Digital marketing is here to stay. Chances are you’ve already dipped into online advertising by promoting your fitness center on social media. However, when it comes to spending money on digital advertising, where should you start? To understand the fundamentals of digital marketing we turned to Get Amplified Marketing Group owner Nick Sakkis for some answers. First, what kind of budget do I need? There are two main players in the digital ad world: Facebook and Google. If your budget is $1,000 or less a month, Facebook (which also owns Instagram) is the most cost effective promotion. Facebook and Instagram attract different viewers, [...]
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Here’s a Great Checklist to you get started! We know designing a seasonal marketing plan can be daunting. It may seem easier to wait until after the holidays to encourage new sales. Don't think like that. Promoting your gym business is like exercise - consistency creates results that lead to great success. The challenge is in overcoming the negative self talk. To help you get started on this onerous task, we've prepared a simple overview of the primary ingredients you'll need to promote your health club this fall. First, what’s it going to be? Paid advertising or a referral campaign? [...]
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The fitness industry is always in competition with itself. Although we would love to think everyone wants to join a gym, in reality, we are all fighting for the same people, many of whom already belong to another health club or fitness center. That’s why your health club needs a gym referral program. Tapping loyal members for friends and family referrals is one of the most effective methods of luring new customers. What is a gym referral program? This is a specific marketing effort created to encourage existing members to refer other people. It can be baked into your signup process, [...]
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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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Gym Brand Products Promotions You know that you need to establish your brand name and image in the fitness industry, but how will you do that? Giving excellent customer service and providing state-of-the-art gym equipment and facilities are just some of the initial steps. You also need to create some buzz about your gym and appeal to the public at large. While we strive to get creative promotion ideas, we tend to overlook one of the simplest and most effective promotion technique – giving out promotional products. Using branded promotional products are one of the sure-fire ways to increase brand visibility and ensure member loyalty. When you have [...]
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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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This blog was originally created and published for and by IHRSA ; produced by Alexandra Black Larcom; May 14, 2021. Republished in full. As more Americans receive the COVID-19 vaccine, there are several matters health club operators will need to consider. We looked at insights and perspectives from legal experts to help answer your questions around vaccine policies for members and visitors. There’s no doubt about it, vaccines are good news for the fitness industry. However, until vaccinations are widespread, clubs need to consider their policies around vaccinations for both staff and members. Disclaimer: Please keep in mind new research [...]
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By Bill Coons, Loss Control Director (Markel Specialty) Employment in health and fitness centers varies widely depending on the business model of the facility. Health and fitness centers can utilize both employees and contract workers to staff their center. Using both types of workers requires careful planning to help prevent and prepare for potential lawsuits and their ability to defend lawsuits if they do happen. Many fitness centers utilize subcontractors as personal trainers who, when not with clients, may also answer questions from members of the club not training with them. Other health clubs have employees who may work as [...]
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Should your gym add an enhancement fee to offset the increased cost of cleaning materials and procedures? We asked two fitness center owners their opinions. Here’s what we learned. Photos courtesy of Fit247 Does not charge an annual maintenance fee: Don Roberts, owner of Fit247, Durango, Colorado Roberts has owned his gym for 20 years and decided against charging his customers a maintenance fee. The 7,000-square-foot, 24-hour facility is in a small city with a close-knit group of customers, and he prides himself on running a very clean, organized gym. Nearly 20% of his 600 members have been with him almost [...]
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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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The gym today is different than it was 12 months ago. It’s changed. Maybe we have, too. There have always been rule keepers and rule breakers, but now, it’s like they live on either side of your fitness club, and they’re driving each other crazy. The culprit? Masks, social distancing, germ wars … the list goes on and on. Meanwhile, you and your staff are stuck in the middle. As a gym owner, you need to manage all these senarios to minimize any potential harm Clearly communicate your gym’s policy. First, educate your staff. Define your gym’s coronavirus policy, and what national [...]
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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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6 Short Answers To Help Simplify Your Search 1. What insurance coverage must my health club keep? General Liability Commercial PropertyProfessional LiabilityWorkers’ Comp 2. Do these policies cover every event on property? Professional liability insurance for personal trainers is a must! No! There are many exclusions, and optional coverages may be needed to fully insure your gym. For instance, problems caused by tanning beds, club events, independent contractors, or within onsite businesses may not be covered under every general liability policy. As your fitness club grows, consult with an insurance advisor first before adding such services as childcare facilities, or undertaking breakout expansions [...]
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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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