Growth partners to the fitness industry · Since 2014
More members.
More revenue.
Less guesswork.
Black Raccoon is the growth partner behind gyms, health clubs, leisure operators and fitness franchises across the UK. We plug into your team and drive the marketing, sales and retention that move the numbers, and we stay until they move.
✓ Growing fitness businesses since 2014 ✓ Marketing, sales & retention under one roof ✓ Hands-on partners, not report writers
2014
Growing fitness businesses since
£250k+
Annual revenue growth for one partner
37%
Membership growth in four months
700+
Leads in 4 weeks at £1.28 a lead
Why Black Raccoon
We don't hand you a report. We help you grow.
Most fitness operators don't need more theory. They need someone in the trenches who has built and sold memberships, led teams and run clubs, and who will roll their sleeves up beside them.
A growth plan built around your numbers, your market and your team
Done-with-you delivery across marketing, sales and retention
Weekly accountability, clear KPIs and honest conversations
Access to our partner network: suppliers, tech and talent
What we do
Six ways we grow your business
Pick one lever or pull them all. Every partnership starts with your goals and ends with measurable growth.
📈
Gym Growth Consultancy
Growth audits, strategy and a clear 90-day plan, then we stay in the room to make it happen.
🎯
Gym Marketing & Lead Gen
Campaigns and offers that turn local interest into booked tours and joins.
🤝
Gym Sales Training
Coaching, scripts and accountability that turn enquiries into members.
🔁
Member Retention
Onboarding journeys and engagement systems that keep members longer.
🚀
Gym Launch & Presale
Presale campaigns and launch plans so you open with a full member base.
🌍
Fitness Franchise Growth
Franchise-ready systems and franchisee support to scale your brand.
FitLeads by Black Raccoon
Need more leads? Meet FitLeads.
Our done-for-you digital marketing service: Meta and Google ads, social content and automated follow-up in one joined-up system.
Meta & Google campaigns created and managed for you
Organic social content, Reels and Stories
Instant email, SMS & WhatsApp follow-up
One system for every prospect, with live reporting
How we work
The Growth Partner Method
A simple, proven rhythm that turns ambition into members, revenue and momentum.
01
Diagnose
A deep-dive Growth Review of your marketing, sales, retention, pricing and team to find the gaps costing you members.
02
Plan
A focused 90-day growth plan with clear targets, owners and the quick wins that fund the bigger moves.
03
Execute
We deliver alongside you: campaigns, training, systems and coaching, with weekly accountability.
04
Scale
We measure, refine and double down on what works, so growth becomes repeatable, not lucky.
Who we work with
Built for fitness operators
Independent gyms
Compete with the budget chains on experience, community and results.
Health clubs & leisure trusts
Drive yield, secondary spend and retention across bigger facilities.
Boutique & PT studios
Fill classes, grow memberships and build a premium brand.
Franchises & multi-site groups
Systems, playbooks and franchisee support that scale.
Hotel leisure clubs
Turn the hotel gym into a profitable local membership business.
New gym launches
Presales and launch plans that open with a full member base.
Proof, not promises
700 leads. 4 weeks. £1.28 a lead.
For one partner gym we rebuilt the offer and the ads, tightened the follow-up and coached the team to convert. That is what happens when marketing and sales are planned together.
Trusted by operators across the UK & Europe
Trusted by great operators
Partner stories
“
His expertise in the fitness industry is evident through his targeted approach to identifying and addressing our specific challenges. With his help, we've achieved a stronger market presence and a more robust business model.
Andrew Charalambous
Director, Ignite Fitness
“
Working with Ryan was one of the best things for my business. Hitting a brick wall, Ryan immediately identified where we can change things to see improvements. By implementing fresh, new ideas from Ryan we started to see traction.
Shireen Walker
HubFiit
“
Ryan has supported quite a few of our commercial customers to a very high level. The feedback I have from our customers is that Ryan listens, creates goals linked to their business strategy that deliver results, and above all is very personable.
Blake Fletcher
UK Country Manager, iFIT – Freemotion Fitness
Free growth guides
Steal our playbooks
Attracting the 85%
How to reach the 85% of people who have never joined a gym.
The 90-Day Member
Why the first 90 days decide retention, and what to do about it.
January Sales Blueprint
Plan, staff and convert your biggest month of the year.
Fit for Success
Mastering sales in the fitness industry: the free book by Ryan Charlesworth.
The Inside Track podcast
Real talk from inside the industry
Operators, founders and suppliers share what's really working in fitness right now. Plus our live Education Series webinars on sales, marketing, retention, operations and leadership.
From the blog
Fresh thinking for gym owners
Almost Half of Adults Live With a Long-Term Health Condition. Are Gyms Really Built for Them?
46% of UK adults live with a long-term health condition. Learn how gyms can build pathways, onboarding and services that genuinely serve them. ...more
Growing your Club
September 18, 2026•15 min read
The Sydney Sweeney Advert: Is It Really Setting Back Women’s Sport?
A fitness marketing perspective on the Sydney Sweeney Novig campaign: what the backlash gets right, what it misses, and what it teaches about attention. ...more
Views
September 15, 2026•8 min read
The 85% Opportunity: Why Gyms Must Stop Designing Only for People Who Already Exercise
Only around 17% of UK adults belong to a gym. Here is how established gyms can build beginner products, onboarding and marketing that attract the other 83%. ...more
Growing your Club
September 08, 2026•14 min read
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FAQ
What does a fitness business growth partner actually do?
We work inside your business, not from the sidelines: diagnosing what is holding growth back, building a focused plan, and delivering it with you across marketing, sales, retention and leadership, with clear KPIs and weekly accountability.
Who do you work with?
Independent gyms, health clubs, leisure trusts, boutique and PT studios, hotel leisure clubs, fitness franchises and new site launches.
How quickly will we see results?
Many partners see early wins within the first 30 to 60 days from sales process fixes, lead follow-up and quick-win campaigns. Bigger shifts in retention and revenue build over 90 days and beyond.
Do you only do strategy, or do you help deliver?
Both. We build campaigns, write scripts, train teams, set up CRM journeys and join your meetings.
Do you work across the UK?
Yes. We are based in Silsden, West Yorkshire and partner with fitness businesses across the UK.
How do we get started?
Book a free Growth Call. No hard sell, just an honest conversation about growth.
Let's talk growth
Tell us where you want to grow
Share a few details and we'll come back within one working day with ideas tailored to your business. Prefer to talk now? Call 07929 369658.
Free, no-obligation Growth Call
Straight-talking advice from people who've run gyms
A clear next step, even if we are not the right fit
Start the conversation
Takes 60 seconds. We reply within one working day.
The growth briefing
Growth plays for gym owners. Straight to your inbox.
Monthly ideas on marketing, sales, retention and leadership from the Black Raccoon team, plus new guides, podcast episodes and Education Series dates. Unsubscribe any time.
Growth partners to gyms, health clubs, leisure operators and fitness franchises since 2014. We plug into your business and drive members, revenue and retention.
Company
07929 369658
[email protected]
Silsden, West Yorkshire, UK
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