Lindsey Calof shares ideas on how to maximize value clients and members who run.
Whether your business caters directly to people who choose to run, it can be hard to ignore mass quantity of exercisers that will start to favor dry paths and sunshine as soon as it warms up. According to Statisitca, nearly 50 million people in 2021 participated in running, jogging or trail running.
Yes, their gym usage may be more sporadic in months where weather is favorable to be outside, however, what we can appreciate about runner’s exercise habits is they are extremely consistent. Also, as soon as there is a hang up in their routine – it’s dark in the morning or raining – they need a place to help them reach their fitness goals. Even if it may be a little less connection from you and your team.
So let’s look at the task at hand: Retaining these members during outdoor running months by getting creative on your ability to add value. These ideas require very small amounts of time and little to no money to get put into action.
1. Create a thoughtful partnership with a local running store.
- This is a valuable connection for all clients and members. Not only runners wear Hoka shoes – everyone does!
- Volunteer to host a group run to and from the store on a regular cadence during the season, which is typically March through October. Hosting could mean something as simple as providing refreshments. Your name will be attached to the event and both businesses broadcast to their respective social media channels.
- Offer to refer new and current members to the store for all of their footwear needs. In return, members of your facility receive a discount on shoes.
2. Feature some high value assets that target your running community.
- Consider something that is easy to deliver and will not disrupt your flow of business. An example of this is a digital strength training plan members can download online. Using the knowledge of your training staff, create a “running season program” with a strength training plan that targets the needs of people who run exclusively.
- Strength training workouts should target the full body and also include both dynamic and PNF stretching. It’s recommended to charge for this product, but keep the price low enough where it’s an easy decision for your members to make. Runners will appreciate a plan that can be completed around their training schedules and will also improve their performance.
3. Use your social media content as a connector.
- Support your running members’ success by regularly including helpful information within your posts.
- This means going deeper than a simple health article about eating enough protein at breakfast. A better example is nutrition content targeted at fueling for endurance sports.
- Source local experts such as a sports dietician or a distance running coach for regularly featured tips. If it’s a good match for the both of you, this is another way to create a partnership with cross member discounts.
- Feature challenges using running watch technology for prizes. Summer miles moved with proof as an example, will keep members motivated to stay connected to you while also having fun.
While on the surface it can appear to be a challenge to continue to engage with members who choose to enjoy a regular outdoor run, there is also a lot of motivation in this group to stay connected. Apply one or all of the methods in this article to maintain both relationship and business and maximize value clients.
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