You don’t have to have been in the Fitness Industry long before you realise that finding a steady and consistent flow of new members every month is crucial to survival!
New members are the life blood of gyms and fitness businesses the world over! Without a consistent flow of new members signing up, you could see your business go backwards very quickly.
The one thing that separates the really big, successful chains and franchises of gyms apart from the smaller operators, is that they have automated systems in place for bringing in new membership every month.
At Boom Marketing, we specialise in Lead Generation (Just a fancy term for bringing in new members) specifically for the fitness industry.
During our years of working with gyms and fitness businesses, we have found a few key strategies that work without fail to bring in steady streams of new members, consistently…no matter how big or small you are.
The problem is that, for the most part, only the big players have really adopted these strategies so far!
But we are here to help you fix that.
Here are the 5 steps that you should follow if you want to automate your lead generation and have new members coming through your doors consistently.
These exact strategies are what we use to help gym and fitness business owners to;
- Book out new classes.
- Bring In 100+ New Members Per Month.
- Automate the flow of new members and take the headache out of finding them!
- Cut down drastically on labour intensive marketing efforts with low return.
Step 1: Create a Compelling Offer Your Target Market Can’t Refuse!
Step 1 is all about coming up with a really compelling offer that your target market simply can’t refuse. Many gyms offer a Free Trial of some description, such as a free class or free bootcamp so that prospects can try something out for themselves and get a feel for your gym.
Those offers work really well. But be sure that you make contact with people wanting to come in for the free trial and get them to commit to a day or time to come in. Tell them you will be waiting to meet them at reception etc as you need to get a good, solid commitment from people, so they actually show up!
Other offers we have seen work really well include;
- First 2 weeks of membership free
- Free 15 minute consultation call (This was done by a client of ours who is a post-natal fitness coach! Highly effective!)
- First Yoga Class Free + Free Yoga Mat.
Remember, the aim is to get as many people as possible through your front door so you have an opportunity to show them how awesome your gym is and, ultimately have them sign up for membership.
Step 2: Build a Landing Page Dedicated Solely To That Offer
Step 2 is to build a great, high converting landing page. There are lot’s of software packages and apps out there that allow you to do this easily. Don’t worry, you don’t have to be a web designer or coder to do this. Try Click Funnels, Instapage or Lead Pages for some great templates.
In designing your landing page, make sure you feature plenty of great images and video and information about your gym/fitness business. But the main focus of the page should be around your compelling offer (from step 1)
Include a sign-up form where people can sign-up to avail of your offer.
The sign-up form should include name, phone number, email address and a preferred time/date they would like to attend.
Step 3: Set Up Highly Targeted Facebook/Instagram/Audience Network Campaigns to drive ideal prospects to your landing page
Once you have created the glossy new landing page, it is time to send highly targeted traffic to your landing page.
Use the Facebook Ad Manager platform to advertise across Facebook, Instagram and Audience Network all at the same time!
Create ‘Conversion’ Ads for Leads in Facebook’s Ad Manager and get very specific about your target market. For example, if you want to fill up your 10am classes, consider targeting Mums of young school aged children, in your local area, with an interest in fitness/yoga/running etc.
Don’t forget to install the Facebook Pixel on your landing page so you can track your leads properly!
Step 4: Systemise your conversion process as much as possible
Systemise your conversion process! If you have created a really compelling offer, chances are you will be flooded with new leads! So you need to systemise a way to bring those prospects in, book them into a class and give yourself or your coaches dedicated time to talk to them while they are in, so that you can begin to develop a relationship with them. Remember, it’s all about people getting to know, like and trust you before they will do business with you!
Many of my clients call new leads in the first instance, then book them into a class, then follow up with reminder text messages. Texts have a much higher rate of open than emails!
Step 5: Re-target
Step 5 is all about re-targeting. Create a re-targeting campaign on Facebook Ad Manager, to re-deliver ads to people who visited your landing page but did not sign up for your offer. Doing this means that you are reminding people you are still there and you may pique their interest the 2nd or 3rd time they see your ad.
Step 6: Measure ROI and Scale Up
It’s number crunch time!
This system only works if you are converting enough leads to members at the right price point.
For example, if it costs €5 to get a new lead and you get 100 new leads a month. That’s a €500 ad spend.
If you convert 25% into paying members (typical in the fitness industry) – that’s 25 new members in a month.
If your monthly membership costs €50, that’s €1250 in monthly membership fees and most members stay for a year, so that’s 12x€1250 = €15,000 annual revenue from a €500 spend!!
Now that is a whopping 2900% Return on Investment!
Worth it? We think so!!
Now you can scale up by increasing your ad budget and bringing in more leads each month.
This is essentially what the big guys are doing in fitness. They are building a lead generation model that works and they scale it up over time.
If all of this sounds like too much work, fear not! At Boom Marketing, we specialise in exactly this process. And the best bit is that we only charge per lead that we bring in for you!
Meaning no upfront costs, no monthly retainers and no wasted marketing budget each month. We focus solely on getting new leads for your fitness business and you only pay us for the leads we bring in! Win win!
If you would like to find out more, please email us at firstname.lastname@example.org or call on +353 85 134 1242. We’d be delighted to set up a free consultation call to see if we can help you grow your fitness business quickly.