The lifeblood of your business is to attract and retain members. Without members your club would not exist. That means that the most important factor in the success of your health club boils down to how well you attract new members and retain existing members. Members come to your club for basically one of two reasons:
1. To get in shape and look good.
2. To stay in shape and look good.
There are many ways to attract members to your club, but none more impressive then offering state-of-the-art facilities and service. You may call it the “WOW” factor. It is important to the success of your business to consistently “WOW” your potential new members as well as your existing members.
The Ultimate “WOW” Factor
We know that members come to your club to look better and people who workout are a much higher probability to tan. A golden tan can make a lasting impression on their self-esteem. So why not give your members the ultimate “WOW” factor and experience at your facility by offering them something revolutionary that gives them the ability to tan while they shower.
A total revolution in the health club industry has begun with a product that tans and purifies while it cleanses your members. Ultraviolet rays warm the skin, while cascading water slides away your members’ impurities leaving a clean glow and a deep healthy tan. UVA rays stimulate the skin to produce the pigmentation that naturally protects it, at a faster rate. Also, UVB rays contribute to a longer lasting tan. Laboratory tests prove that the presence of water increases the tanning effect of UVA rays by 30%. Water also keeps the body cool and the skin moistened, preventing dehydration.
Vitamin D, which is indispensable to the body, is activated by exposure to ultraviolet rays, either naturally or artificially. Once produced, Vitamin D helps to absorb calcium into the body, which in turn, is distributed to the bones. Vitamin D helps lower blood pressure and rapid cardiac rhythm, while enhancing the transportation of oxygen in the blood and has also been proven to lower levels of cholesterol in blood. In addition, Vitamin D increases the resistance to infections and at the same time, it builds muscular strength.
Imagine the impact on your club to actually have a tanning shower that saves your member’s time by allowing them to tan while they shower all while increasing your club’s profits.
Studies show that people have less and less time these days and if they do not have a lot of time chances are they will not tan. But how many of your members take a shower. Truth is they all do whether at home or your facility, but more members probably shower at your facility than tan. How many members that shower at your club would also tan if they could do it at the same time and get amazing results in 8 minutes or less?
Now think of the revenue that you could generate by offering a shower that allowed your members to tan at the same time. In essence saving them time and putting additional revenue into your club’s pocket.
Increase Revenue With Tanning Showers.
Immediately all members that shower at your facility become prime candidates to tan while they shower. Your revenue per member could potentially skyrocket. Studies show that at least 15% of members at a health club are tanning somewhere. The question is, “Are they with you?” This percentage only reflects the members that tan using traditional tanning equipment as opposed to a tanning shower. So imagine how many more members would actually purchase tanning if they could tan while they shower. Your club now has opened another potentially lucrative revenue stream, not too mention a wonderful marketing tool for new members. It would make your club stand out from the crowd and can be used as an effective retention tool for current members… The “WOW” factor. They wouldn’t be able to go down the street to the local tanning salon and find a tanning shower. Plus, they would have no need to go anywhere else for their tanning. Your club could make the additional profits that the tanning salon is making.
For example, let’s assume a club has 2000 members and 15% are tanning somewhere. That means there are 300 potential new clients for your service. If you only convert 1/3 of those customers to tan at your facility rather than someone else’s, then you have 100 new tanning customers. If these customers tan on average of one time per week, at an average of $5 per use, you can increase your club revenue by $2,000 per month ($24,000 annually). And just think of the members who currently shower at your club and who do not tan…. They are now potentially a whole new revenue stream.
Bottom Line
Members will continue to patronize your club because the experience you give them each time they are in your facility. By providing state-of-the-art tanning showers, you can increase customer retention, attract new members and increase revenue. Your members shower, they tan, so why not give them the ultimate convenience of doing both together.
Michael Manley is the Director of Sales for Idrolux USA, LLC. He can be contacted at 877.437.6589, or by email atmichael.manley@idroluxusa.com, or visit www.idroluxusa.com.
