Metabolic testing services allow you to provide your clients with powerful information regarding their bodies. For example, by measuring their Resting Metabolic Rate (RMR) you can show your client what is the most calories they can eat and still lose weight. Similarly, by performing VO2 fitness testing, you can determine exact workout zones based on a client’s current cardiovascular health. Both types of metabolic testing can benefit clients, but how does it benefit the club owner?
1. A Gateway to Other Revenue Services
Metabolic testing draws a great deal of interest from customers. Metabolism is the hottest topic in fitness! The test results draw clients in to what is going on with their own bodies. They become engaged in the process of burning calories and improving their fitness.
After testing is an ideal time to introduce clients to other services you may offer. For example, after performing a VO2 assessment and discussing the results, your personal trainer can offer services to help create a customized workout plan for that customer. Or, if weight loss is their goal, you might test their RMR, then direct them to a weight loss program you offer or nutritional supplements you may sell. Ask your fitness director or other program director how this might work for you!
2. Strengthened Point of Sale
Closing the sale on a new membership can be tricky. Even the most experienced sales person needs to “sweeten the deal” to get a commitment. Would your salespeople be able to close more sales if they had more to offer? Some clubs offer the VO2 assessment free for customers buying a “Gold” level account. Ask your salespeople how it may help them.
3. Customer Satisfaction
De-conditioned athletes will know their exact workout zones, leading to more comfortable workouts and greater compliance. Testing can show their improved VO2 levels as reward for their efforts. They will stay motivated even if the scale or the mirror doesn’t show progress very quickly. Results will follow, as will greater client retention.
High-performance athletes are thrilled to have access to the same training tools used by professionals. Their competitive nature drives them to test and retest as they strive to beat their best and give themselves that “edge.”
Clients who are concerned about their weight (Which is most everybody, isn’t it?) have a lot of questions about their metabolism. Most are convinced theirs must be slow. So, give someone a chance to actually measure their metabolism (their RMR)…They will line up with checkbooks and credit cards in hand!
4. Image and Prestige for Your Facility
Are you “keeping up with the Joneses?” Falling behind? Or, leaving them in the dust? Spice up your marketing campaign with the fresh, exciting image of new technology!
5. Return on Investment
Metabolic testing can be a source of revenue. When was the last time you purchased a piece of equipment that actually paid for itself? Clubs report that clients are willing to pay anywhere from $60.00 to $120.00 per test. And, clients repeat the testing every four to six weeks to track their progress, so the income is ongoing. Metabolic testing can generate as much as $30,000 each year by performing just one test each day! Yet the equipment costs no more than the average treadmill-quite the return on investment!
Metabolic testing can strengthen sales, marketing, retention, and revenue. Additionally, it is surprisingly affordable and easy to operate. It is truly the most beneficial piece of equipment you can add to your facility!
Scott Kofoed, Ph.D. is the President of KORR Medical Technologies, Inc. He can be contacted at 801.483.2080, or by email at scott@korr.com.
