Type to search

Column Operations

Operations: Trending Tips for Growth


What’s the best way to grow your business in 2018? For some club operators, this question is daunting.

But it doesn’t have to be (daunting that is). In a recent webinar by Carolyn Fetters, founder of Balanced Habits, she explained there are a number of proven strategies clubs can take to grow their businesses this year, including:

  • Strategic brand alignment
  • Branding your company more effectively
  • Multiple profit centers (departments)
  • Operating systems for efficiency
  • Being prepared for new business and opportunities

During the webinar, Fetters provides an overview of each strategy and how it can benefit clubs. Ultimately, growth comes down to choosing which one (or more) best aligns with your business model and its goals.

Clubs should also keep the following in mind:

Understand who you are and who you serve. “Understand every aspect of your brand and position it to stand out in a very crowded space,” said Fetters. “To understand your customer, it’s really a great idea to create a customer avatar that identifies who they are. So sitting down with your team and identifying who you serve, their age, their gender, where they live, what their goals are — learn every aspect of your customer, so that all of your marketing can speak directly to that person.”

Be super clear on your business’ unique selling proposition. “What do you want to be known for? You can’t just be a great gym with fabulous trainers, beautiful equipment, nice showers and maybe a smoothie bar,” said Fetters. “Anyone can do that. You have to figure out what you can do to set yourself apart from your competition.”

The final and most important step, said Fetters, is action. “Have a clear vision of what you want a new department to look like,” she said. “Ensure that any new departments and all that you have now are systematic and efficient — this is how you can multiply and scale.”

For additional insights on growth, watch the full webinar here.

Rachel Zabonick-Chonko

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

  • 1

You Might also Like

1 Comment

  1. Halle May 23, 2019

    This is a great read! I really liked the part about setting yourself apart from your competition. I think that often times gyms don’t do a good job of this. They want to be better than their competition but they don’t do anything that sets them apart. I think what sets good gyms apart from great gyms is the customer service. People enjoy feeling warm and welcomed into a place that can sometimes intimidate people. Even if it’s just a friendly smile or knowing my name when I walk in the door.

    Thank you for this read 🙂


Leave a Comment

Your email address will not be published. Required fields are marked *

[adrotate group="117"]
<div class="g g-117"><div class="g-single a-943"><a class="gofollow" data-track="OTQzLDExNywxLDEw" href="http://www.elementpersonaltraining.com/" target="_blank"><img src="https://clubsolutionsmagazine.com/wp-content/uploads/2022/08/Element-Personal-Training-CS-August-BYG-Banner-UPDATED.gif" / width="640" height="480"></a></div></div>
[adrotate group="111"]
<div class="g g-111"><div class="g-single a-937"><a class="gofollow" data-track="OTM3LDExMSwxLDEw" href="http://get.fodvirtual.com/cs22-so1o/" target="_blank"><img src="https://clubsolutionsmagazine.com/wp-content/uploads/2022/07/FitnessOnDemand-CS-July-Welcome-Banner.gif" / width="640" height="480"></a></div></div>