As with any business, fitness clubs need to capitalize on additional profit centers and sources of revenue. Relying on membership dues alone is not only shortsighted from a business standpoint; it also represents poor service to your members. Today’s clientele is accustomed to the extras, and if they don’t find them at your club, they may look elsewhere. The good news is, you can please your members and make more money.
Setting Up Shop
Clubs of every size can benefit from having a merchandise area. For smaller clubs, it does not have to be elaborate or take up too much valuable floor space. What’s most important is offering products that complement your club’s offerings. For example, if your facility has tanning, a selection of lotions and tan enhancers should sell briskly. Nutritional supplements and branded merchandise are also popular items to keep in stock.
Once you have decided on your product mix, you need to consider how you will process your sales. This is where your software vendor can play a role. A highquality software application will integrate Point of Sale (POS) and inventory control features. Using your software, you should be able to create product categories and product lists, and have the ability to track inventory counts. For quick sales, there should be a UPC scan feature. To quickly bring your staff up-to-speed, the software should be well-designed and easy-to-use. If your club management software does not have an integrated POS system, you should find a software vendor that can deliver this important set of features.
Better than a Blue Light Special
The features of your POS system should simplify the sales process for you. But, more important than that, your system should simplify the purchasing process for your members. Your software should allow members in good standing to charge purchases to their EFT or credit card accounts. This extra convenience will probably do more to increase your sales than price reductions or special offers. Make sure your members know of this functionality, and then watch your sales take off!
Keep in mind, managing a merchandise area does require a knowledgeable staff and an added level of customer service. For some clubs, that additional responsibility may not be an option. If you find yourself in this camp, there is another sales opportunity for you. And, this one is self-managed, does not require training, and can work every business day! Too good to be true? Not if you take advantage of the many vending machine options that are now available.
Got Change for a Key Fob?
Vending has come a long way. Thanks to computerization and wireless technology, the new vending machines can be connected to your business like never before. One of the most exciting new features is a “cashless” design that allows purchases to be made with a key fob or other coded device.
Cashless vending technology offers great convenience for a club owner. But more importantly, it offers the purchasing convenience that your members have come to expect. Like a POS system, a cashless vending machine should be integrated with your club management software. This allows your members to charge their vending purchases to their EFT and credit card accounts. No more quarters or finicky bill readers. With cashless vending, your members can just walk up and flash their key fob to quench their thirst or satisfy their hunger.
But, vending machines in a fitness club? Candy bars and soda in a healthconscious environment? Not a chance! Luckily, vending machines have changed in this respect, too. New designs and product offerings are available all the time. Just one of the new options is a cold drink machine that sells protein shakes. Other healthy choices are also available for vending, and many more are sure to come.
Only Experienced Suppliers Need Apply
Not all suppliers will be able to provide these healthy options, so finding one with experience in the fitness industry is an important first step. Additionally, not all suppliers will be able to integrate a cashless vending system with your club management software. Seek out a supplier that can address these issues, and you will soon experience a new stream of revenue for your club.
For more information on integrated Point-of-Sale solutions and cashless vending systems, please contact Apex Management Services at 800.317.2739, x 117.
Terri Blattenbauer is the Vice President of Apex Management Services, a leader in club management software and receivables processing. She can be contacted at 800.317.2739, x 117, or by email at terri@apexmanagement.com, or visitwww.apexmanagement.com.
