George draws from his own experience transitioning from 1-1 training and large group boot camps into SGPT, sharing how it allowed him to:

• Scale revenue without trading more hours for money
• Build a motivated, loyal team invested in your mission
• Deliver personal results for clients in a scalable way
• Charge premium prices without pricing yourself out of the market
• Create freedom and lifestyle balance while growing your business

He also exposes the downsides of sticking with 1-1 or large group models, including vulnerability to staff turnover, inconsistent retention and limited profitability.

This episode is a must-listen if you want a fitness business that is profitable, scalable and built for long-term success. If you’re ready to stop exchanging time for money and start building a team-driven, results-focused gym, the SGPT model is your blueprint - and George shows you why.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

Ali’s story is unlike most. After losing his father at a young age and later suffering a major stroke that left him unable to speak, fitness became the foundation for his recovery. That journey led to the creation of Calm + Chaos - a brand built around the balance of calm and chaos, combining small group personal training with recovery-focused offerings like pilates and sound baths.

They dive into the full journey of building the gym, from training clients in a garage to opening a 2,500 sq ft facility, including the challenges that come with it:

• Delays in opening and the financial pressure that comes with it
• Navigating cash flow and overheads before revenue kicks in
• Generating leads and selling memberships for the first time
• Signing 67 members pre-launch and managing early growth
• The emotional rollercoaster of sales and self-belief as a new gym owner
• Defining a clear demographic and building a brand that speaks directly to them

Ali also shares what day-to-day life really looks like in the early stages of running a gym, the importance of training for maintaining performance and why staying true to who you want to help is one of the most powerful advantages you can have.

This is a raw, honest conversation about resilience, identity and building something meaningful from the ground up.

If you’re opening a gym - or in the early stages of one - this episode will give you a real look at what it actually takes.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

Generating leads is only half the battle. If your systems aren't set up properly between the moment someone enquires and the moment they speak to you, you're likely leaving a lot of sales on the table.

Miles explains why most successful gyms convert around 20-40% of their leads and shares the 3 key areas that directly influence that number.

Inside the episode:

1. Generate enough leads
   Most gyms should aim for 50-100 leads per month. That requires a consistent system across multiple channels including Meta ads, referrals, email marketing, organic content and local outreach.
2. Nurture your leads properly
   The period between someone booking a call and actually speaking to you is crucial. Email, SMS and relevant content can warm prospects up, build trust and dramatically improve the quality of your sales conversations.
3. Make sure people actually show up
   A strong CRM system ensures prospects receive reminders and know exactly when their call is booked. Without this, missed calls and no-shows quickly destroy your conversion rate.

If you want to convert more of the leads you already generate - and make your sales process far easier in the process - this episode will give you a simple framework you can implement immediately.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

After a 14-year rugby career, Sacha transitioned into personal training, scaling a busy 1-1 model before pivoting into small group training and opening SHIFT in 2021. Today, the gym sits at around 170 members and is close to operational capacity.

Over the past year, we’ve worked alongside Sacha and the SHIFT team as they refined their offer, sharpened their messaging and built a stronger marketing engine - something he openly credits as a key part of their recent growth from 108 members to where they are now.

Inside this conversation, they cover:

• The move from 1-1 to small group and why it made business sense
• How SHIFT refined its front-end offer to £499 for 6 weeks - and why charging more improved conversions
• Getting stuck at 100 members and what it took to break through
• The hard lesson of under-budgeting for marketing when opening a facility
• Why paid ads are the accelerator - when aligned with organic content, email, referrals and brand positioning
• Building a team you can trust, hiring for character and stepping out of the day-to-day
• Lifestyle business vs aggressive multi-site scaling - and defining success on your own terms

This is a grounded, honest conversation about growth, capital, marketing, leadership and clarity - and what actually changes when you decide to treat your gym like a business.

If you’re feeling stuck and trying to push toward full capacity, this episode will give you real insight from someone who’s done it.

Visit www.hamperagency.co.uk

Follow us on Instagram: @hamperagency

Or get in touch: info@hamperagency.co.uk

This episode is the dedicated Q&A section from our live 2026 SGPT Marketing Webinar - released separately so you can dive straight into the specifics.

• Inside, we answer real questions from gym owners, including:
• When it’s actually the right time to open a second site
• How much you should be spending on ads
• How to structure pre-sales before opening
• Reducing no-shows on booked sales calls
• Whether you should be the face of your brand
• Growing from 120 to 180 members
• How to think about CPA, lifetime value and scaling ad spend
• Brand campaigns vs call-to-action campaigns

We also touch on lead nurture, email strategy, testimonial content and creative testing.

If you’re serious about scaling your SGPT gym in 2026, this episode will sharpen how you think about the details that drive growth.

Visit www.hamperagency.co.uk

Follow us on Instagram: @hamperagency

Or get in touch: info@hamperagency.co.uk

https://vimeo.com/1166263619?share=copy&fl=sv&fe=ci

This episode is a replay of our Live Workshop: 2026 SGPT Marketing, where we hosted 70+ gym owners and shared the exact strategy we are using right now to grow SGPT gyms in a changing market.

Inside this session, we cover:

• What is actually happening in the fitness industry and why competition is increasing
• Why trust is the biggest lever you need to focus on in 2026
• How to structure your Meta ads under the new algorithm
• The importance of creative diversity - testimonials, brand content and clear call to actions
• What must happen after the click to improve lead-to-sale conversion
• How to use email properly to maximise every lead you pay for
• The role of local marketing and organic presence in building authority
• Why sales conversations still matter and how to structure them correctly

The Q&A section has been removed from this replay and will be released as a separate episode next week, so stay tuned!

If you want clear direction on how to adapt your marketing, generate consistent leads and convert them into long-term members in 2026, this workshop will give you the framework.

Visit www.hamperagency.co.uk

Follow us on Instagram: @hamperagency

Or get in touch: info@hamperagency.co.uk

Pete has been in the industry since 2007 and brings nearly two decades of experience building, scaling and leading high-performance training facilities. Together, they dive into the realities of long-term gym ownership and what actually drives sustainable growth.

Inside this conversation, you will learn:

• Why niching down to one clear audience accelerates authority, growth and perceived expertise
• How Cressey Sports Performance built a powerful brand with zero digital ad spend
• The importance of relationship-driven, boots-on-the-ground marketing over chasing algorithms
• How to structure your marketing calendar to avoid chaotic, reactive promotion
• What separates true business owners from “power rack owners” - systems, SOPs, quarterly planning and leadership
• Lessons learned from losing half a team in one year and how that shaped stronger leadership
• How to transition from operator to CEO without losing control of quality
• Why product quality and coaching standards still matter more than viral content

Pete also shares how his role has evolved over time, how he balances business with family life, and what it really looks like to build something that runs without you in the room.

If you are in the trenches building your gym or looking to move from self-employed coach to true business owner, this episode is packed with hard-earned insight and practical perspective.

Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

In this episode of the SGPT Marketing Podcast, George Branford - co-founder of Hamper and co-founder of INTENT91, a small group personal training gym that has scaled from 1 to 5 locations in 5 years generating multiple seven figures in revenue - breaks down 5 things you must know about sales.

If you want to grow your SGPT gym in 2026 and beyond, this episode is packed with practical takeaways you can apply immediately.

Inside this episode:

1. Why founders should not outsource or delegate sales too early - and when it actually makes sense to do so
2. Why selling over email and text is killing your conversions - and why phone calls win
3. Why the transformation happens at the transaction - and why you must take payment before booking
4. How using the right CRM and automation will dramatically improve efficiency and follow-up
5. Why every gym owner needs a structured sales script - and the key elements it must include

If you are generating 50-100 leads per month, your sales process is the single biggest lever in your business. Small improvements here can dramatically increase revenue without increasing ad spend.

If you need help implementing this inside your gym, book a discovery call and we will walk you through exactly how to optimise your marketing and sales system.

Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

He walks through the five steps gym owners need to follow to hit the ground running when opening a new facility, whether it’s your first gym or your fifth.

Be prepared
This starts with mindset and planning. Moving from coach to business owner requires a shift in how you think about cash flow, growth and responsibility. From a marketing perspective, preparation means having a clear plan in place well before opening day so you are not scrambling once the doors are open.

Know exactly who you want to help
Understanding your target demographic becomes critical as soon as you move beyond a single site. A clear audience makes marketing easier, improves retention and ensures consistency across locations rather than relying on the founder’s presence alone.

Market early
The earlier you start building awareness, the stronger your launch will be. Miles explains why marketing six to eight weeks before opening is the minimum and how warming an audience early creates momentum, confidence and sales before day one.

Lead with one clear offer
Launching with a single, well-positioned membership offer removes confusion and increases conversions. Miles breaks down how early bird pricing, scarcity and clear structure help gyms secure direct debits before opening and stabilise revenue from day one.

Be willing to sell
Opening a gym means accepting that sales are part of the job. Founders need to be confident selling their service, especially early on, because no one cares more about the business than you do. Selling before opening is also the easiest time to convert interest into committed members.

This episode is essential listening for any gym owner planning a new location who wants to avoid unnecessary stress, maximise early sales and open with confidence rather than pressure.

https://hamper.hmpr.fit/2026-sgpt-marketing-webinar/

In a world where most towns are packed with SGPT gyms offering similar services, being good is no longer enough. You need to be known.

In this solo episode, Miles walks through four proven ways to become the go-to SGPT gym in your local area, using real examples from inside INTENT91’s gyms and what has worked over the past few years.

He covers why a strong, specific brand message is non-negotiable, how local presence builds trust faster than online reach alone and why building real relationships with local businesses compounds over time. Miles also explains why none of this works without a solid product and the systems to maintain standards as you scale.

This episode is ideal for gym owners who want to dominate locally, attract the right members and build a brand people actively recommend rather than just recognise.

If you want help handling the digital side of this - ads, emails and local lead generation - reach out to us at Hamper. Or join our free 2026 SGPT Marketing Webinar on February 11th, where we break down exactly what we’d be implementing heading into the next year.

Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

In this episode of the SGPT Marketing Podcast, Miles breaks down the five biggest marketing mistakes made while growing INTENT91 over the last five years.

Not having a clear brand message
Trying to help everyone led to unclear marketing, inconsistent sales calls and a product that was difficult to deliver and scale.

Believing organic content would be enough
Growing an Instagram following looked good on the surface but did not generate consistent leads or sales without paid channels.

Not leaning into existing leads enough
A large percentage of paid leads were left untouched instead of being reactivated with offers and follow-up campaigns.

Running sales through spreadsheets instead of a CRM
Manual admin, poor follow-up and lost leads held back conversion rates until proper systems and automations were implemented.

Hiring in-house too early
Bringing marketing in-house before the business was ready slowed growth and cost time and money that could have been better spent outsourcing.

This episode is a practical look at what not to do when growing an SGPT gym and what changes actually moved the needle.

Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

Key takeaways include:

Social proof matters - Reviews, testimonials and Google ratings help prospects feel confident choosing your gym.

Human connection over AI - AI can streamline content creation, but over-reliance can make prospects hesitant. Real human interactions in marketing and sales are critical for high-ticket SGPT memberships.

Attention to detail - Small errors, like outdated business hours or misaligned content, can break trust and cost sales. A holistic marketing strategy that aligns ads, website, email and social content ensures consistency and credibility.

Marketing that works for sales - When every stage of a prospect’s journey builds trust, the sales call becomes effortless and conversions happen naturally.

Sign up to our free live webinar, ‘2026 SGPT Marketing’, to discover the strategy behind building 5 SGPT gyms in 5 years and get actionable steps to grow your gym this year:

When: Wednesday 11th February, 12-1pm UK time

Where: Join remotely via Zoom using the link below

Who for: SGPT gym owners looking to generate more leads, build their brand and scale their business

👉 Sign up: https://hamper.hmpr.fit/2026-sgpt-marketing-webinar/

👉 Website: HAMPER Marketing
👉 Instagram: @hamperagency
👉 Email: info@hamperagency.co.uk

He covers the three areas that matter most right now:

1) Targeting
Why Miles still strongly recommends manual targeting for SGPT gyms, despite Meta’s push toward Advantage+. He explains where Advantage+ falls down for local gyms, how to avoid wasting budget on the wrong people and how to stay broad without giving up control.

2) Creatives
Why creatives are now the biggest differentiator on Meta. Miles dives into ad fatigue, saturation and the importance of producing enough varied, niche-specific creatives to let Meta learn - rather than relying on one campaign and hoping for the best.

3) User experience after the click
The overlooked bottleneck. From landing pages to CRMs, automations and follow-up, Miles explains why Meta rewards strong post-click experiences and why poor systems cost gym owners far more than ad spend ever will.

If you want Meta ads to keep working without wasting budget, this episode will give you clear direction heading into 2026.

If you want us to stay ahead of the curve for you:

Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

Between them, George and Emily have grown INTENT91 from one small group personal training gym into a five-site operation, all while building teams, systems and a business that supports long-term growth rather than founder burnout. In this conversation, they break down the most important lessons they’ve learned so far - the ones you only really pick up by being in the trenches.

They discuss what changes as you scale, why people and HR become non-negotiable and how learning to manage cash flow properly can be the difference between growth and chaos. George and Emily also talk candidly about bottlenecks - the moments where the business pulls you back into the weeds - and how putting the right structure, roles and leadership in place allowed them to step back and focus on the bigger picture.

You’ll also hear real examples from inside INTENT91, including how having the right team and processes meant George wasn’t dragged into putting out metaphorical fires - something that simply wouldn’t have been possible in the earlier stages of the business.

This episode is a grounded, honest look at what it actually takes to scale an SGPT gym - not just opening more sites, but building a business that works without breaking the people running it.

📲 Connect with HAMPER: 
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

For him, the answer always comes back to one thing - structure. Once your product is solid, the next step is getting good enough at marketing and sales to generate the revenue needed to hire. Because without revenue, you can’t bring people in. And without people, you can’t create the space needed for balance.

From there, it’s all about building systems and processes that keep standards high and make sure your team knows exactly what to do. This is how you stop being pulled into every issue, every decision, every fire.

George shares a real example: a situation in his own gym that previously would’ve dragged him straight in to deal with it. But now? Thanks to the systems and the team he’s built, the problem was handled internally without him even needing to get involved. That’s the whole point - putting foundations in place so the business can run without you being the bottleneck.

If you want balance, you need infrastructure. You need people. You need systems. And yes - you need enough revenue (which you can absolutely outsource the marketing for) to make all of that possible.

A practical, honest look at what “balance” actually takes as a gym owner.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

He walks through what happened when the ad tap was turned off, the levers we pulled to keep leads flowing and why a temporary pause can improve performance when campaigns return.

You’ll hear:

Why ads were paused at established sites

What happened to lead flow (and why we weren’t worried)

The reactivation and email plays that performed best

How offline channels filled the gap

Why giving your audience a “break” from ads resets results

And the big lesson: Meta Ads is the most powerful marketing tool you can use, but you should always have other levers to pull on.

If you want to build a marketing system that stays strong even when ads aren’t running, this episode breaks it down simply and practically.

💡 Ready to grow your SGPT gym the right way?
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

They cover:

Hyper-niche messaging
Why gyms that specialise, go deep on one problem and stay consistent for 12+ months will cut through the noise.

Meta ads & content as the real growth driver
Why relatable, rotating creatives will outperform polished production - and why organic content alone won’t grow your gym.

AI overuse (and how to avoid blending in)
The risks of relying too heavily on AI-generated copy, graphics and sales processes - and how human interaction becomes a competitive advantage.

Rising costs across the board
From staffing to ads to operations, everything is increasing - and why this means re-evaluating your pricing and margins.

Trust as a non-negotiable brand asset
Google reviews, reputation, real content and strong customer proof will matter more than ever as prospects become more sceptical and AI noise increases.

As 2026 approaches, these trends will shape the SGPT landscape - and the gyms that act early will be the ones that grow fastest.

If you want support implementing the right marketing strategy for 2026, the team at HAMPER can help.
Whether it’s niche messaging, paid ads, content or full-funnel support, we’re here to help you stay ahead of the curve and grow with confidence.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

Listeners get an inside look at how Adam scaled The Barn Gym from one location to five gyms in just 12 months, exploring site selection, pre-sale strategies, team development and the culture he has built to sustain growth. He also shares the mindset required to make bold business decisions, embrace short-term challenges for long-term gains and prioritise consistency and service quality across multiple locations.

Adam worked with the team at HAMPER during this period, providing additional insight and support for marketing and launches - though the story is ultimately one of his vision, execution and relentless drive. This episode is packed with practical advice and inspiration for gym owners and entrepreneurs looking to scale without compromising on quality.

💡 Ready to grow your SGPT gym the right way?
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

Miles breaks down how to make your creative stand out, capture attention for different demographics and future-proof your Meta strategy so your gym stays ahead of the local competition. If you want to keep winning on Meta in a landscape that’s constantly evolving, this episode is a must-listen.

📲 Connect with HAMPER: 
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

Luke also dives into multi-site growth, leadership, membership structures and creating a gym culture that’s not only profitable but seen as thriving from the street. Beyond operations, he talks personal branding, mentorship and the mindset shifts needed to grow smarter, faster and more sustainably.

If you’re a gym owner or entrepreneur looking for actionable strategies, honest insights and a behind-the-scenes look at what makes a fitness business succeed, this episode is packed with value.

💡 Ready to grow your SGPT gym the right way?
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

In this week’s episode of the SGPT Marketing Podcast, hosts Miles and George share the 10 most valuable lessons they’ve learned from years of running and scaling INTENT91 - a business that’s grown from one location to a multi-site operation built on strong culture, smart systems and a premium member experience.

They cover everything from how to launch the right way - by starting your marketing before you even open your doors - to how to price your memberships for profit, avoid costly mistakes on kit and dial in your brand message so the right clients find you.

Here’s a snapshot of the 10 lessons discussed:

Start your marketing early - build demand before your doors open.

Price for profit, not fear - confidence in your value sets the tone.

Don’t overspend on kit - invest in what drives client experience.

Your brand is your filter - attract the right clients, not everyone.

Sell with conviction - every SGPT owner must learn to sell.

Hire in the right order - build structure before adding roles.

Attitude beats experience - skills can be trained, mindset can’t.

Systems create freedom - structure allows creativity and growth.

Lead with vision - your team mirrors your energy and direction.

Keep evolving - what got you here won’t get you to the next level.

This is one of the most practical, experience-driven episodes yet, packed with real stories, honest reflections and advice that every SGPT gym owner can take away and apply immediately.

💡 Ready to grow your SGPT gym the right way?
Visit www.hamperagency.co.uk
Follow us on Instagram: @hamperagency
Or get in touch: info@hamperagency.co.uk

Mark shares the wild story behind his “Enchanted Ninja Clubhouse of Glory and Dreams”, how it became one of the highest-grossing gyms in the world, and what gym owners can learn from its success. From leadership and hiring to client experience, culture and the hard truths of scale - this one’s packed with insight, humour and honesty from a true industry original.

If you’re a gym owner looking to grow a business (and life) you actually love - this episode is unmissable.

Looking to enter 2026 with a crystal clear vision for your gym business and the momentum to achieve your goals? Join Mark Fisher in London for 'Gym Business Growth Day'. Learn more at https://go.businessforunicorns.com/london

🌐 Visit: https://hamperagency.co.uk/
📸 Follow: @hamperagency
📩 Contact: info@hamperagency.co.uk

Part 1 was all about the creative side: making sure your ads align with your brand, stop the scroll, and look the part. But this time, we’re turning our focus to the systems and strategy that make those ads work once the leads start coming in.

Here’s what you’ll learn in part 2:

• Why your CRM setup could be the difference between a lead and a lost opportunity
• How testimonials can increase both lead quality and lead volume (and why they’re the most powerful supporting content you can create)
• The simple truth about sales - you can’t grow without them, and it’s time to start taking them seriously

Whether you’re running ads for your first SGPT gym or managing multiple sites, this episode breaks down the exact steps needed to improve your ad ROI and grow your business month after month.

📩 Get in touch: info@hamperagency.co.uk
🌐 Visit us: www.hamperagency.co.uk
📸 Follow us: @hamperagency

Whether you’re a multi-site operator or someone just starting out, this conversation is packed with perspective, strategy, and the kind of lessons you won’t hear anywhere else. It’s a deep dive into the business, the craft, and the mentality of one of the industry’s most respected figures.

👉 Learn more at www.hamperagency.co.uk 

📩 Email: info@hamperagency.co.uk 

📱 Follow us on Instagram: @hamperagency

Miles explains why focusing on CPA (cost per acquisition) gives you clarity on what’s really driving your gym’s growth, how to read your ad data without getting lost in vanity metrics, and how to use secondary metrics like cost per lead and click-through rate as indicators to improve performance - not as the goal themselves.

If you’ve ever turned off a campaign too early because the leads “looked expensive,” this episode will completely shift how you view your marketing performance.

If you want help improving your ad strategy - or you’d like us to take it off your plate entirely - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency

Drawing from his experience running ads for 60+ gyms and HAMPER’s own four INTENT91 facilities, Miles covers the three most important factors every SGPT owner needs to get right:

• Ensuring your ads align with your brand and speak directly to your target demographic
• Capturing attention in the crucial first three seconds
• Producing high-quality ad creatives that look sharp, feel on-brand, and make prospects stop scrolling
   

You’ll also hear why many gym owners struggle with these campaigns, what causes “low-quality” leads, and how to avoid the trap of ads that feel generic or misaligned with your facility.
 

If you want to build a predictable flow of new members each month and take pride in how your gym shows up online, this episode will give you the clarity and structure to get started.
 

If you’d like expert help designing and running your Meta campaigns - or you’d like us to take it off your plate entirely - then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

George and Luke highlight why the best salespeople aren’t pushy - they listen, ask the right questions, and help prospects uncover their own reasons for committing. They show how staying calm, using the client’s own language, and leading with conviction can turn a difficult sales call into a powerful moment of trust.

If you want to grow your SGPT gym, this episode gives you a clear framework for running better conversations, overcoming objections, and selling without ever feeling “salesy.”

Learn more about Hamper: www.hamperagency.co.uk
Email us: info@hamperagency.co.uk

Follow us on Instagram: @hamperagency

In this episode, George breaks down:

• Why “charging more” isn’t as simple as it sounds (and how to overcome the emotions behind it)
• How to position small group PT against budget gyms, class-based studios, and 1-1 PT
• A simple pricing formula you can apply right now
• The hidden danger of chasing member numbers instead of revenue
• Practical strategies for introducing higher rates without losing your community

If you’ve ever thought “I’ve got loads of members but the numbers still don’t add up,” this episode is your blueprint to fix it.

👉 For more support, visit www.hamperagency.co.uk, follow us on Instagram @hamperagency or drop us a line at info@hamperagency.co.uk

George shares how hiring Emily as his EA from day one was the single biggest decision that allowed INTENT91 to scale to four gyms in just five years. They discuss the resistance most gym owners feel around making this hire, why it’s worth the investment even when it feels risky, and how to audit your time to see exactly what an EA could take off your plate.

The truth is, every hour you spend buried in admin could have been spent generating significantly more revenue. By clinging onto those £10-per-hour tasks, you’re holding back the growth of your gym. Freeing up your time to focus on sales, retention, and leadership is what drives scale - and an EA is the key to making that happen.

👉 Learn more at www.hamperagency.co.uk
📩 Email: info@hamperagency.co.uk
📱 Follow us on Instagram: @hamperagency

In this episode, George breaks down how to identify your brand message so it connects with the people you actually want to attract. He uses a simple analogy: when he wanted Wimbledon stripes on his lawn, he didn’t care about the lawnmower or fertiliser - he just wanted someone who understood his problem and could deliver the outcome.

Your prospects feel the same. They don’t care about your features. They care that you “get it” - their low energy, aches, and lack of fitness - and that you can solve it.

Dialling in this brand message is the foundation of all your marketing. Without it, your ads, website, and organic content will miss the mark. With it, you’ll attract higher-quality leads who are ready to buy.

📩 If you want help creating a brand message that cuts through - or you’d like us to guide you through our proven brand message workshop - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Drawing on INTENT91’s success (with the 5th site now on the horizon after just 5 years), George explains how keeping things simple is the fastest path to growth:

150 members paying ~£330/month

One product: e.g. 12 sessions per month

A clear team structure: founder, 1 gym manager, 2 coaches

Three KPIs that matter: front-end sales, trial-to-membership conversions, and monthly leavers

The takeaway? Build the right structure, track the right numbers, hold your gym manager accountable, and stay disciplined. Growth comes from simplicity, not complexity.

If you’d like our help implementing this model, reach out to us on info@hamperagency.co.uk visit hamperagency.co.uk or DM us on Instagram @hamperagency

In this episode, Miles breaks down exactly why building trust will grow your SGPT gym. You’ll learn how testimonials, value-driven campaigns, and consistent messaging create stronger connections with prospects, help you stand out from competitors, and ultimately lead to more sales.

👉 As mentioned in the episode, download our free guide on creating powerful client testimonials here: Testimonial Guide

If you want help building trust and creating an ad strategy that not only gets leads but turns them into long-term members, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

That’s exactly what a lead magnet can do for your small group personal training business. In this episode, Miles explains:

What a lead magnet is (and why you’ve almost definitely used one before)

How to create one that aligns with your brand and attracts your ideal clients

Why they work so well across email, organic, and paid ads

How lead magnets help you stand out in a crowded, competitive local market

Whether you’ve tried them before without much luck, or you’ve never created one, this episode will give you the clarity and strategy you need to make them work for your business - and your sales.

If you want help building lead magnets that actually generate sales - or you’d like us to create and run them for you alongside your ad strategy - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Here are the 3 biggest mistakes we see SGPT gym owners making when running Meta Ads:

1) Ignoring Your Brand in Your Ads
• If your ads don’t match your messaging across your website, Instagram, and in-gym experience, you risk confusing prospects and losing trust.
• Targeting “everyone” for the sake of lead flow might bring in names and numbers, but it will hurt lead quality and sales conversion.

2) Relying on Instant Forms Over Landing Pages
• Instant forms may produce more leads on paper, but landing pages consistently bring in higher-quality prospects who are more likely to buy.
• If your landing pages didn’t work before, it’s usually down to design, copy, or structure - not the platform itself.

3) Optimising for Leads Instead of Sales
• Chasing the lowest cost per lead often results in low-quality enquiries.
• A robust campaign mix - including testimonials and value-driven content - builds trust and moves prospects closer to buying.

If you’re running ads on Meta, that’s a great start. But to see real results, avoid these mistakes and focus on quality over quantity.

If you want help improving your Meta Ads strategy - or you’d like us to take it off your plate entirely - then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Here is the exact marketing blueprint that we use to scale SGPT gyms effectively:

1. Paid Ads
Paid ads remain the most reliable way to generate leads consistently. Running consistent paid campaigns on platforms like Meta ensures that you get your product in front of your target demographic.

2. Free Channels
Relying on free channels like organic social media content is important, but going viral for a brick-and-mortar gym is pointless because only people in your local area can actually visit your gym. Instead, focus on creating regular, value-packed content that builds trust, showcases results, and nurtures your local audience over time.

3. Email Marketing
Email marketing is a channel that won’t change with an update. It gives you direct access to your audience, your emails will hit their inbox and are likely to be read. It requires a strategic approach to nurture leads and existing clients, making your marketing more sustainable and effective in the long term.

4. CRM
A professional CRM system is essential for gym owners looking to scale effectively. At HAMPER, we’ve created a CRM specifically for SGPT gym owners that automates lead capture, appointment booking, and follow-ups - saving you time and making the sales process more efficient and professional.

To implement this proven strategy in your gym, reach out to us at HAMPER. We’ll help you put these systems in place efficiently so you can focus on growing your business effectively. 

📧 Email: info@hamperagency.co.uk
🌐 Visit: hamperagency.co.uk
📱 DM us on Instagram: @hamperagency

These are the 5 marketing lessons he learned the hard way, and the ones we now apply across 50+ of our SGPT gym owner clients.

If you’re in the early stages or struggling to grow, this will save you months of guesswork:

1. Don’t rely on organic content to grow your gym
Posting on Instagram can help with trust and brand - but it won’t drive leads consistently. Paid strategies will always outperform when it comes to local reach and conversion.

2. You’re selling outcomes, not features
Prospects don’t care about your session length or how many check-ins they get. Your marketing has to show how their life will look and feel by working with you. Motion comes from emotion.

3. Paid ads still outperform everything else
The fastest way to get in front of the right people is to pay to play. No other platform is as good at generating leads as paid ads.

4. Be known for solving one clear problem
The tighter your niche, the easier everything becomes - from your offer to your copy. Going broad is the quickest way to never stand out and confuse prospects.

5. Marketing spend is an investment
If your strategy is solid, every pound you spend should return multiple times over. Constantly making marketing budget cuts will hold your growth back.

If you're ready to take your marketing seriously:
📧 Email: info@hamperagency.co.uk
🌐 Visit: hamperagency.co.uk
📱 DM us on Instagram: @hamperagency

Email Still Works (When Done Right)

• You own the list - no risk from algorithm changes or social platform decline
• It’s direct and consistent - emails always land in the inbox (unlike social posts)
• Most other gyms don’t use email properly, so it’s a big opportunity to stand out

Emails Build Trust and Drive Sales

• Email is a tool to build brand and trust with prospects
• Consistent strategy = more brand familiarity, trust, and higher conversions
• Email should align with your ads, website and organic content for maximum effect

Why Most Gym Owners Give Up Too Soon

• Sporadic campaigns = poor results
• You need a systemised, authentic strategy that’s designed to nurture leads over time

🎓 Want to learn our full marketing strategy - including seeing the exact email templates that we use at our own personal training gym, INTENT91?

Join our complimentary 1-hour webinar:
🗓 Wednesday 16th July
🕛 12 - 1pm BST
📍 Live on Zoom – Click here to register 

For more on how we help SGPT gyms grow:
📧 Email: info@hamperagency.co.uk
🌐 Visit: hamperagency.co.uk
📱 DM us on Instagram: @hamperagency

3. Email Marketing: The Underrated Powerhouse

This is where most gyms are leaving money on the table. Miles and George uncover:

• Why email still beats algorithms for long-term trust and conversion
• How email builds familiarity and sales-readiness over time
• Real examples of leads converting after 6-12 months of email nurturing
• Why this should be a non-negotiable part of your gym’s weekly marketing routine

4. Backend Systems: The Difference Between Hobby and Business

The final piece that makes everything work better: your CRM. Here’s what they cover:

• Why spreadsheets don’t cut it anymore if you want to grow
• How a proper CRM increases conversion from lead to sale
• What automations to build (and how they free up your time)
• The follow-up messages that work
• What gym owners often get wrong when trying to “DIY” a system

🎓 Want the full strategy, with email templates, CRM walkthroughs and ad examples?
Join our complimentary 1-hour webinar:

🗓 Wednesday 16th July
🕛 12 - 1pm BST
📍 Live on Zoom – Click here to register

For more on how we help SGPT gyms grow:

📧 Email: info@hamperagency.co.uk

🌐 Visit: hamperagency.co.uk

📱 DM us on Instagram: @hamperagency

1. Paid Ads: The Engine Behind Consistent Growth
Meta ads are still the fastest and most predictable way to grow an SGPT gym - when they’re done right.
George and Miles explain:

• Why most gym owners struggle with ads (and give up too early)
• What a strong campaign looks like behind the scenes
• The real ROI potential
• Why running one single ad campaign isn’t enough
• How to use ads without feeling like “every other gym”

2. Organic Channels: Support, Trust and Brand Proof
Your website, Instagram content and member referrals should align and support your paid ads.

They cover:

• How disjointed messages break trust
• Why prospects will check your site and feed before enquiring
• What makes a strong “shop window” for your gym
• The subtle but powerful retention and referral benefits of organic content
• Real-world examples from INTENT91 of how these channels all talk to each other

🎓 Want the full strategy with templates, walkthroughs and campaign examples?
Register now for our complimentary webinar:
🗓 Wednesday 16th July
🕛 12 - 1pm BST
📍 Live on Zoom – Click here to sign up

For more on how we help SGPT gyms grow:
📧 Email us: info@hamperagency.co.uk
🌐 Visit: hamperagency.co.uk
📱 DM us on Instagram: @hamperagency

Here’s how we use it at INTENT91, and how we recommend you do too:

Don't rely on organic content as your sole marketing strategy
To put it simply, you will not get as much bang for your buck with organic content as paid ads. Organic content is time consuming and there is no guarantee that people in your local area will see your content.

However, organic content can help increase the likelihood that a prospect converts
Your ads, website and emails all need to align. Your content is like your shop window - it can help to build trust and reinforce your message. 

The retention and community benefits
When members see themselves in your content, they’re more likely to engage, share, and stay. Your feed becomes part of the brand experience and prospects feel like you are the place to go to get help with their specific problems.

How to keep it simple and consistent
You don’t need to post 5 days a week - but you do need to show up regularly with content that matches the message you’re putting out elsewhere. Pick an upload schedule and stick to it, whatever is achievable for you and your gym.

The Ultimate SGPT Marketing Strategy
Register now for our complimentary webinar:
🗓 Wednesday 16th July
🕛 12 - 1pm BST
📍 Live on Zoom – Click here to sign up

If you want a marketing strategy that combines organic content with ads, landing pages and more - all tailored to SGPT gyms - reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk or DM @hamperagency on Instagram.

We haven’t changed direction - we’ve just become clearer about who we’re here to help. In this episode, we break down why the old name didn’t fit anymore, how our message has evolved, and why getting specific is the best thing you can do for your business.

We also talk about:

• The real reason we’re focusing on SGPT, not “fitness” more broadly
• What gym owners can learn from this kind of rebrand
• Why clarity in your messaging leads to better leads, better clients, and a better business
• And why industry terms like “SGPT” and “semi-private” often hurt more than help when it comes to marketing your facility

New name. Same podcast. All in on helping SGPT gym owners grow.

If you want a proven marketing strategy tailored for SGPT gyms, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk or DM @hamperagency on Instagram.

Here’s how we break it down:

Instant Forms

• Easy to set up and live in minutes
• Keep users on Facebook or Instagram
• Auto-filled details reduce friction
  But:
• You’ll often get outdated or incorrect info
• Users submit with little attention or interest
• Result: more leads, fewer conversions

Landing Pages

• Higher intent leads who’ve read your offer
• Space to build trust, show social proof, and align messaging
• Stronger connection between the ad and the next step
  But:
• Harder to build if you’re not confident with tech
• Requires CRM and more setup time
• Lower volume, but higher quality leads

At the moment, for our own personal training gym, INTENT91, and our many clients, landing pages are far ahead of instant forms for getting high quality leads that are more likely to convert.

If you want landing pages for your campaigns, as well as a proven marketing strategy tailored for SGPT gyms, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk or DM @hamperagency on Instagram.

Thinking Like a Landlord

• Most potential gym sites won’t be listed as a gym, instead look at listings like offices
• Validate square footage, parking and local spend data
• If you already have one site, leverage your existing site and track record to win over cautious landlords

Building a Pre-Sell Engine

• Create a clear marketing strategy for the launch of your site
• Have your CRM, landing pages, scripts and ads ready quite a bit before you open your doors

Budget Where It Counts

• Focus a large portion of your budget on marketing
• Getting members in the doors is more important than having flashy equipment

Looking to launch your gym with a marketing strategy that works? Reach out at info@hamperagency.co.uk, visit hamperagency.co.uk or DM @hamperagency on Instagram.

Here’s how we delegated sales at INTENT91, our own personal training gym:

1) Prove Your Model First

• George only made Luke full-time on sales once site #3 was firing on all cylinders.
• Today George still takes sales calls, while Luke helps to handle the volume George simply couldn’t sustain on his own.

2) Recruit, Shadow & Level Up

• Luke started as a junior coach, shadowing George’s sessions and sales conversations, then moved from follow-ups to fresh leads.
• His very first sales call ended in him panicking and hanging-up - but with scripted training and real-time feedback, he now closes multiple sales daily.

3) Morning “Victory” Blueprint

• Each day begins with Luke logging into the CRM, setting three-five key wins, and mapping his schedule
• That simple ritual keeps him focused, accountable, and hitting targets without burning out.

4) Curiosity-Led Sales Calls

• Calls start with questions about a prospect’s pain points, matching their tone, then showing how INTENT91 solves it.
• This client-first approach turns conversations into conversions—and makes selling feel natural.

5) Automated Backend Funnels

• From instant text reminders to email sequences and calendar invites, every lead is nurtured - so Luke spends time closing, not chasing.

Free up your headspace for scaling and strategic growth - let HAMPER run your marketing engine so you can focus on growing your business. Reach out at info@hamperagency.co.uk, visit hamperagency.co.uk or DM @hamperagency on Instagram.

Improving Your Creatives

• Take your best-performing ad and tweak one element at a time—lighting, hook, thumbnail, or opening line—to see what lifts performance.
• Small, iterative changes (rather than wholesale rewrites) help you identify exactly which creative elements drive better results.

Building Your Brand Through Paid

• Don’t treat paid ads purely as a lead-gen machine; layer in awareness and nurture content (your best performing organic content can be good for this) to warm up your audience.
• By sequencing brand-focused campaigns before hard offers, you’ll attract higher-quality leads who already know, like, and trust your gym.

Having Effective Backend Systems

• Generating clicks and leads is only half the battle - you need processes that instantly move new inquiries into booked calls or trial sign-ups.
• Automations (SMS reminders, calendar booking links, email follow-ups) ensure no lead falls through the cracks.
• A solid CRM and clearly defined workflows give you real-time visibility on prospects, so that you can convert more conversations into members.

Ready to level up your Meta ads? Reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram. 

Here are 3 marketing KPIs that every gym owner needs to track:

1) Cost per Acquisition (CPA)

• Why it matters: This is your gym’s ultimate health check. If you’re happy with how much you spend to acquire a new member, your marketing engine is working—so you don’t need to obsess over every minor metric.
• How to calculate: Total marketing spend ÷ number of new members.
• Red flags: If your CPA is too high, it could be caused by a variety of factors. Dive deeper into the other KPIs that we discuss below to find and solve the problem.

2) Conversion Rate

• Why it matters: Tells you where the funnel is breaking down. A healthy 25–35% means your messaging and sales process are aligned.
• How to calculate: (Number of leads converted ÷ total number of leads) x 100
• Red flags: If you’re below 10%, dig into either your lead quality (marketing side) or your sales approach.

3) Customer Lifetime Value (LTV)

• Why it matters: Shows the full revenue potential of each front-end sale - allows you to calculate how much you can responsibly spend to acquire new members.
• Red flags: Low LTV indicates a high level of churn - review your membership retention strategies. 

Ready to get your gym's KPIs in check? Reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

Here are the 3 biggest marketing mistakes that we see SGPT gym owners making:

1) Being Too Vague in Your Messaging

If you’re trying to help everyone, then you actually help no one. If your ads, social posts, and branding don’t speak to one specific target, prospects won’t feel you’re talking to them. 

Instead, dial in on one specific target audience and make sure that all your organic and paid content aligns to that audience.

2) Ineffective Paid Advertising

Advertising on Meta works, it’s helped us to scale from 1 to 4 sites at INTENT91. If Meta ads aren’t working for you, then it might be down to your ad setup being executed poorly. Common issues include subpar ad setups, weak creatives, and lack of compelling offers, leading to wasted budgets and frustration.

Either become a master at setting up ads, or reach out to us at HAMPER, where we will take care of your paid marketing strategy for you.

3) Constantly Changing Strategies

Jumping from one marketing tactic to another - be it different platforms, demographics, or offers - creates confusion and dilutes your brand's effectiveness. This scattergun approach hinders consistent growth.

Instead, commit to a single, well-thought-out strategy for at least 12 months. Focus on one platform, one demographic, and one clear message to build momentum and see tangible results.

If you’re ready to take your SGPT gym’s marketing to the next level, but don’t know where to start, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM us on Instagram @hamperagency.

In 2017, Emily met George, spotted gaps in his PT business, and gradually took over admin tasks he’d been neglecting, and created systems to scale the business. 

By early 2019, Emily quit her job to focus full-time on George’s PT venture. She spent months building fundamental systems: invoicing, client onboarding, coaches scheduling.

In 2020, they opened their first gym in Worthing; Emily managed operational details while George continued coaching and Miles marketed the gym.

As INTENT91 grew, Emily transitioned from “doing everything” to high-level oversight: finance, people leadership, KPI tracking, and site selection. 

But, Emily remains dedicated to growing INTENT91, so much so that she never took maternity leave - completing payroll from her hospital bed!

Today, with four sites and a team of 20+, Emily no longer coaches or takes sales calls— the systems that she created has allowed her to spend time working on the business, rather than in it.

If you’re looking to create a scalable SGPT gym, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

1) Not Charging Enough

Most gyms set prices so low that even 150 members only delivers marginal revenue—insufficient to cover taxes, staff, or owner freedom.

Reverse‑engineer your desired income and set a price point that sustains you at realistic membership levels.

2) Over‑Complicating Your Model

For example, if you’re offering one‑to‑one, small‑group, classes, and more, it creates confusion for prospects and complexity in sales.

Instead, focus on a single, compelling front‑end offer until you’ve mastered marketing, sales, and delivery of that product.

3) Not learning the art of sales

Sales are the oxygen for every business, so it’s time to take them seriously.

Develop sales frameworks: train discovery questions, practice active listening, mirror prospects’ language, and track conversion KPIs to continually refine your approach.

And remember, talk about benefits, not features!

If you’re ready to charge what you’re worth, clarify your model and learn proven sales advice, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here’s 3 reasons why every SGPT gyms needs to have a CRM:

1) Improving Lead-to-Sale Conversion
 – A CRM automates follow-ups and ensures no lead slips through the cracks.
 – When we switched from spreadsheets to a CRM at INTENT91, our conversion rates soared because every contact was managed efficiently.

2) SavIng Time Through Automation
 – Manual entry and constant data updates are a drain on your resources.
 – Automating these tasks frees your team to focus on high-value activities like sales calls and strategy, rather than administrative work.

3) Systemising Your Business
 – A CRM creates a structured playbook for onboarding staff, managing leads, and communicating with prospects.
 – This systemisation allowed us to scale INTENT91 from one gym to four, streamlining processes and ensuring consistency across the board.

If you need help implementing an effective CRM that is specifically designed for SGPT gyms, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are 3 ways to maximise Instagram for your SGPT gym:

1) Use Instagram as a Shop Window
 – Ensure your Instagram page is tailored towards your target demographic
 – Align your content with your ads and overall brand message to build credibility.

2) Focus on Instagram Stories
 – Stories are low effort and low skill to make.
 – Showcase real interactions, member journeys, and behind‑the‑scenes moments that resonate with your target demographic.

3) Leverage Authentic Testimonials
 – Testimonials show that you help people just like your prospects.
 – Regularly posting testimonials makes you the go to place for your target demographic to get help with their specific problems.

Consistently creating Instagram stories and testimonials will help create a trustworthy Instagram presence that supports all your marketing channels.

If you need help refining your marketing strategy, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here’s how we did it:

Realising the Mismatch
 – We launched as “INTENT91: The Training Club” targeting gym goers and athletes.
 – We soon saw that our best clients were everyday people seeking support and guidance.

Team-Driven Discovery
 – Six months in, we sat down with the team to ask: “Who are we really helping?”
 – We analysed our current clients and identified who we truly enjoy coaching.

Crafting a Clear Message
 – We shifted our focus to serving non‑gym goers, primarily those in their 40s, 50s, and 60s.
 – This message now drives every decision at INTENT91—from marketing and hiring to in‑gym branding.

The Impact
 – A clear, consistent brand message has improved engagement, reduced churn, and set us apart in the market.
 – This strategy has been key to growing INTENT91 and building HAMPER, where we now help over 45 SGPT gym owners.

If you’re ready to refine your brand messaging and truly connect with your ideal members, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

High‑Intent Leads with Limited Volume
 – Our January test spent £1,402 on search campaigns and generated 15 leads (about £93 per lead).
 – Although these leads show strong intent, the overall volume remains lower compared to other channels.

The Importance of Alignment
 – Many search queries, like "personal trainer near me," often attract prospects interested in one-to-one training rather than small group sessions.
 – Misalignment between your offer and what prospects are searching for can hinder conversion rates.

Cost Considerations and Multi‑Channel Strategy
 – Google Ads can be more expensive, so relying solely on them might require a higher spend to hit your sales targets.
 – Running Google Ads alongside Meta campaigns, email marketing, and organic outreach can help balance your lead flow and improve overall performance.

Keep Testing and Refining
 – The success of Google Ads depends on factors like location, timing, and your specific offer.
 – Consistent testing and refinement are essential to determine if Google Ads fit into your broader marketing strategy.

For help with your marketing strategy, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are Miles 3 tips for creating a high‑converting landing page:

Tip 1: Optimise What’s Above the Fold

Use an image of someone in your target demographic

 

Align your copy with your ad messaging to reinforce who you help. 

 

Ensure a prominent call‑to‑action is visible so prospects can easily take the next step.

Tip 2: Integrate Authentic Social Proof

Leverage real testimonials and Google reviews to build trust with your prospects.

 

Feature key social proof elements—such as a 5‑star review badge with the number of reviews you have above the fold and more indepth client testimonials below the fold

Tip 3: Focus on Benefits, Not Features

Highlight the tangible benefits your gym offers—improved health, increased confidence, and overall well‑being—rather than just listing features like equipment or facilities.

 

Use authentic images, reviews, and testimonials to ensure your landing page remains true to your brand.

If you’re ready to transform your landing pages, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are 3 ways that we managed to achieve this success: 

1: Relentless Paid Ads & Consistency
12 months of consistent paid ads and messaging. While other gyms eased off during the holidays, we kept our foot on the gas at INTENT91, ensuring our audience was fully warmed up.

2: Structured Sales & Follow‑Up
A robust sales process is critical. By ensuring that someone was always available to follow up on every lead—whether via phone or in‑person meetings—the team converted every opportunity quickly and efficiently.

3: Consistent Messaging Across Channels
Sticking to one specific demographic and a clear message across ads, emails, and organic content built trust and engagement. This unified approach turned leads into quality trial sales, setting the stage for long‑term membership conversions.

If you want to implement these strategies in your SGPT gym, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are 4 tips to improve your brand messaging at your small group personal training gym:

Tip 1: Define Your Brand Message

Clearly articulate who you help and how your gym delivers value. Remember, trying to target everyone means you’re targeting no one. Your brand message should come from you—the founder—and set the tone for all your marketing efforts.

Tip 2: Ensure Consistency Across Channels
Your ads, website, emails, and social media need to speak the same language. Consistent messaging builds trust and ensures that the right prospects are attracted to your gym.

Tip 3: Know Your Target Audience
Identify whether you’re catering to competitive athletes, non-gym goers looking to live a healthier life or someone completely different. A sharp focus on your ideal member will improve lead quality and conversion rates.

Tip 4: Align Your Team
Your entire team must understand and embody your brand message. When everyone is on the same page, your marketing becomes more powerful and your customer experience more unified.

If you need help clarifying your brand message to attract quality leads and grow your SGPT gym, reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are 4 KPIs that you need to track every month in your gym:

1) Leads Generated
Track how many leads you’re generating each week and month. Without a steady stream of leads—from paid ads, your website, email, or referrals—your business can’t grow. Adjust your marketing efforts if you’re not hitting your target of 50–70 leads per month.

2) Sales Made
Monitor the number of leads converting into sales. Sales are the oxygen for your gym, and you should aim to convert at least 25–40% of your leads. Use clear scripts, consistent follow-ups, and regular sales training to improve this conversion rate.

3) Conversion to Memberships
It’s not enough to just make a sale. You need to ensure that your front-end offers convert into long-term memberships. Target a conversion rate of at least 50% from your initial sale to a monthly membership by delivering outstanding results and nurturing new members effectively.

4) Retention
Retention is the ultimate test of your gym’s value. Track how many members stay versus leave each month. A healthy retention rate (around 4–5%) is crucial for building a sustainable, subscription-based business. If your retention is poor, assess attendance, member engagement, and community-building efforts to improve long-term loyalty.

If you need help generating leads and improving your sales processes, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.

Here are Miles’ top 4 tips on how to make every lead count, even if you have to pay a little more:

1. Focus on Your Messaging

Ensure your messaging clearly communicates who you help and how your gym delivers value. Strong, targeted messaging attracts quality leads that are more likely to convert and stick around.

2. Optimise Your Funnels

Develop effective funnels in your CRM. Set up automated email sequences, SMS follow-ups, and prompt call-to-actions so every lead is nurtured properly. A well-optimised funnel can significantly improve your conversion rates—even if the initial lead cost is higher.

3. Strengthen Your Sales Process

Invest time in sharpening your sales skills. A robust sales process turns higher-cost leads into profitable, long-term members by ensuring you capture every opportunity.

4. Charge Appropriately

Review your pricing strategy to ensure that your front-end offers align with your lead cost. If you’re paying more per lead, your pricing needs to support a healthy return on investment. Focus on cost per acquisition rather than just lead cost.

If you need help generating quality leads that convert for your SGPT gym, then reach out to us at info@hamperagency.co.uk, hamperagency or DM us on Instagram @hamperagency.

But, it doesn’t need to be this way. By using the SGPT Gym Owner Replacement Ladder, you can delegate responsibilities to focus on the strategic growth of your gym.

Here are the 5-steps to climb the ladder:

1) Delegate Administrative Tasks: Hire a personal assistant to manage emails, invoicing, and member onboarding/offboarding. Document processes to ensure consistency.

2) Delegate Your Service: Recruit and train coaches to handle client sessions. Develop detailed guides to maintain service quality.

3) Delegate Your Marketing: Once admin and coaching are delegated, concentrate on marketing strategies or consider outsourcing. Establish clear brand guidelines to ensure consistency.

4) Delegate Your Sales: Handle sales personally until the business can support a dedicated salesperson. Create effective scripts and training materials for future sales staff.

5) Delegate Your Leadership: Once all major roles are covered, the final step is stepping back from day-to-day leadership. This may involve hiring a gym manager to take over decision-making.

By following this framework, you can build a self-sustaining business, allowing you to focus on growth and enjoy greater freedom.

If you need experts to take care of the marketing for your SGPT gym to let you climb higher up the ladder, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

1. Optimise Your Google Business Profile
Your Google Business Profile is one of the most powerful tools for local SEO. Ensure your gym’s profile is fully updated with accurate business details, professional photos, and consistent Google reviews. A well-optimised profile improves search rankings and builds trust with potential members searching for small group personal training gyms in their area.

2. Use the Right Keywords on Your Website
To rank for SGPT-related searches, your website must include relevant keywords like “personal training,” “small group personal training,” and “personal trainer near me.” Having a dedicated personal training services page and regularly updating your site with blog content about strength training, fitness programs, and gym success stories helps Google recognise your business as a relevant local result.

3. Improve Website Performance
A slow or poorly optimised website can hurt your rankings. Ensure your gym website loads quickly by compressing large images, optimising videos, and removing unnecessary elements. Your site must also be mobile-friendly, as most gym prospects search on their phones. Checking for broken links and updating old content every six months will keep your site performing well in search rankings.

Bonus SEO Tip:
Publishing high-quality blogs on topics like strength training, personal training benefits, and fitness success stories positions your website as an authoritative resource. The more relevant content you provide, the higher Google will rank your gym for local fitness searches.

If you need help optimizing your website and improving your gym’s SEO, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or dm @hamperagency on Instagram.

Here are Miles top 5 tips to improve your website:

Tip 1: Declutter your website. Less is more.

When anyone goes onto a website, they scan it for information, no one reads every line of text.

If your website is not scannable and has too much information, it will overwhelm the prospect, causing them to leave your website and bounce back to Google. 

To stop prospects from leaving your website, have simple information that can easily be scanned in a few seconds.

Tip 2: Don’t use stock images.

Having images of your gym with clients that are your target audience will increase the chances of prospects booking a call because you clearly show yourself as a place that helps people just like them.

Tip 3: Social proof.

This builds from point 2, you need to have proof that your gym has helped people that are just like your prospects.

Litter your website with testimonials, Google reviews and anything else that provides proof that you help people with the same problems as your prospects. 

Tip 4: Clear call to action.

The worst thing that you can do is not provide clear and obvious steps that your prospect can take to join your gym.

No prospect will go on a wild goose chase to find out how to take next steps, they will simply leave your website!

Every page of your website should have a clear CTA, like “book a call”, that shows prospects where next steps can be taken.

Tip 5: Talk about benefits, not features.

Showcasing your features on your website provides reasons for prospects not to join your gym. For instance, showing your timetable gives prospects a reason not to join if a time they would like is unavailable. 

You can’t change a prospect's mind if you don’t get them on a sales call!

So, talk about the benefits of your gym instead, to provide prospects with reasons to jump on a sales call to find out more. 

Finally, a bonus tip: Tell your story.

People love to support brands that they care about. So, add an about page on your website about who you are, who your coaches are and how you got to the position that you are in now. 

Sharing your gym’s unique story adds personality to your website.

Apply these tips to take your website to the next level in 2025.

If you need help generating leads to your website, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

To get the most out of Instagram for your own small group personal training gym, you need to first be super clear on what target audience you help and how you help them.

Once you are clear on your target audience, you can start posting consistently.

Here are 3 posts that you can create each week to grow your brand and attract prospects on Instagram:

Your first post each week should be a value post that provides a solution to a specific problem that your target audience faces. 

For example, if you are targeting people in their 40s, 50s and 60s, you could post a video about 3 ways to reduce lower back pain.

The second post should be social proof. Prospects want to see proof that you have helped people like them before.

You do not need to make a video testimonial each week, something as simple as a card you’ve received from a client and how you’ve helped them can be a post. 

Finally, you need to have one personality post a week. Everyone is unique.

Personality is the main differentiator that can help you to stand out in the competitive gym industry. 

Consistently stick to this posting regiment and you will build a clear brand that helps you to attract prospects to your gym. 

If you need help creating a clear brand in the first place, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

Here is the sales call framework that George uses to reduce the amount of objections that we face at our own personal training gyms, INTENT91.

1) Doctor frame: asking a series of questions to effectively diagnose the problems that they are having.

Ask the prospect: What is their goal? Why is this important to them? What have you tried before?

2) Echo: repeat back what your prospects say so that they feel heard and understood.

3) Felt feelings: find out why the prospect feels they need to change now, why does the pain of making the change outweigh the pain of staying the same?

4) Missing assets: What does the prospect feel that they need to help them overcome the problems that they are facing.

It is really important to make sure to use the language that the prospect uses to deal with their problems. 

5) Map offer: present your offer to the prospect and how it can help them to solve their pain.

For example, if a prospect says that they don't know where to start, then say that you will provide them with guidance every session.

Do not just list the features that your gym has! The prospect wants to know what specific elements of your gym can help them with their problems, they don’t care about any other features.

If you need help generating prospects to help in the first place, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

Here are Miles top 5 tips to generate more leads in 2025:

Tip 1: Have a clear marketing message. You and your entire team should be able to answer concisely: who you help and how your gym helps them.

At INTENT91, our own personal training gym, we specialise in helping those over 40, increase their strength, fitness, reduce aches and pains and boost their energy levels in our friendly, non-intimidating personal training gyms. 

Tip 2: Pick a platform and dominate it. Whether that be paid ads, organic Instagram or something else. Your entire marketing strategy should be focused on helping that main platform grow. 

Tip 3: Consistency is key. You need to stick with your target audience and become the go to SGPT gym that helps people in your specific niche.

Tip 4: You have to ask people to consistently buy from you. No one particularly likes this part, but it is essential for your gym to grow.

Tip 5: Have a good sales process. At the end of the day, your gym will fail if no one buys from you. A good CRM is a good place to start, making your entire sales process seamless.

Listen to this podcast to go in detail for each step, leaving you with a good strategy to generate more leads in 2025.

If you want more help generating leads in 2025, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

Here are HAMPER’s 5 tips to help you crush your gym marketing in 2025:

First, it’s time to get rid of your manual spreadsheets and invest in a good CRM. Having a good CRM helps you to be more efficient, freeing up your time to work on areas of the business that need your attention.

Second, stop trying to go viral on Instagram as a brick and mortar gym. Getting followers and likes from someone in America will not help your gym to grow. Instead, focus on using Instagram as a shop window for your gym, attracting local people that resonate with your brand. 

Third, become an expert on Meta ads, or hire someone that is already an expert - like us at HAMPER! Paid ads are a cost and time effective way to attract people to your gym. However, you need to make sure that who you help and how you help them is clear, otherwise your ads will fail!

Fourth, a good website. If you’re targeting someone over the age of 30, chances are they will use Google to research your gym after seeing an ad. You are losing so many prospects if you don’t have a good website with an obvious next step like “schedule a call”. 

Finally, make sure that you have a good front end offer that resonates with your target audience. Something like a 30 Day New Year Kickstarter is great if you’re targeting beginners looking to get into the gym, but not so much if you are a HYROX gym. So, adjust your messaging to tailor to your audience. 

If you want to take your marketing to the next level in 2025, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency. 

We are so grateful to be able to have the opportunity to share our knowledge of how to run and market a successful SGPT gym, skills that we developed at our own personal training gyms, INTENT91.

From Meta marketing, including Facebook ads, to organic social media and scaling your gym, we have covered a range of valuable gym business topics on the podcasts this year. We can’t wait to share even more valuable content with you in 2025!

Thank you again to the SGPT gym owners that we have worked with, we have loved seeing so many personal training gyms thrive.

If you want to take your marketing to the next level in 2025, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

They have helped us to grow from 1 to 3 sites in 4 years at our own personal training gyms, INTENT91.

Since creating our own marketing agency, HAMPER, Facebook ads have also consistently worked for our clients too.

So, if your Meta ads have stopped producing results, then it may be time to follow our 3 step framework by: changing the creative, rotating your ads and having a new front-end offer. 

If you are struggling to get results from your Facebook ads, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency and we’ll see how we can help!

They can be turned into: Meta ads for Facebook and Instagram, posted as organic content for your own social media, sent to your email list and plastered across your website.

Just take a look at our own personal training gym's website, INTENT91, and Instagram account, @intent91_ to see how we use them.

As promised in the episode, here is the email template that we use to attract clients to batch film testimonials:

Hi (First Name),

We hope you're having a great week so far!

At (enter gym), we're all about growing our community with like-minded individuals, and one of the best ways we've found to do that is by sharing the experiences of our incredible clients.

To help with this, we're looking for 6 volunteers to simply share their journey at (enter gym name). 

You might have already seen some of these video testimonials on our social media

How does it work?

We'll be hosting a complimentary small group personal training session on (enter date and time) at (enter gym name) where we'll capture you in action at the gym. Afterwards, we'd just have a quick 5-minute chat about your experience.

It'll be super relaxed!

We understand this isn't everyone's cup of tea, so there's absolutely no pressure.

But if you're happy to help and available on (enter date and time) simply reply to this email - we'd greatly appreciate it!

P.S. If you're keen to help but can't make it on the (date), just let us know a time that works better for you.

Lots of love, 

(gym name)

Simplifying your gym’s business model and going all in on one product and one target audience can clarify your fitness marketing strategy and make it easier for you to scale.

At our own personal training gyms, INTENT91, getting rid of classes gave more time back to our coaches to provide excellent personal training and has helped us to increase our revenue a year on. 

It is important to note that removing classes may not be right for your own gym’s model, and removing something else could help to simplify your business and allow you to scale successfully.

If you need help getting your model right, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency. 

Consistently posting social media content that resonates with your target audience can help you to generate new leads and build a strong connection with the clients that you already have. 

If your gym marketing already includes Meta ads and email marketing, then you need to have your Instagram up to date so that prospects can see that you are actively helping clients to solve the same problems that they have. 

If you’re doing all of these things but still not getting the leads that you want, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

It has been effective at converting leads for us at our own personal training gyms, INTENT91. 

Emails have helped us to nurture leads that weren’t quite ready to convert in the past, using consistent emails to get conversions over the line. 

This is crucial as you may not convert a lead on the first attempt, but by actively providing content of value, the likelihood of them converting in the future increases. 

If you need help generating leads in the first place, then reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

If you feel that you’re lacking a good plan to scale your business, then this episode will help you gain direction. 

Block out the noise and trust the simplified system that you create.

As always, if you’d like to reach out to us at info@hamperagency.co.uk, hamperagency or dm us on instagram @hamperagency 

It has dramatically increased our lead-to-sale conversion rate, making a significant difference by the end of each month.
 

This framework isn’t about arguing with prospects over why they need to think it over; instead, it helps them work through their decision in their own mind.
 

This is crucial because they need to feel that they are making the decision themselves.

If you’re struggling to convert prospects over the phone, this is a must-listen episode for you.

As always, if you’d like our help reach out to us at info@hamperagency.co.uk, hamperagency or dm us on Instagram @hamperagency.

1. Marketing

The idea that "if you build it, they will come" is simply not true. You need to build a brand, understand your audience and their needs, and find a way to communicate with them effectively.

2. Sales

If you've opened a gym, you're now in the marketing and sales business. Sales are crucial to your success - simple as that.

3. The Model

If your business model is broken, you're creating a prison for yourself, not a business that provides freedom, fulfilment, and profit.

4. Systems

Systemise every aspect of your SGPT gym so anyone can step in tomorrow and follow along.
 

Follow these 4 key pillars, and you’ll build the SGPT gym you’ve always wanted.

If you’d like us to take care of your marketing by building your brand, generating leads, and ultimately increasing your sales, get in touch with us today.
 

Instagram: @hamperagency

Website: HAMPER

Email: info@hamperagency.co.uk

We were so nervous to ask for money, we ended up waiting for prospects to ask to join… crazy, right?
 

We understand that asking for money over the phone can make you feel like a sleazy salesperson.
 

That's why we created this podcast.

Selling fitness shouldn’t feel dodgy. It should be an open, transparent conversation where you're genuinely trying to help someone.

Give this podcast a listen, and let’s see if it helps boost your front-end sales.

Want more help?

We train all our HAMPER clients to sell over the phone. If you'd like to start generating more leads and sales, we might be the perfect fit for you.
 

Reach out to us at info@hamperagency.co.uk or DM us on Instagram @hamperagency today.

Instead of just helping one person who sent in some great questions, we thought we’d share the answers with all of you!

We hope you enjoy it!

As always, if you have any questions of your own, feel free to reach out!

info@hamperagency.co.uk

https://hamperagency.co.uk/

1. Meta Ads that consistently speak to your ideal client
2. A website that aligns with that message.
3. A CRM to make sure you squeeze the life out of each lead.

Double down on this strategy with a super clear message, and we promise you’ll consistently generate high-quality leads that you can help.

As always, if you’d like our help, simply visit our website or email info@hamperagency.co.uk.

We see this mistake time and time again.

You probably opened a gym because you initially loved fitness, then had success as a personal trainer, so the next natural step was to open a facility.
 

When you take that final step, a big change happens…
 

You need to become a marketing and sales machine if you want to grow and not coach every hour on the gym floor.

(Which is why you opened a gym in the first place).
 

Most gym owners think their prospects care about features like their new fancy Assault Runner.
 

Unless you train athletes and that is your target audience, we highly doubt the average person cares about all your features.

So, remove yourself from being a fitness lover, and put yourself in their shoes.
 

• What problems are they facing?
• How are they feeling?
• What have they tried in the past?
• How can you speak their language?

Learn to do this, and you’ll be able to create better content, ads, and emails that generate much higher-quality leads.

Better leads = more sales, which = growth.

We hope you enjoy listening!

As always, if you'd like our help, simply email info@hamperagency.co.uk or visit our website.

Maybe you’re struggling to generate leads this New Year…
 

OR

You’ve got off to a flyer, but you don’t want to lose momentum!

Either way, if you’re a Gym Owner and want a robust marketing strategy, then this podcast is for you!
 

We cover the 4 key pillars of marketing that, if you tick off, will generate leads and sales all year round.

They consist of…

• Organic Content
• Meta Ads
• Email Marketing
• Referrals

Listen as we dive into how you should use each channel to maximise engagement and results!

Follow us on Instagram at @hamperagency for more help!

In short, your business will live or die by it.

While your primary goal in the fitness industry is likely to assist people with their fitness, as a business, generating revenue remains essential.

Throughout this podcast, we dive into our clients' sales calls and their follow-up processes.

It may sound serious, but it holds true: making sales must be a top priority in your business.

We hope this episode will help you in securing more memberships.

As always, if you need further assistance, please don't hesitate to contact us!

GET IN TOUCH

Do you sometimes feel like your organic content is posted but receives little to no engagement?

Then, you switch on a paid ad and start generating leads...

And that's when the doubts creep in – is organic content even worth it?

In short, absolutely!

Organic content is the backbone of your paid ads.

When someone lands on your social media page, they expect to see updated content that resonates with them.

Testimonials, educational posts, and showcasing your personality significantly increase the likelihood of them buying into your brand and responding to your paid ads.

If you've been inactive for years or your content is subpar, it erodes trust, and potential customers may turn elsewhere.

Even more crucially, organic content is evergreen. If you stop paying for ads, you'll still continue to get leads!

It's not an either-or scenario; we genuinely believe that both complement each other perfectly.

If you need assistance with your organic and paid content, we have one more space for a fitness business to join HAMPER in November.

Click below to get in touch today.

GET IN TOUCH

In future episodes we'll be covering Facebook Ads, SEO, sales, email marketing and so much more.

Make sure you subscribe so you don't miss a thing!

P.S. If you'd like to be one of our first clients, then make sure you register your interest HERE!