If you’ve managed to avoid all the ads for the flu shot this fall, I would be impressed – or you might be a hermit. We’re completely flooded with ads about the importance of the flu shot, but many people ignore the benefits, making controlling the spread of the flu virus in gyms very difficult.
Because the flu virus thrives in dense populations where people come into close contact with each other, the neighborhood gym becomes a natural breeding ground for the spread of the flu virus. Our industry is all about enhancing the overall well-being of our members, and the community at large, so it makes sense for fitness centers to take extra precautions when it comes to preparing for the flu season.
The New Year’s resolution has been one of the most important drivers behind how our industry has marketed and sold itself since Vic Tanny opened his first gym in the 1940’s. During the first two months of the year many clubs will drive 20% to 25% of their annual sales, and in most instances by appealing to our resolutions and offering discounts that make it a deal no one can resist. Today, people expect to receive enticing deals from club operators proclaiming great prices and a guarantee that the club will help them achieve their resolutions. Unfortunately, the majority of American’s who join a club in January or February are gone by April, and in nearly every case it’s tied to their inability to reach their goals.
Rather than focusing on marketing and sales strategies that appeal to the prospects emotional impulses, why not make our own New Year’s resolution and focus on offering a value proposition that encourages and supports prospects in achieving their resolutions? As a club, try one of these strategies to change the lives of prospects and members, and keep them coming back.
Few individuals have had as much influence on the modern era of the health and fitness facility industry as Ray Wilson. From owning and operating ten distinct chains of clubs, to bringing our industry its first high-tech piece of equipment, the Lifecycle™ exercise bike, Ray Wilson has had a significant hand in shaping the fitness club industry we know today.