Dave Dunham  /  CEO, The Coaching Dept.

Profit Favors the Decisive.

I help gym owners doing $30K+ a month keep more of what they make and get their time back.

7 questions. 90 seconds. Your top 3 leaks and the 90-day fix.

7-FigureGyms built and exited
100+Owners running the Freedom Formula
$23K → $100KOne client’s yearly profit. Same gym, same town, 12 months.
1,000+Partner practices at Impact Health Network
The real problem

Most gym problems are operator problems.

You added leads. You added staff. You added hours. The business got bigger and the margin got thinner.

That is the operator ceiling. Revenue climbs while profit sits still, and every decision still runs through you.

We fix the operator first. Then we build a business that runs without you in every seat.

The Coaching Dept.

Keep more of what you make. Get your time back.

Premium coaching for gym owners doing $30K+ a month who have outgrown doing it all themselves.

Margin

Find the leaks eating your profit and plug them. Most owners are sitting on money they already earned.

Systems

SOPs and automations so the business runs the same way on the days you are gone.

Scoreboard

The 5 to 7 numbers that run your gym, reviewed every week. Decisions come from data.

Team

Role clarity, standards and people who own outcomes. You stop repeating yourself.

How we coach

Every client runs on PLAYBOOK.

PLAYBOOK is the coaching app inside STRXos, our AI-powered operating system. Your plan, your numbers and your coach live in one place.

Your coach walks into every call already knowing what moved, what slipped and what to decide next. You get private-advisor attention to detail without the private-advisor overhead.

$23K → $100KClient profit in 12 months
Up to 30%Higher retention
100+Owners on the Formula
Start here

Where do you fit?

Pick the one that sounds like you. Each path is built for where you are right now.

Free Game Friday

One operator lesson. Every Friday.

The Decisive Operator

The numbers, standards and calls I would make if I were in your seat. Written for owners building a business that runs without them. Free.

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About Dave

Built on standards. Measured at home.

I played football at Clemson, where the captain was named week to week. You earned it every game or you lost it. I have run businesses the same way since.

I built and exited multiple seven-figure gyms and spent time inside Gym Launch. Today I run two companies with one mission: 1 million lives changed through Health as a Service.

CEO of The Coaching Dept. President and part owner of Impact Health Network. Husband. Father of four. I measure success at home first.

High character creates high currency.
Your move

Find out where your money is going.

Seven questions. Ninety seconds. You walk away with your top 3 profit leaks and a 90-day plan to fix them.