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- These gym owners built world-class communities
These gym owners built world-class communities
Copy their strategies for a stronger gym culture š
John Franklin
August 02, 2024
Whatās up Gym World?
Last week, I hosted a dinner in NYC with some of our top Gym World guests.
Cassie Day, Mike Baker, Dan Trick & Kyle Fields, Mike Doehla, Jeff Schumacher, Joe Meglio, and Brian Bott are not only some of the most successful fit pros in the industry but also some of the most helpful. Most compete in the same market, yet everyone was going out of their way to help others at the table.
But before that, we got a few of them together to record, giving you some interesting combos like Dane McCarthy and Cassie Day.
Dane founded The Athletic Clubs, a series of training gyms in NYC that cater to Gen Z. Last year, his first location was making $80k a month from 1,200 sq ft. He now has five locations open and plans to expand to 100.
Cassie runs All Day Fit in a shared space in Toronto, focusing on underrepresented bodies in fitness. She has the best Instagram strategy Iāve ever seen. In 2023, her gym had 140 clients and was making $85k each month from social.
When you ask gym owners what separates them from the competition, most will say āour community.ā Yet most donāt have a strategy for improving community inside their gym.
Dane and Cassieās gyms have gotten media attention because their gym communities are unique. We sat down with them to find out exactly what theyāre doing to build (& profit) from a world-class gym community.
Hereās what they said: š
Squad training
At The Athletic Clubs and All Day Fit, you train with:
The same people
At the same time
With the same coach
Dane and Cassie say that by pairing members with similar fitness levels and like-minded people, a strong community and healthy rivalry naturally form.
This approach also creates a high level of accountability within both gyms.
š Dane
The Athletic Clubsā squads recreate the team experience of a college athlete.
There are 16 squads per gym, and each one has 20 people who train together 2x a week. Dane is Australian, so theyāre all named after Australian beaches.
Whereas most small gyms provide flexible scheduling, squad training maintains a strict routine and consistency.
If you donāt show up, youāre kicked out and replaced by someone on the waitlist. But you can keep your spot with a 1-month pause for $30.
š Cassie
While Daneās gym primarily does large group training, All Day Fit does semi-private training.
There are 12 teams, each with 6 people doing individualized programs.
Cassieās been doing this for the last 6 years. The Fort guys, who weāll hear from soon, do something similar.
And if you leave, your spot is taken by someone elseāthere is no grace period.
Dress codes
Daneās and Cassieās gyms are total opposites: one is black-and-white, the other bright and colorful.
š Dane
Everyone at The Athletic Clubs wears black. Dane says this helps avoid comparisons and lets members focus on training without feeling the need to buy new Lululemon sets all the time.
It started during COVID when Dane led outdoor workouts around NYC parks to make it easier for people to find the group.
The black uniform became a signature look and is now a key part of the gymās branding.
Iāve never seen another gym do this, which definitely sets him apart.
š Cassie
All Day Fit doesnāt have an official dress code, but the gym is sponsored by Adidas, which frequently sends her staff and her members clothing that matches the gymās bright and colorful branding.
Cassie tells her partner Jahmeek to wear bright outfits when they travel so people remember him. When they went to New York, he packed accordingly. She then had him visit Dane's gym, which has an all-black dress code. Mission accomplished.
This helps create a cohesive look and strengthen her brand.
Adidas first noticed Cassie through her small group personal training program. They wanted to find creative ways to reach her target market and have been working with her for the past five years.
Thatās the advantage of having clear positioning.
People are seeking community, so Dane and Cassie maintain an event calendar and plan activities in advance to help members and the public connect and socialize.
Brian Sanders has a unique community space that makes $14k every month from events. Most gym owners plan events last minute and then wonder why attendance isnāt great.
š Dane
Squads donāt just work out together; they also socialize outside the gym. Theyāve got a run club 2x a week and monthly social events like:
Picnics
Coffee dates
Mixers
Weekends in the Hamptons
Spending so much time together helps them form strong connections.
People are willing to spend $ on things that make them happy and healthy. At Daneās gym, it costs $220 a month. Others, like Innovative Fitness, charge $800-$1,200 a month but offer monthly trips around the world for its members.
The gym also hosts The AC Games on a pier, where all the clubs come together and submit squads to compete. They participate in four stations with different functional movements.
Itās a mix between CrossFit Games and HYROX. Dane says 300-400 people came out last year.
Another unique thing Dane does is use The AC van to have coaches travel around NYC and offer free outdoor workouts.
This strategy has been extremely effective in attracting members before a new location opens. By the time the doors open, Dane says theyāre close to breaking even.
š Cassie
All Day Fit is actively involved in the community. Cassie partners with local businesses and practitioners to host workshops and collaborate with event companies.
She recently led City Shred, a fitness and wellness community that organizes epic events for athletes.
The gym also has a Toronto Summer Bucket List, where members list fun activities they want to do in the summer, like:
Watching the sunset in the park
Going to the beach
Eating dinner on a patio
They can bring friends to these events, which helps generate leads.
Cassie and her partner have a large following (51k combined). As influencers, they have an advantage because they can use these events to promote the gym.
Cancellations
Dane and Cassie make it a priority to talk to every member who leaves, finding out exactly why they cancel and taking action to address the issues.
James Pratt is another gym owner who is obsessed with asking clients for feedback.
š Dane
Dane uses an exit survey to gather feedback, where clients can text him their responses.
He says that asking āHow was the squad vibe?ā has been really helpful.
š Cassie
Cassie uses a 3-step cancellation process:
The client submits a 4-week cancellation form.
A staff member follows up with a phone call.
If the client decides to cancel, they complete an exit survey.
She also sends out an optional monthly program reflection to all members for feedback.
Cassie says about 50% of members complete it. Staff review the feedback in meetings, discuss it, make changes, and thank members for their input.
TL;DR
Cassie and Dane are creating world-class communities by:
Training people together
Hosting lots of events to encourage socializing
Providing structure, like dress codes, to build team spirit
Gathering and implementing member feedback
To strengthen your own community and boost retention, I recommend focusing on three things:
For more community-building insights, be sure to watch or listen to Cassie and Daneās full interview on Gym World.
hope this helps,
j
P.S. If you found this valuable, share it with a gym owner in need.
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