Law 1:

One-on-One By Appointment Only.

All intro sessions and physical first impressions of your gym should be scheduled private sessions made in advance. 

No walk-ins or impromptu intro sessions.

These private sessions allow you and the prospect to chat about what you do, why you do it and how you do it.

It also lets you learn why they are interested in joining a gym or starting a new fitness regime.

This session should end in either agreement or disagreement (a yes or a no from both parties) regarding taking the next steps required when starting at your gym. 

Your time is valuable so let's start acting like it.


Law 2:

One-on-One Fundamentals (PT First)

New clients should be first taken through a three-day assessment to review their injury history, movement abilities and overall fitness levels.

Clients should then complete 10-20 additional personal training sessions tailored to them and their needs as they pertain to your style of fitness offered.

Only once they reach a level of competency physically and logically can they graduate from fundamentals and into a hybrid membership.

We believe it's not enough to show clients what you do in your group sessions. They need to be taught why and how your programming is going to help them. 

Law 3:

One Coach For Life.

Every client in your gym should have one coach, one truth north start if you will.

This coach is the one who will book and do the client's intro session, take the client through their three-day assessment, their fundamental process and manage their hybrid membership.

This coach should be who the client first turns to for any gym-related issue such as billing and should be the first point of contact for anything health, fitness or wellness-related.

The coach for life model ensures that every client has someone keeping tabs on them and making sure they are showing up, enjoying their experience in your facility and getting healthier at the same time.

It will be on the client and the coach to arrange their hybrid PTs (once they have graduated to group training) and to work on new skills toward new goals and progress together through a professional relationship.

The coach for life model ensures that the coach and the client are equally invested in success.


Law 4:

Hybrid Memberships.

A Hybrid Membership combines the best of both group training and one-on-one training.

Once members graduate from their fundamentals sessions into a Hybrid Membership, they have the freedom and flexibility to attend any group class with any coach in your facility.

Their Coach for Life should coach them in a group class at least once per week and will meet with them regularly via their hybrid personal training sessions.

These personal training sessions are typically built around programming cycles and allow the coach to introduce new concepts, skills, loads or movements to their client based on what the next programming cycle has in store.

The most common Hybrid Membership contains eight personal training sessions per year (every six weeks) and aligns with mesocycles and programming.

Although clients will have a solid understanding of their abilities and skills (because of the fundamental process), hybrid personal training sessions allow them to see improvement or be given new challenges they might not have otherwise. 

Law 5:

Professional Coach Development Process.

We know that hiring coaches can be challenging, and getting them up to speed can be even harder.

This is why having a coach development process is critical to onboarding or creating a new coach.

A coach who understands your culture, your beliefs, and why you started your gym in the first place.

Having this process ensures that coaches never stop learning, and they are always working on improving more than just their hard skills like programming and cueing. But they are improving their soft skills like communication and sales.

Your coaches are the heart and soul of your business. It's time to start treating them like it.


Law 6:

Coach Compensation - Performance-Based Pay.

Coach success should be determined by something more than their ability to cheer on a group of people in a group class.

We believe that coaches should have more responsibility and more skin in the game than the status quo suggests.

Paying coaches to perform rather than show up -  that's how to believe we will professionalize the fitness coach.

Coaches in the Madlab Model get paid to attract, sell, retain and maintain clients, in addition to coaching classes.

If a coach in your gym has 40 clients paying $200 per month, they will have billed $8,000 in gross revenue. 

Coaches will then get paid, on average, 45% of the gross of their book of clients. In this instance, a net monthly income of $3,600.

The key to understanding coach compensation is understanding simple math and seeing the numbers in action.

Head to our Math and Fundamentals course to dive in headfirst. 

Law 7:

Coach Co-op.

Having your coaches pitted against each other to upsell everyone in your gym on their niche isn't how you're going to create a supportive team environment.

Having a coach co-op, where every coach manages their own book of clients under the umbrella of a larger business, is the key to long-term success and sustainability.

In the Madlab Model, each coach manages 30-60 clients. They each coach 5-8 group classes per week and fill the rest of their time doing intro sessions, training new clients, doing hybrid personal training sessions and networking to create new business.

The beauty of this system is the flexibility and the support the coaches can give each other when it comes to things like scheduling vacation, having a baby or recovering from an illness or injury. 

A coach co-op ensures coaches are incentivized to help one another because each of them will help in return at some point in time.

Creating cohesion and a supportive environment between your staff is critical for not only the success of your business but the success of their careers and the success of your client's fitness and health.


Law 8:

Profitabale Business.

You need to be able to pay yourself and have money in the bank account.

If you are paying yourself a random amount of money each month based on what's left... you are in for a long and painful journey.

Having a business that has at least three coaches (including the owner) grossing $10,000 per month is the first step toward creating a profitable business.

Having the safety net of coaching your own book of clients while building up a new coach to add to or replace you as a coach is the most efficient path to ensuring you (the business owner) are getting paid fairly while still having the means to pay your coaches and pay your other bills.

The better you get at raising great coaches, the more profit you will inevitably have.  

Law 9:

A Turnkey Asset.

A Turnkey Asset is a business that runs on its own.

You, as the owner, get to focus on growth and improving the coach and client experience.

The reality of having a turnkey business is that it has real worth. In other words, it is something you can sell.

It is not uncommon for businesses in this state to sell for four or even five times EBITA (profit).

If you have a business that makes you $100,000 per year, it's not crazy to sell that business for half a million dollars.

If you want your gym to last 100 years, you need to make it run so well; you could walk away and never look back.



1980 Clark Drive
Vancouver, BC Canada
V5N 0A9