This CrossFit gym owner makes $90k/mo

What’s up Gym World?

Some gym owners struggle to run one profitable gym. Then there’s Joe Tepe who runs three:

• The Strip CrossFit (est. 2017) - CrossFit

• Tread Vegas Fitness (est. 2021) - Bootcamp

• The Strip Barbell (est. 2023) - Lifting

And not only are all three located on the Las Vegas Strip—they’re right next to each other.

Despite being so close, Joe runs each gym as separate business. Each has its own concept and brand, but together, they generate $90k/month—and Joe just opened a second location for his bootcamp gym this week.

Let’s break ‘em down: 👇

The Strip CrossFit

When Joe opened The Strip CrossFit eight years ago, there were already 35 CrossFit gyms in Vegas. People thought he was crazy to add another, but he focused on catering to locals and workers on the Strip.

He found a flex space with a warehouse in the back, near the airport, hotels, and casinos—prime territory for nonstop foot traffic. So, he took out a $200k SBA loan and renovated the place.

Today, the gym is 3,600 sq ft with 1,600 sq ft dedicated to a reception area and locker rooms with showers. The rest is training space.

There are 227 members who also get access to his two other gyms. Joe says the variety keeps people around longer.

He has 2 full-time and 2 part-time coaches and runs 8 classes a day (Monday through Friday). Classes average 15 people but can fit up to 20.

The gym ranks #1 on Google for “CrossFit gym Las Vegas” and has 600+ five-star reviews, which drives most of its growth.

And while Joe didn’t disclose pricing, he shared that the gym brings in $5k-$6k per month from drop-ins alone, averaging 50 visitors per week—which makes sense given the location.

Tread Vegas Fitness

Joe loves his CrossFit gym, but after running it for a while, he noticed a few challenges:

• Onboarding is tough for people with no CrossFit experience

• Movements require a lot of space to be done safely

• It’s intimidating for beginners, and not everyone is willing to try

When a vacant space opened next door, he saw an opportunity to create something smaller, simpler, and more inviting. So in 2021, he launched Tread Vegas Fitness—a 45-minute bootcamp focused on cardio and HIIT-style training.

treadvegas

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He wanted a completely different brand and atmosphere from his CrossFit gym, so he gave Tread Vegas a cool, high-energy, club-like feel with:

• Mirrors wrapping the space

• Hip-hop music blasting

• Neon lights setting the vibe

The gym is 2,100 sq ft with 900 sq ft for treadmills and floor space. The rest is used for the front lobby and locker rooms. And from the looks of it, the gym always packed.

Classes run 4 times a day and cap at 24 people. Joe says they train 100-125 people daily, and there’s a waitlist a week in advance.

Currently, there are 172 members who can choose from:

• 4, 8, or 12 classes per month

• Unlimited classes per month

Prospects start with a 30 days for $30 trial. At the end of the month, they choose the membership that best fits their training frequency—and about 70% sign up.

The gym has 5 coaches who make $50 per class after a year on the job. And while that’s more than any other gym in Vegas, Joe has no turnover issues.

But Joe didn’t stop there…

The Strip Barbell

For about a year, Tread Vegas had 250 sq ft of unused office space at the front of the building. Joe didn’t want it to go to waste any longer, so he added a squat rack and lifting platform—then started renting it out by the hour to the public.

He booked 6 sessions a day at $25 per session. Personal trainers were especially interested, and demand grew so quickly that Joe had to turn away 15-20 people a day looking for lifting equipment.

Seeing the opportunity to go bigger and cater to personal training, he expanded the concept into a 4,500 sq ft building across the street from his other gyms in 2023 and launched The Strip Barbell.

thestripbarbell

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Unlike his other gyms, The Strip Barbell is a 24/7 access gym with less than 100 members and no staff. It’s pretty similar to Gym Worlder Kieran Williams’s gyms.

Joe spent $325k to make the gym look like an influencer gym and attract high-profile clients. He designed it with:

• A black-and-white theme for a sleek, modern look

• Hexagon lights covering the entire ceiling

• A memorable design—so recognizable in photos that you don’t need a logo to know where you are

• Top-tier Rogue equipment

Any influencer with 100k+ followers who inquires about training gets a free membership. In exchange, they’re asked to post content at least once a month and tag the gym.

Here’s an example from Simon Ata who has 550k+ followers:

simonsterstrength

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This strategy brings a ton of exposure and a steady flow of visitors. In just a year, 7,000 people have walked through the doors. 😳

So, what’s next for Joe?

He’s developing a fourth concept… just kidding (kinda).

Over the last 8 years, Joe’s built 3 different gyms that now generate $90k/month:

• 2017 - Opened a CrossFit gym

• 2021 - Launched a bootcamp gym

• 2023 - Added a lifting gym

And being in a busy tourist area with high foot traffic likely contributed to expanding so fast. But over time, Joe’s figured out what works best—and the concept he’s most excited about is Tread Vegas Fitness.

It’s the most scalable because it’s:

• Low-cost to open

• Space-efficient

• Unique enough that people want to try it

He just opened a second 2,100 sq ft location in the suburbs of Vegas and signed up 130 members in presales.

His goal is 250 members by the end of month 1 and 350 by month 6. If he hits these numbers, he’s confident he can open more.

It’ll be interesting to see how this plays out. But for now, be sure to watch or listen to Joe’s full interview on Gym World for more insights on the gyms.

that’s all,

j

📣 P.S. If you made it this far, tell a fellow gym owner to subscribe to the newsletter.