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Recap: Ideas for Increasing Profits and Revenues

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On August 18, Club Solutions Magazine presented the eighth installment of a monthly virtual roundtable series on thought leadership, surrounding increasing profits and revenues.

Panelists included: Robert Brewster, the CEO of The Alaska Club; Shawn Stewart, the founder/CEO of Fuel Fitness; Amita Balla, the regional director of sales, West Coast, at Crunch Fitness – Signature; and Cassie Gallagher, the owner of Avenue Fitness. The discussion was led and moderated by Rachel Zabonick-Chonko, the editor-in-chief of Club Solutions Magazine. Sponsored by Digital Revenue Systems.

The following is a summary of top takeaways from the discussion, centered on increasing profits and revenues.

Profit and Revenue Post-COVID

  • Was a surge, but have had challenges recently due to the delta variant.
  • Fewer cancelations and more membership growth. Slow progression back.
  • There has been a cost control struggle.
  • Not everyone is thriving again, you’re not alone.
  • Lost trainers who didn’t want to teach virtually.
  • Use virtual to bring people into the club, not keep them at home.
  • Virtual is a great complement to in-club options.
  • We are a people-to-people business and going away from that is risky.
  • A lot of facilities are still in recovery but trending up.

Profit Centers Post-COVID

  • Have had a lot of success with personal training.
  • Small group training and Group X classes haven’t been bouncing back as quickly.
  • Keeping small group classes even smaller at two to four members.
  • Youth programming has been very strong since reopening.
  • Significant demand for youth programs and swim lessons.
  • Seeing a lot younger people in clubs.

Getting Members Back

  • Hard time to reconnect with canceled members. Having an easier time with new members.
  • Be in contact with your members on freeze. Use data to drive your decisions with them.
  • Provide trials to members on freeze.
  • Categorize your members and contact them when they are comfortable coming in.
  • Have a weekly schedule instead of monthly.
  • Offer a referral promo.
  • Consider having member appreciation parties.
  • Men and single people are returning quicker than women and family memberships.
  • Personal contact is more successful than an email or marketing post.

Tips for Driving Revenue

  • Outdoor fitness is an important thing to offer your community.
  • Meet your members where they are. Write a workout plan for a family workout while they are on vacation or recipes for people to try.
  • The pandemic has thrown the industry off its game. Don’t get lost in the weeds or get discouraged.
  • Be aware of all the government aide and tools available.
  • You may have to wear a few hats for awhile.
  • Keep your price integrity. Now is the time to raise membership prices.
  • Focus on member experience now more than ever.
  • Your marketing matters. People are tired of hearing about COVID-19.
  • Invest in the right people for your staff. Build up your employees from within.

Final Takeaways

  • Lean in. Leaders must lead. Talk to your staff and members. Do what you do best.
  • Invest in your team and community. Be there when they need you.
  • Be a COVID-19 excuse-free business. Deliver to your members.
  • Be present like you were before.
  • Be bold. Be a sales and marketing machine.
  • Gyms have been a safe environment.
  • Contact your senators and representatives about the GYMS act.

Love learning new insights from other owners and operators in this format? If so, consider joining a Club Solutions Mastermind Group. We offer four different types of peer-to-peer groups for every level of health club management. Email Bob Surface at bob@peakemedia.com for additional details while spots last.

Access the on-demand version of this webinar.

Access the audio-only version of this webinar.

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Taylor Brown

Taylor Brown is the assistant editor for Club Solutions Magazine. She can be reached at taylor@peakemedia.com

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