Marketing Math: Our May Leaders for Set, Show and Close Rates

A closeup image of a chalkboard showing a sales funnel with a calculation-filled notepad next to it.

Is your marketing actually working?

If you’re not measuring these metrics, it’s impossible to know.

Leads: the people who land on your website. They could be coming from your organic media, your social media or your paid ads.

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.

None of these will be a perfect 100 percent at any time. However, if you know these numbers, you can diagnose the problems in your marketing. For example:

A graphic showing decreasing numbers of people icons at the leads, set, show and close stages of marketing.

Below you’ll find some ways to improve each part of your marketing funnel.

If you need more leads in your funnel, you can:

  1. Increase your ad spend.
  2. Refresh your creative.
  3. Test an alternate offer.

If you need more appointments (set rate), you can:

  1. Improve your speed to contact.
  2. Improve your call to action on your website.
  3. Increase your outreach volume.
  4. Call leads faster.

If you need to improve your show rate, you can:

  1. Send personal messages through video or text.
  2. Build rapport through email or text.
  3. Create some scarcity or urgency before your appointment.
  4. Set up an automated reminder sequence.
  5. Get them into the appointment as fast as possible.

If you need to improve your close rate, you can:

  1. Pre-frame their problem before the appointment.
  2. Prequalify your leads.
  3. Build rapport.
  4. Clarify their problem.
  5. Clearly tell them how you’ll help.
  6. Create conviction and ask them to sign up.

Of course, not everyone needs to do all of these things at once. A mentor can help you choose your top priority and improve it.

What should your numbers be? Here are the top Two-Brain gyms for set rate, show rate and close rate in May:

A leaderboard of set rates for gym sales in May 2023, from 33 to 214.
A leaderboard of show rates for gym sales in May 2023, from 24 to 100.
A leaderboard of close rates for gym sales in May 2023, from 21 to 46.

We report each separately because we can learn from the gyms that post the best numbers in each category. We share the scores publicly so that you have something to aim for.

Their best advice appears on our podcast and on YouTube today:


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.