How do you determine the direction for which your business grows? Do you spend time pontificating on the shift in industry, or adjustments in the financial landscape?
In my mind it is imperative that you don’t spend time deciding on how you’d like to see your business grow, but rather look to your customer base as to how your business grows and shifts.
For example, would you believe that your customers know the best area for you to open a new club? Truthfully, the vast majority may know little or nothing about commercial real estate, marketing or property development. However, they probably know better than you why they enjoy going to your club.
This insight into your customer’s thoughts can help you better understand all of the necessary moves to help grow your business. Although your customer may not understand commercial real estate, they do know why they chose to live in your club’s area, as well as who they are and why they exercise at your club. If you are looking to open a new club, attempt to dissect that current member and find a replication of that customer in a new area.
Additionally, do you think you know what type of equipment is best for your members? Track your usage and the results may surprise you. You may believe that customers would love a larger functional space, but if you track the usage of the current functional training space, you might realize that it is used the least out of your entire club. The same could also be said for certain cardio and strength pieces within your club.
You can learn a lot about your company and opportunities for growth by simply looking to your members. No, they probably won’t be able to walk you through the financial numbers and the best way to leverage your business for greater opportunities, but they will be able to drive great locations and moves that help you grow exponentially.
Take time this week and speak with your members. Get face-to-face with them and let them tell you why they love, or hate, your club. Determine who your member really is and why they use your club. Once you do, use that formula to find their clone and open your next store.
Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.
