Geronimo Unfiltered

You can't grow a fitness studio on media alone, but you can't grow it on a business plan alone either.

Doza sits down with Danny Kennedy, host of one of Australia's biggest fitness pods with 12 million+ downloads and counting, and reverse-engineers Danny's $49 / $250 / 1:1 offer stack live on camera.

Then Danny flips the mic and teaches the belief loop that decides whether you'll ever actually do the work.

If you own a studio, this one maps straight back to your bricks.

You'll learn about the attention engine, the conversion engine, the 5-minute lead rule, sell by chat, and the mindset piece most studio owners skip.

Want Doza to do the same diagnosis on your studio?

Book your Studio Check-Up Here.

If this one landed, go back and binge: Matt Purcell - Turn Content Into Cash.

Enjoyed this episode? Here's where to find more:

Follow Geronimo Unfiltered

Follow Doza on Instagram

Follow Geronimo Academy on Instagram

Chapters
00:00:00 Intro
00:03:04 You're in the media business in 2026
00:05:41 Personal brand — when's the right time to lean in?
00:06:25 Attention engine vs conversion engine
00:09:00 Why we canceled our short-form shoots
00:11:21 12M downloads, a 5-year commitment, and 2 years of silence
00:14:08 Your reality is always catching up to who you're being
00:19:53 The Vegas cocktails moment that changed how Danny records
00:22:41 Danny's offer stack — app, school, 1:1
00:29:09 The 40-out-of-100 signal you're under-pricing
00:38:30 The 5-minute lead rule — 100x more conversions
00:40:01 Pods as ads — how Doza grew 500% in 12 months
00:41:50 Sell by chat — 5 chats a day, non-negotiable
00:44:14 Doza's diagnosis: kill the app, build the back end
00:47:34 Bricks & clicks for studio owners
00:49:46 Monday morning — where do you actually start?
00:52:03 The belief loop, drawn out
00:55:29 The black coffee theory
00:57:35 You don't experience the world as it is, you experience it as you are

Most studio owners are doing one of two things with AI right now.
Ignoring it. Or trying to automate everything and breaking their business.
Both will lose.
There's a third path - and it takes 45 minutes to set up.

Try Gerry - our free AI sales roleplay bot → https://bit.ly/p-gerry-sales-call-bot

Get a free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

Claude Code found $2.3 million of hidden money in our business in five minutes.
Stuff we'd been chasing for two years. Four people couldn't crack it. AI did it in five.
But the first place most studio owners go with AI is sales.
That's the one thing you should never automate.

In this episode, Doza and Geronimo Head Coach Ryan walk you through the three Northstar principles that stop you breaking your business with AI - and the three workflows every studio owner can have running by Friday.

Try Gerry - practice your sales script with our free AI roleplay bot → https://bit.ly/p-gerry-sales-call-bot

In this episode, you'll learn:
— The 3 Northstar principles that stop you breaking your business with AI
— Why you should never automate sales (and what happens if you do)
— Why "departments are dead" and workflows are replacing them
— Workflow 1: How to build an email marketing project that sounds like you
— Why Claude beats ChatGPT for gym owners (and the exact stack to switch to)
— Workflow 2: How to turn voice recordings into team playbooks in minutes
— Workflow 3: The HR project that scripts hard team conversations for you
— Why you're now the Chief Sprinkle Officer in your own business
— The "AI Friday" rule that stops you wasting your week down the rabbit hole
— How to use AI in a Pilates studio, yoga studio or gym without breaking what's already working

If you've been ignoring AI - or breaking your business trying to use it…

Listen now.

Tools mentioned in this episode:
— Claude → https://claude.ai
— Claude Code → https://claude.com/code
— Wispr Flow → https://wisprflow.ai

Chapters
00:00:00 Claude Code found $2.3M in 5 minutes
00:01:32 The trap most studio owners are walking into
00:02:51 Northstar 1 — Don't start with AI, start with workflows
00:03:33 Northstar 2 — Skin to skin (human in the loop)
00:04:09 Why you should never automate sales
00:06:04 Northstar 3 — You're still the operator (the Iron Man rule)
00:07:49 Workflow 1 — Email marketing project
00:10:39 Wispr Flow — the tool that changes everything
00:14:03 Why most studios get email dead wrong
00:15:36 Workflow 2 — Playbook builder
00:17:51 You're the Chief Sprinkle Officer now
00:19:38 Workflow 3 — HR project (the whisper in your pocket)
00:22:48 The "AI Friday" rule
00:23:42 Where to start on Monday

Your team will never run through a wall for a revenue target.
But they will run through one for a vision they're written into.

Most problems in your business come back to one thing - no vision. Not lack of leads. Not pricing. Not your team. No vision.

You think hitting the next revenue number will fix your team's energy. It won't. Your team is not going to fight for $1M, $2M or $3M. Why would they? They're not the ones taking it home.

Ryan managed a $1M studio. He quit. Not because of the money - because there was no future he could see himself in.

In this episode, Doza and Geronimo Head Coach Ryan break down why revenue targets fail as a team vision, what a real vision actually looks like (3 years out, written in present tense, in magazine format), and walk through 5 real client case studies of studios who rebuilt their vision and watched culture, retention and team buy-in shift in months. They finish with the exact "Monday morning move" to start writing yours.

Practical for fitness studio owners, gym owners, Pilates business owners, yoga studio owners and any wellness studio founder whose team is showing up for shifts but not for the mission.

Book your free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

Want the Vision Book template Doza references in this episode? Get the exact rip-and-raid template delivered to your inbox → https://bit.ly/p-vision-book-template

CHAPTERS

00:00:00 — The one thing every business problem comes back to
00:00:36 — Ryan: why I quit a $1M studio
00:02:36 — What would've made me stay
00:03:10 — The Vision Book: 3 years, present tense, magazine format
00:04:02 — What actually goes in a vision book
00:04:39 — No vision, no fork in the road
00:05:34 — Why a clear vision creates instant buy-in
00:06:31 — Case study: She Can
00:09:21 — Case study: New Strength
00:12:29 — Case study: More Time Academy
00:14:43 — Case study: Frontline
00:18:21 — Case study: G3 King of the Mountain
00:23:32 — Your team will not get excited about a number
00:24:34 — Monday morning move
00:25:30 — The Geronimo manifesto, read live

Your team isn't unmotivated. Your hires aren't the problem.
If you're making good money but you still don't love your business, you haven't hit a business problem - you've hit an identity problem.

Book your free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

You learned the skills. You got off the floor. You even hired a team.
But you're still doing everything yourself. Still swooping in. Still saying "no one does it like I do."
That's not leadership. That's fear wearing a busy costume.
The studios that break through aren't run by better operators. They're run by owners who killed the old version of themselves and became someone new.
Your revenue says you're at level 2. Your behaviour says you never left level 1.

Doza and Geronimo Head Coach Sophie map the three identity levels every studio owner must move through - operator, manager, multiplier - and what has to die at each one. They walk through a real client case study (Bexy) who wanted to quit at every transition point but pushed through all three levels to build a self-running, net-growing studio. The pattern was every time she got stuck, it wasn't a business problem. It was an identity problem in disguise.

The line that will hit you: "If your team isn't all in, that's not a team problem. You haven't become the person worth quitting three other jobs for."

Book your free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

In this episode, you'll learn:
• The 3 identity levels every gym and studio owner must move through (operator, manager, multiplier)
• Why your revenue can say level 3 while your behaviour keeps you trapped at level 1
• The "double dip paradox" — why results always get worse before they get better when you delegate
• What "no one's as good as me" is really telling you about your identity, not your team
• Why most studio owners accumulate skills but never make the actual identity shift
• How one studio owner went from overwhelmed operator to multiplier with consecutive months of net growth
• The self-coaching prompt that changes everything: "Where am I contributing to this?"

If you own a gym, Pilates studio, yoga studio, or any fitness business and you're successful on paper but stuck in practice…

Hit play.

Next episode worth your time: Why Some Studio Owners Win - And Others Stay Stuck [https://youtu.be/_kBG1in5UAw]

CHAPTERS
00:00:00 — "I'm making money but I don't love my business anymore"
00:01:15 — Level 1: The Operator — victim to victor
00:03:10 — What level 1 sounds like
00:05:02 — The adult learning curve
00:05:50 — Level 2: The Manager — letting go of control
00:07:04 — Why you won't delegate (and what you're really afraid of)
00:09:01 — The double dip paradox
00:09:41 — Level 3: The Multiplier
00:12:18 — The complacency trap at level 3
00:13:27 — "My team isn't all in" is an identity problem
00:14:51 — Becks: from operator to multiplier (full case study)
00:20:48 — Monday morning move

No brand. No list. No members. No reputation.

If you had to build a $1 million studio from scratch in 2026, what would you actually do first - and in what order?

Book your free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

Most people start with the fit-out.
Black walls. Fancy equipment. Vowels missing from the logo.
Nobody cares. And they shouldn't - because you haven't given them a reason to.
The studios that win in 2026 aren't the prettiest. They're the ones that solved a real problem before they signed a lease.
If you don't know your point of view and your total addressable market, you shouldn't even start.

Doza and Geronimo Head Coach Sophie both wrote down the five things they'd do to build a million dollar studio from scratch - independently, no cheating - then compared answers live. They agreed on three. They fought about two. And the order they landed on is the exact roadmap Geronimo uses to launch studios at a profit.

The math: net 3 member growth per week × 50 weeks = $1M run rate in 12 months. That's 3 sales, 2 rollovers, no more than 1 cancel - every single day. No vibes. No energy. Just the number in the box.

Book your free 15-minute studio check-up → https://bit.ly/p-your-studio-check-up

In this episode, you'll learn:
• Why your point of view and total addressable market matter more than your equipment or fit-out
• The content-first strategy that lets you build an audience before you even sign a lease
• How to lock in a rent deal that doesn't put you underwater from month one (60% of revenue rule)
• Why Doza and Sophie disagree on what comes second — and what that tells you about your situation
• The exact focus order once doors open: media, sales, product, then AI workflows
• How to reverse engineer a $1M run rate into daily KPIs you can actually hit
• The "win the day" discipline that separates studios that grow from studios that vibe

If you're planning to open a gym, Pilates studio, yoga studio, or wellness business in 2026 - or you're already open and want to rebuild smarter…

Hit play.

Next episode worth your time: The 5-Phase Formula to Launch Your Studio at a Profit (and Avoid a Total Flop)

Chapters
00:00:00 — No brand, no members, no list — what do you do first?
00:00:33 — Round 1: Problem + total addressable market
00:03:17 — Round 2: Content team vs rent deal (they disagree)
00:06:06 — Round 3: Solid rent deal + business model forecast
00:08:32 — The founder-led content strategy
00:10:17 — Round 4: Focus order once you're open
00:13:38 — You're a media business in 2026
00:15:21 — Round 5: Three months in — what now?
00:16:22 — The million dollar roadmap
00:17:55 — Reverse engineering $1M to daily KPIs
00:19:27 — Monday morning move