Alex Witt is on a mission. In addition to being a Navy veteran and founder of 10.40.10 Fitness, Witt also co-founded Battle Bars. He’s changing the retail sales game, both in his gym and for others around the world.
He said he’s noticed that sometimes it’s not enough to just be a gym owner. As he explained, “Every gym owner pretty much has a side hustle. And sometimes the gym ends up being a hobby gym.”
Witt understands the struggle and the hustle. So he shared some tips with other gym owners to help you level up retail sales in your gym.
The Gym Owner Perspective.
Witt’s gym currently has two locations in the Chicago suburbs, and he’s exploring options for a third. Part of his success stems from knowing that additional revenue streams are critical in gym ownership.
“I’m a gym owner and I know how hard it is,” said Witt. “And I know the importance of having extra income outside of just membership revenue. So my goal with Battle Bars is to help gym owners make a little more revenue.”
At his gym specifically, Battle Bars retail sales generate approximately $3,000 in monthly revenue. This equates to around $1,700 in passive profit.
Outside of his gym, Battle Bars are currently sold in about 800 fitness businesses and 5,000 stores around the United States. This includes some CrossFit gyms and every Life Time Fitness location.
Witt explained that the wholesale price is $2.15 per bar, and gyms generally retail them for $4. The average gym places a reorder approximately every 40 days.
How Battle Bars Hit the Scene.
Witt served in Iraq with the U.S. Navy between 2001 and 2005. While serving, he said he yearned for a quick, easy, healthy snack that was packed with protein, especially before or after a workout.
He wasn’t happy with any of the protein bars he tried and said he was “choking down” some of the options. So as he looked to create his own brand of healthy, delicious bars, he started by hiring a private chef in 2018. The goals were to help him understand the concept, put it into action and level up retail sales in his gym.
“We asked ourselves, what’s the one treat everyone loves?” Witt said. And then, “Everyone loves Rice Krispies squares.”
So the new goal was to create the Rice Krispies treat with protein and without fake sugars. They also needed to be free of the Harmful 7: High-fructose corn syrup, hormones and antibiotics, processed and artificial sweeteners, artificial colors and flavors. In addition, Battle Bars contain some collagen, and the new production features coconut oil instead of non-GMO canola oil.
And his dream came to fruition in seven different flavors. S’mores, Lemon Almond, Chocolate, Strawberry, Blueberry, Peanut Butter and Cookies & Cream are all meant to taste nostalgic. Witt said he wants people to mentally “go to a campfire” when eating the S’mores bar, or to their Grandma’s kitchen with the Lemon bar.
Battle Bars also recently launched Battle Blends, a line of grass-fed whey protein in two flavors: S’mores and Cinnamon Cereal.
A Note about Branding.
Witt says the Battle Bars packaging and branding include “veteran-owned,” which he believes contributes to the company’s success.
“If you have veteran-owned packaging, the consumer will usually give you an extra three seconds of a look,” he said. “And each of those three seconds has monetary value.”
This branding also contributes to a higher sense of purpose within his gym as well. He explained that his members want to feel like they’re working out more for themselves. And contributing to a veteran-owned company can make them feel like they’re part of something bigger.
Three Steps to Build Your Retail Sales Game.
For gym owners looking to add retail revenue, Witt offered three steps for success.
1. Be Selective about What You Offer.
It’s important to treat your retail sales like it’s its own business. He joked that he often sees various gyms “just selling a bunch of shit.”
Instead, he suggests coming up with a vision of what you stand for, in regard to your product selection. For example, he wants his own gym to offer healthy products that are free from the Harmful 7, and from companies that he trusts.
Witt’s selection of products includes FitAid drinks, Hoist water and Protekt Hydration. He also has a mutually-beneficial partnership with Kill Cliff.
Ultimately, he said to decide what you stand for, then choose the companies and products that align. Finally, he added, “Stay in your lane.”
2. Bundle Products to Increase Retail Sales Revenue.
One option Witt has found for dramatically increasing retail revenue is bundling products.
“The more things people buy at once the better,” he said. “And the more revenue you get, the better margins you get from the companies you’re purchasing from.”
He suggested setting a simple goal for every customer to always have at least two products in their cart for a purchase.
3. Make the Payment Process Incredibly Simple.
On both the gym owner side and the customer side, no one wants to spend unnecessary time on the retail sales process. Your members shouldn’t have to spend time figuring out how to purchase a product. And you shouldn’t be gathering IOUs or having to manually input people’s purchases at the end of each month.
Therefore, make the process simple. A few clicks should be all it takes for the transaction to be complete, increasing both the client experience and the gym’s revenue.
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In Summary: Skyrocket Gym Revenue with Retail Sales.
Retail sales can provide a great opportunity for additional revenue in your gym. Alex Witt, owner of 10.40.10 Fitness and co-founder of Battle Bars, is a proponent of both the side hustle and cultivating multiple revenue streams.
His message to other gym owners is that your members want to support good causes. And they want to support your business. So when you sell products that you believe in, made by companies you trust, you set yourself up for success.
“Your members want to spend their money with you,” he said. “So give them products they want and the opportunity to spend money at your gym.”
