How LASSO Helped Mikalah Speer Add Thousands of Dollars in Recurring Revenue Almost Overnight

Last October Mikalah Speer started to panic a bit.

Her gym, a women’s only gym, FemFit in Redding, California had taken a bit of a revenue dip as her membership base dropped from 150 to 120.

She knew the summer months were probably to blame, as it always tends to be a slower time, but she was scared as she didn’t want the trend to continue.

That’s when she decided to do some Facebook marketing, and along the way, she came across LASSO.

Speer reached out to LASSO founders Blake Ruff and Sherman Merricks and decided to put her trust in their hands to help her with digital marketing and lead generation.

It was like turning a light switch on.

“The leads that first week were absolutely bananas. I couldn’t keep up. I was so overwhelmed, I was like, ‘You guys have to turn this down. This is insane,’” she said. 

Other gym owners told her it would calm down as time passed, but it hasn’t.

“It is just as bananas as week one,” she said. 

The result: Last month, eight months into working with LASSO, Speer picked up 26 new members, and this month, only 12 days into the month, she has already picked up 14. Even more telling is the fact that her current membership count is 200.

But the best part is that Ruff and Merricks also helped Speer re-work her entire pricing structure in such a way that she eliminated low-paying members.

For her, this meant getting rid of cheap punch cards and free classes and focusing on increasing her average client value through nutrition coaching or personal training.

“It’s such a better experience for the member, or the potential member, when they come in and you sit down with them and you learn about them, and what their goals are and what they’re looking for. And maybe that person isn’t looking for group classes. Maybe that person needs more of a personal training aspect. Maybe that person just needs nutrition coaching,” she said.

"You don’t sell memberships by putting someone through a free class…You sell memberships through, what I know now, building relationships,” she added about what Ruff and Merricks helped her realize.

Today, at least 50 percent of her new members are on higher-level memberships, meaning they pay between $300 to $400 a month.

Full transparency: Before LASSO, Speer’s gym generally brought in around $25,000 in revenue a month, which dipped to $21,000 last fall right before she started with LASSO. Last month, she brought in $38,000, including $6,000 in retail. 

All the additional revenue LASSO has helped Speer generate consistently, month over month, has also allowed her to become a Lululemon retailer, which has only helped her add even more revenue (not to mention it has given her great deals on workout clothing for herself).

Ultimately, Speer’s business is in a completely different place than it was a year ago, and she credits LASSO’s brilliance.

“The way they craft offers that capture an audience is genius, in my opinion,” Speer said. 

She added: “Before I joined LASSO, I was on pins and needles wondering how I was going to make it work, and since joining LASSO, I’m like, this is going to make it. It has given me the confidence to want to potentially open more.”

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