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Hey there training gym owner!

I want 2022 to be your best year EVER; most profitable, most fun, and most impactful.

And if that sounds like a “Hell yeah!” to you, the Unicorn Society may be exactly what you’re looking for to take your business to the next level. 🙂

My name is Mark Fisher, and alongside my childhood best pal and business partner Michael Keeler, I co-founded NYC’s Mark Fisher Fitness.

Mark and Michael jumping

That’s us. Enthusiasm!

MFF has been named one of Men’s Health magazine’s “Top 20 Gyms in America,” and has been featured in all sorts of news media for being one of the highest revenue generating training gyms per square foot in the country.

In 2016, we started Business for Unicorns to teach other training gyms what we were learning. We wanted more training gym owners to make the impact and income that they envisioned when opening up their facility. And this past year we brought on one of the brightest business minds in the fitness industry to join our merry band:

Pete Dupuis, Co-Founder of Cressey Sports Performance

Mark and Michael jumping

There he is. That’s Pete!

While we’re proud of our successes to date, it didn’t give us a pass during the pandemic.

And it’s no secret, New York City was ground zero during the first wave. We’ve also dealt with some of the toughest and longest restrictions of any city in America.

So I know firsthand just how challenging these past two years has been. 

I know what it's like to feel your stomach drop when your business is shutdown. 

In our case… it was fifteen full months before we could offer classes in NYC.

I know how it feels to be unable to plan; to feel at the whim of factors totally out of your control.

I know the stress of wanting to do what’s best for your team, your clients, and your family.

And not just because “I can kinda relate.” But from actually experiencing it myself.

But I’ve also seen how MFF and so many other gyms we work with were able to accept reality, make the hard changes, and rise from the flames.

I know it’s possible to succeed.

In fact, as we come out of the pandemic, training gym owners have a once-in-a-lifetime opportunity.

And of course, we still face uncertainty. And many markets are still experiencing headwinds.

The question is:

Are you ready to take advantage of the opportunities and navigate the challenges?

Imagine if you didn’t have to figure it out alone…

What if you had people that share your values to lean on?

What if you could get immediate support when you find yourself facing some new business obstacle?

What if you had personal coaching from people who not only talk the talk, but walk the walk alongside you?

What if you could access proven playbooks to get more leads, retain more members, and take amazing care of the clients who place their trust in you?

Unicorn Society

The Unicorn Society is a curated community of hand-picked fitness business super-achievers. 

We help training gym owners create more personal freedom, a bigger impact on your clients, and more take-home income... without compromising your integrity.

We created the Unicorn Society because we believe in the value of like-minded people coming together: to support each other, to crowdsource best practices, and to generally kick ass.

Members receive personalized one-on-one coaching from Keeler, Pete, and yours truly.

They also get exclusive access to quarterly retreats, BFU courses and playbooks, group coaching calls, and more.

The US is a home for fitness business owners that want financial success but sometimes feel like outliers in an industry that too often loses sight of its mission.

In short… we’re always looking to “find the others.”

The ones who are:

  • Driven to make a serious impact in your community
  • Turned off by tacky fitness marketing and bait-and-switch ploys
  • Looking to create freedom in your life, but not at the expense of your team
  • Ready to systemize your business to create reproducible results
  • Excited to increase profits WITHOUT losing sight of your purpose
  • Willing to do the hard work required to grow as a leader and a human
  • In it for the long haul to leave a legacy

Applications are Closed

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Who is the Unicorn Society For?

Our focus is 100% on current or aspiring brick-and-mortar fitness business owners. 

Our expertise and specialty is training gym owners (sometimes called “micro-gyms” or training-centric fitness studios). 

The Unicorn Society is NOT the right fit for:

  • Aspiring personal trainers looking to break into the industry
  • Established personal trainers who don’t currently plan to get their own space
  • Personal trainers focused on growing an online training business
  • Big box gym owners
  • Employees in someone else’s business
  • Entrepreneurs in other industries

(If you fit one of the above categories and are interested in learning more from BFU, please check out our soon-to-be-launched stand-alone Unicorn University learning platform and/or our coaching options.)

All applications are personally reviewed by Michael, Pete, and I before moving on to a phone interview.

We’re very protective of the vibe of the community. That’s why we hand-pick the people we admit. And unlike many coaching groups, we have a hard cap on the number of members to ensure personal attention.

We’re not a churn-and-burn program, and we value building long term relationships. While we only ask for a 12 month commitment upfront, it’s our goal to provide you so much value that you want to work with us for years to come.

You’ll never feel like a faceless number in the Unicorn Society.

What's Included in a Unicorn Society Membership?

Who You Are:

  • You have been the owner and operator of a fitness studio for one or more years.
  • You have a dedicated space (leased or owned).
  • You work full time in the business.
  • You have one or more employees.
  • You have over 30 clients.

What You Get:

  • Up to 90 minutes of one-on-one coaching per month with Michael, Pete, and Mark for you and your team (usually $300/ hr)
  • Members-Only Quarterly Planning Retreats with Guest Speakers
  • 1 Hour Group Strategy Meetings Every Other Week
  • Free ticket to BFU Live Courses (usually $899)
  • 5 All-Access Passes to the Unicorn University for your team
  • Unlimited access to visit Mark Fisher Fitness and access our internal systems and processes
  • Private Facebook Group with regular members-only Facebook Live presentations and Q&A’s


Plus $599 Initiation Fee

Per member/month
12-month Commitment


Unicorn Society Members get access to Unicorn University, our online learning platform with on-demand courses.

Topics include:

  • Marketing
  • Sales
  • Customer Service
  • Time Management
  • Building a Team
  • And so much more.

Applications are Closed

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New Unicorn Society Members will officially start working with us on January 1st. However, we’ve been known to let action takers start a bit early. 😉



If you want to hear more about the program, you can email any of us to chat. Our email addresses are our first name (Mark, Michael, and Pete) @businessforunicorns.com.

We’re happy to answer questions over email or hop on the phone. This is NOT a sales call. We genuinely want to make sure you know what you’re getting into and it feels like the right fit for this moment in your life and business.



Once we receive and review your application, we’ll get back to you about next steps one way or the other.

Thank you for your interest in unicorn magic and creating a business that forever improves the lives of all who touch it which in turn both creates a life of financial and personal freedom for you and your family but most importantly of all allows you to move in the direction of your dreams safe in the knowledge that you will LEAVE THIS EARTH BETTER THAN YOU FOUND IT.

Much love!

Mark, Michael, and Pete

PS Want to see more real life experiences?  

Check out below. 🙂

Yep. We just legit photoshopped Pete in so we can visually snuggle with him.

Memorable Unicorn Society Moments (2018-2020)

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