Individual skill
core-four-lead-engine
Pick the lead channels that fit a gym's stage, back daily activity out of a member goal, and build a 30-day lead plan across the Core Four (warm outreach, content, cold outreach, paid ads). Use when a gym owner says "I need more leads", "how do I get members", "what marketing should I do", "build a lead plan", "warm/cold outreach", or "what's a lead magnet". Do NOT use when the owner wants other people to bring in members (referrals, affiliate partners, agencies, employees) - use referral-and-affiliate-system instead; for paid-ad creative and budget depth, hand off to gym-meta-ads-funnel.
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# Core Four Lead Engine
Turn "get more members" into a measured 30-day plan with daily activity targets across the four ways a gym can reach people itself.
There are only four ways to let people know about the gym, mapped by who you contact (knows you, or stranger) and how many at once (one, or many): warm outreach (knows you, one-to-one), content (follows you, one-to-many), cold outreach (strangers, one-to-one), paid ads (strangers, one-to-many). Every tactic is a version of one of these.
## Workflow
1. **Pick the starting channel by audience and budget.** Start where the gym has an unfair advantage. Existing audience (email list, social following, past members): start with warm outreach and content - free, fast, highest conversion. Money but no audience: start with paid ads against a front-end offer - buys reach now. Neither: start with cold outreach and content - costs time, not money, and builds the audience the other channels need. Pick one or two channels the owner can run daily without fail; add more later.
2. **Set the volume math.** Back daily activity out of the member goal. The funnel runs reach to lead to booked to show to close. Decide the goal and the conversion rates, then run `lead_volume.js` to compute leads needed and daily activity per channel. See `references/volume-math` for estimating each rate. The point is to make the goal concrete: "8 warm conversations and 21 cold outreaches a day" is a plan; "get more members" is not.
3. **Run each channel with a protected daily minimum.** Each channel works only with consistent volume. Warm outreach: message people who know you with a genuine check-in, then a soft offer - minimum is a fixed number of conversations a day. Content: post on a fixed cadence, each piece showing a problem the gym solves and a transformation - minimum is a cadence you never miss. Cold outreach: reach local strangers with a relevant opener and a free lead magnet - minimum is a fixed number of new outreaches a day. Paid ads: a daily budget against the front-end offer - hand off to gym-meta-ads-funnel for creative and budget.
