Latest / Gym Business Coach Podcast / 7 Habits of Winning Gyms – Habit 6

Transcript

7 Habits of Winning Gyms – Habit 6 · Gym Business Coach Podcast

0:08
[SPEAKER_00]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business.
0:16
[SPEAKER_00]: We help jimrollers win, hear your hosts, ten lions, and Randy Axton.
0:28
[SPEAKER_01]: All right.
0:29
[SPEAKER_01]: Welcome back to the built-to-grow podcast and host him, Lyons, in the house.
0:34
[SPEAKER_01]: Scottsdale Arizona, a gloomy cloudy.
0:37
[SPEAKER_01]: Thursday.
0:39
[SPEAKER_01]: All all different.
0:41
[SPEAKER_01]: Wow, joined by Randy and say, what's something?
0:43
[SPEAKER_02]: How are we doing?
0:44
[SPEAKER_02]: Yeah, we're the persistent precipitation.
0:48
[SPEAKER_02]: We don't dislike humidity in there.
0:51
[SPEAKER_02]: A little different day for us.
0:52
[SPEAKER_02]: Well, a little ball me.
0:53
[SPEAKER_02]: Come visit us.
0:54
[SPEAKER_02]: Come come to Scottsville.
0:55
[SPEAKER_02]: Come see us.
0:56
[SPEAKER_01]: They said.
0:57
[SPEAKER_01]: Yeah.
0:59
[SPEAKER_01]: All right, we're rocking a role and we're continuing on with our next habit of winning gyms in this seven habits of winning gym series, habit number six, winning gyms obsess over the score board.
1:11
[SPEAKER_01]: Okay, so business to me is like a competition.
1:15
[SPEAKER_01]: Okay, just like with sports, there you know whether or not you'll win or lose.
1:19
[SPEAKER_01]: Your P&Ls would probably tell the story, whether or not you're winning or losing.
1:24
[SPEAKER_01]: it's uh... it's uh... it's a scoreboard kind of situations so like in football when when the fourth quarter's over if you have more points in the other team yet win the game you've seen those half time uh... interviews with the coach might be caught man in year
1:37
[SPEAKER_01]: they run it like the say the coach is getting killed or doesn't matter what if it's if it's a close game or not and the report goes, hey, you know, way to go in the first quarter, you know, quarterback justice, what do you think the keys for the second half are going to be?
1:51
[SPEAKER_01]: Well, Marcy, I tell you what, if we score more points than the other team by the time the time runs out, I think we should win this game.
1:59
[SPEAKER_01]: So what you're saying is you've got to score more points than the other team by the time that okay, that makes sense This is a piffany right now.
2:06
[SPEAKER_01]: So so a winning gyms obsess over the numbers and it's not just going into the day-to-day operations And not knowing exactly where you stand whether it's You know number of clients your revenue goals your profit margins your how many book the appointments are this week how many closes?
2:23
[SPEAKER_01]: You've got how many losses you got cancels signups all of it
2:28
[SPEAKER_01]: winning gyms, no, those numbers.
2:30
[SPEAKER_01]: And it's funny because as I talk to Jim owners all the time, when I when I'm on the phone with them, it's not typically at sales call.
2:37
[SPEAKER_01]: It's it's a coaching call.
2:39
[SPEAKER_01]: And so like I'm like asking questions about their numbers and you can see the beads of sweat beating up.
2:46
[SPEAKER_01]: They don't know like some of them don't know.
2:50
[SPEAKER_01]: where the numbers are, or what the numbers are.
2:52
[SPEAKER_01]: And I've also had other Jim owners like recite them at the top of their head.
2:56
[SPEAKER_01]: Our numbers are this, this, this, this, this, this, and this.
2:58
[SPEAKER_01]: And it's like, okay, cool.
2:58
[SPEAKER_01]: So I know who's more engaged in the day-to-day operation.
3:02
[SPEAKER_01]: Some of the people, some Jim owners avoided.
3:05
[SPEAKER_02]: Sure.
3:06
[SPEAKER_01]: it's because maybe it's not where they want it to be.
3:09
[SPEAKER_01]: And if I just don't look at it, it will hurt my feelings.
3:12
[SPEAKER_01]: You know what I mean?
3:12
[SPEAKER_01]: That number won't hurt my feelings.
3:14
[SPEAKER_01]: So my advice would be to have a dashboard to have all the most important KPIs given to you daily weekly monthly whatever it is that you need your cadence.
3:26
[SPEAKER_01]: So that you can make decisions because data is the only way you should be making decisions in today's day and age.
3:33
[SPEAKER_01]: You should not be just going with emotions and that's where people get in trouble.
3:38
[SPEAKER_01]: You don't have the data to back up your decisions, then you're just guessing a lot of the times.
3:44
[SPEAKER_01]: And so like Jim's, that don't have the data, you need to first off find out what are the things that move the needle for your business.
3:51
[SPEAKER_01]: For me, I look at just a few.
3:54
[SPEAKER_01]: On the marketing side and the front end acquisition side, I'm looking at those, the data key points from that, from the cost per lead to the close conversion to the average order value, and definitely the row has.
4:06
[SPEAKER_01]: From the health of the business, I look at Delta.
4:09
[SPEAKER_01]: Yep.
4:10
[SPEAKER_01]: Those are the two numbers I really focus on because it really is encapsulation of all of the other things combined so now you could you can go as far as and hey I need we need x amount of lead flow like numbers of leads to numbers of appointments to numbers of x bottom line is this you need to obsess over it because
4:34
[SPEAKER_01]: What's the saying?
4:35
[SPEAKER_01]: What will get some measured?
4:36
[SPEAKER_02]: I literally just pulled up that code.
4:38
[SPEAKER_02]: What did they mess it up?
4:39
[SPEAKER_02]: Carl Pearson, that which is measured improves, that which is measured and reported improves exponentially.
4:45
[SPEAKER_01]: Ooh, say it again.
4:47
[SPEAKER_02]: That which is measured improves that which is measured and reported improves exponentially.
4:54
[SPEAKER_01]: Hmm.
4:55
[SPEAKER_01]: Interesting.
4:57
[SPEAKER_02]: Yeah.
4:58
[SPEAKER_02]: I mean, I think there's part of the reporting part is,
5:03
[SPEAKER_02]: You know, obviously you as the gym owner, you know, you should be having these conversations with your leadership team, your director, your fitness lead, lead coach, whatever the part of the second in command is, whoever's in charge of the day-to-day operations, maybe you as the owner aren't doing the things that move the needle and all those realms yourself anymore.
5:23
[SPEAKER_02]: But having somebody who knows the numbers that they need to be tracking, their job, you know, this is the responsibility of their position, their role.
5:31
[SPEAKER_02]: being able to report on it.
5:33
[SPEAKER_02]: And I think the big part there is in a time frame or cadence where you can make those adjustments with speed and intention.
5:44
[SPEAKER_02]: And being able to make those micro adjustments, right?
5:46
[SPEAKER_02]: If you're looking at your Facebook ad campaigns once a month versus daily or weekly, one of those is going to give you better outcome at the end of the month guaranteed, right?
5:55
[SPEAKER_02]: And I think that's kind of, it's almost like a,
6:01
[SPEAKER_02]: duh type statement, but the fact is you're not doing money jim owners are not doing it for whatever reason it may be.
6:07
[SPEAKER_02]: Those that do absolutely win bar none farther, better, faster than everybody else.
6:14
[SPEAKER_02]: And I think you made a good point there, right?
6:16
[SPEAKER_02]: Like even just the gym owner that you're having conversation with.
6:20
[SPEAKER_02]: Let's use the girl some it for example.
6:22
[SPEAKER_02]: You know we're not sitting behind a desk, we're not on zoom.
6:24
[SPEAKER_02]: They don't have the reports in front of them that type of thing.
6:27
[SPEAKER_02]: there are gym owners in our circle that I could ask you know what is there return on their ed spend the last month or what is their recurring revenue at this month and they know right now offhand they can recite that with some level of accuracy I mean sure some you're able to give or take right the the other half of the conversation the other half with the other uh... or the other half of people that have the conversation with
6:49
[SPEAKER_02]: Well, I'd have to go look at that, look that up, or I'm not sure how to pull that report, or that type of thing.
6:55
[SPEAKER_02]: Right there alone will tell me how successful that business is running, how close they are to be able to just press the gas and really scale their business, or, you know, we kind of got to take it back to the beginning and really get them some of the foundational components and the understanding of the things that are moving the needle of the business.
7:16
[SPEAKER_01]: Yeah, I had a call yesterday with a Jim owner who switched agencies because their row as was a business.
7:25
[SPEAKER_01]: And as they should, if they're a row as is a business, there's a lot of reasons for that.
7:31
[SPEAKER_01]: And you can go uphill to the agency or the the ad itself or whatever.
7:36
[SPEAKER_01]: But I said, let's look deeper.
7:39
[SPEAKER_01]: We got to look.
7:40
[SPEAKER_01]: I need to see what really happened here.
7:43
[SPEAKER_01]: And I went back a month with them.
7:44
[SPEAKER_01]: And I pulled the numbers right out there at the manager with them.
7:48
[SPEAKER_01]: When right over there, track her, we looked at all their sales, we tracked which sales came directly from paid.
7:56
[SPEAKER_01]: And all of their rowads for the two were both very high positive returns.
8:01
[SPEAKER_01]: Okay.
8:03
[SPEAKER_01]: granted there's other reasons why they let the agency go that that make total sense but it wasn't due to the lack of performance on the ads it couldn't be because these were both one was very highly profitable.
8:16
[SPEAKER_01]: The other one was over break even but it's over a one we like that and it was six.
8:24
[SPEAKER_01]: But I just had a heart to heart with them.
8:27
[SPEAKER_01]: If you don't know, you're making emotional decisions here.
8:30
[SPEAKER_01]: This was a bad idea, in my opinion, just on performances.
8:34
[SPEAKER_01]: This was a bad idea.
8:36
[SPEAKER_01]: You know, and look, there's a lot of things that go into a decision like that.
8:40
[SPEAKER_01]: And I do support in the decision that they did make to move to a different agency, which is fine.
8:47
[SPEAKER_01]: But it was it for the performance of the ads.
8:49
[SPEAKER_02]: I had the same conversation with another one of our jams a month before the gross summit in the same exact situation.
8:56
[SPEAKER_02]: They decided to move to another agency because the row as wasn't where it was.
9:00
[SPEAKER_02]: when we got into the performance, it was a close problem.
9:04
[SPEAKER_02]: It was a sales consultation problem.
9:06
[SPEAKER_02]: But because I walked them through all those different conversion opportunities that take place from when that leads generated to that person's giving you money, we found the problem.
9:16
[SPEAKER_02]: right and it was data driven decision that oh I need to we need to coach up the sales guy like this is where the ball is being dropped not the performance of the ads themselves and to your point though if we don't know those numbers and we don't know each of those conversion opportunities
9:32
[SPEAKER_02]: I use the, I just tell clients all the time, the reason I love systems is because of the baseline of measurement it provides.
9:41
[SPEAKER_02]: It's not just, you know, nobody wants to pull reports just for the sake of the numbers.
9:45
[SPEAKER_02]: It's what is this doing?
9:46
[SPEAKER_02]: What does this mean for my business?
9:48
[SPEAKER_02]: When you have all of those conversion opportunities in customer journey from lead generation to booking, how many people booked, then how many people showed up for the consultation, how many people converted from the
10:01
[SPEAKER_02]: There's four different conversions there.
10:03
[SPEAKER_02]: There's four different places within that journey that you can actually apply attention, make changes to change the overall effectiveness of them.
10:11
[SPEAKER_02]: But if you don't know those numbers and you're just going off of the belief that the leads weren't producing and not getting us the result, then of course, you know you're going to fire an agency and look for something else.
10:22
[SPEAKER_01]: agencies take the blame a lot of times and in look I I do side with the agencies sometimes because we were an agency but I'm a gym owner too.
10:32
[SPEAKER_01]: It's usually a lack of education, but it's also a lack of the gym owner feeding the information back to the agency as well.
10:39
[SPEAKER_02]: Correct.
10:40
[SPEAKER_01]: So look everybody's busy.
10:41
[SPEAKER_01]: The point of this habit is winning gyms obsess over the numbers and they they have accurate numbers.
10:48
[SPEAKER_01]: They have them at their fingertips.
10:50
[SPEAKER_01]: They can look at the
10:52
[SPEAKER_01]: of their business at any given time.
10:54
[SPEAKER_01]: Again, while I really like the Delta, it's in real time.
10:58
[SPEAKER_01]: This isn't like a P&L.
11:00
[SPEAKER_01]: It's not a P&L looking at last month over the years, priors month, it's right now.
11:07
[SPEAKER_01]: So do we lose people this week?
11:08
[SPEAKER_01]: Can we sign up people this week?
11:09
[SPEAKER_01]: Did we win the week?
11:10
[SPEAKER_01]: Did we win the month?
11:12
[SPEAKER_01]: And you got to look at business again, like a sport with a scoreboard.
11:17
[SPEAKER_01]: And yeah, you could be competing against the guy down the street, but you should be really competing with yourself.
11:22
[SPEAKER_01]: Every single month you need to grow, every year you should grow.
11:25
[SPEAKER_01]: Now, look, it's actually not possible to grow every single month.
11:29
[SPEAKER_01]: I could tell you right now.
11:31
[SPEAKER_01]: There's never been a year.
11:33
[SPEAKER_01]: I could go back and look.
11:34
[SPEAKER_01]: I would be very surprised if there's ever a 12-month straight winning streak by month.
11:40
[SPEAKER_01]: You're going to have summer months where we lose people, right?
11:43
[SPEAKER_01]: I just don't think that's...
11:45
[SPEAKER_01]: Unless you're brand new, I don't know.
11:47
[SPEAKER_01]: Again, I don't have to have to look.
11:48
[SPEAKER_01]: I'm just guessing.
11:49
[SPEAKER_01]: But like, it's very difficult to be winning every single month for 12 months straight.
11:54
[SPEAKER_01]: But you should win quarters.
11:55
[SPEAKER_01]: You should win years.
11:57
[SPEAKER_01]: And you can win the day, obviously, over the day before stuff like that.
12:02
[SPEAKER_01]: But like, without knowing the score,
12:06
[SPEAKER_01]: not having a score board, i.e.
12:08
[SPEAKER_01]: dashboard, or something that pulls the numbers in, you shouldn't from the hip, your guess in, you're making emotional decisions and you will never know if the decision you're making is fixing the problem or not.
12:20
[SPEAKER_02]: That's it.
12:21
[SPEAKER_01]: So this is this is the habit I guess action item.
12:27
[SPEAKER_01]: come have whoever does your data, maybe it's you have an up-to-date dashboard that you can look at and make decisions on.
12:36
[SPEAKER_01]: On that dashboard should be the things that you need to know.
12:39
[SPEAKER_01]: I'm not going to tell you.
12:41
[SPEAKER_01]: I'll do a whole training on this.
12:42
[SPEAKER_01]: By the way, I could do a dashboard.
12:44
[SPEAKER_01]: There's so many apps that you can just long story short.
12:47
[SPEAKER_01]: You could go create the dashboard of the data that you need to know in your business and to know the health of your business.
12:55
[SPEAKER_01]: and then obsess over that.
12:58
[SPEAKER_01]: And make sure it's up to date in real time with accurate information.
13:01
[SPEAKER_01]: And you know how to read it.
13:03
[SPEAKER_01]: That's the habit.
13:04
[SPEAKER_01]: So go off, do good work, Jim owners.
13:09
[SPEAKER_01]: We're in your corner.
13:10
[SPEAKER_01]: We're here for you.
13:11
[SPEAKER_01]: We want to see you win.
13:12
[SPEAKER_01]: So hopefully that helps you guys.
13:13
[SPEAKER_01]: That's winning habit number six.
13:16
[SPEAKER_01]: That's it for this episode.
13:17
[SPEAKER_01]: Until next time, keep changing lives.
13:18
[SPEAKER_01]: We'll see you in the next shoe.
13:19
[SPEAKER_01]: Bye.
13:22
[SPEAKER_01]: Alright, thanks for listening to another episode of The Built Girl Podcast.
13:25
[SPEAKER_01]: If you want more help growing your business, join our free Facebook group, Profit Accelerator, helping training Jim's grow to $30,000 a month and beyond.
13:34
[SPEAKER_01]: We'd love to see you there, go check out the show notes for the link, and keep building something great, and we'll see you in the next episode.