The done-for-you model sold memberships he could not fulfil. He flew home after the launch and the gym owner served the members, and by his account about 35 percent of sales ended up refunded.

“35 of all of our of all of our sales that we were making we're getting refunded”

The gyms that hired him were struggling for a reason and lacked the staff and systems to keep the members he sold. Some told those members to refund and sign up directly with the gym instead.

“they told a number of their clients hey if you refund you can just sign up through me and i'll do it for less”

Before the pivot he was running close to ten businesses at once, including six gyms and two agencies, alongside the travelling launches.

“i think literally like nine or ten business businesses i'll use quotes here um that i was trying to run at the same time”

Attention was the binding constraint; he could not allocate enough of it to anything.

“i was spread so thin that i could barely allocate anything and i was working every hour of the day”

Running the travelling launches through his old single-location gym payment processor. The processor froze about $100,000 of collected sales at the point he had no cash left.

“so we're going to hold on to all the funds for six months”

The refund history from his closed gym plus a virtual, multi-location sales pattern read as irregular activity on an account set up for one brick and mortar location.

“this is supposed to be for a single brick-and-mortar location”