Valerie Applebaum, MPH, CHES
Valerie Applebaum, MPH, CHES
Article Archive
Marketing: one of the most crucial aspects to the long-term success of your fitness facility. But where do you start? Thereโs direct marketing, consumer marketing, B2B (business-to-business) marketing, online marketing and more. However, one essential form of marketing that is commonly overlooked is guerrilla marketing, unconventional marketing that relies more on creativity than a big budget.
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No, this is not another run-of-the-mill article about how indispensable customer service is to the success of your fitness facility. It is, however, an article regarding creativity in customer service. Not excellent customer service, not superior customer service, but rather novel customer service.
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To achieve success in todayโs competitive market, you must focus on increasing retention and generating greater revenue per member. Consumers today are seeking more than just exercise from their gym; it is therefore essential for your facility to meet their broader need. Adding a cost-effective profit center is the key to achieving this goal.
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Thousands of people with health conditions or chronic diseases do not know where to find exercise programs that meet their specific needs. Designing specialty programs for individuals with particular medical conditions is a potentially rewarding niche for both your members and your business. Your fitness facility has the opportunity to increase ancillary profits considerably through specialized programming.
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Hone in on these four strategies to keep members loyal.
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Your facility has it allโcardiovascular
equipment, free weights,
fitness classes and experienced
personal trainers.You provide
everything anyone could desire for
achieving an optimal physique.However,
youmay bemissing an important opportunity
with your members. Certainly,
physical fitness is vital to overall health,
but it is not the whole story. The mind
plays a crucial role in our well-being, and
mind and body work together in everything
we do.
People loudly chatting on cell phones, empty water bottles left on equipment and used towels littering the locker room floor. These are just three examples of members showing poor gym etiquette. The good news is that you can do a great deal to promote and enforce appropriate etiquette, thereby keeping clients happy and encouraging long-term member retention.
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People loudly chatting on cell phones, empty water bottles left on equipment and used towels littering the locker room floor. These are just three examples of members showing poor etiquette.
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Can an entire fitness facility take strides toward developing a greener and more eco-friendly environment? The answer is yes.
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Fancy television ads, colorful magazine spreads, eye-catching direct mail pieces: what do we truly hope to achieve with our ongoing marketing efforts? The answer: satisfied paying customers. However, with tremendous competition in the fitness industry today, traditional forms of advertising are no longer enough to garner significant results in most markets. Itโs time to step it up. There is a difference between advertising and advertising effectively. To develop a successful marketing campaign, begin by taking two steps:
1. Devise a concrete plan.
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In recent months, we have all heard these unnerving terms in the media: economic downturn, recession, weak market. The fact is, we are hearing these phrases so often because itโs true: we are in a feeble economy, characterized by sluggish consumer spending and rising unemployment. In fact, according to the Kiplinger Business Resource Center, โThe United States economy iโฆ
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Bacteria. Germs. Superbugs. These are some of the countless terms for the hazardous micro-organisms that can be found in your business at any time. The fact is, any crowded communal space is a breeding ground for microbes. The club environment is at increased risk owing to the unavoidable dynamics, from dripping sweat to locker room moisture to the normal hygiene challenges associatedโฆ
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Adopting a holistic approach to health can attract and retain members. How can you expand your wellness offerings to address the physical, emotional/spiritual, intellectual and social aspects of health? Youโve probably got the physical aspect well covered, so here are some ways to incorporate the other dimensions.
Emotional/Spiritual
Stress is common in todayโs sโฆ
In todayโs growing fitness industry, where new
facilities are popping up constantly, how can you add value to your
memberships? One answer: merge technology with fitness. From your website to
software to interactive workouts, technology that helps facilities manage their
business, assess members and plโฆ
In todayโs growing fitness industry, where new facilities are popping up constantly, how can you add value
to your memberships? One answer: merge technology with fitness.
With various forms of technology rapidly spreading into countless fields, itโs time for the fitness industry to reap the benefits.
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Treadmills, free weights, resistance training machinesโyour facility has it all. You offer everything anyone could want in terms of achieving an optimal physique. And certainly, physical fitness is vital to overall health, but it is not the whole story. Multiple factors affect well-being. By embracing them, you can transform your facility into more than just a place to work out. Speciโฆ
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Putting a new twist on traditional group fitness can increase member satisfaction and revenue. With this in mind, facility managers can develop, implement and ultimately profit by creating programs tailored to specific population segments. โFor those special populations, suchโฆ
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Retention, retention, retention. The fitness industry breathes and sleeps retention, continually pondering bigger and better strategies for holding on to members. Yet many facilities still focus on getting new members in the door, providing a basic orientation and setting them freeโfree to slowly lose interest in attaining their fitness goals and coming to the gym. This pattern occuโฆ
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