Business consultants are very busy at the beginning of the year, because most business owners choose this time to analyze their organization, and usually hire professionals to show them how to institute better practices. Perhaps you are in search of someone who can come in and tell you everything you need to know, and what to do to increase your profit and visibility. Inarguably these are valuable components of improvement, but possibly the better suggestion would be to eliminate waste and unclutter complexity.
The only expert you need this year is one that can teach you how to KISS. Not the sort of kiss that would improve your love life, but the commonly known acronym, “Keep It Simple, Silly.” However, in the spirit of the New Year, the acronym must be slightly adjusted — “Keep It Simple Starting Today!”
Do not waste another moment on unproductive practices and complicated procedures. Today is the day to push your business forward with incredible force. The less baggage you have weighing you down, the further you will go. Now is the time to give your gym a big, fat KISS, by implementing simplicity.
Know What Works
The figure of speech, “Jack of all trades, master of none,” refers to a person that is competent with many skills but is not necessarily outstanding in any particular one. This has become a common pitfall for many fitness facilities that aim at increasing their membership by providing a little something for everyone. These facilities later discover that the average long-term member prefers consistency to variety. Increase your venue’s popularity by providing the services that get the most consistent use. Then, narrow your programs down to these areas. Members will appreciate the distinct attention to detail, knowing that they are receiving specialized service and equipment access that caters to their custom fitness needs.
Find the Right Fit
Hire people who already fit your culture. It is easier than trying to force someone to believe in philosophies and practices that may be against their nature. Build your staff with passionate individuals who organically represent your core values. Embrace individuals who are zealous for getting and keeping people at their physical best. The guidance they will bring will prove to be instrumental in establishing your facility’s reputation for helping members reach their goals. For instance, there are an estimated 69.9 percent of adult Americans who are overweight. When they decide to start reshaping their life, they want to know that they are being helped not only by a professional, but by someone who has an awareness of both the struggles and victories that come with working out and staying healthy.
Equipment with Enlightenment
It’s great to be a state-of-the-art facility with the latest equipment. On the other hand, if the equipment requires a two-hour operation orientation, it is less likely to be used. When choosing fitness machinery, keep in mind that knowledge and experience may vary from user to user, and that the ultimate goal of every visitor is to get moving. Jump ropes, dumbbells, kettlebells and medicine balls may be preferred by members looking to get back to the basics.
Get the Word Out
Before you spend millions on billboards, TV commercials and pay-per-click campaigns, think about the best way to reach your primary customer. Stick with one or two channels of communication to see how they compare in results. Do not fill your ads with more content than can be read in 30 seconds. Sharing testimonials from your customers is also effective, and speaks volumes to potential clients. The same rule applies to your website. It is often a prospective member’s initial source of information about your gym.
Although the “T” is not a traditional part of the KISS acronym, it is actually the most important part of this process. Start TODAY! Simplifying your life does not necessitate a board meeting or long planning session. It begins with determination and a decision. Decide today — you deserve simplicity.
Terrell McTyer is the Marketing Monster of Affiliated Acceptance Corporation. For more information visit www.affiliated.org, call 573-374-9970, or e-mail Terrell.McTyer@Affiliated.org.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
I believe you’re right on the mark. What you recommend is so simple. When I was in restaurant management and it came time to hire new personnel I always felt that it was like casting for a part. Who can I get to play this part? Sometimes someone with lots of experience and (bad) habits is less desirable than someone with less (or no) experience but the right attitude and personality!
Great ideas! I love the concept of KISST. Looking forward to your next piece!