The Simple Stat Behind Epic Sales Months in a Florida Gym
Here are some impressive sales stats from a gym that made all three of our marketing leaderboards:
78 leads51 appointments set44 shows41 sales
These are outstanding numbers, and when we dug in, we found another important number.
Here it is:
381 follow-ups with leads in 30 days
We don’t track this number officially, but Korey Schindler, co-owner of Impact Fitness in Florida, provided it when we contacted him to find out why his marketing numbers are so good.
Korey literally has a counting app on his phone, and he keeps track of his follow-ups with leads every month. When we contacted him mid-month, he was at 217. When we interviewed him after month end, his counter read 381.
He logged 400 follow-ups in the two months before that, too.
“If it’s a slow time, I’ll do 30-40 follow-up attempts per day sometimes,” Korey said. “Phone call is my favorite. If they don’t answer, I’ll send a video text.”
So instead of checking Instagram for fail videos in dead hours, Korey is:
Calling people.Sending emails.Firing out texts and videos.
Korey, who sells sports performance training for kids, will even use a tactic he calls VAFU—value-added follow-up:
There’s more.
Korey has door-to-door sales experience from his college days and years of experience selling. Sales is his sole focus at the gym.
Despite all that, Korey:
Tracks every single contact point with a lead in a Google sheet.Uses battle-tested scripts to get leads to book No Sweat Intros (NSIs).Rehearses before every NSI.Watches Two-Brain sales training videos in our Toolkit for clients.Works with a mentor to ensure his sales skills remain A+.
He also audits and improves his sales systems as the market changes.
For example, when he realized Facebook ads were producing colder leads, he revamped his process to get the results he wants.
Overall, this is a relentless commitment to the basics—virtuosity in business. And I’m not surprised it produced spectacular numbers.
Impact Fitness was fourth on all three of these leaderboards, and five other gyms appeared on all three as well (we reveal the names to our clients):
The sales engines at these gyms are world class, and they are built on solid systems, not wild offers, discounts and once-in-a-lifetime deals.
Here’s Korey’s summary: “I can’t control how many people sign up, to an extent, but I can control how much effort I put in.”
I love it: Business virtuosity for the win.
How many leads have you followed up with today?
Do this:
Take 10 minutes right now to call as many leads as you can.If you don’t get an answer, send a text.Do this every day for a week.Send me a message and let me know what happens (I already know your sales numbers will improve, but I’d love to hear from you).
Great gym owners are masters of the basics, and their commitment is rewarded by outstanding metrics.
If you need help with business fundamentals, it’s a phone call away: Book a chat here.
About the Author: Chris Cooper is the author of 10 books on the fitness business and the founder of Two-Brain, a mentorship company that serves 1,000 gym owners around the world.
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