Your Fitness Business May Just Need A Communication Audit
“Are you struggling to generate leads, boost sales, or reduce attrition in your fitness business?” is the opening line of every ‘cold’ email, Messenger note or LinkedIn request in 2023!
As a gym owner, studio owner, or boutique owner, these questions do plague your mind daily – I know as I was a gym owner for 15 years. But after spending over 30 years in the industry, I’ve come to realize that the answers are both simple and complex and are not solved by a 20-something, digital marketing “expert” who promises the world!
Let’s start with leads. Yes, leads are crucial because they are the lifeblood of sales. However, the market is inundated with self-proclaimed ‘experts’ promising an influx of leads. They flood your social media feeds and even slide into your DMs, tempting you with the allure of hundreds or even thousands of leads. But here’s the truth: you don’t need an overwhelming quantity of leads; you need the right number of qualified leads tailored to your business. There’s a science behind determining the precise number of qualified leads that will help you achieve your growth targets.
Now, onto sales. Of course, you need sales. New clients or members are the key to replacing those who leave or cancel. But how many new sales do you need each week to meet your business goals? There’s a formula for that. Understanding your business numbers is absolutely critical to being a successful business owner and then being able to compare them just helps you benchmark performance.
And what about attrition? Naturally, you want to minimize the number of people cancelling or leaving your business. While you can’t save everyone, there’s a percentage that you could have retained with the right strategies. The problem is that most
businesses focus on ‘saving’ members when they come to cancel, which is often too late. To truly combat attrition, you must shift your focus to the first few weeks and even months of a member’s journey.
Dr. Paul Bedford, known as The Retention Guru, has invaluable data showcasing how the onboarding process in the first 4 to 12 weeks of membership sets members up for success in your business.
What are you doing during this critical period, and is it working?
During recent REX Roundtable meetings in Australia and the US, we conducted a communication audit. We analyzed their interactions with new members during the first 30-90 days, examining calls, texts, emails, and face-to-face appointments. We identified the desired actions for each touchpoint and determined the percentage of members who took those actions.
For many, this was a ground-breaking exercise—one they had never done before.
The results were mind-boggling for all REX members!
I won’t reveal whether they were overwhelmingly positive or negative, but I can tell you that we shared best practices in communication.
We learned from each other’s successes and failures, gaining insights directly from club owners who, just like you, face the daily challenges of the fitness industry. This peer-to-peer learning sets REX Roundtables apart from any other business coaching program in the world.
The power of REX is immense, and I invite you to experience it first-hand. If you’re interested in learning more about REX, let’s connect. Click here to schedule a time that suits you.
Join one of our REX groups in the US:
- Club owners REX
- Industry Vendors REX
- Xponential Fitness Franchisee REX
Join one of our REX groups in Australia:
- Club owners REX
- NSW fitness studios and personal trainers
- Industry Suppliers REX
Take charge of your fitness business and unlock its true potential with REX Roundtables. Don’t wait—seize this opportunity to thrive in the competitive fitness industry – and let’s have a chat by clicking here.
Unleash Your Fitness Business Potential: Join REX Roundtables Today!
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.