Sales, Fitness & Referrals: The Key to Lasting Success with Devan Gonzalez
In this episode of Call The Damn Leads, I sit down with fitness entrepreneur and sales expert Devan Gonzalez, founder of a revolutionary gym model that combines personal training, boot camps, and no-class schedules. We dive deep into his journey from selling Cutco knives (for about a week) to building a thriving fitness business and a fast-growing franchise.
Devan shares some wild sales stories—including a late-night call from a jealous husband—and breaks down how relationship-based selling, referrals, and social proof have helped him scale his business. Whether you’re in sales, fitness, or any service-based industry, this episode is packed with real talk, tactical strategies, and mindset shifts you can use to level up today.
Key Highlights
💥 Crazy Sales Story – A midnight phone call from a husband convinced his wife’s trainer was up to no good… until he ended up signing up for training himself!
🔪 From Cutco Knives to Fitness Empire – Devan’s journey from an unenthusiastic knife salesman to a six-figure fitness entrepreneur.
💡 The Power of Authenticity in Sales – Why knowing (and believing in) your product is the #1 key to closing deals with confidence.
📈 The Referral System That Scales Businesses – How Devan built a six-figure training business without online ads, just by leveraging handshake marketing, referrals, and community engagement.
🏋️♂️ Gamifying Fitness & Sales – How his gym uses heart rate monitors, body scans, and competition to boost retention, increase client results, and generate word-of-mouth referrals.
🛠 Know Your Metrics! – Why lifetime client value, cost per acquisition, and retention rates should be the foundation of every sales strategy.
🚀 The Shift to Social Media Marketing – How integrating DMs, personal branding, and content marketing helped Devan attract even more clients to his gym.
Actionable Takeaways
1️⃣ If You Don’t Believe in It, Don’t Sell It – Customers can smell BS a mile away. Know your product inside out and use it yourself.
2️⃣ Master the Referral Ask – Every happy customer is a walking testimonial. Always ask: "Who do you know that could use this too?"
3️⃣ Track Your Business Like a Trainer Tracks Progress – Your sales KPIs (cost per lead, retention rates, referrals) are just as important as a client’s fitness results.
4️⃣ Use Social Media as a Tool, Not a Crutch – Digital marketing is powerful, but relationship-building is irreplaceable. Leverage both.
5️⃣ Find Your Sales Style – Not every script or strategy works for everyone. Develop your own unique approach to closing deals.
How to Connect with Devan Gonzalez
🔗 Website: https://devangonzalez.com
📍 Gym Locations: Los Angeles (with franchises launching in Tampa & Dallas in 2025!)
Call The Damn Leads
“By sales professionals, for sales professionals.” Each week, Drewbie Wilson, a sales vet with 20+ years in the game, brings you humor, real-world stories, and powerful strategies to help you excel in your sales career.
Expect a wild mix of:
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Real Sales Stories: Tales that entertain and inspire
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Proven Tactics: Practical tips for boosting your sales game
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Humor and Energy: Fun takes on the ups and downs of sales life
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Expert Advice: Learn from seasoned pros across different fields
Whether you’re in sales, an entrepreneur, or just looking to grow your business skills, don’t miss out on these invaluable lessons and entertaining stories. Want to be a guest?
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