Running a successful gym isn’t just about great equipment or facilities—it’s about creating systems that drive growth, retain members, and ensure profitability. In this episode of the FMA Podcast, Jerome from Madisons in West Sussex shares his journey of building a fitness business that thrives on strategic marketing, client-focused retention, and premium experiences.

Key Highlights:

  • Why personalisation is key to trial-to-member conversion.
  • Crafting 30-day trials that maximise retention.
  • How organic content and engagement drive local gym growth.
  • Overcoming the challenges of scaling a gym business.
  • The importance of cost control for member satisfaction.

The Power Of Personalisation

Jerome explains why personal connections with trial clients significantly impact their decision to become members. He emphasises the importance of understanding client goals early and checking in regularly to ensure progress.

Refining The 30-Day Trial

The 30-day trial has been a cornerstone of Madisons’ success. Jerome details how keeping trial pricing close to membership fees has helped align client expectations and improve conversion rates.

Organic Marketing That Works

Madisons shifted focus to organic marketing, including daily posts and consistent member engagement. Jerome highlights the importance of making your gym a “personality” online to build stronger local connections.

Scaling With Systems

Scaling a fitness business requires clear roles and efficient systems. Jerome discusses how Madisons transitioned team members into specialised roles and focused on data-driven strategies to achieve growth without compromising service quality.

Ready To Scale Your Gym?

Ready to grow your fitness business? Book a call with FMA today to learn how we can help you scale your gym and master retention strategies.