I opened Performance Ranch in 2017 with a modest start-up budget of $40,000. Most gyms cost 50 to 100 times that much ($2 to 4 MILLION).
Looking back, that small budget turned out to be an advantage. We didn’t have money to waste on fancy machines or expensive equipment. Instead, we invested in what we knew would help our members get real results.
Our first big purchase was refurbished double racks from Samson Equipment. We also spent thousands on unconventional training tools like sandbags, steel clubs and maces, medicine balls, kettlebells, and bands from Onnit. We even tried out a bike studio model, which quickly became obsolete, especially after COVID hit. But the experience taught me something valuable—real fitness isn’t about flashy equipment. It’s about training the body in functional ways, using the basics that actually work.
We still don’t have mirrors, chrome, or padded machines. We don’t need them. We focus on movement—Squat, Hinge, Push, Pull, Trunk training, and run/walk. We knew that if we could help people move better, they’d get stronger and healthier, both inside and outside the gym.
As the years went by, I could afford to add more equipment, but I stuck to the basics. We still use the same types of equipment—barbells, kettlebells, medicine balls, and resistance bands. And you won’t see any leg extension machines or cable crossovers. Instead, you’ll see people doing squats, pull-ups, push-ups, and challenging their conditioning on Assault bikes and other high-intensity tools. Because that’s what actually works.
A lot of people who come to Performance Ranch have tried other gyms. They’ve been to the big box gyms, the ones with the most machines and the flashy amenities. But when they didn’t see results, they came to us. And why? Because they were ready for coaching—not just a place to “work out.” They were ready for results.
Coaches don’t need all that fancy equipment. Professional coaches, whose success depends on getting real results, stick to the basics—barbells, boxes, squats, and food plans. When you’re focused on performance, you need equipment that’s practical, not pretty.
When people come in for a Strategy Session, they often say, “This space feels different.” It’s true—we intentionally keep things simple and open. There’s no unnecessary equipment, just a wide-open area to move freely. And that’s the point. Fitness isn’t about comfort; it’s about movement. Movement is medicine. You don’t need chairs, padded machines, or seat belts to get fit.
Everything we use is chosen to help people live life beyond the gym walls. No wasted space. No wasted effort. No wasted time.
In hindsight, I would’ve bought even less. The bike trainers we invested in early on now sit unused in the back room. Meanwhile, clients are using the equipment that really matters. They’re doing squats, deadlifts, running, rowing, and building strength that lasts. They’re moving better, feeling better, and living better.
At Performance Ranch, we’re committed to providing the tools that actually work. No gimmicks, just the basics that help you move well, get strong, and live life to the fullest.
