This webinar discusses the Barbell Logic marketing and sales automation system. Barbell Logic is a done-for-you system built on WordPress and Infusionsoft that handles lead nurturing, conversion optimization, and member retention through automated emails, surveys, and other campaigns. It aims to solve the problems gym owners face with manual processes by taking over all marketing and sales tasks. The presenters explain how it works and how it can help gyms scale by freeing up owner time and consistently bringing in new members.

1. TODAY’S WEBINAR:
THE SECRET TO BUILDING THE ULTIMATE AUTOMATED
SALES & MARKETING MACHINE TO INCREASE YOUR
MEMBER BASE, PROFITS & FREEDOM
PRESENTERS:
AJ ROBERTS & MARKUS GERSZI

2. HOUSE RULES
 Commit to being present, engaging, asking questions,
responding to questions, showing up 100%!
 Turn off all distractions and make sure you’re not
somewhere where you’ll be easily disturbed
 Give us your focus and we’ll share with you exactly
how to

3. WHAT YOU’LL LEARN
 Convert prospects to leads and leads to members
 Maximize your lifetime member value
 Building a unique community to maximize member
experience

4. A unique opportunity where you can team up with us
and have us build out your marketing & sales systems
for you. Allowing you to focus on what you do best and
leave the rest to us!
INCLUDING…

5. So who’s this webinar for
 If you currently have a gym that’s NOT operating at it’s full
potential
 If you feel you CAN and SHOULD be serving even more of
your local community
 If your gym hasn’t been growing steadily month after month
 Or you currently DO NOT have enough TIME to work on the
business and are frequently STRESSED.
WHO’S THIS WEBINAR FOR?

6. The BIG Problem
• Business isn’t set up in a way that lets you operate in your
UNIQUE GENIUS and focus on what you do best
• No automated lead marketing or sales systems in place to
do the majority of the work for you
• Not hitting your income goals and are on the hamster
wheel trying to figure out the “business” side of building
your gym
THE BIG PROBLEM

7. Symptoms that you have this problem
 Do not have consistent flow of leads
 Previously invested in some sort of training or coaching and
still not hitting goals
 Cringes at the thought of tech stuff, and having to set up
websites, landing pages, auto-responders, funnels etc etc.
 Doesn’t CONSISTENTLY earn at least $30,000 per month in
recurring revenue
SYMPTOMS

8. And let me ask you this
 Who here hasn’t broken through 100K, 250k, or 500k a
year yet?
 Who here is thinking about your gym, even when you are
at home with your kids or spouse?
 Who here doesn’t really KNOW what Exactly to do each
month to get more members, build a better community
and increase your gym's revenue?
LET ME ASK YOU THIS

9. The REAL BIG problem Is
You DON’T have an automated marketing and sales system
(Barbell Logic) which:
 Consistently creates the same marketing experience for every single
prospect
 Leverages your current members to build your business in record
time
 Doesn’t need or depend on you to do all the work
THE (REAL) BIG PROBLEM

10. How is this impacting your LIFE?
Current evaluation of your life:
Health & Fitness?
Relationships?
Personal Growth?
Income?
Wouldn’t it be nice if they were all 10’s?
HOW’S THIS IMPACTING YOU?

11. Let’s do some math!
• What is your goal membership base? What does that
equal in revenue?
• Exactly how many members do you currently have and
what is your current revenue?
• Why have you NOT hit your goal?
• (Hint: No Barbell Logic System)
LET’S DO SOME MATH

12. How you can hit your numbers!
• Let's say on the low end you have 100 visitors to your
website and you’re able to get 50% of those people to
give you their contact information
• Begin conservative, let's say you’re able to get 30% of
those convert into paying members.
• Worst case scenario that’s is a minimum of 15 new
members per month, at an industry average of $150
each.
LET’S HIT THOSE #s

13. Some more math!
• 15 new members a month = $2250 in additional
revenue.
• So based on your goal how many months would it
take you to reach that?
• But there’s something we’re missing…
SOME MORE MATH

14. The Back end
• The Front end is just a small part of the system that’s
designed to generate new members.
• The real magic happens on the back end, when you
have things like a referral system, social proof system,
and survey system that leverages your members and
turns them into raving fans.
THE BACK END

15. NOW MEET
MARKUS GERSZI

16. My business partner and I built CrossFit
Active Performance from the ground up.
We had been training together doing
competitive martial arts since we were 12
years old. We saw an opportunity to build a
better gym - the gym we always wanted to
have for ourselves.

17. So we emptied the bank accounts
(and then some), rented a space,
and built our new training
sanctuary.
We had a built a small list on
Facebook prior to opening using a
short video teaser we made, but
had zero members when we
opened the doors in 2012.
Like most new gym owners, we
did everything the hard way.

18. Quality was the utmost
priority in everything
we did.

19. We sent every email manually,
used countless spreadsheets to manage
leads, current members, suspensions,
cancellations, budget, staffing, training,
athlete development, programming,
marketing, etc.

20. Although it worked and the gym
was growing steadily, it was very
time consuming.
Naturally, the more we grew in
membership, the more
cumbersome the business side of
things became.

21. What started as a few hours here
and there before or after classes,
quickly became 20-30 hours per
week of office work on top of
coaching all the classes we
offered.
Pretending like we didn’t sleep there.

22. As we continued to grow, we hired
a part-time admin and brought on
a couple of coaches to help take
the pressure off of the coaching
schedule.
This allowed us to add more
classes and marketing initiatives
to continue to grow the gym.

23. Before we knew it, we were right
back to where were.
We were overwhelmed with
admin work, special events,
marketing, sales management,
all while tending to our members
needs.
Lies. I was stress eating.

24. Before we knew it we were at 125
members, starting to make a little bit of
money, but that’s when it happened…
We hit the energy and time ceiling.

25. The fact was, that although our
manual processes were effective
and got the job done, they were
still manual and required way too
much work to keep them running
properly.

26. We tried to leverage software as
much as we could, but we just
ended up juggling what felt like
100 different software platforms.
At 150 members, we were at our
break point.

27. Even with our part-time
administrative assistant going from
part-time to full-time, we were still
spread way too thin.

28. We were all regularly working 60-80
hour weeks - no chance of a vacation or
light at the end of the tunnel.
80

29. I had gotten into this business to
spend my time helping people
achieve the things they never knew
they were capable of, not to be buried
in administrative work and then being
too tired to coach effectively.

30. In an effort to find a solution to our
problem, I researched like a crazy person.

31. I read every business book I could get
my hands on.

32. I listened to podcasts, and read blogs

33. I knew what I was looking for -
systemization and automation, but I
couldn't find a finished solution.

34. Everything required me to build it myself, but there
was just no way I was going to be able to learn a
brand new software and build this complex system
I created with the limited amount of time and
energy I had after everything was said and done
with the business.

35. That’s when we found

36. My awesome new platform took a
person from prospective client to a
raving fan that is sending me their
friends and family . . .
All with minimal work on my end.

37. I now had a system that performed all
of the best practices needed to get
new members in the door, maximize
the chance of them singing up and
then keeping them for as long as
possible, with them referring friends
and family, as well as purchasing
additional services for as long as
possible, without me manually doing
the work.

38. Barbell Logic is a completely
done-for-you marketing and
sales system
It takes all the best practices that
increase sales, and streamlines and
automates them.

39. SO WHAT ARE THESE
BEST PRACTICES?

40. 3 THINGS . . .

41. 1. Nurturing potential leads
• Most are shopping around trying to get a feel for what it is you
do and whether it’s the right fit for them
• You need to get the conversation going and build value to
make yourself standout, before they even commit to your free
trial.
• Best way to do this that we’ve found is with eBooks and or
multipart educational video series.
NURTURING POTENTIAL LEADS

42. • First things first - get them scheduled
• Once in the door, now it’s time to convert them from
prospective member to paying member
• No-show or those who stop showing up after a session or
two.
MAXIMIZING CONVERSIONS

43. 3. Delighting existing members
• Weekly movement tip and helpful article emails
• Membership satisfaction surveys to get feedback and activate subsequent
campaigns
• Social proof and reputation builder
• Smart Referral System
• Personal Training Opportunity Finder
• Membership Hold System and reminder campaign
• Membership Cancellation exit survey and follow up to reinvigorate campaign
based on why they left
DELIGHTING EXISTING MEMBERS

44. Biggest Mistakes
• Investing in more certifications
• Buying new equipment
• Relying solely on word of mouth marketing
BIGGEST MISTAKES

45. Your Formula For Income
QC + AC + BL
=
More Members + More Money + More Freedom
YOUR FORMULA FOR INCOME

46. SO, WHAT IS
BARBELL LOGIC?

47. BARBELL LOGIC IS
And although it looks like a
professional and an easy to
navigate 15 page website to the
end user, it’s actually made up of
over 100 landing pages that the
clients will hit at all different
stages of their lifecycle.
A custom website built
on Wordpress
Designed by expert online
marketers, professional
copywriters, graphic designers
and web developers who truly
understand the WODing culture.

48. A custom website built
on Wordpress
BARBELL LOGIC IS ALSO
Designed by expert online
marketers, professional
copywriters, graphic designers
and web developers who truly
understand the WODing culture.
A completely built out
marketing and sales
automation system built on
Infusionsoft
+ +
Any additional
customization or
improvements you need.
Get rid of your Google calendar,
excel sheets and other random
apps you use to keep you
organized. Everything is here in
the Barbell Logic dashboard
+
A front desk task
management system. So
easy an intern can do it!
Have a unique on-
ramping process?
+
Need to improve your
pricing structure?
+
Want to add your own
fundamentals course
material?
+
Want to upsell
personal training
sessions? We’ve got
you covered.

49. A completely built out
marketing and sales
automation system built on
Infusionsoft
WHERE THE MAGIC HAPPENS

50. TURN WEB TRAFFIC INTO LEADS
Professionally written eBooks designed to look like
they were written by your gym on your website:
All of these are gated behind landing pages
to collect emails from people who aren’t ready
to commit to a class just yet.
And for those people who prefer videos, we have
videos too:

51. SEGMENT YOUR LEADS BY INTEREST
Professionally written eBooks designed to look like
they were written by your gym on your website: Depending on the content
downloaded, your leads are
segmented by what they’re
interested in:
Fat loss
Build muscle
Improve mobility/Ease pain
CrossFit 101
And for those people who prefer videos, we have
videos too:

52. Depending on the fields filled out
on the landing page form, leads are
further segmented even further:
New to CrossFit or experienced?
Male or female?
SEGMENT YOUR LEADS BY INTEREST

53. SEGMENT YOUR LEADS BY INTEREST

54. SPEAK THEIR LANGUAGE

55. YOUR TASKS ORGANIZED (FINALLY)

56. ON-RAMP NEW MEMBERS
• We send out your on-ramp/foundations material
for the span of your intro course
• Don’t have on-ramp material? No worries, we’ll
use Faction Fundamentals Blueprint (included in
Barbell Logic)
• Additional emails designed for beginners to
CrossFit so they feel a part of the family from day
1 – never lost or left out.

57. THE POWER OF SMART SURVEYS
Smart surveys are sent out at strategic points in a
person’s membership which activate timely and effective
marketing campaigns:
• How likely are you to refer a friend to Active Performance?
Very likely! Activates RAF campaign
• How would you rate your experience with us so far? Very
enjoyable! Activates Positive Review campaign. Not
enjoyable! Notifies gym owner immediately via email.
• Are there any movements or areas where you’d like to
improve? Yes! Activates Personal Training Campaign

58. NO MORE AWKWARD CONVOS
• Members can place their memberships on hold for 30,
60 or 90 days due to injury, vacation, etc. Membership
reactivates immediately.
• Membership cancellations can be managed in a
professional manner
• Invaluable information is gathered in our exit survey
• Answers from exit survey activate reengagement
campaigns: i.e. Leaving due to injury: Emails are sent
to promote recovery, positive spirit, and encouragement
to come back when healed.

59. AND THAT’S THE
BARBELL LOGIC
SYSTEM.

60. An automated machine made up of
dozens of follow up systems with
hundreds of custom emails.

61. The Barbell Logic system is on par with
some of the world’s era defining brands’
online marketing strategies:
It’s the result of 3000+ hours of
development, market research,
graphic design, copywriting, success
analysis and is a perpetual work in
progress.

62. Now, we know what you’re
thinking…

63. “I NEED this.
But, there’s no way my gym
could afford a complex system
like that.”

64. Well, you’re right.

65. Which is why we developed Barbell Logic!
We can create awesome marketing experiences
for ALL and split the development costs between
the gyms who sign on with us.

66. If Barbell Logic gets you 1 new member a month
and retains that member, in several months it
pays for itself.

67. Obviously this isn’t
for everyone.

68. If you’re the type of person who
like to go at these things alone
and enjoys building out websites,
landing pages, email sequences,
funnels, etc etc.
Then this isn’t for you.
How to DIY your own
Franken Logic
Software needed
Infusionsoft $299/month
Wordpress
Task management software
Outlook
API app to link them all
together
Website
Wireframe $250
Graphic design $1,200
Programming $3,000
SEO expert + supplemental
costs
Content support $240
Client training on CMS $240
Launch testing $960
Sales and Marketing
Automation
Copywriter: 150+ marketing
emails, 4 eBooks
Infusionsoft developer:
1050+ hours
Business analyst:: as
needed
Professional marketer: to
work directly with copywriter
and business analyst

69. If you’re currently not in a
position to invest in growing your
business rapidly. Then this isn’t
for you.

70. BUT IF YOU ARE…
• Ready to take your business to the next level and finally
put into place the SYSTEMS needed to help you grow
month after month
• Looking to use a have a proven formula being used by
some of the biggest gyms in the entire country
• And would like to have everything done-for-you and
up and running in the next 30-45 days

71. Fill out a free application here:
WWW.BARBELLLOGIC.COM