The Fitness Marketing Agency Podcast

In this episode, we dive deep into the debate every gym owner faces — should you rely on organic content or invest in paid ads? Charlie breaks down why choosing one side is the biggest mistake you can make, and how the smartest gyms combine both to dominate their markets.

You'll discover the real reason paid ads "don't work" for most owners, the hidden opportunity cost of staying organic, and the mindset shifts needed to scale beyo...

This week, we're joined by FMA clients, John and Shannon from Method3 Fitness, a thriving studio in San Jose that's redefining what success looks like in the fitness industry.

John and Shannon have built a $2M business with over 500 active members by doing things differently — from weekly billing and pricing psychology to fostering a culture of accountability and connection.

They share exactly...

This week, we're joined by Luke and the FMA team to break down the proven pre-launch system that helps gym owners sell memberships before opening their doors.

They've helped dozens of gyms launch at full capacity by mastering early marketing, sales psychology, and objection handling—and today, they're revealing exactly how you can do it too.

Key highlights of this episode include:

✅ How to test demand before signing your gym lease.

This week, we're joined by FMA Client, Russell Jolley, owner of Team CC, who built a thriving £30K/month gym after 15+ years in the industry. Russell shares the lessons learned from shutting down a second site, shifting away from overcomplicated models, and doubling down on pricing confidence.

If you've ever felt stuck, overwhelmed, or unsure about raising prices, this episode will show you the exact mindset and systems needed to s...

This week, we're joined by Luke, who put organic Instagram posting to the test to see if it could drive growth for fitness businesses. The results? Crickets. But when compared to paid ads, the difference was night and day.

Luke shares his experience battling the algorithm, testing hooks and thumbnails, and ultimately learning why organic content is unreliable for client acquisition. More importantly, we uncover why paid ads give gy...

This week, we're joined by FMA client, Jack Wheeler, a Canadian gym owner who scaled two facilities to seven figures with over 700 clients and 30 staff. Jack reveals how he transitioned from working 60 hours a week on the gym floor to running his business like a true CEO.

In this episode, Jack unpacks the mindset shifts, systems, and marketing strategies that allow gym owners to stop undervaluing their ser...

Ben and Luke cut through the noise with proven sales strategies for online coaches and gym owners. Forget endless DMs and emails, discover why phone calls and Zoom close clients faster and better.

Learn how avoiding sales is holding you back, how to connect with prospects that convert, and what it takes to shift from trainer to entrepreneur. 

Key highlights of this episode include: 

✅ Why automations and DMs rarely convert new ...

This week, we're joined by FMA Clients, Max Munro and Ruby Hunter, co-founders of Optimal Performance 24, who scaled their gym to £20K/month in just 12 months.

Max and Ruby share how they built a thriving community, charged premium prices with confidence, and created onboarding and retention systems that keep clients coming back. Their journey is proof that smart systems not just hustle drive real growth.

Key highlights of this epi...

This week, we're breaking down why paid ads are the missing link for online coaches in 2025. Forget boosted posts, forget waiting months for clients to trickle in—this episode reveals why ads are the fastest way to scale your business.

We cover why organic reach is dying, why mentors aren't telling the full truth about ads, and how you can stop fishing in the wrong pond and start getting clients fast.

This week, we're breaking down the truth about marketing metrics with insights every gym owner and online coach needs to hear.

Too many fitness businesses waste money chasing low-cost leads that never convert. In this episode, we reveal the strategies that actually drive profit—from refreshing your offers to building stronger sales systems.

Key highlights of this episode include:

...

This week, we're joined by Jack Burton, a gym owner with three thriving clubs and over 7,500 members, to share the mindset and strategies that fuel long-term success in a competitive market.

From starting as a teenage PT with no business experience to running multiple sites, Jack reveals how constant reinvestment, team building, and calculated risks have shaped his journey.

Key highlights of this episode include:

✅ Why constant rei...

This week, we're joined by the founders of one of Ireland's fastest-growing gym brands, Steve and Stuart, who scaled from a single studio to eight thriving locations, all without relying on paid marketing.

They reveal how a science-driven training model, an unshakable focus on culture, and the right systems created explosive growth in a crowded fitness market.

Key highlights of this episode include:

✅ The gym model that scaled to 3...

This week, we're joined by Jessica Cook, founder of Thrive Academy, who reveals how she escaped the chaos of running a successful gym to build a scalable, thriving online coaching business.

After hitting rock bottom during COVID and facing emotional exhaustion, Jessica made a bold decision to reinvent not just her business but her life. 

In this no-BS episode, she shares the mindset shifts, business mistakes, and systems she used t...

This week, we're joined by Roy Pennings, a gym owner from the Netherlands who built a 7-figure fitness business while removing himself from operations.

Roy shares how he escaped burnout, scaled his team, and created retention systems that keep his business growing (even when he's on holiday).

If you're a gym owner or online coach struggling to grow without sacrificing your time, this episode is a must.

Key highlights of this episod...

This week, we're joined by Luke Robinson, FMA's Head Sales Coach, who's helped hundreds of gym owners and online coaches close more deals with confidence.

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