An extraordinary combo of brains and brawn, Rory Singer, not only has a degree in Biological Engineering, but he has also gained notoriety from his appearance on The Ultimate Fighter series. His MMA career spans AFC, KOTC, PRODE and UFC before setting up his MMA gym, SBG Athens, one of the most successful MMA gyms in Atlanta, where he coaches BJJ and MMA to kids and people from all walks of life.
Singer is the thinking man’s fighter, far from being covered in tattoos, he has a business edge which comes from his Engineering degree. His work ethic comes from being brought up in Brooklyn and watching his mother do a 4 hour round commute to Manhattan to work to provide everything the family needed. He has one of the most successful Gyms in Atlanta, bringing UFC superstars through their ranks, like Forest Griffin and Brian Bowles. But he wanted more than UFC glory, he wanted to see what AI could do for his Membership pipeline.
Fiercely analytical and process driven, Singer had heard of Dream Agility’s Lead AI from some of their other US Clients and wanted to see how AI could give him better leads, higher sales and even more successful. Georgia hadn’t been as affected by lockdown as some other US states, however US research has shown that 30% of gym memberships never renewed after lock down and 20% of those have no intention of returning. Working smarter, not harder was key to removing leads that don’t convert to give a pipeline that converts quickly and is full of the right kind of customers.
Two of the unique advantages Dream Agility has over other marketing solutions is the ability to pass the sales value back to the ad/keyword that drove the sale. Other gyms optimise their AdWords based on form fills. If you have a no show or a none payer, they’re still down in Google as a form fill and Google will still keep spending your budget on them as it’s the only measure of success that it has to go on. But when you optimise for actual sales values, the bad leads/customers are eliminated from your funnel as they produce as zero value.
This is where the second unique proposition that Dream Agility offers – Machine Learning on Demand (MLoD), this removes the spend in your account that hasn’t driven sales and reallocates it to where it’s making you revenue. Another flip side to this is that you’re able to bid really hard using Dream Agility’s machine learning Bidding Genius tool, for traffic that converts – making it more expensive for competing gyms that don’t have this technology who have to bid hard across everything, driving up their costs and CPL.
The results have been outstanding, revenues are up 335% ROAS is up 108% with costs only up by 109%. The funnel has better quality customers, who convert faster, leaving the sales staff feeling more motivated and the gym buzzing with enthusiastic customers.