He started as a trainer. Now he profits $3M a year.

It’s Flashback Friday, Gym World.

For the first time ever, we don’t have a new guest on the pod. Baby Franklin #3 is due any day now, and dad life is taking the front seat.

So this week, we’re hitting rewind and sharing an episode we know a lot of gym owners found helpful. It’s our chat with Jon Goodman.

Jon went from broke personal trainer to profiting over $3M a year. He’s used the same strategy to grow as a coach, writer, educator, and software founder. There’s nothing fancy about how he did it, but his approach is packed with value for any gym owner looking to grow.

If you missed it the first time, here’s the rundown 👇

Content

Creating content isn’t easy when you’re busy running a gym. Most owners either:

1. Don’t know what kind of content to make

2. Aren’t speaking to the right audience

3. Post on Instagram in ways that don’t support their business goals

If you don’t know what kind of content to make, the best place to start is with a strategy. You can follow a structured system like Cassie Day, who plans 12 weeks of content in 12 hours.

Or keep it simple like Joe Strada, who posts quick, relatable videos that take less than a minute to film. Here’s an example:

unleashdstrength

6,490 followers

View more on Instagram

Either way, having a plan makes it easier to stay consistent and figure out what works for your gym.

Now, if you aren’t speaking to the right audience, try using the Human Optimized Marketing System (HOMS) framework. It helps you clarify who you're talking to and how to connect with them. Jon uses it regularly to reach his audience of online trainers, connect with them, and build trust. The framework answers five key questions.

If you run a large group training gym, your answers might look something like this:

What’s also great about this framework is that it helps you create content your audience actually cares about. When you do that consistently, it builds trust and positions you as the go-to expert in your niche.

And if your Instagram content isn’t bringing in leads or clients, it’s probably not doing its job. To fix that, start using your page like a sales tool. That’s how Jon approaches it, and his strategy is simple:

• Share 2–3 posts each week that speak directly to your audience’s biggest problems

• Highlight client results and testimonials to build trust

• Add a clear call to action in every caption so people know how to take the next step

Here’s what that looks like in practice:

This approach has helped Jon boost conversions again and again. With time and consistency, it can do the same for you.

Referrals

Referrals are one of the most effective ways to grow your gym. They:

• Help spread awareness

• Attract people who are a better fit

• Are easier to convert because there’s already trust

• Come from strong local networks

Many gym owners we’ve featured use simple systems to get more of them.

One example is Giancarlo Regni. He sends an automated text 30 days after someone joins, asking if they know anyone else who might be interested. If he gets a name, he follows up with a call. Once a year, he also runs a Black Card campaign, where members get a 30-day trial card to share with a friend or family member who isn’t already part of the gym.

James Pratt does something similar. Everyone at his gym follows a custom program, and when they finish it, they get a 30-day free trial to gift to a friend. Normally, the gym offers a 14-day trial. This strategy brings about 60 people through the door each month.

But referrals don’t have to end with your members. Jon says the best way to grow is by talking to people. Here’s what he’d do if he opened a gym:

1. Start a local podcast

He’d launch The Best of Etobicoke, a show where he interviews local business owners and shares their stories. It would be similar to Gym World, but focused on his community.

2. Turn it into marketing

Once the episode goes live, Jon would:

• Print 100 business cards with the guest’s photo, episode title, and a QR code linking to the episode on the gym’s website

• Drop the cards off at the guest’s business

• Ask them to hand out a card with every customer’s order

3. Repeat with popular local spots

He’d repeat the process with high-traffic businesses, like:

• Restaurants

• Coffee shops

• Ice cream shops

• Physio clinics

TL;DR

Jon’s success came down to two simple things: content and conversations.

Content builds reach. Conversations build trust. Together, they can take your gym a lot further than you think.

We’ll be back to our regular schedule next week. In the meantime, watch or listen to Jon’s full interview on Gym World.

‘til next week,

j

📣 P.S. If you found this valuable, share it with another gym owner who could use it too.