I help gym and studio owners run stronger businesses by installing simple operating systems that improve conversion, retention, team execution, and profit - without adding complexity.
Most fitness businesses don’t struggle because they lack effort. They struggle because execution is inconsistent: the numbers aren’t reviewed weekly, standards drift, handoffs break, and the owner becomes the safety net. My work is about replacing that chaos with clarity and control.
Hi, I’m Craig Mac.
Why fitness businesses
Fitness is operationally demanding. You’re balancing:
sales and follow-up discipline
high-touch service delivery
retention risk and early churn
payroll pressure and timetable economics
team consistency across shifts and sites
That’s why generic business advice rarely sticks. Fitness operators need practical systems that work in the real world.
What you can expect from working with me
Practical, operator-first advice (not theory decks)
Clear scorecards, standards, and accountability you can run weekly
Focus on conversion, retention, and profit levers that move results quickly
Systems that reduce owner-dependence and improve consistency across the team
What I do
My signature method is the Fitness Business Operating System - a practical framework built on six pillars:
Metrics: a one-page weekly scorecard
Cadence: a weekly rhythm that turns numbers into decisions
Standards: minimum standards + SOPs for the moments that matter
People: role clarity and coaching cadence so performance doesn’t rely on one person
Member Journey: onboarding + retention triggers that reduce churn
Continuous Improvement: one constraint per week, fixed and standardised
This is not theory. It’s designed to be implemented in 30–60 minutes at a time.
How I work
My approach is consultancy-led and execution-focused:
Diagnose the constraint (where performance is leaking)
Implement the system (minimum viable tools and standards)
Measure the impact (weekly scorecard and targets)
Embed the standard so it holds without constant supervision
The goal is a business that runs on rhythm, clarity, and accountability—so your team can execute consistently and you’re not carrying the mental load.
Who I work best with
Best fit: owners and managers who want structure, are willing to run a weekly cadence, and care about measurable outcomes.
Not a fit: anyone looking for quick hacks, one-off tactics, or solutions that rely on motivation instead of systems.
Start here…
If you want to improve performance without guesswork, here are the best entry points:
1. Get the free Starter Kit
Templates and tools to implement the Operating System as you read.
2. Book a $79 Operating System Audit
A short working session to identify your biggest performance leak and the first fixes to apply in the next 7–14 days.
3. Operating System Sprint (30 days)
Hands-on implementation of the scorecard, cadence, standards, retention triggers, and role clarity with your team.
I’m focused on practical results: tighter follow-up, improved conversion, reduced early churn, clearer accountability, better cost discipline, and a business you can manage weekly with confidence.
If that’s what you’re aiming for, the Free Starter Kit is the best place to begin.