At a glance: Lacey Szekely opened Swet Fitness, an independent high-intensity training studio in Reno, Nevada — and found Riley about five months before the doors even opened, knowing nothing about marketing. The team ran Instagram and Facebook campaigns with a fresh campaign every month, bringing in more than 300 leads. Her best two weeks ever came in January: 20 people closed in two weeks, the majority on 6–12 month memberships, and the studio grew to over 60 members from scratch. All figures come straight from her filmed testimonial below.
The numbers, as stated in her filmed testimonial
| Metric | Result |
|---|---|
| Leads generated | More than 300 (“well over 300” in her words) |
| Best two weeks | 20 people closed in two weeks — in January |
| Membership quality | Majority signed 6–12 month memberships |
| Total members | Over 60 members — started from scratch, not a franchise |
| When she started | Found Riley about five months before the studio opened |
| Campaigns | Instagram + Facebook, with a fresh campaign every month |
| Prior marketing experience | None — “I know nothing about marketing” |
Watch Lacey tell it herself
A note on the era: this campaign was delivered by the LeadsNow team under its fitness brand, More Gym Members, and the video was filmed in 2020. It predates the AI sales agents LeadsNow runs today — what you see here is the team’s earlier high-ticket fitness work: lead generation and the systems to handle it, exactly as described on camera.
Where Lacey was before: five months out from opening day
Most gym owners go looking for marketing help after the doors open and the room stays quiet. Lacey did it the other way around — she brought the team in roughly five months before Swet Fitness opened its doors in Reno. By her own account, she had no marketing background at all.
“I found Riley, gosh, five months ago before we even opened and it was awesome. It was perfect timing because I had no idea what I was doing. I know nothing about marketing and he just hit the ground running.”
— Lacey Szekely, owner, Swet Fitness (Reno, Nevada)
Her approved summary of that decision:
“I found Riley 5 months ago, before we even opened, and I’m so glad we did.”
— Lacey Szekely (approved client quote)
Swet Fitness isn’t a franchise with a head-office playbook. It’s an independent high-intensity training studio — fast-paced classes, plus one detail that mattered a lot later: free child care.
What changed: two channels, a fresh campaign every month
The team built two campaigns — one for Instagram, one for Facebook — and kept them from going stale by rotating in a new campaign every month.
“They built two campaigns for us for Instagram and for Facebook and those launched and every month we’d get a new campaign going out there so no one got bored with them and it brought well over 300, probably close to 400 leads.”
— Lacey Szekely, owner, Swet Fitness
Volume alone doesn’t fill a membership book, though. What Lacey calls out on camera is who was walking in — people who actually wanted to be there.
“They target the right people so they’re coming through our doors where it’s easier to close them when they want to be here.”
— Lacey Szekely, owner, Swet Fitness
The best two weeks: 20 closes in January
Her best two weeks in business came in January — and she’s upfront that the calendar helped. New year, resolution season, people ready to move. But the campaign running at the time was “Strong Moms” — and, as she says in the same breath, Swet Fitness offers something most studios don’t: free child care.
“It did help that it was January but it also helped that people were ready to get out, move, and we used the Strong Moms campaign. We also offer free child care and we closed 20 people. That’s huge! 20 people in two weeks.”
— Lacey Szekely, owner, Swet Fitness
Just as telling as the count is the commitment behind it: as she says on camera, the majority of those 20 signed six-month to twelve-month memberships — not week-to-week passes that churn out by March.
The result: over 60 members, from scratch
The headline figures, as stated in the filmed testimonial: more than 300 leads, 20 people closed in two weeks at the January peak, and a studio that grew to over 60 members from a standing start.
“We have over 60 members now and we started from scratch. We’re not a franchise.”
— Lacey Szekely, owner, Swet Fitness
She also names the people behind it — because, in her words, “it takes a village to create a business”:
“Even at Riley’s team, we’ve got Chrissy over here in the United States. We’ve got Bo and Jason in sales and they’ve just been instrumental. I don’t know where we’d be without them.”
— Lacey Szekely, owner, Swet Fitness
Her closing point is the one every studio owner already knows: word of mouth takes over once people are inside — members bring their best friends, and those friends bring theirs. “But the hardest part literally is getting them through your door.”
Frequently asked questions
Are these results typical?
No — and anyone who guarantees a specific number is being loose with the truth. Lacey herself is honest about the timing on camera: “It did help that it was January.” Her story is a launch story — a brand-new independent studio, a five-month pre-opening runway, a genuine differentiator (free child care), and an owner who backed the process despite knowing nothing about marketing. What her testimonial shows is what that combination produced: more than 300 leads, 20 closes in her best two weeks, and over 60 members from scratch.
Why would a gym start lead generation five months before opening?
Because the market is enormous and crowded. IBISWorld’s Gym, Health & Fitness Club Operation report counts 108,000 businesses in the US industry in 2026, competing in a market worth $47.1 billion. An independent studio opening against that backdrop can’t afford to open to an empty room and hope walk-ins find it. Starting campaigns before opening day meant Swet Fitness launched with a pipeline already warm — and, as Lacey puts it, the hardest part of the business is literally getting people through the door.
What was the “Strong Moms” campaign?
It was the campaign running during Lacey’s best two weeks. Swet Fitness offers free child care — a real, structural advantage for parents who want to train — and Lacey credits the Strong Moms campaign, alongside that free child care, when describing her 20 closes. It’s a useful example of how the monthly campaign rotation worked: rather than recycling one generic gym ad, each month’s campaign led with a specific angle, so “no one got bored with them”.
What exactly did the campaign involve — and does LeadsNow still work with gyms?
This campaign ran around 2020 under LeadsNow’s fitness brand More Gym Members — Instagram and Facebook lead generation for Swet Fitness’s launch and first months of trading. It predates the AI sales agents LeadsNow runs today. The same team now works with high-ticket fitness and coaching businesses in the United States through its AI sales agents service, on a pay-per-result basis — with 50,769+ AI-booked sales appointments since 2017 and 1M+ leads generated across the brand.
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