Tips for Running a Premium-Priced Online Membership

Pat Barber Gym Management

 

I am lucky to know many highly-skilled, hardworking people who’ve been incredibly successful in changing lives through fitness and movement. These folks also tend to be generous with their knowledge, paying it forward so others can share in the abundance.

With so many changes in the fitness industry due to COVID-19, and with so many of us considering hybrid gym models (running online and in-person memberships), I wanted to talk with people who knew how to offer that personal touch in an online space.

Mike and Adee Cazayoux lead the Working Against Gravity (WAG) community, which offers 1:1 personal nutrition coaching. They build a custom program around your needs to meet you where you’re at AND get you the results you want.

They’ve been offering their services through WAG since 2014.

What makes WAG so interesting to me is that Mike and Adee have chosen to run a premium-priced model, which goes against the typical volume-based membership service that relies on a constant turn-and-burn to keep afloat, like something that’s $20 a month.

In this webisode, the duo shares some of the mistakes and wins they’ve experienced while working with over 20,000 people and 35 coaches online. They offer up some great information on how they’ve built better systems for their program delivery, coach check-ins, and member tracking.

Some of the highlights:

  • All their coaches have to respond to messages within 24-hours.
  • All their coaches are former WAG members.
  • They have every member of their team take the Kolbe test to learn their strengths and weaknesses.
  • They believe online coaches need to be more patient because they don’t get that immediate feedback that happens naturally with in-person, face-to-face interactions.
  • They teach their coaches to build relationships with the FORD model.
  • Why they decided on a premium-priced model, and why they believe their product is worth what they charge.
  • How to determine what to pay a coach, how many hours it takes to coach x amount of people, and how many clients each coach can handle.
  • Why online services can be so valuable and deliver such great results.
  • What to do when a client isn’t responding to accountability check-ins.

This is a great conversation to listen to if you’re considering online memberships or a hybrid model at your facility.

If you’d like to learn more about WAG, here are some places to visit:

WAG’s official site

WAG’s Youtube

WAG’s Instagram

And, if you’d like to see how we’re using a hybrid model here at WUWO, here’s what our session plans look like. The link takes you to a 1-day preview, no email or info required. The “Partially Loaded” track is for people who work out at home. All they need are a pair of dumbbells (or objects from around the house) and a jump rope. We’ve found that providing at-home clients with similar or the same programming keeps them feeling connected to and a part of the larger community.


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About the Author
Pat Barber

Pat Barber

You might know me from the CrossFit Games, where I’ve competed since 2008, but I have also been the Head of Coaches Development for one of the largest CrossFits in the world. I have the honor of being one of the few L4 coaches, and I still love teaching L1s and L2s for CFHQ (I’ve put about 15,000 coaches through their L1’s). I'm husband to the most wonderful woman in the world, and a father who loves surfing, Magic: The Gathering, knife making and good coffee.

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