455: Gym Churn Rate Under 4%: The Systems Behind a CrossFit Gym That Runs Itself

so this right here is trevor and we're here in omaha and trevor does a great job at crossfit elkhorn with retaining members at a very very high rate also we're going to dive into why it's so good and how he does things so well he's incredible at tracking and the way that you get your members results by focusing on the things that really any fitness studio and gym should is we're going to dive into as well so let's get a quick tour sound good yep all right trevor let's do it

But we liked this setup because as a coach, we can see pretty much everything in the space.

Everyone's got their own circle. It makes it easy

for people to know where to go.

You have a churn of, how low is your churn right now? We're just under 4%, so 3.85 for the year. 3.85. I love how he knows his numbers, by the way. 3.85 is a guy that knows his numbers, and that's great because we're going to be talking a lot about that today. So at that rate, you're basically retaining members for about 28, 29 months, roughly, on average, which is great. And for CrossFit specifically, because a lot of CrossFits have a hard time retaining members at that rate. Not because CrossFit's good or bad, but it just seems like there's a lot of less sophisticated business owners in CrossFit just because it can be very affordable to get into a CrossFit.

Yeah, the purchase of entry or getting into it, the barrier of entry is not as challenging.

Yeah, so there's a lot of people that start up with very low costs, and they just don't really have a big background and don't take interest in that part. They just want to lift. They just want to have fun. Yeah. And so so I love to hear those numbers. So one of the things that we talked about on the phone and why I wanted to dive into this with you, you guys get really, really focused in on the little details when you're training somebody. I love you to talk a little bit about that.

Yeah. And when it comes to like our core values, we have supportive, purposeful and balance and purposeful being like purpose over ego. So we want to make sure that our members understand what we're doing and why we're doing it. That way there's purpose to everything that we're doing, right? There's anybody can run through a class or any coach can run members through a class and just give them a beat down, but not necessarily understand, like, did we get the goal for today? Like, what was the goal for our strength? What was the goal for the conditioning? Did we achieve this many reps? Did we achieve this many round? Did we meet the range of motion standard? Like, do we actually use the muscles that we're planning to use in the workout? And that's what I think not a lot of coaches end up talking about. It's more about just running through a workout, talking here back and forth versus actually the coaching piece of it. Yeah. How many members do

you guys have right now? 233. 233. And then your average member, what do they pay here? I know we're in Omaha by the way.

Yeah. $210 is our average company value. It's a pretty good

value. Okay. So good value meaning like good revenue per member. I like that number. Okay. And then is that including or excluding ancillary sales, like supplements,