T H E L AW O F V B R
ajor health clubs advertise to create a buzz that my business apart from others. However, once you begin results in high-volume sales. Many of these promoting the quality of your business, you must deliver. If advertisers are enormous companies with fat your clients expect excellence and receive service that they marketing budgets. They can spread ad dollars consider only "sat...
Obviously, you need to advertise your business to draw clients. However, you can’t promise them the moon just because you’re desperate to lure them. As commercial speech, advertising is less protected by the First Amendment than are other forms of expression. Both federal law and state law regulate it.
The Personal Tr a i n e r ' s R o a d to Success
BY DODY BENKO-LIVINGSTON
How do you grow a flourishing business? Map a course that heads you in the right direction.
Nelson Mandela once said, "Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure." You have the power to achieve success as a personal trainer--but not if you fail to recognize op...
are missing out on a considerable market.
If your business strategy isn't in touch with today's women, you
By Dawn Braud, MS
of the members in medical fitness centers are women, according to a 1999 report from the Medical Fitness Association (MFA 1999). Even more important may be the fact that women make most consumer decisions. In her book, EVEolution: Understanding...
For more than 20 years, IDEA has focused on providing fitness professionals with the educational resources they need to succeed in their careers. Now, as we begin our third decade of operation, IDEA is directing a large portion of our efforts to helping fitness facility managers and owners acquire the business skills and systems they need to make their facilities successful and profitable.
Imagine that one morning you walk into a new bagel shop in your neighborhood and are
surprised and delighted by the welcome you receive from the high-
energy and engaging staff. Whether they’re boiling bagels or smearing cream cheese on a dozen, they all seem to love what they’re doing; the positive energy is almost palpable. Contrary to the forced, “have-a-nice-day” service scenario that you
Most fitness facilities spend thousands of dollars on advertising in the hope of recruiting new members. Once a campaign is launched, if people don’t immediately start calling or
walking through the doors with their checkbooks in hand, everyone is disappointed. How do you get the results you are looking for? Follow these 10 guidelines.
Each year business owners and managers in the fitness industry spend millions of dollars promoting their
facilities and trying to sell memberships. Every form of media is utilized
—television, radio, direct mail and so forth. And yet, when we ask those
customers who do end up joining our clubs how they heard about us, the number one answer in my many years of experience remains the same: word of mouth. Here’s what I hear: “My
sister is a member.” “My neighbor
encouraged me to join.” “My friend
at work brought me as a guest.”