{"id":15997,"date":"2026-08-04T19:41:35","date_gmt":"2026-08-04T12:41:35","guid":{"rendered":"https:\/\/loudhdtv.com\/?p=15997"},"modified":"2026-08-04T19:41:35","modified_gmt":"2026-08-04T12:41:35","slug":"on-running-a-fitness-business-part-2-tony-gentilcore","status":"publish","type":"post","link":"https:\/\/loudhdtv.com\/?p=15997","title":{"rendered":"On Running a Fitness Business: Part 2 \u2013 Tony Gentilcore"},"content":{"rendered":"<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3711241968723425\"\r\n     crossorigin=\"anonymous\"><\/script><br \/>\n<\/p>\n<div>\n<p>Last week I commandeered a post on fitness business shenanigans from friend, and fellow gym owner, Mike Perry of <span style=\"color: #ff0000;\"><strong><a style=\"color: #ff0000;\" href=\"https:\/\/www.skillofstrength.com\/\" target=\"_blank\" rel=\"noopener\">Skill of Strength<\/a><\/strong><\/span>. I took his original, bulleted-point list and added my own two cents to each one. You can check out points 1-10\u00a0<a href=\"https:\/\/tonygentilcore.com\/2026\/07\/running-fitness-business\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff0000;\"><strong>HERE<\/strong><\/span><\/a>.<\/p>\n<p>Today I want to highlight points 11-20.<\/p>\n<h3>On Running a Fitness Business: Part 2<\/h3>\n<p><strong>11. Community is everything.<\/strong><\/p>\n<p>TG: Mike Boyle has a famous quote that I\u2019ve heard repeated time and time again:<\/p>\n<blockquote>\n<p><em>\u201cNo one cares how much you know, till they know how much you care.\u201d<\/em><\/p>\n<\/blockquote>\n<p>I think it\u2019s fucking pimp-level status that you know all 17 muscles that attach to the scapulae, have taken all 417 PRI courses, and can work Dan Duchaine quotes into casual conversation on gluceoneogenesis.<\/p>\n<p>You\u2019re a fitness nerd superstar and we should go practice karate in the garage together.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large aligncenter\" src=\"https:\/\/media3.giphy.com\/media\/v1.Y2lkPTc5MGI3NjExZXJjdDNwcWZneWk2eDRneTltN2VmZmxydzJ3NG5tdWMxbGRwc3o4MyZlcD12MV9pbnRlcm5hbF9naWZfYnlfaWQmY3Q9Zw\/xP9tNSAQEZSJG\/giphy.gif\" width=\"480\" height=\"240\"\/><\/p>\n<p style=\"text-align: center;\">via <a href=\"https:\/\/giphy.com\/gifs\/joey-lawrence-xP9tNSAQEZSJG\" target=\"_blank\" rel=\"noopener\">GIPHY<\/a><\/p>\n<p><em>However, it\u2019s likely the bulk of your clients could give two flying whatevers about the scapulae, breathing patterns, and\/or the Kreb\u2019s Cycle. <\/em><em>All most really care about is that 1) you help them get results and 2) you\u2019re cool to hang out with and not a pretentious, uppity a-hole.<\/em><\/p>\n<p><em>Community is huge. People want to be amongst their people. Why do you think Hyrox has replaced CrossFit and is so successful? It isn\u2019t the endless burpees and kipping pull-ups \u2013 I\u2019ll tell you that much.<\/em><\/p>\n<p><em>It\u2019s the immense sense of community and being surrounded by other like-minded individuals that makes all the difference in the world.<\/em><\/p>\n<p><em>This doesn\u2019t<strong> always<\/strong> have to be attached to fitness either. I know some gyms where staff or even members organize a book or movie club, where people get together every so often to discuss prose or film.<\/em><\/p>\n<p><em>Organizing day-trips is another fantastic way to build community. <\/em><\/p>\n<p><em><a href=\"https:\/\/www.facebook.com\/legacystrengthgym\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff0000;\"><strong>Legacy Strength<\/strong><\/span><\/a> in Floral Park, NY will organize hiking trips outside the city or other \u201cactive\u201d activities for their members. The peeps at <a href=\"https:\/\/markfisherfitness.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff0000;\"><strong>Mark Fisher Fitness<\/strong><\/span><\/a> champion community service, which is amazing.<\/em><\/p>\n<p><em>Dan John stresses \u201cintentional community\u201d where people come in to train, as a group, for free (and to have fun).<\/em><\/p>\n<p><em>There are endless ways to build your community. Be creative. Pants optional.<\/em><\/p>\n<p><strong>12. Get everything in writing and NO special deals!!<\/strong><\/p>\n<p><em>TG: This is the face I make whenever I inform someone what my prices are at CORE and they shoot back with: <\/em><\/p>\n<blockquote>\n<p><em>\u201cAh, I see. Well, do you offer any discounts or maybe a free trial session or something?\u201d<\/em><\/p>\n<\/blockquote>\n<p><em>Well first I reply with:<\/em><\/p>\n<blockquote>\n<p><em>\u201cHahahahahahahahahahahahaahahahahahahahahahahaahahahahahahahahahaha. That\u2019s precious.\u201d<\/em><\/p>\n<\/blockquote>\n<p><em>And then I do this:<\/em><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/13vJHSyname1Hy\" width=\"480\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/giphy.com\/gifs\/adele-adkins-13vJHSyname1Hy\">via GIPHY<\/a><\/p>\n<p><em><a href=\"https:\/\/tonygentilcore.com\/2016\/12\/should-you-discount-your-rates-or-offer-free-sessions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff0000;\"><strong>HERE\u2019s<\/strong><\/span><\/a> a post a wrote not too long ago on why I don\u2019t offer discounted rates or free sessions.<\/em><\/p>\n<p><em>Unless your name is Matt Damon or Rambo (or you have a time machine and can bring back early 90\u2019s Mariah Carey) I\u2019m probably not going to cut you a deal.<\/em><\/p>\n<p><em>You wouldn\u2019t ask a dentist or lawyer for a \u201cfree trial run,\u201d so don\u2019t ask me.<\/em><\/p>\n<p><strong>13. Get used to working mornings and evenings. The middle of the day is for eating, training, errands, and hopefully a power nap.<\/strong><\/p>\n<p><em>TG:\u00a0<\/em><em>In all seriousness, I\u2019d also toss in continuing education here: catching up on digital courses, articles, research reviews, and, okay, the latest season of Lioness.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone aligncenter\" src=\"https:\/\/media0.giphy.com\/media\/v1.Y2lkPTc5MGI3NjExb216YjV5cnUxMjNqcDBkaXJpOWM0cWo0bzdlaWw1MGo5dndyY3pqdiZlcD12MV9pbnRlcm5hbF9naWZfYnlfaWQmY3Q9Zw\/R9PO7iPZDKFskDNVYY\/giphy.gif\" width=\"342\" height=\"342\"\/><\/p>\n<p style=\"text-align: center;\">via <a href=\"https:\/\/giphy.com\/gifs\/paramountplus-paramount-plus-special-ops-lioness-lionesspplus-R9PO7iPZDKFskDNVYY\" target=\"_blank\" rel=\"noopener\">GIPHY<\/a><\/p>\n<p><strong><em>DON\u2019T JUDGE ME.<\/em><\/strong><\/p>\n<p><strong>14. Keep your gym clean.<\/strong><\/p>\n<p><em>TG: My wife and I like to go out to dinner on Saturday nights. Thankfully we live in a great \u201cfoodie\u201d city \u2013 Boston \u2013 which offers an infinite selection of restaurants to visit and try out. <\/em><em>One of the things I\u2019ll judge a place on is the cleanliness of their restrooms. If they can\u2019t bother to keep that area clean, what\u2019s the likelihood the kitchen isn\u2019t covered in Ebola?<\/em><\/p>\n<p><em>Take pride in your space. While I\u2019ll be the first to admit you shouldn\u2019t judge a book by it\u2019s cover, you can be damn sure people are judging you on the cleanliness of your gym.<\/em><\/p>\n<p><em><strong>NOTE:<\/strong> the only exception here are legit powerlifting gyms. I don\u2019t have any Pub-Med studies to back this up, but I\u2019m pretty sure the grungier the gym \u2013 and the more tetanus shots required to touch the barbells \u2013 the stronger the people are.<\/em><\/p>\n<p><strong>15. Word of mouth is often times the best marketing.<\/strong><\/p>\n<p><em>TG: Your clients are almost always going to be your best source of marketing.<\/em><\/p>\n<p><em>I mean, if you think about it it makes sense. What\u2019s likely to be more effective at driving more traffic to your gym: a random Facebook Ad that looks and sounds just like every other Facebook Ad? Or the honest endorsement from a spouse, friend, or colleague?<\/em><\/p>\n<p><em>Here are two pieces of advice when it comes to word of mouth marketing:<\/em><\/p>\n<ol>\n<li><em>Don\u2019t be afraid to ask your clients to help spread the word. Ask them to share posts on social media. Ask them to refer people your way. It\u2019s likely they\u2019re more than willing to do so.<\/em><\/li>\n<li><em>Reward them for it. I give all clients a 20% discount on their next package if they refer someone to me and that individual ends up purchasing a package him or herself.<\/em><\/li>\n<\/ol>\n<p><strong>16. Your family is more important than your business. It\u2019s very easy to overlook this.<\/strong><\/p>\n<p><em>TG: Since becoming a dad almost ten years ago (my gosh, time flies!) this has never been more relevant. It\u2019s not lost on me that your livelihood (the gym) is what puts a roof over your head and puts food on the table; I get it.<\/em><\/p>\n<p><em>It <strong>IS<\/strong> important.<\/em><\/p>\n<p><em>That said, so is your family, and if you\u2019re more interested in reviewing last month\u2019s margins for the 42nd time or figuring out whether you should switch the toilet paper in the bathroom then I\u2019d make the argument you need to reset your priorities.<\/em><\/p>\n<p><em>Maybe it\u2019s the curmudgeon in me talking, but I truly feel that it\u2019s important for all fitness pros to dedicate one day a week (at least) to either family time or personal time. What you do with that person time is on you. Catching up on shows, reading, Legos, or, I don\u2019t know, kitty cuddles. It\u2019s all gravy. Just try to make time for it outside of the #grind.<\/em><\/p>\n<p><strong>17. Networking is huge. Find good people to work with.<\/strong><\/p>\n<p><em>TG: I have been so fortunate in my career to be surrounded by such studs and studettes. That and I am just a very cool person to hang out with.\u00a0<\/em><\/p>\n<p><em>Going out of your way to reach out to other coaches and health\/fitness professionals in your area \u2013 physical therapists, massage therapists, physicians, dietitians \u2013 is one of the best business decisions you can partake in.<\/em><\/p>\n<p><em>Make appointments to go shadow or observe other people, follow suit with a \u201cthank you\u201d note, and I can almost guarantee you\u2019ll get some referrals out of it.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-460703\" src=\"https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.04.28-AM-761x1024.png\" alt=\"\" width=\"370\" height=\"498\" srcset=\"https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.04.28-AM-761x1024.png 761w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.04.28-AM-223x300.png 223w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.04.28-AM-768x1034.png 768w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.04.28-AM.png 872w\" sizes=\"auto, (max-width: 370px) 100vw, 370px\"\/><\/p>\n<p style=\"text-align: center;\"><em>This is the actual \u201cthank you\u201d card I send people.\u00a0<\/em><\/p>\n<p><strong>18. You need a \u201d business person \u201c<\/strong><\/p>\n<p><em>TG: This x a bazillion-gazillion \u201cMmmm hmmm\u2019s.\u201d<\/em><\/p>\n<p><em>One of the aspects that made Cressey Sports Performance so successful at it\u2019s infancy was the fact Pete Dupuis was on board to do all the \u201cbusinessy\u201d stuff \u2013 track sessions, bookkeeping, collecting payments, payroll, taking phone calls &amp; answering emails \u2013 which then allowed Eric and I to do what what we did best: assessments, write programs, coach, and argue over who had control of the stereo.<\/em><\/p>\n<p><em>Even if you hired someone as a business consultant to help you set up better systems and organize ways to be more efficient, someone you spoke to weekly or even on a monthly basis, <strong>even that,<\/strong> would be money well spent.<\/em><\/p>\n<p>On an aside, you can also check out <span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/businessforunicorns.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Business for Unicorns<\/strong><\/a><\/span>. You won\u2019t be sorry.<\/p>\n<p><strong>19. Less selfies, more emphasis on your clients.<\/strong><\/p>\n<p><em>It\u2019s NOT about you. It\u2019s never about you. Stop being douchey.<\/em><\/p>\n<p><strong>20. Coffee<\/strong><\/p>\n<p><em>TG: Monster White<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-460710\" src=\"https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.11.48-AM-793x1024.png\" alt=\"\" width=\"350\" height=\"452\" srcset=\"https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.11.48-AM-793x1024.png 793w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.11.48-AM-232x300.png 232w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.11.48-AM-768x992.png 768w, https:\/\/tonygentilcore.com\/wp-content\/uploads\/2020\/07\/Screenshot-2026-08-04-at-8.11.48-AM.png 940w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\"\/><\/p>\n<\/p><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3711241968723425\"\r\n     crossorigin=\"anonymous\"><\/script><br \/>\n<br \/><a href=\"https:\/\/tonygentilcore.com\/2026\/08\/running-fitness-business-part-2\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week I commandeered a post on fitness business shenanigans from friend, and fellow gym owner, Mike Perry of Skill of Strength. I took his original, bulleted-point list and added my own two cents to each one. You can check out points 1-10\u00a0HERE. Today I want to highlight points 11-20. On Running a Fitness Business: &hellip;<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-15997","post","type-post","status-publish","format-standard","hentry","category-fitness"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Last week I commandeered a post on fitness business shenanigans from friend, and fellow gym owner, Mike Perry of Skill of Strength. I took his original, bulleted-point list and added my own two cents to each one. 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