Running a fitness club is rarely about treadmills and training plans—it’s about juggling cash flow, motivating teams, managing churn, fixing broken systems, and somehow still finding the energy to inspire. Most club owners don’t burn out because they’re lazy; they burn out because they’re alone, trying to build something sustainable while fighting fires every day. They pour in effort, but the returns stay unpredictable. Not because the idea is flawed, but because vision is unclear, structure is missing, and support is often nonexistent.
Hard work gets them moving. But without direction, they just run in circles.
This is where Maxime Lecointe steps in—not with slogans or surface fixes, but with a full-system reset. Maxime has experienced every level of the sports club hierarchy, from coach to associate at a Fitness Park in Spain. Along the way, he witnessed both successes and struggles within the industry. What stood out to him was that many clubs weren’t failing because of a lack of effort, but because of a lack of vision, structured methodology, and meaningful support. The 360° mentorship became Maxime’s response to that void—a comprehensive framework designed to transform the leader, the team, the business model, and the club’s overall profitability. His goal was to offer others the kind of guidance he wished he had received at the start of his own journey.
Reading Between the Lines
When Maxime starts working with a new client, his first move is a precise and analytical deep dive into the club’s numbers and internal workflows. He identifies hidden leaks in profitability, uncovers managerial blind spots, and evaluates untapped potential. But for Maxime, the numbers are only half the story. He immediately shifts focus to the mindset of the club leader, believing that sustainable growth is impossible without aligned and empowered leadership. This dual approach—data and people—is the cornerstone of his method.
Building a System for Sustainable Success
While many consultants are content to provide answers, Maxime designs systems. His 360° mentorship approach is an executive-level, tailor-made solution for the fitness industry. It spans strategy, management, sales, customer experience, automation, digital tools, and mindset. Maxime doesn’t believe in generic or theoretical plans; he offers immersive, hands-on guidance with one clear obsession: delivering real, measurable, and lasting results.
Masterplan for Quick Wins and Lasting Success
Maxime structures his growth strategies with precision, organizing them into three tiers of impact: immediate results within 30 days, structural gains within 90 days, and long-term growth over a 12-month horizon. He begins by activating the most overlooked levers—upselling, pricing strategies, and value-driven communication. From there, he builds a culture of performance around these quick wins. His approach ensures rapid acceleration, but always with an eye on sustainability and long-term success.
From Firefighting to Architecture
In Maxime’s view, one of the biggest mistakes club owners make is prioritizing quantity over quality. They chase more clients, more advertisements, and more effort—when what they truly need is better structure, alignment, and strategic leverage. He often observes what he calls the “firefighter syndrome”: owners constantly extinguishing daily crises, yet never finding time to build a scalable foundation. Maxime’s mission is to help these leaders shift from reactive managers to proactive architects of their business.
Purpose Over Process
Maxime believes that true team motivation and accountability aren’t born from rigid processes—they come from a clear sense of purpose. His approach focuses on embodying a vision, defining roles with precision, and cultivating a strong internal culture. He doesn’t just train managers to supervise; he empowers them to lead. For Maxime, each team member must understand their role, their impact, and their growth pathway. In his experience, long-term engagement stems from clarity, recognition, and a shared mission.
Emotion Over Entry Counts
For Maxime, customer experience and loyalty are central to any serious revenue growth strategy. Too many clubs fixate on entry numbers, overlooking the far greater value in client retention, upselling, and emotional connection. He emphasizes that a loyal client who stays for three years and engages with multiple services is far more valuable than a revolving door of short-term members. Maxime’s vision is to transform fitness clubs into emotional experience hubs—not just places that provide a service, but environments that build lasting relationships and drive consistent value.
360° Premium Mentorship: Maxime’s Signature Program
Maxime’s flagship offering, the 360° Premium Mentorship, is designed as an elite, all-encompassing growth partnership. Far beyond traditional consulting, the program tackles every core component of a fitness business: strategy, profit margins, team dynamics, marketing, customer experience, and leadership development. Maxime integrates concrete tools, masterclasses, one-on-one coaching sessions, and monthly audits to ensure continual progress. His ultimate ambition is clear—to empower club owners to become autonomous, confident, and deeply proud of the businesses they lead.
Foundations of His Success
Asked about the secret behind his national accolades and consistent performance, Maxime is quick to dispel any notion of shortcuts. For him, the formula is simple but demanding: relentless discipline, a deep obsession with data, and a commitment to self-reflection. He combines visionary thinking with practical, on-the-ground execution. Crucially, he credits his success to the people around him—always choosing to work with individuals who excel in their respective fields. In Maxime’s eyes, success has always been and will always be a collective achievement.
Tailored for Every Structure
Maxime adapts his strategies according to the specific needs of different types of organizations. Independent clubs, he says, require strong foundational structures. Franchises benefit most from strategic differentiation. Large groups, on the other hand, need consistent and cohesive management across all units. While the tools and emphasis may vary, Maxime’s core objective remains unchanged: to transform every club, regardless of size or model, into a profitable and aligned business. His approach is always personalized, always grounded in measurable results.
A Year of Dual Triumphs: Maxime’s 2024 Milestone
Maxime cites his proudest professional achievement in 2024 as a powerful combination of impact and innovation. On one front, he guided a club that had been in financial crisis for two years to break-even within just seven months. On the other, he and his partners successfully launched a new Fitness Park in Spain—an entrepreneurial venture that has already surpassed initial projections. For Maxime, this dual accomplishment—mentoring transformation and hands-on entrepreneurship—reinforces the passion and purpose that led him to this career in the first place.
Call to Courageous Leadership
Maxime offers a direct and powerful message to club leaders who are hesitant about investing in strategic mentorship: “What you don’t master, you suffer.” In his view, the cost of avoiding strategic support is far greater than the investment required to receive it. He believes mentorship isn’t a luxury—it’s a necessary safeguard for growth. For Maxime, shifting from stress to structure and from uncertainty to strategy requires more than money—it requires courage. And that, he says, is the true starting point of transformation.
