Leaving Money On The Table · High Intensity Business (Free)

Leaving Money On The Table

The cost to acquire new clients varies (drastically). According to google the average CAC is around $500 for the average boutique HIT studio. Most of us know that it's easier to keep old clients than to get new ones. But one strategy I almost never see HIT studios doing is probably the most basic, effective, and easiest way to boost revenue without costing you a single dollar.

It's simply... offer more frequent workouts 🤯. I too was once a superslow HIT purest. I'm certified in SS and cut my teeth in the beginning of my career educating clients on the minimum effective dose for exercise. While this is a fantastic strategy for clients with busy lifestyles and will give you a plethora of health benefits, the reality is that while more isn't always better, a little bit more doesn't hurt either, and usually can do wonders for growing your business.

If you're shaking your head at changing your marketing strategy from "15 minutes a week", don't worry. Not all your clients will be interested. But the reality is... some will. In the market of busy professionals, which I have spent the better part of a decade training, we often underestimate clients' capacity and enjoyment of exercise. True many of your clients, especially if you run a pure SS studio, are just there for their "medicine", many others will feel the urge to do more. If you don't offer more as an option, you may keep them, but in time they may go somewhere else that doesn't make them feel silly for doing just a little extra.

Let's do a little math problem. Assuming it costs you (on average) $500 to acquire a new client. Let's say you do 40 sessions/week (at $100/session) at the moment and you hope to grow to 60 sessions/week in the next few months. Going the traditional route of client acquisition, you will spend in the ball park of $10k to get those additional 20 sessions. Or... you could simply send an email and chat with clients in person inviting them to try training more frequently (say 2x/week instead of one). If you only got 50% of your clients to agree, you just added another $12k to your bottom line in one month ($2000 for the new sessions, and you saved the $10k on advertising).

Now if only 50% of those people continue on that increased frequency, you've still added another $12k/year to your business. You can multiply this out however it best fits your market and current model. But this is without question the simplest way that I almost NEVER see HIT studios utilizing to grow revenue.

The trick is you have to be convicted. You have to understand how to train at a higher frequency, and you have to realize that for many of us, this is the ONLY activity our clients are doing, so a little more will certainly not be a detriment to their results and they will still fall well within the lower volume category.

Personally I advocate all my clients train a MINIMUM of twice per week. I have half a dozen that train 3x/week and I have one 76 year old man that trains 4x/week. All have continued to progress, all have gotten stronger, and no one has ever complained about increasing frequency. Your clients trust you. You've been that trust over months, years, sometimes DECADES. If you tell them something will be good for them or it's worth trying, they WILL believe you.

So stop chasing the new acquisition, and first, try increasing your frequency. If you want to learn more about how I made this transition with clients or have any questions of how to split up workouts with a higher frequency, or just any questions at all, feel free to message me on here.

I train all my clients 1.5x/week or less

I train all my clients 1-2x/week

I train clients 2-3x/week or even more

2 votes

8 comments