More Members Isn’t The Answer To Growing Your Gym
Especially when you’re near capacity already. You’ve got all your peak period classes maxed out – you’ve got trainers running the sessions – on the surface everything looks great.
Except you’re not really paying yourself properly. You’ve got a ton of overheads and while the gym turnover is good, there’s not much left at the end of each week for yourself.
So how do you fix it? Chances are, if you’ve worked with any kind of mentor, the answer looks like:
– MORE CLIENTS
– MORE GYMS
– RAISE PRICES
Except there’s a problem. You can’t fit more clients. If we were to plan to double your gym turnover in the next 12 months it would be impossible. You’re already “full” – you’re already running a ton of sessions on your own. It’s not like you can do more sessions.
So you think about opening a new gym. If one doesn’t make enough money, more must be better… right? BZZZZT wrong. Opening another gym without having your current one successfully turning a profit is a very expensive mistake to make.
Which leaves us with raising your prices. Which you can’t just do – clients will leave…. right?
So what do you do?
The problem is profitability. Sure you’ve got a lot of cash coming in, but it barely covers your expenses.
Your business model is broken. If you can’t be profitable with a full gym, what happens if you lose members?
But do you know what the REAL problem is?
You’re not offering enough VALUE.
You’re not offering enough value to command higher prices.
You’re not offering enough value to entice your best clients higher quality experiences.
You’re effectively heading towards running just another F45 or Crossfit box. A gym with lots of sweaty people, but not a whole lot of long term value in the memberships – they would happily jump to another gym if they offered a cheaper price or something you don’t do.
Now look, I know you got into this because you wanted to create a high quality facility. A gym that truely looks after it’s members – but group classes and cramming more people in isn’t the answer. In fact, it’s the opposite to the answer.
If the mass market low cost gyms are doing:
No / low customisation of workouts
30+ people in a class
Low skilled group trainers
Maybe you need to consider doing the opposite. It’s going to mean getting out of your comfort zone. It’s going to mean up-skilling yourself and your team.
Because the answer isn’t doing MORE of what’s NOT working.
It’s about becoming more so you can deliver more.
So to help you, we created a report on the top 7 highly profitable models that you can add onto your gym right now. You won’t have to get rid of your existing clients or anything like that – you can just start offering these services and increasing your profitability.