Today’s health club is relying more on revenue streams aside from the members’ dues. Making sure your juice bar runs efficiently and profitably is key to making it a true profit center. Clubs taking full advantage of smoothies and recovery shakes should expect 12 percent to 18 percent of their profit stemming from the club’s juice bar. If you are having trouble finding any profit in the endeavor, below are some key tips to running a successful, and profitable, juice bar.
The first and most obvious tip to try is sampling. It’s not just about having free samples for members to try. Also knowing what shake to sample at a certain time of the day can make a huge difference. For example, sampling breakfast or meal replacement shakes in the morning would be ideal. Knowing where in the club to sample is also important; keeping the samples on the counter at the juice bar is the easiest method, but also the least effective. Instead, check the schedule! Know when your spin class is about to let out, and have an employee stand at the door with a tray of samples. Everyone leaving the class has just killed themselves on that bike, and is dying for something cold and delicious. Talk about perfect timing! Another great time to offer samples to members is when checking them in. When the employee is holding the member’s key tag, it is the opportune moment to inform the member about the new offerings at the juice bar. He or she can also give the member a free sample when returning their key tag, one that they might be interested in purchasing after their workout for the day.
Having staff that is not only educated, but also committed to the juice bar is also essential. Juice bars that don’t have the support of the club’s staff will most likely fail. It’s very important to make sure your staff knows that this is a profit center for the club, and that pushing people away from purchasing a smoothie will not be tolerated. One department of the club that can make or break the juice bar is the trainers. Trainers are constantly with members and can push and advocate the juice bar better than anyone else, especially considering their one-on-one time with members. The employee making the shake is also seen as an expert in the member’s eyes, properly guiding them to the right selection. This will not only help with up-selling additional additives, but also in gaining a repeat customer. Make sure that there is literature around the club, as well, so members can further educate themselves on the topic.
Member interaction is also a fun way to get members involved, and can also be effective in cross-promoting other items or services available to members. “Happy Hour,” which can be set for any time of the day, is a great way to offer an incentive for members to visit the juice bar. Examples include “Buy 1 get 1 half off,” “Get an extra scoop of protein free,” “Enjoy a free additive,” and “Get 24 oz for the price of a 16 oz.” Another great promotional tool is the use of a spinning wheel. Think “Wheel of Fortune.” They’re easy to find; check your local crafts store, and members love spinning the wheel for a chance to win. The best way to incorporate it into your juice bar is by designating certain smoothies “spin-eligible.” These shakes could be new or possibly slower-moving flavors. This is also a great time to cross-promote, designating “slices” of the wheel “free tanning session” or “free personal training session,” for members to win.
The last key is one that is constantly overlooked by owners, but it is by far the most important — the costs to make the shake and sell it to the member. This includes everything from the protein added to the shake to the location of the juice bar itself. Some of the most successful juice bars are at the front desk, allowing a smaller staff to cover more area. This not only cuts down on your staff overhead, but, allows the juice bar to be positioned so the member will see it either on their way in or out of the club. Lastly, knowing your cost and profits from the juice bar is key. Also, making a marketing change every year or two is key to keeping members coming back.
Albert Daily is the vice president of sales and marketing of SmoothieCompany.com. He can be contacted at 888.426.9222, or by e-mail at Albert@smoothiecompany.com.
