This gym makes $60K/month by renting training pods

What’s up Gym World?

In 2021, Joe Cicero launched a strength gym in San Francisco inspired by the barbershop model. Instead of renting chairs, members and personal trainers reserve private pods by the hour.

It’s called The Yard, and Joe’s opened two locations so far with a third on the way. One makes $60K a month with 40% margins. The other is newer, but already earning about two-thirds of that.

If you’re a gym owner looking to add a high-margin offering, or a trainer tired of fighting for floor space, this model’s worth studying.

Here’s the summary.

The Concept

Joe has a background in investment banking and competes as a powerlifter. While training, he was often frustrated by how crowded traditional gyms were. The equipment he needed was rarely available, and workouts took longer than they should have.

He realized other people felt the same way. Living in San Francisco, he saw an opportunity to solve that problem by creating a gym where members could:

• reserve the equipment they need ahead of time

• train in their own space without waiting or crowds

• get a consistent, efficient workout every time

After COVID, commercial leases in the city became more accessible and good locations were easier to find. Joe took advantage of the timing and opened the first Yard in a 3,500 sq ft space.

Today, The Yard runs on a reservation-based system, similar to what we’ve seen on Gym World with FlexWerk Fitness. But while FlexWerk gives you an enclosed private room with premium gear and top-tier tech, The Yard takes a more hybrid approach.

You still get a private pod, but it’s open-air—more like a designated zone than a closed-off room. The rest of the gym functions like an access gym, with shared areas for cardio, conditioning, and group classes.

At FlexWerk, members pay $18-$22 each time they want to reserve a room. At The Yard, $265/month gets you unlimited bookings and one-hour reservations through an app, with each pod equipped with:

• turf or rubber flooring

• a squat rack

• a bench

• barbells

Members also get access to the rest of the facility, which includes:

• a larger turf area

• free weights and cardio machines

• outdoor training space (San Francisco)

• showers

• a sauna (Mill Valley)

They can also join group classes, which are included in the unlimited membership. These include:

• Barbell Basics: a 6-week program that introduces powerlifting movements and how to use a rack and train safely (most prospects start here)

• A-Factor Fitness: a circuit-style strength and conditioning class

• HYROX HIIT: combines cardio, strength, and functional fitness

• Recharge: recovery-focused with heat therapy, mobility work, and breathwork

How Profitable Is This Concept?

Most gyms we feature run small group or semi-private training. Joe charges similar rates, runs fewer classes, and still pulls strong numbers from a small footprint in one of the priciest cities in the U.S.

If you're into the numbers, Joe makes it easy to follow. Each year, he publishes a detailed review of The Yard’s performance, covering everything from revenue growth and operating margin to utilization and customer satisfaction. He also shares quarterly reports.

If you look at The Yard’s revenue per square foot, San Francisco brings in nearly double what big-box gyms like Planet Fitness (PLNT) and Life Time (LTH) average. Even Mill Valley performs on par with those chains.

Joe says the San Francisco location alone brings in $60K/month in revenue. And last year, total company revenue was up 86% from 2023.

Clearly, people like it. Utilization at each location has nearly doubled, doubled, or more than doubled year over year since opening.

Joe’s goal is to have each pod booked five times a day on weekdays and twice a day on weekends—that’s what he considers 100% utilization. That works out to:

• San Francisco (8 pods): 40 bookings per weekday, 16 per weekend day

• Mill Valley (9 pods): 45 bookings per weekday, 18 per weekend day

So what’s driving the success?

👉 The concept is unique. It’s flexible, high-end, and reservation based. Each member gets their own pod and equipment—something you rarely see in other gyms. It feels premium but still accessible.

👉 It fits the market. The Yard offers the kind of privacy, convenience, and quality that people in these areas actually want.

👉 The locations are well chosen. San Francisco is busy, walkable, and full of young professionals, which helps drive drop-ins. Mill Valley is quieter but more affluent, and members stick around longer because they like the private, premium setup.

And it’s not just members filling up the pods—trainers love The Yard too.

Why Trainers Choose The Yard

Starting a business in a place like San Francisco is expensive—especially for personal trainers who need space, equipment, and clients. Like FlexWerk Fitness, The Yard gives them the tools and environment to grow without the cost or risk of running their own gym.

• No complicated contracts. Trainers rent pods to run their own sessions. Most purchase a 40-pack of credits for $1,120.

• Fully equipped space. Each pod has everything they need to coach effectively.

• High-end clientele. The Yard attracts professionals and affluent members who value privacy and are willing to invest in quality coaching.

• Lots of flexibility. Trainers set their own rates (usually $130–$150/hour), can work with 1 to 3 clients at a time, and train as often or as little as they want. Some do it full-time, others on the side.

To support them, Joe regularly promotes trainers on The Yard’s Instagram and website.

The website features a full roster with bios and links to their social profiles.

This helps prospects find a coach who fits their goals, personality, or training style—and reach out directly via email or a consultation link.

It also gives trainers a steady stream of exposure through the gym’s channels, helping them fill their schedule without doing all the outreach themselves.

TL;DR

Time is valuable—especially at the gym. No one wants to waste half their session waiting for a squat rack or hunting down a barbell.

So Joe built something better:

• Private pods

• Flexible booking

• No shared equipment

Now, The Yard delivers a better experience for members and trainers, while generating higher margins and less stress than your average gym.

Could something this simple work in your city?

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

ttyl,

j

📣 P.S. Found this interesting? Share it with another gym owner who’d think so too.