1 TARGET
AFFILIATE SPOTLIGHT TALKING COMMUNITY WITH CROSSFIT 740 CrossFit 740 is a premier box in Lancaster, Ohio, with a large membership of supportive, competitive athletes. We wanted to catch up with the head of 740 itself, Dustin Lansing, to find out how they built such a strong community. It also happens to be home to our very own affiliate sales manager, Brittany Garrett. HOW DO YOU BOOST MEMBERSHIP? Focus on our current members! If we make sure that our current members are 100 percent happy, they do all of our marketing for us. About 99 percent of our members have come from a current member. I truly believe that the energy put into outside marketing is just energy that could have gone into our current community, and at the end of the day, that is what’s most important at 740. WHAT SORTS OF EVENTS DO YOU DO FOR MEMBERS AND STAFF? We recently introduced our “Buds and Suds” night. One Friday night a month, we cook out and play games — anything from Spikeball and Cornhole to Bucketz and anything else they want to play. YOU RUN A LOT OF “O2 CHALLENGES.” CAN YOU TELL US ABOUT THOSE? I really just love anything that produces smiles and high fives. The O2 Challenges are an awesome way to do that! It also provides a great time for people to try O2 for the first time or just get a nice post- workout chug in. Pro tip: get a big group together, give them all a can of O2, put two minutes on the clock, and whoever finishes their full can of O2 and does the most air squats wins! WHAT DO YOU LOVE MOST ABOUT YOUR JOB AND/OR YOUR COMMUNITY? Oh man, so many things! I guess if I had to pick just one, it would be the people. The 740 people are some of the best I know. They push me to become a better human. O2 | PAGE 3 | DRINKO2.COM alternate location (that can’t be accessed on your ordinary network), you can skip paying the ransom, let the criminals wipe your system, and make it through the crisis unscathed. TRAIN YOUR EMPLOYEES. It’s easy to imagine a team of evil geniuses typing at lightspeed to try to penetrate your business’s defenses, but 60 percent of the time, it’s a simple mistake by one of your employees that leaves the company wide open to attack. To combat this, you need to ensure that every single one of your employees is on board with strong cybersecurity practices. That means building a comprehensive cybersecurity policy that all members of your team must sign (including provisions such as password strength requirements) and supplying extensive training on the biggest digital threats. USE FIREWALL, ANTIVIRUS, AND ENCRYPTION SOFTWARE. Firewalls, which are usually included with your operating system, block unauthorized access to your network. Antivirus software serves as a watchdog, sniffing out malware and spyware before they become a problem. And encryption ensures that the data on your system is unreadable to anyone who doesn’t have the encryption key. All three of these powerful protections are inexpensive, user-friendly, and essential tools for businesses of all sizes seeking to stave off cybercriminals.
DISTILLED INSIGHTS ASCENT SAYS TO PUT MEMBERS FIRST We’re big fans of Ascent. From their great protein products to the success they find in CrossFit boxes across the country, they seem to do a lot right. So we reached out for their insights on ways they’ve seen retail done right in CrossFit gyms in an effort to share some of their findings with you.
BE SMART
When we asked Ascent about the most common retail mistakes they see, boxes that don’t have a self-checkout solution were at the top of the list. “Don’t create a retail solution that requires you to be present for every sales transaction and pulls you away from your members or requires an extra body,” says Ascent.
BE SOCIAL
For Ascent, the key to boosting the sale of new products at any box doesn’t lie in fancy marketing and big banners. While they do provide gyms they bring on board with a welcome kit to jump-start sales, Ascent has found the most successful gyms pair this with grassroots engagement. By leveraging email and social media platforms, you can educate your members about great new products, and drive sales — this has always held true for O2. Simply posting a link or an image on your internal Facebook members page along with a caption from you can go a long way toward generating interest and trial of O2 or any other product you sell at your gym. And with a great product, once you get people to try it, the rest often takes care of itself. But you’ve got to get people to try it first. We’ve talked about using workout competitions paired with free giveaways in the past, but Ascent offers a whole new spin on the idea. They point out that nutrition contests can be a great way to educate your members on good dietary practices and highlight the value of your nutritional products. So there you have it — three ways to boost your retail numbers, courtesy of some of the best in the business. When in doubt, think of how you can best create value for your members while giving them great products you believe in. Note: We have zero affiliation with Ascent and get nothing out of sharing this with you other than the pleasure of sharing some valuable insights we agree with. BE COMPETITIVE
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