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You work more than 40 hours a week in the building.Forty-plus hour weeks are a warning sign.For gym owners doing $20,000 a month or more.
Your gym makes good money. You keep almost none of it.
You built a business that generates real revenue. Now it runs you into the ground. I install the discipline and systems that hand you back your profit, your time, and command of your own gym.
Doing under $20,000 a month? Start with the Profit Catalyst App. It is built to get you there.
Built and scaled multiple seven-figure gyms. Rebuilt and led the coaching division at Gym Launch.
01 / Authority
The systems behind hundreds of 7-figure gyms.
These come from real operating experience. Dave built and scaled multiple seven-figure gyms of his own, then rebuilt and led the coaching division at Gym Launch, the largest gym growth platform in the industry.
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Gyms coached
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Average profit margin
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Weekly owner hours
0
In client revenue generated
02 / The Problem
Revenue stopped being the problem a long time ago.
You did the hard part. You built a gym that brings in consistent money. Now growth feels like a punishment. Every new client adds complexity. Every new hire adds overhead. Your margin erodes while you work more than ever.
You run the sales. You put out the fires. You make every final call. The business you built for freedom became the thing you answer to.
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Your margin sits under 30%.And you cannot say exactly where the cash goes.03
You hired more staff.And added payroll and stress instead of freedom.04
You paid agencies for more leads.And got more unqualified prospects and a lower close rate.
03 / The Shift
Owners react. Operators command.
The skills that got you to $20K a month will not get you to a seven-figure business with your freedom intact. The next level demands a different operator.
The Owner
Their tool is effort
A reactor. Pulled into the daily chaos, driven by emotion, chasing the next shiny object.
The Operator
Their tool is structure
A commander. Detached from the chaos, driven by data, executing proven systems.
I teach owners how to operate. Effort got you here. Structure takes you the rest of the way.
03B / The Mirror
You already told me who you want to be.
Every gym owner I talk to wants the same things. Time back. A business that runs without them. Money they keep. Nights at home with their family. Then I look at their week.
You said you wanted your time back.You are still the first one in and the last to leave.
You said you wanted a business that runs without you.It stops the day you stop.
You said you wanted to be there for your kids.The gym keeps taking the nights.
You called yourself an operator.Your calendar still reads like an owner's.
The operator is who you said you wanted to be. The only question left is whether you are willing to become that person.
Apply Now
04 / The System
See How the Freedom Formula Works
The Freedom Formula runs on the 3-3-5 Operator System.
The 3-3-5 is the framework I use to close the gap between owner and operator. Three standards you fix in yourself. Three disciplines you fix in how you lead. Five functions your business has to run on. Fix all five or you spend every week fighting one.
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What you fix in yourself
3
Personal
Standards
Standards
- Own Your NumbersKnow your margin, cash, and key metrics cold. You cannot fix what you refuse to look at.
- Hold the LineSet the standard once and refuse to lower it when pressure hits. Discipline is a decision, not a mood.
- Protect Your EnergyCap your hours and guard your focus so the business cannot quietly consume you.
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What you fix in how you lead
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Leadership
Disciplines
Disciplines
- Lead with ClarityGive the team one clear standard and one clear direction. Confusion is expensive.
- Communicate to Create ActionSay it so people move, not just so they understand. Communication is measured by what happens next.
- Build OperatorsDevelop leaders who can run the gym, so it stops depending on you to function.
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What your business runs on
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Business
Functions
Functions
- SalesA predictable system that turns leads into paying members, not a monthly scramble.
- FulfillmentDeliver the result you promised, the same way, every time. This is what earns retention.
- RetentionKeep the members you earn so growth compounds instead of leaking out the back door.
- AscensionMove members up to higher-value offers when they are ready, raising revenue per client.
- Operations & FinanceThe backbone that keeps the business profitable, organized, and running clean.
05 / Results
The results of discipline.
$23K → $100K
Monthly profit · in 11 months · same gym, no new ad spend
"I was running close to a million in revenue and keeping almost none of it. Dave took my profit from $23K to $100K in 11 months. Same gym, no new ad spend. He made me build the standards and the systems my team runs on, and I stopped being the bottleneck."
MayeishaMulti-location gym ownerLocust Grove, VA
Bleeding cash → Profitable
Full turnaround · in 6 months · same building
"I took over a gym that was bleeding cash. Dave gave me the processes, the structure, and the strategic upsells to turn it around in six months. Same building, a completely different operation. I run on a system now instead of a scramble."
TravisSingle-location gym ownerMaryville, TN
$23K→$100K
Profit in a year
+$100K
Revenue
~$1M
Run rate
Out
Of the bottleneck
06 / Qualification
Who this is not for.
I am selective about who I work with. I say no often, and I am happy to. This is not for you if:
01You generate under $20,000 a month with no path to get there.
02You believe more leads is the answer before you fix the operator.
03You want an agency to do the work for you.
04You will not track your numbers or be held to them every week.
05You will not make the hard calls your business needs.
Under $20,000 a month? You are not out, you are early. The Profit Catalyst App is built for exactly where you are: the systems, the numbers discipline, and the playbook to get to $20K. Start there, and you will be ready to scale the day you cross it.
Start with the Profit Catalyst App
07 / The Choice
You have a choice to make.
Path 1
The Owner
Stay in the complexity. Keep adding leads, staff, and hours, and hope effort eventually buys freedom. Keep answering to the business you built.
Path 2
The Operator
Install the systems that force profit and create freedom. Command your business with data and standards. Run the gym instead of carrying it.
That decision is yours. What happens after it is ours.
Apply Now
08 / The Founder
Built on discipline.
Dave Dunham built and scaled multiple seven-figure gyms of his own. He learned how to acquire clients, build teams, manage payroll, install sales systems, and survive operational pressure. He also learned that revenue alone never solved a leadership problem.
That led him to Gym Launch, one of the largest gym growth platforms in the industry, where he rebuilt and led the coaching division. His systems drove over 40% revenue growth there and produced consistent, lasting client wins.
He kept seeing the same pattern. Revenue would grow. Chaos would stay. Owners would plateau. The problem lived in leadership ceilings, profit discipline, and clarity around the numbers. That is the problem Coaching Dept. exists to fix.
Beyond business, Dave is a husband to Heather and a father of four. Family drives every decision he makes. He believes high character creates high currency. He believes the ceiling is always the operator.
Discipline fixes what revenue can't.
Where You Fit
Four ways to work with me.
Start where you actually are. There is a right first step whether you need capital, want structure, or are ready to scale.
Build capital
Profit Catalyst App
Not ready to commit, or short on the capital to invest in growth? The app hands you thousands of ways to make money and inject cash into your business, so you can fund your next move.
Level up
Profit Builders
Everything in the Profit Catalyst App, plus more. You get the full app, weekly live Q&A, and the guidance to turn those new revenue streams into consistent profit.
$20K/mo or more · Start here
The Freedom Formula
My core coaching engagement. Install the 3-3-5 Operator System, force profit, and build a gym that runs without you. If you are already at $20K, this is your starting point.
The Elite Tier
Black Circle
An invitation-only room for proven operators. Earned through a strong revenue base, or by graduating the Freedom Formula and being ready for the next level.
By invitation only
09 / The Decision
By application only · Reviewed within 48 hours
Ready to operate?
If you are a gym owner doing $20,000 a month or more and you are ready for the discipline, accountability, and systems to scale profit and reclaim your time, apply for a private strategy session. The bigger you are, the more there is to systemize.
Under $20,000 a month? Start with the Profit Catalyst App. It is built to get you there.
FAQ
Straight answers before we talk.
How is this different from most coaching companies or a marketing agency?+
Most coaching companies and agencies sell you more leads and more tactics. I led the coaching division at Gym Launch, so I have seen what happens next: more of that poured onto a broken operating system just makes the chaos more expensive. I install the financial, operational, and leadership discipline that turns the revenue you already have into profit you keep.
Do you guarantee results?+
No. I will not promise an outcome I cannot control, and your results depend on your execution. What I control is the diagnosis, the system, and the standard. I am selective, I turn people away, and if we are not a fit I tell you on the call and you keep the plan either way.
What does it cost?+
I do not post pricing online. My programs require a serious investment, and I make sure it fits your situation before we ever talk numbers. We get specific on the strategy call, once I understand your revenue and your bottleneck.
What size gym is this for?+
Gym owners doing $20,000 a month or more. There is no ceiling, the bigger you are, the more there is to systemize. If you are under $20K, the Profit Catalyst App is the better first step and the fastest way to get there.
I have tried coaching before and it did not stick. Why is this different?+
Most coaching sells accountability. I sell the diagnosis that makes accountability work. We find your real bottleneck first, then point the pressure at the right work.
I do not have time to add one more thing.+
That is the problem we solve. The first standard is protecting your energy and capping your hours. The system removes you from the day-to-day, it does not pile onto it.
What actually happens on the strategy call?+
Thirty minutes. We look at your real numbers. I give you the top three moves. If we both think it makes sense to work together, we talk about that. If not, you keep the plan and we shake hands.