Tag archive for health club

Do you know what I object to most in the fitness business? It’s those big-box chains that sign up members for the low monthly rate, but secretly hoping that customers never turn up to occupy space in any of their one million and six facilities. Low membership fees are fine in themselves, and it’s a good thing that gyms give their members the hope of getting off the couch and getting fit. However, it just offends my sense of honor and the principles that got me into the business in the first place. Also, a strategy that delivers premium services [...]

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Want To Buy A Gym? Look Under Recreation! By a quirk of standards adapted from the Federal government’s SIC codes, you will find gyms for sale on business broker sites under recreation. Whether you’re in the market for a gym business or not it helps to know what’s going on in your neighborhood, state and industry in the way of gym businesses for sale. Information Is The Ultimate Resource There may come a day when you wish to put your gym on the market. The more information you have, the better you know what to aim for when the time [...]

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Fitness trends have had lots of ups and downs that are related to culture and fashion. But there is also an influence on trends that comes from the innovations of technology. Still it’s hard to read the tea leaves out beyond a year or so, as the apparent trend today can quickly show itself to be a fad that disappears overnight. In the gym business we always have to keep a lookout for what is coming because it can determine the capital investments that we would make and nobody wants to take six months to refurbish for the latest thing [...]

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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 [...]

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Dirty Work Continued... 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 [...]

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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). The Jerry Seinfeld [...]

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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. A State Of (The Customer’s) Mind As long as members are happy enough to keep coming back, whether [...]

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Digital Media Puts a Human Face On Business 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, [...]

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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 [...]

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The Memorial Day Weekend is approaching as I write this and I am reminded that those who served our country are among the most deserving of our support. When it comes to charity donations gym and fitness center owners can make a great contribution by including marketing promotions that give back. I have a bias toward giving to veterans’ causes and I make no apologies for it. There’s a vast amount of need because, as a country, we’ve been asking so much of so many for so long now. It also troubles me to hear of the delays and shortcomings [...]

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This is part 2 of a multiple part series.   Fitness Metrics Revisited It’s about time for an update of fitness industry trends once again. Although many of the numbers that I relied on last year are still to be released, there are enough statistics around that I thought i could get an early start. There is a lot of information out there and I don’t want to dump it all at once. It’s much better to put out chunks of numbers in a controlled way. There is some Bureau of Labor Statistics (BLS) data about employment in the industry [...]

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Who Are You? Where You Are Going & The Vision Thing This is a follow-up to the article about the key values that you need to consider in regard to your customers. There are three things which customers value most, in my experience, that I elaborated in the first article of this topic. Beyond that, you will need to decide on your own list of values, because only you know the reason that you got into the gym ownership business in the first place. Likewise, only you can decide on the vision for your organization. The vision statement of your [...]

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Pre-Sales Fill The Void In the lead up to the Christmas holiday, members and prospective gym members have their thoughts elsewhere. This always means less foot traffic into gyms and fewer inquiries for memberships. So, you need some sort of seasonal boost to your small gym’s revenue stream. The bills still come in, of course, and your staff needs to have something to keep them motivated and sharp. You don’t want your trainers looking elsewhere for income and making connections that may lead them away. You can’t afford resignations, right as you need your trainers the most, when the members [...]

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Marketing your gym is an ongoing process.  Placing an advertisement periodically here and there will not be enough for your business to survive.  You always have to be proactively thinking about the next promotional idea, slogan, or campaign.  There are a handful of ways that are cost efficient and will effectively promote your gym business your within your immediate target area.  Here 10 ways to help get you started. 1.  Sponsor charities. Simply choose a charitable event or charity organization and do short term and long term promotions.  A short term promotion idea would be to donate all new members' [...]

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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 [...]

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