#041: Creating a Successful Gym Nutrition Program w/ Vince Vallez

#041: Creating a Successful Gym Nutrition Program w/ Vince Vallez

Create a successful nutrition platform for my gym? Does that actually exist? Can a box’s nutrition program be effective, scalable, and a pleasure to manage? Yup! See how Vince Vallez of CrossFit Elmhurst and one of our *BETA* Foundations Program Gyms does it on this week’s Gymwright LIVE.

He has been able to successfully implement a successful nutrition program at his gym which is a struggle for many gym owners.

Join us every Friday at 10 a.m. PT on The Network where we’ll be airing live. Be sure to stick around for the live Q&A session at the end of the show so we can answer any questions you have.

This show was recorded live in The Network on Friday, July 20, 2018. Click the video to watch. 

In this article:

gym nutrition program

Image Credit: CrossFit Elmhurst

1:40 Why should a gym owner care about implementing a nutrition program?

  1. Additional Revenue Stream. This is one of the best low hanging fruit opportunities to bring in additional revenue.
  2. Creates an extraordinary amount of trust in every other product your gym offers. Your members will understand that you’re looking out for them in multiple ways. This plays into the whole equation because by building more trust, you’re making the rest of your jobs (marketing, sales, events, retail sales) much more effortless.
  3. Maximize results for members and changes people’s lives. Just doing the workout isn’t enough. Without the proper nutrition, they’re only going to get a great sweat. For the rest of the day, they’re on their own potentially working against that.
  4. Get more referrals. By providing remarkable full-service fitness results, you’ll get more referrals guaranteed.

gym nutrition program

Image Credit: CrossFit Elmhurst

5:30 How to start your nutrition platform for your members

Decide what method will you use? What mythology do you want to do macro counting? Keto? Paleo? A challenge? Vince decided he wanted his program to be a tool for his members to use for life and settled on Flexible Dieting/Nutrition because of its versatility.

Next, decide how you’re going to run the program. For Vince’s program, they communicate with members both one-on-one or virtually using e-mail and text. At some point, they have a blocked schedule where clients can come in for a one-on-one discussion to chat about their plan.

He also implements a nutrition workshop after a Saturday workout every once in a while.

Vince also hired a nutritional coach for himself to see what the process was like. He evaluated what he felt was valuable and not as valuable for his average members. He tweaked the process so that it fit for the culture of his own gym. Great advice!

gym nutrition program

Image Credit: CrossFit Elmhurst

11:00 What do you charge?

For CrossFit Elmhurst’s program, Vince charges $45 per month for a 3-month commitment (billed monthly) on top of their standard membership to be a part of the program. There’s also a $15 add-on for your spouse or partner. The pricing strategy here was to find the sweet spot between affordability for the members but also enough so that they actually commit to the investment. After the 3-month contract, members can go month-to-month.

gym nutrition program

Image Credit: CrossFit Elmhurst

14:00 How are you tracking members and keeping things organized?

Vince uses Zoho and builds a simple form. You can use any form builder with CRM (client relationship management) like Infusionsoft or Active Campaign. He creates a form for interested parties which they send out via email or text:

  1. Name
  2. Age
  3. Weight
  4. Height
  5. Why are you interested in joining the program? Lose weight, healthy eating habits, to gain muscle etc.
  6. When did you want to start?
  7. Does anyone else you know want to join?
  8. How did you hear about us?

With the answers to this form, he has starting weight, goals — baseically everything he needs to come back to in order to stay organized.

gym nutrition program

Image Credit: CrossFit Elmhurst

16:00 What’s included in the nutrition program?

Vince’s gym requires a 3-month commitment to ensure that people stay on the program long enough to actually get results, then it’s a month to month contract.

Every week on Monday, they get an article based on what stage of the program they’re in and (1) video workout that they can do at home which doesn’t require any equipment.

On Friday, they get 6 questions to answer. Here are a few: How did your eating go this week? How was your consistency? Where there any hiccups? What would you like to reflect on?

Then in the next 24-hours, they get the next week’s nutrition plan.

gym nutrition program

Image Credit: CrossFit Elmhurst

20:00 How do you promote the program both internally and externally?

For external promotion: They have shirts made promoting the program which they give to their members who are in it. They create pamphlets that are at the front desk and in various areas around the city. On social media, they post nutritional tips highlighting their branded program, “ Flexible Nutrition.” And perhaps most importantly, they creating case studies of members who are really crushing the program and seeing their results.

For new members: When someone first starts off at their gym and does the Foundations Program, the coach also brings up the Flexible Nutrition Program in a subtle but effective way. By opening up the question, “how do you eat” you begin up the perfect conversation to provide expert advice and an intro into the program.

For existing members: Vince began this program by helping a friend who was also a member who really wanted to see improved body composition. He did the program for him free as he worked through the kinks in his developing nutrition program. His friend was so thankful of the free offer and the results he saw that he told everyone he could within the gym which sparked internal interest in the program.

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Jessica Depatie About the author

Jessica is the marketing maven here at Gymwright. She's a business consultant and holistic marketer for fitness businesses. She specializes in the decision-making psychology of what makes everyday people want to optimize themselves. She dives deep into how people seek out growth in the pursuit of living happier and healthier.

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