Running a successful gym takes more than just a passion for fitness — it requires resilience, strategy, and, often, the willingness to ask for help. In this episode of the podcast, Dave Hoyland, owner of The Fitness Formula, shares his journey from starting out as a 19-year-old lifeguard to creating one of the most successful gyms in his town. Through mentorship, strategic rebranding, and building a stellar team, Dave has turned challenges into opportunities and learned valuable lessons along the way.

Key Highlights of This Episode:

  • How smart rebranding can increase lead generation and client interest.
  • How Dave has fine tuned his team of five, including a dedicated sales specialist, to keep his business growing.
  • How to achieve 97% client retention rates.
  • How to build local partnerships with other companies to grow your membership base.
  • Find out how Dave made 3k in his business whilst on holiday.

Being a Beginner Gym Owner: The Early Days

Dave’s fitness career started when he was just 19 years old, working as a lifeguard and a PT in public gyms. Fast-forward 16 years, and Dave became the first to open a personal training studio in his town. Despite the early success, Dave quickly realised that scaling a gym isn’t just about adding new equipment or offering more classes — it’s about building a community and a brand that resonates with people.

The Power of Rebranding: ‘Fight for Fitness’ to ‘The Fitness Formula’

One of the biggest challenges Dave faced was rebranding his business. Initially named “Fight for Fitness,” the brand unintentionally alienated potential clients who weren’t interested in martial arts. After much consideration (and fear of losing loyal members), he rebranded to “The Fitness Formula”. This change not only improved lead generation but also opened doors to new demographics. It’s a lesson for all gym owners — your branding needs to align with your audience’s needs, not just your personal preferences.

Building a Team: Why Dave Stepped Back from Coaching

As his business grew, so did the responsibilities. Dave realised that trying to do everything himself wasn’t sustainable. He brought on five team members, including a full-time salesperson, Aaron, who is now responsible for handling 600 old leads. This shift allowed Dave to focus on the bigger picture and future projects, emphasising the importance of delegation and trust in his team.

Take Your Fitness Business to the Next Level with FMA

If you’re a gym owner or fitness business professional looking to scale your business, improve retention, or rebrand for growth, take a page from Dave Hoyland’s playbook. Don’t try to do it all on your own. Explore the benefits of mentorship and strategic planning to take your gym to the next level. Want to learn more about scaling your business with expert guidance? Click here to book a strategy call today!

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