In this episode of Profit Made Simple, Coach Dan Henderson sits down with returning guest Connor Pettersson to unpack the real art of vertical integration. From retreats in Bali to endurance coaching, hot Pilates, and the launch of his own supplement brand, Connor shares the wins, the flops, and the lessons learned while adding new revenue layers inside Code Five.

Together, Dan and Connor explore how to identify the right services to introduce, why under-investing can kill a great idea, and how polling your members can save you from costly mistakes. Connor also reveals the key numbers he now runs before launching anything, from fit-out costs and staffing to retention uplift and profitability, offering gym owners a practical and honest look at what it takes to expand without diluting your core product.

If you’ve been considering adding nutrition coaching, recovery, endurance programs or premium service layers, this episode will give you the clarity and confidence to move forward strategically. Listen now to learn how to boost retention, lift revenue, and create experiences your members rave about.

Our favourite quotable moments:

“Your clients are already spending money somewhere—why aren’t they spending it with you?” — Connor Pettersson

“When people pay, they pay attention.” — Connor Pettersson

“The numbers tell the story. You’ve got to run them before you plug anything into your business.” — Connor Pettersson

Resources:

Dan Henderson – Website, Instagram, Facebook, YouTube

About Guest:

Connor Pettersson is the founder of Code Five and a coach who has built multiple successful revenue layers inside his gym, from retreats and endurance coaching to hot Pilates and upcoming supplement subscriptions.

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related: vertical integration, revenue layers, retention, retreats, endurance coaching, nutrition coaching, supplements, Pilates, yoga, profitability, gym growth

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