Stop Chasing Leads.
Start Building
Your gym generates revenue. But it owns you. I install the discipline and systems required to reclaim your time, guarantee profit, and transition from overworked owner to strategic operator.
The Systems Behind Hundreds of
Revenue Isn't the Problem.
You've done the hard part. You've built a business that generates consistent revenue. But now, growth feels like a punishment. Every new client adds complexity, every new hire creates management overhead, and your profit margin is silently eroding.
You're stuck in the "owner's trap." You're the primary driver of sales, the lead firefighter, and the final decision-maker on everything. The business you built to create freedom has, instead, become your prison.
You're working more than 40 hours a week on the floor or in the business, not on it.
Your profit margin is below 30%, and you're not sure where the cash is going.
You've tried hiring more staff, but it only increased your payroll and your stress.
You've spent thousands on marketing agencies that promised "more leads," but it only led to more unqualified prospects and a lower close rate.
Owners React.
The skills that got you to $30k/month are not the skills that will get you to $1M/year with your freedom intact. The next stage of growth requires a fundamental identity shift.
A reactor. Pulled into the day-to-day chaos, driven by emotion, and constantly chasing the next shiny object. Their primary tool is effort.
A commander. Detached from the chaos, driven by data, and focused on the disciplined execution of proven systems. Their primary tool is structure.
The Freedom Formula:
A Disciplined Operating System
More leads will not fix a broken operating system. The Freedom Formula is a proprietary system for installing the financial, operational, and leadership discipline required to scale profitably.
This is not marketing help. This is not a magic bullet. It is a rigorous, step-by-step process for rebuilding your business from the inside out. We install the guardrails that force profitability, the systems that remove you from the day-to-day, and the tracking that gives you command over your growth.
We are selective about who we work with. We are not the right fit for everyone, and we are happy to say no. We are NOT a good fit for you if:
You are generating less than $20,000 per month in revenue.
You believe "more leads" is the primary solution to your problems.
You are unwilling to track and be held accountable to your key performance indicators.
You are looking for a marketing agency to do the work for you.
You are unwilling to make hard decisions to improve your business.
"Before working with Dave, we were doing $50k/month but I was working 60-hour weeks and our profit was less than 15%. Within 6 months of implementing the Freedom Formula, we hit a 38% profit margin and I'm working less than 25 hours a week. I finally have a business that doesn't own me."
Multi-Location Gym Owner
"We had a great community, but our retention was hovering around 80% and our close rate was abysmal. Dave's systems forced us to get serious about our numbers. Our retention is now consistently over 95%, our close rate is over 50%, and we've added $200k in annual revenue without spending a dollar more on ads."
CrossFit Affiliate Owner
Continue on the path of complexity. Keep chasing more leads, adding more staff, and hoping that more effort will eventually lead to more freedom. Remain a prisoner of the business you created.
Choose the path of discipline. Install the systems that force profitability and create freedom. Become the commander of your business, not a captive.
Built on Discipline,
Dave Dunham is a former professional football player, multi-location gym owner, and operator who has helped thousands of gym owners build six and seven figure businesses.
Early in his career, Dave built and scaled multiple seven-figure gyms of his own. He learned firsthand what it takes to acquire clients, build teams, manage payroll, install sales systems, and survive operational pressure. He also learned that revenue alone does not solve leadership problems.
That experience led him into one of the largest gym growth platforms in the industry, where he played a central role in rebuilding and leading the coaching division. Within months, Dave stepped into leadership and restructured the coaching infrastructure.
Under his leadership, the coaching systems contributed to over 40% revenue growth within the organization. More importantly, the new structure produced consistent client wins instead of short bursts of momentum.
The problem wasn't marketing. It was leadership ceilings. Lack of profit discipline. Lack of clarity around numbers. Lack of personal evolution. That realization led to the creation of Coaching Dept.
Dave's philosophy is simple: More leads will not change your life. More discipline will.
Beyond business, Dave is a husband to Heather and a father of four. Family has always remained central to his decisions. Success without structure at home is failure.
He believes high character creates high currency. He believes leadership must evolve as revenue grows. And he believes that gym owners who want real freedom must become better operators first.
If you are a gym owner doing $30k+ per month and you are ready for the discipline,
accountability, and systems required to scale profitably, apply for a private strategy session.
Installing the discipline and systems required for gym owners to become operators.