[00:00:00] James Breese: Strength matters, media, video, print, podcasts. 

[00:00:05] Josh Kennedy: Today's topic is, should I offer a low ticket training plan or membership? James, this has been sparked by a recent conversation you've had with a potential client, right? 

[00:00:16] James Breese: Yeah, exactly. So shout out to kudos to Nicole Wood. We had a strategy call the other day.

[00:00:20] James Breese: And this is the whole idea and concept that sparked around this conversation. So thank you, Nicole, for sharing those ideas and sharing where you're at with your business. And it was such a good conversation that I thought it was worth sharing with everybody else to discuss what we talked about. And for other trainers and coaches or gym owners who may be at capacity too.

[00:00:38] James Breese: So it's like just dive in and share what we talked about. Well, before 

[00:00:42] Josh Kennedy: we go into that, uh, what Nick, what you discussed with Nicole, can you just explain what exactly is a low ticket versus high ticket 

[00:00:50] James Breese: offer? Yeah. So low ticket offer is something that's around for me personally, or anything under 50 a month.

[00:00:56] James Breese: For your personal training services. Now this could be in a form of an [00:01:00] app, 'cause there's lots of adverts going around at the moment. That trainers should get their own app and sell it as like $10, $20 a month. Or you could do some form of online coaching to the masses. So you could offer it like a 20, $30 offer where you're using like say, true coach trainer, eyes, trainer, heroic, all these coaching softwares.

[00:01:16] James Breese: Like a template kind of program, A template based program. Yes, absolutely. It's template based, but it's not personalized or bespoke. It's a template based program for a specific niche of people who want to achieve a certain thing. Now, as an example, we're doing one that strength matters. We're doing it for 25 a month.

[00:01:31] James Breese: It's approximately 30 a month. And that's for cricket players. So we're targeting cricket players across the board who are working towards a specific cricket goal. For those who can't afford personalized coaching, this is obviously the next best step. So that's what personalized low ticket offers and membership is to us.

[00:01:48] James Breese: Now you could apply it to the gyms as well where it's like Think of think of JD gyms or easy gyms or only low cost budget gyms are out of town. That's a low ticket membership offer for them, like 20 a month, [00:02:00] stuff like that. Exactly. So it's really, really low. Something along those lines too. But for us, I want to talk more about the personal training, hybrid coaching type ideas and low ticket offers and how you integrate it into your business.

[00:02:10] James Breese: And if it's a good idea or not, I think it is a good idea. But there's a couple of caveats first, which we've learned along the way. And we want to share today, basically 

[00:02:17] Josh Kennedy: go for it. Let's, uh, let's share what you, do you want to share what you discussed with Nicole? Yeah. 

[00:02:24] James Breese: So again, with Nicole, we're talking about the idea.

[00:02:26] James Breese: She's at full capacity with the training, which is awesome. So she's a really busy trainer. She's at full capacity and she was like looking at the next steps to offer some kind of low ticket offer for her clients. I want to discuss how much she charges, charge, what should I do? How should I attract them?

[00:02:39] James Breese: And that was the thing for her. I think, just to cut the long story short, I thought it was a great idea for her because she's at capacity, right? She's at capacity with her personal training. She can't physically take on any more clients, maybe some hybrid clients, but not too many high end clients because it's too much for her.

[00:02:57] Josh Kennedy: So she sort of doesn't have [00:03:00] another option, so it is a good option for her, simply because she's already at her full capacity. So when is it not a good option then? Well, 

[00:03:07] James Breese: it's not a good option when you're not at capacity of high ticket offers because I think that's a really good point is to have it out there, it's like saying, right, why are you going to try and sell something at 20 when you could be selling something 500, like it takes, if not harder work to sell a 20 ticket, 20 ticket offer than is a 1, 500 offer, right?

[00:03:27] James Breese: So until you're at max capacity, your focus should be focusing on The high end ticket solutions, not the low end stuff, because the low end stuff will not bring in the same money. So to get 1, 500 with the 20 stuff, you need X amount of clients. It's a huge amount of clients, whereas you could sell 

[00:03:42] Josh Kennedy: one 1, 500 offer, or however many it is, because I'm terrible at maths.

[00:03:47] Josh Kennedy: Yes. You know, at 20 to make that the same money. 

[00:03:51] James Breese: Exactly, and it's that much work. So you don't want to do that here, but also, you've also got to build up Your presence, your web presence, your online presence and build an [00:04:00] audience and build a list. So people are going to be engaged with you. We start, this is what we call more blue belt into purple belt stuff in terms of our ladder and hierarchy of where we're looking at the black belt system.

[00:04:10] James Breese: So if you're earning enough money and you're comfortable, it's all about expanding your business and you need the infrastructure with your business to help support that grow and go forward. So with that, to build these low ticket offers, you need to have an email nurture sequence. You need to have systems in place.

[00:04:23] James Breese: But also a lot of experience dealing with online coaching because if you haven't got that experience doing a mass group ticketing offer to a ticket offer becomes a lot harder. So you've got to manage all this in the same boat. So it's definitely more experience. I'd say definitely beginners to intermediates focus on high ticket, get as many people in there as possible, then focus on the low ticket.

[00:04:43] James Breese: But when you go for low ticket, make sure you have the experience of online coaching a high ticket. First, and have the infrastructure in terms of trading software, in terms of CRM systems, so you can manage customer data, and then you also can start building content. Therefore, content, it could be means in social media, it could be blog [00:05:00] marketing, it could be YouTube, it could be podcasts.

[00:05:02] James Breese: So people who engage with you and they want to be a part of that community. So it's all about community building as well. So it's a very different way of selling. Selling is very different to high ticket numbers, uh, compared to low ticket numbers. And that's, it's a lot harder, I think. 

[00:05:16] Josh Kennedy: Andrew, what's your experience with low and high ticket offers?

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[00:05:51] James Breese: Don't wonder? Act now. Book your free strategy call at strengthmatters. com forward slash website today. My experience, Josh was, um, [00:06:00] I started out my core offering was my, my personal training, my one to one. Um, and I feel looking back on that, that was the right approach because, as James says, you can hone your craft, really get experience in what you're delivering.

[00:06:17] James Breese: I then, uh, as I built that up and I'd maxed that out, I looked at wanting to help more people, and that's where my large group, my bootcamps came into play. So that was my low ticket offering there, you know, below the 50 quid, uh, per month, uh, mark. And that enabled me to open up to a, to a greater audience, uh, but always keeping in mind at that time that my, my core offering was, was my pt.

[00:06:42] James Breese: Um, but it enabled me then to get my margins right. And I was able to grow 

[00:06:47] Josh Kennedy: from there. So as, as you pointed out, you maxed out on your personal, your one to one personal training before then moving into that group side, uh, training. James, the high ticket offer though, we want to, you know, we're [00:07:00] talking like you mentioned 1, 500 for, for a product that might, those numbers might scare some trainers a little bit and thinking, how do I offer, make sure.

[00:07:09] Josh Kennedy: I offer enough value to people. How can I, am I worth that? Maybe it's that kind of question. Do you know what I mean? 

[00:07:14] James Breese: Yeah. There's lots, lots of things come into it. Now I'm just, I pluck those numbers out of my head because roughly that's what we charge for our pro plan. So when people come into us, our pricing strategy is very simple.

[00:07:23] James Breese: We have the Kickstarter, the pro, the pro plus the pro starts at 1, 200. And the pro plus starts at 1, 900, 95 cents. You know, that's where we look at that level here because it's minimum 12 week commitment. We're putting people through a high level. Of service assessments. It's gearing towards a specific goal, particularly for cricketers, and we find those two things.

[00:07:45] James Breese: The difference between two plans are the level of assessments and what we need to do for them. So, but the ongoing payment is then 299 a month, 299 247 a month, uh, UK. So, in terms of high ticket, [00:08:00] it depends what you're charging per hour. Don't sell in, in one off hours and block sessions. You won't sell.

[00:08:06] James Breese: monthly memberships, if it's appropriate. You need like, well, we, we have a hybrid approach to pricing and selling, but it's not that much. If you think it would break down on a monthly basis, just ask for X amount of money per month for three month membership. That's what we're looking for. So I say 1500 or whatever it is, that's over a three month commitment.

[00:08:24] James Breese: That is, some people charge way more, right? If they're happy to do that, we'll crack on. Good. But we find that's our optimal value. for longevity and lifetime value of our clients. So long term, they stay with us longer. So we have some clients with us, you know, if I'm being honest, some of our lifetime value clients are right now at 15, 000.

[00:08:41] James Breese: That's 20, 000 US. Right? Because they're staying with us for life. Because we found the right pricing point and it's consistent. And that's the hard thing in fitness, is that there's lots of ups and downs. And if people, it's a high ticket thing, they're only going to be with you for a minimum amount of time.

[00:08:57] James Breese: Potentially well most of the time actually I'd [00:09:00] say but if you find those sweet spot Then they're going to be with you for a long time And that's why kudos to some of our guys who listen to us who've been with us for a very long time Isn't it josh? and We now know that their lifetime value because it's starting to build out is at fifteen thousand pounds if we get this right.

[00:09:15] Josh Kennedy: Yep We do indeed have some wonderful long term clients. Um, so as we wrap this up guys and There may be some people out there sort of at a crossroads deciding between low and high ticket offers. Um, how can they make the best decision? Just give it, just wrap this up for us if you would, James. 

[00:09:34] James Breese: Very simply, are you maxed out with personal training?

[00:09:36] James Breese: Yes or no? If you're maxed out, great. Now we look at hybrid training. Are you maxed out a hybrid training? Yes or no? If it's a yes, great. Then go to Low ticket offers. If it's a no with hybrid training, focus on hybrid training, because that's the next best offer. Again, you don't want to go from high to low.

[00:09:53] James Breese: You want to go high to medium. Okay, so focus on that. So it's a simple flowchart. Are you maxed out with personal training? Yes or [00:10:00] no. If it's a yes, go to, Are you maxed out with hybrid personal training? Yes or no. If it's a yes, then go to low ticket offers. But if it's a no for the top two, I'd say focus on those two first and get that nailed down because you'll make more money.

[00:10:12] James Breese: It'll be less hassle and less stress and less work. 

[00:10:16] Josh Kennedy: Yep, absolutely. Thank you so much, boys. That is it for today. Please don't forget to rate, review and subscribe. And if you want to find out what's holding you back from growing your fitness business, get yourself a free website audit by going to strengthmatters.

[00:10:28] Josh Kennedy: com forward slash audit.