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...
In 2014, we saw numerous mobile health and telehealth acquisitions as larger companies ramped up their digital health strategies (Comstock 2014). These moves are more than business news headlines—they represent broad trends that are increasingly relevant to fitness and wellness professionals.
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.
Many fitness professionals dream of designing a studio that reflects their unique perspective and approach to health and fitness—a place where they can grow their business, their brand and their client base (and, of course, their paycheck!) on their own terms.
There’s a huge appeal to running your own space, especially if you’ve been working long enough to imagine how you might design a space specifically suited to your clients’ needs and your vision.