Justin Devonshire

Built multiple fitness studios. Helping gym owners hit $80k/month and have it run without them.
DM “SCALE”.

[Justin Devonshire @JustinDevonshi1]

https://t.co/QmiCRENHAO

[Justin Devonshire @JustinDevonshi1]

Almost nobody talks about scaling past two gym locations.

Most of what you hear is theory from people who never built a multi-site brand.

We grew 25+ fitness studios.

Here are 11 rules we used in the trenches to build them:

1. Put your real labor cost into the budget.
A studio owner told me his payroll was 30% of revenue. That looks healthy on paper. Then I saw he worked 10 hours a day on the floor for free (didn’t pay himself for). If he hired someone for that work, his real payroll was 60%. Put market pay for your own time on your finance sheet. If you don't, you only make a profit by working for slave wages.

2. I set earnings-per-square-foot targets.
I calculated what I paid per square foot in rent. Then I aimed to make more than that back per square foot. It forced us to turn empty dead space into profitable training zones.

3. We added a VIP tier to our main offer.
Build a high-margin VIP tier for your existing clients. It brings in strong recurring profit with almost zero extra equipment or staff costs.

4. Set up our cash flow to outspend competitors.
When you collect $400-600 upfront on your front end offer, you can spend $200 to get a buyer and still profit on day one. Most owners panic spending $30 on an ad. The business that can spend the most to acquire a client wins.

5. We eliminated 1-1 personal training.
Trading floor hours for $50 caps your income and locks you down all day. Semi-private and group training let you deliver great results to more people while protecting your schedule.

6. I priced for profit and capped our size.
You only need 150 base clients in a studio to build a wildly profitable business. Charge premium rates so you don't need 500 members wrecking your equipment just to pay your bills.

7. I hired full-time team members, not part-time freelancers.
Freelancers jump between gyms and never buy into your standards. Put coaches on full employment contracts with clear career paths. Never pay per session. Salaried coaches care about client retention.

8. Run a stress test before opening location two.
Never sign a second lease until location one runs without you. Step away from daily operations. If the studio breaks while you're gone, opening a second spot will bankrupt you.

9. I hosted live local workshops.
Running free 60-minute health workshops in our town established our authority fast. We routinely signed dozens of high-ticket clients in a single room.

10. I built a 12-week staff development program.
Mythical rockstar coaches do not exist (not at the payroll you can afford anyway). You look for good people with raw potential. Your training must bring that talent out of them over time.

11. I kept the same front-end offer for years.
Chasing a new marketing gimmick every month burns out your team. Run your signature offer consistently. Over time, your entire town learns what you do, and word of mouth brings in steady clients.

If you run a studio or gym making over $10k/mo , still coach on the floor all day, and want my hands-on guidance installing systems to free yourself and have it work without you, DM me.

[Justin Devonshire @JustinDevonshi1]

Your town is full of new gyms fighting for the same clients.

You coach six sessions a day and work 14 hours just to keep your head above water.

When your market is saturated, working harder on an old model will burn you out.

Most owners work 70 hours a week and hope things get easier.

The top 1% in our private group do not grind on the floor. They built a system that brings in great clients every week.

I built 25 gym locations over 20 years. I led owners through 4 market shifts when towns got crowded with new competition.

I put the full system to win in a crowded market inside the new paid issue of Gym Growth Insider.

Comment GROW and I'll send you the link to buy it.

[Justin Devonshire @JustinDevonshi1]

In 2019 you were the only studio in town.

Today there are five copycat gyms a ten-minute drive away.

They use your exact workouts and target your exact clients.

Your local market is saturated. The old playbook will not protect you anymore.

Average gym owners panic and copy the copycats.

The top 1% in our circle moved to a new level. They stopped selling workouts and built a real brand.

I ran 25 gym locations over 20 years. I survived 4 market shifts where dozens of gyms opened and closed around us.

I broke down how to win in a crowded market inside the new paid issue of Gym Growth Insider.

Comment GROW and I'll send you the link to buy it.

[Justin Devonshire @JustinDevonshi1]

You ran four sales consults this week.

Three people told you the gym down the road is half the price.

New budget gyms opened two miles away. Now you wonder if you should drop your rates to keep up.

Market saturation makes weak gym owners drop their prices.

You can cut your prices until your profit is gone. Or you can do what the top 1% do.

The top owners in our group charge $600 up front. They sign great clients who never ask for discounts.

I ran 25 gym locations over 20 years. I guided owners through 4 market shifts where rivals tried to undercut us every time.

I wrote the exact steps to protect your pricing in the new paid issue of Gym Growth Insider.

Comment GROW and I'll send you the link to buy it.

[Justin Devonshire @JustinDevonshi1]

Meta ads were $8 a lead in your town three years ago.

Now you pay $38 for the exact same zip code.

Three local studios run the same 6-week challenge with the same stock photos.

Your market is saturated. Spending more money on ads will not fix this.

Most owners blame the ads and hope things get easier.

The top 1% in our private circle do not fight in ad auctions. They changed their positioning so clients pick them first.

I built 25 gym locations over 20 years. I led gyms through 4 market shifts, from paper flyers to crowded social feeds.

I put the full system to win in a crowded market inside the new paid issue of Gym Growth Insider.

Comment GROW and I'll send you the link to buy it.

[Justin Devonshire @JustinDevonshi1]

Struggling to grow your gym in a saturated town? Here's the playbook we're running for the top 1% of studios to stand out and keep crushing https://t.co/nfBcrFw9gN

[Justin Devonshire @JustinDevonshi1]

HOW TO WIN IN A SATURATED MARKET

Your local fitness market is getting harder.

There are more gyms, studios, and coaches competing for the same clients, while advertising costs continue to rise.

So it's natural to wonder: "Is my area becoming too saturated?" and "How am I supposed to compete if leads keep getting more expensive?"

The good news is that this isn't random.

The fitness industry has moved through a series of market cycles, and each one has changed what gym owners need to do to compete.

I've spent almost two decades operating, growing, and adapting fitness businesses through these different cycles, from the early bootcamp boom, through the growth of group training studios, to the saturated local markets we see today.

Here's how we got here, where it's heading next, and the two strategies we're using right now with the studio owners in my inner circle to stay ahead and build dominant local fitness brands.

HOW WE GOT HERE

I've been operating fitness studios for almost 20 years. I've seen the market change at least 4 times. Each time, I had to change with it to survive and grow. I've also seen many gym owners fail to change and go out of business.

1. The Traditional Gym Era (Before 2008)
For years, people had two main choices: join a cheap gym and train alone, or pay much more for 1-to-1 personal training. I started as a 1-to-1 Personal Trainer in 2006. But I soon saw a big gap in the market.

2. The Bootcamp Boom (2008 to 2015)
In 2008, I moved into the new trend of semi-private training. I could coach more people at once, give them a lower price, and make more money per hour.

At the same time, Facebook ads and sites like Groupon made it cheap to reach thousands of local people. Bootcamps took off because the model worked so well. Before long bootcamps were everywhere and competition got intense.

3. The "Transformation Era" (2015 to 2023)
So in 2015, I adapted again. I opened a 4,000 sq ft studio built for group training and stopped calling it a bootcamp. This was now a "transformation center". We would give a higher class of group training for the people burned by "cheap" bootcamps out in a park.

We hit 200 members within six months. Later I grew a new transformation studio to 25 locations. But again, more studios opened, 6-week challenges became common, and thousands of gyms started using the same ads and funnels.

4. The Saturation Era (2024 to Now)
Your town now has a bunch of studios selling similar programs with similar promises, similar ads, and similar prices. What was unique about you 5 years ago is common now. That's why your ad costs have gone up and cold traffic is harder to convert. The old playbook doesn't work like it used to.

So how are we adapting this time around? How do you beat the competition and still build a profitable studio with healthy demand in a saturated market?

THE 2 PILLARS TO WIN

Chasing cheaper leads or copying the latest gym offer in your town won't fix this. You need to build brand dominance through two pillars:

1. Innovate value
2. Build brand

PILLAR 1: INNOVATE VALUE

Most owners think adding value means coaching more hours, buying new machines, or adding extra workout classes.

It doesn't.

Adding real value means solving the entire problem your client has, not just the physical workout. When you solve the full problem, you stop competing with every other gym in town on price. You become the only real solution.

Most gyms focus all their service on the time a client spends inside the gym.

Think about the math.

Your client trains with you for 3 hours each week. That leaves another 165 hours when they're on their own.

Those 165 hours decide if they get results: sleep, nutrition, weekend habits, stress. You can't create a full life change by only coaching 3 hours of their week.

Hybrid coaching means training inside the gym plus personal coaching outside the gym for the other 165 hours.

Here's the 5-step rollout:

1. Discover why your clients fail outside the gym (fill the 165 gap)
Find the biggest gap your clients have outside the gym. Why don't they get the best results possible? What is sabotaging their success when you're not around? For example: food prep, weekend accountability, travel protocols, or sleep. Build your hybrid service around solving that real problem.

2. Make it a standalone offer
Build the hybrid service so someone could buy it even if they never trained inside your gym. It gives you an easy add-on to current memberships, a downsell for prospects who can't afford full training, and a retention option for clients who move away.

For example, right now we sell at least 1 remote coaching package per week for $147/month. When a prospect comes in for a consultation and can't afford our in-gym full package, we easily downsell them to remote coaching. They get 1 session with us at the gym, then we create their workout and nutrition plan they can do in their own time at any budget gym.

3. Set targets
Aim for 30% to 40% of your client base to upgrade.
Target $97 to $197 extra per month.
With 100 clients:
30 upgrades at $97 adds $2,910 a month.
40 upgrades at $197 adds $7,880 a month ($94,560 per year) with zero extra clients, no extra floor space, and no extra equipment. This is 80% pure margin.

4. Launch in waves
Start small with 10 beta testers at a $97 founder rate. Get them results, collect proof and video reviews, then raise the price to $197 for the next launch.

5. Evergreen upgrade opportunities
Give clients chances to upgrade during onboarding, at 8 to 12 week progress reviews, and through monthly educational workshops.

PILLAR 2: LOCAL BRAND DOMINANCE

Most gyms wait until someone decides they need a gym today, then run a Facebook ad.

You end up fighting every competitor in town for the exact same tiny group of people.

The real problem is that you're invisible to almost everyone else in your town. Why? Because 97% of your target market doesn't even know who you are.

The Buyer's Journey reveals why:

- Awareness Phase (90% of the total addressable market): Unhappy with their health or weight, but not looking for a gym today. Your job is helping them believe change is possible.
- Consideration Phase (7% of your market): Looking for answers and comparing options. Your job is helping them understand your approach.
- Action Phase (3% of your market): Ready to buy right now.

Most gyms spend 100% of their ad budget fighting over that 3%. When you build local brand dominance, you nurture and capture the other 97% before they ever look at a competitor.

So how do you actually reach and nurture the other 97% before they're ready to buy?

The 6-Step Local Authority Ecosystem:

1. Know who you want to attract
Speak directly to your specific market (like busy women 40-60 or working professionals) instead of posting generic fitness tips.

2. Create content with a specific job
Every post must do one job:
- Teach (break myths and explain problems)
- Prove (client stories and results)
- Show (inside your studio, community, and coaching)
- Sell (clear invitations to book a consultation)

3. The $1 a day brand booster
Put $1 to $3 a day behind your best educational and client proof posts targeted to a 5-mile radius. Build local familiarity before you make an offer.

4. Create 7 touchpoints in one day
Show up across your local area: Instagram in the morning, a school workshop, an educational post at lunch, a flyer in a partner hair salon, a coffee shop partnership, and a retargeting ad in the evening.

5. Get off social media (local partnerships)
Partner with businesses where your ideal clients spend time: schools, cafes, salons, physios, and sports clubs. Run joint events and co-create value.

6. Hold your own seminars
Run 60-minute live workshops in your gym on nutrition, mindset, or transformation. In my own gyms, my record was enrolling 55 paying clients in a single hour from one seminar.

This might sound like a lot of moving parts. Where do you actually start in a practical way?

YOUR LOCAL AUTHORITY ROADMAP

Weekly:
- Post content covering Teach, Prove, Show, Sell
- Keep the $1 a day local booster running
- Connect with local business partners

Monthly:
- Build one new local business partnership
- Run one in-house seminar or workshop
- Present hybrid upgrades during client reviews

If you're serious about installing the complete Gym Growth Engine operating system into your studio, comment GROW and I'll reach out.

[Justin Devonshire @JustinDevonshi1]

A studio owner came to me last week convinced his Meta ads were broken.

His cost per lead had gone from $10 to $20.

Which is still a solid number.

He was obsessing over Cost Per Lead instead of Customer Acquisition Cost.

Front-end cash collected decides whether paid traffic works.

If it's too low, you can test every hook and creative in the world and still lose money.

He was selling a $149 a month program, convinced nobody in his area would pay more.

The fix took about 5 minutes.

We switched him to a $600 upfront 6-week kickstart program.

Then built the ascension path into his $400 a month recurring semi-private roster at week 4.

Same studio, same coaching floor, better commitment from the client.

Except now he had $600 in the bank on day one to put straight back into ads instead of waiting 4 months to break even.

At $600 collected upfront, a $20 lead became irrelevant. He could liquidate ad spend on day one and fund the next week of ads before the client finished their first workout.

That single change tripled what he could afford to spend acquiring a client.

Most owners spend months adjusting campaign settings while the real bottleneck sits in what they charge and when they collect it.

[Justin Devonshire @JustinDevonshi1]

Scaling a personal training studio past 2 locations is where almost all business advice goes silent.

Very few operators have built multi-site studios at scale. That is why real advice on doing it is rare.

The number one bottleneck that breaks multi-location expansion is your staffing model.

Part-time freelance trainers kill multi-site growth. The second their 45-minute session wraps, they walk out the door. Nobody checks the consultation pipeline. Nobody follows up with absent clients. Standards collapse the minute you get in your car to drive between sites.

Growing across locations requires salaried team members who own operational KPIs:

1. Hiring timeline mapped out with the exact roles needed at every stage of growth so you know who to hire and by when

2. Full job descriptions for coaches, closers, Client Retention Managers, and facility leaders so every hire knows their exact daily deliverables and revenue targets

3. Daily checklists and owned metrics outside the coaching floor so consultations get booked and absent clients get called without you in the building

4. Clear accountability systems and career progression paths so your best coaches see a long-term future with you instead of leaving to open their own studio

If you're serious about scaling your studio to multiple locations without firefighting daily, comment GROW and I'll reach out.

[Justin Devonshire @JustinDevonshi1]

10 infrastructure gaps keeping your semi-private studio stuck at $50k/month:

1. Offer complexity
You sell three programs with different schedules, class caps, and price tiers. It overwhelms the team and confuses prospects.
Strip back down to one core semi-private program at $400/month, plus one VIP nutrition upsell sold to 30% to 40% of existing clients.

2. Chasing leads yourself
You spend two hours every day double-dialing phone numbers. You are acting as a minimum-wage setter inside a $50k/month studio. That time belongs on team leadership and growth.
Pay a setter $1,000 to $1,500 to handle outbound calls and get back 20 hours a week.

3. Owner-dependent sales
You run every consultation yourself because you never trained a closer. Your monthly revenue is capped by your personal calendar. When you take a week off, cash flow halts.
By the time you reach 100 clients, a trained closer on commission should run 100% of sales consults.

4. Waiting too long to hire full-time coaches
You wait until you are drowning on the floor before looking for staff. You need two full-time coaches locked in before you hit 60 recurring clients. At 100 clients, you hire reactively out of desperation, with zero time to onboard or train them properly.

5. No retention systems
You have no tracking system to keep monthly churn below 5%. When churn sits higher than 5%, growth takes twice as long because you spend all your marketing effort replacing lost clients instead of expanding.
Growth must outpace churn every month to build real scale.

6. Freelancer trap
You run your floor with a patchwork of part-time freelancers. They show up five minutes before a session, run the workout, and leave immediately. They never own metrics or hold standards when you step away.
Salaried full-time coaches get career security, with performance bonuses tied to retention and ascensions.

7. No coach career path
You treat coaching as a dead-end job. Your best staff hit an income ceiling, get frustrated, and leave to open a competing studio down the street.
Build a progression path into operational roles like Client Retention Manager, Head Coach, or Facility Leader. Higher compensation comes from running business operations, not coaching more hours.

8. Inconsistent floor delivery
Every coach runs sessions differently. One corrects form and brings energy, another stares at their phone and lets clients slack off. Without standard delivery systems, client experience depends entirely on who is on shift that morning.

9. No structured team meetings
You have no weekly meeting cadence. Small operational issues turn into urgent crises, staff feels disconnected, and you spend your entire day answering 50 WhatsApp messages as a human fire extinguisher.
A 45-minute weekly meeting kills 90% of daily interruptions.

10. No retention manager
You personally track attendance and solve daily client complaints. At $50k/month, you need a Client Retention Manager monitoring attendance, flagging absent clients within 48 hours, and keeping monthly churn under 5%.

If you're serious about scaling your semi-private studio past 100 clients without firefighting daily, comment GROW and I'll reach out.

[Justin Devonshire @JustinDevonshi1]

On leading a team in business.

(Some cliff notes from my Fitness Staffing Formula program for gym owners)

Going from a one-person trainer to becoming a gym owner with a team is tough. How do you know where to start, and what challenges to look out for if you've never done it?

Here are some of the most valuable insights I've learned and experienced from having teams both in brick 'n' mortar business and online business:

• Don't just be a boss, be a mentor

• It all starts with your company's core values. What do you want your company culture to be? If you don't know the "House Rules", you ain't ready to invite guests...

• Your company should provide value to your team far in excess of just financial compensation

• Your team members aren't motivated by the same things as you. Don't project your own beliefs onto them and then be disappointed when they don't react how you want them to

• Your team are your new 'clients'.

• Have an evergreen system for attracting potential team members... for converting them...and for keeping them. Just like you do with your clients

• Your business is now the 'product' you have to sell your potential team members on committing to. You have to sell them on why they should give you their commitment and effort.

When a business owner tells me they struggle to attract good staff, the first question I ask them is:

"What makes working for YOU the best option available to the candidate above all others, including working for themselves?"

You MUST be able to answer that Dan Kennedy-inspired question first if you ever want to lead a team.

• You can delegate tasks, but you never delegate ultimate responsibility. Most delegation fails because the business owner is running from responsibility, not expanding it

• One of the most powerful things I learned from Richard Branson: You grow your team... let your team grow the business

• However... you must keep growing your business SO THAT your best team members have more room to grow.

If they grow their skill faster than you grow the business capacity, they outgrow you and will go to work somewhere else where they can be challenged further.

• Most coaching businesses I've seen destroy their margins because they pay the wrong amount of money to the wrong people.

• Hiring order is critical. Gym owners tend to outsource what they hate first (marketing and selling), and stick to what they know (coaching).

In fact, the fastest growing gyms do the OPPOSITE. Outsource coaching first and sales is the LAST thing you outsource.

• You usually don't want to hire the 'best' specialists with the most certifications or university degrees. They'll often come with the highest asking fee, and the biggest ego. These are typically not your team players (and why would they be, if they believe they can go it alone?)

• I look for people that want to learn the business, are open minded and can be moulded into serving clients my way, with my systems

• Hire for personality, train for skill.

• Look for people that engage with your core values, and have potential to follow your systems for doing things.

• How do you know someone has potential to follow your systems? Answer: When interviewing potential team members look for the Three I's:
✪ Interest
✪ Insight
✪ Influence

Interest: How much interest do they have in the industry you're working in?

Interest indicates a higher level of knowledge and awareness.

Take for example, the mating habits of African bees. Do you know much about them? Probably not. Because you're not interested.

Yet if you did know a lot about them, it would correlate with a higher interest. Get people who understand your industry, at least where it's at today.

Insight: I then ask potential team members about their insights around the FUTURE of the industry, and how that has resulted because of events in the PAST.

If they have good insights and can tell me at least an educated guess of where the industry is headed, I know they will be a more valuable team member.

Influence: Who have they learned from? Who influences their way of doing things?

For example, let's say I'm seeking a new coach.

My nutrition & training systems and philosophy is heavily influenced by names like Dr John Berardi, Mike Boyle & Charles Staley.

So if a candidate shows that they also enjoy and agree on the works of those people, there's a higher chance this person will understand and implement my systems a lot smoother, with less resistance.

Interest, insight, influence. Base your interview questions around these pillars.

• If you're a service based company, the ridiculous percentage-split payouts have to stop.

If you're giving 50% of your revenue away to contractors, specialists or team members for working with a client, you have a broken model. You better have some insanely high margins to warrant percentage splits like that.

At my gyms, trainers come knocking for work, expecting we give them 50% of the session fee. I simply say:

"Since I, the business owner, pay the rent... the insurances... the taxes... pay the marketing cost... take all the risk... created the system by which you'll teach my clients... and built a reputation and a company that YOU want to work for... tell me why I should give you HALF my revenue?"

If they have a very good answer for that, they'll get the job.

...no trainer has come up with a good answer yet.

• Your business should charge its clients based on results, not time. So you should pay your team members in the same way.

Every job role I create in my companies is based on a specific number of tasks that are to be completed, to a particular standard... that I know will result in a certain outcome (and a revenue amount because of that).

So the first thing to look at when hiring someone is NOT "How much should I pay this person?"

.. but instead, "How much should this job role EARN for the company?"

If you know that the tasks of a job role being carried out will lead to $10,000 per month in revenue, then you know you can afford to pay a team member $2,000 to carry out those tasks.

(Typically the ROE, return on employee, should be around 5-8X)

• A team member should always be an investment, not a cost.

If your team members are costing you more than they bring to the company, your task allocation is likely broken

• Give your team members no more than 3-5 key tasks they are responsible for completing. Anything more overwhelms them and decreases productivity

• For coaching businesses, I create job roles for THREE levels of specialist: Junior, Senior and Master

There are 5 'C's you can delegate to your coaches / trainers:

1. Coaching - sessions with clients
2. Consults (sales calls) - appointments, seminars or webinars to close prospects
3. Content - Creating content that can be used for marketing
4. Community - Managing your community of prospects or clients and offering them more support
5. Cultivating - training other team members

Here's how I like to allocate these roles to my coaches:

JUNIOR coaches / specialists:
- Coaching
- Community
Get these guys the experience they need. Fill them with sessions so they can learn. Also let them learn how to engage with clients outside of sessions and give some community support.

SENIOR specialists:
- Coaching
- Consults
- Content

Let these guys create more content, as they will have better experience to articulate. You can also give them the consulting / sales appointments if appropriate.

MASTER specialist:
- Coaching (the coaches, not clients!)
- Cultivating
The master specialist is responsible for recruiting, training and nurturing your Seniors and Juniors.

The Master specialist would run your apprenticeship programs, hold progress reviews with team members, put them down for promotion evaluation, and so on.

• A leader is not afraid to roll up their sleeves and get on the front line if need be

• HOWEVER... being a leader means you AVOID being in the front line because you don't actually lead from there most of the time.

Your team shouldn't need you there unless for emergencies. ('front line' meaning tactical work and manual labour. You need to work ON the business, not IN it)

• Evaluate your team members monthly

• Pay a competitive rate to have them carry out the 3-5 key tasks... and add performance bonuses and additional value in the form of career mentoring, industry insights, bonus training, clear progression paths within your company, and assign them more responsibility when ready

• From Tony Robbins - Business Mastery: "Employees need two things - appreciation and growth"

• I add a THIRD thing - they need creative expression. They need to be able to have a level of independence and input WITHIN your solid structures.

For example, your workouts may be a "push / pull / lower" block... but give the coaches some input on which exercises they include in those brackets.

• Just make sure to review their choices at the beginning until you know you can trust their judgement. If they make good choices, you have some freedom back. If they make poor choices, educate them on how to do it better.

• Consistently ask your team members what else could you or your company do for them?

• The best leader is also the best servant. Your company is a Value-Producing Machine that is designed to give value to 6 parties, which are its:

1. Shareholders
2. Clients
3. Team members
4. Suppliers
5. Partners
6. Wider community

Businesses stuck at 6-figures are usually only focused on providing value to 1 & 2.

Businesses stuck at $1M-$5M are usually only focused on providing value to 1-4.

Businesses that cross 8-figures usually provide massive value to ALL 6. Go look for yourself, and you'll see it's true.

• Building and leading a team is likely the thing that frightens you most right now. But when you start, it will likely become the most fulfilling and exciting part of your entire business.

[Justin Devonshire @JustinDevonshi1]

Organic marketing is the worst way to grow your gym.

It takes hours to plan, film, and edit. You have to be good on camera. And when you post only 200 people see it.

With ads, you put out a specific offer to a specific person.

And for a few dollars a day Facebook will show it to tens of thousands of local people, to generate instant conversations with prospects.

Even if you spent 5 hours a day posting organically you'd never come close to that kind of reach.

And don't tell me "but learning ads is a skill that takes time!"

Spoiler alert: creating engaging content that converts is the same. Probably harder to learn than ads.

And the big difference is that ads also:

- Give you almost instant data as to what works (gets leads) and what doesn't.

- Are easily scalable WITHOUT additional time cost. You just raise the spend to reach more people with the same winning post.

Now you might think "I tried ads, they didn't work." You probably ran a boosted post or hired some agency that sent you 300 leads and none of them were qualified, and no follow up SOPs.

So if you want a system that brings in 3 to 5 new clients every week installed in your gym (same one I've used to fill gyms with ads for over a decade) click the link below and fill out a short application.

We'll look at your numbers and if it's a good fit, we'll build the whole thing for you.

[Justin Devonshire @JustinDevonshi1]

Gym owners and personal trainers,

You don’t need more “price options.”
You don’t need to be “the cheapest in town.”
You don’t need to give “unlimited sessions”.

You need a monopoly on one outcome.

⚡ “The 12-Week Belly Fat Meltdown.”
⚡ “The Menopause Fix for Women 40+.”
⚡ “Drop 20lbs in 90 Days or You Don’t Pay.”

When you own ONE lane…

Nobody else can touch you.

And you can scale to 150+ clients in a single town easily.

THE 3-STEP FITNESS MONOPOLY METHOD™

STEP 1: Pick ONE result you can guarantee.
(Not “fitness”… but “Drop 2 dress sizes in 6 weeks.”)

STEP 2: Pick ONE market that needs it most.
(Not “everyone in my town”… but “busy mums over 35 who’ve tried Slimming World and failed.”)

STEP 3: Make ONE risk-reversal promise they can’t refuse.
(Not “join my gym”… but “lose 10kg in 90 days or I’ll train you free until you do.”)

Now you’re the only option.

Price goes UP.
Competition becomes irrelevant.
Your LTV is so high you can pay 10X more for ads than your competitors can, and you drown them out of local newsfeeds.

The math is beautiful:
• 150 clients paying $400/month (premium).
• 30 clients upgrading for VIP for an additional $200/m.
• Predictable recurring income (freedom).

Stop being “the local PT.”

Stop being “the bootcamp guy.”

Start being:
“The body transformation studio for 40+ women in [your city].”

Generalists make $2K/month.
Monopolists make $60k/month.

The market doesn’t need another “gym.”

It needs someone who OWNS ONE OUTCOME.

👉 Inside the gym owners War Room, this is what we build.

Your monopoly.
Your market.
Your method.

2 calls a week with me + full systems to dominate your town.

DM me and I’ll see if you qualify.

[Justin Devonshire @JustinDevonshi1]

Most gym owners hire coaches wrong and lose clients because of it.

You put up a job ad when you're desperate. You pick whoever shows up first. They seem nice so you give them a shot. Two months later your clients are leaving and you don't know why.

Here's how I've hired loyal, competent coaches across multiple locations:

Every applicant submits a 60 second video before anything else. No script. Just them talking about why they want to coach. You learn more in that video than any rehearsed interview.

If the video passes, we invite them shadow a session led by one of our coaches.

If that goes well, we invite them to sit down with us after for a short interview.

I screen for three things.

Inspiration: why did they start in the industry? Are they passionate or just looking for easy money?

Insight: do they understand what clients actually need?

Influence: who shaped their training philosophy and does it fit how we coach?

If they clear all three, we make a proposal offer.

Interview one person a week even when you don't need anyone. When you actually need someone, you've got a pipeline instead of a panic hire.

If you're running a gym and want help building systems like this, comment GROW and I'll reach out.

[Justin Devonshire @JustinDevonshi1]

THE CLIENT BLOODSUCKER FUNNEL™

Gym owners, want to destroy your mental health in record time?

Take on low-ticket clients.

Step 1: Sell a $99/month bootcamp
Step 2: Attract "bargain hunters"
Step 3: They ghost payments
Step 4: They send you 47 "quick questions" on WhatsApp at 11pm
Step 5: They quit after 3 weeks anyway

Meanwhile… your premium clients?

They pay on time.
They follow the plan.
They send referrals.

Here's the difference:

Low-ticket clients suck blood.
High-ticket clients print money.

[Justin Devonshire @JustinDevonshi1]

How Max grew from 30 clients to $50k/month and a second location (without working 70 hours a week):

18 months ago, Max had 30 clients at Safe Haven Fitness and was weeks away from shutting his doors.

He had hired over 12 marketing agencies. Burned thousands on wasted ad spend with zero client growth.

I told him I'd run his ads free for 2 weeks to prove the system before he paid a dollar.

Today he runs 120 recurring clients, clears over $50k a month at 30%+ profit margins, and just signed the lease on Location 2.

Here is the exact 3-phase progression we used to rebuild his business:

Phase 1: Acquire (0 to 50 clients)
We rebuilt his ads and took over management. Installed booking scripts converting 40-50% of leads into consultations, closing 67% on a $697 front-end offer that ascended into $400/month recurring semi-private. That blew past 50 clients fast.

Phase 2: Build (50 to 100 clients)
Max stepped off the gym floor completely. We installed standard operating systems and hired a team of 4 coaches so sessions ran without him inside the building.

Phase 3: Optimize (100+ clients)
We crossed 100 recurring members and added a hybrid coaching upsell that added $3,000/month in pure profit immediately.

Today, his acquisition system is already signing founding members for Location 2 four weeks before opening day.

If you're serious about scaling your gym past 100 clients, I want to give you the exact same start. Comment GROW and I'll reach out.

[Justin Devonshire @JustinDevonshi1]

You've got 40 clients and you're coaching every single session yourself because you can't afford to hire anyone. Charging $149 a month for semi-private because you're scared a higher price will empty the place.

5am starts. 8pm finishes. $6,000 a month revenue and after rent, utilities and ads there's almost nothing left.

Here's the model I use to scale multiple studios with only 1,500 sq ft of space.

150 semi private members paying $397/month = $59,550/month recurring.

30 hybrid clients at $197/month = $5,910.

Supplements and merch = $4,950.

20 front end sales per month at $597 = $11,940.

Total: $82,350/month revenue.

Just shy of 1 million a year.

At 30% margin = $24,700/month profit.

1,500 square feet. A team you can count on one hand.

I recorded a full breakdown of the entire model.

Comment "ENGINE" if you want it.

[Justin Devonshire @JustinDevonshi1]

Spoke to a gym owner last Tuesday. 44 clients. Semi private. Coaching every session himself with one part time coach. About $7k a month.

He told me he'd tried ads three separate times and they never worked.

I asked him what he was charging. $149 a month.

That's the problem.

Here's why the math won't let ads work at $149.

You spend $1,500 a month on ads. Your cost per lead is $15. That gets you about 100 leads. If your booking rate is 40% and your close rate is 50%, you sign 20 new clients.

20 clients at $149 a month is $2,980 in revenue.

You spent $1,500 to make $2,980. That's a $1,480 margin before you pay coaches, rent, software, and yourself. There's nothing left.

So you turn the ads off. And you tell everyone ads don't work.

But the ads could've printed money with the right pricing behind them. $149 a month made it impossible for any ad to be profitable. The leads were there. Your pricing strangled every one of them.

Here's what we mapped out for his gym.

We built an ascension model. Instead of $149 a month with nothing behind it:

Front end offer: $497 for a 6 week coaching program.

Order bump at checkout: $50 to $100 add on. 30% of buyers take it.

Supplement stack introduced at week 1: $200. 70% buy it.

At week 3, clients move into a $397 a month recurring coaching program. 70% convert.

1 in 4 clients sends a referral by week 4.

The same $15 lead that barely broke even at $149 is now worth $945 in the first 30 days. Before the recurring even compounds.

That $1,500 ad spend now returns $9,000 to $12,000 in the first month.

Nothing changed about the leads, the ads, or the area. The only thing that changed is what happens after they walk through the door.

Every time this gym owner "failed" at ads, the ads were doing exactly what they were supposed to do. He was feeding profitable leads into a pricing model that couldn't pay for them.

Fix the pricing and the ads become the most profitable thing in your gym.

If your gym is doing $5k+ a month and your ads aren't profitable, DM me "ADS" and I'll show you how we install this.

Or comment GROW and I'll send you a video breaking down the full model.

[Justin Devonshire @JustinDevonshi1]

How to grow your gym to $60k/mo:

Not booking enough consults?
- Run ads

Lead response too low?
- Faster follow up

Too many unqualified leads?
- better target call out in your ads + stricter filters in your form

Close rate above 40%?
- Raise prices

Close rate below 40%?
- Get better at sales

Too many consults?
- Outsource some coaching so you have more availability (or outsource sales)

[Justin Devonshire @JustinDevonshi1]

@CodeWithTamara Guess results aren’t guaranteed then and it’s time to try again or try something else :P