You're Putting Everything You Have Into Your Gym. Shouldn't It Be Giving You More Back?
More revenue. More profit. More time with your family.
If you're working harder every year without getting the results you want, something in the business needs to change. Lerner Performance helps gym owners find what's holding their business back, and identify the changes that can make the biggest difference.
Risk Reversal
No upfront fees. Zero. We come to your gym, work alongside you, and get paid only when your revenue goes up. If we don't move your numbers, you don't owe us anything.
Adam Lerner
Founder • Lerner Performance • 30+ years in fitness
Or call Adam directly: 310-980-8160
30+
Years in Fitness
4
Gyms Built & Run
$0
Upfront Cost
In-Person
At Your Gym
Pay on Results
Performance Only
SOUND FAMILIAR?
If You Own a Gym, You Already Know This Feeling
01 / LEAD GENERATION
Leads come in but go quiet.
You follow up once or twice and move on. The pipeline leaks constantly and you have no system to stop it.
02 / MEMBER RETENTION
Members join, drift, and cancel.
You see it happen but you never see it coming — and by the time they are gone, the decision was made weeks ago.
03 / REVENUE GROWTH
Revenue is flat even though you are busier.
You have raised prices, added services, and the margin still does not move.
04 / STAFF PERFORMANCE
Your trainers are capable but not producing.
You manage them but you are not developing them into a revenue-driving team.
05 / MARKETING ROI
You spend on marketing but cannot trace it.
You do it because you feel like you should, not because the numbers support it.
06 / OPERATIONAL DATA
You do not have clean numbers.
Decisions are made on feel rather than on data you can act on with confidence.
Working harder won't fix a broken system. It just makes you more tired and frustrated.
No upfront cost. No retainer. No invoice before results. Adam's fee is performance-based: he gets paid 10% of any revenue increase your gym generates. If the work does not move your numbers, you owe nothing.
THE ENGAGEMENT
How It Works
01
You Apply
Ten-minute application. Adam reviews every submission personally. If it is a good fit, he reaches out within 48 hours.
02
Adam Comes to You
The assessment happens at your gym, in person. He walks the floor, looks at your numbers, talks to your staff, and sees what is actually happening.
03
Coaching on Your Gaps
Adam coaches you more where you are weak and less where you are already strong. The work is calibrated to what your gym actually needs, not a fixed curriculum.
04
Revenue Grows
Adam stays with you until your revenue has significantly increased. You pay only when the results are real. Not before.
ABOUT ADAM LERNER
This Is Not Advice From Someone Who Has Never Run a Gym
30+
Years in Fitness
-$13K → $40K
Monthly Profit, 2 Years
4
Locations Built
In 2012, Adam Lerner acquired a failing gym in West Los Angeles called AMMS. Within two years, he turned it around — taking it from losing $13,000 a month to generating $40,000 in monthly profit — rebranded it as A4 Fitness, and expanded to a second location. As President of A4 Fitness from 2012 to 2019, he ran every part of the operation: wrote over 2,000 CrossFit programs, coached classes daily, managed staff, and led a professional fight team. A4 was two of the four gyms he built over his career. When he sold it, he was able to partially retire at 39 years old.
He has lived the P&L, the payroll, the retention challenges, the great trainer who left and took clients. Most recently, he served as a performance consultant to Cal Poly Football at the D1 level. He is also regarded as one of the world's top boxing and MMA striking coaches, having cornered Terrion Ware against two UFC world champions.
"Every gym owner I work with is already working hard. My job is to make sure that work finally shows up in the numbers."
Sammy Knight — NFL Safety
Dane Blanton — Olympic Gold
Lenny Krayzelburg — 4× Olympic Gold
Mac Danzig — Ultimate Fighter Winner
Derrick Deese — Super Bowl Champion
Holly McPeak — Olympic Volleyball
THE ASSESSMENT
Where Most Gyms Are Leaving Money
Seven areas. Every one of them has hidden revenue. Most gyms have a serious leak in at least three.
01
Lead Generation
Where Leads Are Coming From
Most common finding: 40–60% of ad spend producing zero signed members.
02
Lead Conversion
Why Leads Go Cold
Most common finding: no follow-up system beyond one or two texts.
Membership Revenue
03
Revenue Per Member
Most common finding: pricing not raised in 2+ years despite rising costs.
04
Member Retention
Why Members Leave
Most common finding: no early-warning system before a member goes quiet.
Staff Performance
05
What Your Trainers Are Worth to the Business
Most common finding: trainers are managed, not developed.
06
Operations
What the Day-to-Day Is Costing You
Most common finding: owner is doing work a $18/hr hire could own.
Financial Performance
07
What the Numbers Actually Say
Most common finding: owners do not know their actual cost per member.
THE APPROACH
Highest-Leverage First. Always.
01
Not a Template
What is limiting a 50-member gym is not what is limiting a 300-member gym. The work is specific to your situation, not a program applied to every client the same way.
02
More Where You Need It
If you are already strong in marketing but your retention is leaking, that is where we go deep. The coaching calibrates to your actual gaps, not a fixed checklist.
03
No Wasted Spend
The recommendation is never 'spend more on marketing' if the conversion rate is broken. We fix the leak before we add more pressure to the funnel.
04
Built to Execute
Every recommendation comes with a clear rationale and a path to implementation — and Adam stays with you through that path, not just until the session is over.
WHAT PEOPLE SAY
About Working With Adam
"Adam knew what my injury was before multiple physical therapists and doctors did. I've had a great deal of coaches in my career all the way to the professional level and Adam is on another level."
Case Bruton
Professional Basketball Player
"I worked alongside Adam at A4 Fitness for years and watched him build something most gym owners never figure out. Adam is one of the most complete operators I have ever seen in this industry. He understands the business at every level — the floor, the finances, the staff, the member experience — and he knows exactly where to apply pressure to move the numbers."
Josh Bishop
Coach & Assistant General Manager · A4 Fitness
"Adam doesn't beat around the bush and isn't afraid to tell you how it is. You always know you'll get the truth from Adam. He understands the mental game and is able to effectively guide me to making better decisions."
Vince "The Anomaly" Cachero
Professional MMA Fighter · 7-2 Record
Sammy Knight — NFL Safety
Lenny Krayzelburg — 4× Olympic Gold
Dane Blanton — Olympic Gold
Derrick Deese — Super Bowl Champion
Mac Danzig — Ultimate Fighter Winner
Andrew Johnson — Asian Pacific Games Silver
Holly McPeak — Olympic Volleyball
Terrion Ware — UFC Vet, Coached vs. 2 World Champions
COMMON QUESTIONS
What Gym Owners Ask Before Applying
What does this cost?
+
Nothing upfront. No retainer. No fee before results. Adam's compensation is performance-based: he gets paid only when your gym's revenue goes up. Adam earns 10% of any revenue increase your gym generates. If the work does not move your numbers, you do not owe anything.
Does Adam come to my gym?
+
In person, at your gym. The assessment and the ongoing coaching happen on-site. Adam walks the floor, observes your operation, talks to your staff, and looks at what is actually happening — not what you describe over a Zoom call. Remote consulting misses too much. He shows up.
How long does this take?
+
The application takes ten minutes. The assessment itself is one focused session at your gym. From there, Adam coaches you as much or as little as you need — more in the areas where you have a real weakness, less in the areas where you are already confident and effective.
What if I tried before?
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That is the most common thing Adam hears. Most fitness consulting is generic: a framework built for every business category at once, delivered remotely by someone who has never run a gym. What is different here is that Adam has sat in your chair — he acquired a failing gym, turned it from a $13,000 monthly loss to $40,000 in monthly profit, managed staff, and sold the business. And because his fee is tied to results, he is not done when the session is over.
My problem is operations.
+
That is exactly the kind of gym this is built for. The assessment covers all seven business areas. The coaching goes deepest where your gap is largest.
My marketing is handled.
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Marketing spend is one piece of the business, but it is rarely the constraint. If your conversion rate is low, doubling your ad spend accelerates the leak. The assessment looks at what is happening between the lead and the signed member, not just at the top of the funnel.
Will this work for my gym?
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Yes. The assessment framework applies to any fitness business — CrossFit box, boutique studio, personal training gym, large commercial gym, martial arts academy, or any membership-based or appointment-based operation.
The Gym Owner Project
I'm currently speaking with independent gym owners about what's getting harder, what's working, and where the biggest opportunities for growth may be. These are short, informal conversations designed to help me better understand the real challenges gym owners are facing right now. 20 minutes. No sales pitch. Just a genuine conversation about your business and the gym industry.
READY?
No Upfront Cost. We Win When You Grow.
Adam comes to your gym, works alongside you until your revenue has significantly grown, and gets paid only when it does. The application takes ten minutes.
Adam reviews every application personally. No automated response, no sales sequence. If it is a good fit, you hear from him within 48 hours.