You don’t often get direct access to someone who sees the financial data of hundreds of gyms at once. In this episode, Patrick Grosso, CFO of F45, breaks down what separates thriving studios from struggling ones. From KPIs to leadership strategy to retention benchmarks, this is real-world gyn metrics from inside the engine room of a global franchise. If you want to build a gym that actually makes money, start here.
The Data Doesn’t Lie. Engagement Is the X-Factor
You can hand two people the same gym model, same brand, same playbook, and get two totally different results. Why? The ones who win are involved. Patrick’s biggest insight from studying F45 locations worldwide: the best-performing gyms have hands-on owners and passionate staff. The ones who struggle treat it like a side project.
Track These 3 Gym Metrics or You’re Flying Blind
Retention. Utilization. Conversion. These are the only three KPIs Patrick says every gym owner must track. If you don’t know how many people are staying, how often they’re showing up, or how well you convert leads, then you don’t know your business.
Retention Is a Revenue Strategy
Most owners obsess over lead generation. Patrick says retention is where the money is. You paid to get that member. Don’t lose them. F45 measures monthly retention and aims to keep it in the single-digit churn range. Dropping from 15 percent to 7 percent churn can be the difference between surviving and scaling.
Waiting Lists Aren’t a Win. They’re a Warning
It feels great to have packed classes. But if people can’t book a spot, they stop trying. Patrick urges owners to monitor waitlists as a friction point, not a flex. If you’re seeing daily lockouts, it’s time to add classes, launch Flex hours, or reconfigure your layout.
Don’t Just Hire. Empower
Owners who successfully scale to multiple locations all have one thing in common: they build teams that can run without them. Patrick encourages gym owners to hire people who are better than them at key roles, then let them lead.
Listen Now
Patrick Grosso brings clarity to a space that’s often clouded by guesswork. His insights come from actual data, real operators, and years in the trenches with franchisees. If you’re ready to move beyond gut feeling and start making decisions that grow your gym, this episode delivers. Listen now to learn how to think like a CFO and lead like an owner.
