Here, Trainerize shares four things successful clubs are doing right now to stand out from their competitors.
To be a leader in the fitness industry you must stand out amongst the competition. To do so, you must be fully aligned with industry trends and what your members are looking for when they visit your club. There’s been a shift in the fitness industry lately and to keep up with the crowd you must be in the know.
1. Doubling down on technology.
If the last few years have taught us anything, it’s that the right technology can make a huge dent in the resilience, adaptability, and growth of fitness clubs and studios. Just because businesses have re-opened their doors and members have headed back to their local clubs, doesn’t mean it’s time to retire your tech.
For forward-thinking clubs, technology is no longer a negotiable element. These types of clubs are using tech not only to connect with members, market their services and deliver their offerings, but also to build communities, open up new revenue streams and streamline day-to-day operations.
To do all this, clubs will need to make sure they’re investing in not just any technology, but the right technology. This means going beyond basic class booking or on-demand content apps and selecting platforms that are versatile enough to support multiple service areas, and drive key business metrics like member engagement and retention.
2. Rethinking traditional membership models.
Top clubs are further reaching new audiences by taking advantage of the hybrid training model. By offering a mix of in-person and online training sessions to literally anyone around the world, clubs are tapping into new revenue streams like no other. With extras like virtual group training sessions, for members with busy work schedules, for example, clubs are able to provide a premium, multi-faceted hybrid experience that members appreciate and value.
The introduction of hybrid and flexible memberships also allows clients to have more control of their monthly subscriptions. Being locked into a year-long membership can feel daunting for most people and in light of more flexible work schedules becoming the norm, clubs are now offering more flexible options too. This flexibility demonstrates an understanding of the wants and needs of their members resulting in stronger member retention.
3. Shaking off outdated industry perspectives.
“Gymtimidation” is a term some experts use to describe gym-goers who feel pressured when trying out new machines or lifting free weights. This pressure can be the reason members leave the gym early, skip training sessions or stop going to the gym entirely.
To offer a more inclusive and welcoming experience, clubs are moving towards marketing training options for all types of fitness goals beyond losing weight. To ensure new members are walking through your club’s doors, try representing various body types and an array of fitness style in your marketing initiatives so individuals can see themselves aligning with your brand.
4. Thinking beyond just fitness.
Gym-goers these days are looking for a premium experience while on and off the gym floor. To deliver on this ask, clubs are now offering their members options beyond fitness. Clubs now go the extra mile for their members comfort by adding small touches like nice shampoos, lotions and even deodorant in their changerooms. By doing this you are giving your members more reasons to step through the door.
Another way to go beyond fitness is to incorporate a 360° approach — nutrition coaching and habit coaching. By providing coaching beyond fitness, clubs are meeting their members where they’re at in every aspect of their fitness journey and developing stronger member engagement at every turn.
