Club owners share two common concerns; how to get more customers and how to keep the customers they have. With research showing that member retention is dependent upon client results, nutrition is key to have firmly in place. Obesity rates are climbing and gyms are in a prime position to be a “one-stop-shop” for their members, and prospective members, who don’t know where to turn for help.
It has been reported in the New York Times and other reliable sources that the American Health Care system is gearing up for a more palliative approach to treating obese patients, and they are looking to the fitness industry to close this gap. Understanding that sustainable success comes from a lifestyle approach, combining fitness and nutrition into a synergistic partnership, there is no better time to include a nutrition solution into club services. Clubs offering everything a client needs to be successful know first-hand that client retention is 50 percent or higher than their competitors who don’t have the “one-stop-shop” mentality.
Do you need a nutritionist or registered dietitian on staff to fulfill on this? Not necessarily. In order to be called a “turn-key solution,” one has to offer every aspect to ensure all needs are met. Consider looking for a nutrition program partner who can, in partnership with the club, act as an educator for the club’s staff.
A nutrition program partner that comes with the validation of not only a Registered Dietician and a Nutritionist but also with proof of concept that seamlessly integrates into any fitness modality. Realizing that Nutrition is more than just a “service,” is key to implementing a Department of Nutrition that significantly contributes to reliable and consistent revenue.
Providing short-term “community events” using a structured, yet scalable nutrition-centric offering as well as an one-on-one long-term program, meets the needs of both the customer and the clubs diverse opportunity to build an awareness within the community as “The Transformation” facility. Lead Generation and Client Retention needs are met with an entirely new marketing opportunity not previously available.
With big box and boutique franchise locations opening up almost on a monthly basis how can you retain customers? The answer is so simple you might not think of it. Meet all their needs. Fitness Club customers join because they have a goal in mind. By supporting them to achieve their goals, retention improves with happy customers who have no reason to stray to your perceived competition.
So simple. Give your customers what they want.
Carolyn Fetters created Balanced Habits to fill the gap in the fitness industry of a practical approach to nutrition. Balanced Habits is not a product-based nutrition solution. Real food, real results. For more information call 657.231.6779 or email carolyn@balancedhabits.com.
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