Make your gym locally famous, easy to join and hard to leave

I help independent gym owners fill their gyms, build systems that do the heavy lifting, and stop budget chains muscling in on their members.

Fill Your Gym

Gym owner since 2010. Built from nothing. Beaten budget gyms. Survived lockdowns and recessions.

70%

of Ministry members still with us after 2 years (industry average is about 50%)

16.7

months: our average member stay

20→40%

trial conversion after fixing one thing in our sign-up

2010

open since, and still growing next to the big chains

Gyms I've worked with

Why good gyms don't get full, but the budget gym down the road is heaving

Spoiler: it's not the price. It's the word-of-mouth bubble.

You see your members every day. They know you, their friends know you, so it feels like the whole town knows you.

That's the bubble. Word of mouth starts to feel like a badge of honour, as if you're so good you don't need to advertise.

But if everyone knew about your gym, you'd have a waiting list. Most gyms don't. Instead they get a busy January, a quiet summer, and months where cash flow keeps them up at night.

The truth is simple. The people who don't know you yet can't join you.

Budget gyms advertise all the time. They build brand recognition, so everyone knows them, and that makes them a safe starting point for new gym goers.

Independents, on the other hand, rarely advertise. Sometimes it's a dislike of ads, sometimes it's thinking they don't need to. This is the problem we need to solve.

27 of 33

independent gyms within 5 miles of Ministry weren't running a single advert when I checked in September 2026.

That's good news for you. The first gym in town to show up gets noticed.

A lot of gyms are chasing big followings, trying to go viral and fishing for likes, while never asking people to join

Viral content doesn't convert into members. Action Based Content does.

Do a quick test right now

Open your Instagram and count how many of your posts asked people to do something, to take a first step towards joining.

I get more members through Action Based Content than by trying to go viral.

Having a system that encourages people to take a first step, and then following it up, will get you 10x more members than a viral doughnut picture.

What I believe

Five things 16 years of running a gym taught me

01

Invisible Gym Syndrome

Word of mouth is not a marketing plan

2010: I thought my gym was so good it didn't need advertising.

2026: 87 of my last 195 members came straight from Facebook ads.

Without Meta ads I'd be losing £4,610.13 a month.

02

Proof beats price

Discounts work for budget chains, not independents

Budget gyms are so well known that £10 for the first month is enough.

Independents aren't, so joining feels risky. People want proof first.

Competing on experience and community has always given me better results.

03

Sales Sabotage

Every extra step in the sign-up costs me members

Gym software is notorious for unnecessary forms before taking money.

Name. Email. Phone.
That's all you need before taking payment. Everything else can wait until they've joined.

04

Slow Puncture

Member sales mean nothing if people leave out the back door

I was so focused on sales that I neglected retention for a while.

Now retention is my main focus, and the member benefits I've put in place act as magnets for new members.

05

Systems, not hacks

One system at a time

I install one new system at a time and keep checking the data. Systems working together beat the latest hack doing the rounds.

My goal is to earn more doing less, not spend all my time hustling on sales calls.

Swipe to see all 5 →

How it works

Three things every full gym gets right

These are the systems running in Ministry right now that create a continual flow of new members and keep them longer. I help you install them in your gym, one at a time.

01 · The problem

Invisible Gym Syndrome

Only your members' friends know you exist.

↓

The fix

Locally famous

Simple, low-tech ads and content filmed on your phone, so your town sees your gym every week.

Physique Factory sold 50 memberships before their new premises even opened.

02 · The problem

Sales Sabotage

Long, confusing sign-ups and sales calls lose people who already wanted to join.

↓

The fix

Easy to join

A clear offer, fewer options, and a trial that signs people up without you chasing them.

Ministry's trial conversion went from 20% to 40% after one fix.

03 · The problem

Slow Puncture

Members quietly drift off, so you're always refilling the bucket.

↓

The fix

Hard to leave

Loyalty and retention systems that spot members going quiet and bring them back.

70% of Ministry members are still with us after 2 years.

Two ways to work with me

Founding group · closes 25 November

Fill Your Gym

A small group of gym owners installing the systems together, one at a time, with me on weekly calls.

20 founding places
Only one gym per area, so you're never in a group with your competitor
Systems already built in GHL, ready for your logo and details

Apply for Fill Your Gym

Limited spaces

1:1 coaching

Me working directly on your gym. We set a member target together, then build the systems to hit it.

Built around your gym, your town and your numbers
Direct access to me
Ideal if you want to move faster

WhatsApp me for a 1:1 chat

Ministry of Fitness in 2010 compared with 2016

Built by a gym owner, not a guru

I'm not a former gym owner. Ministry is open right now.

I opened Ministry of Fitness in 2010 with my business partner, 4 credit cards and a lot of debt.

Since then we've beaten the budget gyms, got through lockdowns and recessions, and built a gym that now runs without me day to day. It took me about 10 years of mistakes to learn what works.

Now I help other independent gym owners do the same, without the 10 years of mistakes.

Want to see it for yourself? Come to one of my live days in Bristol.