The 4 Funnels Your BJJ Gym Needs For More Leads, Members, & Revenue

I was wrapping up a year-end review with a client last week when he said to me…

“Will, you do a great job getting us leads, but how can we get more without spending more money?”

Now, I wrote last week, how leads aren’t always the answer to your problems.

But..

If you have your systems dialed in, like sales and retention, then cranking up your leads machine is the path to scaling a profitable BJJ gym. 

I was glad he asked, because there are 4 essential funnels your gym needs to keep the leads coming day after day.

And when these are all working together, the results compound for massive impact, including cheaper marketing costs and more net profit.

Let’s explore.

1. Referral Funnel

Referrals will always be the best leads for your gym, as they’re free and the most likely to convert into members and remain for longer.

The biggest thing I see is that most gyms don’t have a referral system set up, and if they do, they don’t advertise it regularly.

The first step is to set the incentive for members to refer their friends. It could be a free month, free privates, or the best option, cold hard cash.

Then, there are 3 main ways to drive referrals:

1. Set annual reviews with each member and ask them directly for referrals at these reviews.

2. Run referral challenges in your gym, like the one laid out in this free guide.

3. Advertise your referral program in your newsletter, in the locker room, and in announcements after class.

The referral funnel might be the most profitable one you can establish, so give this one some attention, and don’t shut it down if no one jumps at it.

Play the long game and keep the referral funnel going indefinitely. 

2. Content Funnel

Another huge missed opportunity by many BJJ gyms is creating consistent content. Content provides so many benefits to your business, it’s a crime to skip on it.

First, content brings attention to your gym. Be it blog posts, YouTube videos, podcasts, or newsletters - all of these things are meant for consumption.

Content can set you apart as the authority in your local area. It also improves your SEO, making your website more easily to find by qualified leads.

And, it helps to keep current members engaged so they stick around longer.

The key is to remain consistent. You must create content every week if you want to keep up in today’s online world.

Determine what format you like, and what is most sustainable for you, and commit to it weekly.

The truth is, if you’re not making content, your competitor is, and he’ll get the eyeballs you want.

Content is the modern cost of doing business.

3. Social Media Funnel

Everyone knows the power of social media for business. Billions of eyes are on social platforms each day and it’s a highly effective way to get new leads.

The nice thing is that you can use your content to feed your social. Cut your longer form content into small, digestible videos or posts and upload them daily.

You can also create a lead magnet and offer it on social to collect qualified leads. Then, start conversations with anyone who shows interest in your content.

People are literally building million dollar businesses by selling in the DMs.

Click on the guide above in the referral funnel section to see how to get “scrappy in the DMs.”

Always use a call to action in your posts, and engage with everyone who engages with your account.

You can get dozens of qualified free leads each month by devoting time to social every day.

4. Paid Ads

The final funnel is the Paid Ads funnel, which is what most gyms rely on to generate leads each month. 

While I always recommend running paid ads, as that’s my primary skillset and I can vouch for their effectiveness, they’re much more effective when you have the other 3 funnels already in place.

Most people will check out the profile of an ad they click on. If there is a weak presence there they will be less likely to trust the ad.

If you have an active account with a lot of engagement, people will take action on your ads. Regular content builds trust.

The content you create can also be used in your ads. Having regular content gives more opportunities to test fresh content on leads.

Your gym should be running paid ads all the time, but it will be more effective, and the cost per lead will be cheaper when the other funnels are in place.

Don’t forget this tip when running paid ads.

Final Thoughts

The only funnel that will cost you money is the paid ads funnel, while all the others just take time and effort. 

But most gym owners try one funnel, don’t see the results they want, give up and try another.

The secret is committing to all of them, because when they’re all working together it will compound the results.

That means more leads, longer retention, and ultimately, more revenue to your BJJ gym.

If you need help setting any of these funnels up, book a call.