Mike Warkentin chased vague numbers until he was losing money. Then he ran the numbers and set hard targets to support his gym. The post How to Figure Out Exactly How Many Clients You Need appeared first on Two-Brain Business ..read more

Kieran O'Dwyer's gym grew from 100 to 270 members fast—and problems appeared. Here's how he found the right number of clients. The post He Had 270 Members But Earns More Now With Fewer Than 200! appeared first on Two-Brain Business ..read more

Check out this diagram: You’ll note that client count is a big deal in a gym—but it’s not enough to ensure success on its own.  You need great average revenue per member (ARM) and length of engagement (LEG), too. I’ll show you what’s possible when it comes to client counts in coaching gyms, then I’ll dig into the three elements of a good gym. Here’s our Top 10 leaderboard for clients in May 2024: And here’s how ARM, LEG and client counts combine to support a strong business. ARM (average revenue per member per month) is a measure of client value. Your clients must pay enough to mak ..read more

How do some gyms acquire a lot of clients? By holding onto their members for a long time. I’m not brushing aside sales and marketing. You need to sell if you want 500 members. But holding clients is more important. Do the quick math: If a gym with 500 members loses 5 percent of its clients every month, that’s 25 people who need to be replaced. You must add about one member per day just to stay at 500. That’s tough. Making a sale a day requires a very greasy funnel that pushes a huge number of leads into free consultations where sales reps close at a high rate. Systems like this can be built, b ..read more

Chris Cooper (00:02): Which gyms in Two-Brain have the most clients, and how did they get those clients, and how are they keeping them? I’m Chris Cooper, this is “Run a Profitable Gym,” and this is my monthly leaderboard show where I take one of the key metrics that we track in Two-Brain, I report to you who’s doing the best and then I ask them, “How’d you do it?” and I share all the answers with you. Today, we’re tracking client headcount, and while client headcount in a coaching gym is one of the key drivers of success, you have to have enough clients. It’s also a multiplier of client value ..read more

Client count can be an irrelevant “glory metric.” I recall many conversations over the years in which a gym owner would say to another “how many clients do you have?” The answer is only important if you understand the gym’s model. For example, a gym that sells access for $30 a month might have 1,000 clients and a $30,000 gross that’s eaten up by a costly lease on a 15,000-square-foot space in a great neighborhood. In that case, 1,000 clients aren’t enough. On the other hand, some gyms have just 80 clients—but the average revenue per member (ARM) is $750, the length of engagement (LEG) is 20 mo ..read more

“No one scales retention.” When Chris Cooper said this on a recent episode of “Run a Profitable Gym,” I suddenly realized why my gym once reached about 230 members and then quickly slide back under 200. As we grew, we scaled lots of stuff: staff, sales and marketing, programming and so on. But we didn’t successfully scale our retention systems, and it cost us. When rapid growth is happening, it’s easy to drop the ball with current clients. Instead of treating them like the golden geese they are, you start assuming they’re happy, locked-in clients who will just keep renewing memberships. You t ..read more

Mike Warkentin (00:02): Do you have a client journey? If no, you need one. If yes, is it optimized for retention? Well, it should be. Welcome to “Run a Profitable Gym.” I’m your host, Mike Warkentin. I’m here with Peter Brasovan. He’s a full-time mentor, and he’s a mentor trainer with Two-Brain Business. Today we’re talking about the client journey and its effects on retention. Welcome Peter. How are you today? Peter Brasovan (00:21): I’m doing wonderful. Really excited to be here to talk about this amazing topic that everybody needs to be knowledgeable on. Mike Warkentin (00:27): Yeah, you ar ..read more

Here’s something that happens way too often: A gym is running well. Clients are happy and stay for a long time. As the client count grows, all the systems that kept people training start to crack under the strain. Suddenly a gym that had pushed up to 200 members is back to 150. You can’t just stop working on retention because your gym is growing. If you do, you’ll kill the growth, and your business might even shrink. As the owner, you might not have time to tick every box on the retention checklist. You’re the CEO after all, and you have a ton of stuff on your plate. But someone has to work on ..read more

“Am I going where I want to go?” Your clients are going to silently ask that question at some point. Maybe today. What if they don’t have a quick answer? Here’s what happened to me: We once had a lot of powerlifters in my gym, and we eventually ended up with 15 women who could deadlift more than 300 lb. It was amazing, and I was so proud. I put them on Instagram and celebrated them. And they all quit. Why? One woman finally gave me her personal reason: “I don’t look any better.” It was like a punch in the face. I suddenly realized that I hadn’t been prioritizing the thing that mattered to the ..read more