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.

LASSO Growth Summit 2026 · Nashville · Nov 7-8Growth Summit · Nov 7-8 / 33 Early Bird seats left at $299. Then $449.

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CASE STUDIES

Real gyms. Real numbers.

These aren't hypothetical projections. These are real gym owners who were stuck — and broke through with the LASSO Framework. Here's exactly what happened.

500+

Gyms Scaled

$1M+

Top Client Annual Revenue

Average Lead Increase

90 days

Typical Time to Results

Functional Fitness · Durham, NC

15-year gym breaks $1M annual revenue for the first time.

Dave Rubin · Courage Fitness · Results in 12 months

$1M+

Annual Revenue

THE CHALLENGE

Dave had been running Courage Fitness for 15 years. Revenue had plateaued at $65K–$70K per month for as long as he could remember. He was doing everything right operationally — great coaching, strong community, solid retention. But he couldn't figure out how to break through the ceiling. Organic referrals had maxed out. He needed a system, not another hustle.

BEFORE

Monthly Revenue

$65K–$70K

Lead Source

Referrals only

Growth Rate

Flat for years

AFTER

Monthly Revenue

$83K+

Organic Leads

80+/month

Annual Revenue

$1M+

WHAT WE DID

Installed LASSO paid ad system to supplement organic referrals

Implemented data-driven sales tracking and KPI dashboard

Built a structured follow-up cadence for all new leads

Optimized close rate with LASSO sales training framework

"After 15 years of steady $65K–$70K months, we cracked $1M annual revenue. I'm going to be able to take back a real data-driven system of how we can self-evaluate."
— Dave Rubin, Courage Fitness

Women's Fitness · Redding, CA

Small-town women's gym doubles revenue in 6 months.

Mikilah Speer · FemFit · Results in 6 months

Revenue Doubled

THE CHALLENGE

Mikilah had built a loyal community at FemFit but was stuck in the grind — coaching every class, handling every lead, and watching revenue stay flat. She knew she needed a system to scale past the founder-led ceiling, but every agency she'd talked to didn't understand boutique fitness. She needed clarity on the exact steps to take, not generic marketing advice.

BEFORE

Members

~100

Revenue

Stuck

Lead System

Word of mouth

AFTER

Members

200+

Revenue

Doubled

Lead System

Paid + organic

WHAT WE DID

Launched targeted Facebook ad campaigns for women's fitness

Built a 14-day manual follow-up cadence for every lead

Implemented structured onboarding to reduce first-90-day churn

Created a clear growth roadmap with quarterly milestones

"Now I have a little bit more clarity for the steps that I need to take to get to the long-term goal. We went from about 100 members to over 200 in six months."
— Mikilah Speer, FemFit

CrossFit · New England

Finally broke through the $30K ceiling after a year of trying.

Aimee Moller · Swift River CrossFit · Results in 90 days

$13K

Revenue Added in 90 Days

THE CHALLENGE

Aimee had been chasing $30K in monthly revenue for over a year. She'd get close — $27K, $28K — then fall back. She'd tried running her own ads, posting more on social media, and asking for referrals. Nothing moved the needle consistently. She needed a proven system that could push her past the ceiling and keep her there.

BEFORE

Monthly Revenue

~$17K

Revenue Ceiling

Stuck under $30K

Ad Strategy

DIY, inconsistent

AFTER

Monthly Revenue

$30K+

Revenue Added

$13K in 90 days

Ad Strategy

LASSO managed

WHAT WE DID

Replaced DIY ads with LASSO-managed Facebook campaigns

Installed speed-to-lead system — contact within 5 minutes

Trained front desk on LASSO sales framework for higher close rate

Built automated nurture sequences for leads not ready to buy

"I've been chasing 30K for the last year and never been able to quite hit it, and we jumped right over it in June. The system just works."
— Aimee Moller, Swift River CrossFit

Women's / Mom-Focused · Southeast US

Niche gym goes from 5 leads a month to 60+. Best month ever.

Lauren & Christina · Fit Mamas Tribe · Results in 90 days

Lead Increase

THE CHALLENGE

Lauren and Christina had built Fit Mamas Tribe around a powerful niche — fitness for moms. But their lead flow was a trickle. Five to ten leads per month, almost all from word of mouth. They knew paid ads could work but had no idea how to target their specific audience without wasting money. They needed a partner who understood niche positioning.

BEFORE

Leads/Month

5–10

Lead Source

Word of mouth

Growth

Slow, unpredictable

AFTER

Leads/Month

60+

Lead Source

Paid + organic

Growth

Best month ever

WHAT WE DID

Created hyper-targeted ad creative speaking directly to moms

Built a lead magnet funnel specific to the mom-fitness niche

Implemented LASSO follow-up cadence to convert cold leads

Optimized ad spend to maintain low cost per lead at scale

"We went from 5-10 leads per month to over 60, and just had our best month ever. The system completely changed our trajectory."
— Lauren & Christina, Fit Mamas Tribe

THE PATTERN

Every one of these gyms had the same problem.

Great coaching. Strong community. Loyal members. But revenue was stuck. Organic growth had hit its ceiling. They didn't need more hustle — they needed a system. That's what LASSO installs.

Paid Ads That Actually Work

We run the campaigns. You get qualified leads — not tire-kickers. Every ad is built for boutique fitness.

Sales Systems That Close

Speed-to-lead. Follow-up cadence. Objection handling. We train your team to close at 70%+.

Growth Mentorship

Weekly calls. KPI tracking. Strategic guidance. You're never guessing what to do next.

Your gym could be the next case study.

Every gym owner on this page was exactly where you are right now. The only difference? They took the first step.

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