It’s early fall, and parents everywhere are breathing a sigh of relief now that the kids are back in school. What follows is always a desire to get back into a sustainable routine. As a club operator, you have an opportunity to capitalize on the transition of the seasons to ensure that this new routine includes your business. This month, I’m offering three easy-to-implement events all designed to point attention towards your facility.
Topic-Specific Educational Offering
I’ve always found that topic-focused tutorials are cost-effective retention tools. These sessions can be particularly appetizing to segments of your member population who may not be captivated by the more traditional marketing efforts of the business (so long as the subject matter is appealing). Potential topics could include:
- “Exercise, the antidote for a good golf swing”: Traditionally, this would be led by a personal trainer with golf-related experience. Ask the local golf retailer to provide coupons and product samples that create additional value and spread intrigue for future related events.
- “HomeEc 101 — cooking for a family this school year”: Led by a nutritionist or registered dietitian, conducting this in a visual location within your facility is a plus. Solicit traditional co-op marketing opportunities with local retailers like Weight Watchers. I’ve seen retailers offer cooking demonstrations remotely that are broadcast on-screen in the facility in real-time.
Fall Orientation
Depending on what types of products you provide, a school-themed orientation can simply be an off-shoot of the more conventional “open house.” Dovetailing on the aforementioned ideas, brainstorm some creative and informational topics that can be used to create interest around parents’ and students’ changing schedules. This is a good time to spotlight programs and services that are offered after school or on the weekends, even if these are programs offered year-round.
Themed Parties
This is one event that not many facilities are accustomed to. Fortunately, a themed party can be one of the more cost-effective events to offer. Most of the expenses related to the event surround the marketing and promotion of the event itself. Successful party themes include:
- Night Club: Generally done in a dark setting, incorporating black lights. If black lights don’t already elevate your pulse, you can add party favors like Powerade® served in martini classes to add to the ambience.
- 80’s Dress Up: Complete only with the finest MC Hammer tracks.
- 90’s Hip Hop: Many people are still living this. So, extending the opportunity to “celebrate” it shouldn’t be much of a stretch.
Garrett Marshall is the Business Development Director for Fitness On Demand. He can be contacted at 952.567.2710 or at sales@fitnessondemand247.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
