A book for boutique gym owners

The Full Gym

The Boutique Gym Owner's Guide to Predictable Monthly Growth

SHERMAN MERRICKS & BLAKE RUFF

Your gym does not need more hustle. It needs a system. This book is the complete playbook for filling a boutique gym with the right members, month after month, without guessing.

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Available September 8, 2026

The Full Gym book cover, by SHERMAN MERRICKS & BLAKE RUFF

Inside the book

What you will discover.

01
The three levers of growth
02
Why more leads will not fix a broken sales process
03
When it is time to invest in paid marketing
04
The messaging framework that attracts the right members
05
A predictable system that turns prospects into long term members

Who wrote it

Written by owners, not observers.

Every page was earned inside real gyms. Both authors built and ran their own, then built LASSO to run the same system for hundreds more.

Sherman Merricks

Co Founder, LASSO

Built Dynasty CrossFit from his garage and ran it for 13 years. He owned every seat in the building: coach, salesperson, janitor, and CEO. The sales system in this book is the one he ran on his own floor.

Blake Ruff

Co Founder, LASSO

Built the paid ads engine behind hundreds of gym growth stories. He turned what worked into a repeatable marketing system, and this book is that system written down.

Available September 8, 2026

Be first in line.

Join the waitlist and you hear the moment The Full Gym is available. Rather talk to a human about your gym before then? The team behind the book is one call away.

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