Lauren Bedosky
Lauren Bedosky
Article Archive
For years, hotels, sporting venues and airlines have utilized dynamic—or flexible—pricing when selling their services. Is it time for the fitness industry to do the same? Michael Rucker, PhD, vice president of technology for Active™ Wellness, a management company that specializes in fitness and wellness services, argues that the fitness industry no longer has a choice whether or not to adopt dynamic pricing. “The best we can do at this point is to anticipate its economic impact and plan accordingly,” he says.
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These real-world clients reveal the secret ingredients that led to success.
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If you’re a fitness facility owner, manager or personal trainer, chances are you’ve chosen to work in the health and fitness field because you want to make a difference in people’s lives. Everyday business to-dos like marketing can seem self-serving and a distraction from the work you’d rather be doing. In reality, however, marketing is a critical service you provide to prospective clients. How else will they find the facility that’s right for them? Don’t think your marketing has to be sleazy!
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Recreational athletes dig in their heels and enthusiastically participate in group fitness classes. Many also play seasonal sports and sign up for specialized, branded endurance events. Fitness facilities are taking notice and offering fee–based, progressive offerings to satisfy the needs of sporty members who want to see how far they can take their hard-earned skills without getting injured.
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The health club industry is facing strong competition from boutique studios, particularly those that specialize in mind-body practices like yoga, Pilates and barre. “Boutique studios represent the fastest growing business segment of the fitness industry,” declares Stephen Tharrett, co-founder with Mark Williamson of ClubIntel.
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