MINDBODY CASE STUDY | CrossFit INFERNO | Copyright © 2015 MINDBODY 1

MINDBODY CASE STUDY

CrossFit INFERNO

BOLD PATHS TO SUCCESS

With the help of MINDBODY box management software, Bill and his team have increased

their revenue by 27%, boosted their recurring revenue by 24%, and have retained 63% of

their members, all in one year.

MINDBODY CASE STUDY | CrossFit INFERNO | Copyright © 2015 MINDBODY 2

Bill’s Story

Bill has always loved fitness. But what he loves even more is a challenge. And it’s that mind

set that led him to become a Captain for CAL FIRE. While there, he always trained hard. His

workouts were “known for their intensity,” so a lot of firefighters wanted to train with him. But

then he says he discovered “a different approach to training.” It addressed physical fitness as

a whole, enhancing everything from flexibility and coordination to stamina and power.

Those opting to challenge themselves with Bill’s newly found training method were seeing better

results when compared to their previous workout approach. Based on the success he and his

coworkers were having, Bill was eager to teach others outside their station, too. With the help

of his fellow firefighters, Josh Lorenzo and Cesar Martinez, and his girlfriend at the time Danica

Boyle, Bill was able to open the first box in San Luis Obispo County: CrossFit INFERNO.

“MINDBODY takes care of the things we don’t want, or have the time to deal with.”

Bill Grundler, Josh Lorenzo and Danica BoyleOwners, CrossFit INFERNO

San Luis Obispo and Paso Robles, California

MINDBODY CASE STUDY | CrossFit INFERNO | Copyright © 2015 MINDBODY 3

The Challenge

When CrossFit INFERNO first opened its doors in 2008, they had a handful of clients. But that

handful quickly grew, causing them to go from a 1,000 square foot location to a 3,000 square

foot building, to a now 9,000 square foot box. Bill told us that “using a notebook to write

everything down was fine in the beginning,” but even then he had to track people down for

payments. As CrossFit INFERNO grew, he also had issues with their schedule. He explained

that “classes were filling up quickly, but we never knew beforehand if they were going to be full,

or if we needed to make more available.”

Bill began looking for software that would handle all the daily tasks that commandeered his

time. It was then he discovered MINDBODY box management software. When asked what he

liked most, he told us, “MINDBODY does everything. Every time I think of something I wish it

could do, I discover that it already can.”

The Results

“The majority (63%) of our clients are excited about the services we offer.”

Building a loyal customer following is a priority for every business owner. Bill and his team

have been able to exceed the industry standard of 30% by more than half, with 63% of their

clients coming back. When asked how they were able to achieve this, Bill said it had a lot to

do with MINDBODY’s automated emails. One of those emails is sent to clients who haven’t

been in for a couple of weeks. He expressed that he loves “being able to reach out to clients

and say, ‘Hey, are you okay? You haven’t been in for a while, and we noticed.’”

MINDBODY CASE STUDY | CrossFit INFERNO | Copyright © 2015 MINDBODY 4

MINDBODY has something for those who haven’t been back in months, too. When asked

what he attributed to clients not coming back for a while, he said, “Sometimes our clients

get sidetracked by life and need a little incentive to come back. MINDBODY keeps track of

when that happens, and gives us the option of sending them a special discount, along with

a personal note, to let them know we haven’t forgotten about them.”

“MINDBODY software lets us focus on our clients. And with a 27% increase in revenue this past year, it’s definitely working.”

There are several ways to increase a business’s revenue. One of those ways is to align your

services to the wants and needs of your current customers. CrossFit INFERNO does this by

providing every client with individualized modifications and WODs.

We asked Bill how he uses MINDBODY software to accomplish this, and he said, “We use

MINDBODY’s client notes to keep track of every customer’s needs. If someone recently had

surgery or has a preexisting condition that requires modifications to certain movements, we

note it in his or her log within our software. Then, when those clients come to class, we’re able

to show them movements that address those areas.”

MINDBODY CASE STUDY | CrossFit INFERNO | Copyright © 2015 MINDBODY 5

“MINDBODY’s AutoPay feature has helped us increase our revenue by 24% this year.”

Scheduling recurring revenue for clients helps your business and your customers by creating a

steady flow of income for you, and a convenient way to pay for them. Bill and his team realized

this, and started offering their clients a discount when they signed up for automated monthly

billing, also known as AutoPay.

Bill told us that one of the biggest reasons they switched to AutoPay was “to prevent that

awkward conversation of us saying, ‘It looks like you’re past due on your payment this month,’

and them saying, ‘Oh yeah, I forgot. I’ll bring it next time.’” As a result, more clients pay on time,

and they’ve increased their income from AutoPays by 24% this past year. Now AutoPays make up

70.78% of their total revenue in 2014.

Discover the power of MINDBODY box management software. Request a tour today.

27.3%INCREASE

IN REVENUE

24.1%INCREASE IN RECURRING

REVENUE

63.2%OF MEMBERS

RETURN

*Data represents year-over-year change from 2013–2014.