Most gyms don’t fail because of bad workouts—they fail because they misunderstand what they’re actually selling.In this episode of the Untitled Coaching Podcast, host Justin Estes takes an honest look at why gyms go out of business and why he believes the future belongs to coaching programs, not facilities. After watching several well-known gyms in his area shut their doors, Justin breaks down the mindset shift that has allowed his business to remain sustainable: treating fitness as a relationship-driven coaching model rather than simply a place to work out.This episode is especially for gym owners and coaches, but clients will gain insight as well—into why the gym is priced the way it is, why one-on-one check-ins matter, and why relationships matter more than equipment, buildings, or amenities.In this conversation, Justin covers:The difference between selling access to a gym and delivering real coachingWhy low-cost memberships often lead to low commitmentHow intentional coaching builds trust, engagement, and long-term resultsThe danger of undercharging while overextending as a coach or ownerWhy staying in business is part of the responsibility to the communityAt its core, this episode reinforces a simple truth: the work isn’t about equipment or facilities—it’s about people. When connection, trust, and care become the product, everything changes.If you’re a coach, gym owner, or someone who wants to be truly coached—not just worked out—this episode will challenge the way you think about fitness, business, and leadership.

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