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How to Compete Against Discount Clubs

by: Franco Russo

Profit Center

Instead of matching low-balling competitors, create an integrated fitness experience for members and prospects.

You’ve worked long and hard to get your fitness facility off the ground, and while you’re doing okay in your community, you’ve noticed some of your membership base trickling away. Upon further investigation, you realize that while you’ve had your nose to the grindstone, managing your facility and planning for growth, a discount club has opened up not far from you. Not only that, but a handful of specialty boutique studios have carved out some market share. Where do you fit in, and what can you do to keep your place?

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IDEA Fit Business Success, Volume 2, Issue 2

© 2018 by IDEA Health & Fitness Inc. All rights reserved. Reproduction without permission is strictly prohibited.

About the Author

Franco Russo

Franco Russo IDEA Author/Presenter

Franco Russo entered the fitness industry in 1997 as a Membership Consultant in the prestigious Midtown Sanctuaire in Montreal. After leaving the industry for a couple of years, he returned as sales and marketing director in 2006. In 2009, Russo became the General Manager of NouvelleVie Fitness Club. He is currently the regional sales director at Atlantis Strength in Montreal.