One of the biggest things many gym owners miss is an onboarding process for new members.
Onboarding is the process of welcoming a new member into your gym, getting them up to speed with processes, etiquette, essential techniques, and engaging them with the community.
Onboarding helps directly with three areas vital to successful business; reviews, referrals, and retention.
By giving new members extra attention in the beginning, you will greatly increase their experience at your gym, leading to more leads and future business.
Some of the onboarding process can be automated with emails, however, here's a tactic that will not only help with everything above, but also make you more money up front.
Use A Ramp Up Intro Offer
A Ramp Up offer is something you present to new members when they're first joining, where you provide more value in the first 4 to 6 weeks to onboard them into your gym.
You can charge more for this, which helps with 2 things - it makes every new member more valuable to you, and also helps with the psychology of the next billing cycle.
If a member pays more up front, then is charged less the next month, they will feel like they’re getting a deal. The exact opposite happens when you discount your prices up front. When the second payment is more expensive, the member could feel buyers remorse.
An easy Ramp Up offer is to provide 3 private lessons in the first month plus the cost of training. Something like $399 for three 30-minutes privates plus unlimited training for the first month.
The next month it drops down to $199/mo for unlimited training.
The result is a more prepared and engaged member who will likely refer more members and stick around longer.
The Fast Track Offer
An even more valuable offer could be the fast track offer for premium customers.
This could be $1299 for 6 weeks, weekly privates, training, accountability, and the uniform.
You could sell this as an opportunity for new members to accelerate their learning process, ensuring they get results as fast as possible.
But it also brings in much more money up front, while also helping with reviews, referrals and retention.
Placing this offer next to the Ramp Up offer above will also push more new members to the $399 offer, making that offer much more successful.
Essentially, you are framing what you really want to sell, the Ramp Up offer, as a more affordable option.
Final Thoughts
Of course these offers are completely optional in your business, however, they could be worth testing to see if it leads to more business success.
A small investment of time to fulfill the privates could lead to huge benefits in referrals, reviews, and retention in your business.
Overall, that means more leads, more members, and more revenue to your BJJ gym in the long term.
If you have questions about seeing this up, just book a call here.
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