Customer profile: Coastline Fitness, est. 2021 Coastline Fitness opened amidst the pandemic when gyms were considered an endangered species. But as with most difficult situations, vision defines the outcome. To owners Brian Vanderveen and business partner Michael Lampanski, fitness was not dying out. It was just a great deal. This mindset crafted an approach calculated for expansion. As a result, the two negotiated favorable leases and built the full-service gym Coastline Fitness in 2021. Since launching the Clinton Ct. location, they duplicated their success at Old Saybrook, and now have plans for additional brand growth. They are a natural team: Vanderveen [...]
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Asking for (More) Business After the gym membership sale, what comes next? A fist bump and a calendar check? Excited smiles and vow to “see you tomorrow!” Or, perhaps, just one more ask? Leaping past the traditional goodbyes after a sale and staying in place to ask for referral business is the difference between a good close and a great one. According to consumer research group Nielsen, 92% of people trust referrals from people they know. So why would you not use this moment to secure a name or two of someone who might also benefit from exercising at your gym? [...]
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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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They say that price setting is an art form, but in my experience, so is juggling flaming torches. They both can be impressive done well, but there is serious potential of getting burned as you go up the learning curve. Changing prices, after your members have had time to get used to a previous price, is a unique challenge where you can get burned if you are not careful. Price Changing Factors For Gyms Any kind of decision-making about prices in business has to be based in the real world of business success. Sales, marketing and finance are the main [...]
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