📈 How to Get More New Members Now (and Forever)

🧩 The Real Problem: Broken Acquisition Models

Most gyms hit a wall because they can’t keep acquiring members without burning cash. You have:

• Ad spend

• Tech tools

• Payroll

• Rent
  ...and more, which quickly adds up.

So you're left with two options:

• A broken model: low upfront cash, high acquisition cost = upside down.

• A winning model: optimized pricing and offers = scalable, profitable growth.

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💡 The Winning Formula: 30-Day Cash to CAC Ratio

Here’s the formula that guides Gym Launch’s strategy:

30-Day Cash : CAC (Cost to Acquire a Customer)
Goal = Better than 2:1

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🔍 What Is 30-Day Cash?

30-Day Cash = All the revenue you collect from a new client in their first 30 days, including:

• Down payments

• Paid-in-Full (PIF) revenue

• Supplement sales

• Swag/merch

• Anything else paid within 30 days of joining

📌 Example:

• $150 paid on Day 1 (enrollment)

• $30 paid on Day 2 (merch)

• $150 paid on Day 31 (not included)
  Total 30-Day Cash = $180

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🔢 What Is CAC?

CAC (Cost to Acquire a Customer) = Total marketing spend ÷ New clients acquired
This includes paid ads, website expenses, referrals, events, etc.

📌 Example:

• $2,000 spent on marketing

• 10 new members joined
  CAC = $200 per client

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⚖️ Let’s Do the Math

Using the examples above:

• 30-Day Cash = $180

• CAC = $200

This gives a ratio of 0.9:1, which is not scalable.

You’re losing money for every new member you bring in.

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🔧 How to Fix This

To shift to a scalable model:

• Avoid front-end “low barrier” pricing

• Increase the value of your offer

• Add upsells, PIF options, supplements, or merchandise

• Structure payments to collect more up front

💥 Just small tweaks in what you offer and how members pay can dramatically change your acquisition math.

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📽️ What’s Next?

➡️ Watch the next video: The Tale of Two Gyms
You'll see exactly how two similar gyms made dramatically different choices—and one scaled while the other sank.

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🧠 Recap Cheat Sheet

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💬 Pro Tip: Use This With Your Team

Share this concept with:

• Your gym manager (to track marketing ROI)

• Your sales team (to structure offers for better cash flow)

• Your coach or mentor (to brainstorm PIFs or upsells)