Name: Elevate Wellness: Turn Medical Wellness Demand Into Recurring Revenue Inside Your Club
Uploaded: 2026-05-19T18:30:16.833Z
Duration: 1 h 26 min 8 s
Description: Elevate Wellness: Turn Medical Wellness Demand Into Recurring Revenue Inside Your Club

Transcript for "Elevate Wellness: Turn Medical Wellness Demand Into Recurring Revenue Inside Your Club": Alright. Good morning. Good morning, Nick. Good morning, Wendy. So fun to be here today. Yes. I'm really excited for us to share this topic. We look like we have a fast growing number of folks joining us, so let's give a few moments for people to enter the webinar. If you are here, and you wouldn't mind, chatting with us, maybe just tell us a little bit about who you are, what club you're coming from. So I'm Wendy White. I am the chief marketing and partner officer at Daxko. I'm actually coming to you today from Sacramento, California, which is, Nick's hometown, but I live here now. So I claim it. So, Nick? I'm Nick Thornton, chief sales officer here at Daxko. Live in Birmingham, Alabama, but, yes, grew up in Northern California. So she always gives me a hard time about that, which is joyful. But whenever I go see my parents, I get to, stop by and work with Wendy, but also see family. So it's good to catch up, Wendy, as always. I'm. really excited about this topic, Wendy. This is, something that's been talked about for a while at Daxko, but it's neat to see this come to reality and really how we're gonna be able to impact clubs. Yeah, so for those of you who are thinking about taking your club on a GLP-one journey, adding peptides to your program, bringing in hormones to help with performance, strength, and longevity, this is gonna be a great topic for you. I'm personally super passionate about this. I myself have been on a GLP-one for, almost two and a half years, and doing hormone replacement therapy. The same, I have watched my body composition change dramatically, my muscle increase, my fat dramatically decrease, and my mobility just skyrocket. And and also, you know, I always like to point to the guns. They're they're starting to look good. I'm pretty happy with them, because I, you know, I've I've been on a journey that I'm doing this with personal training and coaching, and I've really learned a lot about how to lift, how to lift heavy. It's been life changing for me, and I'm passionate about it because I wanna bring that same level of impact to, you know, our our gyms and and our members. Nick? Yeah. I am as well. Not to say I've had a journey on GOP ones, but seeing this transform people throughout the industry and even in my personal life. And so it is. transformative, and it's something that we're excited about, but also that we believe is gonna have impact. And so, Wendy, as we, you know, kick this off, maybe you could share just some of the the data that Well, no surprise because you all read, the news, we're seeing. but this is probably the hottest trend, in health and fitness right now. One in eight Americans. So for you, that means 12% of your gym members are likely already on a GLP-one. More than 33% of Americans have interest in being on one, not yet on one, and they need the wraparound services. Look at that. Year over year search on peptides surged almost 400%. People are becoming aware of the health impact of peptides. And then also, if you look down the bottom right, one in three Americans have some kind of undiagnosed hormone, imbalance. Forty percent of, menopausal women, only forty percent of menopausal women are on a hormone replacement therapy. People got scared about black box labels from a bad study twenty years ago, and they are not realizing the incredible health impacts. Women lose two to 3% of their muscle a year if they're not on a a hormone, postmenopause. And, you know, again, I will say that the combination for me of the GLP one for the horse plus the hormones has been life changing. So there is a massive interest in this. I'm gonna drop in, when we get to chatting here. I'll drop in a link to an article, from, Athletech from today, just from today. They've been publishing routinely on this. There's an article today talking about, the growing interest in this over the last year. I think there was a lot of interest last year, but it is exploding right now. And the good news is that with, the interest in these, wellness programs is, the desire to be in a gym alongside it has also exploded. The numbers have, dramatically increased, and that article talks about how, like 30% of, Gen Z and millennials who were doing a GLP one a year ago wanted to add a gym to it. Now it's up in the sixties percent. The the interest in bringing this alongside a gym program is very strong. 100%. So, Wendy, I mean, I think that's that's exciting. We're in a a growth period. But how does this impact, you know, gyms? And one of the exciting part is that many of your members, you're charging them roughly 50 to $200 and, you know, depending on the club type. But most of not most, but there's a good portion of your members that are spending anywhere from 300 to $700 monthly on these types of services. They're just not getting it through your gym. And we're seeing that, actually, the most effective way to build, your brand is actually how do you combine those things together. And so, one of the areas that we've learned is, one, PT sales are actually really starting to grow, and people are actually looking for that straight training, Wendy, like you've mentioned. But they don't know how to do it or what to do. And they're combining that with these medications, which are really allowing them to bring about that transformation that you're talking about, that has big impact. And so when you look at it, from a club perspective, one of the neat things you have here is, you know, basically, if you can bring this together, meaning they are providing we're providing them the medical service or the clinical service along with them getting their exercise, they're two x more likely to actually stay engaged. And what it means by that is it really starts to grow your your brand, one, but two, loyalty to your group. So if you got, let's say, your prescription through your local doctor or anything, that's not wrong. That's not bad. But if they can get that through your club and then they're connected with their fitness journey, that thing be combines into something that really says the gym is providing my whole wellness journey, which really boosts your brand. And then they start to advocate for you and your gym. And so it's interesting when you see that come together, the actual flywheel that creates going forward. And. so it's a win win. yeah. You can't underestimate the value of the rep the reputational impact and the brand to your gym of being the place where they go for their whole health and wellness journey destination. Not sick care, well care in. your right. gym. Well, Yep. when people are searching that, I mean, just look at Instagram, look at, TikTok. It's it's basically being overrun by all these different opportunities to become just healthier. And so. how does the gym embrace more and more of these things together to offer a complete service? And so, Wendy, I think it was really neat that we did this because really what it led to is so what are we actually able to offer, you know, here at Daxko? And it's pretty exciting stuff. Yeah. I, I, you know, like I said, I went on this journey, and it inspired me to reach out and understand what are the options that we could bring to gyms to help put them at the center of this, health and wellness journey. So, we've been, you know, on this journey to go find the appropriate partners, figure out the program, the setup, etcetera, to bring you these opportunities. So we're gonna talk about four here and one in just a moment. So first, medically guided weight loss or medically guided clinically guided fat loss, so GLP-one programs, both full dose and microdosing. Over to the right, testosterone replacement therapy, hormone replacement therapy, menopause support for women. I think you guys know if they're in your gym, they're probably interested in performance. Right? They they are thinking about their longevity. They're thinking about their, you know, their body composition. And for men in particular, they're thinking about that level of testosterone to feel good but get the right performance. The other thing is I think we all know bad sleep actually is a trigger for obesity. Yep. It triggers you the bad hormones in your system because that hunger is driven by exhaustion. So, sleep diagnostic care is as easy as an at home test, which is a ring that the wearer puts on for three days at diagnosis, do they have sleep apnea or not, and then allows the telemedicine to deliver the sleep apnea meds, the diagnosis and the meds. And then lastly, peptides and longevity. This is gonna explode this year, as these things become FDA approved, but there's all kinds of opportunities here. Your gym members maybe are already getting these on the gray market. Right? Wouldn't you rather they get them from an FDA approved laboratory, through a through a doctor who is putting them together as part of a whole program? Well, I, think it's you think about it, they're at the gym talking to their friends about it. They're saying, well, how do I get engaged? Well, go meet with your personal trainer. They can connect you with. the program, get this all going on. That cycle is easily adapted there within the the walls of the club, and so that's pretty cool. Yeah. And, you know, again, when we see the impact of that combination of PT, on on the users. Right? We get a higher retention rate. We get users increasing their exercise, and you you combine those GLP ones with the gym, and they're more likely to retain these habits even if they come off the GLP one. Now I I happen to be one of those people that is planning to take a GLP-one for life because I've done the research for myself. I've talked to my doctor about it and the inflammation, the cancer reduction, the cardiovascular benefits, the osteoarthritis improvement benefits. Now they're coming out with, the understanding of the mental health benefits along with the Alzheimer reduction benefits. For me, I just see this as a benefit that I'm never gonna walk away from. Many of your members will probably see that as well. And the last thing I wanna talk about before we move on to the next section about the how is, that the other thing you can offer your members is clinical nutrition. Now, I know that many of our PTs, my PT included, likes to give me advice on nutrition, talk about my macros, talk about my protein. But sometimes I actually need more guidance on that. I need somebody to dig into my actual nutrition to look at my, blood work and say, what else, could I be doing here? Well, the good thing about this, program is it's covered by insurance. So, it's another benefit you can bring because, registered dietitians are covered by almost every insurance program out there. So, if you can provide that incremental, again, WellCare value in your gym through a telemedicine program, it packages really nicely with the GLP-1s and the PT. It adds yet another layer of, opportunity. And look there in the middle of that data. You know, they're gonna lose five to seven more pounds or, you know, improve their impact of their GLP-one and their training through a really strong, personally tailored registered dietitian program. And for you, it increases that retention lift, because, again, they're finding another reason to associate their success with your gym. That's right. No. It's huge. So, you know, then we'd say, well, great. So that sounds good. And, also, you see the benefits, but the the nice part here as well is, you know, it creates revenue opportunity for the club, and it's it's multifaceted. And when we stir first started looking at this, Wendy, we were strictly thinking about, you know, there is opportunity to have a, you know, a revenue share with, you know, the providers of these services. But we really started to realize there's even a bigger impact, and one of those is actually acquiring members. It is a new entry point where people are looking for a complete service. They're not looking for getting one part of the health and wellness journey from one group and then another for they're actually looking for one group to say, here's how we can deliver you that full experience. So it's it's basically it's a fresh look for your club. It makes your club look more sophisticated as well as more complete in its service offering, which is huge. It also gives you some exclusive member pricing. Like, you can do some things, that really motivate people to join your club based on that. But then once they join, they are as we started with, they're seeing their wellness journey originating through the walls of your club. People want community. They wanna connect with people in your club to experience that journey, and there's others that are doing it with them. And so we're actually seeing that as a retention play, but then also going back to the members that have left to say, you know, we haven't seen you in a while. And before, you know, you try to offer them a PT. Before, we wanna offer you a complete wellness journey and talk to us how can we join in, and really reengage those. And then lastly, just go into your current members as another value that your club is offering. Those things combined together, I think, really round out the opportunity that exists here. So, Yep. you, know, you and I have gone back, and forth. just, go ahead, point. out there upper right one in the recurring revenue. So I think it's really important for you to, to understand, and we're gonna show you this on the next slide. But the recurring revenue piece of this is if a member signs. up or a GLP one program, a hormone program, a peptide program, you get a referral fee revenue for every month they are on that program in perpetuity for that member even if they leave your gym. So for somebody like me who's on it for life, that's a lifetime recurring stream, for your members. And now what I will say is that the the data is shifting on this. Members are staying on the GLP ones longer because they're starting to understand the long term health impacts. They're obviously staying on the peptides longer, and for women, they're staying on those hormones longer as well. So once you once you feel the benefit of those you stay on, and so you as. a gym, if you refer a member into this program, they are your member for life even if they leave your gym. It's a great revenue opportunity. Yeah. And so Wendy and I, we wanted to give you some big huge numbers here. We argued over this. We said, you're gonna have hundreds of members, thousands of members, but we wanted to just give you a very basic example on how this works to show you how the buildup of reoccurring revenue exists. So if you signed up 25 members each month to this program or they work through the provider and sign up and they get on this, at a minimum, you're growing over a twelve month period up to 5,000 a month up to $40,000 a month. That is ultra conservative of what we've seen in the stats on this number. We believe this is, like, extremely low, and you can see how the multiples can really rise. But this is strictly looking at dollars made through that, shared revenue that would come through this. It does not account for the more PT that you may sell, the other services that come along with. Maybe they're starting to do group classes, different things that your club offers. The reality is the opportunity for revenue and retention is even more significant than what we're showing here. So this. combined, we think, is a really nice tuck in, and really allows you to scale and grow. And so we we we are like Wendy and I were sitting back going, okay. This is great. We've got the provider we could partner with. We have all the services that can market it. We can do all this. This makes it it looks easy. And Wendy and I went, this isn't easy. So, Wendy, you went on a journey and you're like, wait. I know how to market. So. why don't we build out the playbook for all the groups across the. country and say, here's the playbook. And maybe I'd love for you to just share kinda what we what we put together and how we will execute with you at the club. Yeah. So we went on a journey to understand, first of all, you know, what are the legal issues around this? How does. a JEP get into this without being HIPAA compliant? Or at what level of HIPAA compliance do they need to have, and how do they segregate that data? How do they track this type of membership in their programs? How do they launch campaigns? What is the best practices for marketing, for training, etcetera? And then also, if you go on Instagram, there's a lot of brands out there promoting to be a GLP one provider. Like, who's got which providers have the best referral programs, have the best, customer. journeys, Yep. right, have, Yeah. have, really strong lab relationships or pharmacy relationships where you can guarantee that your member is gonna get their meds on time, that they're gonna have a fantastic end to end experience. So, we did that research on your behalf. We spent a lot of time vetting providers, picking the ones that had the right scale, that knew how the gyms operated, that had programs built around you. So, we picked those. Those are the clinical providers in the middle. We did the privacy research. We did the legal and HIPAA compliance research. And we built out a program that allows you to bring this into your gym without any risk of, HIPAA compliance if you run the program correctly. And, we built all the playbooks and training materials and the marketing campaigns for you so you can pick it up and get running in a matter of days. So in this in this program, you still design your own journey. You decide how you wanna bring your PT models in. You decide how you wanna build maybe some community or group exercise, and you engage your members and you're the starting point and it stays with your brand. You get this other connective tissue and you get these great program providers right behind you. Right? So, Yep. and so and so there it is. You know, you've got an operationally ready program, best practices at your fingertips, pre built marketing, and the baked in measurement with the right dashboards and tools out of the box. So hopefully, it's a relatively turnkey program that you can get up and running, and you get coaching and advice from from us and from the providers who've worked with other gyms on these programs. Yep. I think what's really cool here, Wendy, is we're learning a lot, so we can do this in mass as well. Yeah. It can be a lonely world out there. And so it's how do we implement best practices and then continue to elevate that across the different groups that we support. And so already seeing that momentum going is pretty exciting. So, Well, yeah, we just gotta keep building on it. yeah. We also brought in two providers. We wanted to go with, you know, what I would say, two providers that are both standalone as, is a great option, with a little bit of differences so that you can lean one way or the other. If you're a gym who feels really strong, how you can take the playbooks, run the program, and you want a little bit of a higher recurring revenue option, you know, Path A is your choice. If you're a gym, larger gym, maybe you, need that coaching, on how to set up the marketing. You you want that provider to do a lot of that for you and give you a full scale program built out, PathB is a good choice for you. You cannot go wrong. They're two fantastic partners and providers and we'll help you make that decision, if you join us for a quick discovery call and conversation. And, you know, I wanna really, emphasize that you are still the front door to your member. This is your brand. You own it. We advise you to bring along the partner in a lot of your marketing because it creates that halo effect of, yes, I've got a world class, telemedicine provider. They're board certified, physicians. They're FDA certified laboratories. You're gonna get all this coaching and wraparound services from the provider as well, but your member still starts with you and stays engaged with you through this journey. It's still your program that you're running. It's not Daxko's program. Our our branding is on. It's your branding, and then you pull in that provider branding for that, you know, authoritative, medical, halo, into your gym. 100%. So one of the things that you may ask, well, what are the next steps? So one, you know, even here at the end, we'll have a QR code you can scan and go ahead and, you know, fill out a a web lead form. We have our team standing by to actually have these conversations with you. But it's a simple step. So once discovery call, we do need to match you with the provider. I wanna double click on that because, if you have a big marketing team and you wanna really own a lot of this, there is definitely an option for that. But if you're someone's like, look. How do I get this off the ground? I'm gonna need more support. We really intentionally took those two avenues to really help you find that right path, and going from there. The last part is you sign off and and get going. We put thirty days up here on the top as a as a general guide. This actually is probably we could go in five days. The reality is we know how the clubs work. You guys have a day job that you have to do, and so it's basically laying out. It this could absolutely be live in your club within thirty days. But our goal is to say do it well, takes you about thirty. And then if you wanna. go faster, great. If you wanna go a little slower, great. But we just want to have a clear pathway for you on that. Yeah. Abraham. Hey, Abraham. My friend from Oregon, Abraham, there asking the question, Yep. did we do the, research on the liability stuff? Absolutely. We did. And, you know, you'll be glad to know that the agreement that we have in place is absolutely focused on the medical liability with the, with the providers. And they take full, they take full liability for that. You're not offering medical advice. You're not offering advice on, any med, which med to take, do they qualify for meds, etcetera. You're definitely staying out of that. That is definitely the the scope of the provider. You're providing the wraparound services in a referral, and so this keeps it clean and safe for you from a liability standpoint. I'm happy to talk more about that if you'd like to set up a one on one and chat about it. Yep. Okay. So Nick, we've told them, you know, why. We've told them, you know, the money. We've told them, the process, and we've told them to sign up. So make sure, you know, we think about the questions they ask. So compliance liability, Abraham set. us up for that one. That's right. talk about, you know, any of these other, you know, questions that Jim's might have. Yeah. Well, I'll just grab one of the Diana Diana had a question here. You know, what about training for our teams so we can inform on services? That's exactly right. We will do that training with you and your team. And so those are the different things that we can do to help set you up for success and how these things would work. But I I. wanna go back up to the liability. So there's a clear line here. We fought hard to make sure that the liability both in all parties involved really rested there. So you are literally referring them to a del teledoctor that has your branding and your labeling on it. The liability exists with the provider. The nice part is you're basically then saying, okay. How do I bundle that into PT, gym membership, all these other things? And so that training really needs to help your team understand identification of those people when they come to you. How do you speak to them, and then how do you convert that quickly into that handoff, which is really important. How long did it take to launch? So, basically, we're saying we've had all of you can go five days, which I don't recommend because I know how clubs operate a little too fast. We put thirty days. We think that's reasonable. If you're a bigger group, multisites, different things like that, absolutely. Just come up with a play, maybe roll it out in one location and expand it across your groups. So there's a lot of different ways to do this, on that front. And on the economics and all that, we gladly share that with you through our discovery process. And one thing just to clarify, each one of the service mentioned actually have different revenue share, that comes with it. So we'll go into detail what all that looks like so you understand the full scope and opportunity that this would entail for you and your team. Yep. So, a few questions about, just like training is provided. So I just wanna go back. I think we've got a good slide on this, up here. Right? So, in the training kit that you get for us, it includes front desk training, PT training, a detailed PT training how to. It's got all kinds of playbooks and materials. Also, the providers are willing to do some incremental training. The other thing we're working through right now is a PT certification program with a third party training provider. And hopefully they'll have that live here in the next few weeks as well. I think it's really important that your PTs are generally the front door to this program. Gets that emotional connection going with that member, gets them pulled into the training, the PT training. So, we wanna make sure that they have the best training possible. And then keeping the front desk training light. We want the front desk to really be focusing on handing them off to PT, handing them off into the journey. And, do the meds ship directly to the member's house? Absolutely. The gym has no role in deciding the meds, shipping the meds, Yep. etc. Think of your role as more of a marketing partner to the GLP-one provider and then providing the wraparound services. But the the provider takes care of all, the all of the medical components, all of the med the, medicine management. I I. always like to think about the telemed, Wendy, as if you had a box inside of your gym, which people have tried. But instead of it being a box, we're like, no. Let's just click here. Go ahead and sign up for a consultation. Yes. Yes. More and more of our medical is actually happening that way. I know for me personally. So think about it that way, but you're not in the room with them as they're having that consultation with the doctor that exists outside of you and your staff. But then when they come back, you're like, great. You're doing this thing. Let's work together to put you on the right program to support. you in your journey. So it's a matter of tying that together and making this seamless with your branding carrying through on this really. There's a trust element that carries with that through that process. For sure. Do you have peptides, angiopulins? Yes. All the above. And in fact, we can go into detail into those things, but also Wendy even mentioned sleep. So there's sleep analysis. And on top of that now, diet dietary services, which is actually really a recent thing we've added. One of the exciting parts is this has continued to expand. So as we've rolled this out and keep coming back, Wendy, there's new options that continue to come to us through this to continue to expand and grow it. Yeah. I mean, I I think we'll all learn, as we go through the year, what we see attach rates with, etcetera. But, you know, hey. Listen. Our providers have done dozens of gyms, so they really understand, the journey you're gonna go through. And so we've designed the program around the best practices. And And so, the good thing is that you're gonna be learning the marketing from the best practices, you know, the promotions, the how you talk about your services and how you build a program around it from the best practices playbook. Yep. Alright. At the top of the hour, I promised you a twenty minute conversation. I knew that wasn't gonna be twenty minutes because Nick and I are both talkers. So here we are. We're just, rounding out to the bottom of the hour. It's been about thirty minutes. We would love to chat with you. Feel free to scan that QR code and set up some incremental time with us if you wanna learn more about it. Feel free to talk to your account manager if you have one you that you're familiar with that, that can, you know, bring us into a conversation. I'm happy to jump on with anybody and tell you anything about what I've learned as we've set up this program and my journey, and to help you out. And, you know, and obviously, we're gonna be here right alongside you, you know, learning and growing and helping you build a program that is great for your gym. So, you know, feel free to, organize that time. Alright? And with that, I wanna say thank you everybody for, investing the time today to listen to us. Nick, thank you for being my partner in crime here. Appreciate it. Bye. Thanks, everybody.