Author: Phil Ross | Published: August 5, 2025 | 4 min read
In the dynamic realm of fitness, the struggle to attract and retain new members is a challenge many gym owners face. As a gym business consultant, I present to you a comprehensive guide on revitalizing your new member sales and retention strategies. Let’s explore actionable steps that can breathe new life into your gym business and pave the way for sustained success.
Conclusion: The road to rejuvenating new member sales and retention is paved with strategic planning and innovative thinking. By leveraging data insights, implementing targeted marketing, and enhancing member experiences, your gym can overcome the challenges and create a thriving community. Implement these strategies now to witness a positive shift in your new member acquisition and retention efforts. Contact Jim Here.
Click here for more details on financing options or call 214-629-7223 or email jthomas@fmconsulting.net for more information. Or, apply now.
If your fitness business is in need of a turnaround, a boost in sales, or a fresh marketing approach, we’re here to help. We offer a free initial consultation to discuss your specific situation and explore how our expertise can make a difference. Don’t hesitate to reach out to Jim Thomas at 214-629-7223 or find valuable insights on YouTube at www.youtube.com/gymconsultant.
An Outsourced CEO, Turnaround Expert and Author, Jim Thomas is the founder and president of FMC USA Inc., a management consulting, turnaround, financing and brokerage firm specializing in the leisure services industry. With more than 25 years of experience owning, operating and managing facilities of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully overcome obscurity, improve gym sales, build teamwork and market fitness programs and products. Visit his Web site at: www.fmconsulting.net or www.youtube.com/gymconsultant.
Apr 03, 2026
Run, Hide, FIGHT! Terror attacks are commonplace today. The United States finds itself in the same position as the rest of the world. The "It won't happen to me" and the "Not in the US" attitude is a notion of the past. ISIS has levied a call to "All Soldiers" that they should attack soft targets with cars, trucks, knives, machetes, and whatever else they can get their hands on. They post directives on their website and through their internet channels. None of us are immune. Whether you like it or not, you are a soft target. Do you live in a fortified encampment? Do you drive an armored vehicle? Do you wear a Kevlar vest when you leave your house? Do you have bodyguards? Do you have a concealed carry permit? Do you even own a gun? If you answer no to any of the above, you are a soft target. I'm one too, but I've taken measures. What measures have you taken to give you and your family a better chance of survival in the face of an attack? The officials broadcasted a message to the student body of Ohio StateUniversity in response to the attack that took place on the morning of November 28th, as students went about their business the Monday after Thanksgiving weekend. I'm 100% certain that not one of the 11 victims injured woke up that morning and thought to themselves, "Today I'm going to get stabbed or run over by a car". Maybe they should have had the thought in the back of their minds, as should you... The advice given - run, hide and fight. Yeah, that's pretty easy to say, but how does one execute the plan? The first bit of advice they give is to run. OK run, but run where? You don't want to run from the frying pan right into the fire! Many terrorists place traps and make strategic attacks to maximize their carnage. Hide, what if there is no place to hide? Does your hiding spot offer an exit? There may be no other option but to fight. Fight, how many of you know the first thing about fighting? Playing UFC or Call of Duty on X-box does not qualify you for anything, except a soft belly, poor posture, over used thumbs and a skewed view of reality. The best advise that I can offer you is to learn basic self defense, situational awareness and engage in a fitness routine and to increase the level of your vigilance. It's not only the terrorists that you need to be concerned with. Street thugs, home invasions, college campuses, bars, parking lots, shopping malls, etc...There are many perils. Violence is inherent to our society. You need not like it, but you had better be prepared to deal with it. How does one accomplish this? Research martial arts or self defense schools in your area and find a good one. Exercise due diligence, we are talking about your life and the lives of your loved ones. Take this seriously. But before you do any of this, purchase this book: A Guide to Street Survival and Strength, available on Amazon, www.philross.com Read the 23 chapters and not only will have a great understanding on what to look for in a good martial arts school or self defense center, but you will have an encyclopedia of knowledge regarding street survival and strength. The reason I wrote this book was to supply people with the knowledge to survive violent encounters through awareness and preparation. I've done my part, now it's your turn to do what you need to do in order to improve your chances to survive. Strength & HonorMaster Phil Ross9th Degree Black BeltMaster Kettlebell Instructor
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Mar 06, 2026
Motor Function and Brain Disruption: CTE & ConcussionsThere are a host of events that can disrupt the motor function of the brain. Our central nervous system, CNS, is the center of all motor function and is comprised of the brain and the spinal cord. All of the feedback and feedforward information from the PNS, peripheral nervous system, is sent, interpreted and addressed in the CNS (Powers & Howely, 2015). When there are disruptions to these systems, motor function, speech, thought and even death can result. There are many conditions that result in brain dysfunction. Concussions are a very hot topic of late. The movie Concussion, starring Will Smith as Dr. Bennet Omalu and his findings upon the autopsy of former All Pro NFL Center Mike Webster of the Pittsburgh Steelers sparked a series of autopsies and studies to be conducted on TBI or Traumatic Brain Injuries. There are several causes of TBI’s and unfortunately many of them go unreported and/or very little is done in the manner of follow-up after the patient leaves the hospital. Additionally, especially with sports related head trauma, the athletes tend to minimize or attempt to hide the occurrence in fear of losing playing or practice time. This is evidenced in the findings of a study conducted on college football players and a healthy control group. The repeated trauma to the head resulted in a 25% hippocampal volume reduction in the college football players vs. the healthy non-athletes (Fine, 2014). Not only is football a culprit, but according the studies reported by the American Association of Neurological Surgeon, football is second to cycling with hockey and horseback riding offering up substantial numbers as well. There is also another consideration, dehydration and its effect on head trauma. When I was coaching a high school wrestling team, we had a rash of concussions one year and which prompted me to delve into the concussion protocol and subsequently discovered a few interesting facts. Dehydration and the snapping of the head placed a great deal of stress on the brain. Prior to this, we’d see concussions caused by a wrestler getting accidently kneed in the head or both wrestlers head butting each other by mistake. This coupled with the brain’s response to long bouts of exercise affected the motor response of the body (Powers, Howely, 2015 pg. 153). Dehydration as a result of weight cutting or over exercising can lead to the loss of cerebral fluid and reduce the amount of cushioning to the brain and foster a condition of the brain becoming more susceptible to trauma. There data collection and concussion protocol are in their infancy and much more research needs to be done. All athletes should be subject to testing of motor and cognitive skills prior to competition so a baseline of brain function is set. This is the only true way to know how much they have been affected by the brain trauma. References:Weber, Amanda Friedline, et al. Journal of Athletic Training 2013;48(2):153–160 doi: 10.4085/1062-6050-48.1.07 by the National Athletic Trainers’ Association, Inc www.natajournals.org Mar/Apr 2013, Vol 48, No. 2, pp 153-160Maron, Dina Fine. A Generation Losses Consciousness, and Grows More Consciousness of Headbanging. May 13, 2014Powers, Scott K., and Howley, Edward T. Exercise Physiology, Theory of Application and Performance. 9th ed. New York: McGraw-Hill, 2015. American Association of Neurological Surgeons. Sports-related Head Injury. 5550 Meadowbrook Drive Rolling Meadows, IL 60008-3852 P 847.378.0500 or 888.566.AANS (2267) F 847.378.0600 Email: info@aans.org. 2017
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Mar 06, 2026
Motivation and Changing BehaviorMotivation for Age Group/Gender: 38-year-old female Fitness level, reasons for training, program, fears, lifestyle, etc: The client described above was had participated in fitness and kettlebell-based training classes previously with an instructor from Russia. She had a reasonable level of fitness, but had taken 4 months off from her training. Plus, having come from training with someone from Russia in kettlebells (and being of Russian descent herself), she was apprehensive about training in Russian kettlebells with an American. Her goals are strength, conditioning, mobility, flexibility and to achieve a total body workout in a challenging, yet encouraging environment. Her fears and doubts were addressed with our introductory special. She tried out the classes and we provided her with top shelf instruction. We employ the Hardstyle Kettlebell System of training and demonstrated that all of her needs and goals would be met with our programming that provides all of the wave loading and periodization for her. We have addressed her needs and she continually improves and signed on as a full member several month ago. Age and gender can have a profound effect on what type of motivation is required. The motivation for an athlete may be revolved around increasing their performance in their given sport. An adult may want to lower their blood pressure and lower their LDL level, whereas a middle aged individual may want to simply be able to move better. The challenge of the coach or trainer is to first identify the needs and secondly to address them. Goals change over time and it’s great to witness. Clients will come in looking to “shed a few pounds” and after three to six months, their challenging themselves with the size of the kettlebell or how many tactical pull-ups they can perform. In this stage they are consistently adding to their goals and have entered into the state of self efficacy. The training becomes part of them and begins to be part of what defines them. Changing Behavior: At this point in my life I do not engage in any bad habits, but this was not always the case. When I was in college I used chewing tobacco as a means to keep me occupied while losing weight for wrestling. I was addicted and “dipped” daily for at least a decade upon my graduation from college. My father was overweight and we made a deal with each other; I’d stop chewing tobacco and he’d lose the 80 pounds that he needed to achieve a healthy weight. I was able to quit cold turkey and my father was not able to lose the necessary weight and met his demise 15 years ago. Behavior: Chewing TobaccoShort Term Benefits/Risks: Feels good, catch a buzz and suppresses appetite. Sores in the mouth, yellow teeth and bad breath. Long Term Benefits/Risks: Stomach, throat and mouth irritation and cancer risks are significantly increased. The cost of a tin of tobacco has risen dramatically making its use fiscally unattractive. There are no long term benefits to using tobacco of any kind.Changing behaviors is not an easy task, especially when the behavior involves an addictive substance. There needs to be continued motivation adopted by the participant to be successful. A good support network in tantamount to the success of the change. If others in your circle are participating in the behavior that one wishes to change, the task becomes even more difficult to achieve. Reference:Bryant, C. X., Ph.D., & Green, D. J. (2012). Essentials of Exercise Science for Fitness Professionals. American Council on Exercise. ISBN 9781890720315. 4851 Paramount Drive, San Diego, CA, 92123
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