The ROI Of Risk

Built To Grow Fitness Business

When gym owners first step into entrepreneurship, signing a lease, putting down guarantees, and starting a business, it feels monumental. It’s the ultimate risk – leaving the comfort of certainty for the chance at something greater.

But somewhere along the way, many stop taking those risks. They start playing it safe, treating essential investments in marketing, coaching, or systems as expenses instead of opportunities for growth.

Tim and Randy break down why this happens: fear of failure, uncertainty, or simply not knowing the numbers that make confident decisions possible.

Gym owners often default to spending on equipment or certifications because it’s familiar, but those aren’t the moves that build a scalable business.

The game changes when risk becomes calculated. By knowing key metrics – like ROI, cost per acquisition, and client value – you remove the emotion from decision-making and focus on logical, measurable actions that drive real results.

Running a gym is already a risk – you’ve taken the leap, signed the contracts, and bet on yourself. So why stop now? If you want to scale, you need to face the weak spots in your business, take smart risks, and stop playing small.

In this episode, Tim and Randy show you how data-driven decisions can turn hesitation into progress and push your gym to the next level.

Let’s get into it!

Key Takeaways:

• Intro (00:00)
• The initial risk of entrepreneurship (00:46)
• Short-term discomfort for long-term gain (02:49)
• Data-driven decision-making reduces risk fear (06:12)
• The paradox of client success (14:57)
• Investing in areas of weakness (17:39)
• Your ROI as a gym owner (20:50)

Additional Resources:

- Get 30 days of Semi-Private Pro on us!

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- A tool for deciding on new gym services – 5-Question Matrix

- SOP in a Day Workshop

- Check out our Switch to Semi-Private course

- Business Accelerator Program

- Learn more about The Iron Circle

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