Running a gym isn’t easy—especially when faced with financial struggles, staff turnover, and an underperforming product. James McLaren, owner of Eventus22 in Bury St. Edmunds, knows this all too well. Starting with a 1,300 sq ft space in 2018, James expanded to a cutting-edge 4,300 sq ft facility while completely transforming his approach to pricing, hiring, and product delivery.

Key Highlights of This Episode:

  • How to restructure the onboarding process to address service gaps.
  • The pivotal shift from £200 to £400 per month memberships.
  • Why over-50s are the ultimate target demographic for gym growth.
  • Lessons learned from a £200,000 gym redesign and team overhaul.
  • How sales training, tracking, and CRMs transform lead conversion rate.

The Journey from PT to Gym Leader

James started as a personal trainer and transitioned into gym ownership in 2018. His first space was 1,300 sq ft, and while his business initially grew, James quickly realised he was undercharging and struggling to retain clients. By identifying these pain points, he laid the groundwork for a £200,000 investment into a new, state-of-the-art gym in 2022.

Facing Financial and Leadership Challenges

Like many gym owners, James leaned too heavily on pay-in-full offers, which strained his cash flow. To make matters worse, his coaching staff and product delivery lacked consistency, leading to a mass client exodus. But instead of cutting corners, James doubled down on leadership and quality improvement, retraining his team and focusing on structured onboarding processes.

Marketing and Demographics: The Game-Changer

Through targeted marketing campaigns, James discovered that over-50s were the ideal audience for his gym. With disposable income and high referral rates, this demographic became central to his strategy. Coupled with personalised onboarding and exceptional service, his gym now attracts clients willing to pay premium rates for real value.

Sales as the Ultimate Skill

With guidance from FMA’s expert sales training, James doubled his conversion rate and learned to close deals that aligned with his vision for the business. Sales, he realised, isn’t just about numbers—it’s about transforming lives and building trust with every prospect.

Ready to Transform Your Gym?

James’s story is proof that the right strategy, training, and marketing can turn any gym into a high-performing powerhouse. If you’re tired of struggling with inconsistent leads, underpricing, or staff management, book a call with FMA today. Let’s build the gym business you’ve always envisioned.