The 4-Step Execution System Copy

"Don’t lower your price, raise your value."

This simple phrase, learned from a trusted rep, has become a cornerstone of Brett Livingstone’s business philosophy. In his session at the Mastermind Gym Solutions Fall Summit, he shared a powerful story of how he systematically increased the value of his memberships, and in turn, his revenue.

The Magic of the Evolt

Like many gym owners, Brett had a love-hate relationship with his Evolt body scanner.

"I could not figure, I used to joke with my team, we got a bunch of $7,000 scales," he says. "What the hell are we doing with these things?"

The answer, it turned out, was simple but profound. Instead of trying to sell Evolt scans as a separate service, they made it a free, monthly benefit for every member.

"We’ve trained all of our trainers how to manage evils," Brett explains. "We’ve trained all of our staff how to manage bolts. I don’t need a trainer to put somebody on the ebol so the person comes in. And they get on the, on the volt and, um, and then they’re trained to ask one question and one question only. How do the results look to you?"

This one question is the key to unlocking the Evolt’s potential. It’s not about selling; it’s about starting a conversation.

"That’s usually gonna go one of two ways," Brett says. "They look pretty good. Awesome. What are you doing? Oh, great. Congratulations. Congratulations. When you come in next and do that. We’ll see you in four weeks on Thursday night at five o’clock or I don’t know, or they’ll look pretty bad. Cool. You want some help with that and that, I forgot who I was talking to, but that sells so much training after the fact. It would just shock you. It could sell training a year and a half into their memberships."

This is a game-changer for most gyms. Instead of a one-time shot at selling training during the initial fitness consultation, you now have a monthly opportunity to connect with your members, assess their progress, and offer support.

"At this juncture, I think I sign up more people for training after they’ve been with our club for two months than, than before they’ve been with two months," Brett says.

The 11-22-66 Rule

With the Evolt as the centerpiece of their value proposition, Brett’s team then set out to systematically increase their membership prices.

"We decided out of one of our senior manager meetings from somebody else, I mean from one of our managers, let’s sell premium memberships," he says. "Fantastic idea. What are we gonna put in the premium memberships? We argued it all out. Got to the evil thing. The first month we sold, we, we put it on the price sheet and we put the premium first and best value and all the, you know, and jazzy or fonts and little larger than the other ones and all that BS. And we put it out into the world and they sold 11% premium memberships."

This is where most gyms would stop. They’d celebrate the 11% and move on. But Brett’s team is different. They’re constantly testing and iterating.

"We came back in the next senior manager meeting. What tweaks do we need to do?" he says. "Hey, let’s put it on the back. So we’ll show the premium membership. We won’t have an option. People won’t see that there’s a dropdown unless we get into the conversation. Cool. That ramped it up to 22%."

And then, the final, game-changing tweak.

"And the last one that ramped it up to 66%," Brett says. "And ultimately our final de uh, destin, uh, direction on it is that we cut the word premium off and it just became our membership."

This is the 11-22-66 rule in action. It’s a systematic process of testing, learning, and iterating until you find the optimal solution. And in this case, the optimal solution was to make the premium membership the standard membership.

"Now all of our memberships are premium memberships," Brett says. "We, we don’t call ‘em premium, they’re just our membership. Right, and part of the metrics that you heard me call off before was, well, there’s a standard and a, you know, a non-premium and a premium uh, sale. All of our members are premium members, unless it’s like a spouse or a friend or a super referral or I heard they had this or whatever. Then we drop them down to the other membership. And we still give ‘em the evil. But that was a way for us to raise our prices, seven to $10 biweekly out of the chute, right? So we’re talking a 15% raise just just by doing that."

This is the power of systematic thinking. It’s not about luck or guesswork; it’s about a relentless focus on testing, learning, and improving. And as Brett Livingstone has demonstrated, it’s the key to scaling your business and achieving sustainable growth.