13 years / 2 businesses / group training, CrossFit and HYROX gyms
Sell more transformations without living on sales calls
I'm Chris Brown.
Thirteen years helping gym owners grow.
In 2012 I was stood at the front of a room teaching them how to run a sales call.
Now I help them stop needing one.
Jenny, the AI setter I built, qualifies leads, follows up and takes payment in WhatsApp while you're coaching.
Helping gym owners grow since 2013.
Running gym ads since 2011.
A coaching business for gym owners and the sales system I built for it.
As far as I know, among the first in the UK to teach gym owners the sales call.
I've since changed my mind.
I started building Jenny, the AI setter that now sells for gyms on WhatsApp.
01 / The leak
The leak is after the lead comes in.
A lead fills in your form at 7:40pm.
You're coaching the 7:30.
You see it at 9:15, send a text, and hear nothing back.
By then they've messaged two other gyms and one of them answered at 7:41.
Plenty of owners I've coached have lived this.
One of them said it on a call: you send them a text as soon as you see it and then nothing, because it's not that speed.
"Adding more leads to an inefficient system is not gonna get you more sales, it's gonna get you more inefficiency."
Me, on a coaching call, 2023
The maths, as I'd draw it on the whiteboard.
Say you get ten leads.
Six ignore you, fine.
Four actually talk to you and two of them buy.
That's a proper gym right there, as long as the four get a reply while they're still warm.
02 / The enemy
The sales-call-dependent gym.
You opened a gym to coach.
Somewhere along the line you ended up on the phone at 8pm.
I used to teach this. 2012, a room of twenty gym owners, me at the front with the sales call drawn out step by step.
It worked, for a while, and I taught it for years.
I had five calls booked one Monday and all five no-showed.
Lovely.
The owners I coached were doing the same, and a one-to-one sales call caps you the same way one-to-one PT does.
You've only got so many evenings.
Qualifying, follow-up, the price question and the payment now happen in WhatsApp.
You get on a call when someone wants you on one.
A payment link goes out during the day and the Stripe notification lands at eleven at night.
I often wake up to them.
03 / Proof
Hear it from them.
Four of the gym owners on the programme, on camera.
Caption owed: name, gym, headline result. Chris to supply.
Caption owed: name, gym, headline result. Chris to supply.
Caption owed: name, gym, headline result. Chris to supply.
Caption owed: name, gym, headline result. Chris to supply.
On £25 a day of ad spend.
From an owner who was sceptical about AI at the start, and whose team now runs the gym without him.
Same owner, two months earlier.
His reply rate after he changed his opening message from soft to direct.
Five closed in three days, most without a phone call.
Found in fifteen minutes during a call and messaged on the spot.
People started replying straight away.
Check your old list before you spend another quid on ads.
From weekly client calls, January to March 2026. Anonymised until each owner says yes to their name.
04 / The mechanism
Where Jenny fits.
Jenny is an AI setter I built for gyms, trained on real gym conversations since 2023.
She lives in your WhatsApp.
Replies in seconds, even mid-session.
She asks what you'd ask and keeps following up for days without getting awkward about it (mind you, she can't).
Price question and payment link both happen in the chat.
Jump in and she steps back for fifteen minutes, then picks up again on her own.
I'm not married to Jenny.
If you replied to every lead inside two minutes, every day, including the ones that land mid-session, you'd beat her.
Nobody does.
You can't buy her on her own.
She gets installed and trained on your offer inside a programme I run.
Your gym
Made-up example, not a real lead.
Real conversations stay private.
05 / Content
The working models, drawn on a whiteboard.
One video a week.
Each one is a single lever for a group training gym, with the maths, so you can point it at your own gym the same day.
Embed from the channel. TODO.
Latest video title
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Latest video title
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Embed from the channel. TODO.
Latest video title
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06 / The email
One idea, most days.
Most of them start from a real conversation with a gym owner that week.
Often there's a screenshot.
Sometimes it's four lines.