Episode 102: Changing Behavior

Run a Profitable Gym

One of the key metrics we track in Two-Brain is LEG: Length of Engagement.
The average LEG of gyms when they start the Incubator is 13.1 months (that's going down, by the way, thanks to 6-week challenges and "free trial" entry points.)
If we can increase LEG to 15 months--every client in your gym stays an extra two months--that could easily mean an extra $45,000 per year for your gym ($150 x 150 clients x 2 months.)
Yeah, retention is kinda important.
Long-term retention is really long-term behavior change. If attending your gym becomes part of a client's life, you'll keep them longer. If they struggle to make a lifestyle change, you'll always be the negotiable part of their day. That means you'll be the first thing cut from their schedule, or their budget, when they have limited resources.
In this episode, I share how to change long-term client behaviors using the B-MAT model of behavioral modification. The original comes from BJ Fogg at Stanford University, and I'll give specific examples and explanations in this episode.