Hyrox: How to Use It to Generate Leads, Members and Massive ROI

Hyrox affiliation gives Rob Sowden-Taylor 25 to 40% of his gym’s leads and creates long-term members who stick around for an average of 2.5 years.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Rob, owner of Ion Strength and Conditioning in Wales, to break down exactly how he uses Hyrox as a client-acquisition tool.

Rob shares how he structures Hyrox simulations to maximize participation and revenue, running more than 120 people through them in just four hours.

About half his event participants are existing members—boosting average revenue per member—and the other half are new people, providing fresh leads for his gym’s ongoing services.

Tune in to get the complete blueprint for implementing a Hyrox program that generates leads and boosts revenue. 

Read Rob’s full Hyrox ROI breakdown, linked below.

Links

Rob's Hyrox ROI Breakdown

Gym Owners United

Book a Call

1:06 - Rob’s new Hyrox lead stats

8:35 - Running Hyrox simulations

12:09 - Where leads come from

15:43 - Pricing the simulations

24:16 - How to set up an event

Transcript

SPEAKER_01 0:02

Using HIROX to get new clients, my friend Rob Soden Taylor is going to tell you exactly how he does that by running more than 120 people through HyROC simulations in just four hours. You can do the same thing to generate leads, produce revenue, and give people exactly what they want. This is Runner Profitable Gym. I'm your host, Mike Workman. Please hit subscribe wherever you're watching or listening so you don't miss any stuff like this. Rob Soden Taylor owns ion strength and conditioning in Wales, two locations. On a previous edition of the show, Rob opened his books and told us the exact ROI on HyROX. The AI summary, it's a no-brainer. You make more than you pay by a large margin if you do it right. A link to that show is in the notes if you want to dig into it. Today we're looking at HYROX specifically as a client acquisition tool. You're going to find out how to use it to acquire leads and members at the low cost of a small monthly affiliation fee. Rob, welcome. Thank you for coming back on the show.

SPEAKER_02 0:54

Thanks, Mike. Great to be uh back on the TwoBrain Podcast.

SPEAKER_01 0:58

You are one of our HyROX experts, and I can't get enough of the information that you have for gym owners. So we're going to share some more and teach them how to use this to get more people in the door. So back in May 2025, you told me you got thir the 38% of new leads were HyROX related, and you had 31 new members just from HYROX at that point. What happened in the last seven months? Because we're recording in December right now.

SPEAKER_02 1:19

So yeah, I mean it's definitely fluctuated. Um, but there, you know, as I said last time, the it we the the inquiries we were having were booming. You know, just to give you some background on it, uh last year we had a big HyROX vent in our city in Cardiff, um, which sit sat around the time that we spoke. And so there was no surprise that front end of the year we saw a big spike in terms of the high rox inquiries that that we had, and it was pushing close to 40% of our inquiries uh at the time, which was just you know fantastic because you know I I've always seen, and just to be really clear, HyROX is just part of what we do. You know, I don't want it to be that we're branded, we're just a pure HyROX training facility, but the affiliation with HyROX, it's just naturally done so much of our marketing for us. I mean, after after we spoke, you know, it it it it fluctuated a little bit and dropped, but it still remained super high at above 25%. Um, there were some some months that it would pick up again or go you know go higher than uh and that and closer to the to the 40% mark, and that depended on what events were nearby. There's a couple of big cities in the QK that run higher's events, London being one, um Birmingham, uh Glasgow, all within travelling distance for people. So we would see a lot of people signing up for those events, you know, and it was you know, it's so it's it's just remained high throughout the year. You know, I often get asked, do I think, um, you know, do I think it's gonna drop off at some point? And you know, quite frankly, I can't see that happening at any time soon. I'm sure at some point in the future it potentially will, but I think the boom is just only going to continue. You know, in terms of the last seven months, we've seen people, like I said, that that have been signing up for competitions outside of the city. They often, you know, of with the idea of joining us, train for the event, probably in their own minds, looking at once they've done the event, going back to what they did. But I think everyone that's had a taste of it only wants more. So, you know, they've ended up staying long-term members as well, which has been great to see. And you know, it's it's also about the education, the education side of things, and get people to understand when they are keen on training for high rocks, it isn't necessarily about just doing high rocks, high rocks, high rocks. It's a great filter for us into our mainstream strength and conditioning program, which is the bulk of what we do here at Ion. So, yeah, it's uh it's certainly remained high, and um, you know, there's there's no doubt it's uh it's only going to continue to boom.

SPEAKER_01 3:49

So 120 pounds, I believe, is the affiliation fee. Is that correct?

SPEAKER_02 3:53

Yeah, 120 pounds.

SPEAKER_01 3:54

So, listeners, what we're getting at here, Rob's paying 120 pounds. It's about 150 in the US, and I believe the year uh the euro rate is 130, it's something like that. But again, 150 dollars US, whatever it is. He's getting between 25 and 40 percent of his leads through HyROX. Now that's not his main offering. He's a strength and conditioning facility, he's got two of them. He's selling fitness, right? Spaying strength and conditioning, but he's still getting for a low affiliation fee a huge percentage of leads. And he said a key thing it's doing the marketing for him. So he's basically instead of you know filling money into uh meta or anything else, he's using an affiliation fee with a hot product to get a ton of leads that then feed into his main programs and create long-term members. Interesting thing, and this is a keynote for you listeners there are spikes around HIROX events, and that should be obvious to you. If someone is training in your for an event in your area, you should help them do that. And you can generate special programs, you could use, you know, anything like that that will get people indoor to train for these things. And many of these events sell out as a high ROX affiliate. There's no reason why you couldn't run, it's not an official HyROX event, but you could run other type competitions for overflow or something like that. We've heard things like that working very well because high rocks events are selling out very quickly. But point being, high ROX event in your area, you should be selling something in advance. You can expect a spike in leads. Outside those, people are looking for it. Like I said, Rob, 25 to 40% of leads coming from HIROX. And that for the low price of$130 to$150, as I said in the intro. That is huge, huge ROI. And Rob laid out his exact ROI. It was massive in the link in the show notes. You can check that out. So, Rob, let's talk about this specifically. Gym owners need to get new clients and then use HyROX to do it. You have a very cool program that you're using to get tons of people in the door. Let's talk about that. What is it?

SPEAKER_02 5:41

Well, I think just to point out as well, um, so like when it comes to the HyROX boom, what's really interesting and what we're gonna see. So HyROX is coming back to us in Cardiff next May, where there's it's gonna be an annual event. It's last year it was a three-day event. This year they're making it a six-day event, so it shows the direction that HyROX is moving in, and you know, it's not clearly not having a drop-off. And a lot of the events, certainly in the UK now in the major cities, are six-day events for 2026. So, in terms of what that then opens up, in terms of I think the the criticism a little bit, probably last year was how hard it was becoming to get tickets for HyROX events, you know, so they're addressing that, opening more spaces. And off what we saw in Cardiff last year was not only the people that took part in it, you know, only you know, loving what they experienced, and it was just a taste for what they want more of, but it's also, you know, from a social media perspective, it was everywhere across the platforms in in the cities that they're they're they're um taking part in. And again, as you said, it does the marketing for us. So I'm expecting this front end of um uh 2026 to see another boom in terms of our inquiries as a result of the high rocks event in our city. And as you said, for me, the the leads, what do we do? Do do you know, do I do any you know paid ads around HyROX? I don't need to, to be quite frankly, because it's it's just very organic in terms of what we put out and what we get back then. And it's it's you know, it's that's ideally how I've always wanted to grow as a facility or facilities, is organically, because you know, I think once the members come in and they understand what they they're getting into, they they become long-term members, and it's the retention aspect which is is is super key. And as I touched on, it's you know, even people that come in with the sole focus of training for an event, they turn into long-term members as well, which is excellent to see. So, yeah, I mean, in terms of uh to answer your question, um, in terms of you know, are we deliberate in terms of the high rox ad side of things and and what are we doing? It's you know, it's it's just to reinforce it's it's it's a signal for us, you know. The high rox classes that we run are just part of our our program here at Ion. Um, and you know, it's it's using our other classes that help people train for high rox events. So it's very much how high rox hasn't changed what we're doing, but it's just certainly amplified everything that we're getting off the off the back of it.

SPEAKER_01 8:12

Yeah, and if they're scaling up from three days to six days, the demand is there, they want to put more people in. All of a sudden, in your area, you've got a six-day fitness festival with a ton of people, and everybody who's in that has a group of friends who know that they're in that and they might want to join. And all of a sudden, you've had this massive high-rock snowball running downhill, and it leads into ion strength and conditioning at some point, right? And you're perfectly equipped to set that up. I want to know about these simulations that you run. So I talked about this in the beginning. 120 people, four hours. Let's go over this in detail so that other people can see how you do this, and they might be able to do the same thing too, because my mind is blown by 120 people in four hours. Let's go.

SPEAKER_02 8:48

Yeah, so we we're very set in terms of how we run our um our high rox events. You know, we run a you know full simulation, we'll run half simulation, and then also last year, which we can touch on, is we ran a no-running high ROX event. Ooh, I'm in, which was which was which was brilliant. But we do all our high rox events that we run simulation is all geared around um the open category. So for those that don't know high rox, high rox has two categories open and uh flip uh not elite, my mind's gone blank, um, pros so pro. Um so it involves different weights, but everything we're gearing it around is the general pop, the majority, the all-inclusive approach, and also we never run it as an individual competition, we always do as pairs. Why do you like that? Because a you can basically get more people through, but also it brings it just enhances the community aspect, the fun, the friendly, the relationship side of things, which underpins you know what many, many gyms in in um, you know, that are out there building their whole community around. So for us, it's very set in terms of community-driven fitness, um, fun friendly, um, and also the inclusiveness in terms of just focusing on it as a as an open competition. We how we stagger it, we run it, we run, we run pairs of um four pairs every 10 to 15 minutes. You know, we move around the exercises, so we know that if we've got loads of wall balls, rowers, stuff, we'll shunt those exercises to the front end just in case there's obviously towards the end of the workout there's an overlap of any such. So we know we've got enough equipment where the the lesser equipment, like the sled style, always happen at the front end, if that makes sense, Mike. So uh you know there's no overlapping. But what I know that's it's why why our events have been popular is because they always run to time, they're smooth, they're you know, they're they're clean and cut, so it's it's you know, people aren't waiting around, there aren't changes start times, which I think is really important to people um when taking part in in these events, and um it gives them a uh a taste of uh the high rocks experience. Um, and that's why we've chosen to run half simulations, um, the no-running ones, just to again, it's confidence building for people that are interested in in um in taking on a high rox.

SPEAKER_01 11:11

Okay, so you're running these things and you're you're doing an ideal thing where you're getting people to partner up, which you know, bring a friend, hey, that's great, but you're also offering different modifications of it, or maybe it's not the full one, maybe it's not running, you're using these access points to get people to do it. And that's a huge thing. And like, you know, I I ran a CrossFit gym for about a decade, and it's a great program, but it the access to that can be very difficult. And if you tell people to go to a competition and I'm not gonna tell you what you're gonna do, and it might be something you can't do, and it's super scary, there are some challenges there to scaling that on the competition end and using it as an access point. Over the course of my gym history, very few people joined because they wanted to compete. Most people eventually started joining because they wanted to do lose weight, get fitter, get stronger, whatever. And I didn't realize that soon enough. I should have focused more on that end of things. But you've got a great way with this hierarchs program to slide people in, give them momentum, make them to say, I can do this, I can keep doing this, I want to keep doing this, I want to keep training, here's my credit card, and away we go. How do you get 120 people signed up for this? Is it new people? Is it outside people? Is it members? Is it repeat people? How do you get these people signed up?

SPEAKER_02 12:16

Yeah, so it's a combination of members and non-members. We open it up publicly. Um, we'll give our members 24 hours early sign up. Um and then we uh you know we encourage because we know because we know we can handle high numbers, you know, now we've run it a number of times and we're experienced with it. But I do see that's the beauty of HIROX. It's also very easy to run, both classes and competition, uh, competitions, you know, with the exercises that are involved in it. I think to touch on your point, Mike, just with the you know, what we're seeing a lot of, and I think we know we know this within the industry, but certainly, you know, in more recent times, I think there is this shift to people are being more driven, you know, performance-driven in their training. Um, where yes, we're about general health and fitness um and inclusiveness, but I think there's you know, definitely recognizing putting there's more and more people in the general pop space that are intrigued and interested by putting their fitness to the test, and something like HyROX and you know how many people that I I feel I see on a day-to-day basis that are really intrigued by it, not necessarily at the point that they're ready to do one, but I know at some point in the future, and certainly with an event like we have in Cardiff coming up, because it's in our national stadium, it's a real spectacle for HIROX that uh people just want to be part of it. So um, yeah, it's I mean in terms of uh how do we market it, it is very much we just we put our simulations out socially organic uh through our social media, our Instagram, our Facebook pages. We're building up we're building up uh uh an email list uh in terms of the people that have um that have uh taken part um over over the past 18 months. We've probably got over a thousand uh names on that email list that is a combination of both members and non-members. Um and it's just uh it's it's perfect for again for the marketing side of it. It's uh it's uh it's a no-brainer, and um, you know, it just really works well for us in terms of a running a popular event that really gives them people uh a high rocks experience in terms of if it wasn't particularly well attended, it may not get that same vibe. So it's you know, we try to run the events as close to a high rock style event as we can. So we we try and encourage to have vendors, uh pop up food stalls, uh have the coffees, um, DJs coming along. So we want to make it a an event as well. So um, yeah, it's all about the experience in the community.

SPEAKER_01 14:47

So, what do you think the percentages in those 120 people uh between members and non-members? Do you have an idea roughly?

SPEAKER_02 14:54

Yeah, I I'd say it's as close as 50-50 to be honest. Okay, that's huge. Yeah, so it's um, you know, it's it's one that's you know, is it's always good. We always attract a high number of people outside of our gyms um that take part in, you know, whether that's you know, in from from people, you know, we get people traveling from far and wide to to to to get involved in the uh competitions. And I think where it also sits really well, Mike, is that because high rox events are hard to sign up for at this moment in time in terms of the scarcity in places, you know, it's almost like if that's actually that works really well for us because you know, with us running full simulations, it gives people that opportunity to take part in a Hyrux event that may not, you know, it's not the official one, but it's as close as you know, we can try and make it. What do you charge for a simulation? Uh we charge 60 pounds, 60 pounds a ticket, um a pair. Okay, so 30 pounds each and 60 pounds. Yeah. But I have to say, Mike, I have to say with it, the the work that goes into it in terms of the preparation, the setup, um, and you know, the the post match where we in the past we've run CrossFit events and flipping egg full full full day events, you know, the chalk everywhere. Yeah, I know it. The cleanup uh side of things with with the Hyrux event, it's such a you know, reset in the room as such is it's uh you know, it is a part of it. And um, you know, I think it's just such a yeah, I I can't speak highly enough of um the the events.

SPEAKER_01 16:26

Yeah, so think about this, listeners. Like what we've got here, he's got a high rock simulation, he's getting 120 people, half of them are members, and that means his ARM is going up because his members are signing up for a special event. That is awesome. Second part, you've got 50% new people, that means new people are coming in and giving a one-time registration fee. That is awesome because that boosts revenue. Then he's got the contact info of all these new people, which he can then feed into his mailing list and tell them, I have another event coming. I've got this program, I've got this thing. And all of a sudden, people are gonna start signing up repeatedly because he's doing an awesome job with making it a party atmosphere with vendors and music and the whole deal. And then eventually, some of them are going to want to join because he's got ongoing HIROX programs. He's also got all the other strength and conditioning stuff that would just work for general fitness. And you see how this thing turns into a marketing snowball. So talk to me about this. When you of those 50% who are non-members, when they show up, how likely are they to join eventually or sign up for another event? Like purchase something else from Ion down the line. How likely?

SPEAKER_02 17:26

Yeah, I definitely say it's a high reoccurrence in terms of them taking part in um in uh in up-and-coming events. So we've just definitely seen repeat um high ROXs. In terms of uh new joiners directly off, I'd say because in the local area, more often than not we get pockets of members from other gyms that come along together, so they bring their communities and get involved in the high rox event. So we're not necessarily and we're not necessarily looking to pull people away from other gyms with it. It's it just it is just a great uh community day for fitness in our local area. It's obviously uh a revenue driver for us as a as an event. It allows us then to also reinvest back into the gym, get more equipment, whether it's high ROX, whether it's other uh other things that we need. And yeah, it's uh it's it's it's something that we don't, yeah. As I said, we don't directly get lots of uptake every time we run a HyRox event with members member conversion, but it's yeah, it's definitely a benefit for further events that we run.

SPEAKER_01 18:31

But you get some people signing up, correct? You get a few people here and there.

SPEAKER_02 18:34

Yeah, yeah. We do get people joining off the back of it. Um, like I said, people that you know haven't taken part in an official HyROX event that are intrigued, they see it, that is an opportunity to have a taste of it and love what they do. And um, you know, with that, we've had you know, we've had a number of people sign up with it.

SPEAKER_01 18:53

Yeah, and so off the top of your head, I think you told me last time, what are your ARM and length of engagement stats? Do you remember those?

SPEAKER_02 18:59

Yeah, so we sit at around two and a half two and a half years in terms of our our length of engagement in terms of a membership as a as a whole. Obviously, it's a little bit harder to track in terms of for the high rocks members that have joined this year. They're still ongoing members, so hopefully that's something that you know. But I know our, you know, I'm you know, our our length of engagement that we have is strong. Um, and you know, that's that's because, you know, like many other gyms out there, we have a big focus on our community, um, and driving it around that, which is shown throughout the the way we run our high rocks. And like I said, we also run our classes very much uh along the same theme. Everything's built around pairs, working in pairs and you know, focusing on the open category.

SPEAKER_01 19:45

So it's um yeah, it's uh so thirty thirty months length of engagement. ARM you said is about length of engagement. So sorry, what's you say? ARM average revenue per member.

SPEAKER_02 19:56

Average average rev well, average revenue per member sits. It's at around 110, 110 pounds a month.

SPEAKER_01 20:04

So, guys, do the math out there. If one person from this simulation signs up for regular ongoing membership, 30 months at 110 pounds, like we're paying for the the one person is paying for the entire HIROX affiliation to say nothing of all the revenue that comes in from the regular events, from the actual program. It's just insane how much you can read the ROI on this thing. Like, and Rob has got, he's give giving you all the data to show exactly how this thing goes. I'll point something out in his plan that works really well in certain gyms. It's a partner thing. That is amazing. This is a great access point. You could literally run this. TrueBin recommends the gyms run bring a friend events regularly, according to an annual plan set up with a mentor. You could run a HyRox Bring a Friend event where current members are encouraged, and I mean actively encouraged. You don't just like put it up and just say, uh, bring a friend. You tell them, bring Bob, your friend Bob, who likes to run, bring him to our HYROX pairs event, the simulation, and let's get him in. And then you talk to you, you know, you try to book Bob in for a no-sweat intro and you try to sell him ongoing coaching and training. This is an amazing way that you could literally combine the two main principles of bring a friend events on a regular schedule with the ultra hot high rocks program, using your existing members and affinity marketing, two-brain principle, to get their friends, colleagues, coworkers, all this other stuff, get them in the gym. And then when that happens, you multiply by length of engagement and ARM, and all of a sudden you have these large, large revenue numbers and profit numbers, and everything is just it's it's amazing to see what happens. And this is a perfect program. Uh so you Rob, how many of these events are you gonna run in 2026? Do you have a plan already?

SPEAKER_02 21:43

Yes, we we um we tend to run them quarterly, well, not 10 to we run them quarterly. Okay, so uh we're gonna kick off January, we're gonna run one end of January, which will build nicely then into um into the the high rocks event in Cardiff. Um so it's yeah, we're quite systematic in terms of we look at when the major competitions are around, and we'll also try and run something you know, two th two months out away from from that big event, um, so it works well with us. Something I didn't touch on, Mike, and I know it's a little bit off point, but um Lisa Palmer, um who's obviously in the uh our UK um thinker lead, um she made a good point, and it's something I did a month ago. So I partnered with uh a local run club. There it is. In terms of I cannot stress in terms of how popular run clubs are becoming, obviously running the most the main form of exercise in terms of globally, but in terms of the the popularity of run clubs these days in every in every city, town, it's trying to partner with those. Uh I'm fortunate. I've got a friend that runs a popular run club in Carlton. We did an event um a month ago on a Monday night, and we had 50 people come 6:30 on a Monday evening, went through um a three-quarter simulation high rocks. A lot of those were runners as opposed to high roxers and stuff, but they absolutely loved it. And it was, I think it was around 75% of the 50 were non-members. Um that was that was also great to have a lot of new faces in the gym. But in terms of people looking to, you know, build on high rocks and run simulations, it is trying to partner with other local, you know, fitness gym well, local gyms, whether it's running clubs in particular, because let's get it, let's let's be let's be honest, like high rocks is predominantly a running-based um activity, and uh, you know, it's it's something that uh you know, I think they they they will be good at as well. So it also helps to pump their tires up. So having them through the doors is is a is a good little thing to have.

SPEAKER_01 23:46

And that's that's the best part about high rocks is that it's so accessible. Like it's a lot of running, which is great for people who like to run because you don't you don't need any equipment for that. People are training for that regular marathons, 5Ks, all the other stuff. And then the stuff that's in there around the running, not that bad, right? Like you can teach someone to do that stuff pretty quickly. It's not like muscle ups and snatches and things like that. We're like pushing a sled, doing some skierg, like things that are quite easy from a conditioning standpoint. There's a little bit of like you know, sandbags and carries and things like that, but it's not like it's you could probably like Rob, tell me this. How quickly could you get a run club person set up to do a Hyrux event? Like, is it an hour?

SPEAKER_02 24:22

Yeah, uh 100 then. It's true. Like, I I what what I always love about the HyROX events that I've attended is that it is all shapes and sizes doing it, and you know, you have people that you know it's a slow trot at points, it's a walk. Yeah, and me. Um, but it's you know, it's it's lovely to see because it's a it's a very community-driven event. No one knows where people are starting, finish, what point of the race they are, so it's not like people feel eyes all eyes are on them. Um so it's it's something that do you know what I honestly believe the majority of people can can take part in an event pretty soon with, and it's just having the confidence to to step up and and and do it. And I think you know, the more and more people that get involved, the more inclusive people are seeing it's uh it's becoming, which is I think great for health and well-being as an overall, as well as obviously putting your fitness to the test.

SPEAKER_01 25:18

Okay, so here's what we're gonna do, Rob. We're gonna put together a high-speed, low drag plan for a listener to use a higher simulation to generate leads and new members in 2026. I'm gonna lay out some ideas, I'm gonna bounce them off you and tell you and I want you to tell me if I'm on the right track and how you would improve upon this. But let's give listeners, you know, an exact plan essentially here that they can walk away from this. So I'm gonna start with this. Two Brain recommends that you put Bring Up Friend events on your calendar now. Do them regularly. I'm gonna suggest that you do this twice, just to start so you're not overwhelmed. We'll just put two on the calendar. Schedule them out, put them on the calendar right now. They're going to be high ROX events. Now, you can't just run a HIROX simulation if you're not a HIROX affiliate. So I want you to look into that and take care of that. Could you just run, you know, a running and wall ball type event? Yeah, you could absolutely do that. But let's just say I want you to think, look at this HIROX affiliation. So we can officially say there's a HIROX simulation event because you are a registered affiliate. That's cool. Now, that's gonna be a low affiliation fee of like it's like 130, 120 pounds, 150 US, whatever it is, not expensive. You can afford that. So you're gonna put those on the counter. You got two of them to start. Now, at that simulation, what I want you to do is you're gonna talk to your existing members, and I want you to talk to 10 to 20 of them, if not all of them, but let's start small, 10 to 20. And you're going to say, Tom, I know your friend Kim from the office. You talked about it the other day. You guys went for a run together. I have this amazing high rock simulation event coming up on May 15th. Can you sign her up? Would she be interested? He says, Yeah, I think so. Hey, can I have her contact info? Let's call her right now and sign her up. And you just take the lead, you go through it, you log that person, say, hey, we've got this event. We're gonna do a partner thing with Bob. Let's sign you up. Done. You're starting, that's 10 to 20 people, so that's a small marketing play. Rob, what would you do on this to get this thing out to the community on the social? Like, let's stay away from paid ads. Gym owners, you should know how to run your paid ads, but let's stay away from that right now because it complicates things. What would you do, Rob, on the social media newsletter end of things to promote this thing outside to non-members?

SPEAKER_02 27:17

I would simply put the work, I put the the the the workout or the event out there. Um, anything that looks like that has a thousand meter run or you know a decent distance run in it along with a load of stations, people know that's a high ROX style event. And I think people get put off a little bit at times in terms of certainly gyms. Oh, I don't have sleds, I don't have this, that I can't run a Hyrox event where the majority of the work that we actually do in the not not so much the events, but classes, we don't actually use the sleds and uh that much, you know. If if it's got wall balls, if got burpy broad jumps or down-ups or a relief, it's close enough and it that it's enough to give people the experience. So, you know, it's it's about not overcomplicating it, keeping it simple, you know, it's uh you know, 60 to 75 minute session, it's partner workout, it's open, it's an open category, so it's you know, it's nice and inclusive. Um, and yeah, in terms of how you market it, I I market the actual event itself in terms of what it's going to include, that it's fun-friendly, community-based. Come and try and give it a go if you're intrigued by Hyrox. You know, you don't have to, you know, brand it as a Hyrox event, but you can you know put it out there if you're intrigued or interested what what HyROX is, then come along, try this event. And you know, I think the the main point of it, Mike, is just don't overcomplicate it.

SPEAKER_01 28:41

Yeah, so that's a big one because people will say, I don't have enough room for sleds and blah blah blah. And we all know the sleds are a weird thing where like there's friction and there's loads, and all different things change. Like it's a whole thing. You don't need the sleds. You could use like eight-pound wall balls if you don't have kettlebells, you can use dumbbells, whatever. Like it doesn't matter what you program as long as it's close enough. People are running and doing some easy stuff, not easy, but like easy to teach stuff in between. That's close enough. So don't overcomplicate it. It doesn't have to be an endless run, it doesn't have to be the official distances and loads. It just has to be a simple, fun event that's in the neighborhood of the thing and gives people a taste. It's the sample of the sausage on the stick at the grocery store. Try it, do you like it? Sign up for more sausage, right? You get what I'm saying here. Keep it simple. And then Rob laid out earlier, he's got this newsletter. So every gym should have a newsletter, like an email list of people. Bomb this out to your newsletter. Here's what's coming, here's what it is, here's how it is, here's how it happens. Get the info out there, ask people to sign up. There, that's your first one. Second, Rob talked about social media. You put this stuff out, and I looked at Rob's social media on the ion accounts. Awesome. Shows lots of great stuff happening. Put it out, carpet bomb social media, every platform where your clients are. This is the event, this is when it's happening, this is how it happens, this is how you sign up. Sign up today, call to action, get that stuff out there. If you've run an event in the past, showcase it. I've seen, I looked at Rob's account. He's got these amazing videos of his Hyrox events happening. And I look at them like I want to sign up, even though I hate running, right? Like it looks fun. Use that stuff once you get it. So you run your first event, film everything, take photos. If you hire a photographer for 500 bucks to do that, you're going to get that money back when you promote your second event. So you're carpet bombing everything with no paid ads whatsoever. So just to recap your marketing plan, you're going to put this stuff on the calendar. You're going to talk to your clients and ask them to bring specific people. That's a bring-a friend event right there, partnered with HIROX. Then, as Rob said, you're hitting the newsletter and you're pushing it out on social media everywhere, website, all that stuff. If you have great Google SEO or anything like that, people are going to start finding this stuff because they're searching for HIROX in my area, right? That's a big one. All of a sudden, you've got a number of people. Rob charges 60 pounds for a pair, whatever. You figure out the rates that work for you based on your facility, your budgets, and profit margins and so forth. Charge that. Acquire those emails. Everyone who comes in is a huge hot lead. Talk to them on the spot with the goal of booking a no-sweat intro if they're not a current member at that no sweat intro. You can do it even on the spot. Try to get them to sign up for ongoing consult or ongoing services. If not, talk to them down the down the line. How did you do at the event? Did you like it? Hey, do you want to come in to talk about your fitness goals? That's your sales pitch there. If they don't bite on that, you put them on your email list. They're long-term lead nurture, so they get your regular content. And then you hit all these people when your next event comes up. Let's say we sit in May, next one's October, November. You contact them again, and all of a sudden you see all this marketing snowball runs. The final thing I'll give you is something that's genius that Rob came up with. Talk to local run clubs. This is awesome. Anything in your area, mud runs, Spartan races, 5Ks, you know, marathons, all this stuff. There's clubs everywhere. Talk to them in advance, build that relationship. I've got a thing that can help your members have fun, use their running skills, come on out. And after you start building those partnerships, it's going to become a natural thing. These people may not all join because they have their own thing, but they will come to your events. All of a sudden, your events are bringing in tons of friend and revenue. This person in the run club has a friend named Tom who kind of wants to get stronger. And hey, Ion sounds like a great gym to help me get stronger. All of a sudden you see how this spirals. Rob, tell me, did I miss anything in that plan? What else have you got going on?

SPEAKER_02 32:20

So I wrote down exactly more that's exactly what you said there. So step one being, you know, run a simple high rock style event. Step two, partner with a local um run club. Part three, capture the leads. Step four, have a post-event pathway potentially. That's something that you know it's the old shake the apple tree. You know, we're not massive on the offers front, but I think at times it's what I really recognise, and can't stress this enough, is you you are going to have people that'll join up to do a high rocks event in their loc in a city or local city that have the view of they're just signing up to train for that event and then it's job done. But more often than not, what we see them turning into long-term members as well. So it's you know, it is about trying to, like I said, shape the apple tree so that you can, you know, you can get them through the door ready for their high rocks event. But then it's also being about clear about who who you are as well, in terms of what you offer and the other classes, your strength, your conditioning classes that are there to really facilitate your training for uh a high rocks event, then they value it, understand it, and it's the long-term approach that you have with it as well.

SPEAKER_01 33:31

Listeners, do this right now. Put two events on your calendar, and I'll do to give you one special project. Google HyROCS near me and see what pops up. If there is a race, an official big HIROCS race in your area, or even like within a you know, five-hour drive or whatever, put your event four to six weeks ahead of that, or maybe even after that, if it sells out and people are still just hot and ready for more HIROCs, but look at those as just the biggest, brightest signposts that say this should be a program that I capitalize on. So look for those events. If you find one in your area or close enough, put your air, you know, put place yours around that and then follow the plan. Rob just laid it out point by point. If you do this, you're going to add members, you're going to get leads, you're going to generate front-end revenue, you're going to keep people going at your gym for length and engagement times ARM, profit, and if you're priced appropriately, all of a sudden it's net owner benefit, which you take home and put in your bank account. Rob, this is obviously, I'll just summarize this, uh, ask you this final question as we close this out. Has HyROX been a huge ROI booster for you? Like you see your numbers and you look at this and you're like, wow, this is the this is obviously something I need to keep doing?

SPEAKER_02 34:43

Absolutely, 100%. It's you know, it's you know, it's our top funnel driver as such. So it's you know, it's it's it's an it's a it's a no-brainer. I see. And certainly the the the boom HyROX is on currently and you know, for the foreseeable future, it is just capitalizing um on it, and um, you know, and it's it's it's just a fantastic lead generator.

SPEAKER_01 35:05

All for the price of about 120 pounds a month, 150 dollars a month. Guys, take action today. I'm not gonna talk anymore. We're gonna tell you right now, follow that plan. Rob, thanks so much for being here and sharing that. That is gonna make gym owners a ton of money and make a lot of people fitter. Thank you so much. Thanks, Mike. Good to speak. Always a pleasure. That was Rob Soton Taylor. He's one of our highrocks experts over in Wales, and this is Runner Profitable Gym. Please hit subscribe on your way out the door with my thanks for doing so. And now here's TwoBrain Founder Chris Cooper with a final message.

SPEAKER_00 35:35

Hey, it's TwoBrain Founder Chris Cooper with a quick note. We created the Gym Owners United Facebook group to help you run a profitable gym. Thousands of gym owners just like you have already joined. In the group, we share sound advice about the business of fitness every day. I answer questions, I run free webinars, and I give away all kinds of great resources to help you grow your gym. I'd love to have you in that group. It's Gym Owners United on Facebook or go to gym ownersunited.com to join. Do it today.