December 25, 2025 • 38 mins
Unleash’d Strength Gym generates 15 times as many leads as the average fitness facility and sets eight times as many appointments.
In this episode of “Run a Profitable Gym,” owner Joseph Strada reveals the tactics that produce 200 leads and 60 sales appointments per month.
He walks through his marketing funnels, explaining how he earns leads through organic social media outreach, paid Meta ads and referral-driven events such as monthly pancake breakfasts.
Each funnel includes a systemized, VA-driven follow-up process that turns interest into booked appointments instead of lost leads.
Joseph also explains how he improved his online presence by auditing his website and optimizing his gym’s Google Business Profile to boost SEO.
Two-Brain teaches clients to build and operate four marketing funnels that produce high-value clients regularly. If you aren't turning leads into members, analyze your funnels and remove the clogs fast—a mentor can help.
Use the link below to find out how to use the Prescriptive Model to close sales and get results for clients.
Also linked below: “Help First” by Chris Cooper
Links
The Prescriptive Model
"Help First"
Gym Owners United
Book a Call
2:57 - Lead-generation strategies
15:02 - Automations and hiring a VA
22:15 - Optimizing show rates
27:35 - Sales process and closing
30:25 - Advice for gym owners
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:02):
The Median Gym gets 13 leads and only seven sales
appointments a month.
That's not enough.
Today I'm going to talk to a gymowner who crushes those numbers
so you can generate more leadsand sales appointments too.
This is Runner Profitable Gym.
I'm your host, Mike Warkin, andplease hit subscribe wherever
you're watching or listeningwith my thanks.
Now, to improve your marketing,you have to track three
important metrics.
Set rate, that's how many peoplebook appointments to talk to
(00:24):
you.
Show rate, that's the number ofpeople that book and show up.
Close rate, that's the number ofpeople who book, show up, and
buy something and start trainingwith you and changing their
lives.
Two Brain released top 10leaderboards, three of them for
all those metrics.
And the averages are 40 sets, 32shows, and 23 high-value sales.
These are awesome numbers.
(00:44):
That is a world-class funnel,and that's the average of those
top 10 leaderboards.
You can see them on our blog.
Joseph Strata of UnleashedStrength Gym in Virginia, here
in the spot on our setleaderboard with 37.
That was in October.
He's agreed to come and help youbook more sales appointments.
And Joseph, I understand thatyou've beaten that number more
recently.
SPEAKER_02 (01:02):
Yeah, I was excited when you actually had reached
out about the initialleaderboard.
Someone reached out, hey, can weput you on the on the board?
You I saw you got 37appointments set, and I was
excited because I knew Novemberwas gonna was actually crushing
it.
So yeah, we we set 60appointments in November.
Uh averaging, averaging two aday and still working out some
kinks with with some of theother, you know, other metrics,
(01:25):
but that one we were superexcited for.
SPEAKER_01 (01:27):
Yeah, so 37 in October, and you almost doubled
it the next month.
That that's that's incredible.
SPEAKER_03 (01:33):
Correct.
Yeah.
SPEAKER_01 (01:34):
Well, let's dig in.
I want to you obviously havefigured this part of the funnel
out.
Let's talk about it.
We'll help some other gymowners.
So talk to me about how manyappointments you generally get
per month.
And I mean, you've just given ustwo metrics.
Is that kind of a standard thingfor you?
And how many leads are you usingto generate these appointments?
SPEAKER_02 (01:49):
Sure.
So we've got uh our our leadflow has been pretty consistent
over the past, I would say, sixmonths ever since kind of
dialing in some of our ads.
Um worked with uh comb overthere uh with with TwoBrain, got
some advice from him in a monthor two, and you know, I I feel
bad because I I've I brought himon, he he tweaked some things,
and I was like, I think we'rewe're good for a little bit, and
(02:10):
uh we're getting we're gettingleads and we're rolling.
So we've been averaging betweenyou know Facebook leads, general
just drop-ins, and theninquiries from our website.
I've been I've been dialing inon SEO, got a couple of tools
I've been using for SEO forespecially Google, really
focusing on our Google metricsuh and our profile there.
And so we get and we're usuallyabout 200 leads a month.
SPEAKER_01 (02:32):
Wow, that's awesome.
SPEAKER_02 (02:34):
So that's from a from a collection of different
places, and we've beenestablished now for six years
too.
So it's like we get peoplecoming in, dropping in friends.
We have a little bit of momentumbuilt from from just from that
perspective.
So, you know, is that a numberyou can expect right off the bat
when you open a gym?
Probably not, but being in thearea now and being just more
well known, uh, I think throughour community, it's it's helpful
(02:55):
for sure.
SPEAKER_01 (02:56):
Okay, so 200 leads is about a standard for you, and
then 37 to 60, 30 to 60appointments is that about right
for an average?
SPEAKER_02 (03:04):
Yeah, I think that's that sounds about right.
You know, and it's it's alwayshard to when someone comes in,
for example, um, they're gonnabe counted as a lead and they
might be already visiting forthat first time.
So that's not necessarily anappointment, appointment that
was booked that was maybe weshould be classifying that.
So really you could say maybeeven higher from an appointments
booked perspective.
But uh, yeah, that's that soundsabout right.
(03:25):
We we were setting probably 25to 30 appointments, I would say,
a month for a little bit.
And that was mostly me doing alot of the that appointment
setting.
And so I'm not sure if we are weare we ready to move to like my
secret sauce or do you should Iwait?
I don't want to I don't want toget ahead of the card.
SPEAKER_01 (03:43):
The secret sauce will come after this question.
I just want you to givelisteners a 60-second summary of
what your gym is.
What are you selling into who?
Like, give them the lay of theland so they know what what
you're doing out there.
SPEAKER_02 (03:53):
Yeah, 100%.
So we started as just a normal24-hour access, uh, open access
gym.
So we catered to strengths,strength athletes for the most
part.
So when we opened, we wereextremely bare bones.
We had a couple Della platforms,a couple benches, dumbbells to
you know 145, and uh, you know,it was it was pretty
straightforward, like atreadmill.
(04:13):
And uh over the past six years,we have grown extensively from
actual equipment selection.
So having two full lines ofselectorized and plate-loaded
machines, a more extensivecardio layout.
We've got the kettlebells, we'vegot the the row.
People can come in and do theirtheir crossfit if they want to,
but we're really, you know, ournumber one offering uh is still
just open access gym for for Iwould say strength and general
(04:36):
fitness.
We have since moved more intopersonal training and what and
small group training now.
Um, and so we have a nice blend,nice hybrid model going.
And I'd say our training is isclosing in to be equal with our
open gym revenue.
It's not quite there yet, butit's it's um 40 to 45 percent
depending on the month of our ofthe overall gym revenue.
(04:58):
So we do a nice blend of both.
I would say I know I'm supposedto have more of an avatar, but
we really do have a very broaddemographic at the gym.
I've got people who are youngathletes, I've got a lot of
power lifters, I've got Olympiclifters, I've got my parents are
in their 80s and they're comingin.
I've got a gentleman who's 92who comes in and does his thing.
(05:19):
Like it's literally everyonefrom just touching a barbell for
the first time to nationallyranked athletes uh and everyone
in between.
So it's a really cool mix.
So I think it's really forpeople, you know, our main
avatars people who wantsomething different than a
commercial gym.
They want the access to the gymor a more personalized community
focus uh of the gym or withpersonal training.
(05:40):
So as far as the type of peoplethat come in, it's it's all over
the place.
SPEAKER_01 (05:43):
So essentially, if you want to get stronger in
Virginia, that comes to you.
There we go.
I think that's that's kind ofyour avatar.
SPEAKER_02 (05:50):
Absolutely.
SPEAKER_01 (05:51):
And that's okay.
You can be broad, and obviously,like you you solved something
that I never could, which islike connecting with the
powerlifting, weightliftingcommunity.
We always had a few of thosepeople, but they generally went
to a gym that was more focusedon that.
You've managed to do that, thenblend in just general people
want to get stronger, and thenlike your parents and other
people, everyone in between.
That is a really cool avatar.
And I love that you you knowyou've managed to solve that
problem because I certainlywasn't able to do that.
(06:12):
ARM, I'm guessing now thatyou're adding more coaching and
training, ERM must be going up.
SPEAKER_02 (06:17):
Yeah, no, for sure.
That's been huge.
And I I know we were talking alittle bit earlier uh how you
know fluctuation with withactual gym memberships, and for
a while, that was like a mainkind of vanity metric that I
would always focus on.
It's like, oh, we're gettingmore members, getting more
members.
And typically that led to higherrevenue, of course.
But the you know, the thing withmore members is you also get
more cancellations, and sothere's this like you know, you
(06:38):
you take these hits, and you'rewe, you know, being a more open
access gym, I I think weprobably have a higher churn
rate than like a small group orsemi-private one-on-one training
gym, that kind of thing.
And so, you know, you seemembers coming and going a lot,
and so you kind of get a littlenumb, not numb, but like used to
that, and it's something to bestay on top of.
But yeah, to your point, we'vealso been replacing lower lower
(07:00):
ticket members with higherticket members, and so even
though numbers of members staythe same or or only go up more
gradually, we can still seeincrease in revenue, which was
what we've seen.
Uh, and now we're seeing bothrevenue and gym numbers go up,
which uh we love to see, youknow, yeah.
Uh them them holding hands onthe way up.
So yeah.
SPEAKER_01 (07:21):
I love it.
That's that's an awesometransition.
And now let's we put the bun onthe table.
Let's let's hit it with secretsauce here.
So let's talk about generatingleads.
Exactly.
What are you doing here to get200 people a month to connect to
your business?
SPEAKER_02 (07:34):
Sure.
So like I said, I think it's ait's a bit of a blend.
It's it's a have just havingbeen around for a while.
We've got so many people bringtheir friends in uh every month.
I mean, it's um and that's noteven something that I'm I'm we
do events.
I do I make pancakes on thefirst Saturday of every month
for everybody, for whoever wantsto come in on Saturday.
So we we have open open gymSaturday mornings and I'm
(07:54):
cooking at the desk.
People walk in like, what'sgoing on?
But so we get people who come infrom you know for our events.
We did a hike, a Thanksgivinghike.
So we we really do focus on thecommunity side of things, and
I'm still I'm still there five,six days a week.
So people know me, people see mymyself, my wife at the gym and
like building the space, andthey know that they you know,
(08:15):
people have that.
It's it's hard because you getthese intangibles and it's kind
of cliche, like oh just theatmosphere and the vibes and
whatever.
But I do think that is it alsois a legitimate reason that
people bring their friends andthey say it's it's it they're
excited to show off their gym tosomeone else, and so we do just
get a lot of people who bringtheir uh bring their friends
from just the environment thatwe've been able to set and
(08:36):
create.
So that's been a huge one.
Um I'm gonna interrupt beforeyou hit to the next one.
SPEAKER_01 (08:40):
I just gotta ask you this right off the bat.
When you cook pancakes withthese things, do you collect
like lead information or how doyou keep track of the people
that come in?
Do is that like a systemizedthing?
SPEAKER_02 (08:49):
Sure.
So anyone that so we always do,we've done this for a long time.
We've always done first workoutfree, especially being an open
access gym.
I know that's harder to do fromlike a class or PT thing, but
someone comes and wants to comein for the workout, you know, to
check out the gym.
I I always let have them come infor a free day pass.
So when we do stuff like thepancake days, yeah, we they've
got a little waiver on the desk,they just scan that, they put
(09:10):
their information in, and that'stheir their waiver for the day.
And we've got them, and they'reon our long-term lead nurture
list, and they get all my emailsand my text and until they you
know tell me to leave themalone.
So um we'll get to that parttoo.
SPEAKER_01 (09:23):
And listeners, I'll just qualify this for you.
If you're doing a coachingservice, we recommend a free
consultation.
He Joseph's running a differentmodel here where he's got some
access options.
That first workout free can workin that setting.
But the other thing is that he'sfollowing up and consulting with
people and talking with people.
We're gonna get into that in alittle bit.
You cannot just run a gym, havepeople come in for a free
workout, and assume they'regonna join.
That will not work.
(09:44):
You have to add stuff aroundthat.
So that structure is veryimportant.
And we're gonna talk about howJoseph's making it work.
So I interrupted you, hit thenext thing that you were gonna
talk about.
I think it might have been ads,but maybe it's something else.
SPEAKER_02 (09:54):
Yeah, for sure.
So um, yeah, ads have been a bigone for us for sure, from uh
Facebook, mainly, mainly metaand Facebook ads.
And I was, you know, uh running,I've I before running uh joining
TwoBrain, I had played aroundwith some, never really seen a
lot of success.
Uh, and then I started, I I madea video, I think I saw someone
else's, and I made a quick talkinto the camera, uh, really
(10:17):
basic video that I you know putsome money behind as an ad.
And it was just like, hey, ifyou're tired of you know, hit
the pain points, commercial gymsthat don't care about you, that
everyone's just you know, noone's respectful of the space
and don't take the gymseriously, blah blah blah, and
you're looking for a morecommunity-oriented, you know, it
kind of just like the verycliche like ad.
And I I posted that.
(10:38):
This was before even workingwith anybody, really, and it
started popping off.
I just started I posted it, andall of a sudden I was just
getting, you know, we weregetting flooded with leads.
It was awesome.
And so it was just like aparticular ad set that that that
worked out really well.
Okay.
And then I I iterated on that,tried it, kind of died down.
I talked to Comb uh at you knowTwo Brain, got some advice from
him.
He helped me tweak and alsoadded a secondary ad.
(11:00):
And honestly, I've had those twoads just because they continue
to work.
I've been running the same onesnow for months.
I think my the Instagram one haslike a thousand likes on it now
at this point, just from whichis weird for an ad.
Um, tons of comments, and that'sanother lead generation.
I'll get to that in a second,too.
Yeah, nice.
So so every day we get a couplea couple ads, a couple leads a
(11:22):
day from that.
Uh, I'm putting about, I thinkI've got 30 or 30 or 40 bucks a
day at this point.
I think we're at 1200 bucks amonth on ad spend for meta.
And for a while, it depends.
Month to month is weird becauseyou know, you know how it works
with a high ticket item canreally swing one or the other.
If someone comes in and buys youknow, a thousand dollar package,
(11:42):
you know, it's a great ROASmonth that month.
Yeah.
If someone, if we don't get thatpackage, then it it kills, you
know.
But we're usually at least oneto one, but then that for the
month, and then obviously thoselong-term numbers stay on.
But for a while, other othergood months we'll have, you
know, two, two and a half uhROAS on like an ad spend.
So it's like I'm not gonna, youknow, and then that builds over
(12:03):
time because there's a recurringrevenue.
So it's definitely been worth itfor us to kind of to buckle in
and leave the ads running.
So that's been a big one.
Uh, and then our reallyoptimizing website and SEO.
I've got a couple, you know, Ido one, one these things called
page, and it's a really cool uhAI tool that reminds me to do
reminds and also generates postsand replies and that kind of
(12:26):
thing on our Google profile.
You link it up and it, hey, hey,we need to, we need it.
If you if you're slacking oranything, it reminds you to do
something.
So hey, we haven't responded tothis to this review.
Go go do this review.
Hey, we need to post a new QA,and it kind of like dials in
some of the you know, optimizingthat kind of thing.
So, yeah, there's a coupledifferent tools we use just for
like optimizing our our Googlepresence, but that's been big.
(12:48):
I know a lot of people find usthrough Google now reviews.
You've got over 200 five-starreviews on our Google profile.
So that goes, yeah, I've gotthat all automated now.
People getting those after twoweeks of membership, you know.
I I check in with them and theyshould uh, hey, can you just do
us a quick quick quick review ifyou're having a good time?
And so that's been big for ittoo.
(13:08):
So yeah, just having that onlinepresence.
And we have our website throughKilo too.
So it's you know, there's someoptimizations there.
They actually just emailed mesaying they want to make some
improvements, so that was reallycool.
It did a website audit, so we'regonna make some changes.
So, really just continuing to bea presence online has been huge
for us.
SPEAKER_01 (13:24):
So, listeners, I'll lay out one thing, two things
that Joseph has done here.
He's tracking metrics.
He talked about exactly what hisreturn on ad spend is, how many
leads he's getting, how manysales appointments he's getting.
He knows the numbers.
If you don't know your adnumbers, you don't know if
things are working.
And the other thing thatattached to that is he took
different, you know, differentads.
This one works.
(13:44):
We're gonna iterate a littlebit.
We've got these two ads, they'reworking for a long time.
We're gonna keep them going.
You're not gonna kill ourwinners, we're gonna let them
run because they're working.
You don't need to get chasenovelty.
If something is working, keep itgoing.
So these are important things.
The final thing that he notedthat you need to do four
marketing funnels.
He named them all.
He's got the referral funnelgoing with his pancake
breakfasts, he's got paid ads,he's got content, and he's got
(14:07):
organic social media.
There's four of those.
If you run all four of those atonce, you are going to get more
members and it's going to you'regonna close more sales.
It's gonna be much easier foryou.
The caveat on that is don't runfour crappy funnels.
It would be better to run one ofthose funnels really, really,
really well and then build theothers afterward than it would
be to do a bad job on all fourof them.
(14:28):
So start with the one, and Iwill recommend the referral
funnel because it's the easiestone, the cheapest one that takes
the best least amount of timeand gives you the warmest leads.
Start with that one, then startposting on social media, get
your content out, paid ads,absolutely start doing that.
But do track your metricsbecause sometimes marketing
companies will say, spend more,and you're not getting results.
So you got the whole packagethat Joseph laid out, and I just
(14:48):
want to highlight those thingsfor you.
Four funnels, Kubrain teachesyou exactly how to do that stuff
and it can help you do it.
So, what does your funnel looklike after that?
So now we're talking about Icome to your pancake breakfast,
we're talking a little bit aboutwhat happens, but or I see an ad
and I click in, I get into yoursystem.
What happens next?
SPEAKER_02 (15:07):
Sure.
So we've got uh, you know, weuse our our CRM, we got uh Jim
Gym Lead Machine uh as our CRM.
So we've they've already hadsome some cool automations built
out and we've we've dialed thosein a little bit, made them a
little more personalized to usin the in the tone and you know
the tone we want to reflect.
And so we have the automation,so they're getting you know,
they're getting texts right offthe bat, uh just to just try to
(15:27):
start the conversation.
And I've tried to make thosepretty pretty normal, not you
know, you're hey, this is Joefrom the gym.
Thanks for reaching out.
SPEAKER_01 (15:35):
Like, would you might like to mighty your
deadlift today?
SPEAKER_02 (15:38):
Exact exactly.
Yeah, you've named it.
SPEAKER_01 (15:40):
I like it.
SPEAKER_02 (15:41):
Trying to trying to be a little a little more just
normal.
Like, hey, are you you lookingfor a new gym?
Like what and then just try tostart that conversation.
SPEAKER_01 (15:47):
Beautiful.
SPEAKER_02 (15:47):
Uh and so you got a couple automations uh for a
while, and this was this was abig bottleneck for us, and this
is where I kind of dive intowhat our appointment setting has
improved so much.
Uh for a while it was just medoing appointment setting, and I
was trying, I don't have afull-time staff right now.
I've got some trainers.
We were I I was I kind of hiredone of my trainers to do some
(16:08):
follow-ups, and it was like verycasual, and it was like, well,
you know, he was busy one day,so he like couldn't, you know,
if if you're busy, then youdon't get the calls.
Well, then I'm like, well, wegot 10 leads sitting that
haven't been called yet.
Are you gonna do that?
So it's like we we had some youknow, it wasn't dedicated time
or uh attention to callingleads, and so I would do it
sometimes and spend two or threehours on the phone when A, it's
(16:31):
like I feel like I have amillion things to do, and
obviously this is a high, thisis an important part of the
business, but I also feel like Ishouldn't be so much of my time
shouldn't be sucked up justdoing that too.
You gotta cook pancakes too.
You gotta cook pancakes too.
Also, man, after at the end ofthree hours on the phone of just
hitting redial and redial andredowel, you're just like, I I
(16:53):
gotta get out of the room.
So, anyway, so that was a bigthing was was I knew I needed
more time of for those calls,and and I was like, we've got
you know, I had hundreds ofleads sitting in our
opportunities tab over here onon GLM.
And I knew we weren't thatthere's just lots of money that
was sitting there untouched,essentially.
(17:14):
And so pulled the trigger, and Itried before to bring on a a uh
VA, a virtual assistant, and Iwas not A, I wasn't the right
VA, and B, I did not do a goodjob of managing uh her and
getting things gettingoperations set and getting just
guiding her.
And I kind of just assumed like,oh, I'm hiring someone who knows
what they're doing, so I'm justgonna let them do their thing.
(17:35):
And we weren't settingappointments, so we weren't it
was just like not very well.
There was no SOPs, there was itwas I didn't do a good job of
managing that, and it didn'twork out very well, and I kind
of just like all right thisisn't gonna work, I'll take over
from here.
And then I was trying to do itall myself.
It was a mess.
We weren't touched, we weren'tgetting the leads, but I knew
when I did spend an hour or twoor three doing those calls, we
were getting appointment sets.
(17:55):
Like, okay, need to reallyrecommit.
So I went through the processagain for for a VA and I used
used one, you know, one of theseagencies to help me interview.
And this process was a lot was alot smoother, though.
We ended up interviewing likesix different people and went
through and had a bunch ofquestions, and I was able to
really to talk to themindividually face to face, had
another person helping meinterview them, and we really we
(18:18):
it was cool because we ended upall six calls, and we both were
like, we know exactly who we'rehiring at this point.
Found the right found the rightguy and brought him on, and he's
just been he's been crushing it.
And it it was a little, youknow, maybe a little serendipity
of that we got the right guy,but I think just being able to
interview and hear them on thephone and and someone who had
the experience of of sales andof of appointment setting in to
(18:41):
begin with.
Yeah, so I was a little nervous,I was a little apprehensive of
doing that for sure.
But thankfully, we've been ableto make that work.
And since bringing him on,Stames James, great dude.
We we jive really well, and he'sgot great phone presence, he's
got great uh text presence, andhis conversation skills are just
very kind, very welcoming, whichis there's exactly the model we
(19:02):
want to do, right?
Like you get some people who arejust like, let's let's can you
book a sale right now, like bookthe appointment and a little
more aggressive and known that'snot the tone I want to set.
And so he was he's very uhsympathetic, uh very empathetic,
and very, very goodconversationalist.
And so that's been huge.
And so that's what took usreally.
Like October was a little higherthan normal because he came in
halfway through October, set afew extra points than usual.
(19:24):
We hit the 37.
Uh, and then November was hisfirst full, you know, month,
calendar month, and that's whenwe hit the 60 because he's just
been literally 40 hours a week.
He is he follows up and textsand calls and appointment sets,
and that's been just just gamebreaking for us.
SPEAKER_01 (19:44):
So the ROI on James, I'm guessing, is a no brainer.
SPEAKER_02 (19:47):
Absolutely.
So that's been huge, and yeah, II just that that's been that's
been massive for us.
So um the amount of the amountof people that we've just been
able to get into the gym andthere could like I said, we have
that many.
Leads coming in, there's easymoney on the table, but there's
also people need the ask, andyou need to make the actually
just make the close.
But there are people who areready to give us a lot of money.
(20:11):
And if you're not calling themor touch touching bits with
them, and that was a hugemistake, even just like I
sometimes I look back, we'vebeen open for six years, and I
look back and I'm like, wow, Idon't know how we made it
through the first several yearsbecause it was just so it was so
random.
I mean, to your point earlier,yes, you need to get the collect
contacts and follow up withthem.
I I didn't even have a CRM, Ididn't know what that was.
(20:32):
I didn't either.
I was just like, they would comein the gym.
I was like, sweet, hope theycome back.
Like that was it.
And yeah, that was it.
Like I I had no nothing and uhno systems in place, no, uh, no
nurture, no, you know, I'd sendan email every once in a while
to my email list.
That's about it.
So that systemizing the wholeprocess has been huge for us.
SPEAKER_01 (20:54):
So listeners, Joseph has said everything with metrics
attached to it.
So everything that he's talkedabout has come with, and it
produced this number or thishappened as a result of that, or
I track this and this happened.
Start tracking your numbers.
If you take nothing else fromthe show, your set, your leads,
your set, your show, and yourclose rates start tracking those
numbers.
You will see stuff in there andyou can take action on that
(21:15):
immediately.
If you don't track anything, youcan't make improvements.
The second thing that Josephsaid was he got these great
numbers, and then he noticed hissystem was starting to break
down because he was simply justcouldn't do all the stuff.
He's the big wheel at the gym,he's got a ton of stuff he's got
to do.
He cannot spend 40 hours a weekon the phone, right?
So he realized his system wasbreaking down at that point,
took clear steps to fix thatproblem with a VA, then a better
(21:38):
VA.
Now he's or not a better VA, butwith James, and now he's got a
great person in place who knowsthe gym and is keeping it on
brand in the nurturingconversations, and almost
doubled what was already aleaderboard total of sets.
So from 37 to 60 in a month, asa result of hiring this guy, he
knows he's getting ROI on this,and now we're working down the
(22:00):
system and we're finding out allthe things that we can improve.
And then we're gonna startclosing at a higher rate, we're
gonna start doing all theseother things, and all of a
sudden you can see how amarketing funnel works to build
a world-class gym.
So your first thing, track yourmetrics, find the weak spot,
address it.
Just will ask you this whathappens to leads who don't book?
You I think you said is Jamesgonna hound them and talk to
(22:22):
them until they say no, or howdoes that go?
SPEAKER_02 (22:24):
Yeah, so yeah, it's been another thing.
Just little little processimprovements that we're trying
to work on.
So uh making sure, like makingsure my staff has all the when
I'm at the gym on a lot of daysa week, but I've also got staff
now that are covering.
So if they need to be out there,you know, one of the big things
was like, hey, you guys need tomake sure we're updating these
appointments because if peoplearen't showing up, I can't I
need to know that they're notshowing up.
(22:45):
We need to go set them eitherinto the pipeline to to rebook,
or uh, like you said, set we'llset set James on them and start
hounding them.
So that's been honestly one ofthe one of our bottlenecks, I
think, right now, is like isappointment shows.
So we've I actually, you know,don't don't uh hate me about my
numbers.
I don't have the appointmentshowed for last month right now.
(23:06):
But we're we're settingappointments and we're getting a
good amount.
But I had a day last week wherewe had like three no-shows or
something.
It's just like demoralizing, youknow, a little bit.
But then the next day we'llwe'll have you know three or
four appointments set and all ofthem come in.
So it it just sometimesswitches.
And I know like some of thoseleads to begin with we're never
gonna buy, so I I get it.
I'd rather them not come in andwaste my time anyway.
(23:28):
But uh, okay, how can we improvethis?
So that was actually you know,what's been awesome about you
know the mentorship program isbeing able to sit with my
mentor, uh David, every monthand we and we look at where's
the but where's the gap, right?
And so for a while, well, youknow, it was those appointments
showed, and you know, it's it'sstill going to be a little bit
(23:50):
now.
We're setting so many moreappointments, we're probably
gonna see more no-shows, butwe're also gonna see more shows
and more closes, you know, fromthat result as well.
But you know, so we're we'redialing in like our automations
a little bit.
How can we, you know, even fromonce someone sets an
appointment, they get now avideo from me at the gym that
says, hey, booking yourappointment.
I'm a real person.
This is a real gym.
(24:10):
You know, it's not just anothera spam call.
So we we've set that uh at thethe morning of you know, asking
them to confirm theirappointment, of course, kind of
as a reminder, confirm.
And then we've also shortenedthe window that you can actually
set an appointment to.
And I've talked to my VA too.
Uh, because you know, on theirwebsite, if you go in the web,
if you go on the website, youknow, you get you get two or
(24:31):
three days to actually book theappointment.
You can't book for three weeksout because we all know a
three-week out appointment's notgonna show.
So we do it.
I think it's the three-day,three-day limit.
So you, you know, there's muchhigher chance they're gonna show
up for that.
And then, yeah, and then I'vetold my VA to I told James,
like, hey, let's not, if youknow, if the only thing they can
do is come next week, fine.
(24:51):
But like at that point, let'shop on a call.
Let's see if hey, we have we hadan up something open.
Can we get get you in tomorrow?
So he's been really good aboutgetting them in sooner, and and
we're we're working throughthings, so we're you know, we're
trying to look really likeoptimize that a little bit.
And then I even just startedasking, like, hey, can I get you
the that morning of like we'llsee you an hour?
Would you prefer a water or agator eight?
(25:13):
And so it just give them anoption to say to respond.
And that's something I've younoticed in with communication
too, is and for a while I wasvery passive about when I was
communicating with people, like,oh great, uh, I hope to see you
around, instead of, hey, great,when are you available?
Right.
So like asking a question thatforces a forces a response
instead is been is been a bigone for me.
(25:35):
And I've I've passed that on aswell to everyone's just like,
hey, when we're asking, makesure we're asking, you know,
asking a question versus astatement that we're waiting for
them to respond.
We need to take the initiativeand force, not force them, but
encourage a response.
So um, when they get to choosesomething, I remember Alex
Ramosi saying something aboutthis, whereas like, you know, uh
when they they get to choosesomething for the appointment,
(25:57):
hey, I want a green wristband ora blue wristband or whatever it
is, they have a little bit morebuy-in to actually make that
appointment.
They know someone's counting onthem, they've already told them
what they want.
There's that extra couplepercent chance they're gonna
make it to that appointment now.
SPEAKER_01 (26:09):
Yep, that reciprocity is a big, big deal.
And it's as simple as, you know,you're doing all the stuff
right, like, hey, video text,here's where you park, here's
our front door, I got a t-shirtwaiting for you, whatever it is.
All these things that people do,according to the two-way
playbook, really change thesenumbers.
And again, going back to our twouh top 10 averages, 40 sets,
that was uh on the top 10average, then 32 shows and 23
(26:31):
sales.
You're never gonna go 40, 40,40.
It's just not gonna happen.
That's especially true as youstart getting into paid ads and
a wider funnel and so forth.
You're gonna get leads.
Some of those leads are notgonna be perfect.
Like maybe they clicked intoJoseph's funnel because he got a
great ad in front of them, butthey decided, oh, you know what,
I want to do something slightlydifferent.
I want to train for a marathonor something or whatever.
They're just not the right fitfor his gym or at this time,
(26:51):
whatever it is.
Some of those aren't gonna book,some of them don't aren't gonna
book yet.
And that's where the leadnurture comes in because maybe
they need to see some morestuff.
And so you educate them, you putthat stuff in place, you may get
them.
But it's gonna be ununbelievably rare for you to get
40 leads and or sorry, 40 sets,40 shows.
That's the target, of course,but like it's not gonna happen
very often.
And you probably won't closeevery sale because some people
(27:12):
just aren't gonna be the rightpeople for your business.
And you would do well to say,you know what, the gym down the
road is gonna be much better foryou.
You're gonna have a perfect timethere, go there, and they'll do
the same thing for you and soforth.
But again, you can put all thesesystems in place to ensure as
many people as possible show upand then you start working on
your closing, see as many peopleas possible buy.
I'll ask you, we won't focus onthis because this is a bus show,
(27:32):
but we're talking aboutgenerating leads and
appointments.
Uh, how does your sales processgo?
Are you doing that?
Is James doing that?
Who handles it?
SPEAKER_02 (27:39):
Sure.
So uh it's down to whoever'swhoever's staffing when that
appointment is is set.
And so this is actually gonna beone of the next things we're
looking to improve.
I have an appointment actuallytoday to to increase, you know,
to work on our sales, just ourimproving our sales process and
our our verbiage and ourcoaching.
I I really like them, you know,what Chris talks about about
(28:01):
moving through the sales processas a coach.
And like we're we're here tocoach people through fitness,
right?
But also you're coaching them.
Part of that starts at the salesprocess.
And like, look, you came to mebecause you know that something
is wrong in your life, and asselling a good fitness product,
we know it it's great becausewe're we're not trying to be
slimy and sell someone somethingthey don't need.
(28:22):
We know that you need this, weknow this is going to be helpful
and improve basically everyaspect of your life, right?
And so I I've adopted thatmindset a lot more of the
coaching thing, and I've superfeels really good when someone's
sitting there stressed out andnot able to make a decision, and
you're able to coach them to agood decision for them with and
have them walk away, you know,happy about it.
So yeah, so I've I've definitelygotten better at it, and then
(28:45):
I've gotten I've got right nowtwo other guys who are staffers,
and we're gonna be starting togo over that a little more
regularly, doing a little we'vegot monthly staff meetings with
our with my trainers and my andmy staff, but I'm gonna start
incorporating a little more ofthat sales process and working
on for my sake uh and for theirsakes, just like how can we
close a little better?
Because there's been many, manypretty hot leads come through,
(29:08):
probably ready to buy that weshould have just asked for the
clothes that got through ourfingers kind of thing.
Or they were ready to buy thatday, and then tomorrow, oh,
actually, actually, it's toofar.
It's like well, it wasn't toofar yesterday.
Why is it too far today?
And so really trying to getbetter at taking advantage of
that initiative that they'vetaken and try to again not not
from like a trap them into anagreement, but it's like, hey,
(29:31):
they're they've showninitiative, they're ready to
buy, let's let's close it whilethey're still here.
So that's something I we're kindof next on the shopping block as
far as improvements go.
SPEAKER_01 (29:41):
You've just laid out the help first concept.
Chris Google wrote a book aboutthat and also the prescriptive
model that is coaching people tostart training with you, right?
It's the coach, it's the firstact of coaching is getting them
to buy.
That is, I'll put links to bothof that help first and
prescriptive model in the shownotes for you guys if you want
to take a look at that stuff.
It is great and it'll change theway you approach business.
(30:02):
Again, it's not pressuringsomeone into something.
They raise their hands and said,Hey, I need help, and you have a
solution.
You tell them what the solutionis, you tell them how to
accomplish their goals, you layit out and you say, Hey, do you
want to start tomorrow with meor do you want to start uh in
the group?
And then you follow up and soforth.
And it's a very simple process,but it works like a charm.
And Joseph is using it uh to aT.
So as we close this out, I knowyou got to get in the gym and
start doing some coaching andtraining and probably responding
(30:23):
to leads.
Let's help some people.
What is your advice for someoneout there who's just not getting
a lot of appointments right now?
What can you tell them to helpthem get more people to click
that button to make anappointment?
SPEAKER_02 (30:35):
I think you know, it depends on on where the problem
is.
And that's kind of firstly, Ithink a lot of people, first of
all, have more leads than theythan they realize.
Yeah, you know, and again,hormones you talks about this a
little bit too, where it's likeyour whole, you've got a phone,
you've got lots of contacts inthere, you've got a Facebook,
you've got a lot of contacts onthere.
Like everyone in your in yourimmediate surrounding is
technically a lead.
(30:56):
And so, you know, one of the newthings, you know, we didn't talk
about this earlier, but um, asan example, just trying to get
creative about where whereyou're finding those leads,
first of all.
So people obviously on ourFacebook ads, when they submit a
form, they're automatically intoour system.
People that are not in ourautomatically in our system are
the thousand people that haveliked our ad in the past six
months or whatever.
So that's actually we juststarted doing this yesterday.
(31:19):
I gave I got uh my VA loggedinto our Instagram, and he's
going through messaging everyperson that has liked or
commented on our ads now.
SPEAKER_01 (31:28):
Those are leads.
SPEAKER_02 (31:28):
Uh, so those are all people that should be
theoretically in the area thathave shown some sort of
interest, and they are apotential, they're definitely a
potential lead.
And we've actually gotinteraction.
And the nice thing aboutInstagram, they see your profile
immediately.
They see my face is all over ourInstagram profile, making stupid
videos, making a fool of myselfin some or giving some advice,
(31:49):
maybe some something helpful,but mostly being ridiculous.
And I like both.
SPEAKER_01 (31:53):
I like help and humor.
SPEAKER_02 (31:54):
I like for sure.
Um, especially from a big scarystrength gym.
You see the owner just like uhagain, flipping pancakes.
Or I had I had one, I set thepancake, skill it up on the
treadmill, and so I was running.
I'd like run in flippingpancakes, and it was just it was
it was one of the other guys onit was a DJ table on the
treadmill.
So anyway, they see that.
SPEAKER_01 (32:13):
People need to check this out.
SPEAKER_02 (32:14):
What's your handle then so they can look for uh
unleashed at unleashed strength?
SPEAKER_01 (32:18):
Okay, check it out, listeners.
Yeah, keep going.
SPEAKER_02 (32:21):
There it is.
So so yeah, so where was itgoing anyway?
So yeah, being creative.
Anyone that has that follows youis a lead, and that's something
you know David kind of hocked ontoo.
It's like, how can we and sothis is if you're struggling for
leads?
If you've got all the leads andthey're coming in, people are
visiting your gym or people arein your CRM, or you know, you
you had you have some sort ofads running, or people check
(32:43):
your your Facebook your websiteout, like just just you do need
to really find a system to reachout to them more consistently.
And I know this these numbershave stuck with me for a long
time, and of course I'm gonnabutcher them now, but you know,
the first time that someoneactually responds to you is
gonna is like the sixth orseventh or eighth time you
actually call or text them forthe average, you know, the
(33:03):
average lead, not someone whosaid, I want you to call me, and
it takes seven times for them toget to answer their phone or
something like that.
And so being consistent, and soit's hard because you'll get
when I was doing it myself, itwas a little depressing because
I'd call like 20 people in a rowand no one would respond, and
I'd leave 20 messages.
The thing is, you'd get if youdid a hundred calls, you might
(33:24):
get five or six people.
So, like to actually answer orto whatever, and then you have
cut those, you get to so likethe problem is it it really
becomes a bit of a numbers gameand a volume game, a law of
numbers kind of thing.
So it's like you need to havethe dedicated time, whether it's
you, whether it's a staff,whether it's a VA, someone to
whether they've got they've gotAI tools at this point that they
can do it.
(33:45):
And I don't know, I was lookingat some of those, they look cool
and I think they're gonna getbetter.
So when that comes available,maybe that's an option.
But you know, having somethingto call and to text the people
that are in your actual funnelnow and directly invite them
personally.
Sending a blast, you know, emailto everybody, hey, come check
out our gym is one thing.
But like um, if you can say,Hey, you know, on their phone,
(34:07):
I'd love to invite you in for aworkout, you know.
I think that it really comesdown to it is just really
spending the time and dedicatingthe time and effort and focus
onto that lead nurture.
SPEAKER_01 (34:19):
Joseph said you have more leads than you think, you
just aren't finding them, right?
So I'll tell you get yourclients, go through the list,
figure out, take let's say fiveor ten of them.
Who do they live and work with?
Let's get let's talk to thoseclients and ask them to bring a
friend in for a freeconsultation or or a or a
two-on-one workout.
(34:40):
Okay, so that's that's you coulddo that.
That's an easy one.
Joseph's got a ton of members,he's doing pancake breakfast,
people bring in their friends,it's awesome.
That is like I'll give you thesimple plan of that.
Just get five of your members tobring in a friend for a
two-on-one workout.
That's that's your referralfunnel.
That's the start right there.
The other thing, go right tosocial media.
We'll talk about the organicsocial media funnel.
Anyone who likes, comments, orfollows is a lead.
(35:02):
And this is a new thought.
A lot of us don't know that.
They don't have to reach out foryou.
If they've indicated anyinterest in your business with a
like, follow, comment, send,save, whatever, contact them.
Reach out.
And it can just be as simple ashey, Joseph from Unleashed
Strength Jim, what are you doingfor fitness these days?
Start a dialogue, see whathappens, go from there.
If nothing else, they knowyou're a real person, they know
you they're seen, and you mightget them down the line because
(35:24):
they're following and they knowit's a real person.
So those are two things that youcan do today to get more leads.
And the final thing that I'llsay, Joseph has said this build
a sales system and track yourmetrics.
If you track your metrics, youwill see where the problems are,
then you can improve yoursystem.
And if you can't figure out howto do this, Two-Brain Mentor can
help you.
Joseph, has a mentor helped youdo this stuff faster than you
(35:45):
would have done it on your own?
Like David Allen's an awesomedude.
SPEAKER_02 (35:47):
Yeah, no, David, David's been amazing and uh been
super cool.
Even just, I mean,entrepreneurship, gym ownership
can be very lonely.
Uh, and I think not havinganyone to share numbers with and
share data with, even share winswith is can be frustrating as I
don't have when I hit a newrevenue PR at the gym or
(36:08):
something, it's hard to tellyour friends that because they
just think you're bragging orthat, oh, this guy's must be
must be loaded now.
It's like, well, no, you don'tknow all the expenses I have.
But um anyway, it's just likenice to be able to to to be able
to talk to someone whounderstands, uh, first of all,
and being in the community forsure has been has been awesome.
And David's been been superhelpful in helping me identify
(36:28):
every month what the nextbottlenecks are and like where
where can we now improve to leta little more water water flow
upstream because um and yeah, II had no idea what my numbers
were, honestly, before this, andhaving my dashboard, having my
graphs, being like, oh, thingsare actually trending in the
right direction.
Let's continue figuring outwhere we can continue to improve
(36:49):
has been has been awesome.
And it's been nice to be able tobe delegating more things now
and understanding where I can,you know, justifying that
delegation too.
Where it's if I didn't know mynumbers, I would just see James
as an expense, but I know it'san investment because he is
directly bringing back lots ofpeople to actually come visit
our gym.
Whether or not they buy thatday, whether or not they buy
(37:11):
maybe in six months or even ayear, who knows?
They either getting reached out,they are tough, you know, and
even just knowing that we're notleaving money on the table is
nice, is, is, is having uh, youknow, nice to have him for that
too.
SPEAKER_01 (37:23):
I love it.
And David Allen and I trackmetrics.
Our metrics are we hold the BuckHunter record at uh King's
Bowling in Chicago, Illinoistogether.
So that's uh that's the metricsthat uh he's a good dude, and we
play buckhunter a lot together.
So, anyways, we'll close it outthere.
Thanks for sharing your numbers.
You like you gave us a peekinside the marketing funnel of a
sick gym.
This is awesome.
So thank you so much for beingso detailed on this and sharing
(37:44):
your numbers so openly withother gym owners.
You're gonna help a lot ofpeople.
Thank you, Joseph.
SPEAKER_02 (37:48):
100%, Mike.
I appreciate the time.
That was uh awesome.
SPEAKER_01 (37:51):
Yeah, this that was Joseph Strata.
This is Run a Profitable Gym.
I'm Mike Working and thanks forwatching and listening.
Please subscribe for more showsjust like this.
And now here's TwoBrain FounderChris Cooper with a final
message.
SPEAKER_00 (38:00):
Hey, it's TwoBrain Founder Chris Cooper with a
quick note.
We created the Gym Owners UnitedFacebook group to help you run a
profitable gym.
Thousands of gym owners justlike you have already joined.
In the group, we share soundadvice about the business of
fitness every day.
I answer questions, I run freewebinars, and I give away all
kinds of great resources to helpyou grow your gym.
(38:22):
I'd love to have you in thatgroup.
It's Gym Owners United onFacebook or go to gym
ownersunited.com to join.
Do it today.
The Median Gym gets 13 leads and only seven sales
appointments a month.
That's not enough.
Today I'm going to talk to a gymowner who crushes those numbers
so you can generate more leadsand sales appointments too.
This is Runner Profitable Gym.
I'm your host, Mike Warkin, andplease hit subscribe wherever
you're watching or listeningwith my thanks.
Now, to improve your marketing,you have to track three
important metrics.
Set rate, that's how many peoplebook appointments to talk to
(00:24):
you.
Show rate, that's the number ofpeople that book and show up.
Close rate, that's the number ofpeople who book, show up, and
buy something and start trainingwith you and changing their
lives.
Two Brain released top 10leaderboards, three of them for
all those metrics.
And the averages are 40 sets, 32shows, and 23 high-value sales.
These are awesome numbers.
(00:44):
That is a world-class funnel,and that's the average of those
top 10 leaderboards.
You can see them on our blog.
Joseph Strata of UnleashedStrength Gym in Virginia, here
in the spot on our setleaderboard with 37.
That was in October.
He's agreed to come and help youbook more sales appointments.
And Joseph, I understand thatyou've beaten that number more
recently.
SPEAKER_02 (01:02):
Yeah, I was excited when you actually had reached
out about the initialleaderboard.
Someone reached out, hey, can weput you on the on the board?
You I saw you got 37appointments set, and I was
excited because I knew Novemberwas gonna was actually crushing
it.
So yeah, we we set 60appointments in November.
Uh averaging, averaging two aday and still working out some
kinks with with some of theother, you know, other metrics,
(01:25):
but that one we were superexcited for.
SPEAKER_01 (01:27):
Yeah, so 37 in October, and you almost doubled
it the next month.
That that's that's incredible.
SPEAKER_03 (01:33):
Correct.
Yeah.
SPEAKER_01 (01:34):
Well, let's dig in.
I want to you obviously havefigured this part of the funnel
out.
Let's talk about it.
We'll help some other gymowners.
So talk to me about how manyappointments you generally get
per month.
And I mean, you've just given ustwo metrics.
Is that kind of a standard thingfor you?
And how many leads are you usingto generate these appointments?
SPEAKER_02 (01:49):
Sure.
So we've got uh our our leadflow has been pretty consistent
over the past, I would say, sixmonths ever since kind of
dialing in some of our ads.
Um worked with uh comb overthere uh with with TwoBrain, got
some advice from him in a monthor two, and you know, I I feel
bad because I I've I brought himon, he he tweaked some things,
and I was like, I think we'rewe're good for a little bit, and
(02:10):
uh we're getting we're gettingleads and we're rolling.
So we've been averaging betweenyou know Facebook leads, general
just drop-ins, and theninquiries from our website.
I've been I've been dialing inon SEO, got a couple of tools
I've been using for SEO forespecially Google, really
focusing on our Google metricsuh and our profile there.
And so we get and we're usuallyabout 200 leads a month.
SPEAKER_01 (02:32):
Wow, that's awesome.
SPEAKER_02 (02:34):
So that's from a from a collection of different
places, and we've beenestablished now for six years
too.
So it's like we get peoplecoming in, dropping in friends.
We have a little bit of momentumbuilt from from just from that
perspective.
So, you know, is that a numberyou can expect right off the bat
when you open a gym?
Probably not, but being in thearea now and being just more
well known, uh, I think throughour community, it's it's helpful
(02:55):
for sure.
SPEAKER_01 (02:56):
Okay, so 200 leads is about a standard for you, and
then 37 to 60, 30 to 60appointments is that about right
for an average?
SPEAKER_02 (03:04):
Yeah, I think that's that sounds about right.
You know, and it's it's alwayshard to when someone comes in,
for example, um, they're gonnabe counted as a lead and they
might be already visiting forthat first time.
So that's not necessarily anappointment, appointment that
was booked that was maybe weshould be classifying that.
So really you could say maybeeven higher from an appointments
booked perspective.
But uh, yeah, that's that soundsabout right.
(03:25):
We we were setting probably 25to 30 appointments, I would say,
a month for a little bit.
And that was mostly me doing alot of the that appointment
setting.
And so I'm not sure if we are weare we ready to move to like my
secret sauce or do you should Iwait?
I don't want to I don't want toget ahead of the card.
SPEAKER_01 (03:43):
The secret sauce will come after this question.
I just want you to givelisteners a 60-second summary of
what your gym is.
What are you selling into who?
Like, give them the lay of theland so they know what what
you're doing out there.
SPEAKER_02 (03:53):
Yeah, 100%.
So we started as just a normal24-hour access, uh, open access
gym.
So we catered to strengths,strength athletes for the most
part.
So when we opened, we wereextremely bare bones.
We had a couple Della platforms,a couple benches, dumbbells to
you know 145, and uh, you know,it was it was pretty
straightforward, like atreadmill.
(04:13):
And uh over the past six years,we have grown extensively from
actual equipment selection.
So having two full lines ofselectorized and plate-loaded
machines, a more extensivecardio layout.
We've got the kettlebells, we'vegot the the row.
People can come in and do theirtheir crossfit if they want to,
but we're really, you know, ournumber one offering uh is still
just open access gym for for Iwould say strength and general
(04:36):
fitness.
We have since moved more intopersonal training and what and
small group training now.
Um, and so we have a nice blend,nice hybrid model going.
And I'd say our training is isclosing in to be equal with our
open gym revenue.
It's not quite there yet, butit's it's um 40 to 45 percent
depending on the month of our ofthe overall gym revenue.
(04:58):
So we do a nice blend of both.
I would say I know I'm supposedto have more of an avatar, but
we really do have a very broaddemographic at the gym.
I've got people who are youngathletes, I've got a lot of
power lifters, I've got Olympiclifters, I've got my parents are
in their 80s and they're comingin.
I've got a gentleman who's 92who comes in and does his thing.
(05:19):
Like it's literally everyonefrom just touching a barbell for
the first time to nationallyranked athletes uh and everyone
in between.
So it's a really cool mix.
So I think it's really forpeople, you know, our main
avatars people who wantsomething different than a
commercial gym.
They want the access to the gymor a more personalized community
focus uh of the gym or withpersonal training.
(05:40):
So as far as the type of peoplethat come in, it's it's all over
the place.
SPEAKER_01 (05:43):
So essentially, if you want to get stronger in
Virginia, that comes to you.
There we go.
I think that's that's kind ofyour avatar.
SPEAKER_02 (05:50):
Absolutely.
SPEAKER_01 (05:51):
And that's okay.
You can be broad, and obviously,like you you solved something
that I never could, which islike connecting with the
powerlifting, weightliftingcommunity.
We always had a few of thosepeople, but they generally went
to a gym that was more focusedon that.
You've managed to do that, thenblend in just general people
want to get stronger, and thenlike your parents and other
people, everyone in between.
That is a really cool avatar.
And I love that you you knowyou've managed to solve that
problem because I certainlywasn't able to do that.
(06:12):
ARM, I'm guessing now thatyou're adding more coaching and
training, ERM must be going up.
SPEAKER_02 (06:17):
Yeah, no, for sure.
That's been huge.
And I I know we were talking alittle bit earlier uh how you
know fluctuation with withactual gym memberships, and for
a while, that was like a mainkind of vanity metric that I
would always focus on.
It's like, oh, we're gettingmore members, getting more
members.
And typically that led to higherrevenue, of course.
But the you know, the thing withmore members is you also get
more cancellations, and sothere's this like you know, you
(06:38):
you take these hits, and you'rewe, you know, being a more open
access gym, I I think weprobably have a higher churn
rate than like a small group orsemi-private one-on-one training
gym, that kind of thing.
And so, you know, you seemembers coming and going a lot,
and so you kind of get a littlenumb, not numb, but like used to
that, and it's something to bestay on top of.
But yeah, to your point, we'vealso been replacing lower lower
(07:00):
ticket members with higherticket members, and so even
though numbers of members staythe same or or only go up more
gradually, we can still seeincrease in revenue, which was
what we've seen.
Uh, and now we're seeing bothrevenue and gym numbers go up,
which uh we love to see, youknow, yeah.
Uh them them holding hands onthe way up.
So yeah.
SPEAKER_01 (07:21):
I love it.
That's that's an awesometransition.
And now let's we put the bun onthe table.
Let's let's hit it with secretsauce here.
So let's talk about generatingleads.
Exactly.
What are you doing here to get200 people a month to connect to
your business?
SPEAKER_02 (07:34):
Sure.
So like I said, I think it's ait's a bit of a blend.
It's it's a have just havingbeen around for a while.
We've got so many people bringtheir friends in uh every month.
I mean, it's um and that's noteven something that I'm I'm we
do events.
I do I make pancakes on thefirst Saturday of every month
for everybody, for whoever wantsto come in on Saturday.
So we we have open open gymSaturday mornings and I'm
(07:54):
cooking at the desk.
People walk in like, what'sgoing on?
But so we get people who come infrom you know for our events.
We did a hike, a Thanksgivinghike.
So we we really do focus on thecommunity side of things, and
I'm still I'm still there five,six days a week.
So people know me, people see mymyself, my wife at the gym and
like building the space, andthey know that they you know,
(08:15):
people have that.
It's it's hard because you getthese intangibles and it's kind
of cliche, like oh just theatmosphere and the vibes and
whatever.
But I do think that is it alsois a legitimate reason that
people bring their friends andthey say it's it's it they're
excited to show off their gym tosomeone else, and so we do just
get a lot of people who bringtheir uh bring their friends
from just the environment thatwe've been able to set and
(08:36):
create.
So that's been a huge one.
Um I'm gonna interrupt beforeyou hit to the next one.
SPEAKER_01 (08:40):
I just gotta ask you this right off the bat.
When you cook pancakes withthese things, do you collect
like lead information or how doyou keep track of the people
that come in?
Do is that like a systemizedthing?
SPEAKER_02 (08:49):
Sure.
So anyone that so we always do,we've done this for a long time.
We've always done first workoutfree, especially being an open
access gym.
I know that's harder to do fromlike a class or PT thing, but
someone comes and wants to comein for the workout, you know, to
check out the gym.
I I always let have them come infor a free day pass.
So when we do stuff like thepancake days, yeah, we they've
got a little waiver on the desk,they just scan that, they put
(09:10):
their information in, and that'stheir their waiver for the day.
And we've got them, and they'reon our long-term lead nurture
list, and they get all my emailsand my text and until they you
know tell me to leave themalone.
So um we'll get to that parttoo.
SPEAKER_01 (09:23):
And listeners, I'll just qualify this for you.
If you're doing a coachingservice, we recommend a free
consultation.
He Joseph's running a differentmodel here where he's got some
access options.
That first workout free can workin that setting.
But the other thing is that he'sfollowing up and consulting with
people and talking with people.
We're gonna get into that in alittle bit.
You cannot just run a gym, havepeople come in for a free
workout, and assume they'regonna join.
That will not work.
(09:44):
You have to add stuff aroundthat.
So that structure is veryimportant.
And we're gonna talk about howJoseph's making it work.
So I interrupted you, hit thenext thing that you were gonna
talk about.
I think it might have been ads,but maybe it's something else.
SPEAKER_02 (09:54):
Yeah, for sure.
So um, yeah, ads have been a bigone for us for sure, from uh
Facebook, mainly, mainly metaand Facebook ads.
And I was, you know, uh running,I've I before running uh joining
TwoBrain, I had played aroundwith some, never really seen a
lot of success.
Uh, and then I started, I I madea video, I think I saw someone
else's, and I made a quick talkinto the camera, uh, really
(10:17):
basic video that I you know putsome money behind as an ad.
And it was just like, hey, ifyou're tired of you know, hit
the pain points, commercial gymsthat don't care about you, that
everyone's just you know, noone's respectful of the space
and don't take the gymseriously, blah blah blah, and
you're looking for a morecommunity-oriented, you know, it
kind of just like the verycliche like ad.
And I I posted that.
(10:38):
This was before even workingwith anybody, really, and it
started popping off.
I just started I posted it, andall of a sudden I was just
getting, you know, we weregetting flooded with leads.
It was awesome.
And so it was just like aparticular ad set that that that
worked out really well.
Okay.
And then I I iterated on that,tried it, kind of died down.
I talked to Comb uh at you knowTwo Brain, got some advice from
him.
He helped me tweak and alsoadded a secondary ad.
(11:00):
And honestly, I've had those twoads just because they continue
to work.
I've been running the same onesnow for months.
I think my the Instagram one haslike a thousand likes on it now
at this point, just from whichis weird for an ad.
Um, tons of comments, and that'sanother lead generation.
I'll get to that in a second,too.
Yeah, nice.
So so every day we get a couplea couple ads, a couple leads a
(11:22):
day from that.
Uh, I'm putting about, I thinkI've got 30 or 30 or 40 bucks a
day at this point.
I think we're at 1200 bucks amonth on ad spend for meta.
And for a while, it depends.
Month to month is weird becauseyou know, you know how it works
with a high ticket item canreally swing one or the other.
If someone comes in and buys youknow, a thousand dollar package,
(11:42):
you know, it's a great ROASmonth that month.
Yeah.
If someone, if we don't get thatpackage, then it it kills, you
know.
But we're usually at least oneto one, but then that for the
month, and then obviously thoselong-term numbers stay on.
But for a while, other othergood months we'll have, you
know, two, two and a half uhROAS on like an ad spend.
So it's like I'm not gonna, youknow, and then that builds over
(12:03):
time because there's a recurringrevenue.
So it's definitely been worth itfor us to kind of to buckle in
and leave the ads running.
So that's been a big one.
Uh, and then our reallyoptimizing website and SEO.
I've got a couple, you know, Ido one, one these things called
page, and it's a really cool uhAI tool that reminds me to do
reminds and also generates postsand replies and that kind of
(12:26):
thing on our Google profile.
You link it up and it, hey, hey,we need to, we need it.
If you if you're slacking oranything, it reminds you to do
something.
So hey, we haven't responded tothis to this review.
Go go do this review.
Hey, we need to post a new QA,and it kind of like dials in
some of the you know, optimizingthat kind of thing.
So, yeah, there's a coupledifferent tools we use just for
like optimizing our our Googlepresence, but that's been big.
(12:48):
I know a lot of people find usthrough Google now reviews.
You've got over 200 five-starreviews on our Google profile.
So that goes, yeah, I've gotthat all automated now.
People getting those after twoweeks of membership, you know.
I I check in with them and theyshould uh, hey, can you just do
us a quick quick quick review ifyou're having a good time?
And so that's been big for ittoo.
(13:08):
So yeah, just having that onlinepresence.
And we have our website throughKilo too.
So it's you know, there's someoptimizations there.
They actually just emailed mesaying they want to make some
improvements, so that was reallycool.
It did a website audit, so we'regonna make some changes.
So, really just continuing to bea presence online has been huge
for us.
SPEAKER_01 (13:24):
So, listeners, I'll lay out one thing, two things
that Joseph has done here.
He's tracking metrics.
He talked about exactly what hisreturn on ad spend is, how many
leads he's getting, how manysales appointments he's getting.
He knows the numbers.
If you don't know your adnumbers, you don't know if
things are working.
And the other thing thatattached to that is he took
different, you know, differentads.
This one works.
(13:44):
We're gonna iterate a littlebit.
We've got these two ads, they'reworking for a long time.
We're gonna keep them going.
You're not gonna kill ourwinners, we're gonna let them
run because they're working.
You don't need to get chasenovelty.
If something is working, keep itgoing.
So these are important things.
The final thing that he notedthat you need to do four
marketing funnels.
He named them all.
He's got the referral funnelgoing with his pancake
breakfasts, he's got paid ads,he's got content, and he's got
(14:07):
organic social media.
There's four of those.
If you run all four of those atonce, you are going to get more
members and it's going to you'regonna close more sales.
It's gonna be much easier foryou.
The caveat on that is don't runfour crappy funnels.
It would be better to run one ofthose funnels really, really,
really well and then build theothers afterward than it would
be to do a bad job on all fourof them.
(14:28):
So start with the one, and Iwill recommend the referral
funnel because it's the easiestone, the cheapest one that takes
the best least amount of timeand gives you the warmest leads.
Start with that one, then startposting on social media, get
your content out, paid ads,absolutely start doing that.
But do track your metricsbecause sometimes marketing
companies will say, spend more,and you're not getting results.
So you got the whole packagethat Joseph laid out, and I just
(14:48):
want to highlight those thingsfor you.
Four funnels, Kubrain teachesyou exactly how to do that stuff
and it can help you do it.
So, what does your funnel looklike after that?
So now we're talking about Icome to your pancake breakfast,
we're talking a little bit aboutwhat happens, but or I see an ad
and I click in, I get into yoursystem.
What happens next?
SPEAKER_02 (15:07):
Sure.
So we've got uh, you know, weuse our our CRM, we got uh Jim
Gym Lead Machine uh as our CRM.
So we've they've already hadsome some cool automations built
out and we've we've dialed thosein a little bit, made them a
little more personalized to usin the in the tone and you know
the tone we want to reflect.
And so we have the automation,so they're getting you know,
they're getting texts right offthe bat, uh just to just try to
(15:27):
start the conversation.
And I've tried to make thosepretty pretty normal, not you
know, you're hey, this is Joefrom the gym.
Thanks for reaching out.
SPEAKER_01 (15:35):
Like, would you might like to mighty your
deadlift today?
SPEAKER_02 (15:38):
Exact exactly.
Yeah, you've named it.
SPEAKER_01 (15:40):
I like it.
SPEAKER_02 (15:41):
Trying to trying to be a little a little more just
normal.
Like, hey, are you you lookingfor a new gym?
Like what and then just try tostart that conversation.
SPEAKER_01 (15:47):
Beautiful.
SPEAKER_02 (15:47):
Uh and so you got a couple automations uh for a
while, and this was this was abig bottleneck for us, and this
is where I kind of dive intowhat our appointment setting has
improved so much.
Uh for a while it was just medoing appointment setting, and I
was trying, I don't have afull-time staff right now.
I've got some trainers.
We were I I was I kind of hiredone of my trainers to do some
(16:08):
follow-ups, and it was like verycasual, and it was like, well,
you know, he was busy one day,so he like couldn't, you know,
if if you're busy, then youdon't get the calls.
Well, then I'm like, well, wegot 10 leads sitting that
haven't been called yet.
Are you gonna do that?
So it's like we we had some youknow, it wasn't dedicated time
or uh attention to callingleads, and so I would do it
sometimes and spend two or threehours on the phone when A, it's
(16:31):
like I feel like I have amillion things to do, and
obviously this is a high, thisis an important part of the
business, but I also feel like Ishouldn't be so much of my time
shouldn't be sucked up justdoing that too.
You gotta cook pancakes too.
You gotta cook pancakes too.
Also, man, after at the end ofthree hours on the phone of just
hitting redial and redial andredowel, you're just like, I I
(16:53):
gotta get out of the room.
So, anyway, so that was a bigthing was was I knew I needed
more time of for those calls,and and I was like, we've got
you know, I had hundreds ofleads sitting in our
opportunities tab over here onon GLM.
And I knew we weren't thatthere's just lots of money that
was sitting there untouched,essentially.
(17:14):
And so pulled the trigger, and Itried before to bring on a a uh
VA, a virtual assistant, and Iwas not A, I wasn't the right
VA, and B, I did not do a goodjob of managing uh her and
getting things gettingoperations set and getting just
guiding her.
And I kind of just assumed like,oh, I'm hiring someone who knows
what they're doing, so I'm justgonna let them do their thing.
(17:35):
And we weren't settingappointments, so we weren't it
was just like not very well.
There was no SOPs, there was itwas I didn't do a good job of
managing that, and it didn'twork out very well, and I kind
of just like all right thisisn't gonna work, I'll take over
from here.
And then I was trying to do itall myself.
It was a mess.
We weren't touched, we weren'tgetting the leads, but I knew
when I did spend an hour or twoor three doing those calls, we
were getting appointment sets.
(17:55):
Like, okay, need to reallyrecommit.
So I went through the processagain for for a VA and I used
used one, you know, one of theseagencies to help me interview.
And this process was a lot was alot smoother, though.
We ended up interviewing likesix different people and went
through and had a bunch ofquestions, and I was able to
really to talk to themindividually face to face, had
another person helping meinterview them, and we really we
(18:18):
it was cool because we ended upall six calls, and we both were
like, we know exactly who we'rehiring at this point.
Found the right found the rightguy and brought him on, and he's
just been he's been crushing it.
And it it was a little, youknow, maybe a little serendipity
of that we got the right guy,but I think just being able to
interview and hear them on thephone and and someone who had
the experience of of sales andof of appointment setting in to
(18:41):
begin with.
Yeah, so I was a little nervous,I was a little apprehensive of
doing that for sure.
But thankfully, we've been ableto make that work.
And since bringing him on,Stames James, great dude.
We we jive really well, and he'sgot great phone presence, he's
got great uh text presence, andhis conversation skills are just
very kind, very welcoming, whichis there's exactly the model we
(19:02):
want to do, right?
Like you get some people who arejust like, let's let's can you
book a sale right now, like bookthe appointment and a little
more aggressive and known that'snot the tone I want to set.
And so he was he's very uhsympathetic, uh very empathetic,
and very, very goodconversationalist.
And so that's been huge.
And so that's what took usreally.
Like October was a little higherthan normal because he came in
halfway through October, set afew extra points than usual.
(19:24):
We hit the 37.
Uh, and then November was hisfirst full, you know, month,
calendar month, and that's whenwe hit the 60 because he's just
been literally 40 hours a week.
He is he follows up and textsand calls and appointment sets,
and that's been just just gamebreaking for us.
SPEAKER_01 (19:44):
So the ROI on James, I'm guessing, is a no brainer.
SPEAKER_02 (19:47):
Absolutely.
So that's been huge, and yeah, II just that that's been that's
been massive for us.
So um the amount of the amountof people that we've just been
able to get into the gym andthere could like I said, we have
that many.
Leads coming in, there's easymoney on the table, but there's
also people need the ask, andyou need to make the actually
just make the close.
But there are people who areready to give us a lot of money.
(20:11):
And if you're not calling themor touch touching bits with
them, and that was a hugemistake, even just like I
sometimes I look back, we'vebeen open for six years, and I
look back and I'm like, wow, Idon't know how we made it
through the first several yearsbecause it was just so it was so
random.
I mean, to your point earlier,yes, you need to get the collect
contacts and follow up withthem.
I I didn't even have a CRM, Ididn't know what that was.
(20:32):
I didn't either.
I was just like, they would comein the gym.
I was like, sweet, hope theycome back.
Like that was it.
And yeah, that was it.
Like I I had no nothing and uhno systems in place, no, uh, no
nurture, no, you know, I'd sendan email every once in a while
to my email list.
That's about it.
So that systemizing the wholeprocess has been huge for us.
SPEAKER_01 (20:54):
So listeners, Joseph has said everything with metrics
attached to it.
So everything that he's talkedabout has come with, and it
produced this number or thishappened as a result of that, or
I track this and this happened.
Start tracking your numbers.
If you take nothing else fromthe show, your set, your leads,
your set, your show, and yourclose rates start tracking those
numbers.
You will see stuff in there andyou can take action on that
(21:15):
immediately.
If you don't track anything, youcan't make improvements.
The second thing that Josephsaid was he got these great
numbers, and then he noticed hissystem was starting to break
down because he was simply justcouldn't do all the stuff.
He's the big wheel at the gym,he's got a ton of stuff he's got
to do.
He cannot spend 40 hours a weekon the phone, right?
So he realized his system wasbreaking down at that point,
took clear steps to fix thatproblem with a VA, then a better
(21:38):
VA.
Now he's or not a better VA, butwith James, and now he's got a
great person in place who knowsthe gym and is keeping it on
brand in the nurturingconversations, and almost
doubled what was already aleaderboard total of sets.
So from 37 to 60 in a month, asa result of hiring this guy, he
knows he's getting ROI on this,and now we're working down the
(22:00):
system and we're finding out allthe things that we can improve.
And then we're gonna startclosing at a higher rate, we're
gonna start doing all theseother things, and all of a
sudden you can see how amarketing funnel works to build
a world-class gym.
So your first thing, track yourmetrics, find the weak spot,
address it.
Just will ask you this whathappens to leads who don't book?
You I think you said is Jamesgonna hound them and talk to
(22:22):
them until they say no, or howdoes that go?
SPEAKER_02 (22:24):
Yeah, so yeah, it's been another thing.
Just little little processimprovements that we're trying
to work on.
So uh making sure, like makingsure my staff has all the when
I'm at the gym on a lot of daysa week, but I've also got staff
now that are covering.
So if they need to be out there,you know, one of the big things
was like, hey, you guys need tomake sure we're updating these
appointments because if peoplearen't showing up, I can't I
need to know that they're notshowing up.
(22:45):
We need to go set them eitherinto the pipeline to to rebook,
or uh, like you said, set we'llset set James on them and start
hounding them.
So that's been honestly one ofthe one of our bottlenecks, I
think, right now, is like isappointment shows.
So we've I actually, you know,don't don't uh hate me about my
numbers.
I don't have the appointmentshowed for last month right now.
(23:06):
But we're we're settingappointments and we're getting a
good amount.
But I had a day last week wherewe had like three no-shows or
something.
It's just like demoralizing, youknow, a little bit.
But then the next day we'llwe'll have you know three or
four appointments set and all ofthem come in.
So it it just sometimesswitches.
And I know like some of thoseleads to begin with we're never
gonna buy, so I I get it.
I'd rather them not come in andwaste my time anyway.
(23:28):
But uh, okay, how can we improvethis?
So that was actually you know,what's been awesome about you
know the mentorship program isbeing able to sit with my
mentor, uh David, every monthand we and we look at where's
the but where's the gap, right?
And so for a while, well, youknow, it was those appointments
showed, and you know, it's it'sstill going to be a little bit
(23:50):
now.
We're setting so many moreappointments, we're probably
gonna see more no-shows, butwe're also gonna see more shows
and more closes, you know, fromthat result as well.
But you know, so we're we'redialing in like our automations
a little bit.
How can we, you know, even fromonce someone sets an
appointment, they get now avideo from me at the gym that
says, hey, booking yourappointment.
I'm a real person.
This is a real gym.
(24:10):
You know, it's not just anothera spam call.
So we we've set that uh at thethe morning of you know, asking
them to confirm theirappointment, of course, kind of
as a reminder, confirm.
And then we've also shortenedthe window that you can actually
set an appointment to.
And I've talked to my VA too.
Uh, because you know, on theirwebsite, if you go in the web,
if you go on the website, youknow, you get you get two or
(24:31):
three days to actually book theappointment.
You can't book for three weeksout because we all know a
three-week out appointment's notgonna show.
So we do it.
I think it's the three-day,three-day limit.
So you, you know, there's muchhigher chance they're gonna show
up for that.
And then, yeah, and then I'vetold my VA to I told James,
like, hey, let's not, if youknow, if the only thing they can
do is come next week, fine.
(24:51):
But like at that point, let'shop on a call.
Let's see if hey, we have we hadan up something open.
Can we get get you in tomorrow?
So he's been really good aboutgetting them in sooner, and and
we're we're working throughthings, so we're you know, we're
trying to look really likeoptimize that a little bit.
And then I even just startedasking, like, hey, can I get you
the that morning of like we'llsee you an hour?
Would you prefer a water or agator eight?
(25:13):
And so it just give them anoption to say to respond.
And that's something I've younoticed in with communication
too, is and for a while I wasvery passive about when I was
communicating with people, like,oh great, uh, I hope to see you
around, instead of, hey, great,when are you available?
Right.
So like asking a question thatforces a forces a response
instead is been is been a bigone for me.
(25:35):
And I've I've passed that on aswell to everyone's just like,
hey, when we're asking, makesure we're asking, you know,
asking a question versus astatement that we're waiting for
them to respond.
We need to take the initiativeand force, not force them, but
encourage a response.
So um, when they get to choosesomething, I remember Alex
Ramosi saying something aboutthis, whereas like, you know, uh
when they they get to choosesomething for the appointment,
(25:57):
hey, I want a green wristband ora blue wristband or whatever it
is, they have a little bit morebuy-in to actually make that
appointment.
They know someone's counting onthem, they've already told them
what they want.
There's that extra couplepercent chance they're gonna
make it to that appointment now.
SPEAKER_01 (26:09):
Yep, that reciprocity is a big, big deal.
And it's as simple as, you know,you're doing all the stuff
right, like, hey, video text,here's where you park, here's
our front door, I got a t-shirtwaiting for you, whatever it is.
All these things that people do,according to the two-way
playbook, really change thesenumbers.
And again, going back to our twouh top 10 averages, 40 sets,
that was uh on the top 10average, then 32 shows and 23
(26:31):
sales.
You're never gonna go 40, 40,40.
It's just not gonna happen.
That's especially true as youstart getting into paid ads and
a wider funnel and so forth.
You're gonna get leads.
Some of those leads are notgonna be perfect.
Like maybe they clicked intoJoseph's funnel because he got a
great ad in front of them, butthey decided, oh, you know what,
I want to do something slightlydifferent.
I want to train for a marathonor something or whatever.
They're just not the right fitfor his gym or at this time,
(26:51):
whatever it is.
Some of those aren't gonna book,some of them don't aren't gonna
book yet.
And that's where the leadnurture comes in because maybe
they need to see some morestuff.
And so you educate them, you putthat stuff in place, you may get
them.
But it's gonna be ununbelievably rare for you to get
40 leads and or sorry, 40 sets,40 shows.
That's the target, of course,but like it's not gonna happen
very often.
And you probably won't closeevery sale because some people
(27:12):
just aren't gonna be the rightpeople for your business.
And you would do well to say,you know what, the gym down the
road is gonna be much better foryou.
You're gonna have a perfect timethere, go there, and they'll do
the same thing for you and soforth.
But again, you can put all thesesystems in place to ensure as
many people as possible show upand then you start working on
your closing, see as many peopleas possible buy.
I'll ask you, we won't focus onthis because this is a bus show,
(27:32):
but we're talking aboutgenerating leads and
appointments.
Uh, how does your sales processgo?
Are you doing that?
Is James doing that?
Who handles it?
SPEAKER_02 (27:39):
Sure.
So uh it's down to whoever'swhoever's staffing when that
appointment is is set.
And so this is actually gonna beone of the next things we're
looking to improve.
I have an appointment actuallytoday to to increase, you know,
to work on our sales, just ourimproving our sales process and
our our verbiage and ourcoaching.
I I really like them, you know,what Chris talks about about
(28:01):
moving through the sales processas a coach.
And like we're we're here tocoach people through fitness,
right?
But also you're coaching them.
Part of that starts at the salesprocess.
And like, look, you came to mebecause you know that something
is wrong in your life, and asselling a good fitness product,
we know it it's great becausewe're we're not trying to be
slimy and sell someone somethingthey don't need.
(28:22):
We know that you need this, weknow this is going to be helpful
and improve basically everyaspect of your life, right?
And so I I've adopted thatmindset a lot more of the
coaching thing, and I've superfeels really good when someone's
sitting there stressed out andnot able to make a decision, and
you're able to coach them to agood decision for them with and
have them walk away, you know,happy about it.
So yeah, so I've I've definitelygotten better at it, and then
(28:45):
I've gotten I've got right nowtwo other guys who are staffers,
and we're gonna be starting togo over that a little more
regularly, doing a little we'vegot monthly staff meetings with
our with my trainers and my andmy staff, but I'm gonna start
incorporating a little more ofthat sales process and working
on for my sake uh and for theirsakes, just like how can we
close a little better?
Because there's been many, manypretty hot leads come through,
(29:08):
probably ready to buy that weshould have just asked for the
clothes that got through ourfingers kind of thing.
Or they were ready to buy thatday, and then tomorrow, oh,
actually, actually, it's toofar.
It's like well, it wasn't toofar yesterday.
Why is it too far today?
And so really trying to getbetter at taking advantage of
that initiative that they'vetaken and try to again not not
from like a trap them into anagreement, but it's like, hey,
(29:31):
they're they've showninitiative, they're ready to
buy, let's let's close it whilethey're still here.
So that's something I we're kindof next on the shopping block as
far as improvements go.
SPEAKER_01 (29:41):
You've just laid out the help first concept.
Chris Google wrote a book aboutthat and also the prescriptive
model that is coaching people tostart training with you, right?
It's the coach, it's the firstact of coaching is getting them
to buy.
That is, I'll put links to bothof that help first and
prescriptive model in the shownotes for you guys if you want
to take a look at that stuff.
It is great and it'll change theway you approach business.
(30:02):
Again, it's not pressuringsomeone into something.
They raise their hands and said,Hey, I need help, and you have a
solution.
You tell them what the solutionis, you tell them how to
accomplish their goals, you layit out and you say, Hey, do you
want to start tomorrow with meor do you want to start uh in
the group?
And then you follow up and soforth.
And it's a very simple process,but it works like a charm.
And Joseph is using it uh to aT.
So as we close this out, I knowyou got to get in the gym and
start doing some coaching andtraining and probably responding
(30:23):
to leads.
Let's help some people.
What is your advice for someoneout there who's just not getting
a lot of appointments right now?
What can you tell them to helpthem get more people to click
that button to make anappointment?
SPEAKER_02 (30:35):
I think you know, it depends on on where the problem
is.
And that's kind of firstly, Ithink a lot of people, first of
all, have more leads than theythan they realize.
Yeah, you know, and again,hormones you talks about this a
little bit too, where it's likeyour whole, you've got a phone,
you've got lots of contacts inthere, you've got a Facebook,
you've got a lot of contacts onthere.
Like everyone in your in yourimmediate surrounding is
technically a lead.
(30:56):
And so, you know, one of the newthings, you know, we didn't talk
about this earlier, but um, asan example, just trying to get
creative about where whereyou're finding those leads,
first of all.
So people obviously on ourFacebook ads, when they submit a
form, they're automatically intoour system.
People that are not in ourautomatically in our system are
the thousand people that haveliked our ad in the past six
months or whatever.
So that's actually we juststarted doing this yesterday.
(31:19):
I gave I got uh my VA loggedinto our Instagram, and he's
going through messaging everyperson that has liked or
commented on our ads now.
SPEAKER_01 (31:28):
Those are leads.
SPEAKER_02 (31:28):
Uh, so those are all people that should be
theoretically in the area thathave shown some sort of
interest, and they are apotential, they're definitely a
potential lead.
And we've actually gotinteraction.
And the nice thing aboutInstagram, they see your profile
immediately.
They see my face is all over ourInstagram profile, making stupid
videos, making a fool of myselfin some or giving some advice,
(31:49):
maybe some something helpful,but mostly being ridiculous.
And I like both.
SPEAKER_01 (31:53):
I like help and humor.
SPEAKER_02 (31:54):
I like for sure.
Um, especially from a big scarystrength gym.
You see the owner just like uhagain, flipping pancakes.
Or I had I had one, I set thepancake, skill it up on the
treadmill, and so I was running.
I'd like run in flippingpancakes, and it was just it was
it was one of the other guys onit was a DJ table on the
treadmill.
So anyway, they see that.
SPEAKER_01 (32:13):
People need to check this out.
SPEAKER_02 (32:14):
What's your handle then so they can look for uh
unleashed at unleashed strength?
SPEAKER_01 (32:18):
Okay, check it out, listeners.
Yeah, keep going.
SPEAKER_02 (32:21):
There it is.
So so yeah, so where was itgoing anyway?
So yeah, being creative.
Anyone that has that follows youis a lead, and that's something
you know David kind of hocked ontoo.
It's like, how can we and sothis is if you're struggling for
leads?
If you've got all the leads andthey're coming in, people are
visiting your gym or people arein your CRM, or you know, you
you had you have some sort ofads running, or people check
(32:43):
your your Facebook your websiteout, like just just you do need
to really find a system to reachout to them more consistently.
And I know this these numbershave stuck with me for a long
time, and of course I'm gonnabutcher them now, but you know,
the first time that someoneactually responds to you is
gonna is like the sixth orseventh or eighth time you
actually call or text them forthe average, you know, the
(33:03):
average lead, not someone whosaid, I want you to call me, and
it takes seven times for them toget to answer their phone or
something like that.
And so being consistent, and soit's hard because you'll get
when I was doing it myself, itwas a little depressing because
I'd call like 20 people in a rowand no one would respond, and
I'd leave 20 messages.
The thing is, you'd get if youdid a hundred calls, you might
(33:24):
get five or six people.
So, like to actually answer orto whatever, and then you have
cut those, you get to so likethe problem is it it really
becomes a bit of a numbers gameand a volume game, a law of
numbers kind of thing.
So it's like you need to havethe dedicated time, whether it's
you, whether it's a staff,whether it's a VA, someone to
whether they've got they've gotAI tools at this point that they
can do it.
(33:45):
And I don't know, I was lookingat some of those, they look cool
and I think they're gonna getbetter.
So when that comes available,maybe that's an option.
But you know, having somethingto call and to text the people
that are in your actual funnelnow and directly invite them
personally.
Sending a blast, you know, emailto everybody, hey, come check
out our gym is one thing.
But like um, if you can say,Hey, you know, on their phone,
(34:07):
I'd love to invite you in for aworkout, you know.
I think that it really comesdown to it is just really
spending the time and dedicatingthe time and effort and focus
onto that lead nurture.
SPEAKER_01 (34:19):
Joseph said you have more leads than you think, you
just aren't finding them, right?
So I'll tell you get yourclients, go through the list,
figure out, take let's say fiveor ten of them.
Who do they live and work with?
Let's get let's talk to thoseclients and ask them to bring a
friend in for a freeconsultation or or a or a
two-on-one workout.
(34:40):
Okay, so that's that's you coulddo that.
That's an easy one.
Joseph's got a ton of members,he's doing pancake breakfast,
people bring in their friends,it's awesome.
That is like I'll give you thesimple plan of that.
Just get five of your members tobring in a friend for a
two-on-one workout.
That's that's your referralfunnel.
That's the start right there.
The other thing, go right tosocial media.
We'll talk about the organicsocial media funnel.
Anyone who likes, comments, orfollows is a lead.
(35:02):
And this is a new thought.
A lot of us don't know that.
They don't have to reach out foryou.
If they've indicated anyinterest in your business with a
like, follow, comment, send,save, whatever, contact them.
Reach out.
And it can just be as simple ashey, Joseph from Unleashed
Strength Jim, what are you doingfor fitness these days?
Start a dialogue, see whathappens, go from there.
If nothing else, they knowyou're a real person, they know
you they're seen, and you mightget them down the line because
(35:24):
they're following and they knowit's a real person.
So those are two things that youcan do today to get more leads.
And the final thing that I'llsay, Joseph has said this build
a sales system and track yourmetrics.
If you track your metrics, youwill see where the problems are,
then you can improve yoursystem.
And if you can't figure out howto do this, Two-Brain Mentor can
help you.
Joseph, has a mentor helped youdo this stuff faster than you
(35:45):
would have done it on your own?
Like David Allen's an awesomedude.
SPEAKER_02 (35:47):
Yeah, no, David, David's been amazing and uh been
super cool.
Even just, I mean,entrepreneurship, gym ownership
can be very lonely.
Uh, and I think not havinganyone to share numbers with and
share data with, even share winswith is can be frustrating as I
don't have when I hit a newrevenue PR at the gym or
(36:08):
something, it's hard to tellyour friends that because they
just think you're bragging orthat, oh, this guy's must be
must be loaded now.
It's like, well, no, you don'tknow all the expenses I have.
But um anyway, it's just likenice to be able to to to be able
to talk to someone whounderstands, uh, first of all,
and being in the community forsure has been has been awesome.
And David's been been superhelpful in helping me identify
(36:28):
every month what the nextbottlenecks are and like where
where can we now improve to leta little more water water flow
upstream because um and yeah, II had no idea what my numbers
were, honestly, before this, andhaving my dashboard, having my
graphs, being like, oh, thingsare actually trending in the
right direction.
Let's continue figuring outwhere we can continue to improve
(36:49):
has been has been awesome.
And it's been nice to be able tobe delegating more things now
and understanding where I can,you know, justifying that
delegation too.
Where it's if I didn't know mynumbers, I would just see James
as an expense, but I know it'san investment because he is
directly bringing back lots ofpeople to actually come visit
our gym.
Whether or not they buy thatday, whether or not they buy
(37:11):
maybe in six months or even ayear, who knows?
They either getting reached out,they are tough, you know, and
even just knowing that we're notleaving money on the table is
nice, is, is, is having uh, youknow, nice to have him for that
too.
SPEAKER_01 (37:23):
I love it.
And David Allen and I trackmetrics.
Our metrics are we hold the BuckHunter record at uh King's
Bowling in Chicago, Illinoistogether.
So that's uh that's the metricsthat uh he's a good dude, and we
play buckhunter a lot together.
So, anyways, we'll close it outthere.
Thanks for sharing your numbers.
You like you gave us a peekinside the marketing funnel of a
sick gym.
This is awesome.
So thank you so much for beingso detailed on this and sharing
(37:44):
your numbers so openly withother gym owners.
You're gonna help a lot ofpeople.
Thank you, Joseph.
SPEAKER_02 (37:48):
100%, Mike.
I appreciate the time.
That was uh awesome.
SPEAKER_01 (37:51):
Yeah, this that was Joseph Strata.
This is Run a Profitable Gym.
I'm Mike Working and thanks forwatching and listening.
Please subscribe for more showsjust like this.
And now here's TwoBrain FounderChris Cooper with a final
message.
SPEAKER_00 (38:00):
Hey, it's TwoBrain Founder Chris Cooper with a
quick note.
We created the Gym Owners UnitedFacebook group to help you run a
profitable gym.
Thousands of gym owners justlike you have already joined.
In the group, we share soundadvice about the business of
fitness every day.
I answer questions, I run freewebinars, and I give away all
kinds of great resources to helpyou grow your gym.
(38:22):
I'd love to have you in thatgroup.
It's Gym Owners United onFacebook or go to gym
ownersunited.com to join.
Do it today.
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