TrueCoach can give you the technological edge in your local community to connect with clients in a way your competitors can’t.
Every once in a while, a technology comes around that changes the way we do business or live our lives. Technologies like Uber which allowed people all over the world to take control of their local travel needs, or Airbnb that changed the vacation rental market forever. Does anyone remember what it was like trying to hail a cap on a cold, rainy NYC night?
TrueCoach is that type of technology for the fitness industry.
As a whole the industry has been going more tech. The likes of Peloton and Mirror are at the forefront of the At-Home fitness craze. They provide a great product and allow clients to get fit when and how they want.
The problem is, this competes with local gyms and trainers. It’s either Peloton or the gym membership. Mirror or a personal trainer.
TrueCoach helps give local gyms and trainers the edge on their local market by allowing them to deliver their brand of fitness to clients anywhere, however they want it, while still getting the personal touch of working side by side with a real coach.
Since 2006, my gym Varsity House has been a global leader in strength & conditioning. We have an amazing facility, world-class coaches and deliver in my humble (and maybe slightly biased) opinion a topflight customer experience. That experience however hinged on people coming to our actual brick and mortar gym in NY.
We had toyed with the idea of expanding our programs into online training in the past but never really found our grove. Luckily, a mutual friend started working for TrueCoach, and got us to trial it in the summer of 2019. We loved it! It became a great way to house all our training programs in a digital format that any VH coach could access and use.
We created assessments, nutrition plans, workout templates and a huge exercise index. Gone were the days of paper notebooks lying all over the gym and handwritten scribbled notes for each client. Now my coaches walked around the room with iPads and our team looked like the meathead version of the Genius Bar at your local Apple store.
But still, we were slow to adopt it to all our clients and groups. We were mostly using it for our private training clients and some of our small groups. We had still yet to really scratch the surface of its capability.
Fast forward to March of 2020 and the pandemic is racing across the world and we are forced to shut down on March 16th for the better part of four months. We had to react fast and find a way to service our clients. If not, we didn’t know if we would survive.
That very next day we held a virtual team meeting to brainstorm ideas to find untapped capacity amongst our team, services, and technology. How could we deliver a Varsity House quality experience, keep our community strong and fit, while keeping some revenue coming in? TrueCoach had been an easy way to create digital training programs with videos and easy to follow format. Maybe this was part of the answer.
We actioned a team of coaches to get all our training programs and clients loaded into TrueCoach fast. Each client would get a custom plan, weekly accountability check, and a group Zoom meet up to review their training. We also lent out ALL our equipment to our clients which allowed them to keep training in a way similar to how they were before.
We held a giant community Zoom call and explained how we were going to beat this together and continue to deliver them and A+ training experience. The response was overwhelmingly supportive. In the end at the very peak of the pandemic, 82% of our entire community continued their training as is and kept paying their full monthly membership.
TrueCoach allowed us to provide a quick response in a way that rivaled or even exceeded anything they could have gotten from other digital platforms. They had a real coach, writing custom programs, and giving them valuable weekly accountability and feedback. It was as close as you could get to coming to training at our gym.
To this day every single training program at Varsity House lives on our TrueCoach platform. It has become a great unique selling point that clients get exclusive access to our coaches though our VH branded TrueCoach app. Clients feel like they have a coach/mentor wherever and whenever they need it.
We create fun vacation workouts for when our clients are out of town or if their circumstances change it gives them, and us, options to keep their training going. No more, “I can’t make it to the gym this week, so I just won’t train”. Now it’s, “Hey we will put together a fun bodyweight only program for you this week, so you don’t have to stop”.
This has greatly cut down on attrition, brought a more professional and personal touch to our training, as well as allowed us to scale to higher priced options. One of the key selling points is concierge service of having access to a Varsity House coach right on your phone or tablet. Since TrueCoach our average monthly client value has nearly doubled.
We love it so much we even did a podcast on it! You can listen to it here.
There’s no going back now. TrueCoach is part of our everyday life here at Varsity House and we continue to go deeper and deeper into its capabilities. Local gyms and trainers that wait or fail to adapt to new ways of delivering their training experience will ultimately fall to the wayside as others do.
Technology, easy access, and having what we want right at our fingertips is part of life on earth. Why would how people want their fitness be any different?