Hey — it’s the Cardy Brothers.

Tomorrow is apparently the saddest day of the year. I recommend having some funny cat videos queued up.

Estimated read time: 2 minutes 34 seconds.

Which Front-End Offer Wins? 🏆 6 Weeks or 21 Days?

It's been 3 months and 2 days since we opened our fitness studio.

In that time, 94 people joined one of the two challenge offers we've advertised:

• 6 Week Challenge

• 21 Day Challenge

We decided to break down our results for each offer and share our main takeaways.

Before we get into it...

The reason we have front-end offers in place is to finance our acquisition.

A “challenge” is not only 10x more compelling for a prospect—but also means we’re able to collect more cash upfront.

We then re-invest the money back into acquiring new customers.

But (and it’s a big but)…

Although this strategy allows us to outspend competition, we must still attract and keep members in the gym.

That's where picking the *right* challenge comes in.

6 Week Challenge

This was the offer we launched with (hence the number of appointments).

We priced it at £299 and included access to 18 sessions within a six week period.

Pros: The higher price point resulted in more committed members. Six weeks is also enough time for someone to look and feel different. This makes it more of a no-brainer to continue—leading to a higher recommit rate of 59.62%.

Cons: The conversion window was loooooong. We'd have to wait at least 4 weeks to see if people decided to stay long-term. Also, because it was more expensive, the sales process was more rigorous. We'd experience a few more objections and more back and forth in emails/texts.

21 Day Challenge

As we finished our 6 week cohort, our attention turned to Christmas.

In an ideal world, we would have launched the gym earlier in the year. That way, we could have switched to running the 6 week challenge as an evergreen offer (we're doing this now FYI).

But St. Nick was on his way so we needed to think on our feet. We kicked off a 21 Day Challenge on 1st December, priced at £199 for 9 sessions.

Pros: A lower barrier to entry meant sales was a breeze. There were hardly any objections and intent was high in the lead up the Christmas. 21 days also meant we could cash flow quicker. If people decided to stick around, we'd collect their second payment within the same month.

Cons: The sales process was pretty chaotic. We had plenty of interest but many of the appointments cancelled. We put this down to the urgency of the offer and winter illnesses. We also had to resign everyone 2 weeks in, which wasn't a whole lot of time. Luckily, we have fantastic coaches. So they contributed to a 52.17% recommit rate. Better than expected.

Last Word...

We always talk to each other about the importance of the member, not necessarily the offer.

Anyone can put together an "irresistible offer" and get as many people possible to say yes. But that's not what we're trying to do.

We put more emphasis on attracting the *right member* (a luxury we accept many don't have). But our community is our biggest asset so it's important for us to protect it at all costs.

That's why a 7 day free trial, for example, wouldn't work for us. Not only would it lead to sales burnout but it would also disrupt the product we're building.

We want people who share their wins, get involved in our events and tell all their friends about us.

These are all rules we get challengers to agree to.

That's why, from testing both offers, we can reveal our verdict… 🥁

A bigger financial commitment upfront and a higher recommit rate is what suits us as a business.

That's why we'll continue to run the 6 week challenge. And we'll keep running it until we hit our ceiling of MRR (monthly recurring revenue) members.

Spoiler alert: it's likely to be soon!

That’s it from us.

— Cardy Brothers