Episodit

  • How We Created INTENT91's Brand Messaging

    How We Created INTENT91's Brand Messaging

    · All Things Fitness Marketing

    At INTENT91, our own personal training gym, our journey to clear brand messaging reshaped everything we do.

    Here’s how we did it:

    Realising the Mismatch
     – We launched as “INTENT91: The Training Club” targeting gym goers and athletes.
     – We soon saw that our best clients were everyday people seeking support and guidance.

    Team-Driven Discovery
     – Six months in, we sat down with the team to ask: “Who are we really helping?”
     – We analysed our current clients and identified who we truly enjoy coaching.

    Crafting a Clear Message
     – We shifted our focus to serving non‑gym goers, primarily those in their 40s, 50s, and 60s.
     – This message now drives every decision at INTENT91—from marketing and hiring to in‑gym branding.

    The Impact
     – A clear, consistent brand message has improved engagement, reduced churn, and set us apart in the market.
     – This strategy has been key to growing INTENT91 and building HAMPER, where we now help over 45 SGPT gym owners.

    If you’re ready to refine your brand messaging and truly connect with your ideal members, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

  • We Tested Google Ads at our SGPT Gym

    We Tested Google Ads at our SGPT Gym

    · All Things Fitness Marketing

    We recently tested Google Ads at INTENT91, our own personal training gym, and here’s what we learned:

    High‑Intent Leads with Limited Volume
     – Our January test spent £1,402 on search campaigns and generated 15 leads (about £93 per lead).
     – Although these leads show strong intent, the overall volume remains lower compared to other channels.

    The Importance of Alignment
     – Many search queries, like "personal trainer near me," often attract prospects interested in one-to-one training rather than small group sessions.
     – Misalignment between your offer and what prospects are searching for can hinder conversion rates.

    Cost Considerations and Multi‑Channel Strategy
     – Google Ads can be more expensive, so relying solely on them might require a higher spend to hit your sales targets.
     – Running Google Ads alongside Meta campaigns, email marketing, and organic outreach can help balance your lead flow and improve overall performance.

    Keep Testing and Refining
     – The success of Google Ads depends on factors like location, timing, and your specific offer.
     – Consistent testing and refinement are essential to determine if Google Ads fit into your broader marketing strategy.

    For help with your marketing strategy, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

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  • Building an Effective Landing Page

    Building an Effective Landing Page

    · All Things Fitness Marketing

    At HAMPER, we know from testing at INTENT91, our own personal training gym, that landing pages are key to generating quality leads and, ultimately, more sales.

    Here are Miles 3 tips for creating a high‑converting landing page:

    Tip 1: Optimise What’s Above the Fold

    Use an image of someone in your target demographic

    Align your copy with your ad messaging to reinforce who you help.

    Ensure a prominent call‑to‑action is visible so prospects can easily take the next step.

    Tip 2: Integrate Authentic Social Proof

    Leverage real testimonials and Google reviews to build trust with your prospects.

    Feature key social proof elements—such as a 5‑star review badge with the number of reviews you have above the fold and more indepth client testimonials below the fold

    Tip 3: Focus on Benefits, Not Features

    Highlight the tangible benefits your gym offers—improved health, increased confidence, and overall well‑being—rather than just listing features like equipment or facilities.

    Use authentic images, reviews, and testimonials to ensure your landing page remains true to your brand.

    If you’re ready to transform your landing pages, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

  • We Sold 40 Trials in One Month at a Single Gym

    We Sold 40 Trials in One Month at a Single Gym

    · All Things Fitness Marketing

    At just one of our own personal training gyms, INTENT91, we managed to sell 40 six-week trials in December. We say this not to brag, but to show what’s possible at your own SGPT gym.

    Here are 3 ways that we managed to achieve this success:

    1: Relentless Paid Ads & Consistency
    12 months of consistent paid ads and messaging. While other gyms eased off during the holidays, we kept our foot on the gas at INTENT91, ensuring our audience was fully warmed up.

    2: Structured Sales & Follow‑Up
    A robust sales process is critical. By ensuring that someone was always available to follow up on every lead—whether via phone or in‑person meetings—the team converted every opportunity quickly and efficiently.

    3: Consistent Messaging Across Channels
    Sticking to one specific demographic and a clear message across ads, emails, and organic content built trust and engagement. This unified approach turned leads into quality trial sales, setting the stage for long‑term membership conversions.

    If you want to implement these strategies in your SGPT gym, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

  • Why Brand Message is Important

    Why Brand Message is Important

    · All Things Fitness Marketing

    Every successful SGPT gym has a clear brand message.

    Here are 4 tips to improve your brand messaging at your small group personal training gym:

    Tip 1: Define Your Brand Message


    Clearly articulate who you help and how your gym delivers value. Remember, trying to target everyone means you’re targeting no one. Your brand message should come from you—the founder—and set the tone for all your marketing efforts.

    Tip 2: Ensure Consistency Across Channels
    Your ads, website, emails, and social media need to speak the same language. Consistent messaging builds trust and ensures that the right prospects are attracted to your gym.

    Tip 3: Know Your Target Audience
    Identify whether you’re catering to competitive athletes, non-gym goers looking to live a healthier life or someone completely different. A sharp focus on your ideal member will improve lead quality and conversion rates.

    Tip 4: Align Your Team
    Your entire team must understand and embody your brand message. When everyone is on the same page, your marketing becomes more powerful and your customer experience more unified.

    If you need help clarifying your brand message to attract quality leads and grow your SGPT gym, reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

  • 4 KPIs Every SGPT Gym Owner Must Track

    4 KPIs Every SGPT Gym Owner Must Track

    · All Things Fitness Marketing

    For SGPT gym owners, understanding and tracking the right KPIs is essential to scaling your business effectively.

    Here are 4 KPIs that you need to track every month in your gym:

    1) Leads Generated
    Track how many leads you’re generating each week and month. Without a steady stream of leads—from paid ads, your website, email, or referrals—your business can’t grow. Adjust your marketing efforts if you’re not hitting your target of 50–70 leads per month.

    2) Sales Made
    Monitor the number of leads converting into sales. Sales are the oxygen for your gym, and you should aim to convert at least 25–40% of your leads. Use clear scripts, consistent follow-ups, and regular sales training to improve this conversion rate.

    3) Conversion to Memberships
    It’s not enough to just make a sale. You need to ensure that your front-end offers convert into long-term memberships. Target a conversion rate of at least 50% from your initial sale to a monthly membership by delivering outstanding results and nurturing new members effectively.

    4) Retention
    Retention is the ultimate test of your gym’s value. Track how many members stay versus leave each month. A healthy retention rate (around 4–5%) is crucial for building a sustainable, subscription-based business. If your retention is poor, assess attendance, member engagement, and community-building efforts to improve long-term loyalty.

    If you need help generating leads and improving your sales processes, then reach out to us at [email protected], visit hamperagency.co.uk, or DM @hamperagency on Instagram.

  • How Much Should You Pay for a Lead?

    How Much Should You Pay for a Lead?

    · All Things Fitness Marketing

    For SGPT gym owners, cost per lead is a key metric—but it’s not the be-all and end-all of your marketing strategy.

    Here are Miles’ top 4 tips on how to make every lead count, even if you have to pay a little more:

    1. Focus on Your Messaging


    Ensure your messaging clearly communicates who you help and how your gym delivers value. Strong, targeted messaging attracts quality leads that are more likely to convert and stick around.

    2. Optimise Your Funnels


    Develop effective funnels in your CRM. Set up automated email sequences, SMS follow-ups, and prompt call-to-actions so every lead is nurtured properly. A well-optimised funnel can significantly improve your conversion rates—even if the initial lead cost is higher.

    3. Strengthen Your Sales Process


    Invest time in sharpening your sales skills. A robust sales process turns higher-cost leads into profitable, long-term members by ensuring you capture every opportunity.

    4. Charge Appropriately


    Review your pricing strategy to ensure that your front-end offers align with your lead cost. If you’re paying more per lead, your pricing needs to support a healthy return on investment. Focus on cost per acquisition rather than just lead cost.

    If you need help generating quality leads that convert for your SGPT gym, then reach out to us at [email protected].uk, hamperagency or DM us on Instagram @hamperagency.

  • SGPT Gym Owner Replacement Ladder

    SGPT Gym Owner Replacement Ladder

    · All Things Fitness Marketing

    So many SGPT gym owners feel stuck in the day-to-day of running their business, unable to have the time to focus on how to grow their gym.

    But, it doesn’t need to be this way. By using the SGPT Gym Owner Replacement Ladder, you can delegate responsibilities to focus on the strategic growth of your gym.

    Here are the 5-steps to climb the ladder:

    1) Delegate Administrative Tasks: Hire a personal assistant to manage emails, invoicing, and member onboarding/offboarding. Document processes to ensure consistency.

    2) Delegate Your Service: Recruit and train coaches to handle client sessions. Develop detailed guides to maintain service quality.

    3) Delegate Your Marketing: Once admin and coaching are delegated, concentrate on marketing strategies or consider outsourcing. Establish clear brand guidelines to ensure consistency.

    4) Delegate Your Sales: Handle sales personally until the business can support a dedicated salesperson. Create effective scripts and training materials for future sales staff.

    5) Delegate Your Leadership: Once all major roles are covered, the final step is stepping back from day-to-day leadership. This may involve hiring a gym manager to take over decision-making.

    By following this framework, you can build a self-sustaining business, allowing you to focus on growth and enjoy greater freedom.

    If you need experts to take care of the marketing for your SGPT gym to let you climb higher up the ladder, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • 3 Tips for Improving SEO

    3 Tips for Improving SEO

    · All Things Fitness Marketing

    For SGPT gym owners, ranking on Google is critical to generating consistent leads without relying solely on paid advertising. Here are 3 key SEO strategies to improve your gym’s search engine ranking:

    1. Optimise Your Google Business Profile
    Your Google Business Profile is one of the most powerful tools for local SEO. Ensure your gym’s profile is fully updated with accurate business details, professional photos, and consistent Google reviews. A well-optimised profile improves search rankings and builds trust with potential members searching for small group personal training gyms in their area.

    2. Use the Right Keywords on Your Website
    To rank for SGPT-related searches, your website must include relevant keywords like “personal training,” “small group personal training,” and “personal trainer near me.” Having a dedicated personal training services page and regularly updating your site with blog content about strength training, fitness programs, and gym success stories helps Google recognise your business as a relevant local result.

    3. Improve Website Performance
    A slow or poorly optimised website can hurt your rankings. Ensure your gym website loads quickly by compressing large images, optimising videos, and removing unnecessary elements. Your site must also be mobile-friendly, as most gym prospects search on their phones. Checking for broken links and updating old content every six months will keep your site performing well in search rankings.

    Bonus SEO Tip:
    Publishing high-quality blogs on topics like strength training, personal training benefits, and fitness success stories positions your website as an authoritative resource. The more relevant content you provide, the higher Google will rank your gym for local fitness searches.

    If you need help optimizing your website and improving your gym’s SEO, then reach out to us at [email protected], visit hamperagency.co.uk, or dm @hamperagency on Instagram.

  • 5 Tips to Improve Your Website

    5 Tips to Improve Your Website

    · All Things Fitness Marketing

    Your gym’s website is essential for helping you to generate more leads.

    Here are Miles top 5 tips to improve your website:

    Tip 1: Declutter your website. Less is more.

    When anyone goes onto a website, they scan it for information, no one reads every line of text.

    If your website is not scannable and has too much information, it will overwhelm the prospect, causing them to leave your website and bounce back to Google.

    To stop prospects from leaving your website, have simple information that can easily be scanned in a few seconds.

    Tip 2: Don’t use stock images.

    Having images of your gym with clients that are your target audience will increase the chances of prospects booking a call because you clearly show yourself as a place that helps people just like them.

    Tip 3: Social proof.

    This builds from point 2, you need to have proof that your gym has helped people that are just like your prospects.

    Litter your website with testimonials, Google reviews and anything else that provides proof that you help people with the same problems as your prospects.

    Tip 4: Clear call to action.

    The worst thing that you can do is not provide clear and obvious steps that your prospect can take to join your gym.

    No prospect will go on a wild goose chase to find out how to take next steps, they will simply leave your website!

    Every page of your website should have a clear CTA, like “book a call”, that shows prospects where next steps can be taken.

    Tip 5: Talk about benefits, not features.

    Showcasing your features on your website provides reasons for prospects not to join your gym. For instance, showing your timetable gives prospects a reason not to join if a time they would like is unavailable.

    You can’t change a prospect's mind if you don’t get them on a sales call!

    So, talk about the benefits of your gym instead, to provide prospects with reasons to jump on a sales call to find out more.

    Finally, a bonus tip: Tell your story.

    People love to support brands that they care about. So, add an about page on your website about who you are, who your coaches are and how you got to the position that you are in now.

    Sharing your gym’s unique story adds personality to your website.

    Apply these tips to take your website to the next level in 2025.

    If you need help generating leads to your website, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • 3 Instagram Posts That Attract New Leads

    3 Instagram Posts That Attract New Leads

    · All Things Fitness Marketing

    Instagram has been a game changer for us at our own personal training gyms, INTENT91, for helping us to build our brand and attract prospects.

    To get the most out of Instagram for your own small group personal training gym, you need to first be super clear on what target audience you help and how you help them.

    Once you are clear on your target audience, you can start posting consistently.

    Here are 3 posts that you can create each week to grow your brand and attract prospects on Instagram:

    Your first post each week should be a value post that provides a solution to a specific problem that your target audience faces.

    For example, if you are targeting people in their 40s, 50s and 60s, you could post a video about 3 ways to reduce lower back pain.

    The second post should be social proof. Prospects want to see proof that you have helped people like them before.

    You do not need to make a video testimonial each week, something as simple as a card you’ve received from a client and how you’ve helped them can be a post.

    Finally, you need to have one personality post a week. Everyone is unique.

    Personality is the main differentiator that can help you to stand out in the competitive gym industry.

    Consistently stick to this posting regiment and you will build a clear brand that helps you to attract prospects to your gym.

    If you need help creating a clear brand in the first place, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • 5 Step Framework for Decreasing Sales Objections

    5 Step Framework for Decreasing Sales Objections

    · All Things Fitness Marketing

    You need to ask better questions in your sales calls so that you can reduce the number of objections that you face.

    Here is the sales call framework that George uses to reduce the amount of objections that we face at our own personal training gyms, INTENT91.

    1) Doctor frame: asking a series of questions to effectively diagnose the problems that they are having.

    Ask the prospect: What is their goal? Why is this important to them? What have you tried before?

    2) Echo: repeat back what your prospects say so that they feel heard and understood.

    3) Felt feelings: find out why the prospect feels they need to change now, why does the pain of making the change outweigh the pain of staying the same?

    4) Missing assets: What does the prospect feel that they need to help them overcome the problems that they are facing.

    It is really important to make sure to use the language that the prospect uses to deal with their problems.

    5) Map offer: present your offer to the prospect and how it can help them to solve their pain.

    For example, if a prospect says that they don't know where to start, then say that you will provide them with guidance every session.

    Do not just list the features that your gym has! The prospect wants to know what specific elements of your gym can help them with their problems, they don’t care about any other features.

    If you need help generating prospects to help in the first place, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • How to Generate More Leads in 2025

    How to Generate More Leads in 2025

    · All Things Fitness Marketing

    In order to generate more leads, you need to have an effective marketing plan in place.

    Here are Miles top 5 tips to generate more leads in 2025:

    Tip 1: Have a clear marketing message. You and your entire team should be able to answer concisely: who you help and how your gym helps them.

    At INTENT91, our own personal training gym, we specialise in helping those over 40, increase their strength, fitness, reduce aches and pains and boost their energy levels in our friendly, non-intimidating personal training gyms.

    Tip 2: Pick a platform and dominate it. Whether that be paid ads, organic Instagram or something else. Your entire marketing strategy should be focused on helping that main platform grow.

    Tip 3: Consistency is key. You need to stick with your target audience and become the go to SGPT gym that helps people in your specific niche.

    Tip 4: You have to ask people to consistently buy from you. No one particularly likes this part, but it is essential for your gym to grow.

    Tip 5: Have a good sales process. At the end of the day, your gym will fail if no one buys from you. A good CRM is a good place to start, making your entire sales process seamless.

    Listen to this podcast to go in detail for each step, leaving you with a good strategy to generate more leads in 2025.

    If you want more help generating leads in 2025, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • Crush YOUR Marketing in 2025

    Crush YOUR Marketing in 2025

    · All Things Fitness Marketing

    For your SGPT gym to be successful, you need to have a clear marketing strategy.

    Here are HAMPER’s 5 tips to help you crush your gym marketing in 2025:

    First, it’s time to get rid of your manual spreadsheets and invest in a good CRM. Having a good CRM helps you to be more efficient, freeing up your time to work on areas of the business that need your attention.

    Second, stop trying to go viral on Instagram as a brick and mortar gym. Getting followers and likes from someone in America will not help your gym to grow. Instead, focus on using Instagram as a shop window for your gym, attracting local people that resonate with your brand.

    Third, become an expert on Meta ads, or hire someone that is already an expert - like us at HAMPER! Paid ads are a cost and time effective way to attract people to your gym. However, you need to make sure that who you help and how you help them is clear, otherwise your ads will fail!

    Fourth, a good website. If you’re targeting someone over the age of 30, chances are they will use Google to research your gym after seeing an ad. You are losing so many prospects if you don’t have a good website with an obvious next step like “schedule a call”.

    Finally, make sure that you have a good front end offer that resonates with your target audience. Something like a 30 Day New Year Kickstarter is great if you’re targeting beginners looking to get into the gym, but not so much if you are a HYROX gym. So, adjust your messaging to tailor to your audience.

    If you want to take your marketing to the next level in 2025, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • Rounding up the Year at HAMPER

    Rounding up the Year at HAMPER

    · All Things Fitness Marketing

    You may have seen our HAMPER 2024 wrapped post on Instagram, in this episode we go through that post and uncover what we have been up to over the past year.

    We are so grateful to be able to have the opportunity to share our knowledge of how to run and market a successful SGPT gym, skills that we developed at our own personal training gyms, INTENT91.

    From Meta marketing, including Facebook ads, to organic social media and scaling your gym, we have covered a range of valuable gym business topics on the podcasts this year. We can’t wait to share even more valuable content with you in 2025!

    Thank you again to the SGPT gym owners that we have worked with, we have loved seeing so many personal training gyms thrive.

    If you want to take your marketing to the next level in 2025, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • How to Improve Ad Results for Your SGPT Gym

    How to Improve Ad Results for Your SGPT Gym

    · All Things Fitness Marketing

    Facebook ads aren’t broken.

    They have helped us to grow from 1 to 3 sites in 4 years at our own personal training gyms, INTENT91.

    Since creating our own marketing agency, HAMPER, Facebook ads have also consistently worked for our clients too.

    So, if your Meta ads have stopped producing results, then it may be time to follow our 3 step framework by: changing the creative, rotating your ads and having a new front-end offer.

    If you are struggling to get results from your Facebook ads, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency and we’ll see how we can help!

  • The Number One Piece of Content You Need To Be Making

    The Number One Piece of Content You Need To Be Making

    · All Things Fitness Marketing

    Testimonials are the most versatile piece of content that you can be producing for your SGPT gym.

    They can be turned into: Meta ads for Facebook and Instagram, posted as organic content for your own social media, sent to your email list and plastered across your website.

    Just take a look at our own personal training gym's website, INTENT91, and Instagram account, @intent91_ to see how we use them.

    As promised in the episode, here is the email template that we use to attract clients to batch film testimonials:

    Hi (First Name),

    We hope you're having a great week so far!

    At (enter gym), we're all about growing our community with like-minded individuals, and one of the best ways we've found to do that is by sharing the experiences of our incredible clients.

    To help with this, we're looking for 6 volunteers to simply share their journey at (enter gym name).

    You might have already seen some of these video testimonials on our social media

    How does it work?

    We'll be hosting a complimentary small group personal training session on (enter date and time) at (enter gym name) where we'll capture you in action at the gym. Afterwards, we'd just have a quick 5-minute chat about your experience.

    It'll be super relaxed!

    We understand this isn't everyone's cup of tea, so there's absolutely no pressure.

    But if you're happy to help and available on (enter date and time) simply reply to this email - we'd greatly appreciate it!

    P.S. If you're keen to help but can't make it on the (date), just let us know a time that works better for you.

    Lots of love,

    (gym name)

  • Why We Got Rid of Classes at Our SGPT Gyms

    Why We Got Rid of Classes at Our SGPT Gyms

    · All Things Fitness Marketing

    Having unlimited classes at your SGPT gym can make your offering confusing.

    Simplifying your gym’s business model and going all in on one product and one target audience can clarify your fitness marketing strategy and make it easier for you to scale.

    At our own personal training gyms, INTENT91, getting rid of classes gave more time back to our coaches to provide excellent personal training and has helped us to increase our revenue a year on.

    It is important to note that removing classes may not be right for your own gym’s model, and removing something else could help to simplify your business and allow you to scale successfully.

    If you need help getting your model right, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • How to Maximise Instagram for Your SGPT Gym

    How to Maximise Instagram for Your SGPT Gym

    · All Things Fitness Marketing

    Instagram is an untapped marketing tool that can help your SGPT gym to stand out from the crowd, and has been a game changer for us at our own personal training gyms, INTENT91.

    Consistently posting social media content that resonates with your target audience can help you to generate new leads and build a strong connection with the clients that you already have.

    If your gym marketing already includes Meta ads and email marketing, then you need to have your Instagram up to date so that prospects can see that you are actively helping clients to solve the same problems that they have.

    If you’re doing all of these things but still not getting the leads that you want, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

  • How To Maximise Email Marketing

    How To Maximise Email Marketing

    · All Things Fitness Marketing

    Email marketing is an untapped tool for SGPT gym owners, the framework that Miles reveals today shows how to use it successfully.

    It has been effective at converting leads for us at our own personal training gyms, INTENT91.

    Emails have helped us to nurture leads that weren’t quite ready to convert in the past, using consistent emails to get conversions over the line.

    This is crucial as you may not convert a lead on the first attempt, but by actively providing content of value, the likelihood of them converting in the future increases.

    If you need help generating leads in the first place, then reach out to us at [email protected].uk, hamperagency or dm us on Instagram @hamperagency.

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