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- This gym added $100k revenue in 30 days
This gym added $100k revenue in 30 days
& the 4 strategies that made it happen…
John Franklin
August 09, 2024
Happy Friday Gym World,
Dan Trink and Kyle Fields from The Fort NYC are back by popular demand.
Their trio of small group training gyms in Manhattan has 600 members, bringing in over $300k a month.
First, they shared their content strategy. It’s one of the best I’ve seen.
Dan and Kyle would spend $2,000 a week on daily content with a media company. They now make their own content and post 2-3 times a week to keep it more genuine.
Then, Dan broke down their entire business model.
They also have the highest rent we’ve ever seen on Gym World at $70k a month. 😅
Now, they’re here to share how they made an extra $100k in 30 days.
Let’s take a look: 👇
The Fort NYC 🗽
The Fort positions itself as NYC’s best small group personal training gym, offering a premium experience with high-end equipment for those serious about strength training.
Four people train with one coach, and everyone follows the same workout each day.
Most gyms we’ve featured have groups of six, but Dan and Kyle find four allows coaches to give clients the right amount of attention.
Dan and Kyle know this is a new concept for many prospects, so they offer a 2-week paid trial that costs $360 for six sessions.
This short-term commitment helps prospects see the gym’s value and understand the training and systems.
It’s priced like their top membership at $720 a month. The ANNEX uses this strategy too, which helps attract high-quality leads and get money upfront.
After the trial, prospects pick a membership based on:
How often they want to train each week
How long they want to commit
Programs at The Fort range from two weeks to 16 weeks. They run an 8-week training cycle in two 4-week phases. Last time we spoke with Dan, he said 90% of their clients train three times a week.
The Fort writes members’ names and their training on blackboards covering the gym walls. Other successful gym owners like Cassie Day and James Pratt also track results manually.
The boards are erased every 4 weeks when a new training cycle starts.
They also run a testing week every 16 weeks where members can assess their training progress.
This approach creates accountability in the gym and makes the program more sticky, so members keep coming back.
Each location has three full-time staff:
General Manager: handles operations and upfront sales
Client Success Manager: focuses on client retention
Head Coach: oversees training and manages other coaches
And they also have part-time coaches for additional support.
Everyone is on salary for now, but Dan and Kyle plan to pay part-time staff hourly down the line. If you’re unsure about how to pay your coaches, this article has more insights.
$100k in 30 days 💰
New Yorkers love vacationing in the Hamptons, which means The Fort operates like a seasonal business.
They lose 30% of member-generated revenue in the summer. Normally, they run about 450 sessions a week across all gyms.
With four people per session, Dan and Kyle know they need to sell each spot for $55-$60 (or $200 per session) to break even. So, to counter the dip in revenue during slow months, they:
Tighten lead follow-ups
Strengthen sales skills
Implement new CRM systems
Ramp up paid ads
They reduced their Facebook and Google ad spend to $18k a month from $40k in 2022. In November, Dan said they targeted terms like “personal training” and “gym near me” in their Google Ads, which brought in higher quality leads.
July was set to be their worst month, but these changes helped them earn $100,000 more than they were forecasting.
In the past, to combat the drop in revenue, Dan and Kyle pre-sold a year of memberships at 28% off, which brought in an extra $220,000. 🤯
Be careful with this strategy. It brings in cash now, but the discounting could hurt your top and bottom line in the long run.
What’s next for The Fort? 🔮
Like most seasoned gym owners, Dan and Kyle are continuously tweaking their business to increase profits. Small but simple changes like faster lead nurture and paid ads already added $100k revenue in just one month.
Right now, they want to find what works best and are focused on:
Maximizing operations
Refining offers
Optimizing systems and processes
over ‘n out,
j
📣 P.S. If you liked this, share it with a gym owner who would too.