The Podcast / EP 130
How CrossFit Gyms Win in 2026: Marketing, Leads, and Revenue with Andrew Charlesworth | Episode 130.
If you’re still relying on word-of-mouth in 2026, you’re playing a game that’s already changed.
What this episode covers
Your training might be world-class, but the market only sees the gyms that know how to sell.
Episode Highlights
In today’s episode, Sherman and Blake sit down with Andrew Charlesworth, Midwest Regional Affiliate Representative, to break down what it really takes for CrossFit and boutique gym owners to win in today’s hyper-competitive market.
They dig into why old-school “open and pray” approaches stopped working, how to think clearly about leads and paid marketing, and what separates profitable, sustainable gyms from owners who are burnt out, broke, and blaming CrossFit HQ.
Episode Outline
Andrew’s role as Midwest Regional Affiliate Rep
Why a direct line to HQ matters for affiliates
Starting a gym in 2026 vs 2013
Competing with franchises and large marketing budgets
Why great coaching alone no longer drives growth
The necessity of strategic marketing plans
What a lead actually is
Realistic conversion rates for cold traffic
Owners’ emotional reactions to normal business cycles
Debt, lifestyle pressure, and unrealistic revenue demands
How big franchises track and manage sales performance
Facility standards and visual branding expectations
Using professional media and AI on a budget
How AI and new search behavior will affect local discovery
The power of niche positioning in crowded markets
Examples of niche strategies that attract the right members
Details of the Nashville November event and who it’s for
How to contact Andrew and join his weekly business calls
Action Taken
Promoted the November 7–8 Nashville event for gym owners doing ~$15–20k+/month who want to grow revenue in 2027.
Commit to 12–18 months of consistent marketing instead of short-term testing.
Reinvest in professional media, cleaner facilities, and tighter branding.
Conclusion
The message is blunt but freeing: your coaching certificate isn’t the problem.
- Intro to Gym Marketing Made Simple & guest Andrew
- Andrew’s role as Midwest Regional Affiliate Rep
- How starting a gym in 2026 differs from 2013
- Competing with big-box and franchise marketing
- Why “if you build it, they will come” no longer works
- Strategic marketing and weekly business calls
- Risk, return, and realistic expectations for ads
- What a lead really is and industry-standard close rates
- Branding, facility standards, and social media presence
- Niching down and why the riches are in the niches
- Nashville event details and who should attend
- How to contact Andrew & closing remarks
From the show notes published with this episode. Numbers and outcomes above are the episode's own claims, not independent verification.
Gym Marketing Made Simple, hosted by Sherman Merricks. Find the show on Spotify, Apple Podcasts and YouTube. This page streams the episode audio directly above.