If you wanted to be a great powerlifter, here’s a solid plan:
- Find out who’s the best at deadlifting
- Find out who’s the best at bench pressing.
- Find out who’s the best at squatting.
- Find out who’s the best at all three.
- Copy what the specialists and generalists are doing.
We take the exact same plan with sales and marketing in gyms.
Here, I’ll show you stats from the very best gyms around the world in three areas:
- Set rate: the number of people who visit your site and set an appointment. These are people who are interested enough to sit down and hear your pitch.
- Show rate: the number of people who book an appointment and actually show up. Sadly, this is rarely 100 percent. The people who show are serious about signing up.
- Close rate: the number of people who buy.
After that, I’ll give you the exact breakdown for three gyms that appeared on all three of this month’s leaderboards. You’ll see their marketing chains and learn how to analyze your lead flow so you can add more members to your gym.
First, our data from July 2024:
Those are impressive numbers—think of the leaders in each category as the best squatters, bench pressers and deadlifters in powerlifting.
So who has the “best total”?
A few gyms appeared on all three leaderboards. Here are their marketing chains:
- 1. Denmark: 59 appointments set—55 shows—26 closes
- 2. U.S.: 56—50—29
- 3. U.S.: 46—28—23
You should note the following:
- All had lots of appointments booked—about 1.5 or 2 per day for the month.
- The top two gyms had very high set rates—only four and six people, respectively, failed to show up for appointments.
- The third gym dropped 18 bookers but closed at a very high rate: Only 5 people who showed up didn’t buy. That’s 82 percent!
- At the top two gyms, 47 and 58 percent of people who showed bought.
- On average, these gyms added 26 members in July—about one new client per day!
- One of the top three gyms has an average revenue per member of $244, so 26 new clients represent about $6,344 in revenue.
If you look at these three “generalists,” you see great numbers as well as opportunities to improve them further:
- Gym 3 closes at an amazing rate, so any improvements to set rate will result in new clients.
- Gyms 1 and 2 got a ton of appointments, and almost everyone showed, so any improvements in the sales office will result in more new clients.
I love looking at data like this because it provides absolute clarity. You don’t have to ask, “What should I work on?” The numbers answer the question for you.
Here’s a graphic representation:
And here’s your assignment for today: Run your own numbers for set rate, show rate and close rate.
Which is your weakest area?
That’s where you should focus your efforts.
And if you aren’t sure how to move the numbers up, we can help. A mentor can tell you exactly what to do right now. To hear more about that, book a call here.
