Run a Profitable Gym
Run a Profitable Gym is packed with business tools for gym owners and CrossFit affiliates. This is actionable, data-backed business advice for all gym owners, including those who own personal training studios, fitness franchises, and strength and conditioning gyms. Broke gym owner Chris Cooper turned a struggling gym into an asset, then built a multi-million-dollar mentoring company to help other fitness entrepreneurs do the same thing. Every week, Chris presents the top tactics for building a profitable gym, as well as real success stories from gym owners who have found incredible success through Two-Brain Business mentorship. Chris’s goal is to create millionaire gym owners. Subscribe to Run a Profitable Gym and you could be one of them.
Run a Profitable Gym
Episode 102: Changing Behavior
One of the key metrics we track in Two-Brain is LEG: Length of Engagement.
The average LEG of gyms when they start the Incubator is 13.1 months (that's going down, by the way, thanks to 6-week challenges and "free trial" entry points.)
If we can increase LEG to 15 months--every client in your gym stays an extra two months--that could easily mean an extra $45,000 per year for your gym ($150 x 150 clients x 2 months.)
Yeah, retention is kinda important.
Long-term retention is really long-term behavior change. If attending your gym becomes part of a client's life, you'll keep them longer. If they struggle to make a lifestyle change, you'll always be the negotiable part of their day. That means you'll be the first thing cut from their schedule, or their budget, when they have limited resources.
In this episode, I share how to change long-term client behaviors using the B-MAT model of behavioral modification. The original comes from BJ Fogg at Stanford University, and I'll give specific examples and explanations in this episode.
