Fix Your Marketing Funnels: How to Get and Keep More Clients

Many gym owners try to solve every problem with “more clients.”

But pushing more clients in a broken gym or leaky funnel is like running a knocking engine hard: Everything just breaks faster.

The truth: the average coaching gym worldwide has 122.5 clients. Not 300 or 500.

So start with this assumption: You’ll have 120–150 great members who pay the right rate and stay for two years or more. If you check all these boxes, you will have a rock-solid business that can pay you $100,000 a year or more.

So how do you actually get the right number of people at the right rates?

You don’t chase gimmicks or guess at marketing. You audit and fix your funnels. At Two-Brain, we use four of them:

ReferralsContentSocial mediaPaid ads
1. Referral Funnel

Too many gym owners are passive about referrals. They hope clients will bring in friends. Hope is not a strategy.

Referrals only work if you ask. Clients love you, but they’re not marketers. They won’t book appointments for their friends unless you help them.

Action Step: The next time a client mentions an acquaintance who might need help, take the lead and ask how you can get that person in the gym.

2. Content Funnel

Are you producing helpful things for your audience to make connections, build rapport and establish expertise?

You cannot wait for people to just come into your gym. You must give them useful information. You must give them free knowledge and sell a coaching program at the end of the fitness or nutrition tip.

Remember, sales is the first act of coaching. And, honestly, everybody needs coaching.

Action Step: Set up a basic content calendar to develop a publishing habit and hold yourself accountable.

3. Social Media Funnel

A lot of people post to social media sporadically, and the funnel doesn’t lead anywhere.

Your social media funnel should shuttle people off platforms and into your waiting arms. It must get them from Instagram, TikTok, Facebook and LinkedIn and onto your website. And then your website must get them into your chair—butts in seats—so you can coach them to join your gym.

Is your funnel doing that? Or are you just posting random stuff?

Are you posting at all? Are you posting 10 times a week with calls to action in at least every third post? If you’re not, you have a platform, but it’s not growing your business.

Action Step: Add a call to action on every third post. Example: “Book a No Sweat Intro today.”

4. Paid Ads Funnel

Paid ads aren’t magic—but they don’t have to be scary, either.

Platforms—Facebook, TikTok, Instagram, etc.—are putting all your potential clients in one spot and then saying, “If you give us money, we’ll let you talk to them.”

That sounds like a good deal to me.

The truth: You don’t need huge budgets; you need skill with ads. A mentor can help.

Action Step: Don’t guess. Start small with ads and track the results carefully. Double down on winners and divert resources away from underperformers.

Audit Your Funnel Metrics

These four funnels only work if you track your numbers.

Measure three things:

1. Set Rate—the number of website visitors who book an appointment.

A: 62% or betterC: 30-61%F: <30% or “I don’t know”

2. Show Rate—the number of bookers who actually show up for appointments.

A: 80% percent or betterC: 67-79%F: <67%

3. Close Rate –the number of people who show up and sign up.

A: 80% or betterC: 67–79%F: <67%
Fix the Weakest Link

Once you know your numbers, you can solve the real problem instead of guessing.

I’ll give you three tactics for each metric.

If set rate is low:

Improve speed to contact.Improve your website’s call to action.Increase your outreach volume.

If show rate is low:

Send personal video/text reminders.Build rapport before they arrive through email or text.Get them into the appointment ASAP—not in two weeks.

If close rate is low:

Pre-frame the problem before the appointment: “Hey—pumped to chat today! What’s the No. 1 reason you’re looking at my gym?”Build rapport with real conversations to get to know and understand people.Clarify their problem and tell them exactly how you’ll solve it with your services.
Your Quick Daily Challenge

Marketing can’t be passive. You must build, test and improve systems.

Here’s your simple challenge to start. The four activities below are enough to get you to a C grade and start building momentum. Block off an hour every day and work on this:

Ask for five referrals a month.Publish five big content pieces every month.Post five times a week on social.Spend $5 a day on ads.

Later, hit 10-10-10-10, and then 15-15-15-15.

Build and improve your funnels—that’s how you move from an F to a C to an A in marketing.

Do this stuff daily, and you’ll build a marketing machine that brings in the high-value clients who will sustain an amazing business that pays you well.

We teach gym owners exactly how to build these four funnels step by step. To find out how to supercharge your marketing, book a call here.

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