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She makes $48K/month helping geeks fall in love with fitness
“Where fandom meets fitness and normal workouts can suck it!”
John Franklin
July 18, 2025
Gym World,
What happens when you stop trying to appeal to everyone and create something weird, specific, and wildly fun?
You get The Micro Squad, an online training platform for nerds, fandom lovers, and anyone who hates traditional workouts.
Sam Willens started the business five years ago with just 5 clients. Today, she has 3,000 members doing themed virtual programs they can follow anytime, anywhere. The concept is so unique, it’s also helped her grow a TikTok following of over 150,000.
We love it when someone builds something unexpected in the fitness space. So, of course, my co-host Mateo sat down with Sam to learn more.
Click on the YouTube video below to watch the full story.
If you’re short on time, keep reading. We’ve pulled out the best insights for you.
How It Works
The Micro Squad runs on a monthly subscription where members pay either $12 or $20 per month for access to fandom-themed training and other perks. Most sessions are 10 to 50 minutes long and can be done anywhere with little to no equipment.
Most programs last one to four months and follow a set training plan. There are also 28-day quests, which are shorter and feel more like a fun, story-based challenge.
Programs are often inspired by fandoms Sam loves or ones her clients request, like:
Disney
Mean Girls
Broadway
Harry Potter
Lord of the Rings
Zodiac signs
Popular music artists (ABBA, Taylor Swift, Britney Spears)
And lots more
One of her most popular is Valkyrie Squad, a four-month program based on A Court of Silver Flames. It’s part of the A Court of Thorns and Roses (ACOTAR) fantasy series and follows a broken heroine as she trains, heals, and transforms into a warrior.
You don’t need to know the book to enjoy the program, but there are lots of references (and spoilers), so fans will definitely get the most out of it.
The workouts combine strength training with fighting-style moves to help you feel stronger, more powerful, and more confident each week.
Sam says writing the program was pretty straightforward since the book includes such a detailed training arc, so it practically laid out the structure for her.
And while plenty of programs offer a solid workout, Sam makes you feel like you’re training in the world of your favorite fandom. She:
Dresses up for the workouts (and even sells matching merch)
Renames moves to match the fandom (like “Illyrian Lunges” from ACOTAR)
Uses props (like fake swords or daggers) to bring the theme to life
Picks music that fits the vibe
Here’s an example:
The result is an experience that feels fun, immersive, and totally different from your typical online training program.
Sam says lots of people repeat the programs and quests. She suggests making them harder each time by adding weight or increasing the intensity.
How She Grew It
When The Micro Squad launched in 2020, Sam had just 5 clients from the Pilates-style studio where she used to coach before COVID shut it down for good.
Like many gym owners at the time, she was starting from scratch. But she already had a concept people loved and room to grow it.
FYI: Sam was already running themed workouts at the studio, so when lockdowns hit, she brought them online to keep people moving during a time that felt lonely and unmotivating.
To reach more people, Sam started posting bite-sized workouts on TikTok. The app was blowing up, and she saw it as a good way to attract new members—just like fellow Gym Worlder Joe Strada, who used TikTok to widen his reach and now has over 33K followers and a few viral videos.
Some of her first videos were Marvel-inspired, like this one:
@bodysamantix Full workout on Geek Gym 🔗 in bio #geekgym #spidermannowayhome #balababe #marvelworkouts #mcu #spiderman
Sam kept posting consistently, first on TikTok and then on Instagram, always linking back to her website. And with costumes, themed audio, and her fun personality, her content quickly gained traction.
Today she has more than 170,000 followers across both platforms, and the majority of her members still come from TikTok. It's been a major driver of her growth to 3,000 members.
One of her most popular videos, tied to her Valkyrie Squad program, got over 2M views and nearly 300,000 likes. (Not surprising, given how popular the ACOTAR series is on “BookTok.”)
@bodysamantix ⚠️prop sword⚠️ awaken your inner warrior with #ValkyrieSquad #legionofbadassery #acosfvalkyrie #warriortraining #acosf #motherofvalkyries ... See more
These days, Sam follows a simple content strategy that keeps a steady flow of new leads coming in:
Posts 2–3 workout videos per week, using new clips or footage she’s already recorded
Repackages older content to keep her feed active
Shares helpful tips or fandom-related insights her audience cares about
Mixes in fun or relatable videos that show her personality and sense of humor
Includes clear calls to action that link to her website or free trial
She also uses socials to tease upcoming programs months in advance and drive people to her email list. From there, she nurtures them with helpful content and sneak peeks. One pre-launch campaign brought in over 2,000 sign-ups.
Fun fact: Some people even discover Sam through her Spotify playlists. They find the music, then find her site and sign up from there.
How She Builds Community
When you run an online training business, building a strong sense of community is tough. There’s no:
Gym floor to hang out on
Group classes where members bond
Coaches walking around checking in
Most online programs try to fix this with a private Facebook group. We’ve seen that work well for folks like Mike Doehla (Stronger U Nutrition) and Melissa Shevchenko (online personal trainer).
Sam uses Discord. It’s a casual group chat app where members can:
Post progress updates
Ask for advice
Chat in different topic channels
Cheer each other on
The Discord is optional, but lots of members join, which has led to a tight-knit community. Sam says there are even inside jokes that only make sense if you’ve done the workouts.
A sample Discord chat showing how members can talk in different channels, share updates, and hang out.
For members, Discord is an easy and low-effort way to stay connected in a virtual environment.
For Sam, it builds loyalty, adds value to the experience, and helps keep members longer.
Sam’s hired moderators to help run the space since she’s focused on other parts of the business. But she still pops in to answer questions or just say hi.
What You Can Steal From This
Even if you’re not building an online fandom workout empire, there are lessons here that can apply to any gym owner:
1. Pick a Clear Audience
Sam didn’t try to appeal to everyone. She focused on a specific group of people who love fandoms and want workouts to be fun.
When you narrow your focus, everything becomes easier:
Your content gets clearer
Your message resonates more
Your brand stands out
Whether your audience is busy professionals, new moms, or high school athletes, the more specific your niche, the more likely people are to say, “This gym is for me.”
We’ve seen this work again and again with gym owners like Scott Drapeau, Mark Fisher, Brian Sanders, and Lindsey VanSchoyck.
2. Add a Little Fun
Sam builds an entire world around her workouts using music, themes, costumes, and storytelling. And while you don’t need props or cosplay to do the same, it’s worth asking: What would make training at your gym feel more fun, engaging, or memorable?
When training feels more enjoyable, it can lead to better consistency and retention. Here are a few ideas to bring that energy into your gym:
Run weekly or monthly themes to keep things fresh
Add small personal touches that make members feel seen and valued
Host fun events, workshops, or challenges
People love a good challenge. It gives them something to commit to and gets them excited to post their progress on social media. That can help spread the word and bring more visibility to your gym—for free!
3. Post as Your Authentic Self
Sam built trust and visibility through short-form videos that reflect her unique style, personality, and coaching approach. Her content is consistent, valuable, and gives prospects a feel for who she is and what to expect from her programs.
Showing your authentic self online helps people connect with you and your gym. A simple way to start is by consistently posting:
Workouts or tips your clients find helpful
Member milestones or transformations
Behind-the-scenes clips of your team or space
Anything that gives people a sense of your vibe
Most gym owners are busy and content might not feel like a priority, but it really does make a difference. Even posting once a week builds trust, increases visibility, and helps more people discover your gym over time. Sam, along with gym owners like Zach Peterson and Kyle Dosterschill, are proof that it works.
4. Build Anticipation
Before launching a new program, Sam warms up her audience with sneak peeks, themed content, and email teasers to build curiosity over time.
If you’re introducing something new at your gym, try doing the same:
Mention it in your content
Give people a behind-the-scenes preview
Explain how it will help them
That way, you build anticipation and help your audience get familiar with what’s coming, so they’re more likely to take action when the time is right.
Fellow Gym World guest Marie Merritt once made $159,000 in 24 hours by teasing her Black Friday offer ahead of time.
You can read how she did it here →
5. Give Members a Place to Connect
Sam uses Discord to create community, but the tool matters less than the outcome. What matters is giving your clients a space to engage outside of their workouts.
Whether it's online or in-person, having a place to connect can lead to:
Better retention
More accountability
A stronger sense of belonging
A more fun and supportive atmosphere
This could be as simple as:
A private Facebook group
A group chat for new members
A monthly hangout or in-gym event
If you’re looking for more ideas to bring people together, check out how Cassie Day and Dane McCarthy built gym communities so strong, their members never want to leave.
TL;DR
When Sam started The Micro Squad in 2020, she had just 5 clients. Now, it’s grown into a 3,000-member online training platform for fandom lovers. And based on her pricing ($12–$20/month), we estimate she earns around $48,000/month on average.
She did it by picking a clear audience, creating a niche for people who don’t usually love working out, and building a fun, authentic brand that consistently delivers value through themed workouts and engaging content.
enjoy,
j
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