Cameron Cox offers a wealth of insights into what it takes to successfully transition from a small, home-based gym to a thriving business. From setting prices and developing a sustainable business model to creating a unique gym environment, Cameron shares the lessons he has learned in the fitness industry.

The Home Gym to Business Transition

When Cameron decided to leave his previous gym and set up a home-based training space, the shift was rewarding. He didn’t have to share profits with a gym anymore, which allowed him to raise his rates and increase his earnings. His approach to scheduling also played a crucial role in growing his client base. He learned early on that having set times for clients, rather than letting them choose whenever to come, allowed him to establish consistency and manage his business more effectively.

One of the key turning points came when Cameron added a double-sided squat rack to his setup. This allowed him to train two clients simultaneously, effectively doubling his equipment capacity while maintaining the same hourly rates. It was an innovation that kept him within local regulations while increasing his revenue.

The Importance of Value Over Price

In the beginning, Cameron set his rates based on what other trainers and gyms in the area were charging. However, he soon learned that pricing should not just be about matching competitors. His clients did not want to go to a big-box gym. They wanted personalized service and quality coaching. As his business grew, Cameron stopped adjusting prices individually for existing clients, opting instead for a standardized rate for everyone. His approach reflects a more confident stance on the value of his services, ensuring that both new and returning clients felt that they were receiving premium care.

Cameron also shared a valuable lesson on pricing: the importance of charging a flat monthly rate. In the past, he had a flexible pricing system where clients were only charged for the sessions they attended. While this approach seemed fair at first, he quickly realized it did not work in his favor. He was losing money when clients took vacations or skipped sessions. By switching to a monthly fee, Cameron was able to stabilize his income, even if clients missed a session or two. This shift allowed him to grow his revenue by thousands of dollars per month, all while keeping prices the same for existing clients.

Client Relationships and Business Mindset

Over time, Cameron’s perspective on pricing and client relationships evolved. He became more confident in his worth as a coach and saw that people valued the high-quality, hands-on service he provided. He realized that clients were not going to leave over a modest price difference. As a result, he became firm in his pricing structure, understanding that if clients were happy with the service, they would remain loyal despite price increases.

This shift was further solidified after working with a business and marketing coach, who encouraged him to maintain stronger boundaries with pricing. Cameron started to see the importance of being consistent with his rates, which allowed him to grow his business while maintaining client satisfaction.

Expansion and the New Gym

After running a home gym with up to 35 clients a week, Cameron felt the need for a new challenge. While life was busy with a growing family, he decided to open a new gym. Despite the challenges of balancing work, a pregnant wife, and limited time, Cameron found the perfect space at a fraction of the cost of other commercial properties. The timing was right, and he made the decision to move forward.

The new gym, The Strength Club, located in a central area of Charleston, is housed in a mid-century building that was once a post office. The space, measuring 1,800 square feet, was customized with squat racks and platforms to suit his needs. Despite the additional responsibilities of managing the gym, Cameron was glad he took on the challenge, noting that there is never a “perfect” time to take risks. Instead, it is about seizing the moment when it feels right.

Innovative Business Model

At the new gym, Cameron implemented an innovative business model that combines personal training and small group classes. He offers personal training sessions that cap at six clients per session, ensuring individualized attention while still fostering a group atmosphere. For group classes, Cameron limits the number of participants to 12. The goal is to create an environment where clients can help each other, learn from one another, and thrive in a supportive community.

A key part of this model is the use of technology. Clients can reserve spots in advance and have access to an app that allows them to adjust schedules or sign up for makeup sessions. This flexibility ensures that clients can work around their busy lives while still sticking to a consistent fitness routine.

Efficient Programming and Client Success

Cameron’s approach to programming also reflects his goal of efficiency. Rather than writing countless individualized workouts each week, he uses a more streamlined approach. Clients follow templates and track their progress using notebooks, making the most of each session while staying on track with their fitness goals. His clients appreciate the consistency and clear expectations, and they are empowered to take ownership of their workouts.

Cameron’s journey from a garage gym to a full-fledged business is a testament to the power of understanding your value, being flexible with pricing, and building strong relationships with clients. His emphasis on client care, quality service, and maintaining a clear business model has enabled him to grow his business while maintaining a strong connection with his clients.

This material was recently covered in the Business of Coaching Workshop, a series designed to help coaches grow their businesses by mastering key principles like trust, pricing, and delivering value. Each session dives into actionable strategies to build better client relationships and drive success. Want to take your coaching practice to the next level? Join us for the next workshop—it’s free.