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Inside a powerlifting gym with 560 members
& a shockingly easy way to make $50k in 6 months...
John Franklin
November 15, 2024
What’s up Gym World?
We know barbell clubs are some of the toughest gyms to run because:
It’s hard to sell to those unfamiliar with the service
Onboarding new members is challenging
Each member needs a lot of space
Equipment is expensive
But some gym owners make it work—like Michael Scullin from Palmetto Pump House. His powerlifting gym:
Is only a year old,
Already has 560 members, and
Doesn’t have your average branding.
While these gyms aren’t known for being super profitable, Michael’s is doing well enough that he’s opening a second location soon—plus, he’s made an extra $50k in just 6 months from a vending machine. So, we brought him on the pod to break it all down.
Here’s what he told us:
Welcome to the Pump House 🏋️
Michael’s been a powerlifter and coach for six years. He works full-time as an engineer but started coaching as a hobby. The idea for Palmetto Pump House began when he saw a gap in the Charleston, SC market for a gym that could cater to:
Olympic weightlifting
CrossFit
Strongman
Powerlifting
Michael collected $35k in equipment before opening Palmetto Pump House. He owns 75% of the business (his partner owns 25%) and family provided the capital to fund it.
Gyms like this can look and feel intimidating, but Michael wanted something loud, welcoming, and fun.
The average powerlifting gym vs. Palmetto Pump House
He knew a guy who did web and merch design on the side, and offered to help bring the gym to life.
Michael told me this guy sold 🍃 vape pens from vending machines (idek if—or how—that’s legal).
By tapping into someone outside the fitness industry, Michael created a Miami-inspired gym with:
This style is rare in the industry, which helps him stand out. Mark Fisher took a similar approach, using lingo familiar to Broadway actors and actresses.
According to Michael, it’s:
Bigger
Better
Innovative, and
More affordable than other gyms in the area.
Take a look: 👇
Model
Palmetto Pump House operates as a 24/7 open gym, so its 560 members can come and go anytime with a key fob.
Each member pays a one-time $20 fee for their fob and $25 for any replacements.
The gym is 10,600 sq ft and features:
45+ pieces of bodybuilding equipment
6-7 combo racks
4 platforms
Bodybuilding is on the left side of the room, and powerlifting is on the right.
It also has a 70 ft turf strip and separate rooms for cardio and posing.
Fun fact: Michael says it’s the only gym in South Carolina with 200lb dumbbells.
Design
Most powerlifting gyms have a dark, intimidating look…
…but not Palmetto Pump House.
According to Michael, plenty of guys actually love the pink.
Every piece of equipment is custom-painted to match the gym’s bright pink and blue color scheme. This helps it feel more welcoming (and less boring) to the average person.
Michael works with Zachary, who runs a company called State of the Arc (SOTA) Welding. He builds custom powerlifting equipment and powder coats it with the gym’s colors and graphics. Surprisingly, it’s more affordable than you’d expect based on their online prices.
Packaging & pricing
Palmetto Pump House offers three membership levels for unlimited access:
$55/mo for military, veterans, and first responders
$60/mo for students
$75/mo for everyone else
Couples can get a membership for $120/month, and there’s also a part-time option at $45/mo for those training 3x a week or less.
Marketing & selling
Most gyms we highlight on here get leads from:
Michael focuses on ranking his website at the top of Google.
His gym is #2 on Google for ‘gyms in Charleston, SC,’ right behind Ethos Athletic Club.
He uses a built-in tool for better SEO and says Google reviews have helped a lot—Kilo provides this service for their gym websites too.
Michael also attracts leads through his Instagram Stories and gets new members by word of mouth.
And based on their website, it looks like prospects:
Fill out a form
Choose a membership
Set up recurring payments via PayPal
Staff & culture
Michael has a team of 10, including himself, with diverse talents like:
Bodybuilding coaches
Two doctors of physical therapy
A Level 2 CHEK Practitioner
A yoga coach
A massage therapist
He charges trainers $55 per head per month, which he says is a fair rate.
Creating a positive gym environment is also important to Michael, so he encourages everyone to:
Smile
Bring a good attitude
Provide great customer service
Powerlifting gyms are often male-dominated, so Michael added a suggestion box in the women’s bathroom to gather honest feedback on improving the gym. Small gestures like this can help keep members around longer.
Extra revenue
The gym expanded its revenue in several ways, including hosting in-house powerlifting competitions.
Meets with 30 to 40 contestants usually run from 9 a.m. to 3 p.m. Setup takes 2-3 hours on the turf, and all Michael needs is a curtain, pop-up banner, and chairs for attendees.
He aims for 3-6 meets a year, with each one bringing in $2,500.
Merch sales generate another $2k-$3k a month.
And 6 months ago, Michael picked up a vending machine from clients who didn’t want it. He:
Stocked it with protein shakes and energy drinks
Added more products
Dropped prices
It’s made $50,000 so far. 🤯
When you’re done here, check Facebook Marketplace for old vending machines.
Long story short… ✂️
Michael started Palmetto Pump House just over a year ago as a hobby to fill a gap in the Charleston market. While his model may not be groundbreaking, he’s built something remarkable in an uncommon niche by having:
A memorable website that stands out
Bold, instantly recognizable branding
A strong network and presence in the powerlifting community
Valuable experience from coaching and growing membership at another gym
Approachability that draws in people who might not otherwise try powerlifting
Now, his unconventional powerlifting gym is doing so well that he’s leaving his engineering job to go full-time.
When asked what’s next, Michael said he’s opening a second location and calling it Palmetto Performance House, where he’ll offer 3-4 day plans for youth athletes because:
No one else it really doing it in the area
Local athletes don’t have access to structured classes
He can provide better service
He feels the brand has momentum, and people know him, so it’s a good opportunity.
Michael said his current location has too many members to add this program there. We’ve seen that sports performance gyms aren’t always easy to scale, so we’ll see how this unfolds.
that’s all,
j
📣 P.S. If you liked this, share it with another gym owner who would too.