A fan in Australia is not a member
A gym owner told me the one job he would hand off tomorrow is posting. The reason he gave is not the one most people expect.
The first job anyone would give away
Posting is the job business owners want off their plate first. Tom runs a gym in East Rockaway. Asked which single job an assistant could take tomorrow, he answered before I finished the question. Posting.
17:58
The reason is not the hours. He called it an energy sucker. Under it sits a belief most people carry around: keep posting and more clients and more leads show up. He says it does not work like that.
If this were not his living, he would not have social media at all.
Free marketing is still a job. It sits on top of coaching, programming and running the floor. Other business owners deal with the same thing, which is why I keep bringing it up.
Support is not a pipeline
Somebody in Australia told him he loves the gym. Tom appreciates it. He also knows that person is never walking through the door and paying for a membership.
13:53
So he started posting on the East Rockaway Facebook page instead of only Instagram. Hyrox classes were dying out once the competition ended, so he started a run club, because everybody loves to run. New people come in through referrals and Instagram, and the way in is a free class, or a movement assessment if they want personal training.
Not everybody has to be a transaction. You still have to make money.
Follower count is the wrong scoreboard here. Small accounts with five hundred or a thousand followers came up in the conversation as making a good amount. It depends on the audience, not the size of it.
18:27
Pick one place your local people already gather and post there this week. A thousand strangers who cannot drive to you are worth less than the neighbors who can.
One number, held in his head
Members is the number Tom knows by heart. Around sixty now, going for a hundred. The run club and the local Facebook posts are how he is trying to close that gap.
Know the one number that tells you whether the business is growing. If you have to open an app to find it, it is not the one.
Where AI actually sits
ChatGPT is already in the gym. Tom uses it for ideas, for ways to get new leads, and for flyers. People crap on AI images. He does not care, because it looks better than him writing the thing out in plain words.
The prompt is simple. Make a flyer, then the description. The first version comes back wrong. Dates scrambled on one, a typo sitting in the middle of another. So he goes back in and fine-tunes it.
15:48
You prompt it a couple of times. That is the whole skill.
Then there is the part nobody has built yet. His full training program lives in Skool, typed in by hand. An agent can hold that same conversation and produce the programming for him. Claude is the one I use for that. Same with the community itself: for a client, we built one with AI rather than paying for the membership, and it came out great.
17:28
Give the agent the job that drains you, not the one you are best at. Start with whatever you would hand off tomorrow.
01
Followers are not a pipeline. Count the people who can actually walk in.
02
Posting feels pointless because volume alone does not bring leads. Point it at the people nearby.
03
The first version an AI gives you will be wrong. Prompt again and fine-tune, that is the job.
The one job you would hand off
Tell me which job you would give an assistant tomorrow. If the answer is posting, that is the one worth building a system around.
Send me a text