Gym Launch Secrets | Alex Hormozi | Book Summary | The Guide To Building A Massively Profitable Gym

Best bookbeats.com brings you the book summary of gym launch Secrets the step-by-step guide to building a massively profitable gym by Alex homozy the step-by-step guide for gym owners to learn how to get more coins how to make more per client and how to keep them for life this is a combination of Lessons Learned while helping over two and a half thousand gyms find massive success in a crowded and commoditized Industry Straight from the most profitable gym owners over seven figures a year the insights collected here are straight to the point with no fluff about Alex

formosi he's an American entrepreneur he started as a Management Consultant in the public sector then left that career to pursue a career in Fitness starting his first gym at the age of 23. he scaled his small gym chain from zero to six locations in three years over the next two years he and his wife started Flying around the country turning gyms around their large success however came from packaging and Licensing his Boutique gym model to 5 000 gyms around the world they then started a supplement and software company to support that basic gyms they sold

a 66 stake in that company in 2021 at 46.2 million dollars to the American Pacific group they then started acquisition.com as a holding company for their private Investments The private Equity Firm focus on making minority investments into cash for a positive growing founder-owned businesses they then scale those businesses as of 2023 their portfolio of 16 companies generates 200 million dollars per year and growing the couple now has shifted their mission to making real business education available to everyone they fulfill on this by making content across social media and Publishing books and free courses for Entrepreneurs

Alex most recent book 100 million offers which I've also done the summary on how to make offers so good people feel stupid saying no has sold 300 000 copies from Word of Mouth alone in their spare time Alex and his wife still enjoy training at hardcore gyms and finding off death one workout at a time on with the book summary strapping this one is a long one I was four months into opening up Transformation Center Huffington Beach my first gym I had one Part-time employee who would take two of the morning sessions but I slept

at the gym so it didn't give me that much time back since I had to be up either way the only way to describe how I felt at the time to people who weren't there is I was the kind of tide that a good night's sleep couldn't fix I knew that the path I was on was unsustainable but the only way I could make ends meet and cover the rent was by literally doing everything myself it was the classic Rock and a hard place scenario I needed to get out of the business to work on

it but I couldn't get out of it because if I did I wouldn't be able to make rent my only saving grace was crippling fear of failure and insecurity that drove me I didn't want to hear Told You So from anyone in my family or my friends or anyone who knew me I didn't want to give anyone the satisfaction of being right when they asked why is he throwing away everything he worked so hard for I wish I could tell you it was my love of transforming bodies and lives that drove the early success of

my gyms but it wasn't the thought of facing my dad's judgment as a failure was more unbearable than anything I would go through at least that's where I told myself I didn't want the people who bet against me to be right it was my ego my pride that drove me sometimes Blissful ignorance is the only way we take the risks that grow us the Most the truth is we've all sold a lie we were told that we could make six figures as Fitness professionals by trading our hours for dollars if we just work long enough

and hard enough eventually it would all pay off and would have the business of our dreams I'm here to tell you that your work ethic will not save you the fact is we make up for lack of business Acumen with sheer effort but we Are holding on for dear life waiting for a hard work to pay off and our business to turn the proverbial Corner That Never Comes the good news is there is a repeatable process to go from rock and a hard place scenario to True business ownership it's how I grew from one location

to six before my fourth year in business all opened off cash flow it's the framework we teach That Grew our current business from zero to 50 million dollars plus run Rate in less than 24 months Secrets at some point every gym owner had a moment when they said I'm going into the Fitness business so I can do what I love as a career some got into it through personal training others got into it through a franchise opportunity the three main problems with the Fitness business there are lots of problems in the gym business as most

people traditionally practice it this book will focus on the Three biggest ones the broken client acquisition system the broken Revenue model and the hole in the bucket attrition problem you already know the problems right it costs too much money and time to bring in new clients because the usual acquisition system is broken even when your gym is full at the popular times you're barely making it because a typical gym Revenue model is also broken and it seems like you can't Hang on to clients more than a few months at a time because attrition happens if

you're struggling with one or all of these issues I want you to know you're not alone I've been there heck I think every private gym owner has the same challenges Section 1 acquisition get more clients you can't have a successful business without gym customers so the first thing you need to understand is how to successfully get qualified customers in The door and buying your services chapter one the broad can sell your soul acquisition problem gym owners often start out making false assumptions about what will work to bring in new clients and what will keep them

coming in the sell your soul problem typical churn in the industry averages 10 per month a different set of rules how do you get people in the door without losing money getting them in while actually growing your efts Chapter 2 a client acquisition model that works there are only three ways to grow your business only three ways only three no joke I didn't sleep for a day once I understood this because my mind was writing so fast with the possibilities the only three ways to grow your business is acquire Ascent resell acquire Ascend resell business

growth path number one get more clients business growth path number two increase The average purchase by increasing prices or a combination of cross-sell and upsells business growth path number three get people to buy more frequently in the gym world this is called retention the client bias month after month there are three lever types price levers capacity levers and overhead levers when you implement one lever things will start to improve for you implement them all in combination and your wife will completely change here's How we fix the broken acquisition model number one create a high ticket

slash premium front-end offer get paid to acquire customers no joke get them to show up get them to buy create a high ticket slash premium front-end offer the reason you can't acquire customers profitably is because you are competing at a price that is too cheap you're selling a commodity something a consumer can use to hold your gym up to another one and say yes these two are similar Enough that I will simply compare price and choose the lower one this is what happens when Industries and the players within them begin a race to the bottom

there are no winners in this race only frustrated and broke people living on ramen noodles and sleeping on the floor I was one of them maybe you are too so the way you get out of that is through decommodatization in other words making your offer unique enough that there is no way to compare it to Anyone else by combining your services and products in such a way that they become unique you become immune to Pride comparison the easiest way to do this is by making an irresistible offer here's my checklist for how to create and

sell an irresistible offer my favorite is a free six-week challenge it's the exact same offer that most ever gym launch clients you successfully so feel free just to copy and paste it into your own business Now it's not enough to Simply have an irrepresistible offer you also have to sell it there are six steps to setting up your offer so it converts prospects into buyers pre-frame price anchor Splinter stack scarcity urgency crazy guarantee bribe down sell your upsell for continuity the pre-frame happens on the phone you ask them questions and give information that positions your

gym as busy and Horribly desirable you do this when setting the appointment and before they come into the gym to pre-frame your gym in the best light say things like did you hear about us from the local news story on best boot camps have you heard about our owner from all the Articles he's been featured in he doesn't have a lot of openings for the next three weeks but I may be able to get you in tomorrow night because there was just a last minute cancellation Pro tip the sales already started it started before they

even picked up the phone to contact you this is always good to remember intake questionnaires with sample responses what are you here for what's your current Fitness situation what's your dream goal how long would it take to accomplish this on your own did you want to sustain your goal after you achieved it how long have you wanted two goal why did you want this so badly You already know it's not easy to drop weight will you take out recommendations and do what we ask in order to help you reach a goal why are you applying

now why do you think you'll succeed this time our average client loses 10 or more pounds with us in the first three months are you okay with this what's your current state what is your desired State have you struggled to lose weight in the past have you struggled With maintaining a self-directed fitness program in the past do you think you'd lose weight faster with an expert helping you along the way do you think you'd lose weight faster with daily accountability is it more important that you lose weight quickly or that it's permanent answering these pre-framing

questions forces them to slow down get them in the right frame of mind to make a purchase decision and remind them of their real Pains and priorities price anchor a price anchor is a higher price that you want the client thinking about before you present the current price so we should go through the sales script somewhere along the line you want to drop the higher price point it might be your regular price or it might be how much other gyms charge for a similar service or even how much they might pay to do it all

themselves it just needs to be much higher price Then they will pay if they sign up today you can even give them some bonuses when they sign up right away to make the price seem even more irresistible user price anchor and see how much this sales resistance drops when you talk to your prospective clients the Splinter stack strategy allows you to charge a premium for services that they're probably already doing as part of a bundle which is more appealing a boot camp membership or a six-week Challenge with the following perks personalized meal plan personalized grocery

list local restaurant guide for eating out and special occasions recipes specifically matched to your meal plan accountability coach three workouts per week with a trainer online accountability group now you might include the exact same thing in both programs but when you splinter out and list each individual service in the challenge people feel like they're Getting so much more just because the list is longer it's psychologically more appealing if you don't have all of these like the grocery list and meal plans go make them it's not hard to do but once it's all done my offer

was unique and special incomparable with what other gyms were offering which allowed me to charge premium prices and you can also use half of those at same day bonuses for signing up immediately which pushes the potential new client to act fast Scarcity times left y spots of units availability scarcity means there's a limited Supply as in we only have X products left slash y spots available urgency means time is almost up they need to act right now and not put the decision off even for an hour lots of marketers lump scarcity and urgency together but

they are two different beasts they're both necessary but they're different Urgency is a component of time crazy guarantee many people feel like guarantees are risky but they're not if you're good at what they do if you can get to the end of the program and feel as though you did not get the level of service that was equal or superior to the investment you put in financially I'll write you a refund check myself best case scenario I change your life worst case you worked out for free you have no risk Bribe people like to get

things for free who doesn't like a good bonus incentive so you can entice the customer even more during the sale by offering things you normally charge for a bribe if they sign up as a member right then and there this is called an either slash or or an assumed close you give someone the final option of two choices both of which involve buying from you one high ticket choice and one low ticket with continuity or monthly commitment do not Underestimate the power of this concept this strategy is popular and successful in many Industries and it

works beautifully for gyms you can offer a six-week challenge that normally costs six hundred dollars as a free gift if they just sign up for a membership today beautiful elegant mind-blowing down sell your upsell it can really only be used with a high ticket front-end offer if you aren't sold by now this should be the Clincher Down selling your upsell rights to the back end of the offer converting people to monthly memberships or continuity but the main nugget I will give you here is this no one wants a membership they want a result and a

deadline so you should give it to them you can do it with a bribe as mentioned above but most times you need to sell them with a defined end program a dep one that lasts for X days or Y weeks people will pay two to four times the price for Something if it is not on continuity so why not charge them the most when they are the most excited and their pain is the highest summary the irresistible offer is the first step to fixing your acquisition problem you need to have something unique to sell in

order to command unique process sell normal stuff for normal prices and irresistible things the irresistible process and irresistible pricing is necessary in Order for you to generate enough cash up front to buy ads the next step is to get paid to acquire customers and you'll never need a marketing budget again get paid to acquire customers now that you have your offer it's time to make it rain here is your pretty picture for an illustration of the concept client financed acquisition create high ticket front-end product make more money on Front End Sales then you do on

lead cost ads never need a marketing budget again Client-financed acquisition creates high ticket front-end product make more money on front-end sales than you do on lead cost ads on day one you put a hundred dollars into paid ads for your irresistible offer you get 10 leads at ten dollars per lead from those leads you schedule appointments with seven of them from those seven three or four will show up for their appointment from the three or four who show you sell two at six Hundred dollars for a six week challenge so from 10 leads you make

two sales which means twenty percent of leads closed what this means is that it costs you a hundred dollars to make one thousand two hundred dollars two times six hundred dollars that is a twelve in one return and you keep spending and making money until you have filled your gym the gym in your business if you do this right should never require money from Your pocket to get new customers it's like going to a casino and only playing with winnings this is a secret to unending growth it's called a negative client acquisition cost you make

money getting more people so why would you ever stop the secret to Fantastic lead generation is great advertising so let's tackle the next challenge creating the actual ad campaigns the big secret to making great ads is Simply testing a lot of different ideas you don't have to be super creative you don't have to hire a crazy expensive agency it's just trial and error and keeping track of the data so that your next ad works better I hope that saves you some headache there are no magic ad making Genies there's no Silver Bullet it's just testing

ads picking the ones that work best then testing some more when we run tests for our gyms we'll Usually test over 150 ads to find five home runs winners in every market and about 15 triples winners in two-thirds of markets lead gen scrambler basically you want to spend a little time coming up with as many headlines and images and as much body copy as you can then scramble them up to create fresh new ads since copy can be one of the hardest parts to get right let me expand on that topic here are the 12

Copy Commandments that I check off every single ad we write number one headcon comes first it's the most red portion of an advertisement and must sell the Prospect and giving yet another millisecond of attention curiosity is King different is ideal and sexy Works never run an ad without a headline number two say what only you can say if you've done anything remarkable or different say it number three always call out who you're looking For and who you are not this is even more powerful than the call out number four reason why always tell the prospect

why you are running a promotion 5. damaging a mission always own your fours six show don't tell I won't say make more sales seven Thai benefits to status whenever possible a lot of people talk about benefits not features which is true number eight use urgency and scarcity whenever possible and make it legitimate It will actually make you more money nine implied Authority this goes back to number one if you are the only double secret black belt in the area say it number 10 PS power sentence the headline and the power statement are the most read

words in any advertisement eleven clear next steps make it stupid simple and 12 third grade level most copy doesn't convert because people have to pause to understand it chapter 4 get him to show up there are two challenges to This step getting your leads to schedule and getting them to show up to their appointments get them scheduled the easiest way to get people scheduled is to Simply have an automated calendar app on your thank you page scheduling best practices allow same day or next day appointment only I could go on and on about this but

not scheduling for the same day or the next day is risky people should only be allowed to Schedule three or more days out under extreme circumstances why because show rates drop dramatically after that and when someone no shows three things have happened in order to get them to become a customer they have to reschedule they have to show up after no showing for the first time they have to buy use scarcity and urgency here's the thing the human mind is really good at picking out BS so you yourself need to Be convinced that the urgency

and scarcity are true number of Outreach attempts the number of times you contact potential clients is directly correlated to how many people actually walk in your door I recommend 15 Outreach attempts over the first three days combo of text call and email to get a hold of people and once you schedule them give at least one daily reminder until the day of the appointment Day of the appointment you should send to text one as a personal video text in the morning which I outlined below the second should be a picture of you making a goofy

face pointing to the front of your facility with a relevant Landmark like across from 7-Eleven on the 8th to reinforce your likable real people video text I got this strategy from Grant Cardone one of his sales guys sent me a personal video text where he used my name I thought it was so powerful we Implemented right away and saw an immediate lift in show rates a simple 15 to 20 second video texted to a prospect the morning of the appointment does wonders chapter 5 get them to buy to give your clients the best service you

can and to make enough money to keep your gym not only open but thriving and for you and your staff you'll need to earn some selling techniques in the beginning you have to take money From strangers who don't know you again this makes selling seem harmless but please shift your thinking around this because otherwise no one will give you their money you have to convince them hence the take and at the end of the day selling is serving selling is serving you need to believe that for real if you don't like selling it means you

don't like helping people make decisions to help themselves which of course you do because that's why you got in the gym Business in the first place so you need to get over this false belief at the heart sales is made up of just three transfers yes three transfers number one a transference of belief in the product you believe in your gym and services a transference of confidence that the person can reach their goals you believe in the people making a change since you have helped yourself and others do the same and number three a transference

of conviction that the Person can overcome circumstances all the things people tell themselves that stop them from deciding to change without transferring these three things you will not be able to help people you need to learn to sell so you can help people you need to learn to sell so you can help people and you have to suck before you get good the real answer to the question how much does it cost to join your gym is it depends on your goal this gives you Price context so you actually sell in a premium priced environment

this is the goal of the irresistible offer right consumers only ask how much something is because they don't know what else to ask most people think Planet Fitness and Weight Watchers are the same thing it's a salesperson's job to educate provide context and break belief for the consumer so they can make an intelligent and informed decision and the easiest way to do that is to make all the Conversations exactly the same so you have a consistent outcome the sales greeting waiting area and office the first part of a consistent conversation is consistent environment because whether

you are actively thinking about it or not your lobby and selling space a shed includes at the prospect it's up to you if you want those things to hurt the sale or to help it let's start with the moment a potential customer walks in the door number one greet the client Empathetically by name within 10 seconds have them fill out the pre-sale intake questionnaire it will improve your closed ratio and that of your team beforehand you should set up your sales table so you never sit across from a prospect you should be shoulder to shoulder

on the same side chapter 6 The close formula sales is taking someone who is vaguely interested in what you do I use an acronym closer to make it easy to Remember here is the basic structure clarify why they are there label them with the problem you plan on solving overview their past pains and experiences sell them the vacation explain away their concerns and reinforce their decision wow them clarify why they took action and showed up what made you come in today what's your goal why did you sign up for the program name online problem label

them in the problem you Plan to solve problem pain cycle overview of past experiences sell them the vacation not the flight sell them the fun stuff then teach them the rest later once they'll actually listen to you in other words once they've given you their money when you transition to the sale you want to tie in your core benefits against the pain points they experienced in the past and explain the reason they failed was due To a lack of combining the right components Fitness Nutrition and accountability there are three main pillars to our program Fitness

Nutrition and accountability you need all three fingers and hand gestures work well here to have a sustainable transformation the process you are going through with each of these is what we call the belief breaking formula I picked up this little five step framework from my friend you Can apply it to any business see what they believe say what is wrong say what is right say why it is right and show proof wall of testimonials behind you belief breaking formula you need to highlight the good and the bad using the three key tenets of Fitness Nutrition

and accountability now after you've broken up all their beliefs around why they failed before it's time to build them back up they know why they failed in the past now we Have to prepare them to succeed sell in the imaginary realm it will save you time and it works better in my experience accountability okay the last part is accountability you can plan the best workouts and the best nutrition plan in the world but if you don't follow them ain't nothing gonna happen right so we really pride ourselves on holding people accountable we do that three

ways you'll be assigned a personal accountability Coach you'll be invited to join our online accountability group of fellow program starters and alumni so you'll be shoulder to shoulder with other people going through this for the first time but you can also learn from those who have already gone through it and will be shouting at you from the finish line we also do our weekly check-ins to make sure that we're doing our job and you're doing yours and if you need to adjust your food plan we can no more set it and Forget it plans the

body adapts and we adjust accordingly that's one of the main benefits of having a coach many people hit a plateau and get stuck we've seen it a hundred times and we know that making a small tweak can keep the weight loss coming so you don't lose momentum makes sense there are only three obstacles and one sort of obstacle you must ever overcome in sales situation ever for real they are stalls I need to think about it I'll cover you tomorrow with my card decision making I need to talk to my husband I need to talk

to my wife I never make decisions alone price I can't afford it I don't have the money for that it's not in my budget in terms of Fitness specific obstacles here are some typical questions you should be prepared for know how to get over these and you'll make a lot more sales and help a lot more people get healthy The trifecta our weapons of choice the next three steps we take to reinforce a client's decision to join our gym are a handwritten invitation to our next event a call from the owner welcoming them that night

or first thing the next day t-shirt or swag show how much you care with a personal touch section 2 Ascension make more profit the three macro levers you can use for your gym to increase your profits while Offering more and better services to your customers macro levers are the major incentives that will move your gym forward within each Macro lever you will dive into smaller microwaveers that will help you pull larger macro lever and reap the rewards micro levers are the smaller yet just as important elements within the macro levers the three macro levers are

as follows macro lever number one price Levers this lever relates to pricing packages and memberships macro lever number two capacity levers this lever is the beefiest one this will break down all the different ways to increase your facility's capacity and macro lever number three overhead levers this is the unsexiest of the three levers but it's still important it's not what you make it's what you take home that matters so we'll explore compensation fulfillment strategies and other prices to Streamline your gym chapter 7 the broken profit model capacity is a real problem that limits your ability

to make money again it's a problem of scale but you can totally fix it by using a different Revenue model and making a few tweaks to how you run your business macro lever number one price levers the gyms we typically encounter have these average numbers 100 reoccurring members paying 120 per month this means They are grossing twelve thousand dollars per month some do private training on the side which is really where they are making their money to feed themselves and the gym actually is a non-profit to cover itself but that's about it the microwave is

that affect your macro price lever are number of members billion cycle for example weekly versus monthly and price macro lever number two capacity levers The average gym we encounter has the following picture for capacity they're actively teaching seven sessions a day Monday through to Friday and usually three over the weekend split between Saturday and Sunday the memberships most gyms sell is unlimited meaning clients can come as often as they like on average they can service 16 people per session depending on their exercise selection they run analog sessions and typically have 85 percent daily Attendance overhead

levers the average gym pays 25 dollars per session in payroll cost and fulfills 38 sessions per week gym costs include rent utilities marketing and software chapter 8 price profit leavers the goal with these particular levers is to increase how much money people are spending with you we're working with growth path number two increase average purchase so we're going to tweak how you Set your pricing and packages I'm going to show you three different levers you can use price micro level number one increase profit per member if you want to truly help people you need to

help them make it a priority and nothing does that better than money so if you want to actually help people not just say you are charge more the big secret when most gym owners set prices they Open their doors walk around and see what everyone else is charging then average it out and charge that but what most people don't know the big secret is that everyone else is broke so why copy them the easiest way to make money is simply charge more for the same level of service no it's so simple but no one does

it people have a lot of difficulty with this concept because it's deeply rooted In their own self-value and their personal beliefs around money this is why broke sales people don't sell well people can feel desperation this is why the rich get richer and the great economic divide continues to grow and the only way for you to cross the Great Divide is to understand that premium pricing is your friend it allows you to over deliver pamper and serve your customers in a way they have never been served before Here's how the vicious price Cycle Works which

most gyms use as you decrease your prices your client's emotional investment decreases the perceived value of your services decreases results decrease as a result of decreased investment and perceived value clients increase their demandedness ever notice how the cheapest customers ask for the most clients get less service because you have less money to spend on them a race to the bottom and as you decrease Your prices your business decreases in profit per customer decreases in perceived self-value decreases its ability to create result for customers decreases your conviction in the sales process because you and your team

are no longer sure you can even deliver what you promise and here's how The Virtuous Prime Cycle Works which is what our gyms do when you increase your prices your clients emotional investment increases the Perceived value of your services increases results increase as a result of increased investment and perceived value your clients decrease their demandedness ever notice how people who pay you the most are the most easy going your clients get more service because you have more money to spend on them and therefore raise your level of service right to the bottom and as you

increase your prices your business increases in terms of profit per customer Increases in perceived cell value you feel like you are worth more because you charge what you're worth and are able to serve more increases its ability to create results for customers because you can get the word out and actually help more people by reinvesting money into the business and marketing increases the level of service you render for each customer increases your conviction in a sales process because you and your team are confident that you can deliver what You promised and even guarantee it if

you only do one thing after reading this book raise your prices raise your prices The Virtuous pricing model the reason everyone else is broke is because they're afraid that's all they're afraid that if they shoot for something higher they'll lose what a little Comfort they have now you might know this from your work with Fitness clients lift weights eat more protein eat more veggies it's not Complicated but hundreds of millions of people struggle because it's hard simple but hard making money in business is the same and this first concept is no different raise your prices

or suffer burnout and make no profit charge more so that you can help more if you want to actually help people and not just say you are you need to charge more I used to say I want Fitness to be affordable to everyone but the problem is if they don't value it they won't use It and people vote with their dollars about things they value people will not give you their time until they give you their money low prices don't leave any room to give amazing experiences higher prices allows me to actually give people the

support they need to get in shape raise all your new EFT process to the ones I just listed no exceptions grandfather in the ogs until you hit capacity then raise the prices on them as well it's just Basic economics supply and demand people understand that prices go up as Supply goes down price micro lever number two membership levels increase profit per member the buying curve every gym has their own take on membership levels and service structures as I mentioned earlier many of them are ridiculous and nonsensical and reveal a misunderstanding of the basic processing principles

they price based on the average of what Everyone else is charging or they start the race to the bottom and undercut their local competitors but they should be charging based on what the client is willing to pay to solve a problem or pain Point not what the market is charging or what it costs them to fulfill people sign up for a gym membership because of pain points these are what drive them to want to make a change section a self-service this is Planet Fitness LA Fitness Lounge box Globe gyms they bet on the fact that

90 of clients will never use their gym regularly this is how their model works you cannot compete with them on price they have a different model section B large group training this is your typical 16 plus per session model affiliate boxes boot camps Etc and then section c medium-sized class this would be like one trainer between 5 to 15 coins your high ticket group this is your highest level of service or Semi-privates you can typically do one-on-one to one on four in this range low price low service zero to ninety nine dollars per month you

do not want to be in this space it is heavily competitive and you are competing against all the big box gyms with multi-million dollar build outs you would be competing on the quality of the facility at this point and if you're the typical gym owner you don't have the capital to fight that game launch group You want to be about 199 dollars per month here in reality 167 to 225 dollars is the range we recommend because we've seen it work anything less than that and you'll run into capacity and profitability issues avoid the 99 to

167 Zone this is where most gyms are but it's not enough money to give the service needed and most people will pay more if they get more up to this top tier trust me between 167 and 225 a month is where you need to live in the Large group world medium group although you can't 100 fulfill at this level the price points Associated simply don't make sense they'll be too high for some consumers and too low for the ones who can afford more the solution don't live here instead split your service into two tiers large

group and small group small group this is a hundred percent priced like personal training but in my experience clients like the Small group atmosphere just as much if not more they still get the benefits of the familiar faces and Community but also get personal attention anyone who has done one-on-one knows there's usually a lot of wasted time in a session as a result one on Four Is The Perfect Blend of great fulfillment and the same price points so you were centrally just 4X the amount of Revenue per time slot you need to live in the

500 to 700 a month at range here People with high pain points are extremely motivated to make a change and they're likely willing to spend more to solve their problem customers follow the famous 80 20 distribution twenty percent of your customers are willing and able to pay more so you should give them that opportunity and exchange you should provide them with the service they really want and deserve if you get 20 of your customers to pay You three times as much then you'll add sixty percent to your business while only serving one-fifth of them and

that's the power of Premium pricing if you charge a higher price you can offer a better service to your customers and retain them for longer no man's land but why is there no middle price or middle level of people per session as I mentioned I call this no man's land and I recommend you avoid it at all cost egg looks like this the price point of 250 Dollars to 399 dollars per month the service level is 5 to 15 people per session why advised against it because if you have a price point that is a

stretch for someone in the lower buying pocket you'll have more trouble collecting that money that means constant billion issues and people dropping in and out and at the same time the price point isn't enough to run a high level of service to that client either way the client is dissatisfied Struggling to pay for media service when James I work with implement this two-tier model they increase their profit three x to 5x within a few months and see decreased attrition churn rates no jokes it works take away on pricing you want your pricing and fulfillment to

maximally match their ability to spend keep it simple I have always believed in simple pricing models for three reasons they're easy for customers to understand A confused mine doesn't make wise decisions they're easy for employees to understand and membership levels should be targeted according to types of bias not types of services price level number three billion cycle increase revenue and profit and increase ease of sale problem number one info versus outflow inequality most gyms pay their employees every 14 days but get paid by clients monthly This means that at the end of the year they

paid for 13 outflows of payroll 26 weeks times two weeks which is 13 months but only get 12 inflows from efts which is 12 months that means one entire month of payroll comes out of your pocket yep chew that one on for a minute problem number two low gross margin the average gym only makes 12 profit per year which basically means that they are barely surviving and drawing only enough to make it to the next month so if your Gym gross 250 000 but you made a 12 margin you only made thirty thousand dollars take

home 0.12 times 250 000 pretty underwhelming for the amount of money time and risk you are exposed to problem number three devil in the decimals most people assess pricing without realizing there are four and one third weeks per month that one-third is important it means that whatever people say yes to emotionally that boundaries Can always be pushed another eight percent or so simply changing the cycle the biggest takeaway from this section is that you must take your billing off monthly if you want to increase your profits for no added cost if you're going to bill

monthly what's left you can charge every seven days every 14 days or every 28 days you can choose whichever you like but make it a consistent Choice there are advantages to each Your new billing choices every seven days every 14 days every 28 days Factor number one sellability winner seven day cycles loser 28 day cycles I know stellability isn't really a word but it's the easiest way to explain the idea that a seven-day cycle is easier to sell than a 28 day option Factor number two admin work and freezes slash sick days winner 28 day

cycles loser seven day cycles if your average gym works on a 12 margin per year and They switch billion cycles from a monthly to every 28 days they boost profits by 7.7 but in this context 12 to 19.7 take-home would be a 64 increase in take-home profit have your cake and eat it too when you sell do so in the context of weekly amounts but set up the actual billing as a 28 day cycle to decrease your admin work chapter 9 capacity profit leavers maximizing Your Capacity here are the Five micro levers that maximize capacity

number one membership levels how many sessions can some one attend number two attendance percentage of scheduled sessions that are actually attended three duration of sessions length of sessions themselves and the breaks in between four physical space amount of usable Fitness space five exercise selection exercises available for your clients to perform because walking barbell lunches Take up more room and sit-ups capacity micro level number one membership levels the ultimate problem this is controversial but I believe anything that's unlimited is perceived as less valuable think about some examples of unlimited usage Services networks 10 bucks a month

Planet Fitness 10 bucks a month globo gyms 29 a month have you ever heard of unlimited personal training no of course not because personal training is valuable Call them sessions not classes people value limited resources I promise try it and see capacity micro level number two attendance you have too many sessions and your overhead creeps up this is the issue with most gyms they simply have way too many sessions given their membership numbers reinstated the key goals here are to get them to show up and spread out as much as possible the idea is to

increase the efficiency of each session Number one get them to schedule ahead of time when it Best Suits You solution number two a no-show fee the idea is to get people charged a fee if they don't show up capacity micro level number three duration I believe the general population can achieve amazing results by working out three days a week for 45 minutes non-stop or even 30 minutes of high intensity interval training our services should meet their needs not Our own especially if meeting our own needs sacrifices margins and profitability the solution is to increase the

efficiency of your operation the more people you can service in the same amount of square footage the more dollars per session and per square foot you generate this allows you to get more from less run 45 minute back-to-back sessions rather than the standard 60 Minute sessions with a 15 minute break remember Effort is a cost not a benefit if people can actually achieve resulting less time they are happier so don't let it trip you up mentally capacity micro lever number four physical space solution number one use Partners one of the easiest things you can do

is to double your capacity is to partner everyone up one person rest spots or cheese while the other person does a programmed exercise Partners increase safety increase Community increase encouragement and allow for adequate rest while strength training solution number two convert office to Fitness space now if you're thinking but where will I work the answer is anywhere but the gym if you're doing everything outlined in this book by the time you hit capacity you should be out of your daily gym operations and fully into gym ownership that means your gym should run without you needing

to be there But by all means go in and check on things but don't feel guilty about not being there you will better serve your business by working on it not in it capacity micro lever number five exercise selection increased capacity per session increase profit per session and enhance experience solution set up regressive 2T programming example using 2T programming T1 barbell back squat barbell bench press Barbell row tier 2. Cobalt Squad with kettlebell push-ups from knees and double kettlebell row create two levels of programming for every session one for new people and one for more

experienced clients this allows them to tailor their experience to their confidence level while also decreasing your cost of acquisition fulfillment and allowing them to seamlessly merge with your existing clientele chapter 10 the overhead lever it's not what you make It's what you keep the overhead macro lever is the smallest of the levers but understanding this will help you keep your eye on the ball and the game that really matters profit overhead micro Weaver number one number of sessions decrease overhead and increase profit per session there's no secret source to making money with gyms or really

for any business it's just about making mathematical decisions within the context of human psychology that's the Heart of all good business decisions the empty session problem so we only have three micro levers here number one number of sessions number two number of hours worked and number three compensation for those hours you need to become better before you become bigger the last two micro levers human hours worked and compensation per hour are interrelated solution calibrate trainer pay a lot of times the trainers are making more than the owner know your Margin math cut unneeded sessions and

drop to three times a week calibrate trainer pay if needed chapter 11 your new gym on paper we only fee what we don't understand so this is me begging you please learn to dig this stuff it's important not only for you but for the many lives that you impact your family your trainers your clients remember you are only a few hard conversations away from what you want You can have them with your spouse and landlord or you can have them with your trainers and customers but only one of those will make you more money in

order to win the Super Bowl you need to play fundamental football you need to score more than the other team in the context of gym winning means making more money than it costs you to make it and point on all these levers is the best way I know to make gyms pump out money virtually overnight So step one Define what you can control step two macro lever number one price increase and billion cycle switch step number three increase fulfillment capacity and cut overhead capacity profit levers remember membership levels a switch from unlimited to three times

a week as a core offer call them sessions not classes two attendance get everyone to schedule in advance and ask them which session they want in reverse order of Fullness for bonus points Implement a no-show fee number three duration switch to 45 minute sessions back to back 30 minutes if they only service 15 or fewer four physical space partner up and blow out office walls and sell from a cubicle five exercise selection swap out space consuming exercises for Less space consuming ones but don't announce it offer two levels of programming hard and easy so people

can start in the same Session and step four do the math to see the final results on paper large group Revenue so actions to take charge more change billing cycle optimize your exercise selection to use your space efficiently make the most out of your session times schedule shorter sessions and set trainer pay to increase profitability encourage semi-profits chapter 12 making the shift there are two main parties that you need to Communicate with trainers and clients as an aside you can never over communicate communication in relationships is good and in business it's everything telling the trainers

frame the problem for them the business and the customers explain your thought process what you considered pros and cons explain the solution and what's in it for them you have two choices the guaranteed path to burnout or the potential to transform Your entire business both have risk but only one can get you what you want section number three retention get them to buy more the silent killer of all gyms attrition or as I called it earlier the hole in the bucket you were not in the Fitness business you are in the accountability business you are

in the relationship business you are in the community business you are in the coaching business if you do not have this portion of your Business dialed in systematized and laid out with intention you will fail if you ask your team what business you are in and they say Fitness you will fail if you yourself don't fundamentally understand your primary competitive advantage and value proposition you will fail and also just saying our community is like family does not make you special every single gym owner in the world thinks they have an amazing Community but if we

were truly amazing you Wouldn't constantly have 10 churn month after month the community happened by accident because when people are in the same room repeatingly they form relationships without you doing anything at all so I really need you into internalize Define concept you are in the accountability communication coaching community and relationship business that is what people stay and pay for that is the value you just happen to own a gym not The other way around the goal should be to hold people accountable and deliberately create a community to Foster and create new relationship ties people

are lonely they crave attention they pay therapists hundreds of dollars an hour to listen if you do this you will never struggle with losing clients again or with maintaining members far above market price but why is it so easy to retain customers in the beginning because you Are actively fostering each of these as individual relationships but you did not continue that Cadence because it was random it was not systematized everyone can do it with their first 40 customers which is why they all love you and are still at your gym doing is another matter entirely

it is what separates the winners from everyone else retention money math using all the systems in this section if you cut your churn from 10 industry average to three Percent what gyms use in these systems achieve you will 3.3 X the lifetime value the LTV of every client at your gym your customers come to your gym for one reason to meet their fitness goals but they stay because they are welcomed supported and a part of the community they stay because of the things they get from your gym that they didn't know they needed that friendly

hello when they walk in the door The bit of encouragement from the other members that invitation to come to the next gym event that friendly internal competition knowing the staff by name and vice versa the impromptu Reach Out say get the handwritten holiday card they call that they get when they miss a workout to tell them they missed and ask when they are coming back in the poolside chat after class when they are stressed at work and the flowers they get when their mum passes Chapter 13 attrition the hole in the bucket problem let's do

a little q a shall we why did my gym grow so quickly in the beginning but growth has slowed since the main reason you could grow in the beginning even just from word of mouth is at 10 churn the attrition of members who leave hadn't caught up yet when you only had 40 members if you lost 10 percent you only lost four people replacing that isn't too hard if you Needed to why don't new people stick like my ogs the main reason is that your level of service dropped as more people came in that service

typically drops off for most gyms at around 70 to 80 members every month a certain number of people are going to drop off your job is to keep their percentage as low as possible so if you kept growing at say 10 people per month and losing 10 per month then at some point the growth and the Nutrition even out and you get nowhere as your team membership grew your level of Service delivery decreased the difficulty for new members to assimilate and make new friends decreased since clicks were already formed and now as you try to

bring new people in they don't get the same service the importance of compassion is because as a fitness professional and a gym owner you are inherently caring and competent but you may not know that your deep caring For others well-being can be a huge competitive advantage except that life isn't fair and choose to live in a world where you control the rules because you control how much you give compassion in practice how much more can you serve how many more problems can you solve that you haven't even asked yourself to solve yet how can you

blow people away and demonstrate your personal growth through business growth Chapter 14 how retention multiplies Revenue when I go into a gym to help turn around a facility we look at three of these elements retaining existing customers getting more referrals from existing clients and bringing more people in the door from marketing and advertising if you know how many people you sign up on a monthly basis and what percentage of people leave you can use those numbers to predict how big your gym can grow if Nothing changes and if you manipulate those numbers you can also

predict growth that could happen if you do make some improvements anyone can get rich on Excel we're in recurring Revenue Service model and churn becomes the biggest issue a gym faces especially as it grows problems that affect churn there are three big components to any business people process and product chapter 15. process how to give Consistently amazing customer experiences Define that ideal customer experience once we Define it we can try to hit it and hit it consistently all that takes is isolating key variables and executing a plan until the holes in the bucket have been

plugged up and the churn rate drops gym members May sign up for your services because they dream of wearing that little black dress but they stay for the relationships for customer Milestones along the ideal path one Connect two refer and testify three testify and refer and four Ascend connect it makes logical sense that someone who doesn't feel connected to your business will not leave a testimonial and someone who doesn't feel strongly enough about your business to leave a testimonial likely won't spend relational Capital to refer a friend and so forth connection then is the first

and most necessary thing that needs to happen in order for the next three steps To work refer slash testify when people feel connected to you and your business they will refer others to you we live in a new world now one ruled by something special called category economics this basically means that all the money in a category naturally flows to a category King the person who crushes it leaving very little for anyone else these days being anything less than spectacular won't get You to where you want to be the big dog collects all the bones

and the rest are left finding for scraps that's no way to live testify slash refer thanks to technology at our fingertips most people looking for a new item or service will check out the reviews to see what other people have said method number one inspiration you get positive testimonials from doing a great job but you also get it from Complimenting your members and telling them how inspiring their progress would be to others so you ask them to share their stories in order to give other people hope method number two requirement yep make it straight up

required this is how we did it for our gyms in order to complete the program your customers must review your gym on Yelp Facebook and Google method number three ethical bribe giveaway free swag periodically for People who reviewed you on Yelp Google and Facebook Ascend this is basically a fancy way of saying what you sell someone after you've already sold them something this can either be more or better service and upsell an example might be going from a large group training to a semi-private training another example of Ascension is selling an adjacent service or need

a cross-sell an example might be selling supplements to someone who came In for a membership chapter 16 process the five Horsemen of retention here are the five Horsemen of retention number one reach outs and touch points attendance tracking handwritten cards membership events and exit interviews I have yet to see a gym with less than three percent churn that doesn't make good money you need to master churn or it or Master you retention tool number one reach outs I could try and make this sound fancy but All you need to do is personally reach out via

text or Messenger to each customer every 14 days someone on your team needs to reach out to every single person in your gym two times per month as a pulse check the goal is to offer praise and to commend the customer on their progress then solve any small issue they may have to not underestimate the power of a personal touch people crave attention give it to them essentially you can divide all your Customers into groups and assign each trainer to one genuine communication attracts attention do you know why personal training clients stay a bazillion times

longer than other gym clients relationships people yearn for connection they crave attention it's a basic human need communication is the best content systematized communication but never automated especially with current customers treat people like royalty here Are some things that have worked for us number one get your new members to an event ASAP they must attend the first meet and greet event introduce them to an OG Buddy mental as soon as possible and get them working with the ogs during warm-ups for the first few weeks encourage them to exchange numbers and get to know one another's

names make sure an accountability coach reaches out to them regularly Create a no-show report available on most CRM software platforms new clients cannot miss workouts that needs to be the priority number one reach out and connect with them retention tool number two attendance tracking again this is simple but most gyms don't do it be exceptional by doing the boring stuff that no one else wants to this is a process you should do weekly at the very least ideally by Wednesday of every week The number one leading indicator that a customer is on track to cancellation

is when they make it to the gym two times or less in a week remember compassion and connection are why customers will keep coming back to your gym retention tool number three handwritten cards you want to send handwritten cards at multiple spots in the customer life cycle the first time is right up after they Sign up send them a handwritten card welcoming them to the community include some swag and an invite to the next customer event the second time handwritten notes are helpful is when you want to ask for a referral follow the system below

and each trainer will be working 10 hot leads a week retention tool number four member events the next pillar is holding a regular social events for our clients like an Evening playing Putt-Putt golf or a pool party they keep people connected and engaged in your community after all when people are working out or going to and from the gym that's not a lot of time for chit chat which is part of what bonds people together events help your members come together in a more relaxed less golf focused environment and just hang out hold events at

regular intervals don't announce the intervals just hold the Events every 21 days works well here is my secret source for making a client event a success we pay for the babysitter members just bring the kids members get in for free for putt-putt golf or barbecue Etc if they bring your friend we require all new customers to attend we send handwritten invites especially to new customers here's a non-exhaustive list of ideas for gym sponsored events to get you going Barbecue bowling charity boot camp and barbecue charity Car Wash cheat meals night dessert potluck slash healthy dish

potluck farmers market tour frisbee golf frozen yogurt grocery store tour a hike ice skating Iron Chef paint and wine photo shoot fire pit service project and wiffle ball retention tools number five exit interviews the last of the retention Horsemen is a simple one exit interviews if you do these right you can save half Yes half of your cancellations now in order for these to be effective you're going to want to mention exit interviews on your contracts and have new members initial that upon signing up this sets the expectation that you will want them to do

this when and if they cancel and if you need to sell the benefits of doing so here is one way to approach that we aren't the type of facility that's just going to build your card and send you to the collections we actually Want to know what went wrong and what went right that is causing you to leave even if you were totally satisfied most gyms don't want to talk to customers who choose to leave but they're one of their favorites because they help us make the best experience possible and serve everyone at a higher

level because if you are fit for eight weeks it doesn't matter we want you to be fit for life and sometimes that requires Creativity to figure out we need to have a 1 000 foot view of all your customers and what is going on with them this is how you scale Personal Touch This is how you multiply your customers lifetime value and measurably reduce your churn chapter 17 people how to build your dream team the second side of this community equation is the actual people running your business not just the Process they are executing treat

your team like gold and they would treat your clients like gold treat your team like and they will treat your clients like people at large corporations need to continue to subdivide and specialize because they have so much business Pro tip hire before you need the position compensation I'm excluding the owner but the first person you should put on the Payroll is you you will notice that underneath each of the hour breakdowns is the compensation gym owners with multiple locations often make less money because they scaled problems not processes there is a time for opening a

second location but often it is far later than most entrepreneurs are mentally prepared for you need a consistently stacked cash 20 000 a month profit for six straight Months your staff should be handling all the operations including sales during that period of time you should have a minimum of two hundred thousand dollars in the bank before you begin looking they mistakenly believe that the only opportunity for growth is more instead of better chapter 18 people communication cycles and Cadence if you've been in my world at all you'll know that I prefer to talk about Business

as a garden rather than a machine it grows and dies it must be watered intended to there are weeds that go inside employees and members that must be cut off and thrown out this is the pruning of the garden it can sometimes be painful in the short term but it is necessary for the health of the overall organism the water of the business is your communication style this is your irrigation system this is how you keep Your team on point keep them growing and by extension keep your business growing if you don't have a defined

communication cycle you will leave in your growth to chance your team should be expecting these and show up out of habit they are daily huddles weekly team meetings and weekly one-on-ones simple enough right join the top five percent of businesses that actually do them daily huddles daily huddles are the Lifeblood of the business this is how you keep a pulse on everything that is going on daily huddles should be no longer than 10 minutes oftentimes they can be done in even less time you only need to go over the previous day's numbers such as number

of sales number of cancels should also talk about clients who Miss sessions and current attendance records then discuss any quiet wins or losses and make any quick announcements you Need to finish with a little spicy motivation and appreciation and off you go weekly one-on-ones if you ask me what is a single thing that has grown our business so quickly I would answer client financed acquisition but if you were to ask my wife Leela who actually grew our business she would say weekly one-on-ones why because to grow a business you grow people especially in a serviced

business what do you talk about in short you talk about nothing instead You listen for most of it and ask questions if you want someone to come to a conclusion you don't tell you ask leading questions but they let's figure it out otherwise the main questions to ask are what's going well what's not going well how can I help you win more clear outcomes equals motivated employees chapter 19 people five things every role in your gym needs the customer pipeline looks Like this lead generation lead nurture sales fulfillment retention slash Ascension the employee pipeline requires

the same level of detail and attention if you designed to system ties your business it looks like this application application nurture interviewing training and management chapter 20 product how to motivate unmotivated trainers the unmotivated trainer problem if people are leaving your gym it's because your products or Services are subpar it all comes down to your team and if your team isn't performing it's your fault period don't get depressed about it identify improve and overcome identify improve and overcome motivating trainers there are two ways to motivate people extrinsically and intrinsically extrinsic means you are trying to

motivate people by external or outside forces the prime example would be money extrinsic is the way to start before They trust you intrinsic is when someone is motivated by a higher course or an internal purpose a prime example is when people volunteer and donate their time and money to a charity they believe in extrinsic motivators compensation selling supplements selling internal challenges to existing members and fulfilling and retaining semi-privates 25 gross revenue intrinsic motivation first off you cannot lead what you do Not live you cannot lead what you do not live if you feel like your

trainers do not respect you then there is no one to blame but yourself the culture is your fault their performance is your fault their lack of belief is your fault the six human AIDS are significance and connection variety and certainty growth and contribution as far as certainty goes you pay them on time every time no exceptions ever the moment you are light with a payment That trust is broken forever and it usually does not heal and show up the same way as a leader no emotional swings ask questions and keep calm seek first understand and

you will be amazed to discover that most times mistakes happen because of miscommunication not from a lack of character chapter 21 product how to run an amazing session every time session 4 baking the cake the main driver is number one accommodating Buying curve every person spends money on a variety of things what do you want to do is maximize the amount of money you're able to extract from the customer given their priorities and spending power in a single vertical imagine we took a random sample of 10 customers at your gym you will likely to have

eight who are on the lower Spenders and two are higher Spenders following a typical 80 20 split now we want to give those higher Spenders the opportunity to Give us more money when we do this since rich people tend to be a lot richer than the poorer people are poor a lot of times you can get 3x4x5x 10x the value from that customer main driver number two maximize buying curves per customer chapter 22 the wedding cake gym profit model the wedding cake model what exactly is the wedding cake gym profit model and how is it

making so many ordinary gym owners rich without opening more locations or Working endless hours the two main drivers of Revenue in our model number one creating an accommodating buying curve by getting people with more money to spend more and number two stacking curves on top of one another by having people buy different types of products and services through you the wedding cake model fulfills both of these drivers the layers and tears of the cake allow customers to both spend more on Fitness and to buy auxiliary Services there are two main components to each tea in

the wedding cake gym profit model icing and cake icing the icing represents front-end cash flow from new customers this allows you to acquire customers profitably it provides money to give them an amazing experience and it allows you to afford virtually whatever media platforms you choose because you can buy eyeballs with the cash they give you this is how you never Go hungry again you cannot have a cake made entirely out of icing despite how awesome and delicious it is cake the cake represents reoccurring cash flow from existing customers who are ascending and buying again this

is your EFT it is the backbone and stability of the business because when that hot day comes and the icing melts thin it is invariably will you want to have a consistent group of paying regulars so you can get through It so you need both these ingredients and on each level the icing and the cake front end cash and reoccurring Revenue work synergistically to create a tasty business model the wedding cake overview the main wedding cake has three tears to it each has layers of icing front end cash flow and Cake reoccurring cash flow this

means that from these three T's you actually have six revenue streams Beach Just one right you should have the large group training semi-privates and supplements in that order chapter 23 tier one large group training the base tier of the wedding cake represents your large group training for some facilities This is 40 plus people per session for others it is only 20. either way this is your larger of the two groups large group icing front-end cash large group cakeness The eft the great Marketer Frank Kern once said the amount of money you make is directly proportional

to the amount of Goodwill you have in the marketplace times a number of offers you make but making offers tends to decrease the amount of Goodwill you have which means that you really need to be crushing that part and at the end of the day that's all it's all about how do we sell the EFT recurring membership we make three attempts to Convert people during a member's first six week period first conversion attempt bribe you can convert these people at the first opportunity second conversion attempt abandon hope sale this happens at week three the third

conversion attempt is last chance there are no excuses people make people confront the decision chapter 24 tier 2 semi-profits one on four we call this layer HTP which stands for two things to clients it means Hybrid training protocol or program to you and your trainers it means High ticket program the price points for semi-profit if you recall are 500 to 700 a month which works out to between 125 dollars a week and 175 dollars a week for three sessions as a reminder I prefer one on four here because you can sell them at the same

price as personal training sessions except you get four times the revenue per session with the same cost solid Creating demand the reason you start semis second is because you need to fill up your large group first once your large group is full it naturally flows over to the next level of service so you create demand for a service before you need it AKA dig in your well before you're thirsty the main selling point is the trainer to client ratio don't get it twisted all your levels of training should get results HTP should just make them

happen Faster and in a more personalized and enjoyable format layer number two semi-privates icing front-end cash we sell HTTP as a front-end 12-week transformational program for between two thousand dollars and three thousand dollars semi-private T layer number two is the cake now if you're following along with the numbers you may have noticed that two thousand five hundred dollars is Actually about 200 a week and three thousand dollars is actually two hundred and fifty dollars a week why do we set it up that way because it makes it easier to downsell your upsell after someone that

does the 12 weeks of semis with a trainer they love what they get an exceptional experience what's the likelihood they'll want to stay on for almost half the price pretty high so your down sell them into 125 a week ongoing for a 12 month contract now you Get the third tier of the foundational wedding cake model supplements chapter 25 T number three supplement sales it's a process we're running every new facility that comes in with us within 14 to 21 days we can add about an average of a thousand dollars in sales on reoccurring for

every seven ETFs so if you have a hundred ETFs then you would be able to generate around fourteen thousand dollars in sales on reoccurring Within the next 14 to 21 days there are four primary ways we sell supplements to our customers existing quiet based launch we run a commemorative internal campaign to your existing customer base this works whether or not you are currently selling supplements bolt on sale for new customers coming in the door as part of an internal play for ongoing basis and Sample in sprees the business owner who makes this Process more valuable

to his business than to that obvious competition wins it's a more tactical take on the classic he who can spend the most to acquire a customer or win the answer to but how is the first quote you need to make them more valuable and you do that by encouraging them to spend more with high ticket services and by satisfying as many of the person's needs as possible supplement sales are sin supplement Sales icing is the front-end cash flow generated the primary way we implement this is by selling to new customers the way we do this

is by selling them as a part of a nutritional plan that we recommend in their front-end program I seen which is the front end Cash Money math 200 supplement subscription supplement cakeness reoccurring besides having the ability to sell High ticket supplement packages up front you must have reoccurring payouts Chapter 26 sprinkles internal plays and internal play is a marketing campaign you target to your existing customers the play is typical some sort of added service or benefit beyond their current level of membership the hardest part about making a successful internal play that is one that has

a lot of your existing clients sign up to is a good hook a marketing Hook is something new or different that invokes Curiosity or desire in the prospect or customer I use Three types of internal play hooks nutrition based Fitness based and Community experience nutrition-based hooks these are the hardest and most in-depth to make and manage but you can typically be sold at a higher price Community slash experience hooks these are the easiest to fulfill but the hardest to demonstrate value with you're creating teams and competition that's the main value creating external Motivation for your

clients manufacturing events and deadlines are some of the most powerful tools to use in conjunction with an internal play it's also a great way to stack value internal players are upsells and allows people to want a temporary boost to satisfying their buying needs or get an extra attention feeding internal players into HTP this is an important way to continuously maintain that great profit Center of one On four semi-privates it's really simple at the end of one of these internal plays you'll be surprised at how many people will love it and ask if they can continue

there are a million and one ways to Market to your existing customers just be sure to do it and keep them engaged to show that you care by making fun new things and to take home some extra money in the meantime bonus obstacle overcomes tonality is so Much of selling but is often lost in text and it's what separates the best sellers from those who are so so even if the words are identical always agree with the prospect transition every close with I agree or I totally understand then move to let me ask you a

question or just ask them but don't say I disagree that Surefire way to put someone on the defensive they need to conclude on their own that they should do this otherwise they will feel Pressured people hate making decisions because they hate making mistakes so your responsibility is to convince them that the real mistake is not making a decision and that not making a decision is in fact a decision one that leads to them staying unhealthy we're going to go through some examples here so Prospect excuse I left my wallet at home no problem do you

have your phone on you great Prospect excuse says anything but yes When you ask whether they are ready to start ask what's your main concern let's consider the options rocking chair clothes and let's be honest when we say I'm going to think about it we don't go home sit in a rocking chair and stare at the wall do we so I'd rather we just take the decision here for what it is whether you're going to actively do something about what you came in here for or not the honest truth Is that decisions don't take time

they take information because thinking is instantaneous so we confront it together and save your time in the future there are only three reasons people don't do this they don't like the program the person or the price which of the three is the main issue what's the biggest fear about signing up the only time I don't buy something is when I'm afraid of making a mistake are you like that too so I like to think to Myself what's the best case and the worst case of what can happen what's the worst thing that could happen if

you do this the prospect excuse I don't make fast decisions I need to sleep on it I totally agree and saying yes now would never be considered a fast decision because you've needed this for years doing it now is reasonable you even came in because now is the time despite thinking about it for years so if Anything signing up now is the most logical decision you can make given your years of wanting this the prospect excuse I'm probably going to be too busy there's never going to be a good time you're always going to be

busy now it's XYZ next month it's Halloween then after that it's Thanksgiving then Christmas then it's be a birthday then a friend's birthday then you realize you're getting donuts because it's a Tuesday there will always be something the prospect excuse I need to talk to my husband or I never make a decision alone there are only three main ways to go about this number one explain that the spouse would sure say yes and approve on the decision this relies on past agreements get around them by making the decision and ask what the spouse would object

to this diverts Focus back to a different obstacle that you can overcome remind them that they are their own person and should make the decision for themselves I like to start With the following agreements does your husband know that you're here right now does he know that you're not happy with how you look does he want you to be healthy and feel better then is there any reason that he'd say no given the fact that he already knows you're here that you're unhappy with how you look and that he supports you in getting healthy delayed

payment close Okay so worst case scenario if I could reserve your spot without you putting money down Would you still want it Prospect excuse I can't afford it I don't have the money or it's not in my budget I want you to really let this sink in people die from bad habits yes it totally is a lot of money but whenever I'm afraid to spend a good deal of money I always think what's the best case slash worst case scenario expensive clothing what's the most expensive piece of clothing accessory or shoe that you have bought

in the last Three years you're gonna spend it anyway over the next three months you're gonna spend this money anyways have you ever brought something you couldn't afford delayed payment close if you can't afford the entire thing today it's not a problem in fact 95 of our clients break it up into payments If this means a lot to you I know you will succeed a cheap comparison quotes I could go to LA Fitness for 29 dollars if all else were equal and you had six Weeks of gym access or you could do a six-week program

which one would you do a six week challenge great why you'll pay either way two choices cheap or what you need don't let past mistakes burn you twice it's expensive because of the amount of time it will save you and last how much would it be worth if all this did was and that's right up in this massive summary gym launched by Alex tomosi if you want this summary in PDF format Click the link below where your best book boost have done over 1000 summaries in video written and audio format so subscribe to our YouTube

channel Spotify Google podcast Apple podcast and check the website bestbookbits.com I've also done Alex homozy's 100 million dollar offer summary as well so check that out too if you want to sponsor this channel the way you can do this is is to purchase all my summaries and MP3 audio summaries in one massive box set so Click