Answering a few questions from a long time affiliate, on building momentum and new tools we offer.

Answering a few questions from a long time affiliate, on building momentum and new tools we offer.


– A little over a week ago, Ryan Goodman from
CrossFit 1026 reached out with some questions that I thought it would be helpful to answer in a video, so I’m gonna do this a la
Stu Brauer from WTF Gym Talk. No Stu, I’m not gonna cuss in this video. I know it’d make you proud. But we’re gonna go through
the email step by step, and I hope that some of these things, some of these struggles
that Ryan’s dealing with are gonna help you guys
with your gym there. So, let’s jump right to it. First thing that struck me, and I wanna point this out, this is crazy. Ryan’s been with us for just
a little over four years. He’s been a great affiliate of ours and he reached out with his struggles, and I’m really glad that he did. We’re gonna read that email. Look at this. This shows how long ago it was. This was when we used to
do $10 flat rate shipping. I mean, good lord, wouldn’t
you guys love to have that now? ‘Course you would. Let’s jump right to it. So, his email. He said, Jason, I’m looking
to revamp our website and retail portions of our affiliate. I’d love to sell more supplements, but sometimes the lack of understanding on how to get that info to
our members as well as others who might want to utilize
Driven Nutritions, but don’t do CrossFit. I’d like a bit more info
on how the affiliate works, and the best practices. I’m a firefighter medic
who works 24 hour shifts and has 48 hours off. I have two kids and another
one on the way in March. Congratulations. Talk to me when you’ve got four. I don’t have a lotta
time to inform athletes about the supplements during classes, so utilizing Facebook or
Instagram has been a help, but sometimes it doesn’t
reach everyone in our gym. No, Facebook doesn’t reach
everyone in your gym. Maybe 5% attrition will come
up in terms of the views, so you’ve got that 100% right. We don’t like to mess
around with large inventory, maybe one item on hand,
like POSTWOD or PREWOD, but really that’s it. That’s part of the problem. You gotta have things on hand when somebody wants to buy something. You don’t go to the store and say hey, it’s snowin’ out, I need
some milk and bread. You go to the store and you
pick it up right then and there. People are the same way. So, we usually make an athlete
purchase the supplements then we buy them and
hand them out when they get shipped to us. It helps us keep cost down, or so we hope that’s an efficient way of doing business. It is an efficient way of doing business, but you’re losin’ sales. Sorry for the long email. I thought some background on myself, on how we operate could be useful. Thanks for your time, Ryan Goodman. Ryan, dude, I’m thankful for this as you can see in the email. I felt bad because it took
me about five days to reply. I wanted to give it some
thought and really put together the ideas that I had, then that way I could deliver them to you,
but also to anybody else that’s in the same spot that you have. So, let’s start with number one. Selling more supplements and
how the affiliate links work. So, I’m gonna link up in the video below, the video that we made talking
about how the affiliate links work, how you can
utilize those on your website, as well as on Facebook and social media. So, that’s gonna link
up, it’s gonna go to this video right here, out on YouTube. So, check it out. If you have any questions,
throw it in the comments, or send me an email. So, you mentioned, I
don’t have a lotta time to inform athletes about the
supplements during classes, so utilizing Facebook and Instagram. I checked out your Facebook. So, let’s go down and troubleshoot this. So, you are busy, and I understand that you used different assets from,
you’ve got an event. You also showed some stuff from
Crossfit HQ, which is great. Other sites showing 72 year
old lady doin’ some workouts, stuff like that, which is very inspiring and everything else, but it doesn’t get supplements moving,
doesn’t sell retail. So, you’ve got a great lookin’ front desk. And, let’s see. Then you did a launch on the
pre-sale of those shirts. So, I scrolled down through
this and you’ve got a video introducing some merchandise for shirts. I scrolled to down, all the way through December, and I didn’t see
any post about supplements. An easy way to do that is just share content up form our page. We post two to three times
a day on social media. A lotta the stuff is just used and a lot of affiliates will recycle it. If you don’t want to share from our page, just steal the content. Take it, copy and paste it. Save the photo to your
phone and then repost it. Use that yourself. Combine that with the affiliate link video that I just linked up below
here and knock it out. Drive traffic to the
website and if you wanna get the affiliate commissions
from that, great, or if your members are
wantin’ to save some money and buy the products
directly from you, they can. But raise the awareness. Keep it front of mind. I recommend two to three
times a week on social media, get that product out there, whether it’s our brand, or anything else. When you post about it, make it available. Keep it on hand. If you don’t, what’s gonna happen is, your members are gonna go out, they’re gonna get sucked into the ether of Facebook advertising,
Google advertising, then they’re gonna go buy some products that don’t fit what they need. So, if you have a product that
you think they should buy, that you think is a good
fit, keep it front of mind. So, I know you’re busy, I get
it man, but you gotta post. If you can’t post natively,
just share one of our posts two to three times a week. Please, it’s gonna make all
the difference in the world. All right, so back to the email. Two kids in March, another one, two kids, another one in March. Again, congrats man. I’m excited for you guys. Let’s see. Oh, another thing I didn’t
point out in this video, if you go back to his
order, you’ll actually see his first order was exactly
four years and four days to the day from the very
fist order he placed when he sent this email. With affiliates that’ve been
with us for a long time, you’ve probably noticed
we’ve gotten, I hope, better. We’ve gotten better at
communicating the tactics and the tools that we can provide you guys to do a better job with retail. So, I hope that we’re doin’
a better delivering that. When Ryan came on board, we didn’t have a lotta
this stuff, you know. I taught some of our onboarding calls, I’m guessing, if Ryan looks back, the onboarding call was probably
two, two and a half hours. There’s no way to remember all of that. Much less all of the content we’ve created within the last four years. So, I’m hoping we can circle back and use some of the tools and the assets, and plug into some of the affiliates that’ve been with us for awhile. So, I know that we dropped the ball. We’re better now than we were then, so I wanna bring everybody up to speed. So, Facebook and Instagram. Now, even though you’re not posting a lot about it right now, Ryan, we can actually use your coaches also. So, one of the things I
want to show everybody here is this handy-dandy thing here. This is one of our secret ninja tools that we build inside of ManyChat. It’s messenger marketing
is what the term is, but what it allows us to do is, we can send you a specific link, and it’ll ask you a couple questions. This screen is probably
too small in here to read. But it gets your information
and then it generates a link for you that you
can send to your coaches. Once you send that link to your coaches, it’s going to invite them to
join the coaches newsletter, and what we do with that
is, every seven to ten days, we just drip an email about a product. It may be about CASEIN. It may be about DYSRUPT. But it’s just the way the
universe works, right? They’re gonna get an article about CASEIN and then the next day, they’re
the boots on the ground. They’re the ones that
are training the clients. The clients gonna say,
they’re gonna start talkin’ about this RP diet that they’re doing. And then the coach is gonna remember, oh geez, I didn’t know
you were doin’ that. If you want, we can get CASEIN
on our next order for ya. And then, so that kinda
creates a snowball effect, so those coaches are vital to
get inside of this newsletter. If you’re not using that,
that one thing alone can make a huge difference for ya. Back to the email. Utilizing Facebook, keeping
one or two products on hand like PREWOD, POSTWOD. I hit on that just a little bit earlier. You have to keep a few things in stock. Keeping a par value of
what you can go through inside of three to four weeks shouldn’t strap you in terms of cash, ’cause you’re generating enough profit when these items sell. Keep ’em on hand and when people need ’em, they just wanna be able to grab ’em. It takes a little bit
of effort on your part to keep those things in
stock, but once you do that, it’s really not too difficult. Now, POSTWOD, you brought that up. So, I’m gonna show you this, side of building retail. Posting on Facebook, like
we’ve already decided is tough but it’s vital. But one of the things we do is this. We force feed content to you. What I mean by that is, with
this video, this introduction video, I’m gonna tag
you up in it, and now, (mouse clicking) (keyboard clacking) Ryan Goodman, you’re in the group. Perfect. So, you’re shared up in the group. So, if you click on that
link, it’s going to send you six days worth of posts
to post about POSTWOD. That’s a lot of posts about POSTWOD. Posting about it over six
days is going to increase sales on that specific product, which you already move very well. So, you can increase those sales, then take that profit,
generate the profit, put the product on the shelf from the profit that you generate. So, you’re not coming up with
that money out of your pocket. So, by using an automated
system like that, it’s great. We’ll get you the content
in a timely fashion. You copy and paste it, save the photo, and then just boom,
follow the bouncing ball. And those steps generate a
lotta sales for affiliates. It just ended about two days ago and affiliates did really well with it. So, if you’re watching
this video, go to Facebook, building retail in your
box, and take a look, find the video that we
posted up about POSTWOD. Check it out. Back to the email. So, in here you say you usually
make an athlete purchase the supplements, and then we buy from you, and then hand them out when
they get shipped to us. I love pre-sales. Pre-sales are great. It’s a way to hit the gas,
incentivize your members for a temporary period of
time and drive sales up, either on the entire line,
or on specific product, like we just talked about with POSTWOD. It’s not a long term
business solution though. Unless you’ve got SOPs so tight that you’ve got a calendar on,
you’ve got a calendar that on the very first day of
the month to where you’re gonna post about, hey everybody,
we’re doin’ a pre-sale, but we’re not gonna do it for seven days. And you hit them every
single day on social media, on Facebook, on Instagram, in the stories. And then, you drive into your coaches the importance of talking
about it before classes. Everybody, just a heads up, I’ve got the pre-sale sheet
available on the front desk. We’re gettin’ warmed
up now, but after class if you need some protein,
some pre-workout, amino acids, whatever
it is you’re needing, make sure to write it on that sheet, so we can get the ordered. We’re gonna be placing
it here in about a week. Doin’ that, creating those SOPs is vital. Now, if you’re doin’ that pre-sale and you’re going about it like that, we’ve got gyms that are doin’
several thousand dollars in pre-sales every month,
but they’ve got it tight. Those SOPs are vital. Sorry for the long email. I just thought some background on myself, on how we operate, is useful. Man, this is great. I read this and the first thing I thought was four years ago, we were
doin’ a shitty job for you guys. I wish we could’ve onboarded ya. I wish we could start over,
and I’m hopin’ that this is part of, I’m hopin’ that this email can kind of served a
little bit a part of that, ’cause we’re workin’ with
almost 1,200 affiliates now. So, where we are now isn’t where we were when a lot of you guys started, and we’ve got a lot of tools. So, if Driven Nutrition
is, or retail in general, has kinda fallen by the
wayside, or it’s just something you do, you know how I feel about that. Part of your business shouldn’t
be a hobby, or a side bet. Focus on it intentionally. Use the tools that a company
like ours has to offer and implement ’em, day in, day out, and it could mean the difference between your gym staying open. I’m seein’ a lotta
transition over the last six to eight months to
where a lot of members are even buying gyms,
because they don’t want to see their community close. I genuinely believe
that this can be offset if the gym focuses intentionally on their different revenue sources, personal training, raising
your average client value, selling supplements, increasing retail, reducing your overall stock. Matt Albrizio from Forever Fierce does a very good job with this. If you’re not workin’
with Matt, check him out. He does an incredible
job, and I think that he’s at the top of the game in
terms of how to sell apparel. So, if you’re sittin’
on a crap load of shirts that’ve been buildin’ dust for the last couple years, hit him up. The next thing that I wanna
bring up is client journey. I didn’t pull anything
up on the computer here, but UpLaunch is a system. Two-Brain just did it, a
podcast about these guys. I believe that the systems
that they’ve introduced and incorporated for gyms
at an incredible value for you guys, it allows you
to automated the process between when someone says, hey
I’m interested in your class, to getting them through to the door, to getting them though closed, and then taking them through
the hundred-day journey. And then beyond in terms of
what should happen to staff, what type of communications
should be taking place between your staff and the new member, ’cause everybody starts at
pretty much the same spot. I think that focusing
intentionally on retail, getting everything tight
as far as your follow up, and the leads that are being generated, but also nurturing their
current clientele that you have, can mean the difference
between you keeping your doors open, or not. The next couple years are gonna be vital, and if you been at for four years, and if this is still a hobby, and you’re not making a profit, you’re either going to quit, you’re either going to sell your gym, or you’re going to get focused
and turn it into a business. I hope it’s the latter,
and if there’s anything that we can do to help with that, please reach out and let me know.