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by Geronimo Unfiltered
Most studio owners decide to open their fitness and wellness businesses because they want to help people and add more meaning into their lives. Their heart is in the right place, but scaling a profitable business that feels incredible to own and run is trickier than ever before. So where they get stuck is no one has ever shown them how to run a wildly successful business, without the overwhelm and chaos.Plus, they’re doing it all alone. Until now.Welcome to The Geronimo Unfiltered Podcast for ambitious boutique studio owners who are allergic to average and know they’re capable of more. They’re just missing the HOW.I’m your host Doza, CEO and Founder of The Geronimo Academy... And together with my crew and my community of owners and managers who are the doers and the implementers, we are on a mission to pioneer a better way to own and operate a health and fitness business, while
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- Yesterday1h 13m
Stop Losing Members Every Christmas: 3 Studio Owners Who Grew Instead
👉🏼 Christmas doesn't have to be the season you go backwards. I'm teaching the exact strategy to grow through it in the Defender Season Workshop. Save your seat. 👉🏼 If you lost more than 20 percent of your revenue last Christmas (our Academy benchmark is keeping 80 percent or more), skip straight to it and book a Strategy Call with my team and we'll build your plan with you before the slump hits. Every studio owner I talk to treats Christmas like a storm. Hold on to as many members as you can, hope and pray not too many leave, and wait for January to save you. I've been there. My first Christmas in business I couldn't even be present on the day, because every time I opened the laptop there was another cancellation waiting. These three studios used to run the same play. One of them was gaining 8 members a week and losing 8, sitting at 15 percent churn and working 70 to 80 hours a week for zero pay. Now they're at 4.1 percent churn and growing through the exact season everyone else goes backwards. Today I'm sitting down with Jack and Soph from The Junction Training, John from Higher Jiu Jitsu and Abbey from CrossFit TWA to show you how they did it. You'll learn: Why switching your ads off in December is the most expensive thing you'll do The $10 coach bonus that makes retention your team's job, not just yours When should you stop texting members The thing that made members from other gyms stop and want to join their gym The rollout mistake that triggered a wave of cancellations (and what fixed it) Chapters: 00:00:00 Why Christmas punishes every studio owner 00:02:18 Your worst season isn’t the same as everyone else’s 00:07:22 When “hope and pray” is the whole strategy 00:16:31 Why the pros attack on the uphill 00:19:39 From 100 members and no pay to 176 00:23:17 The 80 percent number every studio should hit 00:26:48 It’s not a challenge, so what is it? 00:28:33 The biggest mistake owners make in December 00:33:08 Giving every coach their own list 00:34:29 The bonus that costs 2.5 percent of revenue 00:38:36 How churn dropped from 15 percent to 4.1 00:41:23 What went wrong the week they rolled it out 00:46:52 Give them something to train for 00:49:53 Turning attendance into a game 00:52:13 The events that pull members from the gym across the road 00:57:23 The complacency mistake that cost a winter 00:59:12 How one rash guard packed the mats 01:10:35 Your members mirror you Want to run the Defender Season Strategy in your studio? These studio owners didn't brace for Christmas. They ran a plan. In the Defender Season Workshop, I'm teaching the exact strategy, so you walk out with your whole Christmas built and ready to launch by December 1st. Save your seat Follow our guests: Jack and Soph - The Junction Training John - Higher Jiu Jitsu Abbey - CrossFit TWA If you liked this episode, go and listen to The Retention Revolution: What the Top 1% of Studios Are Doing Differently, where we break down what the studios keeping their members do that everyone else doesn't: Listen on Spotify, Apple Podcasts, or Watch on YouTube. Jack and Soph took The Junction from 15 percent churn to 4.1 percent and grew from 100 to 176 members, with their coaches doing the heavy lifting. That's the shift. Book a Strategy Call with my team and let's build yours. Follow the show: Spotify Apple Podcasts YouTube Instagram
- 6 days ago1h 10m
How Finder’s Co-Founder Delegated His Way to a $650M Company
👉🏼 Tried delegating and ended up doing it all yourself anyway? Book a Strategy Call with my team and we'll help you find where it's breaking: Book your Strategy Call ------ What does it take to scale a business to over $650 million and a team of over 1,100 people? It's the same thing our million-dollar studio owners do, and I'm going to show you the exact roadmap. If you've tried delegating and a month later you were back doing it all yourself, telling everyone it's just easier that way, here's the uncomfortable bit Jeremy hit me with: It's always you. Not your team, not your market, you. Jeremy co-founded Finder, and for years he built it on three and a half hours of sleep. He'll tell you that part was a mistake, and that getting bigger doesn't have to mean getting harder. Today Jeremy Cabral and I are breaking down how to build a team that runs your studio without you. You'll learn: Why your team only need to be 70% as good as you (and the line where you cut them) The shift that turns your team from task doers into decision makers Who should be writing your playbooks, and what should be in them Why AI can't save a studio that has no systems How the top owners treat "the wall" as their favourite part of the race Chapters: 00:00:00 The 100-hour weeks behind a $650M company 00:13:12 How to build a team that makes decisions without you 00:15:20 The 482-reel experiment that pulled 370,000 views 00:21:56 "I tried delegating and it didn't work" 00:24:27 Why your team should write the playbook, not you 00:29:42 The letter to the future that beat every target 00:35:12 The 70% rule for every person you hire 00:43:06 Why care is the referral machine most gyms ignore 00:55:22 "My team doesn't care as much as I do" 00:58:37 Is it your team, or is it you? 01:00:20 Why the top owners love hitting the wall 01:08:15 AI can't fix what you haven't systemised 01:16:22 Bigger doesn't have to mean harder 01:22:42 The thing owners accept that they don't have to Resources mentioned in this episode: Grab the worksheets and step-by-step method from this episode: Brick By Brick Playbook If you liked this episode, go and listen to Stop Doing It All Yourself: How to Build a Team That Works (So You Don't Have To), the step-by-step version of getting yourself off the floor: Listen on Spotify, Apple Podcasts or Watch on YouTube. Jeremy built a team where nobody left for a competitor in over a decade, and he did it brick by brick, the same way you'll build yours. Book a Strategy Call with my team and let's map it out: Book your Strategy Call Follow the show: Spotify Apple Podcasts YouTube Instagram
- 2 weeks ago44 min
The A-Player Hiring Method (For Every Studio)
👉🏼 Got someone on your team with potential but no idea how to get them there? The A-Player Blueprint is the exact 4-step framework Ben, Ryan, and I walk through in this episode. Grab it here: Grab The A-Player Blueprint 👉🏼 Or if you’re about to hire again and want to get it right this time, skip straight to it and Book a Strategy Call with my team, and we’ll map out exactly who you need and how to find them. If you’ve ever hired someone who just didn’t get it, you know what happens next. You end up back on the floor covering their classes, you decide good people are impossible to find, and you start hunting for someone who’s already perfect. My COO Ben and I did the same thing for years, until we realised that person doesn’t exist. A-Players aren’t found, they’re built. Ryan managed a studio at around a million-dollar run rate for eight years with a target, no how-to and a $250 gift card as his thank you, and now he leads our Queensland team. Today Ben, Ryan and I teach you the four things every A-Player has, how to write the job ad they actually respond to and, more importantly, how to spot someone who could be an A-Player. Then we hand you the 4-step framework that gets them there. You'll learn: - The job ad we wrote for one specific person (and why the best candidate wasn't even looking for a job) - The ground-floor filter we apply before we look at a single scorecard - The first conversation we have with a new hire, and it has nothing to do with the job - The two good-hearted habits that quietly stop your team from growing - Why high challenge with no support turns a good boss into the villain - What you can do from Monday Chapters: 00:00 Why "good people are hard to find" is the wrong problem 01:23 Eight years running a 300-member studio and going nowhere 04:28 A target, no how-to, and all of the blame 06:30 The job ad we wrote for one specific person 10:56 Step one: why we hire on values before performance 14:51 Step two: the bigger future 18:07 Hawaii, a first passport and why your team needs you to care about their life 21:13 Step three: clarity, not control 24:42 The lifeguard who rescued one swimmer and left everyone else at risk 28:42 Step four: the challenge that forges A-players 30:49 Where Ryan would be if he'd stayed 33:13 The phrase Ryan can't stand hearing (and why it works) 37:39 The Melbourne Summit: 250 studio owners and a team that carried it 39:11 What to do on Monday morning Resources mentioned in this episode: - The A-Player Blueprint - Vision Book Template If you liked this episode, go and listen to 'The Job Ad That Will GUARANTEE You the Best Applicants You've Ever Seen '. It shows you how to write the ad that pulls the right person out of a job they didn't know they wanted to leave: [Listen on Spotify], [Apple Podcasts] or [Watch on YouTube]. Ryan went from eight years stuck as a manager to leading our Queensland team. That's the shift. Book a Strategy Call with my team and let's build yours. Follow the show: Spotify Apple Podcasts YouTube Instagram
- 3 weeks ago59 min
Maree Wanted To Sell. 6 Months Later, Her 7-Figure Studio Runs Without Her
👉🏼 Thought about selling your studio more than once? Book a Strategy Call with my team and we'll find what's actually keeping you stuck. 👉🏼 Or start with the tools we use to run our team without us: Team Handbook Builder GPT and our Vision Book Template. Most studio owners who tell me they want to sell don't actually want out of the business. They want out of the job they've built for themselves inside it. Maree has run her dance studio in Sydney for 24 years. It's doing seven figures, she has staff who've been with her for 20 years, and around 10,000 kids have come through her doors. And every 12 months, like clockwork, she'd hit the wall and start thinking about selling. Just 6 months ago she was working minimum 50-hour weeks on three hours sleep a night, but now? It runs without her. Here's the bit that got me. Her team could already run the place without her. The day she realised it, she was standing in her own studio on a Saturday sharpening pencils, because there was nothing left for her to do. The problem was never the team, the leads or the strategy. It was who she thought she had to be. Today Sophie and I sit down with Maree to unpack the identity shift that ended her burnout, and the leadership shift that finally let her team step up. You'll learn: - Why a holiday never fixes burnout, and what actually does - The one question Maree now asks her managers that stops her rescuing them (without letting standards slip) - Why your team is not your family, and what the best teams in the world run on instead - What happened when she stopped posting for her competitors (they ended up sharing her content) - Why telling a parent "we're not the right studio for you" made her team respect her more. Chapters: 00:00:00 Seven figures in, and bored out of her mind 00:01:00 Why she wanted to sell every 12 months 00:02:51 50-hour weeks on three hours sleep 00:04:09 A team that had been there 20 years, and she wouldn't let them work 00:08:39 She didn't hate the studio. She hated the role. 00:13:05 What business is she actually in? 00:18:42 Ten years of marketing to her competitors 00:20:12 The post her competitors reposted 257 times 00:27:16 Telling a parent "we're not the right studio for you" 00:35:14 What she believed about her team when she was burning out 00:41:01 Your team is not your family 00:48:16 The one question that stops you rescuing your team 00:57:55 What she'd build if the studio ran without her for 30 days 01:00:32 We call her studio manager live on air Resources mentioned in this episode: - Team Handbook Builder GPT - Vision Book Template If you liked this episode, go and listen to From Burnt Out to Booked Out: How Indi Took Back Control of Her Studio. It's another Academy owner who was running herself into the ground and took the business back. Listen on Spotify, Apple Podcasts or Watch on YouTube. Six months after Maree hit rock bottom, her studio manager of nine years told us live on the podcast that the team now WANTS feedback and HAS the tools to lead. That's the shift. Book a Strategy Call with my team and let's build yours. You can follow along Maree’s journey here - Follow Maree on Instagram Follow the show: Spotify Apple Podcasts YouTube Instagram
- 4 weeks ago35 min
Why Some Fitness Studios Grow 14x Faster Than the Industry
👉🏼 Everyone's telling you the market's flat, and your numbers are starting to agree with them. If your studio isn't growing anywhere near 20 percent (our Academy average) and you can't work out why, my team will help you find what's holding you back: Book a Strategy Call. Everyone keeps telling you no one's growing right now. The head of one of the big Pilates networks told me it's as bad as 2021. It's not. The Australian fitness industry is growing at 1.4 percent. In the same market, with the same petrol prices and the same $9 smoothies, our studios in the Academy are growing at 20 percent. That's 14 times faster than the industry, and it's not an accident. When we dug into the data, we found a group of studios growing 18 times faster than the middle of the Academy. Same content, same access as everyone else. They weren't luckier and they weren't spending more on ads. They did four things differently, and one of them is about the room you're sitting in right now. Today Ryan and I are breaking down exactly what those studios do, so you can stop believing the market is the reason you're stuck. In this episode you'll learn: Why waiting for motivation keeps you stuck (and what our fastest-growing studios do first) How the group chat you vent in is costing you money, and the real room that fixes it The fighter pilot loop our top studios run every week to outgrow everyone else How Abe tripled his BFT in 9 months in a market everyone says is flat Why your community isn’t your competitive advantage (and what actually is) Chapters: 00:00 The lie that’s keeping your studio stuck 01:59 1.4 percent vs 20 percent: the gap nobody's talking about 02:37 What a Pilates HQ told its studios (and why I told him to stop) 04:37 The 4 things our fastest-growing studios do differently 06:42 The 7.5 metre rule: why your circle is costing you 07:13 Why it's not HQ's job to fix your business 09:49 Implementation loops (and what fighter pilots know about growth) 11:20 Why more information is slowing you down 12:04 The last thing people will stop paying for (and why it’s your studio) 13:41 3 real studios growing right now and how 17:36 What an environment built for growth actually looks like 22:43 Why community isn't your competitive advantage 31:51 It's not the plane, it's the pilot 33:07 What to change on Monday so you stop being busy and start growing Resources mentioned in this episode: - How to 10x Your Life Using the Achievement Roadmap Framework- Listen on Spotify or Watch on YouTube. If you liked this episode, go and listen to How Newstrength Went From 'Good Enough' to a $1M Run Rate, the full story of a studio from this episode that went from fine at $50K a month to 2 percent churn under management: Listen on Spotify, Apple Podcasts, or Watch on YouTube. Abe tripled his BFT in 9 months, in a market everyone else says is flat. Let's find out what's possible for yours: Book a Strategy Call with my team. Follow the show: Spotify Apple Podcasts YouTube Instagram
- Oct 6, 202651 min
Apple & Puma Brand Strategist: Build a Brand People Obsess Over (On a Studio Budget)
👉🏼Can't explain why someone should pick your studio over the one next door? Start with Britt's five-question brand framework: Grab Britt's Framework 👉🏼Or skip straight to a Strategy Call and we'll help you work out what makes you different. Book a Strategy Call ------ Everyone tells you your studio looks amazing, you have great coaches and an even better community. Then the studio two doors down opens with the same fit-out, the same Instagram captions about community and a cheaper intro offer, and suddenly you're fighting on price. Here's what should worry you. Pilates cost per lead right now is a third to a half of what a BFT pays. It's a gold rush, and I still talk to Pilates owners every week who aren't making money. Britt Austin has worked with Apple, Puma, Rebel Sport, EA Games & Who Is Elijah (Just to name a few) and her test is brutal. Take your logo off your studio and stick it on the one next door. If nobody can tell the difference, you don't have a brand. Today Sophie and I get Britt to break down how to build a studio brand people actually want to belong to, on a budget. Then we put two real studio Instagram accounts in front of her and let her pull them apart live. In this episode you'll learn: Why Apple never shows the phone in its iPhone campaigns, and what that means for how you sell a 45-minute class The five things every brand people obsess over has built, and the version a single studio can do for almost nothing How to choose your niche The partnership pitch that got BFT a Puma deal, and the one Britt deleted without replying What to tell the owner who "doesn't want to be on camera", plus her rule for sharing the hard times. Chapters: 00:00 How to find your REAL point of difference that people actually care about 06:13 The 5 Things Every Brand People Obsess Over Has Built 09:22 The Logo-Swap Test 09:54 If Britt Opened a Pilates Studio Tomorrow 11:55 If you're still scared to niche ... listen to this 16:13 The 5 Questions to Answer Before You Market Anything 19:51 How to Stand Out When You're One of Many Franchises 21:21 What Hundreds of Ad Accounts Tell Us About Founder Content 23:07 Should you EVER discount? 28:27 Why Brands Delete Your Partnership Email 31:52 Who to Partner With (and how to pitch them) 39:09 Live Brand Audits on Two Real Studio Accounts 46:45 The one type of content founders should NEVER make 53:31 The First Thing YOU Need to Do on Monday Resources mentioned in this episode: Britt's five-question brand framework: Britt's Brand Framework Follow Britt on Instagram: @stateofbrand.co Connect with Britt on LinkedIn: Britt Austin LinkedIn If you liked this episode, go and listen to Why Million Dollar Studios Never Have to Chase Clients. Britt told you to niche. This is what that actually looks like: [Listen on Spotify] [Apple Podcasts] or [Watch on YouTube] Ready to be the studio people choose for who you are, not your price? Book a Strategy Call and we'll map it out together. Follow the show: Spotify Apple Podcasts YouTube Instagram
- Sep 29, 202643 min
3 Steps to Building a Team That Cares as Much as You Do
👉🏼Build your own Vision book with the exact tool we use. Grab it here: Vision Book Template 👉🏼Or skip straight to a Strategy Call and we’ll help you map it out. Book a Strategy Call Everyone tells you you're killing it. Bigger numbers, more members, better systems. Then 7:30 pm hits and your team's out the door like the building's on fire. I lived that exact version of the business. Team gone at 7:31 pm sharp, sitting in a studio I couldn't afford to light, using the glow off the cheap TVs to do my books because I couldn't pay the electricity bill. It wasn't lonely because I didn't have people around me … It was lonely because none of them cared about the thing I was building. And now? The first thing most owners ask me? How do I build a team like yours? Today Sophie and I are teaching you the three steps to creating a team that cares about your business like it’s their own and giving you the tool that helps you to create your own vision. In this episode you'll learn: The question to ask before blaming your team for not caring enough The three things a team needs before they'll ever buy in How to build a Vision Book that people actually care about (and the template that writes it with you) The 70% rule, why losing 30% of your team isn’t a bad thing The leadership test every frustrated owner should take The vision that will make your team excited to come to work every single day Chapters: 00:00 Why Should Your Team Care? 03:29 The 3 Ingredients of Team Buy-In 04:34 The reason Sophie has stayed for 8+ years (and how to give your team something to stay for) 10:18 When a Job Becomes a Mission 14:54 Is Your Business Ready for a Vision Book? 18:20 The 70% Rule 19:44 How to Become a Leader Worth Following 22:12 How the Vision Guides Everyday Leadership 24:44 Why the Team Actually Care 30:05 The one thing that will change this from a Vision Book, to a future your team see themselves in 37:41 The 1% Pitch Every New Recruit Hears (it’s not what you think) 40:15 The first thing YOU need to do now Resources mentioned in this episode: Vision Book Template See a copy of our actual Vision Books Empire28 & Aloha25 Listen to the Achievement Road Map episode: listen here If you liked this episode, go and listen to The Hidden Reasons Your Culture Sucks and How to Build One Built to Win same world, different lens: Listen on Apple Podcasts or Watch on YouTube Ready to stop guessing why your team isn't bought in? Book a Strategy Call and we'll map it out together. Follow the show: Spotify Apple Podcasts YouTube Instagram
- Sep 22, 202619 min
The First 3 Days Decide Whether They Become a Member
There are 5 parts to a conversation that turn a trial into a member. Grab your 5 Part Conversation Framework here: The Convertible Conversation And if your trial-to-member conversion rate is currently sitting below 80% (our Academy benchmark) and you haven’t been able to figure out why, then book a call with my team and we can help you identify the leak and map out how to fix it. —----- Every studio owner I talk to thinks they've got a lead gen problem. They don't. They've got an onboarding problem. The first three days after someone starts their trial decides whether they convert into a long-term member or ghost you by the end of the week, and it's not just costing you the sale, it’s costing you an opportunity to create a lifelong member. You can run every open week and ad campaign in the world, get someone through the door, hand them a key tag and a smile, and still lose them by day three. Nobody talks about this stage because it isn't sexy. It isn't a funnel. It isn't an ad. But it's the difference between a $9,500 lifetime value and a mate who ghosts you after the free trial. That gap is your real competitive advantage, and almost nobody is building it on purpose. This one isn't a theory. Sophie built this system managing 80 newbies at a time on the studio floor, and took her own rollover from 30 percent (the so-called industry standard) to 80 percent, three times the average. We break down exactly what she did: how she tracked every newbie without losing one, the meeting that made her studio the most money in the business, and why "just having a chat" with a new member is quietly killing your conversions. Grab the free 5-Part Convertible Conversation Framework we mention in the episode here: The Convertible Conversation In this episode you'll hear: Why the first three days decide whether a new member stays or leaves How to lift trial-to-member rollover from 30% to 80% The wave system for tracking newbies so no one falls through the cracks The three B's that make a member stay The most profitable party you’ll ever have (and you don’t even have to run it!) The buying signals that tell you a member is ready to roll over If this hit home, go back and listen to How to Turn Your 7 Day Trials Into LIFETIME Members we go even deeper on turning trial members into long-term ones: And when you're ready to put this to work in your own studio, Sophie's rollover went from 30 percent to 80 percent using this exact system. Book a free call with the team and let's build yours. Chapters: 00:00:00 - The real problem isn't lead gen, it's the first three days 00:04:55 - The 3-part system behind an 80% rollover 00:05:43 - The wave system that tracks your newbies for you 08:00 - The four things every member who stayed had in common 09:29 - The three B's that will take your conversion to 80% 12:31 - The party you should host for every member 14:16 - The signals that tell you they’re ready to buy 16:44 - Stop having chats. Start having conversations that convert. 17:20 - If you think ‘it’s a tough economy’ right now, listen to this Follow the show: Spotify Apple Podcasts Youtube Instagram: The Geronimo Academy
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About Geronimo Unfiltered
Most studio owners decide to open their fitness and wellness businesses because they want to help people and add more meaning into their lives. Their heart is in the right place, but scaling a profitable business that feels incredible to own and run is trickier than ever before. So where they get stuck is no one has ever shown them how to run a wildly successful business, without the overwhelm and chaos.Plus, they’re doing it all alone. Until now.Welcome to The Geronimo Unfiltered Podcast for ambitious boutique studio owners who are allergic to average and know they’re capable of more. They’re just missing the HOW.I’m your host Doza, CEO and Founder of The Geronimo Academy... And together with my crew and my community of owners and managers who are the doers and the implementers, we are on a mission to pioneer a better way to own and operate a health and fitness business, while
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