At just 24 years old, Dean McMahon has built a thriving gym that generates substantial annual revenue. Embassy Gym, based in a large warehouse, originally operated as a traditional open gym, but Dean had bigger ambitions. He wanted to coach clients and make a real difference in their fitness journeys, which is why he introduced small group personal training (SGPT) and online coaching to complement his existing services.
Key Highlights of This Episode:
The Shift to a Hybrid Gym Model
Dean’s decision to offer more than just an open gym membership was inspired by his desire to coach and provide real value to his clients. With 300 open gym members and 105 PT clients, Dean’s hybrid model delivers a blend of no-touch gym services and personalised coaching for members seeking long-term results. His gym caters to both groups, ensuring everyone from beginners to fitness enthusiasts has access to the right equipment and training.

The Power of a Dedicated Sales Team
One of the key turning points for Embassy Gym was the decision to bring in a full-time front-of-house sales team member, Katie, who handles sales calls and membership sign-ups. With Katie’s help, Dean was able to step back from day-to-day sales and focus on refining his services and scaling the business. His gym’s monthly recurring revenue (MRR) is now at an impressive figure, with a conversion rate that’s climbed to 100%.

Long-Term Success and Retention
Dean learned quickly that the secret to sustainable growth isn’t just about gaining new members; it’s about keeping them. His 21-day accelerator program helps new members develop lasting habits, which improves retention and keeps them engaged. By focusing on quality and delivering exceptional service, Dean has fostered a strong community within his gym.
A Blueprint for Community and Long-Term Fitness Success
Embassy Gym is more than just a place to work out; it’s a hub for personal development, community, and long-term fitness goals. Whether you’re a gym owner looking for ways to improve your revenue or simply wanting to enhance your member experience, Dean’s story offers valuable lessons on scaling a fitness business.

FMA’s Proven Marketing System for Gym Growth
FMA’s tailored marketing strategies helped Dean McMahon grow Embassy Gym into a highly profitable business, attracting qualified leads and building a strong community. With our proven systems and expert guidance, we help gym owners like you scale your business and boost member retention. Let FMA support your growth, just like we did for Dean.