Alright local fitpros… here’s how you STOP worrying about high- and low-income months…
And FINALLY get a consistent flow of leads in your inbox every SINGLE day… the bare-bones, no B.S, no fluff, stripped down, “Say it as it is” method:
#1. Make your gym space as profitable per square foot as possible
Stop doing 1-1 training and move into small and large groups.
As a general guideline, large group (15+ clients) should cost no less than £120 / $200 per month
Semi-private / small groups (8 people or fewer) should cost no less than £299 / $350 per month.
#2. Work out how many clients you need on direct debit / recurring revenue to meet your profit goals
Strive for AT LEAST 30% profit margins after all costs, payroll, tax and your own salary has been covered.
For example, if your overheads, payroll and taxes all come to $10,000 per month, your recurring revenue target should start at around $13k – $14k per month to give you a clear profit.
#3. Create a MASSIVE-VALUE low-barrier offer
But not the usual boring tripe.
“Free trials” are boring.
A ‘transformation session’ doesn’t excite anyone to change!
The “secret sauce to pulling new leads into your gym like a magnet is to position your intro-offer as “Results-in-Time based”. This means the prospect will gain a tangible result, in a set time frame. This makes it feel more like a stand-alone product for them, not just a ‘test’.
Examples:
“14-Day Fat Burner”
“21-Day Metabolic Makeover”
“21-Day Belly Blast”
“6-Week Transformation Challenge”
“7-Day Metabolic Kickstart”
“28-Day Drop a Dress Size”
^^I’ve used ALL of these offers with success.
By positioning a trial as a “14-Day Fat Burner” (rather than a ’14 day trial’) you’ll get at least 2-3 times MORE response).
Choose the duration of the lead magnet offer based on how long you actually need to demonstrate your value to a prospect. The more high end your ongoing service, the longer you’ll need (up to 6 weeks).
If you have a middle – to lower end service, you don’t need more than 21 days to get someone off the fence & decide to stay monthly
#4. Set up ASCENSION Systems inside your trial offer
Don’t WAIT until the end of the 21 day / 28 day /6 week offer to convert them into monthly clients…
Start on the first DAY.
Make an irresistible offer to everyone after the first workout for them to sign up long term. Give them a 48 hour deadline on that offer.
You’ll probably upsell 5% right there.
In the second or third week make another offer to upgrade to monthly – thats still great, but not as good as the first one.
Chase up all those that are remaining with a 1-1 personal way of communication. Do this BEFORE the final week of their trial program.
Your aim is to convert at least 40% of trial members into ongoing monthly clients.
#5. Do Your Front End Numbers to Know Your Customer Acquisition Costs
Do NOT touch a FB ad until you’ve answered these questions:
❓ How many New Recurring Memberships need to be sold each month?
❓ Based on your available monthly / daily ads budget, how much can you AFFORD to buy each member for?
(Example – If you needed 10 new clients. And you have £1000 ad spend for the 30 day trial. Then you must buy a customer for no more than £100 each)
❓ Based on how much you budget for each sale…. how many TOTAL front-end trialists do you need?
Whats your trial program > membership conversion rate?
Example,
To get 10 clients,
You might need 30 people to FINISH a 14 Day Trial Program (30% conversion rate)
– To get 30 to finish a trial you might need 50 to start
– To get 50 to start / turn up, you might need 100 opt ins to register etc.
If your budget for this month is £1000 and you need 100 registrants, you must get a Cost Per Lead of £10 or under.
❓ Based on how many days of promotion you have until launch date, how many opt ins do you need on average per day?
(and can your current ads budget sustain this?)
EXAMPLE:
If you have 20 days to promote this offer, and a £1000 budget, that gives you approx. £50 ad spend per day.
If you’re budgeting for £10 Cost Per Lead, you need at least 5 sign ups per day average.
#6: Set Up a SIMPLE Lead Capture Page & Facebook Ad
Don’t get technical.
Local fitpros DO NOT NEED ebooks.
Do NOT do webinars.
Do NOT make ‘video series’
Do NOT build ‘launch sequences’
In fact, my local fitpro friend, ignore EVERYTHING that internet marketers teach you about funnels.
That stuff is designed to sell $9 products… not high-ticket services like you offer.
The trial program itself IS your funnel. Make it jaw- dropingly valuable
You don’t want to be a full time sales and marketing person.
So you need your product to SELL ITSELF.
Then just make a simple ad that gets people to that landing page where it offers the 14- /21- / 28 day super offer for free, or very low cost.
Collect registrants.
Follow up with them on the phone within 10 minutes.
Ask them to sign up their friends.
Get them to attend on the day with reminders and solid communication through your local FB group.
Make an irresistible offer on Week 1
Make another offer on week 2/3
Talk to the remaining prospects individually before the final week of their program.
Don’t overthink.
Know your numbers.
That’s how I’ve taken MULTIPLE fitness businesses to mid-to high 6-figures in MONTHS…. not years.
P.S.
Share this with a fit pro who needs more clients!
(but make sure they’re more than 10 miles outside YOUR area 😉 )
And if you want my help STEP BY STEP through all of this…
With my templates, tools and QnA at each point…
And you want help with
– Balancing your finances
– Forward projecting your growth to 7-figures
– Growing and leading a loyal motivated team
– Dominating your local area as the Expert Authority brand
– Offline marketing strategies
– Public speaking and how to sell from the stage
..then you need to be in my Mastermind mentorship for coaches.
You get business coaching with a mentor,
Access to weekly mastermind calls,
Full access to all my Facebook and funnel swipes and templates,
Behind-the-scenes case studies of how I’m growing my own fitness businesses (we have local AND online coaching each making mid 6-figures and growing fast).
Plus, we meet up twice a year live in person (In London and Europe) to work together on your business.
And its way more affordable than you’re probably thinking.
Take a look at how the Mastermind will take you to high-6 or even 7-figures+ in the next 12 months by going HERE <
We can help you grow a thriving coaching business just like we’ve helped the coaches below:
Case Study: How Stuart Scaled His Team, Outsourced Himself & Is Now Looking For Location #2…
Case Study: How Keith Escaped The Hustle, Scaled His SEO Agency & Allowed His Wife to Retire
Case Study: How Imran Makes Over $50k a Month – Working Only 3 Days a Week [Video]
Click HERE to let us help you.
Comments
Excellent article Justin. I’ve done this type of LBO program before.
My issue with doing LBOs is that if my monthly membership is $200/month and I charge $97 for a 28-day LBO, I had trouble in the past getting people to pay double the price for a regular membership. People expected to pay $97 monthly.
By charging a cheaper program ($97), am I not attracting people who expect to pay that monthly?