Gym owners often see fitness challenges as an easy way to bring in cash quickly. The plan typically goes like this: launch a challenge, attract a flood of new clients, and enjoy a busy, buzzing gym. What could possibly go wrong? But just a few weeks later, those same clients start to disappear, leaving you struggling to fill the gaps. Some of you may have already been through this, and this is probably a painful reminder of months of rollercoaster revenue and sleepless nights wondering where the next dollar will come from. Why does this happen? Fitness challenges actually shift your focus from building a sustainable business to merely surviving the next few months. They set you back from achieving a steady, predictable stream of income from clients who truly value what you do. So, how can you build a gym filled with loyal, long-term clients who trust your expertise and are committed to their fitness journey with you? Tune in to this episode as Tim and Randy discuss exactly that.  Join them as they reveal the dark side of fitness challenges and share strategies for creating a more sustainable, successful gym. Let’s dive in! Key Takeaways: Intro (00:00)Difference between challenges and bracketed programs (01:10)Impact of challenges on business model (03:13)"Second slide customers" concept (07:02)Ethical concerns about fitness challenges (09:58)Long-term vs. short-term client value (12:28)Revenue patterns in challenge-based gyms (16:39)Closing thoughts on sustainable gym business models (18:11)Additional Resources: - Tim's new book - Built to Win by Tim Lyons  - ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group - A tool for deciding on new gym services – 5-Question Matrix  - SOP in a Day Workshop  - An app designed for semi-private training - Semi Private Pro  - Check out our Switch to Semi-Private course  - Business Accelerator Program   - Learn more about The Iron Circle  --- If you haven't already, please rate and review the podcast on Apple Podcasts!