Think having 500 members will make your gym profitable? It depends on how much each of those members is paying you—and if you have 500 members, chances are they're not paying much.

Microgyms don't become profitable by selling discounted services—group training—in bulk. They become profitable by selling high-value services to the right clients and increasing their ARM (average revenue per member).

Northglenn Health & Fitness has an ARM of $314 per member—even during COVID. Tune in to learn what owner Jennifer Dawson does to keep that number high.

Links:

Northglenn Health & Fitness
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
Free Tools

Timeline:

1:40 – Calculating ARM. 

3:18 – The big mistake Jennifer avoided when she opened her gym.

5:52 – What Jennifer did to increase her ARM. 

8:16 – How goal-review sessions can help you increase revenue.

10:21 – Helping, not selling.

14:14 – Winning by not making the sale.

18:16 – The easy sale is soon lost.

21:42 – To increase ARM, you have to build relationships.

24:06 – Increasing ARM during COVID.

32:37 – How affinity marketing can keep ARM going strong. 

34:53 – The disservice you’re probably doing your clients (and how it undercuts your ARM).

36:08 – Why you need an annual plan.

38:04 – The key to high ARM: Offering multiple services.