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Putting money where your performance is.

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An avid sports fan since I was a kid, the biggest project I undertook behind my corporate finance desk at Flywheel was understanding how a team's talent impacted its performance. Influenced by the rise of Moneyball and analytics in sports, I sought and successfully implemented a way to quantify instructor contributions to the business, both in the past and projected, based on their schedule and their historical performance in that schedule.

INSTRUCTOR VALUE ASSESSMENT

WHO is instrumental to our ongoing success?

Most fitness operations offer a great product, but each one of them also has talent that takes success to the next level. By opting for objective, historically rooted performance benchmarks instead of subjective, qualitatively informed reviews, we can see who offers the highest value to your business.

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  • The AAA Method® (Athletes Above Average): using proven and proprietary data analytics, we look at the replacement value of your instructors. That is to say, how many customers does each instructor generate beyond what the standalone business would do regardless of them?

  • Concurrently, weighted-average performance indices are generated that adjust instructor success for the strength their class schedule to provide an apples-to-apples comparison of instructor value.

SCHEDULE OPTIMIZATION

WHERE can we trim our fat?

One of the most challenging aspects of any retail business is effectively managing your inventory. In the fitness industry, that inventory is your class schedule - how often you're offering your product for clients to consume. By applying intelligent analysis to historical performance, we can create financial tools to understand the value of certain time slots and the need (or lack thereof) for more inventory.

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  • Strength of Schedule: identifying which classes- by day, time, and studio - are the top performers (and vice versa) for your business and how we think about the financial impact of the schedule as a whole

  • Holiday Impact Analysis: determining how certain stretches can influence consumer behavior, how the schedule should change, and retroactively evaluating our expectations. 

REVENUE SEGMENTATION

WHICH channels are driving our growth?

While it's easy to consider your customer base one large sea of eager fish coming in and out every day, it's essential to understand the underlying themes and their impact to your top line:

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  • Booking platform (eg ClassPass)

  • Promotional attraction (eg Black Friday)

  • Class type or method (eg different formats)

  • Class time (eg peak vs off peak)

  • Instructor attribution

KEY PERFORMANCE INDICATORS

WHAT do our clients have in common?

Instead of taking for granted the swarms of people flowing through your doors, take time to understand who they are and why they're coming.

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  • Lifetime value

  • Frequency and Duration metrics

  • Per class success factors

  • Demographic (eg age, gender, location)

  • Socioeconomic (eg churn rates, $/per customer, membership types)

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