Today’s gym suffers from a success problem. Everyone loves to exercise now. Or at least they love to look like they’re exercising on video. Unfortunately, the gym intimidation felt by nervous newcomers is often fed by views of these perfect physiques and judgy attitudes
So how can a gym owner ease a new client’s nerves in today’s hyper over-exposed world? And how can they protect their business from manipulative members?
Gym Owners: Recognize your club’s vibe starts from the top.
Whether you’re a boutique class-based studio or a powerlifting mecca, members take their cues from owners and managers. Gym intimidation is nothing new, but today’s clientele can be thoughtless, ludicrously dressed, and obsessively focused on capturing the perfect shot. It’s up to management to set rules and expectations countering the worst of these behaviors.
Tawnya Torgl co-owner of OnPoint Gym in Wofford Heights, Calf., explains how they assert control. Using an easy-going approach, they speak directly with members who cross the line, even revoking memberships immediately for the worst offenses.
For example, women sometime experience “costume malfunctions,” she says, which can be a distraction for the other guests. In these cases, Torgl asks the individual to put on a T-shirt, joking, “We’ve got married men in here trying to stay faithful. We let them know it’s not cool.” Men who fail to dress appropriately may hear, “put that beast away.” Their philosophy is simple: — if you’re serious about working out, put some clothes on.
This sober but friendly attitude permeates OnPoint, creating an atmosphere open to people of all ages and fitness levels.
Lower gym intimidation by engaging with new guests.
It’s reasonable to believe that our video-saturated world has increased our sense of intimidation and decreased one-on-one interactions. But your gym can buck this trend. At Empire Gym in Rincon, Ga., the owner or manager speaks with every new customer and prospect, helping sooth their fears and anxieties.
Co-owner Jamie Cain explains, “We know this is outside of their comfort zone,” and so instead of hyping up nervous guests, he lets them know: “This may feel uncomfortable at first, but it will soon feel familiar. You’ll also be a little sore, but that means you are doing something right.” Often, these wary clients become the most a dedicated, long-term member, he says.
Control your social media reputation.
Today’s social media functions as an out-of-the-box public relations platform. Yet, instead of releasing press releases and calling reporters, you or someone else, posts videos and clips showcasing your business. Your challenge is projecting and controlling your company’s image and brand within this dynamic environment.
Many clubs promote videotaping on the gym floor as a business tool. For example, Gym Insight’s client Kage Gym masters the online world with their fierce panda mascot and member Q&A sessions. These videos are engaging and the owner’s enthusiasm infectious.
But there is a sinister side to social media. Unlike traditional media, gym owners often have little control over what guests post and how it affects their reputation. Social media mentions can gain traction quickly, and then before you know it, your club is in the white-hot spotlight — for better or worse.
Social media influencers, who profit from flexing their abs and glutes, are notorious for generating viral controversies. To counter them and ensure members feel comfortable exercising freely, some gyms have started banning influencers. However, banning phones entirely is not realistic.
Unfortunately, if you don’t stay on top of your social media mentions, it’s easy for your business to become a victim of these snarky videographers.
Actively scour your social media mentions.
Managing social media mentions is critical to maintaining your company’s reputation and gym culture. This is where your company can defend its reputation and acquire the evidence needed to toss out offending videographers.
Social media company Brand24 states there are two ways to track your social media mentions: manually or with social media listening tools.
1. How to manually track social media mentions:
- Set up Google Alerts to receive email notifications of online mentions.
- Use search functions on each social media platform. Use keywords, and check for common misspellings or variations of your gym name.
- Search relevant hashtags
- Configure notification settings to alert you of mentions
- Check notification tab on each social media platform
- Watch for competitor mentions as well.
2. Use social media listening tools:
These subscription-based monitoring tools use analytics to process thousands of posts per second. They aggregate brand mentions, conversations and social tone to provide businesses with a comprehensive daily picture of their online reputation. Costs range from less than $100 per month to enterprise-tier pricing. Some services provide a free trial or limited free use for smaller companies.
Demystifying gym intimidation
Gym intimidation is a real thing but with the right strategies, your club can proactively defuse it before it affects your bottom line. So, we’d like to ask you — how do you handle clients who feel intimidated by the gym atmosphere? Let us know in the next Gym Owner’s Newsletter.
Gym Insight
We are a gym management software firm dedicated to providing health club owners with the best tools to run a profitable business. Our award-winning, fully integrated gym software makes tracking member access, personal training, sales, and staff effortless. Sales Guru, our tablet-based sales tool, captures information automatically and uploads it to client files, eliminating data entry errors. Beyond stellar software, we provide outstanding, free, U.S.-based customer service and never touch your bank account. You choose the merchant provider and retain control over your accounts. Sounds crazy, right? But in our industry, that’s rare! Call us today for a free demo at 855-FOR-GYMS (855-367-4967) and ask for Natalia or Anthony.