Strategy & growth
The Founder
Chief Experiment Officer
Vision, strategy, and making sure we’re always testing what works.
“What is the next useful experiment?”
Find your next experimentA strong gym needs
more than strong people.
It needs a business that works. Fitness Fools exists to make that part a little easier to figure out.
CURIOUS MINDS. PRACTICAL ANSWERS.Ask the question.
Ask the question.
Do the math.
Make your move.
Whether you’re opening a strength gym, running a studio, or building a personal training business, the questions are real. What will it cost? What should I charge? Where is my time going?
We’re building tools that show their work, a field guide that gets to the point, and AI services that solve specific problems. The jester hat is a reminder to stay curious—and question the way things have always been done.
Find a useful starting pointTHE TEAM AT FITNESS FOOLS HQSERIOUS ABOUT YOUR GYM.
SERIOUS ABOUT YOUR GYM.
A LITTLE FOOLISH BY DESIGN.
Eight perspectives. One stronger business.
Meet the illustrated crew that brings the Fitness Fools world to life.
The gym floor
Coach Tay
Training & Programming
Brings the real-world gym experience to everything we do.
“Does the plan work on the gym floor?”
Explore class capacity
Useful technology
Tech Tony
Technology & Automation
Builds the tools and systems that help gyms grow smarter.
“What could we take off your plate?”
Visit the AI Lab
Measure what matters
Data Dana
Analytics & Insights
Turns data into decisions. Knows what to measure, track, and improve.
“What are the numbers actually telling us?”
Put your numbers to work
Your next member
Brand Brooke
Marketing & Member Growth
Tells our story and helps gyms attract, convert, and retain the right members.
“Why should the right member choose you?”
Explore the Field Guide
Better everyday systems
Ops Omar
Operations & Scaling
Processes, systems, and getting things to work. Always improving.
“How do we make this easier to repeat?”
Plan a better workflow
Know your numbers
Finance Frank
Revenue & Profitability
Knows the numbers. Helps gyms build more profitable businesses.
“What does it take to make the numbers work?”
Find your break-even
People come first
Culture Carly
Community & Experience
Keeps the team grounded, supports our members, and makes it fun.
“What makes people want to come back?”
Explore our purposeFind your kind of useful.
YouTubeThe deeper dive
InstagramThe visual takeaway
FacebookThe owner conversation
TikTokThe quick idea
SubstackThe weekly field note
Official channel links will be connected for launch.
LET’S BUILD SOMETHING USEFUL
Talk to Fitness Fools What’s your next good question?
Tell us what you’re working on. Get a conversation started with the Fitness Fools team.