There’s a difference between smart marketing and flat-out lying. And in the fitness industry, that line gets crossed way too often.

In this episode, Tim and Randy call out the rise of shady sales tactics – fake contests, fake scarcity, and scripted urgency plays.

Most of the time, these moves come from a place of desperation, not strategy. Business owners backed into a corner start crossing lines they normally wouldn’t, assuming their prospects won’t notice or care.

And sure, some of this BS “works.” But at what cost?

These shortcuts don’t just lack integrity – they undercut long-term success. When the sale starts with a lie, trust is already broken. And without trust, retention, referrals, and your reputation all take a hit.

Tim and Randy offer a better approach: integrity-based selling that builds loyalty, delivers real results, and creates a brand people actually believe in.

If you’re in this for the long game, it starts with telling the truth.

Tune in and take a hard look at how you’re showing up.

Key Takeaways:

• Intro (00:00)
• Growth Summit in Nashville (00:48)
• Issue with manipulative sales tactics in fitness (02:30)
• Example of fake urgency from real estate influencer (03:59)
• Fake contest tactic shared by gym client (05:00)
• The rise and fall of the six-week fitness challenge (06:32)
• Why desperation leads to manipulation in business (10:00)
• Real-life example of a high-integrity sales call (11:49)
• Avoiding sales when the client isn’t ready (13:45)
• Fitness industry’s reputation problem and its root causes (17:32)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

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If you haven't already, please rate and review the podcast on Apple Podcasts!

A lot of gym owners reach a point where the business is running smoothly – team's in place, sessions are full, money’s good, systems are working – but the fire’s not there anymore.

The energy that used to come from walking into the gym starts to fade. Years of handling cancellations, complaints, and the noise from a handful of clients who make everything harder than it needs to be… can wear anyone down. Over time, it’s easy to forget how great the majority of members really are.

That’s when things start to feel heavy.

This episode is a reminder to reconnect with the human side of the business. Tim and Zach talk about why owners get jaded, what it means to protect the culture inside the gym, how a few toxic clients can skew your entire perspective, and why firing those people might be the best move you ever make.

They also talk about treating your role more like the “fun uncle” than the operations manager – getting out of the office, shaking hands, talking to members, and remembering just how cool your community really is.

Because gym success isn’t just about systems or policies – it’s about people, empathy, and showing up for the right ones.

Gym owners didn’t build their business to feel burned out and bitter. This one’s a reminder that you built something special – and it’s time to feel that again.

Tune in.

Key Takeaways:

• Intro (00:00)
• Owners need a plan before stepping away from the gym (03:21)
• How toxic clients drain culture and energy (04:17)
• From manager to “fun uncle”: a mindset shift (05:17)
• Joey Coleman’s advice: fire your clients (06:53)
• Firing bad clients improves gym culture (08:02)
• Bending policies vs. breaking trust (14:39)
• Former members can still refer if they leave on good terms (16:27)
• Final thoughts: Showing up like it’s day one (18:08)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Most gyms run hard on energy – high fives, loud music, fast transitions. The experience feels great, and clients walk out tired and happy. But when the workouts aren’t backed by a system, the cracks eventually start to show.

Random programming might look exciting, but it isn’t scalable, coachable, or repeatable.

Without a framework, coaches deliver inconsistently. Clients hit plateaus without knowing why. And when results stall, it’s easy for them to believe they can get the same workout anywhere (often for less).

This episode lays out exactly why structured programming is essential for long-term growth.

Tim and Zach break down how a branded, systematized training model not only raises the floor of service but creates a true product – something that clients value, coaches can be trained on, and other gyms can’t copy.

They also explain how building and communicating that system increases client retention, simplifies coaching, and elevates the perception of the gym from a place that offers workouts to a place that delivers real transformation.

Tune in to learn more.

Key Takeaways:

• Intro (00:00)
• Most gym programming lacks structure and is randomized (01:41)
• Coaches have different delivery styles – structure ensures consistency (03:49)
• Repeating effective workouts can save time and improve results (05:03)
• Semi-Private Pro helps automate and visualize programming (06:48)
• Clients often don’t understand the system behind their workouts (14:42)
• A branded training system strengthens perceived value and retention (17:22)
• Educated clients are starting to reject random programming (23:37)
• Strength training remains the enduring core of fitness (24:21)

Additional Resources:

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

“But that’s how we’ve always done it…”

If you’ve ever said those words, this episode is your wake-up call.

In the fitness business, sticking with the same approach for too long isn’t just lazy – it’s a slow bleed. Whether it’s old-school bootcamps or prices you haven’t raised in years, refusing to change slowly chokes your growth.

Simply put: what worked in 2010 won’t carry you through 2025.

Everything is evolving – your clients, the market, even how people perceive value. And if you’re not making changes, you’re falling behind.

In this episode, Tim and Randy break down why so many gym owners keep doing things the old way – using outdated offers, tired marketing, and systems that just don’t work anymore – and how that’s draining their time, energy, and income.

This one’s all about raising your standards, questioning the way things are done, and letting go of anything that’s holding your gym back.

Tune in to learn more.

Key Takeaways:

• Intro (00:00)
• Trends like TRX and boot camps don’t last forever (01:00)
• You can’t rely on marketing tactics from 2010 (02:40)
• “That’s how we’ve always done it” is a red flag (06:00)
• Testing pricing and offers beats assumptions (15:29)
• The cost of inaction outweighs the fear of change (17:45)
• Firing a toxic client can boost your gym’s energy (18:28)
• Gym stagnation happens in slow, invisible steps (21:42)

Additional Resources:

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Most gym owners would never hand over the keys to their business… but they’ll hand over their programming without a second thought.

It happens all the time – coaches making up workouts on the fly, tweaking things based on how they feel that day. Before long, they’re the ones controlling the delivery of the most important thing the gym offers. Meanwhile, a lot of gym owners don’t even realize it’s going on.

In this episode, Tim and Randy break down why letting coaches take the reins on programming is one of the biggest mistakes a gym owner can make. They explain why it damages your brand’s credibility and how it puts client retention at serious risk.

You’ll also hear how to fix it by creating a clear training philosophy and putting solid systems in place. That way, every client experience reflects your brand – not just your best coach’s personality.

If a coach has ever taken clients with them, or you’re concerned it might happen, don’t miss this episode.

Tune in now!

Key Takeaways:

• Intro (00:00)
• Programming is the product, not gear or music (01:46)
• Letting coaches program risks client loyalty (04:49)
• Your gym should own and store all workouts (07:59)
• Semi-Private Pro keeps workouts consistent (09:19)
• Educating clients bridges value perception gaps (13:25)
• Most gyms overlook the product, focus on ads (15:17)

Additional Resources:

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

A lot of gym owners are grinding day in and day out – but if you ask them why they’re doing it, most don’t have a clear answer.

They’re running sessions, managing staff, staying late – doing all the things they think they’re supposed to do. But without a strong sense of purpose behind it, the work starts to feel heavy. Like you're spinning your wheels with no real direction.

That exact question came up during the last Iron Circle event: What are you doing this all for?

For some, it’s about changing lives in their community. For others, it’s about building something that gives them time with family or the freedom to step off the training floor. The truth is, there’s no wrong answer. But you’ve got to know what yours is – because if your business isn’t built to support that mission, it’ll eventually pull you off track.

In this episode, Tim and Randy break down why your model has to match your goals, how making money and making an impact can absolutely go hand in hand, and why building a team isn’t just smart – it’s essential if you want to scale your purpose.

If you’ve been grinding without a clear reason for years, this is your moment to pause, zoom out, and get re-centered.

Let’s get your business aligned with your why… before another 10 years slip by.

Tune in!

Key Takeaways:

• Intro (00:00)
• Gym ownership starts from different motivations (00:35)
• Importance of aligning business with your why (03:36)
• Starving artist mindset limits gym owner success (06:03)
• Clarity in goals drives better business decisions (08:26)
• Hard work alone won’t create freedom (09:25)
• Building a team allows scaling impact (12:06)

Additional Resources:

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Burnout doesn’t always look like collapse. Sometimes it’s quiet – just another late night, another underpriced session, another missed dinner with the kids...

That’s where Lane and Payden Montgomery found themselves, thirteen years into running a gym. On paper, things looked fine. But behind the scenes, they were burnt out and stretched thin trying to keep up with a business that was too big, too messy, and too dependent on them.

In this episode, Tim and Randy sit down with the Montgomerys to unpack their decision to completely flip their model – from large-group chaos to a clean, streamlined semi-private operation.

They break down the exact moment they shut down large group training, what led to that call, and how it gave them back their time, their clarity, and their sanity.

What’s cool about their story is how fast they moved once the decision was made. They went from 150 clients at $170 to nearly 100 clients at an average of $370 – more money, fewer headaches, and no more working 30 hours a week on the floor.

But this wasn’t a quick fix or an overnight pivot. It was a deliberate, strategic overhaul made possible by mentorship, systems, and finally letting go of the belief that they had to do it all.

Lane and Payden’s journey is proof that the business you want is within reach – you just need to make the leap.

Tune in to learn more.

Key Takeaways:

• Intro and backstory (00:00)
• Early signs of burnout and business overwhelm (01:49)
• Discovering the Million Dollar Gym model at the Growth Summit (07:09)
• Making the call to shut down large group training (09:47)
• Introducing the new direction to members during Vision Night (14:07)
• Shifting to semi-private training solves long-standing challenges (18:15)
• Building a stronger team and stepping out of day-to-day coaching (23:38)
• Semi-private brings freedom, structure, and personal time back (29:10)
• Looking back: What they'd do differently and what they’ve learned (34:48)

Additional Resources:

- Check out Payden and Lane’s gym on Instagram

- - -

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!

Most gym owners work for years to open more locations, get out of the day-to-day, and finally have some freedom.

But what if you get there, and it doesn’t feel the way you thought it would?

In this episode, Tim sits down with Gerry Washack for a late-night, bourbon-in-hand conversation at the Iron Circle Experience. After 20 years in the fitness game, Gerry’s built something most gym owners would be proud of.

He opens up about what it’s really like to go from coaching on the floor to running multiple locations – letting go of control, dealing with people issues, and trying to stay connected to the work that used to fire him up.

He talks about how giving equity to employees seemed like a great idea until it wasn’t, how a random idea during COVID turned into a salon business, and how different things feel once you’re not in the day-to-day.

Now he’s making more money than ever… and seriously thinking about walking away.

Tune in to learn why.

Key Takeaways:

• Intro (00:00)
• Gerry’s journey from trainer to multi-gym owner (01:21)
• Working with family and learning leadership the hard way (02:52)
• When equity deals with employees go sideways (07:33)
• Why phantom equity might save your sanity (11:01)
• From gym owner to salon co-founder during COVID (14:46)
• Salon clients vs. gym clients – it’s a whole different game (17:45)
• What success really feels like after 20 years (24:03)

Additional Resources:

- Gerry Washack on Instagram

- - -

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

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

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

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

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

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!