A small-town strength gym outside Austin went from being stuck in the high 20s/low 30s to consistently $40–50k months without ever listing prices on their site.
Episode Summary
Hill Country Movement spent years hovering around $28–30k a month, even with solid coaching and a loyal community. They weren’t broken—just capped. This conversation walks through the real changes that finally moved them past that ceiling: tightening their no-sweat intro, packaging a real 12-week kickstart, and getting serious about high-ticket personal training and hybrid offers.
You’ll hear how they use “no prices on the website” to avoid price shoppers, why in-person consults matter so much, and what shifted once Lasso took over their marketing and follow-up. If you’re in a smaller market, charge more than your competition, or feel tapped out as the main coach and seller, this is a clear, real-world look at what it actually took to hit $50k months and hire full-time career coaches.
Key Takeaways
You’ll learn:
- How pulling pricing off the website cut down on price shoppers and made consults easier to close.
- Why a structured 30–45 minute no-sweat intro that digs into the client’s real “why” makes premium packages feel like the obvious next step.
- How Hill Country Movement packages high-ticket hybrid options (1:1 plus small group) and a 12-week kickstart to raise average client value.
- How they position being the most expensive option in a small market by leaning on coaching quality, degrees, and a truly coached environment.
- What changed once they stopped trying to be their own ad agency and let Lasso handle campaigns, workflows, and lead flow.
- How reworking their offers and sales process took them from years at $28–30k to consistently hitting the 40s and then $50k months.
- Why they only hire full-time, career coaches instead of “free membership” part-timers, and how that supports service and retention.
- How getting the owners off the floor opened time for systems, SOPs, and family, without sliding backwards in revenue.
- How they handle “just tell me the price” texts, when they give a range, and when they know someone isn’t a fit.
Episode Chapters
01:02 Who Hill Country Movement serves
02:31 PT, small groups, and hybrid offers
10:34 Selling high-ticket packages in a small town
12:08 No-sweat intros and uncovering the real “why”
13:23 A la carte plans and “just tell me the price”
16:34 Starting with Lasso & baseline revenue
18:12 Hitting $50k months and ROI on Lasso
19:31 Breaking the long-time $28–30k plateau
25:05 Hiring full-time career coaches
26:16 Systems, automation, and smoother scaling
30:33 Million-dollar goal and future facility plans
About the Guest
Bane and Gina are the co-owners of Hill Country Movement, a boutique strength and conditioning gym in the suburbs of Austin, Texas. They focus on personal training, capped small-group training, and habit-based nutrition coaching for “everyday athletes”—busy, middle-aged adults who want to stay strong and capable for real life. With a team of degreed, full-time coaches and a coaching-first environment, they built a premium, service-heavy model that supports higher pricing and deeper results. After years stuck around $28–30k a month, they reworked their offers, sales conversations, and marketing with Lasso’s help and are now consistently in the $40–50k range while spending less time on the floor and more time on family and growth.
About the Podcast
Gym Marketing Made Simple cuts through the noise around gym growth. Each episode focuses on practical marketing, sales, and leadership systems designed for boutique fitness gyms. The goal: clear messaging, better leads, and cleaner sales processes so owners can grow without guessing, chasing, or burning out their teams.
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