Marketing Top Stories

How to Optimise Your Challenge Strategy to Sign More Members

Much of your work as a studio owner revolves around setting up challenges. And setting up diet and exercise challenges, for starters, can motivate newbies to transform their lives. 

This makes them perfect for increasing your membership. 

As you grow, you need to streamline your challenges to keep them from becoming stale. Doing so will spark more interest in your studio, attracting new people. 

However, optimising your challenge strategy can be overwhelming. 

But what if it didn’t have to be that way? What if there was a simple recipe for advancing your challenge strategy? 

Well, there is one.

And it has to do with building brand equity for your challenges. 

This article will show you how to build brand equity for your studio’s challenges without getting overwhelmed. 

Theme the Challenges 

The first step to enhancing your strategy is to theme your challenges. 

Now, you might hesitate because you might think that your studio is running too many challenges already. Or that they’re too short to fit any themes. 

But the reality is you can theme any challenge, regardless of how many you’ve set up and their duration.

In fact, the easiest way to do so is to consider the current season and the mood of the people. 

For example, newbies may want to be free to show off their bodies in the summer. If so, the theme of your challenge could be ‘freedom.’ 

Theming your challenges makes the routines more personalised and gives newbies more reasons to do the challenge. 

Focus on Delivery Method

When setting up your challenge, you’ll probably focus on how many people will sign up for it. 

A different approach might work better, though. 

Instead of just considering the number of people who’ll participate, you also want to focus on the delivery method. Determine the ideal delivery method that will help you produce an epic scan out rate and enhance the reputation of your challenges. 

For instance, if your only goal is to get 100 newbies to participate in your challenge, the outcome will probably be disappointing. After all, you may indeed get 100 newbies to join the challenge but just 20 of them may scan out. It won’t be enough to grow your studio, right?

You should do it the other way around.

Determine the ideal scan out rate (80% out of 100, for example) and develop a delivery model that lets you achieve it. 

Get Challenge Specifics

Asking the right questions can help you empower newbies through challenges. However, you can’t ask them just any question. 

For example, the “Are you doing the challenge?” question will get you nowhere. 

After all…NOBODY really wants to do challenges – we all know they’re hard!

That’s why you should ask much better questions like, “Where do you want to be by Christmas?”. Or even, “What does it take for you to be super happy and proud of your fitness and health achievements?”.

Ask such questions and you can be sure that newbies will give you an answer. But this shouldn’t be the end of your conversation. 

There’s a chance that they may not be specific enough, so continue to probe them. The second or third answer will probably be the information you’re looking for. 

Now, when they give you an answer like, “I want to be 80 kilograms on Christmas morning”, this is a specific answer you can work with. It tells you what the newbie aims for, and you can shape your challenges around them to help the newbie achieve them. 

Then, you can ask them why their goal is important to make sure it’s meaningful: 

“Why do you want to weigh 80 kilograms at Christmas? What happens if you don’t get there? Would it really be so bad?” 

Using the last question, it will seem you’re trying to take away the newbie’s goal. And this should make them even more adamant about accomplishing it and taking your challenge. 

At this point, you’ll have all the necessary details for setting up the challenge. This includes the newbie’s goal, timeframe, and emotional reason. 

That means you can now ask them the final question: 

“What’s your plan?” 

In most cases, they won’t have one, allowing you to offer your challenge as a solution. 

Prescribe the Challenge 

You’ve already established what people want to achieve through your challenge. They want to feel like an absolute superman or superwoman on Christmas morning, for example. And your studio will help them do so. 

Does this mean your work is over? 


You still need to prescribe the challenge, laying down the specifics. 

Make it clear to your newbies that your challenge isn’t just about weight loss. Depending on their goals, it can also be about getting shredded, putting on muscle mass, or getting their habits in order. 

By explaining the ins and outs of your challenge, you can sell your plan more easily. The newbie will then visualise it and picture themselves at the end of the challenge. 

They’ll soon understand that your method will help them create a healthy routine that lets them transform their bodies. 

Get Your Team Behind It 

The final part of streamlining your challenge strategy has to do with your team. Everyone needs to be on the same page and invested in creating a successful challenge. 

How do you ensure this? 

You can consider a financial award for hitting a target scan out rate. Whether it’s a raise or a bonus, it’ll motivate your team to work harder on the challenge, knowing there’s a lot to gain. 

But the award doesn’t need to be monetary. Sometimes, a mesmerising team experience can work better than money. 

For instance, you could organise a team trip towards the end of the year if they hit certain numbers of your challenge. They’ll look forward to this bonding event and put in more effort.

Dream Big With Your Challenges – It’ll Pay Off 

The reality is that many studio owners get overwhelmed when developing challenges. So, they make huge mistakes that kill their scan out rate and lead to subpar results. 

But you don’t have to fall into the same trap since the recipe for success is simple: 

Theme your challenges, focus on the delivery method, and obtain specific information from your newbies. 

Once your newbies are on board, prescribe your challenge and make sure your team is fully involved. The result will be more members and faster studio growth!

Retention Top Stories

Why You’re Paying Too Much for Your Studio’s Marketing

Some believe that there’s no such thing as overspending on marketing. But the truth is, the right offer can save you time and money while attracting new leads and helping your studio grow.

Running a studio involves much more than holding sessions and providing a direct service to your clients. There are many challenging aspects of this business, including creating marketing campaigns, driving lead generation, and new member onboarding.

These areas, especially marketing, are challenging for many studios mainly because they fall outside what studio owners generally perceive as part of their jobs. 

However, marketing and its related activities aren’t necessarily only challenges. They can also represent valuable opportunities for growing your business. 

In fact, the solution to these challenges might be easier than it seems, especially for those studio owners who understand and leverage the concept of the self-liquidating offer.

In this article, we’ll explain what the best type of offer is and how you can put your marketing in line with your overall goals.

Why You Want a Self-Liquidating Offer?

A self-liquidating offer is a special method of marketing that functions so well, it’s a wonder most studios aren’t using it. Essentially, this offer type functions so that your leads actually give you the money to reinvest back into your studio’s marketing.

In other words, you create a system that allows for an unlimited marketing budget while creating a base of engaged leads who become the following legendary members of your studio and community.

But how do you construct such an offer?

The answer is by bringing in the right people. 

Furthermore, this is possible because you don’t present your offer as a studio owner. Instead, you present it as a doctor.

When you go to a doctor, they don’t try to sell you stuff, right? They simply prescribe what you need based on their diagnosis, and that’s it. 

You can do the same thing if you get involved with the right people. Instead of selling, you can prescribe the solution to the problem they’ve got – the solution they can find in your studio. At that point, everything else becomes much easier for you, your team, and your leads.

Keep in mind that the entire thing is much more detailed than these general principles. Because if you want to create a self-liquidating offer, you have to get accustomed to some key numbers.

The Numbers You Need to Know

The business aspect of running a studio consists of several crucial areas. You have the CPL, or cost per lead, which represents how much it costs you to get a lead from a market. This number turns into cost per acquisition and, finally, into cost per member. 

All these numbers lead to another crucial piece of data, which is the LTV, or lifetime value. This number represents the value of each of your clients when their entire time spent with your studio is taken into account. 

Now, the LTV for most studios is about $2,000, and that involves holding onto a member for around six months and charging realistic prices. You can think of this number in terms of how much your studio gets out of a client during their involvement. 

The way you construct your offers ties directly into all these essential numbers. And if you think about it, the regular gym model is actually broken in that respect because it includes free trials during the acquisition process. And those free trials cause them to lose money. 

Worse, it isn’t just about those studios not earning money – they’re actively losing it because, on average, getting a lead costs about $20. 

You might think that that’s not a huge number on its own. But when you take into account that only about 30% of leads convert, it becomes alarming. It can mean that the cost per member for most studios can be upwards of $150. 

It’s clear that in order to make the most out of your marketing and onboarding processes, your studio should abandon the idea of free trials. 

Instead, you can leverage the concept of magic offers that make all of the calculations work for your business rather than against it.

How to Have An Arsenal of Magic Offers?

With everything said so far, you might think that creating a magic offer would be some overly complex process. But the truth is…

Creating a magic offer for your studio is effortless! 

And this process starts with a very straightforward exercise that involves building your magic offer map. 

You’ll need to create 12 boxes, one for each month of the year. The first box can contain a proven offer type, for instance, a 28-day kickstart. And the main thing about this first offer is that it should include plenty of segments, like training, induction sessions, a tank, or VIP passes. After all, this offer is meant to open a new year. 

Then, you’ll need to come up with various other offers over time and never stick to the same offer for too long. Because if you persist at a single offer, the market can get fatigued and start to lose interest. 

Here’s where it gets interesting: 

Your variety of offers doesn’t mean you have to invent something entirely new. 

In fact, the point of the magic offer exercise is to try and come up with several variations of the same basic program of your studio. This way, you can create an entire arsenal of magic offers that won’t tire out the market. For example, you can use variations of the core program for Valentine’s Day specials, New Year – New You programs, and countless others. 

Remember, variation is the essence of your magic offer. 

You’ll undoubtedly be able to think of a number of different iterations of one core idea. And that will become the foundation of your studios’s marketing and lead generation.

You Can Create the Perfect Marketing Model

Once you get into the concept of creating a self-liquidating, magic offer, you’ll find that there’s no need for excessive marketing expenses in your studio. 

Your offers will become much more attractive and varied, driving a more significant number of leads your way. Best of all, you’ll have something unique to present to the market every time, and you’ll avoid falling into cliches. 

Retention Top Stories

How to Understand the F45 Studio Member Curve

Your studio community consists of different groups, and not all members are motivated the same. Here’s a breakdown of the member curve and what it means for your studio.

Member management is a crucial part of running a studio. In particular, every studio needs to have a foolproof retention system to keep clients and become successful. That said, one of the most important points is to show the members that you care about them. 

There are several methods to achieve this effect, including proactive and reactive approaches. And studios that master these methods have a significantly increased chance of retaining existing members and attracting new ones. Even better, they create engagement among clients and remind them why they joined in the first place. 

Understanding the studio member curve and the role it plays in community management is critical in that regard. 

This article will explain what the member curve means for your studio and point out the proactive and reactive methods you can use to influence that curve in a positive way.

The Membership Curve

This depicts the level of engagement your members have with the studio. It usually follows the pattern of the so-called “normal” distribution curve, which means that it starts low, rises into a single peak in the middle, and goes back down. 

At the start of the curve are the members with the most sessions. And the number of sessions falls as you go further along the curve. That means when you get to the end of the curve, the members there have zero sessions.

Based on this curve, we’ve classified the type of studio clients into five groups, from the most to the least sessions:

  • Super
  • Selfies
  • The Fringe
  • Red Flags 
  • Bin Chickens

“Super” members are those extremely engaged people who turn out to your parties and openings and follow you on Instagram. The “Selfies” are self-motivated members who want to do their thing and don’t engage in most activities that go beyond the training, while the “Red Flags” are people who show a reduced interest. “Bin Chickens” are that handful of people you don’t need in your studio.

In terms of numbers, you’ll likely have a similarly small number of “Super” and “Bin Chickens” members and a bit more of “Selfies” and “Red Flags.” 

But the majority of your members that form the peak of the curve will fall into “The Fringe,” which will be the group you’ll want to focus on the most.

Targeting the Fringe Group within the Members

“The Fringe” group is the biggest group in your studio and consists of people who do just one to three sessions per week. This group requires special attention not only because it’s the largest but also because of one particular reason:

We’ve found that most cancellations originate from The Fringe. 

In other words, this group needs to be managed much more actively than others because it represents the bulk of your community. More importantly, it can considerably impact your client retention rate. 

Many studios take a passive approach to community management and simply go with the flow. But this approach can be counterproductive, especially when it comes to The Fringe. 

Remember, people in this group are on the borderline between cancelling and converting into full-price clients. And the only way they’ll stay with the studio is if they feel the extra attention coming their way.

Particularly, offering them one more session weekly is the single most significant conversion method for The Fringe. But it needs to be a proactive move. If a member starts considering cancellation, it’s usually too late to react to their decision.

In terms of specific ways of member re-engagement, there’s a four-step blueprint that will help you target The Fringe. You can use it to move the group’s members down the curve and move to the group of satisfied and loyal clients.

Four Ways to Re-Engage Members

The blueprint of reaching out to The Fringe members consists of the following steps:

  • Attendance report
  • Sending a “You Rock” message
  • Celebrating with a video
  • Keeping notes

Here’s how it works:

First, do attendance reports every week as they are extremely useful for analysing the situation in your membership curve. These reports should show every session that every single member had in the previous week. Using those statistics, you can find the people who did between one and three sessions – The Fringe – that requires your focus.

Once you have that group defined, choose a number of people to send a “You Rock” message to every day. It would be best to use every opportunity you find to send that message. For example, when they nailed their previous session, are nearing a milestone, hitting their personal bests, or showing amazing results. 

You can leverage video to share these messages of celebration and encouragement. Videos are incredibly effective and don’t take too much time to create and send. Messaging your members this way will create a great impact while requiring minimal effort. In fact, for many Fringe members, receiving personal video messages was a key reason that made them decide to stay with their studio instead of cancelling.

Finally, ensure to keep notes on all these activities. These notes will help you organise the outreach better and avoid repetitions, which is a real risk if you manage everything without writing it down. This way, you can keep track of who you sent messages to and how they responded to them.

Boost Members’ Engagement Where It Counts

A thorough understanding of the membership curve and the groups it consists of will give you an excellent foundation for activities that will boost client engagement in your studio. 

If you focus on the right groups and reach out appropriately, you’ll start to see much better retention rates. At the same time, your clients will become more motivated and satisfied, ultimately leading to better results both for them and your studio. 

Top Stories

How One F45 Studio is Killing It (Three Success Secrets Revealed)


How One F45 Studio is Killing It (Three Success Secrets Revealed)

Many studios don’t make it past the numerous challenges associated with the business. But our client managed to overcome them all and achieve astounding success. Discover what they did differently.

An F45 studio from North Vancouver made impressive improvements in only one month since they started working with us. In fact, they’ve come such a long way that it already feels as if we’ve been working together for a year.

Initially, the F45 studio’s staff struggled with burnout. 

Like many other businesses, they couldn’t keep up with the demand and the team were starting to feel drained. Naturally, the first step in overcoming this issue was to expand the studio’s workforce. 

This is precisely what our client did; they added more manpower and hired a VA. And as expected, the burnout went away and the entire team could now focus on other, high-level tasks. 

What’s more, the timing for hiring more people was perfect – the studio started seeing a dramatic increase in clients! 

In only 11 days, the studio enrolled 27 kick-starters, five two-week trials, and nine full memberships. Previously, those results would’ve been fantastic for an entire month.

With the number of new members skyrocketing in the studio came a new challenge: client retention. While it was great to see all the new faces coming in, it was now time to think about keeping them engaged and interested. 

Fortunately, this F45 studio managed to overcome that challenge in spades.

Retention is undoubtedly one of the cornerstones of running any successful business, particularly an F45 studio. 

That’s why in this article, we’ll uncover the three secrets our client used to improve this crucial business aspect.

The 3 Secrets

Secret #1. Maintaining an Amazing Vibe


One of the things that can make a considerable difference when it comes to retention is the atmosphere in the studio. Luckily, our client always had a great vibe and managed to create good engagement levels from their members. 

As their business kept expanding, the studio needed to put in extra effort to keep the same vibe they had so far. And since they always had plenty of people doing challenges, it seemed like a good idea to use those regular activities to improve the atmosphere in the studio.

The solution the team came up with was brilliant: they divided the members into three teams and ordered red, white, and blue challenge bands for everyone.

While this might seem like a minor thing, equipping their members with those bands did wonders for motivation and how everybody felt. 

People started recognising each other by their teams, and it opened new conversations. In addition, the motivation and excitement of all members went up significantly.

This is just one example of small “tricks” that can create a lively vibe within a studio. And naturally, a great atmosphere will keep people happy and coming back for more. 

Secret #2. Make Your Members Love You More!


It might seem like talking about love in a business context would be a bit over the top. Yet, in the case of this F45 studio, that’s precisely how the clients started feeling towards the business.

The members love the studio, and the studio loves them back without weaponising those emotions to grow. This sincere relationship is likely at the core of the great dynamic between the studio and its clients.

But why do people end up loving a studio?

The answer lies in what they get from the business. 

Of course, members can always count on getting a wicked workout, but that’s no different from any other studio. The unique thing that our client does is that they take it a step further.

For example, the studio started using a system of personalised messages with custom names to notify members of any changes or unpredicted situations. 

In fact, they recently used this messaging system to tell their members about a power outage. And without that platform, the studio would’ve been in chaos with all the people coming in and being unable to work out. 

Our client also used the text platform to make their challenges more interactive and exciting.

Generally, people react very favourably to little things that show them that a business really cares. A studio could certainly function without these small considerations… but it would never develop such a devoted following.

Secret #3. Mindset Changes That Will Change Your Studio for the Better


The studio underwent many structural changes to make progress. In particular, it was necessary to restructure the business roles.

This required a change in mindset.

Before, it was common for one person to manage everything from the sales to the team. But now, there are different people in charge of individual aspects of the business, which means that everyone can devote their full attention to a limited set of tasks.  

In other words, our client stepped out of the scarcity mindset – the mindset where you’re supposed to limit your team size and do everything yourself.

This mindset shift that caused increased efficacy and heightened focus on details didn’t only result in better business practices. The studio members felt the change, too, and it reflected on the studio’s retention rate. 

The second mindset change had an even greater impact.

You see, the team started taking a closer look at each individual client and assigning custom goals for every member. They began focusing on members based on whether they were on their first session, nearing the end of the trial, or far advanced on their journey. 

Simply put, the studio decided to pay extra attention to potential full-time members. And this increased the likelihood of enlisting those clients for a longer period.

Greater Client Retention Leads to Amazing Success


It might be argued that attracting new clients is easier than retaining existing ones. After all, you can always reach new prospects through a carefully thought-out marketing campaign. 

But to keep clients in your studio, your service needs to be at a higher level and offer more than only the basics.

Client retention requires you to let your clients know that you care. 

That’s why if you spend enough time and energy thinking about how you can improve the client’s experience, they’ll feel it. And once people feel appreciated, happy, and engaged…

They’ll want to stick around for longer and come back for more.


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Copyright © 2021 GERONIMO. All rights reserved.

Top Stories

Streamlining the Experience in Your Studio

Many studios find themselves struggling to grow due to a combination of some essential factors. Here’s what you should pay attention to if you want your studio to prosper.

Running a successful studio is a challenge, especially when it comes to growing your client base and influence. You might start out with some momentum… and suddenly find that your studio isn’t growing fast enough or at all.

While these issues are common, and many studio owners find themselves stuck at some point, the underlying causes are less complicated than they may seem. In fact, the factors that can hinder growth boil down to only a few fundamental areas.

In this article, we’ll look at the four main areas that can play into your studio’s success and examine how they influence growth.

The Four Areas

Area #1. 80% Rollover

When we talk about rollover, we’re talking about the concept of new people joining your intro program and staying for a full-price membership. Of course, the higher your rollover rate is, the more your studio will grow.

So, why do some studios get up to 80% rollover while others struggle at 20% or 30%?

One thing’s for sure – getting to that 80% doesn’t happen by accident. And it usually doesn’t happen by following the common logic of building up your rollover ratio from a smaller to a greater percentage.

Instead of starting from 30% and working your way up towards 80%, it would be best to start with the highest goal in mind. For example, if you have ten clients, you should start thinking about how to get eight of them to roll over as soon as possible.

In other words, start with the end goal in mind and work backwards from there, setting the desired rollover rate as your weekly goal.

Area #2. Managing in Waves, Not From Your Inbox

One of the greatest pitfalls related to studio growth has to do with managing the onboarding and rollover processes.

People will often refer to their inbox and massive lists of names to figure out where their clients are in the system. However, shuffling through those lists makes it hard to discern who’s ripening as a client and who needs to be converted first.

Luckily, there’s a great example of an alternative way to sort your clients out: you can look at how universities do it and replicate that approach.

Universities separate their students into cohorts and create graduating groups, keeping together the people who are on a similar level and are ready to move on.

You can apply the same thing to your studio. Manage your newly-onboarded clients in groups, a.k.a waves, on a weekly level. Then, you can apply the previous principle we discussed and focus on getting 80% of those weekly clients to roll over.

The main thing is to avoid leaking clients into next week.

If that starts happening, it can continue for weeks on end, making you miss out on both the lives you want to impact and new sources of revenue. And if your process clogs up this way, it can stunt your studio’s growth quickly.

Area #3. Lifetime Value

It’s important to keep track of the lifetime value of your clients. That means when you look at the people in your sessions, you should have a clear calculation of that value.

But this doesn’t mean you should think of people as nothing more than money. Instead, you should be aware of how much you could be leaving at the front door with every newcomer who doesn’t rollover.

Think about every member of your studio. If you’re charging what you should be charging and keep those members for as long as you’re supposed to, you could be looking at a lifetime value of about $2,000. For most studio owners, that’s not a small amount, which is why you should be aware of that value.

It’s of no help to think about newbies as someone who wasted your time or ghosted you after three sessions. The right way to go is to understand their lifetime value and adopt a strategic approach, nurturing your client groups and moving them forward every day.

Similar to the reverse-engineered approach to rollover rate, you should start with the lifetime value of each client and take it into account on a daily and weekly level. For example, if one client cancels and you, therefore, lose their lifetime value, the first order of business would be to make up for it by onboarding another future full-price member.

Area #4. Fill Your Team’s Roles With the Right People

When talking about a strategic approach, the role your team plays in achieving long-term goals is crucial. The best way to employ your strategy is to ensure that the right people are in the right positions in your team, giving it their best.

View your team as participating in a sports championship. Everyone needs to have a role on the field and know how to interact with other team members for maximum effect. If you’re looking to get the best possible results for your studio, you can’t afford to have passengers or unmotivated people in the team.

When you get your team ready and excited about doing the work and changing people’s lives, everything will function like a well-oiled machine. And your studio will be much more capable of managing new and current clients.

Team efficacy has to do in large measure with the energy that goes into it. The more motivation you produce, the better the results will be.

Driving Growth in Your Studio

The aspects of running a studio covered here might sound straightforward, and they mostly are. However, many studio owners disregard these fundamentals at the expense of growth.

If you adopt a sound strategy of team and customer management, you’ll find that most issues commonly associated with slow growth will disappear.

Streamline your studio experience by reverse engineering, and your business will start showing signs of considerable progress.

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The #1 secret to getting your leads to pickup.


The #1 secret to getting your leads to pickup.

Here’s a crucial reminder that we all need to hear.

You’re getting leads. 

Within KPI, and most of them supply accurate contact information. 

You try. But they don’t pickup. You waste time. You waste leads. You waste opportunity and, ultimately, cashflow. 

So, you assume you need more ‘quality leads’.

You might be right, but only if you’ve mastered the #1 secret to getting your leads to pickup.

In this video, Tony and Jake from F45 Coburg Road, Oregon, USA gave an absolute MASTERCLASS in HOW they..

.. Have sold 55 kickstarts in January even while they’re..

…In lockdown

…studio is closed

…doing bootcamps under a tent outside the studio

…with some of the strictest states in all of USA.



Well, as Tony Core puts it, he’s been in sales for over 20 years, and the secret is really good, structured follow ups and realising that it takes 10-12 contacts before a sale. 

So if you’ve only tried a couple of times before claiming they’re a dud lead, keep going until they’ve told you to stop. 

Watch the video, take notes, and have a fair assessment on where your follow up game can improve.

  • Maybe you need to restructure who does the calls to ensure leads are called within the first 5 mins?
  • Maybe you have too many people doing it, so leads get lost between your team?
  • Are you REALLY following the script? Honestly. 
  • Are you using texting effectively? Are you trying different things?
  • Are you REALLY following up past the 10-12 contact mark, or stopping at 2-3?
  • Do you have the urgency towards these leads as Tony and Jake do?
  • Are you booking appointments, confirming them, and showing up to them?
  • Are you performing really good, structured, follow ups?

Get it right, and I’m sure the results will delight you. You’ll have more members at the end of the year than any of your competitors. 

Geronimo clients – If you’d like us to review your sales conversations, just send us a recording in your slack channels, and we’ll have one of our sales consultants review it for you. 

Doza “get your follow ups right” from Geronimo.


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Unlock HUGE Government Stimulus for your Aussie F45’s (or any other business)


Unlock HUGE Government Stimulus for your Aussie F45's (or any other business)

AUSSIE STUDIOS: If you have eligible staff and are willing to provide training, the government will cover 50% of their wage cost for 12 months up to $28,000 per person.

See if you’re eligible here:

I have already received a full quarter of wage subsidy. It’s BIG.

This wage subsidy is part of the Government’s COVID-19 Recovery Plan.

There is no cap on the number of employees you can register and there is no requirement to have a drop in revenue or anything similar.

This program is there to incentivise you to hire and train new employees, and the upside for your business is huge.

We have seen gyms access over $150k and large retail businesses get over $1m in wage subsidy, which has then been reinvested back into their businesses.

We also have clients who have been considering employing new staff and this program has been what they needed to make the decision.

For more info BOOK a time with Gary via this link, and skip the Queue.

This is easily the most VALUABLE thing you can do today, to see how much money you can unlock for you. Don’t scroll past this. I’m trying to get you more $ from the Government. 


Step 1: See if you’re eligible here:

Step 2: BOOK a time with Gary via this link, and skip the Queue.


Copyright © 2021 GERONIMO. All rights reserved.

Top Stories

Why Does long Matter


Why Does Long Matter?

What does Gary V, Warren Buffett (i love buffet’s) and every other successful mofo have in common?

You never hear them say, play the short game. 

They play the long game. 

They know it chokes their competitors, builds a relationship with the market, and it means you have to start thinking more about strategy and consistently delivering quality and value than quick hit tactics.

And it’s no different to now for us in gyms during the lockdown. 

The market is definitely colder and more skittish than before this crisis. Surprise!

But it doesn’t mean that they don’t have problems we can solve for them. It just means the temperature of our marketing needs to match the temperature of our market. Read that again. 

Ok, real quick. Imagine a triangle. At the top of the triangle, there’s 3-5% of the market that’s ready to buy. It’s the smallest segment. 

Then the next layer down accounts for 37% of the market. They’re problem aware but not ready to buy yet. They will be, eventually, but that’s not where they are in the ‘buying cycle’. Meaning, their temperature needs to warm up. 

There’s another layer underneath that, the 60%. They’re cold af. They’re not even problem aware yet, we’ll ignore them for now (and forever tbh).

So in the past, to grow my gyms and your gyms to record levels, that top 3-5% was enough for us to go shopping for leads who were warm enough to sell. Boom. Happy days. 


And things changed. 

Don’t look at this as a problem, this is a HUGE opportunity. To innovate (like you have) and be better at what we do (like you have). 

And for the same reason why Warren All-You-Can-Eat-Buffet says that wise business people and investors know that fortunes are made in the dips, they’re just collected in the highs. 

And why a bloke called Henry Ford famously said “a man who stops advertising to save money is like a man who stops a clock to save time”

And also one of the biggest marketing battles of back in the day….Post Cereal VS Kellogg’s. 

When the Great Depression hit, Post Cereal stopped advertising to ‘Save Money’. Kellogg’s ramped up their advertising and took advantage of the market. When the economy came out of the recession, Kellogg’s profits had risen by 30% and they used this momentum to go on and become the industry’s dominant cereal company and WHO THE HECK IS Post Cereal? 

The lesson here?

Our gyms NOW need to play the long game, develop a longer term relationship with the larger part of the market, and take them along the buyer’s journey that eventually leads to purchase. And gives you a ‘honeypot’ that you OWN (you don’t own facebook traffic) and can dip in to when you need it.

We can’t skip the stages of the buying cycle, it’s human psychology and how the brain works. Think about it, you do it too. 

Especially now because of that bat virus.

How do we do this?

Via email. Which, btw, is still 40x more effective than social media for making $, check it out

The good news?


It’s a mix of 4 bits: The High Value Content (HVC) + The Funnel + The Offer + The List Building System.

The audience is presented (via ads, email, everything) a piece of content that solves their deep burning problems in exchange for their details. This builds your list.

They consume it, and are presented with an offer at the end. A tiny % will take it, fine.

The rest will drop into your sequence that we will build for you, where they continue to get value emails in a specific rhythm. And as they show certain behaviour, we’ll tag them so they go into different segments within your list. 

This will show us whose temperature is rising and are ready to be shown an offer.

And we show offers to ones that are ready to go. 

We have created some of this HVC already, and are already building our list. I would like to do it for you too, as part of our Geronimo service for those that stay active during lockdown. 

For new clients we get onboard, it’ll be an additional service because it’s a truckload of work (that people normally charge a truckload for).

I’d say the best way we can work together on this, is a mixture of you customising some of the content we develop and you develop your own too. Get your trainers involved (if they’re good at it), so your local market is seeing you guys and building a relationship with YOU. 

What will you need (or what we need from you to start)?

  • An Active Campaign account, ideally the ‘plus’
  • To provide us the logins, or create a login for us
  • Your MindBody logins (so we can export and sync lists)
  • Let me know if you want this piece of content “14 Day Lockdown Survival Guide” customised for your audience as the first bit of content we can use to re-engage your current email list and advertise into your local market. It’s already achieved amongst the highest open rates we’ve had with our cold audience.

And a final note..

Now that we’re all online, it’s going to get more difficult to stand out against other gyms advertising in your area, free workout apps (don’t get me started) and the competition of not doing anything.

But if you think it’s competitive now, wait till ScoMo says we’re allowed to reopen next week. 

It’ll be a bloodbath.

Gyms that have been open for years will do foundation memberships again. Slashing prices. Poaching. Pre-sales. Landgrab. 

But remember that top 3-5%? They’re all still only going for that layer. 

But the smart businesses and gyms have actually been spending time and investing in building a value-based relationship with the 37% this whole damn time. 

Relationships are the key here. People buy from people they know, like and trust. We’re influenced by them, we’re persuaded by them. 

That’s why we say we’re in the relationships business, that just happens to run fitness classes. Not the other way around.

So when ScoMo says it’s game time, you ideally have hundreds of people you can turn to and cash in on all that value you’ve given them. No slashing, no dropping your pants, no ill-feelings from your loyal members who have stuck by your side only to see you give blow-ins a better deal. 

Let me know your thoughts. 


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Urgent Accounting Advice For Studios During COVID-19​


Urgent Accounting Advice For Studios During COVID-19

FOR AUSSIE STUDIOS – Demystifying Important Govt Funding specific to our studios.


Hey guys, just in case you’d find it useful…yesterday a few other F45 owners and I asked an accountant and advisor that specialises in gyms all the questions we had regarding the stimulus measures for us, and the finer details.


His name is Jason Maher, MD of Maher Partners in Sydney


It was SUPER informative and I thought I’d share in here just in case it helps our Aussie network of studios…

[WATCH] Urgent and Vital Accounting Advice For Studios During Virus Crisis

🚨 Some of you may already know this but MONDAY 20th coming up is a BIG DAY to lodge and submit your job keeper stuff.

He explains Job Keeper details and warnings, Cash Boosts both federal and state level, what to speak to your landlord about and WHAT TO DO THIS WEEKEND to be ready for Monday!!

We’ve all got work to do this weekend to get your books and brain organised 🤯

I hope it helps – It’s a mammoth 1.5 hour video hopefully you learn at least 1 thing from it.

Have a good one.

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How Ed Sheeran’s 1200th song helps us make more sales


How Ed Sheeran’s 1200th song helps us make more sales

I couldn’t believe this. 

Ed Sheeran was told he would never make it.

His songs were no good and his singing was deemed “nothing special.”

So Ed Sheeran decided he would write 1 new song everyday… and everyday he would perform that new song (as well as a handful of others) to any audience he could find.

So he wrote.

And he performed.


At coffee shops, at train stations, at strip clubs even.

And he was still no good.

But he was getting a little bit better!

He didn’t freak out that none of his songs were gaining “traction”

That he wasn’t a grammy winner yet.

He didn’t freak out that he was living dollar to dollar.. just trying to survive.

He knew what he wanted..

and he was prepared to sacrifice for as long as necessary to make his dreams a reality…

As each month passed…

..the 30 new songs he’d wrote each day were slightly better than the previous months’ 30…

Until one day he wrote “The A Team”

Which took off and made him an “overnight” success.


Do you want to know the craziest thing?

His later song… “Thinking out loud” was something like song number 1200 in his daily song writing ritual…


Nearly 4 years after choosing to write a new song daily…

He wrote his best one in 15 minutes…

And now it’s one of the most played songs in HISTORY…

2,965,336,109 views and counting!

(yep thats 2 billion + 965 million + 336 thousand + 109 views)


Anytime i try something new or to get better at something I know i need to get better at but I suck…I just remember that it took Ed THOUSANDS of songs to get to the point where he could even write ONE that “took off”

And now i realise… the more failed attempts i create…

…the closer i am…

to having the ability to create my “thinking out loud in 15 minutes” equivalent.

So complaining that our first few sales calls didn’t “take off” and i still don’t have a 6-pack is really quite laughable in the scheme of things.

If we’re not willing to work, to suck, to practice or to fail over and over again…

…we will 100% lose to the Ed Sheeran’s of the world.

Just something to think about. Now get on the phones and start selling!

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