Money Muscle Mindset:
The Underground Playbook for Aspiring Gym Owners
What it really takes to build a successful gym business
Dreaming of opening your own gym but don't know where to start?
Feeling overwhelmed by all the aspects of running a fitness business?
Money Muscle Mindset is your comprehensive guide to building a thriving gym business—straight from someone who's transformed a single gym into a successful national franchise.
Devan Gonzalez, founder of Strive 11 Fitness and successful gym entrepreneur, shares his proven framework for building and scaling a profitable gym business, from mindset to management.
Packed with real-world experience, actionable strategies, and practical systems, this guide is perfect for personal trainers, fitness enthusiasts, and entrepreneurs ready to make their mark in the fitness industry.
Don't let your gym ownership dreams stay dreams. Grab Money Muscle Mindset and start building your fitness empire today!
Learn How to Build a Profitable Gym Business
Discover how to create a thriving fitness business through Devan Gonzalez's proven framework for gym ownership. From his firsthand experience founding and scaling Strive 11 Fitness, this book reveals the essential elements of running a successful gym that stands out in a competitive market. You'll learn how to avoid common startup mistakes and build a business that generates consistent revenue while making a real impact in your community.
A Complete Blueprint from Vision to Scale
Uncover a comprehensive roadmap that takes you from initial gym concept to sustainable success. Devan breaks down the journey into actionable steps, including how to choose the perfect location, build a strong team, create effective systems, and develop a unique brand identity. Gain insider knowledge on everything from negotiating leases to designing membership packages that drive revenue. Learn how to balance growth with quality service and build a gym that thrives.
Proven Strategies from a Successful Gym Owner
Benefit from Devan's extensive experience as both a personal trainer and gym franchise owner. Learn the insider strategies that helped him transform Strive 11 Fitness into a successful national brand, including how to develop the right mindset for growth, create a standout gym culture, and build multiple revenue streams. Devan's practical advice and real-world examples will give you the confidence and know-how to not just open a gym, but to build a lasting fitness empire.
About the Author
Devan Gonzalez
Devan Gonzalez, author of Money Muscle Mindset: The Ultimate Guide to Gym Entrepreneurship, has crafted a remarkable career in the fitness industry, combining his passion for martial arts, personal training, and business acumen. Devan Gonzalez began his journey in martial arts instruction at the early age of 13.
By 18, he had transitioned into a role as a personal training sales counselor, showcasing his early knack for fitness and client relations. At 19, Gonzalez earned his Personal Trainer Certification and quickly ascended to a position as a Personal Trainer at a corporate commercial gym.
His career trajectory continued its upward climb when, at 23, he became the Personal Training Director and Head Trainer for a privately owned commercial gym, further solidifying his reputation in the fitness industry.
In 2017, at the age of 25, Devan Gonzalez launched his own personal training company, Strive Fit Inc. Demonstrating his entrepreneurial flair, the company reached six-figure revenue by the following year.
His impact on the fitness world expanded when, at 27, he co-founded the Southern California Academy (SCA), a nonprofit basketball prep school. Devan Gonzalez's innovative & vision led to the opening of the gym, Strive 11 Fitness, in 2021.
Not stopping there, he launched a podcast, The Mindset Cafe, in 2022, where he shares insights and interviews that inspire and educate listeners. By the end of 2023, Devan Gonzalez had established a franchise system of the Strive 11 Fitness business model, Strive 11 International, Inc., marking the beginning of a new chapter in his entrepreneurial journey.
A dedicated husband and father, Devan Gonzalez balances his family life with his professional endeavors, exemplifying a harmonious blend of personal and career achievements. With a career marked by early beginnings, rapid growth, and diverse ventures, Devan Gonzalez continues to inspire with his dedication to fitness, business, and community.
His book, Money Muscle Mindset: The Underground Playbook for Aspiring Gym Owners, is a testament to his expertise and vision, offering invaluable guidance to aspiring gym owners and fitness enthusiasts.
Behind The Inspiration
It all started with a simple question: "Why are most gym business models identical?" As a personal trainer, Devan Gonzalez noticed a recurring frustration among his clients - they couldn't afford frequent personal training sessions, and the alternative group classes were rigid and inflexible. Rather than accept the status quo, he saw an opportunity to revolutionize the gym experience.
Determined to create something different, Devan developed a unique vision for what would become Strive 11 Fitness. Drawing from his years of experience in personal training and gym management, he crafted an innovative gym model that eliminated common pain points like fixed class times and missed session fees. His goal was simple but ambitious: build a gym that combined the flexibility of a commercial facility with the energy and results of boutique fitness.
Money Muscle Mindset is the result of Devan's journey from martial arts instructor to successful gym franchise owner. It's a practical guide that transforms the complex challenge of gym ownership into an achievable goal, regardless of your starting point.
Through this book, Devan shares his proven blueprint for success - not just theory, but battle-tested strategies that helped him build a thriving national franchise. His message is clear: with the right mindset, systems, and dedication, building a successful gym isn't just possible - it's inevitable.
