and respected.
• The neuroscience behind coaching focus. How what a client thinks about mid-set changes their brain chemistry (BDNF) and long-term outcomes.
• How to regulate client state before training. The subtle cues and conversations that pull stress down — or energy up — before the first lift.
• When to send clients home. Why sometimes the most professional thing you can say is, “You need rest, not a workout.”
• Why saying “we’re not the right fit” can grow your business. The abundance mindset that protects your energy, reputation, and referrals.
• What ‘making the thousandth session feel like the first date’ really looks like. Practical ways to re-spark curiosity, communication, and trust with long-term clients.
• How to stand out in a commercial gym or SGPT setting. Simple, low-cost ways to create a boutique experience anywhere.

Find out more about Michael Goulden:

• Integra Education: https://integra-education.net/

They discuss his model and the economics of it, the power of client recognition and how they do it, how to simplify onboarding without losing connection, how they get clients, what's working for their ads just now and why you can’t automate care.

Where to find Tim:

• His Gym: https://www.instagram.com/etc_fit/
• His Instagram: https://www.instagram.com/tim_etc/

In this episode, we dig into how he's done it and a few of the key changes he's made + lessons he's learned: 45-minute sessions that start at 5:30 a.m., the mentality needed to run a gym, a simple group offer, pods for every member, pricing that stays accessible, and referral loops that quietly compound.

Ian's story isn't one about making massive money from his gym, it's about building solid systems, unbelievable stories about his journey, and a business model that fits real life. If you want to open a gym without losing your soul, this is a great episode.

In this episode, Business for Unicorns’ Mark Fisher joins Stuart to unpack exactly what it takes, from capital and space size to pre-sales and starting models.

They explore why now might be the best time in decades to go into gym ownership, how to avoid the most common launch mistakes, and why “small and simple” beats “big and fancy.”

If you’ve ever thought, “I want my own place…”, this one is an excellent roadmap.

Here are 7 things you’ll learn in this episode:

• Why now is a great time to open a gym—and why in-person coaching/community is more “AI-proof” than online-only offers.
• How to know if you’re actually ready—a simple readiness lens (incl. effective forecasting + spending time with real owners).
• Start-small strategy—ideal floor space for a 6:1 model, what to avoid with leases, and the “Goldilocks” schedule that doesn’t burn you out.
• Independent Trainer Plus vs. “real” gym—which path fits your lifestyle, earnings, and appetite for staff/overhead.
• Pricing & capital—penetration pricing done right, realistic build-out ranges, and why too-cheap early can still be profitable.
• 6:1 model mechanics—member targets, utilization math, and the big scheduling mistakes that kill margins.
• Pre-sales that actually work—8-week runway, founder’s offers, paid ads expectations, and the one giveaway every local gym should run.

Fast forward a decade, and she’s the founder of Her Strength, a thriving 4,000 sq ft women's-only studio with 160+ members, a strong 55+ community, and zero paid ads.

In this episode, Nora shares how she evolved from prenatal classes to a local women’s brand, simplified her programming to scale, and built a business that runs without her on the floor.

If you run small-group training or want to begin to step back from being the one who does everything in your gym, this one’s well worth your time.

🎙 Topics: niche clarity, 55+ training, paid trials, staff leadership, and organic growth.

In this episode, Tom Hamilton (Foundry Gyms & @Lift Strong Look Strong) breaks down what separates good small-group coaching from world-class.

We dig into:

• How to create five-star client experiences
• Why most gym owners neglect coaching development
• Building consistency and culture across your team
• The framework Tom uses to deliver “gold-standard” SGPT sessions

If you want to level up your sessions, retain more clients, and build a gym that people never want to leave—this one’s well worth a listen!

Want the free referral training I mentioned in the episode? DM me "referrals" on Instagram (@stuart__aitken)

From running effective front-end offers to leveraging referrals as a key marketing method to having key exit strategies in place so clients who leave can always return, JC discusses the many lessons learned from years in the industry.

Fast-forward to today, and she runs a thriving small-group gym on her high street with over 100 members, a strong community, and a business that only needs 10–15 hours a week to keep growing.

In this episode, Lisa shares:

• How she turned a £6k back-garden build into a 100+ member gym.
• Why her marketing background shaped how she grew the business.
• The systems and mindset shifts that let her run things in 10–15 hours a week.
• What she wishes more gym owners understood about community and growth.

That’s exactly what Harry Morris has built in his 50-member SGPT gym. In this episode, Harry opens up about:

• Why he doesn’t hide from having a lower member count, and why more gym owners should talk about it.
• How he’s grown steadily without sacrificing coaching quality.
• The underrated marketing practices that keep the right people coming through the door.
• What sustainable success actually looks like for a small-group training gym.

If you’ve ever felt like your numbers weren’t “big enough,” this conversation will reframe what success really means as a gym owner.

In this episode, Sean shares:

• The summer events he runs that create massive client buy-in.
• How the challenges of retention change as your gym scales from 40 to 140 members.
• The biggest lessons he’s learned about follow-up in sales (and why most trainers get it wrong).
• How he’s building a team so he can step back from doing everything himself.
• How he doubled his member numbers in barely any time at all by getting serious about his marketing.

If you’re a PT or gym owner who wants to grow past the early hustle without burning out, this conversation with Sean is packed with practical lessons.

In this episode, George shares:

• Why he caps membership at 150 per gym (and why that number works).
• The marketing and sales processes that keep trialists flowing in each month.
• How selling memberships over the phone has become a non-negotiable system in his gyms.
• The lessons he’s learned about scaling locations without losing control.

If you’re a SGPT gym owner looking for practical, proven ways to fill, sustain and effectively run your small-group model, this conversation is a must-listen.

That’s why I sat down with Mike MacDonald, owner of AKR Fitness in Aberdeen, who’s just celebrated 10 years in business and grown to 200+ active members with a thriving team behind him.

In this episode, Mike opens up about:

• The hardest stage of growth for SGPT gyms (and how he got through it).
• Why hitting milestones like 100 members doesn’t mean you’ve “made it.”
• The systems and mindset shifts enabled him to step back from doing everything himself.
• His philosophy on running a gym as an “infinite game” rather than a finish line.

Whether you’re at 20 members or 200, this conversation with Mike is filled with lessons you can apply to your own SGPT gym today.