Everything you are doing in your business is being challenged by something new, and this disruption is demanding fitness industry leaders and operators stretch, grow and thrive in order to evolve.
Having just returned from the IHRSA European Congress, it is evident the majority of the industry is not happy with membership penetration. The right sales and service culture, strategic marketing plan, people, programs and products will remain the essentials in order to remain innovative and competitive. What worked in the past and brought you success today will not guarantee you success in the future.
Do not sit still. It is a time of awakening. To move forward, find out what you have a reputation for and how to position yourself in a way that allows you to stand out, be seen and heard.
Commit time and resources to working on your business, not just in your business. For example, you might have the best group fitness or small group programs and the top instructors — but if no one knows this, then you will not be or remain front and center in people’s minds.
Learn how a brand grows and figure out how to position your products and programs within the Google family as the “No. 1 kid on the block.” Learn how to “celebritize” your instructors and trainers. Use technology and social media to optimize your brand and positioning. Invite your instructors, trainers and members to get involved in building and positioning your brand.
Understand what you are selling. It is not access to your club, but rather a membership to your community. Stop selling on price — it is not the value. Sell the experience as the value. This is what the boutiques, and even the low-cost clubs, have been able to do extremely well.
Be mindful in your approach to the future. To remain strong, agile and ahead of the curve you must be mindfully fit. The best way to create the future is to invent it.
Mo Hagan is vice president of program innovation for GoodLife Fitness and canfitpro. Email her at mo@goodlifefitness.com.
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