How Devan Gonzalez Built a Gym Empire | Franchise Growth & Mindset

Surprising Stat: 80% of fitness businesses fail within the first five years—Devan Gonzalez didn't just beat the odds; he scaled to national franchise status.

The Problem: Many Gym Owners Burn Out or Plateau

Opening a gym is one thing. Scaling it into a profitable, impactful franchise is another. Most personal trainers never reach that level. They stay stuck in solo mode—burned out, capped in income, and unsure how to grow beyond trading time for money. What’s missing? Leadership, systems, and emotional intelligence.

The Solution: Fitness, Franchise, and Fulfillment Through Systems and Mindset

Devan Gonzalez, founder of Strive 11 Fitness, cracked the code. He’s gone from college trainer to high-performance franchise builder, author (Money Muscle Mindset), and podcast host. With a deep commitment to impact and transformation, Devan teaches others to grow profitable gyms while building the infrastructure to scale nationally.

Why Listen to Devan Gonzalez?

• Author of Money Muscle Mindset—a tactical playbook for gym owners
• Founder of Strive 11 Fitness—a gym turned franchise brand
• Podcast Host helping other entrepreneurs grow
• High-performance leader who trains athletes and entrepreneurs alike

What Is High Performance, Really?

“High performance is you vs. you. Beat yesterday's version of yourself—1% better every day.” – Devan Gonzalez

Whether you're in business, marriage, or fitness, Devan believes high performance stems from constant self-assessment and growth. He reflects daily on his conversations, emotional triggers, and leadership decisions to improve. This mindset shift—away from perfection and toward progress—is foundational.

The 1% Rule: Practical Growth Tactics

• Read daily: Even one chapter provides insight and perspective.
• Reflect on every conversation: Learn from what didn’t go well.
• Journal missteps: Missed a sale? Review your assumptions.
• Emotion check: Understand triggers and build emotional intelligence.

This self-coaching method is how Devan grows himself—and his team.

Serving Through Fitness and Franchise Models

Devan isn’t just a coach—he’s a builder of transformation ecosystems.

• In-person impact: His gyms help people achieve body and life transformations.
• Franchise ripple effect: He empowers others to become gym owners with turnkey support.
• Indirect impact: Even when he’s not on the gym floor, his systems, workouts, and team create real change.

“We affect lives not just directly—but through our franchisees and their clients.” – Devan Gonzalez

The Origin Story: From Trainer to Trailblazer

Devan didn’t grow up with entrepreneurial parents. Instead, he stumbled onto personal training in college—and discovered purpose in helping others transform.

After corporate roles and a fallout with a rigid gym owner, Devan struck out on his own. Within months, he built a six-figure personal training business. Eventually, he launched a physical gym and then scaled it into a national franchise with his business partner (who was once his client!).

Overcoming Challenges: From COVID to Scaling

Strive 11 launched just after COVID lockdowns—a risky move. But Devan turned limitations into test beds:

• Outdoor park sessions proved the model.
• Delayed launch gave time to refine operations.
• Scaling from solo to team was the biggest leap.

The hardest part? Transitioning from solopreneur to CEO.

“Common sense is only common to the person that knows it.” – Devan Gonzalez

Hiring staff, learning payroll, and building culture required patience, SOPs, and intentional leadership.

Expert Insight: Emotional Intelligence Is Your Superpower

AI can write scripts, automate DMs, and analyze data—but it can’t replace emotional intelligence.

Devan coaches leaders to understand that:

• Not every team member is motivated by money.
• Praise can outperform bonuses for some.
• Personalized leadership beats cookie-cutter management.

He even uses personality tests in hiring—though with a grain of salt.

Leading Through Generational Differences

With five generations in the workforce, Devan studies each individual's motivation. Like love languages, employees respond to different incentives:

• Words of affirmation
• Opportunities for growth
• Ownership in the mission

“Understand what truly lights up your team—and speak to that.” – Devan Gonzalez

Actionable Takeaways to Build a Franchise-Ready Business

1. Get clear on your ‘why’—and revisit it often.
2. Test your model before scaling (e.g., park workouts during COVID).
3. Document SOPs for every part of your business.
4. Hire slow, train well, and lead with empathy.
5. Block time to work ON the business, not just in it.
6. Work out like it’s a meeting. Health powers your leadership.
7. Give team feedback in their preferred 'language' of appreciation.
8. Use analogies to lead through mindset shifts.
9. Offer value without the bait—like Devan’s no-opt-in QR resources.
10. Write your legacy—via a book, podcast, or platform.

Success Metrics from Strive 11

• 6-figure training business within a year of launching solo
• Physical gym launched in 2021
• Franchise expansion across the U.S.
• Authored book with tools + QR videos
• Podcast featuring tactical and inspiring business content

Expert Quote: Train the Mind, Not Just the Muscle

“Everything is built in the uncomfortable zone. That’s where growth lives—emotionally, physically, and mentally.” – Devan Gonzalez

Where to Follow Devan Gonzalez

• Instagram: @devan.gonzalez

🚀 Ready to scale your business like Devan? Book a Strategy Call 🎧 Listen to the full episode on [Spotify] or [Apple Podcasts] 📚 Grab Devan’s book Money Muscle Mindset 📲 Follow Devan on Instagram

#BusinessGrowth #FitnessFranchise #EntrepreneurLife #HighPerformance #MindsetMastery #SellByChat #DevanGonzalez #NathanNewberryPodcast

Nathan’s Final Word You don’t have to choose between fitness, family, and financial freedom. Devan shows us that by mastering systems, mindset, and emotional intelligence, you can scale a business and a life you love. Don’t wait.

🔥 Book your strategy call now → https://calendly.com/high-performance-accelerator/business-growth Share this post with an entrepreneur who needs to hear this message about business harmony!