Sherman Merricks
Built Dynasty CrossFit from his garage and ran it for 13 years. He owned every seat in the building: coach, salesperson, janitor, and CEO. The sales system in this book is the one he ran on his own floor.
A book for boutique gym owners
The Full Gym
The Boutique Gym Owner's Guide to Predictable Monthly Growth
Your gym does not need more hustle. It needs a system. This book is the complete playbook for filling a boutique gym with the right members, month after month, without guessing.
Published September 8, 2026
Inside the book
What you will discover.
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01
The three levers of growth
Get more leads, book more of them, and close more of the ones who show. Every stuck gym is stuck on one of the three.
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02
Why more leads will not fix a broken sales process
The funnel is checked in order: close rate, show rate, booking, then volume. Pouring leads on a leaky close just leaks faster.
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03
When it is time to invest in paid marketing
Ads scale a funnel that already holds its floors. The book shows you the numbers that say go and the ones that say fix first.
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04
The messaging framework that attracts the right members
Your member is the hero and the gym is the guide. Busy professionals, beginners, and comeback stories, not competition athletes.
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05
A predictable system that turns prospects into long term members
Answer in seconds, book the intro, run the same close every time, and keep the feed and follow up alive without the owner doing it all.
Published September 8, 2026
Put the playbook to work.
Get The Full Gym on Amazon, then open the companion tools as you read. Want help applying the playbook to your gym? The team behind the book is one call away.