Operating advisory for multi location fitness
The 613
Standard
We ran the buildings. Now we build the systems that make them profitable, and we stay on the call until the numbers move.
We are not a marketing agency and we do not sell leads. We install the operating standard your clubs are missing, then hold your team to it.
What 613 means
Six months. One team. Three revenue streams.
Months
Long enough to build the system, train the team on it, and see two full cycles of results. Short enough that you are not carrying a consultant indefinitely.
Team
Your team. We do not bring in staff and we do not replace your general manager. We make the people you already pay for substantially more effective.
Revenue streams
Memberships, personal training, and small group. Most clubs run the first one well, the second one by accident, and the third one not at all.
Who you would be working with
Two operators, not two consultants.
Between us we have opened clubs, staffed them, sold in them, restructured a company in federal bankruptcy court, and sold the whole thing. Every recommendation on your P&L is one we have had to live with ourselves.
Brian Horschel
Founder
Founded Body Renew Alaska in 2007 and grew it from one startup gym to seven locations across two states. Ran operations, sales, marketing, staffing and finance. Took the company through a Chapter 11 restructuring during COVID, returned it to profitability, and sold it in 2026.
Also founded a sports performance company in 2022 and sold it in 2024, and helped grow a family construction business from $3M to over $10M in annual revenue before its sale.
- Locations built 7
- Peak annual revenue ~$16M
- Employees 100+
- Years operating 19
Ken Okonek
Partner
Regional general manager over multiple clubs. Ken's work is the training and membership sales side: how a consult gets booked at the point of sale, how it gets run, how it converts, and how a trainer keeps a client for years instead of months.
He built the consultative sales structure our engagements are based on, and he is the one who will be on most of your team's calls.
- Focus PT and membership
- Clubs managed Multi unit
- Role in engagement Weekly contact
How the engagement runs
We hand you a system, then we sit right seat while your team flies it.
We are not an implementation shop. We do not run your desk, write your schedule, or manage your trainers. We build the standard around the model you already have, and then we hold the weekly line that makes it stick.
Four to six weeks
We pull your real numbers, sit in on your sales and training floor, and write the system: scripts, pricing architecture, trainer tiers and pay, the scorecard, and the client journey end to end.
Your team, our standard
We train your managers and trainers on the system directly. They run it. We watch the leading indicators, not just revenue, so a problem shows up in week two instead of month four.
Weekly or biweekly
A standing call against the scorecard for the life of the engagement. This is the part most owners have never had and it is the part that separates a binder on a shelf from a number that moved.
The standard itself
These are the numbers we build toward.
Not aspirations. These are the operating targets we set on day one and measure against every week. If your clubs are already hitting them, you do not need us.
| Measure | Target | What it tells you |
|---|---|---|
| New members with a consult booked | 80% | Whether your membership desk is actually handing off |
| Booked consults that show | 75% | Whether the handoff was real or a box checked |
| Consults that convert to training | 30% ±5 | Whether your trainers can sell a plan, not a session |
| Revenue mix, membership to training | 60 / 40 | Whether you own a gym or a building with equipment in it |
| Training revenue on recurring billing | 75% | Whether next month is predictable |
Fit
We would rather tell you no now than six months in.
This works when
- You operate three or more locations, or one club doing $4M or more
- You have a training department that underperforms and you know it
- You have managers capable of running a standard once someone writes it
- You want to fix operations before a sale, not after
- You will take a weekly call and answer for the numbers on it
This does not work when
- You want more leads and nothing else. Hire a marketing agency
- You want someone to run the department for you. That is a hire, not an advisor
- You are not willing to change how your team is paid
- You are looking for a one time audit and a document
- You cannot give the engagement a real weekly hour
Next step
One call, about thirty minutes.
We will ask for five numbers off your P&L and four questions about your team. By the end of it you will know whether we can help you and what it would cost. If the answer is no, we will say so on that call.