Health Clubs continuously market to the same people. And those who are new, we just try to get their membership dues, not focus on improved health outcomes (not necessarily everyone). Well, there’s a huge market you should be tapping. The people who don’t exercise. A 2011 study by U.S. Health and Human Services Secretary Tommy Thompson said that 7 out of 10 people don’t workout. Thats a huge demographic.
Also, read up on our latest blog that touches up on this topic.
Check it out, http://www.motionsoft.net/the-circuit/2013/07/the-un-healthy-club/
speaking for the club where I teach some classes, there are a good number of opportunities for people in the community to get some services. There is ongoing cholesterol screening at a very moderate rate and only a small up-charge for non-members. The clubs have regular involvement in health fairs and provide services at local events.
One thing I really like is that they have a very liberal guest policy. Many clubs only permit a person to come as guest once per quarter or even less when they are local residents. At this club, you may come as a guest pretty much as often as you want, and I have seen people gradually warming up to the idea to exercise and eventually deciding to join as a member because it proved to be more economical. The guest fees are usually counted against initial charges for joining, and that makes it very appealing.