EP | 744 - How to Fix Your Show Rates | 5 Systems That Get Your Booked Calls to Actually Show Up
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 18 May 2026
⏱️ 20 minutes
🧾️ Download transcript
Summary
Let me give you a number. 1.8 million.
That's roughly what a single metric cost us in annualized front-end revenue in early 2025. Not a bad hire. Not a broken offer. Not an ad account getting shut down.
One number. That we let slip.
Here's the math so you understand the stakes before we even get into the fix.
At IFCA we run about 300 booked calls a month. We approve roughly 75% of those — 225 calls. The other 75 get dequeued. Either they don't qualify or our team proactively pulls them off the calendar so they don't pollute our data. So we're working with 225 approved calls.
At a 25% close rate and a $9,500 average contract value — here's what happens at different show rates.
At 73%, which was our historical baseline, 164 of those 225 people show up live. You close 25%. That's 41 new clients. Roughly $390,000 in front-end cash for the month.
In early 2025, our show rate dropped to 45%. 101 people showing up live. 25 closes. $238,000 in front-end cash.
Same calendar. Same closer. Same ad spend. $152,000 a month difference. $1.8 million annualized.
And before I tell you how we got there, I want to make something clear: this was not a lead quality problem. I hear coaches say that all the time when their show rate tanks. "The leads are just worse now." Sometimes that's partially true. But a 45% show rate is almost never a lead quality problem. It is a system failure. It has an operational cause and an operational solution.
I'll share what that operational solution is in today's episode.
Time Stamps:
(0:10) Fixing Show Rates
(2:04) Show Rate Optmiziation Guide
(2:34) Why Show Rates Are Dropping
(6:20) Finding The Gaps In Your Sales Workflow
(11:07) Justification Mode
(16:48) Maximum Calendar Availability
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Transcript
Click on a timestamp to play from that location
| 0:00.0 | what's so guys welcome back to the fitness podcast if you're watching this on youtube welcome to the |
| 0:04.3 | channel today we're going to talk about how to fix your show rates and this is coming from firsthand |
| 0:07.7 | experience some shit that we dealt with last year some shit that we've dealt with multiple years and |
| 0:12.0 | some shit that we're dealing with right now so how i'm going to start this is to give you a one number okay |
| 0:16.0 | 1.8 million dollars that number is actually what we lost in annualized front in revenue in early 2025. |
| 0:23.0 | You know, not from a bad hire or from closers, not necessarily closing calls or an ad account |
| 0:27.4 | getting shut down, which has happened multiple times to us. But the math is that we had a show |
| 0:33.3 | rate issue early 2025. Shocker, right? Probably assume that by the name of the episode but let me walk |
| 0:38.2 | through the math so at this time we're getting about 300 book calls a month we approve about 75% |
| 0:43.5 | of those meaning you know the people that don't get approved they're just shit leads and we we |
| 0:47.3 | deque them either they don't qualify for our team proactively and we pull them off the calendar |
| 0:52.2 | where our data just like you know looks at them and they're just spam leads. Anyways, so that means we're working with |
| 0:56.3 | about 225 approved book calls here. Uh, so what does that mean? Our show rate is all is |
| 1:03.3 | ultimately calculated on approved calls over those who show up. Okay. So what happened was we were |
| 1:09.5 | closing at about 25% and our average order value was |
| 1:12.3 | somewhere around $9,500 at this time. And here's what happens at different show rates. It's 73% |
| 1:17.6 | that's 164 live calls, 41 closes, 390K in front and revenue. That's what we were sitting at, |
| 1:23.7 | you know, going from 2024 into 2025, uh, and sitting pretty closes rising, everything |
| 1:29.6 | increasing. And then our show rates fell off a cliff. Uh, we ended up at 45% in early 25. That means |
| 1:35.4 | 101 live calls, 25 closes, 238K in front and revenue lost. And that ended up being about |
| 1:41.0 | 152K a month difference and $1.8 million annualized. |
| 1:45.4 | So in this episode, I'm going to walk you through the complete show rate system that we |
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