Chance Beam takes in more than $80,000 per month at Titans Sports Academy, and he earned a spot on our Top 10 leaderboard for gross revenue in January 2024.
Apparel production and sales account for about 40 percent of Chance’s total. The rest comes from memberships and various other training services.
You might not be interested in acquiring the skill and equipment you need to produce apparel on a large scale, but you can learn a lot from Chance’s approach to business.
Solve Problems for Clients
Titans Sports Academy is a youth baseball training facility in Georgia. Chance has been in the game a long time, and you’ll see some of his former trainees in the Major Leagues—Texas Rangers first baseman and World Series champ Nathaniel Lowe is one of them.
Anyone who’s been around sports teams knows they drive apparel sales. Uniforms, warm-up and practice gear, spirit wear, logoed hats and T-shirts for parents—it’s a big business.
Early on, Chance realized lots of parents were asking for this stuff. So he decided to solve their problems with a third-party apparel producer.
If you’ve ever dealt with local manufacturers and printers, you probably have a story that involves a late order or misprinted gear. Chance had similar issues and wasn’t interested in repeatedly taking the blame for someone else’s mistakes.
“There’s just got to be a better way,” he thought.
Chance recalled visiting Myrtle Beach shops as a youth and selecting graphics for customized gear that was printed on demand, so he did some research on screen-print transfers.
Then he purchased a heat press and started producing his own gear.
Now he’s got a full-time employee managing the process with part-time help, and apparel is bringing in more revenue than general training memberships.
You’re a gym owner, and you probably aren’t going to get into the large-scale T-shirt production business.
But apparel sales aren’t the important part of this story.
Here’s what Chance actually did: He solved problems for his clients and was rewarded financially for doing so.
Deliver Greater Value
Chance’s story isn’t unique. Two-Brain gym owners have found all sorts of ways to solve problems for clients, increase value, and drive up average revenue per member (ARM) and gross revenue.
A few examples:
- Creating “hybrid” group-plus-PT memberships so clients can get focused, one-on-one attention once a month (or more).
- Running kids classes at the same time as adult classes so busy parents can save an hour by working out while kids train.
- Creating four-person semi-private groups where clients pay premium rates—but not one-on-one PT rates—for customized programs and increased attention.
- Working out a system where the car shop next door picks up vehicles from the gym lot for oil changes while clients work out.
If you want to generate more revenue, you might not need more clients. You might just need to figure out how you can serve your current clients better.
Tactical Tip of the Day—Ask some of your best clients this question: “What’s your greatest challenge outside my gym?”
Write down their answers, then ask yourself this question:
“Can I solve these problems for my clients?”
If you can, you’re going to make people happy and generate more revenue.
