5 Steps to Turn a Small Gym into a Thriving Business

In this episode, I had the privilege of sitting down with Will Anthony, the owner of Ozark Iron Gym, which is widely regarded as the best gym in Northwest Arkansas. Will's journey from starting with practically nothing to building a thriving fitness community is inspiring, packed with lessons for anyone looking to make their mark in the gym industry. Throughout our conversation, we unpacked the five essential steps that helped him grow his small gym into a successful business. Here's a deep dive into those steps, sprinkled with insights and quotes from our talk.

1. Start Small and Scale Gradually

One of the most important takeaways from Will's experience is the value of starting small and expanding as your business grows. When he first opened Ozark Iron Gym in December 2016, he had a 10,000+ square foot space but could only afford to fill it with the essentials. "I just bought the essentials and put them in there, and then we just started buying stuff as we grew," he recalls. This approach prevented overwhelming upfront costs and allowed him to reinvest profits into quality equipment and improvements over time.

Will's mindset here is practical and grounded: "If it's not broke, don't fix it. The original hack is great. The hydraulic is great for a variation." This reflects his philosophy of focusing on what works and building upon it instead of chasing every new trend or gadget.

2. Create an Inviting Vibe

The atmosphere of a gym can make or break the member experience. Will emphasized how critical it is to curate the vibe of the space, not just through equipment but also through staff and clientele. He shared his frustrations with other gyms where cleanliness and customer service were lacking, saying, "The vibe of the gym is so important to the quality of the workout."

At Ozark Iron Gym, this means maintaining a clean, welcoming environment staffed by people who care. Will explained, "If you don't enjoy the space, then we don't want you in this space because now you're going to negatively impact the space. You're not having a good time, you don't want to be here for whatever reason." This commitment to quality and community helps retain members and fosters a positive workout environment.

Quality Equipment Matters

Will is also passionate about sourcing the right equipment that enhances the user experience. He talked about hunting for old-school pieces that are functional and intuitive, such as the standing chest press and vertical press machines. "You can tell it's made with lifters in mind," he stated about some premium equipment brands. This attention to detail in equipment selection contributes to the overall vibe and member satisfaction.

3. Implement Strategic Pricing

Pricing is more than just a number; it's a tool to shape your gym's culture and clientele. Will touched on this when discussing the difference between his gym and large franchises like Crunch. He pointed out that low prices often lead to a lack of control over the environment and member behavior. "If you pay ten dollars for something, you can't really control that environment as much as you can if you create a price that says, ‘Hey, we're proud of our product. We know it's better. This is why it's better. We take care of it. We keep it clean.'"

Setting prices that reflect the value and quality of your gym helps attract committed members who appreciate the investment. This, in turn, supports the maintenance of a positive gym culture. Will also shared the importance of being responsive and maintaining equipment promptly, which is part of delivering value that justifies the pricing.

4. Foster a Strong Community

Building a thriving gym isn't just about equipment and pricing; it's about people. Will stressed the importance of fostering a strong community where members feel welcome and supported. He shared an example of having to ask a small group to leave because they were monopolizing equipment and creating an exclusive atmosphere, which goes against the gym's ethos. "No piece of equipment is specifically for a set number of people. It's everybody's. People want to get into that sport; if they want to use that thing, then they get to use it."

Will's approach involves being proactive about member interactions and ensuring the gym space supports everyone's goals. This kind of community management keeps the environment positive and inclusive.

Being Present and Engaged

Will's personal involvement extends beyond just running the business; he's actively engaged with his members and the community. He shared how he personally fixes equipment quickly when needed and interacts with members regularly. This hands-on approach builds trust and reinforces the community spirit. "I do like that old school hack deal. It's great," he said, showing his enthusiasm for sharing his knowledge and passion with others.

5. Maintain Personal Involvement and Balance

Running a gym is demanding, but Will has learned the importance of balancing personal life and business. With a four-year-old daughter, he's found ways to stay involved in the gym while dedicating quality time to family.

His daily routine is a blend of parenting and management: "I am up before she gets up, making breakfast. I get her ready for daycare, then go to the gym. I'm there from around 9:15 AM to 2 PM, then pick her up." Technology helps him manage operations remotely, allowing flexibility. "I can take care of stuff from my phone or computer because of the software we have."

Will's honesty about the juggling act of entrepreneurship and parenting is relatable. "It's the most challenging thing I've ever done, but it's also the most rewarding and amazing thing I've been a part of." He emphasizes the importance of being present and managing emotions because kids are always watching and learning.

Finding the Right Balance

Will's story shows that sustaining motivation and involvement in your business while nurturing your personal life is possible with the right mindset and tools. He admits that sometimes work bleeds into family time but strives to set boundaries: "I have a few different times where I'm like, this can wait till tomorrow, and nothing happens."

This balance not only keeps the business running smoothly but also sets a positive example for members and family alike.

Additional Insights from Will Anthony

Our conversation with Will went beyond gym business strategies to touch on his military background, fatherhood, and outdoor passions. He shared how his nine years in the Army shaped his discipline and drive, helping him push through tough times. "I was sleeping at the gym. I was the only employee. I just did whatever it took."

Will's love for the outdoors, climbing, and family adventures also reflects his holistic approach to life. He's planning a trip to Yellowstone with his daughter, emphasizing the importance of creating meaningful experiences outside of work.

His reflections on parenting, gun safety, and balancing entrepreneurship offer a raw and authentic look at the challenges and rewards of building a business while living a full life.

Frequently Asked Questions (FAQ)

Q1: How did Will start his gym with limited resources?

Will began by purchasing only essential equipment that he could afford and gradually added more as his business grew. This approach helped him avoid overwhelming expenses and allowed steady, sustainable growth.

Q2: What makes a gym's vibe important?

The gym's vibe affects members' motivation and experience. A clean, well-maintained facility staffed by engaged, courteous people creates an inviting atmosphere that encourages consistency and retention.

Q3: Why is pricing strategy critical for a gym's success?

Strategic pricing helps attract committed members who value the gym's offerings. It also allows the gym to maintain quality standards and control the culture, fostering a positive environment.

Q4: How does Will manage balancing business and family life?

Will uses technology to manage operations remotely, allowing him to dedicate mornings and afternoons to the gym while spending quality time with his daughter. He emphasizes being present and adjusting priorities as needed.

Q5: What role does community play in a successful gym?

Community is foundational. Will focuses on inclusivity, member interactions, and resolving conflicts to ensure the gym is a supportive space for everyone's fitness journey.

Final Thoughts

Building a successful gym business is no small feat, but Will Anthony's journey offers a blueprint grounded in practicality, passion, and persistence. Starting small, creating an inviting atmosphere, pricing strategically, fostering community, and balancing personal involvement are the pillars that transformed Ozark Iron Gym into a thriving fitness hub.

If you're dreaming of turning your small gym into a booming business, take these lessons to heart. Focus on what matters most: your members, your community, and your vision. And remember, success is a journey — one step at a time.

For more insights and to connect with Will and his gym, check out OzarkIronGym.com or follow them on Instagram. Here's to building your dream gym and creating a community that thrives!

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Episode Chapters:

0:00 Balancing success, fitness, and life

1:00 Build your gym's winning vibe

2:53 Find top-tier gym equipment

5:01 Choose smarter equipment for happy members

6:44 Create a gym atmosphere members love

10:06 Build a strong gym community

11:38 Host events to grow your gym

14:57 Balance family and business

16:46 Use tools to manage your gym remotely

19:42 Work-life struggles revealed

21:01 Handle gym issues after hours

24:03 Why self-sufficient women stand out

25:31 Teach kids gun safety responsibly

28:35 Secure firearm storage tips

30:01 Educate kids: Guns are tools

32:55 Protective instincts of pets

34:17 Socialize your dog with patience

37:27 Bonds formed through military life

39:17 Civilian life after the military

42:46 Ego vs. real growth

44:20 Combat lessons: Appreciate life

47:51 Sacrifices of military roles

49:05 Understand military responsibilities

52:03 Prioritize family during business stress

53:43 Balance life with the 80/20 rule

56:39 Plan an epic Yellowstone trip

58:06 Wildlife spotting tips for Yellowstone

1:01:11 Chase big goals, balance commitments

1:02:36 Push limits for personal growth

1:05:16 Explore Northwest Arkansas nature

1:06:45 Make your gym easy to join