A Two-Day In-Person Business Workshop for Boutique Gym Owners and Fitness Professionals
Hosted by Dan Kleckner, Corey Smallwood, Ed McKay, and Colin McGarty
The fitness business has changed. A $40,000/month gym used to give you bragging rights. Today, that number does not always mean the owner is profitable, the team is strong, or the business is built to last.
The next generation of successful gyms will not win by being the cheapest option in town. They will win by creating a premium experience for adults over 40 who value expert coaching, accountability, and long-term health.
The Business of Fitness After 40 seminar is built for gym owners who want a more profitable, more organized business that is not completely dependent on them.
You will learn from current gym owners and marketing experts who understand the real challenges of running a successful fitness business every day.
No franchise pitch. No mastermind upsell. No recycled theory. Just practical systems, honest conversations, and strategies you can take home and use immediately.
What You’ll Learn:
Build Around the Right Client
Identify, attract, and retain premium 40+ clients who value coaching, accountability, and long-term health.
Create a Brand That Builds Trust
Clarify your message, tell better stories, and create marketing that speaks directly to the goals, fears, and motivations of adults over 40.
You will learn how to:
● Position your gym around your ideal client
● Create video and digital content that feels real, not scripted
● Build authority in your local market
● Stand out from lower-priced competitors
Maximize Revenue Per Square Foot
Design your space, equipment, and training model so every square foot of your gym supports both the client experience and the bottom line.
Create a More Profitable Business Model
Compare semi-private training, small group training, nutrition coaching, specialty services, and recurring revenue options so you can build a model that actually scales.
Strengthen Sales and Financial Systems
Improve conversions, track the numbers that matter, manage your margins, and price your services with more confidence.
Build an Incredible Team
Create systems for hiring, training, leading, and retaining coaches who protect your culture and deliver an exceptional client experience.
Use AI to Save Time and Improve Operations
Discover practical ways to use AI for marketing, programming, operations, and client communication without losing the human touch.
Featured Presenters:
DAN KLECKNER, BS, TPI, ACSM-CEF
• Owner of Kutting Edge Fitness in Kirkland and Issaquah, Washington & Kinetic Fitness in Butte, Montana
• International speaker and is considered an expert on the business of start-up gyms, improving strength/power for golf and other rotational sports, and small group training
• Mentored by some of the top golf fitness and fitness business professionals in the country
Learn how to build a premium, profitable training gym by designing your business around your ideal client, maximizing revenue per square foot, implementing sound financial systems, and creating a business that delivers both exceptional client experiences and long-term personal freedom.
COLIN MCGARTY
• Owner of Seacoast Kettlebell in Dover & Portsmouth NH
• Voted one of the Top 50 training gyms in the United States
• Taught dozens of kettlebell certifications to coaches and trainers nationwide
The 40+ demographic is the biggest opportunity in the fitness industry. Learn how to create profitable group training programs centered on longevity, strength, mobility, and healthy aging while building a business that serves this growing market.
COREY SMALLWOOD
• Owner of Clarksburg Strength & Fitness
• 30 Years coaching, consulting and owning/operating gyms
• Author of “The AI Advantage In Fitness”
• Co-host of The Coaches Unscripted Podcast
Discover practical ways AI can help gym owners improve sales, marketing, programming, retention, and daily operations. You will learn simple tools and workflows you can start using right away to save time, better serve clients, and create a competitive advantage without losing the human touch that makes your gym special.
ED MCKAY
Ed McKay is a marketing strategist, content producer, and former gym owner with more than 20 years of experience in the fitness industry. Combining his background in coaching and gym ownership with nearly two decades of photography and video production, Ed helps fitness businesses tell the story of their brand in a way that connects with the people they’re trying to reach. His work focuses on understanding the 40+ client, creating marketing that builds trust, and using photography, video, and digital content to position fitness businesses as the right solution for their ideal clients.
Learn how to deeply understand the 40+ client, clarify your brand story, and create authentic marketing and video content that builds trust, generates leads, and positions your gym as the premium choice in your community.
Schedule:
Friday, November 6, 2026
● 9:30 – 10:00 AM – Registration
● 10:00 AM – 10:15 AM – Dan Kleckner
● 10:30 AM – 12:00 PM – Corey Smallwood
● 12:00 PM – 1:30 PM – Lunch
● 1:30 PM – 3:00 PM – Ed McKay
● 3:15 PM – 4:45 PM – Colin McGarty
● 4:45 PM – 5:30 PM – Closing Session led by Dan Kleckner or Thom Plummer
● 5:30 PM – Networking Social
Saturday, November 7, 2026
● 9:30 AM – 12:30 PM – Hands-On Workshop with Colin McGarty plus Business Content from All Speakers
Event Details:
Friday, November 6, 2026
Registration: 9:30 AM – 10:00 AM
Workshop: 10:00 AM – 5:00 PM
Networking Social: Immediately following the workshop
Saturday, November 7, 2026
Workshop: 9:30 AM – 12:30 PM
Location:
M-F Athletic / Perform Better
1600 Division Road
West Warwick, RI 02893
Price:
$179.00 (4 weeks prior to event – Early Bird)
$229.00 (Within 4 weeks of event)
