Here are some tough numbers:
The average gym that sells group coaching is adding about five clients a month but losing three.
That’s a net gain of just two clients each month.
For gyms that sell small-group coaching or PT, the numbers are similar:
- Small group: +4 and -2 for a net of +2 clients per month.
- PT: +3 and -1 for net of +2 clients per month.
These numbers come from our 2024 “State of the Industry” report, which you can get for free here.
I’ll put the stats in perspective:
If the average gym is netting two new clients per month, it would take over two years to grow a gym by 50 members. And if those members aren’t paying enough, that gym might not grow fast enough to repay loans, cover expenses and turn a profit that allows the owner to support a family.
That’s the bad news about average gyms.
Here’s the good news: Gym owners who learn to market crush industry averages.
I’ve got the proof. Here is the most recent monthly leaderboard for closed sales in Two-Brain gyms:
The No. 1 gym added 54 members, and gyms 2 to 9 added an average of 20.2 members. Instead of adding five clients per month, they’re adding four times that number.
And if they focus on retention to reduce member losses—all Two-Brain gyms work very hard to drive up length of engagement—they’re going to grow very fast.
In fact, Two-Brain gyms grow at four times the speed of the industry average—and some of our top performers grow at 32 times the industry average. The combination of marketing excellence and world-class retention is potent.
To succeed in the gym business, you must take control of your marketing and your retention instead of wishing and hoping for the best.
Here Is Your Plan
If you work with a Two-Brain mentor, this is your reminder to track your marketing metrics and enter them every single month in your Dashboard so you and your mentor can analyze the numbers, make a plan and create a task list.
If you don’t yet work with a Two-Brain mentor, you won’t have access to our Dashboard and Toolkit, but I still want to help you with a basic tracking sheet.
Print off the Marketing Metrics Tracker and keep it on your desk.
- Every time you get a sales appointment, mark it on the sheet.
- Whenever someone shows up for a sales appointment, log it.
- Whenever someone buys from you, mark it down.
- Total the numbers at the end of the month and identify the weak spot. For example, if you have 50 consultations, 10 shows and 10 sales, you know you need to get more people to show up for their appointments.
- Then list the exact tactics you need to improve the weak spot. Example: “Send multiple ‘appointment reminder’ texts.”
This monthly data will be invaluable, and I hope it helps you acquire more clients.
But I know that having numbers isn’t the same as knowing how to improve them fast. I’ll keep providing tips on all our platforms—follow along! But remember that general advice can’t take the place of a tailored plan from an expert.
If you want to join the gyms that are growing four to 32 times faster than the industry average, book a call to talk about mentorship.
