You need leads to grow your BJJ gym.
Every business survives on two things; a flow of new clients and keeping current members.
Many gym owners don’t have an accurate understanding of these two vital parts of their business.
By tracking metrics you can better understand what's working, what you might need to improve, and overall, get a better idea of the health of your gym.
There are four main metrics you should track when it comes to leads.
By understanding each one it will identify where you need to place more attention, improve, or invest more resources.
Let’s explore.
Total Monthly Leads
The first and most obvious metric that most gym owners loosely follow is total monthly leads. Of course this is the most important because it represents interest in your gym and opportunities to pitch your service for new business.
We’ll tackle lead quality in a later article, but from experience, most gyms who don’t actively advertise average 10 or less leads per month.
Gym who invest in paid advertising, SEO, and referral campaigns, like the ones TAC/MRK specializes in, average typically 30 to 100 leads per month, depending on the size of the market.
Ideally, you want as many qualified leads as possible each month to give your business a chance to grow.
All of the following metrics are also based off of the total monthly leads, which makes it the most important of the four.
Book Rate
The book rate, or number of leads that book a session at your gym, is important for a few reasons.
First, is reveals the quality of your leads. If you get 100 leads but you can only make contact with and schedule 10, or have a 10% book rate, chances are you’re wasting money on low-quality leads.
If people are properly targeted, they will complete a form and answer when you message them to book. They are interested in what you have to offer.
You would be much better off with lower total monthly leads but a 100% book rate because this means your advertising is effective and hitting the right market.
A low book rate can also reveal an issue with the submission or follow up processes too. If you take too long to respond, leads will likely look elsewhere.
Or, if there is no follow up, like an automated email upon submission, guiding the lead with the next steps, you will likely have a poor book rate.
This gives you an opportunity to improve these things and increase the book rate.
Show Rate
The show rate, or number of leads that actually come in to your gym, is a vital metric to track. If you are getting a ton of leads, and even bookings, but no one is showing, this reveals something about your processes.
If people are not showing up, this usually means you’ve done a poor job of nurturing the lead from first contact to first visit.
When they first submitted the form their motivation and emotions to try BJJ were strong. If too much time goes by until their first visit, they will get distracted, lose motivation, and flake.
You can solve this by encouraging leads to come in the same day or day following first contact, and maintaining contact with them every day until they show, which can also be automated.
The worst thing you can do is book a new lead and never contact them again, hoping they’ll show up.
Aim to schedule no more than three days out from first contact.
Conversion Rate
The final and tied for most important metric is the lead conversion rate. This is the percentage of total leads that become paying members.
Ideally you want this number as high as possible. The industry average is around 30% of total leads, however, with the right processes in place, and tracking the other 2 metrics, you can improve this above 50%!
To determine your conversion rate, simply divide the number of conversions or new members by the total number of monthly leads.
By improving the book and show rate you will give yourself more chances to improve the conversion rate.
Conversions happen when people believe your product will solve their problem or provide some kind of value that they need.
So improving your sales process or front-end offer, aka the first thing your lead will buy, is your best bet at improving your conversion rate.
If no other lead metric changes, but you can improve your conversion rate, that will equal immediate revenue in your business.
That’s why this is the most important metric to track and improve. It directly equals money in your gym.
Final Thoughts
You can improve your gym simply by tracking these metrics. Just the act of tracking is correlated to improvement.
They say you can’t manage what you don’t measure, so start measuring as soon as possible, if you’re not already.
Each metric reveals an aspect of your business processes that can be changed or improved.
If you need help with any of these metrics, or getting more leads to your BJJ Gym, book a call here.
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