If you multiplied your client count by an average revenue per member (ARM) of $500, what would the number be?

What would that number do for your gym and your family?

Today on “Run a Profitable Gym,” host Mike Warkentin talks with a fitness entrepreneur whose ARM is well over $500: George-Anthony Dulal-Whiteway of Brainstorm Fitness in San Diego, California.

George-Anthony shares actionable strategies—both big and small—you can use to start boosting your ARM today.

After starting mentorship with Two-Brain, George-Anthony dialed his focus down to personal and semiprivate training, and he started using group classes as a highly effective dropdown sell.

In goal review sessions, George-Anthony ensures clients are seeing results, and he offers them add-ons, such as a personal training session, to get them to their goals faster. He also uses these goal review meetings to ask for referrals—the primary way he gets new clients.

His main piece of advice? Offer clients something extra, whether it’s supplements, T-shirts, a kids program or something else. If you solve problems for clients and add value, you’ll drive up your ARM.

This episode is packed with tactics for raising your ARM. Tune in to hear them all, and then take action in your gym today.

Links

Gym Owners United

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2:30 - Goal review sessions

7:47- George-Anthony's gym and business model

11:23 - Group and PT to increase your ARM

18:09 - Keeping long-term clients

24:14 - Simple steps to increase your ARM

Many gyms are “racing to the bottom” with lower and lower prices that destroy their value.

This happens because of commoditization: When clients can’t differentiate between options, they choose the cheapest one, so many gym owners feel pressure to compete on price.

But this approach shrinks the profit margin until the gym is forced to go out of business.

In this episode of “Run a Profitable Gym,” host Mike Warkentin discusses how to battle commoditization with Chris Cooper, Two-Brain founder and CEO.

Chris shares how gym owners can use the Prescriptive Model with constant refinements to build more value for clients. He also supplies listeners with a strategy for finding out exactly what their clients value—and it’s usually not what you think.

You don’t have to compete on price if you aren’t trying to be the cheapest gym in town. Instead, “be a five-star steakhouse” and charge rates that reflect your value.

Links

The Prescriptive Model

Gym Owners United

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0:30 - Racing to the bottom

3:13 - First-to-market challenges

10:10 - Value and the client’s perception

17:30 - Establish value and retain value

26:59 - Client focus

This month’s Two-Brain leaderboard tracked average revenue per member per month (ARM), with the Top 10 running from $508 to $1,203 USD.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with ARM leader Yoni Levitan, owner of 3 Seasons Personal Training in Toronto, Canada, to learn the secrets behind his massive ARM.

First of all, Yoni’s gym focuses exclusively on high-value services, such as personal and semi-private training.

But the real key to Yoni’s success is an overwhelming commitment to clients. He invests greatly in professional development and is dedicated to getting his clients results. In fact, he is unwilling to offer things that don't deliver results—like once-a-week training.

He also focuses on small details that combine to create an elite level of service: showing up on time every time, not changing client’s schedules and having clean bathrooms.

Because of his high standards of excellence, Yoni spends $0 on marketing, getting nearly all his clients through referrals and glowing Google reviews.

Tune in to hear all Yoni’s tips so you can take steps today to increase your gym’s ARM.

Links

Gym Owners United

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1:55 - Yoni’s ARM history

11:17 - Setting your rates

20:07 - Yoni’s Two-Brain experience

26:31 - Referrals are king

35:16 - Simple things that drive up ARM