“I just need 10 more clients.”
It’s usually not true.
Usually, the gym owner is so focused on “the next 10” their retention rate is poor. Or their ARM is very low. The pursuit of “more” clients leads to the fallacy that every client is a good client; that discounts are okay; and that a gym should base its pricing on the other gyms around it.
For that reason, I usually turn down offers from “marketers” who want to appear on the podcast or blog. Many don’t actually own a gym; others are confused about the type of client we’re serving.
But when Ken Andrukow sent me a text about it the week before Christmas, I was intrigued. And when Tommy Hackenbruck volunteered to share his actual numbers from the challenge, I thought it was a good time to talk about WHEN to use social media marketing, HOW to harness its power, and WHAT to avoid. Also…how this plan could CRUSH some gyms.
I knew Tommy and Ken to be tremendous humans. Moreover, I knew Ken to be a guy with great retention systems in a high-traffic market (Calgary.)
This podcast took over three weeks to get right. If you’re listening, it’s going to be very tempting to call Ken or Tommy today and get the ball rolling. After all…who doesn’t want MORE clients?
But I encourage you to take a few deep breaths first. Ask yourself, “If I had 30 more clients today, could I handle them? Could I really retain 80%?” Look at your numbers: have you retained 80% of new clients for a full year in the past? If not, fix THAT problem FIRST.
One interesting point Ken brought up: the ads all say “CrossFit” in them. In other words, these folks were scared to start…but not by the brand name. They were scared by all the OTHER media. Worth considering.
Tommy recommended “The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It” which I also recommend as a foundational book for Two-Brain Business clients.
This could also fit into a larger overall marketing plan.
Want to talk with these guys about the program? Email Tommy@utecrossfit.com or firstname.lastname@example.org .
“It’s never a bad time to be good at business.” – Tommy Hackenbruck
Recorded February 12 and 14, 2016.