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- This private gym makes $14k from events every month…
This private gym makes $14k from events every month…
& it only has 1 staff member 😮
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:
IT FINALLY EXISTS
Tennis player / solopreneur paradise:
8 clay tennis courts
coworking area
full cafe & restaurant
12 PB courts
full gym w/ 10 squat racks
sauna
cold plunge
pool
beach club
recovery centerLifetime Fitness Harbour Island - Tampa, FL
— Pat Walls (@thepatwalls)
10:55 PM • Jul 14, 2024
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:
People want stress relief services like saunas, cold plunges, and breath work.
People want to live longer.
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/108ddbef-0546-418a-80c2-37d8184d7752/Screenshot_2024-07-17_at_10.18.06_AM.png?t=1721408741)
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
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/dec22ac7-486a-45d1-822d-d015c7d2ed0c/Screenshot_2024-07-17_at_11.05.03_AM.png?t=1721408779)
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b2d1a86b-5fb5-4dbc-aeb4-81c732a47aae/Screenshot_2024-07-17_at_12.38.58_PM.png?t=1721408820)
With help from his architect parents, he designed a custom plant wall with built-in benches.
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:
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/5d5018d4-c946-4a20-aa9f-3587255560e6/Screenshot_2024-07-17_at_12.22.46_PM.png?t=1721408900)
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/7f886f8b-1813-4734-a774-aa2944864ff5/Screenshot_2024-07-17_at_2.01.38_PM.png?t=1721408960)
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. 🤑
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/95869955-0a32-4d91-bee8-fd0286b8a636/Screenshot_2024-07-17_at_2.36.26_PM.png?t=1721408993)
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
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/fd30fca8-fdc4-4c78-81b3-7a4e72739126/Screenshot_2024-07-17_at_4.22.37_PM.png?t=1721409061)
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b5bfbbac-89b8-4d61-88e7-d787144febf0/Screenshot_2024-07-17_at_4.41.55_PM.png?t=1721409107)
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.
‘til next week,
j