AF Project Seminar Series

The AF Project Seminar Series was created specifically to help gym owners create and implement intelligent, actionable plans to grow their businesses.  Both Seminars 1.0 and 2.0 are extremely detailed, and provide real, concrete tools for increasing financial performance and personal satisfaction.  

Seminars are led by founder Jon Gilson, a proven operator with more than a decade of success in business, coaching, and digital marketing.


AF Project 1.0

Our well-regarded FREE Seminar, attended by over 700 gym owners to date.

In three hours of concentrated lecture, you'll learn:

  • How to improve business profitability, step-by-step

  • How to create offers that bring in clients (without discounting)

  • How to retain more clients

  • The basics of financial accounting, metrics-based management, and problem solving.

  • How to match your personal financial goals to your business goals

You'll leave with action steps and the tools you need to grow your gym, as well as a solid grounding in the fundamentals of running a business.  

  • Time Commitment: 4 hours of Seminar

  • Cost: Free

  • Seats: 60 per venue

  • Teacher: Jon Gilson

Click below to see dates and locations, and to register for AF Project 1.0 Seminar:


AF Project 2.0

Our Advanced Seminar.  Move beyond basics with eight hours of intense lecture and practical training on improving your gym.  

Using your own gym as a live case study, we'll work together to:

  • Analyze and improve your sales process

  • Revamp your website copy and calls-to-action

  • Learn to attract and retain more clients

  • Reclaim lost members

  • Become a competent financial manager

  • Learn content marketing from the ground up

This hands-on Seminar prepares you to be a leader in a very competitive market.  

While this is an advanced Seminar, no prerequisites are necessary.  You will be guided through the pre-work to ensure that you're ready to hit the ground running on the day of the Seminar.

  • Time Commitment: 8.5 hours of Seminar, 3 to 5 hours of pre-work

  • Cost: $399

  • Seats: 25 per venue

  • Teacher: Jon Gilson

Click below for dates and locations, and to register for an AF Project 2.0 Seminar: