One way to get more clients - is to raise the perceived value of your offer.

If you offer a gym membership which includes a whole bunch of stuff, break those things out into a list for everyone to see, otherwise you’re just offering another membership and your perceived value remains low.

Sell The Vacation, Not The Work!

Too often gyms sell “A Membership”, but most people I know aren't ready to fork over $2k or more for another year of fitness. They do however, want to have more energy, get their summer bod back, feel younger, look good in their wedding dress, get back to the weight they were before having kids, or finally get a complement from their partner again.

Price, Price, Price.

There is no strategic advantage to being the second cheapest gym, but there is to being the MOST EXPENSIVE.

Antonio Rangel, an associate professor of economics at Caltech, performed a study where he had 20 volunteers taste five wine samples which had a retail price of: $5, $10, $35, $45, and $90 per bottle. All the subjects reported that they liked the taste of the $90 the best, the $45 second best, then the $35, and the $5 the least.

There was a catch to the experiment, however, the $90 & $10 wine were the same.

A follow-up experiment was conducted, they gave the subjects the five wine samples without any price. This time they all rated the $5 wine as their most preferred.

The same is true for your gym. The perceived value of your gym is higher, when you charge more. But not just $10 more, try 2X MORE! A price that can’t be compared to other gyms.

The more people pay, the more they pay attention.

You will probably never sell more memberships than the Planet Fitness down the street - but Planet Fitness won't get people to show up like you do.

Now, let’s talk about the MATH.

There are 3 ways to GROW your GYM.

#1 - Get More Members

#2 - Increase The Average Price Each Member Spends Monthly

#3 - Keep That Member For Longer

AND One of these is 5X MORE PROFITABLE THAN THE OTHER .. can you Guess Which One?

Let’s break it down…

#1 - Get More Members: let’s assume you went from 100 members to 200 members .. each member pays you $200 with an acquisition cost of $100. The acquisition cost is your Ad Spend.

Your gym went from making $10,000 to $20,000 - you doubled in profit.

#2 - Increase The Average Price Per Customer: Let’s say you double the price from $200 to $400 with the same acquisition cost of $100 .. you get paid the same $40,000, but your acquisition cost is only $10,000 so you make $30,000. 50% more than the first example.

#3 - Keep That Customer For Longer

The person paying $400/mo will give you the same money in 6 months then someone paying $200/mo for 12 months - and assuming that you actually have a decent Ad Campaign to get new clients, Increasing The Average Price Per Customer is going to prove MUCH MORE PROFITABLE!

But won’t less people join my gym?

From my experience, it’s actually the opposite. When you raise the perceived value of your gym, more people tend to show up.

But what about your current members, you can’t just double their price, can you?

No, I don’t suggest you DOUBLE their price. But you can graduate them from a group class membership to a semi-private (invite-only) membership where they will still have community, and will get more personal attention, ultimately hitting their goals faster! 

There are other ways to increase the average price per customer such as selling supplements or other products. In analyzing 3,000 gyms that make over $500k/year, I found that the average price each member spends per month is north of $400. Assuming that that the first $100 is acquisition cost + serving the client, you know that the 3rd and 4th hundred is where you make your money.

Know what other products your members buy, and make it easy for them to buy from you.

Want To Grow To $1M Gym?

Have you ever thought about offering a High-Ticket Diamond Program for $10k - $15k? Including things like a fitness retreat, a monthly check-in, Spartan Races, Marathons, Triathlons, Competitions, goal setting, a couple of parties, and social events.

Many of the best marketers in the world will agree that it's easier to find 100 people to give you $10k, than One Million people to give you $1.

And when the word gets out about your awesome Diamond Program (or whatever cool name you come up with), it will be incomparable to other offers, and immediately raise the perceived value of your gym!


Serve the clients you have, find ways to give them MORE VALUE, help them reach their GOALS FASTER, and CHARGE MORE!

It's a simple, but effective formula!

Once you do that, then more clients will FIND YOU!


Sincerely,


Mark C Sweeney
I Help Fitness Pros And Gyms Grow With Funnels!