The Full Gym | Chapter 1
Find your bottleneck in five numbers, right here.
The Three Levers dashboard runs on this page: enter this month's numbers and it tells you which lever to fix first, in the book's own priority order. Plus the revenue dashboard, the diagnostic rules, and a worked example.
One page. The Three Levers that actually move revenue. Update Monday morning, see your bottleneck by Tuesday. Fix the upper rows first — adding leads to a broken funnel makes the leak worse, not better.
Revenue dashboard
The same numbers your P&L cares about, one page, once a month.
This month's one move
Diagnostic decision rules match your numbers to a rule
Churn rules
IF Churn is above 6% per month
THEN Stop running ads until churn drops below 5%. You're filling a leaky bucket. Audit onboarding, first 30 days, and member experience. Most churn happens in the first 60 days.
IF Churn is 5–6% AND close rate is below 60%
THEN Fix sales onboarding first. You're closing the wrong people OR closing them on the wrong promise. Run the Floor Sales Scorecard (Ch 14) for 30 days.
IF Churn is below 4%
THEN Healthy. Now look at upstream Levers (close rate, lead volume). The math supports scaling ads if both are at benchmark.
Sales rules
IF Close rate is below 60% AND show rate is above 50%
THEN Your sales process is the bottleneck. Coaches are getting people in the door but not closing. Use the Sales SOP (Ch 18) scripts. Run weekly role-plays with the Ch 19 Persona Pack.
IF Show rate is below 50%
THEN Your booking-to-consult experience is broken. Tighten the confirmation sequence (24h SMS + 2h SMS), make the appointment feel high-value (personal video from coach), and re-time the booking offer in the call (Script 3 of the Sales SOP).
IF Booking rate is below 50%
THEN Either the offer is wrong or response speed is broken. The LASSO standard is under 5 minutes for web leads. Audit response time by lead source before changing the offer.
Lead volume rules
IF All sales metrics healthy AND lead volume is under 40/month
THEN Scale ad spend. Your funnel can handle the volume. Use the Budget Calculator (Ch 7) to size the increase. Default: 20% increase every 5–7 days until CPL spikes.
IF Lead volume is high AND quality is poor (low show rate, low booking)
THEN You're attracting tire kickers. The offer is too good (free trial trap) or the targeting is too broad. Sherman's rule: free attracts the uncommitted. Switch to a paid intro ($97) and watch quality jump.
Worked example what "good" looks like, filled out
Riverbend Strength & Conditioning
Composite example based on common LASSO client patterns. Boutique strength gym in a mid-size metro, 180 members, $42K MRR, opened 2022. Avatar: 35–50 year old reclaim and post-postpartum.
Diagnosis: Lead Volume and Show Rate are healthy. Close Rate is the bottleneck at 58% (target 70%+). The decision rule says: fix sales before scaling ads. Adding more leads at this close rate would burn ad budget while only marginally growing MRR.
The move: Run the Floor Sales Scorecard (Ch 14) on every consult for 30 days. Use the Sales SOP scripts (Ch 18). Weekly role-plays Friday with the Persona Pack (Ch 19). Goal: close rate from 58% to 68% in 60 days.
Projected impact: If close rate moves from 58% to 68% at current volume, this gym closes ~3 more members per month. At $235 average value, that's $705/month in new MRR, or $8,460 over 12 months. Same lead volume, same ad spend. That's the cost of leaving a sales lever broken.
KPI Tracker + Monthly Dashboard, The Full Gym, Chapter 1.
Download the answers and results currently on this page. The file is created on your device.
What is inside
- 01
Five metrics across churn, sales and lead generation, checked against the book's benchmarks
- 02
This month's one move, computed from whichever lever is broken — fix the upper rows first
- 03
The full diagnostic decision tree and a worked example, both on the page
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