HAVE FUN,
Throughout January, we ran a four- part series on how box owners can take a few simple steps to grow both revenue and retention. If you missed it, no worries — we’ve got the CliffsNotes version for you.
By finding ways to reward your new members with the products you sell, you simultaneously build box loyalty and introduce clients to your retail operation. There are multiple ways to do this, but they all boil down to one principle: To get a little (or a lot), you have to give a little. GIVE NEW ATHLETES A FREE CAN OF O2 This nice gesture strengthens the bond between you and your new athlete, increasing the likelihood they’ll stick around. At the same time, you’re giving them a product they really need, educating them about it, and introducing them to your retail operation in one fell swoop. MAKE IT A COMPETITION Holding competitions among your members is a great way to drive positive habits and have fun. Want to clean up your athletes’ diets? Create a nutrition challenge. Want to make more money from retail? Do a retail challenge. Here’s an example:
KEVIN SCHUETZ LEADS BY EXAMPLE A regional-level competitor in the CrossFit Games for the past five years, Kevin Schuetz runs one of the largest boxes in Oklahoma.
WHAT’S YOUR BIGGEST CHALLENGE AS AN AFFILIATE OWNER?
I’ve had to learn to step away from the floor and into more of an oversight position. I really enjoy coaching people one-on-one, which isn’t really feasible at a box as big as mine.
WHAT GOT YOU INTO CROSSFIT?
I played baseball in college, which kept me in shape despite the occasional beer. After graduating, I put on a lot of weight — I got up to 240 pounds. Then, I saw the CrossFit Games the first time they aired on TV. I went straight to my Chicago box and signed up.
WHAT TACTICS HAVE HELPED YOU BOOST RETAIL SALES AT YOUR BOX?
Beyond bringing display cases into the main lobby, I would say leading by example. I promote products I like and use myself. I drink O2 all the time, and my members take notice.
HOW DID YOU GO FROM 240 POUNDS TO BECOMING A REGIONAL ATHLETE?
It wasn’t easy. When I first started, I was getting my butt kicked by middle-aged women! I just stayed focused on improving my personal best. I always believed I could make it to the CrossFit Games, but focusing on these small goals is what got me there.
WHAT’S YOUR FAVORITE FLAVOR?
I like the Orange Mango! It sits well in my stomach, so I actually use it to get my pre- workout caffeine. On off days, I mix things up with Grapefruit Ginger.
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