How TITLE Boxing Club Ice Blocks drives revenue through member and staff engagement

TITLE Boxing Club Ice Blocks in Sacramento, California offers its members a unique fitness class experience. TITLE Boxing Club is a boutique gym that specializes in non-contact boxing classes. While classes are non-contact, everything else about the experience is authentic to the sport of boxing. Classes consist of eight 3 minute rounds with only a minute of rest between rounds. Classes are focused on developing fundamental boxing skills like body shots while delivering a high-intensity, butt kicking workout.

Studio owners Blake & Jennifer Kidwell (husband and wife team) have owned the gym for four years. In that time, they have been able to create a really amazing community. The Covid-19 pandemic and shutdowns created many challenges for the fitness industry but the TITLE Boxing Club community rallied around the gym. They stuck with the gym though shutdowns, outdoor classes and the full return to normal.

Now that things have returned to normal, Blake and Jennifer are expanding their business by opening a second location which is scheduled for Q1 of 2023.

The Problem:

TITLE Boxing Club Ice Blocks is located in a highly competitive area and market. There are over 50 other fitness related businesses within three miles of the gym. This means the TITLE team is always competing for the attention of their current members and working to attract new potential members to the gym. It’s important that new members are properly welcomed into the gym’s community, that way they are engaged and continue to attend classes.

How can the TITLE team attract new members, continue to engage their current members and ensure instructors always deliver quality classes?

The Solution:

While skeptical, the TITLE team has decided to utilize EyeRate in the gym. EyeRate is a SMS message based platform that allows gym members to privately provide feedback about classes, instructors and the gym. Feedback is requested automatically from every new member after their first class, holding instructors accountable for their performance and the welcoming of new members.?

EyeRate helps TITLE make it easy for members to leave positive online reviews. To further drive engagement and online review conversions, EyeRate pays TITLE’s staff members and instructors $5 cash every time they are mentioned by name in a positive online review.

TITLE is given an EyeRate dashboard that allows them to track the performance and review scores of the team in real-time. If a member indicates that they had a less than stellar experience at TITLE Boxing, the team is alerted instantly. The team can reach out directly to unhappy members and resolve their issues privately.

The goal is to use reviews and testimonials from current members to help attract new potential members. Then the team will work to welcome new members and keep them engaged. New member sign ups and member retention rates will be how TITLE measures these goals.

The Results:

Like most businesses that use EyeRate, TITLE Boxing Club Ice Blocks saw an immediate increase in positive online reviews. Before using EyeRate, the gym had 55 five star reviews, averaging 2.1 reviews per month. Five star reviews have now increased to 209 and average reviews per month have increased to 29.9, a 1293.3% increase overall.

New member sign ups have increased steadily since the rollout of EyeRate in December 2021. The fitness industry typically sees an uptick in new memberships during January, but that increase has lasted into July for the gym. There has also been an increase in the retention rate of new members, leading to higher monthly revenue for the gym. This correlation between positive online reviews and increased revenue is typical for businesses that utilize EyeRate.

The continued success of TITLE Boxing Club Ice Blocks has made Blake and Jennifer confident enough to open a second Sacramento area Title Boxing Club location. This new location will open in early 2023. The team at the new location will be utilizing EyeRate from day one to replicate the success of the Ice Blocks location. Blake and Jennifer are no longer skeptical about using EyeRate in their gym, it’s proven to be effective.

Summary:

The fitness industry is more diverse and competitive than ever. Gyms need to stand out from the crowd. Positive online reviews and testimonials are one way that brands can further differentiate themselves from their competitors.

Once new members attend their first class, it’s important to welcome them into the gym’s community. Instructors and the first impression they leave can have a lasting impact on whether a member returns for additional classes. Having a way to track instructor’s performance and hold them accountable is essential.

Even a gym with a perfect review score can benefit from automating feedback and online reviews from their members. TITLE Boxing Club was able to leverage their increased reviews into revenue driving metrics like new member sign ups and member retention. Like many other businesses, they found a correlation between customer engagement and revenue.