LASSO Helps Gym Owner Tommy Allen Double his Monthly Leads, Sell High-Ticket, $6,000 Memberships
After being in the business for 10 years, Tommy Allen decided it was time to accelerate the higher-ticket memberships and services he offered, so he turned to LASSO for help.
Two years later, Allen’s gym—District H Strength and Fitness in Houston, Texas—offers and successfully sells a three-month membership for new clients for anywhere between $3,000 and $6,000.
The high-ticket membership includes, not only group classes, but also lifestyle and nutrition coaching, and either semi-private or one-on-one personal training sessions. At the end of the three months, the clients then move to a more classic group class membership that costs between $185 and $225 a month.
“If we’re really talking about and trying to get people back to health, then [we need to offer] higher ticket memberships," Allen said of why he made the transition to more involved services.
Allen credits LASSO’s Sherman Merricks and Blake Ruff with helping him reach a market he wasn’t able to reach on his own, and ultimately increase his average client value and overall revenue.
More specifically, LASSO has been helping him reach prospects who have “no pre-conceived notion of my business,” he explained.
In other words, LASSO has helped Allen market to cold traffic who have no idea what CrossFit or functional fitness really is, nor do they have expectations of signing up for a group class membership for $160 a month.
“They’re not anchoring my business to large group classes,” he said, which has made it much easier to sell higher ticket memberships where the client works closely with a coach in a one-on-one capacity.
Selling these memberships has been easy, Allen said, because of how Merricks and Ruff “tell the story” in their ads.
“It's not offering free or cheap anything. They’re speaking to our target demographic, which is 40-plus. (The ads) speak authentically to their needs without it being a quick fix or a six-week challenge after a decade of inactivity,” Allen explained.
“They’re really good at making (my ads) resonate with the target audience,” he added.
How it has been Working
Once a new lead comes, they’re given a series of questions to answer to see if they’re a good fit for Allen’s more holistic, high-ticket program that assesses the individual’s unique needs and builds a plan based on their individual needs and goals.
Because not everyone, of course, is a good fit to pay $3,000 to $6,000 for the first three months of fitness. But then again, many people are, Allen explained.
In fact, there’s “more than enough demand,” he said. The harder part is having the manpower to deliver to as many people as are coming through the doors.
The proof is in the pudding: Since working with LASSO, Allen’s total number of leads have increased to 60 per month (almost double what they were before), and his average revenue per member (ARM) has increased from $250 to over $300 a month. Further, Allen has managed to increase his overall client total from 180 to 223.
And finally, the additional revenue and high-ticket service have given him the ability to compensate his coaches more than he otherwise would have been able to, helping improve, not only overall pay for his coaches, but also job security.
Best of all, Allen’s return on investment in two years of working with LASSO sits at around 125 percent.
All this means Allen doesn’t hesitate to recommend LASSO to other gym owners who are looking to take their business to the next level.
If you’re at the point where "you’re hungry and looking to grow,” he has all the confidence in the world LASSO’s proven methods are the answer.