From 90-Hour Weeks to Freedom
The real story behind the success, how Holly and I transformed our struggling fitness studio into a £15k+ per month business, and why I now dedicate my life to helping other studio owners achieve the same transformation
Where it All Started
Before the fitness industry, before the success, before the freedom, I was just someone with a dream. Holly and I believed we could build something special, a fitness studio that would change lives and give us the lifestyle we'd always wanted
Like many entrepreneurs, we thought passion and hard work would be enough. We thought if we just cared more, worked harder, and stayed longer than anyone else, success would follow. We couldn't have been more wrong
The Reality of Studio Ownership
The Brutal Truth
5:30 AM starts, every single day. While our clients were still sleeping, we were already at the studio, setting up equipment, preparing for the day ahead
70-90 hour weeks became our normal. We told ourselves it was temporary, that once we "made it," we'd have more time. That day never seemed to come.
Paying staff more than ourselves. There were months where we paid our trainers their full wages while we took nothing home. We justified it as "investment in the business."
Running bootcamps in the rain. I remember standing in a muddy field at 6 AM, soaking wet, with just two clients who showed up. But we needed every penny
Constant financial stress. Every month was a struggle to cover rent, utilities, and equipment payments. We lived paycheck to paycheck, despite working harder than we ever had in our lives
Our Studio - The Good Times and The Struggles
These photos tell the story - from living in the studio & the early morning setups when we were struggling, to the packed classes when we finally cracked the code. Every image represents a lesson learned, a system built, or a breakthrough moment that shaped our journey
The Moment Everything Changed
It was a Tuesday morning in March. I was sitting at my desk at 11 PM, exhausted after another 16-hour day, trying to figure out why we had more expenses than revenue again. Holly was already asleep, as the gym was our home & we'd been up since 5 AM running morning classes
That's when it hit me: we weren't running a business, we were running a very expensive hobby & massively under charging
I realised that working harder wasn't the answer. We needed to work differently. We needed systems, processes, and strategies that successful businesses use. We needed to stop being fitness trainers trying to run a business, and start being business owners who happened to be in the fitness industry, who understand NUMBERS!
That night, I made a decision that changed everything: I was going to invest in learning how to actually run a profitable business, no matter what it cost
Building Systems That Work
The Investment
Over the next 18 months, I invested over £50,000 in coaching, courses, and mentoring. It was scary, we barely had the money, but I knew it was our only way out
Business Foundations
Learned how to fill my studio with client paying a price that would make us profitable
Sales Processes
Built systems that converted leads into paying clients automatically
Operational Efficiency
Created systems so the business could run without us being there 24/7
Financial Management
Finally understood our numbers and how to make profitable decisions
Living Life on Our Terms
Florida Freedom
Our first real vacation in years. The business ran smoothly while we enjoyed two weeks in the sunshine, knowing our systems were working
World Cup Qatar
A once-in-a-lifetime experience that we could actually afford and enjoy, without worrying about the business falling apart while we were away
Thailand Adventure
Five weeks exploring Thailand, working remotely when we wanted to, and proving that our business truly gave us location freedom
Florida Freedom
Our first real vacation in years. The business ran smoothly while we enjoyed two weeks in the sunshine, knowing our systems were working
World Cup Qatar
A once-in-a-lifetime experience that we could actually afford and enjoy, without worrying about the business falling apart while we were away
Thailand Adventure
Three weeks exploring Thailand, working remotely when we wanted to, and proving that our business truly gave us location freedom
This is what we'd always dreamed of: waking up when we wanted, spending quality time together, traveling the world, and knowing that our business was generating revenue and serving clients even when we weren't physically there
Selling Success and Helping Others
By early 2023, we decided to sell our studio. Not because it was failing, far from it. We’d built it into such a successful, systemised machine that it ran perfectly without us
But the truth was, FitPro Lead Gen and LeadDec had grown so much by then, I couldn’t keep juggling everything. My real passion was helping other fitness business owners create the same transformation we’d experienced
I’d already seen too many talented, hard-working fitness professionals burning out, scraping by, and losing their spark. I knew exactly what could turn things around for them, the proven strategies, systems, and campaigns that had changed our lives
So I doubled down. FitPro Lead Gen and LeadDec became my full focus, pouring everything we’d learned, built, and perfected into helping other studio owners grow thriving businesses that didn’t just survive, but gave them real freedom
Why I Do What I Do
The Pain I Prevent: Every day I work with studio owners who are exactly where Holly and I were, exhausted, stressed, and wondering if their dream is worth the sacrifice. I know that pain intimately, and I know there's a way out
The Transformation I Enable: I've now helped over 300+ studio owners transform their businesses and their lives. Seeing them achieve the freedom and success they deserve is what drives me every single day
The Community I'm Building: This isn't just about individual success, I'm building a community of successful, profitable fitness business owners who support each other and raise the standards of our entire industry.
Beyond Business
Life with Holly & Hank
Holly isn't just my business partner, she's my life partner. We've been through the struggles together, celebrated the wins together, and built our dream life together. She keeps me grounded and reminds me what really matters
What Drives Me
Beyond business, I'm passionate about helping people realise their potential. Whether it's in fitness, business, or life, I believe everyone deserves to live on their own terms and achieve the success they dream of
When I'm Not Working
You'll find me traveling with Holly & Hank, staying active (old habits die hard!), or planning our next adventure. The freedom our business gave us means we can actually enjoy life outside of work
Ready to Transform Your Studio?
If my story resonates with you, if you're tired of the struggle and ready for the transformation, I'm here to help. I've walked this path, I know the way out, and I'm committed to helping you achieve the same success Holly and I found.
Done-For-You Marketing
FitPro Lead Gen
Award-Winning Marketing for Fitness Studios
We were studio owners before we were expert marketers. So we have a real understanding of the industry and how to scale your business
Zero upfront cost & zero contacts
Tailored campaigns (not copy & paste)
Real Studio owner experience
Scale to £20k+ months & beyond
All-in-One Platform
LeadDec
Lead Generation & Sales Machine
Complete lead generation and sales automation platform designed exclusively for gym, studio, and bootcamp owners.
30-Day guarantee: 10 leads or money back
High-converting funnels & automation
Ready-to-use sales content
Weekly coaching & community
1-1 Coaching
FitPro Incubator
£15k/Month Success Blueprint
My most intensive program where we work 1-1 to put the foundations in place for you to earn a proper wage and get your time back.
Personalised onboarding & strategy
Weekly accountability tasks
Monthly 1-1 strategy calls
Complete business transformation
Done-For-You Marketing
FitPro Lead Gen
Award-Winning Marketing for Fitness Studios
We were studio owners before we were expert marketers. So we have a real understanding of the industry and how to scale your business
Zero upfront cost & zero contacts
Tailored campaigns (not copy & paste)
Real Studio owner experience
Scale to £20k+ months & beyond
All-in-One Platform
LeadDec
Lead Generation & Sales Machine
Complete lead generation and sales automation platform designed exclusively for gym, studio, and bootcamp owners.
30-Day guarantee: 10 leads or money back
High-converting funnels & automation
Ready-to-use sales content
Weekly coaching & community
1-1 Coaching
FitPro Incubator
£15k/Month Success Blueprint
My most intensive program where we work 1-1 to put the foundations in place for you to earn a proper wage and get your time back.
Personalised onboarding & strategy
Weekly accountability tasks
Monthly 1-1 strategy calls
Complete business transformation
Ready to Build Your Fitness Empire?
Whether you're looking for done-for-you marketing, complete business systems, or intensive 1-1 coaching, I have a solution that can help you achieve the growth and freedom you're looking for
Get in Touch
Send me a message and I'll get back to you within 24 hours.
Disclaimer: While we provide strategies and support to help you achieve your business goals, individual results may vary based on various factors beyond our control
Privacy Policy | Copyright 2025 LeadDec / FitPro Lead Gen ©