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Ask an Expert on Pro Shops: Dayana Silva

Dayana Silva. Photo courtesy of UFC Gym.

Dayana Silva. Photo courtesy of UFC Gym.

You have questions, we have answers. We took some time this month to speak with Dayana Silva, the merchandise manager for UFC Gym, about executing a successful pro shop in any fitness business.

Why should every club have a pro shop?

DS: The UFC Gym Store is a great amenity for the members and guests. The gym can be a one-stop shop for all of their workout needs. Plus, it is a great way to generate revenue and improve member retention for the gym.

What makes a pro shop inviting to members?

DS: The proper merchandising will motivate the member to walk into the UFC Gym Store, however it is the right products, such as dotFIT supplements, TRX Suspension Trainers, apparel and MMA gear that will inspire them to stay, look and shop.

How can shops be used in a marketing strategy?

DS: The UFC Gym Store creates brand awareness. Our members are proud to represent everything it means to be a UFC Gym member by wearing branded gear.

Why is the pro shop a great part of UFC Gym?

DS: The UFC Gym Store provides everything members and guests need to be successful in attaining their goals. We provide our members with the best possible shopping experience. The UFC Gym Store provides everything that is necessary to help them stay on the right track from the day they join our UFC Gym family. We also have food services called “The Arm Bar” with a wide assortment of healthy shakes and food to get immediate nutrition before and after a workout.

What advice would you give to clubs with struggling pro shops?

DS: Product placement is key. Members tend to gravitate to certain parts of the gym and spend a substantial amount of time in the front. It is important to not overwhelm your members with too many products. Merchandising is also critical. Shuffle your products weekly. Most members come in at least three times a week to workout. Showcasing a different product or products every week will keep members engaged and they will invest more.

Top 5 Elements of a Successful Pro Shop:

1. Product Placement

2. Unique Products

3. Marketing

4. Customer Service

5. Retail Price Points

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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