Most gym owners don’t fail because of training; they fail because they don’t understand business. Joe Riggio of Business of Strength sits down with John to break down why equipment-heavy gyms bleed cash, and how small, efficient boutique gyms with clear pricing, strong marketing, and the right location consistently outperform the competition. They dive into real sales strategy, the power of in-person community, and why investing in mentorship beats lurking online. If you’re serious about building a profitable gym, this conversation is your blueprint.