For those running a Yoga Studio, Dance Studio, or Martial Arts business – the actual running of the business can be full-on. But, it’s important to remember the basics. Here is the 7 step growth blueprint I use for my own clients. Everything I have put into this are things that I have learned through trial and error, through working with mentors (good and bad), watching what others do, my own personal development (courses and degrees), and in my own businesses I do the exact same thing.
Why listen to me?
I started my club in January 2011 from nothing, without a clue – and at the end of the first year I had 50 members. It barely broke even until 2015, as I worked full-time during the day, then evenings and weekends at the club (my family barely saw me, and when they did – I was working).
In late 2016, I was chatting with someone at my day job and they said “that’s a nice hobby business you have”. I was so devastated by their statement that I didn’t sleep for 2 nights. I wasn’t mad at them for what they said, I was upset at myself. How dare I let someone think it was just a hobby, I had 142 members! I knew it was time to get serious about my business.
During the lockdowns of 2020 I found that not only did people start coming to me for advice as I had the knowledge and experience to help them, but I also grew my own club. I’ve always been insatiably curious, always learning. My systems and processes make a difference for my clients and their businesses. So it was only natural to start curiousGrowth to help other movement club owners start their own journey’s of growth
Let’s get into the 7 Steps.
STEP 1 – REFINING YOUR OFFER
Refining your offer doesn’t mean you need to change the way you teach or run your classes, not at all. It’s about how you pose your programs (products & services) in a way that addresses the needs and desires of your clients and potential clients.
Considering how your brand sits within the competitive landscape, then reshaping the language you use to entice new people to join up.
Focusing on the Benefits, rather than the features, of your business make a massive change in your messaging.
A. Clearly define your club’s Core Values:
Defining your club’s core values is the compass that guides every aspect of your business. These values represent the foundation upon which your club is built, influencing decision-making, culture, and member experiences. Clearly articulating these values helps potential members understand how their own values align.
Whether it’s a commitment to inclusivity, excellence, or community. Establishing and promoting your core values creates a strong identity that resonates with people seeking not just a fitness or martial arts club, but a community that aligns with their personal beliefs.
B. Identify and address pain points and desires of your potential members:
Understanding the pain points and desires of your potential members is the key to tailoring an offer that genuinely meets their needs.
Get out there and do some market research. Engage with your target audience to identify the challenges they face and the aspirations that drive them.
Whether it’s a desire for personal growth, weight loss, self-defence skills, or community connection, align your club’s offerings with these motivations. Addressing pain points and fulfilling desires positions your club as a solution provider, making it more appealing and relevant to your audience.
C. Ensure your offer aligns with the needs and aspirations of potential members:
Ensuring your offer aligns with the needs and aspirations of potential members requires a deep understanding of their motivations. Tailor your programs, services, and membership options to cater to a variety of goals and preferences. I’m not saying to completely change what you do – I’m talking about “how” you do things.
For instance, if your target audience values flexibility and variety, incorporate diverse class schedules and training styles. If they seek a supportive community, emphasise the camaraderie and social aspects of your club.
Aligning your offer with the specific needs and aspirations of your audience enhances the perceived value of your club in their eyes
D. Conduct competitor analysis to position your offer effectively:
A competitor analysis is a strategic tool to position your club effectively within the market. Identify direct and indirect competitors, assess their strengths and weaknesses, and understand the unique value propositions they offer. Highlight the aspects where your club excels and differentiates itself, whether it’s through specialised training programs, unique facilities, or exceptional member support. This analysis not only informs your marketing strategy but also helps you carve out a distinct niche that resonates with your target audience, making your club the preferred choice in a competitive landscape.
E. Remember to talk about the Benefits of the Benefits, don’t focus on the product:
When communicating your offer, it’s essential to focus on the benefits of the benefits rather than just the product or service features.
Instead of solely highlighting the features of your fitness or martial arts programs, emphasise the transformative outcomes and positive experiences members can expect.
For example, don’t just mention a variety of classes; explain how this diversity keeps workouts exciting and prevents monotony, leading to improved adherence and better results. By illustrating the real-world advantages and positive impacts, you create a more compelling narrative that resonates emotionally with your audience, making your club’s offerings more appealing and relatable.
STEP 2: DIY SOCIAL MEDIA MARKETING (TEST & SAVE)
You don’t need to pay someone thousands of dollars to do your social media marketing
What you need is the know-how and a strategic.
Marketing can be easily done, even after years of the platforms evolution. You just need to get started with a little guidance.
A. Create engaging and visually appealing content for Facebook (But don’t waste time trying to make it perfect – show people what it’s really like training with you. No manufactured rubbish)
Crafting compelling content for Facebook involves authenticity and a genuine portrayal of your club’s training environment. Develop engaging visuals that capture real moments, emphasising the unique experience of training with your club. Encourage your team to focus on authenticity rather than perfection, showcasing the true essence of your community.
B. Utilise Facebook Ads Manager to target specific demographics
Mastering Facebook Ads Manager is essential for precision in targeting specific demographics. Conduct a training session on navigating Facebook Ads Manager, teaching your team (or yourself) to utilise its features for effective audience segmentation and targeting.
C. A/B test different ad creatives, copy, and audience segments
Optimising ad performance requires systematic A/B testing of various elements. Organise to attend a workshop on A/B testing, that will teach you and your team how to experiment with different ad creatives, copy variations, and audience segments to identify the most effective combinations.
D. Implement retargeting strategies to reach potential leads
Retargeting is a powerful strategy to maintain engagement with potential leads. Conduct a session on retargeting strategies, teaching your team how to strategically reconnect with individuals who have previously shown interest in your club.
E. Try different lead generation approaches find out what works for your audience
Exploring diverse lead generation approaches is crucial for understanding audience preferences. Host a session on experimenting with different lead generation methods, helping your team explore the effectiveness of forms, messages, and landing pages in capturing leads.
STEP 3: MAKING SALES FUN
Sales doesn’t have to be “sleazy” and it doesn’t have to be hours of calling with little result.
Have a process that takes people on the journey you want them to take, and instead of feeling like you’re forcing them – you’re simply asking.
A. Practice a phone script that doesn’t focus on sales (example below):
Crafting a phone script that prioritises connection over traditional sales tactics is pivotal in making the sales process enjoyable. Develop a script that centres around inviting individuals to experience your club rather than pushing a sale. Emphasise genuine conversations that aim to understand potential members’ needs and align your offerings accordingly.
B. Incorporate storytelling to connect with potential members emotionally.
Storytelling is a potent tool in making sales more engaging and emotionally resonant. Train your sales team on the art of storytelling, teaching them how to weave narratives that connect with potential members on a deeper, emotional level.
C. Focus on building relationships rather than just closing sales:
Shifting the focus from closing sales to building lasting relationships is a fundamental aspect of making the sales process enjoyable. Conduct training sessions emphasising relationship-building techniques, teaching your team how to foster genuine connections with potential members.
D. Train staff on effective communication and relationship-building techniques:
Equipping your staff with effective communication skills is crucial for fostering positive relationships during the sales journey. Implement training sessions focused on honing these skills, covering areas such as active listening, empathy, and clear communication.
E. Create a positive and enjoyable sales experience for potential members:
Prioritising a positive and enjoyable sales experience contributes to a favourable impression of your club. Train your team on creating an atmosphere that feels welcoming, fun, and tailored to the needs of potential members.
STEP 4: FREE TRIALS TO PAID TRIALS WITH EASE
It’s important to have a process for people to join. People don’t generally walk-in off the street and purchase a membership site-unseen. (Okay, sometimes they do – but it’s not the norm).
Developing a process for people to come in and try things, but still get a little bit of revenue from it, is a great way to introduce them to your amazing products and services.
A. Design a seamless onboarding process for free trial participants: (NLP, Simple Forms)
Crafting a user-friendly and seamless onboarding process is critical for smoothly transitioning free trial participants to paid trials. Stick with the basics, don’t force complicated processes onto your customers because you’re too lazy to do the work – or you’re trying to make it “easier” for you. Any barrier (perceived or real) can result in someone changing their mind.
B. FOMO – Implement time-limited promotions to drive conversions:
Harness the power of the Fear of Missing Out (FOMO) by implementing time- limited promotions. Create a sense of urgency and exclusivity to drive conversions from free trials to paid trials.
C. Develop follow-up strategies for nurturing free trial participants: (scalable and repeatable)
Establishing scalable and repeatable follow-up strategies is essential for nurturing relationships with free trial participants. Implement automated processes that maintain engagement while ensuring a human touch.
D. Don’t have too many trial attend at the same time when trying to convert to paid trial: (1 bad egg can ruin the whole basket)
Ensuring a manageable number of trial participants during the conversion phase is crucial to maintain a positive and controlled environment. Avoiding overcrowding helps prevent negative experiences caused by individual outliers.
E. Automate, Automate, Automate (but still have human touch points) (example of GHL pipeline etc)
Balancing automation with human touch points is key to optimising the conversion process. Leverage automation tools, such as the GoodLife Health Clubs (GHL) pipeline, while maintaining personalised interactions to enhance the overall experience
“Your biggest opponent isn ‘t the other guy . It’s human nature.” R o b e r t “ B o b b y ” K n i g h t
STEP 5: MAXIMISE YOUR TRIAL TO MEMBER CONVERSION RATES
Now that you have an amazing process to get people from Leads to Loyal Members, you need to keep an eye on things.
Managing the trial to member process is vital to ensure that you’re not wasting money on marketing (or on tyre kickers).
A. Manage the important Touch Points, and automate the rest:
Efficiently managing touch points during the trial-to-member conversion is crucial. Identify key moments that require personal interaction and automate repetitive tasks to optimise your team’s efforts.
B. Use a system (CRM) to take the memory out of the trial process, use the system to inform you of where they’re at in THEIR trial:
Implementing a Customer Relationship Management (CRM) system is essential for removing the burden of manual tracking and gaining insights into the trial progress of potential members.
C. Mid-touch point, if you don’t contact them – they’ll move on:
Recognising the criticality of mid-touch points in maintaining engagement during the trial period is essential. Proactive communication at this stage prevents potential members from disengaging.
D. Ask, don’t assume – ask if they’d like to learn about the membership options: (automate this too)
The practice of actively seeking preferences and needs rather than making assumptions is vital. Automating inquiries about membership preferences ensures a personalised approach and aids in conversion.
STEP 6: BEGINNER PROGRAMS – MAKE PROGRESSION COMFORTABLE
It’s not the Good-ole days where people joined your program to become the elite athlete, fighter, future instructor, or amazing black belt.
People join your classes because they want something that is intrinsic to their own needs. BUT….
You still want them to progress so you can see if they have greater potential.
A. Beginner programs can be great marketing tools
Utilise beginner programs as powerful marketing assets to attract and engage new members. Showcase the benefits and unique features of your introductory programs to captivate potential members.
B. “Grading/Testing” can be scary, creating beginner programs that help people explore the natural progression of your style:
Recognise the apprehension associated with grading or testing processes. Design beginner programs that seamlessly guide individuals through the natural progression of your martial arts style, fostering a sense of comfort and exploration.
C. Offer introductory sessions to familiarise beginners with your club:
Extend a warm welcome to beginners by offering introductory sessions that provide a glimpse into the culture and activities of your club. These sessions create a positive first impression and facilitate a smooth integration process.
D. Future Thinking: Map out what they can expect in their first 1, 3, 6, 12 months:
Provide clarity to beginners by mapping out their journey in the first 1, 3, 6, and 12 months. Offering a clear roadmap fosters confidence and commitment among newcomers.
E. Get your existing members to help foster a welcoming and inclusive environment for newcomers:
Harness the strength of your existing members to cultivate a welcoming and inclusive environment for newcomers. Encourage positive interactions and support among members to enhance the overall club experience.
F. Create milestones and celebrations for beginner achievements:
Recognise and celebrate the achievements of beginners by creating specific milestones and celebrations. Establishing a culture of acknowledgment enhances motivation and contributes to a positive learning environment.
STEP 7: LOW BARRIER TO ENTRY VS HIGH TICKET OFFERS
Starting any program can be daunting, let alone when you walk in and at the first change someone is trying to get them to pay up.
Having a set of promotions that you alternate between will allow you to occasionally get some higher priced new starters, versus a regular, predictable, steady source of new members.
A. Create a no-brainer LBE (low barrier to entry offer) that people cannot say no to: (examples)
Craft an irresistible Low Barrier to Entry (LBE) offer that eliminates hesitation and prompts immediate engagement. Develop examples of LBE offers that showcase value and incentivise prospects to take the first step without hesitation.
B. The LBE needs to be no-frills:
Ensure that the Low Barrier to Entry offer is straightforward and uncomplicated. Emphasise simplicity in the LBE, focusing on core benefits without unnecessary complexities.
C. Create HT (high ticket) offers and connect them to Beginner Programs, Challenges, workshops and more:
Develop High Ticket (HT) offers that are strategically linked to Beginner Programs, Challenges, workshops, and other premium experiences. Aligning HT offers with specific programs enhances their perceived value and attractiveness.
D. The Value Stack, load the HT with value and then present them a discount that’s so ridiculous (but still makes you money) that they find it hard to refuse (examples)
Implement the Value Stack approach by enriching High Ticket offers with substantial value. Present irresistible discounts that, while generous, still ensure profitability. Provide examples of effective Value Stack applications to illustrate the concept.
FINAL THOUGHT
If you’ve read all of this and are freaking out. Stop – Breath – You’ve got this.
I’m not saying you should do all of this at once, oh my no. I would consider putting this into a 12 month plan.
BUT – having said that. If you really do want to add 75+ paid trials into your studio or club in the next 90 days. If you do everything listed above it will happen.
If I could double my club’s revenue in 12 months and take my business full-time, then you can 100% totally do this.
You took the leap to start your club, you can do this too!
