Don't Buy Ads: Grow Your CrossFit Box

Why Write A Book?

In 2008, I combined my philosophy that I learn BEST when I paraphrase and teach with the new knowledge that I was gaining in business. When I started posting on DontBuyAds, I was telling myself stories. I was writing because I love writing, and because I didn't want to forget any of this stuff.

When we started studying psychology, behavioural anthropology, and neurology for Ignite, the applications to the business world were immediately apparent. Our brains are not those of our ancestors; our thoughts are not those of our parents. Our business is not the gym business of the 1970s, the 1980s, the 1990s...or even the modern-day "low-price lifetime membership" model of today.

Nearly 400 posts later, I started worrying about forgetting stuff. Affiliate owners and coaches were emailing questions about problems I'd encountered years before, and I wanted to send them the best answer I could provide. I also wanted to arrange the content from this blog, and many other things I've learned, into a more cohesive process. 

This book is the sum of 7 years of experience owning a gym, 9 years' experience coaching before owning a gym, hundreds of calls with other gym owners, big mistakes, and big victories. There's a lot of research, and many stories. 

I'm a member of the CrossFit Media Team, a position that's been incredibly rewarding. However, this book does NOT reflect the opinions of HQ, and though some on the Media Team will read it, they weren't asked to edit the book because the act would constitute a blessing they won't want to give, in the name of objectivity. 

Cover design by the magnificent Clay Weldon of 321GoProject.com, with whom I'm lucky to share the joy of helping new and existing Affiliates make their businesses better every day.

Enjoy. I sure do.

(click the book to buy it.)

What Makes You Special?

In addition to editing "Two-Brain Business," my new book about building and operating a successful CrossFit Box or Garage Gym, I'm incredibly fortunate to be on the CrossFit Media Team. My role, beginning a few weeks ago, is to collect stories for the new Community Page.

It's a LOT of fun. Every day, I hear a new story about a CrossFitter doing something extraordinary. These gifts of great empathy and courage sometimes happen within their Box, and sometimes outside, but ALL list CrossFit as a driving force.

Surprisingly, and perhaps sadly, the majority of these stories are buried. Even when someone like me, who WANTS to share your Affiliate's special purpose with the world, is creeping your website...your special stories can be tough to find.

After reviewing over 300 sites in the last week, I'm surprised to find:

• Almost half of all Affiliates don't have their contact information on their main page.
• Almost 30% of all Affiliates have a 'contact us' form, but don't give out their email address ANYWHERE.
• Around 40% of Affiliate websites send a new user straight to their WOD page. 
• Most Affiliate sites don't have an obvious point of differentiation, even in more crowded centres.

Answer this question: WHY US? 

The average lifetime value of a client is nearly $10,000. If I'm on your site, and can't find a convenient way to ask questions about my knee injury...I'll just ask the next guy. He'll know.

Talking About Community

A few weeks ago, during a Q+A with Jon Gilson (my personal CrossFit hero) an interesting point was raised. It's widely understood that the largest differentiator between CrossFit and 'other' fitness is the community. The Games help; Reebok helps; novelty helps; even satire helps. The community, though, is what changes lives.

In Dr. Allison Belger's The Power of Community: CrossFit And The Force of Human Connection, the psychologist reinforces the idea that we are much greater than the sum of our parts. Sharing initiatives like Steve's Club, Dr. Belger explains how communities like CrossFit form the foundation on which great works can be performed. I can't recommend it highly enough.

The Power of Community: CrossFit and the Force of Human Connection

As Dr. Belger illustrates, our generation has less involvement in social groups than any in recorded history. Raise your hand if you belong to the BPOE; the Shriners; the Legion; a knitters' circle, a reading group....even church attendance is at an all-time low. CrossFit fills that social need - a critical level of Maslow's Hierarchy of Needs - for many of us.

Overtly, though, "community" is too abstract a concept for many. In what is perhaps the greatest irony of the CrossFit business, our greatest attribute is the one that carries the least promotional weight. It's too broad. "The community is awesome!" is both an understatement of truth and irrelevant to non-CrossFitters. Social support isn't something you can advertise; people assume they already have enough friends. 

Instead, 'Community' must be inferred; alluded to; pictured, but not billboarded. The pictures, the causes, the groups - they're all valuable for keeping people and creating a unified empathy. After they've signed up, 'community' is the flypaper....but it's not the fruit that got them there.

The 'bait' is Size Four. It's The Gun Show. It's the things with which your prospective new member is already familiar. It's framing the benefits of CrossFit against the backdrop of their current context. Talk about The Family to those already inside; talk about The Sweat to those at the door.

Brag about people who are just like your next client (you know what they look like, right? The NEXT guy? Can you sketch him with a pencil?) Tell stories about members. Take pictures of groups. Show the community, but sell the bikini.

Two On Every Block

There's one place where CrossFit Boxes compete against each other: the Games. That's it.

Before you think I'm being naive, consider this: the most likely business you'll find next to a car dealership is another car dealership. Auto sales across brand lines benefit when the showrooms are neighbours. They build beside one another for a reason.

Cafes, too, benefit when several are grouped together (what's the French word for 'group' again?) If you're headed downtown for lunch, and Cafe Camille is jammed, you simply walk next door to Cafe Michelle. Their businesses thrive on the 'Cafe Block' model. 

There's a fear among veteran Affiliates that the 'new kids' will undercut their price; will tempt with novelty; will have nicer bathrooms and startup funding that we didn't have. They'll have sponsorships and painted walls and an appetite for cannibalism. They'll "dilute the brand," whatever that means.

Here's a story. I'm sharing it not to beat my own drum, but to share what's more likely to happen in the long term:

At the start of this month (June 2012,) a Personal Training studio closed its doors across town. Its owner opened a new "urban gym" about a block from us. We paid little notice until Friday, when two of their members called to inquire about packages. Then, at 7pm, one of their coaches signed up for a CrossFit membership. 

None of our members have gone over. Without trying, we're +3 and ecstatic about it. I wish the 'urban gym' the best of luck - owning a gym ain't easy - and hope they'll stay friendly. 

A final note: if you're thinking of starting a CrossFit gym, good. If you're building your business model around taking current CrossFitters from other CrossFit gyms, we need to talk. Lower prices and snappy graffiti won't trump a good social contract.

 

Seeing The Horizon

Think back to the moment you decided to open your CrossFit Box or Garage Gym. 

Now, think back to five minutes before that.

What was in your head? WHY did you want to move from Trainer, Coach, or someone outside the fitness industry and open your own business?

In my case, I had more than one reason. I needed to make more money, and couldn't see a way to do it where I was. I felt underappreciated: the business had grown immensely since I'd signed on, and I wasn't getting credit. Frankly, I thought I was smarter than the owner...or maybe I just cared more. Finally, and perhaps most of all, I didn't know where else to go from where I stood.

Ten years ago, there weren't any 40-year-old Personal Trainers. Ten years before that, there weren't ANY Personal Trainers. I simply couldn't imagine that my advice would still be relevant when my hair turned grey. 

The only logical step up, then, was to become an entrepreneur. Self-employment was the only promotion possible. I wanted to test out my mental wheels, sure, but would never have taken the risk if another option had presented itself. 

MANY new CrossFit Boxes are owned by passionate, inspired Coaches who saw only one possible way forward. When they asked themselves, "What's next? How do I move UP? How do I make it possible to keep doing this until I retire?" the answer came back: "Open your own gym." In many cases, it was the ONLY answer they heard.

If you can create a future - a next step, a way for your Coaches to 'move up,' or a way for them to be entrepreneurial - there's no reason for them to leave. Human nature mandates exploration and novelty. If they have itchy feet, and want to move, challenge them to look up instead of dead ahead.

Some ideas:

• A 'Head Coach' position, responsible for the oversight of other Coaches; programming for your Box; running monthly training sessions for your Coaches; making decisions on Cert attendance and new programs;
• A 'General Manager' position, to replace you - as owner - when you feel like taking that long-overdue vacation time (or just staying home occasionally);
• A 'Case Manager' position, who oversees individual training plans AND customer retention, client satisfaction, and social media;
• An 'Events Coordinator,' who sets up your events and works for part of the gross;
• The developer of a brand new part of your business. Here's how we handled that one.

Each of these positions should create the revenue - and more - to cover the increased wages that follow increased responsibility. 

Not everyone wants to change. Don't force anyone; let people be happy. If you can't create a path of development and personal growth, though, don't expect them to stick around.

PepsoDent and Coloured Bumpers

If you own a CrossFit Box or garage gym, you own bumper plates. They're a necessity. Aren't they?

For decades, folks have been doing OLY lifts with steel plates. They catch the clean, and then lower the weight with a little 'clink!' instead of dropping the bar. If they miss, they miss...but they don't drop the bar. You can make a case for bumper plates being safer, but is that the real reason we use them?

Bumper plates save bars, too. That's why gym owners like them. But do your members really care about your bars? After all, you're a millionaire business owner...why can't you take the value of one monthly membership and just buy a new bar? Sarcasm, of course...but many of your members don't know the answer.

The best feature of bumper plates is that they give clients a reward: after 21 thrusters, they can drop the bar. It looks great, adds excitement, and allows your clients to act out a dramatic sport ideal. Volleyball players get to spike the ball; baseball players can throw the ball into the crowd. We get to bail out of snatches.

This is important, because this REWARD is a critical part of the habit-building process. While bumper plates aren't 100% necessary for CrossFit, they do provide an opportunity for a benefit that ONLY they can provide.

Consider these:

A minty, "clean" feeling in your mouth has nothing to do with how toothpaste works (it would work even without the mint extracts and foamers. Both are actually aggravating your gums; that's what gives you the 'cool' sensation.) However, after you've established a tooth-brushing habit as a child, you won't feel finished until you receive that 'reward' sensation of cool mint.

Before toothpaste was popular, PepsoDent went from a near-bankrupt also-ran to dominating over 90% of the tooth-cleaning market by focusing on the reward rather than the benefits. Heck, less than half of the population brushed their teeth at all before PepsoDent helped build the habit.

Shampoo and dishwashing soap are the same, chemically-speaking. The difference is the perfume, colour, and frothing agents. The suds are the reward. Some shampoos (mostly anti-dandruff) employ different skin irritants like mint to give you the 'scrubbed' feeling, and most of us don't feel clean until after we've rinsed away a good lathering.

Most dry dog food is extremely similar to cereal. Missing are the human-friendly flavourings (though some now add artificial flavours like meat and fish.) What's stopping humans from eating them? The bone shape, the brand name, the dog pictures. In one famous study on conditioning, a professor handed out a bowl full of snacks (from which he also ate) for the length of one lecture. Students ate them w ithout a hitch. Afterward, he revealed they were dog treats. Some students vomited. This is the same effect applied in the opposite direction: a cognitive 'penalty' instead of a reward.

For more on these, read this excerpt from The Power of Habit by Charles Duhigg.

For this reason, I prefer coloured bumper plates. Black bumpers are great, and provide many fantastic 'reward' responses to help build habits in your members. Coloured plates make people feel like they're Pyrros Dimas.

Habit

Anne was still at her desk long after 6pm. The others had gone home, but she was still finishing off the mountain of paperwork that just wouldn't shrink. Finally nearing the end, she felt a bit self-conscious when her boss came over to her workstation, but didn't want to stop. She was on a roll, and thought, "If I stop now, I may not finish at all." 

"How you doing, Anne? Looks like you're moving really fast!" her boss said. She acknowledged him, but kept on working. 

"This is the first time you've done this much work, and you're absolutely killing it. Just keep going. You're doing great, Anne!" He gave her a little punch on the shoulder.

A minute later, spurred by his encouragement, she was done. She stood to grab her jacket, and saw him standing behind her, watching. He clapped his hands together loudly. "Awesome! You did it!" She felt a wave of relief wash over her, and though she just wanted to go home and suffer in silence, she let him put an arm around her shoulders and give her a squeeze. "That was amazing. I'm proud of you! Maybe the best you've ever DONE!" 

Luke wasn't having a great day. He'd been excited all morning: being promoted from stocking the food shelves to Electronics was a big deal, but as his shift neared, he started to become nervous. Maybe he wasn't READY for the heavier boxes, or the challenging setups he'd have to figure out on his own. Maybe his boss had given him the promotion because he couldn't find anyone else. Everyone else had already moved onward and upward, and Luke was trailing behind, still doing the same job as the new hires.

When the time came for work, Luke realized he hadn't eaten for hours. He was hungry. His pants didn't match his blue vest very well, and others were sure to notice. He was short, and wasn't sure he could lift the heavier pieces high enough to reach the shelves. He didn't really know anyone in Electronics, so he put his head down and started to bumble through; one box on another, slide the cart, start from the bottom again. He had a system down...but the boxes were getting heavier, and the shelves higher to reach.

At the end of his last row, Luke looked up to see his final target: a shelf, high above his head, on which he'd have to shove the final, expensive box. A bright yellow "Team Lift" sticker was on the top cardboard flap, but there wasn't anyone else around, so Luke carefully maneuvered the box into his lap alone. 

"You need help, Luke?" he heard behind him. "I got it," he replied with more optimism than he felt. Struggling upward, he inched the box to his shoulders. A few others were gathering around him. "C'mon, Luke!" they encouraged. "You can get this!" 

He slid his hands under the box, sure he'd be leaving a sweat mark. "Here we go, Luke!" his manager yelled. "Push yourself under it!" cheered a girl from nearby Arts and Crafts. Heaving, Luke managed to slowly press the box up, and snuck the edge of the box onto the shelf. "Finish it!" called a stranger. "Just slide it on! You're almost there!" He did. Then he sat down, winded, while a team of blue-vested comrades slapped him on the back and ruffled his hair. "Awesome, Luke! That was sweet!" they said, as they congratulated him and moved on.

Think either of the above scenarios is likely?

One of the great insights I've gained while writing Enrichment Through Exercise was this nugget from Coach Ty: "No matter what else happens in the session, the client has to leave happy. This is probably the only positive feedback they'll get ALL DAY. If we make no other progress, we have to make sure the child gets praise for SOMETHING."

Enrichment Through Exercise - the book

In, "The Power of Habit," by Charles Duhigg, the author goes into great detail on the pleasure response cycle of the brain. Much like Pavlov's dogs, the brain learns to anticipate a reward associated with an activity - it drools at the thought of food - and eventually becomes depressed if it ISN'T rewarded. 

The Power of Habit: Why We Do What We Do in Life and Business - the book

This is what we're up against in the fitness industry: hardwired but unconscious brain signals that reward Betty for sitting on the couch and watching television at night. The familiar brings us pleasure; the unfamiliar brings us pain. 

To encourage exercise, Duhigg recommends rewarding yourself with "...a smoothie or extra television time." I can think of a better option.

The Staff Contract

When you're hiring staff, you have responsibilities in three directions:

1. Do the right thing for your clients;

2. Do the right thing for your new staffer;

3. Do the right thing for the business. For a happy, productive relationship, all three must be met. Agree?

To that end, you owe it to everyone involved to provide the staff member:

• A staff handbook, to remove the variables and let them be creative and independent;
• A staff uniform (or specific guidelines), to help them maintain a professional appearance and carry the confidence of their clients;
• Clear, written expectations about behaviour in and out of the gym, to eliminate 'grey areas';
• A tool for performance measurement that doesn't change;
• A nonsolicitation contract, in case they're not sure how to tell you they're leaving;
• Scheduled arrival times before clients;
• A key, to symbolize your trust and their independence;
• Clear rules about after-hours use;
• A clear view of the road ahead. Most Coaches leave because they can't imagine making a career of being a Coach. They leave because they want a FUTURE, not necessarily a business.
• Ongoing education, through instruction, books, collaborative lecturing, rip 'n read files, and Certifications
• Opportunities to be entrepreneurial (let them start their own new program within your Box.)
• A clear wage, as well as potential increases in the future;
• A healthy, strong business behind them;
• A contract that spells out all of these elements.

You're not forcing them to do uncomfortable things. You're helping them do the job they want to do, without worrying about all the tiny decisions that surround that job. You're empowering them to make their own decisions by removing the little bureaucratic hangups. You're freeing them to be as creative as they like, without worry of "how Jim would do it...." because they'll already know the answer.

We have sample staff contracts available here. 

How To Be Psychic

Walking through the mall, I see a familiar face. She's walking with her son, and though I recognize both, their names don't immediately come to mind. 

Rather than avoid eye contact, I give my biggest smile and wave. I introduce my wife, who knows immediately what I'm up to. She extends her hand, and they introduce themselves. 

I'm sure you've been there: a long-ago client walks up in the mall, and you're happy to see them but can't immediately recall any details about their lives. After a few hundred clients, and more years than I can remember, the Tracys and Tanias tend to get a bit mixed up. 

If you're like me, you just need a little hint. Give me a name, a friend's name, an event....and I'm home free. I'll talk for hours. I can remember details well....just not all the time.

When a new client comes in the door, it's critical to build rapport as quickly as possible. Establishing a relationship and demonstrating commonality helps the client by removing social barriers to joining. Perception of acceptance makes the fitness world go 'round. If different demographics weren't threatened by others, we wouldn't see womens'-only gyms, would we?

If a new member can see that you care; that you have experience with similar cases; that you're intelligent enough to intuit what they're not saying, they'll feel at ease.

Luckily, there's a cheat sheet. Here it is, by Ian Rowland: The Full Facts Book of Cold Reading. It's a fascinating read.

If you've ever visited a 'psychic,' you've likely been surprised at how accurate their predictions and 'readings' seemed. "Wow," you'll say to yourself, "I can't believe she said that. How could she know about my grandfather? She totally pegged me." You KNOW it's fakery - it can't be real, can it? - but you're not sure how she did her verbal magic.

This is how. It's called, "cold reading." Magicians do it, tarot card readers do it, charismatic leaders like Bill Clinton do it. They seem to remember every minute detail about you, though they haven't seen you in years. 

Though it's a bit of trickery, 'cold reading' isn't necessarily bad. It overcomes "that awkward moment when...." It helps smooth the wheels of relationship-building. Yes, it can be used to coerce; it can also be used to make people feel welcome and valued. 

Some highlights from The Full Facts Book of Cold Reading:

• Meeting and greeting is critical to the rest of the session. Rowland explains how best to do it on page 24.
• Establishing an intimate atmosphere (the client is the ONLY one who matters at that moment.) Page 25.
• Offering 'sugar lumps' to encourage disclosure
• Cold Reading and building rapport, page 247
• Making people like you, page 231

It's also a VERY entertaining read. Though Rowland isn't psychic, he HAS provided 'psychic services' and, even after informing his 'clients' that he's not psychic, they argue with him. They insist that he MUST BE. That's a rapport expert!

Sense of Purpose

A producer at the Canada East Regionals shared this insight with me.

When Jewish prisoners at Nazi internment camps were finally liberated, many were debriefed on the terrible persecution techniques they'd endured. Some of their answers surprised the interviewers.

When trying to break the stoicism of the Jewish adults, the Nazi guards would put them to work: breaking rocks, building houses, stringing fences. Given a task, no matter how onerous, the prisoners would work toward the goal with resolve. Guards commented that the work seemed to strengthen the will of the labourers (we now recognize this as the 'Flow State' that comes from physical work.) 

When they dug latrines, they didn't complain. When they dug graves for their own dead - later, for themselves - they set about the job with a surprising sense of purpose. Only when they were forced to dig ditches and immediately fill them in again did they despair.

When everyone on a team is working toward a common goal - be it trying to avoid bankruptcy, building an underdog Affiliate from scratch, or scrambling to learn as much as possible - they work hard. They find fulfillment. They sleep well. They push.

When they're not sure of your goals, challenges, obstacles, and horizon, they drift. We're wired not to find comfort and solace, but to find reward. That means we seek challenge. If your staff isn't being challenged, or can't find a common rally point, they'll seek another. 

Do your staff know your intent as the Owner? Do they know your plans for the Box next year, or two years from now? Do they know your story? Do they see you fighting, and know your enemy?

Will they leave, forsaking your warm fire to seek their own dragons and glory?