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The Gym Ascension Ladder: Increase Retention & Revenue Without More Clients · Gym Business Coach Podcast

• 0:00
  [SPEAKER_01]: All right, welcome back to the gym business coach podcast and host him lines and outer space today.
• 0:05
  [SPEAKER_01]: Which one of our any extent?
• 0:06
  [SPEAKER_01]: What's up, Matt?
• 0:06
  [SPEAKER_01]: Are we doing with tapping into the Artemis, too?
• 0:09
  [SPEAKER_01]: Yeah, we're in the Artemis to on the surface of the moon.
• 0:13
  [SPEAKER_01]: The dark side.
• 0:14
  [SPEAKER_01]: What do you think about that, man?
• 0:15
  [SPEAKER_01]: And these guys going to the moon.
• 0:16
  [SPEAKER_01]: Did we ever go to the moon in 1968?
• 0:19
  [SPEAKER_01]: Do you think we ever went?
• 0:20
  [SPEAKER_00]: If I were to go off of what I've seen, and again, who knows what to believe anymore?
• 0:25
  [SPEAKER_00]: But I would personally say no.
• 0:28
  [SPEAKER_00]: Yeah, I think that it was, I think it was a great sell.
• 0:30
  [SPEAKER_00]: You know, it's a time for what we needed with, you know, with Russia.
• 0:33
  [SPEAKER_00]: And all the years, I haven't been back until now.
• 0:35
  [SPEAKER_00]: I think that kills me as the lost technology.
• 0:38
  [SPEAKER_00]: Oh, we lost the technology to be able to do it again.
• 0:40
  [SPEAKER_00]: Sure.
• 0:41
  [SPEAKER_00]: Okay.
• 0:41
  [SPEAKER_00]: NASA.
• 0:41
  [SPEAKER_00]: Not as smart as individuals in the room and just interesting.
• 0:46
  [SPEAKER_01]: I don't know how you all feel, but that's just a weird one, right?
• 0:48
  [SPEAKER_01]: So these guys are floating around on the moon and the back side and weird.
• 0:52
  [SPEAKER_01]: Where are the aliens at?
• 0:54
  [SPEAKER_00]: Yeah.
• 0:55
  [SPEAKER_00]: Let's find those.
• 0:56
  [SPEAKER_01]: They're out there.
• 0:58
  [SPEAKER_01]: So I heard all the, you know what, this is totally off topic, but we're going to go there.
• 1:02
  [SPEAKER_01]: There was this, um, I think it's called the Y files.
• 1:05
  [SPEAKER_01]: Have you seen this YouTube channel, the Y files?
• 1:08
  [SPEAKER_01]: Anyways, very cool channel talks about just history in general.
• 1:14
  [SPEAKER_01]: And there was some unredacted classified stuff from NASA about some space missions and stuff.
• 1:21
  [SPEAKER_01]: And they
• 1:22
  [SPEAKER_01]: And they had a code word Santa Claus that they saw aliens.
• 1:25
  [SPEAKER_01]: They would say, oh, there's Santa Claus and sure enough in the, there's a recording.
• 1:31
  [SPEAKER_01]: A poll.
• 1:33
  [SPEAKER_01]: Definitely Santa Claus out here.
• 1:35
  [SPEAKER_01]: Definitely, I was like, okay.
• 1:36
  [SPEAKER_01]: Well, that was interesting.
• 1:38
  [SPEAKER_01]: Totally off topic, but we're just saying it because if you guys look at our YouTube channel, we're on the one moon on the moon.
• 1:43
  [SPEAKER_01]: All right, guys, listen, two, two major things happen in June, 25th through 27th.
• 1:48
  [SPEAKER_01]: You're going to want to be in the growth summit.
• 1:50
  [SPEAKER_01]: Okay.
• 1:50
  [SPEAKER_01]: That's it.
• 1:51
  [SPEAKER_01]: Scottsdale tickets are on sale.
• 1:53
  [SPEAKER_01]: Now fit pro grow summit dot com guys.
• 1:55
  [SPEAKER_01]: We have an amazing event.
• 1:57
  [SPEAKER_01]: The second part of the as there's a pool party at the end is when to come hang out after the event we just celebrate have a good time, but three days of learning.
• 2:04
  [SPEAKER_01]: uh... number one jim business summit out there this is all we speak on as business uh... you can go to some another event like uh... perform better or these other events you can talk about the training side of it but we're talking about straight business and this is for the gym owners guys uh... we want to help you win
• 2:22
  [SPEAKER_01]: and we guarantee, we have a promise to come out, you'll have your best year ever after coming to our event.
• 2:29
  [SPEAKER_01]: So it happens over and over and we just never talk about it.
• 2:33
  [SPEAKER_01]: People just break in records left and right and keep in it there.
• 2:36
  [SPEAKER_01]: So, and one of the things we talk about in our coaching program is Ascension.
• 2:40
  [SPEAKER_01]: It's not something we really bring up on this show a whole lot.
• 2:45
  [SPEAKER_01]: But I remember learning ascension a long time ago.
• 2:48
  [SPEAKER_01]: I guess probably out of Russell's book.
• 2:50
  [SPEAKER_01]: It was the ascension ladder.
• 2:51
  [SPEAKER_01]: If you think about a stair stepping like a staircase, the bottom, you've got people have never heard about you.
• 2:57
  [SPEAKER_01]: What are the things that you can do to get them into your ecosystem?
• 3:01
  [SPEAKER_01]: Yep.
• 3:01
  [SPEAKER_01]: Free content, post, as you move up the ladder,
• 3:05
  [SPEAKER_01]: the idea is this.
• 3:07
  [SPEAKER_01]: Every step you take, you're getting closer to the source, meaning the coach or the guru that's kind of the person that's created the frameworks.
• 3:15
  [SPEAKER_01]: Every step you move up, and of course every step you move up, there's a higher cost to the consumer, and you have the very bottom level that you get again.
• 3:23
  [SPEAKER_01]: You get this podcast is our lowest level on our value ladder.
• 3:26
  [SPEAKER_01]: It's just free, isn't cost you anything.
• 3:28
  [SPEAKER_01]: But within each piece of that, you should be able to get some type of results.
• 3:32
  [SPEAKER_01]: So like listening to this podcast, you should be able to listen to what we're saying and go implement things, right?
• 3:38
  [SPEAKER_01]: You're not going to work directly with us listening to us on the podcast, but this is a, you know, a step in our value letter.
• 3:44
  [SPEAKER_01]: Maybe next up is like a $7 book.
• 3:47
  [SPEAKER_01]: you have an e-course video series.
• 3:51
  [SPEAKER_01]: I think about this at the gym level like you've got your free content and your blogs and your posts and stuff.
• 3:55
  [SPEAKER_01]: You could have a book at your gym.
• 3:56
  [SPEAKER_01]: Yeah.
• 3:57
  [SPEAKER_01]: Absolutely.
• 3:57
  [SPEAKER_01]: You could have a podcast at your gym.
• 3:59
  [SPEAKER_01]: But once you get into the gym, you've got the lowest level.
• 4:02
  [SPEAKER_01]: There might be a trial.
• 4:03
  [SPEAKER_01]: Some kind.
• 4:04
  [SPEAKER_01]: It could be a free or a low level trial.
• 4:06
  [SPEAKER_01]: maybe you have a basic access membership, maybe you've got a class base membership, that's limited, maybe you got a class base membership that's unlimited, maybe you move up and you get personal training or semi-private and then maybe personal training at the top, maybe at some of these levels, there's nutrition or stretch therapy or recovery sessions, and it's just this whole, it's like your business model on a stair step.
• 4:28
  [SPEAKER_00]: Yeah, and to add to that, as it goes up, not only is there more revenue for the business more cost of the consumer, typically, but there's also the better opportunity to get a result.
• 4:38
  [SPEAKER_00]: That's either kind of synonymous, right?
• 4:41
  [SPEAKER_00]: It's yes, you typically get closer to the source.
• 4:45
  [SPEAKER_00]: And that's where the results typically come into play, right?
• 4:48
  [SPEAKER_00]: You're paying for more access, more more results.
• 4:51
  [SPEAKER_00]: And
• 4:51
  [SPEAKER_00]: So the way that I always articulated our coaching clients is like they're, you know, every step.
• 4:57
  [SPEAKER_00]: Yes, cost goes up, but so does the results in the operating for the consumer.
• 5:01
  [SPEAKER_01]: That's the idea, right?
• 5:02
  [SPEAKER_01]: You, you know, for us, like at Jim business coach, we obviously have our springboard program.
• 5:09
  [SPEAKER_01]: That's as set level that has calls, and then when you get to the iron circle, that's our highest level.
• 5:15
  [SPEAKER_01]: Um, you know, you're working directly, you know, I'm doing calls with everybody.
• 5:19
  [SPEAKER_01]: You come to our events.
• 5:20
  [SPEAKER_01]: It's like a, it's just the highest level and the most results come out of that group.
• 5:24
  [SPEAKER_01]: Absolutely.
• 5:24
  [SPEAKER_01]: They just do.
• 5:26
  [SPEAKER_01]: Um, and so back, bringing it back to your gym, um, you know, the highest results that you can probably get with a client.
• 5:33
  [SPEAKER_01]: And like if you had it on your menu, like on your service menu, it's probably one on one coaching with you, the owner.
• 5:39
  [SPEAKER_01]: uh... with a nutrition plan where maybe we're sending meals to your house uh... maybe you're coming in once or twice week for some stretch you got supplements involved is like this top top package maybe you're throwing peptides in there and who i don't whatever right and we're at the very top of that ladder blood work it well that's the highest price point but if you were to say like hey if if i could give
• 6:00
  [SPEAKER_01]: Everything that I know possible to get to kind of guarantee my client's results, it would be all the things I just said.
• 6:06
  [SPEAKER_01]: Yep.
• 6:06
  [SPEAKER_01]: They would be working directly with you.
• 6:08
  [SPEAKER_01]: If I just could work with them and if I can send food to their house and I can, you know, make sure that they're doing blood work and peptides and all this stuff, I know that I can get results.
• 6:15
  [SPEAKER_01]: Well, that's the very, very tip top of the value ladder.
• 6:19
  [SPEAKER_01]: But most people don't have, they don't, they always are kind of missing the bottom and the top.
• 6:25
  [SPEAKER_01]: That would agree.
• 6:25
  [SPEAKER_01]: And they, you know, and the most gems kind of have this like center layer of just like their base membership stuff that.
• 6:33
  [SPEAKER_01]: you know people stagnate out of and then they churned so like a really really easy example is a large group training metabolic style boot camp style gym you know you guys all have these clients that you know they get to a certain point in their conditioning their muscular endurance is they could do two classes back to back and it's like man they're even breaking a sweat yeah
• 6:55
  [SPEAKER_01]: And then they kind of just stop getting results because their bodies just one they're not pushing themselves hard enough right you can see them going half reps and all this stuff like if you can get them to do the full work out they would get better results, but like they're at this that just kind of plateau and so.
• 7:10
  [SPEAKER_01]: There comes a point in time where those clients, while they still love it, they just kind of aren't moving on the scale or they're strange, or they just don't look better, and they don't feel better, and they just say they look at what you offer, and you don't offer anything else, and they just start like, well, I'm leaving.
• 7:26
  [SPEAKER_01]: because I want strength training that you don't offer here, or semi-private, or private, or whatever.
• 7:31
  [SPEAKER_00]: Or they're looking for a different way of getting the same thing.
• 7:35
  [SPEAKER_00]: So if they're looking at another gym that just, you know, hey, fresh color with the walls, different music, you know, something along those lines, but either way you lose the client.
• 7:43
  [SPEAKER_00]: Yeah.
• 7:43
  [SPEAKER_00]: And that's the problem.
• 7:44
  [SPEAKER_01]: Yeah, and, you know, a really great example.
• 7:46
  [SPEAKER_01]: There was a Jim owner, you know, Brandon would go out of Florida.
• 7:50
  [SPEAKER_01]: He was a tried and true class based model for years for his whole career, right?
• 7:55
  [SPEAKER_01]: And he had those fire breathe and clients that just got, you know, they would, they're just in great shape.
• 8:00
  [SPEAKER_01]: And sometimes they would do two classes back to back and all this stuff.
• 8:04
  [SPEAKER_01]: And he finally introduced some of my private training where they're actually doing different exercises and putting some weight on their back and kind of like, you know what I mean?
• 8:10
  [SPEAKER_01]: I'm pushing a little bit.
• 8:11
  [SPEAKER_01]: And those clients absolutely loved it because the soreness was back.
• 8:16
  [SPEAKER_01]: Great.
• 8:16
  [SPEAKER_01]: These are the people that thrive in that pain.
• 8:18
  [SPEAKER_00]: Yeah.
• 8:19
  [SPEAKER_01]: It's not everybody, but like this, everybody knows the people I'm talking about.
• 8:22
  [SPEAKER_01]: You can name five in your gym right now.
• 8:25
  [SPEAKER_01]: That just are this type of person.
• 8:27
  [SPEAKER_01]: Well, when they got a chance to experience some of my private and really strengthen the tradition, they they they've fell in love with it because their bodies had adapted to the metabolic condition and stuff.
• 8:39
  [SPEAKER_01]: And so now that they're over here, now that now that's the next step in the value letter and the thing about that is when you move somebody up,
• 8:46
  [SPEAKER_01]: When you get better results for them over time, but they get the retention.
• 8:50
  [SPEAKER_01]: Big time.
• 8:51
  [SPEAKER_01]: They get the retention, well, you know what?
• 8:53
  [SPEAKER_01]: I'm on a new journey.
• 8:54
  [SPEAKER_01]: I got a new path.
• 8:55
  [SPEAKER_01]: I got a new thing to worry about or work on.
• 8:58
  [SPEAKER_01]: And they see their body changing again, and they're willing to stick around longer.
• 9:01
  [SPEAKER_01]: So.
• 9:02
  [SPEAKER_00]: And the beautiful, the beautiful, beautiful thing about some of my private and string training in itself is that it continually, you can continually aggressively overload.
• 9:11
  [SPEAKER_00]: You're right.
• 9:12
  [SPEAKER_00]: So you don't have to necessarily change the way you do the workout.
• 9:16
  [SPEAKER_00]: You can be on that program and continually get a increased result without having to change the style of workout, the movements, patterns, all of that type of stuff.
• 9:25
  [SPEAKER_00]: If you want some more weight, you put some weight on there.
• 9:28
  [SPEAKER_01]: Yeah, that's that's a really good point because that never ends.
• 9:31
  [SPEAKER_01]: There's always another weight.
• 9:32
  [SPEAKER_00]: Always more weight.
• 9:33
  [SPEAKER_01]: Right.
• 9:34
  [SPEAKER_01]: And so like that that becomes the thing right that you can continuously progress your clients and then eventually look guys there's
• 9:40
  [SPEAKER_01]: You hear us talking about keep your main thing the main thing.
• 9:43
  [SPEAKER_01]: That's really the core message here, but there needs to be a point in time where your business is running on all cylinders.
• 9:52
  [SPEAKER_01]: Your main thing is your main thing.
• 9:53
  [SPEAKER_01]: It's more than covering your base operating expenses, and you want to maximize your profit.
• 9:59
  [SPEAKER_01]: You want to maximize the results for your clients.
• 10:02
  [SPEAKER_01]: Well, having a high end thing isn't a bad thing.
• 10:06
  [SPEAKER_01]: As long as you can service it, laws it get your clients better results.
• 10:10
  [SPEAKER_01]: It's within your scope of practice, right?
• 10:13
  [SPEAKER_01]: You believe it.
• 10:13
  [SPEAKER_01]: You can believe you believe in this thing.
• 10:15
  [SPEAKER_01]: Your coaches can sell it and there's margin there.
• 10:17
  [SPEAKER_01]: Like, those are those are our six questions that we filter through and say, you know what?
• 10:23
  [SPEAKER_01]: I'm going to consider this thing because all the business ops is great.
• 10:27
  [SPEAKER_01]: I've got coaches kind of like waiting to do the next thing.
• 10:32
  [SPEAKER_01]: You know what if we added this stretch or this peptide thing or this high ticket thing or whatever It's not going to break anything.
• 10:39
  [SPEAKER_01]: It's actually just going to sell my current members into the next step of the Assension ladder and there is a time and place for that stuff.
• 10:46
  [SPEAKER_01]: Good time, but usually the time and place is not to put it band-aid On the thing that is really broken, which is your main thing.
• 10:54
  [SPEAKER_01]: That's where people get confused of what our message is
• 10:59
  [SPEAKER_01]: don't offer a high ticket thing to fix your business for a high ticket thing to maximize the profits in your operation, not to fix the problems because those problems will never get fixed by adding another thing actually going to make it worse, so be careful.
• 11:18
  [SPEAKER_01]: get your main thing fixed in your business is rocking and rolling and profitable and like hey, we are on all cylinders.
• 11:24
  [SPEAKER_01]: Yeah, let's consider this next thing.
• 11:25
  [SPEAKER_01]: And if we can just do it with like two coaches in the afternoon, it's not going to break anything.
• 11:30
  [SPEAKER_01]: Our current members aren't going to get a lesser experience because I'm pulling people out of the service offering.
• 11:35
  [SPEAKER_01]: Like they can't service both or whatever.
• 11:37
  [SPEAKER_01]: Then then it's okay, but like usually that's not the case.
• 11:41
  [SPEAKER_01]: Usually they bring it into it to fix their problem.
• 11:43
  [SPEAKER_00]: And that's, yeah, we usually, like you said, it's a band-aid type, you know, type, type, time to fix.
• 11:48
  [SPEAKER_00]: I would say make sure that you're not breaking the systems of the business with whatever you're bringing in.
• 11:52
  [SPEAKER_00]: I mean, if you could look through that lens and you could say, all right, you know, if we do this, everything else still maintains a hundred percent over here, and this isn't just an addition with with greater opportunity, then consider it.
• 12:04
  [SPEAKER_00]: But I'd say more
• 12:11
  [SPEAKER_00]: growth revenue per month by kind of taking shots at, you know, seeing what could do it, you know, sure everyone would love a 5,7, 7,500, 10,000 dollar pop, you know, per month or, you know, whenever you can sell that type of thing, but more often than not, they're taking the eyes off the the ball and they're taking shots.
• 12:31
  [SPEAKER_00]: And then of course, it's like juggling, you drop, you know, you drop the main thing and then also in your trying to fix retention issues over here with the
• 12:39
  [SPEAKER_01]: Because you brought in this one service that's the pull all the attention that's exactly right that is exactly right.
• 12:48
  [SPEAKER_01]: So so listen guys, you need to draw out your essential model and take it all the way down to your free stuff your free content your free books your podcasts and bring Go all the way to the very top and do like if I could guarantee somebody's going to get results if I can just give them everything that I know is possible.
• 13:07
  [SPEAKER_01]: What would that look like?
• 13:08
  [SPEAKER_01]: what is the free stuff look like and then build downward and upward at the same time you can really kind of create your business model in a way where it's like okay 80% of our revenue is going to come from this core thing that covers all our base operating expenses our client our coaches are servicing that us a high level okay let's go downhill what are the things to get them in the door okay let us some free stuff I can do some videos and whatever some giveaways
• 13:32
  [SPEAKER_01]: And then uphill, okay, what's the next thing that's going to get them results?
• 13:37
  [SPEAKER_01]: Maybe you do layer in that semi-private, in strength condition and component.
• 13:42
  [SPEAKER_01]: You know, the funny thing is, gems that offer both.
• 13:50
  [SPEAKER_01]: Usually, it's after the large group they layer in to semi-private.
• 13:54
  [SPEAKER_01]: you don't usually take that long six, eight months down the road.
• 13:58
  [SPEAKER_01]: They're like, why am I doing large group anymore?
• 14:00
  [SPEAKER_01]: Like the clients up here pay more.
• 14:02
  [SPEAKER_01]: They're a joy to be around.
• 14:04
  [SPEAKER_01]: They're easier to to satisfy.
• 14:06
  [SPEAKER_01]: They don't complain.
• 14:08
  [SPEAKER_01]: They're just up here and they're amazing people.
• 14:10
  [SPEAKER_01]: And I need five.
• 14:12
  [SPEAKER_01]: class-based people to cover my one person up here and they just slowly let the other one die which is that's up to you what you want to do with it but most of the time that's the direction that the gym owners they finally see the light and like oh well I need to be in some of my private anyway so let's just make this our core offering instead of the large group stuff and don't be afraid to charge for it you know as you one of the things I think gym owners
• 14:34
  [SPEAKER_00]: Just across the board, you know, you listening, you may fall into this category, you may not, but I've seen Jim owners wildly undervalued their time.
• 14:44
  [SPEAKER_00]: And if you're going to create a high ticket program where you're going to have all the bells and whistles, you're going to be spending the time breaking down macros with clients, you know, educating them on the nutrition components.
• 14:53
  [SPEAKER_00]: You're doing the one-on-one training with them yourself, like that should come in a cost that is relevant, you know, that you believe you're being paid well for.
• 15:01
  [SPEAKER_00]: don't just toss it out there because it's another option and then you're building yourself another job and you're not actually walking away with your trap.
• 15:09
  [SPEAKER_00]: Yeah, perfect.
• 15:11
  [SPEAKER_00]: So as you go up, consider, what is the value you're bringing to the marketplace?
• 15:15
  [SPEAKER_00]: What is your marketplace willing to pay for it?
• 15:19
  [SPEAKER_00]: And
• 15:20
  [SPEAKER_00]: And push the limit on that.
• 15:22
  [SPEAKER_00]: I mean, I'd like we've said a million times.
• 15:24
  [SPEAKER_00]: There's no strategic advantage of being second most expensive.
• 15:28
  [SPEAKER_00]: And if you're going to bring something like that to the table, the chances are nobody in your areas doing it, nobody can touch it.
• 15:33
  [SPEAKER_00]: If you bring the best to the table, you deserve to be paid, you know, for that.
• 15:37
  [SPEAKER_00]: So, it's a little push there.
• 15:40
  [SPEAKER_01]: Right.
• 15:41
  [SPEAKER_01]: Gotcha.
• 15:42
  [SPEAKER_01]: Well, listen guys, that's your essential model, keeping clients longer getting better results having the ups and the downs, the higher you go up on the value ladder, the more results that you can expect for the client, the more they pay, the closer they get to the source of the information, because every gym, whether or not it's the owner that started it or the franchise that started it or whatever, there's always
• 16:04
  [SPEAKER_01]: a methodology, and somebody created that methodology, and if I'm a consumer that's attracted to the methodology that I'm being sold as a unique mechanism, if I'm a consumer, if I could pay more, I'm going to get closer to the person that invented that thing, that's what I'm going to try to, you know, that's what I'm going to do.
• 16:23
  [SPEAKER_01]: I'm going to pay for that.
• 16:24
  [SPEAKER_01]: right and you as the coach or the one that can help deliver the method or whatever you're your your process it's most of the time it's going to be the owner but like let's just say it's the lead coach like hey you want to work with the lead coach the 101 level it's just more expensive because they're closer to the source so hopefully that makes sense to you guys I would love to see you guys at the gross summit don't forget to grab your tickets now that's it for this episode guys until next time keep changing lives we'll see you when we get back from the moon