We're using Data Science and Content Marketing to Build a CrossFit Gym (Project X)
CrossFit (X) is a 9,000 square foot Affiliate located in (X). I was recently hired by ownership to use my skills in user experience design, data science, and content marketing to build the business.
I am doing so on a fixed budget to begin ($1,000 per month), with potential budget increases coming with proven success. I can use this budget any way I see fit.
Project X is simple in scope:
We’re going to determine a fully-replicable way to bring in new prospects, from first awareness to paid membership, with the end objective of increasing membership from ~275 to 350+ paying members.
At the same time, we’ll attempt to bring in new prospects at the highest possible membership tier (maximizing dollars/month).
We’ll also work to upgrade existing members to higher tiers of membership (improving profitability, and potentially, retention).
We’ll use three avenues:
Create a digital advertising + free class experience to convert new prospects at the highest possible rate AND the highest possible membership tier.
Create a viral/behavioral psychology/economically-driven system to incentivize current membership to introduce their social circles to CrossFit (redacted)’s free class experience.
Create a viral/behavioral psychology/economically-driven system to incentive current membership to upgrade to higher tiers of membership.
This blog will be a record of the project. Updates will post twice a week.
I will attempt to be as transparent as possible with our efforts (without violating client confidentiality), allowing readers to replicate our methods.
Subscribe below to follow along — I’ll send an email with links to new articles each Friday.