ANTHONY AMEN.
Home / Coaching
Fitness business coaching · capped at 4

Four owners.
One deep dive.

One-on-one coaching for gym and studio owners who already have clients and are done guessing on pricing, retention, and getting out of the day-to-day. I take four people at a time — on purpose. This is hands-on operating work, not another group program.

Apply for a spot See the proof

Spots are limited to four. When they're full, the only way in is the list.

Why only four

This isn't "join a group and pick a few things up." It's a deep dive with a direct push on exactly what to change and how.

Most coaching scales by adding people to a call. That's the opposite of what changes a business. Real change is hands-on: I get into your actual numbers, tell you precisely what to fix first, and hold you to it between sessions.

You can't do that well for fifty owners. You can for four. That's why I cap it at four one-on-one clients at a time — and why a spot only opens when one frees up.

4
1-on-1 clients at a time
12wk
Intensive, then rolling 28-day
1,000+
Clients behind the system
Who it's for

This is for you if

  • +You own a gym, studio, or training business that's already taking money.
  • +You're the bottleneck — the business stops when you stop.
  • +You're guessing on pricing, and quietly undercharging.
  • +You want someone in your numbers telling you the truth, not a pep talk.

It's not for you if

  • –You haven't opened yet and want a 'how to start' course.
  • –You want a certification or a workout template.
  • –You want to hide in a group and stay anonymous.
  • –You won't actually change what you do on Monday.
What we fix

Five things break most fitness businesses. None of them are the workouts.

Pricing

You're almost certainly underpriced. We fix what you charge and how you say it without losing the room.

Retention

Acquisition gets the headlines; retention pays the bills. We make staying the default.

Hiring

The first wrong hire costs a year. We build the bench so the business stops depending on you.

Owner time

Get out of the day-to-day on purpose, not by burning out. Your calendar is a strategy.

The offer

One clear thing people actually want, priced to make sense. Stop selling everything to everyone.

Accountability

The operating principle under all of it: own the inputs and the numbers stop being a mystery.

How it works
  • 01ApplyGet on the list and tell me about your business and the one thing you'd fix first. I read every one.
  • 02The callIf it looks like a fit, we get on a call. No pitch theatre — we figure out whether I can actually move your numbers. We talk pricing there.
  • 03The 12-week intensiveA full audit of your business, a prioritized plan, weekly one-on-one working sessions, and direct access between them so you're never stuck for a week.
  • 04Then rolling, every 28 daysAfter the intensive it continues month to month for as long as it keeps producing. You stay because it works, not because you're locked in.
Anthony Amen, your coach
Anthony Amen — founder of Redefine Fitness, and your coach.
Apply for a spot

Four seats. Get in line for the next one.

Tell me who you are and what you'd fix first. If a spot is open and it's a fit, we talk. While you wait, the list gets the free teardowns and frameworks I publish — pricing breakdowns, retention systems, hiring scorecards — pulled straight from running Redefine.

Apply for the founding four

Coaching opens to a small founding cohort. The list gets first access and founding pricing before anyone else — and the free teardowns in the meantime.

Real spots are limited to four. The 'why' helps me see if it's a fit. No spam, no daily emails.

Questions
Who is the fitness business coaching for?

It's for owners of gyms, studios, and training businesses who are already operating — not pre-revenue — and are tired of guessing. If you have paying clients but you're stuck on pricing, retention, hiring, or getting out of the day-to-day, this is built for you. It is not a certification and not a 'start your fitness business' course.

How many clients do you take at once?

Four. I cap the program at four one-on-one clients at a time, on purpose. This is a deep dive, not a group program — I can only give a small number of owners the direct, week-to-week attention it takes to actually change how a business runs. When the four spots are full, the only way in is the waitlist.

Why is it capped at four?

Because real change is hands-on. This is not a course you watch or a group call where you pick up a few ideas and hope. I get into your actual numbers, tell you exactly what to change and how, and hold you to it between sessions. You cannot do that well for fifty people. Four keeps it deep, direct, and accountable — which is the entire point.

What does the program actually look like?

It starts with a 12-week one-on-one intensive: a full audit of your business, a prioritized plan, weekly working sessions, and direct access to me between them so you're never stuck for a week. After the initial 12 weeks it continues on a rolling 28-day basis for as long as it keeps producing. The work is built around your business, not a template.

How much does it cost, and how do I start?

It's application-based. You get on the list, we get on a call, and if it's a fit we talk numbers there. This is a premium, one-on-one engagement for serious owners and it's priced that way. If price is your only question, this probably isn't the room.

What makes you qualified to coach this?

I built and run Redefine Fitness — premium one-on-one medical fitness with two New York studios, specialists trained through a New York State-approved apprenticeship, and over 1,000 clients transformed. Every pricing, hiring, retention, and operating decision behind that has my name on it. The coaching is that system, not theory from a book.

Is this just another mindset program?

No. Mindset without mechanics is a motivational speech. This is operating decisions — pricing, retention, staffing, owner time, the offer — built on one principle: accountability is leverage. You own the inputs, so you control the outputs.