Easy Ways to Earn More Per Client Starting Today

I talk to the best gym owners in the world every month and every week, and I want you to find out what they have to say. So please hit subscribe so you don't miss a single episode. A RM. It's a huge deal, and know that wherever you are, you can add value for clients.

And even five bucks a client drops right to your bottom line, and it's gonna make a huge difference in your business because it doesn't come with any additional expenses. So, George Anthony Zal , Whiteway runs Brainstorm Fitness in San Diego, California. George , Anthony, can we add five bucks to every listener's a RM in the next 30 minutes?

So the majority of the time, if they're a high value earner, if they are consumed and very much willing to make a decision on their health and wellness, they have one or two or three or five friends that think and feel the same way that they do.

So stepping up and sitting down with my clients and making those goal review sessions and opening up that conversation was probably the number one thing that led us to where we are today. Mm-Hmm , , we were already at a bit of a higher price point , but in order to be able to provide the value and show them that we can actually change their lives, it afforded that opportunity for that conversation.

and increase length of engagement. So you're doing goal review sessions and you're getting referrals out of 'em . That's a huge deal because referrals don't cost any money. You don't have to spend any money on ads. You're just asking people if you have anyone else in your life I could help. Right. Tell me a little bit about your goal review sessions.

When did you start doing them and did you see your numbers, your metrics start to improve as a result?

So the goal review session of what it does, it allows them to cheer lead for you to you, right? And then when they say it out loud, they're like, wow, I actually was able to accomplish this with your help. Um, I do know someone, right? Because maybe they had a conversation with someone else just recently that has a similar issue that they had in the very beginning, right ?

So it affords them to, it , it brings , being able to say it out loud kind of brings it into fruition, right? Because it makes them think about it all over again.

And they're like, really? Boom, it happens. So, and in the goal review format, it, it's, it doesn't feel unnatural, right? It feels very natural to say, you're having amazing success, you're crushing it. Congrats on your pr, we've set some new goals. Here's the plan to get there. Hey, do you have anyone else that might benefit from something like this?

And with you, you said literally people say like, yeah, I just talked to someone who has the same problem. Can we get them in here? Easy day. So your metrics, your numbers, when you started doing this, you saw everything start to move.

We had to pivot from doing mostly classes to doing more private. So more semi-private. And for me, that was one of the things that let me know that I still had a business that could make it.

Now, George, you said that your a RM is slightly higher than normal for this , uh, reporting period, which was in April, but your normal target would still put you easily on the leaderboard. So what effect did this month's number and then what's the bread and butter in a standard month?

And instead of looking at it as a loss, it's actually a new opportunity to be able to now fill stuff indigent, because at the school we were having to travel, so there was two or three hours of a day that we weren't here within the business. So it now actually afford us a bit more time to be able to get more bread and butter, which for us now that that's been removed is one-on-ones and semi-private.

So my studio focuses on bridging the gap between physical therapy and personal training. Majority of our , okay , that's a good one. Yeah. So the majority of our clients come to us because they've had some injury or ailment in the past that's been kind of an ongoing thing for them .

So some of them have done PT and , uh, love it or hate it, and they're looking for something that's a bit more sustainable or they are trying to avoid it , right?

So some people have had an acute injury, maybe I'm back injury or hip or a knee, and they say, well, you know what, I want to work out because I know it's important to me, but I don't want to do the traditional thing that have led me to the same to begin

Dumping people into a weight room and saying, here's your, you know, $20 gets you access to all my equipment. That's one thing. Providing a personalized one-on-one plan to get someone through and passed an injury within your scope of practice, of course that is a high , high, high value service. And that puts you on a leaderboard. So tell me a little bit about your gym and your business model.

Like what are you selling, how much space do you have clients, all that. Just give us the 4 1 1 on what you're doing at your gym so we can understand.

So we used to max out the class at about 12 persons , and we had a couple of one-on-one sprinkled in post covid . We pivoted quite a bit, right? Because now we have to say, okay, we need to be able to one , recoup some funds and set realistic targets that didn't rely on something that was very high volume, right? Because , uh, you had a CrossFit style facility previously, correct? Yeah,

Unlimited membership is a , is a really smoking deal. It's a high value , super affordable deal. And we have our long time clients that have been here since almost day one . Then we provide one-on-one personal training. So I have one now. I just literally sat down with a new coach yesterday. Um, so about to be two coaches.

I would be the third or one-on-one specialized injury prevention post rehabilitative care and getting people to be what we call brainstorm strong within our facility . So that builds confidence and movement without the restrictions that come with traditional exercise, right? So a lot of times we look at movement patterns in terms of squat, hinge, push pull , but we live in , those are one dimensional movements, right?

Single plane movements a lot of the time and we incorporate a lot of transverse stuff, right? And then we also do semi-private training. So semi-private training allows for up to four persons in our same time slot.

And we try to pair those with someone that has a similar goal or perhaps there are a couple, or perhaps there a group of friends and we get them in at what for some people is a more affordable rate than one-on-ones, but it still had the same schedule flexibility that the one-on-ones have without having to lock them into a class time slot. And they still get some personalized training in there as well .

The second they show up for that NSI, they have trust in you already or else they wouldn't walk in the door, right? So they are trusting us to provide them with a solution for their problem. So if there's, if they're one, know if they're one , no , if there one reason is price or cost I should say, then we can say, well here's a reasonable alternative, right? It's not just, okay, well buy , right?

It's almost like a good, better, best, but good is still great, right ? Because the fact of the matter is my , I think the majority of people just need to move , right? So comes in and I said, I , I think you should train three times a week. And I said , well, I can't really afford three one-on-ones. Awesome. Well how about one, one-on-one per week. And then I'll love to offer you unlimited classes.

And our classes are very scalable, very friendly, and they meet you where you are in your fitness journey and they go, well that sounds great. How many times can I come in? I say , well , you come in up to six times a week for our class, right ? So now in the grand scheme of things, if you did one single one-on-one, and you know what my numbers are, right? So it , and that's kind of a sweet spot for us.

One, one-on-one a week plus unlimited classes almost gets you down to, if you really take advantage of it, that gets you $25 a session, right? Which is a steal if you were to train five times a week, right ? But course it's you the opportunity to do so without breaking it back for most people.

You can make more than a hundred grand a year if you have 150 clients who are paying 225, 200 $5 a month, right? So this is an easy way and you're doing it as this like incredible dropdown sell , we'll call it, where you can say, Hey , I get , I get that you can't personal training with me four times a week at a high rate. However, how about one plus this?

So you got a P group pe you know , get group people in that slot. You fill that up, you're making money there. Then you've got your semi-private, which listeners again is people can be doing the same program or they can be doing their own program in a group of three to four where a coach circulates and there's a very high value service. Again, that's a nice dropdown sell as well.

Then you've got your top tier, which is one-on-one my attention personal training for the hour up to whatever many times a month. And those memberships are thousands and thousands of dollars. You've got this incredible package and you can see how that a RM number starts to come out very, very quickly. Group class. Do you mind telling me how much your group class membership rate is?

And if you don't mind, that's that's fine too.

I just never told 'em about it. And my average revenue per member was $123 a month, not over 500. So this is a huge win right off the bat. So there's more secrets right there that you can take and put in your gym, offer premium services, and when people can't afford them or don't want them drop down a little bit, but tell them about the best way to get results first.

When you sell stuff, George, Anthony, do you do that? Do you give them the best prescription right off the bat saying like, Hey, it's one on one .

It's a huge upkick in revenue, right? It takes it from what could be again, 200 to 400, 400 to 600 , 600 to 800 , right? Depending, are they doing it with your existing clients? I think like in order to affect your a RM is that they already trust you. They already trust you, they already love you, you've already got them results. And this is one suggestions that you can make to get them to the next level.

So when you sit down for that goal review session and you say, here's where we're at, right? And I say , okay, well, you know, I was hoping to get there a little bit quicker. Maybe summertime's coming , I got a event coming up. I have literally, I just had a friend yesterday, we're going on an event this weekend. And he is like, how do I gain muscle and lose fat by next week ?

And I'm like , have you been training with us for the last two months? You been got it done . You know, but the , it's already there, right? They're already in the room. You just have to walk to the conversation.

For those who are in the owner's room at the summit this year, right ? The conversation slightly different, right? But all of your clients should know you. They should know your face. They should trust you. I actually stepped in the teacher class this morning and one of my clients came up and she goes, this is what I pay for. And I'm like, that's awesome, right? So they have that trust in you, right?

So it , it affords the opportunity to say, well, how's it going? And they say, well, you know, I've been having this one issue, I can't get this one move, or I have this one kink, right? That has been bugging me. Well, you know what? How about I get you in for a one-on-one , uh, next week I have a slot tomorrow. And I think those little pieces are also crucial, right?

Don't necessarily 'cause it adds a little bit, I won't use the word pressure, right? But it add , it affords them , oh wow. He's gonna open up his thing just for me, right? So it allows us to say, Hey, you know what? I have an opening tomorrow at three. I'd love to give it to you. Come in and let's sit down and have a conversation. And now you're , you just doubled your number potentially, right?

And even if it's just for one month, two month , three months down the road. But now they know anytime that they do have an issue, they could come back to you and do it again too.

But if you have current clients, and Chris Cooper said this so many times, selling more to them, providing more value to them is way easier because they already know you. So an easy win gym owners , you've got clients, do they have kids? Yep . Can you help their kids? Yep . Do they need to say kids program? Probably ask them.

And if enough of them say, I want a kids program, start with a six or eight week kids program, test it out. If you fill that thing three times in a row, put in a all, you know, a regular kids program. That's just one example. Spouses, same thing. There's all things parents, older adults, 50 plus programs, we talked about this at the summit.

All these different ways to help your current clients more and help their circle because they have this, they love you, right? And so you're, you're a perfect example of that . I wanna ask you about retaining high value clients because you get them, they're amazing. They're paying you, you know, five, seven , $800,000 a month, whatever it is. How do you keep these people long term ?

What are you doing specifically to make sure these people don't go away?

So you can sit down to it, it becomes their decision, not based on something that you did or didn't do , right ? So in order to, it then allows you an opportunity to figure out what do I need to do to keep that right? Because anytime , I think exit interviews are important, as we talk about as well, when a client leaves, Hey, is there anything that I can do better?

And those are the things that you focus on making changes on in order to keep your existing clients . So in order to keep those existing clients, it starts off by having a conversation about what's most important to them , right ? Hey, is weight loss most important to you? Awesome. Now we have metrics for weight loss. Is pain management important to you? Awesome.

Now I can create an intangible goal for you that's based on a scale of one to 10. Hey, how did you feel by the beginning with this issue that you came in with, right ? What , 10 being the worst. Was it a five or a six or a seven? And then in 30 days, hey, remember that same issue that we discussed? Where are you at now? And hopefully they're not still at a five or a six or a seven, right?

So it's, it's being able to quantitatively and qualitatively show proof in the pudding as we say, right ? Show that you are able to get them the result that they need, right? And even more important, I think is building the core of building a relationship with that client, right? Give gift card, take them out for a coffee , develop a human relationship both in and out the gym , right?

Because then not only did they trust you from a professional standpoint, they just trust you as a person, right? I used to have a colleague that said, you need two things to be successful in this industry. Likability and credibility. And you can't have too much of either one, right ?

So I think for my highest value clients that I've been able to keep, and we're just now getting these numbers right , I'm just now starting to see these metrics for leg , for length of engagement, is developing that relationship that doesn't just tie to the workout, that doesn't just tie to the nutrition plan that you gave them. That doesn't just tie to the ward of the day or the the , the programming, right?

It's about developing a genuine relationship on getting to know that person on a different level.

I measured like, you know, deadlifts and Fran times and other things like that, which wasn't a bad thing, but it wasn't the stuff that they cared about because some of them, many of them cared about weight loss or cared about looking a certain way or cared about something other than the stats that I was measuring.

If you measure what your clients care about and then show them the progress along a scale, you were a three, now you're a 10 or whatever it was, you've lost five pounds, you've lost eight pounds, you've improved your deadlift, whatever they care about, you show them that metric, you're gonna retain more members because the progress is obvious to you, but it's not always obvious to your clients.

And it's certainly not obvious if you are not measuring the thing that they care about. So that's a huge one to take away from the show measure , ask the client what they care about, then measure it and then show them the improvement. If you do that, you will keep more members and you'll sell more. I wanna ask you this one, you talked a little bit how you said, you know, two brain mentors that change your life.

Talk to me a little bit about what that means. What specific stuff have you done that really moved things forward? And you talked about covid and the whole thing after that. What have we got on the table here that really made your business better and made you see huge ROI in mentorship?

Nick is a military veteran, so am I two. Nick owns two gyms already three, right? So he is , he's been through what I've already been through in so many different ways and I feel responsible to him to accomplish the things that we plan together. You know, because more often than not, we are the leaders in our own spaces, right? So we don't have necessarily our accountability partner like we are to our clients, right?

For our clients. We're the ones going, Hey, you missed a meeting. Hey, we missed a session. Hey, what's this? What are these numbers? What's this? What's that? And so on. And that's what having a two brain member did for me the most was provided me that accountability. Someone else that I had to respond to, someone else that I had to be able to show up for, right?

And it was for my own benefit, just like we do for our clients.

And it was funny 'cause we were talking about this as gym owners, we all complain, right? About clients that don't show up for workouts when they're traveling or they don't do their workouts when they're traveling or they sign in for a class and don't show up. And then we had a group of gym owners and many of 'em did the same thing. And again, it doesn't matter because they had a great time in Chicago at the summit.

So I'm not, I'm not making fun of 'em . But the idea is that that accountability, every coach needs a coach. And if someone had said, Hey, you know, if I called that person at 4 45 in the hotel and said, Hey , uh, I know you're hung over but we're downstairs waiting on you. That person would've run down the stairs and worked out. But you know, we didn't do that obviously 'cause we had a thousand gym owners.

But you get the idea. So that accountability is a big one. And we saw that, you know, at proof of that, I'm gonna close this one out. You've given a ton of info already. I'm gonna ask you for something specific. So if you go back to a period when your a RM was much lower, you know , you weren't on the leaderboard way lower, what's something that you would do to increase it by just five or $10?

And I wanna give this to the listeners so that they can take this and take a small step today. What do you got?

I stocked it with coconut water and a couple different types of energy drinks that I personally am into, right? So if there's something that at the beginning of the workout , my client sees me taking a sip and they're like, Hey, what's that? It's this awesome buy that drink, you are already buying it for yourself. For example, buy a case, right?

Costs only a couple bucks, but you can pick your number that makes sense to it in the fridge and say, Hey, grab this. And before you know it, that $5 is $10 . That $10 , $20 . 'cause they , they're doing one every single time that they come in. Now that's one that comes with a little bit of cost. What I think even if you were to just say, hey, add something intangible, right? Even if it's a scale, right ?

Say, Hey, you know what? Something we're gonna start incorporating this month is daily weigh-ins or daily challenges. And you say it's only this much to sign up for that challenge. At the end of it, you can reward them with something that doesn't necessarily have a cost. And it could just be acknowledgement, right?

It could be something that's they , they go to the top of the leaderboard, but in order to sign up for the challenge, it's five bucks to sign up for. The challenge are the majority of your clients, again, they know you, they trust you and they're, they're willing to kind of go a little bit with avoid .

And you can get them the things that they want. So that's an easy one. I'm gonna piggyback on what you just said. Another easy one. Quarterly or even twice a year, apparel orders with pre-order, sell 'em a T-shirt. Every one of your clients will buy your T-shirt for 25 bucks or whatever it is. Reorder. So you don't have to stock inventory because I always lost money on that. Easy win. These are easy small things.

Put them on your annual calendar. Do you sell t-shirts? George Anthony ,

And then you can transition throughout the year. You , if you did our , if you did a pile drop quarterly, right? To say, Hey, in the wintertime we're doing hoodies, right? In the summertime we're doing tank tops and hats, right on whatever the case might be. And people wanna support you, right? People, your clients want to support you and they're willing to spend it.

And then the other thing that you said, that's great. Offer something else. Just a small challenge, something like that. Do something else. And what that is adding value for clients. If clients are getting more, they're willing to pay more. And that's an easy one.

So we've given them some really big stuff like focusing on your avatar, having, you know, high value services, dropping down to discounted options like group training. And we've also given them some very small tactical stuff . George, Andy , this has been a , a huge success, I think.

If you do this right now and say January, February, put a calendar notification that says Start Planning Kids program for 2025. You will make money in May, June, July, whenever school is out for you guys. Here's another one. Georgette , I'm gonna let you go. Thank you so much for all this. This is , uh, this has been an awesome show with Todd Gil stuff , my friend. Thank you .

I'd love to have you in that group. It's Gym Owners United on Facebook, or go to gym owners united.com to join. Do it today.