Copy their strategies for a stronger gym culture ????
What’s up Gym World?
Last week, I hosted a dinner in NYC with some of our top Gym World guests.
But before that, we got a few of them together to record, giving you some interesting combos like Dane McCarthy and Cassie Day.
???? Dane founded The Athletic Clubs, a series of training gyms in NYC that cater to Gen Z. Last year, his first location was making $80k a month from 1,200 sq ft. He now has five locations open and plans to expand to 100.
Cassie runs All Day Fit in a shared space in Toronto, focusing on underrepresented bodies in fitness. She has the best Instagram strategy I’ve ever seen. In 2023, her gym had 140 clients and was making $85k each month from social.
When you ask gym owners what separates them from the competition, most will say “our community.” Yet most don’t have a strategy for improving community inside their gym.
Dane and Cassie’s gyms have gotten media attention because their gym communities are unique. We sat down with them to find out exactly what they’re doing to build (& profit) from a world-class gym community.
Here’s what they said: ????
Squad training
At The Athletic Clubs and All Day Fit, you train with:
- The same people
- At the same time
- With the same coach
Dane and Cassie say that by pairing members with similar fitness levels and like-minded people, a strong community and healthy rivalry naturally form.
???? This approach also creates a high level of accountability within both gyms.
???? Dane
The Athletic Clubs’ squads recreate the team experience of a college athlete.
There are 16 squads per gym, and each one has 20 people who train together 2x a week. Dane is Australian, so they’re all named after Australian beaches.
???? Whereas most small gyms provide flexible scheduling, squad training maintains a strict routine and consistency.
If you don’t show up, you’re kicked out and replaced by someone on the waitlist. But you can keep your spot with a 1-month pause for $30.
???? Cassie
While Dane’s gym primarily does large group training, All Day Fit does semi-private training.
There are 12 teams, each with 6 people doing individualized programs.
???? Cassie’s been doing this for the last 6 years. The Fort guys, who we’ll hear from soon, do something similar.
And if you leave, your spot is taken by someone else—there is no grace period.
Dress codes
Dane’s and Cassie’s gyms are total opposites: one is black-and-white, the other bright and colorful.
???? Dane
Everyone at The Athletic Clubs wears black. Dane says this helps avoid comparisons and lets members focus on training without feeling the need to buy new Lululemon sets all the time.
???? It started during COVID when Dane led outdoor workouts around NYC parks to make it easier for people to find the group.
The black uniform became a signature look and is now a key part of the gym’s branding.
I’ve never seen another gym do this, which definitely sets him apart.
???? Cassie
All Day Fit doesn’t have an official dress code, but the gym is sponsored by Adidas, which frequently sends her staff and her members clothing that matches the gym’s bright and colorful branding.
???? Cassie tells her partner Jahmeek to wear bright outfits when they travel so people remember him. When they went to New York, he packed accordingly. She then had him visit Dane's gym, which has an all-black dress code. Mission accomplished.
Adidas first noticed Cassie through her small group personal training program. They wanted to find creative ways to reach her target market and have been working with her for the past five years.
???? That’s the advantage of having clear positioning.
Social events
People are seeking community, so Dane and Cassie maintain an event calendar and plan activities in advance to help members and the public connect and socialize.
???? Brian Sanders has a unique community space that makes $14k every month from events. Most gym owners plan events last minute and then wonder why attendance isn’t great.
???? Dane
Squads don’t just work out together; they also socialize outside the gym. They’ve got a run club 2x a week and monthly social events like:
- Picnics
- Coffee dates
- Mixers
- Weekends in the Hamptons
???? People are willing to spend $ on things that make them happy and healthy. At Dane’s gym, it costs $220 a month. Others, like Innovative Fitness, charge $800-$1,200 a month but offer monthly trips around the world for its members.
The gym also hosts The AC Games on a pier, where all the clubs come together and submit squads to compete. They participate in four stations with different functional movements.
???? It’s a mix between CrossFit Games and HYROX. Dane says 300-400 people came out last year.
Another unique thing Dane does is use The AC van to have coaches travel around NYC and offer free outdoor workouts.
???? Cassie
All Day Fit is actively involved in the community. Cassie partners with local businesses and practitioners to host workshops and collaborate with event companies.
The gym also has a Toronto Summer Bucket List, where members list fun activities they want to do in the summer, like:
- Watching the sunset in the park
- Going to the beach
- Eating dinner on a patio
They can bring friends to these events, which helps generate leads.
???? Cassie and her partner have a large following (51k combined). As influencers, they have an advantage because they can use these events to promote the gym.
Cancellations
Dane and Cassie make it a priority to talk to every member who leaves, finding out exactly why they cancel and taking action to address the issues.
???? James Pratt is another gym owner who is obsessed with asking clients for feedback.
???? Dane
Dane uses an exit survey to gather feedback, where clients can text him their responses.
???? He says that asking ‘How was the squad vibe?’ has been really helpful.
???? Cassie
Cassie uses a 3-step cancellation process:
- The client submits a 4-week cancellation form.
- A staff member follows up with a phone call.
- If the client decides to cancel, they complete an exit survey.
She also sends out an optional monthly program reflection to all members for feedback.
???? Cassie says about 50% of members complete it. Staff review the feedback in meetings, discuss it, make changes, and thank members for their input.
TL;DR
Cassie and Dane are creating world-class communities by:
- Training people together
- Hosting lots of events to encourage socializing
- Providing structure, like dress codes, to build team spirit
- Gathering and implementing member feedback
To strengthen your own community and boost retention, I recommend focusing on three things:
For more community-building insights, be sure to watch or listen to Cassie and Dane’s full interview on Gym World.
hope this helps,
j
P.S. If you found this valuable, share it with a gym owner in need.
