Your Target Client Doesn't Want What You're Selling

Описание: Join Brendan Stapleton, fitness business consultant with 22 years of industry experience, as he delivers a powerful, no-holds-barred presentation on why 81% of gyms fail—and what you must do to avoid becoming part of that statistic. Speaking at the Perform Better Functional Training Summit, Brendan shares hard-earned lessons from consulting hundreds of gyms, revealing the broken systems and trainer mindset that keep good coaches trapped in bad businesses. This presentation is essential for gym owners, personal trainers, fitness studio operators, and strength coaches who feel stuck on the hamster wheel—training 40+ hours per week, constantly putting out fires, and wondering why there's never enough money despite all the hard work. Through real client stories including "Stevie" (a trainer with 25 years of experience and zero savings), Brendan illustrates the critical shift every fitness professional must make: from coach to CEO, from working IN the business to working ON the business. He explains why prioritizing training over sales, marketing, and client experience is a death sentence for your business, and how the fitness industry's obsession with certifications, macros, and programming is driving away the very customers who want to invest in your services.

Brendan systematically breaks down the problems plaguing fitness businesses: horizontal management (treating every task with equal priority), the Whac-A-Mole syndrome (multitasking without finishing anything), buying a job instead of building a business, and the deadly mistake of building gyms for yourself instead of your target demographic. He reveals why your 40-60 year old, high-income clients—the future of the fitness industry (20% over 60 by 2030, controlling 75% of wealth)—don't want "crush your comfort zone" ads, Santa doing burpees, or photoshopped six-packs. They want the Capital Grill experience, not Cracker Barrel with aluminum foil chicken. They want the J.W. Marriott, not Motel 6. They expect clean facilities with organized training pods, professional sales offices, spotless bathrooms, and equipment that actually works. Most importantly, they want to be thanked, treated with respect, and given a second home where they can check out for a few hours per week—not lectured about diaphragmatic breathing or 20,000-step challenges. Brendan challenges owners to stop being everything to everyone, stop giving away free trials (use "complimentary" instead), stop death-by-certification, and start wrapping the experience around the training. He closes with a powerful reminder: you didn't get into fitness to make money, but the more money you make, the more people you can help. If you can't leave your business for a week without it falling apart, you don't have a business—you have a job.

About Perform Better:
Perform Better is the leading provider of functional training equipment and education for fitness professionals. The annual Functional Training Summit brings together top industry experts to share real-world business strategies, client experience frameworks, and evidence-based coaching methodologies. Subscribe for more presentations that challenge the status quo and help you build a sustainable, profitable fitness business.

#GymOwner #FitnessBusiness #GymMarketing #ClientExperience #PersonalTraining #FitnessStudio #GymManagement #PerformBetter #BrendanStapleton #SmallGroupTraining #FitnessEntrepreneur #GymSales #CustomerRetention #BusinessOwner #CoachToCEO #FitnessIndustry #TrainerMindset #SalesMarketing #DemographicResearch #ClientRetention #FitnessConsulting #GymConsultant #PriceAnchoring #VerticalManagement