June 19, 2025 • 30 mins
Does your gym really need more leads, or are you wasting the leads you already have?
In this episode of “Run a Profitable Gym,” marketing expert John Franklin shares six simple strategies that will help you book more intros and close more sales without spending a dime on ads.
Even small improvements in your lead-nurture process can produce huge returns—just one extra sale per month can add over $17,000 in revenue to a gym.
John explains:
- How and when to contact leads.
- How to personalize lead nurture so your gym stands out.
- How to use long-term lead-nurture tactics that convert cold leads into paying clients months down the line.
- How to use automations without losing the human touch.
He even shares a never-miss script you can use verbatim to start more conversations.
Tune in to hear all six strategies, then start implementing them today to convert more leads into high-value gym members who stay for years.
Links
2026 Two-Brain Summit Tickets
Gym Owners United
Book a Call
0:29 - Call your leads
7:55 - Follow up with leads
11:12 - Optimize availability
15:32 - Personalize lead nurture
20:49 - Long-term lead nurture
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_02 (00:00):
i bet you have enough leads but you're wasting
them today on run a profitablegym two brains marketing wizard
john franklin is going to tellyou how to stop doing that i'm
mike working in please hitsubscribe wherever you're
watching or listening with mythanks john are you ready to
help gym owners with six leadnurture tips that have a huge
effect but are ultra simple
SPEAKER_00 (00:20):
let's get into it
SPEAKER_02 (00:22):
let's do this thing because i bet gym owners are
literally wasting the next leadthat comes in i bet that lead
gets wasted we're gonna helpthem stop doing that right now
so your number Number one tip tohelp gym owners maximize the
leads they already have withoutspending a single dollar.
What is it?
SPEAKER_00 (00:36):
Yeah, a quick preface.
Like I've done hundreds of salescalls for Two Brain.
So talking with gym owners whoare interested in improving
their business, the number onething we hear is I need more
leads, right?
But the reality is, you know,based off of our data in Two
Brain, the average gym getsabout 25 leads just from
existing every single month.
So there's a decent base there.
(00:58):
But when you go down the funnelof those 25, the average gym
only closes five.
So one of the easiest ways youcan grow your membership count
is not necessarily by going outchasing more leads.
It's doing more with the onesthat already exist.
SPEAKER_02 (01:10):
So you're talking 20% of leads, like they only get
gym owners get 25 leads.
They only close five.
SPEAKER_00 (01:16):
Yes.
And so this is about how do youdo more with what you already
have?
Because once you, once you getthat dialed in, you know, moving
people from the top of thefunnel to the bottom of the
funnel, uh, when you actually goand do more aggressive of
marketing, you're going to getmore bang for your buck, right?
Because if your funnel's sloppyand you're throwing a bunch of
marketing dollars at it, you'rejust lighting money on fire.
(01:36):
Yeah,
SPEAKER_02 (01:37):
it'd be a waste to put more leads in a crappy
funnel when you're not going torespond to them anyways.
Why would you put marketingdollars behind that?
SPEAKER_00 (01:42):
Yeah.
And there you have it.
That's the number one tip.
My, the first one is, uh,actually call your leads and
call them.
SPEAKER_02 (01:49):
Hold on.
Call your leads.
SPEAKER_00 (01:51):
Call them physically pick up a phone and dial the
numbers.
And I know I'm one of theco-founders at Kilo.
I sell marketing automationsoftware.
So, you know, it's not like ahuge incentive for me to say, do
this in a non automated way,but, but it's very clear that
the people who get the bestresults are the people who
actually pick up the phone andare aggressive with trying to
(02:13):
get in contact with their leads.
And there's data to show that.
SPEAKER_02 (02:16):
Yeah, very few people do that.
Like how many, like almostnobody does this really.
SPEAKER_00 (02:20):
Yeah.
The actual number is like fewerthan, than 1% call within the
first hour.
And then from the two brainstate of the industry, we know
that like 15% just like don'tcontact their leads at all.
Like
SPEAKER_02 (02:31):
ever, like ever.
No,
SPEAKER_00 (02:33):
no, no, no.
So that's
SPEAKER_02 (02:34):
that.
If you're in that 15% right now,you can sell way more stuff.
If you just contact your leadsat any point ever at all.
SPEAKER_00 (02:43):
Sorry.
Yeah.
Put an asterisk by that.
They don't call their leads.
So they may respond to a contactform, but if somebody calls the
gym, they're not getting a callback.
If somebody leaves their phonenumber, they're not getting an
outbound call.
SPEAKER_02 (02:56):
And a stat that you told me before the show, Inside
Sales found that your odds ofreaching a prospect drop
eightfold when you wait longerthan five minutes to pick up the
phone.
So if you just don't call themback right away, you have like
8x less chance to actuallycontact this person.
And that just gets worse andworse the longer the time goes.
SPEAKER_00 (03:13):
Yeah, it's an 8x decrease.
And that makes sense, right?
When you are putting yourinformation into a form, that's
when you are most hot andbothered by the problem.
So you're out shopping for a gymbecause you got something you
want to fix and i can tell youthat any large established
franchise gym is probably goingto have a system in place to get
in touch with leads quickly soif someone's shopping around
(03:36):
between you and two or threeother gyms they're getting calls
from people five minutes inwhere you're taking you know the
average is a week plus by thetime that you actually get in
contact with them they'rethey're likely going to be a
member of another gym so If youbelieve in what you are selling
in your service, that's one ofthe highest ROI activities and
(03:58):
something I've just beenhammering to tubering clients
for the last, I don't know,seven years now.
SPEAKER_02 (04:04):
And back a few years back, we had Mateo Lopez, your
buddy at Kilo there.
We had him come on the show andwe sat here and we actually
entered some gym lead funnelsjust to see what happened.
And we actually got some callsback on the show.
And we talked to the people onthe phone and said, hey, you
passed the test.
Thank you so much for doingthat.
That's incredible that you didthis so quickly.
That person would have gotten,almost certainly gotten a sale
(04:26):
out of that response.
Other gyms that we funneledstuff into didn't happen.
So my test for you listeners isif I entered your lead funnel
right now, what would happen?
Would there be anyone out thereto deal with it?
Would you wait forever to get acall back?
Would you get any contact?
John, you had three tips.
You mentioned again before theshow, three tips that would help
people call fast.
Because again, if let's saysomeone's listening to the show
(04:47):
right now, what are the plans tohelp someone make this happen?
SPEAKER_00 (04:51):
Yeah.
So I've done plenty of marketingand sales talks.
And one of the ones that, one ofthe exercises that we do is
exactly that.
Like I pair you up with someonein the crowd and you call each
other's gyms and see how long ittakes to get a call back.
And the people who consistentlywin that challenge are people
who just route the gym phone totheir cell phone.
Obviously in Two Brain, we wantyou to have freedom of time, but
(05:15):
that is a gradual process,right?
Like one of the marketingheadlines we put out into the
world in Two Brain is we teachyou how to earn 100,000 net
owner benefit working four hoursa day.
But then, you know, we're veryclear that when you're starting,
you're not working four hours aday.
You know, it's a process youhave to get there.
So the first place is justmaking sure everything pings
directly to your phone.
If you're like a one or twoperson band, highest ROI
(05:37):
activity you can do.
SPEAKER_02 (05:38):
Yeah.
And this is like 25 leads,right?
So it's not like you're getting10,000 leads.
Like you can respond to thoseones that come in and you're
going to get a big, big rewardfor doing so.
SPEAKER_00 (05:46):
Less than one a day.
And so is Yelp going to call andspam you?
I don't know if Yelp still callsand spams people, actually.
But whatever the whatever themodern day equivalent of that.
Sure.
You know, you're going to getsome annoying phone calls.
But again, you know, you got toyou got to sift through the dirt
to get some gold.
So that's the first thing.
If it's just ringing to an emptygym that you're never at or
you're on the floor all thetime, like that's not going to
(06:07):
be a very effective strategy.
The second piece is once you area little more established or you
already have an existing adminstaff at place, or maybe you're
in a position where you'vedelegated, uh, sales, you have a
rapid response person.
So that is like the person whois in charge of calling the
leads.
And I don't, uh, recommend doingthis as like a pooled activity.
(06:28):
I recommend you have one personwho is responsible for the task.
So, you know, if they're doing agood job, because if it's a two
or three person thing, it'slike, oh, you know, it's at
night, Mike is usually up atnight and I expect Mike to do
it.
Uh, whereas one person, youknow, like you are the person
that has to do it, but onlyafter you have some type of
system in place for monitoringresponse time.
(06:50):
So you can use a tool like JimLee machine to do it the way we
did it before marketingautomation was the thing we had
like a literal burner phone.
And so that way we could checkthe burner phone once a week to
see what the response timeslooked like.
There are plenty of ways to justtrack it, but the most important
thing is to make sure that ifsomebody is responsible for
getting back to the leadsquickly, you are holding them
(07:11):
accountable, right?
Delegate, don't abdicate.
And then just know what you'regoing to say.
Real easy script.
Hey, my name is John.
I'm a coach at Hudson RiverAthletics.
Thanks for reaching out aboutour six-week transformation
program.
I can meet you today at the gymaround five or tomorrow at nine
in the morning.
What time works better for you?
(07:31):
Just give them a little simpleA, B, just move down the funnel
quick.
You don't want to have a30-minute conversation,
especially if you're someonewho's doing higher leads.
So the idea is is getting theminto the gym as quickly as
possible and doing thatconsultative prescriptive
selling
SPEAKER_02 (07:45):
so your tip gym owners call leads fast and the
way you can do this is havingthem calls rerouted to your cell
phone and john gave you aperfect script that you can use
right there rehearse that anduse it john what is number two
how many times should peoplefollow up are we annoying people
or what's the plan here
SPEAKER_00 (08:01):
two times a day for three days is what i say i mean
there are people who prescribesomething much more aggressive
than that But the reality is youshould be following up multiple
times.
So if you are a dial once andforget about it, you should
strive to do twice.
And then once you're twice,three times.
And every time you do a bump,you'll notice that you convert
better.
(08:21):
And that'll kind of be the pushthat you need to go to get
closer to, you know, what iswhat I think the right amount,
which is at five, six call mark.
And people are like, it'sannoying.
Not really.
Like when you put your phonenumber into a form, you expect
to be called and So a lot oftimes it may not ring through or
(08:42):
maybe you're calling at work ora bad time.
That's why I like to staggerthem.
Like one in the morning, one inthe evening, and it's only three
days.
Like after the end of the threedays, you don't make contact.
That's fine.
You can follow up a differentway and we'll talk about that.
Um, but yeah, if you haven'tgotten a response from someone,
chances are you're not annoyed.
Like if you're annoying someone,they'll pick up and tell you
(09:04):
you're annoying and then you canstop.
But, uh, if you haven't heardfrom someone, it's not
necessarily because you'repestering them.
SPEAKER_02 (09:12):
I talked to a gym owner and he told me that he
called, I can't remember thenumbers exactly, but it was
something like 10 to 15 or 20calls over like a year long
period.
He finally got this person andthe person signed up and just
said, wow, thank you so much.
I just got into other things.
I was traveling.
I did some stuff and ended upsigning up.
And that was the biggest examplethat I've ever seen of that
persistence paying off.
So follow up, start with John's,you know, six times in three
(09:35):
days is a good benchmark tostart with, but you can always
follow up until you hear, stopcalling me, right?
You're not annoying.
Like Like John said, they puttheir number into your system.
They expect to be contacted.
If you don't, you are wasting alead.
You hinted at number threeearlier when you gave us your
script because you mentioned,hey, do you want to come in
today or tomorrow?
(09:55):
What is your number three tip?
SPEAKER_00 (09:57):
I'll push into three.
I just want to close the loop onthe comment you said there.
Like we're recording this rightafter the weekend of the Two
Brain Summit.
And this was a topic that wasbeing discussed.
And I remember someone duringthe Q&A section raising their
hand and And saying like, hey,you know, I'm worried about
calling people because I don'twant to get a reputation of
(10:17):
being annoying.
And I think the person on stageasked like, you know, like, how
many times have people told youyou're annoying?
It's like zero.
And it's like, how long have youbeen in business?
Five years.
And so like, the reality is alot of these like constraints
around calling and are likebuilt up in your head and not
necessarily something that'slike true, right?
(10:38):
Like a lot of times you see adseverywhere for a bunch of
different products, but You'renot like, oh, Coke is so
annoying because I see their adseverywhere.
Like, you know, it's just harderto get and keep people's
attention and they need constantreminder.
And if they didn't want to hearfrom you, they wouldn't have put
their phone number into thephone.
And
SPEAKER_02 (10:57):
that's the key because the ones that annoy me
are the people, thetelemarketers that have acquired
my phone number through someillegal means and won't stop
calling me.
That's annoying.
But if I put my phone numberinto something that I'm
interested in, I expect contact.
UNKNOWN (11:11):
Yeah.
SPEAKER_00 (11:11):
And so we can talk about three now, right?
It's expectation, right?
So I have a problem.
I'm putting my phone number in.
I want more information.
I want to be sold.
And one of the things that iscommon amongst smaller gyms is
they make it very hard to buyfrom them, right?
And so what I mean by that isyou're like a one-man show.
You do all the classes.
(11:33):
So it doesn't leave you a lot ofgreat calendar availability.
And the reality is that peoplebuy gym memberships At the times
in which your gym is busiest,which is an inconvenience for
you, but something you have tofigure out.
Right.
And so my recommendation is tohave at least next day
availability.
Same day is always great.
(11:55):
And always to have some peakslots available.
So people buy like after theydrop their kids off at school
during their lunch break orright after work.
And so that may change slightlydepending on what type of market
you're in, whether you're inlike a long commute market, like
a New Jersey.
or like a shorter commute marketlike New York, like the city
itself.
(12:15):
That's up to you to know yourown market.
But the idea is usually whenyou're busy as class times are,
that's when people buy.
And that's when you should havecalendar availability.
SPEAKER_02 (12:25):
Yeah.
And we, you know, my originalthing before I learned all this
from you, John, was I had liketwo slots at the most
inconvenient times for actualpeople.
They were convenient for me,right?
I'm not doing anything at likeThursdays at 2.30 PM.
No one booked them becausethey're crappy slots.
When I opened up moreavailability, I got more leads
booking appointments with me,which gave me a chance to
actually close them and meetthem.
(12:45):
And you just need to have moreavailability on there.
One of our gym owners that cameon the show said he struggles a
little bit with some of thisstuff.
So what he does is he'llactually...
do those no sweat intros righton the phone that day.
Is that a plan that could maybehelp in this situation?
SPEAKER_00 (12:59):
Yeah, a hundred percent.
So the head of sales at twobrain owns two or three gyms.
I can't keep track and he livesin a different state than his
gyms.
And so he does a lot of theselling right over the phone.
So, and it works just fine.
Uh, it's definitely a faster wayto move people down the funnel.
(13:19):
But it's something where youneed to be better at controlling
the conversation, being able toget people, you know, down the
funnel a little bit faster.
Yeah.
In person is
SPEAKER_02 (13:30):
great, but don't spend time waiting for that.
If you can make it happen rightaway, sell them on the phone.
That works too.
SPEAKER_00 (13:35):
Yep.
But I would advise, you know,doing some sales training.
So speaking with your mentor andmaking sure you got it dialed in
script or it could be probablymore harmful than helpful.
UNKNOWN (13:46):
Yeah.
SPEAKER_02 (13:47):
All right.
Now, we often talk in Two Brainabout systemizing something and
later on putting some backupplans in place in case you
yourself are not exactlyavailable.
So, John, how can gym owners dothat if they're super busy but
they still want to keep thisprocess going?
What can they do?
SPEAKER_00 (14:03):
Yeah.
So, like I mentioned earlier,the most important thing is
calling your leads.
Now, it's not realistic foreveryone.
a smaller gym owner to be ableto call their leads in less than
five minutes all the time.
Like we're just wearing amillion different hats and doing
a bunch of different stuff andlife gets in the way.
Having a tool that can help youautomate part of the process is
(14:27):
very important, right?
Somebody comes in being able toshoot them with a instant text
with a link to your salescalendar, having your sales
calendar visible on your websiteso people can book automatically
is also very helpful.
And doing just your automatedappointment reminders, simple
things like that that just kindof stop people from forgetting
(14:47):
to show up for your gym or thesales call or pushing people to
book the sales call faster canlead to a substantial increase
in the amount of people who endup in your calendar and the
amount of people who show up forthose sales appointments.
SPEAKER_02 (15:02):
Yeah.
So you guys, the personal touchdoes not go away.
You should not not call people.
You must call them, but youshould also have some tech
backup in there and make it aseasy as possible.
And they should hear from youright away.
If you put your info onsomething and you get a lead or
a message back right away thatsays, Hey, thanks.
Here's our booking calendar.
That's amazing because yourphone's still in your hand.
(15:24):
You haven't dropped it.
You haven't forgotten.
You can actually take action ona simple step.
That's obvious to everyone.
So do put that stuff in place,but again, it's not a substitute
for John.
John's next tip, which is goingto be a personalization, and
John, I'll preface this bysaying, as you mentioned, we
just got back from the Two ReignSummit.
Joey Coleman offer of never losea customer again was amazing,
and he was big on thatpersonalization angle.
(15:44):
How does that fit with leadnurture?
SPEAKER_00 (15:47):
Yeah, and he brought down the house.
It was by far the mostwell-received talk of the entire
weekend.
It was amazing.
A lot of it was centered aroundthis idea of personalization and
it showed up and how it shows upin different parts of the
customer journey and how you cando a little bit extra to make
your customers.
And in this case, prospects feela little more loved and display
(16:10):
that like you are a goodtrustworthy business that is
worth their time.
And so one of the things that Iadvise gyms to do is when
somebody is coming in for asales appointment, either the
night before or the day of shootthem a quick 30 second video
text you like in the gym sayinghey Steve it's John I'm here at
(16:31):
your gym name really excited tosee you at whatever the time
their appointment is this is ourfront door if you look out here
that's where parking is and I'mputting together a little basket
for you or a little gift for youcan you just let me know what
size t-shirt you are text me ifyou need anything this is my
number and then popping thatover and so you've done a lot of
things so you're showing themthe actual like gym itself and
(16:54):
where to park and removing someof that first day intimidation
because it is a scary thing fora lot of people, especially
someone who hasn't been in thegym a while.
You're triggering reciprocity,right?
You know, if you're going togive them a t-shirt, if you're
going to give them a water orsomething, or maybe you have
like, you stock fit aid, youknow, it's like, what flavor do
you prefer?
Lime or grape?
(17:14):
I'm just putting somethingtogether for you, making sure
you feel comfortable, likesomething that elicits a
response and then triggers thatreciprocity.
So, you know, you're making themfeel comfortable.
and feel like you've done them asolid before even getting into
the door.
And it's also just shows thatyou're a human, right?
It's very easy to ignoreappointments if you don't have a
(17:35):
connection with someone.
But Mike, if you're my friendand we have this podcast that
we're filming at this time, likeit's much harder for me to not
show up for that versus if Ijust book some random
appointment through a portal andI'm not really committed to it
in any way.
SPEAKER_02 (17:49):
Yeah.
At very minimum, you send thatmessage, they get a reminder,
right?
The next thing they get is theysee your face and they realize
that you're not just an AI bot,you're an actual person.
You're trying to help make themeasy.
Hey, park here.
Like for a guy like me, I liketo know where parking is.
That's a great one.
Here's our front door.
You're already getting rid of alot of obstacles because I could
(18:09):
be like, oh, it's rush hour.
I made that appointment.
I don't want to go downtown.
I don't know where to park.
And you're like, you park here,dude.
Everything's cool.
You're getting rid of someobstacles that can come up
before they even come up.
And then you are exactlybuilding that relationship where
it's a lot harder to cancelbecause I've seen your face,
we've talked, you're giving me,you're getting something ready.
If I cancel, I'm kind of pullingthe pin on something and it
feels a little bit worse than ifit's just a bot and I don't show
(18:30):
up.
So that's a great, great one.
And Joey, like he lives thisstuff.
When John mentioned listenersthat this thing at the Two Brain
Summit was incredible, hecustomized his talk 100% for gym
owners.
He was talking about industrystats, things that gym owners
care about and knew about.
He referenced some of our TwoBrain content and reports.
He knew exactly what was goingon and he tailored that to his
audience.
You got to do the same thingwhen he was signing books
(18:51):
afterwards.
His interactions with peoplewere ultra genuine and engaging.
It was just really a 100% lessonhow to personalize an experience
for the audience.
It was incredible.
Two brain tickets are on salefor the next year.
By the way, if you want to getthose, I'll put a link in the
show notes for you to check thatout.
John, last one.
So you've done all the stuffthat we just talked about.
You called within five minutes.
(19:12):
You called a bunch of times.
You just didn't connect withthis person.
what happens next.
SPEAKER_00 (19:17):
I just want to close the loop on the last one real
quick.
Yeah.
It's funny.
You talk about Joey, like, likecutting your niche is like the,
I go, I bend over backwards forcustomers.
That's tough, you know?
Cause he was like in the backthere, like signing books and
shaking hands for like fourhours after his presentation.
I talked about parking in thescript that I just gave you, but
(19:38):
like I operated in Philadelphiaand New York city and these like
tough urban markets.
If you're in the middle ofnowhere, it may not make sense
to do something like that, butlike, you know, flip the switch
to make sense for yourenvironment.
So hey, just wanted to show youwhat my face looks like so you
know who to come up to whenyou're here.
This is a front desk.
I'm going to be waiting here.
If you don't see me, this isDebra.
(20:00):
She works with me.
She'll be able to grab me.
So whichever one of us you see,just grab us.
We're expecting you.
We know we stalked you a littlebit on your Facebook, so we know
what you look like.
We'll see you soon here.
Maybe don't say you stalkedthem.
Light stalking.
Whatever it may be, but yeah,just personalizing it to make
sense for your environment.
Now, moving on to the next one.
(20:22):
So most prospects aren't goingto buy.
So, you know, getting averagegyms, getting 25, between 25, 30
leads, they're closing five,maybe six of them.
That means like by definition,the majority of them aren't
buying.
And so we talked about what youcan do to get, to increase that
rate, you know, maybe go fromfive to six or seven by doing,
(20:43):
faster lead nurture, having goodcalendar availability.
And then the personalizationpiece is getting them to show
up.
But one of the things you can dois taking some of those leads
that maybe aren't ready orweren't sold right away and get
them back into the funnel atlater date is having a long-term
nurture sequence.
So this is one of those thingsthat sounds obvious.
(21:03):
You know you should be doing it,but a lot of people don't do it
or they set one up.
like years ago and haven'treviewed it to make sure it's
still relevant.
The data on this shows that 63%of leads who say that they're
not ready can still beconverted, assuming a business
is still sending them consistentand helpful tips.
(21:24):
What I recommend doing isshooting them something every
two weeks to a month and doingthat for at least 90 days.
The best gyms are hitting you upevery week or two and they have
something developed throughoutthe course of a year, Thank you.
And this is nothing like, thisdoesn't have to be anything
fancy.
This can be just like, hey, ahelpful tip.
(21:44):
Here's like a, hey, I knowyou're in town.
Here are the three healthy lunchspots that I go to.
Or like a testimonial like, hey,Mike joined the gym.
This is what he was like beforeafter three months.
This is what he's like now.
And sending those kind of likesocial proofy case study things
(22:05):
or just like a quick workouttip.
Hey, if you're struggling- andyou don't wanna do something in
the gym, but you wanna make alittle progress, here's like a
workout you can do at home realquick.
And those are just threeexamples of like a workout tip,
some type of helpful resource,or some social proof case study
thing I would rotate betweenthose.
(22:25):
And you're just staying top ofmind for that prospect.
So maybe they're not ready tojoin the gym now, but when they
are, they're gonna remembersomething helpful that they saw
from you in the last, hopefully,couple weeks there
SPEAKER_02 (22:38):
yeah and it gets your name in their inbox it
reminds them you're offeringhelpful stuff you're doing that
reciprocity again where i'mgiving you gift after gift after
gift even if it's just tips andknowledge and i can tell you
like i use your system kilojimmy lead machine and every
once in a while we will we'vegot these automations running
and we'll see someone Out of theblue, we'll just respond to like
sequence number eight orsomething like that and say, oh,
you know what?
(22:59):
This is such a helpful tip.
You know, I really need to getonto my nutrition.
Can we connect?
And I'm like, that is no effortbecause it's an automation.
We tried to contact that person.
They didn't respond.
But later on, it popped up andthat's a huge win.
Do you see that regularly fromgym owners where it's like these
systems start working and all ofa sudden you get these
background, like a lead from sixmonths ago, boom, back in?
UNKNOWN (23:20):
Yeah.
SPEAKER_00 (23:21):
yeah i mean thanks for the shout out for kilo jim
lee machine so if you don't wantto do any of this yourself like
there are tools you can do thisfor very little money uh but you
have to go out and write allthis stuff and and make it all
happen if you just want it donefor you jim lee machine is a
product that can help you dothat up to you whatever makes
the most sense it's obviouslysomething we see in two brain
(23:42):
all the time and something we'reworking on in two brain and it's
like we we notice that thepeople who buy from us either
buy in the first two weeks.
So they'll get into the funnel,they'll do a full binge and then
their realized mentorship is forthem and buy.
And then we have the secondcategory and those are the
lurkers or somebody who stays onthe list and reads the emails
(24:03):
and receives the automations foryears.
And then finally we get them atthe right time and we're able to
bring them in.
But to your point, like thereason I said, Hey, this is
something that's obvious and youknow, you should do, but it
shouldn't be like, like werecently redid the Because it
just wasn't long enough.
And I didn't think the emailswere valuable enough.
(24:25):
And so, you know, even for likea larger business in the gym,
it's still something that likewe are working on.
So one thing Chris has beensaying internally a lot to the
team is this idea of like, hey,what is the chicken, rice, and
broccoli of our business?
What are the actions?
What are the things that we cando consistently and improve upon
consistently in order to get abetter result?
(24:45):
And this is one of them.
Like if you haven't taken a peekunder the hood and looked at
your nurture system, again, ifyou're getting 25 leads a month,
that's 300 a year.
And if your nurture sequence is10 emails long, that's like 300.
3000 interactions.
And so taking something fromvery bad to a little bit better
(25:07):
will have a profound andmeaningful difference.
And since you're not customizingthese emails every single time,
it's like a one and done typething, a huge, huge, huge
leverage activity, like massiveROI from your time to making
sure that these are good andactually delivering value,
having the right impact on thepeople reading them.
SPEAKER_02 (25:29):
There you go.
So I'm going to tell Jonas,John, we'll talk about what's at
stake here because you tossed acouple of really cool stats at
me if people make some changeshere.
But before we do that, I'll justrecap this for you.
Listeners, you're going to callleads back fast.
That's number two, number one,pardon me, number two.
You want to follow up like sixtimes in three days.
Do it quite fast.
Get in touch with these people.
You need lots and lots ofcalendar availability.
(25:51):
Make it easy for people to finda spot that's convenient for
them, not for you.
It has to be convenient forthem.
After that, you're going toautomate part of the process but
make sure you don't remove thehuman touch because people can
smell robots and they don'talways like them make sure that
there's some human touch inthere but you can automate
you're going to personalizestuff for show rates send them
those messages let them see yourface tell them you're waiting
(26:12):
for them make it easy park herecome in here i've got coffee
ready for you do you like creamand sugar what's your thing the
whole deal get thatpersonalization in there and
from there develop a long-termlead nurture process can that
can run in the background sowhen you're doing other stuff
your leads are still gettingvaluable stuff from you and a
Eventually they might seeexactly what they need to see to
book an appointment and contactyou and open that dialogue where
(26:34):
you can then help them with yourservices.
So John, you were talking about27 leads a month, only
converting five.
Let's talk about if someone addsa conversion, an extra sale and
lifetime value and what that cando.
What's the money stake?
What's going on here?
SPEAKER_00 (26:49):
Yeah.
So I'm pulling this datadirectly from the two brain
business state of the industry.
This one's from the 2023 copy.
I think we only make the 2024copy of Zoom.
the only one that's availableonline now.
But if you DM Chris on Facebook,I'm sure he can get you a copy
of the 2023 if you want to seethese stats.
So I mentioned earlier, I thinkI said 25, but the numbers, 27
(27:10):
leads a month is the amount ofleads that the average gym is
getting, and they only convertfive.
And we know that the averagecoaching gym lifetime value is
around$1,300,$1,400.
The exact number is$1,381.55.
If you can implement what wetalked about here and that leads
(27:33):
to one extra sale a month, whichit should lead to more than that
because if you are consistentlydoing these things, you will
definitely outperform theaverage gym because the average
gym is maybe doing one or two ofthese things okay.
And if you're doing six of thempretty consistently, it should
lead to more.
(27:53):
huge outperformance.
But let's say you don't.
Let's say you're just averageand you just sell an extra
month.
We know that that'll lead toaround an extra$17,000 in
additional revenue.
And so a lot of that, if you'rea group-based gym, is going to
go to the bottom line.
And we know that the average gymowner is taking around 3,500 net
(28:15):
owner benefit.
So that could lead to ameaningful increase, right?
If all that's going to the 50%increase in your take home pay.
If you're running at a 50%margin, that's still, I don't
want to, the brain's still alittle foggy from traveling, but
it's still like a 20 pluspercent increase in what you're
(28:35):
taking home as a gym owner fromimplementing these simple tips.
And a lot of them are just oneand done type things.
SPEAKER_02 (28:41):
So John has been educating me on the great
Florida tradition called SwampFest.
So as we close this out, I'mgoing to pour some gasoline on
the massive bonfire.
Think about those stats thatJohn gave you.
Those are averages.
Let's say your lifetime valuefor a client is better because
you have a mentor who's helpedyou sell high-value services.
Let's say your ARM is$325 amonth or something like that,
and you retain clients for 26months.
(29:01):
You're crushing the industrystandard because you have a
mentor who's telling you how todo that retention.
Your lifetime value number isgoing to go up way higher.
One extra sale won't result in$17,000 of revenue.
You're going to start looking athundreds of thousands of
dollars, and I'm not making thisup.
I talked to about 50 gym owners,and I asked them about their
stats.
Things are proud of at the TwoBrain Summit.
They told me, one guy was like,I've added$500,000 in annual
(29:23):
revenue.
Other people told me incrediblestats of their ARM going up over
$300,$400,$500, length ofengagement that just destroys
the industry standard of likeeight or nine months.
It's just incredible.
So those numbers all get firedup if you do this stuff.
And so one extra lead at thatpoint when you've got these big
numbers becomes huge, hugemoney.
So I can't tell you enough tostart doing this stuff.
(29:46):
John's given you six simplethings you can do they're very
easy if you do it you will makemore money and take it home you
agree john
SPEAKER_00 (29:53):
i agree
SPEAKER_02 (29:54):
that's the show for today thank you so much john for
spending your time with us andspending your knowledge gym
owners take action on this stufftoday the next lead that comes
in call within five minutesthat's your assignment starting
right now this is run aprofitable gym i'm your host
mike workenden please hitsubscribe on your way out the
door and now here's two brainfounder chris cooper with a
final
SPEAKER_01 (30:11):
message Hey, it's Two Brain 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.
(30:33):
I'd love to have you in thatgroup.
It's Gym Owners United onFacebook or go to
gymownersunited.com to join.
Do it today.
Hey!
i bet you have enough leads but you're wasting
them today on run a profitablegym two brains marketing wizard
john franklin is going to tellyou how to stop doing that i'm
mike working in please hitsubscribe wherever you're
watching or listening with mythanks john are you ready to
help gym owners with six leadnurture tips that have a huge
effect but are ultra simple
SPEAKER_00 (00:20):
let's get into it
SPEAKER_02 (00:22):
let's do this thing because i bet gym owners are
literally wasting the next leadthat comes in i bet that lead
gets wasted we're gonna helpthem stop doing that right now
so your number Number one tip tohelp gym owners maximize the
leads they already have withoutspending a single dollar.
What is it?
SPEAKER_00 (00:36):
Yeah, a quick preface.
Like I've done hundreds of salescalls for Two Brain.
So talking with gym owners whoare interested in improving
their business, the number onething we hear is I need more
leads, right?
But the reality is, you know,based off of our data in Two
Brain, the average gym getsabout 25 leads just from
existing every single month.
So there's a decent base there.
(00:58):
But when you go down the funnelof those 25, the average gym
only closes five.
So one of the easiest ways youcan grow your membership count
is not necessarily by going outchasing more leads.
It's doing more with the onesthat already exist.
SPEAKER_02 (01:10):
So you're talking 20% of leads, like they only get
gym owners get 25 leads.
They only close five.
SPEAKER_00 (01:16):
Yes.
And so this is about how do youdo more with what you already
have?
Because once you, once you getthat dialed in, you know, moving
people from the top of thefunnel to the bottom of the
funnel, uh, when you actually goand do more aggressive of
marketing, you're going to getmore bang for your buck, right?
Because if your funnel's sloppyand you're throwing a bunch of
marketing dollars at it, you'rejust lighting money on fire.
(01:36):
Yeah,
SPEAKER_02 (01:37):
it'd be a waste to put more leads in a crappy
funnel when you're not going torespond to them anyways.
Why would you put marketingdollars behind that?
SPEAKER_00 (01:42):
Yeah.
And there you have it.
That's the number one tip.
My, the first one is, uh,actually call your leads and
call them.
SPEAKER_02 (01:49):
Hold on.
Call your leads.
SPEAKER_00 (01:51):
Call them physically pick up a phone and dial the
numbers.
And I know I'm one of theco-founders at Kilo.
I sell marketing automationsoftware.
So, you know, it's not like ahuge incentive for me to say, do
this in a non automated way,but, but it's very clear that
the people who get the bestresults are the people who
actually pick up the phone andare aggressive with trying to
(02:13):
get in contact with their leads.
And there's data to show that.
SPEAKER_02 (02:16):
Yeah, very few people do that.
Like how many, like almostnobody does this really.
SPEAKER_00 (02:20):
Yeah.
The actual number is like fewerthan, than 1% call within the
first hour.
And then from the two brainstate of the industry, we know
that like 15% just like don'tcontact their leads at all.
Like
SPEAKER_02 (02:31):
ever, like ever.
No,
SPEAKER_00 (02:33):
no, no, no.
So that's
SPEAKER_02 (02:34):
that.
If you're in that 15% right now,you can sell way more stuff.
If you just contact your leadsat any point ever at all.
SPEAKER_00 (02:43):
Sorry.
Yeah.
Put an asterisk by that.
They don't call their leads.
So they may respond to a contactform, but if somebody calls the
gym, they're not getting a callback.
If somebody leaves their phonenumber, they're not getting an
outbound call.
SPEAKER_02 (02:56):
And a stat that you told me before the show, Inside
Sales found that your odds ofreaching a prospect drop
eightfold when you wait longerthan five minutes to pick up the
phone.
So if you just don't call themback right away, you have like
8x less chance to actuallycontact this person.
And that just gets worse andworse the longer the time goes.
SPEAKER_00 (03:13):
Yeah, it's an 8x decrease.
And that makes sense, right?
When you are putting yourinformation into a form, that's
when you are most hot andbothered by the problem.
So you're out shopping for a gymbecause you got something you
want to fix and i can tell youthat any large established
franchise gym is probably goingto have a system in place to get
in touch with leads quickly soif someone's shopping around
(03:36):
between you and two or threeother gyms they're getting calls
from people five minutes inwhere you're taking you know the
average is a week plus by thetime that you actually get in
contact with them they'rethey're likely going to be a
member of another gym so If youbelieve in what you are selling
in your service, that's one ofthe highest ROI activities and
(03:58):
something I've just beenhammering to tubering clients
for the last, I don't know,seven years now.
SPEAKER_02 (04:04):
And back a few years back, we had Mateo Lopez, your
buddy at Kilo there.
We had him come on the show andwe sat here and we actually
entered some gym lead funnelsjust to see what happened.
And we actually got some callsback on the show.
And we talked to the people onthe phone and said, hey, you
passed the test.
Thank you so much for doingthat.
That's incredible that you didthis so quickly.
That person would have gotten,almost certainly gotten a sale
(04:26):
out of that response.
Other gyms that we funneledstuff into didn't happen.
So my test for you listeners isif I entered your lead funnel
right now, what would happen?
Would there be anyone out thereto deal with it?
Would you wait forever to get acall back?
Would you get any contact?
John, you had three tips.
You mentioned again before theshow, three tips that would help
people call fast.
Because again, if let's saysomeone's listening to the show
(04:47):
right now, what are the plans tohelp someone make this happen?
SPEAKER_00 (04:51):
Yeah.
So I've done plenty of marketingand sales talks.
And one of the ones that, one ofthe exercises that we do is
exactly that.
Like I pair you up with someonein the crowd and you call each
other's gyms and see how long ittakes to get a call back.
And the people who consistentlywin that challenge are people
who just route the gym phone totheir cell phone.
Obviously in Two Brain, we wantyou to have freedom of time, but
(05:15):
that is a gradual process,right?
Like one of the marketingheadlines we put out into the
world in Two Brain is we teachyou how to earn 100,000 net
owner benefit working four hoursa day.
But then, you know, we're veryclear that when you're starting,
you're not working four hours aday.
You know, it's a process youhave to get there.
So the first place is justmaking sure everything pings
directly to your phone.
If you're like a one or twoperson band, highest ROI
(05:37):
activity you can do.
SPEAKER_02 (05:38):
Yeah.
And this is like 25 leads,right?
So it's not like you're getting10,000 leads.
Like you can respond to thoseones that come in and you're
going to get a big, big rewardfor doing so.
SPEAKER_00 (05:46):
Less than one a day.
And so is Yelp going to call andspam you?
I don't know if Yelp still callsand spams people, actually.
But whatever the whatever themodern day equivalent of that.
Sure.
You know, you're going to getsome annoying phone calls.
But again, you know, you got toyou got to sift through the dirt
to get some gold.
So that's the first thing.
If it's just ringing to an emptygym that you're never at or
you're on the floor all thetime, like that's not going to
(06:07):
be a very effective strategy.
The second piece is once you area little more established or you
already have an existing adminstaff at place, or maybe you're
in a position where you'vedelegated, uh, sales, you have a
rapid response person.
So that is like the person whois in charge of calling the
leads.
And I don't, uh, recommend doingthis as like a pooled activity.
(06:28):
I recommend you have one personwho is responsible for the task.
So, you know, if they're doing agood job, because if it's a two
or three person thing, it'slike, oh, you know, it's at
night, Mike is usually up atnight and I expect Mike to do
it.
Uh, whereas one person, youknow, like you are the person
that has to do it, but onlyafter you have some type of
system in place for monitoringresponse time.
(06:50):
So you can use a tool like JimLee machine to do it the way we
did it before marketingautomation was the thing we had
like a literal burner phone.
And so that way we could checkthe burner phone once a week to
see what the response timeslooked like.
There are plenty of ways to justtrack it, but the most important
thing is to make sure that ifsomebody is responsible for
getting back to the leadsquickly, you are holding them
(07:11):
accountable, right?
Delegate, don't abdicate.
And then just know what you'regoing to say.
Real easy script.
Hey, my name is John.
I'm a coach at Hudson RiverAthletics.
Thanks for reaching out aboutour six-week transformation
program.
I can meet you today at the gymaround five or tomorrow at nine
in the morning.
What time works better for you?
(07:31):
Just give them a little simpleA, B, just move down the funnel
quick.
You don't want to have a30-minute conversation,
especially if you're someonewho's doing higher leads.
So the idea is is getting theminto the gym as quickly as
possible and doing thatconsultative prescriptive
selling
SPEAKER_02 (07:45):
so your tip gym owners call leads fast and the
way you can do this is havingthem calls rerouted to your cell
phone and john gave you aperfect script that you can use
right there rehearse that anduse it john what is number two
how many times should peoplefollow up are we annoying people
or what's the plan here
SPEAKER_00 (08:01):
two times a day for three days is what i say i mean
there are people who prescribesomething much more aggressive
than that But the reality is youshould be following up multiple
times.
So if you are a dial once andforget about it, you should
strive to do twice.
And then once you're twice,three times.
And every time you do a bump,you'll notice that you convert
better.
(08:21):
And that'll kind of be the pushthat you need to go to get
closer to, you know, what iswhat I think the right amount,
which is at five, six call mark.
And people are like, it'sannoying.
Not really.
Like when you put your phonenumber into a form, you expect
to be called and So a lot oftimes it may not ring through or
(08:42):
maybe you're calling at work ora bad time.
That's why I like to staggerthem.
Like one in the morning, one inthe evening, and it's only three
days.
Like after the end of the threedays, you don't make contact.
That's fine.
You can follow up a differentway and we'll talk about that.
Um, but yeah, if you haven'tgotten a response from someone,
chances are you're not annoyed.
Like if you're annoying someone,they'll pick up and tell you
(09:04):
you're annoying and then you canstop.
But, uh, if you haven't heardfrom someone, it's not
necessarily because you'repestering them.
SPEAKER_02 (09:12):
I talked to a gym owner and he told me that he
called, I can't remember thenumbers exactly, but it was
something like 10 to 15 or 20calls over like a year long
period.
He finally got this person andthe person signed up and just
said, wow, thank you so much.
I just got into other things.
I was traveling.
I did some stuff and ended upsigning up.
And that was the biggest examplethat I've ever seen of that
persistence paying off.
So follow up, start with John's,you know, six times in three
(09:35):
days is a good benchmark tostart with, but you can always
follow up until you hear, stopcalling me, right?
You're not annoying.
Like Like John said, they puttheir number into your system.
They expect to be contacted.
If you don't, you are wasting alead.
You hinted at number threeearlier when you gave us your
script because you mentioned,hey, do you want to come in
today or tomorrow?
(09:55):
What is your number three tip?
SPEAKER_00 (09:57):
I'll push into three.
I just want to close the loop onthe comment you said there.
Like we're recording this rightafter the weekend of the Two
Brain Summit.
And this was a topic that wasbeing discussed.
And I remember someone duringthe Q&A section raising their
hand and And saying like, hey,you know, I'm worried about
calling people because I don'twant to get a reputation of
(10:17):
being annoying.
And I think the person on stageasked like, you know, like, how
many times have people told youyou're annoying?
It's like zero.
And it's like, how long have youbeen in business?
Five years.
And so like, the reality is alot of these like constraints
around calling and are likebuilt up in your head and not
necessarily something that'slike true, right?
(10:38):
Like a lot of times you see adseverywhere for a bunch of
different products, but You'renot like, oh, Coke is so
annoying because I see their adseverywhere.
Like, you know, it's just harderto get and keep people's
attention and they need constantreminder.
And if they didn't want to hearfrom you, they wouldn't have put
their phone number into thephone.
And
SPEAKER_02 (10:57):
that's the key because the ones that annoy me
are the people, thetelemarketers that have acquired
my phone number through someillegal means and won't stop
calling me.
That's annoying.
But if I put my phone numberinto something that I'm
interested in, I expect contact.
UNKNOWN (11:11):
Yeah.
SPEAKER_00 (11:11):
And so we can talk about three now, right?
It's expectation, right?
So I have a problem.
I'm putting my phone number in.
I want more information.
I want to be sold.
And one of the things that iscommon amongst smaller gyms is
they make it very hard to buyfrom them, right?
And so what I mean by that isyou're like a one-man show.
You do all the classes.
(11:33):
So it doesn't leave you a lot ofgreat calendar availability.
And the reality is that peoplebuy gym memberships At the times
in which your gym is busiest,which is an inconvenience for
you, but something you have tofigure out.
Right.
And so my recommendation is tohave at least next day
availability.
Same day is always great.
(11:55):
And always to have some peakslots available.
So people buy like after theydrop their kids off at school
during their lunch break orright after work.
And so that may change slightlydepending on what type of market
you're in, whether you're inlike a long commute market, like
a New Jersey.
or like a shorter commute marketlike New York, like the city
itself.
(12:15):
That's up to you to know yourown market.
But the idea is usually whenyou're busy as class times are,
that's when people buy.
And that's when you should havecalendar availability.
SPEAKER_02 (12:25):
Yeah.
And we, you know, my originalthing before I learned all this
from you, John, was I had liketwo slots at the most
inconvenient times for actualpeople.
They were convenient for me,right?
I'm not doing anything at likeThursdays at 2.30 PM.
No one booked them becausethey're crappy slots.
When I opened up moreavailability, I got more leads
booking appointments with me,which gave me a chance to
actually close them and meetthem.
(12:45):
And you just need to have moreavailability on there.
One of our gym owners that cameon the show said he struggles a
little bit with some of thisstuff.
So what he does is he'llactually...
do those no sweat intros righton the phone that day.
Is that a plan that could maybehelp in this situation?
SPEAKER_00 (12:59):
Yeah, a hundred percent.
So the head of sales at twobrain owns two or three gyms.
I can't keep track and he livesin a different state than his
gyms.
And so he does a lot of theselling right over the phone.
So, and it works just fine.
Uh, it's definitely a faster wayto move people down the funnel.
(13:19):
But it's something where youneed to be better at controlling
the conversation, being able toget people, you know, down the
funnel a little bit faster.
Yeah.
In person is
SPEAKER_02 (13:30):
great, but don't spend time waiting for that.
If you can make it happen rightaway, sell them on the phone.
That works too.
SPEAKER_00 (13:35):
Yep.
But I would advise, you know,doing some sales training.
So speaking with your mentor andmaking sure you got it dialed in
script or it could be probablymore harmful than helpful.
UNKNOWN (13:46):
Yeah.
SPEAKER_02 (13:47):
All right.
Now, we often talk in Two Brainabout systemizing something and
later on putting some backupplans in place in case you
yourself are not exactlyavailable.
So, John, how can gym owners dothat if they're super busy but
they still want to keep thisprocess going?
What can they do?
SPEAKER_00 (14:03):
Yeah.
So, like I mentioned earlier,the most important thing is
calling your leads.
Now, it's not realistic foreveryone.
a smaller gym owner to be ableto call their leads in less than
five minutes all the time.
Like we're just wearing amillion different hats and doing
a bunch of different stuff andlife gets in the way.
Having a tool that can help youautomate part of the process is
(14:27):
very important, right?
Somebody comes in being able toshoot them with a instant text
with a link to your salescalendar, having your sales
calendar visible on your websiteso people can book automatically
is also very helpful.
And doing just your automatedappointment reminders, simple
things like that that just kindof stop people from forgetting
(14:47):
to show up for your gym or thesales call or pushing people to
book the sales call faster canlead to a substantial increase
in the amount of people who endup in your calendar and the
amount of people who show up forthose sales appointments.
SPEAKER_02 (15:02):
Yeah.
So you guys, the personal touchdoes not go away.
You should not not call people.
You must call them, but youshould also have some tech
backup in there and make it aseasy as possible.
And they should hear from youright away.
If you put your info onsomething and you get a lead or
a message back right away thatsays, Hey, thanks.
Here's our booking calendar.
That's amazing because yourphone's still in your hand.
(15:24):
You haven't dropped it.
You haven't forgotten.
You can actually take action ona simple step.
That's obvious to everyone.
So do put that stuff in place,but again, it's not a substitute
for John.
John's next tip, which is goingto be a personalization, and
John, I'll preface this bysaying, as you mentioned, we
just got back from the Two ReignSummit.
Joey Coleman offer of never losea customer again was amazing,
and he was big on thatpersonalization angle.
(15:44):
How does that fit with leadnurture?
SPEAKER_00 (15:47):
Yeah, and he brought down the house.
It was by far the mostwell-received talk of the entire
weekend.
It was amazing.
A lot of it was centered aroundthis idea of personalization and
it showed up and how it shows upin different parts of the
customer journey and how you cando a little bit extra to make
your customers.
And in this case, prospects feela little more loved and display
(16:10):
that like you are a goodtrustworthy business that is
worth their time.
And so one of the things that Iadvise gyms to do is when
somebody is coming in for asales appointment, either the
night before or the day of shootthem a quick 30 second video
text you like in the gym sayinghey Steve it's John I'm here at
(16:31):
your gym name really excited tosee you at whatever the time
their appointment is this is ourfront door if you look out here
that's where parking is and I'mputting together a little basket
for you or a little gift for youcan you just let me know what
size t-shirt you are text me ifyou need anything this is my
number and then popping thatover and so you've done a lot of
things so you're showing themthe actual like gym itself and
(16:54):
where to park and removing someof that first day intimidation
because it is a scary thing fora lot of people, especially
someone who hasn't been in thegym a while.
You're triggering reciprocity,right?
You know, if you're going togive them a t-shirt, if you're
going to give them a water orsomething, or maybe you have
like, you stock fit aid, youknow, it's like, what flavor do
you prefer?
Lime or grape?
(17:14):
I'm just putting somethingtogether for you, making sure
you feel comfortable, likesomething that elicits a
response and then triggers thatreciprocity.
So, you know, you're making themfeel comfortable.
and feel like you've done them asolid before even getting into
the door.
And it's also just shows thatyou're a human, right?
It's very easy to ignoreappointments if you don't have a
(17:35):
connection with someone.
But Mike, if you're my friendand we have this podcast that
we're filming at this time, likeit's much harder for me to not
show up for that versus if Ijust book some random
appointment through a portal andI'm not really committed to it
in any way.
SPEAKER_02 (17:49):
Yeah.
At very minimum, you send thatmessage, they get a reminder,
right?
The next thing they get is theysee your face and they realize
that you're not just an AI bot,you're an actual person.
You're trying to help make themeasy.
Hey, park here.
Like for a guy like me, I liketo know where parking is.
That's a great one.
Here's our front door.
You're already getting rid of alot of obstacles because I could
(18:09):
be like, oh, it's rush hour.
I made that appointment.
I don't want to go downtown.
I don't know where to park.
And you're like, you park here,dude.
Everything's cool.
You're getting rid of someobstacles that can come up
before they even come up.
And then you are exactlybuilding that relationship where
it's a lot harder to cancelbecause I've seen your face,
we've talked, you're giving me,you're getting something ready.
If I cancel, I'm kind of pullingthe pin on something and it
feels a little bit worse than ifit's just a bot and I don't show
(18:30):
up.
So that's a great, great one.
And Joey, like he lives thisstuff.
When John mentioned listenersthat this thing at the Two Brain
Summit was incredible, hecustomized his talk 100% for gym
owners.
He was talking about industrystats, things that gym owners
care about and knew about.
He referenced some of our TwoBrain content and reports.
He knew exactly what was goingon and he tailored that to his
audience.
You got to do the same thingwhen he was signing books
(18:51):
afterwards.
His interactions with peoplewere ultra genuine and engaging.
It was just really a 100% lessonhow to personalize an experience
for the audience.
It was incredible.
Two brain tickets are on salefor the next year.
By the way, if you want to getthose, I'll put a link in the
show notes for you to check thatout.
John, last one.
So you've done all the stuffthat we just talked about.
You called within five minutes.
(19:12):
You called a bunch of times.
You just didn't connect withthis person.
what happens next.
SPEAKER_00 (19:17):
I just want to close the loop on the last one real
quick.
Yeah.
It's funny.
You talk about Joey, like, likecutting your niche is like the,
I go, I bend over backwards forcustomers.
That's tough, you know?
Cause he was like in the backthere, like signing books and
shaking hands for like fourhours after his presentation.
I talked about parking in thescript that I just gave you, but
(19:38):
like I operated in Philadelphiaand New York city and these like
tough urban markets.
If you're in the middle ofnowhere, it may not make sense
to do something like that, butlike, you know, flip the switch
to make sense for yourenvironment.
So hey, just wanted to show youwhat my face looks like so you
know who to come up to whenyou're here.
This is a front desk.
I'm going to be waiting here.
If you don't see me, this isDebra.
(20:00):
She works with me.
She'll be able to grab me.
So whichever one of us you see,just grab us.
We're expecting you.
We know we stalked you a littlebit on your Facebook, so we know
what you look like.
We'll see you soon here.
Maybe don't say you stalkedthem.
Light stalking.
Whatever it may be, but yeah,just personalizing it to make
sense for your environment.
Now, moving on to the next one.
(20:22):
So most prospects aren't goingto buy.
So, you know, getting averagegyms, getting 25, between 25, 30
leads, they're closing five,maybe six of them.
That means like by definition,the majority of them aren't
buying.
And so we talked about what youcan do to get, to increase that
rate, you know, maybe go fromfive to six or seven by doing,
(20:43):
faster lead nurture, having goodcalendar availability.
And then the personalizationpiece is getting them to show
up.
But one of the things you can dois taking some of those leads
that maybe aren't ready orweren't sold right away and get
them back into the funnel atlater date is having a long-term
nurture sequence.
So this is one of those thingsthat sounds obvious.
(21:03):
You know you should be doing it,but a lot of people don't do it
or they set one up.
like years ago and haven'treviewed it to make sure it's
still relevant.
The data on this shows that 63%of leads who say that they're
not ready can still beconverted, assuming a business
is still sending them consistentand helpful tips.
(21:24):
What I recommend doing isshooting them something every
two weeks to a month and doingthat for at least 90 days.
The best gyms are hitting you upevery week or two and they have
something developed throughoutthe course of a year, Thank you.
And this is nothing like, thisdoesn't have to be anything
fancy.
This can be just like, hey, ahelpful tip.
(21:44):
Here's like a, hey, I knowyou're in town.
Here are the three healthy lunchspots that I go to.
Or like a testimonial like, hey,Mike joined the gym.
This is what he was like beforeafter three months.
This is what he's like now.
And sending those kind of likesocial proofy case study things
(22:05):
or just like a quick workouttip.
Hey, if you're struggling- andyou don't wanna do something in
the gym, but you wanna make alittle progress, here's like a
workout you can do at home realquick.
And those are just threeexamples of like a workout tip,
some type of helpful resource,or some social proof case study
thing I would rotate betweenthose.
(22:25):
And you're just staying top ofmind for that prospect.
So maybe they're not ready tojoin the gym now, but when they
are, they're gonna remembersomething helpful that they saw
from you in the last, hopefully,couple weeks there
SPEAKER_02 (22:38):
yeah and it gets your name in their inbox it
reminds them you're offeringhelpful stuff you're doing that
reciprocity again where i'mgiving you gift after gift after
gift even if it's just tips andknowledge and i can tell you
like i use your system kilojimmy lead machine and every
once in a while we will we'vegot these automations running
and we'll see someone Out of theblue, we'll just respond to like
sequence number eight orsomething like that and say, oh,
you know what?
(22:59):
This is such a helpful tip.
You know, I really need to getonto my nutrition.
Can we connect?
And I'm like, that is no effortbecause it's an automation.
We tried to contact that person.
They didn't respond.
But later on, it popped up andthat's a huge win.
Do you see that regularly fromgym owners where it's like these
systems start working and all ofa sudden you get these
background, like a lead from sixmonths ago, boom, back in?
UNKNOWN (23:20):
Yeah.
SPEAKER_00 (23:21):
yeah i mean thanks for the shout out for kilo jim
lee machine so if you don't wantto do any of this yourself like
there are tools you can do thisfor very little money uh but you
have to go out and write allthis stuff and and make it all
happen if you just want it donefor you jim lee machine is a
product that can help you dothat up to you whatever makes
the most sense it's obviouslysomething we see in two brain
(23:42):
all the time and something we'reworking on in two brain and it's
like we we notice that thepeople who buy from us either
buy in the first two weeks.
So they'll get into the funnel,they'll do a full binge and then
their realized mentorship is forthem and buy.
And then we have the secondcategory and those are the
lurkers or somebody who stays onthe list and reads the emails
(24:03):
and receives the automations foryears.
And then finally we get them atthe right time and we're able to
bring them in.
But to your point, like thereason I said, Hey, this is
something that's obvious and youknow, you should do, but it
shouldn't be like, like werecently redid the Because it
just wasn't long enough.
And I didn't think the emailswere valuable enough.
(24:25):
And so, you know, even for likea larger business in the gym,
it's still something that likewe are working on.
So one thing Chris has beensaying internally a lot to the
team is this idea of like, hey,what is the chicken, rice, and
broccoli of our business?
What are the actions?
What are the things that we cando consistently and improve upon
consistently in order to get abetter result?
(24:45):
And this is one of them.
Like if you haven't taken a peekunder the hood and looked at
your nurture system, again, ifyou're getting 25 leads a month,
that's 300 a year.
And if your nurture sequence is10 emails long, that's like 300.
3000 interactions.
And so taking something fromvery bad to a little bit better
(25:07):
will have a profound andmeaningful difference.
And since you're not customizingthese emails every single time,
it's like a one and done typething, a huge, huge, huge
leverage activity, like massiveROI from your time to making
sure that these are good andactually delivering value,
having the right impact on thepeople reading them.
SPEAKER_02 (25:29):
There you go.
So I'm going to tell Jonas,John, we'll talk about what's at
stake here because you tossed acouple of really cool stats at
me if people make some changeshere.
But before we do that, I'll justrecap this for you.
Listeners, you're going to callleads back fast.
That's number two, number one,pardon me, number two.
You want to follow up like sixtimes in three days.
Do it quite fast.
Get in touch with these people.
You need lots and lots ofcalendar availability.
(25:51):
Make it easy for people to finda spot that's convenient for
them, not for you.
It has to be convenient forthem.
After that, you're going toautomate part of the process but
make sure you don't remove thehuman touch because people can
smell robots and they don'talways like them make sure that
there's some human touch inthere but you can automate
you're going to personalizestuff for show rates send them
those messages let them see yourface tell them you're waiting
(26:12):
for them make it easy park herecome in here i've got coffee
ready for you do you like creamand sugar what's your thing the
whole deal get thatpersonalization in there and
from there develop a long-termlead nurture process can that
can run in the background sowhen you're doing other stuff
your leads are still gettingvaluable stuff from you and a
Eventually they might seeexactly what they need to see to
book an appointment and contactyou and open that dialogue where
(26:34):
you can then help them with yourservices.
So John, you were talking about27 leads a month, only
converting five.
Let's talk about if someone addsa conversion, an extra sale and
lifetime value and what that cando.
What's the money stake?
What's going on here?
SPEAKER_00 (26:49):
Yeah.
So I'm pulling this datadirectly from the two brain
business state of the industry.
This one's from the 2023 copy.
I think we only make the 2024copy of Zoom.
the only one that's availableonline now.
But if you DM Chris on Facebook,I'm sure he can get you a copy
of the 2023 if you want to seethese stats.
So I mentioned earlier, I thinkI said 25, but the numbers, 27
(27:10):
leads a month is the amount ofleads that the average gym is
getting, and they only convertfive.
And we know that the averagecoaching gym lifetime value is
around$1,300,$1,400.
The exact number is$1,381.55.
If you can implement what wetalked about here and that leads
(27:33):
to one extra sale a month, whichit should lead to more than that
because if you are consistentlydoing these things, you will
definitely outperform theaverage gym because the average
gym is maybe doing one or two ofthese things okay.
And if you're doing six of thempretty consistently, it should
lead to more.
(27:53):
huge outperformance.
But let's say you don't.
Let's say you're just averageand you just sell an extra
month.
We know that that'll lead toaround an extra$17,000 in
additional revenue.
And so a lot of that, if you'rea group-based gym, is going to
go to the bottom line.
And we know that the average gymowner is taking around 3,500 net
(28:15):
owner benefit.
So that could lead to ameaningful increase, right?
If all that's going to the 50%increase in your take home pay.
If you're running at a 50%margin, that's still, I don't
want to, the brain's still alittle foggy from traveling, but
it's still like a 20 pluspercent increase in what you're
(28:35):
taking home as a gym owner fromimplementing these simple tips.
And a lot of them are just oneand done type things.
SPEAKER_02 (28:41):
So John has been educating me on the great
Florida tradition called SwampFest.
So as we close this out, I'mgoing to pour some gasoline on
the massive bonfire.
Think about those stats thatJohn gave you.
Those are averages.
Let's say your lifetime valuefor a client is better because
you have a mentor who's helpedyou sell high-value services.
Let's say your ARM is$325 amonth or something like that,
and you retain clients for 26months.
(29:01):
You're crushing the industrystandard because you have a
mentor who's telling you how todo that retention.
Your lifetime value number isgoing to go up way higher.
One extra sale won't result in$17,000 of revenue.
You're going to start looking athundreds of thousands of
dollars, and I'm not making thisup.
I talked to about 50 gym owners,and I asked them about their
stats.
Things are proud of at the TwoBrain Summit.
They told me, one guy was like,I've added$500,000 in annual
(29:23):
revenue.
Other people told me incrediblestats of their ARM going up over
$300,$400,$500, length ofengagement that just destroys
the industry standard of likeeight or nine months.
It's just incredible.
So those numbers all get firedup if you do this stuff.
And so one extra lead at thatpoint when you've got these big
numbers becomes huge, hugemoney.
So I can't tell you enough tostart doing this stuff.
(29:46):
John's given you six simplethings you can do they're very
easy if you do it you will makemore money and take it home you
agree john
SPEAKER_00 (29:53):
i agree
SPEAKER_02 (29:54):
that's the show for today thank you so much john for
spending your time with us andspending your knowledge gym
owners take action on this stufftoday the next lead that comes
in call within five minutesthat's your assignment starting
right now this is run aprofitable gym i'm your host
mike workenden please hitsubscribe on your way out the
door and now here's two brainfounder chris cooper with a
final
SPEAKER_01 (30:11):
message Hey, it's Two Brain 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.
(30:33):
I'd love to have you in thatgroup.
It's Gym Owners United onFacebook or go to
gymownersunited.com to join.
Do it today.
Hey!
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