Daily Directive: Oct. 14

On a green background, the Two-Brain logo and the words "daily brief."

Daily Update


Yesterday, I told you about the six things gyms do to get higher-value clients.

Today, I’m going to tell you the things gyms do to keep clients longer.

Here’s the kicker: It’s mostly the same things.


Daily Lesson


The gyms that keep clients longest—between 27 months and 30 months—have these four things in common:

1. They start with a long-form motivational interview—yep, same as the gyms with a large average revenue per member per month.

2. They don’t take every client. One of the top-retaining gym owners, Kevin Wood, told me he can tell at the intake interview whether clients will last longer than a month. And when they stay longer than a month, they usually stay for three years.

3. They focus on retention more than anything else.

4. They talk 1:1 with every client almost every month.

Read how to do it here: “By the Numbers: LEG.”


Daily Directive


The “300-person, class-only” model was dying before the COVID Crisis, but the shutdown sped up its passing.

You can make a great living with 150 clients.

Recalculate your rates for about 150 people, with 15 percent doing personal training at least once per month and 15 percent doing nutrition or lifestyle coaching at least once per month.


State of the Industry Survey


I’ll tell you more about our new State of the Industry project tomorrow, but you know I’m bad at keeping secrets, so here’s the short version:

We’re collecting data to publish in a special report to help gym owners. We need you to make it happen. If you own a gym with a physical location and have 10 minutes, please fill out this survey here.

When the survey is ready, I’ll send you the results to the email address you enter!

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