How Lenny Signed 9 New Memberships in 2 Weeks
(During Lockdown)
Lenny had built his fitness space primarily on word of mouth and had pursued big names in the marketing space with expectations to help propel his business. Unfortunately, those systems did not deliver for his business.
When COVID hit early 2020, it devastated his business (like most gyms) and he'd remain closed until late Summer. After spending the next half year barely surviving, he knew he needed to pivot.
Here's our execution plan to sign new members, quickly.
Email marketing
Prior to doing any paid marketing, we like to consider organic strategies to get people through the door.
Lenny had an email list of about 600 people: Current clients, past clients, and leads that never converted.
We knew we could tap into this list and expect a good response.
This traffic is "warm" and much more likely to convert on an offer because they already had some affiliation with his business.
Once acquiring his list, we were ready.
Tools needed
The first tool needed is for email and SMS blasts.
There are many email and SMS marketing softwares to choose from. They all work and it comes down to personal preference but the one we used (and still HIGHLY recommend) is Go Highlevel.
It's the closest thing we've seen to an all in one CRM, two-way communication and booking platform. "Go High Level" - Click Here to Start Your 14-Day Free Trial!
The next aspect was a landing page to send this traffic to.
Again, we used Go Highlevel for to host ours, but there are many web page builders that can host landing pages (including WordPress, SquareSpace, ClickFunnels etc.)
Lastly, an online booking calendar was embedded on the landing page. We need to give leads the option to schedule themselves.
The hook
The offer we ran to Lenny's client list was our very own "3 For Free" Deal: Three 60 min Group Training Sessions, Two Weeks of 1-on-1 Accountability, and a 4-Week Tailored Meal Plan.
For this type of campaign, we've found it best to bundle services together.
Think about services you already offer in your initial consultation or 'Day Pass' that you can spice up.
For example, many gyms provide a body composition test when initiating new members.
As part of your offer, you can say "Get a free body analysis: BMI, body fat and body part measurement and receive a tailored plan for your body type!"
This sounds way more attractive than "Free body composition test!"
Needless to say, bundling Lenny's services together proved to be of interest to his audience. Within the first 48 hours, people started biting...
Outcome
By the end of the campaign, Lenny managed to sign 9 new memberships (5 in one night!), proving to be one of the smoothest seasons of his business.
Watch the full interview with Lenny and Simon, below! 👇