July 28, 2025 • 16 mins
Every month, Two-Brain founder Chris Cooper shares real gym data and actionable tips from top performers. In July 2025, it's all about marketing excellence.
Today on “Run a Profitable Gym," Chris presents the leaderboards for three key marketing metrics that tell you if your sales funnel is leaky or locked down:
- Set rate
- Show rate
- Close rate
Instead of just buying more ads, these Top 10 CEOs refined their systems so more leads booked appointments, more prospects showed up and more people committed to memberships.
Six gyms made all three leaderboards, proving their marketing systems are A+.
From logging 400+ monthly follow-ups to rehearsing every sales consultation, our leaders share their secrets. Chris reveals exactly how these world-class gyms filled their calendars with No Sweat Intros, nurtured leads so they actually walked through the door and closed sales using the Prescriptive Model.
Tune in to for practical tactics you can use today to tighten your gym’s marketing and sales processes.
Links
Gym Owners United
Book a Call
3:04 - Set rate leaderboard
4:10 - Show rate leaderboard
5:56 - Close rate leaderboard
6:56 - What excellence in marketing means
9:26 - Lead-nurture strategies
12:33 - Product-market fit
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
Imagine you're a gym in Ireland.
And last month, 65 people signedup for your service.
That's not the number of leadsthat you got.
It's not the number of peoplewho booked an appointment.
It's not the number of peoplewho showed up for an
appointment.
65 people bought.
They signed up.
(00:20):
I'm Chris Cooper.
This is Run a Profitable Gym.
And every month, we publishsomething called the Leaderboard
Show.
We highlight one of the keymetrics that we track and coach
you on in Two Brain Business.
And then we interview the toppeople from each leaderboard.
And we say, how'd you do that?
And then we share that with youfor free because I want you out
there climbing the mountain.
I want you building a bigger gymthat can provide a better income
(00:43):
for your family, a betteropportunity for your coaches,
and a better longer term successstory for your clients.
This month we're talking aboutmarketing metrics.
Quite often people will come upto me online or in person even
maybe it's through gym ownersunited.com that's our free group
and they'll send me a messageand they'll be like coop i just
need more leads or how do i getmore clients and what a good
(01:05):
mentor or coach will do isthey'll break the problem down
and identify you know where'sthe funnel actually leaking here
so instead of just upping yourad spend and telling you how to
get more leads, what we like todo is say, where's the actual
problem?
And so we measure threedifferent metrics that fall at
different places in yourmarketing funnel.
(01:26):
The first is your set rate.
How many of your leads went onyour website and booked an
appointment?
They set a time to talk to you.
If you've got lots of leads andand they're going on your
website, but they're not bookingappointments, you got a website
problem.
And this month, I'm gonna tellyou what the best gyms are doing
to increase the number of peoplewho book an appointment from
their website.
That's called their set rate.
(01:47):
The next metric we're gonnatrack is the show rate.
How many people who booked anappointment actually showed up?
And this is how we measure yourlead nurture.
So instead of just guessing,like, ah, you need better lead
nurture, we're gonna actuallymeasure it and tell you whether
that's where you should befocused or not.
That's where your funnel isleaking, or maybe it's not.
And the number of people whoshow up for an appointment out
(02:08):
of the total who booked anappointment, that's your set
rate.
And I'm gonna give you some tipson that today too.
That's your show rate.
And finally, The number ofpeople who show up for your
appointment and buy, that isyour close rate.
A lot of gyms will say, oh, I'vegot this huge close rate.
It's 80%.
It's 100%.
But they're not getting manyleads.
And so when you're only gettingthree people through your funnel
(02:31):
and they're all referrals fromyour clients, yes, your close
rate should be 100%.
But if you're actually buildingout your marketing funnels and
you're getting some leads fromweb traffic and some from social
media and some from your contentand some from referrals, well,
you're going to have some holesto fix.
And that's what we're here to dotoday.
Don't just take my advice.
I'm sharing advice from the topgyms in the world for set rate,
(02:53):
show rate, and close rate today.
You can learn from them.
You can implement exactly whatthey did.
And of course, the number onething they did was got on a call
to talk about mentorship withTwo Brain Business.
So let's start with the setrate.
This is our top 10 leaderboard,and I love the international
flavor here.
So first in 10th place with 38appointments booked, that is
(03:14):
their set rate as a gym in theNetherlands.
In 9th, 8th, and 7th, each with39 appointments booked last
month, are three different gymsin the USA.
In 6th place, also I guess with39 booked last month, is a gym
from New Zealand.
In 5th place, with 51 No SweatIntros booked last month, is a
gym from Belgium.
(03:35):
In 4th place, also with 51, is agym in the US.
In 3rd place, with 60appointments booked last month,
is a gym from Canada.
Respect.
In second place with 65appointments booked last month
is a gym from Ireland.
And in first place with 71appointments booked last month
is a gym from Spain.
That's how many people came ontheir website and booked an
(03:57):
appointment.
That's important because ittells you Here's what the best
websites in the world canproduce.
Is your website measuring up?
If it's not, it's time to talkto your website provider about
how can I get more appointmentsbooked?
Now let's move on to show rate.
How many of those people whobooked an appointment actually
showed up?
Now keep in mind that the ordermight change here because the
(04:17):
gyms who are great at gettingappointments booked might not be
also the best at getting peopleto show up.
And so that's their weak linkthat they can work on.
You see how that works?
So in 10th place, a gym in theUS had 26 people show up and so
did a gym in Belgium in ninthplace.
In eighth and seventh place, twoother gyms, both from the U.S.,
had 27 people show up for theirappointments.
(04:38):
In sixth place, a gym had 35people show up for their
appointments.
In fifth place, a gym in NewZealand had 44 show up for their
appointments.
In fourth place, another gym inthe U.S.
had 44 show up.
In third place, a gym in Spainhad 53 people show up for their
appointments.
And in second place, a gym inCanada had 60 people show up for
(04:59):
their appointments.
And in first place, a gym inIreland had 65 people show up
for their appointments.
That's incredible.
Now, if you're tracking these orif you're watching the YouTube
video or if you're reading theblog post and you're looking at
these charts, you'll notice thatthe gyms in the top three shift
around a little bit.
The ones that are getting themost appointments booked might
not be the same ones who aregetting these people to show.
(05:20):
So if you are wondering aboutyour lead nurture and how good
it is what you do is you look atthis list and you say like, am I
getting 26, 44, 65 people toactually show up for their
appointments?
If not, it's time to work onyour lead nurture.
First, are you calling peopleafter they book an appointment?
Second, are you sending themtexts?
(05:42):
Are you using a system like GLMto respond to people when you're
at home at sleep or can't get toyour phone?
And that's the key to leadnurture.
There's a lot of tips here and Ihave a great guide on lead
nurture in gymownersunited.com.
If you want it, just go in thereand search for it.
You'll find it.
Next, how many people actuallybought?
This is my favorite leaderboardall month.
And the reason this is myfavorite leaderboard all month
(06:03):
is because these are liveschanged.
They're not sales made.
They're not conversions.
It's lives changed.
I love it so much.
So a gym in the U.S.
changed 17 lives.
And they changed those lives bycoaching the person to commit to
themselves with money.
20 lives saved, changed in NewZealand, 22 in Portugal, 26 in
(06:25):
Spain, 31 in the US, 32 inanother gym in the US, 41 in
another gym in the US, 43 inanother gym in New Zealand, 60
in Canada, 60 people came intothe gym and they met with a
coach and the coach coached themto commit to changing their
lives.
And they signed up for the gymand 65 in Ireland.
That's outstanding.
(06:46):
65 lives changed in one microgym because their coaches
understood how to coach somebodyto commit to changing their
lives.
In other words, they knew how tosell.
Now, these are marketingmetrics, so I want to tell you
what excellence in marketingactually means.
There are six gyms that made allthree boards out of 10 spots on
each board.
That's amazing.
(07:06):
This indicates that theirmarketing systems are
world-class.
They're generating a significantnumber of leads up here at the
top of the funnel.
Then they're following up andnurturing lots of leads to book
appointments mid-funnel.
They're getting those people toshow up mid-funnel, and they're
closing sales using theprescriptive model that we teach
at Two Brain.
That means they're helping morepeople to change their lives
with fitness.
(07:27):
They are coaching people to cometo the gym.
They're coaching people to showup for their appointment.
They're coaching people tocommit.
Now, if you combine theseexcellent marketing stats with
other KPIs, and it's easy to seehow the best gyms in the world
operate.
So for example, two of the gymson the close rate leaderboard
have ARM stats over$400.
Their average member is payingthem over$400 a month.
(07:49):
So they're acquiring lots ofhigh value clients.
Industry leading length ofengagement then creates huge
lifetime value.
The people who come in arelikely to sign up.
They're likely to pay you whatyou're worth, and they're likely
to stay.
Some of the marketing leadersappeared also on the most recent
revenue leaderboard, and that'show they did it.
ARM times LEG equals revenue.
(08:12):
Sound pricing and operationsensure careers for their staff.
They have a great profit margin,which supports the business and
generates substantial income forthe owner who doesn't burn out
and quit, but usually winds upbuying out his three closest
competitors who don't know withtheir metrics down the street.
And that's because gym metricsare interconnected.
Just like I think runners shoulddeadlift, I think people who are
(08:32):
great at marketing should bealso greater retention marketing
is an area of focus and you youknow this you can't coach
anybody to squat if you can'tfirst coach them to sign up for
your service and that's why weteach new gym owners in two
brain how to create market andsell high value services that
get results for clients andsupport world-class gyms instead
(08:54):
of just trying to pump aninfinite head count into your
group coaching classes and inour growth group at two brain
more and more gym owners aretaking advantage of office hours
to dramatically improve theirmarketing and and their sales.
They can get on and role playsales.
These weekly group sessionsdon't take the place of
one-on-one mentorship, but theyallow gym owners to work with
experts to improve very specificareas of their business, like
(09:15):
sales and marketing.
We have specialists who comeinto our groups every single
week on top of the one-on-onementoring and coach you through
the biggest sticking points inyour business.
Now I want to talk about leadnurture for a moment, because
this is really an area of focusfor a lot of our gyms.
One gym owner said, when theyclick your ad, now you have
their contact and it's my job toget them in the door, so I focus
(09:37):
on that.
Another said, A third said, Athird said, The fourth said,
(10:05):
when somebody books and we don'tknow who they are, we were at an
office hours with Nick Habichand he taught us to reach out
and say, hey, I'm just betweenclients and I saw your booking
come through.
I wanted to introduce myself.
And then we can confirm the timewith them and we give them an
idea of how the no sweat introgoes to build trust.
Another one said, when we arelead nurturing four hours before
the appointment, we confirm,hey, person just wanted to
(10:28):
confirm for 4 p.m.
And if they don't confirm, I'llusually call them an hour before
the appointment.
Another said, our client successmanager.
This is a dedicated persondedicated to lead nurture and
retention.
She's great at following up withno sweat intros.
She messages each person earlyon in the morning of their
appointment as a reminder, whichdefinitely helps with our show
rate.
(10:48):
Another leader said it's prettyrare for someone to come in for
no sweat intro and not sign upfor at least a membership.
The hard part is always gettingthem through the door in the
first place, but when they doshow up, we have a high chance
of success because we'vepracticed this so much.
Another said, I have a counterapp on my phone i use this to be
consistent in my follow-ups asof today i'm at 217 prospect
(11:10):
follow-ups this month it's aslow time and so i'll do 30 to
40 during today and i do followup on the phone or on text
another person said phone callis my favorite if they don't
answer i'll send a video textfor april and may i did 400
follow-ups for the month isn'tthat wild you might not even
feel like i want to do 400 youknow you maybe you don't want to
(11:32):
do that many but the reality isthat these gym owners know what
it's going to take to grow theirbusiness and they act on it.
Another theme wasprofessionalizing their sales.
They understand that sales isthe first act of coaching.
This person said, I rehearseevery no sweat intro before the
actual appointment.
I watched Nick Habich's videosin the toolkit.
Hey, we've actually got a roleplay tool coming for our clients
(11:54):
too.
Another said, we use a separateassessment room for the no sweat
intro.
Brilliant.
A third said, we're an accessgym that also offers coaching.
Sometimes we have walk-ins whowant to sign up for a on the
spot before doing an NSI.
And when that happens, we stillbook them for an NSI afterward
to upsell programming orcoaching.
So if you've got an access, Jim,take a note of that.
(12:15):
This person said, I have a salesbackground, door to door in
college.
I've noticed that the new leadsthrough Facebook are a bit
colder.
So I revamped our sales processfor these new colder leads.
I keep track of every singlecontact point on a Google sheet.
I call the leads immediately toset up the NSI and I follow a
script on the call.
Now, the last group of leadersmentioned product market fit.
(12:35):
I thought it was worth includinghere.
This person said, we've evolvedover three years in business
with our marketing and website.
We market now more towardpersonal training, and we're
bringing in the avatar for thisparticular product.
Another said, turning on leadads has actually increased our
number of leads.
That's what they're supposed todo.
They said, we're a bit differentin that what we're targeting is
(12:56):
moms of kids, but this is as asports performance gym.
And Leighton Bingham, a TwoBrain Marketing helped us craft
the ads.
This person said, we are a kidssports performance gym, so we're
not selling to the person whowill attend the gym, and we
actually start with a workout.
My partner does the welcome,gives the tour, and asks how we
can help, one-on-one or group.
(13:16):
And then I talk to the parentabout schedule and the kids do a
workout.
The trainer makes them laugh andbuilds rapport through the
workout.
This is a fun and evaluativeprocess, and my partner gets the
child to say how much fun itwas, and this makes the closing
that much simpler.
For a value-add follow-up, Isend a video of the athletes to
the mom.
Now, another group don't do thesales themselves.
They don't do the lead nourishthemselves.
(13:37):
They delegate that to theirstaff.
And they said, it came down toour team really nailing their
roles.
We've got three of us focused onlead gen, no sweat intros and
retention and everything clicks.
Another said, my gym managerruns most of our NSIs and is
very consistent withconversions.
Hey, if your gym manager isbetter at closing sales than you
are, by all means, put them infront of the NSIs.
(13:59):
Another person said, we'vetrained staff to go through the
workout with the kids.
And sometimes we we have two orthree going at the same time.
Then I can stagger the clotheswith the parents.
I want to talk about the fourfunnels that we use at Two
Brain.
Every gym needs four funnels.
And the reason is that sometimesone funnel can really take off
while another is lagging, but itwon't matter because you're
(14:20):
drawing from four differentwells.
So here's one example.
This person said, our paid adsdidn't perform that well last
month, but our referral funnelmore than made up for it.
So they got on the leaderboardfor appointments booked,
appointments showed, andappointments closed.
And on the same month, their adsstopped performing as well as
they normally do it's going totake them some time to fix their
(14:41):
ads but while they're doing thatthey ramped up their referral
funnel and the same number ofpeople are coming in and they're
closing the same number imagineif you had like only one funnel
or you're just kind ofhaphazardly doing some marketing
sometimes kind of what happenswhen that stops working you're
done you don't have any of theseyour leads can go to zero your
(15:01):
appointments book can go to zeroand now it's a panic before that
happens get on a call with amentor and build four marketing
funnels the last piece of advicethat these leaders shared with
you and wanted me to share withyou was this.
It's about focus.
And this person said, look, toan extent, I can't control how
many people sign up, but I cancontrol how much effort I put
(15:24):
in.
What she was saying here is thatwhen I've got my funnels built
and I understand these differentmetrics of set rate, show rate,
and close rate, I can easilypinpoint where I need to work
harder and fix a problem beforeit happens.
I'm Chris Cooper.
This is Run a Profitable Gym.
And if you want to ask questionsabout this stuff, just go to
gymownersunited.com.
(15:45):
It's our free group that we doas a public service for about
11,000 gym owners worldwide.
There's some great sharing inthere.
There's some great support inthere.
And I'm in there with our teamof mentors every single day,
answering questions and givingout free tools to help.
I'll see you in there.
And thank you for servinghumanity.
Imagine you're a gym in Ireland.
And last month, 65 people signedup for your service.
That's not the number of leadsthat you got.
It's not the number of peoplewho booked an appointment.
It's not the number of peoplewho showed up for an
appointment.
65 people bought.
They signed up.
(00:20):
I'm Chris Cooper.
This is Run a Profitable Gym.
And every month, we publishsomething called the Leaderboard
Show.
We highlight one of the keymetrics that we track and coach
you on in Two Brain Business.
And then we interview the toppeople from each leaderboard.
And we say, how'd you do that?
And then we share that with youfor free because I want you out
there climbing the mountain.
I want you building a bigger gymthat can provide a better income
(00:43):
for your family, a betteropportunity for your coaches,
and a better longer term successstory for your clients.
This month we're talking aboutmarketing metrics.
Quite often people will come upto me online or in person even
maybe it's through gym ownersunited.com that's our free group
and they'll send me a messageand they'll be like coop i just
need more leads or how do i getmore clients and what a good
(01:05):
mentor or coach will do isthey'll break the problem down
and identify you know where'sthe funnel actually leaking here
so instead of just upping yourad spend and telling you how to
get more leads, what we like todo is say, where's the actual
problem?
And so we measure threedifferent metrics that fall at
different places in yourmarketing funnel.
(01:26):
The first is your set rate.
How many of your leads went onyour website and booked an
appointment?
They set a time to talk to you.
If you've got lots of leads andand they're going on your
website, but they're not bookingappointments, you got a website
problem.
And this month, I'm gonna tellyou what the best gyms are doing
to increase the number of peoplewho book an appointment from
their website.
That's called their set rate.
(01:47):
The next metric we're gonnatrack is the show rate.
How many people who booked anappointment actually showed up?
And this is how we measure yourlead nurture.
So instead of just guessing,like, ah, you need better lead
nurture, we're gonna actuallymeasure it and tell you whether
that's where you should befocused or not.
That's where your funnel isleaking, or maybe it's not.
And the number of people whoshow up for an appointment out
(02:08):
of the total who booked anappointment, that's your set
rate.
And I'm gonna give you some tipson that today too.
That's your show rate.
And finally, The number ofpeople who show up for your
appointment and buy, that isyour close rate.
A lot of gyms will say, oh, I'vegot this huge close rate.
It's 80%.
It's 100%.
But they're not getting manyleads.
And so when you're only gettingthree people through your funnel
(02:31):
and they're all referrals fromyour clients, yes, your close
rate should be 100%.
But if you're actually buildingout your marketing funnels and
you're getting some leads fromweb traffic and some from social
media and some from your contentand some from referrals, well,
you're going to have some holesto fix.
And that's what we're here to dotoday.
Don't just take my advice.
I'm sharing advice from the topgyms in the world for set rate,
(02:53):
show rate, and close rate today.
You can learn from them.
You can implement exactly whatthey did.
And of course, the number onething they did was got on a call
to talk about mentorship withTwo Brain Business.
So let's start with the setrate.
This is our top 10 leaderboard,and I love the international
flavor here.
So first in 10th place with 38appointments booked, that is
(03:14):
their set rate as a gym in theNetherlands.
In 9th, 8th, and 7th, each with39 appointments booked last
month, are three different gymsin the USA.
In 6th place, also I guess with39 booked last month, is a gym
from New Zealand.
In 5th place, with 51 No SweatIntros booked last month, is a
gym from Belgium.
(03:35):
In 4th place, also with 51, is agym in the US.
In 3rd place, with 60appointments booked last month,
is a gym from Canada.
Respect.
In second place with 65appointments booked last month
is a gym from Ireland.
And in first place with 71appointments booked last month
is a gym from Spain.
That's how many people came ontheir website and booked an
(03:57):
appointment.
That's important because ittells you Here's what the best
websites in the world canproduce.
Is your website measuring up?
If it's not, it's time to talkto your website provider about
how can I get more appointmentsbooked?
Now let's move on to show rate.
How many of those people whobooked an appointment actually
showed up?
Now keep in mind that the ordermight change here because the
(04:17):
gyms who are great at gettingappointments booked might not be
also the best at getting peopleto show up.
And so that's their weak linkthat they can work on.
You see how that works?
So in 10th place, a gym in theUS had 26 people show up and so
did a gym in Belgium in ninthplace.
In eighth and seventh place, twoother gyms, both from the U.S.,
had 27 people show up for theirappointments.
(04:38):
In sixth place, a gym had 35people show up for their
appointments.
In fifth place, a gym in NewZealand had 44 show up for their
appointments.
In fourth place, another gym inthe U.S.
had 44 show up.
In third place, a gym in Spainhad 53 people show up for their
appointments.
And in second place, a gym inCanada had 60 people show up for
(04:59):
their appointments.
And in first place, a gym inIreland had 65 people show up
for their appointments.
That's incredible.
Now, if you're tracking these orif you're watching the YouTube
video or if you're reading theblog post and you're looking at
these charts, you'll notice thatthe gyms in the top three shift
around a little bit.
The ones that are getting themost appointments booked might
not be the same ones who aregetting these people to show.
(05:20):
So if you are wondering aboutyour lead nurture and how good
it is what you do is you look atthis list and you say like, am I
getting 26, 44, 65 people toactually show up for their
appointments?
If not, it's time to work onyour lead nurture.
First, are you calling peopleafter they book an appointment?
Second, are you sending themtexts?
(05:42):
Are you using a system like GLMto respond to people when you're
at home at sleep or can't get toyour phone?
And that's the key to leadnurture.
There's a lot of tips here and Ihave a great guide on lead
nurture in gymownersunited.com.
If you want it, just go in thereand search for it.
You'll find it.
Next, how many people actuallybought?
This is my favorite leaderboardall month.
And the reason this is myfavorite leaderboard all month
(06:03):
is because these are liveschanged.
They're not sales made.
They're not conversions.
It's lives changed.
I love it so much.
So a gym in the U.S.
changed 17 lives.
And they changed those lives bycoaching the person to commit to
themselves with money.
20 lives saved, changed in NewZealand, 22 in Portugal, 26 in
(06:25):
Spain, 31 in the US, 32 inanother gym in the US, 41 in
another gym in the US, 43 inanother gym in New Zealand, 60
in Canada, 60 people came intothe gym and they met with a
coach and the coach coached themto commit to changing their
lives.
And they signed up for the gymand 65 in Ireland.
That's outstanding.
(06:46):
65 lives changed in one microgym because their coaches
understood how to coach somebodyto commit to changing their
lives.
In other words, they knew how tosell.
Now, these are marketingmetrics, so I want to tell you
what excellence in marketingactually means.
There are six gyms that made allthree boards out of 10 spots on
each board.
That's amazing.
(07:06):
This indicates that theirmarketing systems are
world-class.
They're generating a significantnumber of leads up here at the
top of the funnel.
Then they're following up andnurturing lots of leads to book
appointments mid-funnel.
They're getting those people toshow up mid-funnel, and they're
closing sales using theprescriptive model that we teach
at Two Brain.
That means they're helping morepeople to change their lives
with fitness.
(07:27):
They are coaching people to cometo the gym.
They're coaching people to showup for their appointment.
They're coaching people tocommit.
Now, if you combine theseexcellent marketing stats with
other KPIs, and it's easy to seehow the best gyms in the world
operate.
So for example, two of the gymson the close rate leaderboard
have ARM stats over$400.
Their average member is payingthem over$400 a month.
(07:49):
So they're acquiring lots ofhigh value clients.
Industry leading length ofengagement then creates huge
lifetime value.
The people who come in arelikely to sign up.
They're likely to pay you whatyou're worth, and they're likely
to stay.
Some of the marketing leadersappeared also on the most recent
revenue leaderboard, and that'show they did it.
ARM times LEG equals revenue.
(08:12):
Sound pricing and operationsensure careers for their staff.
They have a great profit margin,which supports the business and
generates substantial income forthe owner who doesn't burn out
and quit, but usually winds upbuying out his three closest
competitors who don't know withtheir metrics down the street.
And that's because gym metricsare interconnected.
Just like I think runners shoulddeadlift, I think people who are
(08:32):
great at marketing should bealso greater retention marketing
is an area of focus and you youknow this you can't coach
anybody to squat if you can'tfirst coach them to sign up for
your service and that's why weteach new gym owners in two
brain how to create market andsell high value services that
get results for clients andsupport world-class gyms instead
(08:54):
of just trying to pump aninfinite head count into your
group coaching classes and inour growth group at two brain
more and more gym owners aretaking advantage of office hours
to dramatically improve theirmarketing and and their sales.
They can get on and role playsales.
These weekly group sessionsdon't take the place of
one-on-one mentorship, but theyallow gym owners to work with
experts to improve very specificareas of their business, like
(09:15):
sales and marketing.
We have specialists who comeinto our groups every single
week on top of the one-on-onementoring and coach you through
the biggest sticking points inyour business.
Now I want to talk about leadnurture for a moment, because
this is really an area of focusfor a lot of our gyms.
One gym owner said, when theyclick your ad, now you have
their contact and it's my job toget them in the door, so I focus
(09:37):
on that.
Another said, A third said, Athird said, The fourth said,
(10:05):
when somebody books and we don'tknow who they are, we were at an
office hours with Nick Habichand he taught us to reach out
and say, hey, I'm just betweenclients and I saw your booking
come through.
I wanted to introduce myself.
And then we can confirm the timewith them and we give them an
idea of how the no sweat introgoes to build trust.
Another one said, when we arelead nurturing four hours before
the appointment, we confirm,hey, person just wanted to
(10:28):
confirm for 4 p.m.
And if they don't confirm, I'llusually call them an hour before
the appointment.
Another said, our client successmanager.
This is a dedicated persondedicated to lead nurture and
retention.
She's great at following up withno sweat intros.
She messages each person earlyon in the morning of their
appointment as a reminder, whichdefinitely helps with our show
rate.
(10:48):
Another leader said it's prettyrare for someone to come in for
no sweat intro and not sign upfor at least a membership.
The hard part is always gettingthem through the door in the
first place, but when they doshow up, we have a high chance
of success because we'vepracticed this so much.
Another said, I have a counterapp on my phone i use this to be
consistent in my follow-ups asof today i'm at 217 prospect
(11:10):
follow-ups this month it's aslow time and so i'll do 30 to
40 during today and i do followup on the phone or on text
another person said phone callis my favorite if they don't
answer i'll send a video textfor april and may i did 400
follow-ups for the month isn'tthat wild you might not even
feel like i want to do 400 youknow you maybe you don't want to
(11:32):
do that many but the reality isthat these gym owners know what
it's going to take to grow theirbusiness and they act on it.
Another theme wasprofessionalizing their sales.
They understand that sales isthe first act of coaching.
This person said, I rehearseevery no sweat intro before the
actual appointment.
I watched Nick Habich's videosin the toolkit.
Hey, we've actually got a roleplay tool coming for our clients
(11:54):
too.
Another said, we use a separateassessment room for the no sweat
intro.
Brilliant.
A third said, we're an accessgym that also offers coaching.
Sometimes we have walk-ins whowant to sign up for a on the
spot before doing an NSI.
And when that happens, we stillbook them for an NSI afterward
to upsell programming orcoaching.
So if you've got an access, Jim,take a note of that.
(12:15):
This person said, I have a salesbackground, door to door in
college.
I've noticed that the new leadsthrough Facebook are a bit
colder.
So I revamped our sales processfor these new colder leads.
I keep track of every singlecontact point on a Google sheet.
I call the leads immediately toset up the NSI and I follow a
script on the call.
Now, the last group of leadersmentioned product market fit.
(12:35):
I thought it was worth includinghere.
This person said, we've evolvedover three years in business
with our marketing and website.
We market now more towardpersonal training, and we're
bringing in the avatar for thisparticular product.
Another said, turning on leadads has actually increased our
number of leads.
That's what they're supposed todo.
They said, we're a bit differentin that what we're targeting is
(12:56):
moms of kids, but this is as asports performance gym.
And Leighton Bingham, a TwoBrain Marketing helped us craft
the ads.
This person said, we are a kidssports performance gym, so we're
not selling to the person whowill attend the gym, and we
actually start with a workout.
My partner does the welcome,gives the tour, and asks how we
can help, one-on-one or group.
(13:16):
And then I talk to the parentabout schedule and the kids do a
workout.
The trainer makes them laugh andbuilds rapport through the
workout.
This is a fun and evaluativeprocess, and my partner gets the
child to say how much fun itwas, and this makes the closing
that much simpler.
For a value-add follow-up, Isend a video of the athletes to
the mom.
Now, another group don't do thesales themselves.
They don't do the lead nourishthemselves.
(13:37):
They delegate that to theirstaff.
And they said, it came down toour team really nailing their
roles.
We've got three of us focused onlead gen, no sweat intros and
retention and everything clicks.
Another said, my gym managerruns most of our NSIs and is
very consistent withconversions.
Hey, if your gym manager isbetter at closing sales than you
are, by all means, put them infront of the NSIs.
(13:59):
Another person said, we'vetrained staff to go through the
workout with the kids.
And sometimes we we have two orthree going at the same time.
Then I can stagger the clotheswith the parents.
I want to talk about the fourfunnels that we use at Two
Brain.
Every gym needs four funnels.
And the reason is that sometimesone funnel can really take off
while another is lagging, but itwon't matter because you're
(14:20):
drawing from four differentwells.
So here's one example.
This person said, our paid adsdidn't perform that well last
month, but our referral funnelmore than made up for it.
So they got on the leaderboardfor appointments booked,
appointments showed, andappointments closed.
And on the same month, their adsstopped performing as well as
they normally do it's going totake them some time to fix their
(14:41):
ads but while they're doing thatthey ramped up their referral
funnel and the same number ofpeople are coming in and they're
closing the same number imagineif you had like only one funnel
or you're just kind ofhaphazardly doing some marketing
sometimes kind of what happenswhen that stops working you're
done you don't have any of theseyour leads can go to zero your
(15:01):
appointments book can go to zeroand now it's a panic before that
happens get on a call with amentor and build four marketing
funnels the last piece of advicethat these leaders shared with
you and wanted me to share withyou was this.
It's about focus.
And this person said, look, toan extent, I can't control how
many people sign up, but I cancontrol how much effort I put
(15:24):
in.
What she was saying here is thatwhen I've got my funnels built
and I understand these differentmetrics of set rate, show rate,
and close rate, I can easilypinpoint where I need to work
harder and fix a problem beforeit happens.
I'm Chris Cooper.
This is Run a Profitable Gym.
And if you want to ask questionsabout this stuff, just go to
gymownersunited.com.
(15:45):
It's our free group that we doas a public service for about
11,000 gym owners worldwide.
There's some great sharing inthere.
There's some great support inthere.
And I'm in there with our teamof mentors every single day,
answering questions and givingout free tools to help.
I'll see you in there.
And thank you for servinghumanity.
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