Starting your own Crossfit Affiliate, or box, is one of the most exciting things you can do. If you’re someone who is passionate about the sport, it’s easy to feel the need to make everyone else passionate about it as well. It’s worked well for you and your fitness — imagine the happiness of making that opportunity available to more people. Eventually, though, you’ll realize your passion isn’t enough. It’s thus essential to know how to grow your CrossFit box.

Maybe people are not returning to your box as expected. Maybe they don’t stay for long or aren’t as eager. You need to make an active effort to counter this. You need to learn and grow with the mindset of not just a coach but of a full-blown business owner.

This is a common frustration for most new owners. When the excitement wears off, you may start to get discouraged by a lack of growth. Fortunately, there is something you can do about it. Here are some tips on how to grow your CrossFit box.

Tip #1: Keep ‘Em Happy, Keep ‘Em Here

Any expert will tell you the best marketing tool is good customer service. Focus on these two Rs when assuring your athletes’ happiness: results and relationship.

Results
If your Box isn’t helping them get the results they want, why would they want to stay there? While you often come across newbies who feel like they’re progressing very little, it would be alarming if they feel that way even after a month of being at your box. Invest in quality coaches and monitor the quality of your classes as well.

Relationship
Keep your athletes happy. Make sure when they enter your box, they feel welcomed and when they leave, they still feel like they are part of the community. Community is something that is easy to overlook when you focus too much on the technical side. Have your coaches or interns pay attention to those who are struggling. Learn their names and talk a bit more.

Tip #2: Get Personal

As an owner, you should be available for your athletes. When they see you as someone they know and relate to, it’s easier to make them willing to come back for every class. Open up about your own fitness journey. Vulnerability is scary but it pays off. Being open means that people are more likely to trust you, join your box and stay.

Most people overlook the importance of retention to a business. It’s one thing to gain new clients but what keeps your business going is the loyalty of your customers. If you keep losing people regularly, then you need to reassess.

Tip #3: Dust Off Your Email List

You probably have one already. Your athletes gave you their email addresses when they signed up or they signed up for your email list in exchange for a freebie. The thing is, you don’t know what to do about it. Here’s a simple tip. Organize your list. Categorize them into prospects, current clients and former clients. Prepare your content and blast it out.

You’ll be surprised with the number of former clients coming back and new clients coming in. Those who are currently at your box will also feel more appreciated. Remember: don’t just sell. Provide value.

Tip #4: Let Go of Some Hats

…and give them to others. You may start out doing all these things yourself. You need to stop if you feel as if you are spending more time working in your business rather than on it. Whip out a pen and paper and list the tasks you can delegate and those you can’t.

Things like cleaning, coaching and finance work can be outsourced. The amount you pay for someone to do that is probably smaller than the amount you could earn by having more time to work on your business. Do yourself a favor: learn to trust other people. You will reap the benefits.

Growing your gym takes a daily effort. Sure, good things take time but you have to stop waiting for opportunities to come to you. Get up and make those opportunities yourself. Go out and meet new people. Make use of your network.

Every effort adds up. You can be successful if you go out and get it. Your success does not only benefit you but everyone who walks through your doors.