What do you think?
Rate this book
Gym Launch Secrets: The Step-By-Step Guide To Building A Massively Profitable Gym
The step-by-step guide for gym owners to learn how to get more clients, how to make more per client, and how to keep them for life. This is the culmination of lessons learned while helping over 2500 gyms find massive success in a crowded and commoditized industry. Straight from the most profitable gym owners (over 7-figures a year), the insights collected here are straight to the point, with no fluff.
57 pages, Kindle Edition
Published January 26, 2020
46 people are currently reading
963 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 25 of 25 reviews
February 6, 2023
I have zero interest in opening a gym at this stage in my life. But I’ve seen a lot of Alex’s other content and thought this book might provide value outside of the gym niche.
It did not disappoint. As someone who has limited experience reading business books this book felt like revelation after revelation.
I would highly recommend a read for curious minds. Didn’t disappoint.
It did not disappoint. As someone who has limited experience reading business books this book felt like revelation after revelation.
I would highly recommend a read for curious minds. Didn’t disappoint.
October 3, 2020
Gym owners beware
Do not make the mistake of not reading this book. It lays out the exact plan needed to grow your profits. This book for me not only helped me but allowed me to help other gym owners achieve more by teaching them what I learned. Thanks Alex
Do not make the mistake of not reading this book. It lays out the exact plan needed to grow your profits. This book for me not only helped me but allowed me to help other gym owners achieve more by teaching them what I learned. Thanks Alex
April 3, 2024
It started out ok, but descended into some BS fairly quickly.
Read
May 26, 2025**Gym Launch Secrets: The Step by Step Guide to Building a Massively Profitable Gym** by Alex Hormozi is a tactical, high-intensity guide for gym owners and fitness entrepreneurs looking to dramatically grow revenue, acquire clients rapidly, and build scalable systems. Drawing on Hormozi’s real-world experience launching and turning around hundreds of gyms, the book focuses on aggressive marketing, sales psychology, operational efficiency, and mindset.
Key ideas and actionable strategies:
* **You Don’t Need More Time—You Need More Clients**
* Most gym owners focus too much on perfecting service delivery and not enough on client acquisition.
* The fastest way to profitability is to generate leads, close sales, and fill the gym with paying members.
* Action: Shift focus immediately to front-end client acquisition, using tested campaigns and offers.
* **Use Irresistible Front-End Offers (FEOs)**
* Create short-term, high-value promotions to attract new clients quickly (e.g., 6-week transformation challenges, limited-time bootcamps).
* These offers should solve a specific problem and include urgency, scarcity, and a clear transformation.
* Action: Launch an FEO with a strong guarantee and defined outcome to drive immediate sign-ups.
* **Sell the Transformation, Not the Membership**
* People don’t buy access to equipment—they buy a result: fat loss, confidence, strength, or energy.
* Focus your messaging and sales conversations on emotional drivers and personal goals.
* Action: Train staff to sell outcomes and ask discovery questions that uncover deep motivators.
* **Master the Sales Script and Close With Confidence**
* Use structured, proven scripts to guide leads from interest to commitment.
* Overcome objections by showing empathy, reinforcing value, and reframing cost as an investment.
* Action: Role-play the sales script until it’s second nature—then track close rates and refine continuously.
* **Charge More and Deliver More**
* Underpricing services creates weak margins and undervalues your expertise.
* Position your gym as a premium transformation service—not a low-cost commodity.
* Action: Increase prices, bundle services (nutrition, coaching, accountability), and justify the value.
* **Install Systems for Scalability**
* Build repeatable processes for marketing, sales, onboarding, fulfillment, and retention.
* Use automation and delegation to remove the owner from day-to-day tasks.
* Action: Document your SOPs (Standard Operating Procedures) and create roles for each business function.
* **Turn Short-Term Clients Into Long-Term Revenue**
* Use “ascension” strategies to upgrade FEO clients into recurring memberships or high-ticket services.
* Implement retention tools like goal reviews, results tracking, and community engagement.
* Action: Schedule upgrade conversations 3–4 weeks into every short-term program.
* **Track Key Metrics Religiously**
* Know your numbers: cost per lead, cost per acquisition, close rate, client lifetime value, churn rate.
* Data should guide decisions—gut feelings don’t scale.
* Action: Create a simple dashboard to review performance weekly and optimize campaigns.
* **Marketing Never Stops**
* The gym business is a lead generation business first.
* Use Facebook ads, referral programs, local outreach, and retargeting to maintain pipeline momentum.
* Action: Run at least one paid marketing campaign every month—track ROI and split-test consistently.
* **Mindset Is the Multiplier**
* Many gym owners fail not from poor service, but from fear of selling, scaling, or investing.
* Confidence, discipline, and a bias for action are key drivers of business growth.
* Action: Set aggressive goals, build accountability structures, and surround yourself with high-performance peers or mentors.
Hormozi’s core message is clear: **you don’t need a better gym—you need a better business.** *Gym Launch Secrets* is not about fitness theory, but about building an engine for predictable growth and profitability. It offers a direct, no-fluff blueprint for gym owners ready to treat their facility like a real, scalable business.
Key ideas and actionable strategies:
* **You Don’t Need More Time—You Need More Clients**
* Most gym owners focus too much on perfecting service delivery and not enough on client acquisition.
* The fastest way to profitability is to generate leads, close sales, and fill the gym with paying members.
* Action: Shift focus immediately to front-end client acquisition, using tested campaigns and offers.
* **Use Irresistible Front-End Offers (FEOs)**
* Create short-term, high-value promotions to attract new clients quickly (e.g., 6-week transformation challenges, limited-time bootcamps).
* These offers should solve a specific problem and include urgency, scarcity, and a clear transformation.
* Action: Launch an FEO with a strong guarantee and defined outcome to drive immediate sign-ups.
* **Sell the Transformation, Not the Membership**
* People don’t buy access to equipment—they buy a result: fat loss, confidence, strength, or energy.
* Focus your messaging and sales conversations on emotional drivers and personal goals.
* Action: Train staff to sell outcomes and ask discovery questions that uncover deep motivators.
* **Master the Sales Script and Close With Confidence**
* Use structured, proven scripts to guide leads from interest to commitment.
* Overcome objections by showing empathy, reinforcing value, and reframing cost as an investment.
* Action: Role-play the sales script until it’s second nature—then track close rates and refine continuously.
* **Charge More and Deliver More**
* Underpricing services creates weak margins and undervalues your expertise.
* Position your gym as a premium transformation service—not a low-cost commodity.
* Action: Increase prices, bundle services (nutrition, coaching, accountability), and justify the value.
* **Install Systems for Scalability**
* Build repeatable processes for marketing, sales, onboarding, fulfillment, and retention.
* Use automation and delegation to remove the owner from day-to-day tasks.
* Action: Document your SOPs (Standard Operating Procedures) and create roles for each business function.
* **Turn Short-Term Clients Into Long-Term Revenue**
* Use “ascension” strategies to upgrade FEO clients into recurring memberships or high-ticket services.
* Implement retention tools like goal reviews, results tracking, and community engagement.
* Action: Schedule upgrade conversations 3–4 weeks into every short-term program.
* **Track Key Metrics Religiously**
* Know your numbers: cost per lead, cost per acquisition, close rate, client lifetime value, churn rate.
* Data should guide decisions—gut feelings don’t scale.
* Action: Create a simple dashboard to review performance weekly and optimize campaigns.
* **Marketing Never Stops**
* The gym business is a lead generation business first.
* Use Facebook ads, referral programs, local outreach, and retargeting to maintain pipeline momentum.
* Action: Run at least one paid marketing campaign every month—track ROI and split-test consistently.
* **Mindset Is the Multiplier**
* Many gym owners fail not from poor service, but from fear of selling, scaling, or investing.
* Confidence, discipline, and a bias for action are key drivers of business growth.
* Action: Set aggressive goals, build accountability structures, and surround yourself with high-performance peers or mentors.
Hormozi’s core message is clear: **you don’t need a better gym—you need a better business.** *Gym Launch Secrets* is not about fitness theory, but about building an engine for predictable growth and profitability. It offers a direct, no-fluff blueprint for gym owners ready to treat their facility like a real, scalable business.
February 8, 2025
Gym Launch Secrets: The Step-By-Step Guide To Building A Massively Profitable Gym
If you are interested in understanding, going in depth of the working model of a service based industry, read this! If you are a Gym/Yoga/ Health/Fitness business owner, entrepreneur, trainer, read this! If you a tech product manager, a b2b SaaS, AI product manager or a product marketing manager, read this!
Alex distills his 6 to 7 year journey knowledge in this book and the mistakes one could make so that you don't. Every business model, domain has specific levers of growth. Understanding them gives you a data point in your latticework of mental models enriching you with transferrable knowledge to apply not just in concerned domain but other business domains as well. Service based industry has its own charm, its own loop holes, its own major challenges in maximizing revenue while still keeping the human in the loop element intact. As with any product/service, service based product has a lot of commonalities with other business models such as 1)ecommerce 2)SaaS-subscription 3)Freemium 4)User generated content with ads(Meta, Instagram) 5)Market Place products.
Below are some concepts that Alex distills, you may feel you know them, but probably you have actually just heard them and not understood them in its entirety. Read, if you feel you actually know, skip the pages, if there is a concept being encountered for the first time, read it, understand it.
● The Broken Acquisition System ❍❍ Client-Financed Acquisition ❍❍ Irresistible Offers
❍❍ Lead Nurture ❍❍ Sales
● The Impossible Profit Mode ❍❍ Pricing Levers ❍❍ Capacity Levers ❍❍ Overhead Levers ❍❍ Communicating the Change
● The Hole-In-The-Bucket Problem ❍❍ Process ❍❍ People ❍❍ Product
● The Perfect Gym: Icing & Cake ❍❍ Large Group ❍❍ Small Group ❍❍ Supplements ❍❍ Internal Plays
The book could be better in understanding the math in a sequential way with probably an excel diagram or digital copy along with some clear intuitive charts, diagrams, data visualization. The book runs with the math, its great, but when you come back to it at a later point in time, its here and there and no consolidation or dashboard view of the same.
Nevertheless a great read!
If you are interested in understanding, going in depth of the working model of a service based industry, read this! If you are a Gym/Yoga/ Health/Fitness business owner, entrepreneur, trainer, read this! If you a tech product manager, a b2b SaaS, AI product manager or a product marketing manager, read this!
Alex distills his 6 to 7 year journey knowledge in this book and the mistakes one could make so that you don't. Every business model, domain has specific levers of growth. Understanding them gives you a data point in your latticework of mental models enriching you with transferrable knowledge to apply not just in concerned domain but other business domains as well. Service based industry has its own charm, its own loop holes, its own major challenges in maximizing revenue while still keeping the human in the loop element intact. As with any product/service, service based product has a lot of commonalities with other business models such as 1)ecommerce 2)SaaS-subscription 3)Freemium 4)User generated content with ads(Meta, Instagram) 5)Market Place products.
Below are some concepts that Alex distills, you may feel you know them, but probably you have actually just heard them and not understood them in its entirety. Read, if you feel you actually know, skip the pages, if there is a concept being encountered for the first time, read it, understand it.
● The Broken Acquisition System ❍❍ Client-Financed Acquisition ❍❍ Irresistible Offers
❍❍ Lead Nurture ❍❍ Sales
● The Impossible Profit Mode ❍❍ Pricing Levers ❍❍ Capacity Levers ❍❍ Overhead Levers ❍❍ Communicating the Change
● The Hole-In-The-Bucket Problem ❍❍ Process ❍❍ People ❍❍ Product
● The Perfect Gym: Icing & Cake ❍❍ Large Group ❍❍ Small Group ❍❍ Supplements ❍❍ Internal Plays
The book could be better in understanding the math in a sequential way with probably an excel diagram or digital copy along with some clear intuitive charts, diagrams, data visualization. The book runs with the math, its great, but when you come back to it at a later point in time, its here and there and no consolidation or dashboard view of the same.
Nevertheless a great read!
October 7, 2022
Better than expected, which is to say that (ime) books like this typically just give banal advices too generic to have any real world applicability. Here, entrepreneur Alex Hormozi discusses sales, maximizing gym membership fees (including billing cycle methodology), and distinguishing your business from that of the competition - all in a manner very specific to a semi-personal gym model (i.e., one to four clients per trainer). Especially interesting was Mr. Hormozi’s explanation as to why many commercial gyms fail, which is somewhat reminiscent of Michael Gerber’s E Myth. Perhaps rightly so, the primary focus of this book is on the bottom line, with little if any discussion about programming or operational logistics.
December 20, 2025
Absolute phenomenal read.
So many nuggets
Here’s just how it starts…
PREFRAME: Ask questions that shows you as busy and highly desirable. Have an intake questionnaire (pg 15) that exposes their pain. Qualify them upfront.
AUTHORITY
SOCIAL PROOF
PRICE ANCHOR: Show a higher price before showing your price.
SPLINTER STACK: Show all the services and benefits they’ll be getting by breaking it down.
SCARCITY: Show how limited spots you have (act now before it fills up)
URGENCY: Time running out
CRAZY GUARANTEE: Money back
BRIBE: Offer them items you normally charge for if they sign up now.
DOWNSELL YOUR UPSELL FOR CONTINUITY: Sell them a timeline for peak pricing and then after offer discount at regular price
So many nuggets
Here’s just how it starts…
PREFRAME: Ask questions that shows you as busy and highly desirable. Have an intake questionnaire (pg 15) that exposes their pain. Qualify them upfront.
AUTHORITY
SOCIAL PROOF
PRICE ANCHOR: Show a higher price before showing your price.
SPLINTER STACK: Show all the services and benefits they’ll be getting by breaking it down.
SCARCITY: Show how limited spots you have (act now before it fills up)
URGENCY: Time running out
CRAZY GUARANTEE: Money back
BRIBE: Offer them items you normally charge for if they sign up now.
DOWNSELL YOUR UPSELL FOR CONTINUITY: Sell them a timeline for peak pricing and then after offer discount at regular price
August 30, 2025
I would give 3.5 if I could because there is some absolute gold in this book around selling, membership, acquiring members, marketing, etc. I was thinking it would give me more practical info on how to literally launch: business plan, hiring, tips and tricks on budgets and sourcing equipment and supplies, finding a location, etc
nope. How to get your trainers to sell more. and that's great, but his model is not what I was going for and I felt like he mostly repeated himself the entire time - in fact I just bought his$100 Money model book and I'm wondering if it's a lot of the same info.
if you're going the absolute traditional gym route and hiring trainers, this book is for you..
nope. How to get your trainers to sell more. and that's great, but his model is not what I was going for and I felt like he mostly repeated himself the entire time - in fact I just bought his$100 Money model book and I'm wondering if it's a lot of the same info.
if you're going the absolute traditional gym route and hiring trainers, this book is for you..
April 28, 2022
This is a book designed for people starting small scale gyms - think crossfit or orange theory. It didn’t align well with the gym that I own, but it did give some insights into how programming specific things like ActiveU or OlympicU could work for us in the future.
Still on the hunt for a book to educate “big box” gyms how to operate efficiently in a market where it feels like LA Fitness, Anytime Fitness, etc. are popping up everywhere you look.
Still on the hunt for a book to educate “big box” gyms how to operate efficiently in a market where it feels like LA Fitness, Anytime Fitness, etc. are popping up everywhere you look.
July 7, 2023
This book is not just for Gym Owners. Yes, it was written for a very specific moment in time on how to explode a Gym. Many of those strategies may no longer be effective. But, if you capture the mindset of how Hormozi deconstructed an entire industry, used the resources he had at the time, and reconstructed it from the ground up you'll understand the power of leverage. The man and his wife essentially created $1B of revenue in less then 5 years and almost no one knows or gets this story.
April 30, 2022
Alex goes crazy with figures. I lost him a good few times. I believe there’s value in this book and a rewrite focusing only on strategy would be a game changer. But I think the numbers might be the foundation of the strategy. Perhaps reading this on paper will be more my speed. The audiobook did not work 100% for me
August 10, 2022
Run FB ads to get appointments. Learn sales skills. Raise prices. Increase time and space efficiency. Add in semi-privates and sell supplements. Alex gives away this information generously. I would like to thank him for this service.
October 20, 2023
Must read before starting a fitness business
Really loved the clear instructions on what to do.
You can really see that Alex Hormozi is passionate about business, marketing, sales, and so on.
Really loved the clear instructions on what to do.
You can really see that Alex Hormozi is passionate about business, marketing, sales, and so on.
May 7, 2024
Actually mostly skimmed through, but this is THE manual I will come back to if I ever decided to start another gym business.
To me the entire text boils down to establishing hella feedback loops and rewriting the business model with great great detail.
To me the entire text boils down to establishing hella feedback loops and rewriting the business model with great great detail.
July 10, 2024
Some content doesn’t directly align with our health club’s model but gleaned a lot of excellent information that can be adapted for our needs. A must read for those starting up a small gym, particularly one with a CrossFit type model.
October 26, 2022
Applicable to not just gym businesses. Really good and practical steps.
January 13, 2023
Great. Worth multiple-re-reads. End to end buiz.
Times read = 1x.
To read = 2x.
Times read = 1x.
To read = 2x.
November 30, 2023
It's good. I think it's more for local businesses rather than online ones, but I learned a lot!
October 8, 2024
Very valuable book for people opening or already owning a gym!
December 30, 2024
Absolute fire, so interesting and useful even as someone who isn’t in the gym industry
February 2, 2025
Great book for gym owners
September 24, 2025
Unreal value in the right hands when applied with enough action. Golden ticket.
Read
December 19, 2025Audiobook version.
July 30, 2022
Lot’s of good information in this book. I plan to read it more than once
September 26, 2022
Basically a $4000 course Jim a $10 dollar book. Value is 🤯 crazy!
Displaying 1 - 25 of 25 reviews