How FWD Fitness took nutrition and personal training from $1,500 to $10,000 a month

Mark Offerdahl had been through most of the gym software on the market before he found PushPress. He ran a gym in Australia, tried everything, then moved to the United States at the end of 2020 and opened FWD Fitness in Hawthorne, New York.

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He switched to PushPress at that point and stayed. By December 2022 he owned two FWD Fitness locations in New York with close to 200 members between them.

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The bigger change was on the revenue side. Nutrition and personal training went from about $1,500 a month combined to between $10,000 and $11,000.

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The Problem

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Two programs he wanted to build, and no system to build them on

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Offerdahl had wanted a real nutrition business and a real personal training business for years. Both stalled for the same reason. Without a system underneath them, every piece of chasing and following up landed on him, and he was candid that the workload was why it never happened.

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Every lead got treated the same way

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Not everyone who fills in a contact form wants the same thing. Some want group classes. Some want higher ticket coaching like personal training or nutrition. Sending all of them the same message costs sign ups.

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Speed decided the sale

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Offerdahl is blunt about what he learned selling memberships.

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"The number one thing in sales is time kills a good sale."

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Anyone who has coached three classes back to back knows the rest.

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"Let's say you're coaching three classes in a row and someone does a 'contact us' form. They have probably also done three other contact us forms to three other gyms at the same time. So if they get a message back from you a minute later, they're going to go, 'These guys are pretty on the ball. They know what they're doing.'"

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The Solution

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Automate the parts that do not need a person

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Offerdahl runs sales and client experience through PushPress Grow, the CRM and lead gen add-on that sits on top of Core, his gym management, billing and scheduling.

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"The more you can automate your processes, your customer experience, the easier and smoother things are going to run. I'm all about leads and sales. And that automation process that [PushPress gives] you in the work flows makes my life easier."

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Send people down the path they asked about

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A contact form adds the person to a workflow, and which workflow depends on what they asked. Rates questions start a pricing conversation. Personal training questions get personal training information. The nutrition page on the site feeds a nutrition workflow that routes people to one on one coaching or the 30 day challenge.

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Rewrite the templates in his own voice

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The campaigns arrive built on best practices, and Offerdahl has tweaked the language in every one of his workflows so it sounds like his gym.

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"You just go in and just change a few words when you need to. It's simple and easy to do."

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Keep talking after someone joins

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The first 90 days decide whether a new member sticks, so the contact does not stop at the sale.

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"Every other day, you'll get an email with nutrition tips, and all sorts of things. It's about constant contact. [At] CrossFit gyms, where people are paying a high ticket, you need to have constant contact with your members, and this just takes that off your hands. Even though it's automated, it still starts a conversation. And then you can go in and send an answer to that message if they write back to the message."

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Answer before the lead goes cold

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Grow fires the first message the moment someone inquires. PushPress founder Chris McConachie explains why that window is so narrow:

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"You have to understand that the motivation for someone looking for fitness is typically not a two-week window."

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Result

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Nutrition and personal training revenue reached $10,000 to $11,000 a month

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The two services together used to bill about $1,500. Giving each one its own workflow let Offerdahl sell them beyond Hawthorne, and he picked up remote clients around the world.

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A second gym, close to 200 members

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Offerdahl opened a second FWD Fitness location in New York. As of December 2022 the two sites carried close to 200 members between them.

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Better conversion, hours back

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Faster follow up lifted his lead conversion rate and his membership base, while taking the chasing off his plate.

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Conclusion

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None of this took a new sales hire or a bigger ad budget. Offerdahl took the services he already wanted to sell, put a workflow behind each one, and made sure nobody waited on a reply.

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Ready to stop chasing leads by hand? Book a demo and see what PushPress Grow can do for your gym.