📘 Help Doc: The Tale of Two Gyms – Why Offer Structure & Pricing Matter
This lesson breaks down the massive difference offer structure and pricing can make—using a story of two gym owners, Sally and Sarah, operating in the same market. It’s not about effort or leads. It’s about how you monetize.
🧩 The Acquisition Setup
Both Sally and Sarah:
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Spent $2,000 on ads
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Acquired 10 paying clients
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Had a Cost to Acquire a Customer (CAC) of $200
But that’s where the similarity ends.
❌ Gym A: “Ads-Suck Sally”
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Got 20 trial starts, but only 10 converted to memberships
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Clients paid $150 down → $1,500 collected total
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8 client exits that month
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Net gain: Only 2 members
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Net revenue: - $500 loss
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Outcome: Shuts ads off → Stuck with cash flow problems
✅ Gym B: “Spend-More Sarah”
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Used a transformational A-B offer
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5 clients joined a high-ticket program: $600 x 5 = $3,000
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5 clients joined a membership: $198 x 5 = $990
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Total collected: $3,990
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CAC: Still $200 → but 2:1 ROI on front-end
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Outcome: Scales confidently → Has margin for ads, staff, and growth
📊 Key Lesson: He/She Who Can Spend the Most Wins
Sally and Sarah had the same leads, same spend, and same volume—but:
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Sally’s offer structure limited cash-in
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Sarah’s sales choreography and pricing created instant ROI
💡 Takeaway
Offer design isn't about flashy names—it’s about front-loading value in a way that:
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Covers ad spend quickly
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Maximizes initial cash collection
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Keeps CAC sustainable
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Prepares your business to scale
🚀 Next Steps
Head into the next section to learn how to build high-converting offers and pricing models that help you:
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Collect more upfront
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Fund your ad spend
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Drive profitable growth from day 1
Let us know if you want to workshop your offer. The Coaching team is here to help you create a “Spend-More Sarah” setup.