We can see the light at the end of the tunnel right now, but that’s only the beginning. As more people are vaccinated and their desire for old routines returns, they are entering the market changed. Many haven’t been consistent with fitness and it’s no lock they will be again. How can you tell your story and provide an operation in a way that will secure your piece of this market? Those that are planning this and not letting it just happen to them are those who will see a boost in their business post-Covid.

Gym Ops Radio

#58: Good to Great - How to Level Up Post-Pandemic

A different kind of ABC. Whereas the old Wall Street Gordon Gekko model of Always Be Closing was popularized in the 80s, the modern day sales process is driven more around empathy than persuasion, and in that spirit we look towards Daniel Pink’s Attunement, Buoyancy, Clarity instead.

#57: Selling Is Not a Dirty Word -- The New ABCs

It’s easy to knee jerk to a lot of things right now and say it’s a terrible time to grow. It’s also easy to be doing well and think, we’re in the clear. In order to decide what’s best for your business, the best approach is careful examination of your KPIs, the macro industry market and your micro local market. If you can chart all of those variables, you should arrive at a nice, objective decision on your viability to grow right  now.

#56: Post Peak COVID - Is Now a Good Time to Grow?

Coaching development is a critical part of any successful gym. The key is understanding the balance between reinforcing technical skills + reinforcing cultural awareness. Both are important, so if a gym focuses only on one and not the other they will greatly lack in a particular part of the member experience and leave your business potential unfulfilled. Developing coaches is beneficial for all involved. Invest, spend time on it.

#55: Coaching Development 101 - Where To Focus for a Better Bottom Line

While a high volume, competitively priced model often gets a bad rap in the industry, it actually provides a ton of opportunities to be successful and outperform higher priced gym models. In this episode we discuss some of the fallacies about a high volume model and break down how we've been successful using this approach. 

#54: Why A Volume Model Is Not Dead

We’re very happy and fortunate to be where we are today and if we could change something about what we did, we wouldn’t. BUT...as we evaluate our growth moving forward, hindsight can be a helpful tool and in that spirit, there are some things we would do differently if we were opening a brand new concept today.

#53: What we would have done differently if we started over

On episode 52, Dave and Bryan talk about numbers in their business they don’t like and what they are currently doing to address them. They will talk about strategy for increasing retention, how to handle a class waitlist if you’re in that position, and what to do when your profit margins don’t support the gym’s needs.

#52: “Uh Oh”: What To Do When You Don’t Like Your Numbers

On episode 51, we talk all about the things you should be excited to keep long after the pandemic is over. If you’ve been a savvy gym owner over the last year, you’ve been scouting improvements to your gym, not biding your time until you can go back to an extinct service model. We have five major areas of improvement that we saw at Performance360 that aren’t going away anytime soon, by choice.  

#51: COVID Gifts: 5 Things We’re Excited to Keep Long After the Pandemic

On episode 50, we take you through a six step process to determine what pricing model makes the most sense for your business. We’ll coach you on what questions you should be asking, as well as what considerations you need to be factoring into your decision of that all important question - WHAT AM I GOING TO CHARGE? Class Profitability Equation: Revenue / Class Visits = Revenue per visit. Multiply this by avg. class size to determine revenue per class.

#50: What Should I Charge? 6 Steps to Determine Your Price Point

On today’s episode, we talk about the massive need to fire yourself! If you are constantly doing everything at your gym, then you’re stifling growth, not driving it. We talk about how to take the first steps towards getting others involved, how you can budget accordingly, and why any money you spend will come back to you at least 2x.

#49: How To Start Delegating - Where to Start and How to Afford It

On this episode we discuss what the difference is between your brand and your company (operations). We go over why it’s so important to have a brand, what it says about you, and the benefits that strong brand communication will bring your gym.

#48: Why You Need a Brand and How to Create One

Today, we discuss the four ways that we communicate with membership and why three of them are 100% automated. We talk all about why you should never shy from creating automated processes, and why in reality it will actually lead to more personal communication, improved conversion, longer client retention, and even more former clients returning to your business. 

#47: 3 Steps to Automate Communication for Improved Conversion, Retention, and Return Customers

Today, we discuss the 7 most important interview questions you should be asking, why they are so important, and the alternative version of them to avoid. We’ll set you up with the ability to get better answers, set people up to be a better fit for your culture, and save time by making fewer hiring mistakes.

#46: 7 Questions You Must Be Asking In Your Next Interview

Now more than ever, brand attraction and trust matter. Here are six easy ways to create more interest in your brand right away. Invest in good imagery. Go minimalist in your brand communication. Short and to the point. Always have a clear call to action. Make sure your COVID plan in person is in line with what you promise. Treat members and prospects exceptionally. Be visibly relatable. The guys will talk specifics on how to get better imagery that is more emotionally appealing to prospects, why a ton of fluff on your website is a bad move, why you need a very clear and easy method to experience your gym for the first time, why disconnect with your COVID experience from what you promise can immediately kill trust, a reminder why member care matters, and the importance of creating and maintaining a daily "voice" for your brand. LINKS: https://perform-360.com/covid-19-safety-precautions/ (Our COVID-19 member communication and safety plan) https://perform-360.com/start-here-current-offerings/ (Our CALL TO ACTION example) https://perform-360.com/san-diego-gym-covid/members-area/todays-workout/ (Our daily blog aka "voice") https://www.amazon.com/Start-Why-Leaders-Inspire-Everyone/dp/1591846447/ref=sr_1_1?crid=1YAKLV2IBMUCP&dchild=1&keywords=simon+sinek+starting+with+why&qid=1609864912&sprefix=simon+sin%2Caps%2C269&sr=8-1 (Simon Sinek's "Start With Why")

#45 6 Immediate Action Items to Get More People Interested In Your Gym

Data Point #1: Active Membership by Location Why it’s important to differentiate between total membership, active membership, and paid membership to create an accurate financial forecast.  SCENARIO 1: Active membership goes down, total membership remains the same (OKAY) SCENARIO 2: Active membership goes down, total membership goes down (PROBLEM) Why per location matters? Each one has unique selling points, is there a service failure at one but not the others? It helps to keep focused on the macro, ie. “we’re okay” LISTENER TAKE AWAY: Start calculating your weekly and monthly holds percentage, can you identify intrinsic or extrinsic forces that cause a positive or negative swing? Data Point #2: Micro Attendance Metrics Average class size + total visits in a month. Each one per location and as a company following the same concept of macro vs. micro. Both are important.  Many scenarios throughout this: ALL OUTDOORS, HALF INDOORS, ALL INDOORS. So we’ve needed to know exactly who is going where and why.  Emergency Scenarios: Adjust programming LISTENER TAKE AWAY: Start tracking and see where correlation arises, then use it to forecast when/if it happens again.  Data Point #3: Front End Interest (ie Leads) Total number of names each week into our membership waitlist is indicative of two things. 1. How we are doing as a company in our service offerings (referrals) 2. How much trepidation does the marketplace have with COVID (state of industry) Conversion is important but it’s not the whole story, for example conversion is garbage right now because of the holidays and COVID, but interest is still there which means emotionally people are still very interested.  LISTENER TAKE AWAY: What metrics do you have in place to measure interest? Data Point #4: Avg. Membership Value Basic equation that tells you how much revenue you’re generating in each class, used to go hand in hand with data point #2. Why it matters especially in COVID, less people are able to come to the gym each day. For example, right now we have a problem. Our AMV is the same, yet our class capacity is cut by 40% which means our revenue opportunity is reduced by 40%. Prices have to go up with capacity going from a surplus to a premium.  18 x $113 = $2,034 per class  12 x $113 = $1,356 per class = $678 less per class That’s 1-2 jobs Very similar to the revenue per table in the restaurant industry that’s so crucial to support operations.  If we can get our AMV up over time, then it means we don’t need to rely on capacity, so knowing it is absolutely non-negotiable.  LISTENER TAKE AWAY: How can you increase your AMV without compromising experience?

#44: 4 Data Points to Know During COVID

For gym owners, by gym owners. Hosted by Dave Thomas and Bryan Pritz of Performance360, these two lifelong friends and business partners candidly share how they’ve grown their gym from a single old outdoor boatyard to three locations and annual revenue of $1.2 million over the last decade. Completely independent and unfranchised, Dave and Bryan usher you behind the curtain of their operations and discuss strategies, ideas, successes, and failures that have enabled them to stand out in San Diego’s saturated market and become one of the most successful group fitness gyms in the world.

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