JLN Fit · The Plan

JLN.

“From renting a spot at PureGym — to software PureGym pays us for.”

JLN Fit · The Plan · David William Bryan, SOMETHINGCOOL · Jamie Loughren @jln_fit · July 2026

The North Star

A coaching platform PureGym pays for — because it makes their trainers earn more.

Recurring revenue from PureGym, incentives that pull the same direction, and a product we keep at the frontier of tech as it evolves.

Where Jamie Is Today

Half employee. Half renting a spot. Fully capable.

The Reality Now

Some hours as a PureGym employee, some renting his own PT spot

No site, no pricing, a stock booking link — a pipeline he doesn’t own

Qualified, likeable, a live run-club community — genuinely good

Runs his whole day on TrueCoach, software he hates

The First Move He Wants

Go rent-only — drop the employee hours

Which means one thing: more clients

That’s Phase 0 — and the on-ramp to something far bigger

The whole plan on one screen

Five steps. One direction.

0

Fill Jamie’s book → rent-only

Branded funnel + booking. Proof of life.

1

Build the product he actually uses

Co-built from his TrueCoach pain. He’s user #1.

2

Land the gym

Roll it to every PT at PureGym Quartermile.

3

Prove the number → pitch PureGym

Show the earnings lift. Take it to head office.

4

PureGym pays. We stay at the frontier.

Aligned incentives + a product that never stops upgrading.

0

Phase 0 · His Goal

Fill the book. Go rent-only.

A branded funnel and real booking so Jamie stops splitting his week and goes fully independent. The credibility everything else stands on — the on-ramp, not the destination.

What We Ship

His own site + domain (off rented land)

Branded booking with clear offers & pricing

Run club as a funnel, not a favour

A pipeline he owns — not PureGym’s

Run club · Quartermile

1

Phase 1 · The Wedge

Build the software he wishes existed.

Jamie lives in TrueCoach and hates it. We co-build the coaching platform from his pain — he’s user #1, and it has to be so much better he’d never go back. JLN Coach is already live as the seed.

The Bar To Clear vs TrueCoach

0% payment cut — he keeps every penny

His brand, his app — no one else’s name

Real AI — programming & check-in summaries

Automation — nudges, at-risk flags, auto-delivery

Nutrition in-app · flexible money

Live now

2

Phase 2 · Land The Gym

Win one building, completely.

Roll it to the other PTs at PureGym Quartermile. This is peer proof — Jamie shows colleagues it makes them money and saves them time. Adoption climbs from the floor, one trainer at a time.

Why It Spreads

A trainer they trust is the one showing them

They see it working, in their gym, today

Quartermile becomes the proof site

3

Phase 3 · Expand

Prove the number. Then pitch PureGym.

Measure the lift — PTs on the platform earn more, retain clients longer, churn less. Package that proof into a value pitch to PureGym corporate: roll it out across every trainer in the estate.

The Proof We Carry In

PTs earn more per month

Clients retained longer, churn down

One gym’s numbers → the whole chain’s case

4

Phase 4 · Platform & Moat

PureGym pays. We never stop upgrading.

PureGym pays for the platform because richer trainers make a better gym — better retention, differentiation, recruitment. The incentives pull together. And we keep implementing the latest tech as it lands, so PureGym stays at the forefront. That’s why the deal renews.

ALIGNED

The more their PTs earn, the more the gym wins.

FRONTIER

An evolving service is the moat, and the reason it renews.

JLN.

Give Jamie the software he wishes existed. Prove it earns his gym more. Sell that proof to PureGym — and never stop upgrading it.

JLN Fit × SOMETHINGCOOL · Edinburgh · July 2026