In this episode, we’re joined by Dutch FMA client Roy Pennings, owner of Zone 5 gym based in Kaatsheuvel and Vught, The Netherlands. Roy and Ben discuss the gaps between the UK and Dutch markets and how Dutch gym owners can get ahead of competitors in the fitness industry. We delve into how Roy changed his business model and elevated his fitness business creating a high-ticket service to grow his two sites. Many gym owners feel pulled in multiple directions and Roy explains his mindset of focusing on people who want your service. We delve into mistakes he’s made in the past around his fitness business and business associates, and his new mindset on creating a community of members and how he runs his gym.
Key Highlights
-The differences between UK and Dutch markets in the fitness industry and getting ahead as a Dutch gym owner
-Moving away from the gym floor as a business owner and how to make that transition
-Why you should reinvest in your fitness business to open another site
-Roy's experience with being burned by previous marketing agencies and how he recovered
-Becoming a HYROX Affiliated gym
-The sales process Roy is using to convert more leads into sales
00:00:00 - Introduction and Guest Introduction
00:00:14 - Transitioning from Floor to Management
00:00:27 - Importance of Coaching the Coaches
00:00:39 - Running the Gym on Your Terms
00:01:03 - Interview with Roy Pennings
00:01:11 - Gym Locations and Demographics
00:02:14 - Gym Layout and Business Model
00:03:35 - Insight into the Dutch Fitness Industry
00:04:58 - Switching from One-On-One to Small Group Training
00:04:58 - Reason for Leaving the Gym Floor
00:06:44 - Benefits of Switching to Semi-Private
00:06:44 - Advice for Gym Owners Considering Leaving the Floor
00:12:40 - Role in the Business After Leaving the Floor
00:15:00 - Business Growth After Leaving the Gym Floor
00:18:24 - Addressing Limiting Beliefs of Gym Owners
00:19:05 - Importance of Coaching Quality
00:19:15 - The Illusion of Importance
00:19:46 - Reality Check
00:20:18 - The Impact of Business Owners
00:20:32 - Client Control and Work-Life Balance
00:21:09 - Transition from Private to Semi-Private
00:21:13 - Focus on Coaching Quality over Personal Relationship
00:22:10 - Gym Floor Operations
00:24:22 - Sales Process
00:29:59 - Mistakes in Marketing
00:33:25 - Hiring a Brand Agency
00:37:18 - Hyrox Integration
00:38:00 - Personal Journey
00:38:04 - Starting with IROC and Expanding the Gym
00:39:55 - Becoming an IROC Affiliate and Implementing the Program
00:41:42 - Financial Management and Metrics
00:43:28 - Team Management and Meetings
00:47:59 - Mistakes and Learnings as a Gym Owner
00:51:27 - Daily Routine and Work-Life Balance
00:55:33 - Mindset and Motivation
00:57:45 - The Decision to Open a Second Gym
00:57:57 - The Struggles and Fulfilment of Running a Gym
00:59:00 - The Future Plans for the Gym
00:59:53 - The Global Reach of Gym Marketing
01:01:35 - The Importance of Selling the Solution, Not the Journey
01:05:05 - The Mindset for Success in the Fitness Industry
01:05:29 - Conclusion
To find out how Fitness Marketing Agency can help your Fitness Business, book a demo call using the link below:
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