MADabolic McAllen opened in September of 2022, and has been cranking out brand-records since they started presale earlier that summer.
For starters, our signature presale offer, the FREE Week of MADness, presents a lower barrier of entry for prospects who want to try before they buy. While this trial week of classes generally yields plenty of lead volume, the MAD McAllen team broke the brand’s record for highest number of FREE Weeks “sold” by a long shot, garnering nearly 700 prospects signing up to get a taste of industry’s first and only strength-driven interval training gym.
When asked what contributed to such impressive lead volume, owner Carlos Del Angel said “no doubt, the combination of the digital and grassroots marketing was key.” It’s important to note that the MAD McAllen team didn’t solely rely on digital advertising to get the word out. They pounded pavement before their facility was open from a local events, partnerships, and marketing perspective. “I also think bringing in staff (GM and Lead Trainer) early to Training Camp at HQ allowed us to spread pre-opening responsibilities and focus on key grassroot marketing events leading up to our opening,” Carlos continued.
To take matters further, once their prospects entered their doors, they couldn’t keep them away. Within their first month of operating, they sold out of their Founding Memberships in a flash. To learn more, we asked Carlos what they prioritized in their transition out of the FREE Week to get such a strong Founding Membership conversion:
“Due to the number of leads in our database, we extended the FREE Week of MADness and ran two free weeks, which was key in our conversion. Prioritizing phone calls in lieu of texting allowed us to make a more personal connection with each lead, which resulted in a greater number of people through the door to experience the program…and once they were in, the program sold itself.”
Beth Berkey, Franchise Development Manager, worked hand-in-hand with MAD McAllen ownership, management, and trainers from presale to opening, and shares her perspective on their success: “They followed the game plan, plain and simple. During presale, they executed a rock solid grassroots marketing plan. Leading up to the FREE Week of MADness, they diligently followed our sales process, were in frequent contact with their prospects and began creating rapport. Following training camp, they prepared and practiced so thoroughly so the first interaction their leads would have with the MADabolic workout would be perfect. They went above and beyond, and didn’t accept average as an option.”
Initially founded in Charlotte, NC, MADabolic has more than 95 studios operating or in development in markets across the country.
MADabolic is rooted in strength, structure, and accountability. From a top-notch strength-biased training program to robust operating systems designed to help owners thrive to a team of experts behind the brand, MADabolic provides franchise owners with a blueprint for success in any market. For information about the MADabolic franchise opportunity, please visit https://www.madabolic.com/own-a-madabolic.
