#049: Meet Gym Growth Specialist Missy Henry – AMA!

#049: Meet Gym Growth Specialist Missy Henry – AMA!

Did you ever look at another gym owner in The Network and think, “They’re just lucky. They’re in a good location, they have the right coaches, they had enough funding, they started the gym at a good time…”

Don’t be embarrassed to admit it because I’ve done it too. Not with gyms but with other entrepreneurs at a different time in my life. And as my mind entertained this thought, I would find myself in an often depressing place overthinking about the reasons why I wasn’t as successful as “that guy.”

But as I grew in my career and started seeing successes – some small then some not so small – and then met more and more energized entrepreneurs and change-makers, I made this profound realization…

… sure some business owners are lucky and fall into it, but so many of them – gym owners in particular – from retired military individuals, to recovering corporate peons, to relentless couples on a mission to change the world – these people became “lucky” because they think differently and take certain actions.

Gymwright’s Growth Specialist Missy Henry is one of these gym owners.

Throughout her journey from professor to successful entrepreneur, she’s learned to build a great team, change the trajectory of health in her community, and promote her gym (both internally and externally) like she had friggin’ marketing sharks with friggin’ lasers on their heads. Needless to say, she’s really good at building trust and getting people excited about fitness and her gym.

And lucky for us, she’s also remarkable at teaching others how to do it to!

Join us every Friday at 10 a.m. PT on The Network where we’ll be airing live. Be sure to stick around for the live Q&A session at the end of the show so we can answer any questions you have.

This show was recorded live in The Network on Friday, Sept 14, 2018. Click the video to watch. 

Just a few of the questions we’ll be asking her for her AMA include:

2:00 What’s Missy’s story?

Coach Missy Henry owns one of the best training facilities in the country. Edge Body Bootcamp Omaha is a shining example of how a successful gym operates. She has a loyal membership base, a thriving nutrition upsell, well selling branded supplements, and engaged team members.

Missy has been in the fitness industry for over a decade and has owned Edge Body Bootcamp Omaha for 4 years now. Prior to opening her do,ors she was a professor at the University of Nebraska Omaha. While she loved teaching, especially in her home town, she missed working one-on-one with people on the frontline. She and her husband decided to follow her calling and opened a gym with no real plan and very little equipment. But what they did have was massive excitement and passion which turned out to be exactly what they needed to start the journey. Today, they have 285 happy members!


Image Credit: Edge Body Bootcamp Omaha

9:00 On the last Gymwright LIVE you were on, you discussed your membership appreciation weeks that have become a big hit. How is it structured and how do you internally market events like that so they make the biggest impact?

For those of you who missed Missy’s last Gymwright LIVE which was referenced on this show, click here for the show notes and video interview. And here are some ideas for your own Membership Appreciation Week that she generously took the time to put together! Missy is awesome. 

On this episode, she explains that it’s a week twice a year that’s all about the members. It’s new and exciting every time so members are always paying attention. On one day, she might have a flash sale for 20% off of protein where the team is prepped to explain the deal for all classes starting at 5 am and members have all day to utilize that deal. Multiple days out of the week, they’ll have a large Gatorade cooler with ice cold BCAAs from their supplement line free for members along with other free healthy snacks. She likes to incorporate funny Minute to Win It style games which have nothing to do with fitness to keep everyone on their toes. They also have extra workout challenges throughout the week like running a mile or an extra WOD at the end of the class. Willing participants are then entered into a big grand prize raffle. They’ve raffled off personal training sessions, discounted nutrition coaching, a month membership free, and so on.

Fliers in the gym, social media announcements, and mentions in the newsletter are all some of her favorite ways to market this event but she believes that video marketing on social media takes the cake over all other strategies.

The member appreciation weeks have been immensely successful. More friendships have blossomed, members and staff are more engaged, and the gym became a place where people want to tell their friends that they go there.

Image Credit: Edge Body Bootcamp Omaha

17:00 How do you spend most of your time at the gym? Working with members? Coaches development? Administrative stuff?

Missy spends the most time on culture development which includes:

  • Content creation
  • Programming review
  • Planning for coaches’ meetings
  • Paying attention to the culture on the floor
  • Brand communication

She’s learned in the last few years that when she loses her pulse on the gym’s culture, it directly reflects in the numbers. So, there’s no slipping on these roles and responsibilities.

Image Credit: Edge Body Bootcamp Omaha

19:00 How did you build the skill of being so engaging an comfortable on camera? Do you have any practices can you recommend for dealing with nervousness when recording video content?

Missy admits that public speaking is a natural talent of hers, but her advice for someone looking to get better on video is to just do it. It’ll never be perfect and actually, in our industry, the overly polished content does not perform better as it’s harder to identify with. The more authentic you are, the more human you’ll seem which is what people want. Give it a few tries, be ready to be pretty rough around the edges, and also be ready to see dramatic improvements after your first few. It gets a lot easier with practice.


Image Credit: Edge Body Bootcamp Omaha

21:00 What’s your favorite thing to teach your coaching clients about growing a better more profitable box?

Processes. Missy loves teaching content creation and social media but ultimately teaching how to create processes is her favorite part of coaching other gym owners. Getting their systems out of their heads and onto paper is one of the most liberating exercises since they can then finally start to appropriately delegate.


Image Credit: Edge Body Bootcamp Omaha

23:00 If you could give gym owners one piece of advice, what would it be?

Missy wants you to take action. Stop consuming tons and tons of content if you’re not putting anything into action. Stop with the information overload and do something! It doesn’t need to be life changing – it just needs to be an action that changes your business for the better tomorrow.

If you’d like to work directly with Missy to grow your gym, sign up for a free discovery session to see if the *BETA 2.0* Foundations Program is right for you. We only take 20 gym owners per class so if you’re interested, sign up now. 

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Jessica Depatie About the author

Jessica is the marketing maven here at Gymwright. She's a business consultant and holistic marketer for fitness businesses. She specializes in the decision-making psychology of what makes everyday people want to optimize themselves. She dives deep into how people seek out growth in the pursuit of living happier and healthier.

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