”We’re Full”: Why CrossFit Leiden Has Capped Membership at 400

Have you ever heard of a gym with a waiting list?

CrossFit Leiden in the Netherlands has capped its membership at 400 clients. Instead of adding more people, the gym is focused on retention, increasing value for clients and raising average revenue per member (ARM).

In this episode of “Run a Profitable Gym,” host Mike Warkentin chats with gym co-owner Jeroen van Duijn to learn how CrossFit Leiden obtained—and retained—so many clients.

One of CrossFit Leiden's top strategies for getting new clients is a weekly bring-a-friend event, and Jeroen shares exciting tips for making similar events successful at your gym.

To hold onto each new patron, members of Jeroen’s team focus heavily on relationship building and the client experience.

From No Sweat Intros to Goal Review Sessions to 100-visit gifts, the gym has touchpoints all along the client journey to make sure clients keep coming back—and want to bring their friends.

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0:56 - "I don’t want to increase my client count"

6:57 - Jeroen’s projects

9:12 - The client journey

15:58 - Finding great clients

22:18 - Making some changes