Coach Gyms: Redefining Affordable Luxury

February 2021 Club of the Month, presented by ABC Fitness Solutions:

Coach Gyms, est. 2020

The U.K.’s Coach Gyms is a stand-out facility due to the way it has leveraged technology to gather and track critical KPIs to refine the sales process, build its prospect database and increase membership. Here, Stuart Perrin, the CEO and founder of Coach Gyms, shares more insights into their keys to success and aim to “Redefine Affordable Luxury.”

The pandemic has brought new challenges to gyms regarding sales and marketing. Can you share ways you’ve found success through leveraging technology?

SP: By using integrated platforms such as GymSales we can pivot quickly to update our existing members of new products and services to ensure continuity of income while communicating to our prospect database quickly and efficiently when we have new offers and promotions. Speed to react and clarity of communication are key in these uncertain times, whether that’s delivering your latest promotion or a temporary closure notice.

What is the importance of leveraging KPIs to gather insights and real-time data on the sales process?

SP: What gets measured gets managed. If you don’t have insight at an individual-, club- and/or enterprise-level and how you’re performing against a predetermined set of KPIs, then how do you know when you are off-trend, let alone how to fix the issue? Insights will give you the knowledge to make business decisions to improve processes and performance.

What is the importance of having a strong technology partner like GymSales? What should clubs look for in a technology/software partner?

SP: It’s paramount to have a software company that is quick to react, and gives you access to the data you require that is also supportive. Also, the software must be simple to use at all levels of the business to ensure minimal friction and maximum productivity.

What other sales and marketing advice can you share, or keys to success? 

SP: Take massive action. Your work ethic and attitude will always determine your altitude. Expend when others contract and if you’re not in the market or making contact, then you are already behind the curve. 

What’s the best piece of leadership advice you could give to other operators? 

SP: Stop managing people and start leading — buy-in is 99% of the battle. Surround yourself with the best people you can afford and listen to them, you don’t know everything. Also, never stop learning.

Created in partnership with ABC Fitness Solutions. Visit abcfitness.com for more information on how they can help your fitness business.