Gym Ops Radio

It's very tempting to offer discounts to incentivize potential members to join your gym. However, there are some serious hidden costs associated with discounting that can actually harm your brand more than the revenue those new members bring.

Topics:

Discounting: The Good

(1) Helps to grow your gym

(2)Provides incentive for people who are on the fence about joining

(3) Can provide a quick increase in cash

Discounting: The Bad

(1) People don't look at your gym and what you do before they join

(2) Strain on your coaches and their in-class resources, which takes away from current members

(3) No emotional attachment to your brand

(4) People coming in off discounts are less coachable

(5) No loyalty to your brand

(6) Creates a membership bubble, which will burst

(7) Churn rates will increase

(8) Goals are based on "what" and not "why"

(9) Bad economics

(10) Devalues your brand |

Discounting can work in times of need for a specific outcome, however the long term damage created by offering discounts can be irreparable.

It's very tempting to offer discounts to incentivize potential members to join your gym. However, there are some serious hidden costs associated with discounting that can actually harm your brand more than the revenue those new members bring.

Topics:

Discounting: The Good

(1) Helps to grow your gym

(2)Provides incentive for people who are on the fence about joining

(3) Can provide a quick increase in cash

Discounting: The Bad

(1) People don't look at your gym and what you do before they join

(2) Strain on your coaches and their in-class resources, which takes away from current members

(3) No emotional attachment to your brand

(4) People coming in off discounts are less coachable

(5) No loyalty to your brand

(6) Creates a membership bubble, which will burst

(7) Churn rates will increase

(8) Goals are based on "what" and not "why"

(9) Bad economics

(10) Devalues your brand |

Discounting can work in times of need for a specific outcome, however the long term damage created by offering discounts can be irreparable.

Today we talk about differentiating your brand by finding your "Why" and creating a gym based around this ideal. No longer are you able to differentiate based on "what" you do, you must establish your why and make it the forefront of everything you do.

Topics:

Why it's important to differentiate

Why differentiating through "what" no longer produces buy-in from clients. Don't become a commodoty.

Our "Why" - What we founded the gym on and why it created a dedicated following

Focussing on simplicity of messaging

(1) Why your gym is not special based on what you do

(2) Why imperfection attracts people

(3) Why the gym should never be about you as the gym owner

(4) Why experienced coaches with fancy certifications might not be the most qualified for your gym.

(5) How to find your "Why"

(6) How to implement your "Why" into everything you do

Finding your why and creating a gym around those ideals will create a community that constantly raves about you and refers more members.

Today we talk about differentiating your brand by finding your "Why" and creating a gym based around this ideal. No longer are you able to differentiate based on "what" you do, you must establish your why and make it the forefront of everything you do.

Topics:

Why it's important to differentiate

Why differentiating through "what" no longer produces buy-in from clients. Don't become a commodoty.

Our "Why" - What we founded the gym on and why it created a dedicated following

Focussing on simplicity of messaging

(1) Why your gym is not special based on what you do

(2) Why imperfection attracts people

(3) Why the gym should never be about you as the gym owner

(4) Why experienced coaches with fancy certifications might not be the most qualified for your gym.

(5) How to find your "Why"

(6) How to implement your "Why" into everything you do

Finding your why and creating a gym around those ideals will create a community that constantly raves about you and refers more members.

Today we tackle what we believe to be the simgle most important process that makes a successful gym: The Trial Process. Most gyms have an inefficient process to get potential members to try out the gym which leaves them confused and ultimately causes them to never even try your gym. Those trials that do show up are often met with a range of different personalities and processes that leave the potential customer with a negative experience.

Topics:

(1) Website: Setting up our website properly so that trials follow a set process, commit to coming, know what to expect and creates a process where you can track your trials and conversions.

(2) Trial Clas: How to set-up and train your staff to deliver an experience that converts your trials to members, without compromising the quality of coaching to your current members. How to make this process repeatable for every trial that walks through the door.

(3) Follow-Up: Not every trial will join right away. Here's how to convert trials into members through the follow up process.

Setting up these processes to function properly is the difference between a struggling gym and a successful gym.

Today we tackle what we believe to be the simgle most important process that makes a successful gym: The Trial Process. Most gyms have an inefficient process to get potential members to try out the gym which leaves them confused and ultimately causes them to never even try your gym. Those trials that do show up are often met with a range of different personalities and processes that leave the potential customer with a negative experience.

Topics:

(1) Website: Setting up our website properly so that trials follow a set process, commit to coming, know what to expect and creates a process where you can track your trials and conversions.

(2) Trial Clas: How to set-up and train your staff to deliver an experience that converts your trials to members, without compromising the quality of coaching to your current members. How to make this process repeatable for every trial that walks through the door.

(3) Follow-Up: Not every trial will join right away. Here's how to convert trials into members through the follow up process.

Setting up these processes to function properly is the difference between a struggling gym and a successful gym.

One of the biggest mistakes most gyms make is programming the workouts in a way that limits possible growth. Today we go over ways to avoid one-dimensional programming that will allow you to attract more members and grow to be a successful gym.

Topics:

(1) Level Progressions - Why consistent progress is what keeps people coming back and why programming based on your advanced members is a bad idea.

(2) Why having physical requirements for progressive programming provides goals and motivation for people who might be lost.

(3) Why breaking workouts down by progress level increases retention, makes it easier on your coaching staff and builds trust among your membership base.

(4) How to enforce progress levels and ensure members follow the correct progressions

(5) Hard vs. Effective & Fun vs. Results - Why programming for the wrong purpose will kill your growth

(6) Why you should never have multiple coaches program your workouts

(7) Why your programming often alienates the majority of your members and potentially gets them injured.

One of the biggest mistakes most gyms make is programming the workouts in a way that limits possible growth. Today we go over ways to avoid one-dimensional programming that will allow you to attract more members and grow to be a successful gym.

Topics:

(1) Level Progressions - Why consistent progress is what keeps people coming back and why programming based on your advanced members is a bad idea.

(2) Why having physical requirements for progressive programming provides goals and motivation for people who might be lost.

(3) Why breaking workouts down by progress level increases retention, makes it easier on your coaching staff and builds trust among your membership base.

(4) How to enforce progress levels and ensure members follow the correct progressions

(5) Hard vs. Effective & Fun vs. Results - Why programming for the wrong purpose will kill your growth

(6) Why you should never have multiple coaches program your workouts

(7) Why your programming often alienates the majority of your members and potentially gets them injured.