In today’s episode, we’re joined by Roy Pennings, owner of Zone 5 gyms in Kaatsheuvel and Vught, Netherlands. Roy shares his journey from managing his gym floor to scaling his fitness business with a high-ticket service. He talks about the key differences between the UK and Dutch markets and how gym owners in the Netherlands can outpace their competition. Roy also explains how he shifted his mindset and business model to grow his two locations, including his experience with marketing agencies and the power of community-building.
Key Highlights for Gym Owners and Fitness Entrepreneurs:
Understanding The Dutch Fitness Market
Roy starts by outlining the gaps he noticed between the Dutch and UK fitness markets. He explains how Dutch gym owners can get ahead by shifting their focus and adopting strategies that are more common in the UK. By adapting to these insights, gym owners in the Netherlands can create a competitive edge in a growing industry.
Making The Transition Away From The Gym Floor
A major part of Roy’s success came from his decision to leave the gym floor and focus on managing his business. He talks about the mindset required for this transition, emphasising the importance of stepping back to scale effectively. For gym owners considering this move, Roy shares practical advice on how to delegate and empower your team to maintain service quality.
Reinvesting To Expand Your Fitness Business
When it came to expanding to a second gym, Roy was firm in his belief that reinvestment is key. He explains how building a high-ticket service model allowed him to take this leap, highlighting the financial and operational factors that make expansion possible. The goal is to invest strategically to avoid burnout and maximise growth potential.
Roy’s Experience With Marketing Agencies And Branding
Having been burned by previous marketing agencies, Roy now has a clearer strategy on how to work with agencies and manage marketing efforts effectively. He shares his journey of regaining control of his marketing, becoming a HYROX Affiliated gym, and implementing an efficient sales process. His approach focuses on creating a community of loyal members through clear branding and smart marketing.
Maximising Sales Conversions And Building A Community
The conversation also touches on how Roy has fine-tuned his sales process to convert more leads into paying members. By focusing on the value of his service and nurturing relationships, he’s been able to elevate Zone 5 into a successful brand. Roy’s approach is about selling solutions, not just services, and creating a sense of belonging for members.
Want To Find Out More?
Ready to take your gym or fitness business to the next level? Book a call with FMA today to learn more about how we can help you build a stronger brand, improve your marketing, and create a thriving community like Roy has.