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This large group training gym makes over $850k/yr
& the 5-step DM strategy that drives more sales...
John Franklin
September 13, 2024
What’s up Gym World?
Last year, Nick Page from The Trainer Page shared how he used Instagram DMs to generate an extra $15k a month for his gym.
If you want to turn more conversations into conversions, watch his first interview for the playbook and stay tuned for the updated version.
Now, he’s back to talk about why he switched from small group training to large group training, and the systems and processes that helped him grow his gym from 5 to 350+ clients and over $850k in annual revenue with 40% margins.
Here’s what he told my co-host Mateo: 👇
Building The Trainer Page 🏋️♂️
Nick became a personal trainer in 2018 at 20 years old. He took a course that taught him:
How to get leads
How to sell 12-week programs
How to find clients
Nick scouted for clients at gyms like LA Fitness, offering 3 free days of his personal training services. This got him banned from several locations.
After three months, he rented space at a local gym to train his five clients. By 2019, he had grown to 30 clients, hired a part-time trainer, and got the chance to build a mini-gym inside that same gym.
Nick spent $30-$40k adding walls, stairs, and a side door. The space was a loft, with the upstairs used for 1-on-1 training and the 600 sq ft downstairs for small group sessions of up to six people.
In 2020, Nick upgraded to a 4,800 sq ft space where he still trains today.
At the time, he offered 1-on-1 and small group training, but with 12+ people showing up for sessions, it became more like large group training.
He liked Alloy’s small group training model for its simplicity and structure and wanted to apply similar principles at his gym. So, after COVID in 2022, Nick switched to large group training.
We’ve seen on Gym World that small group training gyms are often more profitable because they offer premium services at a higher price. This allows gym owners to sell to fewer leads and still generate good revenue, which works well if marketing isn’t their strength. But owners like Nick and Sam Tooley, who switched back to large group training, have no trouble getting leads and selling them.
Here’s what the gym looks like today: 👇
Model
Nick only offers large group training, which he calls "sweat sessions." One coach trains 30 people in 45-minute sessions that combine strength training with metabolic toning.
There are 49 sessions a week, and each day focuses on either upper body, lower body, or full-body workouts.
On Mondays, Tuesdays, Thursdays, and Fridays, the class is split into two groups:
15 people in the strength circuit at the front, doing 4-6 exercises with dumbbells and benches.
15 people in the sweat circuit at the back, rotating through 5 stations using rowers, SkiErgs, and barbells.
The groups switch halfway through the class. These days focus on either upper body or lower body workouts.
Wednesdays are dedicated to full-body workouts, while Saturdays and Sundays focus on cardio and core with different circuit setups.
Space
The gym is 4,800 sq ft, with 3,800 dedicated to workout space and 1,000 for office space.
Since it’s in a basement, Nick focused on making the gym feel both welcoming and cool. He took out a $50-60k line of credit to:
Update the floors
Upgrade and add more equipment
Improve the lighting
Nick believes these renovations were key to the gym’s growth. Upgrades like these tend to make a gym feel more premium and attract the right clients.
Packaging & pricing
The Trainer Page has two membership options:
Unlimited training, priced between $199 and $239 per month
2x a week for $149 per month
The median price for group training in 2023 was $165 per month, so Nick’s rates are higher than average. This reflects his premium services like 3D body scanners.
With 90% of the 350+ members choosing the unlimited training option, Nick says the gym generates between $850-900k annually with 40% margins. 🤯
Marketing & sales
Today, most of Nick’s leads opt in for a free session through:
Nick got higher quality leads when he focused on referrals. His “Spread the Sweat” program gives prospects 5 free passes to share with friends and family. If someone signs up, they get $50 off their first month, and the referrer gets $50 off their next month.
Prospects then go through a 4-step sales process:
15-20 minute phone call: A sales rep discusses why they need help, provides gym info, builds trust, and books the session.
Confirmation text: Sent 24 hours before the session, along with a personalized video from the sales rep showing where to go and building excitement.
30-minute intake: The sales rep meets the prospect at the door and helps them fill out an intake form to address potential objections.
Meeting with the trainer: The trainer learns about the prospect’s goals and ensures they feel comfortable throughout the session.
The sales rep collects the prospect’s credit card info during the phone call because they’re reserving a spot that could go to a member. There’s a $25 accountability fee if they don’t show up, which has improved show rates.
Staff
The gym has 8 full-time staff members, including:
General Manager (salary)
Head Trainer/Program Designer (hourly)
Member Success Manager (hourly)
Brand Manager (hourly)
Sales Consultants (hourly + 20% monthly commission)
Nick also has part-time trainers and a front desk person to support the team.
His full-time employees don’t get benefits, but they do have a 401k plan to contribute to.
How to drive more sales from Instagram 📲
More conversations lead to more conversions. If you want more sales from social, you need to try Nick’s 5-step DM strategy. 👇
Step 1: Greeting
Nick uses the same playbook to message every new follower. He begins with a simple greeting like:
💬 Hey [prospect’s name]!
Step 2: Intro
Assume the prospect doesn’t know who you are. Nick introduces himself and his role at the gym:
💬 I’m [your name]! I’m one of the [position title] at [your gym’s name].
Step 3: Appreciation
Nick also takes a moment to acknowledge the prospect. He thanks them with a message like:
💬 Thank you so much for following our page!
Step 4: Personalization
Getting personal with prospects helps you sound more human and builds a stronger connection. Nick asks simple, friendly questions to get to know the prospect better and increase the chances of a response. For example:
💬 How did you hear about [your gym’s name]?
💬 What prompted you to follow us?
💬 What are your fitness goals?
Step 5: Offer
After building rapport, it’s time to guide the prospect toward a decision. This is when Nick presents his offer and collects their name and number:
💬 I’d love to offer you a [your offer] to try out! Can I grab your name and phone number to get started?
Remember to keep the conversation going as needed and continue nurturing the relationship to increase your chances of closing more sales.
Let’s recap 📋
Nick started with a small clientele and, over the past 6 years, has:
Transitioned from 1-on-1 and small group to large group training
Grown to 350 members
Built solid systems
Generated $850-900k in annual revenue with 40% margins
Now, he’s focused on growing the gym to 450-500 members, increasing profitability, and has no plans to open a second location anytime soon.
For more insights on The Trainer Page, be sure to watch or listen to Nick’s full interview on Gym World.
adios,
j
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