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.

When to Hire Your First Full-Time Coach (The Revenue Benchmarks) | LASSO Framework Blog

The Hiring Dilemma

Every gym owner hits the same wall: you are coaching every class, running the business, handling marketing, and burning out. You know you need to hire. But can you afford it?

The answer is in the numbers.

The Revenue Benchmark

Hire your first full-time coach when you reach $15,000-$20,000 in monthly revenue and 75-100 members.

Below this threshold, the math is tight. A full-time coach costs $35,000-$50,000/year depending on your market. At $12K/month revenue, that is 25-35% of your gross — too much for a business that still needs to invest in marketing and operations.

At $15K-$20K/month, you have enough margin to pay a coach fairly while still investing in growth.

The Class Size Signal

There is another signal beyond revenue: when your group sessions consistently exceed 15 people, it is time.

Above 15 members per class, coaching quality drops. Members get less attention. The experience suffers. And when the experience suffers, churn goes up.

Hiring a coach before you hit this point protects your retention — which protects your revenue.

What Hiring Unlocks

Hiring your first coach is not just about reducing your workload. It is about unlocking the next phase of growth.

When you stop coaching 20+ classes per week, you can focus on: - Marketing and lead generation — the activities that actually grow the business - Sales conversations — following up with leads and closing new members - Systems and operations — building the SOPs that make your gym scalable - Strategic planning — thinking about where the business goes next

The gym owners who stay on the floor coaching every class are the ones whose businesses plateau at $15K-$20K/month. The ones who hire and delegate are the ones who break through to $30K, $40K, and beyond.

Hire From Your Community

The best first hire is someone who is already a member. They know your culture, they love your brand, and they are a "product of the product."

Look for members who: - Are passionate about coaching and helping others - Show natural leadership in classes - Are coachable and open to feedback - Align with your gym's values and standards

Train them. Invest in their development. A coach who grew up in your community will represent your brand better than any outside hire.

The Compensation Question

Pay fairly. A coach who feels underpaid will eventually leave — and replacing them costs more than paying them well in the first place.

Consider a model that normalizes pay across training types (group, semi-private, personal training). This prevents revenue imbalance and motivates coaches to contribute across all sessions.

The Bottom Line

Hire at $15K-$20K/month revenue and 75-100 members. Hire from your community. Pay fairly. And use the time you free up to focus on the activities that grow the business — not just maintain it.

When to Hire Your First Full-Time Coach (The Revenue Benchmarks)