HINDS LIC GROWTH REPORT

Trial Tracker Analysis  |  Muay Thai & BJJ  |  January – April 2026

186
Total Trials
Jan 2 – Apr 19, 2026
51
Sign-Ups
Confirmed members
27.4%
Conversion Rate
Industry avg: 20-25%
+9.3pts
Conv. Growth
Jan 24.7% → Mar 34.0%
Quick Guide — What These Words Mean
Trials — People who came in for a free class
Sign-Ups — Trials who became paying members
Conversion Rate — % of trials who signed up. Higher = better.
No-Show — Booked a trial, never walked in
Lead Source — How they found the gym. Google, a friend, walked by.
Warm Leads — Tried the class, haven't joined yet. Still reachable.
HIGH / MED / LOW — How ready they are to join. Based on what they said AND how recently they came in.
1
Monthly Performance
Trial volume, sign-ups, and conversion rate by month
Monthly Trials vs. Sign-Ups
Bar = trials  |  Line = conversion rate %
Month Trials Sign-Ups Conversion Rate Change Rating
January 2026 73 18 24.7% Baseline Below Avg
February 2026 39 11 28.2% +3.5 pts Improving
March 2026 50 17 34.0% +5.8 pts Strong
April 2026 (partial) 10 2 20.0% In Progress Too Early
TOTAL 186 51 27.4% - Above Avg
Trend is up. March hit 34% — the best month so far, up 9.3 points from January's 24.7%. April is early (10 trials, 20%) but it's only week 2. The momentum heading into April is real.
$
Membership Pricing Reference
Current Hinds LIC rates — used throughout this report for revenue calculations
All Access
$189
/month
BJJ + Muay Thai
Single Class
$169
/month
Muay Thai or BJJ
Kids
$159
/month
Kids membership
5-Class Pass
$150
5 classes / 3 months
$30/class vs $35 drop-in
Drop-In
$35
single class
$50 full day pass
Revenue math: 51 sign-ups this period. If all took Single Class ($169/mo) and stayed 6 months = $51,714 in recurring revenue. Every trial that walks out is real money walking out the door.
2
Weekly Breakdown
Week-by-week trial volume and conversion rate
Weekly Trials & Conversion Rate
Click the legend to toggle trials or conversion rate
Week Of Trials Sign-Ups Conv. Rate Flag
Watch the low-close weeks. Jan 5 (12.5%), Jan 26 (11.1%), Feb 16 (16.7%), and Apr 6 (12.5%) all had decent trial volume but low conversion. That is a follow-up problem, not a traffic problem — people showed up but nobody closed them.
3
Most Popular Time Slots
All-time data — Jan 2 to Apr 19, 2026  ·  Volume vs. conversion rate by class time
Trial Volume by Time Slot
Total number of trials per class time
Conversion Rate by Time Slot
% of trials that signed up per class time
Time Slot Summary
Conversion rate bars for quick comparison
Afternoon is your closer. 12 PM (34.5%) and 1:30 PM (34.4%) convert best. Evening classes (5:30 PM and 6:30 PM) bring the most bodies — 41 and 35 trials — but close at only 24% and 26%. Put your best coach on afternoon slots.
4
Most Popular Days of the Week
All-time data — Jan 2 to Apr 19, 2026  ·  Which days drive trials and which days close deals
Trial Volume by Day
Saturday is the busiest day
Conversion Rate by Day
Thursday (36.4%) and Monday (34.6%) close best
Sunday is leaking money. 26 trials, only 5 sign-ups (19.2%) — the worst close rate of any day. Tuesday is also soft at 25%. Put your most experienced closer on Sunday for the next 4 weeks and measure the difference.
5
Class Popularity
All-time data — Jan 2 to Apr 19, 2026  ·  Muay Thai vs BJJ trial and conversion breakdown
Trial Volume by Class
Muay Thai dominates at 87% of all trials (162 of 186)
Conversion Rate by Class
BJJ converts at less than half the Muay Thai rate
BJJ is underperforming. 13 BJJ trials, only 2 sign-ups (15.4%). Muay Thai closes at 30.3%. BJJ is bringing in less than half the conversion rate — the trial experience needs a dedicated coach and a structured post-class pitch.
6
How Members Hear About Hinds LIC
Lead source volume vs. conversion rate
Trials by Source
Google and Referrals are the two biggest channels
Conversion Rate by Source
Walk-Ins and Google are the most valuable
Source Trials Sign-Ups Conversion Verdict
Google/Maps953132.6%Top Channel
Friend/Referral701318.6%High Vol, Low Conv
Walk-In/Other7685.7%Best Converter
Instagram500%Not Converting
No Show700%Lost Revenue
Instagram is broken. 5 trials, 0 sign-ups. Walk-ins and referrals from Sway/Midtown close at 85%+ — those people already decided to join before they walked in. Instagram audience is not there yet. Fix the CTA before spending more time on IG content.
7
Previous Gym Experience
Where Hinds LIC trials trained before
Experience Level of Trials
67% of trials are brand new to combat sports (124 of 186)
Top Previous Gyms Mentioned
Church Street LIC (closed) sends the most displaced members
Conversion: With vs. Without Gym Background
Both groups convert at exactly the same rate — 27.4% each
27.4%
Has Gym Background
17 sign-ups out of 62 trials
27.4%
No Prior Gym
34 sign-ups out of 124 trials
Zero gap. Hinds closes beginners and experienced athletes at exactly the same rate. That's rare — and a major strength.
Hinds converts beginners and experienced athletes at exactly the same rate. Both groups land at 27.4% — a zero point gap. Most gyms see a 10+ point gap favoring experienced athletes. This means your coaching works for everyone who walks in, regardless of background. The opportunity: Church Street LIC closed and sent trained members your way. Keep targeting that community — they already love combat sports, they just need a home.
8
Lead Source by Month
How the mix of Google vs. Referral vs. other sources shifted month over month
Trial Volume by Source — Monthly
Stacked bars show source mix each month
Conversion Rate by Source — Monthly
How well each source closed each month
MonthSourceTrialsSign-UpsConv. Rate
Jan 2026Google/Maps30930%
Friend/Referral33618%
Walk-In/Other4375%
Instagram300%
Feb 2026Google/Maps25832%
Friend/Referral12325%
Instagram100%
Mar 2026Google/Maps281139%
Friend/Referral16319%
Walk-In/Other22100%
Apr 2026Google/Maps12325%
Friend/Referral9111%
Walk-In/Other11100%
Google keeps getting better every month. Jan 30% → Feb 32% → Mar 39% → Apr 25% (month still early). Referrals stay flat at 18-25% every month — that referral promo is not moving the needle. Walk-ins close at 75-100% every month they appear — those people already decided before they walked in. Double down on what works.
9
No-Show Analysis
All-time data — Jan 2 to Apr 19, 2026  ·  8 no-shows out of 186 bookings (4.3%) — every one is lost revenue
No-Show Rate by Month
March had the highest no-show rate at 6%. April: 0 no-shows so far.
What a No-Show Costs
Based on your actual membership pricing
Total no-shows 7
Avg conversion rate 28.7%
Estimated lost sign-ups ~2 members
Single discipline value $169/mo
If they bought 5-class pass $150 x 2 = $300
If they became members (12 mo) ~$4,056
No-Show Log
All 8 no-show entries from the tracker
NameDateClassStatus
Jake CapriottiJan 24, 2026BJJNo Show
Abdoullah AhmedJan 24, 2026BJJNo Show
Yang ZhouJan 30, 2026GeneralNo Show
Teddyy DinnerFeb 14, 2026GeneralNo Show
Kaylan GodfreyMar 7, 2026Muay ThaiNo Show
Rohit HeerMar 20, 2026Muay ThaiNo Show
Nicholas SumasarMar 20, 2026Muay ThaiNo Show
Irtiza ChowdhuryApr 18, 2026Muay ThaiNo Show
Fix: Send a reminder text the morning of every trial booking. Use Zen Planner's automation to trigger a "See you today!" message 2 hours before class. No-show rate of 4.3% across 186 bookings is manageable — but at 27.4% conversion, those 8 no-shows likely cost 2 members and $2,000+ in 6-month recurring revenue.
10
Follow-Up Priority List
All-time data — Jan 2 to Apr 19, 2026  ·  135 people who tried but did not sign up — ranked by feedback + recency
Follow-Up Pool by Source
Where the 135 warm leads came from
Priority Breakdown
Scored by feedback language + how recently they trialed
HIGH PRIORITY 46 people
Said they will sign up, mentioned joining, or had strong interest + trialed within 60 days
MED PRIORITY 47 people
Enjoyed class or looking for a gym, trialed 30-60+ days ago — still worth a message
LOW PRIORITY 42 people
No-shows, came just to try with a friend, or actively chose another gym
Full Follow-Up List
Search by name, class, or source. Use Zen Planner to send follow-up emails to HIGH priority first.
NameTrial DateClassSourcePriorityNotes
Start with the 46 HIGH priority leads in Zen Planner today. Use this message: "Hey [Name], great having you at Hinds! Ready to lock in your spot? We have a 5-class pass for $150 — perfect way to get started. Reply here or sign up online." Short. Personal. Direct.
11
Growth Recommendations
6 actions the owner can start this week
Fix #1 — Do This Today

Follow Up 135 Warm Leads in Zen Planner

  • Open Zen Planner, filter contacts who trialed but did not sign up
  • Start with the 46 HIGH priority leads first — message: "Hey [Name], still thinking about Hinds? Grab our 5-class pass for $150 (5 classes, 3 months) — no commitment, just training."
  • Set a 7-day and 14-day automated reminder for non-responders
135 warm leads. Even 20% close = 27 new members.
Fix #2 — This Week

Send a Reminder Before Every Trial (Zen Planner)

  • Set up a Zen Planner automation: text 2 hours before each trial class
  • Message: "See you at [time] today! Here is the address: [address]. Come 10 min early."
  • 8 no-shows = ~$300 lost. A text costs nothing.
Cuts no-shows. Every no-show is a missed ~$150 sale.
Fix #3 — Promote It Louder

Make the $50 Referral Promo Actually Work

  • 60 referral trials only converted at 20% — they do not feel urgency
  • Announce the $50 promo in every class this week out loud
  • Put a sign at the front desk: "Bring a friend. They save $50. You earn a free class."
Referrals at 20% conv. Should be 30%+ with proper push.
Fix #4 — Church Street Opportunity

Target Displaced Church Street LIC Members

  • Post in Church Street LIC Facebook groups and r/muaythai on Reddit
  • Offer a "Welcome Home" rate: first month discounted for verified ex-Church St members
  • Ask the 8 who already came in to personally invite their old training partners
8 came already. The community is actively looking.
Fix #5 — Fix the Leak

Fix Instagram (4 Trials, 0 Sign-Ups)

  • Every post needs one clear CTA: "Book your free trial — link in bio"
  • Post 1 real class footage Reel per week — not just event promos
  • Track which post drove each booking in the trial tracker
0% conversion. Anything is better than nothing.
Fix #6 — Class-Level Fix

Fix BJJ Trials (13% vs Muay Thai's 32%)

  • Assign one dedicated coach to run every BJJ trial — no rotating
  • After class: 3-minute pitch on what BJJ progress looks like in 3 months
  • Offer the 5-class pass ($150) on the spot — much lower bar than $169/mo membership
13 BJJ trials, only 2 signed up (15.4%). Fix the experience.
12
Zen Planner Sign-Up Cross-Reference
Jan, Feb & Mar 2026 ZP members matched against Master Data trial records
Action Required: 14 People Said "Yes" (Jan–Mar) — But Are Not in Zen Planner
These people are marked Signed Up = YES in the trial tracker but do NOT appear in the Jan, Feb, or Mar Zen Planner exports. April sign-ups (3 people) are excluded as they may still be processing. Check each one below — every missing account = potential lost recurring revenue.
#NameTrial DateAction
1Hsinyi ChangJan 3, 2026Check ZP — create account or re-engage
2Kamran AliJan 15, 2026Check ZP — create account or re-engage
3Tanvi AbichandaniJan 18, 2026Check ZP — create account or re-engage
4William PaikFeb 8, 2026Check ZP — create account or re-engage
5William PiraquiveFeb 9, 2026Check ZP — create account or re-engage
6Jenny JinFeb 15, 2026Check ZP — create account or re-engage
7Emily KalishMar 7, 2026Check ZP — create account or re-engage
8Clara ChouMar 7, 2026Check ZP — create account or re-engage
9Rebecca MengMar 7, 2026Check ZP — create account or re-engage
10Tenzin KhetsunMar 16, 2026Check ZP — create account or re-engage
11Johanna GarzonMar 27, 2026Check ZP — create account or re-engage
12Tim DollardMar 28, 2026Check ZP — create account or re-engage
13Joseph JonesApr 1, 2026April — confirm enrollment
14Kabbo SultanApr 7, 2026April — confirm enrollment
How January, February & March Sign-Ups Were Classified
52 total Zen Planner sign-ups (Jan: 23, Feb: 12, Mar: 17) cross-referenced against 186 Master Data trial entries
January 2026 — 23 Sign-Ups
Trialed (tracked)
  • Geoffrey Enriquez
  • Eddie Kong
  • Maolong (Kevin) Lin
  • Ronan O'Leary
  • Matthew Salvan
  • Sebastian Stephenson
  • Bryant Vladi
  • Peixian Wang
  • Zee Yousif
  • Jason Zheng
  • Oussama Hairane
  • Justin Wu (returning, 1st att Jun 2024)
12
Trialed before tracking started
  • Nav Dhaliwal (1st att Nov 2025)
  • Ilan Goldstein (1st att Mar 2025)
  • Wilson Zhu (1st att Aug 2025)
  • Lenny Veloz (1st att Feb 2024)
4
Walk-in / same-day (no form)
  • Ivy Dong
  • Samuel Lai
  • Lawless Morse
  • Nino Tandilashvili
4
Signed up online before/without trial form
  • Bryan Toledo (online before class)
  • Luis Chavez (online before class)
  • Yotzin Reyes (came Jan 3, signed Jan 9)
3
February 2026 — 12 Sign-Ups
Trialed (tracked)
  • Alexander Fan
  • Oliver Hu
  • Ha Le
  • Terry Lin
  • Andon Mehren
  • Quan Phan
  • Maiah Rodriguez
  • Amanda Rosen
  • Tom Wu
9
Trialed before tracking started
  • Kevin Montevirgen (1st att Nov 2024)
1
Walk-in / same-day (no form)
  • Mike Zhan
1
Signed up online before/without trial form
  • Marc Remache (1st att Jan 3, signed Feb 11)
1
March 2026 — 17 Sign-Ups
Trialed (tracked)
  • Kunal Bhowmik
  • Ivan Gudkov
  • Yutong Ji
  • Kyle Li
  • Aiden Liao
  • Jon Louie
  • Rafael Navia
  • Bryan Nguyen
  • Akshay Pawar
  • Gregory Richardson
  • Hannah Scott
  • Wenson Tsai
12
Not found in trial tracker
  • Gael Leloup
  • Lucas Leuzarder
  • Nicholas Seyda
3
Marked YES but missing from ZP
  • Emily Kalish (Mar 7)
  • Clara Chou (Mar 7)
  • Rebecca Meng (Mar 7)
  • Tenzin Khetsun (Mar 16)
  • Johanna Garzon (Mar 27)
  • Tim Dollard (Mar 28)
5
Also in ZP (ROHIT HEER)
  • Rohit Heer (no-show in tracker, but in ZP Mar 27)
1
What This Tells You
63%
of Jan–Mar sign-ups came through the trial tracker — the system is working
8
in ZP but not in tracker — walk-ins or online sign-ups before tracking
14
said YES in tracker but missing from ZP — check these accounts today