MERGE / CASE STUDY
CrossFit BC: finding the members hiding in the drop-in list
CrossFit BC is one of the longest-running CrossFit affiliates in the world, in Vancouver. I bought it in 2025. One of the first things I did was ask a question most owners never put a number on: how many of the people who drop in once ever become members?
What the numbers said
Twelve months of Wodify data, to September 2026.
The average time from drop-in to becoming a lead was 15.7 days. That is the window. Contact details were not the problem either: all 607 had an email address and 596 had a phone number. Nobody was calling them.
What happened to the gym
The drop-in work is one piece. Here is the whole gym since we took over in January 2025.
Source: Wodify, CrossFit BC, recurring monthly memberships. Marketing spend is from our own records.
The finding that changed the plan
I sorted the 513 drop-ins who never converted by phone area code.
| Segment | People |
|---|---|
| BC local | 261 |
| Other North America | 126 |
| International | 52 |
| Missing or junk phone number | 67 |
| Unclear | 7 |
Vancouver is a tourist city. Roughly half of our drop-ins were never going to become members, no matter what we sent them. The real prospect pool was 261 local people a year, about five a week. Five a week is a list two people can actually work.
What we built
A four-touch follow-up over twelve days, sent only to local drop-ins, worked by me and one other person.
- Day 1: a text or email asking how they found the class. No offer.
- Day 3: a phone call. Ask about their training. Don't sell. This is the touch that converts.
- Day 7: an email with one concrete thing to say yes to, our three-classes-free trial.
- Day 12: a one-line close, then off the list.
Every Monday a list of that week's five names is pulled from Wodify automatically. Outcomes are logged in one word. The target is five calls a week, not forty. An earlier forty-call target logged zero calls, and a list nobody works is worse than no list.
What this means for your gym
If you take drop-ins or ClassPass in a city with visitors, your real conversion rate is probably better than it looks, and your follow-up is probably aimed at people who can't buy. Split the list before you blame the offer. Then shrink the job until your team will actually do it.
What we don't know yet
Wodify does not tag ClassPass visits, so drop-in is the closest proxy and may include some walk-ins. The local and visitor split is inferred from area codes, which is a good proxy, not a perfect one. The follow-up system started in September 2026. I'll add the conversion results here as they come in.
Want this done for your gym?
I work with gym owners three ways: a one-day strategy session, a monthly retainer, or a small cohort of owners working through it together. Most start with one session and one question.
Book a conversation Or start with a free 20-minute teardown