Good answers. If you’re talking about selling more memberships (Susan’s response is right on the mark), offering programs, classes, training regimens, equipment, fitness professional staff are ways to set yourself apart from other facilities.
Investigate what other facilities are offering and see what you might be able to offer that is unique.
Try to offer a class or a training session thru a daily site like Groupon or something similar. This way you get to advertise to a large number of potential members/clients and still make money out of the deal. I did this when I started my own business and I got a lot of new clients, which it would had been very hard for me to do in the amount of time it took to do it by using Groupon.
I hope this helps,
How do you compete?
If I had to predict how to properly position your gym for success, I would put my money on the big-box, nice equipment, no-frills, easy pricing model. You can see this model exemplified in the fast growing franchise system Planet Fitness (I have no affiliation with Planet Fitness or any of its franchisees). In fact, I have my own health club, which also implements what I am about to tell you.
I believe that one of the best things you can do in your gym business (in any business) is to continually run real-world experiments. So test my theory out, create a new low cost membership at your gym:
1. Create a new membership option that is sufficiently restricted so that it won’t interfere with your current base (for example, the membership can only be used during off-peak hours)
2. Create a new marketing piece advertising “Prices as low as $9.99 per month!” or whatever you came up with in step 1
3. Measure your response rate and the rate at which you convert these low price leads into memberships
4. In the longer term, measure the attrition rate of these new memberships against the attrition rate of your higher cost offerings
I am not underestimating the power of value selling or the dangers of price selling. We can start to have those conversations again when the economy recovers. Right now, unless you’re in a high income area, you need to price sell, and you need to do it before your competitors do.
I hope this helps.
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Hello to India,
I read your answer to Susan and LaRue. I also looked at the web site for SnapFitness India which is quite impressive. 2000 locations on a franchise basis!
From all I read there, there are already many programs. Where I saw openings is in sports-specific training offering. And if you can get a MELT instructor, you may be the first one in the country. You can check my web site about MELT. The book by Sue Hitzman will be out next year.
Hope this helps.