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In Print The Essentials

Creating Value Through a Relationship


Health and wellness are a part of every person’s life regardless of whether they choose to invest in it or not. There are 7 billion prospective members out there who have some kind of goal for themselves mentally or physically, no matter how minute or how unrealistic that goal might be.

As fitness professionals, our obligation should be not to look at each new person (that we are lucky enough to have walk through our doors) as a number, but as a cinder block of our institution. Treat your members as a valued part of your brand from day one. You are nothing without them and the feedback based on their experience is the most powerful tool you have.

During the sales process, a genuine conversation can make a world of difference. Connect on the human level with a prospective member and discover how you can make their time in your facility translate into an overall better life outside of it.

Health and wellness aren’t just about getting bigger biceps. It’s about making sure that all individuals feel better, sleep better, treat others better, gain a sense of camaraderie and obtain an overall excitement about what their day holds from the moment they wake up. It is amazing that a 4,000-square-foot facility could possibly do that.

The thing is that it is not about the facility; it’s about the people that make up the facility. It starts from day one, not six months down the road when they haven’t been contacted, informed or held accountable with genuine care.

The next time somebody asks about a membership, simply tell them how happy you are that they decided to make today the day to come see you. Tell them how excited you are to hear about their goals. Dig deep and build trust through a genuine concern for their wellness. Show how you and your brand can personally help them achieve their goals inside and outside the facility. Simply put, be everything that they need you to be. Sales will follow.


Ethan Smoorenburg

Ethan Smoorenburg is a franchise business consultant with Anytime Fitness Corporate. He can be reached at ethan.smoorenburg@sebrands.com.

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