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.

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!


PJ Stahl utilizes over 20 years of experience in the industry to provide an elite level of service ranging from Coaching, Motivational Speaking, Fitness Consulting, Educational Seminars/Clinics and Hosting/Appearances.


Mike Arce is an entrepreneur, speaker, coach, and advertising professional who owns Loud Rumor, a 7-figure marketing agency for fitness studios and independent gyms, and hosts a top fitness business podcast called The GSD Show.

Webcast, Marketing

Being a Canadian who finished high school in San Diego, California, did undergrad studies in Miami, Florida and Portland, Oregon, then worked in Austria, Germany and Hong Kong for five years before returning to the USA to receive my Masters in International Business, I learned early on about technology and trend transfer internationally.


Setting the right price for fitness services is important to anyone in the business, from studio owners to independent fitness professionals.

Curating a price list of services can be a delicate balancing act between what your services are worth, where they are being offered, and what is being offered by your competitors. Below are a few tips to consider when crafting a price list for fitness services.

Blog, pricing, Client Resources, Business Start-up, Competition

Some website visitors convert and others don't. But why? And what can we do to increase the number of website visitors that take action on our site so we can have more personal training clients? 

Your website can be a great tool for generating revenue. And with a few adjustments that align with the psychology behind what makes visitors convert, your website can be one of your greatest assets.

Blog, Website, traffic, Marketing

In this AFS webinar, Power Systems is excited to present all about how branding impacts member retention. Elisabeth will go into great detail to ensure you understand the factors that influence the definition of brand to consumers and on the value of material purchases vs. experiential purchases.

Webinar, Video, branding, Business Start-up, Marketing, Operations

Many fitness studio owners make their first hire out of desperation.  The stress piles up, you’re on the edge of burnout and you hire someone to take some of the stuff off your plate that you hate doing.  Ultimately, the new hire doesn’t work out and you’re right back to where you started. 

So, how do you avoid the hiring mistakes made by nearly every business owner and bring on a team member that will allow you to grow your business without causing you more stress and frustration?

Blog, hiring, interview, Operations, Business Start-up, onboarding, staff

Lightning does strike and hit HVAC units!  Are you required by your lease to repair or replace this unit?  You might be...learn more from Jennifer Urmston Lowe from Sports and Fitness Insurance. 

Video, Insurance, Operations, Business Start-up

Erik Marthaler is the Co-Founder of Lateral Fitness a full amenity, walk-up, boutique studio located in Chicago, IL. The first of its kind, Lateral is a full service studio that has all the offerings of a big box gym but in a private environment for clients to work with some of the best fitness experts in the city.


Pat Rigsby has built over 30 different businesses in the fitness industry ranging from individual facilities to award winning franchise organizations. The focus of today is on coaching fitness entrepreneurs to build a business that provides them the impact, income and lifestyle that they deserve.


Rachel Cosgrove is the owner of Results Fitness, was the 2012 IDEA Personal Trainer of the Year is a columnist for Women's Health Magazine as well as Huffington Post and a seasoned author.


Jon Goodman is the author and founder of the first ever certification program for online training, including a first-of-its-kind textbook, workbook, online. He also created PTDC, the world's largest independent community of personal trainers.


Let’s talk TEAM.  It’s actually one of the most overused buzzwords in business.  Everyone talks team dynamics, team engagement, team building, the secrets of building a great team…etc.  Now, please don’t get me wrong; I’m a huge fan of the concept! 

I have been blessed to say I’ve been part of some incredibly dynamic and successful teams throughout my career.  I simply love being part of the team. 

Blog, onboarding, customer service, Operations, community

Where should you begin? There are a number of aspects to consider when opening your own studio starting with a great business and marketing plan. There are several key elements to focus on that will contribute to your studio’s success.

What types of clients are you trying to attract, where will you be located, what types of programs will you offer, and how will the design support this vision?

Strategy Articles, Business Start-up, Design, Blog

I am a BIG fan of the Ultimate Fighting Championship (UFC). I’ve trained at their gyms. I’ve watched nearly every main event either on Pay Per View or live at the various fight cards. I’ve purchased UFC merchandise and even hired fighters for promotional events for my company.

Over the last 15 years I’d say I have easily paid 10’s of thousands of dollars for UFC events, merchandise and personnel. Needless to say I am a good customer of that company!

Blog, Operations, customer service

Thank you to Khristie Gass, Owner of Physiques Elite and Physiques Women's Fitness Center in Lafayette, LA for taking the time to answer some questions from AFS.

In this article Khristie shares additional information about how their studio has grown significantly thanks to the MX4 Training System.

matrix, Business Start-up, Equipment, Revenue producing programs, Fitness Accessories, Strategy Articles

AFS brings you this very exciting webinar as John Heringer, the Chief Motivator at Method3 Fitness, shows you the step by step process of how to have your first $100K month, make some serious cash and crush the fear of summer.

Video, Webinar, Marketing, summer, referral, word of mouth

A lot of people out there are constantly asking me how I successfully left my studio to focus on the next stage of my career, without the studio falling apart. Well, I know you'll be shocked to hear this, but it wasn't a complete success.

The transition didn't happen overnight, it took over a year.

Blog, Operations, Human Resources, management, leadership