Our data shows that most big group gyms only add five clients per month.
And that’s before we consider the clients they lose every month.
Yikes.
But Two-Brain gyms regularly 5X that number every month and grow much, much faster than the average gym.
No joke.
On average, our Top 10 gyms add 23 new clients per month—and these aren’t $29.99 access memberships. These are coaching gyms. One of our sales leaders posted average revenue per member of $309!
If you’re looking for the secrets of adding high-value clients every month, keep reading. I’ll tell you exactly what these gyms are doing.
But first, the data.
📅 Set rate—the number of people who book sales appointments (No Sweat Intros) every month.
🚪 Show rate—the number of people who book and walk in the door.
💵 Close rate—the number of people who book, show and buy.
I’ll provide the Top 10 averages so you can see what a world-class sales funnel looks like in a gym:
- Set Average: 40
- Show Average: 32
- Close Average: 23—and remember these are high-value clients.
In our recent “State of the Industry” report—get it here—we stated that the median gym gets just 7 appointments per month.
We are crushing that! Our leaders are also getting an average of 32 at-bats in the sales office every month, and they’re closing high-value sales at a rate of 72%.
I’ve got more insight into our leaderboards to put things into perspective:
One 300-member gym in Sweden got more leads than anyone else. Here’s the funnel:
🔽 45 leads, 45 shows, 24 closes—with an ARM of $165
A 300-member gym in Australia added more clients than anyone else with this funnel:
🔽 41 leads, 33 shows, 28 closes—with an ARM of $157
One more from an elite 400-member gym in the U.S. This guy shows up on many of our leaderboards:
🔽 42 leads, 35 shows, 20 closes—with an ARM of $309
So these gyms aren’t closing people at low rates and feeding them into the room full of treadmills. These are coaching gyms with impressive ARM numbers.
How They Did It
Now I’m going to tell you how the leaders posted these numbers. Their mentors told us exactly what they’ve been focusing on.
Systems
“We have been focused on hiring and dialing in his sales systems to get more clients in the door and close more sales. As a result, frequency of contacting leads has improved, which has directly resulted in more sales, higher revenue and ultimately a greater net owner benefit.”
Analysis and Systems
“They’ve tightened their organic and affinity marketing, improved website clarity, simplified the NSI booking and pricing flow, and built a consistent follow-up process, especially around bring-a-friend events. All of these we identified during our calls the past few months, and they put in rapid action.
“As a result, they’re now attracting more of the right leads, which makes the sales process easier and far more predictable. … The sale feels easier because the systems are doing the heavy lifting long before the conversation even starts.”
Advertising Skills and Nurturing
“His metrics are a direct reflection of the deep work we did on improving his ads and teaching him how to read his data in the marketing office hours and our 1:1s. We then got really granular on the exact steps needed in his lead nurture to make sure those leads booked and showed to calls.”
Advertising Skills and Nurturing
“This gym owner has been focusing on their Facebook ads recently and has reaped the rewards of attending office hours with mentor Colm O’Reilly and doing the consistent lead-nurture work.”
Nurturing
“His total leads were already high, so we targeted the lead-nurture process and the No Sweat Intro, and that really helped improve show and close rate.”
Buying Back Time for Marketing
“One mistake he made early on was overbooking himself, which limited the available NSI time slots, limited his ability to nurture the leads and limited his mindset on what was possible. Once we optimized his funnels and bought back his time in a few areas, he was able to generate more leads, call them quickly and ensure his automations were correct.”
Marketing Event: Open House
“They did a relaunch/open house to generate a lot of leads.”
Niches and Networking
“She has a great close rate as a result of a project we’ve worked on to reach out to locals interested in her services. We identified a niche in her local market for beginner lifters, and she markets directly to them, as well as networking with local businesses, which provides her with a pipeline of warm leads who are ready to sign up. She also recently added Pilates to her offerings and has gotten many new members from that as well.”
Avatars and Reps
“He has vastly improved his close rate by defining who he serves and speaking directly to them. He regularly does practice reps with his team and audits his sales pipeline.”
Consistency
“This gym owner’s set rate is the result of several Two-Brain best practices: consistent social media marketing to help build brand awareness and trust, calling and texting leads immediately, and offering plenty of availability for appointments. Consistency across all three has helped ensure leads already know, like and trust his gym and has reduced friction in taking the next step of signing up for a No Sweat Intro.”
Metrics Tracking
“Our first focus was to review metrics weekly. From this, he could see how close he was to a lifetime revenue PR. By monitoring his metrics, it was easy for him to increase the volume of his outbound lead nurture via phone calls, WhatsApps and emails.”
Two-Brain Dashboard
“I identified his set-to-show rate was low from the amount of leads he was getting in the Two-Brain Dashboard. Then I used Two-Brain’s lead-nurture resources to help him improve his nurture process and increase his show rate. This led to improved revenue for this gym.”
Two-Brain Dashboard
“This gym owner is very metrics-driven and pays attention every month to trends in his dashboard. He didn’t use any dramatic tactics, just consistency.”
I’m going to highlight that last quote: No dramatic tactics, just consistency.
Sales Systems for the Win
Marketing is sometimes presented as magic wands and special offers and deep discounts.
It’s none of that.
Sound marketing is based on:
- Systems.
- Metrics.
- Targeted improvement with the help of a mentor.
You build systems, and you track your metrics every month. You ID weak spots with an expert’s help and then take swift action to improve your system.
Repeat. And repeat again. Repeat forever. Retire wealthy.
The gym owners on our leaderboards are following that plan.
One used it to add 20 new clients at $309 per month. That’s $6,000 in new recurring revenue.
I’d to help you earn more clients, too. Do one of these two things right now:
1. Use the link below to get to our Gym Owners United group. When you’re in there, send me a DM to request my guide to generating 30 leads in 30 days without paid ads. I’ll send it over.
2. Or go big: Let’s talk about a detailed marketing plan for your unique business. A mentor can analyze your funnels and give you the exact steps you need to take to add more high-value members every month. To talk about working together, book a call here.
