Terry Woods, the VP Sales – Americas for Myzone, share three simple ways your facility can improve gym membership sales.
You don’t need a long list to make big changes. Here are three ways to improve gym membership sales.
1. Ensure you’re cultivating an inclusive environment.
It’s important to alleviate any intimidation around gym environments, even if you or your staff don’t believe that you’re operating in an intimidating space. You can never be welcoming enough for members of the community that may have a challenging relationship with physical activity.
One of the best ways of achieving inclusivity on the gym floor is through placing your members on a level playing field. Don’t focus on ability, or strength, or times but focus on effort – one example of doing this is through heart rate training and heart rate effort zones.
2. Boost your business’ bottom line through member retention.
Extending the lifetime value of your members is key for gym owners when considering bottom line, and pivotal to member retention is tribe mentality. An engaged community supports and motivates one another, whilst holding each member accountable for doing their part – putting in that workout time and effort!
Create an engaged community from the beginning of your members journeys and they’ll not only find it harder to leave, but they’ll want to stay.
Two great community boosting tools are; a group challenge or shared goal and providing a platform for members to connect with you, their club or trainer, and each other.
3. Meet your members where they are.
Times have changed, and there is now a heightened demand for hybrid fitness. The Global Wellness Economy predicts that the new ‘brick and mortar meets digital’ market will reach $1.2 trillion in value by 2025, nearly double the value pre-covid.
This means for club facilities there is a growing need to adapt and expand their offering beyond their four walls. A great way to do this is for facilities to embrace technology that allows them to simultaneously deliver classes both in-club and remotely, this also further benefits the club’s community aspect. Alternatively from a coach and programming perspective, they could look to track member’s physical efforts inside and outside of their facility, incorporating both areas of training into upcoming programmes.
No matter which tactic you choose to deploy or even if you choose to tackle all three, the key is ensuring full buy-in form your team and, where needed, sourcing trusted third party providers.
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Terry Woods, is the VP Sales – Americas, and can be reached viaterry.woods@myzone.org.
