In Affiliation

December 01, 2007

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We've all heard the phrase, "Build it, and they will come." Maybe, but will they stick around? If you provide the environment, experience, and expertise, will they become your long-term trainees and your word-of- mouth marketers? Will they enable you to quit your other full-time job and do just this for a living? Will your business provide you the life (and income) that you want and deserve?

The answers to these big questions don't really have an answer; they only get answered in time by doing it. However, there is one question that does have an answer which has faced me on a daily basis for the past three years as a CrossFit affiliate business owner: What is the best way to structure my gym memberships to support both the development and growth of students and the development and growth of my business?

Until January 2007, I used the system that I think most of the other affiliates currently use: $x for a drop-in, $x for a package of 10 to 20 classes, and $x for unlimited monthly classes. This system wasn't attached to a commitment, or any expiration date, or any real membership structure. And it worked, for the right people--those who were committed, dedicated, disciplined, and really "got it." The responsibility for coming to our classes was entirely on them. If they showed up, they got results, and if they didn't, no problem. It's not like they had a membership, commitment, or contract. If they didn't want to come back, no big deal; just don't. Nothing lost.

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