Gym Owners: Fancy Perks Don’t Matter, Coaching Does

Being a gym owner isn’t easy—and sometimes it just plain sucks. In this episode of the Untitled Coaching Podcast, Justin Estes opens up about the frustrations and gaps he’s seen in the fitness industry and why systems are the secret weapon for consistency, retention, and growth.

Justin breaks down why the real product isn’t your lobby, your coffee bar, or your recovery tools—it’s the coaching and relationships you deliver every single day. He dives into how onboarding is like a first date, why copying other gyms’ plays is a trap, and why owning your online presence (instead of “renting” it) matters more than ever.

Whether you’ve been running your gym for years or are still finding your footing, this episode will challenge you to re-think your systems, focus on your people, and build the kind of experience that keeps members coming back for years.