Podcast
Profit Made Simple
Hosted by Dan Henderson | Fitness Business Coach · EN
Welcome to Profit Made Simple, where you'll learn the proven blueprint to scale your fitness business to produce more profit, time and impact. Coach Dan Henderson is your host, a successful entrepreneur who has set up, operated and sold multiple companies over the last 15 years. If you're a fitness business owner struggling to grow your business and create the life you envisioned, this podcast is for you. Learn real-world strategies, from automating marketing to systemizing your business and becoming a better leader. Subscribe now and start seeing real results in your business.
25episodes
Episodes
Newest firstAll episodes
Winning Winter: The Blueprint to Smash Your Cold-Weather Slump
2d ago00:25:34Tap to summarizeMost fitness business owners accept that winter will be slow, tough, and filled with cancellations - but you aren’t most owners. In this episode of Profit Made Simple, Coach Dan Henderson returns from the Boston Marathon to deliver a masterclass on how to "win winter" while your competition is just trying to ride it out. Dan breaks down the "Winter Playbook," a strategic approach focused on a retention-first mindset, showing that it can be up to 25 times more cost-effective to keep a client than to find a new one. You’ll learn how to implement an 8-week Winter Engagement Challenge with tiered entry levels to keep your tribe moving, alongside three distinct winter-specific offers to attract new members without ever discounting your worth. Dan also dives deep into the "90-day rule," sharing how to elevate your onboarding from a 6 to a 9 out of 10 through non-sweat coaching and micro-moments of joy. Finally, we tackle the often-overlooked element of seasonal success: leading your team through the dark mornings and cold flus with care, respect, and a few hot coffees. If you're ready to launch into spring in a completely different state, this playbook is your guide. Reach out to Dan on social media for the Winter Playbook Workbook mentioned in the show. Our favourite quotable moments: “A great life is just made up of great experiences.” – Dan Henderson “Winter is a great opportunity for you to separate yourselves from your competition.” – Dan Henderson “Retention is far more impactful than acquisition as a growth strategy.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube Remember to reach out to Dan on social media for the Winter Playbook Workbook mentioned in the show. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: winter strategy, retention, fitness business, member engagement, onboarding, leadership, gym marketing, seasonal growth, team culture, profit margins
Transcribe →
Breaking Through the Four Business Plateaus with Dan Henderson
3w ago00:31:20Tap to summarizeIn this solo episode of Profit Made Simple, host Dan Henderson pulls back the curtain on the "Growth Plateaus" framework - the exact blueprint he uses to help fitness business owners move from burnout to breakthrough. Dan shares a raw look at his own past failures, including an education business that looked successful on the outside but was bleeding cash and chaos behind closed doors. You’ll learn why growth isn't linear and why the "do more" strategy eventually stops working. Dan breaks down the four distinct stages every owner must navigate: Survival, Capacity, Complexity, and Founder. He explains the specific shifts in mindset, skillset, and toolkit required to burst through each ceiling, from mastering sales and marketing to developing autonomous leaders who run the business without you. If you feel like your business is stuck, this episode is a call to action to identify your plateau and evolve into the leader your business needs next. Our favourite quotable moments: "Business is a series of plateaus, and at every plateau you need a breakthrough.” – Dan Henderson “80% done 100% by someone else is freaking awesome.” – Dan Henderson (quoting Dan Martell) “Your business is not stuck. It's just waiting for the next version of you.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: business growth, leadership, SOPs, mindset, scaling, fitness business, productivity, delegation, cash flow, entrepreneurship
Transcribe →
Scaling Your Meta Ads: Creative Strategy, AI Hooks & The Andromeda Era
Apr 1400:21:22Tap to summarizeIn this powerful conclusion to our two-part series, Coach Dan Henderson and Meta Ads specialist Bec Anderson dive deep into the technical and creative "upper layers" of the advertising pyramid. While episode one focused on the offer, episode two is all about stopping the scroll in a world dominated by Andromeda - Meta's aggressive AI that is pushing businesses toward broad targeting. Bec explains why over-polished, "corporate" content is dead and why User Generated Content (UGC) - literally just you and your iPhone - is the gold standard for building immediate trust. You’ll learn the exact four-part creative stack Bec uses to dominate the newsfeed: the Video Sales Letter (VSL) with local visual hooks, the VSL with B-roll, static community shots with high-contrast text, and the surprisingly effective text-only image. They also pull back the curtain on the "hidden" settings within the Meta ad set level, showing you how to bypass AI "suggestions" to ensure your ads actually reach your target age and gender. From the power of long-form copy to the "blue ocean" of the forgotten over-60s market, this episode is a tactical masterclass in generating high-quality leads that actually turn into long-term members. Our favourite quotable moments: "If you don’t have good creative at the moment, your ads are just going to get scrolled on by." – Bec Anderson "Standing in front of a local landmark stops people scrolling in a second because it looks familiar, not generic." – Bec Anderson "The ageing population is dramatically forgotten about... an over-60s ad is like taking candy from a kid right now." – Bec Anderson "Meta knows us better than we know ourselves... take the interests out and let it find the people." – Bec Anderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Bec Anderson is a seasoned Meta Ads specialist and agency lead who works "all day, every day" within the platform to generate hundreds of leads for fitness and service-based businesses. Hailing from Delaware, she is a recurring expert on the show, known for her ability to translate complex AI changes into profitable revenue for gym owners. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: Meta Ads, Andromeda AI, Lead Generation, Fitness Marketing, Paid Trials, Client Acquisition Cost, Lifetime Value, Sales Systems, Gym Growth, Digital Advertising
Transcribe →
Mastering Meta Ads in 2026: The Andromeda Shift & The Power of the Offer
Apr 700:29:18Tap to summarizeWhy are so many fitness businesses struggling with their marketing in 2026 while others are absolutely "killing the pig"? In this episode of Profit Made Simple, Dan Henderson welcomes back digital marketing expert Bec Anderson for her fourth appearance to unpack the radical shifts in the Meta Ads landscape. Bec reveals the "Andromeda" factor - Meta’s multi-billion dollar AI overhaul designed for automation - and explains why it’s actually making things harder for service-based businesses that rely on locall targeting. They break down the foundational "pyramid" of a winning campaign, starting with why a bad offer is a "walking disaster" that no amount of leads can fix. You'll learn why free trials are often "cashflow negative" traps and how to transition to a high-converting 28-day Paid Trial that liquidates your ad spend on the front end. Bec and Dan dive deep into the essential "levers" of a profitable gym: moving past the vanity of Cost Per Lead (CPL) to focus on Cost to Acquire a Client (CAC) and Lifetime Client Value (LCV). If you want to stop riding the emotional rollercoaster of fluctuating lead costs and start running ads that print money, this first part of our two-part series is your blueprint. Our favourite quotable moments: "If you try to be everybody’s cup of tea, you end up just looking like a mug." – Bec Anderson "A lot of leads with a bad offer equals terrible performance. Just a walking disaster." – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Bec Anderson is the Australasia region’s premier Meta Ads expert for fitness business owners. Managing over 100 accounts daily, Bec specialises in navigating the complex shifts of Meta’s AI to deliver high-intent leads. Originally from Delaware and now based in Perth, she brings a "straight-talk" approach to digital marketing that prioritises ROI over vanity metrics. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: Meta Ads, Andromeda AI, Lead Generation, Fitness Marketing, Paid Trials, Client Acquisition Cost, Lifetime Value, Sales Systems, Gym Growth, Digital Advertising
Transcribe →
The Only Metric That Matters: Changing Member Behaviour - with John Paul Rahme
Mar 3100:50:35Tap to summarizeIs your fitness business stuck in the past, or are you building for the modern consumer? In this episode of Profit Made Simple, host Dan Henderson sits down with "fitness industry dinosaur" turned tech innovator John Paul (JP) Rahme from Xota. JP traces his journey from a successful Vision Personal Training franchisee to launching a pioneering eco-friendly, multi-modality studio, and finally leaping into the world of SaaS. JP shares the raw, hard-won lessons from a "failed" partnership that cost him a fortune in legal fees but forged an unbreakable resilience. You’ll hear why the most important metric isn’t revenue or member count, but changing user behaviour. They dive deep into the role of AI in the modern gym, moving from "vanity metrics" to hyper-personalisation, and why vertical-specific software is the "moat" that protects your business from generic competitors. JP also pulls back the curtain on the grit required for capital fundraising and the life-changing advice he received from his wife: "Just be where you are." If you’re ready to stop chasing shiny objects and start focusing on what truly drives longevity and impact, this episode is a masterclass in evolution. Our favourite quotable moments: "Don't fear failure, but fear regret." – John Paul Rahme "If you are developing a product that is truly changing the behaviour of your customer base, your business is competition-proof." – John Paul Rahme "You can have a thousand problems in life until you have a health problem, then you've only got one." – John Paul Rahme "Just be where you are." – John Paul Rahme Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: John Paul (JP) Rahme is the co-founder of Xota, a modern technology platform designed specifically for the fitness industry. With nearly two decades of experience as a trainer and gym owner, JP transitioned into the tech space to solve the limitations of legacy software and help health clubs create more meaningful community connections through intuitive, AI-driven tools. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: SaaS, fitness technology, AI in fitness, business partnerships, shareholder agreements, member retention, behaviour change, gym management, entrepreneurship, fundraising.
Transcribe →
The Seven-Figure Blueprint: Scaling Beyond $40,000 a Month
Mar 1700:18:06Tap to summarizeIn the final instalment of our roadmap series, Coach Dan Henderson reveals exactly what it takes to scale a fitness business from $40,000 a month to the seven-figure mark and beyond. This episode is all about transition: moving from a business that relies on you to a high-performance machine led by a world-class team. Dan unpacks the "Accountability Chart," a vital tool to ensure every outcome - from retention to sales - has a dedicated owner. You’ll learn how to increase your monthly yield per member through strategic ascensions and the "puppy dog close," and why your facility must become a "third space" for your community to thrive. Dan also gets candid about wealth creation, urging owners to look past the gym floor toward property and shares to build true, lasting freedom. If you’ve ever felt like the "handbrake" on your own growth, this episode provides the leadership upgrade you need to step up and step back. Our favourite quotable moments: “It is seven times easier to sell to your current clients than it is to new ones.” – Dan Henderson “If everybody is accountable, then nobody is.” – Dan Henderson “No one will ever sell as well as you... it’s an energy transfer.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: scaling, retention, gym systems, automation, profit first, leadership, onboarding, sales conversion, lead flow, virtual assistants
Transcribe →
Scaling from $20,000 to $40,000+ a month
Mar 1000:32:52Tap to summarizeReady to take your fitness business from a "job" to a scalable machine? In part two of this high-impact series, Coach Dan Henderson breaks down the exact blueprint for moving from $20,000 to $40,000+ per month. Dan dives deep into the three core drivers - Delivery, Scale, and Attract/Convert - to help you build a solid foundation that allows for future replication or a successful exit. You’ll learn the "Traffic Light" system for proactive retention, the gold standard for a 100-day onboarding sequence, and why a "Silent Sale" will change your conversion game forever. Dan also gets real about the "Profit First" financial model and why hiring a Virtual Assistant is no longer a luxury, but a necessity for growth. If you're looking to remove yourself as the bottleneck and create a wildly profitable business with true freedom, this episode is your roadmap. Our favourite quotable moments: “The number one driver of retention in a fitness business is utilisation.” – Dan Henderson “Feedback is the breakfast of champions... you’re in business to get better.” – Dan Henderson “Automation is the employee that never sleeps.” – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: scaling, retention, gym systems, automation, profit first, leadership, onboarding, sales conversion, lead flow, virtual assistants
Transcribe →
Scaling a Personal Training Empire with Andrew Simmons
Mar 400:54:11Tap to summarizeHow do you transition from a "one-man band" personal trainer to leading the number one personal training business in Australia? In this powerhouse episode of Profit Made Simple, Dan Henderson sits down with industry pioneer Andrew Simmons, founder of Vision Personal Training. Andrew pulls back the curtain on his 27-year journey, revealing how a "lucky" eviction from a big-box gym forced him to build a brand that now spans multiple countries.Andrew discusses the radical identity shifts required to move from the gym floor to the boardroom. You'll learn the "CSR" framework—Consistent, Sustainable, Replicable—that allows Vision to maintain premium standards across dozens of locations. Andrew shares his "foundation books," including why The E-Myth is non-negotiable for any owner wanting to escape the "just over broke" trap. From doubling down on "humanness" in the age of AI to the discipline of saying "no" to shiny object trends, this episode is a masterclass in high-level leadership and long-term scaling. Our favourite quotable moments: "The definition of genius is turning the complex into the simple." – Andrew Simmons "Work harder on yourself than you do on your job." – Andrew Simmons "If you want to have a business rather than a job, you’ve got to be able to create leverage." – Andrew Simmons Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Andrew Simmons is the founder and Executive Chairman of Vision Personal Training. Since 1999, he has grown Vision into Australia’s leading personal training franchise. An advocate for leadership and systems, Andrew is a sought-after speaker and author dedicated to inspiring trainers to achieve what they never dreamed possible. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: leadership, scaling, franchising, systems, E-Myth, personal training, business growth, leverage, Andrew Simmons, Vision PT.
Transcribe →
The Future of Coaching: Shifting from Advice to Transformation
Feb 1900:47:51Tap to summarizeEver feel like you’re doing all the right things but staying in the exact same spot? In this episode of Profit Made Simple, Dan Henderson sits down with mindset and high-performance legend Kylie Ryan to unpack why so many high achievers end up "successfully stuck." Kylie shares her 22-year journey from an anxious, overweight waitress to becoming the coach behind the world’s biggest coaches. They dive deep into the "unconscious scripts" that run our lives, exploring how inherited beliefs can act as a handbrake on your health and wealth. Kylie explains the concept of emotional constipation—the high cost of numbing your feelings to get ahead—and why "pushing through" eventually leads to a success you can't even feel. As we move into 2026, Kylie challenges fitness and business leaders to shift from being "prescription-based" consultants to transformational facilitators. You’ll learn why the best answer is usually a better question, how to develop true magnetic leadership, and the simple "three-minute rule" for processing emotions. If you’re ready to stop being a "business machine" and start being a multi-dimensional human, this episode is your roadmap. Our favourite quotable moments: "If there's anything in your life that you wouldn't consciously choose... that's an indication that some part of your unconscious mind is creating that." – Kylie Ryan "The value of strategic advice and best practice information is trending towards zero... the opportunity for coaches is to lean harder into transformational facilitation." – Kylie Ryan "It’s not about the lead magnet; it’s about the magnetism of the leader." – Kylie Ryan Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Guest: Kylie Ryan is a master mindset coach and high-performance expert with over two decades of experience. Known as the "coach to the coaches," she specialises in NLP (Neuro-Linguistic Programming) and transformational facilitation. Kylie is the founder of the Super Coach Society, where she mentors leaders to amplify their magnetism and master the internal shifts required for sustainable, world-class success. About Dan: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: mindset, NLP, leadership, emotional intelligence, coaching skills, high performance, business growth, transformational coaching, magnetism.
Transcribe →
The Three Core Drivers of a Wildly Profitable Fitness Business
Feb 1000:20:12Tap to summarizeAre you skipping steps on your way to success? In this episode of Profit Made Simple, Coach Dan Henderson breaks down the "Fitness Profit Roadmap," a proven methodology designed to help fitness business owners reach $20,000 a month with total clarity. Dan dives into the three core drivers—Delivery, Scale, and Attract & Convert—to show you how to move away from being person-dependent and toward a business that offers profit, impact, and freedom. You’ll learn why pricing and packaging are your biggest profit levers, why you should never sell sessions, and how a "Perfect Week Formula" can align your professional goals with your personal life. Whether you’re just starting out or already hitting seven figures, this episode serves as a vital audit to ensure your foundation isn't built on sand. Tune in to identify the "cracks in the cave" and learn the exact systems needed to create a predictable, scalable, and ultimately sellable fitness business. Our favourite quotable moments: "Profit is what feeds the family." – Dan Henderson "What gets measured gets managed. Data drives direction." – Dan Henderson "A great business is built on a solid foundation, not one of sand." – Dan Henderson Resources: Dan Henderson - Website, Instagram, Facebook and YouTube About Host: Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over 15 years of experience owning fitness businesses and multiple successful exits, Dan is a well-respected leader in the industry. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he provides a blueprint for building wildly successful, profitable fitness businesses. Join Dan each week and take your fitness business to new heights with Profit Made Simple. Related: business roadmap, fitness profit, membership models, lead generation, sales systems, business scaling, pricing strategy, time management, KPIs
Transcribe →