If you read an earlier blog post on Enrollment Programs for your CrossFit Gym, you’ll see a quick look at a variety of ways to bring clients into your program and get them acclimated into your community. Today, I’m introducing you to an amazing program that we launched at CrossFit COMO that has generated a LOT of revenue, brought dozens of people into my gym that would have never experienced CrossFit, utilized a time in the gym that had low attendance, and most importantly, impacted the lives of so many.
Here’s a program many CrossFit gyms are utilizing to feed members into their community and it’s one that we’ve successfully implemented into our gym. A bootcamp is a great opportunity to bring in a potential member that may have never even considered CrossFit. During their bootcamp experience, you can introduce CrossFit concepts and structure the programming around it. In other words, you’re masking your “CrossFit Unloaded/No Complex Movements” program as a bootcamp in a language that everyone/anyone can understand. Just think about how many times you’ve explained what CrossFit is to someone, then think about how many times you had a friend’s wife tell you about the bootcamp they just started.
Another great thing about Bootcamp is that you don’t have to explain their value. In most CrossFit markets, getting $200 per month is a challenge, but if you call something a bootcamp, people will pay anywhere upwards of $300+. We charge $200 for six weeks and not one person batted an eye. When I tell someone we charge $135-$175 per month for our CrossFit Program, people start questioning why(those who haven’t ever experienced our gym). Besides bringing many new potential clients into your gym every 6 weeks, you actually get a nice influx of cash. There’s bootcamp programs running at many CrossFit gyms that bring in 50+ people a session!
Bootcamp by the Numbers
Our first ever session brought in 26 new people who have never experienced CrossFit before all paying $200. The simple math on that is $200 * 26 = $5,200 in increased revenue, or ~$289 revenue per class. I don’t know many CrossFit gyms that are generating that type of revenue per class. If you’re paying a coach $30/class, that’s a whole lot of profit on that program. That’s not including any potential upselling/cross-selling of other product and services you may offer.
In the six weeks, our graduates averaged a 23% increase in their squat test, a 45% increase in their push-up test, a 23% increase in their burpee test and a 27.5% decrease in their baseline time. And some amazing before and after photos.
Of those 26 people, 15 are coming back for our next bootcamp, 6 joined our CrossFit Program, 4 people didn’t return. Our next bootcamp brought in 38 sign-ups and we added another class at 12:00 pm. Midway through the first program, we were contacted by a large hospital that wanted to offer a bootcamp as a wellness program. We enrolled 8 in our first program there. Needless to say, our bootcamp opened a lot of doors.
Originally, we offered our bootcamp program as a program on our regular schedule that anyone could jump in and attend, beginning on any Monday. It was an epic failure. We then restructured to a 6 week program with classes 3 times per week. The program began with what we call “Enrollment Day” (others call it Enlistment Day), where we introduced the program and coaches, did a seminar on nutrition, take some before pictures, completed a few benchmark tests and up-sold/cross-sold a few other products and services. At the end of the 6 weeks, we have graduation day where we invite their friends and family, present them with graduation certificates, take after pictures and retest the benchmarks. Every single person improves and many ask…what’s next? If we’ve done our job well, they either sign up for another bootcamp or they move into our Foundations program and into CrossFit.
So how did we generate so many leads and enroll people into our program? Honestly, generating traffic is easy with facebook advertising. I’ve spent over $10000 dollars on facebook ads in the past year, so I’ve tested nearly everything they have to offer. What we found works best is facebook’s offers and carousel ads along with retargeting. Combine that with our 1500 person email list, it doesn’t take long for our bootcamp enrollment program to fill up.
FREE 4-part Video Training Series / Bootcamp Case Study
The Bootcamp EP Blueprint 4-part Video Training Series
Introducing The Bootcamp EP Blueprint
I’ve put together a system called The Bootcamp EP(Enrollment Program) Blueprint. This is a complete turnkey program that will help you drive revenue and clients into your gym at a higher price point than your core program.
Included in the Bootcamp EP Blueprint, you’ll receive:
– Complete Program Layout and Structure
– How to Run Enrollment Day
– How to Run Graduation Day
– How to Convert to CrossFit or Enroll for next Bootcamp
– How to Generate New Leads from Current Enrollees
– Introduce it as a Corporate Wellness Program for Local Businesses
– Nutrition Program
– Profit maximizers, up-sells, and cross-sells
– Communication Plan with Full Email Marketing Program
– Marketing Plan including Facebook ads swipe file and copy
– Video Tuturials on How to Run Everything
– Private Facebook Support Group for Best Practices