On Brand Marketing

On Brand Marketing Your brand is not a fluffy logo or how many followers you have on Instagram, your brand is what people are saying about you and you make them feel.

Fitness business strategy from the inside out
20+ years building, scaling & fixing gyms
Real insights on leads, sales & retention
Work with us ⬇️
www.onbrandmarketing.co/links Does your brand tell the right story? Never one to fit the box, I’ve been called a Fitness guru, Business coach, Marketing Mastermind, and Storyteller. I’m the founder and architect of Branding in a Box, leading my small

marketing agency of multi-disciplinary right + left-brain thinkers, from epic global locations and combining creativity and smart strategy to tell incredible brand stories. I jumped into the fitness industry in 2004 with a small Personal Training Studio and outdoor Bootcamp business in beautiful Port Douglas and evolved to manage big box gyms for Fitness First in Australia. In 2017, I was recruited to lead the project development, operations and strategy of the very new integrated yoga/fitness movement that launched in Australia in 2017 called TotalFusion. Together we created a new style of fitness studio which triggered my love for sharing content and marketing that disrupts the health and fitness industry. With a passion for authentic connection, and a desire to shine a light on people doing meaningful work, I founded my small agency of passionate and creative storytellers. Together we work with organisations and brands in creating marketing that makes a difference so that our clients are seen in authentic and powerful ways. We’ve all seen digital marketing shake up what is required of businesses to thrive. Sometimes it may even seem like marketing is more important than the company mission, but let me ask you, has it changed what the customer wants? Digital Marketing might have changed the game, but the consumers still want the same thing they always did - connection. They want you.

You can fix your lead flow tomorrow and still lose the same people you lost last month.Most owners pour everything into ...
20/06/2026

You can fix your lead flow tomorrow and still lose the same people you lost last month.

Most owners pour everything into the front door.

More ads, more leads, more bodies through the door. Then they wonder why the membership base never really grows.

The leak is in the middle. It is the bit between someone raising their hand and someone deciding to stay. The follow up, the trial, the first few weeks where a new person either feels like they belong or quietly drifts off.

Get that part right and your acquisition starts compounding instead of replacing.

That middle third is where the real growth lives. Swipe through and have an honest look at where yours is leaking.

Click the link in bio to learn more.



Credits:



18/06/2026

I speak to gym owners every week who have spent thousands on ads and still can’t grow their memberships.

One of the first things I ask is: what happens after a lead comes in?

Nine times out of ten the answer is, we call but no one answers.
Maybe they send follow-up message a few days later.

By then that lead has already signed up somewhere else.

The ads aren't the problem. What happens after the lead comes in is the problem.
That's why I built the Integration System.

A fully automated follow-up that contacts every new lead within minutes.
A sequence that books trials and converts without you or your team chasing anyone.

And nurture that keeps people engaged until they're ready to sign.

If you’ve spent money on ads and had to manually chase every lead I've put together a free training that shows you exactly how to build this.

Click the link in bio to learn more.



Credits:






gymclub

Some rooms make you want to stay longer than your session needs.It is rarely the equipment. It is the light, the texture...
17/06/2026

Some rooms make you want to stay longer than your session needs.

It is rarely the equipment. It is the light, the texture, the way the space moves you through it. The studios that understand this are building loyalty before a single rep happens.

The room is part of the offer.

Tag the spaces that get the feeling right below.



Credits:

16/06/2026

The next generation of fitness consumers is being shaped right now.

Not in your gym. In someone else's.

Youth fitness is quietly outpacing almost every other category in the industry, and most operators aren't watching it closely enough.

Not junior classes bolted onto an adult timetable. A genuine shift in how families are thinking about their kids' health.

Parents are starting earlier. The young athlete used to sit at the edge of the conversation. Now there's a whole ecosystem being built around them.

And the real story isn't kids' sport. It's that the next wave of lifelong healthy humans being formed intentionally.

I had the privilege of being there when Dan and Erica Newton launched My First Gym in Brisbane back in 2017. Sixteen-plus clubs later, thousands of members, national and international expansion underway, and the thing that's made it work has never been the timetable.

It's the foundation underneath it. Designed to shape someone's relationship with movement for the next sixty years, not the next school term.

Credits:




eg



Most gyms aren't losing leads to competitors. They're losing them to silence.The data on this is brutal. 78% of people e...
13/06/2026

Most gyms aren't losing leads to competitors. They're losing them to silence.

The data on this is brutal. 78% of people enquiring about a gym join the first one that responds.

The average gym takes 47 hours to reply. By then, the prospect has already signed up somewhere else, started a routine somewhere else, and forgotten the enquiry they sent you.

The five-minute window is the one that matters. Respond outside it and you're 21 times less likely to convert that lead. Not slightly less. Twenty-one times.

Here's what makes this hard for operators to see. It doesn't look like a problem. The leads are arriving. The marketing is working. The funnel is full at the top. The leak lives in the gap between enquiry and response, and that gap rarely shows up in a dashboard.

Most acquisition strategies are bleeding out here, quietly, every single day. The instinct is usually to spend more on ads, hire another salesperson, or rework the offer. The fix is almost never any of those. It's closing the response window.

If you're running paid traffic, lead magnets, or any kind of acquisition campaign and your conversion still feels soft, this is the first place to look.

Not your ads. Not your offer. Your speed.

Full training on how to fix it linked in bio.



Credits:

11/06/2026

78% of people who want to join a gym will go with the first one that responds.

The average gym takes 47 hours.

By then the lead has already joined somewhere else, started training somewhere else, and forgotten the enquiry they sent you. The research is even sharper than the response time suggests.

Reply outside the first five minutes and you're 21 times less likely to convert that lead into a member.

This isn't a lead problem. It's a speed problem.

That's what we built the Lead Nurture System for. Every new enquiry followed up within minutes, automatically. A clean path to yes.

If your leads are arriving but conversion still feels soft, the leak is almost never your ads or your offer. It's the silence between enquiry and response.

Link in bio to see exactly how to fix it.



Credits:









5 silent retention killers most studio and gym operators never see coming.Member retention rarely fails for the reason o...
10/06/2026

5 silent retention killers most studio and gym operators never see coming.

Member retention rarely fails for the reason operators think it does. It's almost never the workout itself. It's the friction in the booking flow. The gap between what your social media promised and what actually landed in the room.

The first-timer who got the same treatment as a three-year member and left feeling invisible.

The class that ended with no clear next step. The session that was fine, but not memorable enough to rebook.

None of these generate complaints. That's what makes them so easy to miss. Members don't churn loudly. They drift. And by the time your numbers move, the moments that caused it happened weeks ago.

Most retention strategies in the fitness industry are built around the visible stuff.

The class. The coach. The space. The real work sits underneath that, in the small moments around the workout that decide whether someone rebooks or quietly stops showing up.

If your studio retention or gym retention is softening, the answer is rarely a new class format or a louder offer.

It's usually one of these five blind spots sitting unattended in your member journey.

Which one is yours? Drop the number in the comments.

09/06/2026

Recovery used to be the upsell.

Now it's the business model.

The category isn't growing because cold plunges work.

It's growing because people are looking for a reason to leave the house that isn't a bar, and your gym used to own that budget.

Totally worth thinking about.





Credits:
Instagram
mx




active247

eastend



Pinterest
Lima_aaa

Is this the end of the gym era?Every few years the industry gets told it's dying. COVID was supposed to kill it. Home eq...
04/06/2026

Is this the end of the gym era?

Every few years the industry gets told it's dying.

COVID was supposed to kill it.

Home equipment was supposed to kill it.

Now wellness, longevity, and at-home recovery are supposed to finish the job.

It's not the end. It's a shift.

Three signals in this carousel: women's sport, wellness festivals, and longevity residences.

Each one is quietly rewriting what your member expects when they walk through your door.

The lesson is the same one we keep relearning. Stay close enough to your members to know what they actually need.

Stop selling square metres and equipment.

Start selling the outcome those things deliver.





Credits:



realestate.com.au
sweatshop.world

03/06/2026

Someone told me a couple weeks ago: "You need to talk about Total Fusion more."
So here's the story...

A dear friend and mentor approached me with a concept - fusion fitness. Nothing like it existed in Australia yet.

My first day of work? He flew me to LA. Two weeks in the States. 3-4 fitness classes a day, studio to studio, learning everything.

Then we came back and launched.

We had 8 weeks before opening. No pictures. No finished studio. No content. Just passion and vision.

People would ask "what do you do?" and honestly... I'd paint them the dream. I understood the operation. I could see what it would become.

Here's the thing - I never competed on price. I never undercut. I just sold the vision.

Four weeks in? Just over 1000 members.

First studio. No website. 1000 members in month one.

That changed my life.

And honestly? That's still how I work today - vision first, passion always, never compete on price.

People do business with people. 💙

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Tugun, QLD
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