Alex Hormozi's framework, from Gym Launch Secrets, pp. 193 to 206.
Step 1: Define what you can control
List price, sessions, duration, capacity, trainer pay, membership level and billing cycle.
Step 2: Price increase and billing cycle switch
Move from $118 per month to $39 per week.
Step 3: Increase fulfilment capacity and cut overhead
Use the capacity levers and the overhead lever together.
Step 4: Do the maths
Compare revenue, overhead and profit under three scenarios.
From chapter: Chapter 11, Your New Gym On Paper, pp. 193–206
Hormozi puts every lever together on paper for a hypothetical gym with 100 members at $118, 38 sessions a week and $11,800 revenue. Step 2 raises the price to $39 per week and bills weekly, even assuming a 10% loss of members. Step 3 cuts sessions from 163 to 99, raises capacity to 20 per session and drops trainer pay to $18.30, and the optional advanced move sells 15 members into one-on-four at $129 per week. The three scenarios show extra profit of $140,520, $105,000 and $77,640 per year, and he asks the reader to rerun the maths with their own numbers.
