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Are you a generalist or a specialist? Are you a “mainstream” club that offers a variety of programs and services, or are you a boutique studio that focuses on one area of specialization?
If you know who you are and know what you are best known for, and you are delivering excellent service on that front, you will thrive through these very disruptive times. If you are trying to become something you are not, you will potentially lose your identity and soon after, your members.
Instead, focus on your strengths, promote your personal trainers and group fitness instructors like local celebrities, and find ways to build value in what you offer. The Millennials and Generation Zs are value focused — not price focused. When you know who you are and know who you wish to serve, then you can focus on what and how best to connect, relate and build relationships with your members and your community.
The fitness industry could benefit further by finding ways to create fast addiction, instant pleasure and low intimidation, as well as immediate ways to connect and build relationships with members.
The common theme here is speed at which we create an impression and leave a lasting one. Consider offering your personal trainers opportunities to sell and serve their clients online or virtually. Show your group fitness instructors how they can build a social media following of raving fans so they can promote their classes at your facility. Offer an online joining option for prospects and find ways to get consumers connected with you, even if they do not buy a membership or service from you just yet.
Owners and operators should review and re-think their value proposition. Having a 24/7, clean and safe environment is not enough.
Eliminate the services in your club that are no longer profitable or being used. Move your business forward and remain competitive. Be different to make the difference. Cultivate a mindset, business plan and vision for success.
Mo Hagan is vice president of program innovation for GoodLife Fitness and canfitpro. Email her at firstname.lastname@example.org.