Keith Scheinberg, the founder and CEO of Cryo Innovations, shares the benefits of adding a cryotherapy profit center to your business model.
Gyms need financial recovery now more than ever. But business owners can sometimes overlook the lucrative recovery needs of their members. How can recovery-as-a-service help you maintain your current roster while adding a new, consistent profit center for your facility? Simply offer something rare or unique and routinely educate your staff on post-workout recovery.
Members Want To Train Differently
Today’s gym members are not only interested in losing weight and gaining muscle. They also want post-workout recovery available in the same facility. Customers are now hyper-concerned in wellness as part of their exercise regimen. Gym owners who think they can attract new customers with another shiny set of weights will be sorely disappointed. In southern California, gym owners are consistently allocating part of their equipment budget for recovery and their annual memberships are increasing. What is the result? Boutique gyms and clubs are drawing a more affluent clientele for longer term memberships than ever before. Adding cryotherapy is a simple answer to boost your gym’s popularity, while also generating a solid profit in three minutes per session.
Marketing Recovery Methods
Advertising efforts should emphasize the full-spectrum of customer-care. Whatever your favorite recovery methods are — cryotherapy, sauna, float-tanks, etc. — your memberships should include them as a premium package offering. Members are looking for unique experiences that are different and share easily on social media. This is evident in whole-body cryotherapy. Celebrities are posting their experiences in cryotherapy chambers daily. Why? It works quickly, it’s different and visually exciting. That is a recipe for earned media coverage on a regular basis.
Ask The Question
Your staff should regularly ask members, “What are you doing for your post-workout recovery?” You will be surprised at how many people literally do nothing after a grueling workout besides shower. But asking the question begins the process of helping members understand the necessity of muscle recovery. Members are also searching for a sense of belonging and community. Regular inquiries of how they are preparing and recovering from exercise develops friendships between members and your staff. If the methods of recovery — like a cryotherapy chamber — are already in place in your facility, then the service will sell itself. As an added bonus, your members will be thankful for the staff who demonstrated individual care about member health and member recovery.
