Remember snack time in kindergarten? The delicious delights that were dropped in front of you? We may have left kindergarten, but snacks haven’t lost their usefulness. In fact, can your Box benefit from selling snacks to the masses?
“The reality is [members] are going to buy a protein bar from somewhere, whether it’s from the grocery store down the street or in here,” said Kelly Edwards, co-owner of CrossFit Local in Chapel Hill, North Carolina. “I’d rather it be a quality product, something I feel good about recommending, and then it’s easy and convenient for them to get to it [if I sell it here].”
CrossFit Local carries Fuel For Fire, Perfect Bar and LÄRABAR based on what Edwards and her husband — the other co-owner of the Box — felt like they could stand behind. Pure ingredients and good amounts of protein without tasting like a protein bar were some things they kept in mind while shopping around.
Tom Ragusa, co-owner of Fit Bodies CrossFit in Bloomington, Illinois, also did research before offering RxBars, Paleo Prime cookies and nut mix, and Kill Cliff bars. “Do your research,” he said. “It seems like every day we’re getting some kind of email, some kind of Facebook message, about a new product coming out.” Plus, the belief in not only the products, but what the company stands for, helped decide what snacks Fit Bodies would sell.
Before Eric Conner, owner of CrossFit Reform in Rancho Santa Margarita, California, invested in any snacks, he had his members try the products through samples, asked their opinions, and had reps come out and talk to his members about the products. “I don’t like to just make crazy big buys and just hope,” said Conner. “I wanted to make sure it was received well, and I didn’t want to have too many things.”
In the end, Conner decided to sell Fuel For Fire, OHMYBARS and Kill Cliff. He has made the products visible to his members and continually works to make them aware of the snacks. However, he suggested not having too many choices of one type of product. For example, just have one kind of nut bar and one kind of drink that members can purchase.
On top of this, Conner noted that making the snacks visible and making members aware of the products — if something is new in his pro shop, he’ll put it in his Box’s monthly newsletter — helps the items sell. Ragusa said one should offer samples, as well as introduce every new member to the products available. Edwards will send out emails, post blogs, and even offer refunds or a product switch if someone doesn’t like what he or she spent his or her money on.
In fact, the members at CrossFit Local can get various discounts based on their membership level. “I guess we just wanted to give extra little perks for the higher-value memberships,” said Edwards.
Ragusa has seen a boost in revenue through the use of a pro shop and selling snacks. But the real benefit is that by becoming a one-stop shop for his members, it makes his Box’s average client value go up.
Conner agreed it comes down to the fact he gets to help his members. “It’s a positive thing because I want to be able to offer convenience and the right types of things for our people,” said Conner. “That’s the biggest thing. I want to have a place where they can get everything they need, the best experience possible.”