The Only Metric That Matters: Changing Member Behaviour - with John Paul Rahme

Mar 31, 2026

John Paul (JP) Rahme, co-founder of Xota and former gym owner turned fitness-tech builder. He talks about why the single metric that matters is changing member behaviour. He recounts moving from hands-on gyms to SaaS, hard lessons from a failed partnership, and how AI and vertical-specific software enable hyper-personalisation to protect and grow modern health clubs.

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ANECDOTE

Multi Modality Studio Converted 30% To PT

After selling Vision, JP opened a multi-modality, eco-friendly studio combining yoga, Pilates and personal training.
The studio used classes to cast a wide net and converted ~30% of members into personal training from a 700–800 member base.

ADVICE

Prioritise Work That Changes Member Behaviour

Do prioritise features by the behaviour they change rather than vanity metrics like feature count or customer numbers.
Zoda uses a single filter: will this change member behaviour enough to produce meaningful business outcomes?

INSIGHT

Fitness Clubs Are Community Critical Businesses

Fitness businesses should hold health, connection and longevity as their core value and operate with that community lens.
JP argues the industry sells the most important asset—health—and owners should treat their clubs as community-critical businesses.

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Is your fitness business stuck in the past, or are you building for the modern consumer? In this episode of Profit Made Simple, host Dan Henderson sits down with "fitness industry dinosaur" turned tech innovator John Paul (JP) Rahme from Xota. JP traces his journey from a successful Vision Personal Training franchisee to launching a pioneering eco-friendly, multi-modality studio, and finally leaping into the world of SaaS.

JP shares the raw, hard-won lessons from a "failed" partnership that cost him a fortune in legal fees but forged an unbreakable resilience. You’ll hear why the most important metric isn’t revenue or member count, but changing user behaviour. They dive deep into the role of AI in the modern gym, moving from "vanity metrics" to hyper-personalisation, and why vertical-specific software is the "moat" that protects your business from generic competitors. JP also pulls back the curtain on the grit required for capital fundraising and the life-changing advice he received from his wife: "Just be where you are." If you’re ready to stop chasing shiny objects and start focusing on what truly drives longevity and impact, this episode is a masterclass in evolution.

Our favourite quotable moments:

"Don't fear failure, but fear regret." – John Paul Rahme

"If you are developing a product that is truly changing the behaviour of your customer base, your business is competition-proof." – John Paul Rahme

"You can have a thousand problems in life until you have a health problem, then you've only got one." – John Paul Rahme

"Just be where you are." – John Paul Rahme

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Guest:

John Paul (JP) Rahme is the co-founder of Xota, a modern technology platform designed specifically for the fitness industry. With nearly two decades of experience as a trainer and gym owner, JP transitioned into the tech space to solve the limitations of legacy software and help health clubs create more meaningful community connections through intuitive, AI-driven tools.

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: SaaS, fitness technology, AI in fitness, business partnerships, shareholder agreements, member retention, behaviour change, gym management, entrepreneurship, fundraising.