Let me start this one by admitting something: I’ve stood on both sides of the fence. I’ve been the guy running one studio, living and breathing every hour inside those four walls. And I’ve seen behind the curtain of the big, shiny, multi-site operation. And guess what? Neither one is perfect. But both can work — if you know what you’re actually getting yourself into.
We also deal with this everyday at SAOR – Owners and operators looking to expand but with no clue on what lies ahead of them? Let’s break it down!
The Dream vs. The Daily Grind
Multi-site ownership has become the holy grail for a lot of fitness operators. You start one gym, you get it humming, and then the obvious next move is: “Let’s scale.” More locations! More money! More freedom!
Or… more problems? As a wise man once said. Mo’ Money, Mo’ Problems.
What they don’t tell you is that with every site you add, you’re compounding complexity. Staffing. Logistics. Rent negotiations. Culture dilution. Systems you thought were solid get stress-tested hard. Your name might be on the lease, but your fingerprints? They start fading the more you grow.
You go from coach-owner to full-time problem-solver. You’re no longer at the heart of the gym vibe — now you’re reviewing spreadsheets, handling HR issues, and figuring out why location three has a 22% churn rate. You’re fighting to keep consistency in branding, programming, and client experience, and often discovering that what worked once doesn’t scale so neatly.
The Single Site Sweet Spot
Let’s not romanticize small-time though. A single site means you are the business. Your energy, your presence — it’s what drives everything. You get tighter relationships with your members, faster feedback loops, and generally higher margins per unit. But it also means you’ve bought yourself a job unless you’re intentional.
I’ve seen single-site studios doing seven figures with 40-50% margins. Owners who live locally, have time for their families, and genuinely enjoy showing up to the space each day. But they’ve got dialed-in SOPs, team training, and a machine that runs without needing their fingerprints on every decision. That’s the key difference: depth, not width.
Comparing the Two: A Candid Breakdown
| Factor | Single Site | Multi-Site |
| Time Freedom | Low at first, can be optimized | Requires delegation and strong ops |
| Stress Levels | Acute but localized | Chronic and diffused |
| Risk | Lower capital exposure | Higher risk across locations |
| Impact | Deep community ties | Wider brand reach |
| Exit Potential | Limited unless franchised | Higher if systemized well |
Key Takeaways for Other Owners:
- Bigger is not always better — just different. Ask yourself what kind of business you want, not just what size.
- Know your identity. Are you a coach, a community builder, or a CEO? Your answer determines your next move.
- Depth before breadth. Master one site before multiplying. Otherwise you just multiply chaos.
- You can scale revenue without scaling real estate. Through programs, online products, higher-ticket services.
- Multi-site demands leadership, not hustle. If you can’t lead a team, you’ll struggle to lead a network of gyms.
Ready to figure out your next move? Whether you’re choosing depth or scaling up, SAOR Consultancy helps studio owners architect smart growth without burning out.
By Justin Hourn – Business Coach