Fitness Business School – Grow Your Business Without Leaving the Gym – 02 – More Revenue Per Client

Full Transcript

Hey, Pat Rigsby here, and in today’s episode I want to get to part two about the three ways to grow your business without leaving the gym. And part two, we’re gonna talk about more revenue per client per month. So let’s get to it.

Welcome to the Fitness Business School podcast, the show for fitness business owners who want to grow their income, increase their impact and improve their lifestyle. Be sure to listen till the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

More revenue per client per month. Man, wouldn’t that make life easier for all of us, right? Like, you don’t have to chase as many people, you don’t have to spread your attention as wide so you can give a better quality of service to each individual client. You can spend more time with them
because each of them is more valuable to your business from a financial standpoint.

So how do we actually do that without leaving the gym? Well, the good news is once somebody’s inside your facility, once somebody’s inside your business, even if you are online, you know, you don’t have to leave the gym, you don’t have to get outside this kind of ecosystem bubble, whatever you’d like to call
it. So the first thing that I would tell you to do is just invite people to train more frequently. And that usually starts with a seasonal type of thing. Like let’s say somebody’s getting ready for summer, or you know, it’s at the end of summer and they’ve been kinda lax during summer, they’ve been on vacation,
they’ve had other things going on, and they need to kind of step it up in the fall. Or maybe it’s January and they wanna focus a little bit more on achieving specific goals.

Well it is the simplest thing to do. Just say, Hey, would you be interested in training more frequently for the next month, for the next six weeks, for the next eight weeks? Would you like to buy a four pack or a six pack or a 10 pack of additional sessions that you can use over the next window of time? And, you know, if we think of it that way, well now, you know, they get introduced to this thing and if they like it, they stay at that level. They don’t even, you know, we’re not
saying, Hey, you gotta upgrade for a year or something like that. But if they like that frequency, if they like that kind of cadence of training, then a lot of times they’re gonna stay. And even if they don’t, you know, an extra two, five, $800 for them upgrading for a short per period of time, you know, you do that
over a handful of people a few times a year and man, you, you’ve added a bunch of revenue without really having to do anything dramatically different.

So that’s number one. The next thing that we can do if we wanna increase our per revenue or per client revenue is if somebody’s paying by session. Because I know a lot of people when they do one-on-one or semi-private, they’ll charge people by session. And that’s kind of, um, the model a lot of people had
when I got into the industry. Well then we’re just gonna rebook people faster. We are going to facilitate them getting back in more quickly. We’re not gonna leave it to them. And a lot of people, you know, we get caught up in doing things at a slower pace and we say, okay, um, you know, you come in, um,
Monday and then on Monday at the end of the session they say, well, I’ll just book online. And you just leave it to them. And we didn’t guide them, we didn’t facilitate them booking, and they get busy, they lose track of it.

Instead of doing three times that week, maybe they do twice that week. If you’ve ever noticed, like in the auto repair world, that’s why people that own oil change businesses or offer oil changes as service push so hard to do an oil change every three months or 3000 miles. Well, at this point, no cars
actual operating manual dictates that you need to get an oil change with that frequency. I mean, growing up in a garage, it wasn’t even the case then, but they know that, hey, if you’re coming in and you are with us four times a year instead of three times a year, that’s a 33% lift in revenue. In most
cases, it’s an additional opportunity for us to upgrade you or cross sell you or something like that. So that frequency really pays off if you’re doing things in that per session kind of fashion.

Then the next thing that we can do is sell ancillary things. Sell complimentary things that will help somebody reach their goals faster. Things that maybe they’re already buying, things that solve problems that maybe they’re having trouble with solving on their own things like supplements. I mean, if
somebody is having trouble, you know, with eating supportively throughout the course of the day, maybe you’re selling them some sort of meal replacement or protein powder. If somebody, would benefit from things like vitamin D or fish oil, you could sell them that. But there are always opportunities
and people that are in the gym are clearly far more likely to be buying that stuff on their own anyway. So now you can at least direct them towards things that you believe in. Things that kind of meet your standards when it comes to quality, we can sell them Accountability coaching, that’s definitely
something that I think has gained a lot of traction.

I know at least in my world, it’s gained a lot of traction with the people that, that we work with. Because a lot of times that stuff that’s happening outside of their supervised training sessions is the stuff holding them back. You know, they’d come in, they do a great job with you, but then the other 165 hours a
week, you know, they, maybe they’re not very active, maybe they don’t eat supportively, maybe they don’t get a lot of of rest and they don’t recover well. But if they’re doing something more specific with you outside the gym, then it can jumpstart their progress. They can move faster, they can see better
results, and you don’t have to do it forever. But I mean, we’ve got clients who charge an extra $250 a month to just check in with somebody via text every day. You don’t, you don’t have to charge that much, but you certainly can come up with some sort of cadence, you know, Hey, I’ll check in with you a couple
times during the course of the week to make sure you’re on track.

If you have any questions, we’ll, we’ll solve them. If you have any problems, we’ll solve them on the spot. But it just gives you the opportunity to make sure somebody is doing the things outside the gym that’s supporting all the hard work in the gym. And then finally, another ancillary thing that is obviously
a popular one and one that um, is probably kind of a no-brainer is nutrition coaching with almost every result that our clients come to us seeking nutrition, like eating supportively is gonna make, um, a massive difference in how quickly they get results or if they get results at all. And, you
know, they, they need a lot of times direction. They need to be able to sift through all the different things out there. It’s very much like fitness, right? It’s very much like the training side of it.

How do I decide what workout I should do, or whether or not this program or that program’s right for me? Well, we’re solving that problem for them. So can we solve that problem for them when it comes to nutrition as well? Well, sure we can, we can, um, give them the knowledge, the tools, the direction, the
accountability they need. Plus we’re also empowering them to continue to eat supportively after a nutrition coaching program if we’re doing something for like a fixed duration. So those are some ancillary options that, that I know my businesses have had a lot of success with and we’ve coached a lot
of people to do well with too. The next thing you can do is probably the simplest one when it comes to more revenue per client per month, and it’s raise rates. You know, if you’re charging, you know, let’s say for simple math, you’ve got 10 clients and you’re charging them each $50 a session and each of
them are paying you for 10 sessions per month, right?

So now we’ve got 10 people paying you $500 a month, and over the course of the year, that’s $6,000. Well, if we raise it $5, now we’ve got 10 people paying you $550 a month. I mean, you kinda get the picture right? Like, we’ve given ourselves a pretty good pay raise really fast. And, um, you know, I mean,
you’ve given yourself an extra, you know, $6,000 in, in revenue without doing more work, without probably creating any friction with them. Because most people that are willing to pay 50 are willing to pay 55 or at least 53 or something like that. And so it’s profit and you know, for an extra $6,000 a year,
you may be able to pour a couple thousand dollars of that back into, you know, gifts for clients or improvements that, that you wanna make to the program and still come out ahead and net some significant profits.

So, if you’re somebody who’s like, well, hey, you know what, if I’m gonna justify why I’m gonna charge more, well, we can always improve the service, but part of this too is a lot of times we’re not charging enough. So, you know, we’ve not raised our rates for a while. We’ve not, um, kept up
with inflation and, and we’re due. So, you know, raising your rates is an obvious one for so many of us. And then, you know, this, this is another really simple one, but I put it in this category even though it could fit in this one or the, the next episode. But make sure your clients are using what they have
because your growth starts with not letting business walk out the back door. And if people aren’t coming in, if they’re not coming in, you know, at least eight times a month, let’s make sure they are.

Because if they’re starting to drop off now, we’re all only backfilling what we lose. And so make sure people are using what they have, they get a better result. They’re more available to do the other things we talked about. If somebody’s in there 12 times a month, they’re a lot more likely to be people that are
gonna give great reviews, they’re gonna refer more likely, they’re gonna be more, um, more likely to invest in ancillary things. So there’s certainly some tangible direct stuff that we’re doing from a profitability standpoint, but it also means that they’re engaged, they’re using your services, they’re more
likely to stay. So more revenue per client per month. That’s number two. We’ll be back in the third episode in this little series of three ways to grow your business without ever leaving the gym with Part three. Stay tuned.

Thanks for listening to this episode of The Fitness Business School.

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