1. Get a group of new members together before or after a workout and give them all a can of O2. MAKE MONEY
2. Put two minutes on the clock.
3. Whoever continuously air squats while holding the can out in front of them to reinforce good squat form gets to keep the can at the end of the two minutes.
This drives camaraderie and rewards your members with a product they’re now more likely to seek out in the future.
DO RETAIL RIGHT There was a time when all you needed for a successful CrossFit gym was a warehouse, some decent equipment, and money for an affiliate fee. The mantra “If you build, it they will come” rang true. That time is over. New affiliates are popping up all over, and box owners are feeling the pressure on their bottom line. These days, a successful gym has to simultaneously offer increased value to members and generate more revenue. With a good retail plan in place, your gym can do both. Retail can boost your per-member revenue by 20–40 percent while improving your members’ experience. Here’s how. RETAIL 101 Whether you run Whole Foods or a CrossFit gym, retail boils down to one simple equation: product visibility + education + ease of access = sales. PRODUCT VISIBILITY For a member to buy a product, they have to know it exists. It’s a hard-and-fast rule of the grocery industry: The more visible your products are, the more they will sell. A good rule of thumb is to allocate more visibility to the most profitable products. Take it from Kevin Schuetz — bring those display cases into the main lobby! EDUCATION Now that you’ve shown your members what they can buy from you, give them a reason to! Use your gym’s social media pages to announce which products you have for sale and why you carry them. Host a sampling event. Give away a free can of O2 to new members! When members know the value of your products, they’ll want to buy. EASE OF ACCESS Workouts should be a challenge for your members, but buying should be easy. Avoid cash-only policies and vending machines. Fewer people carry cash these days, and our research has yet to show a single instance in which vending machines have resulted in meaningful sales. Instead, increase your sales by putting a smooth payment structure in place. The honor system with a tally sheet works well. Retail isn’t rocket science, but success doesn’t happen by accident. By following these principles, we’re confident you can instantly improve your retail operation.
OFFER SAMPLES Making new friends is hard, and starting at a new gym can be intimidating. Holding a sampling event between classes is the perfect opportunity to give new and old members an excuse to mingle. Everyone loves free stuff, and there’ll be plenty of time for watercooler talk. SWAG BAG Who doesn’t love swag? Rewarding folks with branded merch after they sign up for a membership strengthens the bond between you and your newest client. Something as simple as a drawstring bag with your logo on it, packed with O2 and other goodies, can go a long way. But if you want to make a big impact, include a handwritten welcome note. This one simple gesture can mean the world to new members. AFFILIATE SPOTLIGHT DALE KING, SHARK TANK SUPERSTAR I’m a proud husband, father, veteran, and entrepreneur. I’m a dude who loves his hometown and loves to work hard, laugh, sweat, think, and drink coffee in the morning and beer at night. WHAT’S SOMETHING FUN YOU’VE DONE RECENTLY FOR YOUR MEMBERS OR STAFF? Installed a kegerator, took the crew to work at the CrossFit Games, and went to a Zac Brown concert. WHAT’S THE MOST EFFECTIVE THING YOU’VE DONE RECENTLY TO BOOST SALES OF RETAIL ITEMS? Flash sales do really well. You just have to be careful not to run them all the time or they lose their luster. We give all new members a can of O2 for free; that way, they feel rewarded and get to sample the product. WHAT DO YOU LOVE MOST ABOUT YOUR JOB? Watching happy people kicking ass. Being able to watch an awakening of self-confidence and capability is amazingly rewarding. O2 | PAGE 3 | DRINKO2.COM We’ve kicked off a monthly installment spotlighting O2 affiliate retail partners, and we couldn’t be happier to have begun the series with Dale King, owner of PSKC CrossFit and Doc Spartan (as seen on TV!). A LOT OF PEOPLE KNOW YOU AS THE GUY WHO WORE SHORT SHORTS ON SHARK TANK. WHO IS THE REAL DALE KING?
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