How to Add 100 Members in Under a Year with Connor from Code 5

In this episode of Profit Made Simple, I sat down once again with Connor from Code 5. After more than a decade building multiple gyms and learning the lessons that come with scale, he returned to share something incredibly valuable. How his latest location added more than 100 members in less than 12 months.

This was not theory. It was not fluffy ideas. It was a step-by-step breakdown of what actually worked, what did not, and what other gym owners can replicate in their own facilities.

If you want a clear, proven growth plan, this episode delivers exactly that.

Start With the Right Location

Before talking tactics, Connor stressed that the biggest growth lever happens before you even open your doors. Your location must stack up. He looks at:

  • Population density
  • Walkability
  • Average income
  • Age demographics
  • Competition
  • Schools and sporting clubs
  • Strength of community

He avoids areas already saturated with four or five similar boutique gyms. He also checks whether the price point of $69 a week is realistic for the demographic. And importantly, he makes sure there are active schools and sporting clubs close by because community outreach is one of his most powerful growth engines.

The Five Levers That Added 100 Members

Once the foundations were right, Connor focused on five strategic levers that drove rapid membership growth.

Lever One Paid Digital Marketing with Low Barrier Offers

This was the biggest contributor early on. Code 5 runs simple, clean, low friction paid campaigns such as:

  • $14 for 14 days
  • $30 for 30 days

The entire process is run through messenger. No outbound calls. No complicated funnels. Just a friendly conversation inside Facebook or Instagram.

Once someone opts in:

  1. They chat with the team
  2. They receive the payment link
  3. They are booked straight into their first session
  4. The coach is notified
  5. The coach welcomes them with context on their goals and injuries

It is smooth, warm, and frictionless from the moment they click the ad.

Half of these low barrier members convert to full paying memberships. That conversion rate is no accident. It comes from a clever incentive strategy.

Fast Action Incentives

During the trial period, they offer:

  • A welcome pack of apparel
  • Rewards for attending multiple sessions
  • A small gift when they hit twelve sessions in thirty days

This drives usage which drives conversions. And instead of waiting until the end of the trial, they begin the conversation early. On day four for example they ask:

Have you seen enough to know this is the right gym for your goal?

It is simple. It is natural. And it uncovers objections while the member still has momentum.

Lever Two Paid Offers for Qualified Leads

Running in parallel with the low barrier campaigns, Code 5 also runs a premium offer. Their most successful one is the 5KG program.

The flow is very different.

  1. The lead opts in
  2. The team qualifies them through chat
  3. They book a goal setting phone call
  4. The coach spends up to 25 minutes discovering their needs
  5. The coach closes the sale on the call

This program is either paid in full or set up on a weekly membership. It is also protected by a guarantee.

The Guarantee That Makes Selling Easier

The guarantee is simple. If they are not satisfied, they can stop at any time and receive their money back. If they do not lose the weight, Code 5 trains them for free until they do.

The only caveats are basic compliance:

  • Track food
  • Complete minimum steps
  • Do three sessions a week

This guarantee reduces risk and increases conversions, especially for new staff who may not have Connor’s sales experience.

Lever Three Sporting Club Partnerships

This is where Code 5 separates itself from most gyms.

Rather than handing over sponsorship money, Connor structures every partnership around value and community engagement. He offers:

  • Training credits for the club
  • Credits for each individual player
  • Branded merchandise for members to wear
  • Saturday morning team sessions
  • Field sessions for skill work
  • Exclusive discount offers
  • A tailored onboarding process for players

He also emails the entire sporting club database with appealing offers and donates a portion of each sale back to the club.

Targeting the Influencers

Connor identifies the social leaders inside the club. The captain. The president. The big personality everyone listens to. When these people join Code 5, ten to fifteen others usually follow.

It is grassroots, relational marketing at its best.

Lever Four Corporate and Business Partnerships

Local businesses are another major source of members for Code 5. But rather than offering a simple discount, they run wellness month challenges for businesses that position the company as the hero.

They provide:

  • Body scans
  • Meal plans
  • Office sessions
  • Online training if required
  • A complimentary 28-day challenge for staff

The business looks generous. The staff receive real value. And Code 5 converts a strong percentage into full memberships.

Lever Five Team Alignment and Incentives

Growth like this only works when the team is aligned. Connor finds staff who want to grow, want responsibility, and want to step into leadership.

They are encouraged to:

  • Run presentations
  • Coach sporting clubs
  • Lead activations
  • Handle sales conversations
  • Build community

And they are rewarded through high commission structures. Connor is transparent with the numbers so that every coach understands the financial engine of the gym and how their efforts move the needle.

This creates ownership. Drive. And a sense of team sport energy inside the business.

What to Do if You Are Stuck at 80 to 120 Members

Connor’s advice was direct and refreshing. Stop playing the victim. Stop assuming ads are broken or the market is slow. Every gym faces the same objections, the same ghosted leads, the same challenges.

If you want to grow, you must:

  • Contact more people
  • Build more JVs
  • Sponsor more clubs
  • Partner with more businesses
  • Run more events
  • Increase your presence
  • Visit sporting games
  • Study trends like Hyrox
  • Make your gym unique

The responsibility sits with the owner. Growth rewards action.

Connor’s playbook is clear. When you combine smart location selection, compelling digital marketing, community integration, business partnerships, and a driven team, adding one hundred members is absolutely achievable.