How Madlab Business helped Findlay Movement

If we keep working this hard for the same amount of money in five years, we’re closing the gym.”

Findlay Movement, Cincinnati, Ohio

Sarah and Patrick Heringer own Findlay Movement in Cincinnati, Ohio. They were experiencing significant burnout and set a timeline to turn their gym around. That’s when they reached out to Madlab Business for assistance in implementing a system that would allow them to reduce their hours without sacrificing revenue.

What challenges in your business pushed you to seek help?

We originally reached out to Madlab during COVID-19 when our gym was forced to shut down. At that time, we were operating as an affiliate, and one of my friends, Melissa, who also works with Madlab, shared how their coaches were not only leading classes but also actively reaching out to members daily. I was impressed by the responsibilities their coaches took on and the membership prices they were charging. It made me realize that we were undervaluing our services and that our coaches were simply acting as substitutes for my husband and me rather than professionals with their own clients.

Prior to Covid, my husband and I were already feeling burnt out. In 2019, we had a conversation in our kitchen saying, “If we keep working this hard for the same amount of money in five years, we’re closing the gym.” So, when Covid hit, it was a crisis moment that prompted me to reach out for help.

How did Madlab help you work through your challenges?

Madlab completely renovated our systems, particularly around how we bring in and develop coaches. They taught us how to professionalize the role of a coach, so they’re no longer just running classes but taking ownership of their clients and delivering ongoing, personalized coaching. We learned how to hire and retain higher-quality coaches, which was critical because one of our highly decorated coaches relocated due to a partner’s job, and we realized paying her $35 an hour wasn’t enough to keep her.

Madlab also pointed out that while we had a reputation in Cincinnati for being “the coaching gym,” none of our coaches were bringing in new business. That realization forced us to overhaul our approach to growing the business sustainably.

How has working with Madlab changed your business?

Today, I truly get to be a business owner and a mentor. I still coach a small group of clients, but now our coaches are responsible for tracking and nurturing their clients, which means I no longer have to manage 130 members alone. I’m confident that if a client misses a session, someone will notice and follow up. I now coach just six classes a week, compared to 14 or more before. I know things will be taken care of when I’m gone, and I’m not the only one watching out for my business and our clients.

The overall client experience has improved significantly because they have coaches who know them deeply and can cater their training to their individual needs. Our membership retention rate has improved from an avg of 8 to 12 months to 18 to 24 months. Our average membership value has also increased from $130 to $235.

Working with Madlab has allowed us to build a business that runs itself, and I now have a sellable asset—although I plan to coach for a long time, it’s reassuring to know I don’t have to in order to meet my income needs. Plus, I haven’t sacrificed income at all. One of the biggest differences is that this wasn’t just a program I bought and had to figure out on my own. Madlab has provided ongoing coaching, teaching, encouragement, and tough love when needed. That kind of support is priceless.

If you're like Sarah and Patrick and need help building a system that will give you the business and the life you deserve, click here to book a brief introductory call with a Madlab Business advisor.