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Specializing Your Staff

John Wooden’s players had higher shot percentages than anyone else. Did he recruit the most accurate shooters? Did he create secret drills, or teach a different hand position on the ball? Most of Wooden’s players had higher shot completion rates than they did in high school. This is abnormal: usually, players become less accurate as they move to higher levels, because the shots become longer and the competition becomes more intense. But Wooden’s players drained a higher percentage of shots in college than they had in high school. As told in John Maxwell’s book, “The 5 Levels of Leadership,” Wooden took a different approach: he watched his players shoot, and noticed where they shot best. Then he stood the player in that spot, and told them “This is your spot. Shoot from here. I’ll design plays to put you in this spot.” True leadership isn’t about making everyone pretty good at everything. A good leader will identify where people can succeed most often, and put them in that position whenever possible. In your gym, you wear many different hats (probably 12 to 14, if we broke them all down separately. I suggest you do just that.) If we gave a name to each, these might be some of them: Account Manager CrossFit Coach Personal Trainer Client Success Manager (CSM) Michael Gerber’s book, “The E-Myth,” will help you identify roles and assign tasks to each. From there, a good leader will identify the BEST person for each position. The qualities of a good Account Manager include: Attention to detail Rigorous review of records Personal contact with every member Inside-out knowledge of your booking/billing system Basic competence in bookkeeping General competence in math Diplomacy (they’re going to have to deal with other people’s money) Tact …and others. It’s not enough to be good at math; the Account Manager has to be able to break bad news to people. Your job, as a ...
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Episode 17: The "New-You Challenge" with Tommy Hackenbruck

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Building A Marketing Plan

You need a plan. Not an idea. Not a new “bullet.” A plan. A marketing plan will save you time. It will save you a ton of money. It will be more effective than any single strategy. You’ll stop chasing clients and start chasing excellence. First, you need to market your gym. Being the best coach in town is great. But the second-best coach can have a more successful gym if they’re better at business. Second, you need to market with excellence. This means tracking results and doing things consistently well. It DOESN’T mean grasping every marketing straw, copying everything you see online or throwing up “hail mary” passes. Third, you don’t need every client. Your marketing should appeal to *perfect* clients: happy folks who can afford your service. Not people looking for a discount; not people who fit the “average” demographic profile for your area. If you think “more clients makes a better business,” you’re probably falling into a trap of market->enroll->lose->market. You’ll spend all your time marketing and not enough coaching! Email marketing campaigns produce the highest risk of falling into that cycle. While automated campaigns have their place–maybe 10% of your total marketing plan–few campaigns show the retention rate we want in our gyms (over 80% year-over-year.) Most of your marketing should revolve around in-person conversation. This means conversation with you (best) or your coaches (good) or your members (pretty good.) Your plan should address all four stages of consumer relationships: Awareness – Interest – Integration – Retention. It should cover two main strategies: tell the story of your members, and establish your authority. And it should be executed almost the same way every month. Keep 90% of your plan consistent, and play with a different 10% every month. For example, in the plan below, 9 of 10 marketing strategies would be kept the same, with one changing depending on the season. A gym might try “Fit It Forward” ...
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Onboarding Tracking Sheet

Sample Onboarding Chart Learn how to use the Onboarding Chart by reading “Building A Marketing Plan.” It’s covered in far greater depth in our RampUp program.  
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Brand Action Worksheet

To learn how to use a Brand Action worksheet, read “Building A Marketing Plan.” In-depth planning is covered in our RampUp course. Brand Action 2016
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Consumers and Clients

If you’re selling a product, they’re the same people. But we’re selling a service. What’s the difference? A consumer is paying attention. They read your blog posts, download your podcast and watch your videos. They’re fans. They might even pay for your material. A client has a two-way relationship with you. In my practice, I’m lucky enough to have hundreds of consumers. Two-Brain Business has sold thousands of copies; Two-Brain Radio has over a thousand listeners every week; and hundreds have even consumed my advice in person through seminars and free “Help First” phone calls. Their attention drives me to get up at 4am and write; to brainstorm ideas for webinars and podcasts. They push me far. But I have far fewer clients. These people are my focus. These are the ones I’ll respond to on Sunday morning while my kids are in the hotel pool. These are the folks who keep me up late with worry, or make me punch my fist in the air when they win. These are the friends who get my focus and the majority of my attention. Most consumers will never become clients. That’s okay: their “thanks for all you do” messages are more than enough for me. I’m happy to produce content to help them. But after today, only my clients will have access to this focus group. There are more free things coming for everyone else–I promise not to run out of ideas–but it’s critical to focus my attention on the tip of the spear. Keep an eye on those who stay in the group; ask them for help; model your gym after theirs. They’ll be happy to lead. Thanks for your attention!
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