Massive Action With Ro Hawley

Learn how we helped Ro, founder of Barbell Babes Brigade, go from 50 sessions a week by herself, rarely getting to see her partner (or always being tired when she did), and even questioning if this whole fitness thing was really for her...

To now owning one of Australia's premier performance facilities purposely built for the EXACT clients she loves to work with and having a business that allows her the luxury of going on holiday to her hometown of NZ (without losing money).

You can do it too. This post shows you how.

When Ro came to me, she was actually in a position where she was so good at what she did, that her entire life was her business. It really was a case of being the victim of her own success.

At the time, her and her partner were constantly fighting (due to her 70+ hr per week work), her own training was being pushed to the side, and even though she had a full book of clients, she was desperately seeking another way of running her business as this was NOT sustainable or enjoyable…either that or get out of the industry completely.

We decided to sit down and have a proper look at what we could do in terms of moving forward and locate the highest potential for growth.

Although she was working from a big box gym at the time, she wanted out - as did her clients who were sick of the rude members and un-welcomed stares. With so many variables to that equation though, she wasn’t sure how that could happen or what to do next.

At this point, she was asking herself the question…”Is this really the life I want to live?”

It was do or die.

We both agreed what needed to happen next. It was time to go ALL IN.

So what did we do?

Step 1: First, we needed to desperately buy back some of her time. A young trainer (who was also a current client) was very keen to do some shadowing hours with Ro. So we put in place a plan to hire her immediately, and get her up to speed as a coach. That free’d up around 15-20 hours per week.

Step 2: Next, we started building a plan to open a female only performance facility in around nine to twelve months time.  She floated the idea with her tribe (who loved it), ran the numbers to make sure financially it made sense and could break even, and then looked at the layout/equipment/locations.

Within just a few weeks, through a string of ‘coincidences’, the open date was pushed dramatically forward, and within 3 months, she found herself applying for council permits and had everything in place ready for the open.

Step 3: We then setup 3 levels of packages in an ‘ascending’ manner:

  • Level 1: Group classes (lowest price point)

  • Level 2: Semi-private (mid level price point)

  • Level 3: Very close 1-1 (high level price point)

All have a minimum of 12 week commitment. Yes it provides a security of income, but more importantly, it give her and her coaches time to create long term results with their clients (the most important thing).

Step 4: Ro launched a comprehensive (and ongoing) organic social media plan which focused on the amazing culture that was continually being developed at her gym. Small piercing captions, great high quality professional photography capturing ‘magic moments’ and a lot of ladies lifting weights (the core purpose of the facility).

Step 5: We worked strategically and ethically, to ascend members up to higher and higher levels of membership in order to extract higher profits from the current membership base, and help them even more in their lives.

Here are the results...

Under 18 months on, and the facility (with very little paid advertising or external marketing) is running at just over 80% capacity. The growth rate is 4-6 new high quality clients each month with a retention rate just above 92%. Ro now also employs 2 other full time coaches, and a (nearly) full time admin to handle the paperwork and extra tasks she is now too valuable (or not interested) to do.

Her social media brings in roughly 6-12 leads per month when she pushes it, of which 50% convert to a consult, and around 90% of those turn into paying customers once she gets them on the gym floor. The gym is highly profitable, and soon to be booked out.

More importantly though, Ro is now able to spend time with her curious and fun 1 year old daughter, and her husband again. It finally feels like she has a life again.

Because of the hard work she has put into the business side of her life, she now also has the option (and profit) available to pursue her passion projects such as mentoring younger female trainers in the industry she loves, travel back to New Zealand to see her family without stress, and is just about finished her own book about lifting, life and her journey on this earth.

A truly remarkable transformation.

What you can learn from this?

Listen to your tribe - they have the answers.
When any new product is about to be created, this trainer will go to her female only crew and ask what they think. The bond is strong and as such, they are raving fans. Your clients know what they want, you’ve just got to get great at asking, listening and then implementing.

Strategy > Tactics
Strategy beats tactics every day of the week. Before you even think about launching a paid marketing campaign, first make sure you have the foundations in place. The above should really help.

Success starts with YOU
During this journey, Ro and I did a great amount of personal development work. This is what allowed her to truly discover what HER best life looked life and define personal ‘success’. This is the only way you can create the life you want to live. There is no blueprint for that. You have to write it.

At a glance…

  • Get clarity on what you truly want

  • Make sure you’re covered financially (risk reduction)

  • Ask for input from your crew

  • Build your products around making more profit


  • Don’t get stuck worrying about making the right decisions, worry about making your decisions right.

Ready for Results Like Ro?

Reach out today to organise a time to talk. We will discover what success looks like for you, and build a custom plan to go about organising your business around that.

Fully Booked with Wayne D Govender

From $50,000 per year and a Business Breakdown…to $180,000 per year and an Unbreakable Mindset


This is a story about a phenomenal human, friend, client, father, and man who does not know the concept of giving up. We explore some of the elements of exactly how we got Wayne fully booked inside his personal training business, without hiding the real stuff that happened along the way.

Back in 2016, I entered a gym in Essendon and met a guy named Wayne. I'd actually known Wayne online through a mutual friend, but had never met properly. I reached out directly and spoke about how I wanted to up my own training. We had a consult, I liked what he had to say, and so we began training together with me as his personal training client.

Even though I'd trained with people before that were PT's, I'd never hired one of my own so I really didn't know what to expect. The training was great. I got a huge benefit immediately and Wayne's attention to detail amazed me. He wasn't moody, he wasn't arrogant, he just wanted what was best for me.

Because of this, he grew busier and busier, and even hired a second trainer inside his business (more on that later). Things were going great and even without my help at this stage, Wayne was doing great.

After a few things happened at the gym in Essendon (it was no longer serving us), we moved to Port Melbourne. Still, as a client, I followed Wayne and started traveling 30 minutes 4 mornings a week to continue our great training. I'm a busy person, but I valued it this highly. It was around this stage that I also started to speak about a few things Wayne could do inside his business to really kick it off. Being a hungry learner, he lapped it up. 

Wayne learned and implemented the basics.

Stuff like:

  • Cleaning weights up in the gym and offering help to gym goers with their training (when they asked).

  • Training without headphones (and thus, helping become approachable).

  • Smiling at members, and being present more than anyone else. (Despite there being 5-7 trainers also working from this gym, Wayne would tell me things like no other trainer was even coming in during the mornings, nor did they have the confidence to offer value to the members. It was easy for him to show value and offer his services).

  • Calling new members and offering to help them get started with their training.

This all lead to incredible confidence, and we were able to increase his prices (demand and supply allowed it so) and thus, people continued to see his true value. On top of this, because he'd gotten rid of the fear of rejection, Wayne continued to excel.

Wayne with Elite Speaker - Jean Pierre De Villiers

Wayne with Elite Speaker - Jean Pierre De Villiers

It was at this point in September 2016, that Wayne first heard me talk about the Elite Coaches Club. A unique opportunity to join a private coaching group filled with world-class information, education and tools specific for personal trainers in their business. Instead of trying to work it all out on his own, or trying to pick up random bits and pieces here and there, Wayne invested in his future and became a client of mine.

We immediately got to work and made great things happen. After the first three weeks, Wayne was averaging $5k weeks, and his second trainer's diary was filling up fast.

Along with fast growth, however, comes fast lessons. As we got busier, Wayne realised that there was increasing demand to not only fulfil the sessions, but also to take care of their programming, nutrition advice, and additional help his clients would need - something he hadn't really planned for. 

The pressures of a growing business, supporting another team member, growing personally and still providing an exceptional service were all starting to pile up, and we started to experience some turbulence.

We had to make some tough decisions and let go of the second trainer. On top of that, Wayne faced some incredible challenges in his personal life that had the opportunity to really break him. But they didn't - he is one hell of a fighter.

What I love about Wayne, is there are no facades. What you see is what you get. Everyone inside our club knew Wayne was struggling and instead of shutting off to it, they asked what they could do to help. That's what makes our community special. A helping hand rather than a blind eye.


Instead of seeing all of this as a setback, however, we saw it as an opportunity. JK Rowling once wrote: "Rock bottom became the solid foundation on which I rebuilt my life." As was the case with Wayne and his business. We stopped and thought about the direction. What was working. What was clearly broken. And what needs to happen to make sure we can build a business that is unbreakable in the future.

We got really honest about where things were at and what needed to happen to build a business that not only mattered to Wayne but one that excited him. And then...we got busy.


The next few months were a process of head down, bum up. We moved gyms again and now are thriving. Wayne has also moved houses and lives in a high rise apartment in South Melbourne (one of his long-term goals realised).

Inside the business, we implemented an introductory offer which we called a Power Pack (which is three sessions of PT for $200 to get the ball rolling), after the third session we perform a consult to show them how they can move into more training with Wayne (which we call the Foundations Package).

With a conversion rate of 80% from Power Pack into the Foundations Package (minimum 12 weeks training for stable income and chance to really provide value) it didn't take long for Wayne to fill his books. He now serves just 10 clients at the highest level. It was a matter of 2-3 sales per week, over 5 weeks to become fully booked. When you break it down like that, it actually makes sense. Knowing your numbers is so key, because it makes it achievable and removes the anxiety of forever looking for new clients, and instead, setting realistic targets inside your business.

Instead of worrying where his next client is coming from and forever hunting for that next sale, Wayne is now busy doing what he loves...TRAINING PEOPLE. Plus because he offers a premium service (minimum $3-4k per client, per 12-week training block) we actually need fewer clients and can focus on impacting those who want the best (and are willing to pay for it).

As you can see, it certainly hasn't been easy, and there are many other things we could've included (but didn't).  The key message I want to share here is to never give up. Wayne does the work. Plain and simple. Which means, you can too. It really is just a process of discovering what you want, and then getting out there to make it happen.. 

You've spent years training, coaching and developing a brand in the fitness industry, but do you ever feel that you aren't getting the results you feel you deserve? Would you like to see a return on your time, investment, and experience?

Don't leave the industry. Let's work at it and discover just exactly what needs to happen to turn your business around and build it into something great. You can reach out on this page here, or learn more about what it is we do on this page here.

Well done, Wayne, for doing the work. You deserve everything that comes your way, and I cannot wait for our next few years together (y)


Are you feeling a little stuck?

Stop struggling unnecessarily and put your hand up to get the help you'd like on the inside of your business.

I'd like to offer you a FREE Fitness Business Audit. This is where we will run through the essential elements of a fitness business and exactly where you need to be putting your focus to grow.