The New Way To Market Your Gym

This week on the podcast we are showcasing a training that I delivered at one of the UK's largest fitness industry event called Performance. The training is called the new way to market your gym and we showcase the old way of how gyms use to market and many still do and the new way. This is the ultimate way to get attention, leads, sales, revenue and additional profit into your business in the future. So if you want to know the new way to market your business in 2026 and beyond, this is the episode for you. Ten years ago, I was not very good at marketing, but that was okay because marketing a gym 10 years ago was very, very easy. You could place a post on Facebook or Instagram and get massive engagement and replies. You could boost that post and get inquiries for pennies. You could run direct mail and get mass responses and that did work. But as time goes on, as the market becomes more sophisticated, as the consumer has more choices, as the standards rise in the fitness industry and there's more competition saying the same message, it's become harder and harder to use these tactics to get sales and growth. And most importantly, impacts within your business. But the good news is that there still is an incredibly effective way to get all the inquiries and sales and growth you are looking for in your business. But in 2025, it's more important than ever that you have a system in place to generate those leads and customers. And that's exactly what I'm going to run through in today's talk. We're going to run through the exact system that you should be running to get more leads, to get more customers and ultimately grow your business. Before we dive in, who is this presentation for? If you're an established Jim owner and you want a bigger salary, you want more profit in your business, you want great revenues, you want your recognition for your work and you want to impact more people. This is the talk for you. A little bit of background about myself. I'm the head of growth here at fitness marketing agency. I've been marketing for Jim specifically for 10 plus years. We're currently working with over 430 businesses. And I've personally overseen the ad spend of over 9 million pounds within my time, marketing in the fitness industry. And the reason I tell you this is not to brag, the reason I tell you this is because we track the data of our client results. We know what works, we know what doesn't work. We know the short term trends, the long term trends. And that's exactly what I'm going to share with you today. There's no fluff. There's only data driven tactics that I'm going to showcase for you. I have two objectives for this talk. Number one is you to change the way you look at your market and how you market your business. And the number two, I'm going to go quite tactical into this talk. There's going to be a number of things that you can take away an implement into your business. So before we dive in, a brief bit of information about fitness marketing agency. There's a team of 30 behind the scenes that are all working hard to get incredible results for our clients. Three times a year, we run our client only masterminds. This is one of our events at the Viva Stadium in Dublin. We run these three times a year. Has anyone checked out the fitness marketing agency podcast before anybody? A few hands amazing. What if you haven't every single Wednesday, we drop a brand new high quality episode on Spotify, iTunes, YouTube. And we showcase the top performing gym owners and how they have grown their scale and scaled their business. And they leave nothing off the table. They reveal all. So if you're looking for some incredibly helpful resources every single week, I recommend checking out the podcast. Now, before we talk about the new way to market your business, we need to look at the old way, how most people look at marketing when it comes to getting sales and signups. Now, as a gym owner, you were spinning many plates, the service, the staff, the finances for admin, other tasks, and then comes a period of time where you need more customers. So you run marketing with the intention of making sales, you get some inquiries, you get some members and then you kind of stop folks in there and then you focus on other elements of the gym. Then you need more members. So you run some sales focus marketing to get inquiries to get more members and you go round this cycle again and again and again. And the first time you do it, it will work. But the more times you go round the cycle, the less successful it becomes. It becomes harder and harder. You get less leads, you get less customers, you have more frustration, you have less profit. Now, let me break down exactly why that is. But first of all, we need to zoom out. We need to look at the bigger picture of the marketplace. So this image on screen right now is a representation of your local marketplace right now. And the people that are ready to buy, they fall into the top category and it's just 3% of people. Now, that's not 3% for you, that's 3% for your competition and other providers to the solution for your prospects may need. So every time you go round and just run sales focus marketing, sure, it does work, but it becomes less successful because you continue to eat into this small pool of people and then there's more competition that comes in. So they start fighting for the small portion of people and it becomes harder and harder and more frustrating. Here's the good news, though, the majority of the marketplace are there and they can be some of your best customers. But when we run sales focus marketing to people in the marketplace that aren't ready, that marketing is inappropriate to them. So they are not going to respond. And in fact, if the only time a prospect sees your business trying to sell your product, you may repel them over time. So you need to have marketing that is appropriate for every individual within each category within your marketplace. And I'm going to run through what that looks like. Now, there's a process in place that you need to achieve to be able to get a prospect to become a raving fan. So this is the new way, by the way, you want to build a marketing machine that predictably attracts perfect fit members this week, but plants that but builds the runway for members next month and next year. This is how you should look at marketing. It's a machine. It is always on every single day your business is putting out a message to people within your marketplace and depending on where they're at within the entire marketplace as I referenced earlier. So let's look at the steps that you need to achieve to get customers the new way to get clients. So this is the acquisition journey. So right at the end here, we have create advocates raving fans, your best customers. Before that process, you need to sign them up. Then you have sales inquiry. So running ads to get people or running marketing to get people to sign to register interest for your business, then we have problem aware signal engagement awareness and education. Now, if you are frustrated that you do not have enough member signups, you do not have enough inquiries. And if you do not have enough inquiries, you do not have enough people creating a problem aware signal. And if you don't have enough of that, you have don't have enough of engagement and then you don't have enough awareness. So if you want to get the outcome of predictably generating high quality customers every single month, we need to reverse engine there this. We need to run through every single step before someone becomes a perfect fit customer. And I'm going to run through each step with you. So the first one being awareness and education. Now, the majority of people in your marketplace don't know you exist. Even if you've been established for over 10 years, I guarantee there's thousands of people in your local area but do not know you exist. But the problem is as the gym owner, we live in a bubble and we we assume everyone knows who we are. But the reality is for most of you, awareness is low. So the first step is we need to increase the awareness to your service and to your brand to promote who you are and how you help people. So this is step one. And so when we look at this over the marketplace, right? We're speaking to this unaware portion of the marketplace. And by the way, the reason to do this is that everyone's fighting for the ready to buy people. The way you get ahead of your competition and the way you stand out is you go further, you invest into the long term, you invest into these people here because your competition aren't. So when people are eventually ready, they go to you versus anyone else. So we're going to focus on the aware and a little bit of frustrated. So step one is now this isn't going to be brand new knowledge, you're going to be thinking, well, this is pretty obvious, but let me elaborate. Step one, you want to create content that tells stories and educates your audience so they can understand who you are, who you help and how you help them while creating value and building trust. Now, when people hear me say you got to create content like that, that's very obvious information, right? But people make a fundamental mistake when it comes to creating content, they just create content that they're trying to get likes, they're trying to chase the algorithm when you need to be looking at that content creation completely different. Step one, who is your audience, who am I trying to attract? Step two, now look, your ideal prospect right now that has a problem, your marketing should be a map showcasing your pathway to their success. But here's the thing, there's multiple pathways for that prospect can have to get to their success. So if there's someone that wants to lose weight, your option as a GM is one of those pathways, but then they've got ozempic, they've got weight watches, they've got online coaches, there's many different pathways. So with your content, the purpose of it should be how can I get them to buy in that my pathway is the one that they should take versus anyone else. That's how you need to think about your content. I'm going to show you two really good examples of a client that has done this, and then I'm going to show you how we amplify that process to build out the awareness. So this is our client's him read, he's been invest for multiple years, his gym does over 40,000 pounds a month monthly recurring revenue without taking on a single new customer, he will be on our panel tomorrow at one 15 breaking down how he has built his business, and this is an example of his content. So let me just play this video if you'd better check out. But most people think of a gym, they think loads of mirrors, loads of gunning men, loads of noise, and quite an intimidating environment, whereas at EVC it's a little bit different. As you can see we've got people doing some some lunges with different variations, some swimmers for shoulder health, and a nice controlled friendly and non-intimidating atmosphere, one more to one. So if you want to kind of first and get intimidated by gyms or if you don't quite know what you need to do or how you need to do it, then we might just be the place for you. Amazing, so this is such a great example of the map methodology. So he's saying most people think gyms are full of grunting men, egos and mirrors, where we're a little bit different. Here's why here's a map that you think is the only way to get results, here's our map for so much better and fun. It's educating and building awareness of who we are, who we help and how we help them and put an eye density into the marketplace. Let's look at one more example. This is a really good one. Cheap commercial gyms are absolutely fantastic. There's no commitment, which means you don't need to really dedicate yourself to anything. If you know what you're doing and you're comfortable being in a gym, then absolutely great and they're really going to serve you. However, if you do feel like you lack motivation, dedication or education, when it comes to your fitness training and lifestyle, then somewhere like this probably isn't going to help you get life-changing results. You probably need somewhere that's going to guide you through something, that by step, with expert coaches in a nice friendly and non-intimidating environment. Whilst this isn't necessarily bad, it might not be for you and just so you know there are other options. There are other places that will support you a lot better, like the empowerment training center, just saying. So he's saying this is a fantastic option for some. It's flexible. There's no commitment, but if you're someone that struggles with motivation, maybe there's a better path to your success. Here's what we do at ATC. So it's showcasing one pathway and highlighting why that pathway may not be for you and why this pathway may be the best fit for you. So these are some really good examples and what you should take in as inspiration for when you make content in the future. Right, look, let's say you've got the content, you've got it on your page. That's great. There's a problem. Let's say I just post that content on your Instagram, on your Facebook. The reality is that organic reach is getting lower and lower. So you can make spend loads of time and effort creating content for it to be seen by barely anyone. On average, Instagram will show your content to 8% of your followers. On Facebook is even lower, 1.3%. So you put all this time to create content, but it doesn't get in front of the eyeballs you're looking to. So it's a little bit of a waste of time if you just do nothing with it, which is why we want to take that content and implement a strategy that's going to dramatically accelerate the speed that you build your awareness and trust in the local marketplace. And this is where you should always be advertising. Every single day your business should be running some sort of adver of some sort. Now, when I say advertising, people assume I run an advert, I'm trying to get sales. No, you should run this type of content as advert without the intention of trying to get sales. You're not trying to get sales. And in the long run, it will help you get more sales. It sounds counterintuitive, but it works. So we use utilizes as a method called the Media 365 method. And I'm going to show you exactly how this works and how you can implement this. But another couple of reasons of why you should always be advertising is because there's a number of benefits to your business when ads are being shown on the newsfeed. And I spoke about this earlier, that marketing machine always on, always showcase, always showcase the message when you are running adverts, your website and leads increased 10 to 30% versus when they're off. You'll get more social media followers that can interact with your stories and content. Plus you'll get more inbound messages and inquiries while you do this. So we market this content for the purpose of awareness and building trust without the intention of getting sales. We will end up getting more sales some in the short term, but mostly in the long run, because we're showing up in the customer journey. And we're providing marketing that's relevant to those people that aren't ready yet, but will be later. So it's super important. So the way that this is structured, by the way, is this is a Facebook ad set up. You would set. And by the way, this talk I'm mainly going to be talking about online strategies. There's loads of great things you can do offline, but I've only got 45 minutes. My job is to show you the most effective ways to get eyeballs and the cheapest way to get eyeballs is meta advertising. For every single video that's being viewed, it's cost 2P. 2P to get in front of someone and get them to consume your message. You can't buy anything for 2P nowadays. That's powerful. And if you're not utilizing this strategy, you're not getting the awareness you need, which is going to slow down your growth in the future. Now the way this strategy would work, if you would take your content that you posted on Instagram and Facebook, and you would pull it through your ads and you would run them. Now let's say I upload a new piece of content, I would then turn one of them off, and I would upload a new one and turn that on. So every week and every month, there's a rotation of content showing up in the newsfeed of my audience. I'm creating multiple touch points. And by the way, to get a customer to buy, you need to make multiple touch points. On average, it takes someone seven hours worth of content consumption, whether that's videos, photos, emails or multiple platforms to get them to trust you enough to buy. So this process will accelerate the speed that that happens versus just posting content, which is going to be slower. Have the best of both worlds. Post organic, elevate it using advertising. Now we've spoken about the unaware market. Let's move them to people that are problem aware and frustrated. How do we market to those people and get them to engage with our marketing by creating something that is relevant for them versus just sales marketing? So you want to create a problem aware signal. So the goal of this is to get people to give you their name, email and phone number in exchange for something of value that signifies that they have a problem that you can help with. Because if you are able to find your ideal fit prospects and get them to register interest that signifies they have a problem that you can help with, that's a really good sign, but they could be a great customer later on down the line. So what does this look like? There's two ways you can implement this. And what we're finding works really well is we create publications that can be given out to your local audience. Now, having a publication that is well designed, well branded and looks slick builds trust and authority. Anyone that has ever released the book instantly has more trust in their space and it's the same principle here, but also people that are in that frustrated element that aren't ready to buy. They may not opt in for an ad or ad or marketing versus sign up to my gym, but they might be at the level of commitment to give their details. And let's look at this ebook in the middle here. How to feel fitter stronger and more energetic at 40 than you did in your 30s. If you run content and ads and get people to opt in, and your gym specifically helps the majority of people that I 40 or over, and they opt in for an ebook that says how to feel fitter and stronger at the age of 40 and above, that's a pretty good indicator that person's going to be a good fit for your gym later on down the line. But if you would just run a piece of marketing that said sign up to my gym, that may not have worked very well. So we want to meet them where they are at within the customer journey to get them to engage because the more we can engage, the more touch points, the more trust, and that will lead to a sale. So the framework of this or how you would run this looks a little bit like this. You would run an ad or a piece of content. It would go to an opt in funnel with the book on. They would enter in their info, their name, their email, their telephone number on the thank you page, they can get the book or they can actually fill in an application and potentially booking a call and become a member there and then. So you may get some sales, but again, the intention isn't to get sales, but it will help you get sales later on down the line. Cool. And the next step to do with this is once you've got those emails is you want to build your list and you want to email your list. Now, this is not a new strategy, but this is something massively underutilised by gym owners and you should be utilising your database to consistently nurture. Earlier, I said it takes seven hours worth of engagement over multiple channels. Email is one of those channels. It works really well. The bigger you build your list, the more emails you send to that list, the more members you will get. And it's important that as a business owner, you invest in assets that you own. Instagram, Facebook, TikTok, it's all rented land that we're on. How would you market your business if those channels disappeared? That actually happened recently. TikTok went down in America, granted for a few days, but imagine if it had gone down forever, so many businesses would be just done like that. But if you've got an email list, if you've got a database, you can continue to market to your audience. Who could you just email their list at least once a week, by the way? Cool. The minority. And every time I ask that question, it's the same thing. You should be emailing your list once you generate these leads to create these touch points. And guess what? Your competition aren't doing this. They're not putting in the effort to have long term marks in success, but you can. And it's not that hard in 2025 to create emails. You can leverage AI to speak in your tonality and voice to get that outcome that you want. Perfect. So we've spoken about the unaware market. We spoke about the frustrated market and problem aware. Now let's get to the ready to buy the fund it where we get where we find out what's the best way to get people to register interest to become an inquiry that will become a customer. So this is sales conversion. This will be broken down into two elements. One, the marketing element of what you need to do to be able to generate leads that are ready to buy that are going to come into your gym and sign up to your gym. The next step, we're going to talk about the sales process. What's the most efficient way that you can sell to those leads to get as many conversions as possible? So let's start with the objective here. Place a direct offer to the marketplace for people who are ready to take action. So that's quite simple. You need to have some sort of offer. It could be a 30-day trial or six-week program. It could be anything. You want to have some sort of offer that you can place into the marketplace, whatever it may be. And you want to place that onto advertisements. We find the best success works with meta ads, Instagram and Facebook. And we have tested many different funnel variations of what's the best way to get someone from scrolling to bicep curling in someone's gym, let's say. And this is the best way. It's called the fitness funnel framework. It's where they will run an ad. It will go to an opt-in page. They fill in an application and then they go to a confirmation page where they can potentially book in a call or just go for the sales process. We've tested other variations trying to find something better. This is currently the best one. And next year, if something changes, I'll be letting you know exactly what that is. Now, a big issue people have when it comes to running ads to get people to sign up to my gym is how do I stand out? There's a lot of people copying my marketing. Everyone's marketing looks the same. The market is saturated. There's competition. There's people that copy us. There's people that have stolen our work and marketed it as their own, which is cool. But we really have to innovate. The job of marketing is to stand out. So how do we stand out in this marketplace? And the answer and something that we found the works really, really well is to look within, ask yourself, who are your best customers? And do I want to bring more of those in? And then we're going to feature those people within our marketing. So this is something called UGC. And for those that don't know what it's called, you've definitely seen it. It's called user generated content. Now, you've probably seen this on Instagram from people who sell wellness products and they're reviewing it, they're speaking over it. Now, this is very different to like a classic video testimonial ad. A testimonial ad is someone saying, I signed up to the gym. I've been there for a year. I've lost loads of weight. The staff are really friendly. That doesn't work very well when you're looking to get conversions because the message that is crafted isn't direct enough to elicit a response to get them to opt in and become a customer. However, with UGC, we can get the best of both worlds. We can get the proof of concepts of a happy customer and also showcase in our perfect fit customer while also crafting a message that is agreed upon between us and the customer to create a message that converts. So this is the way to be unique. No one can copy the stories of your customers inside your business. No one. They're unique, but they also relate to particular demographics. So this ad worked really well with our busy dads campaign, looking for people that are time crunched in parents and put themselves last. So I'll show you an example of this ad. Hi, I'm Richard. I live in Limfield and I'm a busy dad and a business owner and before joining PPT, I'd really let my fitness slip. Someone I know was going to potential personal training and they recommended it. So I thought it's about time I do something for my health and fitness. At first, I was nervous, but it's really such a friendly place and a non-intimidating environment, which makes it great fun to train. I started seeing results immediately, but I think my biggest achievement is that I've been able to make it fit into my busy schedule and stay consistent for so long now. Training is now something that I can do and look forward to as part of my schedule, rather than a chore. I'm sleeping better, I feel better and I just have more confidence and energy in everyday life. So if you're like me and you need to prioritize your fitness, give PPT a try and promise you you won't regret it. So a couple of reasons why I love this ad as well. Most gyms, the market, market from within their gym and the people that you are marketing to are probably currently not in a gym. So straight off the back, there's a disconnect between your message and where they're at. This type of advertising, it's got his kids wrapped around his legs, going up the stairs, it's got him at work. It brings the outside life of the gym with the inside life of the gym together. It shows what life can look like when you've got a good gym routine going and the message is crafted. There's a framework to the words that he's saying there. I'm a busy dad. I couldn't have time for myself since going to PPT. I believe this is one of our clients. They do over 40,000 in monthly recovery revenues as well and have a great profit margins. Here's another example of a UGC ad for a busy mum who is career driven. Hi, I'm Lorna. I live in Limfield. I've always loved sports and going to the gym, but after having my two kids and working full time, I struggled to get back into it. I felt sluggish, stressed and guilty for not doing enough. Someone recommended potential personal training, which is a local gym that has small or semi-private classes. I immediately felt comfortable with the trainers and its approachable community feel. I can choose from strength, cardio or hybrid classes, which is great depending on how I'm feeling that day. Since joining the gym, I've been able to find a consistent workout routine and surprise myself for the strength and fitness that I've been able to achieve. The biggest thing I've noticed is being able to regain that sense of balance and control in my life. I feel a lot less stressed, happier in myself and the energy to keep up with life. It's now a non-negotiable for me. So if you're looking for a way to prioritise yourself again, try PPT. So again, look at those clips. How many other moms could relate to her situation? She's got her kids out of the park, she's on the commute, she's on the laptop, she's busy, she doesn't have time for herself. That's a unique story that a lot of people can resonate with. And then you've got the benefits, and then you've got her kid on her shoulders, they're dancing, they're happy, they're successful. It's a narrative driven ad. And as humans, we are naturally attached to storytelling. So the better stories you can tell are the results you've got, the more people that are going to be attracted to work with you versus anyone else. That is so much more compelling than like, come get shredded. Do you know what I mean? This relates to so many people in the local area and it will resonate and it works so well. So this is how you be unique. What we've also found when it comes to getting leads is we found some good success with retargeting. So retargeting is where let's say someone watches my video, they land on my website, maybe they're a lead that they don't opt in. You would place an ad in front of those people specifically versus people that haven't interacted with you. And we have found that this works pretty well, but the way you need to do it is the content of the ad needs to continue to educate the prospect of why they should click and opt in and become a customer. Because when somebody clicks on an ad or responds to a piece of marketing but doesn't buy, they've most likely got a fear in their head that they've built up over years and years and years. So what we want to do is we want to create marketing to see if we can overcome those fears to actually get them to be able to take the next step. So I won't play the video because I want to make sure I've got enough time to finish this and answer any questions. But this is an ad, you might not be able to see the writing on screen here, but basically Tim knows his audience and he knows the biggest barriers to all the members that came into his gym. And we create an ad that says the free most common fears Northampton residents have before joining a gym. And then he just lists them out. He goes like, Hey, these are the free biggest cop. These are the free most common fears. Everyone has before joined our gym. What if I've got injuries? Don't worry. We've got loads of people that had injuries and now they're pain free. What if I've never excised before? We work with loads of beginners. Come join us. Number three, do I have to spend hours and hours to get in the gym to get results? No, you can spend two, 50 minutes sessions a week to see noticeable results. So we're pre, we're like we're overcoming the objections before that would even take place to give the insurance and educate them that these are the right people for us. So they may see our ads with our offers. They don't buy and then we look to educate them further and push them to an opt in page. And it's a different page. It's a specific page with more information on because the type person that hasn't opted in may need a little bit more information. I mean, it will go to a sales process. Something else I want to talk about is that a lot of gyms will run the same offer over and over again. Like they'll run their six week program. They're six week challenge. They're 30 day trial, they're 21 day, etc. Whatever it is. They'll run that offer again and again and again. And then what happens is is that people get a bit fatigued specifically with that offer. An example I have is actually a client of ours called Gavin Denny owns GWD. He is open in a brace second facility as first ones doing phenomenal 50,000 pounds a month. You're recurring revenue. He's been working with us for five years. And he in his current location, he's noticed costs are higher to get customers. And then recently he's added in yoga to that to his gym. And then when he returned on the yoga advertisements, he got a flood of inquiries that came in that were like, "Could Drupal less in cost than the other ads?" So it's the same platform, the same marketing, the same audience, but the offer changed. So people like the offer. So you should look to rotate your offer. You should also look to have different offers at different stages of your marketing. So you want to have an advertisement offer, which could be a six week program, a 30 day trial, whatever it may be. You don't want to have a specific offer for your website because lots of people that see ads will see them, go and Google you and then go to your website. And for whatever reason, that six week or that 30 day offer may be an appeal to them. But a specific offer on the website, maybe like a free assessment or whatever it is will be more will be a better step for them to take. Don't we have a backdoor offer? And I'll go into what that is in a little bit. I'll get to that in just a moment. So more offers, more sales. The more offers you can put to your audience of those people that are potentially ready to buy, the more sales you are going to make. If you have one entry point, there's less points for people to enter. So you want to open it up and have options that are available for different types of people. Cool, the conversion process. This is the process of when I get inquiries into my business. They've registered interest. They've filled in an application. They've said they're interested. What's the next step? So there's two things that you must have in your business moving forward. It was two things. So first is system. And the second is your cadence. So you need to have efficient sales systems. All of you should be able to know how many leads you generated last month, where they're at within the sales pipeline and how many of them converted specifically what percentage of them have converted. You should have that information. So many gemones, they're like, they've got their leads in like a spreadsheet and it's messy and they can't see the data. And what gets measured gets managed. So if you're able to actually see your conversion process, you can then make improvements to it. So what our clients have is this system called the closer system. This is a client of ours and this is you can see the last 30 days of data this year. So what you can see on this system, how many leads 176 the opportunity value and the current conversion rate, which is just under 20% and he's generated 8.7 K in front and sales. You can clearly see how many leads 176 and how many sales and the conversion process there. So if you need to have visibility on this, because if you don't, you could be massively losing out on the opportunities that you have. For example, let's say this guy was blind to the data and he didn't realize it, but the sales were 10% and he's still made 4K, which is pretty good. But imagine if he didn't know that and thought he was doing good, when he could actually see he had massive room for improvement and he could work on that process and then he could get more money from the same amount of leads that he's already got. You need to make sure you have a system and also when you have a system, you can see each lead when they opted in what communication they've had and you can see the journey within your pipeline. You need to have a system like this in place, whether it's this one or something else, have a system. You will make more money when you have a system in place. Number two is speed to lead. When inquiry opts in, how quickly you get hold of them or depend on how many sales you make. If you want to get ahead of your competition, here's an interesting stat, 7% of companies respond to leads within 5 minutes. Well, 55% respond in 5 days or more, which means, statistically speaking, most of you aren't calling your leads quick enough. Some of you are. Who's calling their leads pretty quick? Who feels pretty good? We've got a few people there. That's what we like to see. But a way to instantly make more sales from the leads you've got is call them faster. If your bathroom had a problem with the plumbing and you inquired with a plumber, how quickly do you want him to respond and call you? The answer is probably one minute, right? That's a professional service and you would feel very, very good. Treat your service as the same. Get holding all leads as fast as possible. It's professional to do so. Someone makes an inquiry. They're reaching out to you, reply to them. Speed to lead will massively increase the amount of sales that you make. Next is gyms. gyms often think I need 50 or 100 new leads this month. I need 100 new leads and a 50 new leads to get the sales I need. And that is a way to get the outcome you're looking for in terms of members, but actually you need 50 engaged leads. You need 100 engaged leads. You don't need new leads. New leads are a means to engage leads, but the likelihood is, if you're a gym owner and you've been operating your business for years, you've got hundreds of people in your database, thousands of people on your database. So if you can engage 20, 30, 40% of those people, your life gets a lot easier in terms of bringing in new members. If you're utilizing the data you've already got earlier, I mentioned a back door offer. This is something our clients utilize a lot. They will email the inquiries that have opted in that haven't purchased and they'll give them a timed offer of a free day window to come in and take some sort of special offer and to be able to get responses. Once they respond, they can get notified of those leads. And that is the equivalent of getting a new lead. Having that person signify that they're interested in this offer that we have. It works really, really well. So you need to think how many engaged leads do I need this month, rather than how many new leads do I need this month? That will make your life easier. The basis consistency, the best gyms we have and the most successful gyms we have are the most consistent when it comes to their sales process. They're consistently getting hold of their leads in a short amount of time. They're consistently making the same volume of calls or interactions with inquiries. If I signed up to your gym and week one, I came to the gym three times, week two, I came to the gym no times, week three, I came to the gym once, and then week four, I came to the gym three times. What are my results going to be like? If I continue this pattern of inconsistency, am I going to be shredded? No, it's the same with your sales process. If you are inconsistent, expect inconsistent results. It's a very simple concept, but one that if you are consistent will help you get a lot more customers to tighten up your sales process. The next one is create advocates. Now I am not the best person at this event to teach you how to create the best coach and service, the greatest service here. There's other people here that are going to be better suited for this for me. But what I will say is that the better you can make your service, the easier it is to market your business, the less pressure you have when it comes to marketing your business, and when it comes to creating advocates, this is where you can build more referrals from your business. This is where you can create more crafted content and stories and fuel the awareness that fuels the engagement and it goes round in a cycle. If you get this bit right, your life becomes much easier. You do not want to be the gym, but just slings people into your gym and they come out the bad door just as fast. You can't fix a bad product with marketing, but marketing will massively impact a fantastic product. So look, hopefully your guy's service is great, but if it needs improvement and speaking of advocates, these are the free metrics you should focus on moving forward when it comes to your marketing. The first is tied into advocates is lifetime value. Do you know on average how much a customer is worth to you when they walk into the gym? Do you actually know that number? Our clients do, and it means that they know exactly how much they can spend to get a customer. The longer the bigger your lifetime value is again, again, the easier your marketing is, the more you can spend to get a customer and the more you can spend, that's another way to outdo your competition as well. Look at like JD gyms as example, like shoes gym, they got nice gyms. What they do when they open their gyms, if they sell five pound memberships and you know they're taking a loss, but they know that they're going to get the money back and they can outspend their competition. So if you figure out your lifetime value, you can figure out how much you can spend on marketing, which goes to point number two, knowing your cost per acquisition. How much does it cost you to buy a customer? That's what you should think about when it comes to marketing. How much does it cost me to buy a customer? And then back to point number one, how much do I get back for when I buy that customer? Because the bigger of a lifetime value and the lower the cost per acquisition, the better life is going to be in general. Number three, is your conversion rates. These are the levers you have to grow through acquisition. So if you get a hundred leads, you convert 20%. How many of those continue on in your business? How many transactions do they make? What's the average sale? Those are the factors that if you improve, we'll grow your business. Those are the levers that you have apart from the model, but that's for a different talk. So these are the free metrics you must focus on moving forward. If you want to have success, this is the most important thing here. Perfect. So I just want to quickly showcase somebody who has run that strategy and the results they've got. So this is Jack Wally, runs a small group personal training gym. These are stats from January 2025. He spent a thousand pound of marks in, got 27 new sales at over 200 pound, banked 6,400 and his cost per acquisition is 39 pounds. If every time you gave me 39 pounds, I gave you over 200. How many times would you give me 39 pounds? Unlimited, you would do it again and again and again. Obviously, Jack actually turned his marks enough because he wanted to service them to create advocates. That's an important thing as well, right? You don't just want to continue, but he could continue if he wanted to, but it's probably not the best interest to go more because he wants to provide a great service, which will in turn help the marketing. But that's a fantastic result right there. This is Roy, one of our clients in the Netherlands. In January, he took on 32 new members and signed them straight into a 12-month commitment at 278, which contracted 100k of revenue. He spent 2600 on marketing. That's 80 euros per customer. Again, for every time that I gave you 80 euros, you got a customer back that paid over 3000. How many times would you do it again and again and again? This is Jack Wheeler. Last month, last year, actually, he finished on over $3 million between two gyms there and he increased his profit share by 10%. He also did it by working the same amount or maybe a little bit less until multiple one to two week getaways. He's able to take the time off because he systematizes business through marketing and also other elements there as well. So these are the results you have when you play this long-term game when you market your business for success. Now, I want to offer you guys some free resources if you do want to find out more specifically. One, I'll send you the slides to this talk, but two, I will also send you this bundle in the post. So this is going to help you with your sales. It has the 10 most common sales objections and how to overcome them. If you get your phone out and you scan that QR code, you can get this sent to you in the post completely free. You will also receive the slides to the talk as well and also a little protein bar there as well. And you will get this sent in the post. So go ahead, get your phone out and scan that QR code and opt in.