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.”
B Y L O R I S . H U LT I N
ue to the fitness industry's tremendous growth over the past 20 years, health and fitness have become hot topics for all types of media. But this explosion of interest has a flip side: Getting media exposure in such a competitive marketplace can be challenging. With a huge selection of trainers, hundreds of instructors-turned-celebrities and a new facility opening every...
For many fuller-figured individuals, the idea of going to a fitness facility is overwhelming. Unfortunately, our images and headlines don’t help. In industry marketing materials, “we feature the already fit, which is intimidating,” says Boulder, Colorado–based marketing and sales expert Debra Atkinson, MS. “We feature tight clothes, the room full of toned, flawless-skinned individuals working with teeth-whitened, slender professionals.”
newsletter_teaser: For many fuller-figured individuals, the idea of going to a fitness facility is overwhelming. Unfortunately, our images and headlines don’t help. In industry marketing materials, “we feature the already fit, which is intimidating,” says Boulder, Colorado–based marketing and sales expert Debra Atkinson, MS.
When I noticed the trend toward specialization building in the fitness industry a few years ago, it struck me as the answer to the professional slump I was in. After teaching and training for more than 20 years, I had hit a wall. Specializing seemed to hold the promise that I could raise my training fees and enjoy a wider variety of professional opportunities.
As a business owner, you have a lot of responsibilities, with little time to waste. In addition to training clients and teaching classes, you have marketing, paperwork, financial records, website content, workshops “ and the list goes on. Such a busy schedule can make it difficult to boost business by developing new products and services. But what if I told you there’s a way to save time on your marketing efforts and make more money, by using what you’ve already got in new ways?newsletter_teaser: The most successful business owners have learned that one of the secrets to boosting revenue is to repurpose already developed content and ideas into new products. Here are simple ways you can do just that.
Social media offers fitness businesses an opportunity to market products and services. But there are some best practices to consider when navigating online platforms, explains Rochelle Sanchirico, head of marketing and analytics for Webs.com.
Sanchirico offers these insights to help you maximize your social media presence: