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Most CrossFit Gyms (and other microgyms) have encountered the Six-Week Challenge: a short-term introduction to high-intensity exercise for new clients. Some love it; some hate it. But like CrossFit itself, there are dozens of variations of the Six Week Challenge available. And they all have one thing in common: they’re mostly set up as a marketing strategy. Because, as a marketing strategy, six-week challenges work.   But most gyms fail to retain the clients when the six week challenge ends. And since The New-You Challenge popularized the idea years ago, others have added their own twists–sometimes with long-term negative results. Bait-and-switch promises; rapid turnover; and outright lying to potential clients has tarnished the strategy’s image among gym owners. But potential clients are still attracted to the idea of a Six-Week Challenge.   At Two-Brain, we teach gym owners how to use Facebook marketing effectively. But we don’t teach slimy gimmicks. We want clients to find what they seek; and we don’t want gym owners to sacrifice their values. It’s possible, and we have the data to prove it. Here’s how to separate the baby from the bathwater with Six-Week Challenges:   Make them personalized. Each client’s six-week challenge should be different, because they’re all starting from a different spot. That means Amy’s six-week challenge and Marcy’s six-week challenge will include a different mix of nutrition coaching, personal training and group training. But both will be effective if they’re tailored to the client. Start with a consultation. Instead of selling a group-entry option, have every new client book an appointment to talk with a coach. Then make them a prescription according to THEIR goals, instead of trying to sell a general group workout plan. Make them premium. Personalized service is the path to being commoditized brands like Orange Theory. But it also takes more of the coach’s time. Make sure your gym has the pricing and service structure to sell premium ...