The Path to 100 Gyms w/ Devin Gage

Most gym owners open a second location and hit a wall. Devin Gage is building to 100.

In just over two years, he’s grown from one gym in Pennsylvania to eight – all corporately owned, all self-funded, and all running on a lean, scalable model. Small footprint, low overhead, high-touch service, and centralized systems for everything else.

Each location is under 2,000 square feet, costs about $75K to open, and runs on 2.5 staff. Break-even is around 60 members. No in-person sales – all memberships are sold over the phone by one rep using a structured script and handoff process. That single rep is booking 20-30 trials a week across all locations.

In this episode, Tim and Randy sit down with Devin to unpack what’s actually working. 

They talk about:

• early mistakes and the failed California test
• how the centralized sales handoff works
• what Devin looks for in a facility leader
• his data-driven accountability process
• and why grand openings are still a work in progress

Tune in and learn what real multi-location growth looks like.

Key Takeaways: 

• Intro (00:00)
• Devin’s mission: 100 gyms by 2034 (01:58)
• COVID pivot: small-group model scales fast (03:46)
• First few gym expansions: what worked and what didn’t (04:28)
• Centralized sales process and tech stack explained (10:24)
• Coaches can’t also be great salespeople (13:24)
• How off-site sales work with high-level follow-up (18:16)
• Grand opening strategies and early adopter marketing (26:51)

Additional Resources:

- Little Gym, Big Heart with Devin Gage

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- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

- A tool for deciding on new gym services – 5-Question Matrix

- Tim's new book – Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group 

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