Inside the box: member retention

We’re finishing up our “Inside the Box” mini-series with Tommy Alfinito, owner and head trainer at CrossFit Mount Laurel. Tommy has grown his box to over 300 members in under 4 years and we think he has great tips that all box owners can benefit from. He also started CFMTL Blueprint to offer programming, tips, and other advice to box owners and athletes. Be sure to check it out!

So far in our mini series, we’ve covered how to attract new members and what to do to get them through your doors. The final step in the equation is athlete retention. Many box owners find that athletes are very dedicated when they first sign up, but it’s a 50/50 shot as to whether they’ll become a long-term member. It’s so important that each athlete embraces and becomes a part of your community to ensure their continued membership.

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So how do you do that? Tommy found that his athletes responded well to emails about the box that detailed what to expect in the first few weeks of classes, events held at the gym, and how to begin fueling your body for workouts. He wrote email templates and loaded them into Wodify. They are sent out automatically from Wodify each week based on that athlete’s length of time at the gym. Now every athlete gets the same information about the gym as they are starting out and can feel like they’re part of the community sooner. He has found that these emails have been crucial in helping him engage and retain members. Click below to watch Tommy explain his approach.

If you’re interested, Tommy has been kind enough to share all of his emails and his thought process behind each. Enjoy!

Thanks so much to Tommy for sharing his expertise in our “Inside the Box” mini-series. We loved having you!

Ready to put what you’ve learned into practice?
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