Nuts & Bolts - Case Study: Iron Tribe Fitness Automates Success
Walden adds that this automated email sequence, which is linked through the software to the appropriate facility among the four, is "really pushing them to call the location manager and set up a consultation, which is where the sales process occurs." On-location during the consultation with the prospective member, the gym managers continue the "education process."
In May 2012, 27 percent of prospects who filled out just the first Web form signed up to become members. Among those who filled out the second form, the percentage climbed.
In addition to signing up 490 of the 940 prospects this year, Iron Tribe increased its net profit by more than 300 percent from May 2010 to May 2011 and reached 97 percent monthly member retention.
"We have pre-written template emails that are automated to coincide with where the client is in the program," Walden says. "It serves as accountability, product control and motivation. We also have campaigns built once they sign up that start to sell them on some of our additional profit centers that can help them get results."
Results like these mean Iron Tribe was able to expand from one gym to four in less than two years, as well as franchise the concept during that same timeframe.
But that doesn't mean Iron Tribe is going to get fat and lazy about its marketing efforts.
"We're actually figuring out ways to take the human error element out of the picture," says Cavale, "as far as applying the wrong tags or putting them on the wrong follow-up sequence or making the wrong phone call at the wrong time—whatever it is. Even offline things. And so what we're trying to do now is continue to take as much of the human error element out of it and take the prospect through milestones and echelons based on their interest. And it's all automated."