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The Profit Lifestyle for Fitness Entrepreneurs

The Profit Lifestyle for Fitness Entrepreneurs

Auteur(s): Scott Carpenter
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À propos de cet audio

🚀 Big News: We’ve Rebranded! 🚀

Welcome back to the podcast! The first thing you’ll notice—our name has changed from Gym Owner Freedom to The Profit Lifestyle for Fitness Entrepreneurs. In this episode, we’re diving into why we made this shift and what you can expect moving forward.


THE show for gym owners wanting to achieve more FREEDOM in their lives through their business... and create more time, money, and impact for themselves and their communities.

The hard way to grow is by doubling your membership. The easy way to grow is to learn how to double your average client value so you need half as many clients (it's not as hard as you think... for any business model).

Learn from Scott Carpenter, a 6x functionally retired gym owner and fitness author with multiple 7-figure businesses, as he walks you through exactly how he started his gyms and the best practices he uses in the fitness industry for marketing, advertising, sales, fulfillment, retention, hiring, systems, operations, and location scaling.

Gym Owner Freedom: More Money. Less Clients.

All rights reserved. Développement commercial et entrepreneuriat Entraînement physique et mise en forme Entrepreneurship Finances personnelles Gestion et leadership Hygiène et mode de vie sain Mise en forme, régime et nutrition Économie
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  • Episode 201: Why Your Gym Is a Terrible Retirement Plan (And What to Do Instead)

    Episode 201: Why Your Gym Is a Terrible Retirement Plan (And What to Do Instead)
    Dec 15 2025

    Most gym owners assume their gym is their retirement plan.

    That belief is dangerous.

    In this episode, Scott Carpenter and Andy Boimila break down a hard truth most fitness entrepreneurs avoid:

    👉 Gyms can cash flow — but they rarely create real retirement security.

    With rising competition, AI disruption, inflation, shrinking Social Security benefits, and low business sale multiples in the fitness industry, relying on your gym alone puts your future at serious risk.

    This episode shows you how to shift from hope to an actual plan.

    🔍 Inside This Episode✅ Why Gyms Don’t Make Good Retirement Plans

    • Low resale multiples (often 2–3x profit, if you’re lucky)

    • Equipment doesn’t hold value

    • Selling your gym rarely replaces your income long-term

    ✅ The Real Risk Gym Owners Face

    • Increasing competition (online coaches, AI, GLP-1 drugs, home fitness)

    • Rising ad costs and tougher retention

    • Inflation crushing purchasing power

    • Social Security projected to pay ~70% or less in the future

    ✅ The Correct Way to Think About Your Gym

    Your gym should fuel your retirement — not be your retirement.

    Profit → Smart cash management → Asset building → Long-term security

    ✅ The Profit Lifestyle Cash Flow Framework

    Scott and Andy outline the simple progression they personally use:

    • Make your business profitable

    • Sweep excess cash into high-yield savings

    • Protect liquidity

    • Invest into cash-flowing assets

    • Reduce tax drag

    • Let time compound the results

    ✅ Why “Hope” Is a Bad Strategy

    Waiting, guessing, or assuming things will work out is how gym owners get stuck working forever.

    A plan creates freedom.

    Systems create options.

    Assets create peace.

    💡 Key Takeaways

    • Your income is your most powerful wealth-building tool

    • Profit matters more than revenue

    • Cash flow must turn into assets

    • Retirement security is built — not sold

    • Gym owners must think like investors, not operators forever

    🔍 FREE BUSINESS AUDIT (VERY IMPORTANT FOR THIS EPISODE)

    If you want clarity on:

    • Where your gym is actually leaking profit

    • What’s holding your growth back

    • The 3–5 moves that could unlock your next level

    👉 Book a FREE Business Audit here:

    https://ptlegends.com/businessaudit

    No pressure. No sales pitch.

    Just a clear, objective outside perspective.

    🎟️ GYM PROFITS SUMMIT 2026

    📍 Scottsdale, AZ

    📅 February 12–13, 2026

    🎟️ Only 120 gym owners — WILL SELL OUT

    You’ll learn:

    • The Winnable Model (profit with 150–200 members)

    • High-ticket sales frameworks

    • 7-Figure marketing systems

    • Retention & pricing power

    • Hands-on implementation (not theory)

    👉 Get tickets:

    https://ptlegends.com/gym-profits-summit

    📬 Need Help or Next Steps?

    • Subscribe to The Profit Lifestyle Podcast

    • Join the free PT Legends community

    • Book a Business Audit

    • Email us anytime: info@theprofitlifestyle.com
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    36 min
  • Episode 200: The Future of Local Fitness Marketing: SEO, AI Search & the All-In-One System Built for Gym Owners

    Episode 200: The Future of Local Fitness Marketing: SEO, AI Search & the All-In-One System Built for Gym Owners
    Dec 8 2025
    Paid ads are getting harder. SEO is evolving faster than most gym owners can keep up with. And AI-driven search is completely rewriting how prospects discover local businesses.In this episode, Scott Carpenter sits down with Ray Leake and Jonathan Gafill of 97 Display — the team behind some of the highest-converting, SEO-optimized fitness websites in the industry — to break down what’s happening in online acquisition right now and what gym owners MUST do to stay competitive in 2025 and beyond.After more than a decade specializing in fitness marketing infrastructure, 97 Display has developed a fully integrated, AI-powered ecosystem that replaces the duct-tape systems most gym owners are stuck with.Today’s conversation will show you exactly how search behavior has changed, why organic traffic is rising in value, and how to future-proof your marketing before your competitors do. 🔍 Inside This Episode: What You’ll Learn✅ 1. Why Paid Ads Are No Longer EnoughScott opens up about the rising difficulty and declining quality of paid traffic. Paid ads still work, but the landscape has shifted. The leads coming from organic channels are often stronger, more qualified, and more ready to buy — if your online presence is built correctly. ✅ 2. AI Search Is Already 20–25% of All Search Traffic — And Growing FastJonathan Gafill breaks down how AI engines (ChatGPT, Gemini, Grok, etc.) now pull information from:Public conversationsReviews & responsesLocal referencesNatural-language mentions of your businessBusiness listing consistencyEngagement across platformsAI isn’t looking only at your website — it’s analyzing everything said about you online. This is a massive shift… and most gym owners are not prepared for it.✅ 3. The Biggest Problem: Gym Owners Are Using “Duct-Tape Systems”Scott explains the chaos: A website here. A CRM over there. Google reviews somewhere else. A VA managing follow-ups. Content posted manually on multiple platforms. Paid ads run by a freelancer.Nothing talks to each other… nothing tracks consistently… and leads fall through the cracks. Ray and Jonathan show how this fragmentation is the #1 reason gyms struggle with conversions.✅ 4. The All-In-One Solution: Growth IQ by 97 Display97 Display spent years building a unified, gym-specific system that includes:AI + SEO-optimized fitness websitesHyperLocal ranking maps (shows your position across your entire city)Online presence management (citations, business listings, consistency)Reputation management + social proof toolsAI website chat agentsAI phone receptionistAutomated lead nurturing (click → booked appointment)Paid ads capabilitySocial media scheduling and publishing across all platforms One login. One dashboard. Everything connected.Scott calls it “the easy button gym owners have needed for years.” ✅ 5. HyperLocal: The Tool Scott Was Most Impressed ByRay demonstrates 97 Display’s HyperLocal heatmap — a full visual layout showing:Your rankings on different keywordsAcross different areas of your cityDown to the street cornerCompared to competitors (the real ones — not the ones you think)This gives gym owners EXACTLY where they’re winning… and where they’re losing ground. ✅ 6. Why Simplicity Will Win in 2025Jonathan discusses the challenges gym owners face with bloated platforms like GoHighLevel:Overwhelming setupSlow performanceLimited staff adoptionConfusing automationsHidden costsMost owners use only 10% of what they’re paying for. 97 Display built a far simpler, gym-specific system laser-focused on what actually matters: lead → conversation → conversion. ✅ 7. AI Receptionists, AI Chat, and 24/7 Lead ConversionWhen a lead calls during class hours (or late at night)… most gyms miss the call. Missed call = missed lead.97 Display built:An AI phone receptionist that answers, gathers info, schedules, and transfersAI chat agents that respond instantly on the websiteAutomated follow-ups that run even at 11 PM or 1 AMThis ensures leads are never lost again. 💡 Your Biggest Takeaways1️⃣ AI Search is reshaping everything — and FAST.The gyms who act now will outrank their markets for years.2️⃣ Reviews, responses, and online consistency now matter more than keywords.3️⃣ Simpler systems outperform complicated ones — every time.4️⃣ An integrated ecosystem (website + AI + SEO + reviews + automations) is the new standard.🎟️ GYM PROFITS SUMMIT 2026February 12–13, 2026 • Scottsdale, AZVenue: Venue8600 – 8600 E Anderson Dr, Scottsdale, AZ 85255 Seats: Only 120 gym owners — WILL SELL OUT.Join Scott Carpenter + special guest Matt Wilber for two full days of implementation designed to transform your gym revenue model.Inside the Room, You Will Learn:The Winnable Model — Build a profitable gym with 150–200 membersHigh-Ticket Sales Framework — Add $10K–$20K/month without needing more members7-Figure Marketing Method — Flood your gym with paid trials ...
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    48 min
  • Episode 199: Small Town Domination — How 27-Year-Old Gym Owner & Equipment Expert Colton Burt Built an Empire Across Rural Wisconsin

    Episode 199: Small Town Domination — How 27-Year-Old Gym Owner & Equipment Expert Colton Burt Built an Empire Across Rural Wisconsin
    Dec 1 2025
    How a 27-Year-Old Built 6 Gyms, a Statewide Equipment Company, and a New National Repair Service — with Colton BurtEp 199: Small Town Domination — How 27-Year-Old Gym Owner & Equipment Expert Colton Burt Built an Empire Across Rural Wisconsin Core Themes:Building profitable gyms in towns of 500–5,000 peopleHow to launch multiple locations with low overheadThe power of saying YES to opportunityHow the fitness equipment industry really worksGym Repair Now — the new service that’s changing equipment repairs foreverContact Colton directly for equipment/repairs (details below)Most gym owners believe you need a huge city, big budgets, and prime real estate to grow a successful fitness business.But today’s episode proves the exact opposite.Scott Carpenter sits down with 27-year-old gym owner and equipment operations expert, Colton Burt, who built:🔥 6 profitable gyms (“Grizzly Fitness”) in rural Wisconsin 🔥 Priority Fitness — a 20,000–25,000 sq ft equipment install/moving company 🔥 Gym Repair Now — a new national mobile diagnostics and repair service…all starting from flipping used gym equipment in a town of 1,200 people.His story is INSANE — and filled with practical, replicable lessons for every gym owner, big or small.🔍 Inside the EpisodeHow a Simple Craigslist Hustle Became a Multi-Business EmpireAt 18 years old, Colton just wanted a place to record workout videos. He ended up stumbling into a gym space… then into buying/selling equipment… then into partnering with a local equipment dealer… then into full-scale installs… then into owning dozens of machines… …which snowballed into a gym empire across Wisconsin.His first studio? 1500 sq ft, $200/month rent. His next space? 3000 sq ft, $500/month. Only in small towns.Why Small Town Gyms Are MASSIVE OpportunitiesColton breaks down the rural advantage:Zero competitionRidiculously low rentTight-knit communitiesMembers stay loyal for years“You’re the only game in town” pricing powerIncredible word-of-mouthAnd the kicker:Small towns with lakes or summer tourism become year-round revenue engines.The Business Model: Open Gym → Semi-Private → Full EcosystemColton shares how he:Opens an unmanned or lightly staffed open-gym facilityUses his equipment business to reduce startup costsGrows membership to profitabilityAdds semi-private training for high-margin recurring revenueUses each gym as a “warehouse” for his equipment operationsMoves that warehouse to build the next locationA repeatable, scalable small-town blueprint.Behind the Scenes of Priority FitnessColton explains exactly how the equipment industry works:Manufacturers ship equipment to his facilityHis team assembles, preps, installs, and extracts old equipmentThey refurbish or recondition used unitsThey buy out old equipment at gymsThey source used + affordable new machines for gym owners nationwideHe even reveals how he saves gyms hundreds of thousands by sourcing smart.Gym Repair Now — The Future of Equipment DiagnosticsGym owners HATE repairs. The industry is slow, expensive, and full of upsells.That’s why Colton launched Gym Repair Now — a fast, mobile diagnostic service where:You submit photos/videos of the problemHis team diagnoses remotelyYou get honest feedback on whether it’s worth repairingThey source the parts cheaper than most providersThey can connect you with a local repair techNo travel fees, no wasted visitsHe explains exactly how it works, how it saves money, and why most traditional repair companies overcharge.Why Colton’s Story MattersBecause it proves:“You don’t need big cities, fancy buildings, or giant loans. You need hunger, resourcefulness, and the courage to say yes before you’re ready.”His story is proof that you can build a multi-location gym business from practically nothing — if you know how to leverage your environment.🎯 You’ll Walk Away WithA replicable blueprint for opening gyms in small townsHow to start a gym with low overheadHow to source gym equipment without overspendingHow to avoid getting ripped off by equipment repair companiesThe hidden profit potential in rural marketsHow to add semi-private training for more predictable revenueHow to diagnose equipment problems BEFORE paying a techWhy saying “yes” before you’re ready leads to explosive growth🔧 Resources MentionedGuest Contact — Colton BurtPriority Fitness (Equipment Install / Used + New Equipment Sourcing)📧 Colton@pf-pros.com 🌐 PF-Pros.com 📞 Customer/Service Line: 920-765-3644 (Calls & texts — staffed 24/7)Gym Repair Now (Fast Mobile Diagnostics + Parts Sourcing)🌐 GymRepairNow.com Submit: serial number, photos, video → get diagnosis & part sourcing🎟️ Gym Profits Summit 2026 — Official Event Mention🚀 Gym Profits Summit 2026 February 12–13, 2026 — Scottsdale, AZ 📍 Venue8600 – 8600 E Anderson Dr, Scottsdale, AZ 85255 🎟️ Capacity: 120 gym owners onlyJoin Scott Carpenter and special ...
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    42 min
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