Operator·Advisor·Founder
I help people build, run, and grow fitness and wellness businesses.
I’ve spent more than 20 years developing concepts, opening locations, and leading teams. Most owners call me for one of three reasons: the business is busier but not more profitable, everything still runs through them, or they’re trying to decide if they’re ready for the next location.
- 20+Years operating fitness and wellness businesses
- 90+Clubs and studios built, launched, licensed, or advised
About
I’ve spent my career building businesses from the inside.
I’ve built my own businesses and worked inside national brands. I know what goes into getting a concept open, and how much work comes after opening day.
Along the way, I’ve worked with brands like LA Fitness on new concepts. That work later led to helping launch Club Studio. My experience spans concept development, construction, sales, staffing, and operations. I’ve spent plenty of time working through pricing, payroll, member retention, and whether the business is actually making money.
That experience shapes how I advise. A recommendation has to make sense for the people running the business and the people paying for it.
Today, I work directly with founders and owners through personal advisory relationships. I also co-founded Fourth Set Partners to take on fitness and wellness development projects with a broader team.
Brands I’ve worked with
Work
Selected work.
Ownership, marketing, programming, and launch work across clubs of every size.
Bringing a modern fitness and recovery model into an established spa brand.
Train, Reformer Pilates, and Recovery inside exhale at the Loews Atlanta Hotel.
Read the case study
HIIT by LAF
How we took a group training concept to 70+ locations in under two years
Licensed format, technology, certification, and studio design.
Read the case study
Club Studio
Recruited to launch a premium club brand
Launch leadership, the CS4 group training concept, and its technology.
Read the story
Sequence Fitness
How tripling the price turned a struggling club around
Acquired in 2014, repositioned, and operated for twelve years.
Read the case study
Fit Life Health Clubs
How we cut cost per lead nearly 40% in 60 days
Five high-volume clubs. Marketing, funnel, CRM, and presale.
Read the case study
Co-Founder & PartnerFitness and wellness spaces, planned by people who’ve run them.
Fourth Set Partners works with property owners, developers, and operators to plan, build, and open fitness and wellness spaces.
That might be a private club expanding its fitness offering, a hotel adding recovery and spa services, or an operator opening a new location. We help decide what belongs in the space, work through the economics, and coordinate with the design and construction teams to get it ready.
The work includes equipment, programming, pricing, staffing plans, and the systems needed to operate. Once it’s open, we hand over a model the owner’s team can run, with support through launch.
We also help improve existing spaces that aren’t getting used or performing as expected.
Personal advisory
Work with me.
I work directly with founders, owners, and executives. Most of the work falls into one of these three areas.
Let’s talkBusier, Not More Profitable
Revenue is growing, but the money isn’t following. We look at pricing, payroll, retention, and margins, figure out where it’s leaking, and decide what to fix first.
Everything Runs Through You
The business can’t move without you. We work through the team, the GM’s role, accountability, and which decisions should leave your desk. You also have someone outside the business to call when something gets hard.
Thinking About the Next Location
You’re thinking about another location or a new concept. We pressure-test the economics, operating model, opening plan, and whether the team is ready before you commit. When it’s time to actually plan and build the space, that’s Fourth Set.
How I work
I’m most useful when the answer isn’t obvious.
You might be considering another location or trying to figure out what needs to change.
I want to understand what’s happening, look at the numbers, and hear from the people doing the work. From there, we can make a decision and work through what it will take to follow through.
You’ll get my honest opinion, including when I think you should wait, simplify, or reconsider.
Let’s talk.
Tell me what you’re working on and where you could use help. We’ll figure out whether it makes sense to work together.
Prefer email? justin@kanawyer.com