In order to be known as more than just a workout facility, you must be willing to make your business the starting point for all things wellness. Help your members with everything health related and you will find an increase in member loyalty and ultimately overall revenue.
You need to be more than four walls with equipment to your members. You need to be more than a smile at the front desk. You need to be more than just a place for your members to come work out. You need to become a health and wellness “advocate” — your members’ guide to anything they need to get and stay healthy.
Think of yourself, above all else, as an EDUCATOR and WELLNESS PROVIDER.
You should be well versed in all aspects of fitness, health, and wellness. You should be aware of all the new trends in fitness and nutrition. You should create a Wellness Referral Network of professionals — including, but not limited to: Physical Therapists, Doctors, Acupuncturists, Nutritionists, Massage Therapists, etc. This is just a starting point.
You also need to offer the right programs to meet the needs of your members and think beyond fitness. Anything that is wellness-related needs to be considered in your offerings. They’re going to spend their money on those services anyway, why not have them spend it with you?
Think about your profit centers; what do you currently offer that is under-utilized and what could you offer that would be a win-win opportunity. Think about your retail shop, a smoothie bar, nutritional supplements, wellness workshops, grocery store tours, proper shoe fitting, posture assessments, a recipe book, a rolodex of local wellness providers in your network, among other things.
Once this is in place, you are now the hub of your community’s wellness network. In today’s time-squeezed, fast paced, information overloaded society we are bombarded with fitness, diet and stress management “plans” and “tips” from everywhere. Most of our clientele is extremely busy and experiencing a time shortage when it comes to caring for themselves. Many times they’re so confused that indecision becomes the decision.
That’s why your members need you. If you can be that one stop shop for all the information they need, you have now made their life easier, you’ll make more money and your members will remain loyal to you for a long time.
Curtis Mock is the host of www.FitnessBusinessTelevision.com the TV show for fitness entrepreneurs. He is also the executive director of gymsuccess.com. Curtis can be reached at curtis@clubsolutionsmagazine.com.
