How Matt Jolly Built a 100+ Client Semi-Private Gym Model

Matt Jolly, owner of Be Jolly Performance in Southern California, joins Andrew Jackson for a Business of Coaching Workshop on building a semi-private gym model, growing past the early "amateur hour" stage of business, and using better systems to serve more clients without drowning in programming. Matt opened his gym in 2020 after training clients in their homes during COVID. The first couple years were mostly survival mode, but mentorship helped him understand leads, marketing, financials, and the business side of coaching. From there, Be Jolly Performance grew into a 100+ client operation built around semi-private training, private coaching, and athlete development. This conversation covers how Matt transitioned from one-on-one coaching into a semi-private model, how he manages adult and athlete sessions, and why relationship-building matters more than obsessing over programming details. Matt also explains how switching from paper and Google Docs to TurnKey Coach helped him save hours every month, streamline custom programming, and give his coaches and clients a better system to work from. Matt's story is especially useful for coaches who are good at coaching but still learning how to run a business. He talks openly about getting help, avoiding costly mistakes, staying focused instead of chasing shiny objects, and using systems to buy back time so he can focus more on marketing, growth, and delivering a better client experience. PS - Interested in learning more - schedule a 1:1 call: https://app.reclaim.ai/m/mac-barbell-logic/turnkey-coach-team-call Connect with Andrew Instagram: https://www.instagram.com/andrewbarbender/  X: https://x.com/AndrewBarBender Connect with Matt Instagram: https://www.instagram.com/bejolly.performance/