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Andrew Wallis

In Your Corner

Your marketing and systems person, without the full-time hire.

Marketing, systems and community are my strength. I work alongside fitness business owners month to month, or on a one-off build, to plan, build and run the systems that get and keep members.

Tell me about your business See recent work

Ongoing support and one-off builds

Andrew Wallis smiling
Andrew Wallis · In your corner

Who this is for.

  • Fitness businesses launching a new program, app or community, who need the systems behind it built properly
  • Owners who want an experienced growth lead in their corner, without a full-time hire
  • Businesses already on HighLevel, Circle or Skool that aren't getting the value they paid for
  • Coaches and fitness brands who want a member community or online program that people actually use

What the role looks like.

I know how hard it is to get things done as a fitness business owner. You're busy with clients and members, so you end up working in the business, not on it. That's where I come in.

Think of me as your trusted lieutenant. I roll up my sleeves, get in the trenches and work side by side with you until it's done. It's how I worked with Les McKeown for 4½ years: he had the vision, and I got it built. And because I'm a qualified fitness professional, I understand your members, not just your software.

  1. 01

    Strategy and planning

    The bigger picture: your numbers, your offers, and a 12-month plan for growth and content.

  2. 02

    HighLevel and your systems

    CRM, funnels, checkout, upsells, automations, tracking and your branded app, set up so they work together.

  3. 03

    Community and online programs

    Skool, Circle or HighLevel communities and courses, with onboarding and engagement people actually finish.

  4. 04

    AI in your business

    Where AI can save your team time, and where it can't, built into the tools you already use.

  5. 05

    Reporting and metrics

    Acquisition cost, lifetime value, churn and conversions, reported clearly so you know what to change.

  6. 06

    Hands-on, side by side

    I don't just hand you a plan. I build and implement alongside you and your team until it's working.

A one-off build can be the start, but most clients keep me in their corner for several months.

How I work inside your business

Three systems every gym runs on.

Most businesses collect workflows, SOPs and campaigns one at a time until nobody knows what connects to what. I organise the work around three systems, so every piece has a home and works whether you have 100 members or 1,000.

  • System 1

    Growth System

    Getting the right members in

    Marketing, enquiries, consultations and campaigns, with the follow-up automated so good leads don't go cold.

  • System 2

    Member Experience System

    Keeping them, and keeping them happy

    Onboarding, the first 90 days, progress reviews, community, and spotting members who are drifting before they leave. Studio and online members each get a path that fits.

  • System 3

    Coach Performance System

    Your team, delivering every time

    Standards, playbooks, KPIs and development, so members get the same quality whether you're in the building or not.

Map to Launch: seven steps for every build.

Whichever system we're working on, the build follows the same path. Software comes third, not first.

  1. 1

    Map

    Walk the journey as your member or coach lives it, stage by stage.

  2. 2

    Design

    Decide what should happen at each stage: what the member does, what the coach does, what gets sent.

  3. 3

    Build

    Set it up in your tools: HighLevel, your app, Circle or Skool.

  4. 4

    Automate

    Let the system handle reminders, follow-ups and admin, and keep people for the conversations that matter.

  5. 5

    Integrate

    Connect your CRM, app, calendar and payments so they share the same information.

  6. 6

    Test

    Run it end to end as a real member before anyone else sees it.

  7. 7

    Launch

    Go live, brief the team, watch the numbers and refine.

In practice · the CORE FOUNDATIONS app

Four member journeys, mapped screen by screen

For the member experience in the CFX app, "Map" meant four journeys: the in-studio consultation, building each client's program, the client's own training roadmap, and online clients who never set foot in the studio. AI takes the notes and drafts the first version; the trainer reviews and signs off every program before the client sees it.

Two recent engagements.

Every engagement is shaped around the business. Here's what two of them have looked like.

Ongoing support · since July 2025

CORE FOUNDATIONS: the full launch

A personal training business in Melbourne launching CFX, an online program and community, with a long-term growth plan.

  • The complete HighLevel build: funnels, checkout, upsells and membership tiers
  • All the automated workflows, from enquiry to onboarding and retention
  • The member experience: onboarding, the first 90 days and the app's member journeys
  • The CFX app, published on the App Store and Google Play
  • Launch of the online program and community
  • A 12-month growth, content and marketing strategy

See the CFX experience

Strategy and build

Coffee Fitness Life: from book idea to community

The owner planned to write a book. I suggested a community would fit his vision better, and built it.

  • A 90-day brand and community operating plan
  • The Skool community: classroom, onboarding and spaces
  • A clear path for new members, from day one

See the community

4½ years · Predictable Success

Running the business behind the scenes for Les McKeown

While Les coached his high-level clients, I ran the marketing and systems: writing the weekly blogs and the emails that promoted them, building workshop funnels and lead-magnet campaigns, managing the CRM and workflows, answering client and prospect emails, and editing and publishing each season of the podcast. I also built the online learning centre on Thrive Apprentice and the leadership-style quizzes, and moved the CRM from Infusionsoft to FluentCRM.

25 years in fitness, and the systems behind it.

I've been on the gym floor, run my own boot camps and coached fitness business owners since 2012, including leading NPE Fitness's UK and European coaching team.

Alongside that, I've spent years building the systems: CRMs, funnels, automations, learning centres, apps and communities, on HighLevel, Skool, Circle, Thrive and more. So I understand both sides: what a fitness business needs to grow, and the technology that makes it happen.

The longer version of who I am

  • 25+Years in fitness, so I've stood where you're standingOn the gym floor, with PT clients and running my own boot camps. I know what a busy week in a fitness business really looks like, so the advice fits how yours actually runs.
  • 2012The year I started coaching gym ownersAt NPE Fitness, first in Australia, then leading the UK and European team. Hundreds of owners, the same problems: patchy enquiries, members drifting away, a business that relies on them. I've seen what fixes them.
  • 4½Years running a business behind the scenesWhile Les McKeown coached his clients at Predictable Success, I ran everything else: the blog, the weekly emails, workshop funnels, lead magnets, the CRM and the podcast. You stay with your members; I keep the engine running.
  • 15Months in CORE FOUNDATIONS' corner, and countingFrom the first enquiry to the member's app: funnels, checkout, automations, onboarding and their app on iPhone and Android, all working together. You probably have the tools already. What's usually missing is someone to join them up.

Tell me about your business.

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