This book may not be copied, or stored in any

information retrieval system, in whole or in part,

without permission in writing from the author.

For information write to:

63 Industrial Road
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www.GabrieleFitness.com
 ALSO BY

VINCE GABRIELE

• The Ultimate Guide to Marketing Your Gym

• The Ultimate Guide to Sales For Your Gym

• Unshakeable Gym

• Vince Gabriele’s Big Book of Marketing

• The 364 Hiring Manual

• 365 Daily Shots of Inspiration from Dad

• The Grit Athlete Pyramid Manual

• Annihilate the Fear with Cathy Balsamo

• The Ultimate Success Mindset

• 31 Fitness Business Lessons From The Trenches

• 41 Golden Nuggets of Business, Marketing, Money and

Life Advice

• 101 ways to get new clients

• The 6 Week New Client Surge Course

 For Vanessa.

The person I love most in this world.

 Contents

Introduction............................................................................... ix
Chapter 1: The Story That Got Me Hooked on
Small Group in 2007............................................. 1
Chapter 2: Why Seemingly EVERYONE in the
Fitness Industry is Switching to Small Group........ 9
Chapter 3: How to Market Your Small Group
Training Program ............................................... 17
Chapter 4: The Ultimate Small Group Sales Process ............ 42
Chapter 5: How Much to Charge for Small Group............... 67
Chapter 6: Steel Cage Client Retention for Small Group ..... 77
Chapter 7: How to Set Up Your Gym for Small Group......... 82
Chapter 8: Small Group Program Design by
Amanda Matthiessen, CSCS................................ 90
Chapter 9: The Art of Coaching Small Group.................... 103
Chapter 10: How to Shift Your Existing Model to
Small Group...................................................... 116
Chapter 11: If You Want Success, Find People Who
Have Already Done What You Want To Do...... 142
 Introduction

Hey! Thanks so much for reading this book. I made it short so you
can get through it quickly... and since I write at about a 4th-grade
level, you’ll easily be able to understand everything in here.

First, I have owned a gym that does small group training since
2008 and it’s the model I still use today at my gym in New Jersey.

Second, I’ve run a mastermind group since 2017 that as of this

writing has 107 gyms from around the world who pay a hefty
monthly fee to learn from me and my team about how to grow
their small group gym.

Third, as the business coach to some of the top gyms in America,

I have been given the nickname “Uncle Vinny” by the members of
my coaching groups...

I think because of my NO BS, straight-shooting, New Jersey,

tough-but-fair, honest, but loving uncle persona.

I built my reputation telling people the truth, not sugar-coating

my advice, and being vulnerable where I have struggled.

This book will be just like that.

ix
 

Whatever stage you’re in right now, whatever problems you’re fac-

ing, there’s a great chance I’ve seen them, too.

This book is loaded with in-the-trenches experience of life as a

gym owner and as a business coach for gym owners.

Some will make you laugh, some made me cry rehashing the event.

I’ve been through times where my bank account was overdrawn,

been sued, had big credit card debt, made very bad hires, kept peo-
ple too long, paid people too much, paid people too little, moved
too fast, moved too slow, went through a pandemic…

If there’s one thing I’ve done, it’s make a boatload of mistakes and
have had many failures.

But at the same time, I’ve seen some success which I’ll talk about
later, and the combination of seeing success despite a ton of failure,
I think gives me the pass to write this book for you.

But in the end, it only matters if you do too. I don’t have all the
answers, but I got a lot of them about small group training… most
of them are inside this short book.

You’ve picked up a copy of this for 1 of 2 reasons:

1. You do small group training and you want to grow your

business beyond where you are right now.

2. You’re not doing small group training and have heard

all kinds of profitable tales about this model, and you
want in on it.

This book is about what works, what doesn’t work, and will give
you a clear plan of action to have a successful gym using small
group personal training.

x
I am NOT the inventor of small group personal training.

If I have to give credit to an inventor it’s the great Thomas Plummer.

This book doesn’t exist without Plummer’s brass balls and incred-
ible speaking ability that inspired so many of us. I am not where I
am today without him.

While Thom is retired now he still is teaching a small number of

workshops a year on speaking and writing through Perform better.
His workshops get my highest regards.

(An old school pic from a post Plummer workshop bar scene
with Thom, myself, and Kyle “Panda Man” Newell.)

There are 3 other people I learned about small group from that I’d
like to acknowledge and all 3 are speaking buddies on the Perform
Better tour.

xi
Alwyn and Rachel Cosgrove were of massive help to me when I
first got rolling and I remember attending a seminar they did in
New Jersey that was incredible.

Rick Mayo is a straight up incredible guy who is mentioned several

times in this book. I went down and spent an entire day with Rick
back in the day that was a game changer.

(Rick and I grabbing dinner at a Perform Better conference.)

xii
 

Finally, if you’re reading this book and even from the introduc-
tion you’re like, “this is my kind of guy,” I’d love to hear from you
personally.

My personal email is vince@gabrielefitness.com.

The reason I do this is…

1. Very few of you will actually email me: I’m not con-
cerned with getting like 1,000 emails a day from gym
owners that want my help. For the few of you that have
the courage and action-taking ability to email me… I’m
more than happy to help.

2. You Never Know What Might Happen: I was reading

a book by Ari Weinzweig, the founder of Zingerman’s
Deli, an $80 million food company in Ann Arbor,
Michigan. Ari put his personal email address in the
introduction of his book “Managing Ourselves” just
like I did above. I emailed him… and he’s had a huge
impact on my life ever since.

xiii
 1
The Story That Got
Me Hooked on Small
Group in 2007

“It’s the start that stops most people”

- Dr. Rob Gilbert

I’ve gone into deeper detail on this story in my other books but
here’s the short version.

I played football at Temple University from 1998-2001 and had a

lackluster career as a back-up offensive lineman. I did end up start-
ing 9 games but only because so many better players got Injured.

I was majoring in finance at the time and hated it.

I only selected that major because I came from a family of people

in the finance industry and I thought that was my next step.

I had fallen in love with working out from my football days and
there was nothing that interested me more than health and fitness.

1
 

I made a decision to get certified as a personal trainer.

I told my dad, a successful financial advisor, I was going to be a

personal trainer. He patted me on the head and said “OK, what-
ever you want son.”

He was not against it but I could tell he was like WTF… to his
credit he allowed me to blaze my own trail without getting in the
way but I’m sure he was crossing his fingers that I’d be able to feed
myself.

I moved from Philly to San Diego and got my first job at the
University of San Diego fitness center as an independent personal
trainer.

I created a flier, posted it on the wall, put my cell phone on the

flier (a flip phone at the time), and waited for the phone to start
ringing. Crickets. For weeks… nothing.

I ended up getting one college girl as a client. I worked with her 1-1
for a few weeks; she didn’t lose a pound, and then quit. I sucked.

I was up late one night surfing the internet and came across a gym
that looked super cool, and the owner, Todd Durkin, was a Jersey
guy.

I got hired as an intern and worked my way into a full-time trainer

position. I was in heaven.

From there, I was working 60 hours a week… almost all from 1-1
sessions.

I remember working with high school athletes who typically only

had about 17 words in them… per hour.

2
 

Many of them wanted to get stronger, so we would lift heavy and

rest a lot. It kind of went like this: Squat 5x5 with 3-5 minutes rest
between sets.

The first 15 seconds of the rest period, they would mumble a few
words, the rest of the 4 minutes and 45 seconds… silence.

It was a grand ol’ time.

I honestly wouldn’t change it. I got a ton of experience and helped

a lot of kids, but man, the days of 60-hour weeks of 1-1 were
rough.

By the time I put in 5 years of that, I was toast, and I knew that
if I ever opened my own shop… I would be doing it differently.

I’ve been quiet about my time at Fitness Quest 10 but I have to say
these were some of the greatest years of my life.

I launched my career and found a best friend in my buddy Brett

Kilka who was a trainer there.

But most importantly, I met my wife Vanessa who was a Pilates

Instructor.

Vanessa and I have now been married for 17 years and I love that
woman more than anything in the world.

Together we’re raising 3 awesome kids and that part of my life is

better than I ever imagined.

3
I don’t know if I’ve ever really thanked Todd Durkin properly for
taking a chance on a guy that knew nothing and giving me an
opportunity that completely shaped my entire life. Thank you TD.

Right after we got married we jumped in the car and traveled east
to start the next chapter of our lives.

Vanessa and I moved to New Jersey (where I’m from originally)

to open the gym we had talked about opening together for years.

For about a year I was all over the map just trying to make some
money and find a space to rent.

I was training clients 1-1 in my mom’s basement, doing in-home

stuff, training people on fields, and in parking lots.

It was awesome and exhausting at the same time.

4
 

I finally signed a lease and had the intention to do small group

training but also had other services like boot camp and athlete
training.

I had heard about small group training from a few of the industry
giants I mentioned above…and honestly feel lucky I learned from
them when I did.

While I was no brain surgeon, I knew training 6 people and mak-

ing $300/hour would be much better than one person who paid
$80/hour. It just made sense.

When I started, I had no real marketing skills like the ones

you’ll learn in this book or my first book The Ultimate Guide
To Marketing Your Gym…I just opened the doors hoping people
would come.

More: Since I was one of the first in America to do small group

training, I had the seemingly impossible job of explaining to peo-
ple what this alien fitness program was like…and it was a VERY
slow start for my small group program.

I only had 2 personal training clients that I trained 1-1 in my

mom’s basement on the day I opened the gym.

I’ll call them Mike and Mike (real names not disclosed but they
actually did have the same name).

I broke the news to them that I was moving to a Small Group

model when my gym opened and was going to train them in the
same hour.

Both were smart business guys, so I think they understood the

move but they weren’t excited about which made it harder.

5
 

They both expressed their concerns about not getting enough

attention, if the workouts would be personalized enough, and if
the other people in their group were going to be at the same level.

They also expressed concerns about not being able to get on the
equipment and having to wait in line like they did at their last
gym.

The night before the first session, I barely slept.

I was super concerned about this move as I had done 1-1 for close
to 7 years and this was my first time running a system like this. As
a new business owner, making changes was not something I was
used to.

The first session came, and Mike and Mike started their warm-up.
No words. Not one. We got to the main part of the workout, and
even when they had to hand dumbbells to each other, not a word
was spoken between them.

I wanted to crawl out of the window. It was the most awkward

hour of my life. They left when the session ended, and still not a
word.

I was expecting a call from both of them to say “put me back in

1-1, I don’t care what it costs, I’m not working out with other peo-
ple”. But, the calls never came.

The second session wasn’t much better. But, in the third session, I
could see some hope.

In the fourth session, they started busting each other’s chops, and
you won’t believe what happened in the 5th session.

We used to do an exercise called dirty dogs. You get on all fours

and lift your leg out to the side... like a dog pees on a fire hydrant.

6
 

While one of them was doing the exercise, the other guy tackled
him and wrestled him to the floor and started humping him like
a dog.

This is a TRUE STORY, and not the least bit of an exaggeration.

They both literally rolled over on the floor laughing hysterically
and still remain friends today…16 years later!

After literally not believing what I just saw, this was the moment I
knew Small Group training was going to work.

Fast forward to today we’re still running strong with small group.
You can pop by my gym in New Jersey and see the small group
sessions going on today…even after 17 years, there’s not a consid-
eration of moving to a different model.

We’ve earned over $14,000,000 at our single location and have

hosted more than 600,000 small group sessions. I have forgot-
ten more about small group training than most will know in their
lifetime.

But this book only starts with the success I’ve had at my gym. For
the past 6 years, I’ve been working with gyms from all over the
world to help them grow their business.

My business coaching program has over 100 active paying mem-

bers with some paying as much as $24,000/year to be in the group.

Over 90% of these members do small group training. There were

so many gyms looking to enhance or start small group training
I recently made a full-time hire to solely focus on helping gyms
transition from 1-1 or large group into small group.

There’s another 15,000 gym owners that read my daily emails and
about 2,000 gyms who subscribe to my weekly business growth
podcast.

7
Needless to say, talking about how to run a profitable small group
training gym is smack dab in the middle of my wheelhouse. This
book will give almost everything you need to make it happen.

Your Bookshelf Called and Asked How

the Heck You Don’t Have Every Book
in The Ultimate Guide Collection

Get Them All At The Link Below

www.ultimateguidebundle.com

8
 2
Why Seemingly EVERYONE
in the Fitness Industry is
Switching to Small Group

“Revenue feeds the ego,

Profit feeds the family”
-Bedros Keuilian

The greatest business mind of all time, in my opinion, is Dan

Kennedy. Dan wrote an incredible book titled “Almost Alchemy”
that has one overarching theme: Get More From Less.

I think if you subscribe to the “more from less” philosophy, you’ll

have a much more enjoyable ride as a gym owner.

You’ll have a lot less stress, possibly less top-line revenue, but a
boatload more profit… which you get to keep (but don’t forget to
pay dem taxes).

I look at small group training as the perfect model to fit inside this
“more from less” philosophy.

9
 

You can make a LOT of profit with:

1. Less square footage, which means you don’t need a

huge space and may even be able to afford to put your
gym in class-A real estate, something we never consid-
ered back in the day because we always looked for big
spaces in cheap warehouse locations. Many of our guys
are opening small 2,000-square-foot gyms, paying more
in rent to be in a high-traffic area, and printing money
doing it.

2. Less trainers, which might be the biggest benefit of all

considering the incredibly tough climate the industry is
in right now with finding quality training to work.

3. Less equipment, because most of this training can be

done with minimal equipment that does not cost a lot
of money to get started.

4. Less clients, because they’re going to be paying more

money. I’ve saved this one for last as I want to go a little
deeper here.

As of the writing of this book, I got a very disturbing email from

the CEO of Carmel Valley Financial, Mike Waldron.

Carmel Valley is a financial services company that handles the

finances for over 100 gyms that do small group training… so if
anyone knows the real data, they do.

For more info, head over to www.carmelvalleyfs.com and tell Mike

I sent you; he is THE BEST.

Mike’s data reported that the average attrition rates in 2023 went
from 4% to 6%. This means if you have 100 members, you used
to lose 4 per month, now you lose 6. If you annualize it, that’s 24
more lost members per year. Ouch.

10
 

A gym that has 500 members needs to bring in 30 new clients

each month just to stay even. That’s a BIG ask for the marketing
department.

This alone makes the case for the “more from less” philosophy, and
small group is the best model I’ve seen.

Small Group Defined

It is my understanding that there are very few books or resources
on small group training, so a definition may be necessary.

I did see one, but it looked very textbook-y, so I’m hoping this is
a much more enjoyable read for you… Plus, all the insights are
straight from the trenches.

Before I get into the actual definition, I want to express my disdain

for the term “semi-private”… I don’t know, I just don’t get it.

“Semi” is defined as precisely half of… to me it sounds like here’s

this thing, it’s not as much or as good as the other thing, but we’ll
sell it to you anyway.

My gym has generated over $14,000,000 in revenue using the

term “Small Group Personal Training”. Fitness industry legend
Rick Mayo launched Alloy Personal Training which as of this writ-
ing is the fastest growing franchise in the fitness industry.

Rick also calls it “Small Group Personal Training”... so I’m in good

company. The real key though is how good the marketing is and
how good the training is (you’ll learn both in this book).

…Ok, now, the definition!… my definition :)

Small Group Personal Training is where one personal trainer works

with a group of 4-6 people and runs a session that can be personalized

11
 

to the individual needs of each client. A well-designed system enables

the trainer to easily make adjustments for the clients based on their
limitations, injuries, or training level. They can train an advanced cli-
ent or a beginner in the same session without the client feeling “slowed
down” or lost.

A more simplistic way to say it…

It’s just like 1-1, but there are a few more people, it’s way cheaper for
the client, and the gym can make 3x more.

If you do the math, you’ll do small group training.

The math on this program is gaudy.

I go deep into pricing in a later chapter but here’s the damage that
can be done with a small group.

For context, it is my estimation that you could do the following

example very comfortably in a 3000 square foot gym pending on
layout (more on this later).

A gym that charges $50 per session, and can train 12 people at
once (2 groups of 6) can make $600 per hour.

If they do this 8x/day, that’s $4800/day.

If they do that 5x/week, that’s $24,000/week.

If they do that for 51 weeks a year, that’s $1,224,000 in potential

revenue.

We then multiply by 0.80. This accounts for the impossibility of

being at 12 each hour of each day which brings us to $979,200 in
potential revenue.

12
 

Not a bad business considering we only need 4,080 payroll hours

per year to run those sessions which would equate to $122,400 in
payroll at $30/hour.

There’s not a money person that would look at this and not start
salivating. The reality is this is very possible and many in my group
are hitting numbers like this.

Hopefully this has fired you up.

Before you jump into implementing small group training, there

are some things you absolutely need to avoid!

The 7 Deadly Sins of Small Group Training

1. Treating it like a large group just with fewer people: a
big no-no. If you crank the music, get out the gym boss
timer, and plop them on cardio machines just like you
do in a large group, they will eventually say, “Why am I
paying 3x more to do this when I can just pay a regular
gym membership and get the same thing through the
group exercise classes?”

2. Popping it onto your pricing menu and hoping peo-

ple choose it: when you go to a steak restaurant, most
people order steak, and the restaurant makes sure their
steak is outstanding. They don’t give as much focus on
their baked potato. Gyms that just throw small group
training on the menu treat it like a baked potato, and if
you want success with a small group, I suggest you make
it your steak.

3. Not organizing your gym to successfully implement

a small group. When doing small group, the facility
should be arranged to train 4-6 people effectively, and

13
 

the facility layout should be strategic instead of random

stuff all over the place and hoping it flows well.

4. Charging large group prices for small group. If you

want to struggle financially, this will ensure it because
this is the deadliest sin of them all. My goal is that you
make lots of money at your gym, and I’ve dedicated an
entire chapter to make sure you get this right. The pric-
ing chapter has an exact formula to avoid this deadly
mistake.

5. Having a workout-of-the-day model that doesn’t fac-

tor in varying levels of the people in the group: if you
just throw a workout out there, you then have a glori-
fied large group, not small group training. Personalized
training means some adjustments are made for the
individuals.

6. Trying to get the clients to fill their own groups and

varying the price for the client based on how many peo-
ple show up: this one makes me laugh. At my first job
it used to be like this and it was always a weird ses-
sion when the guy’s partner didn’t show up and instead
of paying $30, he had to pay $60… and would bitch
about it the entire hour.

7. Medium group training: This is where you violate my

4-6 rule and train 10-15 in a group and think this is
personal training. I haven’t seen this model be success-
ful yet. I refer to this as “no man’s land.” It’s too big for
personal training and most charge large group prices…
so financially it’s a mess. Everyone that has come to me
doing this model has wanted out.

Bonus Sin: Calling them Classes. This one drives me nuts. It’s
NOT a class. It’s a session. A class is a bunch of people being told
what to do. A session is an appointment they make to meet with

14
 

a trainer to get their personalized workout in. The words you use
to describe what you do will directly impact how you’ll be com-
pensated for it.

For My 1-1 Personal Training Lovers

Let me first say that just because I’m writing a whole book about
small group training doesn’t mean I hate 1-1 training. I know sev-
eral people that have done well here. I just do not see it as a great
core business model for many reasons.

1. Lack of Price Elasticity:

This is a concept I have learned from the great Dan

Kennedy, and it’s the ability to stretch your prices to
higher places. While you can raise your 1-1 prices,
there’s only so much people will be willing to pay for
a 1-1 session. This also holds true for small groups, but
if we are looking at the ability to maximize revenue per
hour, 1-1 is a poor comparison to small groups.

2. The more clients you get, the more trainers you need.

I love personal trainers… but if I had my choice and I

wanted to make a million dollars in revenue, I’d rather
manage 4 trainers instead of 10. You? I could go on for
hours about the challenges of finding great trainers but
I’m going to stop short and just make that point.

3. If you lose one client, you lose big money and your
trainer loses an hour of work… self-explanatory.

I’m not going to beat up 1-1 more here, but I could.

However, I do feel there are places for this and 1-1 can
fit well within a small group location. There are hours

15
 

that are harder to get multiple people to come to the

gym.

Take 1 PM for instance. You might have a tough time

filling that spot with 6 people and it could be a great
time for you to take on a 1-1 client.

So it’s not all bad but it works best when it’s a part of a
more profitable structure instead of the actual structure
itself.

Also, there’s people that NEED 1-1. My mom is 74

and is not fit for a small group. She trains 1-1 with a
buddy of mine who is a Physical therapist and a per-
sonal trainer and it works perfectly.

Now I’m going to move on to how the heck do we find

the unicorns who happily will pay $400/month for gym
membership!

16
 3
How to Market Your Small
Group Training Program

“Understanding how to find, persuade

and win over customers is the magic
sauce of all great marketing.”
-John Carlton

As I write this, I’m a day away from leaving for Providence, Rhode
Island, to speak at the Perform Better Conference.

My title: “5 Ways to Get More Small Group Clients.” It’s a hot

topic and one I’ve been yakking about for years. I only get an hour
to speak so I only scratched the surface so I’m excited to go deep
into marketing small groups in this chapter.

The most crucial thing to grasp about marketing small groups is to

NOT MARKET SMALL GROUPS.

Marketing is about identifying specific people that have specific

problems and clearly communicating that you understand their
problems…and can help them solve those problems. That’s it, in
a nutshell.

17
 

Here’s what none of your prospects are doing…

…They’re not lying awake at night, staring at the ceiling, unable

to sleep due to the absence of a small group personal training
program.

They’re not fantasizing about finding the perfect personal trainer

or yearning for a gym with the best equipment in the land.

The real issue lies in how gyms think they should market small
group.

They spew details like what equipment they have, what their train-
er-to-client ratio is, what certifications they have or how each cli-
ent gets their own conjugate style program.

If the ones that do this wonder why after five years of offering
small group training they only have 23 clients…This is why.

There are four things you need to market your small group
program.

1. Clarity on exactly who you’re trying to get to buy small

group.

2. A compelling Marketing Message.

3. A great offer.

4. Multiple ways to promote your offer.

1. Clarity on exactly who you’re

trying to get to buy small group
This is THE most important part of marketing and No you can-
not skip this step…even if you’ve read this before.

18
 

When I opened my gym, I trained adults, youth athletes, ACL

post-rehab, high school sports teams, pro athletes, college athletes,
and even had a golfer program.

It was an impossible marketing job and was very frustrating.

In 2016, we ran a program called the sweepstakes which was a

giveaway of 6 weeks of personal training to 4 people we selected
via application. The how-to of the sweepstakes program is a book
in and of itself…and was literally the best marketing idea that I’ve
ever created.

Anyway, we selected a wonderful woman named Cathy as one of

the 4 winners. We quickly realized she was a special person and
became a favorite around the gym.

One of the requirements of being a sweepstakes winner was to

participate in social media activity to display their progress of their
training, nutrition, etc.

While filming a video, with me teaching a squat and her being the
fitness model, she looked at me and said,

“This is boring as shit, and no one is going to watch this.” She took
over and started teaching me how to squat instead lol, she became
the trainer. It was hilarious.

What I did not realize is how much of a success that video would
be. 434 comments later on Facebook, with people loving the con-
tent and wanting MORE CATHY.

We filmed a video each week, on Monday. The entire community

tuned into our videos and it went viral. I had never seen anything
like it.

She was on the Dr. Oz show 2x, was on the cover of Women’s
World magazine, co-authored a book with me about her journey,

19
started her own Facebook group called healthy recipes that has
over 5,000 people in it.

She was asked to be on the Rachael Ray Show but denied…and

said “nah, nah, nah I hate that bitch I ain’t going on her show…
LOL!!!

(Cathy and I at one of our legendary private sessions

where we laughed way more than we trained )

We started getting calls daily from people wanting to train with us,
stating they want to be on the Cathy Plan. If she can do it, I can
do it too.

It was a lightbulb moment.

People were always confused as to who we served, with many say-

ing things like, “I thought only pro athletes trained with you and
didn’t think you were for me.”

20
 

The lightbulb moment was we never decided WHO was our per-
fect client. And after the outpouring of people in their 40s looking
to get healthy and fit, we had a very large group of people in our
community that needed what we were doing…and could afford
it too.

After this moment, we shifted our business and marketing to be

built around helping people aged 40-60. For the first time, we
knew exactly who we were trying to attract, and it made every
difference in the world.

From 2008-2016, we had acquired 162 adult members (23 per

year).

From 2016-2018, we had grown to 308 adult members (142 net

new members in two years)—each paying an average of $334/
month.

All from the focus on a single target market.

After doing small group for 15 years (and counting) at my gym,

I’ve got a pretty good idea as to what type of people will buy a
small group and stick with it long term.

There are two factors that need to be true for you to get a client
into your program.

1. Willingness to Buy: they need to be the type of person

that has a problem big enough to part with what you’re
charging.

2. Ability to Buy: they need to be able to afford what you

charge and in the case of small group…i never like to
see anything below $297/month and I’ve seen as high
as $997/month.

21
 

The willingness to buy can be influenced by you, and the better

you show up, the easier this will be.

But the ability to buy…that really depends on who you are tar-
geting and it’s always best to target people that are affluent…espe-
cially a service like small group.

So that honestly is the biggest one… market toward people that

can easily afford your gym.

Now if you’re reading this and your gym is in a town of 250 people
and there’s only a Walmart and Burger King…. You could be out
of luck.

In most cases this is rare. The people that follow me typically put
their gym in suburban communities that are either in well off com-
munities or at least have pockets of them. Without getting into
any stats, there needs to be enough people that can afford what you
do and in most cases that is very possible.

Once you decide who they are…you need to know what makes
them tick.

2. A compelling marketing message

Your Marketing Message is how you communicate to your pros-
pects to get them to raise their hand and tell you they’re interested.

Think about the 2016 Presidential election when Donald Trump

was running against Hillary Clinton.

Here’s a question for you.

What was Trump’s campaign slogan?

Got it?
Ok, now what was Hillary Clintons?

22
 

It’s likely you have no idea.

You know Trump’s because he said it over and over. He wore those
red hats and never did a speech without saying we’re going to make
America great again.

For the record, this slogan was swiped from Ronald Regan who
won on this slogan in the early 80s.

Hillary’s was, “I’m with her”…and my guess is most of you reading

this book did not know it.

There’s a lot here to unpack and there’s actually an entire book

written about the genius marketing done by the Trump campaign
that won him the election

But there’s two key points to be take from this:

1. Find something great and powerful to say and say it

over and over until it gets hammered into the minds of
your prospects.

2. Make what you say about the prospect… not you.

The best way to do this is by creating a Unique Selling Proposition

(USP).

A USP is a formula that gives you your marketing message.

I borrowed this formula from legendary copywriter John Carlton.

It’s the best formula for a USP I’ve come across because of its
simplicity.

23
 

Here’s the formula:

We help (this group) do (this benefit) even if

(worst case scenario).

The USP at my gym is:

We help people aged 40+ lose weight, gain

energy and live a more active life without fad
diets or workouts that beat up your body.

It calls out who we want to help, tells them that we’re going to help
them get what they want and tells them that we’re going to do it
differently than many of the mainstream stuff they’ve likely tried
and failed with.

The get-what-they-want thing is worth going a bit deeper on. You

and I both know that what our clients really need are to build
great habits around exercise, food and stress management and if
they want to get in excellent shape it’s typically a bigger effort than
showing up to the gym 2 days a week.

There is a very big BUT to this statement.

The BUT is based around the fact that people DO NOT WANT
to be sold prevention and long term habits…they want fast and
easy results with as little pain as possible.

The saying goes, “Sell the Pain Killer Not the Vitamin.”

That is why your marketing message needs to be built around what

they want in the short term…Not the ideal process for them to get
what they ultimately really want in the long term.

Can you imagine if we were brutally honest about what an ideal

health and fitness regimen would entail?

24
 

Hey, Mrs. Jones, here’s the rundown: instead of

your cozy 7 AM wake-up call, I’d like you to
set your alarm for the ungodly hour of 5 AM.
Once you drag yourself out of bed, brace yourself
for an ice-cold shower, and for the love of all
things holy, skip breakfast (we’re fasting until
lunchtime).

Make sure you’re at the gym by 5:45 sharp for

your 6 AM workout, because if you’re even a
minute late, we’ll punish you with extra Assault
bike sprints. Over the next hour, prepare to
sweat buckets, grunt like a beast, struggle for
breath, lift some heavy weights, and pedal that
bike like your life depends on it. Some of the
exercises might feel like trying to perform inter-
pretive dance underwater, but don’t worry,
you’re not alone. And please, don’t compare
yourself to the gym beasts around you, okay?
Commit to this routine three days a week, and
on the other days, power walk for an hour—
none of that leisurely stroll nonsense, Mrs. Jones.
We’re talking Olympic speed walking here, like
a sub-15-minute mile pace.

Now, onto the food front: say goodbye to all carbs

except for fruit and vegetables, and don’t even
think about touching a slice of wheat bread.
And if you’re serious about getting lean, kiss fruit
goodbye too. Potatoes? Nope. Sweet potatoes?
Okay, maybe once every three days, but with-
out a speck of butter. And go easy on the carrots,
they’re sneaky sugar bombs. Oh, and tomatoes?
They’re fruit, so they’re off the menu too.

Make sure you clock in a solid eight hours of

shut-eye, which means you’ll need to be tucked

25
 

into bed by 8:30 PM, so you can drift into deep

REM sleep by 9 PM. Just ask your husband to
handle the bedtime routine with the kids. And
when your girlfriends want to hit the town for
drinks, politely decline because gym time comes
first, and alcohol messes with your HRV. Stick
to this routine for five years, and you might just
end up where you want to be.

Interested in signing up?

Obviously, we’d never pitch it quite like this—though it’s not

far from the truth. You’d be surprised at the number of trainers
preaching on social media with statements like, “If you’re not will-
ing to endure pain, you don’t belong in the gym.” Good luck with
that approach.

Sell them what they want to get them through the door, earn their
trust, then guide them toward the type of fitness journey that will
truly elevate them to the next level.

Here are some examples of actual copy I’ve used to illustrate giving
people what they want:

(Note: These bullets were extracted from real statements made by

individuals during consultations...)

• We help you get your confidence back.

• We help you walk for 3 days straight at Disney with

your family.

• We help you turn heads at your daughter’s wedding.

• We help you get down on the floor to play “horsey”

with your grandkids.

26
 

• We help you do things you haven’t been able to do in

years.

• We help you get out of pain.

• We help you overcome chronic fatigue.

• We help you touch your toes for the first time—ever.

• We help you do 50 push-ups on your 50th birthday.

• We help you ski longer, harder, and faster than you have
in years.

Advanced Methods of Getting Attention

I heard the great Dan Kennedy say that “If you want to go broke
in the weight loss business then just talk about good health, living
longer, getting stronger and more energy.”

I thought about this long and hard as I’ve used these terms before
and I find it almost irresponsible to disagree with the great Dan
Kennedy.

Then I remembered a story that drove this home.

I had a client way back in the day that was very overweight.

He used to come in a train with his girlfriend who was also

overweight.

They both struggled and got very poor results.

Even though their doctor told them both that if they didn’t lose
weight there would be serious consequences...they still would not
make the changes they needed to get healthy.

27
 

One day the guy showed up without the girl.

I asked where she was.

He said, we broke up.

I said, sorry man.

He followed with, I better get my shit together and lose some

weight as I’ll be needing to get back into the dating game.

He started showing up daily.

He started following the nutrition advice.

He lost over 100 pounds in a few months.

So let me get this straight.

The doc tells you that you essentially are shortening your life and
nothing happens…

…But a break up and getting back in the dating game was the
driver…?

I also look back to some of the clients that got the best results.

They were getting ready for weddings, class reunions, huge athletic
competitions or challenges or recently got divorced.

What do all these things have in common?

The real driver for many people to make big changes is wanting to
look good to impress others.

28
 

So if you’re banging your head against the wall, wondering why

some clients just can’t get it together...and you’re looking at your
programming or nutrition advice as the reason...I’d give yourself
a break.

They may just not have a big enough reason.

Knowing this is useful for your marketing.

Here’s some bullets I’ve used with great success…in newspaper ads
above all else.

This program is perfect if you have any of the following on the

horizon...

• An important wedding you want to look and feel your

best for.

• An upcoming class reunion.

• A big milestone birthday such as 40, 50, 60, or 70.

• The birth of a new child that you know will take a ton
of energy to keep up with.

• A career change you need to be at the top of your game

for.

• You’re considering retiring and will have more time to

be more active but you’re nervous about what you’ll
actually be able to do.

• You got a recent scolding from your doctor to start

working out and eating right...like now.

29
 • A vacation to an island is coming up and you want to
be beach-ready.

• You recently ended a long relationship and want to start

focusing on yourself.

To prove this point, here’s a pic of one of our long time members
at her daughter’s wedding. She trained her tail off to be ready…
and she stole the show when the entire talk of the wedding was the
mother of the bride’s jacked back! (poor bride).

The most Jacked Grandma I know

30
 

You cannot get good at marketing if you

do not understand human psychology.
Understanding why people buy is a key ingredient for marketing
success and the honest assessment is…most gym owners know
nothing about this.

I have the fortunate opportunity to have my wife, Vanessa, as a

person within the client profile for my gym.

She wakes up at 6 AM and takes sessions at Gabriele Fitness each

morning, she almost never misses. I use her as my greatest market-
ing weapon. I’m constantly asking her questions and getting the
pulse of what’s going through her mind relative to her busy life
with 3 young kids and balancing her health and fitness.

On some random weeknight Vanessa asked me to make her a

drink. She loves vodka and water with lemon. Because I love her
so much and want her to be happy all the time I had the brilliant
idea to put sugar in it…and made her spiked lemonade.

She was delighted and asked for another, not tasting the huge
amount of vodka I put in there. I made her another and she gulped
that one too, getting frisky and asking for a third.

A few minutes later I found her passed out on the couch at like 8
PM…done for the night. She slept right through her 5 AM alarm
clock for her workout.

The next night we were on a date night and she was complaining
about how hectic and stressful her day was because she didn’t start
it off with her 6 AM workout and because I essentially poisoned
her (her words).

I started to ask her what her day is like when she works out…and
when she doesn’t.

31
Like the good husband I am, I started taking notes on my phone
at the restaurant (I’m always in market research mode)…and had
my team create the graphic below to illustrate the conversation.

Now, if my wonderful wife feels like this when she doesn’t work-
out, there’s a great chance many women her age feel like this all the
time and they don’t even realize it!

Think of the power of this instead of saying “we do small group

training.”

When you hit people on an emotional level, they don’t care what
you sell or the price, they want the result.

That’s how you need to think about your marketing.

To quote the great Gary Halbert…

32
 

“Your job is to enter the conversation already going on in your

prospect’s mind.”

Think about all the opportunities you have each day for market
research. Each time you walk through your gym, you have this
available to you. The more you learn about your market, the better
you’ll be at marketing to them.

When I first opened my gym, I was in my late 20s and had just
gotten married.

I would sit down with moms in their 40s who would tell me how
busy they were running kids around and had no time for their
fitness.

At the time, I didn’t understand this. It’s not that hard to eat vege-
tables and not drink a bottle of wine each night. Once I had 3 kids
and I saw all my wife had to do, I got it.

Sympathy vs Empathy
Sympathy is defined as pity to one’s misfortune. I don’t think
there’s much of a place for sympathy in our industry if we want to
change people’s lives.

I’ll never forget the Tony Robbins event I attended where Tony
went off on some lady who put her hand on the shoulder of some-
one that was crying about their problems.

Tony, in his booming voice said, “Take your hand off her shoul-
der.” The room went silent.

He went on to say that when we show too much sympathy for

people, we enable them and they never fix their problems because
people all around them feel sorry for them. All it does is feed the
dysfunction.

33
 

While sympathy is relevant in some instances, empathy is the skill

that will make you a better marketer and help people transform
their life.

Empathy is seeing things through the eyes of the other person and
it’s a crucial skill in marketing.

Going back to my example of when I was in my 20s, there was no

way I could get the real life experience to know what this 40 year
old mom was going through (aside from doing it myself ).

But I could have empathy toward her and see things through her
eyes. This would have enabled me to talk to these people differ-
ently and get a more positive result.

I failed to do this at my young age and often just got frustrated

at how soft some of these people were. I would have been a much
more effective marketer had I learned the empathy skill earlier.

Each conversation you have with your market is an opportunity

for market research. Have as many of them as you can.

Pouring Water:
One of my mentors is a great man named Ari Weinzweing who
owns Zingerman’s Deli. Ari Is the owner of a 80 million dollar
company but still walks around his restaurants pouring water.

When i first saw him doing this, I was like what is wrong with
this guy. Should he be in some kind of board meeting working on
business strategy?

After speaking with him about it, pouring water was his chance to
connect with customers and talk to them about their experience.
What I thought was $10/hour work was actually one of the most
valuable marketing skills he could ever be doing.

34
 

I created my own version of this called spotting. It’s where I walk

to the gym and help. I wouldn’t be a direct coach, but more of an
assistant just helping.

When I do it I’m in the mindset of talking to my clients and gath-

ering valuable information to make our program better and for
small insights that will help me drive our marketing message.

I typically would block about 30 minutes on my calendar for this

and it was some of the best work I did during the day.

3. The Offer
A big part of the marketing message is your offer. If there’s one
thing that will get your marketing going, it’s a great offer.

While the marketing message is designed to tug on the emotional

strings of your prospect…the offer is their opportunity to make it
a reality.

There must always be an offer. Without this…nothing happens.

When you see the Golden Arches, the Nike Swoosh and the
Apple…it never follows up with an offer.

These mammoth companies use branding to drive their market-

ing. They spend an ungodly amount of money and spread their
logo on TV, billboards, online, bus benches, magazines and news-
papers, etc.

The point is to drive their brand into our minds so often that
when we think of burgers, sneakers or a computer…we think of
their brand. It definitely works. But the economics of this make no
sense for you and me.

35
 

The problem is you likely get approved to do this type of market-

ing a lot. Have you ever had a local school ask you to donate X to
get your name on a banner in the outfield? They ask you for your
hard earned money and in turn ask you to do the same kind of
marketing as Nike. This is not a great decision. In a later chapter,
I’ll teach you how to participate in these opportunities but in a
way that you’ll actually benefit from.

Here’s a few points to remember about your offer.

1. It should always be there.

2. There needs to be a reason for the offer to be there,

3. The offer should be something they want,

4. Free will almost always get the best response.

What is the best offer?

In addition to running a mastermind for gym owners, I also own
a marketing agency.

The agency runs digital marketing for close to 200 gyms so we

have an ocean of data of what offers work and what offers don’t.

The thing to know is that not all offers work forever and you must
understand that each offer you put out there is a test. Some will
crush and others won’t. The key is to find the winners and then go
all in on them.

The offers we’ve had the most success with are as follows:

1. Win One Year of Personal Training

2. Half off you’re first month

36
 

3. Buy one month/Get one month free

4. 30 Day Jumpstart

5. 2 Free Personal Training Sessions

6. Founders rate

7. Free Week of Personal Training

8. Talk to a trainer (believe it or not this is what’s best at

the writing of this book!)

Why I Started My Own Digital Marketing Agency

After 15 years, I’ve used almost every fitness-specific marketing
agency in the US.

Most of them are not in business anymore (shocker).

The ones that are, I would never consider using again…ever.

When you can’t use them without pulling out the little hair you
have left…you build your own.

Here’s the story:

A 25-year-old tech nerd named Will had a gym in San Antonio,

Texas, and joined my Mastermind group.

Will was coding websites at age 10 and by 19 had launched and

sold his first company himself.

When Will started answering questions about Google, Facebook

and Instagram in the group, it was clear to me this was no ordinary
kid who started a gym.

37
 

I saw something very special in this young man and presented him
with a business opportunity.

While I possessed a very good understanding of marketing and

was even considered a “marketing expert” at the time…I certainly
lacked tech and digital skills.

Especially ones that would enable me to build my own digital mar-

keting agency.

Still salty about all the bad agency experiences, we launched a dig-
ital marketing agency that vowed to be nothing the industry had
ever seen.

The agency combined my business expertise as a gym owner with

Will’s digital marketing and tech knowledge…

We named it KISS Marketing, after the popular phrase “keep it

simple stupid”…because I always felt stupid after each of the bad
agency experiences I had.

But also because I knew that business success comes when things
are kept simple, especially on the marketing front.

Today we’re based in San Antonio, Texas, and have a full-time staff
of 14 real people…who know their shytt and come IN-PERSON
to our San Antonio office every day.

It’s the agency my gym uses…and the one used by pretty much all
of my consulting clients.

More: KISS runs the digital marketing for every Alloy Personal
Training Franchise location. Alloy is the fastest growing franchise
in the fitness industry and KISS is the marketing engine behind
each location.

38
 

KISS ONLY works with fitness businesses that own a physical

location, so please do not inquire if you’re an online trainer look-
ing to “scale.”

If in the highly likely situation you cannot find anyone who can…

• Call you back

• Spell

• Understand direct response marketing

• Get real results

• Manage changes in platforms

• Hire people who actually show up for work

• Grow past 30 accounts without everything breaking…

…then inquire to be put on the waitlist at my digital marketing

agency HireVincesAgency.com

4. Multiple Ways to Get Your Offer Out There

In 2015, you could put a picture of a piece of dog poop on a
Facebook ad and get leads for like 50 cents. Then, one day Zuck
changed something and this went up, way up.

Gym owners went into a panic because the one way they were
getting ALL of their new clients went away.

Remember this: The worst number in business is ONE.

39
 

One of anything in your business puts it at risk and your market-

ing is no different. After the Facebook debacle, I invented some-
thing called a marketing glove.

The marketing glove is a symbol that your marketing has 5 ways to

generate leads. It’s a symbol so don’t take it literally but the more
the better.

Here’s what to do.

Think about where your last client came from. Was your website, a
referral, a Facebook ad? Wherever that was, that’s a finger on your
glove. The more of them you have the stronger your marketing
department will be.

If you have one, get two. If you have two, get 3…till you get to 5.

Here’s a sample of a marketing glove that will yield some serious

results for your marketing.

1. Optimized To Convert Website

2. Facebook Ads

3. Referral Program

4. Email

5. Joint Venture Relationships

40
 

More Better New

Tip of the cap to Alex Hormozi for this concept.

Think about what you’re doing right now and ask yourself hon-
estly if it’s working, meaning is it generating leads. If the answer is
yes, the next step would be to do more of that thing.

For example, if email is working for you (generating leads) and

you’re sending 1/month. Imagine if you started sending one per
week. It’s really that simple.

Now take what you’re doing and see what you can to make it work
better. Lets stay on the email marketing thing for this. It’s work-
ing despite you having zero training or education on how to write
emails. Imagine if you took a course in email marketing and started
writing awesome emails how much BETTER this would work.

Finally, take a look at your peers. This is why being in an industry

specific mastermind is so important…you essentially inherit the
ideas of what’s working now for other gym owners…and you can
start taking the successful things they’re doing and bring it to your
gym.

Want to know what’s working now in my community of gym own-

ers? I typically share the marketing ideas that are working now in
my new client academy program. Visit www.newclientacademy.
com to check out what’s working now.

41
 4
The Ultimate Small
Group Sales Process

“The Fortune is in the Follow-up”

-Jim Rohn

The job of marketing is to generate leads.The job of sales is to turn

leads into new clients. They are very different.

Most gym owners think more leads fix all problems and if you have
a great sales system, this would be correct. If your sales system is
broken because you hate selling…or your trainers hate selling…
it’s likely this is your biggest issue when it comes to getting new
clients.

A great sales system is broken down into 3 components.

1. Making the first connection.

2. The initial phone call.

3. The Prescriptive Consultation.

42
 

1. Making the first connection

I was on my front porch reading early in the AM like I always do
and was distracted by a new addition to my neighbors roof. He
had just installed solar panels.

My neighbor is the CFO of a big company and is a super smart

dude. I’m sure that these solar panels were an investment he made
that will save him money in the long run.

I Googled it and filled out a form to get more information on solar

panels. I did not get anything back. No email, no text and no call.

A week later I got a Voicemail from a sales rep and by that point
solar panels were not even close to being on my radar. The sales
guy never called back and I haven’t thought about solar panels
again until this moment.

Remember this: People are interested

today…Not even thinking about it tomor-
row. Likely to be interested again in the
future…This is your market.

A client that goes to your website and fills out a form to get more
information about your gym wants to talk to someone…now.

It’s likely that morning they got up, felt like crap because their
pants were tight…and said I’m doing something about this now…
So they found you.

Do you think they want to wait a week to get a call?

The key to getting the people that will buy now is speed. The faster
you get back to them, the more likely they will buy. Speed is the
key.

43
 

Your best chance for a successful follow-up process is a combo of

automation and human interaction. Either of these on their own
won’t yield results you’ll want.

You want to send them an automated text immediately but you

also want to call them too. Hence, automation combined with
human interaction.

To help make this process easier we created a sales software called

convert cloud that all of our members use.

It’s the simplest software we’ve ever seen (and we’ve used a lot of
them).

Convert cloud does things like send automated texts and emails
after they opt in and also send reminders to you to follow-up.

It sends your email newsletters, manages your sales pipeline and

you can even build a membership site for your active members.

There certainly are other options but if you’re interested in a soft-

ware that has pre-loaded follow-up campaigns that my team has
personally created…and work…head over to

VincesSecretLink.com/Convert

2. The Phone Call

The best result we’ve seen in follow-up for small group personal
training is to start with a phone call.

The only purpose of the phone call is to set up an appointment in

person with a qualified prospect.

This process is covered in deep detail in my book the Ultimate

Guide to Sales for your gym but here is a basic script to follow.

44
 

Phone Call Script Formula

Attention: Hey, is this {leadfirstname}?

Identification: This is {yourname} from Gabriele Fitness.

Reason: I saw you were looking for more information about our
programs, and we wanted to learn a little more about you and see
how we can help! Is now a good time to talk?

Question Set #1: Information Gathering Source/Referral

Great! Before we begin, how did you hear about us?

This is a VERY important question that helps us track where our leads
are coming from. This is crucial to know as we spend a large amount of
money on marketing and we need to know what is working and what’s
not. If they come from a current member it allows us to build rapport
early in the conversation.

Note: If you use Convert Cloud or Convert there is a functionality that

will let you know if they opted in through Facebook or not. All of your
forms should be tired to the correct source. i.e. landing page should
have its own form while Facebook should have its own form as well
built into the workflow.

Awesome! Thank you for letting us know. If you don’t mind me

asking what made you fill out our form?

If, responses are: I want to lose weight, I just don’t like how I look.

I understand. A lot of our clients have felt this way.

Dig Deeper!

45
 

Question Set #2: Goal Oriented Questions

Tell me a little about what you’re looking to accomplish?

This question puts the ball in their court and gets them talking about
their favorite subject, themselves. The key here is active listening and
sound follow-up questions.

Your response:

Awesome! Thanks so much for sharing all that. We would love to

be the people to help you accomplish all of that.

The first step is coming in to meet with me one on one and com-
plete a wellness assessment. We will ask you a few more questions
about your goals and your nutrition, watch you move around a lit-
tle bit and will even help you create a roadmap so you can achieve
exactly what you’re looking for. You will walk away from that ses-
sion knowing exactly what you need to do to make this happen!

I have time available from (select your 2 available times) this (pick
day) with (your name), does that work for you?

Awesome! I will be sending you an email confirming this session

after we get off the phone. It will tell you everything you need to
know.

Follow-Up Acknowledgement:
We are going to send you a text message reminder the day before
your session. In that text message, you will receive a link for our
Health History Form. Please submit it before coming to your ses-
sion on (Date and Time).

Please don’t forget you will be moving around so please dress in

gym attire.

46
 

Lastly, if for some reason you need to reschedule this appointment,

will you please give us a call? Wait for a yes.

3. The Prescriptive Consultation

“People are silently begging to be led.”
-Jay Abraham

When my dad was about to have emergency open heart surgery,

they were able to get one of the top heart docs in NYC to come in
for the job.

Normal surgeries have a very small percentage of risk of death.

This specific surgery had close to 20x the risk of a normal surgery.

My family and I were very scared about this…until we sat down

with the surgeon.

He sat in front of us as confident (not cocky) a man as I’ve ever

seen. He spoke to us in words that we could easily understand,
told us exactly how it was going to go, how long it would take and
when we’d be able to see him after.

We left that meeting with no objections and a lot of hope that the
surgery would be a success…

It had been a long few days but we went out to a family dinner the
night before the surgery and had a great time…despite being in a
very challenging situation.

His confidence and certainty relaxed us and the surgery went

exactly as it was explained to us.

The goal of the prescription consultation is to give clients the same

feeling the NYC doc gave me and my family that day…to be com-

47
 

pletely certain that they are in the right hands and that you are the
person/gym to help them get where they want to go.

I’ve had many clients over the years joke to me that their monthly
bill at my gym was like a second mortgage.

When selling a small group personal training membership, you’re

selling something that could be one of their biggest monthly
bills…showing them your price sheet, telling them about the gym
and where the bathrooms are will not do the job.

The Prescriptive Sale follows these 4 components

1. Ask the right questions

When people think about selling they often get queasy thinking
they’ll come off looking like a sleazy salesperson. On most occa-
sions the people that come into your consultations are interested
in getting help and solving their problems more than trying to find
out about your gym.

You need to lead with that information and simply start the pro-
cess by asking questions. When you ask the right questions people
will start to relax. They will feel like you are a person just trying to
help them get what they want…and you are.

The number one thing you want to find out is what they’re look-
ing to accomplish. I follow a proven question called the R-Factor
Question created by Dan Sullivan.

Here’s it is…(memorize it)

If we were having this conversation one year from today, and you were
looking back on that year, what has to have happened with your health
and fitness to feel happy with your progress.

48
 

What usually happens is people will respond with a pause, then

say, that’s a really great question. They respond like this because
most people are never asked great questions and they’re rarely if
ever asked what they want.

This question puts you in a different category than a salesperson.

It turns you into a trusted advisor, someone that just wants to help
them get what they want. This is the ultimate rapport builder.

Once they spill their story to you, and they often will go on for
several minutes, almost like a therapy session, your job is simply
to actively listen.

By the way, The R-Factor stands for Relationship Factor because

the question instantly strengthens the relationship.

A follow-up question to the R-Factor questions is:

What’s been standing in the way of you having these results now?

This question will bring out the barriers that have been in the way
of getting what they want. It’s your job to give them hope that
these barriers can be broken with your gym.

There are other questions to ask but these are the core ques-
tions that will build trust which is the most important part of a
consultation.

2. Assessment
There are many different ways you could assess a client but the
important thing to know is that you use assessment to gather data
points to help you build the best prescription for the client.

Data points are super important because they represent reality/

facts. It’s one thing for you to say they need something, it’s another

49
 

thing for you to demonstrate this through the use of an assessment

tool.

Here are a few we use.

The Functional Movement Screen

Understanding how the client’s body moves will help us build

a safe and effective workout for them. It is important that you
explain that to them.

We use a modified FMS highlighting 5 basic movement patterns

and 4 clearance tests. They are as follows:

1) Overhead Squat

2) In-Line Lunge

3) Shoulder Mobility

a) Impingement Test

4) Active Straight Leg Raise

a) Seated Toe Touch

b) Standing Toe Touch

5) Trunk Stability Push-Up

a) Cobra Clearance

This section of the assessment should not take any longer than 10
minutes to complete on the high end.

50
 

I speak with the founders of FMS, Gray Cook and Lee Burton, on
the Perform Better speaking tour and have used their assessments
for over 20 years. I highly encourage you to go deeper into the
FMS and have posted their website below.

https://www.functionalmovement.com

The In-Body Scale:

Most people that come to you will have weight loss goals. It’s nice
to say we don’t focus on the scale and in some cases this is a step
that should be skipped.

But the reality is that all progress starts with the truth and some-
times a measurement of their weight and body fat that is a lot
higher than they thought can kick them into gear.

The In-Body gives an impressive print out on the body composi-

tion and many times is a very strong motivator for people to get
started.

I have no affiliation with In-Body but it is what we use at my gym and

is what many of our clients have purchased. It is not a small invest-
ment but I’ve found it to be a worthwhile one.

3. Build the prescription

When you go to a doctor and they hand you a sheet of paper that
tells you what medicine you need, you march over to the pharmacy
and get it.

It’s unlikely you question it and likely do not even read the fine
print on the medication which would probably horrify you. Nope.
You just take it because the doc said so.

51
 

People want to be told what to do and will feel more confident

when you give them the exact process to help them get what they
want.

Once you have asked the right questions and gathered data, the
next step is to prescribe what they need to do.

We do this through a health road map.

The Health Roadmap

The Roadmap is a simple document that outlines what they need
to do to achieve success. I have pasted an example of one below as
a guide but feel free to build your own using mine as an example,
or just swipe because it’s damn good. 

The typical health road map includes items like: Goals, Purpose,
Workout Frequency at your gym (specific with days and times),
workouts outside your gym (walking, yoga, cardio), sample meal
plan, supplement schedule, sleep routine, etc.

This one page sheet gives your members extreme clarity of what
they need to do and will increase confidence in the sales process
and yield higher compliance when they sign up.

52
53
 

4. Present the best options

Once you’ve outlined what they need to do, it’s time to give them
the options to work with you.

I dig deep into pricing in a later chapter but staying with our
trusted advisor concept…it’s important to present to them a few
options that will help them reach their goals.

I love the good, better, best concept as presented in the TV show

The Profit by Marcus Lemonis, a show you definitely should
watch.

Handing them a price sheet with 25 different possible options is

a sure way to confuse the hell out of them…and a confused mind
does not buy.

The good, better, best concept keeps it very simple and makes it
easy for them to make a decision because it only presents 3 possible
options. At my gym we currently offer the following:

A. 8x/month: $399

B. 12x/month: $499

C. 8x/month: 1-1: $1,199/month

It’s a smart idea to give your options names such as Gold, Platinum
and Diamond which have a level of higher status and significance
with your higher priced options.

Please note that option C is sold, but just not nearly as much as
options A and B. Option C serves 2 purposes.

1. Make options A and B appear less expensive .

54
 

2. Provides a very high priced option for the small percent-

age (5-10%) of people willing to pay these types of fees.

What To Do About All Your “DEAD LEADS”

Getting someone to respond, get on the phone, come in for a con-
sultation and sign up for a membership is the ideal result. But
NOT even close to everyone will follow that process. You’re going
to need to be prepared to hear NO.

However, there’s a really important part I need to cover before I

wrap this section up…and it’s likely going to make you a LOT of
money.

There’s a well-known study done by the data handling inquiry ser-

vice that world famous marketer Dean Jackson always talks about.
The study measured a massive amount of leads that were generated
from a bunch of different industries.

The result was that 50% of people that opt in for information
about something WILL buy….the other 50% will NOT Buy.

Of the 50% that DO BUY…only 15% buy in the first 100 days.

This leaves 85% that still will buy…but over the next 100 weeks!

This means that if 100 people opt in, 50 will buy and 50 will not
buy.

15% (7 people) will buy in the first 100 days and 85% (43 people)
will buy in the next 100 weeks.

Here’s what this means.

85% of your future buyers are considered by most people as dead

leads.

55
 

They’re not…they just haven’t bought yet.

This is very important information to have about your sales system.

How to Revive “Dead” Leads

There are many methods you could follow to follow up with these
dead leads and going through all of them is beyond the scope of
this book.

However, I’ve found 2 very effective ways to get these dead leads to
convert to members…when they’re ready.

1. The 9 word email

Created by the genius I mentioned above, Dean deserves every
ounce of credit for this incredible idea.

About every 90 days, send an email that looks like this to your
unconverted leads list

Subject: Vanessa

Hey Vanessa,

Are you still interested in working with a per-

sonal trainer?

Vince

I know what you’re thinking and trust me this is it.

Make sure the email is as ugly as possible.

56
 

No banners, no signatures, nothing except what I have above or a

variation of that copy.

The purpose of this email is to engage them in a personal conver-

sation. That’s it.

This is your absolute best chance to get them to go from never

buying to potentially interested.

I know you’re wondering what to do if they respond and here it is.

9-word email follow-up

They will typically reply with YES…or never email me again or
stop bothering me.

Only focus on the YES.

Here’s what you do with those that answer yes.

Step 1: Send them back a sorting question. This is designed to get

them to continue the conversation in the easiest way possible and
to figure out what they’re looking to accomplish.

NOTE: There will be drop-offs. Meaning there will be people that

reply with yes that never reply to anything else. That’s just how
this works. Again don’t focus on them, focus on the ones who DO
reply.

A reply with a sorting question could look like this…

Subject: re: Vanessa

That’s awesome, Vanessa!

57
 

Are you more interested in losing weight or get-

ting stronger?

Vince

Step 2: Send them a digging question: The digging question is

where you ask them about their biggest challenge.

The key to all of this is you’re not saying a word about your pro-
gram…it’s all about them and they will feel that finally someone
cares about what they want.

A reply with a digging question could look like this…

Subject: re: re: Vanessa

OK got it, Vanessa, losing weight is your focus.

What’s been your biggest challenge with losing

weight?

The reply to this question is what we call the Love Letter.

This is where they typically, not always though, go deep into what
they’re tried in the past and what their struggles have been.

Your only response to their Love Letter is step 3.

Step 3: Book the meeting. This is where you set up a time to meet
with them either in person or phone, whatever your process is.

Subject: re: re: re: Vanessa

Thanks so much for sharing this and I’m cer-

tain we can help you accomplish your weight
loss goals and I’m super excited to help.

58
 

The next step is to come by the gym to meet the

team and see what we’re all about.

I have Wednesday at 4pm or Thursday at 5 PM

Which one works best for you?

Finally! I have one warning for you with these 9 word emails.
There could be a LOT of responses depending on the size of your
email list.

I’m not going to lie and say this won’t be a LOT of work…that
being said, it’s likely the best time you could ever spend in your
business…enjoy it.

Here are a few more variations of the 9 word email we’ve used in
the past:

Subject: Vincent

Hey Vincent

Are you still interested in losing weight,

getting stronger and having more energy in
2020?

REPLY here with YES...I’ve got something

for you.

-Vince Gabriele

---------------------------------------------

59
 

Subject: hey

Hey John

I’m having a One Day In-Person workshop

on October 19th to help people over 40 lose
weight the proper way.

Would you like more info?

Vince

---------------------------------------------

Subject: Coaching

Russell!

I’m putting together a new program this fall

where I’m going to work with a handful of
private clients one on one.

Would you like to work with me?

Vince

60
 Want access to the most gigantic swipe file of
marketing for gym owners ever created?

I put together a massive book with these kinds of emails,

ads and marketing campaigns ready to be used to get more
clients at your gym.

You can buy a copy at

https://bigbook.vincegabriele.com/

P.S. Just a heads up, because it’s so big

it’s ridiculously expensive…my mom
told no one would ever buy a book for
that much money.

61
 

2. Email Newsletters
Your email newsletter is what you send to your full email list which
includes your past clients, unconverted leads and any other email
addresses you have that have a single subject and have very clear
action steps for them afterward.

NOTE: You can include your active members on this list but many
leave them off because these emails will make plenty of free offers and
they don’t want the active members to see them. I’ve done both and
think that having them on the list typically is a value add to your
members if the content is good.

My wife, God Bless Her, is a fan of The Bachelor, has been for
decades. The show airs on Monday nights, I think at around 8
PM.

It’s a bad night in my home when she expects The Bachelor to be

on at 8 PM…and she tunes in and it says the show is canceled
today due to the presidential debate but will be back next week.
HAHA

She expects The Bachelor to be on because it’s always on Monday

nights. She looks forward to it.

This is how to look at your email newsletters. They need to become

something people expect to receive…and the only way to do that
is to send them on a regular basis. If you’re all over the place, you
will not build a relationship with the list.

That is goal #1: To build the relationship with your list. From this
moment forward, think about your most successful relationships
and start treating your emails like this.

They also need to become something people actually want to

receive. If you just bombard them with offers to train at your gym
it’s likely they’ll unsubscribe or just tune out.

62
 

What they do: The purpose of these emails are to educate, enter-
tain and inspire your list which in turn helps build a relationship
with the list.

The better the relationships the more trust you build. The more
trust you have the more money you’ll make.

How frequently to send: Personally, I tell my Mastermind mem-

bers to send 3 of them per week but if they can do more that’s
great…3 is a sweet spot.

How long should they be: I keep my emails 200-500 words but
this is not a scientific rule. You just need to find your sweet spot.

I can bang out a 500 word email in less than 30 minutes so that is
one of the main reasons. The other is to keep them on the shorter
side to make it easier for them to consume.

Do I sell in every email? Hell Yes.

Your emails are ALWAYS followed by some type of call to action to

take the first step in doing business with you.

You don’t do anyone any good by leaving this out.

Here’s an example

From: Vince Gabriele

Subject: my neighbor

Last week I had a talk with a new neighbor of

mine who was over 50 years old.

He heard I owned a gym and was somewhat

intrigued about what we did over there.

63
 

As the conversation went on, he seemed inter-

ested but then said this...

“Can you work any miracles for a guy over 50?”

It got me thinking how many people over 50

have

just accepted the fact that they will…

…live the rest of their lives…

· In pain

· Overweight

· Not able to be active enough to do things they

love like tennis, paddle, or golf

· In and out of doctors’ offices to get their

monthly medications

· And worst of all…not being mobile enough to

play with their grandchildren

It puzzled me that he thought he needed a

miracle.

Will this man ever feel like he did when he was

25?

Maybe not.

But it’s not impossible.

64
 

We have an incredible man that trains with us

at GFP named Mike Flavin, he’s a youth pastor
so he needs to be super active and energized.

He’s been a consistent 3x/week client for 13

years and is now 67 years old.

In a recent conversation, he told me he feels bet-

ter today than he did when he was 37 years old.

When I look back at what we’ve done with

Mike…it was honestly nothing special and cer-
tainly no miracle.

He showed up 3x per week, did a combina-

tion of Yoga, Strength Training and Interval
Training each time for about an hour.

He does NO other exercise outside of what he

does at GFP.

Miracle program?

No.

Miracle results?

Mike would tell you Yes…but I just say it’s the

right program for him.

Now back to my neighbor.

He doesn’t need a miracle.

He doesn’t need to feel like he’s 25.

65
 

He just needs to feel better than he does right

now.

That’s a huge win.

And it’s a LOT easier than he probably thinks.

If he was to come into the consultation room at

my gym, here’s what I’d tell him to do:

3 one-hour sessions per week of the following…

A.10-20 minutes of Yoga

B.20-30 minutes of Strength Training using

kettlebells dumbbells and cable machine

C.10-20 minutes of Interval Cardio

These 3 combined create the perfect workout for

most people over 50.

Knowing this…. is exactly what a workout is

like at GFP.

If you’re over 50 and you want better for your-

self and your health this year…

Reply to this email with YES if you’re interested

in getting started with us for free.

Vince Gabriele

66
 5
How Much to Charge
for Small Group

A while back, Vanessa and I were getting ready for a vacation. All
the bags were packed, and we were buzzing around the house, pre-
paring to leave early the next morning.

As we went upstairs, we discovered our cat pooped on our bed! I

rushed out to the store that night to get a new comforter.

Buying a comforter was a first for me, and Vanessa hadn’t given me
clear instructions on what to buy.

Since a comforter is something we use every day, I decided to

splurge on the most expensive one, assuming that the highest price
meant the best quality. In most cases, this assumption holds true.

Recently, I was faced with a decision between two different busi-

ness coaching programs. One was weirdly cheap and the other was
3x more.

67
 

I eliminated the cheaper option because I felt that the investment

wasn’t big enough for me to take it seriously.

Many people shy away from charging higher fees for their pro-
grams, fearing that potential clients will find it too expensive.

However, they often overlook the advantage of being perceived as

the best in the area.

At the end of the day, the most important thing that should dictate
how much you charge is the person you’re selling to.

The worst person to decide on your prices is you…especially if

you’re 23, live with your parents rent free and eat tuna fish at each
meal.

The tuna loving fitness buff personal trainer that lives at home
would never spend more than $29 on a gym, let alone $500.This
is NOT who you want setting your prices.

The 50-year-old lawyer who makes 7 figures that was just scared
shitless by his doctor thinks $500 is a bargain, this is who should
be setting the prices.

Undercharging is one of the worst business mistakes you could

ever make. Nobody wins and everyone loses.

Your clients lose because you cannot re-invest in the business, your
team loses because there’s no profit available to pay them more or
send them out to seminars.

…you definitely lose and so does your family.

Small group training is just like one-on-one personal training, but

in a small group setting at a fraction of the cost.

68
 

But what fraction?

Here’s a formula I’ve relied on for years to help people determine

the right price for small group training.

Step 1: Take what you currently charge

for 1-1 and raise it by 10-20%.
In my experience, most people undercharge for 1-1 so this is the
reason for the 10-20% increase.

If you don’t do 1-1, use the price of the best gym in your area that
does 1-1.

Step 2: Multiply the new 1-1 rate by 40-60% and

there’s your small group price per session.
For example, if your current rate for 1-1 sessions is $100, the
adjusted rate would be $110.

This means your small group session price would range between
$44 and $66 per session.

One common mistake I often observe is setting the price for small
group sessions too low, resulting in lower earnings compared to
1-1 sessions.

Let’s consider a recent conversation I had:

A gym owner was charging $80 for 1-1 sessions, which wasn’t bad
for their area, but of course, I suggested they charge more.

However, they were only charging $13 for small group sessions
and limited the group size to 4 participants.

69
 

If they managed to fill the group with 4 participants, they’d earn

$52 for that hour and had to find 4 people.

In this case, they would have been better off sticking to 1-1 ses-
sions at $80.

Small group sessions become lucrative when you can surpass the
earnings from 1-1 sessions.

Using the formula, if we set the small group rate at 50% of the $80
1-1 rate, it would be $40 per session.

With 4 participants, the earnings would be $160, and with 6 par-

ticipants, it would be $240 per hour—now we’re talking.

Personally, I believe the sweet spot is having 6 people per session.

The range for 1-1 session rates typically falls between $80 and
$150, depending on the location.

Therefore, shoot to earn a minimum of $240 per session (6 people

at $40) and up to $450 (6 people at $75) at the higher end.

Keep in mind that not all sessions will be at full capacity, and
on average, you should aim for around 75% capacity across all
sessions.

Note: This is a guideline not an exact science. Metro areas like LA and
NYC, rates will be higher, while more rural areas may have lower rates.
However, sticking within the formula should yield positive results.

70
 

Never Offer Unlimited for Small Group

Offering unlimited access doesn’t make much sense.

Providing an unlimited option lowers the perceived value of the

sessions and also lowers your dollars per session average.

Offering unlimited access for large group sessions is fine but I’m
not a fan of doing it for small group.

Should you consider raising prices

for current members?
For years, I was advised never to increase rates for existing mem-
bers. Some even suggested telling new sign-ups that our rates
would never change as long as you’re a member—terrible advice,
in my opinion.

Starbucks seemingly raises their prices every week, yet dumb cus-
tomers like me still line up for their morning hit without a thought
(or care) of how much it costs.

Insurance premiums go up, gas prices go up and even the cost of

steak at your favorite restaurant. My haircut used to cost $20, but
now it’s $35.

Why should you not raise prices on your current members?

Just because someone told you not to?

One argument against it is the fear of losing members if you raise

prices.

Based on my experience, this fear is totally irrational.

71
 

I’ve helped numerous gyms raise their prices successfully and yes
there have been losses but they were minimal.

I’ve definitely never seen a gym lose a huge amount of members

and cannot think about one gym owner that has raised them and
wished they didn’t.

Another argument is their current members have been loyal so

they deserve to keep their rate the same. Ugh.

My response to this is is not a one sided game. You provide a ser-

vice and many of your clients’ lives have been transformed by that
service.

You have members that cannot even imagine their lives without
your gym.

For many, your gym is a staple in their life that makes them feel
like a better person.

We have a client at my gym whose wife has been begging him to

move down to the Jersey shore because their kids are out of the
house. He continues to tell her no because he doesn’t want to stop
training with us. Crazy.

I bet many of you have built these kind of relationships too.

This value you deliver isn’t worth $10-15 more/session?

Price raise resistance is baked out of fear. Fear of loss, fear of con-
flict, fear that maybe you’re not worth it. This is all headtrash.

One member in our Mastermind raised prices for 800 members

after COVID, and remarkably, not a single member left.

While some people complain, sure. Will some leave? Yes.

72
 

But in my experience if you do great work and have built good

relationships this will be a win for you.

If you need more convincing, read this…

Here’s some math to help you have a little less anxiety around rais-
ing your prices:

• You start with 100 members at $200 each, totaling

$20,000 per month.

• You raise the price to $230/month for everyone.

• In Month 1 you Lose 20 members (unlikely, but let’s

consider the worst-case scenario).

• You now have 80 members paying $230 which equals

$18,400, leaving you down $1600.

• In Month 2 you bring in 10 new members a month at

$230, now you’re at 90 members which equals $20,700
(you’re up $700!)

• In Month 3 you get to 100 members, now we’re cook-

ing at $23,000.

Let’s say you stayed here with 100 members for the next decade.

Over that decade you will have earned $360,000 more than if you
kept charging $200.

All this if you lose 20 people…it gets a lot better when you lose less
and I’ve never seen a gym that followed our price increase model
that lost that many.

73
 

Texas Gym Owner Smashes Price Raise

Anxiety with one call with Vince Gabriele
“Every year, my rent, business insurance, and Mindbody crept up.

Even the cleaning supplies, Mailchimp, and Pandora Music sub-

scription increased.

But the thought of raising our personal training fees, that created
a lot of anxiety. Our loyal clients had believed in us when we were
just starting out, they supported us throughout the years, and most
importantly, they were inviting their friends to join them for a
workout.

As I talked with Vince about my hesitations and fear clients will

leave, he offered a simple solution that changed everything:

Vince: Just increase your fees by $3.

Me: That’s it?

Vince: Yep. Just $3.

At that moment, I knew Vince was a genius and worth every penny
I’ve invested in his coaching and leadership.”

Brent Gallagher, Leader of Avenu Fitness in Houston, Texas

Note: It is my personal opinion that Brent and his wife Cassie have one
of the most successful small group gyms I’ve ever seen. They do massive
numbers in a single location and have the most efficient operation I’ve
yet to come across. They deserve deep study.

Check out Brent’s amazing newsletter called the healthy flipide at

the link below.

www.avenufit.com

74
 

A 6 Step Recipe to Raise Prices

on New Members ONLY.
Raising prices on current members is tougher because it involves
a lot of emotion.

Raising prices for new members is pretty simple and easy.

Here’s how to do it….

Step 1: Open Microsoft Word

Step 2: Open the Document that has your

price sheet

Step 3: Change the numbers to indicate the

new amount of money you want to charge

Step 4: Click Save

Step 5: Print the new sheet

Step 6: Present the new price sheet at your

next consultation

When to NOT raise your prices

There is one instance where raising your prices is a bad idea. This
is when you have an attrition rate that’s out of control...and it’s
causing money issues. To combat the money issues someone tells
you to raise prices. Bad advice.

There is a problem here with the delivery of your service that

causes the revolving door of members and a price increase will
likely make it worse. My advice is to fix your attrition issue first
than raise prices.

75
Want a resource that shows you exactly how to raise prices on
current members?

If you’re going to do this, it needs to be done right.

I created a step by step guide to raising your prices on your current

members.

You can get your mitts on this guide by emailing

hello@vincegabriele.com with price raise guide in the subject.

76
 6
Steel Cage Client Retention
for Small Group

“Whatever you do, do it well. Do it so well

that when people see you do it, they will
want to come back and see you do it again,
and they will want to bring others and show
them how well you do what you do.”
― Walt Disney

Business pretty much comes down to 2 things:

1. Getting Clients

2. Keeping Clients

We’ve just dove into getting clients; now it’s time to shift our focus
to keeping them.

Before finding out how to keep your clients for the long haul…
let’s discuss why they leave.

77
 

7 Reason Why Clients Leave Your Gym

Reason 1: Relocation: My gym is in one of the wealthiest areas in
the country. The taxes here are ridiculous.

When COVID hit, a ton of clients moved out of the area. If you’re
in business long enough, over time you’ll see attrition due to this
issue. Unfortunately, there’s little you can do.

Reason 2: Dissatisfaction- There’s a few layers here.

• You’re just not their cup of tea: There will be some

people that just don’t jive with you. They either don’t
click with your trainers, your culture, or you in general.
This happens and honestly is best for both sides that
there’s a necessary ending.

• You dropped the ball: There may have been times

where you’ve dropped the ball on them too many times
and they just feel like you’re not the gym for them. It
could be that your bathrooms were dirty, your coaches
weren’t on the same page or you told them you’d do
something for them and didn’t follow through, so they
quit. This one is preventable.

• Poor Results: They had an idea for what they wanted

when they came and never got it. This is a lot less likely
than you may think but it happens contrary to my
example that opened this chapter. The big flop for this
is lack of clarity on what success looks like for them
from the get go.

Reason 3: Boredom- This is massive and honestly probably the

biggest reason why they leave. It’s best to know this in advance and
always have things going to keep your members engaged.

78
 

Reason 4: Injuries- This is much more common the older you

get. Older people are more likely to get injured just from the wear
and tear of life. The best thing you can do here is to have great
relationships with medical professionals to get them back working
out as fast as possible. Steer clear of the doctors that tell people to
stop working out entirely, they don’t get it.

Reason 5: Feeling Ignored- This is very preventable. When a cli-

ent feels injured and not connected to your gym it’s a super easy
decision for them to quit.

Here’s how you know you’re doing a great job and you didn’t lose
them from ignoring them.

You get the termination letter from a client that is 3 pages long and
starts with “I lost sleep last night about sending this letter to you.”
This termination letter means 3 things: 1)You built an incredible
relationship with them, 2)They will refer you clients even if they’re
not a member of yours, 3)They will eventually come back.

Reason 6: Legitimate Competition- You should not obsess over

your competition…but you should know who they are and study
them. Most companies do at least one thing very well and there
are always things to learn. Plus, I have found competition to be an
incredible motivator.

When I first opened my gym, massive Lifetime Fitness opened

and it was the talk of the town. It lit a fire under my ass so big and
caused me to work 10x harder. I love competition because they
don’t allow you to get complacent.

Reason 7: Busy Schedules: Many times this is used as an excuse

but sometimes is very legitimate. The fix here is to save the client
by offering a more creative way to get their workouts in.

A while back to help solve this issue we created something called

the Wall Street program. A handful of clients were having trouble

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getting to the gym and started to cancel. Many of these people

were NYC commuters and said the commute was getting in the
way.

The Wall Street package was a 2x per week membership where

they would come to one session at 8:30 PM during the week and
their second session on Saturdays in the AM. This saved a ton of
clients because they realized they actually could get their 2 work-
outs in if they had times that fit their schedule.

The following is one of the most crucial business concepts you

could ever learn:

The Reason Why They Come

Is Not Why They Stay.
Think about a client who joined because they wanted to lose
weight. They sat in your consultation room pouring their heart
out, expressing how unhappy they were.

They pledged their commitment to you, promising to focus on

shedding those pounds this time around.

Here’s what happened: They lost 15 pounds in the first few weeks.
Then, a holiday season hit, and they gained half of it back. Summer
followed, and they regained the rest.

Everytime you run a challenge they lose a few pounds, then when
that’s over they gain it back.

Throughout all this, they never miss a session and consider your
gym a second home.

Fast forward ten years they weigh exactly the same as when they
started. Yet, they’ve never considered leaving, still paying their
$400 per month.

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Why?

Because the reasons they came for aren’t the reasons why they stay.
These reasons are very important for you to know.

I recently conducted a two-hour Masterclass that outlines the

seven most critical strategies for good member retention.

[Visit the Link To Watch the Video]The 7 Keys To Steel Cage

Client Retention

You can watch the full presentation at the link

below. https://newclientacademy.com/replay

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 7
How to Set Up Your
Gym for Small Group

Rule #1, don’t lose money, Rule #2: see rule #1

-Warren Buffet

One of the first assignments I give to gym owners setting up their

gym for small group is to watch the movie, The Founder.

The Founder is the story about how Ray Kroc turned Mcdonalds
into an empire.

There’s a part in the movie where the Mcdonald brothers were

trying to set up the kitchen for ultimate speed and efficiency.

It shows them on a tennis court with tape all over the court floor
literally dancing through a rehearsed script to ensure everything
was perfect. They outlined where the milkshake maker would be,
the french fry thing, the cash register, etc.

82
Incredible scene from a great movie that every business owner should watch.

They did this over and over until they created the perfect kitchen
set-up and it has essentially remained unchanged since that day,
some 80 years later. Talk about a great use of time.

My explanation hardly does this amazing scene justice, just go

watch that part…preferably before you set up or re-arrange your
gym.

The first decision that needs to be made is how many clients you’ll
allow per coach. As mentioned earlier, 6 people to one coach is the
sweet spot.

Any less than 4…you’re leaving money on the table.

Any more than 6, you’re getting into medium group territory and
will be difficult to deliver a very sound personal experience for
each member.

I currently have a few guys in my group dabbling with 7 but there’s

not enough data to report if that’s a smart idea …my guess is no.

83
 

Once you decide on how many people in a group you need to

decide how many pods your facility will have.

A pod is essentially a gym inside of a gym and I credit the great

Thomas Plummer for inventing this term.

It’s an area carved out with everything you need to train that # of
clients effectively

My gym in New Jersey has 4 pods, with the ability to train 24

people at once with 4 coaches. When it’s full, it’s raining money.

Each pod is about 1,000 square feet for us but we could definitely
do it in smaller spaces. At our previous location that was smaller,
the pods were about 500 square feet for 4 people/area.

I’ve seen a gym cram 2 groups of 6 into a 900 square foot gym…
they were jammed in there so tight they had to do everything in
one very small spot. I don’t recommend this.

He had success early but attrition challenges followed, big ones.

People don’t want to feel like sardines, especially if they are paying
lots of moolah, so don’t get too greedy.

The preferred size of all my clients that are doing multiple loca-
tions is about 1500-2000 square feet. This pretty much allows for
one group of 6 at a time. This smaller size keeps things simple
which is very important if you plan to open many locations.

If you have the desire to only have one gym, possibly consider
a larger space (2,500-5,000 square feet) that could accommodate
2-4 groups at a time so you can maximize revenue during peak
hours. This certainly adds complexity but if you’re putting your
eggs in one basket it gives you the best chance to make some good
money.

NONE of this is an exact science.

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Why MOST Big Box Gyms FAIL when

trying to add Small Group
There are lots of big box gyms that are interested in doing small
group training. Most of the time they try, they fail miserably and
say small group training doesn’t work.

Here’s why they fail.

They don’t have a designated space: You have 50,000 square feet
for Pete’s sake! You can’t give this 2,000, c’mon man. Think of it
like a VIP section, when it’s an area not everyone can go, more
people will ask questions.

A sure-fire fail is to throw this program with the rest of the “regular
people.” People that pay $400/month don’t want to be with the
regular people.

They don’t brand it separately: The ones that fail pop up a sign
and say “small group for sale” and expect people to come like
they’re serving free cheeseburgers.

Not happening. Here’s an important thing to know. Most big box

gyms are priced pretty low. Let’s take an example of a gym that
charges $79/month to have access.

When you got that person as a client they were a $79 buyer, and
still are. Now you have a product that costs $300 and you wonder
why so few are buying.

There’s a rule from the great Dan Kennedy that says about 5-20%
of people will purchase a higher priced option. So expect roughly
that amount of the members to be upsold into small group, more
if you’re good, less if you’re, well, just ok.

The growth will come from marketing this program externally,

just like a separate business. You go and find the people that will

85
 

pay $400 all day, they are in your community, they just might not
be in your gym right now.

As mentioned, some are, most are not.

No one is in charge: This is probably why it fails the most. When

they launch they put a few sessions on the calendar. One session is
held by Mike, the other by Jane and another by Teresa. It looks just
like your group exercise schedule. Nothing doing. This program
has the ability to get 100 members that each pay $400/month. It
needs a point person, an owner, someone that wakes up thinking
about it and can’t go to sleep because they’re thinking about it.
They may even need to be given a piece of the action but that’s
outside the scope of this book.

If you have a big box gym be sure to read the Form and Fitness case
study with Dr. Ben Quist in chapter 10 so you can learn how a big box
gym added small group successfully. If you want my team to help you
start a small group training program area inside your gym….send an
email to hello@vincegabriele.com

Equipment for small group

I realize this is very personal but I do know what has worked for
my gym over the past 15 years…and for the 100+ members of the
Mastermind group…

IRON and Rubber

That’s right, good old Iron and Rubber.

Dumbbells, Kettlebells, Racks, Bars, Plates, Cable Systems, Med

Balls and Bands.

There’s also some gyms that incorporate various cardio machines

like Treadmills, Air Bikes, Rowers, Ski Ergs and Versa Climbers.

86
 

IMPORTANT FACT: People do not come to your gym for the

equipment you have.

Training 6-12 people at one time does not need a massive amount
of equipment.

The sentence you’re about to read may be one of the most import-
ant sentences in this entire book…

If you’re just starting out, use your money to acquire new cli-
ents, not to buy equipment you’ll use once a month.

True Story: I made the mistake early in my career and spent way
too much money on a Reverse Hyper and a Belt Squat…instead of
spending money to get new clients (HUGE MISTAKE). It makes
me sick thinking about how I sold that stuff for ¼ of what I paid
for it after about 12 weeks.

Admittingly, I am not the expert on facility design so I will provide

2 resources…

1. Perform Better: I buy and have bought almost every

piece of gym equipment in the past 15 years from these
incredible people. Anything you need for small group
training they can get you and they’ll also help you
design your space at no charge. My advice is to call my
rep Conrad and tell them you read my book, they’ll take
great care of you. (1-888-556-7464)

2. Mike Boyle’s New Book: Coach Boyle is not only one

of my favorite people on the planet, he writes incredible
books too. Check out his latest book titled Designing
Strength Training Programs and Facilities Volume 2 on
Amazon for more insight on designing your gym. He
goes way deeper on this than I did above.

87
 Here’s exactly what a pod at my gym in New Jersey looks
like:

• Dumbbell Set

• Functional Trainer

• KettleBell Set

• Bars and Plates

• Rack

• TRX Straps

88
 • Med balls

• Bands

Image of a pod at my gym in New Jersey.

If you’re interested in spending the day with me at my gym so I can

unpack your business…and also watch the action at mine…send an
email to hello@vincegabriele.com and tell them you’re interested. I typ-
ically do these days only once per month. It’s not cheap, but you’ll love
it.

89
 8
Small Group Program Design
by Amanda Matthiessen, CSCS

“If you think lifting is dangerous, try being

weak. Being weak is dangerous.”
-Unknown

If you have followed and implemented everything you have read

up to this chapter in this book, you should have a crowd of people
knocking on your door begging to buy your Small Group Personal
Training service.

Congratulations! Now, how are you going to make sure every sin-
gle one of those people get the exact program that they need and
will accommodate their injuries, limitations, individual goals, and
exercise experience level?

I spoke with a gym owner who had recently started his Small
Group Personal Training program. He came to the call with one
question. “How can I spend less time writing programs?”

90
 

This gym owner had about 40 members in his Small Groups. He

was writing an individual, 4 week program for every single one.
This took him 40 - 50 hours each month to complete.

Think of that. You’re a gym owner, who has a business to run, and
you are required to spend 40 hours a month writing programs. (An
entire work week!)

This was not scalable. What was going to happen when he hit 100
members?

He implemented the template that I will share with you in this

chapter and went from forty hours a month of programming to
one.

Not only did he gain 39 hours of time to work on his business, but
his coaches were able to deliver an elevated, consistent experience
for his members.

There are four things you need to think about when you sit down
to design this program:

1. Scalability

2. Life Happens Programming

3. Delivering A True “Done For You” Experience

4. Differentiating From All Of Your Other Service Lines

Scalability
The most common question I get when it comes to programming
for Small Groups is, “Should I be writing an individual program
for every member or just write a template for everyone?”

91
 

I like to think of the individualization of a small group program as

a scale. On one end you have individualized programs written for
every single member and; on the other end you have a templated
workout of the day, with no room for individualization or going
off script. I have seen the most success when a program is written
in the middle of that scale.

This program is a full body 6-day split, with pre-programmed pro-

gressions and regressions for every movement.

It consists of a group warm up, two strength circuits, and an

optional finisher. It focuses solely on strength training, with pro-
gressive overload over a 4 week span.

By integrating progressions and regressions of a movement into

your program you will be able to efficiently accommodate every
level of exerciser in your session.

Let’s look at a squat.

Progression: KB Half Rack Squat

Middle Road: KB Goblet Squat

Regression: TRX Squat

Your trainer will be able to direct more experienced lifters to the

progression and middle ground movement, while the beginner is
working on their form on the TRX.

As your members get stronger, they just move within these set pro-
gressions. This also allows for quick modifications on those days
your ex-collegiate athlete comes in exhausted and needs to dial
back.

92
 

A program created with built-in modifications will not only scale

for every member you have as they get stronger and more experi-
enced but will also easily scale as you add more and more members
to your small groups. Whether you have 10 or 100 small group
members, this program model will work for everyone.

Life Happens Programming

The second most common question I get is, “How do I program
for the member that comes in 2 times a week and the member that
comes in 3 times a week?” The answer is simple, you don’t!

Simple is scalable. The less complicated your program is, the better
it will scale as your membership grows. If you get members con-
cerned because they are going to miss leg day on Tuesday to go to
Little Billy’s soccer game and are worried that it is going to mess up
their week, then your program is too complicated.

Let’s go back to that full-body 6-day split that I mentioned previ-

ously. In programs like this, a classic upper body, lower body split
doesn’t work. Neither does a chest and triceps, back and biceps, legs
and core split. Thinking about throwing in power days, strength
days, and cardio days?

Don’t do it! Keep it simple.

At Gabriele Fitness, we split up our days into upper-body push

and pull, and lower-body push and pull. Here’s our 6-day split:

Monday: Upper Body Horizontal Pull /

Lower Body Push

Tuesday: Upper Body Vertical Pull / Lower

Body Push

93
 

Wednesday: Upper Body Horizontal Push /

Lower Body Pull

Thursday: Upper Body Vertical Push / Lower

Body Pull

Friday: Upper Body Full / Lower Body Full

Saturday: Upper Body Full / Lower Body

Full

This split allows a member to come any day of the week, in any
order, and will get a full-body, effective workout.

Remember, each of these movements have a progression and

regression pre programmed. This means a member will never get
the same workout twice over the course of a week or month, with
proper direction from the trainer.

We wrap up every session with optional finishers that can be tai-

lored to the member’s goals.

These finishers fall into 4 different categories:

Strength (accessory work/burn outs)

Core (ab work/burn outs)

Cardio (intervals on a cardio piece)

Recovery (mobility/stretching)

If their goal is weight loss, I may direct them to the cardio finish-
ers. If their goal is to move better and feel better, I may direct them
to the recovery finishers. This is the perfect way to cap off a session

94
and allow each member to leave feeling like they got the workout
that they needed that day.

Here is a full week of the program written out for reference:

95
96
 Delivering A True “Done For You” Experience
Implementing the program structure outlined in the previous sec-
tion will allow your trainers to deliver an individualized experience
to every member without having to spend hours programming.

The next piece to this is being able to provide that personal train-
ing feel in the group setting. A lot of this has to do with how the

97
 

session is coached. This is covered in the next chapter, “The Art

Of Coaching Small Group,” so I won’t go into that piece of it here.

One of my biggest pet peeves as a head trainer is when I hear one

of the trainers ask a member, “What weight do you use for a chest
press?” Or “What did you do last time you were here?”

You should never expect a member to remember these stats. They

are coming to you for guidance, your expertise, and an opportu-
nity to shut their brain off and focus on themselves for 1 hour.
It’s the job of your trainer to know everything about every single
member in your Small Group program.

The easiest and most scalable way to do this is by implementing

a client card system. On this card, your trainers will take notes on
every session, what movements they did, what weights they used,
what are their goals, what are their limitations, what are the names
of their kids… anything and everything about that member.

This makes it possible for a member to come to any session during

the week, regardless of who is training that session, and that trainer
is going to know exactly how to coach that member.

I prefer to do this the old-school pen-and-paper way but have seen

a digital version of this work as well. The visual of a trainer hand-
writing notes about a member versus tapping away on an ipad or
phone holds a lot more value, in my opinion.

Here is an example of the client cards we use:

98
This example is pretty self-explanatory. There are 2 sections I want
to point out.

This box is going to directly correlate to the pre-programmed pro-

gressions and regressions on your program.

99
During your initial session with each member, you run through
these movement patterns and check which variation you deem
them ready for; red being the most challenging progression, yellow
being that nice middle-of-the-road version, and green being the
most regressed. This will give your trainers the ability to quickly
direct a member to which movement they should be doing that
day.

The second section is the weights for main lifts/PRs. This section
is important because it allows your trainers to quickly find what
weight a member should be using based on the type of movement
and rep range you have programmed.

For example, if I have DB Chest Press programmed, I can look

at their bench weight and use that to accurately prescribe what
weight dumbbells they should use. This section will be continu-
ously updated as the members get stronger and go up in weight.

100
 

BONUS: Scan these cards into your computer and keep them in a
file. When you do your accountability/goal setting meetings with
your clients, pull up these cards to show them how much progress
they have made since joining your Small Group program.

Differentiating From All Of Your

Other Service Lines
If you offer large group classes and one-on-one personal training,
one of the challenges you may face is differentiating your Small
Group Personal Training from these other service lines.

This will be easier if you are a newer gym and you start off with
Small Group being the core of your offerings. If you are transition-
ing from large groups and/or one on one training, you may see
some challenges here.

These are the main differences between the three service lines:

Large Group: 12- 15 members to 1 trainer,

HIIT style conditioning with timed cir-
cuits, stationed based, NO strength training
involved. The class consists of ski ergs, bikes,
rowers, sleds, and med balls only and is led
by a group instructor that motivates and
challenges the members.

Small Group: 4-6 members to 1 coach,

strength training program designed to make
a member stronger, move better, and live out
their everyday life without pain.

The session is individualized to the member’s needs and goals and

is guided by a personal trainer that knows everything about them.
You are sharing this trainer with a few other people while building
relationships with your fellow exercisers.

101
 

1-1: 1 member to 1 trainer, all-inclusive,

100% personalized program delivered by your
personal trainer in a private setting. These
sessions are whatever they need be, based on
goals, injuries, mobility, and lifestyle needs.

In order for a large group member to move to the higher ticket

small group, you need to demonstrate what they will get that they
are not currently getting in the large group setting. The perceived
value needs to be obvious in order for this member to upgrade.

For a personal training client to move into a small group setting,

you need to demonstrate how they are getting what they currently
are getting but will be able to do this more often. They will still
have the attention of a personal trainer, just shared with a few
other people. They will also be able to come a few more days a
month for the same price.

Overall, the programming of Small Groups can either be really

time-consuming and complicated, or efficient and scalable. Over
time, you will find the program that works best for your trainers,
your members, and your space. This will be a work in progress for
a few months, but once you find your style, your Small Group
growth will be unstoppable!

102
 9
The Art of Coaching
Small Group

“Being nice and kind are different. Nice

is about being friendly no matter what
to ensure harmony. Being kind is about
telling the truth, even if it’s uncomfortable
for both sides. Great coaches that
make an impact are kind, not nice”
-Vince Gabriele

The CEO of Home Depot flys around the country to various

stores to do what he calls the “critical event,” aka the most import-
ant part of his business.

For Home Depot this is the exchange between a customer and a

person wearing an orange apron.

How this exchange goes determines the success of their business so

the CEO ensures he has eyes on this as much as possible.

The critical event in our business is the training session. The better
this goes, the better our business will be.

103
 

It can be equated to the food at a restaurant or the quality of the

massage you get at a spa.

Note: This is the exact same concept I talked about in the Marketing
Chapter when I talked about Ari Weinzweings “pouring water.” If
you’re a gym owner not on the floor training clients, sitting in the
ivory tower owners box too long will totally disconnect you from your
business. I have made this mistake myself. Even if you’re not training
clients you need block time to get into the action.

The success of the training session is most impacted by the coach.

While the system has a big role as discussed in the previous chap-
ter…the best system run by a bad coach will not yield successful
results.

The great Rick Mayo told me in a recent podcast interview that he

refers to his program as “personal training in small groups.” That’s
a great way to think about small group personal training.

It’s personal training… there just happens to be a few other people

in the session.

Some people have told me they feel it’s misleading to use the term
personal training when talking about small groups, this is wrong.
As we’ve described it, this model is VERY personal.

In order for that to happen it needs to be coached strategically.

First and foremost when deciding on a coach.

I will always pick a relationship trainer over a technical trainer, all
day long.

A Ritz Carlton executive was asked how they get all their people
to care so much.

104
 

He responded with, “I don’t get them to care, I just hire people

who care.”

When I first opened my gym, I had to decide between two trainers

for my first hire:

1. A former college football player that had zero creden-

tials or experience as a personal trainer

2. An NSCA certified trainer with an exercise science

degree with several year of experience

I choose option 1.

And for 13 years that guy was an incredible team member, leader
and friend. Today he has spread his wings and opened his own gym
and I could not be prouder of him. (...Love Ya, Big Tom)

The reason he was successful was that he came in as a relationship

guy and I taught him what he needed to know about training.

The art of coaching is much more about relationship building

than it is technical expertise.

In my first ever meeting with Mike Boyle, he told me to read the

book How to Win Friends and Influence People by Dale Carnegie.

I did and it’s required reading for any trainer we hire.

It’s smart for you to do the same because this book gives the foun-
dational skills and knowledge to build great relationships.

Here are the key takeaways from the book but I strongly advise
purchasing a copy for every trainer.

105
 

I pulled this outline from Chat GPT so if any of this sounds weird
that’s why.

The Importance of Genuine Interest: Show genuine interest in

others. By being genuinely interested in people, their interests, and
their perspectives, you can build strong, meaningful relationships.

The Power of Listening: Listening is a crucial skill in effective

communication. Carnegie stresses the importance of listening
to others attentively, without interrupting or being judgmental.
People appreciate being heard, and attentive listening can help
build rapport and trust.

Avoid Criticism and Condemnation: Criticizing or condemning

others rarely achieves positive outcomes. Instead, Carnegie advises
offering constructive feedback and encouragement. People are
more likely to respond positively to feedback when it is delivered
with empathy and respect.

Show Appreciation and Praise: sincere appreciation and praise

can motivate and inspire others. Acknowledging people’s con-
tributions and accomplishments can boost their self-esteem and
strengthen your relationship with them.

Win People Over to Your Way of Thinking: Instead of trying

to force your opinions onto others, Carnegie recommends under-
standing their perspectives and finding common ground. By
empathizing with others’ viewpoints and presenting your ideas in
a persuasive manner, you can win people over more effectively.

The Importance of Smiling: A simple smile can go a long way in

making others feel comfortable and valued. Carnegie emphasizes
the power of a genuine smile in building rapport and creating pos-
itive interactions.

Be a Good Listener and Encourage Others to Talk About

Themselves: People enjoy talking about themselves and their

106
 

interests. By being a good listener and encouraging others to share

their thoughts and experiences, you can make them feel valued
and respected.

Make Others Feel Important: Whether through sincere com-

pliments, thoughtful gestures, or simply remembering people’s
names, showing genuine interest in others can strengthen your
relationships and influence.

Remember Names: Someone’s own name is the sweetest sound. It

is incredibly powerful and effective if your business is good at this.

How To Ensure Your Training

Sessions are Outstanding
The head business coach of my business Mastermind, Joe Hashey,
has a line that says, “Clarity is Kind.”

Since the training session is the critical event in our business…

knowing what success looks like is very important.

Sharing with your trainers what a successful session looks like on

the training floor is not only kind, it’s a key ingredient to ensure
your training sessions will keep people coming back.

The following is an outline of the 7 behaviors we teach our trainers

to have a successful session.

We grade their performance based on how well they do these 7

things.

107
 

The 7 Keys to a Great Session

1. Do no harm but make them use 2 towels

The secret to a great small group workout is a combo of keeping
them safe but giving them a solid workout they know helped make
them better.

Babying clients is not effective for results or long term success for
our clients but neither is pushing them beyond their capacity and
causing injury. They should be sweating at every session and a
good indicator is them going through 2 towels.

If they aren’t injured they will be able to accomplish their goals.

2. Have A PHD in the Lives of the GFP Members

Our members choose us because we know about them. Their inju-
ries, their life, their challenges. Go into each session knowing who
you’re dealing with via studying client cards.

The more you know, the more personalized the experience gets
and the longer they’ll stay.

3. Know the ABC’s (Always BE Coaching)

From the 5 minutes before the session to the warm-up, to the
main session to the finisher to their exit of the building...always
be coaching.

Consider the other areas of focus that we can help with in addition
to their workouts like sleep, food and stress management when
coaching members.

There should be 100% focus on the members the entire session.

108
 

4. Three Rep-One Correction/Compliment and Move On Rule

Credit goes to Joe Hashey from Synergy Athletics for this one. We
stole it and installed it into our program.

The most intense form of punishment is solitary confinement.

They are there to be coached and this rule gives you the only two
options you need.

As you walk by a client, stop and watch for 3 reps and either give
them a 1) correction or 2) a compliment; i.e. tell them they’re
doing great.

Then move to the next person quickly because the goal is for each
member to get as much interaction with the coach as possible.

This ensures people feel like they got a lot of coaching in the ses-
sion and were not ignored.

Trust me we have lost clients back in the day because we thought

a client was good and we didn’t give them enough attention in the
session…and they left without even saying why (and they typically
don’t).

5. Talk Like Tony

Tony Robbins has one of the most impactful voices on the planet.
Strive to talk like Tony in your sessions.

A coaching voice is heard from all over the room. It may vary from
person to person but speak with confidence, clarity and certainty.

If there is something you don’t know, don’t be afraid to tell them

you will find out.

109
 

Knowing the progressions and regressions of each exercise and

the ability to make adjustments quickly is key to a great member
experience.

6. The Freddie Mercury Rule

Queen wrote a song my wife Vanessa loves called “Body Language.”

Body Language is your most valuable communication tool.

Here’s a breakdown of communication that I learned from Tony

Robbins at Date with Destiny:

Communication is…

• 55% Body language

• 38% Tone of voice

• 7% Verbal

There’s nothing else that matters more than the people in front of
you for that hour.

They need to know that based on how you use your body.

Keep your eyes on the members, your energy up, your body mov-
ing and your body language open.

Body Language Keys

• Open stance, don’t cross arms or legs

• No leaning on walls or column

• Stand Tall and confident

110
 

• Look people in the eye

• Try not to have your back turned for too long (see the
entire floor)

Finally, leaning on things, stretching yourself and any activities

that show you’re focused more on yourself than the clients should
never be done.

7. Standing Still Sucks

One of the reasons why 1-1 sessions are so draining is the lack of
movement by the trainer. You essentially stand still for an hour.

There’s no clock watching in small group because the time flies by.

A successful small group trainer is moving, all the time.

This constant movement ensures all clients will leave the session
feeling like they got a personalized experience.

If you get stuck working too much with one person you can lose
the rest of the group and will run into retention issues.

People are paying large amounts of money to get coached, it is not

group training.

If they do not feel like they’re getting personalized attention they

will not match the value with what they’re paying.

Standing still is a surefire way to make this happen, keep moving.

111
 

Coaching Resource Center

Before I became a “business guy” I was a total trainer nerd that
spent every free hour learning about training.

The proof is that my girlfriend (now wife) legitimately got mad at

me for watching too many Mike Boyle DVDs.

I wouldn’t budge so she joined me and ended up loving it!

I have countless resources and people I’ve learned from over the
years but here are a few I recommend.

Charlie Weingroff: Not only is CW a personal friend but he hap-

pens to be one of the smartest people in the fitness industry. I
could direct you to many places but I think heading to his website
and seeing the mountain of free content he gives out is a great start.

www.charlieweingroff.com

Certified Functional Strength Coach (CSFC): The great Mike

Boyle and my friends Kevin Carr and Brendan Rearick run the
show here. The link below gets you to their programs.

https://www.certifiedfsc.com/

Trainer School: Joe Riggio and Dan Goodman have been clients
of the SPF Mastermind since 2018 and run their own program
called Business of Strength. They have an awesome course called
trainer school that I believe is one of the best programs to send
your trainers to turn them into incredible trainers.

You can get more info at www.businessofstrength.com

Certified Physical Preparation Specialist (CPPS): James Smith

is one of my favorite people I have met in the fitness industry. He
has a heart of gold and I love him. If you have ever had the priv-

112
 

ilege to get a Smitty Hug, consider yourself lucky. He partnered

with Joe Defranco and has been certifying trainers for a decade. I
have been through the course 2x myself.

The link below gets you to the mountain of free content from the
great James Smith.

www.dieselsc.com

The Alloy Franchise: If you’re looking for a franchise that runs

the model that I describe here, look nowhere else. Rick Mayo has
been mentioned a few times in this book and is one of the most
impressive people I’ve met in the fitness industry. If you end up
buying an alloy franchise, you’ll be using my marketing agency for
your pre-sale because we are a required vendor for them.

The best place to start is www.alloyfranchise.com

The Panda Man: One of my longtime clients Kyle Newell goes

by the name Panda Man and helps people from all over the world
get their stuff together through fasting, brain boosting and fitness.

https://www.thepandamanofficial.com/

The Coaching Greatness Course: My friend Martin Rooney has

an incredible course all on the art of coaching, I have put almost all
of my coaches through the on-line course and sent several through
the live version as well. Martin also has several great books, too.
https://coachinggreatness.com/

The Little Gym Big Heart Podcast: Devin Gage has been a client
of mine since 2012 and has an awesome podcast for trainers and
gym owners. Devin has one of the fastest growing companies in
the fitness industry and is doing big things. https://www.youtube.
com/@LittleGymBigHeart

113
 

Eric Dagati: For years, I brought Eric in to teach my staff how to

coach better. Eric now is doing some great work under his brand
principles of program design. Check out his podcast at the link
below

https://ericdagati.com/the-principles-of-program-design/

The Strength Coach Podcast with Anthony Renna: My buddy

Anthony Renna has been the host of this incredible podcast since
1975 (JK), but honestly I don’t know another podcast that is as
long running as this one. Tons of great stuff here.

https://continuefit.com/strength-coach-podcast/

Gym Supps: My buddy Jason DeRose runs this awesome com-

pany that I highly recommend. I sell his supplements to the clients
at my gym and he’s one of the very few preferred partners of the
SPF Mastermind.

www.gymsupps.org

Read the book Coaching Rules by Brendan Rearick: Fantastic

book that I purchased a copy for each of my trainers when it came
out and they loved it.

Go to www.amazon.com and type in Coaching Rules

Andy McCloy: Andy is the guy I go to when I want to get some

advice for my son to do strength and conditioning for BJJ. I know
a thing for 2 about it but Andy is next level and runs an incredible
gym in Huntsville, Alabama. He’s been a long time client of mine
and is a current member of the SPF Mastermind.

Follow him on Instagram at @andymccloy_bci

114
 

John Rusin: I brought John’s team in to run a private seminar for

my staff and for a bunch of the SPF Mastermind clients. I love his
content and think your team will become better coaches from his
stuff.

www.getppsc.com

Small Group Course with Luka Hoocervar: I was in a Mastermind

with Luka way back in the day and love watching all the great stuff
he does with his clients on social. His model is slightly different
from mine but I know he knows his stuff.

https://lukahocevar.com/

115
 10
How to Shift Your Existing
Model to Small Group

“The secret of change is to focus all

of your energy not on fighting the
old, but on building the new”
— Socrates.

When I first opened my gym in 2008, it was during the boot camp
phase where every gym was seemingly doing large group stuff. I
followed suit and quickly grew a program called Fat Blast Boot
Camp™.

After a few months, I realized many of the clients were much bet-
ter suited for more personalized training. I also realized that I was
leaving a lot of money on the table, charging only $143/month
when my gym was in one of the richest areas in the US.

As I mentioned in the beginning, I had a small group program

in addition to the bootcamp but it only had a few clients because
everyone was buying the bootcamp.

116
 

I decided to make the shift toward small group being the core
thing I offered. The first step was going to the bootcamp clients
and telling them I was launching a new program I wanted them
to test.

I gave it to them for a month free and they still had access to the
bootcamp as well (which they continued to attend).

Because it was new I wanted to be sure the product was great so I

only opened a few time slots per week and I did the sessions myself.

I did them myself because I was pretty certain this was going to be
the future of my business and didn’t want to delegate something
that important. I would repeat this today.

If you’re going to add a small group to an existing model, here’s a

step by step recipe to get it done right.

These steps assume you’ve done all the upfront work of program design,
schedule, pricing, etc. This is just a guide to get more clients in the
program.

Step 1: Reach out to the members that are currently paying you
and ask them if they’d be open to trying small group out for a
month (either free or for a discounted rate).

Your first small group members are already in your gym …you just
need to ask them to try it.

Step 2: Reach out to all your past members that used to pay you
and tell them about the new program you are launching and make
them a great offer to try it. Refer to the offer section of this book
for guidance.

Important: Realize that not everyone will make the shift. Some will
stay with 1-1, some will stay in large group. It’s not about getting
everyone, it’s about getting as many of the right people you can.

117
 

Step 3: Build out an onboard process to get every NEW person to

do a small group program.

What kills the growth of a small group program is sticking it on

your price sheet along with 1-1 or large group…and just hoping
people will pick it.

If you really want to grow this program, from now on, every new
potential client should go into small group (pending they qualify
physically).

If you have a trial membership, it should feature small group as the

main course and any other options as side dishes.

Many of our clients have taken other options off the price sheet
and only present the small group options. This is obviously not for
everyone and is dependent on your model and where you want to
take it.

Step 4: Run a pre-sale.

While most people run pre-sales when they start their business
from scratch, it’s not the only way to use them.

Here’s a case study from one of our most successful members in the
mastermind, Dr. John Dougherty.

John runs Conquer fitness in Frisco,Texas, and cleverly launched a

presale in his existing 1-1 training business to get his small group
program going…

Note: John came to me doing only $4,000/month in revenue in

2020…as of this book publishing his gym does over $100,000/
month.

118
 

Here’s the story of how he did it.

I have been working with Vince for years and

have learned how much more profitable small
group training is than 1-on-1 or even large
group training.

When I started my gym we were doing what we

called “small group training” but was more of a
“medium” group training— up to 12 people.

This led me to end up pricing it similar to large

group, and the value was— similar price to
large group, but smaller than large group— I
know, not exactly a great marketing pitch. But
over the years, I learned from Vince and knew I
needed to implement true small group training.

We started doing a lot more 1-on-1 training

and ended up having spouses wanting to work-
out together which is how we started our small
group training.

Unfortunately, without any real cohesive

marketing plan for this service, it never really
gained any traction.

Truthfully, we didn’t even have a program for

the small group training— the trainers just
kind of made up a circuit based on whether
there were 2, 3, or 4 people in the group.

Finally, I had enough. We had ballooned to 50+

1-on-1 clients, I was needing a ton of trainers to
service all of these sessions, my large group was
stagnant, the small group was pitiful, and my
profits weren’t great.

119
 

I talked to Will at Kiss Marketing and told him

I wanted to go all in on small group. I wanted to
run a big advertising push to market small group
as a brand new service we are offering.

We came up with a strategy to run a pre-sale

into the new service line. We ran an offer where
clients would get 25% off for their first 3
months in the program.

We ran the ads in a way that many people

thought it was a new gym opening up in town.
When I got people on the phone I would tell
them about the program and offer and drive
them to sign up over the phone, or to come in
for a consult and then close the sale.

When I signed people up, I collected preferences

for days and times and built out a spreadsheet
to track how many sessions I would need when
we launched.

We ended up running a pre-sale for about 8

weeks before we opened up the program and
started with 25 new small group clients!

This was an overwhelming success which cre-

ated a stable base of clients that has allowed us
to continue to grow this service line over the last
2 years, and bolster our profits across the business.

At the time we had launched this pre-sale, we

had just finished up our 3rd year in business
and had done 480K in revenue.

120
Now two years later, we just crossed the 1 mil-
lion dollar mark YTD, and are tracking for 1.1
million total by the end of this year.

I can unequivocally say that Vince’s coaching,

including the strategies and tactics regarding
small group training and the pre-sale launch
strategy, have played an essential part in our
ability to grow in the way that we have!

There’s head business coach Joe Hashey (right),

Dr. John Dougherty (middle) and me in the
back…with my face covered up by Dr. John’s
massive bicep while on a hike in Colorado.

121
 Opening a Gym From Scratch?
SPF Mastermind Member Chad Blair went from Independent
contractor to opening a gym with….wait for it… 82 paying mem-
bers in the first week he opened.

These 82 members equated to $25,338 of monthly recurring reve-

nue. He used my agency KISS MARKETING for the paid ads side
and did a beautiful job executing a flawless community marketing
plan for the rest.

$25,338 oughta cover the first month’s rent :)

Great work, Chad! See the post he made in the SPF Mastermind
private members page below.

Want help launching a small group and opening with a ton of

members on day 1?

My marketing agency KISS Marketing has run countless pre-sales for

gyms all over the world. If you want to launch your small group pro-
gram from scratch, they are your people.

Head over to HireVincesAgency.com for more information.

122
***Here’s 4 more case studies from my community that have
shifted from either 1-1 or large group to a small group.

Case Study 1: How Varsity House Gym

went from ZERO to 151 Small Group
Members at an average value of $400.
By Joe Riggio and Dan Goodman

Stats from 2018-2024:

• The average price per client has doubled.

• Profitability % has doubled.

• Our revenue has increased by $350,000 in Orangeburg.

• Went from 50/50 athlete/adults to 80/20 in favor of

adults with no loss in athlete revenue at Orangeburg.

• Launched 2 new locations in Ridgewood and Oradell

that do only small group personal training (stats above
do not include these 2 locations).

123
 

As the CEO of Varsity House Gym, I found myself at a cross-

roads. While our gym was initially focused on training athletes,
our clientele had expanded to include adults seeking fitness trans-
formations. However, this growth brought about challenges such
as facility wear and tear, staff burnout, and a mismatch between
service offerings and pricing.

Motivated by these challenges, I realized the need for a strategic

shift toward small group training. This transition aimed to pro-
vide a more sustainable and personalized approach to fitness while
addressing the evolving needs of our clients and the business.

The transition required meticulous planning and strategic execu-

tion. We streamlined our services, reducing the emphasis on large
group training and introducing a structured small group training
program. Key steps included raising rates to reflect the value of
personalized training, implementing a consultative sales approach
to highlight the benefits of small group training, and integrating
technology to enhance the client experience.

Adapting our staff and trainers to the new model was crucial for
success. I ensured that our team understood the rationale behind
the shift and provided additional training and resources to sup-
port them in delivering high-quality small group training sessions.
Over time, our staff embraced the change, recognizing the benefits
of reduced workload, improved client relationships, and enhanced
training effectiveness.

Despite initial resistance from some clients, we focused on empha-

sizing the benefits of small group training, such as personalized
programming and increased attention from coaches. The intro-
duction of complimentary trial periods for small group training
helped alleviate concerns and encouraged clients to experience the
new format firsthand. As a result, clients appreciated the individu-
alized approach and camaraderie fostered in small group sessions.

124
 

Our marketing efforts centered on addressing client pain points

and highlighting the unique benefits of small group training.
Messaging emphasized accountability, results-driven training, and
the commitment to improving clients’ lives. By targeting specific
demographics and aligning marketing strategies with our new
focus on small group training, we effectively communicated the
value proposition to both existing and potential clients.

Adjustments to pricing and revenue models were necessary to sup-

port the transition. We raised rates to reflect the value of personal-
ized training and eliminated large group sessions from the pricing
sheet. Despite initial concerns about potential revenue loss, stabi-
lizing the business through predictable scheduling and recurring
contracts helped mitigate financial risks.

We implemented operational changes to support the new model,

including scheduling adjustments and technology integration.
Streamlining session offerings, reducing class sizes, and imple-
menting a structured consultative sales process facilitated smoother
operations. The utilization of technology, such as a training app,
improved communication and client engagement, enhancing the
overall client experience.

The transition to small group training yielded numerous benefits

for both Varsity House Gym and its clients. Coaches experienced
reduced workload and improved job satisfaction, leading to higher
retention rates. Clients appreciated the individualized attention,
accountability, and camaraderie fostered in small group sessions.
Financially, the shift resulted in increased revenue stability and
improved profitability, positioning the gym for long-term success.

Despite the successful transition, we encountered challenges along

the way. Resistance from staff and clients, coupled with concerns
about potential revenue loss, tested our resolve. However, effec-
tive communication, strategic planning, and a commitment to cli-
ent-centricity enabled us to overcome these obstacles. We learned

125
 

valuable lessons about adaptability, communication, and aligning

service offerings with client needs.

Varsity House Gym’s transition to semi-private training was facil-

itated by Vince and SPF Mastermind, who provided invaluable
guidance and support throughout the process. Since the transi-
tion, the gym has seen significant improvements in both business
performance and client satisfaction. Clients have praised the per-
sonalized approach to training, resulting in enhanced results and
overall satisfaction.

Looking ahead, Varsity House Gym aims to continue expand-

ing its small group training offerings and opening new locations.
Leveraging the success of the transition, we plan to further refine
our services and explore opportunities for growth and innovation
in the fitness industry.

I advise other gym owners and fitness professionals considering a

similar transition to prioritize communication, staff training, and
client education. Emphasizing the value of individualized train-
ing and cultivating a client-centric culture are key to successfully
navigating the transition process. Additionally, leveraging external
resources and seeking guidance from industry experts can provide
valuable insights and support throughout the transition journey.

126
 Case Study 2: How Outrun Your Fork
shifted from 1-1 to Small Group…got out
of over $1,000,000 in credit card debt.
by Tony Bianchino

That’s Tony on the left posing with his 2023 SPF Mastermind member
of the year award with the 2022 winner on the right, Devin Gage.

The stats from 2018-2024

• Total membership: Started at 15 members, now at 162.

• Annual Revenue started at $60,000, today is $830,000.

• Annual Profit: Started at $40,000, today at $330,000.

127
 

As the founder of Outrun Your Fork Personal Training in Westfield,

New Jersey, I embarked on a significant transition from one-on-
one personal training to small group personal training. This jour-
ney delves into my motivations, challenges, strategies, and the out-
comes of this transition.

Establishing Outrun Your Fork in September 2020, I initially

offered personalized fitness training services, focusing on one-on-
one sessions of varying durations and basic nutritional guidance.
However, recognizing the potential for scalability and increased
revenue, I decided to explore small group training.

Motivated by the prospect of higher earnings in less time, I was

influenced by Vince, who emphasized the advantages of small
group training during our discussions. Despite initial challenges in
implementation, I was driven by the financial incentives and the
scalability of the model.

One of the primary challenges I faced was in transitioning my

existing one-on-one clients to the small group format. I made
the mistake of immediately offering reduced rates to encourage
the shift, resulting in initial financial losses. However, I quickly
learned the importance of proper planning and communication
with clients during such transitions.

Strategically, I adopted a flexible programming approach, combin-

ing elements of individualized training with group dynamics to
keep sessions engaging. Client response was overwhelmingly pos-
itive, with many enjoying the camaraderie and support fostered
within the small group setting.

Operationally, I had to adapt scheduling systems and equipment

to accommodate the new model. While initially constrained by
budget limitations, I eventually invested in technology and per-
sonnel to streamline operations and enhance client experiences.

128
 

The transition to small group training brought several benefits for

both my business and my clients. From a financial standpoint, the
gym experienced increased revenue and profitability. Moreover,
clients appreciated the cost savings without compromising on the
quality of personalized attention and support.

Unexpectedly, the transition also led to the formation of stron-

ger client relationships and a sense of community within the gym.
I was touched by the loyalty and generosity displayed by clients
during challenging times, highlighting the deeper connections
forged through shared fitness experiences.

Reflecting on the lessons learned, I emphasize the importance of

aligning pricing with perceived value and maintaining transparent
communication with clients. I advise fellow gym owners to lever-
age trial opportunities and prioritize client satisfaction to drive
successful transitions.

My journey underscores the significance of seeking guidance and

support, as evidenced by my association with Vince and partic-
ipation in mastermind groups. Through strategic planning and
resilience, my business has flourished, paving the way for future
expansion and diversification beyond the fitness industry.

In conclusion, my case study serves as a testament to the trans-

formative power of embracing change and adapting to evolving
market demands in the fitness industry.

Here’s a personal letter Tony sent me in 2021

Dear Vince,

I’ll tell you I cried yesterday. Not because I was

frustrated or scared, but because I was overcome
with joy. You are a big part of that. Let me
explain (and trust me, it’s worth the read).

129
 

For 8 years I had been working furiously, but

living with a huge amount of credit card debt
because I refused to work for some other jerk.

I decided to make a living on my own, but had

a lot to learn. I wasn’t making much money and
I watched the debt soar as I paid my mortgage,
taxes, and groceries with credit cards. I wasn’t
making the money I knew I could make, so I
just worked harder.

That debt continued to grow with some cards at

29.99% interest! I was undeterred. I was going
to make this thing work.

Finally, after years of beating my head against

the wall, in December 2018 my wife saw one of
your ads and sent it to me.

I was sure you were going to be a shyster like

everyone else, but I was so desperate I called you
anyway.

You and I talked for a bit. You gave me some

advice that made a lot of sense to me. You were
the first person I had talked to who seemed like
they weren’t full of shit.

I was broke as hell, but my wife really thought

you were legitimate, so I decided to hire you as
my coach.

Listening to you I realized that I wasn’t oper-

ating a business … I was just a self-employed
trainer.

130
 

If I was ever going to get out from under this

mountain of debt, then I had to learn how to
build a business.

Only weeks later I suffered a traumatic spinal

cord injury which paralyzed my left side. I had
emergency surgery and was terrified about what
would happen to my income. I HAD to work.

I was in a neck brace for three months and my

wife drove me to work every day.

I couldn’t see anything within 5 feet in front

of me and nothing on the sides or behind me
because of the neck brace.

If I tripped or fell, I’d surely break what was left

of my healing neck and be paralyzed from the
neck down. The surgeon cautioned against me
going out.

It took nine months for me to heal and get my

head screwed on straight again. The injury
took a huge toll on me physically, mentally and
emotionally.

But, throughout it all, I continued with your

coaching. I was learning. Implementing.
Screwing up all over the place and trying it
again differently.

In September of 2019 I was feeling like myself

again.

Everything clicked. From September 2019 to

January 2020, we tripled our revenue to reach
an all-time high.

131
 

We made a plan to pay off our debt. It was so

far away. It was only a dream. Or maybe a the-
ory. But I was committed to the plan.

Then, in March COVID hit us.

I was confident, but needed help. You were

there again.

Because of your guidance I was able to survive

the shutdown and be in a great position to grow
once things opened up again.

It was during the scariest time of the pandemic

that we opened a new facility, sunk capital into
renovating the new space, purchasing all new
equipment, paying fees, permits and outdoor
signs on the building, sanitizer, cleaners … and
all that jazz…

And we were now more than broke… we were

poor.

But my wife and I were absolutely excited and

knew we were making the right decision.

The BEST decision we had ever made. In July

and August, we tripled revenue again in 2
months and hit our highest numbers ever by …
30% higher than our previous best.

We grew our cash in our business account to

$65,000 within only a few months and I keep
watching it grow.

132
 

That’s a paltry amount to most, but it’s a huge

amount to us. Remember, we were broke as hell
with negative balances for 8 years.

I’ve been under ridiculous pressure borrowing

from one creditor to pay another, to pay the
mortgage, to pay the taxes. It was a fast-handed
shell game called “Hide the Debt.” And it was
killing me.

I hadn’t slept in years, my health was screwed,

my relationships with my family were done.

But here’s what happened…Last month I was

able to pay off two credit cards.

Yesterday I was able to pay off two more credit

cards.

I started to see the plan to be debt free taking

shape.

Becoming real. I almost couldn’t believe it.

I talked about paying off all of our debt for 8

years and it was finally happening. It was real!

Next month I’ll have paid off one more. January

two more. And, I can continue to accelerate
that rate.

By December 2021 I’ll have paid off close to $1

Million in credit card debt (only $187,000 was
principal). I realized this yesterday and I lost it
as I drove to my studio. I cried like a little boy.

133
 The burden I’ve been carrying is lifting. I really
can’t believe it. I’m finally going to be free.

You’ve been a rudder to help me steer this ship

and have helped me more than you can imag-
ine. And you’ve been incredibly generous. This
is a big thank you from me to you.

Tony with his 2 kids and his awesome wife, Melissa, who gets
credited for telling him to read my marketing book back in 2018
and convincing him I wasn’t a charlatan like he thought (LOL).

134
Update From Tony on January 1 2023….The image is his cer-
tificate of debt completion, over a million dollars paid off.
Incredible!

135
 Case Study 3: How Form and Fitness Launched
Small Group inside their Big Box Gym and
added $7,500/month of recurring revenue
By Ben Quist

The Good Doctor Posing in India on Vacation.

The Stats
• By Adding Small group training program to our
Mequon facility we added $7500 of additional revenue
per month.

136
 

Met Quan Gym, under my ownership for 23 years, initially

thrived on one-on-one personal training and physical therapy ser-
vices. However, observing the prosperity of fellow gym owners in
my mastermind group who had embraced small group training
prompted me to reconsider our business model. This case study
delves into our motivations, challenges, strategies, and outcomes
following the incorporation of small group training.

The primary impetus for change stemmed from witnessing the

success of peers who had adopted small group training. Moreover,
I recognized an opportunity to expand our revenue streams and
cater to evolving market demands, which fueled my decision to
transition.

Transitioning to small group training posed a blend of challenges

and opportunities. While our existing clientele provided a solid
foundation, implementing a new service model necessitated sig-
nificant adjustments to our facility, equipment, and staff roles.
Overcoming staff resistance, refining our sales process, and man-
aging lead follow-up were among the challenges we encountered.
However, leveraging our established customer base and physical
infrastructure facilitated the transition process.

Approaching the transition strategically, meticulous planning and

analysis were paramount. Renovations were undertaken to cre-
ate dedicated space for small group training, complemented by
staff training initiatives like the “Top Gun Academy.” Operational
enhancements included the development of user-friendly schedul-
ing systems and refined sales processes to enhance client conver-
sion rates.

Digital marketing, particularly through Facebook ads, became

our primary tool for promoting small group training. Pricing was
structured on a monthly subscription basis, providing clients with
flexibility while ensuring stable revenue for the gym.

137
The transition yielded positive outcomes, including increased rev-
enue, a broader customer base, and enhanced community engage-
ment among clients. Key lessons learned included the importance
of dedicated sales efforts, the effectiveness of digital marketing, and
the significance of fostering a sense of community within the gym.

In conclusion, our successful transition to small group training

underscores the importance of strategic planning, operational
flexibility, and customer-centric approaches in adapting to chang-
ing market dynamics and driving business growth in the fitness
industry.

Case Study 4: How Big Day Fitness

Launched their small group program and
increased revenue by $301,160.17
by Bobby Gasdia and Maria Guitierrez

A really awesome couple working together in an amazing way.

138
 

The Stats
• 2022 revenue: $84,884.

• We signed up for Vince’s Mastermind in December

2022.

• Vince told me during consultation that we could easily

do 200k.

• 2023 Revenue $386,044.17.

We started a small group of 27 clients who we roped in from per-

sonal training, large group, and the parents of kids I was working
with.

We just ended 2023 with 109 (and many of them are at higher
prices).

As the co-founder of Big Day Fitness, located just 20 miles south

of Boston, I oversee operations at our small 1500 square foot gym.
We specialize in personalized fitness training, with a focus on
small group sessions tailored to clients typically around 45 years
old, including parents and working professionals with an average
income of $200,000. Our gym prioritizes community, social inter-
action, and overall well-being over mere physical aesthetics.

Before transitioning to our current small group training model, we

primarily operated with large group training sessions. However, I
found myself personally and professionally overwhelmed by the
demands of running the gym. Life felt like a grind, both inside and
outside our facility. Encouraged by my partner Maria and inspired
by industry leaders like Vince, I made the decision to explore the
small group training approach.

My motivation for this transition stemmed from a deep dissatis-

faction with our existing model and a burning desire for change.

139
 

Challenges such as inconsistent revenue, scattered working hours,

difficulties in managing employees, and a lack of client engage-
ment pushed me to seek a more structured approach that would
benefit both our clients and our business.

The transition process began with intense planning and strategy

sessions. Maria played a pivotal role during this phase, offering
valuable input and unwavering support. We meticulously outlined
pricing structures, designed the new program, and decided to
implement changes gradually, starting with informing our existing
clients about the upcoming transition.

Implementation required informing clients about the new model

and adjusting schedules accordingly. Tough decisions, such as staff
restructuring, had to be made, and Maria underwent training to
become a certified trainer, adding more value to our services.

Initially, Maria and I took on most of the training sessions our-

selves, with her focusing more on client interaction. We utilized
additional training resources to enhance service quality and foster
patience and understanding among staff and clients as everyone
adapted to the new model.

To grow our small group training program, we implemented var-

ious marketing strategies, including organizing events, leveraging
social media, and building a strong community around our gym.
Client reactions to the transition varied, with some embracing the
change while others expressed concerns about pricing and the shift
in focus. However, our commitment to providing high-quality
training services and fostering a sense of community ultimately led
to the success of the new model.

The transition from large group to small group training was a sig-
nificant undertaking, requiring careful planning, strategic imple-
mentation, and adaptation. Despite facing initial resistance, Maria
and I were able to overcome challenges and establish a thriving

140
 

small group training program that aligned with our vision for Big
Day Fitness.

***Each of these case studies were members of the SPF Mastermind

when they made the switch to small group, read the next chapter very
carefully to learn the process they went through.

141
 11
If You Want Success, Find
People Who Have Already
Done What You Want To Do

“In Every Instance Where You Find a

Man of Outstanding Achievement in Any
Calling, you will find he has been a success
as a result of a mastermind alliance”
-Napoleon Hill

Since I’ve acquired some business success, I often have people ask
me for advice on how to grow their business.

I certainly don’t have all the answers but I do have a lot of them.

Several people that ask for my advice are not in my industry but
just want general insight on how to grow

My first piece of advice is always the same…

Find someone that has done what you want to do, then pay
them (in any way you can) to tell you what they did.

142
 

It boggles my mind how many people use trial and error and take
10x longer to get where they want to go because they don’t ask for
help.

Not asking for help and trying to figure it out on your own is a
sure-fire way to pay a very large dumb tax.

The answers are all right in front of you, this journey is an open
book test.

If you’re interested in growing your small group training business

you have landed on the perfect page because my Mastermind
group specifically helps gyms that do small group.

While there are a ton of options (some good, some just ok) there
are no business Masterminds in the fitness industry that focus
solely on gyms that do small group training.

I guess I just got lucky on this one because I have done small group
training since 2008 and people saw me as someone with a lot of
experience and knowledge on making this a profitable venture.

As I look at the roster of the 100+ gyms in my paid community,

pretty much all of them do small group training or are looking to
make small groups their core option.

This leaves me with a ton of data on what’s helping gym owners

that do small group grow their business.

With your permission, here’s some info on my Mastermind group

for gyms that do small group training.

143
 

There are 3 Types of gym owners

that join my SPF Mastermind
1. Gym owners that are frustrated with how much they are
working and feel trapped by their business

2. Gym owners frustrated with the amount of money they

are bring home from their gym

3. Gym owners that are doing very well already but want
to get to the next level…faster

The following info unpacks the details of the program that will
save you a truckload of money, time and energy….that is usually
wasted when gym owners try to go at it alone.

So what is the SPF Mastermind?

First, S.P.F. stands for Simple, Profitable, Fun. We help gym own-
ers simplify their business, maximize their profit and enjoy life
while doing work you love.

Second, It’s a collection of private training gyms from around the

world, working together to help each other get to the next level of
success in their business.

Third, it’s a coaching, accountability and implementation program

for every aspect you’ll need to help you grow your gym.

The program is designed to not only help you make more money…
but to enhance your life by freeing up your time so you’re working
more ON the business instead of IN the business.

144
 

The Purpose of this Program is to give you:

1. Financial success: While we will not make any specific
income promises, the majority of our members get a
significant return on their Mastermind investment.
It’s not uncommon that our members tell us they have
more money in their business checking account than
they ever had before. Achieving financial freedom is one
of the core goals of the SPF Mastermind because free-
dom of money is the first step to live a life filled with
freedom and purpose.

2. Speed: It’s quite possible you have the ability to even-

tually achieve your business and financial goals on your
own. The SPF Mastermind will get you where you want
to go 5-10x faster because we’ve been doing this for 15
years and have seen pretty much everything when it
comes to the gym business. Our experience will help
you get what you want….a LOT FASTER.

3. Clarity: In a world that’s very uncertain, having a sup-

port system to guide you in the midst of making big
decisions enables you to feel much more secure and con-
fident that you’re going in the right direction. Whether
that’s who to hire or if you should open another gym,
the advice from a mastermind reduces fear, anxiety and
stress which inturn gives you clarity and peace of mind.

Here’s the 5 Things that make the

SPF Mastermind Different from other
Masterminds and coaching groups

1. Created Specifically For Gym Owners…By a Gym Owner

Only after a decade of running my own gym (...that hit 7 figures
for the majority of those years) did I start coaching other gym

145
 

owners. This means what you’ll learn in the SPF Mastermind

is business building from the trenches. You won’t have to worry
about me coming out with cool ideas for you to test. What we
teach has already been tested and proven to work, only then do we
teach it to you.

2. Heavy Focus on Building Long Term Business Success

Most of the testimonials you see from business coaches like me
are in my opinion pretty weak. The guy who says he helps a gym
owner get 343 leads in 7 days is great…but where is that same gym
owner’s 5 years from now? As you’ll see from the testimonials in
this brochure, we get people results for the long haul…which are
the type of results that change lives (our real mission).

3. 1-1 Support and Weekly Meetings

The typical Mastermind I joined in my career were a few meetings
a year and that was pretty much it. The SPF Mastermind was built
to be your business coach with you every step. We do this through
weekly group calls and from 1-1 coaching…you’ll get the exact
coaching you need when you need it.

4. We are Powered by Marketing

Marketing was the one skill I learned that took my gym from
good…to one of the best in the country. I have personally spent
the last decade learning all I can about marketing. Lucky for me,
and my clients it’s the one skill I love learning about most. On top
of that, I own a marketing agency called KISS marketing. We are
the chosen agency for some of the top names in the fitness indus-
try and build websites and run ads for hundreds of gyms just like
yours. Because of this, we have an endless mountain of data that
tells us what’s working now. All of that information is brought into
the SPF Mastermind.

146
 

5. We Know Small Group Personal Training

The majority of the gyms in the SPF Mastermind do small group
personal training. Most independently owned gyms are moving
toward this type of training because it’s massively profitable and
pretty simple to run if you know what you’re doing.

I have used this model at my own gym since 2008 and there are
very, if any, business coaches that have the amount of experience.

We’ve helped countless gyms transition to this model and even

have full time team members that specifically help you with any-
thing you need regarding this type of training.

Why are the Gym owners in SPF So Successful?

1. They get together in-person every 4 months.

Being part of a group that forces you to get out of your gym 3x per
year will bring more clarity to your business than anything else.
The SPF Mastermind leaves their business and comes to our live
meetings to get clear-headed, focused, inspired and connected. Do
this for a while and it’ll change your entire life.

2. They get together virtually every week

As mentioned above, meeting weekly is the way we stay con-
nected with you all year round. We have our weekly meetings on
Wednesdays which is a very strategic decision to pull you out of
the muck of the day to day and help you get re-energized about
running your gym.

147
 

3. They have access to a coach to solve their most pressing issues

Since this is not a franchise and every gym we work with has their
own set of unique issues, challenges and opportunities…we under-
stand that 1-1 is essential. Our coaches have all owned or run gyms
and have the experience to help our members solve problems fast.

4. They get accountability from our team and from their fellow
peers in the group
We treat our business just like you. If your clients aren’t showing
up to the gym, they won’t get the results they want. The same goes
for the gym owners in SPF which is why we keep tabs on you. If
you’re not pulling your weight in terms of taking advantage of all
the money making opportunities you have…we’ll let you know. :)

On top of that, there have been lifelong friendships formed from

being a member of SPF. This serves as another layer of accountabil-
ity for our members because they don’t want to let their buddies
down.

Here’s Exactly What Having a More Simple

and Profitable Gym Will do for you:

1. Freedom
This is what it’s all about. The money you’re trying to make is
really all about achieving a sense of freedom in your life. Personally,
my gym gave me the freedom to start this group. Others spend
their time climbing mountains, some spend it bullying business
empires. Whatever they decide to do with their freedom, it was
success in business that gave it to them. That’s what we want for
ALL of our members.

148
 

2. Growth
Having a SPF gym will be the catapult for you to grow your check-
ing account. Many gym owners in SPF credit us for transform-
ing their lives because of the financial security they achieved from
being in the group. But there’s another layer of growth that comes
in the form of being in SPF, an unexpected one. That is growth as
a person. We see gym owners become better parents, improve their
marriages, grow spiritually and grow their legacy. If you want to
grow, this is the group for you.

3. Contribution
The person that’s drowning will never be able to help others.
Business owners who are stressed out and strapped for cash will
most likely not make a big impact on the world. Growth and free-
dom bring something even more powerful…that is your impact on
others. This will ultimately be the thing you’ll be most proud of at
the end and having an SPF Business will give you this opportunity.

4. Higher Level Work

Many gym owners come to us burned out from working way too
many hours IN their business. The SPF gym owner understands
that the more higher level work they do for their company, the
more it will grow. This concept has seen many of our members
completely remove themselves from the day to day operations and
act as a true CEO and leader to their company.

149
Who is this Mastermind perfect for?
• You own a gym, you want a more successful busi-
ness and you want advice from people who have been
there…and already accomplished the goals you have.

• You’re overwhelmed by the amount of time you spend

working IN your business and want to spend more time
working ON your business.

• You’re frustrated that you’ve been at this for a while

and you haven’t made the kind of money you think you
should be earning.

• You’ve hit a ceiling and have been treading water for

quite some time and need the spark and motivation to
break through.

• You’re not happy with the amount of take home salary

you’re getting and want to do something about this.

150
 

• You’re done with being among gym owners that are in

the middle of the pack and want to stand out and finally
get the recognition and respect you’re capable of.

How to Apply for Membership

Because I want to remove any risk to you of joining this Mastermind,
we have an application process instead of an enrollment form. The
application will lead you to a call with us and together we can
decide if this is the right decision for you.

To Apply for a Spot in the SPF Mastermind please visit https://

vincegabriele.com/spf-mastermind/

Lavish Praise From SPF Mastermind Members

My revenue has increased, I have more time to spend with fam-
ily and friends, and I have less stress and more clarity.

“My business was in limbo before join-

ing SPF. We needed help in multiple areas,
but most of all, I needed clarity. I was ini-
tially skeptical about SFP based on previous
Mastermind experiences. Since joining, my
business’s revenue has increased, I have more
time to spend with family and friends, and I
have less stress and more clarity.”

Lloyd Eubanks, Evolve Fitness

Studio, Millburn, NJ

151
 

We’ve opened a new location, hit all-time records for small

group members, and our revenue + profit are at an all-time
high.

“When we joined SPF our business needed

more accountability and clarity of roles. I
was hesitant to join because I was so focused
on staying committed to what we were doing
and just doing more of it. I didn’t want to
be distracted but we started to hit a wall and
we just kept doing more of the same! Thanks
to SPF we’ve opened a new location, hit all-
time records for small group members, and
our revenue + profit are at an all-time high.”

Dan Goodman, Varsity House

Gym, Orangeburg, NJ

I’ve never been so excited in all my life.

“We were broke, $1MM in personal credit

card debt, stressed, and couldn’t figure out
how to make my business grow. I was hesi-
tant to join SPF at first because all the other
‘programs’ I tried were led by a bunch of
hacks. Vince changed my mind with just
one call, and fast-forward two years: we are
debt free, have cash in the bank, have free-
dom of time, less stress, and I’m a better hus-
band and dad, and I get to vacation with my
family. Our business is profitable and we are
opening more locations. I’ve never been so
excited in all my life.”

Tony Bianchino, Out Run Your Fork

Personal Training, Westfield, NJ

152
 

If you want to live the life that you envisioned when you first
started your business, then join SPF now.

“I was a single trainer that was busy from

6am-8pm. I was burning myself out and the
crazy schedule was only feeding my ego and
not my business. Before SPF, I was making
$7k-8k per month…now we’re looking to
make $20k per month in 2023. If you like
to live a sucky life, chained to your business
and not seeing the fruits of your labor, then
don’t join. But if you want to live the life that
you envisioned when you first started your
business, then join SPF now.”

Jonathan Sorto-Velasquez, Empowered

Training, Bayshore, NY

Before SPF, we ran our business a bit better than ‘by the seat
of our pants.’

“Our systems were not well-established...we

didn’t have a marketing system in place to
produce predictable lead generation. Before
SPF, we ran our business a bit better than
‘by the seat of our pants.’ Since joining SPF,
revenue has grown significantly, and we’ve
been able to take a distinct leadership role of
a remarkable team that allows us to focus our
time on growing the business and not being
IN the gym as full-time coaches.”

Matt Jennings, TheLIFT, Point Pleasant, NJ

153
 

The gym has gone from $8-10K a month to $23-27K a month.

“Before joining SPF, I was chained to the gym,

making 8-10K a month of extremely hard-
fought revenue. I was making all of my deci-
sions based on feelings, and as a result I was
stressed, short tempered, and unable to take the
time to focus on my own health and well-be-
ing. The price of joining SPF spooked me for
a second, considering that I wasn’t making all
that much money, but since I pulled the trigger
on joining, the gym has gone from $8-10K a
month to $23-27K a month. We had probably
35-40 members and now have 100 members.”

Bobby Gasdia, Big Day

Fitness, Norwell, MA

I have less stress, more clarity, and a better relationship with

my wife and children due to the changes I’ve made at work.

“Before joining the SPF our businesses were

struggling with inconsistent vision and poor
mindset: we suffered from poor time man-
agement, and I lacked direction as to what
I was supposed to be doing as the owner of
the facility. I have, in general, had a good
experience using business coaches in the past
but still had reservations about spending the
money since we were still recovering from
the Covid shut-downs, but since joining, I’ve
seen the benefits come back to me 10-fold;
we now have a 5 year plan that’s creating a
vision for the companies’ future that the
whole staff can get behind, and I have less
stress, more clarity, and a better relationship
with my wife and children due to the changes

154
 

I’ve made at work. I’ve truly learned a ton—

being someone who’s been in the business for
25 years, that’s saying something!”

Ben Quist, Form & Fitness

Health Club, Grafton, WI

I’ve 50x’d my monthly investment.

“Before joining SPF, my gym was making

$8k/month with 0 staff members and I had
absolutely no marketing in place. When
I first came across SPF, I was only making
$8/month. The cost was a big stretch for
me. Since joining, my business feels like an
input-output machine that I have complete
control over. I’ve 50x’d my monthly invest-
ment. Now I tell everyone about SPF because
it’s truly changed the course of my life.”

Giancarlo Regni, G-Strength,

Philadelphia, PA

This is the single best investment that you can make for your
business.

“Before SPF I was barely making $10,000/

month in gross revenue and working 6-7
days a week typically from 6am-8pm—I was
struggling! At first, I was hesitant about the
price of SPF—I had never invested that much
money into anything, I was dealing with the
fallout of a bad business partnership that
cost me over $70,000! Since joining SPF, I’ve
gained a steady, predictable stream of leads
that convert well into paying members, and
a team that handles the day-to-day so that I

155
 

can grow and scale the business. This is the

single best investment that you can make for
your business.”

George McGuire, Create Fitness, Kent, WA

You’ll gain an unfair advantage over every gym owner in your

area.

“My leadership skills, self-confidence, and

time management were lacking. I was hesi-
tant to join SPF because in the past I had
a couple bad experiences with other mas-
terminds, other MM’s were not family ori-
ented and not built around helping the gym
owner become a better person. Since joining
SPF, we are now nearing 185 total members,
have a staff of two full time coaches, a part
time coach, a marketing assistant and a cus-
tomer success coordinator, and I feel like I
have structure and a sense of direction in my
business. The return on investment is price-
less and you’ll gain an unfair advantage over
every gym owner in your area.”

Anthony D’Astice, Hustle Strength

& Performance, Addison, IL

I finally have the freedom to work where and when I want,

travel with my kids to their sports, and take family trips essen-
tially any time I want.

“I started my gym with absolutely no knowl-

edge of business. Maintaining predictable
revenue was near impossible—I had no
membership, teams were unpredictable
from season to season, and I had no con-

156
 

trol over where my business was going. At

the time that I joined SPF, the monthly dues
were a major investment. Now, my monthly
income is much more predictable—I’ve gone
from not paying myself, to paying myself
and a staff of 5 coaches. We’ve doubled our
space, and opened a satellite location that is
highly profitable. I finally have the freedom
to work where and when I want, travel with
my kids to their sports, and take family trips
essentially any time I want.”

Brian Sipotz, Advantage Personal

Training & Strength, Ann Arbor, MI

How to Apply for Membership

Because I want to remove any risk to you of joining this mas-
termind we have an application process instead of an enrollment
form. The application will lead you to a call with us and together
we can decide if this is the right decision for you.

To Apply for a Spot in the SPF Mastermind please visit https://

vincegabriele.com/spf-mastermind/

157
Your Bookshelf Called and Asked How
the Heck You Don’t Have Every Book
in The Ultimate Guide Collection

Get Them All At The Link Below

www.ultimateguidebundle.com

158