COMING SOON...
THE FULL GYM
The Boutique Gym Owner's Guide to Predictable Monthly Growth
Growth shouldn't feel like a guessing game. Yet for many gym owners, every month still feels uncertain. Here's what happens when you stop chasing random tactics and start building a system that actually scales.
Most gym owners aren't struggling because they need to work harder. They're struggling because they're missing the system that turns effort into predictable growth.
In The Full Gym, Sherman Merricks and Blake Ruff reveal why great coaching alone isn't enough to scale a gym. Drawing from years of gym ownership, consulting, and real-world results, they show how the most successful gyms align marketing, sales, and retention into one growth engine.
Inside, you'll discover:
✔ The three levers that determine whether your gym grows or stays stuck
✔ Why more leads won't solve the problem if your sales process is broken
✔ How to know when it's finally time to invest in paid marketing
✔ The messaging framework that attracts the right members instead of wasting time on the wrong ones
✔ How to build a predictable system that consistently turns prospects into long-term members
This isn't a book about marketing tricks or sales tactics. It's about creating a gym that grows with intention, consistency, and a system you can rely on.
Does this sound familiar?
You keep posting content, running promotions, and talking about what makes your gym different. Yet the right people still aren't walking through your doors. Deep down, you know the problem isn't your coaching or your service... you just can't figure out why your message isn't landing.
Maybe you've tried the marketing tactics and followed the business advice. "Post more often." "Create more content." "Build your brand." Yet the more strategies you test, the more inconsistent your results become. Now you're stuck between wanting to grow and wondering why your marketing feels harder than it should.
At some point, doubt starts creeping in. The ads that generate leads but don't convert. The prospects who seem interested but never sign up. The content that gets engagement but doesn't bring in members. Somewhere along the way, growth became unpredictable, and attracting the right clients started feeling more complicated than it needs to be.
If any of this sounds like you, join the waitlist.
Meet the authorS
Sherman Merricks & Blake Ruff
Sherman Merricks and Blake Ruff are the co-founders of LASSO Framework, a gym growth and sales consulting company that has helped hundreds of fitness businesses build predictable systems for lead generation, sales, and long-term growth. Together, they specialize in simplifying the two areas most gym owners struggle with most: marketing that consistently attracts qualified leads and sales systems that reliably convert those leads into committed members.
Blake Ruff is a StoryBrand Certified Guide, growth strategist, and co-host of the Gym Marketing Made Simple podcast, which has released more than 135 episodes focused on helping gym owners grow without gimmicks or guesswork. After owning and selling gyms himself, Blake transitioned into paid advertising and messaging strategy, eventually managing more than $2 million in Facebook ad spend specifically for gyms. His work has helped fitness businesses generate more than $30 million in tracked client revenue through clear messaging, strategic targeting, and scalable lead-generation systems.
Sherman Merricks brings deep expertise in gym sales systems, conversion optimization, and operations. As a former gym owner, he understands firsthand the challenges of scaling a fitness business while maintaining a strong client experience. Sherman developed the LASSO sales methodology and consultation frameworks that have helped gyms across the country achieve 70%+ close rates and industry-leading show rates on cold traffic. His systems focus on creating repeatable, non-pushy sales processes that help gym owners convert more leads while building trust with prospects.
Through the LASSO Framework, Sherman and Blake have worked with more than 1,000 gym owners to build integrated marketing and sales systems designed around sustainable growth rather than short-term gimmicks. Their approach combines paid advertising, client psychology, messaging strategy, lead nurture systems, and consultation frameworks into one unified process that helps gyms attract the right people, convert them consistently, and retain them long term.
