Ben Ludwig is no stranger to success.  he recently grand opened a Kansas gym and had over 100 members workout on day 1.  The question is how do you effectively build your brand to open with success.  Ben believes in accomplishing 3 keys in your pre-sale.

1. Member Experience- first and foremost putting yourself in the shoes of a member.  Speaking with them initially about their goals and empowering them to talk about how they would feel reaching them.
2. Inclusivity- keeping members engaged through various touch points along the way of a members lifecycle.
3. Community-reaching out to your surrounding community and ask how you might be able to help them vs. what you want to give them (i.e. free passes).

By having a strategy around these 3 pillars, it will create value, as Ben states, when it comes time to offer them a membership.  Greater value means greater buy in from a customer.  At the end of the day, Ben challenges people to think more about the customer side of the business rather than how great a place you have to offer.