What is the best way to get started to bring nutrition services to your club? Do you already have a plan? Do you have someone on staff who is capable of coordinating activities? What would be your first step?
From a management standpoint, having a strategic plan would be desirable. But if your club is not ready for that, there are simpler ways to begin.
There are several companies offering online meal planning to members of clubs. This is a fairly easy option. Members are given a code to access the program and can manage their dietary needs on their own. Of course, there are many such systems as well as “apps” available for little or nothing on the Internet, so your offering would have to be very easy to use and competitively priced.
Another option would be to have a personal trainer or other staffer with some nutrition background organize fun activities at the club, such as a recipe exchange or bulletin board. These don’t require professional training and create camaraderie among the members.
The next level is to have a qualified nutritionist or dietitian available for consultations. This person could be part-time at first, until demand increases. Although this may seem like an expensive option, they’re a few things to be considered.
Most clubs know where their revenue comes from. Of course, membership dues make up a large part of the income. But there is also a substantial revenue stream from personal training, programs, “kid’s clubs”, etc. These non-dues sources show that people are willing to buy other services.
If we know for sure that people are willing to spend money on other services, then there is a huge untapped market for nutrition services. With appealing programming, your club could be penetrating that market. And remember, the most effective means of reaching into individuals’ pockets is through one-on-one contact that creates accountability.
Very simply, your nutrition services, including the skills of a nutritionist, are not an expense, but rather a source of revenue. Perhaps it’s like that old adage that you have to spend money to make money. For example, if you spend $500 and you make $1000, you have made a profit of $500 that you would not have otherwise had. Makes sense, right?
So instead of thinking of how much it will cost your club to hire a nutritionist, think about how much new revenue this person can develop among the members who are willing to pay for additional services. If there are some members who are not buying anything else you offer, maybe this will be the one thing they will really want.
Judith Samuels, M.A. is a certified nutrition and wellness consultant and master personal trainer at Sport&Health Clubs in the Washington D.C. Metro Area. She can be reached via e-mail at judi@judisamuels.com.
