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.

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RETENTION7 min readMarch 5, 2026

The Gym Onboarding System That Cuts First-Year Churn by 40%

The first 90 days determine whether a new member stays for years or quits in months.

Sherman Merricks

Co-Founder & COO, LASSO Framework

67% of gym members who quit do so within the first 90 days. If you can keep a member past the 90-day mark, the probability of them staying for 12+ months jumps dramatically.

The LASSO Onboarding Framework

4-8 structured introductory sessions spread over the first 2-3 weeks. Each session has three objectives: teach a skill, introduce the member to at least two other members, and set a measurable short-term goal.

The Buddy System

Pair every new member with an existing member who has a similar schedule and fitness level. Gyms that implement buddy systems see 25-30% higher 90-day retention.

Automated Milestone Check-Ins

Day 7, Day 14, Day 30, Day 60, Day 90 — automated check-ins at each milestone.

Key Takeaways

167% of gym members who quit do so within the first 90 days
24-8 structured onboarding sessions over 2-3 weeks
3Buddy systems increase 90-day retention by 25-30%
4Automated milestone check-ins at days 7, 14, 30, 60, and 90

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The 5 KPIs That Actually Matter for Gym Growth

Stop guessing. Track the 5 numbers that separate gyms stuck at $20K/mo from those scaling past $50K. Get the free cheat sheet.

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

The Gym Onboarding System That Cuts First-Year Churn by 40%

The LASSO Onboarding Framework

The Buddy System

Automated Milestone Check-Ins

Key Takeaways

The 5 KPIs That Actually Matter for Gym Growth

Ready to Implement This in Your Gym?

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