Unlocking YouTube Revenue for Health Clubs and Fitness Brands with David Sherman-Presser

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Yeah, okay, fine. All right, Dave, why don't you, uh, Gannolan, go on

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mute because there's a little background noise coming through. Okay, perfect. This is Pete Moore

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on Halo Talks NYC. I have the pleasure of bringing straight from

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Los Angeles to our show David Sherman Presser.

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He is an expert on social media consulting and has

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perfectly coined his company Structure Creation

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Consulting. David, welcome to the show. Thank you for having me, Pete.

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Happy to be here. Excellent. So most of our audience is typically hearing

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about entrepreneurs in the capital raising mode or

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mergers and acquisitions related financial content. So

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we wanted to use this opportunity here to talk about

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maybe the elephant in the room of health and fitness and

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halo companies kind of further embracing

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technology and social media and the content that they already have.

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And actually trying to monetize that instead of thinking that that is a cost

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center, but it could actually be a revenue profit center for

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them if they use it wisely and maybe have conversations with folks like

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you. So give us a little background. Obviously you work for some big companies

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that are at the cutting edge of social media streaming

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technology and how you've kind of infused that into a business

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for our companies. Yeah, 100%. So I worked at

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YouTube for 7 years. I had a team of product marketers focused

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on monetization. So, you know, there's been a lot of work over the

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past, I guess, 5 to 10 years as creator

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economy and social media platforms have really matured in terms of

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building more features to help small businesses and

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creators diversify their revenue streams on those platforms. You know, but

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we're also in a world where like health and fitness and, you know,

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information and influence is created through these platforms. And so,

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you know, as someone who is very passionate about the health and fitness space,

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I wanted to move into this space. I left YouTube last year, partly I have

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a young child, almost 3-year-old daughter. It's, you know, big change of life.

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It's been fun and been a whirlwind. And yeah, so I

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started my own company called Structure Creation and I work

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with either creators and athletes to help them build businesses

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on YouTube or companies to help them

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understand how to use YouTube as a more effective marketing

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channel. And I think the interesting thing, Pete, these days is

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so many companies and brands and marketers are

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focused on short form and Instagram and TikTok, but they're

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really neglecting, you mentioned the elephant in the room,

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YouTube is a platform that is

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about building trust, building authority. It's a long-form

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platform. You're gonna create content. And if you can do that effectively and

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really demonstrate expertise and credibility, that is an evergreen

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asset that will compound and live on forever. And so kind of there's a really,

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I think, a shift and people are understanding that there's such a high

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volume of short-form content and Instagram and TikTok, especially on the

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organic side, are only gonna take you so far. So YouTube can be a really

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effective complementary channel to build more

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expertise, credibility, and then move people, you know,

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through to your funnel. So I'm far from an

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expert at any of these social media platforms. So just

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for our audience and for myself, what are the

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constraints on long-form and

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short-form on Instagram and TikTok from a

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number of seconds or minutes standpoint versus YouTube?

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Yeah, so TikTok and Instagram are

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exclusively vertical feed platforms. People are scrolling

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with their finger, you know, the majority of the content that they're watching

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is probably more in the 30 to 60 second range. YouTube, on the

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other hand, actually it's been this shift over the last couple of years,

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the primary place people are watching YouTube is actually their televisions. And

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the sweet spot in the bread and butter for YouTube is long form. So that

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could be, you know, 5, 10 minutes, you know, up

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to 30 to an hour, you know, hours worth of

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content. And people are, you know, not

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coming to a vertical feed and scrolling through content, but they are intentionally

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clicking on a thumbnail and on a piece of content. So they are

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more leaned in and they are a more qualified audience than maybe what you're getting

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on an Instagram and TikTok. So the user behavior and the user

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mindset is different on a place like YouTube than it is on

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an Instagram or TikTok. Got it. And then from a standpoint of

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what health, let's just take a health club that

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has 5 locations, a regional health club operator,

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how Are they using

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YouTube right now? And how should they be using YouTube? Yeah,

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I find that most

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operators, clubs in this space

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have either no presence on YouTube or have a YouTube channel that is

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essentially dormant or has a couple of videos that, you know,

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don't really look like best practice material

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or kind of quality content on the platform. And so, you know, my

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starting point whenever I'm working with a client, both across the

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creator and then the business or operator space, is

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to start with an exercise that we call content market fit. So really

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creating strong alignment between

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what is your value proposition, who is your target audience, and

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what are their pain points? And then how are you solving and connecting the two,

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your value proposition and solving pain points through content? And so the more

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clearly and more strategically you can have some of those

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kind of fundamental pieces defined, then it's a matter of

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just putting out video content. It doesn't need to be the most highly produced

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video content. It doesn't need to be, you know, content put out

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every single day. It's just creating a strong connection point and through

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line between some of those pieces.

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And are you seeing some of the Boutique fitness studio operators

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that you either work with or that could be working with you, or

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health club operators streaming live classes

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or content? And then if they are doing that

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and they are archiving it, what are some of the

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issues that they might have to be concerned with related to music

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royalty infringement? Yeah. It's a good

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question. So I haven't seen as much operators live streaming content. You know, there

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is a big trend on YouTube of follow-along workouts. And so if you are

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an operator, you know, and you know that people aren't going to be in your

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facility every single day, there's going to be rest days, there's going to be time

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where they— people go on vacation. How do you think about YouTube

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and kind of long form, whether they're follow-along workouts, whether they're

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recovery sessions, and providing something that

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complements the in-person experience and that people can engage with

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when they're not in your facility. I think live streaming is

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certainly a format that

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could be effective for the right operator if, you know, they

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have trainers and they have people that are really engaging

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in that format. But I would say even just starting with some

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prerecorded videos that people can use,

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benefit, and get value from when they're not in Studio is a really

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great way to think about providing value through that channel.

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And have you seen that the average operator

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in the halo sector, when I say, hey, what are you doing

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on video content or what are you doing on TikTok, YouTube,

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or Instagram? They might say, well, I did this during

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COVID because I had to. And now it's kind of like back

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inside the bricks and mortar 4 walls of my company. I'm not—

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I don't— I did that because I had to. I didn't do it because I

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wanted to. How do you kind of respond to that kind of short-sighted answer?

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Yeah, I would respond as, you know, YouTube is a

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very powerful marketing platform or marketing

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channel, as is, you know, other channels that people are using. And so if they're—

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if you are already an operator that is investing some time,

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some resources, into other channels,

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figuring out how to take advantage of YouTube, how to post

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long-form content, again, whether it's workouts, recovery sessions,

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you know, the best way I think you even start a content strategy, not just

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on YouTube, but broadly, is just poll your audience and poll your community,

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your gym members and say, you know, what would you value? And what are you

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looking for in terms of content? And then, you know, using that

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feedback and research, how as the basis for your content

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strategy. I mean, the 2 other things I would say, Pete, is

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YouTube can be an incredibly powerful acquisition and lead

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generation tool. YouTube is the number 2 search engine in the world. And

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so like a lot of people are going there searching for things. And if you

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have higher quality content, that content is more likely to be

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surfaced in searches. And then again,

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YouTube has a very, it's 21 years old. a very

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robust discovery system. And so it is

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constantly recommending content. And so it's just, if you don't

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have any presence on the platform, you're missing out on a lot of

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opportunity to reach potentially new audience that is either

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searching or consuming content on that platform.

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So it used to be where if I brought a camera into a

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class or I brought it into the gym and you were

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in that video, I would have to get a waiver and release from

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that individual. Um, has anything changed just given

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the proliferation of iPhones? And like, is there a

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sign somebody could put up that says like, you might get videotaped in here and

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that's kind of like on you to opt out of it? Or how does that

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work? Yeah, I don't know the specifics around that. I

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would say if you're going to be filming content, it's best to focus on

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creating dedicated content with your trainers, with your employees, with people

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that work for the gym. Because that's,

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those are gonna be the, you know, the types of

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information or the type of content that people are looking for as opposed

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to featuring members or having members kind of show up in content.

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So I think if you, if you're an operator that already is creating

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program content and you've designated specific sets of time

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to film with trainers, employees, just thinking

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about maybe extending that session a little bit more and capturing something that is

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long form and horizontal as opposed to short form and vertically filmed.

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Got it. And then from a stand— I got a lot of questions, by the

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way, and these aren't— okay, these are just coming up as we're talking. But I

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know that the audience here most likely

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has the same questions I do because we haven't really focused on this

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as part of our real revenue stream in the business. So moving on

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to revenue, you know, everyone talks about, oh, monetization

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of A YouTube channel, and I think I looked at this

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one time that, and I don't know if this is correct, but you have to

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get to like 100,000 views before you start

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generating ad revenue. One, is that true or false? And then 2,

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what could somebody aspire to do on YouTube

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if they're not a national brand without

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just saying, hey, this led to X amount of impressions, which

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probably led to X amount of— Revenue.

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prospects, which probably led to X amount of members? Yeah,

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that's a great question. So to answer your first part, that's false. The

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eligibility criteria to get into the YouTube Partner Program, which is how

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channels monetize, is 500 subscribers, which is not a very

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high bar, but then it is 3,000 public watch hours. So that's really

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where the long form comes into play, is, you know, you need to have

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videos that are 10, 15, 20 minutes long. And then you need to have

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over time hundreds or thousands of people watching those videos to accumulate the

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watch hours. Okay, gotcha. The second question, to answer your

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second question, I would encourage any

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business that has a YouTube channel or is thinking about

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starting one, first-party monetization, so making

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money directly through YouTube and AdSense. I mean, that should be

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the secondary priority. Really, you wanna use it as your top of funnel and a

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lead generation tool. to drive people into your

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website, into your app, into your facility. If

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monetization is of interest, so

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there's actually, there's 10 monetization products on YouTube. Wow.

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The vast majority of them are not based on views,

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impressions, or ad revenue. This is the area that I focused on exclusively.

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We called it non-ads monetization or fan funding. So to give you

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2 examples of that, One is membership. So you could

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have a YouTube channel, and you could offer a low

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ticket. And there's a lot of creators and even businesses that do

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this incredibly well, they offer a low ticket

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membership, $5, $10. And then you're getting, you know,

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maybe once a, once a month, a Q&A with

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the gym owner or the top trainer, or, you know, there's a whole

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host of perks and benefits that you could offer with that membership.

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There's other membership or products that, you

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know, allow you to connect more directly

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with your audience through kind of communication means on YouTube. So I

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would encourage any smaller operator or any business in

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general, if you're going to invest in YouTube and think about

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YouTube paying you or making, you know, additional revenue through YouTube to think

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about non-ads monetization because, you know, the ads rates,

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you know, I mean, they vary, but typically you need

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millions of impressions to make any meaningful revenue for a business. So it's just not

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the best place to spend your time. Gotcha. So,

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um, we're gonna turn this into a fast break actually. So it goes, it's gonna

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go out on our Thursday feed. Yeah. Um, so we'll keep it a little bit

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tighter and I think I've got a lot of rapid-fire questions out at you that,

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you know, Framing the conversation here. 2 questions

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to kind of close out. One is, how do you work

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with brands? And is it a retainer? Is it a

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short-term? Is it a monthly, hey, we're going to basically take this off

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your plate, do it for you? So, that's question number one and I'll follow up

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after you answer that. Yeah. So, I work with brands, I would say, in

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2 or 3 main ways. So, We do what I would call a channel

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launch sprint. So over a 3 or 6 month period, we can run someone

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through here's a content market fit exercise. So they have a very

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robust idea of their value proposition, target audience, and content

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strategy. We have a whole variety of best practice playbooks that we can

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teach people. So you're armed with here's what best practice and good quality

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content looks like on YouTube. And then we build a business integration

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or kind of a funnel. Case. And so, you know,

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someone is armed with, here's my content strategy, I know what best practices to

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focus on, and I know how to connect it to my broader business ecosystem.

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So that's a 3-month channel sprint. We also work with

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clients on a retainer basis. So over the long term,

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you know, we have creative production capabilities, we also have channel

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management capabilities. So we can take that off of an operator and off of a

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company's plate. And, you know, again, really build the foundation, kind of right

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the ship, and then, you know, manage that on an ongoing

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basis. There are some opportunities where we've also started to think

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about how we connect some of our creator and athlete roster

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with businesses. And so, you know, influencer marketing is a very hot

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topic in health and fitness and then just in business and marketing

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generally. So I work with a whole host of health and fitness

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athletes and creators. And so if a company was ever interested in either

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expanding their reach or they're not ready to dip their toe into creating

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content just yet, but they wanted to leverage the audience and community

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of an established creator athlete, you know, we can connect the

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dots there as well. Got it. And then since you've only been doing this

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for, you know, since 2025 with working with,

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you know, outside brands, could you give us in closing here

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maybe like a case study, whether it's on a, you could name the client or

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not name the client, And just say, we're working with this company, this is what

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they were doing before, this is what they're doing now, and this is what it's

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generating directly or indirectly. Yeah. So I'll start with

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one of my creators, which I would essentially kind of categorize her as

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a digital boutique fitness studio. Her name is Marie Steffen out of Germany.

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She does these incredibly high-quality follow-along workouts.

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She was monetizing primarily through ads. We launched a membership

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and we've quadrupled her revenue in less than a 12-month period. And so

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again, her thinking about how do I not just reach millions of

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people, but how do I find a really dedicated audience that I can solve their

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problems and make money directly through that? 2 clients that I've started working

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with recently on the more B2B side, Herman Scheer,

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which is a fantastic branding and creative agency in this space. I'm

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launching a channel with them over the next couple of months. And then also The

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Sales Arm, which builds sales teams for

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boutique studios and gyms. We are launching

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a channel for them to again generate more leads. And so,

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you know, I'm really excited. We've just finished the strategy portion of this. We'll be

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launching in the next 1 to 2 months. Awesome. All right.

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Well, you heard it here first that if there's a— you need someone to hold

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your hand to actually monetize and actually get on

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YouTube and take advantage of the scalability of those platforms.

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Please reach out to Structure Creation Consulting and

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welcome officially to the Halo Sector. So thanks for your efforts.

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Thank you, Pete. Happy to be here. Happy to be part of this industry. Awesome.

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Okay.