Geronimo Unfiltered

Download your workbook here → https://bit.ly/p-finance-in-february-workbook

For studio owners, this episode breaks down the only financial numbers that actually matter to run a profitable business.

If your Profit & Loss stresses you out or you avoid your numbers altogether, this episode will change how you think about money in your business.

→ Want to scale your studio and generate more leads? https://bit.ly/4kZSlya

→ Want proven systems to grow without burnout? https://bit.ly/44XoX5w

Most studio owners aren’t bad with money - they’re just looking at the wrong numbers.

If opening your Profit & Loss statement makes you feel confused, overwhelmed, or like you “should probably talk to your accountant one day”… this episode is for you.

This is Episode 1 of our 4-part Finance February series on the Geronimo Unfiltered podcast. Across this series, we’re breaking down financial literacy for studio owners in plain English - no spreadsheets, no shame and no accounting degree required.

In this episode, we lay the foundation. If you don’t understand this part, everything else feels harder than it needs to be.By the end of this episode, you’ll be able to:

• Stop saying “I’m bad with numbers” and start saying “I just didn’t know what to look at”

• Understand the difference between revenue, profit and cash (and why revenue is vanity)

• Read a Profit & Loss statement without panic

• Identify the only numbers that actually matter in a studio business

• Know what a financially healthy studio actually looks like

• Understand simple ratio benchmarks for labour, rent, overheads and profit

• Spot the two biggest profit killers for studio owners: overspending on

If you want this episode to actually change your business, don’t skip this part.

After listening ... here's your homework:

1) Ask your accountant for your last 12 months of Profit & Loss (or log into your accounting software and find it yourself)

2) Calculate your current ratios:

- Labour as a percentage of revenue

- Rent as a percentage of revenue

- Total overheads

- Operating profit

3) Compare your numbers to the benchmarks discussed in this episode



4) Bonus power move: ask your accountant to clean up your chart of accounts so your P&L is easy to understand at a glance.

This episode kicks off Finance February.

In Episode 2, we’ll map out budgeting and forecasting - without overwhelm.

Don’t forget to like, subscribe, and comment below with your biggest takeaway.

We read them all.

Connect with us:

My website: ⁠https://thegeronimoacademy.com ⁠

IG Geronimo: ⁠https://www.instagram.com/thegeronimoacademy⁠

IG Hey.Doza: ⁠https://www.instagram.com/hey.doza⁠

LinkedIn: ⁠https://au.linkedin.com/in/andrewhandosa⁠

Chapters:

00:00 – Welcome to Finance February

01:45 – Why studio owners avoid their numbers

04:55 – “I’m bad with numbers” (and why that’s not true)

07:10 – Revenue vs profit vs cash

11:30 – Breaking down a P&L in plain English

14:20 – What counts as direct labour

18:45 – Labour cost benchmarks (and common mistakes)

23:10 – Rent benchmarks and lease red flags

27:05 – Overheads: what matters and what doesn’t

31:45 – What healthy profit actually looks like

35:20 – The two biggest profit killers

38:50 – Homework & what’s coming next

Let me know if I should host a live workshop with Pete to build your ads

1. Find me on instagram @Hey.Doza - ⁠https://www.instagram.com/hey.doza⁠

2. Send me the message PETE, and I’ll add you to the waitlist

If ads feel expensive, unpredictable, or stressful… it’s probably not the platform.

In this episode, Doza sits down with Pete (our ads guy) to break down why most studio owners waste money on ads - and how the right system turns paid traffic into consistent members instead of random spikes and burnout.

This isn’t theory.

You’ll hear exactly how our ads system is built, why most studios fail after week two, and what actually makes ads work long-term - even in competitive local markets.

If you’ve tried ads before, turned them off, or felt like they “just don’t work for your studio,” this episode will show you where things usually break - and how to fix them properly.

Here’s what we’re covering:

• Why most studio ads fail after the first 7-14 days

• The biggest mistake owners make before they even launch ads

• Why ads don’t fix broken systems - they expose them

• The difference between leads, members, and actual growth

• How our ads system creates consistency instead of chaos

• What studios should have in place before spending a dollar on ads

• Why “set and forget” ads quietly drain cash

• The role speed, follow-up, and standards play in ad performance

• How to judge ads properly (and what metrics actually matter)

• Why most owners panic and turn ads off too early

• The real job of ads inside a studio growth plan

• How to stop guessing and start running ads with control

• What predictable member growth from ads actually looks like in practice

• Why ads feel stressful when there’s no system behind them

• How to scale ads without burning yourself out or your team

If you want ads to bring in consistent members - not headaches - this episode is for you.

Don’t forget to like, subscribe, and comment below with your biggest takeaway.

We read them all.

Connect with us:

My website: ⁠https://thegeronimoacademy.com ⁠

IG Geronimo: ⁠https://www.instagram.com/thegeronimoacademy⁠

IG Hey.Doza: ⁠https://www.instagram.com/hey.doza⁠

LinkedIn: ⁠https://au.linkedin.com/in/andrewhandosa⁠

Want to SCALE your business and generate more LEADS? Go Here: https://bit.ly/4kZSlya

Want to LEARN proven systems to grow your business without burnout? Go here: https://bit.ly/44XoX5w

——

Chapters:

⏳ [00:00] Intro – Why Ads Feel Harder Than They Should

⏳ [00:02:05] Meet Pete: Our Ads Guy & Why Most Studios Get Ads Wrong

⏳ [00:05:10] The Truth About Ads: They Don’t Fix Broken Systems

⏳ [00:08:20] Why Most Studio Ads Die After 7–14 Days

⏳ [00:11:30] Leads vs Members: The Mistake That Skews Every Result

⏳ [00:14:45] What Ads Are Actually Meant to Do in a Studio Business

⏳ [00:18:10] Inside Our Ads System: How Consistency Is Created

⏳ [00:22:40] Why “Set and Forget” Ads Quietly Burn Cash

⏳ [00:26:15] Speed to Lead, Follow-Up & Why Ads Expose Weaknesses

⏳ [00:30:20] The Metrics That Matter (And What to Ignore)

⏳ [00:34:10] Why Most Owners Panic and Turn Ads Off Too Early

⏳ [00:37:55] What Predictable Member Growth from Ads Really Looks Like

⏳ [00:41:30] Scaling Ads Without Burning Out Your Team

⏳ [00:45:10] When Ads Feel Stressful, This Is Usually Why

⏳ [00:48:30] Final Reality Check: Ads Work When the System Does

Want the exact sales script used in this episode?

Comment SCRIPT on the pinned post at 👉 @hey.doza on Instagram

If sales feel harder than they should… it’s probably not the market.

In this episode, Doza and Sophie break down why most studio owners are unknowingly killing their own sales - and how something as simple as not picking up the phone is costing them thousands in lost revenue every single month.

This isn’t theory.

You’ll hear a live mystery shop inside the episode, real conversion stats from hundreds of studios, and the exact standards required to win during the most important sales season of the year.

If you own a studio and leads are coming in but sales aren’t sticking, this episode will show you exactly where things are breaking - and how to fix them fast.

Here’s what we’re covering:

• Why 55% of studio owners don’t answer the phone (and why it’s killing revenue)

• The 3 biggest ways owners sabotage sales: timing, avoidance, and ignoring the script

• Why sales is the lifeblood of every business - whether you like it or not

• The harsh truth: if you don’t sell, you can’t help anyone

• Why spring is “go time” - and how missing it can ruin your entire year

• A live mystery shop sales call (unscripted and unfiltered)

• What a good sales call actually sounds like in real life

• How to establish trust, create urgency, and close without being pushy

• Why most sales anxiety comes from not following a system

• The difference between being “busy” and being effective

• The Sale-A-Day standard - and why it solves most business problems

• How to generate 100+ net members in 90 days without burnout

• The real competitive advantage: speed, standards, and execution

• Why free trials and weak offers quietly destroy conversion rates

• The mindset shift required to stop avoiding sales and start leading properly

If your phone is ringing and you’re not answering it - this episode is for you.

Don’t forget to like, subscribe, and drop your biggest takeaway in the comments - we read every one.

Want to SCALE your business and generate more LEADS? Go Here: https://bit.ly/4kZSlya](https://bit.ly/4kZSlya

Want to LEARN proven systems to grow your business without burnout? Go here: https://bit.ly/44XoX5w](https://bit.ly/44XoX5w

Connect with us:

Website: ⁠https://thegeronimoacademy.com ⁠

IG Geronimo: ⁠https://www.instagram.com/thegeronimoacademy⁠

IG Hey.Doza: ⁠https://www.instagram.com/hey.doza⁠

LinkedIn: ⁠https://au.linkedin.com/in/andrewhandosa⁠

⸻

Chapters:

⏳ [00:00] Intro - Why Most Owners Are Killing Their Own Sales

⏳ [00:02:10] The Real Problem: Not Picking Up the Phone

⏳ [00:05:30] The Shocking Mystery Shop Stats (55% Don’t Answer)

⏳ [00:08:40] Why Sales Isn’t “Sleazy” - It’s Responsibility

⏳ [00:12:30] Seasonal Reality: Why Spring Is Make-or-Break

⏳ [00:16:00] LIVE Mystery Shop Sales Call (Unfiltered)

⏳ [00:23:30] Breaking Down the Call: What Worked & What Didn’t

⏳ [00:28:10] Following the Script vs “Winging It”

⏳ [00:32:45] Sales Anxiety: Where It Really Comes From

⏳ [00:36:30] Speed to Lead & Calling at the Right Times

⏳ [00:40:50] The Sale-A-Day Standard Explained

⏳ [00:44:40] How 100 Net Members in 90 Days Is Actually Possible

⏳ [00:48:30] Why Most Studios Lose Money Even When Leads Are Flowing

⏳ [00:52:10] The Real Competitive Advantage (It’s Not Community)

⏳ [00:56:00] Final Reality Check: Pick Up the Phone or Stay Stuck

Grab our Million Dollar Standards checklist that Chelsea uses here: https://bit.ly/p-million-dollar-standard-checklist

If you think meaningful growth requires a big city, a big budget, or perfect timing - this episode will make you rethink what’s actually possible.

In this episode, Doza sits down with Chelsea… a 23-year-old Pilates studio owner in regional South Australia - who grew her studio from 79 to 250 paying members in just 3 months.

No ads.

No gimmicks.

No shortcuts.

Just the right offer, a clearly defined avatar, consistent content, and a Sell-By-Chat system - paired with a decision most owners avoid: to stop dabbling and go all in.

This is a raw breakdown of what actually changed, what Chelsea stopped doing, and the systems that turned burnout and stagnation into momentum.

Here’s what we’re covering:

• How Chelsea grew from 79 → 250 members in 90 days in a regional town

• Why trying to market to everyone made her invisible - and what changed when she picked one avatar

• The moment she ditched free trials (and why sales got easier overnight)

• Why Gen Z avoids phone calls - and how Sell-By-Chat became her biggest advantage

• How trust built through content turns DMs into memberships

• The mindset shift from “this is comfortable” to “I’d regret staying here”

• Why raising prices attracted better members, not fewer

• How to unlock lead flow without ads or complicated funnels

• The systems that removed panic, burnout, and emotional cancellations

• What “going pro” actually looks like at 23 - standards, numbers, and discipline

• Why most owners stay stuck at the same revenue level (and how to break through it)

• The uncomfortable truth: if you won’t do the hard work, neither will your members

If you’re stuck, plateaued, or quietly burning out while telling yourself “this is just part of it” - this episode is for you.

Don’t forget to like, subscribe, and drop your biggest “aha” moment in the comments - we read every one.

Want to SCALE your business and generate more LEADS? Go Here: https://bit.ly/4kZSlya

Want to LEARN proven systems to grow your business without burnout? Go here: https://bit.ly/44XoX5w

Connect with us:

My website: ⁠https://thegeronimoacademy.com ⁠

IG Geronimo: ⁠https://www.instagram.com/thegeronimoacademy⁠

IG Hey.Doza: ⁠https://www.instagram.com/hey.doza⁠

LinkedIn: ⁠https://au.linkedin.com/in/andrewhandosa⁠

⸻

Chapters:

⏳ [00:00] Intro – 79 to 250 Members in 3 Months

⏳ [00:02:05] Meet Chelsea: 23 Years Old, Regional Studio Owner

⏳ [00:06:30] Life at 79 Members: Burnout, Free Trials & Panic Mode

⏳ [00:11:40] Why Marketing to Everyone Makes You Invisible

⏳ [00:15:45] The Offer Shift: Ditching Free Trials for Commitment

⏳ [00:20:30] Why Raising Prices Attracted Better Members

⏳ [00:25:05] The New Funnel: Content → Trust → DM → Sale

⏳ [00:30:50] Gen Z, Sell-By-Chat & Why Phone Calls Don’t Work

⏳ [00:36:10] Overcoming Sales Anxiety (and Why It Matters)

⏳ [00:41:45] Systems That Removed Burnout & Stabilised Growth

⏳ [00:47:30] The “Stop Dabbling” Moment

⏳ [00:52:40] Standards, Numbers & Never Missing

⏳ [00:57:50] The Real Cost of Staying Comfortable

⏳ [01:02:30] Final Advice for Owners Who Feel Stuck

Keen to chat to our team about building a $1M dream business and life? Go here: https://bit.ly/4kZSlya

Want to learn more of my proven systems to grow your business without burnout? Go here: https://bit.ly/44XoX5w

What does it actually take to build a franchise that lasts, not just through the hype years, but through market shifts, Covid, competition and real growth pains?

In this episode of Geronimo Unfiltered, we sit down with Peter Hull, Founder & CEO of Fitstop, to unpack the unfiltered story behind building one of Australia’s fastest-growing fitness franchises, from selling his wife’s car and leasing a tiny industrial shed, to scaling across four countries with 170+ studios.

This is a raw, honest conversation about resilience, leadership, franchising realities, and why the pilot matters more than the plane when it comes to building a million-dollar studio.

Here’s what we’re covering:

-The moment Fitstop almost didn’t happen, and why quitting felt like an option every single day

-The brutal realities of franchising (and why most people shouldn’t do it)

-Why you need at least 75 studios before a franchise model actually works

-The traits of the highest-performing Fitstop owners, and what holds others back

-What Australia can learn from the US, and what the US is behind on

-Why multi-site owners are the happiest, most profitable operators in the network

-The mindset shift required to build $1M+ studios

-Why playing defence is killing growth, and how to start playing offence again

… and a whole lot more

Don’t forget to like, subscribe, and comment below with your biggest takeaway.

We read them all.

Connect with us:

My website: ⁠https://thegeronimoacademy.com ⁠

IG Geronimo: ⁠https://www.instagram.com/thegeronimoacademy⁠

IG Hey.Doza: ⁠https://www.instagram.com/hey.doza⁠

LinkedIn: ⁠https://au.linkedin.com/in/andrewhandosa⁠

Chapters:

⏳ [00:00] From Knee Reconstructions to Fitstop Founder

⏳ [04:30] Selling the Car, Leasing the Shed & Betting on the Vision

⏳ [09:45] How Fitstop Accidentally Became a Franchise

⏳ [12:40] The Harsh Reality of Franchising (And Why Most Fail)

⏳ [17:10] Scaling Through Covid: What Nearly Broke - and What Made Them Stronger

⏳ [22:00] Competition, Market Cycles & Why Trends Kill Weak Businesses

⏳ [26:30] Leadership Growth, Feedback & Learning to Slow Down

⏳ [31:40] The Traits of High-Performing Studio Owners

⏳ [36:45] Coachability, Curiosity & Why Most Owners Stay Stuck

⏳ [41:05] Why It’s Not the Plane - It’s the Pilot

⏳ [46:20] Building Million-Dollar Studios & Playing Offence Again

⏳ [51:30] Global Vision, Purpose & Why There Is No Exit Number