The Fitness Marketing Agency Podcast

This week, we're joined by a highly experienced fitness entrepreneur, FMA client, Rory Harcourt, who has built and scaled multiple successful fitness businesses across different markets.   With years of hands-on experience, our guest shares what actually drives sustainable growth and why most gym owners unknowingly sabotage their own progress.   In this straight-talking episode, we unpack the unco...

This week, we're joined by Duncan, a profit-first accountant who works closely with gym owners and fitness entrepreneurs to help them build profitable, sustainable businesses.   With years of experience inside the fitness industry, Duncan shares why most gym owners stay stuck financially and how shifting your mindset from coach to CEO changes everything.   In this episode, we break down pricing mi...

This week, we're joined by Ben, founder of FMA, a fitness marketing agency working with 400+ gyms worldwide to help them scale faster with smarter systems.   Ben breaks down how AI is already transforming gym sales, handling WhatsApp, Instagram DMs, and even phone calls to convert leads automatically.   If your gym delivers amazing coaching but still loses leads through slow follow-up, this episod...

In this episode, we break down what a real 2026 marketing plan should look like for gym owners and online coaches. The conversation challenges the obsession with ads, views, and instant leads, and instead focuses on building a sustainable ecosystem that creates consistent conversations. We dive into quarterly planning, lead reactivation, internal marketing, and why old-school offline strategies ar...

This week, we break down the mindset, behaviours, and leadership traits shared by seven-figure gym owners we work with every day. These are the operators who scale sustainably, lead confidently, and build businesses that don't rely on chaos or burnout.    In this episode, we unpack why success isn't about working harder—but thinking clearer, acting deliberately, and taking full responsibility for...

In this episode, Charlie breaks down why old-school gym marketing no longer delivers. He explains how awareness, trust, and systems now drive sustainable growth. Gym owners and online coaches will gain clear, actionable insights.    Charlie has spent over a decade helping gyms scale with smarter marketing systems. He has overseen millions in ad spend across hundreds of fitness businesses.   Key hi...

This week, we're joined by FMA client Luke Scott, owner of Revolution Personal Training in Melbourne, Australia. Luke has spent over two decades building a performance-driven coaching facility, while designing a lifestyle that allows him to step back from day-to-day operations.   In this episode, Luke opens up about stepping off the gym floor, rebuilding confidence, developing leaders, and creatin...

This week, we dive deep into the sales mistakes killing your conversions and how to fix them fast. We're joined by Luke, a high-performing fitness sales coach who has helped gym owners and online coaches dramatically increase revenue without spending more on ads. With millions generated in combined sales experience, he breaks down exactly how to tighten your process and close more clients consiste...

This week, we're breaking down the complete December marketing strategy gym owners and online coaches should be running to maximise sales and set up a huge 2026. Inside, you'll learn how to run the Christmas referral campaign, the charity strategy that attracts local press, and the awareness content that keeps your brand visible while everyone is scrolling over the holidays.  December isn't slow,...

This week, we're joined by Rob and Silke Martin, owners of Choice Training Club in Mallorca, who share how they made the bold decision to leave CrossFit behind and build a business entirely on their own terms.    Rob and Silke have worked with hundreds of clients while transforming their gym into a self-sustaining, system-driven operation. In this powerful episode, they reveal what it really takes...

This week, we're diving into the Black Friday Framework—the system helping gym owners and online coaches inject £5K–£30K into their business in just a few days.   We break down how to structure irresistible offers, protect your recurring revenue, and leverage exclusivity to turn a seasonal event into serious profit.   Key highlights of this episode include: ✅ How to generate £5K–£30K in days usin...

In this episode, Ben and Charlie break down one of the biggest decisions every gym owner faces: should you open a second location? From ego-driven expansion to systemised scalability, they explore the common mistakes that derail growth and the smarter strategies for maximising profit in your first gym before taking the leap. Whether you dream of running multiple facilities or simply want more free...

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...

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 how...

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 d...

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 ex...

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 important...

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...

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 aut...

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...

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 f...

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: ✅ Why cost per l...

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...

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 includ...

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, busine...