Posted on July 29, 2014 by Lawrence Fagan
When television production companies catch onto a formula that’s cheap to produce and popular with viewers, they really work it for all it’s worth. Having an expert, who rescues failing small businesses, is a simple and compelling formula within the genre of reality TV. The premise is usually that a business, in some specific industry, gets help and a makeover just as it’s about to go under.
The super-expert, no-holds-barred host comes in with a camera crew and they proceed, in a period of about three days, to whamp the tar out of the downtrodden business owner. They clear out the staffers who apparently couldn’t care less about their job security, train and motivate the ones that do, clean up and turn out a whole new look, or whatever it takes to get the business back on its feet rapidly. (more…)
Posted on July 24, 2014 by Lawrence Fagan
The UFC has made a name for itself in the field of mixed martial arts (MMA). They have taken that success and ambitiously turned it into a familiar label onto a new big-box gym franchising operation that puts a body lock on their opponents. They are stable-mates with some of the big national brands but with the ability to leverage an entire menu of unique merchandising. Still, the question remains: What are the chances of this athletic-entertainment powerhouse muscling in on the gym arena? It turns out that its customers and employees have something to say about that.
UFC Gym was founded in 2010 at their first location in Concorde, California. UFC worked with fitness industry equity partners New Evolution Fitness Company (NeV), among others, to develop the brand. It quickly grew to seven locations. Once the model proved to be successful the owners then acquired all of LA Boxing’s locations and are now expanding the model as a franchising opportunity with a turnkey operation. The brand takes care of everything; the local franchisee comes up with an initial investment in return for a split of the profits. (more…)
Posted on July 21, 2014 by Lawrence Fagan
Gym equipment is the biggest class of capital assets (and possibly of hassles too) you’ll have to deal with when you’re starting your own gym. Whether you run a small gym or a national franchise location, there are some things that must be addressed with enough quality to make your investment worthwhile. Once you have the equipment in place you need to ensure that it stays in working order for as long as you need it.
Gym equipment is the bread and butter of your enterprise. It may be more or less important, depending on the type of gym you operate. If you run a studio that specializes in group-based activities such as yoga or high intensity interval training classes, you won’t lose much sleep over the state of the equipment you don’t have.
If, on the other hand, you depend on fitness machines any more complicated than kettle bells, the way that so many gyms do now, then the functionality and the cleanliness of your equipment will be important factors with which to please your customers.
Keeping all of your equipment up to date and working is like keeping the gym floor space in the highest and best use. When a large piece of equipment is out of service it’s just a giant lump of metal sitting in the way and sending out bad vibes to everyone in the room. (more…)
Posted on July 14, 2014 by Lawrence Fagan
You can’t say too much about certain things in this business and one of them is certification. Also beyond that, or perhaps before it, you want to consider which professional organization is the right one. There are plenty of good organizations such as the American College of Sports Medicine (ACSM), which provide relevant and effective qualifications.
You should be pursuing advanced certification on an ongoing basis and encouraging your staff to do the same. In the competitive fitness and gym management industry you have to keep moving along just to keep up. Rather than taking up a lot of space to go into details of a particular organization, I’d like to discuss the framework that can help you get the right benefits and connections out of any organization that you ultimately choose to join.
Stephen Covey used to say that one of the habits of successful people is to sharpen the saw. By putting some energy into having the most up-to-date tools, your resources will go further toward your desired results. Getting involved with the industry and increasing your level of qualifications is the modern way to sharpen the saw. This was something that I tackled in a previous article about keeping your certifications up to date. (more…)
Posted on July 9, 2014 by Lawrence Fagan
As a business owner there’s a plethora of rules regulations and certifications that you have to navigate through. Of course, on top of that, gym ownership comes with its own specific headaches. When you own a business of any description you quickly find out that there are all kinds of tasks that seem to have been designed to distract you from your purpose and the mission of your enterprise. As always, I try to avoid the controversies and politics of ownership but we all have to deal with them. So, my discussion point here is how to respond effectively to yet another set of dirty jobs in the gym management and fitness center business.
Three of the most common categories of documents that you will be forced to deal with as a gym owner are:
1. Fitness certification, both initial and advanced
2. Re-certification of expiring certificates
3. The prerequisite supporting certification that goes with them
The initial certification should not be such a big problem. After all you don’t hire untrained trainers, right? Either they come to you pre-certified or, alternatively, lesser-qualified staff in your gym is ambitious enough to get certified as trainers and build their careers from the bottom up. I think that kind of initiative should be strongly encouraged. If you have someone who starts at the bottom and works their way up I think they make for more loyal employees. (more…)
Posted on June 30, 2014 by Lawrence Fagan
Because my gym has been doing well recently, I’ve been forced to analyze all my financials. I say this because I had been solely relying on the competence of my bookkeepers for the past couple of years, blindly thinking that they would do a good job. I was so wrong!
The past few weeks, I have been scrambling to brush up on basic accounting principals in order to answer basic questions that are not clearly defined by the books. That means I am completely redoing everything that the bookkeeper did (or in my opinion, did not do).
You might not look to Jerry Seinfeld for wisdom. That is, if you didn’t first stop to think that he has been so completely successful as a stand up comedian and the star of his own TV show. It’s true that the hook for the show was that it was about nothing but it was a great show. That is in no small part because of the work that Seinfeld put into building his career and the long and determined path that he traveled to get there.
His secret to success is both inspiring and mundane. It is a practical habit that is entirely within the mindset that you want to cultivate in a fitness center or studio:
“The way to be a better comic is to create better jokes; the way to create better jokes is to write every day.”
Jerry Seinfeld Quoted by Brad Isaacs in Life Hacker (more…)
Posted on June 26, 2014 by Lawrence Fagan
It seems like lately I can’t help but notice that workout spaces have been popping up with the name CrossFit displayed in bold letters across the front of the building. Gyms that offer this new workout system have been spreading like wildfire. Because it’s such a mixed and intense way of working out, CrossFit licensees, or affiliates as the brand calls them, need to be expert at fitness, personal training and injury prevention. It appears to present a huge opportunity for trainers to become owners. However, the question remains: Is it a true fitness trend or is it a fad that is just now peaking in popularity?
CrossFit values strength and endurance over leanness and helps athletes become bigger and more powerful. The system covers training and diet and also leverages group dynamics of bootcamp style workouts to generate the highest possible motivation levels and help the members push harder. There is a hazard of overtraining or training beyond your fitness level and it’s the responsibility of trainers to supervise, motivate and advise to get to the edge without going over it. Even so, there’s a lot of benefit to be gained from it and the brand is enjoying a huge burst of growth in attendance and popularity right now. (more…)
Posted on June 24, 2014 by Lawrence Fagan
A while back I wrote an article about the ten reasons new gyms fail. It was well received by the readers of Gym Insight and the discussion was very gratifying for me. But as a believer in fitness and getting results in a positive way I feel compelled to balance it out with an article about the positive side of gym startups and success. I admit that there is likely plenty of overlap between this and the previous article. These things are worth saying over and over again and doing more reps never hurt anybody.
Have A Great Business Plan
The power of business plans is that they work whether you follow them or not. The difference is not following the plan to the letter but making the plan in the first place. In the military leaders understand that once the battle starts the plan goes out the window. In business, as in war, it is the discipline of making the plan and putting preparations in place that sets you up for success. (more…)
Posted on June 20, 2014 by Lawrence Fagan
I recently posted a blog about statistics in the fitness business. I really only just scratched the surface with that one. In this blog post I want to address a few things that I had to leave out, and tie up loose ends. It’s always good to know where the next generation of competition could come from.
I tend to think the source of competition to watch is self-employed trainers building followings through social media and then establishing studios once they have enough of a revenue flow. Also there were some statistics that relate the demographics of the industry to that of the employment world at large. It has some interesting data but it’s not worth a full post itself, so I have included it here.
As a gym owner you know what it is to be self-employed, whether you just started out on your own or buying into a franchise. What I know from the experience of working as a vendor, and also as a gym owner myself, is that there is a huge gap between the world of employment and entrepreneurship. What lies between is a little murky and blurry.
It’s a risky proposition to step outside the safety of employment and into running your own enterprise. But from what I’ve seen, the more time you spend in the business, the more likely that you are to become self-employed. The way gym entrepreneurs and freelancers generally start their careers is as employed staff members. They use that time to gain experience, confidence and relationships that they will call on later in their careers. On the other end of the scale, fitness business owners are self employed, by definition. (more…)
Posted on June 17, 2014 by Lawrence Fagan
Limber up your jargon muscles and stretch out your vocal cords! We’re talking gym management and fitness center business vocabulary again! It’s been a while since I wrote about jargon in the gym business. So I think it is time to review some more of the terms that you need to use and know to understand gym professionals, in reference to the business and the activities that support it.
Gym Insight has posted articles written about this before but I think it’s an important topic and there are some terms that need to be added to the original list. There will always be new terms to consider, not just the buzz words that come and go, but terms that are specific to new capabilities and systems.
EPOS - Your gym management system is distinct from the payment processing system, which is known as an electronic point of sale (EPOS) system, the modern cash register. Your gym management system handles all of the functions that are unique to our type of business. The EPOS system handles all of the specialized payment functions, common to any business. You need to know there’s a distinction between the two and how they work together. (more…)
Posted on June 12, 2014 by Lawrence Fagan
There are many different ways to increase your gym’s revenue. Let’s focus on how you can use gym guest passes to increase your income, in the way a turbocharger boosts the horsepower of a small car engine. Of course, your own particular approach to this strategy will be strongly influenced by the unique layout of your local racetrack. So, here are two different approaches to gym guest passes, for very different local markets.
The best and most consistent form of income to keep a gym afloat comes from monthly memberships. Once you have a steady stream of dues that pays your bills and covers salaries, any gross sales receipts you can add on top of that is mostly profit. That’s a big factor in taking the risk of starting your own business. I’d like to think that you could one day have an abundance of income that supports more than a frugal lifestyle. (more…)
Posted on June 9, 2014 by Lawrence Fagan
New gym owners come to the business with many different levels of expectations. It depends on things like their previous experiences in management, small business ownership, gym operations and leadership, to name but a few. The one thing that consistently catches new owners off guard and causes much stress is how many routine, repetitive tasks need to be handled on a daily basis. In theory you just sign up new members and they give you a payment each month, so you build up a nice little stream of revenue to enjoy.
Well, it sounds a little fanciful when I put it that way, doesn’t it? The truth is there are numerous tasks and routines that go into daily operations. That’s why I love the analogy of the swan floating gracefully on a river, with it’s little webbed feet paddling away frantically, hidden below the surface.
Gyms live and die by their reputations for being clean and tidy. The easiest way to clean up messes is to do it before they get too big. Everybody who works in your gym must understand that they will have to be a cleaner at least part of the time. Cleaning is literally the dirty job of the gym business but there are other dirty jobs too. These are the tasks that are boring, tedious or that just make you feel awkward when you’re doing them. (more…)
Posted on June 5, 2014 by Lawrence Fagan
The concept of experience marketing is generating a lot of buzz among business consultants and academic thinkers right now. It encapsulates the emotional and subjective associations that come with using a product or taking part in a service. It is how your members feel about how they get along at your gym. It is all of the subjective associations and emotions they have relating to everything from the hygiene levels to the staff’s attitude and the results members get from their workouts.
As long as members are happy enough to keep coming back, whether it’s class-by-class or month-by-month, they can bring income and value to your business again and again. At a higher level of experience, happy customers can become advocates for your business. They give more value to you as they gain the kind of energy that drives enthusiasm. Of course that is influenced by personality, the more extrovert and ambitious may have more energy and social influence to share throughout their personal networks. To create an environment that produces advocates you have to work hard to provide the best possible experience for all members. (more…)
Posted on May 29, 2014 by Lawrence Fagan
Here’s an ironic fact: Digital media can actually add a human touch to your gym! In this day and age it’s absolutely imperative that, as a business owner, you take full advantage of the low-cost high-impact resources that you can find online, in social media, blogging and video blogging. If you’re a bit more ambitious, even podcasting can be a great way to promote your gym.
The subject of social media is vast and rapidly changing. I’m just going to put this out there as an idea. It’s just a quick overview, an attempt to say that this is something that’s worth looking in to. In fact, there is probably no way to avoid it! So you need to start coming to terms and trying to make an impact with your own particular fitness brand.
Why do you need a social media presence? Because that is the way that you reach the audience that has the most interest in becoming your future membership. It also lines readers up to enter your sales funnel with very little effort on your part, beyond the initial effort of publishing the content in the first place. Once it’s out there and you’ve fine-tuned your approach it will do the work for you as a passive source of business. Once you set it up it does all of the work for you. You can use social media and other online resources as a personal knowledge base and as a way to attract and support your membership. (more…)
Posted on May 27, 2014 by Lawrence Fagan
These days it’s almost impossible to avoid the online community and customer feedback. Think of that as a good thing! Make the effort to be aware of reviews of your gym or studio and be prepared to respond. The secret is first knowing where to seek them out and then responding to them, before you find yourself digitally tarred and feathered.
Of course some of what you get is going to be positive. However in business it’s almost impossible to do anything that provides a customer experience that’s universally loved. Misunderstandings and miscommunications can occur even in ideal conditions. Just be prepared to respond to members writing things online.
Customers who write reviews are either going to be happy or they’re going to be unhappy. You are probably going to hear from the extremes. Customers who are contented or just apathetic are less likely to make a comment one way or the other. Be prepared for strong opinions, whether you find them flattering or you think they’re unfairly harsh. (more…)