Your training might be world-class, but the market only sees the gyms that know how to sell. If you’re still relying on word-of-mouth in 2026, you’re playing a game that’s already changed.
Welcome to Gym Marketing Made Simple, the show that cuts through the noise surrounding gym growth. Each episode centers on practical marketing, sales, and leadership systems that help boutique gyms build steady momentum without guesswork or constant outreach.
Episode Highlights
In today’s episode, Sherman and Blake sit down with Andrew Charlesworth, Midwest Regional Affiliate Representative, to break down what it really takes for CrossFit and boutique gym owners to win in today’s hyper-competitive market. They dig into why old-school “open and pray” approaches stopped working, how to think clearly about leads and paid marketing, and what separates profitable, sustainable gyms from owners who are burnt out, broke, and blaming CrossFit HQ.
Episode Outline
Andrew’s role as Midwest Regional Affiliate Rep
Why a direct line to HQ matters for affiliates
Starting a gym in 2026 vs 2013
Competing with franchises and large marketing budgets
Why great coaching alone no longer drives growth
The necessity of strategic marketing plans
What a lead actually is
Realistic conversion rates for cold traffic
Lead nurture, speed-to-contact, and follow-up systems
Owners’ emotional reactions to normal business cycles
Debt, lifestyle pressure, and unrealistic revenue demands
How big franchises track and manage sales performance
Facility standards and visual branding expectations
Using professional media and AI on a budget
How AI and new search behavior will affect local discovery
The power of niche positioning in crowded markets
Examples of niche strategies that attract the right members
Details of the Nashville November event and who it’s for
How to contact Andrew and join his weekly business calls
Episode Chapters
00:00 Intro to Gym Marketing Made Simple & guest Andrew
00:50 Andrew’s role as Midwest Regional Affiliate Rep
02:45 How starting a gym in 2026 differs from 2013
04:20 Competing with big-box and franchise marketing
06:10 Why “if you build it, they will come” no longer works
08:05 Strategic marketing and weekly business calls
11:50 Risk, return, and realistic expectations for ads
15:10 What a lead really is and industry-standard close rates
26:00 Branding, facility standards, and social media presence
30:40 Niching down and why the riches are in the niches
31:50 Nashville event details and who should attend
38:10 How to contact Andrew & closing remarks
Action Taken
Promoted the November 7–8 Nashville event for gym owners doing ~$15–20k+/month who want to grow revenue in 2027.
Commit to 12–18 months of consistent marketing instead of short-term testing.
Reinvest in professional media, cleaner facilities, and tighter branding.
Treat lead nurture, speed-to-contact, and follow-up as core business systems.
Conclusion
The message is blunt but freeing: your coaching certificate isn’t the problem. The market changed. Starting in a garage, relying on word-of-mouth, and avoiding real marketing might have worked in 2013. In 2026, you’re up against franchises with serious budgets, clean branding, and tight systems. The gyms that win aren’t guessing; they know their numbers, invest in lead flow, nurture consistently, and build a brand that actually looks worth the price they’re charging.
CTA
Book a free call with Lasso to audit your current marketing, lead flow, and sales systems and see what needs to change to grow past your current revenue ceiling.
👉 Book a free strategy call: https://www.lassoframework.com/
Connect with Andrew Charlesworth
IG: Midwest CrossFit Affiliate
Email: andrew.charlesworth@crossfit.com
Thank you for listening and for caring enough about your gym to face the hard truths most owners avoid. Keep leaning into the uncomfortable work, clear systems, stronger marketing, and better money decisions.
