Price Presentation In our first two blogs in the How to Sell Gym Memberships series, we discussed two critical techniques – how to establish an immediate rapport with new leads and the essential elements of a proper gym tour. In this piece, we explore presenting price. While this can feel like the scariest moment in the sale, it can actually be the simplest — if you’re prepared. Here are the three rules to remember about price presentation. 1 — Limit membership choices. By the end of the gym tour, it’s time to present the price. Start by ensuring your gym presents a streamlined, easy-to-understand [...]
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How to Conduct a Proper Tour Selling a gym membership is more than presenting a monthly fee and hoping it fits the customer’s budget. As we discussed in Part I Introduction & Goal Assessment, employees need to make the customer feel comfortable by using their name and asking questions to determine their fitness goals before revealing prices or touring the gym. In Part II, we go over the essential steps to successfully introducing your gym to a prospect. In terms of the value sales process, this is where you sell both the tangible and intangible benefits of joining your gym, such as [...]
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Selling gym memberships is the lifeblood of any fitness center. Yet most gym owners don’t think in terms of the sales process, instead leaving the most critical component of their business unscripted and unmanaged. To help club owners better understand how to train their employees so they can guide clients skillfully, we are running a five-part series that breaks the gym sales process into discrete, manageable training points: Introduction and goal assessment How to conduct a proper tourPrice presentationClosing the saleAsking for (additional) business Part 1. Introduction and Goal Assessment Introduction: Say My Name It seems elementary, but the first step [...]
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Why sell branded products at your gym Have you ever considered selling a branded product in your gym or online? They could be water bottles, hoodies, equipment or towels. Whatever. The point is your health club’s name would be on that item, wherever it travels. All the while, reflecting your gym's unique identity and generating a bit more cash for your company. What is the difference between a product and a brand? Products are what you sell but a brand is who you are. Brands are created through advertising, intent, and creativity. Your carefully crafted flagship image is your brand. The [...]
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Every gym owner intends to run a profitable health club, but reaching that goal can feel impossible. There are, however, small effective steps you can take today to position your studio for a stronger, healthier future. These good habits start by conducting a line-by-line review of every expense and considering new ways to run an old business. Accountants and business analysts recommend printing out a 12-month profit-and-loss statement twice a year (or even quarterly) in order to accurately appraise every company expenditure. Although such effort sounds tedious, watching every penny is the only way to ensure you’re not wasting money. As [...]
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Don Roberts’ Fit 24/7 Gym keeps things simple. His gym does not boast a sauna, day care, or exercise classes. Customers know to follow the rules or get kicked out. And his club is open every day, 24 hours a day, frequently without a single employee on premise. Stripped bare of any extras and run entirely by himself, his 550-member facility in Durango, Colorado, has been profitable — very profitable, he insists — from day one. The key to making money is minimal expenses and 24 hour access. The advantage of 24-hour gyms In a time when nearly 20 percent of gyms closed permanently [...]
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Did you know most universities cancelled spring break for 2021? These students will return home for summer after two full semesters of taking online classes, alone with their computers. Wow. What a drag. As a gym owner, summer 2021 may be your best chance yet to reach these sedentary, cooped-up college kids. Take advantage of quarantine fatigue by creating marketing strategies designed to get them in shape and around friends again. College students love socializing Build a summer promotion encouraging referrals. Meeting with friends is one of the top reasons college students even go to the gym. This translates into an excellent opportunity [...]
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With all this coronavirus negativity lurking, just how likely is it an irate member will unleash online over a small incident at your club? Right. So you need to be ready for negative social media. How can you do that? First, put a good plan in place before a problem arises. Create a clear social media policy for your employees. In the simplest terms, a social media policy is a guideline for how everyone should conduct themselves online. Here’s a good template and guide. Establish a gym photography policy. Many larger national gyms have a “no photo” and “no video” policy. And while there’s no keeping phones out of [...]
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Insurance advice on what to do when things go wrong by Bill Coons, Sr. Loss Control Specialist Club owners often reach out to us and ask the question, “What do I do if someone says they got hurt in my club?” Another common question in follow up to this is, “How will I know if I’m supposed to report an incident to the insurance company or not?” The answers to these questions may vary slightly depending on the type of incident, but creating an incident response policy and training employees will go a long way in protecting your health and [...]
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Gym owners, here’s a crazy idea – how about marketing New Year’s-style resolutions in March? The moment is perfect: COVID-19 vaccinations are rolling, cities are opening, and people are venturing beyond their bubble. And most people gained a bit of weight these last months. In fact, health studies suggest the average person packed on an additional 12.5 pounds while sheltering in place. Losing weight is the #1 New Year’s resolution. No matter what study you read, losing weight or gaining physical fitness consistently tops the chart for ambitious resolution makers. Why New Year’s? It’s something called the discontinuity effect. Basically, when someone’s life changes — a move [...]
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Ever wonder why that one business owner keeps showing up on your local news station? Sometimes it can seem like reporters keep sources in their back pocket, individuals who are ready at a moment’s notice with a perfect, punchy soundbite. Well, here’s the lowdown — they do. You can get that call too though, if you just use public relations to build your own reputation as a fitness guru. First — be your neighborhood fitness expert Judge a competition; lead fitness industry forums; assume leadership roles.Write an article or (e)book that takes a stand on an important health topic.Promote your [...]
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As a gym owner, you should always be looking for the next great thing to drive your business forward. That elusive “whatever” that will give you a competitive advantage, offer tangible benefits to your members and fiscal benefits to your bottom line. You’ve probably looked at programming, explored technology, perhaps even considered tweaking your branding. But if you really want all those benefits, you should be looking at Medically Directed Fitness. Let me explain. Medical Fitness, at its core, is about health risk management and partnering with the local healthcare community. Medically Integrated Fitness is how commercial health clubs can [...]
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Inclusiveness means everyone If you want to train disabled people or your fitness club could grow by catering to special populations as a market niche, there’s a certification that enables you to do just that. It’s the Certified Inclusive Fitness Trainer (CIFT) certification, which was developed by the American College of Sports Medicine, in collaboration with the National Center on Health, Physical Activity and Disability. It’s about helping people Disability Fitness I’m sure you’d agree that, as a fitness trainer or gym owner, it never hurts to have additional tools in your toolbox. You really will benefit if you can cater to specific segments of [...]
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How does your gym sell personal training packages? Does your fitness staff avoid bringing the idea up with prospects, afraid they’ll walk right out the door? They shouldn’t. In fact, personal training services should be sold at the point of sale – when new health club members first tour your gym. We all know personal training is good for a fitness center’s bottom line. A client who hires a trainer stays on at your health club three times as long as a regular member. It’s a win-win. Selling personal training To sell personal training effectively, your gym needs a standardized [...]
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Let’s deep dive into digital fitness’s world of one-on-one coaching software products for gyms, health clubs, and boutique centers. The streaming market is broad and rich with choices. However for this blog, we explored three well-known companies. Let's look at Trainerize Trainerize is designed specifically for the fitness industry. Its software offers an integrated platform for owners to manage their fitness training from a single spot and offers a new service – online personal training. Owners can choose from a custom-branded fitness app or white-label their own to build brand awareness. Content capabilities include lifestyle, nutrition, and general wellness coaching, [...]
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