The gym that maxed out at 200 members in 1 year

Hey Gym World,

The most successful gyms we talk to aren’t chasing leads or obsessing over programming. They’re focused on delivering a world-class experience people never want to leave.

That’s what makes a gym worth talking about.

And it’s the same approach Matt Skeffington, a seasoned strength coach who worked with industry leaders like Mike Boyle, used to scale Fuel Personal Training to 200 members and $70K in monthly revenue within a year. It worked so well, he had to cap membership and start a waitlist.

We sat down with Matt to break it all down. Watch the full interview below.

Short on time? Here’s what you can take from his playbook.

First impressions and onboarding

Fuel primarily works with adults between 45 and 65 who often find it hard to take that first step into the gym. That’s why the team focuses on making things easy and building trust from the very first interaction.

As soon as a prospect fills out the form for a 7-day free trial, Matt gives them a call while interest is still high. It’s a similar process to what we saw with The Collective last week.

During the call, Matt asks questions, listens closely, and tries to understand why the person reached out. He walks them through what training at Fuel looks like and makes sure they know exactly what to expect from the 7-day trial, so there are no surprises when they arrive for their first session.

And when that day comes:

• There’s a welcome sign at the front desk with their name on it

• A coach greets them as they walk in

• They get a tour of the gym and meet a few members who help break the ice and build rapport

After the session, the coach drops a quick summary in Slack (the communication platform the Fuel team uses), including:

• What the prospect did

• Any struggles or movement issues

• How they responded to coaching

• Notes on personality, goals, or preferences

That way, the next coach knows what to expect and how to keep the experience consistent across the rest of the trial.

And that same level of care continues once someone joins.

Personalized coaching in a group setting

Fuel runs a small group personal training model with 8 members per session and 2 coaches on the floor. That 1:4 ratio allows Matt’s team to deliver a personalized experience that feels closer to 1-on-1.

The personalization starts 30 minutes before each session. During that time, coaches:

• Review who’s attending

• Note who’s new, injured, or on a trial

• Plan modifications and progressions for each person

They also use a simple color system to flag each member’s needs:

• Green: high fitness level, no modifications needed

• Yellow: moderate fitness level or minor modifications

• Red: trial members, injuries, or lower fitness level

So when members walk in, everything’s already in place to give them the right level of support. That level of preparation makes the sessions feel thoughtful and tailored. And it's the kind of experience that's hard to find in most group training environments.

The space and the standard

Fuel has just over 2,500 square feet of strength and conditioning space, and every part of it is intentional.

From the moment someone walks in, it looks and feels premium. The equipment is organized, the branding is bright and clean, and even the drinks in the mini fridge are turned to face the same way.

Cleanliness plays a big role in that. A professional crew comes in every four weeks for a deep clean, and coaches tidy the gym twice a day—once after the morning shift and again in the evening. That includes:

• Vacuuming the entire floor

• Wiping down all equipment

• Swiffering the lobby

• Cleaning the bathrooms

It’s one of those details that’s easy to overlook, but it shapes how people feel about the gym. A clean space sets a higher standard and leaves a lasting impression, whether someone’s training regularly, visiting for the first time, or just seeing it online.

The culture that keeps people

A solid onboarding process, personalized coaching, and a clean space get people in the door. But what keeps them showing up week after week is the environment Matt and his team have created.

At Fuel, that environment is built on energy, connection, and care. It’s the feeling members get when coaches know their name, greet them with enthusiasm, and adjust the session to how they’re feeling that day.

Matt reinforces this through the Fuel playbook.

It’s a guide to how the gym operates, how coaches show up, and how they connect with members. It outlines the standards for service, energy, and community so every coach delivers the same high-quality experience, session after session.

Most people hear about Fuel from a friend, see them on Instagram, or walk by and want to check it out. The space, the energy, and the community speak for themselves.

But to experience it firsthand, they’ll have to join the waitlist.

Bringing it back to your gym

Matt didn’t grow Fuel by running ads or chasing leads.

He built a place people didn’t want to leave by dialing in the onboarding experience, offering consistent coaching, creating a clean space, and fostering a culture where members feel supported every time they show up.

If you want the same, focus on the parts of your business that are hard to copy:

• Your people

• Your process

• The feeling your gym gives off

That’s what sticks.

For more insights, watch or listen to Matt’s full interview on Gym World.

cheers,

j

📣 P.S. If you enjoyed the read, share it with a gym owner who might get value from it.