In the best gyms, every new client represents two or more new members.
That’s because these gyms have detailed plans to eventually help the friends and family of current members with coaching services.
I won’t beat this point to death, but I want it to be clear:
Your current members already know, like and trust you, so the people closest to them are the warmest leads you will ever acquire. These people already know you’re great, and your current members want their connections to benefit from your coaching, too.
In the previous post in this series, I talked about the referral funnel: Two-Brain gyms use Goal Review Sessions to ask happy clients if people in their lives might need help, too. We have a detailed process to ensure gym owners regularly get referrals—remember, referrals don’t just happen.
Another great referral tactic to be used once or twice a year: a bring-a-friend event.
“Ya Gotta Try This!”
Our data shows free trials aren’t a good way to convert leads.
But a bring-a-friend event isn’t a free trial; it’s a carefully planned experience delivered to hot leads who are joining a trusted buddy at the gym—maybe for a workout, but maybe not.
Two-Brain clients have access to a complete step-by-step checklist for running these events—ask your mentor—and I’ll lay out the key elements below to get you started.
Here they are:
1. Members should be invited to bring a friend or family member to join them for a workout, a workout plus a social event, a social event by itself, or a seminar or workshop.
2. Essential step: Collect contact details on arrival and add everyone to your mailing list. Some people will not book free consultations or join right away, so you should stay in contact with them. Plan to send them quick personal messages after the event and add them to your general lead-nurture sequences.
3. If you build your event around a workout, make sure it’s really easy to teach. Pick a workout that will make everyone feel as if they accomplished something at the end. Don’t crush anyone. Put everyone on a podium after they complete the workout. Celebrate wins and take a lot of pictures.
4. Add fun, food or refreshments to give you time to talk to everyone. If you choose to offer a social event, the food and beverages become the focus. If you opt for a seminar, that’s the focus, and refreshments come after. The point: Regardless of the option you select for your event, don’t let people flee immediately. Give them a reason to mill about, chat, ask questions and make connections.
5. Have a designated sales team member ask people if they have a minute to talk about their fitness goals. Bring those who have time to the consultation area individually and perform a No Sweat Intro. You will close some sales—congrats! Make sure the salesperson follows up personally with people who don’t join.
6. I’ll say it again: Follow up with everyone who attends the event. Do not skip this step and assume people “aren’t interested.” They came to check you out. They might need more help solving a problem or they might need more info. The only way to find out what they need? Keep talking to them.
Got a Plan?
Simple but effective tactics like this will ensure your gym grows all year long.
If you work with a mentor, you’re no doubt crafting your 2025 plan right now.
But if you’re on your own and January is blank on the calendar, I’d like to help you out with my new ebook “The Essential 12-Month Gym-Building Plan for 2025.”
The guide is packed with tried-and-tested gym-growing tactics that will ensure 2025 is a success. To get it, send me a DM on Facebook or head to gymownersunited.com to find out more.
