How are you letting your members know about the nutrition services you are offering? Do you have dedicated space, like a bulletin board or kiosk where members know they can look for information? Do you simply rely on fliers and word-of-mouth? Or, do you have a “stop” on the new membership tour for your services to be displayed?
Having the best display possible is an important strategy, because in many cases having nutrition services may mean the difference between someone joining your club or going to the competition.
I had a conversation with a client this weekend who pointed out that he specifically looked for nutrition services because he wanted a weight-loss program, and one that would hopefully help with his Type 2 diabetes. We have a program and the club down the street did not. It was as simple as that.
According to American Sports Data, 87 percent of all people who join health clubs cite weight loss or weight maintenance as their primary reason for joining. But, it is important to understand that the true weight-loss customer is not simply someone who has gotten off track, but someone who has been struggling for years with being overweight.
Often, these are folks desperately wanting to change their habits and lose weight, but who don’t necessarily want to exercise and get fit! Additionally, they may think of exercise as torture and weight loss as deprivation! So how can you offer a weight-loss program that sells and how will you let prospective members know about it?
I believe it has to start in the membership sales process, aided by whatever media you can afford. It needs to be part of a total solution package while the prospect is in a decision-making mode. If the weight-loss program is presented later, then we have sent the message that exercise alone can solve their problem, and they will only be disappointed later when they find out that exercise alone doesn’t work.
Ideally, there should be a permanent location in your club where it is obvious that your nutrition services are a valuable part of the club culture. The new membership process should include a needs analysis and a presentation of options that make choosing the weight loss program seamless and easy.
In this economy, we have to attract new customers but we also want to increase the per member revenue. Having a weight loss product that is easy to introduce at point of membership sale would meet both these goals and also enhance our members’ satisfaction with our club and improve our member retention.
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.
