About
I taught gym owners the sales call. Then I built the thing that replaces it.
The argument I keep having: the sales call is the ceiling on a group training gym.
I should know.
I taught it for years.
01 / How I got here
Ads since 2011. Sales calls since 2012.
I've been running ads for gyms since 2011 and helping gym owners grow since 2013.
Before that I ran a bootcamp built entirely on referrals, because there were no Facebook ads at the time, and I learned the hard way that half-price memberships for referrals fill a gym with people who leave.
In late 2012 I ran a seminar called Lead Generation Live.
As far as I know we were among the first in the UK to teach gym owners how to run a sales call.
Twenty people in the room.
Paul, who now films everything I make, came to one of the first ones.
By 2015 I'd turned it into a nine-box system and it worked.
Every time I drifted from it, my sales went random and sloppy.
Grew out of it though.
A sales call needs you, a quiet room and a lead who actually turns up.
I ran my own gyms through all of this.
At one of them I stepped back from coaching by going travelling for six weeks one summer and never really came back.
My team was bringing in around twenty sales a month without me.
I ran the ads.
Within two years I was out of the day to day.
Anyone trained could sit in the chair and sell.
It didn't have to be me.
In 2022 I said it out loud on a group call.
I want to help gym owners get clients without sales calls.
Early 2023 we built the manual version, a qualifying script owners ran by hand in Messenger.
Nobody kept it up, because nobody can reply to every lead inside two minutes while they're coaching.
02 / Where Jenny came from
Jenny was tested on real gym conversations before she touched a lead.
I started building her in May 2023.
Plug a generic chatbot into your WhatsApp and it will happily make up a price, a payment plan and a start date.
So every version of Jenny gets break-tested on real gym sales conversations before she goes near a lead or a payment link.
Today she runs inside every programme I sell.
You can't buy her on her own.
I install her, train her on your offer and launch her inside a programme I run with ten gyms at a time.
03 / The timeline
- 2009
Bootcamp on referrals.
- 2011
First Facebook ads for a gym.
Same town, still running them.
- 2012
Lead Generation Live.
- 2015
The Easy Enrolment System.
- 2022
Said the quiet bit out loud: clients without sales calls.
- 2023
First AI setter.
- 2026
Jenny takes payment in WhatsApp.
04 / How I work
How I work on calls.
When I get on a call with a gym owner I work with, it usually opens with wins before anything else.
When I see a pattern in you, I'll name it once and move on.
The owners I've watched grow fastest usually sat on a decision for months.
Then they made it.
Small team.
Mon runs the operation, Jade does client support and Paul has a camera pointed at me most days.
Things I say on calls, which you'll hear in the videos
- A bad ad is dead after three days.
Launch another. - Data over drama.
My favourite saying. - You'll get bored of your marketing long before the market does.
One of my first mentors told me that.
05 / The bit that isn't written yet
Why I care this much.
One way to work with me.
Six months.
Jenny's live within three to five days of your intake landing, your ads and reactivation campaign run in week one, and you get a weekly performance review plus a 1-1 call with me every month.
I take ten gyms at a time because past that I can't build and test every one properly.