MadLab’s 8 Laws of Gymmin: Client’s First Day Experience

What are the 8 laws and how they came about

MadLab’s 8 laws are essentially best practices for running a gym. To discover them, our team of gym owners and coaches spent the better part of a decade collecting and analyzing data from more than 1,000 gyms across North American and Europe. The 8 laws are a result of what we discovered works and doesn’t work in the gym/fitness/health/wellness industry.

1st law post

Requirements of a law of Gymmin

For a concept to become a law, it needs to do three simple things:

• Help the client

• Help the coach

• Help the business

Simply put, if a concept or policy helps all three parties involved in the gym business, then it essentially becomes a best practice law that fits well into our overarching purpose.

Our overarching purpose is to:

1. Help our clients live better lives through greater health and fitness

2. Professionalize the fitness coach so coaches can earn a professional wage in the fitness industry as full-time, career coaches

3. Build profitable, sellable businesses to pass your legacy on to the next generation.

Law #1: Client’s First Day Experience

A client’s first day experience at your gym should be:

1. In a one-on-one setting with a coach

2. By appointment only

When a client’s first day is done via appointment only and in a one-on-one setting with one coach and one client:

• The client will be more successful:

Measured by:

•Increase in rapport and trust with his/her coach (client lets the coach in on his *pain and is more likely to sign-up)

•Increase in his/her understanding of the movements

•Increase in client understanding the value of a coach for life

•Decrease in injuries

•Increase in client commitment-level

•Translates into an increase in client remaining committed to his goals—client retention

•The coach will be more successful:

Measured by:

•Increase in rapport with client

•Increase in the coach’s ability to find a client’s *pain

•Increase in coach’s ability to sell value and a relationship instead of a workout

•Increase in coach’s ability to sell the client on 15-20 personal training sessions (i.e. increase in revenue and coach pay)

•Increase in coach’s ability to retain his clients as his relationships are stronger

•Increase in coach job satisfaction

•Decrease in coach burnout/boredom

Because of this, the business also profits (measured by increase in revenue and profit, as well as an increase in client and coach retention)

What we mean by a client’s * Pain:

The real purpose of the first day is to uncover the potential client’s ‘pain.’ In other words, their real purpose for being there. Pain stems from a vulnerable place, meaning people need to build trust and feel comfortable before they’re going to let you in emotionally. The most effective way of connecting with a client is in a one-on-one environment. It’s nearly impossible to discover 8 people’s purpose in a group introductory workout with an 8:1 student-to-coach ratio.

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