Another challenge was the low average order value that each new client brought to the business.
Traditionally the model was clients would pay a per month basis, indefinitely until they decide to stop.
Big gyms counteract this by selling huge packages, often so huge that most clients don’t finish. And they don’t offer refunds.
To do things differently, we instead changed our model to a 10-session basic package.
New clients who come in will have to go through 10 sessions where they will learn the basics of strength training and nutrition.
After that, they have the option to either stay, or switch to a cheaper online personal training program where the trainers will just monitor, plan, and make sure the client stays on track.
This allows the trainers to then free up time to get more clients.
This also increased the average order value up front by 2 times and increased the company’s cash flow.