The LASSO Growth Summit Nashville, November 7 and 8 66 days to the Summit
Claim your seatAbout LASSO
Not marketers who discovered gyms. Built by owners who have served 500+ of their peers, because we got tired of watching great operators stay stuck at the same number. If you run a great gym and the missing piece is volume, LASSO was built for you.
LASSO is owned and run by gym owners who understand this space. Every person who touches your account also runs a gym floor of their own, which is why the system works in real gyms and not just in decks.
We coached the 6am class, sat the intro, and sweated the payroll.
We hired the ads person, the website company, and the social contractor.
And we watched leads leak out of the gaps between them.
So we built one machine that runs the whole funnel and tested it on our own floors.
Then we ran it for other owners. That machine is LASSO.
It has now served 500+ gym owners.
Co founder
Blake is a gym owner and a StoryBrand Certified Guide and Business Made Simple Coach. That credential is why the messaging work is part of the product, not an upsell. He runs the marketing engines: the ads, the websites, and the words that make a stranger book a call.
Co founder
Sherman is a gym owner and operator who has spent years on the floor, sitting intros and building the sales process that clears a 70 percent close rate. He runs the coaching side: the training, the scripts, and the standard your team closes to.
Owner to owner. When we tell you what is holding your revenue back, it is because we have stood behind the same front desk you have.
Every growth specialist on this team owns or has owned a successful gym. Not marketers who read about gyms. Operators who built the system because we needed it ourselves.
Co Founder and Growth Strategist
LASSO Framework, Nationwide
Blake is a gym owner, StoryBrand Certified Guide, and co host of the Gym Marketing Made Simple podcast. He has managed over $2M in Facebook ad spend for gyms and helped hundreds of owners install predictable growth systems. Direct, data driven, and built on real results, not theory.
Co Founder and Sales Systems Expert
LASSO Framework, Nationwide
Sherman is a gym owner and the architect of the LASSO sales system. He brings deep expertise in sales training, conversion, and gym operations, with the scripts and standards that consistently produce 70 percent plus close rates and 80 percent plus show rates on cold traffic.
Gym Growth Specialist
Friendship Fitness, Columbus, OH
Jeff is a military veteran whose Friendship Friday garage workouts grew into Friendship Fitness, a two location, seven figure fitness business in Columbus. He specializes in strength training, body recomposition, and building gym communities that keep members for years.
See their result →
Strategic Growth Specialist
Coaching For Glory, Lithia, FL
Josh left his corporate career in 2011 to open his own gym, with a pregnant wife and a strong sense of purpose. He ran Coaching For Glory for over a decade and co founded Two-Brain Coaching, one of the most respected coaching education programs in the industry.
Gym Growth Specialist
District H Strength and Fitness, Houston, TX
Tommy started in finance during the 2008 crisis, found his way back to fitness in 2013, and took over an existing gym in 2019 to create District H Strength and Fitness. His finance background gives him a sharply data driven approach to gym marketing and growth.
See their result →
Gym Growth Specialist
CrossFit Newtown, Newtown, PA
Matt holds a Masters in Exercise Science and has over 25 years in the fitness industry. He built CrossFit Newtown into a community powerhouse and created a youth academy with more than 100 members. NSCA CSCS, USAW Level 2, and CrossFit Level 3 certified.
See their result →
Gym Growth Specialist
Swift River CrossFit, Conway, NH
Aimee is a retired police officer who owns Swift River CrossFit with her husband Paul. She opened the gym in 2014 and ran it for five years while working full time in law enforcement. She is a CrossFit Level 3 Trainer and Nutrition Coach with a Masters in Justice Administration.
See their result →The Boutique Gym Owner's Guide to Predictable Monthly Growth, by Sherman Merricks and Blake Ruff. The whole LASSO playbook, in order, in one book.
The podcastOur free playbook for gym owners, one episode at a time. Start here if you are not ready for the system yet.
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.