Jake Fields runs a profitable gym with a lot of clients. That's an important distinction because piles of clients don't guarantee profitability.

Fields has close to 300 members at his CrossFit affiliate and earned a spot on Two-Brain's leaderboard for most clients in October 2022. In this episode, he shares the secrets of how he retains and acquires members.

For Jake, it's all about systems: He has specific processes to generate leads, prequalify them, sell to them with free consultations, onboard them and retain them for years. The staff at CrossFit Devotion have their roles clearly laid out, and they know how success is measured.

It wasn't always this way. At one point, Fields was losing clients as fast as he was acquiring them. Then he solved his retention problems with systems and now has his business running like a well-oiled machine.

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1:08 - Retention at CrossFit Devotion: systems and client success managers

10:48 - Client-acquisition strategies

20:42 - Systems, procedures and getting the client count unstuck