There are no secrets. There are no hacks or shortcuts. There is no easy, quick fix ever sold online that takes a gym owner from average to financially successful in a few easy months. In a business that can be overwhelming, and at times so unforgiving, it is so easy to throw away your money chasing the magic that always proves to be never enough.
The difference between barely surviving month-after-month and generating enough money to take care of you and family for life is understanding the business of fitness, those techniques and systems that can be directly applied to your gym, your market, and your demographics.
What is the right pricing for your market, your town, against your competitors? What are the new rules of staffing, post virus, including acquisition of staff, pay, development and accountability? And are you chasing the right target client in your area, marketing to a specific target population and creating a brand truly separating you from your competition, a brand that can eventually be sold because of its uniqueness as part of your exit strategy?
Don’t forget the financial structure of a working gym. How do you raise money, how much is too much debt, what should it cost for staffing and other expenses? Other financial topics to be discussed are how and when to raise existing client rates, the costs of retention, and positioning your gym in the market thorough price.
Most all the information you get these days is too generic, sold as, hey, look what I did in my gym, just copy me and you too can be rich. But none of this usually fits you, your business, your market and your personal goals.
There are the foundational tools of this business that can be applied to any gym in any market. There is real, solid, proven information which you can learn and immediately apply to your business the day you get home, and it is available in this business of fitness workshop. You are unique, your market is unique and your numbers have to reflect who you are and where you operate.
Just a few of the topics that will be covered:
• The difference between working hard and efficient work as an owner
• Your management style might be killing your business
• Somebody has to sell someone something every day or it fails
• Why gyms usually fail in their first five years
• What got you here won’t get you there: the need to reinvent your business every 3-5 years. Why clinging to your past ruins your business today
• If you don’t develop a support team of productive people you never make money
• Marketing is your biggest weakness and how to fix it: more leads, more show, more conversions
• Knowing your numbers and changing your numbers are two different skills
• How much should it cost you to run your business: percentages for any business in any market
• Attracting, motivating and retaining a good team
• Why AI can help you but won’t save you: using it as a tool for more efficiency
• The next level of the fitness industry is demographic based businesses
• Why most everyone in the room is charging too little per member
• What works in Massachusetts or California won’t always work in Iowa or Alabama: individualizing business tools for where you are and what you need in that market
• Why the experience of your gym and the human touch are the main reasons people still join a fitness facility
• What the next years in the fitness industry will bring
• Your questions matter and there will be time each day for you to ask about your business and what you need
DAILY SCHEDULE:
Day 1 - Thursday, November 20
8:30am-9:30am - Check in & Registration
9:30am-12:30pm - Session with Thomas Plummer
12:30pm-2:00pm - Lunch on Your Own
2:00pm-5:00pm - Session with Thomas Plummer
Complimentary Cocktail Hour Meet and Greet to Follow
Day 2 - Friday, November 21
9:00am-10:00am - Session with Thomas Plummer
10:15am-11:15am - Session with Brendan Stapleton
11:30am-12:30pm - Session with Corey Smallwood
12:30pm-1:00pm - Session with Thomas Plummer
WHEN:
Thursday, November 20, 2025
9:30 AM - 5:00PM
**Registration begins at 8:30 AM. Registration spaces are limited
Friday, November 21, 2025
9:00 AM - 1:00PM
WHERE:
The Stamford Hotel
700 E. Main Street
Stamford, CT 06901
(203) 358-8400
HOTEL RECOMMENDATION:
The Stamford Hotel
700 E. Main Street
Stamford, CT 06901
(203) 358-8400
**Discounted rate of $149 per night. Please use the discounted booking link provided or mention “Perform Better” while booking over the phone.
**Room blocks are limited availability. No guarantees. Hotel may become SOLD OUT at any time.
PRICE:
Early Bird Registration Price: $199 (When registering prior to 10/23/25)
Pre-Registration Price: $239
