CrossFit NorCal Success Story

NorCal Strength & Conditioning (CrossFit NorCal) opened in Chico, California in 2004. They have been using the MINDBODY system since fall of 2007 and attended MINDBODY University shortly thereafter, in spring of 2008. Like many businesses they had the passion and knowledge for the training services, but it was mostly trial and error when it came to business practices and business systems.

We spoke to Nicki Violetti to find out exactly what CrossFit NorCal implemented from MBU to see such amazing growth while other businesses are struggling (100% growth over the last 3 quarters!).

MBU: Tell us a little bit about CrossFit NorCal.

Nicki Violetti: CrossFit NorCal opened in 2004. We were the 4th affiliate in an organization of what is now over 1400 affiliated gyms across the globe. We offer 1-on-1 private training; small and large group training in CrossFit style fitness training as well as dedicated classes in Olympic style weightlifting. We've been using MINDBODY since October of 2007 and attended MINDBODY University in California in March of 2008.

We've had an interesting path with our business... the typical technicians who go into business without realizing the need for systems. We had the passion and knowledge for the training, but it was mostly trial and error when it came to business practices and business systems. It was almost by accident that we stumbled upon MINDBODY, but we are thrilled we did!

We initially implemented MINDBODY in order to have the ability to use auto pays. The merchant account provider we were using at the time was going to charge an exorbitant amount to be able to offer recurring billing. When I looked at MINDBODY I realized how much MORE we were getting in addition to the auto pays at a very affordable price.

MBU: Why did you originally attend MINDBODY University? What were your hoping to gain by attending the intensive?

Nicki Violetti: MINDBODY University seemed like an obvious thing to do. I firmly believe in investing in your business skills and spending time out of your business to work "on" your business and MBU provided a venue to do just that. And it completely transformed our business!

MBU: How did MBU help you change your business and take it to the next level?

Nicki Violetti: We implemented the following changes and strategies after attending MBU which all contributed to an amazing year for CrossFit NorCal:

• Revenue increased 104% in the first quarter of 2009 as compared to 2008 and we have seen similar growth in the 2nd quarter and 3rd quarter 2009 so far.
• We had an opportunity to meet with Beverly Murphy, the MBU Marketing Guru, and she inspired the concept of what we now call our "On Ramp" program (a.k.a. Intro Offer/Irresistible Pricing), which is a 12 session beginning program to introduce new clients to CrossFit. Previously we required new clients to do 12 sessions of private training before entering our group CF classes. Beverly suggested having an alternate route that had a lower barrier of entry. It has worked brilliantly! I have since published our curriculum and CrossFit affiliates across the country are using it to improve their businesses and client experience. On Ramp sales increased by an average of 143% second quarter of 2009 versus 2008.
• Auto Pay Sales increased 157% second quarter 2009 over 2008. This increase was thanks to the ease and low cost of the MINDBODY Auto Pay system. We view it as the backbone of the system. We have no more late pays; income is consistent payments going through without having to track people on a separate spread sheet. It's simply beautiful.
• We've seen an average increase of 100% in new clients who've walked through the door this year as compared to last year.
• Our postcard is a really simple little tool that looks professional and allows for current clients and trainers to easily promote classes and events. We use www.gotprint.com and they have been great for their quick turnaround and very affordable pricing. We order a new postcard each month to advertise that month's On Ramp dates and we feature pictures of our clients on the postcards! They love to see themselves in print and they take them to hand out to friends, family and coworkers.
• We use the online booking feature of MINDBODY to have new clients register for our On Ramp classes and other workshops that we host. Some of our classes have 50% of the attendees register online.
• We primarily use the auto email functionality to send birthday emails as well as appointment confirmations for web requests and notification of failed Auto Pay's. It's amazing how many clients respond to the birthday auto email to say "thanks." They know it's automated, but it still makes them feel good to get it.
• We also began using the Constant Contact integration and send monthly newsletters highlighting news and events for the month as well as client successes. We host movie nights and special events and we use Constant Contact to remind our clients of those events.

Pretty impressive and directly related to our attending MBU and our sessions with MINDBODY staff and consultants!

MBU: What do you find are the major challenges as a business owner and/or manager?

Nicki Violetti: All of the following are major challenges...

• Making my business financially viable/profitable
• Increasing net profit
• Time management
• Systemizing overall operations
• Daily Operations

MBU: Do you feel like MINDBODY University has helped you surpass some of these challenges?

Nicki Violetti: MBU was KEY to us becoming as successful as we have in the last year. We highly recommend participation in MBU to any MINDBODY users.

MBU: Is there any advice from MBU that isn't well known or that you would recommend to other business owners?

Nicki Violetti: During the initial training with MINDBODY we were only given the meat and potatoes of what could be done with the system. At MBU we were able to learn about the advanced features and talk to other owners about what they were doing with their systems to benefit their business.

MBU: What lies in the future for you and CrossFit NorCal?

Nicki Violetti: Growing and growing... a lot of businesses are hurting right now but with the help of MINDBODY we've experienced 100% growth over the last year. We've been sharing with other Crossfits gyms our experiences, pitfalls and successes. I have a blog at www.NickiVioletti.com and my husband and I travel 2-3 weekends each month meeting with other Crossfit owners. We will be attending the Blackbox summit in November as presenters. We do a lot of telephone mentoring as well.