The Business Of Strength Podcast

On this episode of the Business of Strength Podcast, Dan Goodman covers why gym owners misuse money and what to do instead. After working with gym owners for 7+ years, one thing is clear: our industry has a strange relationship with money. Coaches sell with their own wallet in mind, undercharge, and hesitate to raise rates even as costs rise. Instead of fixing pricing, gym owners start cutting coaching hours, marketing, education, and services—stepping over dollars to pick up pennies. In this episode, Dan breaks down why underpricing is the real issue, why you can’t cost cut your way to growth, and how to start using money as a tool to buy time, invest in people, and scale what’s working. The less emotional you are about money, the better it works for you.  Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-str... Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/ Naamly https://www.naamly.com/Reference your funnel:https://ineedleads.businessofstrength...Sign up for our next event, Weight Room Wealth:https://wealth.businessofstrength.com

On today's episode of the Business of Strength Podcast, Joe Riggio and Dan Goodman cut through the noise and show gym owners how to stop hoping and start building a repeatable lead machine. Learn why “marketing is a department, not a task,” how to balance offense (leads, attention, growth) with defense (retention, monetization, stability), and why systems beat motivation every time. You don’t need more ideas—you need execution: create a who, schedule your marketing rhythm, run evergreen ads, and activate your existing members as your best acquisition channel. Stop waiting for leads—build the machine. You are ONE system away from your next level.Reference your funnel:https://ineedleads.businessofstrength...Sign up for our next event, Weight Room Wealth:https://wealth.businessofstrength.com

On today’s Business of Strength Podcast, Zach Even-Esh and Dan Goodman drop the truth on leadership, accountability, and how to scale a service-first gym, from garage grind to global events. Tune in for honest talk about marketing, retention, and why coaching and hard work still win.Get your Ticket HERE - https://london.businessofstrength.com/Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-str... Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/ Naamly https://www.naamly.com/

On this episode of the Business of Strength Podcast, Dan Goodman breaks down why gyms owners delay or handle price increases emotionally. In this episode, we cover when a price increase is earned, the metrics that should be in place first, and how to communicate it clearly and professionally.• Price increases should reflect strong demand and consistent value, not solve short-term cash flow issues.• Metrics to have in place:– 70%+ trial conversion– 95%+ retention– 70%+ session capacity– Current clients have not recently received a rate increase• If sessions aren’t full, fix utilization before raising prices. Retention remains the clearest indicator of value.• Executing the letter: keep it simple, direct, and respectful. Acknowledge loyalty, state the new rate and effective date, and express appreciation. The goal is clarity, not persuasion.• Reminder: Trainer Empire — March 7th & 8th, London, England. Systems, leadership, sales, and operations for coaches and gym owners.Get your Ticket HERE -  https://london.businessofstrength.com/Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-strength/ Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/ Naamly https://www.naamly.com/

In this episode, Coach Joe breaks down a simple truth most gym owners forget: discounting doesn’t fix a sales problem—explaining value does. You’ll learn how to value stack your core offer (without lowering price), and how to “plus-one” your sales process so you stop leaving money on the table—using paid-in-full options, referrals at the point of sale, and a clear high-ticket pathway.If you’re getting leads but struggling with conversions, this is your playbook to increase close rate, retention, and revenue—without becoming the cheapest gym in town.Why discounting is dangerous: it trains prospects to wait and attracts price-shoppers instead of “lifers.”What “value stacking” actually means: increase real + perceived value without touching price.Easy value-stack adds that boost closes: onboarding roadmap, goal reviews, bi-weekly coach check-ins, accountability touchpoints, assessments/scans, priority scheduling, community/identity perks, and simple guarantees.The math of discounting: even “just $50 off” becomes thousands lost per client over long retention.Sell certainty, not sessions: clients aren’t buying workouts—they’re buying leadership, accountability, and results.When discounts do make sense: calculated, intentional offers (member pre-sales, referrals, special groups, rare promos like Black Friday)—not permanent rate reductions.Plus-one your sales process (the money multipliers):Paid-in-full/VIP option presented as “removes friction + locks in results”Ask for the referral at the point of sale (when belief and excitement are highest)Introduce the high-ticket pathway early so premium options don’t feel like a surpriseCommon sales mistakes to avoid: too many pricing options, discounting instead of explaining, treating it like a transaction (not mentorship), waiting too long to ask for referrals, and avoiding premium offers out of fear.Action challenge: go 30 days without discounts, rewrite your value script, and build a simple SOP with a built-in plus-one step.Attend One of our LIVE Events: https://businessofstrength.com/attendSupport Our Sponsors: TurnKey Coachhttps://turnkey.coach/business-of-strength/Ignite Entrepreneurs https://ignite-entrepreneurs.com Naamly https://www.naamly.com/

In the episode of the Business of Strength podcast Adam sits down with Dr Sean Pastuch of Active Lifestyle, a consulting business in which Sean helps coaches with the knowledge of fixing pain long term for everyday adults. In this episode they cover: Sean’s back story Why obstacles are important in the early stages of coach’s careers Why we are preventative medicine The barrier to entry is too low in our industry (what we can do about it) How to build a successful training business in the industry And much more. Don’t forget Trainer School 2.0 is Friday January 23rd at VH HQ! Get tickets for our upcoming events:https://trainerschool.businessofstrength.com/https://london.businessofstrength.com/ Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-strength/ Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/  Naamly https://www.naamly.com/

In this episode of the Business of Strength Podcast, Dan Goodman breaks down how his organization runs year-end reviews and why the process has been so effective as the company has grown.The review is done in two parts. First, a self-review led by the team member to create ownership, clarity, and alignment. Second, a compensation review that reinforces expectations and removes uncertainty around performance and pay.Dan also discusses the two factors that truly drive growth in training businesses: the ability to generate consistent leads and the ability to lead humans well. While most gyms focus on marketing, this episode highlights why leadership systems are just as critical.This two-part review process has improved retention, strengthened leadership, and increased fulfillment across the team, making it a practical framework for any gym owner managing a growing staff.Get tickets for our upcoming events:https://trainerschool.businessofstrength.com/ (https://trainerschool.businessofstrength.com/)https://london.businessofstrength.com/ (https://london.businessofstrength.com/) Support our Sponsors of the Show:TurnKey Coach https://turnkey.coach/business-of-strength/Ignite Entrepreneurs https://ignite-entrepreneurs.comSimmons Mediahttps://simmonsmedia.co/ Naamly https://www.naamly.com/

In this powerhouse episode of the Business of Strength Podcast, Coach Joe Strong sits down with Matt Wiedemer—champion powerlifter, longtime private-sector coach, trainer to UFC legend Jon Jones, and the owner of BEAT Personal Training, one of the most profitable hybrid gym models in the industry.What starts as a conversation between two lifelong strength nerds quickly turns into a masterclass in business, coaching, culture, and leadership. Matt shares the real story behind his rise—from sleeping in trucks to train at Westside Barbell, to building 6- and 7-figure training businesses, to running a thriving 16,000+ sq/ft hybrid PT + membership gym that prints cash and changes lives.This episode is equal parts raw, hilarious, practical, and deeply insightful.WHY GYM OWNERS & COACHES MUST LISTEN:Because Matt says what EVERYONE is thinking—but won’t say out loud.From broken work ethics in young trainers, to the lies gym owners tell themselves, to why being “busy” is the blessing you once prayed for—Matt speaks the truth every strength entrepreneur needs to hear.Because he reveals the hybrid business model that prints money.Matt breaks down exactly how BEAT produces $110,000+ per month in PT and 1,500+ members at $60/mo, why both sides feed each other, and why most gym owners miss the opportunity sitting right in front of them.Because this is what mastery REALLY looks like.Obsession. Curiosity. Competing. Note-taking. Testing. Constant self-evaluation. Matt shows you the path to becoming the kind of coach clients never leave.Because community—not equipment—is the differentiator.People remember how coaching changed their life, not what brand of squat rack you bought. Matt shares how his team builds deep relationships that keep people training for decades.Because this episode will make you a better leader immediately.Whether you're managing employees, growing locations, fixing culture problems, or trying to get out from under your own weaknesses—Matt gives you the playbook.Don’t forget our next LIVE event is Trainer School 2.0 at VH-HQ January 23rd. This program will sell out so grab your seat today: https://trainerschool.businessofstrength.com/Support our Sponsors: TurnKey Coach - https://turnkey.coach/business-of-strength/Naamly - https://www.naamly.com/Ignite Entrepreneurs Marketing Agency - https://bos.ignite-entrepreneurs.com/home-5858-8099#col-XsKe1v0T3M

In this powerhouse episode, Coach Joe sits down with Dr. Hunter Waldman — exercise physiologist, metabolic researcher, and one of the sharpest minds in performance nutrition. Connected through Power Athlete’s John Welbourn, Hunter brings real science to the strength world in a way coaches and gym owners can actually use.Hunter pulls back the curtain on metabolic flexibility, fat-loss myths, mitochondria, stimulants, GLP-1 weight-loss drugs, concussion protection for athletes, and what the research REALLY says about training intensity, Zone 2, women’s health, supplements, and more.If you coach general population clients, athletes, or women 40+, THIS EPISODE IS A BLUEPRINT for what to prioritize in training and nutrition in 2025 and beyond.WHY GYM OWNERS MUST LISTENThis episode gives you immediately implementable science that will:Help clients lose fat more effectivelyImprove longevity and metabolic health in adults 40+Increase the value of your nutrition coachingUpgrade your athletes’ performance and concussion protectionGrow retention with better results and educationSet your gym apart as the truth-teller in an industry filled with misinformationThis is the content your clients WISH their coaches understood.Topics Covered: 1. The Truth About Metabolic Flexibility (MedFlex)2. The REAL Fat-Loss Formula (Simple, Not Sexy)3. Training Intensity: The Missing Link for 35–65 Year-Old Clients — Especially Women4. Zone 2 ≠ Magic: What the Research Actually Says5. Supplements That Work vs. Total Nonsense6. GLP-1 Drugs (Ozempic): The TRUTH Gym Owners Must Tell Clients7. Protecting Athletes From Concussions (Every Performance Gym Needs This)

On this Episode of the Business of Strength Podcast, Dan Goodman answers YOUR questions. 1. Budgeting for gyms.2. How to solve sales roadblocks for newer coaches.3. What marketing to focus on at the start of the year4. How to run a challenge without forfeiting your training principles.Our next live event is Trainer School January 23rd - Sign up Here: https://trainerschool.businessofstrength.comA special thanks to our sponsors!!Turnkey Coach: https://turnkey.coach/business-of-strength/Naamly: https://www.naamly.comSimmons Media: https://simmonsmedia.coIgnite Entrepreneurs: https://ignite-entrepreneurs.com