The LASSO Growth Summit Nashville, November 7 and 8 53 days to the Summit
Claim your seatThe gym growth system
AI-powered marketing. A team that knows gyms.
Connect your ads, follow-up, website and sales process. Explore the system, compare the costs and find your next move.
Explore your growth system
Choose a challenge. See the service, the technology and the people behind it.
Paid Ads
Explore how LASSO builds and manages Meta and Google campaigns for gyms.
Paid Ads is part of Launch, Ascend and Apex.
Lead Nurture
See how lead response, follow-up and appointment booking connect.
Compare AI nurture in Launch with the added support in Apex.
Sales Training
Explore the sales process, practice tools and coaching before adding more lead volume.
Sales Training is listed in Ascend and Apex.
Gym Websites
Explore real gym website examples and the standalone website offer.
Websites are an optional add-on; standalone plans are available.
Echo
Explore AI-assisted organic content and the approval experience.
Echo is an optional add-on with a standalone subscription.
The Portal
Explore the portal and the numbers your team uses to understand the funnel.
Portal access is listed in Launch, Ascend and Apex.
A guided service map, not an automated diagnosis. For a closer look at your numbers, take the growth quiz.
Trusted by gym owners across the country
Some months it is seven in and seven out. The number on the dashboard never moves. You built a great gym. The mentorship is done, the systems are built, the churn is fine. You did not open a gym to manage five different companies and software. An ads person here. A website company there. A CRM nobody set up right. Five invoices, five logins, five people pointing at each other while leads leak out of the gaps.
Revenue is not stuck because you are doing something wrong. It is stuck because no one owns the whole funnel.
Leads do not die in your ads.
They die in your CRM with no follow up.
Say your gym should be adding four new members a month and is not. At $150 a month each, that is $600 in new monthly revenue missed this month. By month twelve the gap is $7,200 every single month, and across the year that is $46,800 in revenue that never happened. The leads you already paid for went and joined somewhere else.
Stuck does not feel like losing money. It is.
Find your leak in 2 minutesDrag your real numbers and watch what happens to your revenue when every part of your funnel hits the LASSO floor. This is the same math our software scores every client funnel against, every week. Most agencies get paid on your ad spend, so they will never tell you when more spend is the wrong answer. We will.
Illustrative scenario: 40 additional leads each month, 50% book, 50% of bookings show, then your selected close rate. These are assumptions, not guaranteed results. The year-one estimate assumes every added member stays and pays for the remaining months; it excludes churn, capacity limits and operating costs.
Against an illustrative $2,000 monthly acquisition budget, revenue less that budget equals 40% of the budget by month three and 355% across year one. This is not profit or a quote; it excludes all other costs. See actual service pricing.
See your exact growth plan in 2 minutesOne job: grow your MRR. Built for the owner who already runs a great gym and needs more of the right people walking in. Every engine feeds the next, and every number lands in the same portal. It is the most technically advanced stack in gym marketing: AI carries the speed work inside every engine, and a human makes every call that matters.
Done for you Meta and Google ads, plus a weekly audit engine that finds spend to save and put back to work.
AI answers in seconds. A live person books the appointment. Done for you lead nurture, end to end.
Organic Instagram, Facebook, and Google Business Profile, planned, written, and posted for your gym by Echo, our AI content engine.
Fast, StoryBrand written, local SEO ready sites that turn traffic into booked calls.
One login for ad performance, lead flow, funnel health, and onboarding progress.
We train your team to close and we show you exactly where the revenue is hiding in your funnel.
AI follows up in seconds, a live person books the appointment, and it all runs on GoHighLevel. On GHL or a GHL based platform already? We plug straight in. Not yet? We set you up on ours during onboarding, included. We chase. You close.
150K plus real leads run through the LASSO system, counted at our minimum rates: 50 percent booked, 50 percent showed, and at least 10 percent of all leads joined.
You did not make a bad call. You bought a model that stops at the lead. The ads ran, the names came in, and then nobody answered in seconds, nobody chased for weeks, and nobody trained the intro that closes. The leads took the blame for a follow up problem.
LASSO was built by owners who got burned the same way. That is why every leg of the funnel lives under one roof here, and why we diagnose where your revenue leaks before we ever ask you to spend more.
Every LASSO claim below is a link. Open it and see the receipt.
The industry brags about the first number in the funnel. We are measured on the last one. Across the portfolio: 150K+ leads became 75K+ booked appointments, 37K+ showed, and 15K+ new members. Counted at our minimum rates, not a cherry picked screenshot.
See the funnel receipts →In our lead nurture pilot across four gyms, 297 leads got a response in seconds, 141 turned into real two way conversations, and a live person booked 100+ appointments. The system books at a 60 percent rate. Your members talk to humans.
See how the nurture works →A 40 percent close rate makes even perfect ads look broken. We hold gyms to a 70 percent close standard and train your team to hit it, with the scripts and the role plays. Better leads never fix a sales leak.
See the sales system →We check four legs in order before we ever touch spend: close rate at 70 percent, show rate at 50, booking at 50, then lead volume at 40 a month. An agency paid on your spend has no reason to say stop. We tell you when more budget is the wrong answer.
Find your leak in 2 minutes →One login for ad performance, lead flow, funnel health, and onboarding progress. Live data, the exact numbers our team looks at, watched by our AI around the clock. No monthly PDF you have to decode.
See the portal →LASSO was built by owners who have served 500+ gym owners. Sherman built Dynasty CrossFit from his garage and ran it for 13 years before LASSO existed. That is why the messaging lands: we sat the intro, coached the 6am class, and sweated the payroll.
Meet the team →Six engines, one invoice, one login. The ad creates the lead, the nurture books it, the website converts it, the training closes it, and the portal shows you all of it. One company owns the whole funnel, so nothing leaks in the handoffs.
See the full platform →Across $3M+ in managed ad spend, our blended cost per lead is $16. That is a portfolio wide number, not one good month at one gym. Our AI reads every ad account every week and flags drift in days, so a creative that stops working never quietly burns your budget.
See the ads engine →Some of these owners later joined our team.
See every result
Co founder
Gym owner and StoryBrand Certified Guide. Blake runs the marketing engines: the ads, the websites, and the words that make a stranger book a call.
Co founder
Gym owner and operator. Sherman runs the coaching side: the sales training, the scripts, and the standard your team closes to.
We own gyms. We have stood behind the same front desk you have. When we show you exactly where your revenue is leaking and what it takes to grow it, it is one owner talking to another.
You open the portal with your coffee. A full week of intros booked, every one confirmed and reminded, and you did not chase a single lead. Your whole job today is the conversation you love: sitting across from someone who already wants in.
Make this your Monday
The Full Gym is the boutique gym owner's guide to predictable monthly growth, by Sherman Merricks and Blake Ruff. The exact system on this site, written down chapter by chapter. Out now, and the #1 Amazon Bestseller in Marketing.
Two minutes, twelve questions, and you leave with the one thing to fix first to get your revenue growing. Take it right here.
Your details, then the 12 questions. Your result lands on screen instantly. Your answers stay private and we never spam.
Every other leg of the funnel is our job. Your job is the one conversation that makes you money: the intro that turns a stranger into a member.
Book a free Growth Call and we will look at your real numbers with you. No pitch, no pressure. If the answer is that you do not need us, we will tell you that too.
Before you go
Six months? A year? Two? The free 2 minute quiz reads your funnel the way we would and shows you the one thing to fix first to get unstuck.