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💡 Tip of the Week
Get to know your numbers - take today to run a profit and loss report for your business. know your revenue, costs, and profitability.
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In This Issue
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Owner Spotlight, Jon’s zero debt growth story in fitness
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Key takeaways from Jon's experience
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Presented by
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Fractional CFO — Numbers → Strategy
Pair deep financial insight with mentoring. We translate your data into decisions, set targets, and meet regularly to keep execution tight and make you smarter with your money.
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✓
Profit and Cash Flow Strategy Profit First Implementation and maintenance
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Pricing and margin analysis with clear thresholds
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Monthly financial coaching to drive results
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Teach. Plan. Execute. Repeat.
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Owner Spotlight, Jon Cerf — Built to Last, Zero Debt, Systematize Early
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Why This Spotlight
Real owners, real numbers, real challenges.
This spotlight is here to encourage you. Jon’s story is a reminder that disciplined cash flow habits and repeatable systems can keep your business stable through chaos, and ready for growth when opportunity hits.
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Summary
- Jon founded Core Progression Elite Personal Training in 2008 and built it into a 10 location operation with 45 employees primarily in the Denver area.
- His toughest season, COVID, when many fitness businesses closed. He credits survival to protecting cash flow and systemizing from day one.
- A key growth driver, systemization, processes, manuals, and repeatable operations that keep the team efficient under pressure.
- Core philosophy, no investors, zero debt, and always pays himself first.
- Jon’s advice, know your numbers early, and be honest about whether entrepreneurship fits you.
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Jon’s Story, from 1 on 1 training to 10 locations
Jon started Core Progression in 2008 with a simple focus, high quality fitness and welless training. Over time, he expanded the model into what he calls 360-degree wellness, combining training with a full care team including chiropractors, physical therapists, massage therapists, and dietitians.
Today, the business supports 45 employees across 10 locations primarily in and around Denver. But the part of the story that stood out most was what happened when the world hit pause.
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The hardest season, COVID
Jon watched the fitness industry take a historic hit, roughly a quarter of fitness businesses closed and about half the workforce left.
His takeaway, survival came down to a habit he installed early, prioritize cash flow first. No debt, no investors, and a consistent owner pay rhythm created breathing room when the market got scary.
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What is working now
- Rapid post COVID growth as the industry rebounds and demand returns.
- Systemization, clear processes, manuals, and standards that let the business stay efficient across locations.
- Pay yourself first mindset, The brutal truth - “If you can’t pay yourself first, you might as well work for someone else that is going to.”
- Constant learning, Jon credits early reading, including Rich Dad Poor Dad and The E Myth, for shaping how he built his profitable business.
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Where he is focused next
- Keep expanding locations while protecting culture and consistency.
- Continue improving systems so the business runs smoothly even during hard seasons.
- Stay disciplined with cash flow as growth accelerates.
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Owner Playbook, Jon’s advice to entrepreneurs
- Know your numbers. “A lot of owners don’t understand their numbers even though they’re great at what they do. Know your margins, cash flow, overhead, and what it costs to get a new customer.”
- Pay yourself first. Protect owner pay, and let everything else adjust around it.
- Build systems early. The business gets easier to run and scale when processes live outside your head.
- Understand the reality of entrepreneurship. Being your own boss can be amazing, but it is hard, and it is easy to go out of business. Make sure you understand what comes with ownership, know the risks, have a plan, and be willing to fight through tough seasons.
- Stay a constant learner. Books, mentors, and new ideas helped Jon navigate bumps and build a business that lasts.
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Talk with a profitability expert
Adam Litster
Chief Profit Architect
(816) 500-5779
[email protected]
www.betterbizinfo.com
Simple systems, consistent profit.
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Framework Summary
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V
VISIBILITY
Know your numbers and your options
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P
PROFITABILITY
Protect owner pay, trim elsewhere
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S
SCALABILITY
Scale through systems that run without you
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Free Sweet Spot Assessment
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