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Courtesy of http://www.TheBoxBusiness.com Michael Wuest

http://www.theboxbusiness.com/

Thank you and Congrats! You made a great decision! This stepbystep guide was written to give you the tools to drive new clients into your gym. In the past, we’ve sold this course for upwards of $299, but we’re offering it completely complimentary. Most of the strategies can be implemented into your program within a few minutes to a few weeks and many of the are absolutely FREE! In my blog post titled “Understanding the CrossFit Athlete Lifecycle”, which has been viewed thousands of times, I write about the different stages people go through from discovering your gym, products and services(Awareness), to choosing you as their place to get healthy and fit(Consider, Trial, Purchase) then keeping them along for the long hall(Retention) and turning them into a Brand Advocate. This guide focuses on the first piece, Awareness.

The purpose of these strategies is to get people into your sales funnel. Your entire goal should to get their contact information and get them through the first phase of the Athlete Lifecycle(Awareness, Consideration, Trial). From there you can start building trust through authenticity and establish yourself as the expert to help them achieve their goals. Successfully implementing these strategies will drive more people in your doors. In TheBoxBusiness Academy (http://academy.theboxbusiness.com) we take you through the entire Athlete Life Cycle, expand on these concepts with stepbystep, doneforyou directions/scripts for implementing and moving them through the Lifecycle and so much more! In health, Mike Founder TheBoxBusiness.com & CrossFit COMO [email protected]


http://theboxbusiness.com/understanding-the-crossfit-athlete-lifecycle/

http://academy.theboxbusiness.com/


Strategy #1: Teamwork Tuesdays with a friend! Overview: Once a month(or every few months, plan it/schedule it), invite your current athletes to invite a friend to workout with them as a guest of your facility.

Why this works: It creates a low barriertoentry and gives you an instant highquality lead from a client who trusts you enough to bring a friend. If the friend is intimidated to come to a class you offer, this gives you an easy way to introduce them to your program. How to:

1) Give a 35 day notice to current athletes through your private facebook group and direct email marketing program.

2) Design the workout so that it’s easily teachable, but demonstrates the competency, passion and enthusiasm of your coaches.This is your opportunity to show the value on why people pay $100+ per month for your program.

3) Each athlete should fill out a waiver and a “What are their fitness goals” card(this is used to get them back in the door at a later step).

4) Give your coaches a plan to follow for the class. Have them welcome the person to the group, do a basic preview of what CrossFit is all about and most important, make it an experience they won’t forget.

5) Follow up with them the next morning and input them into your sales and marketing funnel.



Strategy #2: Babe WOD! Overview: Similar to the Teamwork Tuesday bring a friend event, this is another event we had a lot of success with. Schedule every other month and invite for a WOD and Wine event on Friday or a Babe WOD on the weekend.

Why this works: Many times women are intimidated by CrossFit and don’t understand it. This provides a safe option to experience CrossFit with just women. If you have a female trainer, have her lead this group. If not, it’s not a huge deal, but make sure you have a trusted female member help you lead the group. How to:

1. Give a two week notice to current athletes through your private facebook group and direct email marketing program. Follow up 1 week out and 1 day out.

2. This is a big event, so it should be anywhere from 90 minutes to 2 hours. The event should focus on education, a lot of fun, teamwork and a WOD that hits the core, legs but doesn’t destroy anyone. Wine afterwards for a chill out and discussion.

3. Design the workout so that it’s easily teachable, but demonstrates the competency, passion and enthusiasm of your coaches.This is your opportunity to show the value on why people pay $100+ per month for your program.



4. Each athlete should fill out a waiver and a “What are their fitness goals” card(this is used to get them back in the door at a later step).

5. Give your coaches a plan to follow for the class. Have them welcome the person to the group, do a basic preview of what CrossFit is all about and most important, make it an experience they won’t forget.

6. Follow up with them the next morning and input them into your sales and marketing funnel.



Strategy #3: Leverage Social Media! Overview: If you’re not consistently using social media to tell the story of you brand, you’re not leveraging the most influential platform out there. I built my entire gym’s business using facebook.

Why this works: There is no easier way to tell your story than to share what amazing moments that are happening in your gym on social media. We recommend focusing on very



few platforms. 1) facebook 2) instagram 3) Youtube 4) twitter 5) Google+. In that priority/order. How to:

1. First, you must be consistent. To help you get consistent with your messaging. To develop your program read this: http://theboxbusiness.com/crossfitaffliateresourcemarketingsocialmediaeditorialcalendar/

2. Your posts should be a mixture of brand building/story telling, advertising, upcoming events, and added value content.

3. Mixture of quality photos and videos with some text updates. Specific CalltoActions in your posts. Get them to your website and once there get them to optin to your email list.


http://theboxbusiness.com/crossfit-affliate-resource-marketingsocial-media-editorial-calendar/

http://theboxbusiness.com/crossfit-affliate-resource-marketingsocial-media-editorial-calendar/


Strategy #4: Leverage Facebook and Google Ads! Overview: Want to build your list of clients? Give them an offer they can’t refuse. A clear CalltoAction. Facebook and Google are the most effective Ad tools in the online market. With Google, you can instantly put your gym at the top of page 1. With facebook, you have so many options and details to segment your market. Are you looking to target Women from age 2535 in your city? Well guess what, facebook lets you get that specific. Create an optin that collects their contact information and get them in your funnel.

Why this works: If your goal is to get more leads and there may be no more effective way than to use facebook and Google’s Ad campaigns. With facebook you can be incredibly targeted and provide a high value item for a targeted group of people, those ideal athletes for your gym. WIth Google, you can get to the first page whenever someone searches for the terms you define. The cost is minimal if you consider the Lifetime Value of an Athlete (Read more here: http://theboxbusiness.com/understandinglifetimevalueathlete/ ) How to: Facebook

1. Ads should have a short description, an attractive photo and a clear calltoaction that speaks to your demographic that you defined.

2. Set your daily or total spend for your campaign. Monitor it regularly to ensure you’re capturing new leads. Run multiple versions to see which campaign is most effective, then optimize them further from there.


http://theboxbusiness.com/understanding-lifetime-value-athlete/


Google 1. You want to drive people to your website where you can capture their contact

information and start in your funnel. Your ad should focus on a great calltoaction and include your website/phone number.



Strategy #5: Blog Every Day! Overview: Most likely you’re producing your daily WOD and posting it to your website. Why not include a short post on a variety of topics that you’re an expert in. Include great quality photos of your athletes in each of your posts. Guaranteed to improve your rank on google and get people into your sales funnel.

Why this works: Google loves fresh content and will rank you higher than other fitness businesses if you content is good and has the right keywords in it. How to:

1. Most blog tracking software has the ability to post your WOD to wordpress each and everyday. When you schedule your WOD posts, write a valueadded piece of content. Variety of topics could include: Nutrition, Upcoming events, Mobility tips, Reviews of products/services, Supplements, etc. Don’t forget to have guest posts from your local partners.

2. Create Categories and Tags titled “Personal Training YourCity” and “CrossFit Gym YourCity” and make sure each post is using that.

3. Wordpress has a great feature to add the content to social media when you post. My recommendation is post to twitter and Google+ but not to facebook. Google <3’s Google+.

4. Include a calltoaction in your post or at the very least in the sidebar. That way people who discover your content, can optin to get more of it when they want.



Strategy #6: Leverage Referrals/Accountability Partners! Overview: Whenever someone joins your gym, do you ask them for referrals? If not, why? Every person that joins your gym should be required to give you the names, email and phone number of 35 people that they think would benefit from your gym.

Why this works: People are finishing your Foundations/OnRamp course and are extremely excited, why not capture that excitement and get them to share with you those people who you think would benefit. Plus when people are doing something they enjoy and then their entire support system is doing it with them, you’ll grow your gym, grow your influence, and make changes to many people’s lives. How to:

1. At the end of Foundations/OnRamp, ask your graduates to provide the names, emails and phone numbers of 5 people plus their doctor, chiropractor and any other health related professional.

2. Contact those people and let them know that their friend referred them as an accountability partner in their CrossFit/Personal Training Journey. Let them know how important it is that they provide support to that individual through their journey. Ask them to

3. Invite them to be workout friends at your gym. You can design an effective email marketing campaign specifically designed for them.

. Note: Complete done for you scripts, paperwork, email series are included as a member of TheBoxBusiness.com Academy (http://academy.theboxbusiness.com)




Strategy #7: Partner with Local Influencers! Overview: Most likely, you have some local influencers that come to your gym as well as key professionals in a variety of fields. Make connections with these people and see if there are common ways to network and refer to each other’s businesses.

Why this works: You should have a team of people in your pocket that you can refer to when a potential client needs assistance. Your dream team should comprise of experts such as: Physical Therapists, Nutritionists/RDs, Primary Care Doctors, Chiropractors, Massage Therapists, restaurants, supplement stores, local shoe/equipment stores and anyone else that interacts with your ideal athlete/client. How to:

1. Simply, send out an email to you current client list asking who works in one of those fields that may benefit other members of the gym.

2. Then connect with those individuals and talk about ways you can help each other succeed/refer.

3. Set up a simple agreement and get creative. 4. Announce to your membership the new partnership and request that your new

partners do the same. 5. Leverage your partners to host seminars at your facility that they are experts in. For

example: a Chiropractor conducting a FREE mobility clinic. Make sure you both invite your email list to the event.

6. Continuously monitor where your referrals are coming from.



Thank you! This guide was designed to share with Affiliate Owners the ways I drive business into my gym, CrossFit COMO. This guide is an overview of the programs I use. If you’re interested in learning more and developing these programs for your gym, feel free to reach out to me at [email protected]. I’ve developed the complete marketing and communication plans, editorial calendars, swipe files(emails, documents, graphics and more) and would be happy to help.

Don’t forget to check out TheBoxBusiness Academy!

http://Academy.TheBoxBusiness.com


mailto:[email protected]



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