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Spending Money on FB Ads? This is why your cost per lead goes up over time

September 10, 2018 Gym Marketing
Has this ever happened to you?  In need of new members, you build out a Facebook campaign (or hire someone to do it for you).  You try out a few images you find online and a few from inside your gym.  To put on the finishing touches, you throw on a catchy headline and then hit “Publish.”  You cross your fingers and then…..BOOM it’s raining leads! During the first week of advertising, your phone is ringing off the hook, you’ve got people clicking on your ad and it’s really really cheap……..like, super cheap. But after that first week, your ad costs go up just a bit and you have less people clicking on the ad.  The week after that, your ad costs go up a little bit more and you have slightly less people clicking.  The next week – the same thing.  And on and on it goes.  So why?  Why does your cost per lead go up and up and up over time.  Checkout the video below to find out! Can’t see the video in your email? Click here to Watch! If you want to learn more about how the Facebook wizardry works, book a call with a mentor! Two-Brain Clients Click HERE If You’re New to Two-Brain Click HERE
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Why Digital Marketing Is Now Part of The Incubator

September 7, 2018 Gym Marketing
If you’ve owned a gym for awhile, you probably have a Carolyn.   Carolyn came to “try CrossFit” when I opened my box in 2008. We gave her the crash course: up-and-down, that’s a thruster. Kick your feet, that’s a kip. Let’s Fran!   After a three-hour “onramp” that included 300 air squats and every barbell lift under the sun, Carolyn went home. She knew two things for sure: Her legs hurt; and CrossFit is too complicated.   Ten years later, I see Carolyn at the grocery store and think, “I sure wish I knew then what I know now! Carolyn would LOVE Catalyst…if only I had another shot with her!”   Some of Carolyn’s friends come to my 6am group. They bring up the subject with her. But she says, “Nah, I did CrossFit. I’ll stick with spin class.”   What does this have to do with digital marketing?   Well, imagine a class of 30 Carolyns. They’ve been attracted to CrossFit (or your challenge or bootcamp or whatever) by a really great video ad on Facebook. They’re all nervous but determined to survive the eight weeks (or six weeks, whatever). Most of them do. And then they never come back, because they’ve “done CrossFit.” They survived. Check!   I want every gym to be successful, whether a CrossFit box or not. And that means they need clients. More clients means marketing–AND excellent delivery, AND retention, AND sales. And if you’re going to spend money on marketing, Facebook and Google are still the best ROI, by far.   The key is to do it right.   Pumping 30 Carolyns into your gym at once is bad for everyone: it’s bad for your best members, bad for your coaches, bad for long-term cash flow, and bad for Carolyn. Sometimes it’s a nice revenue spike, and sometimes gym owners take that income and apply it to mentorship. But more often, the ...
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Episode 134: "Clockwork", with Mike Michalowicz

September 4, 2018 Personal Development Podcast
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Marketing Monday: Why In-n-Out Will Make You Think Twice About Your Marketing

September 3, 2018 Gym Marketing
What does the fast-food burger chain and fitness have in common? Checkout this week’s episode of Marketing Monday! We’ll break down the marketing genius of one of America’s top restaurant chains and see how we can learn from the best and make it our own. If you want to learn more about how to market your core service offerings, book a call with a mentor.
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Why CrossFit's Brand Is More Valuable Than Ever

September 2, 2018 Vision
I was one of the first CrossFit affiliates to pay $1000 per year.   In 2008, there were only eight CrossFit affiliates in Ontario. We used to get on conference calls and talk about paying for radio ads to “get the CrossFit name out there.” No one around us had ever heard of it, and if they had, they were already doing CrossFit in their garage. They were probably better at it than we were.   Over the last ten years, I’ve watched CrossFit grow from a counterculture signpost to the most leveragable brand in fitness. I’ve had a unique vantage point, from early affiliate owner to HQ employee to business mentor for its affiliates. I wish every affiliate owner could see inside the HQ machine; while the mission isn’t always clear to outsiders like me, the INTENT is immediately obvious, and carried like a flag by every single human on the inside. They believe in the mission, and they’re willing to suffer for their affiliates.   This is nothing new. But having a HQ full of caring humans is very rare, especially in a company growing at CrossFit’s pace. Any company with 3 staff members has an “amazing support team”. It’s much harder to do that at scale, but CrossFit has done it. And that’s the foundation for the rising value of the brand.   Consider what your $3000 per year (even payable monthly now!) gets you:   The most powerful brand in fitness TV play for your brand, thanks to ESPN and subsidiaries Posters and t-shirts and shoes with your brand on them, thanks to Reebok Immediate brand recognition by anyone considering fitness, at least in North America Media you can copy and share every single day A plastic brand you can use almost any way you want Daily content you can repeat to your clients An industry-wide standard for coaching. We no longer accept drop-ins from people ...
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How to get out of your own way text on a white background

What To Do When You’re The Problem

August 30, 2018 Personal Development
It had been a very long day in a string of very long months. I was still stuck in the low spot: I had started working with a mentor and making changes, but was still coaching 11 hours every day. Some of those hours were in 1:1 training sessions, done in a small windowless room at the back of my gym. I was tired, overheated, and ready to quit–but I knew I couldn’t. And I knew I still had five more hours of coaching that day, and then some floors to mop. The client was a middle-aged woman. She was dealing with a shoulder injury. She had a high-stress job. She vented about her work for a full hour nonstop. Then I had five minutes to get a drink of water before the next client started. But she wanted to talk some more. “I just can’t get motivated to do my homework! How do I get motivated to do it?” I said (cringe): “That’s not my problem.” She walked out and never came back. A great client, excellent person, and she paid around $400 per month. I still beat myself up over that mistake. But the truth is that I should never have been training that client in my exhausted state. She deserved my best, and she was getting my bare minimum. She was right to leave. And I was the problem. I should have put her with a trainer who was fresh. I should have put her with a trainer who was happy to talk about her day. I should have gotten out of the way of a better, rested, happy coach. Almost every single day, I read a message from an Affiliate owner who is blind to their biggest problem. They tell themselves, “All of these people are quitting because they’re moving away.” Or “That guy’s schedule changed at work. That’s why he’s not coming back.”  But really, ...
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