Now you fill it up with people: heavy, sweaty people filing in and out, trying desperately to shed some pounds, and the dreaded Bruno, the man of spandex whose goal in life is to watch himself flex his muscles in the mirror all day, every day.
Now picture you're trying to sell that box to hundreds of people in your city. Potential customers who are sick and tired of empty TV promises.
There are other boxes out there, and these people know it: boxes that are bigger, boxes that come cheaper, and most importantly, boxes with less Bruno in them.
Sounds impossible, doesn't it?
If you're a fitness center owner, this is the exact challenge you face every time you try to promote your club. You're selling more than just a service - more than a group of services. You're trying to sell the tools, the support and the environment needed to make a positive lifestyle change - the same thing every other health club out there is trying to do.
At this point, you're probably resigned to the idea that your fitness center is doomed to be lost in the noise.
There's no need to worry, though. Once you've learned the basics of effective marketing, the competition won’t stand a chance against you – and your club will soon be swimming with satisfied members. Here’s what you should do:
Eliminate the Fear Factor
The definition of "gym" for many people is "a hell I thought I escaped back when I graduated from high school". The jocks, the drill sergeants masquerading as teachers, dodge ball...all these things come rushing back when you broach the subject to them. Until these people are sure they won’t be reliving their most traumatizing high school memories at your club, they’ll never step through your front door.How do you fix this, you ask? Show them how much you CARE
"Friendly atmosphere" - that's a feature your fitness club needs to offer, and you should make sure your advertising lets everybody know about it. Use words like "welcoming", "accepting" and "no pressure" to describe your services. Prevent bullying with a strict code of conduct - you may be reluctant to cancel anyone's membership, but remember that bullies will cost you many times more business than they bring. Put particular emphasis on the fact that no one will be judged or discriminated against because of their fitness level - all customers are equally welcome.With the right approach, even the gym-phobic can be convinced that joining your fitness center is a great idea. Blast away intimidation and watch your membership skyrocket.
Stay Competitive with Quality, not just Cost
Fact of life #1: there will always be a rival club in town trying to lure in customers with rock-bottom prices.Fact of life #2: it’s impossible to maintain those rock-bottom prices without eventually sacrificing service and quality.
Fact of life #3: there’s nothing brag-worthy about cheap prices if your health club looks like it crawled out of the last 30 minutes of a disaster movie.
While your rival clubs are engaged in their perpetual price wars, they're missing one simple fact: price is not the same thing as value, and it's value that customers are looking for. As long as you provide outstanding service, pamper your members, and keep your equipment clean and modern, there’s no reason to cut costs to stay competitive. Quality is worth a higher price tag.
Offering the lowest fees might get clients in the door, but it won't keep them there. What you need to offer isn't inexpensive services, but great services for the cost. Tell prospects what makes you different, what makes you unique, what makes you the best.
If you can deliver on your promises, members will leave those grungy old clubs and come rushing to your shiny new doors.
Your Clients are the Best Marketing Team you could ask for
The next step is obvious: get the word out. But before you start funneling cash into commercials and flyers and newspaper ads, take a look at the marketing task force you already have in your possession: your clients.Think about it. Every time your members sing the praises of your fitness center to their friends and colleagues, they’re giving a personal testimonial – the most powerful recruitment tool in existence.
Rather than pumping your cash into advertising campaigns that may prove fruitless, pump cash into making your client base into your own personal marketing flotilla. Give them free passes to pass out to friends. Launch a rewards program that provides bonuses for referrals – free sessions with a personal trainer, discounted merchandise, reduced monthly fees, or other juicy incentives.
As long as your members are impressed with the quality of your club, they’ll eagerly mention you to anyone who’ll listen – especially when they know they’ll get something in return.
NEED MORE FITNESS CLIENTS?
Here are the best Fitness Marketing Tips to take your Personal Training business to the next level.
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