In one of my first books, I listed more than 30 different programs you can run at a gym.
The problem: Some people thought it was a checklist.
The truth: Our data shows that the top gyms in the world sell one or two things really, really well.
It’s often group coaching and one-on-one coaching, but some Two-Brain gyms are having great success with other options, like just selling semi-private training (which is essentially personal training delivered by one coach to up to four clients at once).
Whatever you decide on, you must have a cohesive offer you can sell. It must be something people want, and it can’t overwhelm them.
Compare these two approaches:
1. “You can do group classes one to seven times a week, plus open gym if you want to train more. On top of that, we have special competitors programming you can buy, as well as nutrition services you can add on. If you like yoga, we offer that sometimes, and your kids might really enjoy youth programs—we have three streams. So what do you want to buy?”
2. “The fastest way to lose 10 lb. is to train with me one-on-one three times a week and add nutrition coaching. Not in your budget? No problem. Let’s start with group classes three times a week and one PT session per month.”
Which one do you think will result in more closed sales? And which one will generate more revenue?
We both know it’s No. 2 in both cases.
Options and Evolution
Don’t get me wrong. You need different options for people who have different fitness levels, budgets, schedules, preferences, personalities and so on.
Example: a “hybrid membership” with group 12 classes and an additional one-on-one session every month. That’s just two services, clearly presented.
But if you try to be everything to everyone, you’ll confuse everyone.
Similarly, I understand that novelty is addictive. I’ve said “we’ve gotta add that program” many times. I love creating new things and being on the leading edge of the fitness market.
But I love proven business practices more than I love cool new programs.
You must balance sound offers that get results with novelty.
And as your business evolves and matures, your offers might change. You’re going to go through iterations. Sometimes you’ll employ “addition by subtraction,” and it’s all part of serving your clients.
For example, we had a strong kids program at Catalyst for more than a decade. After the COVID lockdowns ended, I didn’t have a passionate kids coach to drive the program, so we dropped it.
We would have added it back into the service package if people were clamoring for it or saw a gaping hole in our plan. But that didn’t happen. Instead, we added an older adults program at a higher price point. It sold out.
So how do you know what to offer?
Your Offers
Your core services should get the best results for the clients you want to serve. What are the absolute best tools to get swift results for your ideal client?
Our mentors help clients create avatars, map the client journey, evaluate service options and determine their strongest play. Which option is the foundation? What, if anything, is complementary? What’s confusing or irrelevant?
Our mentors create customized models for each gym, but I’ll give you some general notes.
Our data suggests one-on-one services are essential in any gym, especially for new clients. We know clients who start with PT buy more and stay longer, and some will continue using the high-value service forever. If you don’t offer PT, some great clients will leave to buy it elsewhere.
Group programs are usually the next focus, but you must ensure you are actually serving groups and not “accidentally providing PT” in money-losing classes with two attendees.
Other key options are nutrition coaching, semi-private training and guided access.
Remember, you don’t need all of them. You only need the things that are most beneficial for your clients. (If you want to see five different business models that allow the owner to earn $100,000 a year, request my guide here.)
When considering additions or alterations, use Goal Review Sessions to determine exactly what will help people accomplish goals faster. Evaluate their needs and find ways to solve their problems.
Ask yourself, “Is there a tool I wish I could give people?”
After that, test on a term. Don’t just build, add and market a full sports-performance class for teens, for example. Test your plan with a six-week block and see if interest is good. Get feedback, then run another six-week block. Repeat one more time.
If your three tests reveal great interest each and every time, add a full program and stomp the accelerator. But if you find that Session 1 was a hit and Session 3 was a dud, add one six-week special program to your annual calendar—or just move on and refocus on your core offerings.
Double Down on the Best Offers
Your goal as a service provider is to iterate to find the best services for your perfect clients—usually just one or two.
As you do that, work hard to become skilled at helping clients solve problems (this is actually selling). Improve your client journey to increase length of engagement, and fine-tune your marketing to target only the best clients.
And this above all: Stay focused and keep it simple.
The best gym owners know this: Simplicity scales faster and confusion is never good for sales.
A mentor can help you dial in your avatar and offer fast. To find out more, book a call.
