Business Model: Scaling a Successful Coaching Business with Jordan Stanton
Scaling a successful gym business requires strategic planning, adaptable coaching models, and a focus on both client needs and community building.
Scaling Success: Jordan Stanton’s Journey
Jordan Stanton’s journey into building a successful gym model is a fascinating example of how to evolve a fitness business through careful planning, adaptation, and understanding client needs at every stage. His business, which began in a small garage space, has since evolved into two thriving locations—Next Level Barbell and Strength Union. Here is how he implemented a structured coaching progression, his strategies for growing a business, and the key lessons he has learned along the way.
A Progressive Approach to Classes
When Stanton started his coaching business, he quickly realized that a traditional “one-size-fits-all” model was not sustainable. He began by offering group coaching classes for beginners, specifically targeting people new to strength training. These novice classes were designed to offer a structured 8-week program to get clients strong and ready for more advanced training.
The intermediate class was a pivotal part of his model. Rather than maintaining a rigid structure, Stanton implemented group coaching once a week, with programming for clients to follow on their own. This allowed him to provide a more affordable option for clients who no longer needed intense one-on-one coaching. The shift from novice to intermediate was carefully priced to be lower than the three-day-a-week novice program, ensuring clients still received a high level of value while keeping the service sustainable for the business.
Over time, the small group model emerged from these intermediate classes. Stanton found that having a coach rotate through a group, offering individualized attention while allowing athletes flexibility in their schedules, became a more scalable and profitable way to coach.
Pricing and Growth
Right from the start, Stanton communicated his pricing structure clearly to clients, preparing them for the inevitable transition from novice to intermediate. His pricing for novice classes started at around $225 per month, while the intermediate classes began at $150 and eventually rose to $175. This tiered approach ensured that clients knew they would eventually move into a less expensive program. Importantly, this pricing structure worked to make sure that his business model stayed sustainable, as it increased Stanton’s dollar-per-hour revenue while also allowing clients to receive the support they needed at a lower price.
Eventually, when Next Level Barbell reached its capacity for personal and group coaching, Stanton opened a second gym—Strength Union. This new location offered a different setup: a 24/7 access gym in Portland with a heavy focus on open gym memberships. With this shift, Stanton’s goal moved from growth to profitability. He leveraged his ability to invest more in marketing, which allowed him to charge higher prices while increasing his revenue even further.
Managing Multiple Locations
Running two gyms, each with its own unique needs, is no small feat. Stanton balances his time between both locations, spending specific days at each gym while having staff manage day-to-day operations. While Stanton focuses on maintaining high-quality coaching in small groups, the growth of his business also meant hiring additional coaches and allowing them to manage specific shifts. At Next Level Barbell, Stanton found that an 8-rack setup with one coach overseeing a small group of clients worked well for maximizing revenue without sacrificing service quality.
The flexibility of scheduling—allowing clients to attend any time during open gym hours—has also been an important element. Clients can now sign up for multiple small group training sessions, which gives them freedom while still receiving the same level of attention.
Expanding Beyond Word of Mouth
As the gyms evolved, so did Stanton’s approach to marketing. Once his operations became efficient and profitable, he began investing more heavily in advertising, knowing that the more he spent on marketing, the more clients he could attract. However, he takes a measured approach, constantly analyzing the performance of his ads and adjusting his budget based on performance metrics—such as web traffic, session bookings, and revenue growth.
Stanton doesn’t rely solely on direct correlations between ads and clients but uses broader trends to assess if his marketing is yielding results. This strategy has been successful, and his advertising has led to increased gym revenue.
The Power of Community
While Stanton’s business model is rooted in practical solutions for client progression and financial sustainability, the human element—building a strong community—has also played a key role in its success. Clients who initially join for the coaching continue to come back because of the connections they form with fellow gym-goers. The camaraderie in small groups often drives members to maintain their commitment to training, making the gym less about coaching and more about the sense of belonging within the fitness community.
As Stanton looks to the future, his model continues to evolve. What started as a small garage gym has now expanded into two locations, each offering a slightly different service to meet the diverse needs of clients. For gym owners and trainers looking to replicate Stanton’s success, key takeaways include the importance of understanding client progress, adapting your pricing model, and scaling in a way that increases profitability without losing the quality of service.
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.