Blake Ruff
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.
The gym growth system
We get the leads. We book your calendar. You just close.
Your revenue is stuck. We built the machine that unsticks it.
Over $3 million spent on gym ads. Over 150,000 leads generated for gym owners.
You have done the mentorships. You built the systems. The number still will not move. LASSO gets the leads, nurtures every one, fills your calendar, and trains your team to close. AI runs the speed. Real people run the judgment. Your only job is the intro.
- 500+ gym owners served
- $16 blended cost per lead
- 71.9% top booking rate
- $35K+ in ad spend saved and put back to work
Trusted by gym owners across the country
The problem
Has your revenue been stuck? Four members in. Four members out.
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.
What stuck costs
What is stuck revenue actually costing you?
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 minutesBefore and after LASSO
See your revenue before and after LASSO.
Drag 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.
The math: LASSO brings 40 plus leads a month minimum. Half book, half of those show, and your close rate signs them. That is the 10 to 25 percent of all leads our gyms turn into members. 70 percent close is the LASSO training standard.
Before LASSO $800 new revenue a month from 4 sign ups
With LASSO $2,200 +7 new members a month from 40 plus LASSO leads on top of what you sign today
- +$1,400 more revenue every month
- +$109,200 more revenue in year one
At $2,000 a month with LASSO that is a 40% return by month three and 355% across year one.
See your exact growth plan in 2 minutesThe six engines
Six engines. One company. One login.
One 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.
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Paid Ads
Done for you Meta and Google ads, plus a weekly audit engine that finds spend to save and put back to work.
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Lead Nurture
AI answers in seconds. A live person books the appointment. Done for you lead nurture, end to end.
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Organic Posting with AI (Echo)
Organic Instagram and Facebook, planned, written, and posted for your gym by Echo, our AI content engine.
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Websites
Fast, StoryBrand written, local SEO ready sites that turn traffic into booked calls.
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The Portal
One login for ad performance, lead flow, funnel health, and onboarding progress.
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Sales Training
We train your team to close and we show you exactly where the revenue is hiding in your funnel.
The nurture promise
Most gyms lose the lead in the first five minutes. Not us.
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.
The receipts
150K+ total leads generated
75K+ booked appointments
37K+ showed up
15K+ new members for our gym owners
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.
Why it did not work before
Tried paid ads before and it did not work?
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.
Deliver leads and stop there Deliver leads, nurture them, and book them
15K+ new members, not just leads
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 →A chatbot handles follow up AI answers in seconds, then a live person books
71.9% top booking rate, up from 18.5%
The receipt
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. Booking went from our measured 18.5 percent baseline to 71.9 percent. Your members talk to humans.
See how the nurture works →Sales is your problem Sales training and floor scripts included
70%+ the close standard we train to
The receipt
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 →More budget is always the answer We diagnose the funnel first and say no when the answer is no
4 legs diagnosed before a dollar moves
The receipt
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 →You get a report you cannot read One portal with the same numbers we look at
1 login the same live numbers we see
The receipt
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 →Marketers who took on gyms as a niche Operators who own gyms and learned marketing
500+ gym owners served
The receipt
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 →Ads only. Everything else is another vendor Ads, nurture, social, website, CRM, and coaching under one roof
6 engines one company, one invoice
The receipt
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 →Rising lead costs are just your problem A $16 blended cost per lead across the portfolio
$16 blended cost per lead, portfolio wide
The receipt
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 →Owners on camera
Gym owners who got unstuck.
Some of these owners later joined our team.
See every resultThe guide
Owner to owner.
Sherman Merricks
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.
The plan
Life on the system
Monday, 8am, on the system.
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 book
We wrote the playbook. Literally.
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. Available September 8, 2026.
The growth quiz
Find your growth plan right now.
Two minutes, twelve questions, and you leave with the one thing to fix first to get your revenue growing. Take it right here.
Growth Quiz
First, who are we scoring?
Your details, then the 12 questions. Your result lands on screen instantly. Your answers stay private and we never spam.
You just close.
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.