Hey everyone!
I posted this in my local subreddit and figured it might be helpful to share with ya'll in here.
I run a gym called Sessions Personal Training with two locations in Los Angeles (one in Mar Vista and one in Santa Monica) and we focus exclusively on Semi-Private Personal Training ($62.50/session) and One-on-One Private Training ($175-$375/session).
We took all of our marketing in house recently and have focused primarily on Meta Ads (instagram and facebook).
We almost exclusively run video ads which I write, shoot, edit, and place myself.
Here are the metrics and results:
Budget
$500 / day average ad spend in April (although we have just increased to $1,000/day for the month of May in anticipation of a summer slowdown).
Mar Vista
- Meta Ad Spend: $705.46
- Total Leads From Ad Spend: 27
- Average Cost Per Lead From Ad Spend: $26.13
- Total New Sales: 18
- Average CAC: $14.63
Santa Monica
- Meta Ad Spend: $11,416.21
- Total Leads From Ad Spend: 184
- Average Cost Per Lead: $62.04
- Total New Sales: 29
- Average CAC: $265.74
Other Numbers
- Total Ad Spend: $13,452.50
- Total Leads: 211
- Total Sales (Semi-Private & 1-on-1 Private Training): 47
- Total New Cash Collected: $40,811.95
- Average UpFront Spend Per New Member: $548.21
- First Month ROAS: 1.82
- Schedule Rate: 42.18% - this is our bottle neck. We've started to dial more aggressively and update our ad creative for frequently in order to get this as close to 60% as possible.
- Show Rate: 73.73%
- Close Rate: 81.27%
We spent 16 months in the hole and worked with three different marketing / coaching programs before taking everything in house. I got value from all of them and they all helped put me in a position to finally do things on my own. The two biggest things that changed things for me:
- Clear Metrics. Knowing every dollar that goes into advertising and every dollar coming back helped provide me with the insight I needed to take a risk on spending the $1k/day that we're currently spending.
- No Offers. This is the antithesis of "Making an offer so good that people feel stupid saying 'no' to." Instead, we make hyper-focused ads calling out our ideal client avatar. They are incredibly simple. Here's the script:
>"My name is (coach). This is (gym name). We help (client avatar - e.g. "men/women over 30/40/50") accomplish (goal - e.g. "move better, feel better, and get really freaking strong"). If you're interested in learning more, click the link below, fill out the form, and schedule your complimentary tour and fitness orientation today. I look forward to seeing you in (gym name).
We still have growing to do as we're still about 50 members away from our ideal capacity but it's nice to finally be on the right track after months of wondering how we were going to keep the lights on.
Happy to answer any questions you might have!