“Farmers, cows, my dog and me” is how she describes Seaforth, Ontario.

Kaleda got off to a roaring start: she had 80 people join her gym before she even opened. Without a single discount.

 

In this episode, Kaleda will lead host Greg Strauch through the process step by step:

What Kaleda was doing 3 months out to build curiosity

What she offered new members to sign up in advance

Why she bought a bunch of “cute little hard hats”

How Kaleda used the Founder’s Club strategy to be profitable from DAY ONE.

 

This interview is an incredible resource and step-by-step guide to opening a service business, not just a gym. Kaleda is finishing up her six-month Mentor Training with TwoBrain now…if you’re about to open a gym, you want to get on her schedule before December!

 

The TwoBrain Client Story is Joleen Bingham (and her husband, Leighton, in absentia.) Best quote: “If it wasn’t for TwoBrain, we wouldn’t have our third child.” What does she mean? Listen here to find out:

Speaker 5 (04:28):
I am speaking quickly to owner of degree Crosthwaite. She has developed an amazing program the founders club and done a really great job with that. So I definitely want to go into that but welcome clay to give us a little background about you and where you’re located and the lack of population. I would say in your current facility and where you are your current town and then we’ll get into building out of Hon.
Speaker 6 (04:51):
Yeah. Thanks guys. I guess I’m down degree that see for NC4 of Ontario Canada and small town and Missouri Western Ontario and mostly populated by cows and farmers Jones and me and my dog. So all her little gem. Our town is now just over two dozen people no more than 2000 five people in the actual town. There’s a large rural population will Opper of our population. But in the actual town itself the census says it’s like some around 2300 people. So it’s a close knit community. Our vision for our Jim has always been the happiest place in the world. It’s kind of an ongoing joke that we are the happiest licencee worth it. It’s that’s not a joke at all to me because we really are. We’ve been able to help people get off their anxiety medication depression medication. Doctors or Rayban and we couldn’t. I honestly don’t think we could be happier people. So yeah that’s that’s that’s.
Speaker 5 (05:58):
So just to be clear you’re in a population of no more than twenty five hundred twenty five thousand not 250000 2500 people. Right now if you included the rural communities how much would that go up by just over 9000. OK. So we included that just over 9000. But the majority of your members are coming from that the actual town for it.
Speaker 6 (06:23):
So the majority of them are coming from our town. There’s a couple comments. It’s not like outside of towns you’re driving 20 25 minutes to get in a gym. And that’s not like city driving. So it’s not like it’s a couple of kilometers away. It’s like it’s highway driving. So it’s it’s a cliff.
Speaker 5 (06:42):
Gotcha. So with 2500 people in the whole town which is only it’s unbelievable to me for you to be able to do this but when you guys open the doors and starting with this founders club how many people did you actually have ready to go on day one on day one.
Speaker 6 (06:59):
We had like this was three years ago so the numbers are a little bit funny you but it’s around 80 people. Wow. Yes.
Speaker 5 (07:06):
Wow 80 people out. Ready to go. Signed up right to start on day one.
Speaker 6 (07:11):
Yeah we’re pretty excited because we were essentially the only gym in town like there’s a tiny little gem that has like one tree one squat rack and I’m not even sure why not wait for someone like me. So yeah it’s pretty incredible that community support was pretty amazing. We did a lot of background work leading up to that.
Speaker 5 (07:33):
So that’s. And that’s what I definitely want to get into now is let’s talk about the Founders club. So let’s talk about how did you what are the steps that you took to get to getting to 80 people on day one. I’m guessing you were in the black. Meaning you had revenue already coming in. That was starting to be a profit. I’d be correct on that.
Speaker 6 (07:53):
Well I mean I bought my building so because there’s nowhere to rent in town. So I had to buy a building which was not expensive by means of you know what what the majority of people will buy. I think my building was under two hundred thousand dollars but for someone who already has a mortgage you know and then adding a second mortgage and that kind of thing so I mean those processes and what we definitely did have people starting and we did have cash flow on day one. So I started in my garage like most people do and I hadn’t found 14 people in my garage. I said this out a greed Gonzague has let our troops the boyfriend into buying our our. House or my name and I’m not going to buy it has been tricked him into buying our specific house because it had a very large shop on it and like the first week before we even had a couch we had a rig set up in my garage or I had a room and I had him set it up in our eyes and yeah it was we’re off to the races at that point.
Speaker 6 (08:57):
Ran for about a year in the garage. And I actually called Chris before I was before I bought my building before I you know as I was hating my my job and thought maybe I can do this full time and some other people telling me I could. And I thought all right well I’m going to do this I need to call someone and get some help because I know nothing like my dad owned his own business. My mom there as a nurse. And so my dad was always trying a lot of different stuff but it was more on the farming industry so I didn’t really know anything about the service industry I guess. So I knew I needed help right off the bat. Chris ended up going to an event that he was at and met a lot of different gym owners. I remember asking before I went like that I don’t actually own a gym yet.
Speaker 6 (09:51):
So I went and purchased my building about a week before I left for this event. But I had all this stuff going on and it was very but Strepsils at the same time. And yet so soon as I got home one of the first things that I did like before I even thought about founder’s love was I got people really hyped up about something that I was going to launch. People knew something was happening in town but they didn’t really know what I was doing at Uber national and curious so they want to ask you about what’s going on and I kept it pretty takes my chest just to increase the curiosity I X and made people pay attention. So I told people that there was this new thing coming that you should pay attention. This is this is the exact time. This is the exact light where you’ll find information.
Speaker 6 (10:40):
You know it is 11 o’clock on a Thursday morning. So watch your inboxes. And I had people emailing me before asking me if they could know before anyone else. I said no. So yes. So I launched my personal training program out of my garage and that was my big hyped up moment there. And I said I was 19 when five people and I ended up taking six but I had 10 people emailed me like within minutes of me sending out that right now. So I took Seksan and that was really the point where I was like OK it’s I six personal training clients. I know for a fact that I can replace my revenue or replace my paycheck from my job. I do like that match. So then it was like confirmation to me that I knew that I could do this. I was like OK yeah you’re off to the races. So then then it was working through the founders club and that kind of thing which we’re going to talk about but not I think a little key piece there is it’s something I don’t think a lot of people do or they don’t realize that they can do especially when they start in their garage sale.
Speaker 5 (11:48):
And when you you are telling people about this special event something they need to watch their inbox for what exactly. Where were you going to to tell this to. And then what were you saying besides just hey you need to watch this. What is what was the verbiage you’re giving people.
Speaker 6 (12:04):
Yes so I had started a Facebook page and I started I hadn’t started Instagram yet. I don’t think I knew what Instagram was at that time but I started a Facebook page and I’m MailChimp account. And I just sold people there’s going to be something special launching and get on the mailing list because that’ll be the only place that I will tell people about it. So you had to be on the mailing list to find out where you were in a small town. So I would go to a business owners and introduce myself an acronym thing because I was new to town I grew up in another small town actually I grew up in that town I grew up on the farm. So moving to a new town you have to go and introduce yourself because you have no idea of who you are or that you exist. So Guy said a lot of time like I’m sick or I’m using the cashiers and from the hardware store and meeting the owner because the owner is the cashier and that kind of thing. So that was really fun for me and just introduced myself or it in time that hey this is me. This
Speaker 5 (13:04):
is what I’m doing and is now us up there are you were you actually saying that it was a gym that you were that was opening up or are you just saying there’s something big you’ve got to sign up create that scarcity sign up for this e-mail and then you’re going to find out.
Speaker 6 (13:20):
Yes. Most people knew there was some crazy girl running something out of her garage like somewhere in this in this small town. They knew that this was happening. They didn’t know that I had bought a building or anything like that. Basically I didn’t tell them that I bought the building but I told them like my dream was to open a gym. But there’s I’m going to be launching something special before that happens. And that’s kind of what I was telling people.
Speaker 5 (13:47):
Gotcha. OK. So now let’s let’s jump into the founders club and the tactics that you did show. If somebody was starting a Founders club how far out would you want them to start it.
Speaker 6 (13:57):
Yeah I think at least six weeks. My rule of thumb is no matter what you’re launching you need to be at least six weeks at best practices and be three to four months. So know that stuff was happening because it’s probably going to take somebody that long to like order equipment and that kind of thing and you want to start telling people and showing people what you’re doing all the time so they can stay engaged and saying balls and time you are telling someone like hey this piece of equipment and guess what we’re going to do with it. It’s essentially content that you can tell people about even if they had no idea what you’re talking about. And then what happens especially in a small town you know go to the coffee shop and they’re like hey you see that crazy redhead like got this weird rowing machine like I want to that’s for and yet you get people talking about it.
Speaker 5 (14:50):
So OK so best prizes we’re going to say three to four months out. You’re opening the gym on X day but three to four months out from there is when we want to start the actual process of developing the farmers club. So what’s the first step that you would you would want people to take or would this the first step you took to start getting that awareness out there first introduce yourself first his go to business as introduce yourself and tell people who you are and ask them about themselves.
Speaker 6 (15:20):
Right. If they don’t know who you are then they’re never going to follow you. The next thing that I did was I actually ran to a park right next to my house. So I actually ran shoehorns to three or four I can’t remember but I did a series of workouts at the park. I. Don’t have I really barrel full of or weights and balls and that kind of thing and I really feel it over to the park and I charge people I charge people ten dollars work in a public park. I wrote down their names and I made sure I had their money. I started displaying value right off the bat. These were not free events. So and that was really cool. Each of events I made like 500 bucks like I had massive amounts of people coming into this thing. So I got to start to generate a little bit of revenue so I could put it back into the new business that I was building. And also like telling people like yes you have to pay for it because I’m a professional and so people start to view you as that person.
Speaker 5 (16:23):
And that’s that’s the reason why you started charter from the beginning.
Speaker 6 (16:26):
That’s right. Yeah. Yeah. Didn’t I don’t I don’t believe in doing very much for free. I don’t give out much for free so I think that was important right off the bat has to charge. Even if it’s a small amount just to you know the people are giving you money for something then you’re probably worth it for yourself right. Because if if you already see that people are willing to pay for something you get kind of excited about it and we start to see that. Yeah. You are worth it. A lot of the background work is important to you in those first couple of months like signing up for whenever your e-mail platform is like I use MailChimp. I know that there’s other things out there but signing up for that and really learning the back end of your e-mail software Facebook or Facebook for business learning about your Instagram business profile just getting your hands on any of those social media platforms and really digging into those and making sure you know how to use them because you’re going to be using them quite a bit.
Speaker 6 (17:28):
And then if you can work with somebody that knows how to create some kind of content to introduce yourself and your business to the world. Start practicing doing that stuff in those first first couple of months creating a Facebook event for your events like your park lines and that kind of stuff so that you can tell people buy them and literally buy every single person on your list even if they’re not in the same town as you. You just invite them because it starts to pop up on other people’s Facebook. If someone near you is going to an event so learning how to how to create all those different content it’s events. Anything to do with social media is super important. And then I also spent probably a good week or more learning my booking and billing software and I don’t think enough people do that.
Speaker 6 (18:20):
I think that is so so important. I use and planner and I spent so long. But learning and writing down how to do things and spending time talking to the reps first and planner and I talk to so many business owners or restaurants that GM owners that are like I don’t know how to use my software and I’m like well how long would you spend learning about it. Like oh we should just do what I want it to do and I know you have to actually spend time learning this software because if you don’t it will not do the things that you want it to do. So I think spending at least six hours and time yourself on it at least six hours learning the software is super super important. And then in those first three to four months you’re starting to think about what your founders offering is as well.
Speaker 5 (19:08):
Okay so a recap of that three to four months out. We’re learning our software. We’re making sure we understand it we understand if we’re using Facebook if we’re using some kind of mailing platform like MailChimp we’re making sure that we understand the ins and outs and how that works in contacting customer service and looking at forums and that kind of thing and spending at least six hours on each platform really knowing the ins and outs of it. In any case anything comes up pressure then from there you were saying that we want to be able to use social media use that platform to kind of push out what we’re doing why we’re doing it and developing the content around those along with the different events that you’d be having going on in those first three to four months out from from your start date.
Speaker 6 (19:50):
Yeah. And and it sounds like a lot of stuff to do before you’re even open but you have to do it.
Speaker 5 (19:56):
You have to tell people that you’re there and what you’re doing a great and if we want to have 80 80 people start starting with you on day one you definitely I would definitely agree with you on that. Yeah. And then the last part of that is is that community aspect so actually having these events. How many would you suggest in between that three to four months out events would you have for these whether it’s in the park workouts or other events even what other events would you want in those three to four months out.
Speaker 6 (20:24):
Yes I think at least three to four. Now that I’m thinking I see I want to say I did six in six weeks it was just a Saturday morning. You could pay fifty dollars for all six or ten dollars per event. I think is what I did. Yeah. You just want to get out and start doing stuff that people want pay for. You could host just a nutrition talk or you can host on a body wellness topic why it’s important to work out. Come ask questions to the newest health professional in your town. Right. Literally anything you think you’re good at and you want to talk about. You could have surcharging people for.
Speaker 5 (21:07):
Excellent. All right. So from there not only do we have the community aspect the social media aspect the background work everyone needs to do. But then you talked about creating an offering so an offering for having a Founders club. What are the kinds of ideas that you want to start people want to start thinking about in developing that off.
Speaker 6 (21:24):
So before you even develop your offer you’re going to want to know what your prices are going to be. So I know we didn’t really talk about this too much but you should know what ideally what your fixed costs and that kind of thing are are going to be for your gym as a whole. And then when you figure that out you can figure out how much you want to profit how much you want to make how much that you want to pay your employees and that kind of thing. If you do a rough sort of figuring out of that and you can start to figure out what your membership costs are or what your membership prices should be. Once you figure out what your membership prices are then you can start developing your offer. So essentially want someone to sign on for your recurring service and that could be personal training or group group Kronstadt or group classes or whatever it is regular full price.
Speaker 6 (22:17):
Like I said I don’t give very much for free and I don’t discount anything. So this this offer that you’re making has to be at the full price because you don’t want to go back later and say Oh when you sign up for our founders some offer that it was just kind of price. And now we’re raising it on you you can raise rates for your whole gym later. That’s fine. But you don’t want to have a bunch of different membership rates that are offering the same thing. So once you figured out what your membership rate is you can say OK so sign out for our recurring monthly membership and you’re going to get this package just stops for free. And it can be things like personal training so you can give them one or two personal training sessions with their founders club offer a T-shirt.
Speaker 6 (23:04):
I think I did a T-shirt that had that people’s numbers on them. So if they were the first person sign up they had a number one on it. They’re the 38 percent had a number 30 on it. You could give away water bottles. You can get those super shí from like a functional store decals and nutrition challenge for your upcoming nutrition challenge. I made a list. That’s pretty much it. And then what you do is once you figured out all the stuff that you’re giving them you put a value on it. So if your personal training sessions are forty five dollars then you write forty five dollars and you make a guess for forgetting your personal training. Guess students get forty five dollars and then you always and me I forgot to put an exciting day on them and I’m still getting people asking if they can use them.
Speaker 6 (23:49):
And that was three years ago. I really find that by making sure that you actually put them on like it’s kind of hard cardstock that they can touch and feel that’s important because if you just list out the different things that you’re giving them it doesn’t feel the same. And then make like a nice little gift bag. And you display them all nicely on a table and eating lots and lots of photos of them. What you’re giving people and then you post on social media everywhere over and over and over and over again and you make it very clear that when people sign up for the day that you’re old and can’t be the day that you are opening it up for the day that you are open then this is this is what they get not one day later.
Speaker 5 (24:32):
OK. So if if somebody is launching this three to four months out we’re thinking of those ideas of what we’re going to be able to give because we’re going to have a rough estimate of hey this is what our fixed costs are going to be. That’s what our staff future staff costs are going to be. And this is what we’re going to be making in profit every single month there with our goal profit is we want to look at what can we give to really get somebody to say okay I’ll pay the upfront costs before we actually open and then these are all the benefits I’m getting from that I think mine was somewhere around 400 dollars of stuff so they were getting for free.
Speaker 6 (25:04):
Some people use them later and some people don’t. So whatever he will pay almost anything you ask him to pay if they get a free t shirt. So the T-shirt thing I think is really important but not as long as you’re starting to think about this at least three months out then you’ll be ready to launch and six weeks before your gym opens because that’s really when you launch your founders five to six.
Speaker 5 (25:27):
OK. So we get these ideas we get start getting the stuff together. Now we’re looking at about two months out or eight weeks out from there. What are the next steps that we’re going to be doing.
Speaker 6 (25:37):
Yes. Two months out is really just like Intrade still interesting yourself to the community. If you’ve already introduced yourself to every single business owner in your town and you’re a better person than I am as you probably still have work to do by bringing coffee to you know people around town and introducing yourself is super important. Two months out you likely already have your slily. So you’re either in your rental space or you’re hopefully already in the building that you own or where you’re going to be running this. And at that time you can actually do a hardhat tour. And this was so fine. And I know that there are other businesses that do this but it’s usually like real estate or do this. So you house the hardhead tour so you’ll put an event on Facebook and they’ll say we’re doing this thing. You create your local mine had a little hardhat on my lawnmower.
Speaker 6 (26:31):
It was adorable. Hardhats from the dollar store. We had a Sonenshine and I had very little equipment. There were still going on the walls my front door was still broken. We were having the overhead door replaced because it was crazy old and not enslaver at all. And there was just so much happening. And I saw a cable. People are walking by and they’re curious and I don’t want to not let them in. But like I don’t work today and I have people stopping me every so often. So I just invited them to our tour. So because know all my equipment or anything I just printed off pictures of what would be there and a piece and all over my. And so we hosted this big event it was a hardhat tour. I had my founders offer ready for that day so people could sign up that day on the hardhead to regain and had the.
Speaker 6 (27:27):
Hurt or the founders club for all of us later on the table had water on Kongi timbits Green candidate you know Chimedza are and and all kinds of fine stuff we had a contest when nobody around we could win. But would it put their email Londres in her box. So that was curating mining MailChimp less and going from there. But it was super high and people were like carrying around hammers and wearing their hard hats and I could really tell them what we were going to be doing and people from the community then could see me see my face and see me and I did introduce myself. I had zero waste by the end of the day but it was super fun.
Speaker 5 (28:03):
Excellent. So you were say we we have our facility we have our space. We’re basically converting it over we’re doing the painting we’re doing all the stuff together ready. You throw on this hardhead event which I think is amazing and an amazing idea I wish I would have been able to do this when I first started but actually creating event around it. Get people anybody that was in that e-mail list you’ve already talked to because the entire time as you said from the beginning we’re talking to business owners. We’re bringing them coffee really know who we are what we’re doing and to get them signed up at least into the e-mail list so that they can have a knowledge of what this new businesses in the community that’s going to be coming online. So you were building the hardhead getting people in there seeing stuff that’s when you would have your your founders club ready to go so that people can kind of see it. It’s a real it’s a bag it’s got real stuff in it so people know hey like this is this is real this isn’t some kind of hey we’re going to give this to you in the future. You have it ready to go for that.
Speaker 6 (28:59):
Yeah that’s great. We had everything but a T-shirt ready for them so if they signed up they got the bags right there that day. Which is pretty cool. Yeah it was. It was super fun. I’m not sure which order I did it and whether I actually launch the founders club and then the hardhead tour or I told them that there was something special at the hard hat tour that they could find out for. Either way I think would work. But love it.
Speaker 5 (29:24):
So we’re sitting at about six weeks out when that happened.
Speaker 6 (29:27):
Is that correct. Four to six weeks when you want to have your hardhead tour depending on like when you’re footman’s arriving and and what your timeline was like before as it seeks is when you definitely want to have the hardhead tour. Six weeks for sure is when you want to be thundersnow offer launch to announce to the public.
Speaker 5 (29:45):
OK. So we had that launched out to the public. We’re starting to make conversions we’re telling people what they’re getting out of this we’re charging them for a full month monthly membership or are we postdated saying hey we are getting their information into the system. Because we know how to use it now. That’s the whole reason we’re doing it three to four months out of really getting the ins and outs we’re getting their information put in. We’re getting there. Their credit card they’re breaking information put in there. Are we saying that their first membership pay out or is going to be taken out of their account. The very first day we’re opening or you pulling it that day.
Speaker 6 (30:18):
Well I did two things one because I screwed up. What I wanted was that on day one. So we opened December 7 2015. So on December 7th 2015 is when their membership would come out.
Speaker 5 (30:31):
So that’s when that’s when you were pulling the amount but basically they were signing up. They were giving you their card information or their account information then you were handing them a founder’s callback.
Speaker 6 (30:41):
That’s right. Yeah we had you know they didn’t sign over their policy documents that they were under the understanding that yes they would be charged on December 7.
Speaker 5 (30:52):
OK. Now one other question I have and I want to segue just a little bit before we get back onto this track of of the timeline for the founders club when you had these people coming into the gym I’m guessing a majority of them have not done cross-breed before. That’s right. How did you run an onramp or did you run an on ramp for these people coming in from day one.
Speaker 6 (31:12):
Yeah that’s a great question. And that’s something I kind of skipped over there and the founders offers so part of their founders offer was that they get to get on ramp. So that was built into the value of the founders club as well. So you add on whatever you’re on Route cost was to that found or some offers. So again Heim’s somewhere around 400 dollars worth of value but I ran the first two months like on ramp so it was it was a little bit lower intensity you know back to basics we barely got the barbells out that kind of thing. And it seemed to work really well. And I would say really well because I Gilio never do that again. But as a brand new business I think it’s important to do that. Yeah and we didn’t let any one come anyone you come into the gym until I want to say January because we just couldn’t it’s it was me by myself and I said I’m not sure I’m doing that. But I just couldn’t take on anymore people and and teach them to treat them into classes because we do all of our on ramps as one on one. So I just didn’t have the extra bandwidth to do that after coaching beginners five times a day.
Speaker 5 (32:27):
So we said hey you’re part of this is if you’re part of the fun group you get to skip foundations. Little did they know really the first two weeks or two months even were foundations right. But the classes for the people that were experiencing cross fit and they were coming into those classes or signed up for founders club was. Did they give you any kind of difficulty of saying like oh this is very basic stuff. Or were all of them pretty humble and understanding of that.
Speaker 6 (32:56):
Most of them are really good. There’s a couple that maybe there was a few times that they said no like this is this is not below us like why is it so easy when ever I just gave them a little bit actuarially gear to balls instead of using the nine pounds or so I’m going to say be longwalls or something like that. I never wanted to feel it or I never won any of the hours to feel like they were not as good as the people that came in before that. Pam from a garage. So sometimes I would say hey like these are some or more experienced people perking up with someone who is a little less experienced. And we’re going to work together right. You’re going to be like more or less like a helper for these people so that allowed the new people to feel good about coming in and introducing themselves some of the people and a lot is allowed. Oh jeez I guess to feel like you know I can really help these people as well.
Speaker 5 (33:49):
So you made everyone feel welcome if they were in crossfade they were still going through the same classes you just scaled upwards. Great thing about Crossthwaite we can. Universal skill ability you just give up the people that were brand new which probably the majority of the people were just doing what you programmed or even scaling down a little bit if necessary. Okay great. So now getting back on track we’re we’re sitting at closer to about 1 month out from opening day all the way until Opening Day. What do people need to have in place where the steps they need to have so that they are successful day one and they get 80 people into their gym on day one.
Speaker 6 (34:26):
Yes. So you’re producing a lot of content at this point or you should be like at least two and you shouldn’t be producing three to four pieces of content per day teaching people about you about your jam. I know some of that are going to see. And about your founders club. So it’s scary at first to create as much content but it’s integral to your success. It’s just so important. So people can see your face they can see you know you’re talking about that kind of thing. One other thing I did want to say it was a couple weeks before I opened as I hosted it essentially like a free trial. I honestly I don’t give a lot away for free but I hosted I think it was only two tours three classes so that people can get a feeling of what a classmate be like.
Speaker 6 (35:22):
So I limited to 10 people. And I said you have to sign up and planner or you can’t get in. You have to have your waiver signed you have to have all this stuff. So it was good practice for me to get using my software even more for stuff like that. And I want to say I’m like my conversion rate for those free trial classes was like 90 80 or 90 percent. You get 10 people eight people to sign out because by that point they’re like pretty much and they want to comment on getting our hands dirty with this stuff in the new gym. They’re pretty much in. So I hosted a couple a couple of days like that and yeah you just basically just have to tell people when the deadline is to sign on.
Speaker 5 (36:07):
OK. Now with those free trials that you said you had you had maybe one or two of those did you. Were they the founders club off or were still going so they could actually sign up they were signing up basically for the founders club at that point too.
Speaker 6 (36:20):
Yeah I mean because it was preopening day. OK. Only went up to opening day.
Speaker 5 (36:27):
OK. Now we’re one month out we get take care of that. We have the hardhead tour in between that first that two months out to one month out. Now we’re at opening day. What did you have during that opening day or was there any kind of call to action that you had right before it to kind of tell people hey this is the love. This is it like you got to sign up now.
Speaker 6 (36:48):
Yes. I had an e-mail template that I sent out once a week just telling people about the offer along with I may have something else and an email on top and then I had the offer right below it. Usually it’s you know I you don’t like pictures of the jam like some kind of your equipment or something something like that. And then my offer would be underneath that with a few calls to actually sign up for the offer. And then on the very last days like to date before Opening Day you said that your last chance now and I usually gets a few people to sign up because there are a lot of you will just wait for that. They wait for that last chance e-mail. We do have with all of our programs. And I’ve got it written right in. For anyone that wants to do any kind of program any other cultures your any kind of forum. That last chance e-mail is one of the most important e-mails you send because you were like oh a last chance and then they sign up. So are you going into to a clothing store and it says last chance to buy this pants on sale. You know the sales will last for three days after that. I think they’ll buy them. It says last chance.
Speaker 5 (37:51):
Exactly. Exactly and I’ve I’ve definitely witnessed that exact scenario happen when we’re running any kind of specialty programs or anything so. OK so now now we got that last chance e-mail out there probably got a few of those last people that were on the fence converted over opening day do for opening day. Did you do any kind of special event for it or was it hey we’re starting business as usual for the start at this time. And then just start into opening the gym and having normal hours.
Speaker 6 (38:17):
Yeah. Nothing special on opening day X it’s a stressful day and nuance they don’t add anything else on your plate. Personally I don’t know some other people might do something different by opening day I don’t do anything special other than take a few videos and post them on social media. You’ll want to make sure you have like your bags or you use people’s names on them so they can pick them up as they leave and you can check their names off the box. I didn’t have the teachers in for opening day just because I didn’t know it were inside so I made sure that no one had a checklist like that of one size and the teachers ordered. But you want to make sure that you know what day you’re going to actually do what junior grand opening so grand openings for businesses usually happen after business is actually going on. I would highly suggest not doing that on your first day. That would be crazy. You have to get them a high stress threshold thing for that. So yeah about a month or so after your. Opening day you’d want to have your grand opening. Mine was almost two months after mine. Just because of the time of year. So I wasn’t taking any you know clients until January. And it’s because it’s January it’s a perfect time to do the grand opening for a gym though.
Speaker 5 (39:35):
Excellent. So our Grand Opening or your grand opening you’d suggest not doing it the day of. Really. No matter what your stress level is it’s definitely you open the doors on that day. You start running classes as normal. And we play in the grand opening more like a month maybe even six weeks from the day you actually opened. Yeah. What goes on in that grand opening. What would you suggest for people to do.
Speaker 6 (39:59):
Smile a lot. Now so I think it was like a couple of days after we opened that I mean when you were in Dubai and opening this matter of choosing the dates I want to make sure that Christmas is out of the way and that kind of thing. So choose your date get your Facebook page or Facebook events create and whether you have Zander’s or anything set out or not just get the event page set up. Well you know what’s happening or not just get the event page set up a structure so that you can allow vendors from around town to come in as well because vendors from around town will draw other people they’ll tell their clients and they’ll come in as well. So any vendor that has any kind of relation to your business you want to ask him. So I know we had a little business a local organics may have like organic food and supplements and stuff like that so they were in there and you buy a blue Lemon.
Speaker 6 (40:59):
They did a big trunk show which was awesome and just sort of like us I know we partnered with them in that same city next. Are not actually going to that one city away from us. And it’s an hour away. And they said that that is one of the best rural trunk shows that they’ve ever had. Like 2000 people and they had done one before that and it was like a town like 6000 people. And our sister drew a good crowd. I did do radio ads. What I suggest doing them again I don’t really know because it’s hard to know of our live on radio ads. I don’t even know who listens to the radio anymore. But it is like a come and go things that have coffee and snacks and that kind of thing set up tables if you want. You can include late talks and demonstrations as long as you have a schedule set of what’s going to happen.
Speaker 6 (41:51):
If you want to get a free or not a free workout like a demonstration workout. So we had people working out. Right. Right at 10:00 a.m. when we started. I’m not sure I would do that again. But it’s an option. We did it. But again I don’t know if I ever again have a contest so or a draw so people can win something and you can collect e-mail addresses drop posters all over town to other local businesses because if they’re sitting at the cash desk at a coffee shop people often pick them out. I just made little postcards I’m Vistaprint and you’re one of your most important things that you’re doing that day is mingling with people but the second most important is collect e-mail addresses. So you want to make sure that you have a way to do that. And people love free stuff so make a little box and have them drop their e-mail and listen for to win something that would go.
Speaker 5 (42:43):
So grand openings actually a month or two after your actual real opening. Everything should be set up from there. And that’s basically the steps you go take to get some members of the door. But I mean as as possible if you’re if you’re doing all the content if you’re doing these meeting the business is if you’re really putting in all the work you can be as successful as Queta was with 80 members on day one.
Speaker 6 (43:08):
Yeah. Here is the screen time smothering back I’m not sure how I did it all but talking to someone who has died is super important to just through like what the next steps are. And just having a timeline is super important. So excellent.
Speaker 5 (43:31):
So Cleaver thanks for coming on to rain radio. We greatly appreciate it. Thank you for giving us walk us through the steps of what a founder’s club would be. And when you should started out and the steps along the way. So it was our pleasure. Thank you for coming on CNN Radio. Thanks for sharing some Angeline.
Speaker 7 (43:48):
How are you. How are you. How are you doing. Welcome to to brainstorm. See you got a baby in hand.
Speaker 8 (43:54):
You actually I guess today show up let me put her down.
Speaker 7 (43:56):
That’s OK that’s OK. So look into range stories. Jolene you are the owner of 13 stripes. Cross Fit. Let’s let’s talk a little bit of background about the gym and the business that you own. And then Wolf started two stories of the day. OK.
Speaker 8 (44:10):
So 13 search Presswood Selhurst has come to India. My husband and I own it together. He can be on the call today. But we purchased the game two years ago two years ago and Jiya from the existing owner. And it was the gem we attended we remembers that it was not our first one that we had gotten to know and haven’t looked back since.
Speaker 7 (44:34):
Back to that. Perfect. So I know this is definitely a story that I’ve wanted to share with a lot of people since the summit that when we first talked. So I’m glad we were finally able to set up a time. But let’s kind of jump into that story I know. When we first spoke we kind of talked about your yours and your husband’s relationship kind of being on edge and then starting with to Raina and we’ll go from there. So let’s start with a little bit of background of kind of what maybe caused the issues to to put you in the predicament you were in and then moving forward. Okay. So.
Speaker 8 (45:11):
Owning a GM was his dream. Always been what he’s wanted to do. And obviously as his wife was supportive of that. When the opportunity came up for it we kind of jumped on it it was one of the sayings hey you want to buy it. Sure. Oh there’s a truck and the like. But we fly again. And when we purchased the gym it was not in a good financial place so it was it was kind of going downhill. It was being run downhill by the manager at the time. And when we purchased it we had no idea what you’re doing. I’m a chemistry major from college. She is a computer guy to the army. I had no business have her anywhere. So we had no idea not.
Speaker 9 (45:51):
And what that ended up doing was causing a lot of sleepless nights a lot of arguments that the way we wanted to go. We went to the range. We weren’t talking about anything but business. We purchased the Gilbreth a 14 day old baby. He’s out to. Visit the other one and the stress of having a baby who didn’t sleep having a business that we had no you know what we were doing less and both working full time jobs kind of we’re at that point where we weren’t really speaking to each other. We would communicate in passing about the gym. And that was about it. So I was going into research on business things trying to figure out trying to teach myself basically. And I sell the ring. I don’t know where I bought it from or whether it was an advertisement or it was just an article I was reading somewhere and that was kind of the start of figuring things out for our family. I can say we probably would not having another child or a third one if it were up to her and I will say Go ahead.
Speaker 8 (46:47):
It’s good though. Yeah. We booked our first call and immediately that was it. My husband is like this guy gets me. When we were talking to Chris he got off the phones like he he just gets me. He understands. So that’s kind of our background of how he came to it.
Speaker 10 (47:03):
OK so what was after after that conversation with Chris. What was the turning point that started you started noticing that the relationship started going back to to what you guys remember in the beginning before opening the gym. And what did you start seeing that that helped the business grow to cause you guys to really grow in your relationship and be able to be communicated not just about business.
Speaker 11 (47:26):
I think one of the first things was for me the first thing was that we can’t do everything we can we can’t do it all we need you have people to do the things that we want and to get our vision across and we have to have the right people in the right places but we can’t grow our business if we’re trying to catch 30 hours a week and we’re trying to work full time jobs and everything.
Speaker 9 (47:45):
I think that was one of the first things was that the other thing was setting on the that we all work with one of the suggestions was made that were set specific hours and we all have about business outside of us.
Speaker 11 (47:57):
And every now and then we kind of find ourselves going back and we have to say hey you know we have meetings twice a week or once a week depending on the week and we need to stick to what we were told to do eyes or hers because I visit him so I think those are kind of the two main things was realizing that we just can’t grow our business if we’re doing everything in the business. And to me that didn’t like it. I don’t even think I realized that before somebody had to point out to me or anyone adding adding different names or even now I mean we had group class. It really started with two Ringley were 90 percent lower class memberships. I believe last month we were at like 67 percent. So we’re definitely going in the right direction.
Speaker 10 (48:36):
Excellent excellent. So what what did the conversations do at home. Now the conversation has kind of shifted shifted from being all about the gym to only certain hours. Are those still tactics that you guys used currently to make sure that that you guys talked about business at certain times only and then still have your relationship for those other times.
Speaker 11 (48:56):
Yeah we actually had a just this week kind of reiterate that all up we’re going back to. You know we see each other in passing we’ve got three kids ones in middle school buying Saphir get a two year old who doesn’t sleep and a baby won’t sleeping and holding her. So the conversation tended to revolve around the GM or the kids and we had to sit down and say look these are these are defined times for business. We’re going to talk every Tuesday or Wednesday and we’re going to talk on Sundays and we have a Google Doc where we just put notes in it. Like instead of me which I call myself texting him again this morning so he’s Lachesis later.
Speaker 12 (49:27):
We’ll see. But you know following that google doc left this can’t wait. We don’t have to talk about it today. We can wait until Sunday it’s not an emergency. It’s definitely something that we need to do know how how long are the times that you said Sunday.
Speaker 10 (49:45):
So I’m guessing Sunday is the time you guys set for just the business stuff. How much time do you actually set forth for you guys just to talk about business stuff.
Speaker 11 (49:52):
It’s usually less than an hour. We were pretty we’re redefining actually talking to a mentor guest earlier we’re redefining our roles because he is sort of shifting where he’s not really doing a whole lot with the gym anymore.
Speaker 13 (50:04):
He’s passed off message his responsibilities so he’s more kind of just I check in with him basically on things. So it’s a lot less than it used to be. I think we could probably do it in two hours a week. Now less than two hours just to get everything right.
Speaker 10 (50:19):
When you guys originally started this how. What was the time like nine. Was it.
Speaker 13 (50:22):
I mean I’m guessing more than two hours so yeah I mean we pretty set out after the kids would go to bed every night and lose fattening hours every single night is for more things.
Speaker 12 (50:31):
And at that point the kids would be in bed by some thirty eight and maybe 11:00 o’clock we’d end up getting to bed. Wow.
Speaker 10 (50:40):
OK. But so that kind of helps. And then over time now is struggle to just Sundays and not even hour long anymore.
Speaker 8 (50:47):
Are you guys just to work on the business stuff that pervades so I can’t even say enough about just we listen and neither of us are ones to listen when other people tell us what to do but we listen and it has been the best thing I can. I can’t say I had an excellent excellent.
Speaker 10 (51:06):
Well it’s it’s definitely something I want to share with a lot of people because I think when Chris first approached me about talking to you guys make sure you jumped on the two break stories. It’s a story that we probably hear so often as mentors but not member to member anymore you guys don’t talk to hey like these are the issues that I was going through especially in a marriage because it’s such a intimate relationship between two people that we assume we can’t tell anybody else nobody else is going through this and if we do we’re probably paying a lot of money to somebody to talk to both of us at the same time. And it’s it’s definitely a story that I want. I wanted to share with a lot of the other members of too brain because you guys are it’s something that’s happening.
Speaker 10 (51:47):
I mean I know of people that are that the relationship become stressed. I know my relationships have been stressed in the past due to owning a business and not always talking about business too and not really realizing the other person leaving care because they didn’t have the emotional investment the business that I did. But it strained on our relationship and we never talked to anybody else about what was going on. And unfortunately relationships end due to that. So hopefully this story sharing it not only to our current member base but then also on the podcast to get people to realize like hey even if you both have never ran a business before a you can be successful and b you can still have your relationship and not just be about the business and the relationship can thrive through it as long as you are going the right ways about it and not just just hey neglecting each other and just all your focus is on the business.
Speaker 13 (52:42):
One of the things actually that we just talked to Jeff about was I was getting a little frustrated that happened in the past week or two with our roles and I wasn’t feeling like it was being handled the way it should be.
Speaker 8 (52:55):
And I think he knows it wasn’t being handled the way it should be. And the question was Well since my role kind of as the oversight of everything how do I tell my spouse that he is not doing his job.
Speaker 9 (53:08):
Like how do like your boss in a sense of the whole crime and what it his gestures and it actually you know a lot of sense let’s create an evaluation for every vote in this influence will give for all of our gunning for ourselves and then evaluate yourselves objectively.
Speaker 8 (53:22):
And then there’s no question that well it’s not my personal opinion anymore it’s an objective.
Speaker 9 (53:27):
This is a feeling done and not being done.
Speaker 13 (53:31):
And I think that that’s something we have yet to try and we well that’s on the 12th this month. That was the only good way to handle it. I was really struggling while being I don’t have to love you. I
Speaker 10 (53:44):
think no I agree with you 100 percent. Anybody that comes to the incubator with me and they I even tell them even if they’re the sole owner that they need to make contracts with themselves they make an evaluation for their roles because I agree with you 100 percent. When you have those lines of Sirte crossing especially being married in coning the business you got to know where everyone stands and the only way to do that is to measure it objectively like you said. So that’s a perfect I think another Perpich tactic for people to to to put into place and make sure that they have an evaluation for their roles that they’re currently doing.
Speaker 13 (54:18):
Yeah I think that’s that’s kind of our next step. I think it will really help sort of the friction you know that was just coming back around and it’s as it seems like it goes in cycles where you know you have friction and you find ways to figure it out of heart with it. But I think for us without really was just that defined meeting times and setting and listening listening to our mentors except when we think we know better we go oh is that good.
Speaker 10 (54:44):
That happens often happens so often. Well Julian thank you. I think that’s a perfect place to wrap it up. Thank you for jumping on the show.
Speaker 7 (54:52):
I’m so happy we finally got you on so that we could share that story. Sorry that we couldn’t have the husband on but we can definitely do that in the future to get maybe his side or some other things and go board. So we greatly appreciate it. And we will talk to you later. Thank you. Yes thank you.

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