Jake Wilkins, the owner of The Game Changer Training in Milton Keynes, UK, started his gym with a passion for helping people transform their lives through fitness. However, like many gym owners, he faced challenges in scaling his business, retaining clients, and maintaining profitability. Through strategic thinking, a strong focus on community, and the support of Fitness Marketing Agency, Jake managed to turn his struggling gym into a thriving small group personal training facility.

In the latest episode of our podcast, Jake shares his journey from struggling with client retention and low prices to achieving an impressive 97% client retention rate and expanding his business across two units.

Key Highlights of This Episode:

  • How to achieve a 97% client retention rate and low attrition
  • The best way to increase your prices in a short period of time just like Jake who went from £99 to £247
  • Changing from 1-2-1 PT to a more profitable SGPT model
  • How Jake went from 30 to 107 active clients
  • The benefits of opening a coffee shop and meal prep business next door to his gym

Transforming Client Experience and Boosting Revenue

Jake’s journey began with a realisation that client experience was the cornerstone of a successful gym. By focusing on building strong relationships, maintaining consistent communication with his team, and delivering exceptional service, Jake transformed his business. His relentless dedication to improving client experience allowed him to achieve an impressive 97% retention rate.

Strategic Price Increases and Model Shifts

One of the most significant changes Jake made was in his pricing strategy. Initially charging £99, Jake was able to double his prices to £189 by demonstrating the value of his services and ensuring his clients were invested in their fitness journeys. Additionally, Jake transitioned from 1-2-1 personal training to a small group personal training model, which increased profitability and allowed him to serve more clients effectively.

The Power of Community in Fitness

At the heart of Jake’s success is the strong sense of community he has built at The Game Changer Training. By focusing on creating a supportive environment, Jake has cultivated a gym culture where clients feel valued and motivated to achieve their fitness goals.

Ready to Transform Your Gym?

In this episode, Jake Wilkins shares the key tactics and mindset shifts that enabled him to grow his gym, increase his revenue, and build a strong, supportive community. Whether you’re a gym owner looking to scale or just starting out, Jake’s insights are invaluable for anyone aiming to create a successful fitness business.

Want To Find Out More About How FMA Can Help You?

Schedule a free marketing audit call on the calendar below and see behind the scenes at FMA.