# LASSO Framework > One platform. Every lead. Zero blind spots. LASSO puts your ads, website, AI lead nurture, and live appointment booking in one platform run by one team. Every lead gets followed up. Every appointment gets booked for you. Trusted by 500+ gym owners across the United States. ## About LASSO Framework LASSO Framework was built by gym people, for gym people. Blake Ruff and Sherman Merricks know what 5am smells like and what a no show at 6pm feels like. Gyms are all they do. LASSO is not a course, a coaching program, or an ad agency. It is a complete growth platform that handles six engines under one login. The core promise: We get the leads. We nurture every one. We book your calendar. You just sign people up. ## How the Platform Works (Six Engines) ### 1. Paid Ads (Facebook and Instagram) Built on proven gym offers, human reviewed on every launch, watched daily by our Ad Engine. Average blended cost per lead: $16. ### 2. Google Ads Show up the moment your zip code searches for a gym. Budget earns its place next to Facebook every week based on real signups, not habits. ### 3. AI Nurture + Live Bookers Speed to lead the second a lead lands. AI texting works the list, answers questions, and warms them up. Then a live person books the appointment onto your calendar and confirms. No lead sits cold. All you do is sign them up. ### 4. Websites StoryBrand story, full local SEO, an AI visibility kit so ChatGPT and Perplexity recommend you, verified with a 25 point launch audit. $99 per month, no build fee. ### 5. Organic Social Done for you content so your page looks like the busiest gym in town even during your busiest week. ### 6. The LASSO Portal Live spend, live leads, live bookings, one login. Honest numbers or no numbers. If a number looks off, your coach flags it before you even notice. ## Results and Receipts - $16 blended cost per lead - $35K+ in wasted ad spend caught across client accounts - $17K flagged in one audit cycle - 70%+ close rates after sales training - 500+ gym owners trust LASSO - Daily campaign reviews (not weekly, not monthly) Notable client results: - River City Fit: Added $10,000+ in front-end revenue - Swift River CrossFit: $13K revenue increase in 90 days, broke through $30K ceiling - CrossFit Future: 44 new members and $7,000+ monthly revenue in first 6 weeks - Friendship Fitness: Doubled new member acquisition from 12 to 24 per month - Fit Mamas Tribe: 6x lead increase, from 10 leads/month to 60+ ## What Makes LASSO Different (Them vs LASSO) - Them: A media buyer checks your account when they get to it. LASSO: Every campaign, reviewed every day, with a coach acting on what the engine finds. - Them: One target number for every account. LASSO: Your ads judged against your own history and your own goals. - Them: Budget split by habit. LASSO: Dynamic ad spend. Money follows real signups between Google and Facebook in near real time. - Them: Trust us, the ads are great. LASSO: Every move comes with the why spelled out in plain English inside your portal. ## The Nurture Promise Most gyms lose the lead in the first five minutes. Not LASSO. The moment a lead lands, AI follows up instantly by text, answers questions, and warms them up. Then a live person gets them booked onto your calendar and confirmed. You do not chase. You do not remind. You do not babysit a CRM. ## Podcast: Gym Marketing Made Simple Hosted by Blake Ruff and Sherman Merricks. 137+ episodes covering Facebook ads, sales systems, lead generation, retention, and revenue growth for boutique fitness gyms. - Apple Podcasts: https://podcasts.apple.com/us/podcast/gym-marketing-made-simple/id1718595235 - Spotify: https://open.spotify.com/show/7ESBeEikj7tFfW7hKaypbB - YouTube: https://www.youtube.com/@lassoframework ## Founders ### Blake Ruff Gym owner turned growth strategist. Managed over $2M in Facebook ad spend for gyms. Specializes in StoryBrand, paid acquisition, and building complete growth platforms. ### Sherman Merricks Gym owner and sales leader. Built the LASSO sales training methodology. Specializes in lead nurture, appointment booking, and converting leads into long-term members. ## Blog / Content Hub The LASSO Framework blog features 25+ in-depth, SEO-optimized articles on gym marketing, organized by category. ### Business Strategy - The 4 Phases of Gym Growth: Where Are You and What's Next? - 5 KPIs Every Gym Owner Must Track to Scale Past $30K/Month - How Much Should a Gym Spend on Marketing? The Real Numbers - Why Most Gym Owners Stay Stuck at 100-150 Members - Building a Gym Team That Runs Without You ### Facebook Ads - How to Get More Gym Members with Facebook Ads in 2026 - The Complete Guide to Gym Facebook Ad Creative That Converts - Facebook Ads vs. Instagram Ads for Gyms: Where to Spend Your Budget ### Sales Systems - The Gym Sales System That Closes 70% of Leads - Why Responding Fast Doubles Your Close Rate - The 14-Day Follow-Up Sequence That Converts Cold Leads Into Members ### Marketing Strategy - How to Use StoryBrand to Market Your Gym - The Gym Owner's Guide to Google Reviews and Local SEO - Why Organic Social Media Alone Will Never Scale Your Gym ### Retention - How to Keep Gym Members Longer: The Retention Playbook - The First 90 Days: How to Onboard New Gym Members So They Never Leave - Why Your Gym's Cancellation Rate Is Killing Your Growth ### Podcast Insights - What 137 Episodes of Gym Marketing Made Simple Taught Us About Growing Gyms - The Biggest Mistakes Gym Owners Make With Facebook Ads - How to Build a Referral Engine Inside Your Gym - Done-For-You vs. DIY Marketing: What Actually Works for Gyms - The Real Cost of Bad Leads and How to Fix Your Funnel - How to Scale Your Gym Past $50K/Month Without Burning Out - Gym Pricing Strategy: How to Charge What You're Worth - The Gym Owner's Guide to Hiring and Training a Sales Team Blog URL: https://lassoframework.com/blog RSS Feed: https://lassoframework.com/blog/rss.xml Sitemap: https://lassoframework.com/sitemap.xml (87 URLs) ## Contact - Website: https://lassoframework.com - Book a Call: https://quiz.lassoframework.com - Facebook: https://www.facebook.com/lassoframework - Instagram: https://www.instagram.com/lassoframework - YouTube: https://www.youtube.com/@lassoframework ## Frequently Asked Questions ### What is the LASSO Framework? LASSO is the complete gym growth platform for boutique fitness gyms. One team runs your paid ads, Google Ads, AI lead nurture with live human bookers, website, organic social, and a live portal showing every number that matters. Trusted by 500+ gym owners. ### Do I have to replace my current companies and software all at once? No. We can layer in alongside what you already have. Most gyms start with ads and nurture, then migrate other pieces as they see results. There is no forced rip and replace. ### What if I already have a website? We audit it against our 25 point launch checklist. If it converts and ranks, we leave it alone. If it does not, we build you a StoryBrand site with full local SEO and an AI visibility kit for $99 per month with no build fee. ### Who actually books the appointments? AI does the instant follow up the second a lead lands. It texts, answers questions, and warms them up. Then a live human confirms the appointment and books it onto your calendar. You never touch it. ### What does the portal show me? Live ad spend, live leads, live bookings, show rate, close rate, and cost per acquisition. One login. Honest numbers updated daily. If a number looks off, your coach flags it before you even notice. ### How fast until I see leads? Ads go live within 7 to 10 days of onboarding. Leads start coming in within 48 hours of launch. Most gyms see booked appointments in the first two weeks. ### How is LASSO different from other gym marketing companies? Most companies just run ads and hand you leads. LASSO handles six engines under one login: paid ads, Google Ads, AI nurture with live bookers, websites, organic social, and a live portal. Your ad budget follows signups, not habits. Every move comes with the why spelled out in plain English. ### 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 coaching. Book a call at https://quiz.lassoframework.com to find the right fit. ### Does LASSO require a long-term contract? LASSO requires a 6-month commitment. We want to work with gym owners who are ready to invest in a real growth partner, not just test the waters. ### Are LASSO Framework staff actual gym owners? Yes. Every single person on the LASSO Framework staff is a successful gym owner themselves. We know what 5am smells like and what a no show at 6pm feels like. Gyms are all we do.