Introduction: Every Gym Has a First Day
No matter how many gyms you’ve opened, how many teams you’ve led, or how many sales you’ve made—you never forget the first one.
The first pre-sale.
The first member sign-up.
The first chaotic day when nothing goes according to plan.
I want to take you back to day one of my very first gym pre-sale. Not the polished grand opening. Not the ribbon-cutting. But the raw, real, rough-around-the-edges start. Because within that story is a lesson that every gym owner—new or experienced—needs to hear.
The Setup: We Were Ready… Sort Of
We were a little ahead of schedule. Construction was moving. Pre-sale plans were in place. The team was pumped. We had the desk set up. Flyers were ready. Enthusiasm was sky-high.
There was just one problem.
The power wasn’t on yet.
No lights.
No real working phones.
Just a few landline units plugged into extension cords and resting on top of cardboard boxes in what would eventually become the front office.
We couldn’t hear the phone ring.
But if you listened closely—very closely—you could hear a tiny sound. It didn’t sound like a ring. It sounded like… a cricket.
That was our call indicator.
If the cricket chirped, someone was calling. And that was our system.
The Newspaper Ad Debacle
Now, back in those days, our primary method of generating leads wasn’t Facebook ads or influencer shout-outs. It was the local newspaper.
We were working with an ad agency that handled the ad placements. And on that first morning, we picked up the paper to see our beautifully designed pre opening ad on the inside cover.
It looked great. Eye-catching. On-brand. Exciting.
But then we looked at the bottom of the ad… where the phone number was supposed to be.
What did it say?
0 0 0 0 0 0 0 0 0 0
That was the number.
Ten zeroes.
No real phone number.
No one to call. No way to reach us. No working web forms. No backup number. Just… zero.
And I remember thinking:
“Well, this should be interesting.”
The Moment of Truth: Stay Calm and Sell On
Here’s where a lot of people might panic. Blame the agency. Stop the campaign. Put everything on hold. Get discouraged.
But there wasn’t time for that. We were live. We were in motion. We had to move forward.
“Let’s stay positive,” I told the team. “Let’s do what we can with what we have.”
And you know what?
That day, we still got 75 phone inquiries.
Despite the faulty ad,
Despite the power issues,
Despite the cricket-ringtone situation…
People found a way to contact us. And we signed up 10 people that first day.
Better yet, we booked a full calendar of appointments for the next several days to come in, visit the presale office, and take hard hat tours of the construction site.
The Real Lesson: Mindset Drives Momentum
There’s a myth that everything has to be perfect to get started. That you need flawless systems, perfect ads, the best tech, and zero hiccups.
The truth?
You just need momentum.
You need:
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A clear offer
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A motivated team
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A positive mindset
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And a willingness to adapt
Had we shut down over a bad ad, we would’ve missed a huge opportunity. But instead, we turned what could have been a total flop into a successful first day—and a reminder that what happens to you is far less important than how you respond.
Lessons You Can Use Today
If you’re in your first pre-sale, or even your tenth, remember these lessons from Day One:
1. Expect Imperfection—Execute Anyway
You’ll never have all the pieces perfect. The key is to keep moving forward and do the best with what you’ve got. You can’t wait for the stars to align.
2. Your Attitude Sets the Tone
When the ad had the wrong number, we could’ve spiraled. But we stayed calm and positive. That attitude kept the team focused and motivated. Remember, your team takes their cues from you.
3. People Want to Buy Into Something New
Even with the hiccups, we had people calling, joining, and showing up. Why? Because they wanted to be part of something new and exciting. Pre-sales are about energy, belief, and early adoption—don’t let small issues kill the vibe.
4. Pre-sales Success Comes from Conversations, Not Just Campaigns
The newspaper ad failed on a technical level—but we still had conversations. We still followed up. We still moved prospects from interest to membership. The best marketing can’t replace the power of a great one-on-one conversation.
5. Always Have a Plan B—But Never Abandon Plan A Too Soon
We learned to double-check every ad from that day forward. We built backup systems. But more importantly, we stayed committed to the plan. We didn’t bail on pre-sales because of one ad. We learned, adjusted, and stayed the course.
Final Word: Don’t Let Day One Shake You
Opening a gym is exciting—but it’s also messy.
You’ll face challenges. You’ll encounter misfires. But those early moments are where the strongest mindsets are built.
If your power isn’t on yet—launch anyway.
If the phone system is clunky—get creative.
If your ad has a typo—own it and move forward.
If things aren’t perfect—get in motion anyway.
Because the gym business doesn’t reward perfection.
It rewards resilience, resourcefulness, and relentless action.
That’s what I learned on Day One.
And that’s what’s carried me ever since.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
