My clients are either mainstream gyms charging around $40 per month for a single, simple access membership, or they are personal training gyms charging $100 to $700 or more per month for a membership that requires a coach for every workout.
The training gyms have an easy time finding differentiation from other fitness facilities. They typically only offer small group, large group or one on one. In other words, every time a member comes to the gym, it is by appointment with a coach or trainer.
The challenge these gyms have is that they are relatively new concepts. They may often get calls and emails from prospects who assume they are “come and go as you please” type gyms. Turning these inquiries into tours and eventually members can be challenging. These gyms currently build much of their sales from referrals. They are results based, and therefore can let the members’ changes in their bodies and attitudes do much of the marketing for them.
Mainstream gyms have a harder time. There are more of them currently, although that is changing over time. Twenty years ago, mainstreams didn’t face a lot of competition. And when competitors started coming in, there seemed to be enough members to go around.
Now, in many markets that isn’t always the case. The percentage of people who belong to a gym has not increased much in the past decade, yet the number of new players in the market has dramatically increased. For example, 10 years ago, there were essentially zero 24-hour key card gyms. Now, they are everywhere.
So, how do you separate yourself from the competition? Well, the first thing I always say is, get noticed more. This begins and ends with marketing. Be proactive instead of reactive. If you need a kick start on your marketing, text your email address to 612.310.1319 and I will email you back a marketing guide. In the text I need your name, gym name and job title.
Okay, you have marketing down. You are getting noticed and the telephone is ringing. Be different by mentioning your trial membership over the phone. Don’t be all about the sale. Be different by always being enthusiastic, positive and always working hard to get the appointment.
People will visit your website when you advertise on a regular basis. Be different by being the gym that offers a free e-book on how to lose weight, or how to exercise at home. The prospect simply provides you with an email address, and they get an e-book. Now you can reach out to them and invite them in for a trial membership.
Folks will be checking out your Facebook page as well. Be different by posting twice per day using a combination of motivation and education. Don’t use it to sell or list the times of your classes. Use Facebook to build a tribe of followers by inspiring and helping them with their health and fitness goals.
You are going to want to really be sure to demonstrate your differences when you are on tours. Everybody has different wants and needs. Find these out. Remember, people buy from people they like and people are inclined to like people who listen to them. Ask open-ended questions and focus on what you truly believe makes you different.
If you are a mainstream gym that charges $40 per month and are down the street from a $10-per-month club, you are only likely to survive if you are different. So, my recommendation is to become a training-centric gym. Get your small group and team training going so you are getting at least 25 percent of members involved. This will make you different. And this will also make you better. Text your email address to 612.310.1319 with your name, gym name, job title and the words “training centric” and I will email you back a resource that will help.
And lastly, please know that people buy “why” you do what you do. Think about that, and talk about it with your business partners and your staff.
Keep changing lives.
