Category archive for "Marketing"

New gym memberships make owners and managers feel great, no doubt! But it’s even better if you can hold on to the old memberships longer. Reducing your rate of club turnover and increasing the customer lifecycle are critical practices in building successful fitness businesses. Here on the Gym Insight Blog, I have made the point many times before that retention matters as much as sales. But getting these numbers right is so important that it doesn’t hurt to dive into retention and selling gym memberships once again. If you structure your sales and onboarding process well, saying “no” at the [...]

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Blockchain? Bitcoin? Ether-what? In my head, I hear you say, “What does this cryptocurrency stuff have to do with the gym business and my fitness club?” Well, it turns out that the robust technology behind these new things is useful for many different industries, including fitness. Technology is hitting the fitness industry as hard as any other business vertical. Here at the Gym Insight Blog, I’ve been trying to keep up and inform readers about what’s new and what’s likely to be coming along soon. So, considering the excitement about cryptocurrencies lately, I want to highlight it here too. Another [...]

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Podcasting Revisited For 2017 Podcasting is a topic that I think is worth revisiting. So, this is an update to a classic Gym Insight blog post, with more good stuff for gym owners. Through podcasts, you can discover insights for gym owners, stay current with issues in fitness, business management, and any other topics that might help you keep up with ideas and opportunities. Producing a podcast is hard to do but don’t ignore a fantastic opportunity for fitness professionals if you have something to say, just because of a little hard work. Listening: A List Of Noteworthy Podcasts In Fitness [...]

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Putting your employees and representatives in sharp uniforms is one of the most fundamental ways to put a professional face on your fitness center operation, studio, or small gym business. There is a whole range of reasons to put your staffers in uniforms, and the key features are the associations that tie it all together. Branding By Association Members want to know who is in charge – Some common sense guidelines apply to uniforms in any business. Successful branding is about putting all of your visual and written material in one marketing strategy framework. The obvious factors include things like [...]

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When you work very hard to build something significant, and someone makes what sounds like an unjustified remark, it hurts. If you don’t restrain yourself from attacking it can turn into a circus in all the wrong ways. Ever see a minor complaint turn into a public relations disaster? It seems like it happens all the time these days and companies still miss opportunities to turn customer griping into chances to amaze larger audiences. Negative Reviews Can Make Your Service Better When someone makes a complaint in public or gives you a bad review, it’s going out to the whole [...]

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Someone recently made a very excellent comment on the Gym Insight Blog. The commenter posted that, while walk-ins are great, they don’t just materialize out of thin air, clubs have to work for them. Yes, that is absolutely true, you are going to have to invest some time and effort to generate walk-in inquiries. The result you want is a new face loitering by the front desk asking questions and taking the tour. Advertise and Brand Building The old school concept of marketing is as valid as it ever was, you need AIDA: attention, interest, desire, and action, to cultivate [...]

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The Digital Natives Expect You To Bring Your A-Game There is a simple logic that justifies marketing to Millennials; it is the fact that, being young people, they will be around for years and years to come. So if you can capture the mood and attitude that appeals to them, you have a shot at building relationships with a valuable demographic. Millennials are the offspring of past generations that were subject to sophisticated marketing, even if the media was less advanced. This recent generation has grown up within that context, and they are the first generation that is truly native [...]

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Big Fitness is doing well these days, and that can have an impact on small gym businesses. However, the market looks set to continue growing over the next few years, which means there’s enough business to go around. The shape of the fitness industry is changing, and it may be unrecognizable by the mid-2020s. Success at the top is a good thing; it represents expanding opportunities for small gym business owners, here’s why. The Shape Of Big Fitness Companies I was reading a report about the Top 100 Health Clubs of 2016 that Club Industry posted last August, and as [...]

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Here's some more economics stuff, but it's golden, so if you're an aspiring fitness entrepreneur, stick with me here. If there were perfect competition, no one would make a profit. The fact is there are hidden opportunities that arise because the gym industry has quirks that make it possible for an enterprising gym enthusiast-slash-professional to make a splash. Getting In The Mix While Standing Apart Even if the biggest McBigBox franchise were to open right across from your studio or club, the fact that it’s there might be a sign that you are in the right place and you can pick [...]

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The Armchair Stage Of Starting A Gym Business Do you dream of starting a gym or fitness studio? If so you may have made serious inquiries into what it takes. Like starting a restaurant, founding a gym captures the imagination of people at all levels of experience and qualifications. The fitness industry seems like an easy entry; passion is a great starting point. Running a gym is a consumer service business, and there are many resources available, including software like Insight for Gym Owners. Visit the Small Business Administration website, determine your strengths and weaknesses, set your goals and outline [...]

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The Great Marketing Concepts Are Eternal Channels are big in marketing these days. Not that the concept is particularly new or changed recently, but there are more ways to connect to your customers than ever before. I have already written about strategy and marketing, but I want to discuss marketing channels here. Your communication channels for marketing can be digital such as email, social media such as Facebook and Twitter, text messaging and IM platforms, Slack, et cetera. They are also your telephone lines, your front desk, and the script that you have your staff use to close sales. The [...]

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How Gym Business Walk Ins Make The Difference Let’s talk about why your gym business walk ins can be priceless for you and how to get the best outcomes of their visits. The fitness industry has lots of great people, but maybe not so many of the best salespeople, and I’m OK with that. However, there’s often a point in the life of your small gym business or studio when you desperately wish otherwise. The time could arise when you need the best team in the world for closing new memberships. So let’s look at why and then address a few [...]

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So, your small gym business is becoming less small, and you’re still spending too much of your time personally promoting your business. You ask, “could I get a marketing pro to do this for me?” Good question, it’s a positive development that you even need to consider this point; so what do you do? There are plenty of marketing professionals who’d love to work for a fitness center. The problem is likely to be whether you can afford to hire them full-time and to keep them busy. The way that small gym businesses can bootstrap a solution is to be [...]

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Giving Back To Your Local Community It seems like schools always need help and, as a local business owner, you have the opportunity to help out by sponsoring a fundraiser that helps schools get the exceptional things that make a difference in education. It might be a great opportunity to give back to your local community and to get a little more involved; there’s even an argument that, if you can help, it’s a responsibility that you shouldn’t overlook. At some point, after you have established your business, and you no longer have the worries of the new owner, you [...]

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Is There A Fitness Retreat In Your Gym Business Future? Here’s something different to consider offering to your members: Organize a fitness retreat. By this I mean a trip to a resort that is conducive to fitness and travel as a group and deliver a suitable set of fitness classes and activities. What would it take to set up a new part of your business that specializes in traveling with members to distant locations and hold classes and activities with them as paying guests? A retreat can be a service that is very profitable. Set Up Promotion And Process Bookings [...]

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