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.

The Facility for Personal Training located in Boca Raton, Florida is run by managing partner Fred Steinberg.  A long-time businessman, Fred shares his secrets to what makes his facility stand out among the rest. 

Studio Spotlight

Lateral Fitness located in Chicago, Illinois features top personal trainers and studio owners Scott McWilliam and Erik Marthaler focused on what they do best. Together, they have built a thriving fitness studio by blending their unique training styles into a business that continues to grow in downtown Chicago's competitive market. 

Studio Spotlight

Function First, located in San Diego, California is run by hugely successful studio owner & CEO Anthony Carey.  A fitness industry educator who regularly presents at conferences and consults for larger clubs and equipment manufacturers, Anthony provides valuable insight behind his business' sustainability.

Studio Spotlight

Blue Nectar Yoga, located in Falls Church, Virginia is run by studio Co-Owner/Co-Founder Jane Bahneman. Jane took some time to share some outstanding information on the value of superb customer service, retention efforts, and the joys she gets day in and day out running her own yoga studio.

Studio Spotlight

Center of Balance, a Pilates studio in Mountain View, CA is run by Co-Owner/Director Tom McCook. A veteran of the fitness industry, learn how Tom has taken Center of Balance and developed it into an internationally-recognized learning destination and teacher training center!

Studio Spotlight

Healthy Results, located in Chicago, IL shows how fitness studios can take many shapes and forms. Owner Robyn Becker has blended with the chiropractic office of Chicago Spine and Sports for the physical location of a personal trainer / rehab studio. Below Robyn shares her insight on what it takes to run a profitable fitness studio.  

Studio Spotlight

Coors Core Fitness, located in Cincinnati, Ohio is run by owner and medical exercise specialist, Lisa Coors.  By focusing on strong business acumen and customer service, learn how Lisa has built a highly successful operation. Now in its 10th year, Lisa shares her insight on what it takes to run a profitable fitness studio. 

Studio Spotlight

Over the past decade, advancements in technology have reshaped the fitness industry to become more personalized and consumer-friendly.

From workout tutorials that can be downloaded in seconds to wearables that monitor your every heartbeat, fitness professionals are taking advantage of technology to connect and engage with trainees. In 2014, YouTube reported that viewers watched 5,500 years-worth of yoga videos alone. 

Blog, Website

During the past 30 years Guerrilla Marketing has bred an arsenal of associated marketing trends that now include Internet and viral tactics, among others.

The key message about Guerrilla Marketing is that it levels the playing field between big business and the local entrepreneur because it is generally a lower-cost alternative to traditional marketing.

Marketing, Strategy Articles

The Essence of Marketing, when dissected to its most basic element, is nothing more than storytelling.

When telling a story you are sharing information that you believe will be entertaining, important, interesting or relevant to those for whom the story is targeted.


Marketing, Strategy Articles

One of the main reasons many studio operators don’t invest (much) in marketing is because they believe it’s a waste of time and money. But why is that? As a former health club operator and now as a Marketing Coach, I find that many of us, I’m including myself from back in my club days, don’t have the time to dedicate to or a genuine understanding of how, to plan and execute an effective marketing strategy.

Typical marketing scenarios at studio level are a combination of three things: inconsistent effort, unrealistic expectations at the start of a campaign, and concerns over an unfavorable outcome. 

Marketing, Strategy Articles

Timely, targeted marketing campaigns are critical to the growth of your business, yet many studio owners don’t even want to think about it, let alone set aside time and money for it! The reality is that daily operations keep you running from open to close and beyond and let’s face it marketing is at best, challenging.

It can also be time-consuming, frustrating, and is often confusing. Without a doubt, however, Marketing is absolutely necessary to grow a successful business.

Blog, Marketing

A beautiful weather summer can be a painful season to endure if you own a fitness studio. The nicer the day, the fewer clients you see. Prospect inquiries evaporate, program sales burn out and there is lackluster enthusiasm all the way around. It’s no secret that you would rather be outside enjoying the weather, too!

For your consideration (and motivation), I’ve put together an action plan that addresses nearly every aspect of your business. The way I see it, summer is ripe with opportunities to be busier than ever, highly productive and because of this, better positioned for the inevitable; Winter Is Coming.

Blog, Marketing

“Your brand is possibly your most important attribute. It defines who you are, your values, your desires, your goals and your beliefs. It is the character of your company, from the inside out and how it is perceived from the outside looking in. It must work to develop credibility and foster trust in your business.”

This is taken directly from SKB’s website, it’s our philosophy on what a brand is and it is from this place that we work to develop a visual identity to uphold the brand and execute a strategy to reinforce and nurture it.

Blog, Marketing, Retention

As a Marketing Coach, I want you to take charge of your marketing and I urge you to make this question an integral part of your sales process. It needs to be asked by you and once answered, it must be recorded by you. And that’s the real message in this article: Track the results of each and every marketing campaign you deploy.

You spend time and money on your marketing efforts and like everything else in life; you want to know both are being spent wisely. The only way to do that is to track the results and analyze them to predict future decisions.

Blog, Marketing

Like any other tool in your business toolkit, a budget must be a working tool. Budgets should be reviewed and worked on at least on a monthly basis to have any value. Compare the budget prediction to the actual revenue or expense for the items on your budget worksheet at the end of each month.

Make adjustments based on your goals and actual performance. If you are spending more than you predicted in an area of your business like supplies, look for ways to reduce that expense.

Finance, Operations, Business Start-up, Strategy Articles

Budget phobia, the fear of budgets, plagues many studio owners. Owners claim they are not numbers people, or don’t understand how to put spreadsheets together or feel that budgets are a useless exercise that is done once a year and thrown in a drawer.

Many studio owners view budgets as a mysterious set of complicated mathematical formulas that only accountants and statisticians can decipher. Budgets are nothing more than simple spreadsheets based on data and goals that use basic math. If you can add, subtract, multiply, and divide you can create and use a budget.

Finance, Operations, Business Start-up, Strategy Articles

Hiring good employees can help your business grow, provide value to clients and free time to work on growing your business. Hiring the wrong employee can drain time, energy and valuable resources from a club or studio.

Employees with poor service skills, bad attitudes or a weak work ethic can cost a club clients, cash and create chaos. Bad employees infect the entire environment and can affect the business more than not hiring at all.

Strategy Articles, Premier Content, Operations, Human Resources, systems, onboarding

When operating a fitness business owners typically concentrate on obtaining and training clients. Surviving is the first priority. As the business becomes more successful, the owner can find that most of their time is devoted to training clients and little time or energy is left over to develop systems and market the business.

Even worse, the owner may feel trapped training as many clients as possible to survive. Studio owners may feel they are unable to move clients to new trainers because other trainers will not hold to their high standards of training.

Strategy Articles, Operations, systems

This guide will help you establish a successful social media campaign for your fitness studio.

If you are already using social media to market your business, use this guide to fill in any knowledge gaps to improve your current campaign.

Marketing, How-to Guides