What if you kept every member who had ever walked through your door? How many clients would you have then?
Almost all gym owners wish they had more clients, so we all look for new marketing ideas. But getting more clients isn’t usually a marketing problem.
Many gyms hit a “glass ceiling” and their growth just stops. They gain a few clients, but then they drop back again. They’ll have a little surge and then an exodus. They churn out old clients and get just enough new ones to replace them.
The reason? It’s usually one of these four:
- They’re attracting the wrong people.
- Their delivery is inconsistent.
- Their retention is poor.
- They’re selling a method instead of solving their client’s problems.
The gyms with the most members aren’t just better at marketing or sales. They’ve learned to focus on attracting the right clients, systemized their operations, focused on retention over everything else and instituted a prescriptive model to get people better results.
How do we know?
Every month, we track key metrics for hundreds of gyms around the world. We look at the top 10 in each category to determine who has the most clients, who has the most revenue, who has the highest average revenue per member, etc.
Then we interview those gym owners to see what they’re doing, and we teach their lessons back to gyms in the Two-Brain mentorship program. Here’s one of those interviews:
I also share the data and stories from one of these categories publicly. Here’s the leaderboard for Total Clients in October 2022. I’ll share the top lessons with you over the next two posts.
Seeing that a gym has more than 1,000 members might inspire you. It might terrify you. But it will definitely make you curious. 795 members? Wild.
But if you had even 300 members today, could you handle them?
In most cases, the answer is no—and that’s why many gyms can’t get to 300 members. It’s more than marketing.
In the next post in this series, I’ll give you the other parts.
