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This private gym makes $14k from events every month…

& it only has 1 staff member 😮

Author

John Franklin
July 19, 2024

Gym World,

What if your gym was more than just a place to work out?

Sociologist Ray Oldenburg coined the concept of the “third place” in 1989. It’s a space beyond home and work where people gather and connect.

Big players like LifeTime and Fusion Gyms are embracing this idea with amenities like:

  • Recovery rooms

  • Lounges

  • Cafes and restaurants

  • Spas

  • Barber shops and salons

  • Workspaces

And people seem to love it:

The LifeTime near me charges $330/mo, has 4,000 members, and currently has a waitlist to join.

Even smaller players, like the Sapien Center run by nutrition podcaster Brian Sanders, are creating vibrant community spaces.

According to the website, it’s Austin’s newest health-focused social club and event space. Brian calls it a clubhouse for meat eaters and spiritual bros seeking holistic wellness. With over 350,000 Instagram followers, he uses the space to engage clients and promote his other businesses.

Sapien is riding three massive trends:

  1. People want stress relief services like saunas, cold plunges, and breath work.

  2. People want to live longer.

  3. Gen-Z seeks community-based, outdoor activities.

Brian runs it with just one staff member and makes $14,000 every month from events. So, we had him come on Gym World to break it down.

Take a look: 👇

The space

Sapien Center is 5,700 sq ft with 2,200 sq ft dedicated to indoor co-working space.

It looks and feels like a WeWork.

The other 2,500 sq ft is outdoor training space and amenities, including:

  • Racks and barbells

  • A barrel sauna

  • A shower

  • Two cold plunges

  • BBQs

  • A fire pit

  • A sundeck patio

Dan Purington’s CrossFit gym also has outdoor workout space.

My co-host Mateo calls it the modern version of the Tulum Jungle Gym that went viral during lockdown.

The design

From the looks of it, Brian designed the space to be Instagrammable and inviting. He incorporated tons of plants and wood to make the indoor and outdoor areas feel natural and aesthetically pleasing.

With help from his architect parents, he designed a custom plant wall with built-in benches.

Making small investments in your space's aesthetics can elevate its perceived value. Alloy and KOR4 intentionally do this.

And to save on costs, Brian furnished the space using items from:

  • Second-hand stores

  • Facebook Marketplace

  • Craigslist

Brian raised $120,000 from locals in Austin, TX and negotiated $40,000 in tenant improvement funds. He sees the center as a community project.

The model

Sapien positions itself as a place where people never have to go home. It’s open 24/7, giving members the freedom to come in and hang out whenever suits them.

There are about 80 members and offer a mix of yoga, cardio, and strength training classes. Brian says most come in three times a week for hours at a time.

You can apply for a membership at $179/month or choose a day-pass if you’re just stopping by:

It’s a bargain compared to similar health and social clubs that charge $2,500/month. 💀

Half of the revenue comes from memberships and the other half from gym events.

And Brian only needs one staff member to run the whole thing.

The people

Sapien’s social is full of young, happy-looking men and women, creating a great environment to meet like-minded individuals.

Younger people often look for community. West Village Athletics is another small gym creating “third-place” spaces, which keeps their members around longer.

This also makes it easy to attract more people like them.

Based on the vibe, I’d guess the most engaged members are always there having a good time.

Brian says a lot of travelers drop in, so it sounds like the center also appeals to nomadic lifestyles.

The events

While most gyms we feature run events a few times a year, the Sapien Center has something happening every day. This adds over $14k to their monthly revenue. 🤑

Here’s their schedule for July 15th-21st.

They make their events fun with:

  • Themed parties (e.g., 4th of July, Tropical Summer, Halloween)

  • Music and live bands

  • Food available to purchase

Most of these public events cost $35 per person, but members get discounts.

Brian advises all gym owners to consider building a dedicated events or co-working space. It’s an easy way to build community and, in his case, it creatively generates additional income.

The club rents the space on Peerspace for events like comedy shows and birthday parties. It also hosts monthly meetups for people to connect with others from different gyms.

It’s a great opportunity for generating leads and networking.

And thanks to Brian’s large following and others frequently posting about them, Sapien has built a solid reputation in Austin. This should help maintain traction for a while.

Here’s the gist 📝

Brian built a fun and pretty affordable holistic club that one person can run, and found a way to make an extra $14k every month.

He doesn’t count on getting rich from this business, but he's early enough to the health and social club scene that it’s helping him stand out.

People are already interested in opening more locations, so we’ll see where this goes.

For a deeper dive on the Sapien Center, watch or listen to Brian’s full interview on Gym World.

‘til next week,

j