Strategy & growth
The Founder
Chief Experiment Officer
Meet the Founder
Vision, strategy, and making sure we’re always testing what works.
Find your next experiment
FOR THE PEOPLE BEHIND THE GYMTHE LAB FOR
THE LAB FOR
GYM BUSINESSES.
Real strategies. Useful tools. A little experimentation.
Build a stronger gym business, one smart move at a time.
Free calculators. Clear assumptions. Your next move.
CURIOUS MINDS.
STRONGER BUSINESSES.
STRONGER BUSINESSES.
GOOD QUESTIONS. PRACTICAL ANSWERS.BUILD A STRONGER
BUILD A STRONGER
GYM BUSINESS.
From your first lease to your next location.
For strength gyms, studios, functional fitness,
personal training—and whatever you build next.
Run a more profitable gym
Know your numbers. Find the room to grow.
Grow & retain members
Build a business people want to be part of.
Improve operations
Spend less energy on the busywork.
Test ideas & tools
Try something useful. See what works.
THE TOOLS HUBLESS GUESSWORK.
ALL TOOLS LESS GUESSWORK.
MORE GAME PLAN.
EXPERIMENT / 01
OPENING A GYMStartup cost & runway
What will it really take to open the doors—and keep them open?
TRY THE CALCULATOR
EXPERIMENT / 02
RUNNING A GYMMembership break-even
Find the member count that covers your costs. Make your next move with clarity.
TRY THE CALCULATOR
EXPERIMENT / 03
GROWING A GYMClass capacity & contribution
Put your class schedule to the test. See where attendance turns into contribution.
TRY THE CALCULATOR
Use every calculator without signing up. Save scenarios on this device.
FROM THE FITNESS FOOLS FIELD GUIDEREAL QUESTIONS.
EXPLORE THE FIELD GUIDE REAL QUESTIONS.
STRAIGHT TALK.
KNOW YOURBREAK-EVEN.
Your busiest month isn’t always your most profitable.
The membership math worth knowing before you chase the next sign-up.
READ THE FIELD NOTEBEFORE THE
DOORS OPEN.
DOORS OPEN.
The costs that don’t show up in your equipment quote.
Plan for everything between signing the lease and welcoming your first member.
READ THE FIELD NOTEGIVE AI
A REAL JOB.
A REAL JOB.
Give AI a job. Not the keys to your gym.
One useful workflow. A clear boundary. Your people in control.
READ THE FIELD NOTETHE EXPERIMENT
REPETITIVE WORKMORE HUMAN TIME
Your knowledge. Your standards. Your final say.
WELCOME TO THE AI LABPUT AI TO WORK.
PUT AI TO WORK.
GET BACK TO YOUR GYM.
Turn common questions, follow-up drafts, and operating procedures into useful workflows. We help you start small and make it work for your team.
FIND YOUR FIRST WORKFLOWFITNESS FOOLS + ZERO2TENBIG PLANS?
BIG PLANS?
GET BETTER PREPARED.
Explore the information behind a funding conversation.
Your business numbers stay yours to share.
01
Know what you need.
02
Understand your cash flow.
03
Planning tools, not funding approval. Partner connection coming at launch.Organize your next step.
THE TEAM AT FITNESS FOOLS HQSERIOUS ABOUT YOUR GYM.
SERIOUS ABOUT YOUR GYM.
A LITTLE FOOLISH BY DESIGN.
Eight perspectives. One stronger business.
Meet the illustrated crew that brings the Fitness Fools world to life.
The gym floor
Coach Tay
Training & Programming
Useful technology
Tech Tony
Technology & Automation
Measure what matters
Data Dana
Analytics & Insights
Meet Dana
Turns data into decisions. Knows what to measure, track, and improve.
Put your numbers to work
Your next member
Brand Brooke
Marketing & Member Growth
Meet Brooke
Tells our story and helps gyms attract, convert, and retain the right members.
Explore the Field Guide
Better everyday systems
Ops Omar
Operations & Scaling
Know your numbers
Finance Frank
Revenue & Profitability
People come first
Culture Carly
Community & Experience
Different strengths. Shared curiosity. Always another good question.
MEET THE WHOLE TEAMTHE FITNESS FOOLS DISPATCHSTAY CURIOUS.
STAY CURIOUS.
KEEP BUILDING.
Weekly insights, experiments, operator stories,
and honest takes on running a gym.
MEET THE DISPATCH Our planned publication on Substack.