$5,000 in Extra Gym Revenue in 30 Days—Without Paid Ads

Could your gym use an extra $5,000 in revenue this month?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares three proven tactics gym owners can use to generate more revenue from clients they already have:

🏁 Tactic 1: Run a Hyrox simulation or similar fitness race event.
🏋️‍♀️ Tactic 2: Launch a specialty program, such as weightlifting or running.
⬆️ Tactic 3: Sell upgrades to hybrid memberships with group and personal training.

These three strategies combined can generate over $5,000 in additional gym revenue—with zero ad spend.

Chris walks you through step-by-step execution plans for each tactic, including their exact pricing formulas. He's even got marketing checklists that will keep you on track and ensure success.

Follow the steps and the revenue is yours.

To get a free copy of the “How to Generate $5K Without Paid Ads” guide, DM Chris in Gym Owners United, linked below.

Links

Gym Owners United

Book a Call

0:01 - Intro

1:19 - Hyrox simulation or event

10:56 - Run a speciality program

24:56 - Sell upgrades to memberships

35:34 - Get a copy of the guide

Transcript

Chris 0:02

It's the beginning of February. Clients are not just walking in the door and you need to make more money. How do you generate another$5,000 without paid ads? Today I'm going to tell you exactly that. I'm Chris Cooper. This is Run a Profitable Gym. And I'm about to share with you a brand new guide that we're giving away for free to gym owners, just like we do a couple of times a month. All you got to do is go to gymownersunited.com, find me in that group, shoot me a DM, and I'm going to give you a copy of this amazing new guide, How to Make$5,000 in extra revenue without paid ads. So this is the guide. And again, gymownersunited.com. That's a Facebook group. I'm in there. You shoot me a DM on Facebook. You say, Can I have the guide for$5,000 in extra revenue, please? And I will just give it to you because I want you to be successful. We're going to walk through three tactics today. These are going to add more revenue to your gym, and you're going to benefit from it. So here we go. First, a little preamble. You know, I want to tell you that we're going to get tactical in this guide. I want to tell you that we're going to walk through this step by step. I also want to track how much money that you're making from these things. I want you to track that too. I want you to become a better gym owner, not just learn a couple of tactics that you're going to use once, see some value in, and then never repeat again. Okay, so here we go. Let's start off with tactic one, which is a high rock simulation or a similar event. Now, what you've got to do here is you can use an event like this to bring in new clients. HyROX is unique in this ability because it actually attracts people outside of your gym into your gym. And what you can do is partner them up with people in your gym or just tell people in your gym to bring a friend to come and try this HIROX or similar event. Okay. If you're not a HyROX affiliate, it's something you probably want to look into, but you can also do a similar type of event, like a fitness racing event on your own. You're going to choose equipment that you already have. So we're not going to go out of pocket to buy a bunch of stuff here. And you can choose an event that you know feels just kind of like a fitness race, but you want to keep it as simple as you possibly can, knowing that you're going to have newcomers in the door here. Yeah, they're going to sign a waiver. But the reality is that if somebody doesn't know how to do a complicated movement like a ring dip, they've never done it before, they're going to feel like a failure and maybe I can't do this. Remember, this is a great way to make revenue, but we should ideally be converting clients from this long term. So if we're going to make a fitness race matrix, what I would probably do in my gym is look for things that require, you know, a little bit of coaching to get started, but not much. And people can improve upon over time. So I'm probably going to have rowing. I might have running. I'm probably going to have skipping. Okay. I might have kettlebell swings. Push-ups. Everybody knows how to do a push-up. I just have to teach the standard basically. I might have pull-ups. I might have wall balls. Okay. Again. Wall ball, easy to understand. You just have to enforce a standard, right? That kind of thing. I might have a skier again there too. That kind of thing. So I might put a skier again there. I might put like slam ball. Uh, I might put sit-ups, whatever. If you want to have knees to elbows, toes to bar, something you might see more in like a CrossFit open type event, that is up to you. Just keep in mind that if you're encouraging people to bring a friend in or you're opening this up to beginners, you don't want to have to spend a lot of time explaining what a movement is and having people standing there and failing and unable to actually do it. Okay. So, you know, rowing, we could put together like a fitness racing component with uh a simple row. Okay. So maybe I want something that people can get done in four or five minutes. Maybe my gym has about six rowers, and I want to be able to move people through in three pairs at a time or something like that. So I might just put down, you know, a thousand-meter row. Uh, or I might just put down like a 400-meter run. I've got a great 400-meter run course at my gym, as I'm sure you probably do too. I might put like a hundred skips, or I might put like a hundred double unders, right? Whatever. I might even have a scaling option. You might do that too. Uh kettlebell swings. So I'm going to put down the weight, you know, whatever weight you're going to be using for your kettlebell swings, 45s or whatever. Uh push-ups, I might put down like 50 push-ups. Wall balls, okay, how about 50 of those? Slam balls, 50 of those, and then 50 sit-ups. Now I don't have to do this in order. This is just a way that you can kind of brainstorm and work through this really, really quickly. Because what stops us from doing this stuff a lot of the time is we start to get the concept in our brain, and then we don't take it a step further and actually break the big idea down into steps. So working through this worksheet, get stuff out of your head that you're already thinking about, you're already smart about, but it helps you take the next step forward to actually doing it. It's a very useful activity, even if it's very, very simple. The next thing we want to do is pick a date and time. So, you know, it's early February, as I said. Uh the kids have March break, middle of March. So I want to do it before then, but I want to give myself at least two weeks to promote it. Why don't I do this around Valentine's Day? So maybe I'm going to do this, you know, 214, something like that. I'm not sure what the exact day of the week Valentine's Day is. But actually, now that I think about it, what I used to do at the gym was something called Fit It Forward Week. And so the week after Valentine's Day, what we would do is encourage people to bring somebody that they really cared about, their BFF, uh, their spouse, their parent, their kid, into the gym, show them how much they care by putting them on the track to change their lives too. So what I'm gonna do is I'm gonna actually pick the week after Valentine's Day. Let's just say maybe that's like the 15th, okay? Or maybe I want the weekend, I want a Saturday or a Sunday to make sure that I can get as many people in as possible. Uh, but I'm gonna pick the week after Valentine's Day. You can pick any week that you want, okay? You also want to make sure that your coaches are gonna be available to help out with this. And then you're gonna select a price prepare. Now, look, just for context, I shared a couple of things with you in the guide. The first is that official high rocks races are now between 130 and 185 bucks, and they're worth it. People love it, people do not hesitate to pay that because it's worth it. They have a great experience, it's a great time. You you can't have a fun experience like that for less than$150 anymore. And that's what it should be. You know, Spartan races, uh, a little bit more,$100 to$200. Tough mutters are even more,$120 to$180, like in that range. Okay. So you want to be priced in that range. Um, we talked to a lot of two-brain gym owners about doing this to see what they charge. And, you know, one people, one, I want to highlight this because this is amazing. One two-brain gym owner runs 120 people, so 60 pairs, through an event like this in about four hours. And this is in Europe, and he charges about 80 bucks per pair and makes a gross of just under$5,000 every time he does it. Okay. So let's just start with that default. We're gonna be working through this later, but I'm gonna say it's 80 bucks a pair. That's not super expensive. Again, especially in light of like what Hyrox charges, Spartan race, et cetera. All right, the next three thing is we want to go through a checklist, right? We don't want to miss anything. And another reason that we sometimes get paralyzed and we don't just like execute on this stuff is because we're scared of screwing it up. Look, the first event that you run, I want it to be as good as possible. And I'm I've got a checklist for you here, but it's not gonna be perfect. And the next time you do it, it's gonna be a little bit better. Like, don't worry about running this thing the first time, doing a bad job, and then everybody hates you. What you're gonna do is you're gonna do the best you can, and next time you're gonna make it a little bit better. And the interest is gonna just keep growing and growing and growing. Okay, it's never one and done with any of this stuff. So, first, you want to get uh at least 10 or 20 of your clients to sign up and bring specific people that they've mentioned. Even if you've got 20 pairs of people, this is a very profitable, super fun event for you. And if you make a lot of media, you pull out your camera and you capture as much as you can, you'll have more next time. Okay. 20 pairs is a great win for you. That's 20 potential new clients on top of the revenue. Okay. Then you want to connect with any associated community groups. So if you've got a run club, um, I personally coach about uh two dozen teenage cyclists at my gym every Wednesday night. They come in, right? I'm gonna invite them to this thing too, and I'm gonna tell them to bring their friends, their athletic friends who do other sports. I'm gonna contact other local gyms and ask them if they want to send some teams, you know. I it's fun for them, it builds their community too. Um, I'm gonna print out some basic posters and put them in high traffic areas. If I want to be really fancy, I'll put a QR code on it that leads to the information section of my website. But usually what I do because I'm old school is I'll just publish a page, you know, at catalystgym.com forward slash fitness race, and I'll put all the information there. And then it's easy for me to remember when I'm asked, it's easy for my coaches to remember, it's easy for my members to remember. I'll put it on my little poster. Now that page doesn't exist if you go to Catalyst Gym, but you know, I'll do it in the future for sure. Next, you want your coaches to mention the event in every single class. Make sure that everybody knows about it and is encouraged. You want two email blasts to your email list. Email is still the most penetrating media that you have. You want to have at least five to ten social media posts. I would recommend once a day until the event goes. You're going to create a Facebook event with the details because a lot of your clients are probably still on Facebook. Whether you are or not, it doesn't matter. And then write a blog about the event and post it on your website. If you've got extra bandwidth for this stuff, the best I've ever done to fill a competitive event like a fitness race like this before is when the first few teams start registering, write a short little profile about them. Put that on social media, put that on your blog, highlight them. They're going to feel famous. Other people in your gym are going to see it. They're going to be encouraged to sign up. Oh, that guy's doing it. Maybe I can do it too. You know, she's signed up. Okay, okay, I can do it. I can do it, you know. And um, it'll make them feel famous too. They'll share it with their friends. Okay. So that's step three. Then what you want to do here is run through the operational checklist. So I'm not going to go step by step. I just want you to know this is all part of the guide and you can have it for free. Like I've got everything in here step by step because I want to make it simple for you to generate$5K in revenue without talking about marketing and ads and stuff. Okay. But here's here's the kicker. This is my favorite part. If you you can get 20 teams to sign up and charge 80 bucks for a team, that's$1,600 in revenue. And I want you to stop for a second here and say, what would$1,600 in revenue do for me right now? Like what problem would that solve? Would that get you through to another month? Would that pay a couple of bills? Um, would it just encourage you to do more or what? Okay. And again, you can charge more. Absolutely. The second tactic we're going to talk about today is running a specialty program. Now, the cool thing is that when people come to your gym, they generally have a goal. And they have that goal and then they fall in love with fitness. And soon getting more fit becomes their goal. It's awesome. Like you can supplant their original goal, touch my toes, pick up my kids, lose some belly fat with just an absolute love of fitness. And as they become more familiar with fitness, to prevent boredom, they will want to go deeper in different areas. You're a gym owner, I'm sure you've been through this. You do um, you know, a couple of runs, you join a gym, you start getting fit, your deadlift starts coming up. You start thinking, like, how do I improve my deadlift even more? I just want to do powerlifting now. I just want to do weightlifting now. Like, think about how many CrossFit gym owners just started focusing on their weightlifting between 2015 and 2020. Like so many, right? These specialty programs are also great for your clients. Now, if you're doing the the um CrossFit open or even better, the intramural open, you've got a lot of opportunity here because your clients are maybe a little bit scared, or they think like, okay, I'm good at running, I'm good at rowing, I'm good at uh the ski erg, I'm good at conditioning stuff, my weightlifting is falling behind. Or, hey, I'm strong, I still don't have knees to elbows. When you see an opportunity to help your clients go further, pursue a passion, scratch an itch, solve a puzzle, that is, you know, your responsibility to give them a way to do that. And it's not just a matter of them coming to class and when the knees to elbows come up, you know, they're gonna get their coaching. Then if you run a specialty program, it allows them to focus on that one facet of fitness that they're most curious and interested about right now, they can scratch that itch and solve that puzzle. Trust me, this is what our brains are wired to do is to get better at one thing, to solve the puzzle, to fill in the gap, right? And if you can run a specialty program, this does it for people. It's not hard to fill a specialty program. The first step is to figure out like what your clients actually need. Now, if you're doing goal reviews, this will be obvious to you because people will be saying it. You'll be saying, Hey, I'm so proud of you. Are you completely satisfied with your progress? And they'll say, Yes, but or yes, and or I wish it was happening faster, or I just I'm dying to get that first. Pull up, muscle up, 5K run, whatever that is. And you'll start to hear these over and over. And eventually they'll stack up in your brain and you'll say, Oh, okay, you know what? Like four people have asked me for a nutrition challenge this month. Five people have mentioned the weight's not coming off as quickly. Uh, six people have said that they're signing up for their first half marathon, right? Like these things become obvious and easy as long as you're asking your clients about their goals and measuring their progress. For me, this was super duper easy. Uh, after uh I found myself with a little bit more time about a month ago, I called up my partner at the gym. I said, Right, I'd love to get a coaching hour or two. Like, can you give me a class? And he said, I can give you a class. I can give you 7 p.m. on Wednesday night, but you got to go get your own clients. And I said, Okay. So I started thinking, you know, I'm doing the affinity marketing exercise. And, you know, who's closest to me? Who's my family? Who's my friends? Who's my coworkers? And I immediately thought about cyclists. I'm a cyclist, I love riding with other people. And I thought about some friends of mine that I ride bikes with who train a group of about 20 teenage mountain bike racers. It's an amazing time because mountain bike racing has just become like a school sport in Ontario. And I know last year he was training these kids and they found it kind of boring by the end. And he was like, I don't know how to train them to lift weights, you know. And so I said, okay, here's a big opportunity. I can teach these kids to lift weights, a skill that they're going to keep for the rest of their lives. I can give them a really fun environment at Catalyst. You know, Wednesday nights they come in, their parents aren't there. We get to do fun workouts, it builds the team for sure, and it'll make them better cyclists because, you know, I know what it takes to be a better cyclist. So the obvious specialty program for me was this is the team name, Hiawatha Hellhounds. Okay, the kids picked their team name about a year ago.

unknown 15:19

Okay.

Chris 15:19

Hiawatha is the name of a local park. They're called the Hiawatha Hellhounds. Now, um, if you're not, if you don't have any ideas on what a specialty program could be, I've got a worksheet for you here just to help get the ideas out of your head. You've got a lot of ideas, they're all in there already. Even when you feel like you're blocked, you don't have any ideas, I guarantee they're in there. This is what a mentor does. He helps or she helps pull these ideas out of your head, get them onto paper, and then choose which are best. Okay. Very, very simple. So if I'm not doing goal reviews right now and I don't have any ideas of what a specialty group might be, I can work through this exercise and I'm going to do it with you right now. Remember, you really want to be specific with this. You don't want to have like an advanced athlete program or something like that, right? It has to be specific, like Olympic weightlifting, powerlifting. Uh, we had a women's only strength training group that was amazingly popular for years called the Barbell Bettys. You can do something like that, but let's break it down. So, members in your gym routinely struggle with these movements. Um, right now, double unders are huge in my gym. You might be laughing when you hear me say that because we all go through these cycles, right? Where like somebody is obsessed with double unders and now everybody's obsessed with double unders and everybody's buying the new rope from Rogue. And, you know, then two months later, everybody is obsessed with muscle ups, and people are coming in and they're trying muscle ups. Why can't I get it? And these things tend to go in waves. And you know, I've owned this gym for 20 years. This is probably the fifth time that everybody's been obsessed with double unders and it's coming up again. Okay. Uh routinely struggle with other movements. Right now it's like knees to elbows, toes to bar. It's running, but you know, it's winter in northern Ontario and we've had like the most snow we've had in over a decade. So we're not going to be doing any running, but I also know that they struggle with rowing. Okay. So I'm going to put that down too from a technical basis. Then I've got several members training for these upcoming events. Well, of course, you know, my buddy, the cyclist, is at the gym too. So I can put cycling. You know, I've got some members who are training for high rocks. I've got some members who are training for cross-country ski events right now. If you're in Ontario or northern Michigan, it's the Margi. They're all training for that. And um, you know, I've got other people trying. Oh, right now there's uh a big hiring spree going on in our city for police officers. And so there's a lot of people training for the police officer test. Okay, that's a great one, too. Okay. Now, several mention members have mentioned similar goals around um, you know, weight loss this time of year. Uh lack of motivation. Okay, a lot of people are saying that to me right now. Oh man, the winter is so dark. I don't know what to do, you know, whatever. Um, but there are also some people who are talking to me about powerlifting for some reason. So, okay, there's lots of opportunities here. And doing this exercise just helps you pull these things out of your head. It makes the things that are in there obvious to you. Okay, it pulls things from your unconscious into your conscious mind. And so what I can do is I can go through all these and I can say, wow, you know, there's so many opportunities for me here. In fact, just reading this list, I like want to go out and do all of them. Um, but I'm gonna, you know, I'm gonna pick the cycling one. Okay, because I can only pick one right now. And hey, by the way, what I recommend is if you see two or three things on this list that you'd like to do, you just put them in order. You can do them all. You can do one of these every single month if you want. What we do at a catalyst generally is we'll pick four of these specialty groups and we'll just cycle them through the year. So we have like a weight loss, a golden out, a golden habits challenge uh once every four months. Um, we'll have like a specialty running and cycling program. My partner Ryan runs a triathlon. I'm a cyclist. You know, we'll have one of those and then you know, we'll pick one third thing for maybe the fall or something. Okay. So the next thing we want to do here is we want to determine our price. Now, this is some math, but we've made this as simple as we can because I want you to get the pricing right. The last thing I want you doing here is more work for the same money. I want you making more. So here's what we're gonna do. I've got the steps here, I've got this all spelled out, okay? But what you need to remember is that you should get an ARM, an average revenue per member of about$205 in your coaching gym. You're not competing with 24 hour fitness or these access gyms. You are selling a high value service. A lot of us are underpriced. And the way that we make up that difference is to run these specialty groups to boost our ARM and get us back into the game again. So here's what we want to do we want to start off. With, like, your average membership fee at your gym. So let's say that your gym is doing 20,000 per month and you've got 100 clients. That's pretty good. It means that the average person is paying about$200 a month. Now, they're not all paying a membership of$200. Some are paying more. They're doing personal training, semi-private, small group. Some are paying less. They're doing big group, you know, your discounted product, whatever. The average here is 200. More than likely, you're going to be lower than that number. But increasingly, and I'm thrilled to say this, the industry is moving up. That 205 is, you know, getting hit pretty often now. The next thing that we want to do is we want to figure out like what your average revenue per visit is. So if your average monthly membership fee, which is this, is 200, and the average person is coming, you know, how many times a month do they come? Well, you know, let's say that they're coming maybe 12 times a month. Okay. That will tell us approximately like what they're paying per visit, right? And if I divide 200 by 12 here, what I'm going to get is about 1670. I cheated and used my calculator. You can too. It's not complicated math. So the average person is paying about 1670 per visit. Okay. So there's an example here. Like if the average revenue per visit is about 10 bucks, which is very common in gyms, usually because you know they're charging way too little. Their ARM is way too low. Okay. If that's the case, though, what you want to do is you want to set your price for this new group to be slightly higher than this number.

unknown 21:42

Okay.

Chris 21:42

So when you're calculating how much do I charge for the specialty group, that's the number that you want to look at right there. You want to make sure that you're charging more than that per visit. Remember, our goal is to increase the value of our services. This service is more valuable than your regular service. Gibbs sometimes screw this up. And what they'll do is they'll run this specialty program. Let's call it a powerlifting group, Barbell Betty's, because I screwed this up, and they'll underprice it because they think like everybody's going to add this on top of their membership. And that's what should happen. But some people will say, oh, barbell bettdies, that's only 80 bucks for the next month. That's half my membership. Put my membership on hold. And they they wind up dropping their ARM because their members are attracted to the specialty group, which actually uh brings them less revenue. So you're actually better to make sure that you're charging a premium, delivering a premium service, making it worth it. That's how you increase your value. Okay. So, you know, if you're looking down here at the math and we set up a price that's just slightly higher than this 16, let's say that we pick 18 bucks a visit. Okay. And we're going to have um eight visits. It's going to be once a week or something like that. Okay. Um, what you're going to do there is you're going to have$144, eight times 18, did it without the calculator. You're welcome. Thank you. Uh, and we're going to have, you know, 144 for the specialty group. Now, the reality is that you're not going to get better at something coming once a week. So that that might be 144 for a month, or you might have like 16 visits at 18 bucks a visit, that kind of thing. And that's how you set your rate. There's another great example down here from our editors that you can use. Okay. And that's going to tell you how much revenue you get. If you take this and you get like 12 people times 144, you know, here's where I'm going to just pause and pull out the old calculator again. You're going to wind up with 1728 in new revenue. And again, what you want to do here is you want to say, what would$1,700 in more revenue do? Would that bridge the gap for me? Would it be just a nice bonus? Or is this maybe a vehicle that I can use to pay my coaches more? I mean, what you could do is just pay your coaches four ninths of that revenue. And suddenly, you know, they're making a fantastic income per hour, probably more than they usually make for pursuing the thing that they're most passionate about. It's really a win-win for everybody when you do this stuff. All right. So now you can do the worksheet. Okay. You can work through all of this. You can multiply your cost per person by just like figuring out what you're going to pay, uh, that kind of thing. Okay. And then what you want to do is follow the marketing steps here. We've got the steps, you know, they're similar to the other program, which is great because eventually these things just become natural to you. And after five or six times through this process, you don't even need the checklist anymore. But for now, it's right there. And if you ever decide to delegate this to your staff person, here's the checklist. It's all written for them. And we know this is successful because we've done it hundreds of thousands of times with two-brain gyms. Okay. Now here we go. You can estimate your revenue. This is really, really, really easy. Okay. And again, if you've got a good variety of specialty groups, you could do this every month, every second month, four times a year, like I do. All right. The third tactic we're going to talk about today is selling upgrades to hybrid memberships. A lot of your members want to get results faster, um, or they need a little flexibility in their calendar, their schedule. There's a reason that they need more than just what you're selling them. Probably the reason that you're selling them group classes or whatever is because you were only selling one thing when they came in the door instead of listening to what people need and then making a prescription and offering services based on that. There's a simple premise that successful businesses follow, and that is find services for your audience instead of audiences for your service. Now, most of us opened a gym because we were in love with a methodology. I was in love with powerlifting. Eventually I fell in love with CrossFit, then I fell in love with cycling again, et cetera, et cetera. And so we want to teach other people powerlifting. We want to teach other people CrossFit. We want to teach other people cycling. Instead, what we need to do is build an audience, find out what they want, and then backfill that with services to actually help them get to their goals. That's how the fitness industry is supposed to work. And more and more, increasingly, this is how you differentiate yourself from online trainers and AI. So what you need to do here is figure out how to prescribe how, you know, the right thing that people actually need. I think you'll be surprised by this. There are a lot of gym owners in TwoBrain who do this now. When people come in, they have their initial prescription, right? It's on ramp. We want to get you up to speed, teach you the basics, make sure the plumbing's working. And then we're going to have another conversation about the best prescription for you. That might be personal training. It might be semi-private, it might be big group, it might be small group, it might include nutrition coaching or a walking program or a flexibility or yoga or whatever. That's up to you. You're the coach. But what you need to do is offer an easy way for people to buy this. And that's what hybrid memberships are. So the first step is you want to list your personal training rate. Now, you know, the our editors say you got to charge more than 50 bucks an hour. I was charging$70 an hour 25 years ago. Okay. So let's put that down as your starting rate. Please be above that. You should probably be charging more for personal training than anybody else in your town. You are probably the most educated, skilled, practiced, and caring trainer there is, but maybe you've been calling yourself a coach instead of a personal trainer. Or maybe this is something new that you're offering at your gym. Whatever the case is, if you're the best, you need to charge the most. Charging the least for personal training means that you don't really care about it. And it tells your clients that you're not as good as everybody else because the best charge the most. The next thing you want to do is look at your group fitness rate. So let's say that you're charging around the industry average, right? So maybe you're charging$155 a month for your unlimited, your average rate. Okay. That means your hybrid training rate is$225. 70, your personal training rate, plus your group fitness rate. Simple. Remember, people are not buying this hybrid thing because they're getting a discount. They're not buying it to save money. They're buying it to get progress. They're buying it to get results. That is why they're coming to see you. If they wanted to save money, they would go to another gym and just do like the pack deck and the treadmill all day, like their cousin does. They are coming to you to get results, not to save money. Your best and most important job here is to tell them exactly what they need to do. Okay. So now you go into your billing and booking system, right? You go into Kilo, Wattify, whatever, and you just add this hybrid membership option. Boom. That should take you about five minutes. Next, you want to create a sales target. So if you want to create$1,600 a month in new revenue, you just need to divide this, okay, the hybrid training rate, to get a sales goal. Okay. Easy. And that'll tell you like how many people you want to upgrade onto this plan, basically. Now, where this new revenue comes from is that most of your people are probably doing group fitness. And so personal training might be new to them. So we're not going to count the money that they're already paying you. We're just going to count the new money. Okay. So here's what we're going to do we're going to figure out, you know, to generate$1,600 a month in new hybrid revenue, not counting the group membership revenue because that was already there. You have to just divide your PT rate to get to your sales goal. So if your PT rate is, you know,$85, which is what we've got here, and we want to make$1,600 a month, you need to do 19 sessions. Well, earlier I said that, you know, your sample PT rate up here was$70.

unknown 29:37

Okay.

Chris 29:37

So we're going to put that right here. And if we want to generate$1,600 a month in new revenue, we just have to divide$1,600 by 70. So what that means is we need to sell 23 more personal training sessions a month. Okay. Now that might seem like a big number if you're not selling any, but the reality is it's not. That's really only about six more a week. Okay. And so the way that we do that is covered in step four. You start with goal review sessions, okay? And you start booking your clients in, especially your long-standing clients, especially the ones who are doing just group fitness. If you're already doing personal training or semi-private, you're already having these conversations with people, and all you have to do is take five minutes at the end of their session and say, hey, look, if we really want to get progress, here's what I recommend. How does that sound? That's it. But if you're talking to group training members and you think, like, okay, you know, this person could really stand to speed things up. They really need some help with discipline, they really need some accountability, or maybe they're not making classes because of their schedule. They got a changing schedule. That's another reason to suggest personal training to them. So if we're doing goal reviews, this is the perfect opportunity. It's easy. All you got to do is just say to people, look, uh, you know, if you really want to speed up your progress, what I would recommend is that we schedule one personal training session a month, two personal training sessions a month. You're the coach where we can just focus on you. I can be more flexible with the schedule on these things. And we're just going to focus on like the thing, you know, that you're worried about. Maybe we're going to do nutrition coaching in that session. Maybe we're going to work on your pull-ups. Maybe we're going to work on your running. Maybe we're going to work on your lifting, whatever that is, you're the coach. And so here's what we want to do. Okay. We want to list the client. Okay. So, huh? What client has a goal that they need to work on? Well, Bill told me he really needs to lose 20 pounds by the spring. Okay. You know what? I'm going to shoot Bill a text and ask if he has 10 minutes to talk about that goal with me. That's all. So I'm going to I'm going to actually do that today. Okay. So two, one. Um, then, okay, what's next? Well, um, I know three people have told me that they're training to do this like crazy run that happens in May. It's cross country, it's like a 10K. So 10K, 10K, 10K. One was Krista, one was Amy, and one was Michelle. They travel together as a pack. And they're all doing this run for the first time. Okay. Well, I should send them a message and just tell them like, hey, the best way to prepare for this run is to maybe like do some run training. And we can do that as personal training. So I'm going to shoot them a text, you know, but I'll do that tomorrow because I'm out of time.

unknown 32:26

Okay.

Chris 32:26

Now what I'm doing is I'm I'm giving myself a checklist to actually get with these people. They're not going to do a goal review that day. I'm just contacting them. I'm following the goal review script and I'm saying, okay, well, if this is important to you, here's what I recommend. As a caring coach who wants my clients to be successful and hit their goals as fast as possible. Remember that this isn't selling. It's not upselling. It's not cross-selling. It's none of that negative junk that you heard in the 90s. It's coaching. It's our duty to tell people how to get to their goals and how to get to their goals fastest, regardless of our own internal BS about pricing and slimy salespeople we've met in the past. We are not that. It's our job to be a trusted advisor and to tell them exactly what they need and then to provide it at an appropriate price that matches the value we're providing. Okay. So we go through step four, we make this list. You know, hopefully we can get about 25 people here. And then step five, you speak to each person, you go through the goal review process and then say, here we go. I recommend this. If you're not doing goal reviews, you can do this in an email. You just won't close as many, but you'll probably close some. And here's the best thing all new clients coming in are going to hear about this option instead of just the group training thing or we only have one membership option. I mean, I get tired of hearing, oh, we only have an unlimited option. Well, that's kind of lazy for the gym owner. I'm sorry to say this, but like you're doing that for your convenience, not because it's what's best for every single client. You think that you're giving the client unlimited access to everything they can handle, but what they want more than freedom is the path. They want the right answer. They want some constraints. They want you to tell them your appointment is this time. They want them to be themselves to be accountable. They already have freedom. They have the freedom to not even go to the gym. What they want from you is not more freedom. What they want from you is like the answer, the path, the puzzle completed. Here's what you do. And if you tell them confidently, as your coach, I would recommend doing this. Most of them will believe that, sign up, love you for it, trust you for it, and stick around even longer. So if you can do this, what you'll get is some more personal training sessions. And what that's going to do here is give you a grand total, okay, of just over$5,000. What you're doing here, notice, is you're not getting new clients. You're you're running like a fitness competition where you're attracting other people outside your gym to come in and try it. I would keep this very beginner-friendly, by the way. The second thing that you're doing is um specialty programs to help people go further in the thing that they're most passionate about right now. And the third thing is you're offering a hybrid membership to help everybody improve their fitness faster. It's three tactics. Most of them rely on the clients that you already have. You can be doing marketing on top of this by all means. And you should still be going through this at least once every quarter by yourself with your mentor. And if you can execute, boom. Look, if you want to copy this guide so that you've got these spreadsheets and stuff, by all means go to gymloandersunited.com as a Facebook group. You'll request to join. I'll welcome you. I'll send you a DM. But if you don't hear from me in the first two hours, send me a DM on Facebook and say, Coop, can I have this guide? Then you can work through it. It's a workbook. It's not just something that you read and say, well, that's interesting. I'll file it away for some other day. You work through it, you take action and you make an extra$5,000. But the reason that I wanted to share this with you is because in times when um things have gotten lean at my gym, I eventually realized that like the way to solve that problem is not to start thinking about how do I get five more clients? It's to say, what I actually need is revenue. That will solve my problem. And I can get more revenue without getting more clients. And that realization really freed me to do more things. You know, when I tell people the story of, hey, I've got more free time in my life, I want to coach fitness again, they're excited. Oh, he actually does love this stuff. And then when I tell them I had to go out and get my own clients, they're like, oh, what did you do? Increase your ad spend, or did you run a bring a friend event? No, I did affinity marketing on myself and I started a specialty program that I love to coach. I'm going there to coach tonight. It's at 7 p.m. because that's the time my gym was available. These kids are absolutely incredible. I even love creating bonus content. I shoot them all like a seven or eight minute video every week. Uh, if you go on my my gym's YouTube page, you can you can find it in my channel. And um I just enjoy doing it. I'm doing a lot of extras for these kids, but they love it. And on the last week, I'm gonna have them bring their parents in, do some fun little challenges with their parents, and expand my client base by trying to get their parents to sign up. I could use any of these tactics to do that. You can do it too. You don't even have to get new clients. If you want to be doing marketing at the same time to get new clients in, by all means, these things compound on each other. The more clients you have, the more people will be in your specialty groups. The more often you do specialty groups, the more your revenue goes up, and the more opportunities you have to do affinity marketing and bring more clients in. And eventually that's the snowball that you build. I'm Chris Cooper. This is Run a Profitable Gym. If you want this free guide, how to make$5,000 without running ads, go to gymownersunited.com, find me in that group, shoot me a DM or wait for me to greet you, and I will give you this guide and you can work through it and ask me questions there.