What is the LASSO Framework?

LASSO is the only complete gym growth system built for boutique fitness gyms. We run targeted ads, nurture every lead until they're ready to buy, book qualified appointments directly to your calendar, and train your sales team to close at 70%+. Built by gym owners doing $50K+/month. Trusted by 500+ gym owners.

How does LASSO help gym owners grow their revenue?

LASSO handles the full growth pipeline: (1) Targeted ads that generate 40+ qualified leads per month, (2) Done-for-you lead nurture that follows up until they're ready to buy, (3) Qualified appointments booked directly to your calendar, and (4) Sales training so your team closes at 70%+. All you do is show up and close.

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 multiple tiers based on your gym's current revenue and growth goals. Each tier includes different levels of ads, lead nurture, appointment booking, and sales training. Book a call to find the right fit for your gym.

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.

LASSO Growth Summit 2026 · Nashville · Nov 7-8Growth Summit · Nov 7-8 / 28 Early Bird seats left at $299. Then $449.

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MARKETING STRATEGY7 min readJanuary 25, 2026

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.

Blake Ruff

Founder & CEO, LASSO Framework

Open Instagram and look at 10 gym ads. Nine of them will say some version of: 'Join our amazing community! First class free!' The problem? They all sound exactly the same.

The Core Principle: Your Prospect Is the Hero

Your prospect is the hero of the story, not your gym. Your gym is the guide. Think Luke Skywalker and Yoda.

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The SB7 Framework for Gym Marketing

Every StoryBrand message follows a seven-part framework. First, identify what your character wants. Second, define their problem on three levels. Third, position your gym as the guide. Fourth, give them a plan. Fifth, call them to action. Sixth, paint the picture of failure. Seventh, paint the picture of success.

Key Takeaways

1Your prospect is the hero — your gym is the guide
2Address the problem on three levels: external, internal, philosophical
3Show empathy first, then authority
4Give a clear 3-step plan
5Always include both a direct CTA and a transitional CTA

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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.

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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.

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