In today’s growing fitness industry, where new facilities are popping up constantly, how can you add value
to your memberships? One answer: merge technology with fitness.
With various forms of technology rapidly spreading into countless fields, it’s time for the fitness industry to reap the benefits.
In the 2007 movie The Bucket List, Morgan Freeman and Jack Nicholson play terminally ill patients who escape the hospital ward to complete adventures on their “bucket list.” Most people can connect with the concept of a bucket list—the things you want to do before you “kick the bucket”—because no one wants to die with any regrets. We all want to live our fullest lives.
When we introduce a new service, we spread our promotional efforts over a variety of media. If we want a big push, we take out a print ad in targeted local publications. It’s important to note that a print ad has to run for a while before it gains attention. You can’t just run an ad once and think that it’s going to produce anything. An ad has to run for at least a couple of issues before the event you’re promoting, and has to continue to run for several months before people actually start to take notice and inquire about your offering.
I must agree that tapping into the male market is trickier than tapping into the
female side (see “Missing the Male Demographic,” Making News, September 2009 IDEA Fitness Journal). I don’t think it will remain a hard sell for the next few decades, however. Having been a trainer for 29 years, I have seen the industry go through a lot of changes. We must not forget that this industry was [populated mainly by men] when it first started. Most of the men joining gyms were tough guys strutting their stuff and intimidating anyone who was smaller and weaker.
Environmental awareness and ecological
responsibility are at the forefront of today's
news. Fitness industry professionals
can follow the examples of the rapidly
growing number of green spas, green
buildings and companies practicing sustainable management policies. You may
be surprised to learn that it does not necessarily
cost more to"keep it green!"
It struck me in the coffee shop. I was having my weekly mastermind meeting with a fellow business owner. I was sharing a book that I highly recommended, and I told him that I had given a copy to each of my managers. After my friend skimmed it, he asked why I would gift it to my staff. He explained that he didn’t want to encourage his staff to dream bigger. They might get inflated egos. They might demand more. They might leave. newsletter_teaser: Check out this great article from the IDEA Online Library, and learn how attracting this underserved population can add revenue streams to your business.
The 16th annual IDEA Fitness Programs & Equipment Trends survey was distributed to member club owners, fitness directors, managers and program directors in order to gather information on current programming and equipment offerings and to gauge industry trends. As club owners and directors have continued to hurdle the challenge of a down economy, they have been forced to get creative with staffing, space, equipment and programming so as to meet the needs of a diverse clientele demanding more economical fitness solutions.