LIFTS Episode 122 – Your Gym Isn't Growing… Because Your Members Don't Show Up | with JJ Creegan

In this episode of LIFTS, host Matthew Januzek and co-host Mohamed Iqbal welcome fitness industry expert JJ Creegan to discuss a critical challenge facing gym operators: low member frequency and its impact on revenue growth. JJ, who has held leadership roles at Planet Fitness, UFIT, and Purpose Brands, argues that the biggest driver of sustainable revenue isn't acquisition but consistent member visits. He introduces the SCREAM framework—Systems, Culture, Relationships, Execution, Action, and Management—as a blueprint for building scalable, resilient operations. The conversation unpacks how many fitness businesses remain dependent on 'founder energy' and how this becomes a liability as they scale. JJ emphasizes the need to move beyond outdated strategies like transformation challenges, instead focusing on data-driven, outcome-oriented member experiences that include strength tracking, mobility assessments, and digital engagement. He also highlights the growing competition from wellness clinics and the importance of integrating health services through partnerships rather than trying to do everything in-house. The episode concludes with actionable takeaways on systematizing operations, measuring frequency, and preparing for long-term sustainability beyond personal passion. Key insights include the importance of tracking individual member visit frequency rather than aggregate utilization, the danger of relying on a single founder’s energy, and the strategic shift from short-term wins to long-term member engagement. JJ stresses that true scalability comes not from replicating the founder’s personal touch, but from building systems that allow others to deliver the same value. The hosts agree that the fitness industry must evolve from being a 'workout provider' to a 'wellness partner,' leveraging technology and partnerships to deepen member relationships. Ultimately, the episode serves as a wake-up call for operators to audit their systems, invest in data, and build organizations that outlive their founders.