Insights from the former Gym Launch CEO for today’s gym owners
Happy New Year Gym World,
Running a gym can feel like a juggling act. You want to grow, keep your members happy, and manage your staff, all while making sure operations run smoothly—but it’s easy to get stretched too thin.
That’s why it’s worth hearing from Cale Owen. He started out as a struggling gym owner, went on to become CEO of Gym Launch, and helped scale hundreds of gyms along the way. Now he works as the Chief Revenue Officer of W.O.L.F. Gyms, a fast-growing access-based franchise, and is even thinking about opening a location of his own.
We brought Cale back to share lessons for gym owners on running gyms that are simpler, easier to manage, and built to deliver a better experience for members. Keep reading to see what he’s learned from years of operating and scaling gyms, and how those lessons apply to running an access-based franchise.
From struggling owner to industry leader
Before Gym Launch, Cale was a gym owner himself. In 2017, he was running a group training gym with just 31 members and dealing with the challenges many owners face: unpredictable revenue, long days coaching classes, and the pressure to grow without the right systems in place.
That year, he discovered Gym Launch, implemented their strategies, and grew the gym to more than 250 members in just eight months. In 2018, he joined the company, worked closely with gym owners across the industry, and eventually became CEO in 2021.
💬 At Gym Launch, Cale saw firsthand what helps gyms grow and what makes them fragile. We break those patterns down and share insights in this article.
In 2024, Cale began working with W.O.L.F. Gyms as Chief Revenue Officer and later became part of the ownership team. Today, W.O.L.F. has 12 open locations, with more sold and even more opening soon.
@caleowen After 7.5 years… I walked away from the largest gym coaching company in the world. From sales rep → to CEO after a private equity acquisition. With the help of an INCREDIBLE team, we doubled revenue. We won. But I hit a brick wall without the flexibility to innovate. No hard feelings, it’s just the nature of PE. So I’m onto the next and looking forward to this exciting journey ahead with Wolf Gyms. I completely respect and and have nothing but well wishes for the amazing team at Gym Launch. #gym #gymowner #gymmotivation ♬ original sound – Cale Owen
The W.O.L.F. approach
Cale was drawn to W.O.L.F. because of how the gyms are built and run. Each one combines the grit and style of classic gyms from the 70s, 80s, and 90s with modern recovery features like cold plunges and infrared saunas. And unlike many multi-location gyms we feature, each W.O.L.F. space looks and feels different.
The franchise has two types of gyms:
- Flagship locations: 15,000 to 25,000 square feet
- Smaller locations: 8,000 to 12,000 square feet
All of them include premium equipment for powerlifting, HYROX, and posing rooms.
💬 Franchisees can choose from multiple vendors and equipment packages, which Cale says is uncommon in most franchise models. This flexibility helps manage startup costs, which can range from $450,000 to $1.43 million depending on the location and equipment package.
W.O.L.F. is an access-based gym with a $54.99 monthly membership. Members can add personal training, semi-private sessions, or group classes for an additional cost. It’s priced higher than most big-box gyms, with a bigger emphasis on community and member experience.
Here’s how they deliver on that promise:
- Staff greet members by name and make an effort to say hi to several others each time someone walks in.
- Equipment is always kept in top condition and ready to use, with any issues fixed within 48 hours.
- Daily cleaning routines keep the gyms tidy, and deep-cleaning crews come in multiple times per week.
- Franchisees receive structured staff onboarding and regular audits to keep standards high.
💬 Each gym has a General Manager, an assistant manager, a few front desk and sales team members, plus outsourced cleaning and equipment maintenance. The Director of Training manages personal training and helps with upsells.
Most of the franchise’s growth comes from word-of-mouth and referrals, but Cale has added marketing systems like sales funnels, email sequences, and a clear sales process to attract new members. Each gym shares daily posts featuring members, the space, and their stories, so people can see what it’s really like to be part of the gym.
Why this model works right now
Many gyms today are moving toward simpler, more manageable models like semi-private or small group training. W.O.L.F. takes a similar approach but on a larger scale, using an access-based membership to make the business easier to run while still delivering a great experience for members.
Here’s what Cale found most appealing:
- Easy for members to start. People can join and begin training right away without committing to classes.
- Streamlined operations. Staffing is simpler, schedules are flexible, and changes in staff don’t disrupt the gym.
- Predictable revenue. Access memberships provide a reliable baseline, while extras like personal training or group sessions boost earnings naturally.
- Upsells without pressure. Members choose additional services when they’re ready, rather than being pushed upfront.
- Strong focus on community. Staff interaction, clean facilities, and thoughtful amenities create a welcoming environment that keeps members coming back.
💬 TL;DR: Cale likes the model because it lets gyms focus on what really matters: giving members a great experience without getting bogged down in complicated operations. Opening a location himself will let him see firsthand what franchisees deal with and make sure the system works in practice.
What’s next for Cale
Cale’s story comes full circle. From struggling gym owner to CEO, he has learned what makes gyms grow and what breaks them. Now, he is putting that knowledge to work at W.O.L.F., not just as an executive, but as someone preparing to run a location himself.
By stepping back into ownership, Cale shows that even experienced leaders continue to learn and adapt. His approach is a reminder that success comes from combining strong systems with real-world experience and attention to what members and staff actually need.
For more insights, watch or listen to Cale’s full interview on Gym World.
cheers,
j
