Cory Fernandez had built a solid TFW gym in Toronto but knew the group class model had a ceiling. After joining the Iron Circle and making the strategic shift to semi-private training, his revenue grew from $400,000 in 2019 to $700,000 in 2024.
Cory Fernandez had built a strong TFW -- Training for Warriors gym in Toronto, Ontario. He had loyal clients, a great culture, and consistent revenue at $400,000 per year. But he knew the group class model had a ceiling. There was only so much revenue he could generate per session, and the model was not creating the kind of client results or retention that he wanted.
After joining the Iron Circle, Cory made the strategic decision to transition from group classes to semi-private training. This was not a small change. It required restructuring his service delivery, repricing his offerings, retraining his staff, and communicating the change to his existing client base.
The transition paid off. Revenue grew from $400,000 in 2019 to $700,000 in 2024 -- a 75 percent increase. More importantly, the semi-private model created better client outcomes, higher retention, and a more sustainable business that did not depend on Cory being on the floor for every session.
Beyond the revenue, Cory credits the Iron Circle community for expanding his vision of what is possible. Being surrounded by gym owners who are building multi-location businesses, investing their profits, and creating real wealth changed how he thought about his own potential.
His story is a clear case for the power of the right service model combined with the right peer community. The Iron Circle did not just give Cory a framework -- it gave him a vision for what his business could become.
"You're surrounding yourself with other high-achievers, with people that are actually getting results. It opens your eyes as to what you can do in this industry and what you can do outside of it."
-- Cory Fernandez, TFW -- Training for Warriors
