A real-world case study on branding, marketing, hiring, and scaling a personal training business
The problem
So many problems. The industry, as I had seen it since 91, was broken. The average gym was more interested in your money than your goals, and there were few other options available.
All I could see were missed opportunities and unhappy clients. I believed I could build something better, so in 2003 I got to work building my first personal training business Defining Eve.
The opportunity
Defining Eve was my chance to finally put 15 years of industry experience along with six years of study in marketing, business, and design to use for myself.
I finally got to test out all my crazy ideas and theories, and the results were nothing short of amazing.
The beginning
Defining Eve started as a mobile personal training business with one trainer (who was just learning to drive) run out of my garage.
In just six months, we had six full-time mobile trainers on board and managed to generate well over 500k in our first year. We also had three small, learning to drive, fender benders. But who’s counting ?
The evolution
Managing a mobile team was great, but a studio was always the plan. So before the end of year one, we signed our first lease and started construction on our first studio.
A brick-walled little 1400’ gem on the city’s south side that quickly became Canada’s top-grossing personal training studio. Generating almost two million dollars a year in sales at its peak.
So how did we become Canada’s top-grossing personal training studio in less than 18 months?
I can tell you it took a lot of hard work, sleepless nights, missed holidays, 20-hour days, and an unwavering focus.
But that’s not much of an answer, and it’s not going to help you grow your studio or personal training business. So let’s dig a little deeper and take a look at the top 5 secrets to our success.
Step 1 Branding
First, we built a better brand
We knew we wanted to open a personal training studio, but that was just about all we were sure of. At this point, we had more questions than answers.
So we put those questions on paper and went directly to the source to get the answers and direction we needed.
With hundreds of questionnaires in hand, we spent four weeks standing in front of every single gym and personal training studio in town. Asking every client and member we could find about their experience, preferences, key motivators, likes, and dislikes.
So what were we asking, and what did we learn? Here’s a quick list of the answers and observations that shaped our brand:
- 84% of all personal clients were female
- 86% didn’t want mirrors in their gym
- less than 20% showered at the gym
- 93% wanted towel service
- 68% of our cities personal training clients lived on the south side
- 64% were in the 27-35 age range
- 21% were in the 40-50 age range
- 70% were working out to lose weight
- 67% worked out to improve the overall quality of their lives
- 34% worked out to manage work-related stress
- running was the preferred method of cardio
- 35% had at least one child
- 58% were married
- the average clients annual household income was over 150K
- 73% had a post-secondary education
- Location was the #1 factor when choosing a gym
- Word of mouth was the #1 factor when choosing a trainer
At the same time, we were also running in-depth SWOT analyses on every one of our direct and indirect competitors. Discovering their relative strengths and weakness while looking for opportunities and ensuring we were aware of any potential threats.
With answers, insights, and data in hand, we got to work making big decisions, building our brand, and moving forward with confidence.
Based on everything we had learned to date, we decided to open our city’s first women’s personal training studio as well as our city’s first south side personal training studio.
A studio with no mirrors, only one shower(??), towel service, and a focus on functional training and improving women’s quality of life.
With our target client(s) identified, we also created some very comprehensive client personas. Tracking our target clients through significant life events and drilling down to their favorite local restaurants, grocery stores, retailers, and more.
This information shaped everything from our marketing plan to the music we played (top hits from our target client’s high school and university years). To the classes, we ran (bridal boot camp anyone?).
It also helped us identify some great business partners, create our brand manual and color scheme, determine our values, write our mission statement, and market effectively.
Step 2 Marketing
Then, we out marketed our competition in a big way.
Where did we get the funds for all this fantastic marketing? This one is simple; we were the first studio in town NOT to sell single sessions.
We sold real solutions, and those solutions required a commitment. To get the results you wanted and to retain our services, you needed to make that commitment.
This commitment in its monetary form is what gave us the funds to out market our competitors by radically improving our cash flow.
While every other studio and trainer in town was selling single sessions living month to month and paycheck to paycheck, we stuck to our guns, understood what we were selling, and reaped the rewards.
Thanks to our initial research, we also knew exactly who our clients were, where they were, and what mattered too them. And we put it all together in a hyper-targeted, sustainable marketing plan for the win.
What did that amazing marketing plan look like? Here’s a quick look at our top 7 marketing initiatives:
- complimentary consultations
- decaled vehicle(s)
- uniforms
- ambassador program
- website
- email marketing
- our magazine
Ok, so even back in 03, complimentary consultations were nothing new. But. They were only being offered via word of mouth or on a studios website.
If you weren’t getting a direct referral, or you didn’t already know the studio existed, you were never going to see the offer. Let alone act on it.
As a startup, we weren’t exactly rolling in referrals, and not too many people even knew we existed. So why did complimentary consultations make our top 10 list?
Because we put them right in front of pre-qualified leads at the exact moment, they were ready to take action on, and invest in, their fitness goals. Along with a direct referral and glowing recommendation. How the hell exactly did we do that?
If you remember, Defining Eve started as a mobile personal training business. Which meant our target client was working out in their home. This meant they needed exercise equipment.
So we went straight to our city’s largest fitness equipment retailer, introduced ourselves, and made one of our first and most profitable business partnerships.
Printing up complimentary in-home consultation coupons with the equipment company’s logo, our logo, contact info, and offer.
The coupons were kept behind the counter and offered to anyone purchasing over $1000 worth of new exercise equipment, along with a strong recommendation for our services.
We got those glowing referrals because we didn’t just print up some coupons, drop them off to stores and staff that had never met us, and then leave.
Before we launched the campaign, we took our entire team (all 3 of us) to each of our partner’s stores. Introducing ourselves to their team by taking every member of staff through a complimentary consultation and free personal training session.
We also offered their sales staff a valuable product knowledge session. Going over their most popular products and equipment, showing them new exercises, uses, and applications.
To say this campaign worked well would be a serious understatement. This campaign helped us add three more fulltime personal trainers to our team in less than three months.
Why did it work so well? Because every party involved was a winner. The fitness equipment retailer won by adding real value to every sale with a unique and exclusive selling proposition; our friends at Defining Eve will come to your home and show you how to use the equipment you’re buying safely, correctly, and effectively.
The customers buying the equipment won when we showed up at their home (for free) and taught them how to use their new equipment, set SMART goals, and educated them on some basic exercise principles.
And we won by converting almost 50% of those complimentary consultations into new clients. Helping us become our city’s largest mobile personal training company in less than 90 days.
We made the most of this opportunity, and our mobile beginnings with the next tactic on our top 10 list.
Decaled cars. Billboards! Don’t work. They are stationary, expensive (3k and up a month), and largely ignored by over-stimulated motorists.
But mobile billboards, aka decaled or wrapped vehicles, are awesome. Especially for personal trainers.
As mobile personal trainers, we were driving all over town from 5 in the morning till 9 o’clock at night. Using those miles to market our business just made sense.
Leasing a new vehicle and spending 3 or 4 thousand dollars to get it wrapped was our most significant marketing expense to date.
It honestly made me a little nervous at first. But it didn’t take long to realize it was a smart move. A very smart move.
We averaged four new clients a month for every wrapped car we had on the road. If we were selling T-shirts at $20 bucks a pop, four new customers a month wouldn’t be anything to write home about.
But we weren’t selling T-shirts. We were selling personal training, and our average client was worth 10K a year. Plus referrals. And we were getting four of them every month for every car I could get on the road.
So for the cost of a yearly lease (approx. $4800) and the wrap (another $3000), we were generating over 300k in sales.
Why do I think this worked so well? There are three factors that I believe played a part in the success of our mobile billboards.
First, this was back in 03/04. In our city, at least, there weren’t a lot of fully wrapped vehicles on the road. So we stood out and got plenty of attention.
Second, we didn’t just use them to drive to work. We put our cars to work 24/7 365. If they weren’t parked in front of a client’s house piquing the neighbor’s curiosity, they were stationed or driven around every major athletic event in town.
From road races and triathlons to adventure races and even bonspiels. We also left them parked next to major roadways at night.
Lastly, the car we chose was on brand and in demand. Thanks again to the research, brand guidelines, and client personas we developed earlier. We knew exactly what we needed and precisely what our clients wanted.
To stay on brand, we wanted something sporty, athletic, and feminine. And our clients wanted the new Mini Cooper. It fit the bill and ticked all the boxes, but there was just one problem.
They couldn’t get one. No one could. The Mini was just being launched and wasn’t sold in our province at the time.
So we flew out to Canadas first Mini dealership in Victoria, bought the only Mini for sale on the lot, brought it home, and wrapped it. Mini Having the first Mini Cooper in town paid off in spades. Everyone was checking it out, asking questions, and taking photos. And our logo, tagline, and contact information were all over it.
It’s popularity wand local scarcity also landed us our first press release in our local newspaper. Another game-changing event that put us in the spotlight and on the map. Helping us get another 20 new clients in the following two weeks.
Next on the list? Uniforms! I love uniforms.
Internal promotion matters just as much as external marketing and uniforms help with both.
Looking for a way to remind your clients that they are training with your company and not an independent trainer? Uniforms!
Want to look like a professional in five minutes or less? Uniforms!
Want to get customers while you’re out grocery shopping? Uniforms! I kid you not. Our staff spent most of their day in uniform, often wearing them to work and on the way home from work.
Which meant the occasional trip to the grocery store, gas station, or cafe. Where they were easily identified as personal trainers and often approached by prospective clients.
Uniforms turned our trainers into walking, talking billboards. With trainer sightings and their subsequent inquiries getting us a new client almost every other week.
We also saw a great return on an ambitious ambassador program launched alongside our studio’s grand opening.
Offering complimentary personal training sessions and group exercise classes to a handful of our city’s most influential women.
Including some of our favorite local news anchors, journalists, and popular entrepreneurs. We even had a couple of local Olympic athletes, and a popular politician or two onboard.
These wonderful women brought their energy and enthusiasm to every single session and class. Continually going out of their way to make our clients feel welcome.
They also encouraged their friends and family to give us a try and helped us create a significant buzz by telling their network(s) all about us.
As returns on investment go, this is a hard one to quantify. But I can tell you that having a constant stream of local celebrities and influential women going in and out of our studio seven days a week didn’t hurt business ?
Of course, most of our clients found us online via our website. Hands down the hardest working member of our sales team.
Easily found on the 1st page of google search results as the #1 listing for over a decade. Our website was available 24/7 365 days a year. Introducing millions of prospects to our business and services.
It also did an exceptional job converting many of those prospects into leads. Then it helped us prequalify those leads and turn over 80% of them into happy personal training clients. It even helped us stay in touch with prospects that weren’t quite ready for our services.
Why did our website work so well and how the heck did we stay on the 1st page of google for over a decade?
To start with, our website(s) were coded from scratch and heavily search engine optimized. No themes, no page builders, no fluff. Just clean code and a clear focus.
This not only made our website easier to find. It also helped it load faster—two significant factors in Google’s search algorithm.
Then we gave Google, our prospects, and our clients exactly what they wanted most. Great content.
Content is king! It always has been, and it always will be. Quality content is what Google and every other search engine out there is optimizing and looking for.
With good reason. It’s also precisely what your users want. So we gave it to them. In spades. Posting an average of two highly popular articles every week.
How did we know what to write about? There was no guesswork there. We listened to our clients and turned their most common questions, challenges, issues, goals, and dreams into super popular posts. Giving readers and search engines the answers and information they were looking for, from a source they could trust.
We also spied on our direct competitor’s websites as well as the personal training and fitness industry’s most popular websites. Discovering our competitor’s most popular content and the industry’s top websites, pages, and posts.
Today this is just called SEO or digital marketing. Those terms weren’t that popular back then, so I just called spying. Full-on 007, espionage and counterintelligence work.
Where did we get all this amazing content? It definitely didn’t come from Fiverr, and it certainly wasn’t written by a ghost.
We needed a steady supply of top quality, timely, relevant, on-brand, well-written content. So we made it ourselves.
Running writing workshops for our trainers hosted by some of the fitness industry’s top writers. Teaching our staff how to craft kick-ass headlines and write killer copy.
Then we asked each of our trainers to write one article a month. Making an otherwise monumental task easy to implement and manage. A small investment with huge returns.
All this awesome content brought us millions of visitors, put us on the first page of google, and kept us there for well over a decade. But content alone doesn’t convert.
So how did we turn all those visitors into potential clients? Focus. Laser-like. As far as I was concerned, our website had just one job to do. Convince visitors to book a complimentary personal training consultation.
So we made that as easy as possible by putting our phone number and contact info front and center on every page. And we communicated our singular goal clearly and repeatedly with an attractive and enticing call to action (CTA) and an effective contact form.
Once a prospect initiated contact and booked their complimentary consultation, we asked them kindly to go back to our website once again and complete our onsite client intake form at least 48 hours before their meeting.
This handy little form helped us prequalify our leads by showing us they were serious and doing a little work (the form took about 5 minutes) before we gave them our time.
More importantly, it helped us close more than 80% of our consultations by giving our sales staff intimate, first-hand knowledge about the prospect before the consultation.
Full disclosure: We also had an unfair(?) competitive advantage. At this point, I had already been working with some of your favorite fitness companies and their respective websites for over a decade. Trying and testing every solution under the sun to increase conversion, get more clients, and sell more memberships.
Shameless self-promotion: Good news! You can put that same experience, along with 30 years of industry research, testing, and data, to work for your personal training or fitness-focused website and business.
With the ultimate website solution for personal trainers and fitness professionals serious about success, 10XPT web design and hosting. Launching Q4 2026.
Pro tip! Combine your 10XPT website with my other two products; The 10XPT business and marketing masterclass and The 10XPT Client workbook and put your personal training business, studio, or gym on the fast track to success.
Back to business. Getting visitors to book consultations was obviously job #1 for our website. But we did ask it to do one more thing for us. Collect visitor’s emails.
Email marketing is by far the #1 ROI for your marketing dollar. Personal training or otherwise. Showing an average return of $48 for every $1 spent.
Your companies email list is quite possibly it’s single most valuable asset—worth considerably more than it’s weight in gold. Growing and nurturing ours was one of our top priorities.
We didn’t just count on our website to collect email addresses and get folks to join our list. 2nd only to booking consultations, collecting emails from prospective clients interested in hearing what we had to say, was our primary focus.
Internally we integrated email signup into our workflow whenever possible. Adding the option to all our forms and giving clients a chance to signup when they signed in for class.
We also added a couple of email signup dedicated tablets in-studio at reception and in the locker room for visitors to use at will.
Externally we had a few more signup tablets that we took with us to every event we attended. From our booths at local road races to our demo days, outdoor boot camps, clinics, workshops, even our corporate presentations.
So what was our amazing email campaign strategy? How many drip campaigns did we run? How many different segments did we use? How many funnels did we have? How many landing pages?
None, zero, zip, nada. This was all the way back in 03, email marketing was in full swing, but it was feature light back in the day. No automation, no sequencing, no drips, no funnels. None of it.
And we still made millions of dollars directly from our email marketing. Delivering a single weekly newsletter with:
- teasers of our latest posts
- our current group exercise schedule
- our current promotion
- our complimentary consultation CTA
That’s pretty much it, our entire email marketing strategy in one tiny nutshell. That plus one magical annual email that made us an extra $50,000+ in just 14 days, four years in a row.
What was our magical $50,000+ annual email? It was embarrassingly simple, and it worked like a charm.
From 2002 – 2009, our city was going through an economic boom. Due in part to the overnight creation of thousands of oil field jobs.
Locals filled many of those lucrative out of town jobs. Leaving thousands of vacancies in our local workforce. Retaining staff quickly became a serious challenge for nearly every business in our city.
So how did we use email marketing to make the most of a bad situation? We already paid our trainers well, but I wasn’t going to leave anything to chance.
In addition to our staff’s annual performance reviews and raises, we also gave our team a yearly cost of living wage increase.
I wasn’t going to let those wage increases affect our margins. So we raised our rates. By $5 a session, on the 1st of October, four years in a row.
We let our clients know about the upcoming rate increase and the reason for it, in a single email message. Sent out one time to all of our subscribers, two weeks before our rates increased.
A single email that generated over $50,000 in additional personal training sales in less than 14 days.
Why did those emails work so well? Reach. Our email list was made up of current clients, past clients, and potential clients.
This email gave current clients a reason to stock up on something they were already using. Offered past clients an incentive to come back. And gave potential clients a reason to finally take action.
It was also a very timely email. September deserves much more attention than it gets in the fitness industry. It’s a magical month whose sales are only surpassed by Newyears sales in January.
Kids are getting back to school, parents are organizing, schedules are being made, and wardrobes are turning over.
September is a month made for planning and commitment. And we were right there, asking for both. At the right time, with a time-sensitive, fear focused offer and clear CTA.
Who wants to be a loser? Exactly. No one likes the thought of losing something. Fear or loss focused offers are marketing and psychology 101. So are deadlines or time-sensitive offers.
We took advantage of both by showing readers that our average client was about to lose over $500 a year. Unless they took action in the next 14 days. At the end of the month, the offer was over, and if they didn’t take action, they were going to lose out.
What email platform did we use? We used the industry’s leading email platform Mailchimp from day one. The choice is a bit of no brainer. You can start for free (legit free, no c/c required), and you can go on using many of their top features for free until you reach over 2000 subscribers to your list.
Email marketing and Mailchimp have come along way since those weekly emails. And it’s only gotten more complicated as it’s grown. I still rely on email marketing daily to drive my businesses. But I am NOT an email marketing or Mailchimp expert.
Luckily I know a few people who are, and here they are in no particular order:
Email marketing is all about permission based marketing, a term coined by and best explained by Seth Godin in his book Permission Marketing. I encourage you to get your hands on a copy and let the master himself show you “how to turn strangers into friends and friends into customers”.
Speaking of email marketing, masters, and Mailchimp. There is no one better to teach you the technical side of email marketing and Mailchimp than Paul Jarvis. Paul’s online Mailchimp masterclass Chimp Essentials is the go-to course for all things Mailchimp.
If you’ve read Seth’s permission marketing book, you understand why email marketing matters. And if you’ve taken Paul’s Chimp Essentials course, you know how to effectively manage your lists, segments, campaigns, and more.
But you still need to learn how to craft headlines that get your emails opened in the first place. Then you need to learn how to write copy that converts and helps you sell more personal training sessions, classes, and memberships.
Meet Joanna Wiebe, Queen of copy and creator of CopyHackers. My #1 go-to resource for anything to do with email, website, and high conversion copywriting.
ps. 2 out 3 of these wonderful people are fellow Canucks. #gocanada!
We also saw great success in publishing our own local women’s fitness magazine. Our city hadn’t had its own fitness magazine in over a decade. So in 04, we decided to make our own.
We already had a steady stream of fantastic content thanks to our staff, blog, and newsletter campaigns. And we were regularly working with experienced magazine photographers creating an archive of images for our website.
So we put it all together into Defining Eve Magazine. A quarterly publication on all things women’s health and fitness.
It wasn’t a huge publication at just 48 pages, and after our ads and content, there was only 30K in ad space left available. Ad space that sold out from issue 1 until the publication was retired.
The magazines themselves cost us less than $5000 to print. Leaving us with about a 25K profit on every issue. Not to mention the 10% increase in personal training sales and a 25% increase in group exercise sales that the added exposure brought us.
Why did our magazine work so well, and how did we sell our ad space so easily? First, our costs and time commitment were very low. Uncommonly so. We already had the content, and we already had the audience.
Momentum helped too. At this point, we were our city’s top personal training business and one of the country’s fastest-growing fitness brands.
Local and national business owners alike were actively looking for ways to partner with us, eager to reach our clients with their message. Which meant we didn’t have to put a traditional amount of time into ad sales either.
Content curation and distribution is where we focused our time to add real value to this project. The magazine was a direct extension of our brand, carrying our message to over 20,000 readers with each issue.
That message needed to be on-brand. So we made sure we were choosing the right articles and, more importantly, the right advertisers. We probably turned away as many advertisers as we accepted to maintain and communicate our company’s mission and values.
The biggest trick though, was distribution. Of course, copies were available in-studio and through our existing network, partners, and advertisers.
But we wanted to reach a much larger audience and make sure our message was reaching potential clients who may not have heard it yet.
I wanted our magazine to reach our prospects where they lived, worked, and played. I also wanted to reach them where they shopped, at their favorite cafe, even at their local grocery store.
Luckily for us, we had already done the heavy lifting. We knew our clients and our prospects inside and out thanks to the comprehensive client personas we developed when we were building our brand.
We took those personas along with all of our existing client data and combed through it all one more time. This time looking for our client and prospects favorite:
- grocery stores
- employers
- cafes
- restaurants
- law offices
- dentists
- massage therapists
- physiotherapists
- psychologists
- psychiatrists
- florists
- wedding stores
With our hyper-target distribution list and first issues in hand, we went around town, introducing ourselves, Defining Eve, and our magazine to the owners and managers of our prospect’s favorite retailers and service providers.
Successfully adding over 90% of them to our magazine’s distribution network. Putting our publication in front of our target audience virtually everywhere they went.
We also printed up extra copies of our summer running issue(s) and got them into our city’s most popular 5k, 10k, and marathon race kits. Along with our complimentary consultation coupons.
Double bonus! The race promoters saw enough value in our contributions to include us as gold level sponsors at every event. Adding our logo to ALL their event promotions.
Of course, we offered magazine subscriptions and did indirect mail outs to our client’s most popular postal codes too.
We also made sure to get copies into every hospital in town and as many doctors’ offices as possible. We even made our magazine available to local newspaper subscribers as an insert to their Sunday edition.
As successful as our little magazine was, the real return on this venture was a bit of a surprise. The business relationships we made while building our distribution network turned out to be the real win.
Those business relationships turned into countless profitable partnerships, cross-promotion opportunities, and event sponsorships. They even developed into a profitable referral network.
Step 3 Sales
Next, we sold more stuff
Verticals, I can’t say enough about this one. If the 80/20 rule holds true (it does), then to increase your overall sales, you have to sell more products/solutions/services to your existing clients.
So what do these verticals and new sales channels look like in real life? Here is a quick list of what we sold:
- personal training in studio
- mobile personal training
- group exercise classes in-studio
- group exercise classes in the community
- outdoor summer boot camps
- corporate group exercise programs
- workshops
- adventure vacations
- running clinics
- bridal boot camps
- select exercise equipment.
- even ad space in our successful fitness magazine
Step 4 Staffing
We only hired the best.
We only hired the best, and we could prove it in print and practice. All our trainers were CSEP certified.
A certification granted by the Canadian Society of Exercise Pathologists requiring a university degree in kinesiology or physical education, or a three-year college-level degree in personal training.
Meaning all our trainers were educated, career-oriented professionals. In a world of weekend certified trainers, this was an easy way to stand out and ensure the level of service our clients needed to succeed.
How did we attract and keep these amazing trainers?
An industry-first pay scale
While the other studios and gyms in town were hiring trainers as contractors, we increased our margins by more than 30% in a single move just by employing our trainers.
Employing our trainers gave us the margins we needed to succeed. While providing our staff with the secure income they wanted and the set schedule they dreamed of. Along with full benefits and bonuses.
Our full-time sales team and highly trained receptionists took care of sales and client services. Leaving our trainers free to focus on their client’s goals, dreams, and success. Something our personal trainers and clients both greatly appreciated.
Step 5 Customer Service
Exceptional customer service We clearly put a lot of work into getting our clients, but we easily put in twice as much to keep them.
Work that started before a prospect’s first phone call, arming our customer service reps and personal trainers with some seriously powerful phone, sales, and customer service skills.
We also managed to eliminated buyers remorse completely with an attractive new client starter pack that included:
- an introduction letter
- our group exercise schedule
- a readiness guide
- a free 8-week group exercise class pass
- a gift certificate from Lululemon
- a gift certificate from the Nike outlet
- Three complimentary consultation coupons for their friends and family
- Discount offers from select partners
More important than all of that, we also gave them a free copy of our Successful Client workbook. A life-changing little book that empowered our clients to overcome obstacles, change negative habits, and finally discover how to live the life they have always wanted.
Our starter pack plus our workbook put an otherwise intangible service into a physical package that clients could take home, review, and feel good about.
It also gave clients plenty to do before their first assessment and sessions. Helping clients prepare mentally for the changes ahead.
The Results
One wild ride. In six months, we were the top personal training business in town. Before the end of our second year, we were the number one personal training studio in Canada, generating well over a million dollars in revenue.
The end? Our sales grew steadily for four more years until I lost control of the business in a corporate power struggle in 09 (partnerships are difficult). Defining Eve continued on without me until the fall of 2018 when it’s doors finally closed.
A year after losing Defining Eve, I went on to cofound Canada’s top yoga teacher training program, Naada Yoga, in downtown Montreal.
Then I started consulting. My first project was a rebranding of our cities oldest personal training studio, now called Archetype.
And I’ve been branding, marketing, and developing some of your favorite fitness franchises, studios, gyms, and trainers ever since.
What I’ve learned through all of this could probably fill a series of encyclopedias, but I’ve decided to save you the drama and share the solutions instead.
So what’s in this for you? Deconstructing how I built Defining Eve and multiple million dollar plus studios and gyms is the focus of my business and marketing master class for personal trainers and fitness professionals 10XPT.
Based on first-hand, in-the-trenches experience branding, developing, and marketing, some of the top fitness franchises, gyms, studios, and trainers of the last 30 years. 10XPT gives you everything you need to build your own successful personal training career, studio, or gym.
I promise you won’t find a single lesson on funnels, niches, lead generation, landing pages, or online training. I won’t even show you the mansion I pretend to live in or the Lamborghini I rented.
What you will find is a proven method for building million dollar plus fitness-based businesses. Using hard work, proven strategies, and 30 years of research, testing, and experience.