Episode 307

Part 2: Improve Your Client Onboarding with Dr. Brittaney Cook

In this episode, Dr. Brittaney Cook joins me to talk about how to improve your client onboarding.

[00:00:00] Hello, my friends. I am back again with Dr. Brittaney Cook for part two of a two part series we’re doing on onboarding for your clients. So if you haven’t listened to part one, go listen to it. We’re talking about this very important period of the first 90 days of your client onboarding journey, a critical moment where you’re setting expectations, having them make critical wins.

In your facility. So this is a great episode. You’re going to take lots of notes, but if you haven’t listened to part one, go listen to that first, before we dive into today’s episode, I wanted to give one quick shout out and reminder that we’re doing a brand new course called time management for gym owners, which we’re making available to the public.

That’s all of you for the very first time ever. It is a self paced online course. You will get lifetime access. It’s all about helping you be more productive with your time as a gym owner. And if you enroll before February 9th, if you listen to this podcast before February 9th, you’ll save 200 on our early bird enrollment.

So click the link below in the show notes to find out more. That’s one of our most well reviewed classes we’ve ever offered in business for [00:01:00] unicorns, it’s time management for gym owners, and you should enroll before February 9th, if you can. That’s all my friends. Let’s move on to today’s episode. Enjoy.

Welcome to the business for unicorns podcast, where we help gym owners unleash the full potential of their business. I’m your host, Michael Keeler. Join me each week for actionable advice, expert insights, and the inside scoop on what it really takes to level up your gym, get ready to unlock your potential and become a real unicorn in the fitness industry.

Let’s begin.

Hello, fitness, business nerds. What’s up. Welcome to another episode of the business of unicorns. Podcast. I’m back with Dr. Brittaney Cook. Welcome my friends. This is a part two of a podcast that we just recorded and released probably about a week or so ago. So go listen to part one, if you haven’t already, before we dive into part two, I just want to give you a quick [00:02:00] reminder like I did in this last part, one of this episode, which is.

Many of you probably stink at following up with leads. And we really like working with us, our friends over at Kilo, which is use kilo. com and they will build a website for you and they’ll connect it to all these backend tools that make it so easy for you to follow up with leads and convert more of those leads, automations.

Texts, emails, forms through your website. It just puts it all in one place in a way that makes it so much easier to use. So go over to checkout Kilo, tell them we sent you, and I hope you, you level up your lead follow up game in 2024. That being said, let’s dive back in. Brittany, we recorded part one already.

So listeners go back and listen to part one with Brittany, but just briefly, just want to reintroduce yourself for folks who did not listen to that first one. Yeah, absolutely. Dr. Brittaney Cook. I live in Austin, Texas. Where the sun is usually shining. Today. Much, much different than today. Opened Athletic Outcomes about eight years ago with my husband, Pat.

And yeah, we’ve got a [00:03:00] great team of 11 coaches and we believe in functional fitness, small group and classes. I love it. I love it. That was so succinct. Yeah. Brittany’s been bringing a Unicorn Society member for a few years now is now accountability coach for our Unicorn Society program. And so we’re so excited to have you on the podcast.

So this is part two, my friends in part one, we talked about 90 day onboarding. We talked about why it matters. We talked about what you do before your clients even come for their first visit. We talked about what they do during the two weeks or a week or so of, of their trial period. Now we’re going to do in this episode is talk through what are the contact details.

points that you do for the first 90 days, once they become a member. So we’re going to talk about the first 30 days for 60 days, first 90 days. And in this period of touch points in this period of this chapter of your life with clients, Brittany, once they become a member, what are the kind of, what’s your focus on?

What are the big picture principles you’re following here? Yeah, so the 30 to 60 days, we’re still basically trying to handhold them like they’re our babies. That’s still, for us, a vulnerable phase where we want to make sure that we’re [00:04:00] still educating them. They’re still very much so understanding our program.

They’re getting a very consistent experience. And then, continuously, there were always, um, giving them invites to our community events. Yep. And during this time, it’s where we do feel like we’ve built a little bit of trust. We might ask them for a social media following, even though they usually have already started to follow us.

But now they’re just like, Oh, okay, cool. They’re inviting me to do things. And I’m also going to return the favor and follow them on Facebook or Instagram, Facebook, whatever platforms we use. And then with when they do join right away, we send them a welcome email. And in that welcome email, it’s like, Hey, These are our core values.

We’re going to guarantee that this is going to be the experience you’re going to receive, just like what you just experienced for the first two weeks. Let’s continue that basically. And we just give them more education. We’re just trying to make sure that they have all the information in writing. If they haven’t received it face to face yet, then they definitely get it in writing.

And so yeah, zero to 30 days is still focusing on. Hand holding them, guiding them, continuing those like trial [00:05:00] phase stages and contact points. Yes, I think that’s fantastic. I think that you continue making sure that they feel supported and that if they have questions, someone’s right there to catch them, that they continue to learn about you.

They keep getting invited to stuff and then you start to engage them a little bit more, making sure they’re following on social media. This might be where you start to ask for some Referrals or reviews if they’re having a good time. Yeah. So I think you’re just deepening your engagement with them now that they’ve committed to working with you a long time.

So let’s just go through maybe just the first 30 days ish of what are the kind of, kind of types of touch points that you do during the first 30 days. Yeah, so we continue to do those text messages that are automated. We continue to do those emails that are automated. And um, this is the point where we start to send them regular newsletters, for example.

So we send them like they’re currently, they are a member of course, but like we send them to them. Like they’ve been a member with us for years and so some of the newsletters are [00:06:00] just as simple as like featuring a member or we send them a newsletter about just random education, so they start to see value in learning from us outside of just a 60 hour experience that they get with their workout.

During this time we also will, during the 30 day mark, we’ll send them like a progress report and it’s just a text message and it’s just, Hey, over the last 30 days or since you’ve joined over the last 30 days, we’ve noticed that you attended 15 fit classes. You’ve done two small group personal training sessions and we keep track of just a little bit about each person.

So that way they feel like, holy shit, they’re like, they’re watching me. They’re acknowledged and they’re like, Oh my gosh, thank you. I had no idea that I had already completed 11 sessions or whatever that specific number is. That’s amazing. So it makes them feel like we’re still like, we’re still very focused on making sure that they know that we’re watching them and care about them.

Yeah. That’s huge. I think that’s just so critical, Brittany. I think if y’all do nothing else in the first few days, certainly add them to your newsletter and then do some sort of progress check in to say, Hey, did [00:07:00] you know? These are the wins we’ve already seen. You have, we’ve seen you show up, we’ve seen you maybe even do some new exercises you’ve never done before.

We’ve seen you make new friends. We’ve seen you, whatever. There could be PRs already at this point, but I think that’s such a great way to say, we’ve been watching you because we care, we told you when you came in that we care about your progress and your experience, and we’re making good on that promise now in the first 30 days.

I said, look, we already are noticing how well you’re doing and that’s just. It reinforces for them that they’re on the right track, that they made a great commitment that if they had any regrets about their expenses, their new expense every month, that you’re getting in front of that and saying, no, you made a great decision.

Look, you’re already showing up and doing it. And it’s also a chance to say that you’re not showing up at this progress check. It is also a chance to catch them and say, Hey, we haven’t seen you and not let them start to build those kind of those unhelpful habits from the beginning. Yeah, I will add that we have, and we change it a lot just because we’re like, let’s [00:08:00] just see what feels right.

I think currently right now, we’re at the seven day mark. So if they don’t come in for seven days during their first 90, we just send them a text and say, Hey, you good? Do you need to suspend your account? We’re here. We got it. Like, and allow them the ability to either yes, suspend their account or be like, Oh my gosh, I was super sick.

And we try to accommodate. You know, we really focus on like making sure that they know that they, yes, they are paying for a service, but like we acknowledge that they haven’t been using it. So we’re not going to try to penny pocket them. That’s amazing. All right. So to recap for 30 days, you’re still engaging them via email, invite them to your newsletter, you’re inviting them to events.

Whether it’s a coffee hangs or events that are happening in your community. So they get to make more friends cause they’ll stay longer. And you’re also doing some progress check ins via text just to let them know that we see you or we don’t see you. And we’re touching base to say that this is what you’ve done so far, which I think is fantastic.

Let’s keep going. So after the first 30 days, what do you do in the next 30 days? This is like day 30 to day 60. How is this the same? How is this different? [00:09:00] Yeah. So this is the point where we believe that they have. They’ve built trust, right? They understand. They also can explain it to a friend. They can say, hey, I go to this gym, this is what happens, this is this class, and this is this class.

They’ve hit that point where they’re an advocate for us. So, we like to take advantage of that and be like, hey, during this time Here’s a promo code. Can you bring a friend for free or feel free to bring a friend for free if you want? And it’s also where we start to ask them for the reviews or, and we give them something.

It’s like, Hey, if you write us a Google review and you show it, then we’ll give you a water bottle and exchange. And we like to acknowledge the fact that they can explain their experience. And they’re excited about it still. So we really like to take advantage of that time and be like, Hey, who do you know that might want to also experience the same thing?

Is it your brother, your sister, your friend, your roommate, your husband, whoever it is. So that’s when we start to acknowledge getting referrals in some capacity. We also, during this time, will Send [00:10:00] some progress reports again. So this is where the automations come into play. That’s where we’ll send like a 25th visit text message and just keep going.

Cause when you get to 100, you get something for free. So it’s an incentive to keep moving and then for them to acknowledge what they’ve. already accomplished. And then 60 to 90, or 30 to 60, sorry, is all about continuous trying to be super consistent with those event invites, which I already mentioned.

And then our newsletters, we try to send a newsletter once every two weeks. And we tried to do always two events at the minimum every month, usually one internal one insider building. And one outsider building in the community somewhere. So we’re, the consistency is key and it may feel like a lot, but like I said, we love our events.

And so we really focus on like making them a priority just because it always builds community anytime we do an event. Yeah. I think that’s a great model, right? Like once a month. There’s something you do in the gym that gets people excited to come into the gym during a non workout time and something outside the gym that [00:11:00] takes them to a bar or a bowling alley or a, I think that’s a great way to think about it.

So it sounds like in 30 to 60 days, a lot stays the same, which is you keep inviting them to stuff. You have them on the email list. You continue. With progress check ins, for example, your 25th visit text, which is awesome. And there’s some new things that starts to happen here because they have, like you said, that trust and ability to explain what the experience is.

You may ask for reviews or referrals and provide them with incentives to give you those reviews or referrals, which I think is fantastic. I love your, I love that in this, at this point, you’re putting some more kind of carrots on the stick. To say, hey, not only now you’ve signed up, the next thing we want you to do is keep coming, keep making progress, bring your friends, and leave us a Google review, right?

Those are like the most important next things you want them to do, and you’re incentivizing them to do it, which I think is so smart, Brittany. It’s so smart. Anything else you want to say about 30 to 60 days? With 30 to 60, I feel like this is [00:12:00] just The point where we really transition them to feel like they’re part of the family this is where they’re like, oh, yeah I’m getting invited to things.

Nothing is like out of the ordinary This is just what I’m gonna I’m going to receive from here on out a little bit of love and a custom text message some automations event invites, but I’m also gonna like Advocate for this business that I’m a part of now. So it’s more of like a transition into the future of the 60 to 90 and then beyond.

Yeah, I can see that. I think that makes a ton of sense. Now that you’ve been here, you have a routine, you’re one of us. Now help us find more of us, right? I think it’s a great way to pivot. Yeah. All right, let’s talk about the final chapter here, which is like 60 to 90 days. And obviously you’re not done after 90 days.

But the point here is this first 90 days is like a really focused period where you’re doing. Extra handholding, extra education, extra love, because you really want to make sure that they’re enjoying their time and you’re a good fit. So what, again, what stays the same, what changes in this next 30 day period?

Yeah, I would say a lot stays the same, [00:13:00] events, newsletters, those definitely stay the same. This is the point where instead of a 25th visit report, they get a 50th visit and that’s just a text message. That’s when they get a gift. Ooh, the first time I achieve something, I get a gift. It’s like a t shirt. I don’t know.

And we also at this point start to ask for feedback more anonymously. And so every 60 visits from here on out from 60 days initially. And then beyond for the rest of their membership, every single 60 visits, it’s an automation. We just send them a feedback form. And there are times where we’ll change the automation, we’ll change what we’re asking based off of what we’re looking to do or what we’re looking to change.

And it’s pretty simple questions. It takes them five minutes. But it does help us. What’s your favorite time to train and the day? And it’s great. Now we know what time works and we always, it helps us create constant feedback. We always receive feedback. So this is just an automation. So we don’t have to think about it and we love it.

We love the 60 days. So once they hit that 60 day mark. As a member, then they’ll start to get [00:14:00] those feedbacks and then it will continue every 60 days. That’s great. We also send at the 30 day mark, we send like that personal custom report. We do it again at the 90 day mark. And then that’s usually the last time we’ll do that.

So after 90 days, after their first quarter, they get another one of those fancy little emails or text messages of, Hey, we noticed you did a 185 pound Hicks bar deadlift. They’re like, hell yeah, I did that. So, Phil continues to get them to feel like they’re receiving a little bit of that extra attention, but not as frequently as they did initially.

And then, yeah, we send them, we continue to do the achievements, and this is basically the point where we just transition them to not be surprised. Yeah. Yeah. I love that. I love that. There are so many things that you’ve started when they first joined and it continues all through 90 days and then some of it continues forever.

I love that they, that they keep getting invited to invite in events, invited to events. I love that they keep getting your newsletter to make sure they understand what’s all the things that are available to them to do and what’s going on in the gym. And then I love this as you’re also continuing to help [00:15:00] them celebrate milestones and achievements, right?

A 50th visit. Is fantastic. And so I think that’s, it’s great to be able to have those kinds of custom, both custom updates. Like here’s something you specifically did and also milestone text to be like, here’s something you achieved, which is, I think that’s a great combination. And then my favorite thing in this is I love that you institute like a regular feedback pulse.

I think it’s something so many gym owners are missing. There’s a not asking their clients for feedback and then they’re banging their head against the wall about how do I make this place better? What can we be doing better? Just ask your clients. They’ll tell you. They’ll tell you. And like you said, you don’t have to think about it because this is an automation.

Every 60 days, every 60th visit, they just get a little text that says, Hey, answer a few questions for us. And I love that yours is what times you like working out? What’s working for you? What’s one thing you like about coming here? What’s one thing we could change? It can stay really simple, but it provides you and your team with this constant source of information about things that you’re crushing.

And things that you could be doing better. I think that’s so smart. [00:16:00] Yeah. We try to definitely base, sorry. We try to base a lot of our business decisions based off of that feedback specifically, like little things like what we had a feedback from one person and he was just like, please, dear God, put a fan in the bathroom or in the showers.

And I was like, I literally never thought about that. You’re totally right. So then we’re like, Fan do you want? And he’s like, that one. We’re like, okay, great. It’s the little things that you’re not necessarily thinking about as the client who’s in there. 100%. And they will, they, if you ask them to elaborate, they’ll be specific usually.

Right. And here’s the thing, you know, this as well as I do that we don’t want to feel like we have to respond and do something about every tiny little piece of feedback, but you’re doing it as consistently as you are. You see trends. Oh, this is actually the fourth person who told us that, um, they don’t like the soap, the bathroom, or this is like.

The 10th person told us that we, they want a new class time offered, and you’ll start to see those trends over time, which is so important. MFF we, Mark and I’ve said all the time about MFF, like we’ve had some good ideas, but like most of the best ideas [00:17:00] about what we’ve done, MFF have come from our clients have come from our ninjas.

Yeah. And exactly for the same reason, because we just are consistently asking them for thoughts and feedback. And sometimes it’s an avalanche of feedback and it’s frustrating and difficult. And sometimes it’s like pulling teeth. But the more consistently you can set that expectation from the beginning like you are, this is a place where we want your feedback, that you’ll get it more times than not.

That’s great. Anything else you want to say about 60, 90 days or really onboarding in general, since we’re at the end of this rainbow here? Oh man, I would just say for us, like I already mentioned on part one, we change it often. If we’re not getting a text message in response from somebody celebrating a 25th visit, for example.

And we’re just probably not going to do it anymore. We’re going to be willing to adapt. I think adapting to this is key. Using it as a way to prevent future aches and pains. Like, if there’s a policy you want in there, then throw it in there and see what happens. And it’s a really easy way, when [00:18:00] you start to keep track of visits, and like how many times somebody’s come in and their problems report.

It’s a really easy way. in addition for our team to celebrate members outside of a text message or an automation. We’re like, Hey, this is Mason’s 1000th visit. And then we just have a raging celebration when Macy walks in the door and it just makes them feel like it just makes people feel really important.

And so changing it when you need to change it. Using it as a way to celebrate your members, um, but also preventing yourself from additional work in the future is like a really easy way to use these onboarding slash automations experiences. Yeah, I think that’s so smart, Brittany. And the other thing I love about your approach at Athletic Outcomes is so much of your celebration of people is about their effort.

Rather than their outcomes, right? You’re celebrating that they showed up, you’re celebrating that their visits we’re saying this is how many times you came, right? Because so often I feel clients don’t give themselves permission to celebrate until they’ve achieved some sort of outcome. [00:19:00] Like I’ll celebrate and be proud of myself when I’ve lost five pounds or I’ve celebrate and be proud of myself when I’ve done my first pull up or I’ll celebrate and be proud of myself when I’ve deadlifted three times my body weight.

Like you don’t have to wait to celebrate yourself and the fact that you teach them from the beginning that we’re going to celebrate the fact. That you’re putting an effort, you’re walking through the doors, you’re showing up. And I think it’s a great habit to, it’s really a gift you’re giving your clients.

Yeah, we love celebrating. Very silly things sometimes. Maybe we take a little too far. Listen, I think it’s a big deal. looks forward to the act of working out so you can make it so there’s something they do look forward to about the experience. They’re more likely to stay. They’re more likely to give you a great review.

They’re more likely to bring friends. They’re more likely to be fun to work with. And I think this 90 day onboarding process is so smart. I hope our listeners have been taking notes the whole time. There’s so many great takeaways here. We’ll wrap up by saying if people want to learn more about athletic outcomes or stalk you on the interwebs, where can they find you?

Yeah, social [00:20:00] media, probably what you expect, athletic outcomes. My personal is Brett Cook Official, which you definitely don’t need to remember. You’ll find me on a on athletic outcomes. Yeah. But, we’re on the World Wide Web. You can’t miss us. I love it. And you, if you want to work with Dr. Brittaney Cook, come join Unicorn Society.

She’s a coach with us. Yeah. And a member, so you get to hang out. And work with her and learn from her wisdom, including tools like this. Thank you so much for sharing all of your wisdom and hard work. The Sunday day onboarding, I think is so smart. And I think so many of our listeners are really going to benefit from it.

So thanks so much, Brittany. Love to have you on the podcast and listeners. If you loved it, let us know. Leave us a five star review anywhere that you listen and email us. michael. businessofunicorns. com, brittany. businessofunicorns. com. We’d love to hear from you and what you want us to talk about next.

Thanks so much, Brittany. See you on the next one. Thank you. Bye bye.