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.

In the Fitness Industry, August has earned the reputation of being a lazy month. It’s a time when clients struggle more than ever to get inside the studios they belong to. Summer weather is precious and filled with distractions, which end up leaving studios empty like at no other time during the year.

You are encouraged to make the most of it. The time is now to wrap up your mid-year business analysis and use the results in your Q4 Marketing plan. Take advantage of this fleeting quiet and get to work preparing for the rest of this year. Use this checklist to get back on track. 

Blog, Marketing, branding, Finance, traffic

Your website is your most important marketing tool. There are individuals in your area actively searching online for the fitness services you offer - and your website is where they’ll decide if your programs are a fit for what they need.

To prove that you are the right fit it is vital that the homepage of your website speaks to viewers in a way that will influence them to convert.

Blog, Marketing, sales, traffic

Thank you to Paul Christopher, the Founder of Gravity + Oxygen Fitness in Boca Raton, FL and Joe Drake, Co-owner for taking the time to answer some questions from AFS!

In this featured spot, Paul and Joe share additional information about how their studio has become a cornerstone in their community.

myzone, Blog, Strategy Articles, Revenue producing programs, Fitness Accessories, Retention, Marketing, heart rate

The health/fitness club business is a people-intensive industry. The average facility under 20,000 square feet (the majority of fitness studios) employs five full-time staff and six part-time staff with a payroll equivalent to 42% of revenue.

This points out the critical importance of staff to create and sustain the experiences that clients and members expect, and to highlight the fact that with th

Strategy Articles, Human Resources, Blog, independent contractors, Employees

You did it, you have scored your first corporate wellness meeting!  You are pumped, Job Well Done!  Now you have nervous jitters about what you should do to prepare, what you should present, and how you will “win the contract”.   Allow me to offer a few important tips that will get you off to a great start! 

It is important that you know and practice the "3 P's" to effectively represent your BRAND at a business meeting.

Blog, corporate wellness, Operations

For 10 years I volunteered as a coach for my son’s youth sports teams. I coached his baseball and football teams from kindergarten until he went off to high school last year. It was a big commitment, but an invaluable use of my time!

Not only did I get to spend quality time with my son but I made many lifetime friends with the other dads in the program. A few of them were entrepreneurs like me and I think I was naturally more drawn to them. There is a group of us that gets together a couple times per week to play racquetball…at the one guy’s HOUSE!

Blog, Operations, mindset, sales, Retention

We all prefer to be happy in our jobs. Nobody likes disgruntled or disruptive employees, including the employee themselves, since few people want to be “that guy.” 

Obviously, the best way to avoid problems with employee conduct is to hire well by making cultural and behavioral expectations clear at the outset. Your culture and your vision represent your brand, and thus, your business.

Blog, Human Resources, hiring, leadership, Operations

Why calculate revenue per square foot? 2 reasons: Here are two stats from AFS' industry-leading research that might shock you:

1. Top-producing studios generate $193 per square foot, but the average studio only generates $68.
2. The average studio has a client retention rate of 75%, so a 5% increase in retention can boost profits by 25% - 100%.

Blog, Online Training, Marketing, Retention, traffic

Whether our members’ passion is tennis, fitness, mind body, or group exercise, they want to perform to their greatest potential.  At Midtown Athletic Clubs we promise “to inspire you through movement, community, and personal attention.” Every decision we make serves this promise.

We strive to stay “cutting edge” to our members and continuously integrate their feedback as well as best-in-class industry solutions.

Blog, Equipment, Revenue producing programs, Programming

AFS and Matrix bring you this very important webinar on best practices for social media. Learn the essentials of how to write engaging posts, manage critics, and avoid common mistakes. 

Webinar, Video, Marketing, social media

If you want to grow your business it’s no secret that you have to keep growing your skill set and that of your team. The skills that got you here will not get you there! It is imperative that we keep learning and progressing as businesses really have only 2 fates - they grow or they die.

When you think about your fitness business there are ample opportunities to keep learning.

Blog, Training, Client Resources, hiring, community, Operations

Social media has made it easier than ever to build an active, engaged audience as a fitness professional.  However, many fitness studio owners aren’t leveraging social media to get new clients and position themselves in their local market.  

Don’t shy away from this powerful marketing tool!

Blog, social media, Marketing

Cars, trucks, and even more can come crashing through your windows!  Are you properly covered!?  Jennifer Urmston Lowe from Sports and Fitness Insurance provides further insight.  

Video, Insurance, Operations, Business Start-up

For most of us, fitness is more than a process to a healthy body; it’s also a social experience.

What’s better than ‘commiserating’ with your fitness buddies after a gritty workout? As a studio owner, you can create social events that encourage camaraderie amongst clients and staff. 

Blog, Networking, Marketing, social media, Event, word of mouth, referral

Lindsay Vastola speaks on topics ranging from work-life balance, emotional intelligence, and business-specific topics including industry best practices. 


John is the founder and chief motivator of Fast Action Training, a 4300 square foot fitness and nutrition coaching studio in San Jose CA that was recently awarded Bay Area’s #1 Fitness Studio by the Silicon Valley Business Journal.  Since early 2010 he's built Fast Action Training to a seven figure fitness business with over 350+ clients. 


Shannon Fable helps you better understand the planning process to start your own business, the research data you need to know, how to build a strong organizational culture, and maintaining your business for scalable and sustainable success!


Brent Gallagher takes you through ideas on how to build your leadership skills, the best strategies to find qualified trainers/instructors, how to differentiate yourself from the competition, and learning the keys to drive more revenue to your business!


Anthony founded Function First more than 22 years ago and is an international educator for the health and fitness industry.  Anthony has authored two bestselling books, developer of the Pain-Free Movement Specialist and is the inventor of Core-Tex.


Jane Bahneman showcases her tips for getting clients coming back again and again, fostering a safe and ethical business environment, plus marketing strategies that you can implement now for your fitness business!