So generating traffic to your website and creating interest is super easy thanks to social media. Getting them into the gym as a qualified prospect is a little bit harder. Here’s one of the many training tutorials that we have in TheBoxBusiness Academy that explain how the Sales Funnel works and getting people in the door.
In this blog post, I’m going to examine and breakdown the variety of ways gyms are getting people in the door and converting them to members of their gym. I’m a big student of the CrossFit industry and study and consult a lot of different gyms across the country and here is what’s working.
FREE Trials / FREE Class
This is probably the most common across the industry, especially in newer markets. Some gyms are doing this every week, while others do this less frequently(2 times per month, first Saturday of the Month, etc). Attendees usually are taken through a brief description of what CrossFit is all about, how they do it at their gym, and a short workout. Some times these are bring-a-friend events(we do this once a month during a Teamwork Tuesday).
Pros: Zero barrier to entry, no obligation, test out the waters
Cons: Unqualified leads
Personal Training / 1 on 1 Introductions
Personal Training and 1 on 1 Introductions are a great option to on-board a new athlete, but require a lot of time and staff commitment. These typically start out with a consultation where you have a discussion with the prospect about what their health and fitness goals are, then move into an assessment session and end with a short workout. You then schedule future sessions and develop the individual over that time period before you release them into classes. Some gyms have a minimum amount of sessions before they allow the athlete to join. This is a great way to really develop the athlete before releasing them to the classes, but the
Pros: Individual attention, goal setting, truly get to know your athletes, helps create careers for coaches/yourself, very profitable, quality leads, more invested in program initially
Cons: Time commitment, requires multiple coaches, a lot price could be barrier to entry, selling is not a strong characteristic for many coaches
This is probably the most common model in the CrossFit world. This is anywhere from 1 class to 12-18 classes (4-6 weeks), where new clients/athletes are introduced to the CrossFit methodology and slowly built up as an athlete before being released into everyday classes. You can credit the invention of this program to Norcal Strength and Conditioning. They may have been the first gym to release their month long On-Ramp Program. At my gym, we’ve run a 1 day foundations and a two week 6 class foundations [Read More: Welcoming New Athletes]. We structure the time very similar to the CF-L1, but add in a couple of additional gymnastics movements and a full two days on Olympic Lifting and believe that over the 6 workouts our athletes are ready for our leveled class programming.
0-2 week programs
Pros: Gets them into classes quicker and exposure to community, great for seasoned athletes, ideal for newer gyms or newer CrossFit markets, or if you generate a lot of qualified leads/more throughput
Cons: Information overload, less exposure to movements, may not be established enough for regular classes(depending on how well your coaching is)
3-6 week programs
Pros: More thorough, structure like a regular class, build community through each group session with other newcomers
Cons: High barrier-to-entry, higher likelihood people will miss many of the classes, dedicated coach/space for on-ramp, once a month/session enrollment could be a big turnoff, missed opportunities on new clients who can’t make the schedule
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!
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. If you’re interested in learning about how our Bootcamp program works, check out the link below.
There are a lot of ways to on bringing a new client on-board at your gym. What works for one gym in town may not work for another. There are so many factors to consider and I hope this quick analysis has helps. Inside TheBoxBusiness Academy, we provide all of the tools necessary to implement these into your gym.