When I stepped away from the CEO role at Two-Brain, people asked, “What are you going to do with all your spare time?”
The answer was easy. I’m going to do the same thing I’ve done for 30 years: coach fitness and write about gym ownership.
But my gym, Catalyst, didn’t need me anymore.
So I asked my partner, Ryan, “Do you have any classes I can take?”
“Sure. Wednesday at 7 p.m. But you’ve got to find your own clients.”
So I did what I’ve always done to find clients.
I used Affinity Marketing.
16 Clients From One Message
When I mentor gym owners, I advise them to replicate their best current clients.
But I didn’t have any clients, so I put myself in the center of the marketing plan.
My family? Not local. My friends? Most already train.
But I ride bikes every Sunday in the summer, and two friends coach a teenage cycling team in winter.
I sent one a message: “Are the Hellhounds training this winter?”
“Yes, once a week indoors.”
“What are they doing for weight training?”
“Nothing. Most don’t know what to do.”
“Would it help if we put together an eight-week program and we met at the gym once a week? I’ll give them lifting homework.”
“Absolutely.”
Sixteen kids signed up. The team paid in full from their fees: one hour of training per week at $215 per hour, plus homework and short videos.
“Is eight weeks enough?” one parent asked.
“We’ve got 17 weeks until serious race prep,” I said. “Let’s commit to eight now and roll into a second block.”
And that’s Affinity Marketing.
The Marketing Bull’s-Eye
Think of your marketing as a bull’s-eye with concentric rings.
At the center: your best clients. The ones you want to clone. If you don’t have clients yet, put yourself in the center.
Then move outward:
1. Family
2. Friends
3. Coworkers
4. Acquaintances
The closer someone is to the center, the higher their affinity. They already know, like and trust you.
If you need clients fast, don’t start by feeding paid ads to strangers. Start with the people you are already connected to.
Step 1: Identify Your Top 5 Clients
Ask yourself:
“If I had five more great people like X, what would my gym look like?”
Those are your top five.
Step 2: Fill Out the Cheat Sheet
For each top client, create a simple grid:
- Client
- Family
- Friends
- Coworkers
- Hobbies
Before your meeting, think:
- Who is their spouse?
- Who do they golf with?
- Who’s their lunch buddy?
- What hobbies do they talk about?
- And so on.
You don’t need every name. Just list one or two specific people per category and you’ll have a powerful cheat sheet.
Step 3: Book Goal Reviews
Goal Reviews are 15-minute quarterly meetings. Book time with each of your top clients.
Here’s the process:
1. Start with Bright Spots. Ask: “How are things going with your fitness? What are you most proud of accomplishing in the last three months?”
2. Measure their progress.
3. Ask the critical question: “Are you happy with the progress you’ve made?”
If they say “no,” adjust their program so they get better results (this is a critical retention tactic).
If they say “yes,” move into Affinity Marketing.
Step 4: The Affinity Conversation
Most gym owners ruin this part by saying, “Do you have any friends to refer?”
That’s passive. And passive is slow.
Your results don’t speak for themselves. You must speak for yourself.
First, capture their story: “What’s one thing you wish someone had told you before joining my gym?”
Film it. That’s content.
Then ask: “Who helped you most on this journey?”
Now you have another high-affinity name.
Then pull out your cheat sheet and be very specific. Use names. Start with the people who are closest to your client.
Family (Ring 1)
“I know your wife Sarah is doing Pilates. How’s she enjoying it?”
If she likes it, move on. If she’s not getting results, offer help.
For example, if the client says “she’s enjoying it but isn’t losing weight,” ask about her nutrition: “Is she on a specific plan?”
If she’s not, say: “Would you be willing to link me with her by email or bring her in at your next session? I can give her some tips, a free guide, maybe do a measurement, and then I can show her how our nutrition coaching could help.”
This is even better: “What would it take to get Sarah in here?”
The more you know about Sarah, the more likely you are to get her into the gym.
Friends (Ring 2)
“I know you’ve been golfing with Dave every Saturday. How’s his back doing? Has he mentioned anything about it?”
Then: “Do you think Dave would come in and do a workout with you? It’s on me. I’d like him to see what you’re doing and maybe get you some backup when I’m not around.”
Coworkers (Ring 3)
“I know this is a stressful time of year at work for you. How are your coworkers managing the stress?”
If you have a way to help, offer it: “Susan, I know all the doctors at your clinic are super stressed out right now. I’d really like to help. What if I came in and gave a short talk on stress management? I have a five-minute exercise that really helps me.”
This Above All
The key in all rings is this: Don’t ask “do you know anyone?”
Ask about specific people by name. If you don’t know the names of the people who are close to your clients, you must get to know your clients better.
Step 5: Take Action Immediately
After the Goal Review, follow up right away. Send the email. Make the call. Reach out to the person they mentioned.
Here’s a sample script: “Hey, Dave, I was just talking to Mike, and he gave a lot of credit for his success to you. Thanks for supporting him, man. I really appreciate it. As a thank you, he suggested a 30-minute session for you. When can we get together?”
Always finish with a question. Then send a link to book an appointment.
Step 6: Move to the Next Client
Repeat the process with all five top clients.
Then do it again next quarter.
The Bottom Line
If you need clients fast:
- Don’t post to Instagram.
- Don’t start with Facebook ads.
- Turn to your connections. Start with affinity.
Start at the center—family—and move outward to friends and coworkers, then acquaintances.
Don’t ask vaguely. Use names and be direct.
Take control of referrals instead of waiting and hoping.
Affinity Marketing isn’t complicated. It’s active relationship building. Gym owners are great at building relationships with clients but are often afraid to move beyond that.
You overcome fear through repetition.
Go through this exercise 20 times in the next days and practice in the mirror if needed.
Marketing is really just meeting new people and offering to help them. The question I ask myself is this: “Do I care enough to overcome my awkwardness and help this person?”
That’s Affinity Marketing.
Need more marketing assistance? Here’s my offer of help: Book a call and let’s make a plan for your gym.
