In Episode 43 of the *Gym Marketing Made Simple* podcast, Blake Ruff and Sherman Merricks dive into one of the most important topics for boutique gym owners: How CrossFit PMI Doubled Membership with Targeted Marketing with Michael Fitzpatrick.. If you're a gym owner looking to grow your business, this episode is packed with actionable insights you can implement immediately.
What This Episode Covers
Is your gym's marketing strategy driving growth or spinning its wheels?
Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.
In this episode, Michael Fitzpatrick, owner of CrossFit PMI in Limerick, Ireland, shares his insights and experiences on reshaping gym marketing for true impact.
Michael discusses his journey from ineffective strategies, like the six-week challenge that led to high turnover, to finding sustainable growth through strategic marketing. He describes how post-COVID challenges pushed him to rethink his approach, eventually leading him to partner with Lasso. With this new approach, he boosted his membership from 100 to 150 members in three months and now maintains a thriving base of around 175 members.
He highlights the significance of professional marketing, quality lead generation, and sales training, underscoring how these elements have helped him achieve steady growth. His journey offers valuable lessons for gym owners on why focusing on effective marketing and sales tactics can drive meaningful, lasting growth—emphasizing the importance of seeing gyms as fitness spaces and active brands in the community.
00:00 Intro
33:21 Michael’s Initial Marketing Experiences33:36 Transition to Working with Lasso
33:51 Initial Results and Growth with Lasso
34:05 Challenges and Learnings from Marketing
34:21 Future Plans and Final Thoughts
Join us as we explore what gym owners can learn from Michael’s story about transforming challenges into opportunities for sustainable success.
Connect with Michael Fitzpatrick:
https://www.facebook.com/micheal.macgiollaphadraig.9/about
https://www.facebook.com/CrossfitPMI
Key Takeaways for Gym Owners
1. Speed-to-lead matters. The faster you respond to a new inquiry, the higher your close rate. Aim for under 5 minutes.
2. Objection handling is a skill, not a talent. Your team can learn to handle every common objection with the right scripts and practice.
3. The consultation process is where revenue is won or lost. A structured, empathetic consultation converts at 70%+ when done right.
4. Follow-up is not optional. Most gym owners give up after 1-2 attempts. The data shows it takes 5-7 touchpoints to convert a cold lead.
How to Apply This to Your Gym
Start by auditing your current sales process. How quickly does your team respond to new inquiries? What's your show rate for consultations? What's your close rate? If you don't know these numbers, that's the first problem to solve. Track them for 30 days, then use the data to identify your biggest bottleneck.
Next, script your consultation process. Every successful gym we work with has a repeatable, structured consultation that guides prospects from "I'm interested" to "I'm in." It's not about being pushy — it's about being prepared.
The LASSO Framework Approach
At LASSO, we've helped 500+ boutique fitness gyms implement these exact strategies. We train gym teams to close at 70%+ on cold traffic through proven scripts, role-playing, and accountability coaching. Our clients typically add 5-10 new members per month and see meaningful revenue growth within 60-90 days.
Listen to the Full Episode
This blog post covers the highlights, but the full conversation goes much deeper. [Listen to Episode 43 on Apple Podcasts](https://podcasts.apple.com/us/podcast/gym-marketing-made-simple/id1667 simp) or wherever you get your podcasts.
Ready to implement these strategies in your gym? [Take the free Growth Diagnostic Quiz](https://quiz.lassoframework.com/?utm_source=website&utm_medium=blog_article&utm_campaign=podcast_ep_43) and find out exactly what's holding your gym back.