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CHARLIE MCNEIL

F45 Culver City Generates $80+K Per Year Through This Brilliant Billing Strategy

By Mike Arce | May 12, 2020

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Show Notes

Let’s quickly go over some credentials and highlights of this episode to prove why you NEED to listen to it—ESPECIALLY right now during the Coronavirus pandemic…

Charlie McNeil owns F45 Culver City, the #1 F45 in the entire state of California in monthly revenue, and the #2 F45 across the United States in monthly revenue.

With everything you’re dealing with surrounding Coronavirus, F45 Culver City Owner Charlie McNeil’s strategy just might be the perfect thing for your virtual studio to adopt with new members. Charlie and I dive into… 

  • The two character traits that make Charlie so successful and in fact, they’re traits I’ve seen in all successful people from Bedros Keuillian to Grant Cardone
  • Why he chooses to do weekly building and how it’s earning his studio an extra $80,000+ in revenue per year
  • And I help him with a unique organic marketing strategy that’ll help him lower his cost per conversion

Two Character Traits Successful Fitness Studio Owners Have

I’m in contact with several successful people in various industries and walks of life and there are two traits I notice among all of them… and in F45 Training Culver City’s Charlie McNeil:

#1 When They Zig, You Zag

What was Charlie’s reasoning for doing weekly billing in the United States (a concept really only being practiced in places lke Canada and Australia)? “It was different…” he says.

Right away, I knew he had that mentality. He wanted to do it because no one else was doing it. Plus, when he did the math, it just made sense.

“The increased revenue is great, but one of the reasons I was attracted to weekly billing was how it serves members. It gets them motivated to get their money’s worth EACH WEEK, it feels less daunting when it comes out of their account, and it allows us to be more flexible with their needs,” Charlie says.

#2 Be Coachable

Charlie admits to not knowing everything when he first decided to open his F45 location, however, he took a deep dive into training, learning, and because he was so coachable on top of his willingness to be different, he’s dramatically out-earning and out-performing his competition.

Learning is growth and Charlie’s fitness studio is proof of that.

How Weekly Billing Earns Charlie’s F45 Fitness Studio $80,000+ Extra Revenue Per Year

The math with weekly billing is pretty clear. It’s essentially an extra month’s worth of membership dues, PER MEMBER, at the end of every single year. Here’s an example of how this breaks down:

Weekly = $50 >>> $50 X 52 Weeks = $2,600 Per Member, PER YEAR. With let’s say, 500 Members, that’s $1.3M per year. VERSUS:

Monthly = $200 >>> $200 X 12 Months = $2,400 Per Member, PER YEAR. With 500 Members, that’s $1.2M per year. 

Yeah, $1.2M is nice, but that’s $100,000 your studio is leaving on the table.

Plus, as Charlie mentioned, Members like doing things this way. It motivates them each week and doesn’t seem like such an astronomical amount when it’s automatically withdrawn from their bank accounts. Not only that, it allows Charlie a lot more flexibility with them and their financial needs.

“If you had to travel, or you had a family issue come up and you only did one or two workouts for the entire month,” Charlie explains, “then BOOM you’re hit with your monthly membership dues of $200—at the wrong time—you’re likely to quit entirely. It’s a lot easier to waive weekly dues and retain members through difficult times.”

A Unique Organic Marketing Strategy To Lower Fitness Studio Costs Per Conversion

Most fitness studios aren’t this fortunate, but Charlie’s studio gets a TON of organic traffic to his website through online search. That’s rare. However…

While Charlie’s right to put money into marketing, even if it’s just for brand awareness, his strategy was costing him thousands of dollars.

In this interview, I break down a strategy that’s going to help Charlie’s fitness studio experience far lower costs per conversion and dramatically help his marketing dollars go much further.

Check it out and let me know YOUR thoughts!

WHAT YOU’LL LEARN

  • The two character traits that make Charlie so successful and in fact, they’re traits I’ve seen in all successful people from Bedros Keuillian to Grant Cardone
  • Why he chooses to do weekly building and how it’s earning his studio an extra $80,000+ in revenue per year
  • And I help him with a unique organic marketing strategy that’ll help him lower his cost per conversion

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