We’ve consolidated our videos, guides, webinars and more into the AFS Business Learning Center. Browse the resources, and use the concierge service if you need help with any topic.

Talk to any fitness professional in the Bay Area and I can just about guarantee they know Khaled Elmasri. His enthusiastic approach to changing people's lives is evident and his desire to make others around him better is one of the biggest reasons I was excited to work more closely with him and the Nor-Cal Fitness Summit.

When I met Khaled earlier this year I was drawn to his entrepreneurial spirit. From that initial meeting and follow up calls, I've learned more about his future aspirations including where he wants to take the Nor-Cal Fitness Summit.  


AFS and Heart Zones, Inc. bring you a very exciting webinar based on the #1 fitness industry trend - Wearable Technologies! Watch this webinar now to learn how you can leverage this technology today to make an impact to your bottom line! 

Webinar, Revenue producing programs, Operations, Fitness Accessories, Equipment, Video

In the fitness industry when you come across great minds, it always presents a unique opportunity to gain as much insight as you can from that individual.  Learning from others, including their past experiences and education background can provide key references points to help you navigate your business now and in the future. 

I recently had the pleasure of being introduced to Ingrid Owen, who happens to be our expert presenter for our webinar "Setting up Your Programming to Increase Revenue."

Blog, Operations

According to http://www.merriam-webster.com/dictionary/networking, NETWORKING is defined as... "the exchange of information or services among individuals, groups or institutions; specifically : the cultivation of productive relationships for employment or business."

SOCIAL NETWORKING is defined as... "the creation and maintenance of personal and business relationships especially online." In concept, networking is straightforward and simple. It’s the practical application that can get cumbersome.

Marketing, Retention

There are 100 million baby boomers (those over 50), that make up about 30% of our population, and three-fourths of America’s wealth.

They are expected to live longer than previous generations.  This is the largest segment in our economy with the largest percentage of wealth. They are seeking help for their aging bodies.  Because this is the generation of consumption and personal gratification they are spending at “boomer levels”.

Blog, Marketing, Retention

In order to maximize your website traffic, it is critical to have a web address that is short, meaningful, and keyword-rich. Fortunately, two domain extensions recently launched that are a perfect match for fitness professionals looking to drive traffic to their website: ‘dot-fitness’ (.Fitness) and dot-training (.Training).

These new extensions are the most fertile ground on the Internet for fitness professionals who are looking to strengthen their digital brand. It’s often difficult to find the domain name you want – these names are ripe with availability.

Blog, Website, Marketing

Picking a software platform to initiate your keep in touch strategy is one of the most important elements of running a fitness business. Getting people OUT of your email inbox and address books and into a system that can track their path to you and notes on their activity will help you provide relevant information to each of your contacts.

When you can keep in touch in this way, it’s easier to provide value and, therefore, build trust and credibility.

Blog, Operations, Software & Technology, Client Resources

In today’s world, many businesses opt for “debt financing” to access capital and/or assets because it can be accomplished without changing the ownership structure of the company.  

This is opposed to “equity financing” which involves ownership structure changes, usually meaning you have to relinquish a portion of your business in exchange for the funding. 

Strategy Articles, Finance, Business Start-up

UPDATE (6/23/16): The 2016 Fitness Studio Marketing Best Practices Report has been released! Learn more about this ground breaking research!

At AFS, one of our biggest priorities is conducting on-going market research to uncover best practices for the fitness studio community.  This couldn't be more apparent with our soon to be released, 2016 Fitness Studio Marketing Best Practices Research Report!

In recent years we've released our 2014 Fitness Studio Industry Research Study along with our 2015 Fitness Studio Operating & Financial Benchmarking Report - both reports, a first for the fitness industry!  


"The only way to do great work is to love what you do. If you haven't found it, keep looking. Don't settle." - Steve Jobs

I recently had the pleasure of co-hosting a focus group/roundtable with some of the brightest studio owners in the San Francisco Bay Area.  At AFS, we always jump at the chance to assemble these types of events.  It's essential that we fully understand exactly what our members are going through.  


The daily operations of your studio are all consuming, never-ending and forever changing. You work in your business 24/7, you wear every hat in the house and you do it all. This begs the question, how well are you doing it all?

Your staff is there to support your efforts and help you grow your business, whether yours is a staff of one or several.

Strategy Articles, Operations, Human Resources, systems

As you may know, two domain extensions recently launched that are a perfect match for fitness professionals looking to strengthen their digital brand: ‘dot-fitness’ (.fitness) and ‘dot-training’ (.training).

These new domains allow you to create short, meaningful web addresses that stand out from the crowd and speak to your passion. Having a strong web presence is critical to the success of any business, and it’s even more important in the incredibly competitive fitness industry.

Blog, Website

All hiring should be done carefully to make sure that the right candidates are selected and brought on board properly.

A quality hire may become a long-term valuable asset to your business, while hiring the wrong person can cause stress on all involved, hurt your business and waste resources causing you to start again.

Blog, Operations

In the digital age, having a strong web presence is critical to the success of any business. That’s why it’s more important than ever to have a web address that is memorable and meaningful to your target audience.

Fortunately, two new domain extensions just launched that are a perfect match for fitness professionals looking to pump up their digital brand: .FITNESS and .TRAINING.

Blog, Marketing, Website

AFS and PHIT America have teamed up to present you with this incredibly important webinar about the inactivity pandemic - How it affects you, its impact on society and your business.

Webinar, Marketing, Operations, Video

Whether it's growing his 600 square foot single room “box” into the 6,500 square feet it occupies today or being heavily involoved with MERRITHEW, fitness industry pioneer John Garey and his team continue to make waves in the fitness industry. Learn how John was able to land his first clients, what drives profitability, and more secrets only found through AFS Studio Spotlights!

Studio Spotlight

Located in San Luis Obispo, California - MZR is owned by 2015 IDEA Personal Trainer of the Year, Mike Z. Robinson. Below Mike (an AFS member) shares invaluable information for studio owners.

Studio Spotlight

When it comes to spotlighting the best of the best, look no further than Alloy Personal Training Center, in Roswell, GA (formerly North Point Fitness).  Run by fitness expert and AFS Advisory Council member, Rick Mayo, Alloy Personal Training Center has developed into the premier fitness destination in Atlanta.

Studio Spotlight

Personal Fitness Training, Ltd., is run by President, Debora Morris and opened its doors 25 years ago in Wilmette, IL! AFS asked Debora 12 questions every studio owner (whether current or aspiring) needs to know.

Studio Spotlight

EZIA Human Performance is run by CEO Isaiah Truyman and opened its doors in 2009 in Calsbad, CA. AFS asked Isaiah 12 questions every studio owner (whether current or aspiring) needs to know.

Studio Spotlight