What is the LASSO Framework?

LASSO Framework is a done-for-you gym growth system that installs paid ads, sales systems, and mentorship into boutique fitness businesses. It was built by gym owners for gym owners and has helped over 400 gym businesses scale their revenue past $30K/month.

How does LASSO help gym owners grow their revenue?

LASSO installs three core systems: (1) Done-for-you paid marketing that generates 40+ qualified leads per month, (2) Sales and conversion training that increases close rates to 70%+, and (3) Growth mentorship from operators who have already scaled past $100K/month. The average LASSO client adds 8+ new members per month.

Who is the LASSO Framework designed for?

LASSO is designed for boutique fitness gym owners doing $20K+ per month in revenue who have invested in mentorship, built real systems and processes, and run their gym like a real business — but their revenue is stuck and they can't break through the ceiling. These are serious business operators, not hobbyists.

What is the Gym Marketing Made Simple podcast?

Gym Marketing Made Simple is a weekly podcast hosted by Blake Ruff and Sherman Merricks of the LASSO Framework. With over 125 episodes, it covers Facebook ads, sales systems, lead generation, retention strategies, and revenue growth tactics specifically for boutique fitness gym owners.

How much does the LASSO Framework cost?

LASSO offers three tiers based on your gym's current revenue: Launch (for gyms at $10K-$20K/month), Ascend (for gyms at $20K-$30K/month), and Pinnacle (for gyms at $30K+/month). Each tier includes different levels of paid marketing, sales training, and mentorship. Take the free Growth Diagnostic Quiz to find the right fit.

How quickly will I see results with LASSO Framework?

It only takes 7-10 days to get your ads up and running. You'll get sales training and ads targeted specifically for your area, and you can expect leads coming in within a couple of days after launch. Meaningful revenue impact typically shows within 60-90 days as the full system compounds.

Does LASSO Framework require a long-term contract?

We require a 6-month commitment. We want to work with gym owners who are ready to invest in a real marketing partner. Our goal is for you to 2x your revenue in 12 months, and that takes a real commitment from both sides. The gyms that commit to the process are the ones that see transformational results.

Are LASSO Framework staff actual gym owners?

Yes. Every single person on the LASSO Framework staff is a successful gym owner themselves, doing over $50K per month in their own gyms. We're not marketers who read about gyms — we're gym owners who mastered marketing.

MARKETING STRATEGY6 min readDecember 15, 2025

Google Business Profile for Gyms: The Free Lead Machine You're Ignoring

Your Google Business Profile is the #1 free lead generation tool for local gyms.

LASSO Framework Team

Blake Ruff & Sherman Merricks

When someone searches 'gym near me,' the first thing they see is the Google Maps pack. If your gym isn't in that top 3, you're invisible.

Complete Every Field

Your profile needs to be 100% complete. Incomplete profiles get ranked lower.

Reviews: The #1 Ranking Factor

Gyms with 50+ reviews and a 4.5+ star rating dominate the local pack. Aim for 5+ new reviews per month.

Post Weekly to Your Profile

Google has a posting feature similar to social media, and most gym owners don't know it exists. Active profiles rank higher.

Photos Drive Engagement

Businesses with 100+ photos get 520% more calls and 2,717% more direction requests.

Key Takeaways

1Google Maps pack is the #1 free lead source for local gyms
250+ reviews with 4.5+ stars is the target
3Post to your Google Business Profile weekly
4Businesses with 100+ photos get 520% more calls

Ready to Implement This in Your Gym?

Take our free Growth Diagnostic Quiz to find out exactly where your gym stands and get a custom action plan.

TAKE THE FREE QUIZ

How to Use StoryBrand to Market Your Gym (Without Sounding Like Every Other Gym)

The StoryBrand framework positions your prospect as the hero and your gym as the guide — and it converts at 2-3x the rate of traditional gym marketing.

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