What if halving your member count doubled your profit? In this solo episode of Profit Made Simple, Coach Dan Henderson breaks down how to reposition your offer, marketing, sales, and delivery to win “the 9%” - the affluent clients who drive 45% of category spending. Dan shares the story of Rob Young’s Fremantle facility shifting from a high-volume, low-price model to a premium, high-touch service with fewer members and far greater margins. You’ll learn how to dismantle limiting money beliefs, build a concierge-level offer, craft education-led marketing, sell with authority (not pressure), and deliver an experience that prioritises speed, results, accountability, and ease. If you’re ready to charge more, serve better, and stress less, this playbook shows you how to design for margins - not masses.
Our favourite quotable moments:
“Price is just a belief.” - Dan Henderson
“You don’t get paid what you’re worth; you get paid for the value you deliver to the person willing to pay for it.” - Dan Henderson
“The quickest, most effective way to a profitable fitness business is to target the affluent - target the 9%.” - Dan Henderson
Resources:
Locker Room – executive personal training case study (Sydney)
Soma Collection – exclusive, limited-membership wellness club (Sydney CBD)
Saint Haven – premium health club & retreat (Melbourne, expanding to Bondi)
Young For Life – Rob Young’s premium pivot (Fremantle)
Evolve Training Systems – info-night model for affluent buyers (Bayswater)
Real Fitness (Mitch) – seven-figure semi-private model
Physique Performance Specialist (Johnny Allenhouse) – multi-site premium semi-private (Perth)
Empower 360 (Kate) – added premium option for recurring revenue
Bodhi Blitzer (Josh) – layered 1:1 + team training for higher front-end sales
Resources:
Dan Henderson - Website, Instagram, Facebook and YouTube
About Dan:
Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.
Related: affluent clients, premium pricing, semi-private training, education-based marketing, accountability, offer design, sales process, biohacking, longevity, menopause messaging, retention