Description

JC Vacassin returns to the podcast to share some of the biggest lessons he's learning from running and evolving Foundry.

We talk about why Foundry is deliberately simplifying its product and messaging, why SGPT should be the vehicle rather than the thing you sell, and the question JC thinks every gym owner should ask themselves: if you opened your gym again tomorrow, what would you build?

JC also breaks down Foundry's approach to generating referrals, incentivising staff, local outreach and acquisition, why gyms may need to do more offline marketing, and how AI is changing the way he thinks about operating the business.

We also get into some of the harder decisions he's made recently — including closing locations, cutting complexity and building a leaner business for the future.

If you tune in, you'll learn:

• Why SGPT shouldn’t be the thing you sell — it’s the vehicle you use to deliver the result.
• How to spot when your gym, membership and buying process have become too complicated.
• The simple question JC thinks every gym owner should ask: “If I opened my gym again tomorrow, what would I build?”
• How to build a more deliberate referral system, rather than simply hoping happy members send people your way.
• Why gyms may need to rely less on paid digital marketing and get better at referrals, outreach and local marketing.

Find out more about JC:

• His Website
• Foundry