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what's up everyone this is Alex and we just had an amazing weekend all my

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gym loads came into town and we got to spend 12 straight hours two days

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actually gets it's 10 hours both days so it's 20 hours whatever there's a lot of

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hours basically going deep diving deep into the fitness gym business and I want

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to give you some of the sweet sweet takeaways so the first thing is at one

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point we did a little stand-up thing we're at everyone all the

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how much extra money they had made in the last four months working with our

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system and you wouldn't believe in the numbers the highest one was 234,000

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dollars in additional revenue second highest was 220,000 we had another

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another couple that was over 200,000 this is an additional revenue that they

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had made in the last four months since they started using our system so it was

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really exciting really cool for us and got to meet everyone in person who we

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hadn't met and I think it's also cool for the gym most it connects and how

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they have a community of other A players or gym loads programs the highest

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program where where all the guys you absolutely crush their watches and

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understand the need for more levels of service and basically want to learn

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the rest of the secrets of how to run their gym all the stuff that's underneath

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of the iceberg not the tip but everything that's underneath that makes the

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machine run and they join that but anyways it was a really awesome weekend and

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there's a million takeaway so I'll probably be sharing a lot of those in the

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next few days but the theme of the weekend that I told them and I want to kind of

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relay that to you is that retention is everything

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retention is the game I could tell you that I talked to hundreds of gym owners on

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a monthly basis and there are only two types of gym models that make money

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the gym owners who have some of my private studios who obsess about retention

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and making sure they keep every single person and the second model is the

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large group training model where you have you know usually in the neighborhood of

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a hundred to two hundred dollars a month and in recurring revenue per person

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and people who obsess about retention for that so there's really just one

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business model that was kind of what I did there and it's people who obsess

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about retention and the reality is this is that if you have three ways of

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building a business you can acquire more customers you can get customers to buy

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more times from you or you can increase the transaction size right and within the

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gym model the way that that works is you have your face of marketing and referrals

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right or Instagram working too so all three of those as the ways that you

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acquire customers and then you have all of the internal plays warm traffic

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plays to ascend customers up get them to spend more money with you give them

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samples at a discount of the higher levels of service internally so that they

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desire higher levels of service because actually know what it's like and then

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how do you give them amazing service so that they will stay and not leave right

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which is getting them to buy more times right giving them to buy more months of

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service with you real quick guys if you can think about how you found this

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podcast somebody probably tweeted it told you about it shared it on Instagram

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or something like that the only way this grows is through word of mouth and so I

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don't run ads I don't do sponsorships I don't sell anything my only

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asses that you continue to pay it for do ever showed you or however you found

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out about this podcast that you do the exact same thing so if it was a review

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if it was a post if you do that would mean the world to me and you'll throw

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some good karma out there for another entrepreneur and just for everyone is

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here just as a side note to pop to my head contracts I don't think mean a ton

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I mean we definitely have people use six month and 12 months contracts but the

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only reason someone will stay is if you're continually delivering value it's

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easy to sell people it's hard to keep people okay unless you're really paying

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attention to this so the first thing here and this is the biggest the first

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thing that I want everyone who's listening to this to do is go down and

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calculate what your retention rate is I had some of the dimwards raised their

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hands I said who here knows what their retention numbers are no one raised

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their hands right this is our first meetup can't you own an ex meetup they

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all know their numbers but you have to know what your decision numbers are if

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you don't know what it is I guarantee you that's your problem like right off the

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bat it's because you don't even think about keeping your customers and I know

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some people will listen to this and be like well we've had people for three

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years duh every gym businesses had that so that is not because of you a lot of

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time that's because of things that have happened outside of you like there's

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there's a there's a lunch place nearby me that I go to all the time not really

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because they're that good it's just because it's really convenient for me right

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and so a lot of times we think that we're doing something really special because

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we have a few people are quote core that have been there forever but if you can't

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grow past a hundred EFTs it's because it's because you don't think about growing

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right all you're thinking about is cold market acquisition but and I'll quote

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Dan Kennedy on this if you if you spent all the money and took all the effort and

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all the time to acquire customer by God don't lose them right and so we

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try to think about this all the time with an armistice like how hard do you

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think it is to acquire a gym owner versus acquire someone who wants to lose

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weight everyone needs to lose weight how many gym owners are there not as many

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right and so by God I can't lose them once I've gotten them and so like what can

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we do to get people to stay a lot of people trying to blame their customers and

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be like oh not like you know people are they wish you wash you but if you can

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really really over-deliver to your customers in such a way from an

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experiential standpoint it has nothing to do with results okay here we say it

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again has nothing to do with results you get them in with results which means

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you do need to produce results and you especially need to market with results

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but it's the experience that keeps them all right now in my business most of

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people that I talk don't have the money to pay me so I literally have to go and

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make them the money to pay me but it was your case it's not the situation okay

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so within the weight loss industry you bring them in with results because that's

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what they think they want but they really want is they want the rest of their

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human needs satisfied connection significance growth contribution all right

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variety and routine at the same time you have to satisfy those needs and that is

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what's going to keep someone okay so the biggest takeaway that I want to

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relate to you is one make sure that you're you're measuring your numbers when it

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comes to retention if you're not measuring your numbers I guarantee you're losing

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tons of people okay once you do start measuring your numbers then you can

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actively start implementing things to try and keep people and you can also see

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what month people are on when they're leaving track that as well because if you

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start seeing that there are blips right like let's see it month three month six month

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twelve that's what people leave right then you can start over delivering in the

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month prior and getting them through the quote hump of attrition that people

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sometimes experience so first thing track the numbers second thing track the

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people who are leaving what month of service are how long they've been with you

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so you know when it happens and it's not just when people cancel it's obviously

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when people's card starts working or a decline happens and then don't you

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don't recover okay so it's important to track that because that's actually

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usually where more than half of the declines come from are sorry more than half

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of the cool cancels come from this from people who decline and then don't give

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you new new payment information okay so use those two things start thinking

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about retention it'll be a common thing that I'll bring up a couple more times

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in the future because it is the game if you can think about conceivably if you

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could never lose a customer you would always grow and your business would be

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thriving and so it's the fact that you continue to have holes in your bucket

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which is the reason that you can't grow and cutting nutrition percentage believe

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it or not it's significantly easier than attracting your customers it's just

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that most people are in such a scarcity mind that they don't want to focus on

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retaining customers they're only thinking about when can I get my next hit of

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new people but as soon as they have them in the door they don't even pay

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attention to them and look for the next group right and if you can retain

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customers then it means that you will be able to ask for everyone else and then

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your cold traffic marketing ironically will be the easiest thing in the world

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to do all right so have an amazing day guys hope hope that was useful for you

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and kind of refocus you on what's really important within the business if you

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are someone who has never gotten your gym to full capacity I would love to show

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you how we get gyms from zero to full capacity in 30 days we have this free

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case study you can opt in for it to gymlunchsecrets.com for slash quiz to you

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IZ on the thank you page you can schedule a call if you feel super ambitious and

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we will hop on the call with you and we do not take money on the first call so

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no pressure all right so have an awesome day guys and I'll talk to you guys soon