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Motivate Fitness Jumps from $18,000 to $36,000-Plus Monthly Revenue in Eight Months
Written by Emily Beers
How it all Started
After opening his gym, Motivate Fitness in Montgomery County, Pennsylvania, in 2015, by 2022 Bill Tokmajian found himself a little bit stuck when it came to putting systems and procedures in place that could save him time, nurture leads, and improve his client retention.
A lot of the systems were “in my own head,” he explained, which wasn’t terribly useful if he ever wanted to let his coaches run the gym, so he could focus on building the business.
So in 2022, Tokmajian decided to give ProFit’s Business Accelerator Coaching Program a chance.
At the very least, he figured it would help him with his lead nurture problem (By lead nurture problem, we mean he wasn’t doing it at all. He used Zen Planner software for billing and registration, but he had no automated lead nurture capabilities).
Skip to a year later, the coaching program did so much more than just provide a way to nurture leads.
The First Result: Tokmajian’s revenue quickly jumped from $18,000 to $36,000. In just eight months, “we doubled our business,” he said. And he has only grown even more since then (more on that to come).
Worth Noting: For the small gym owner who is apprehensive to spend money on a business coaching program, for Tokmajian, it took him four months to see his return on investment, and everything after that has been tremendous growth.
Three Key Business Accelerator Takeaways
1. "Game changer” Marketing
As expected, the Business Accelerator helped Tokmajian put marketing systems and procedures in place, including sophisticated lead nurture automations, something Tokmajian called a total “game changer.”
He also credits the Business Accelerator, and ProFit’s Gym Business mentors Tim Lyons and Randy Angsten, with creating paid digital ads that actually worked, something he had never dabbled with before.
Prior to the program, “we were very much a referral-based business, which kept our growth small,” he said.
As a result of paid ads, Tokmajian saw a tremendous uptick in leads, and ultimately clients In fact, he quickly doubled his membership base from 50 to 100 members.
Further, having automations in place to nurture leads means, not only do leads not get lost in the shuffle, but Tokmajian has also been able to save a lot of time from not having to reach out to every single lead manually.
“When the leads come in from social media, it runs through our automated system. People book an appointment on their own. We didn’t even have to call them. We just do the onboarding process,” he said.
As for his ROI from ad spend, “it was huge,” he added.
2. Better Understanding of his Business
Beyond marketing and lead generation, the Business Accelerator helped Tokmajian, who had no business background, to become more familiar with important business metrics and key performance indicators (KPIs), allowing him to start making business decisions based on data, rather than feeling like he was playing a guessing game.
“I didn’t really know how to go about setting up a SOP (standard operating procedure). That was one of the big things I got it was more or less how to do it. Because, as a trainer I was more on the technical side, so they really taught a lot about how to run a business in general like understanding your data, your numbers, KPIs, things like that,” he said.
3. Rate Raise
Finally, the Business Accelerator convinced Tokmajian he wasn’t charging enough.
When he finished the program in 2022, he increased his rates from $319 to $369 for a twice a week membership. Since then, he has increased his rate again to $399 a month for a twice a week membership.
Making the Changes
Tokmajian admits he was a bit intimidated by making business changes, especially software and technology ones, because, as he said, “I’m a dinosaur” in the fitness business.
“I’m an old guy, so the technology side was difficult for me… I mean, I started this business with a beeper,” he laughed.
That being said, the course and ProFit’s business mentors made it as easy as possible for him to navigate his challenges.
“No matter what question I had about the tech side…the support was phenomenal. I would put a question out there and have an answer within two minutes,” he added.
Where He is Today
Tokmajian’s Message
INot only should any small gym owner take the Business Accelerator Coaching Program, but Tokmajian said any coach should, too, especially those without a business background.
“As trainers, we learn the technical side, but we never learn the business side,” he said. “To succeed as a trainer, you can be a great trainer, but if you don’t have the business acumen, it’s going to be very hard.”
He added: “I think every trainer should take [the Business Accelerator] because it gives you an understanding of the business side, not just the technical side. Whether you want to own a business or not, the program is perfect.”
What could your gym look like 8 months from now?
Bill doubled his revenue, got off the floor, and finally built a business that works without him—because he took action.
👉 Book a free strategy call to see if ProFit is the best next step for your gym.
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