5 THINGS THAT WILL CHANGE YOUR GYM FOREVER
Fitness industry is growing day by day. Many new investors are considering this as the perfect time to invest in this niche. If you have the right strategy and policies than you can derive huge benefits from this sector.
However, if you are a bit negligent in steering yourself carefully against the odds, then your fitness business is definitely going to be turbulent and can result in failure.
Most business owners start off their Gyms with great enthusiasm.
However, soon their ambitions are embraced with disappointment as they are met with huge responsibility, which they fail to fulfill.
Many people who start off with their gyms wish they just focused on training. Most business owners consider it their fate and accept whatever that comes their way even in the form of big losses.
But, you can turn your fate around conveniently by considering the root causes that make your business crumble down and then addressing these problems appropriately.
- Target A Particular Audience
Even if you are selling something as basic as water, you cannot target everyone.
Most fitness business owners, when questioned whom they are targeting specifically say that they are ready to provide their services to everyone.
You should have a realistic point of view considering that everyone would not be your customer.
And this can help you in many ways. Because you can't cater to everyone’s needs and demands. Therefore, it is imperative that you chalk out properly who your target audience is and then tailor your services to fulfill their needs accordingly.
As I always say: If you're trying to just appeal to everyone, you're going to appeal to no one.
You need to focus and choose the target customers you want to work with and not try to be all things to all people.
Is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets.
- Address Your Customer Problems
Fitness marketing is all about dealing with your customers’ self-image and psychology.
Most of the times, people who visit your gym aren’t purely interested in the technical aspects of fitness.
Rather they look for emotional support and get relief to their internal problems.
They want to be understood and motivated to work towards achieving their workout goals.
If it was mere information that fitness enthusiasts were looking for, then people would solely rely on fitness books rather than turning to fitness trainers and gyms.
The reason why people prefer gyms or training classes is because of the lack of drive and emotional connection.
If someone is looking to lose weight in your gym, you can’t simply rely on providing technical information or address them on a particular class. Rather, you must provide relief to an internal problem, acknowledging that your customer is in pain. people who visit your gym aren’t purely interested in the technical aspects of fitness.
Rather they look for emotional support and get relief to their internal problems.
This is not an external problem that everybody can see such as the need of losing weight to feel healthier, or gaining muscle to feel stronger. NO.
Your customer wants to feel better with the people that surround him every day, wife/husband, friends, and want to reach a different mental and social status that was before impossible to achieve without your help.
You need to focus and choose the target customers you want to work with and not try to be all things to all people.
We talked about people who visit your gym aren’t purely interested in the technical aspects of fitness, rather they look for emotional support and get relief to their internal problems.
- Marketing is the real boss
Marketing is not a mere part of business…
It is your business.
It is your real boss.
It’s the projection of how you carry yourself and the business.
Most of the owners who are very linked to traditional brand and name visibility driven, largely unaccountable advertising and marketing.
We want you to be different, we want you to be a discordant voice, a rebel, a renegade who use Direct Marketing to thrive!
Unlike mass advertising, which is presented to everyone, Direct Marketing is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely member of a gym in your area.
It is presented only to possible customers who are suspected to have an interest or need in your Gym’s Service, based on information gathered about them:
- You can make the message personal, making the recipient feel it is meant just for them
- It is more cost-effective to market to prospects who have been identified as likely to buy
- For that reason it also has a higher return on investment, since the likelihood of making a sale to a targeted customer list is higher to begin with.
- It is measurable. Direct marketing uses a number of built-in ways to track the success of each campaign, allowing you to improve with each mail or email cycle.
Consumers don't buy your Membership just because you tell them to.
They buy because you tell them to do and because you give them a compelling reason to pull out their wallets.
You have to know your audience intimately and understand what motivates them to purchase.
Otherwise, you'll simply waste time and money on a marketing campaign that never produces any results.
Tomorrow I’m going to tell you the next 2 Things that can make your gym change forever!
You can’t run a gym without a system of Direct Marketing that presents information of potential interest to a consumer that has been determined to be a likely member of a gym in your area.
But what are the next and last 2 things than can really change your gym.
Let’s give a look:
- Pay Proper Attention to customer Service
If your fitness center is paying too much attention towards providing quality services, and sales and marketing but has hell-bound staff in customer service department, then you clearly have some issues understanding customer psyche.
Not communicating to your angry customer in an effective manner or understanding his problem and taking all measures to eliminate it effectively can direct even the most loyal customer towards your competitors.
Running a business means that you satisfy your customers, even if it means you have to stand by their side during any problems they face.
You simply can’t relax after you just sell to them. You make sure that what you sell properly addresses their needs.
If you decide to enter a fitness business industry, you must be committed to providing exceptional service to each and one of your customers.
The aim is to meet and exceed Customers’ expectations.
Ziga Urh
Being in the fitness business is about respecting this profession and respecting the customer’s aspirations.
You should appreciate your customer's efforts for starting functional performance training, and you should “go the extra mile for them.”
Not only, that you must provide the best training experience, you must also delight the customers with an exceptional offer.
If your customers are not happy, you should not be satisfied.
- Implement Core processes
While many competitors spend money on fighting price wars through massive advertising and continuous prices cuts, smart fitness entrepreneurs invest in operational excellence aimed at finding hidden resources through increased efficiency of their core operational processes.
Operational excellence is the process of a long-term organizational cultural change where the emphasis is on the continuous improvement of core operational processes as well as developing a suitable culture to support the company’s overall purpose.
The predominant goal of operational excellence is to execute the business strategy more thoroughly than the competitors, thereby achieving the combined effect of:
- lower operating costs
- lower operational risks
- increased revenues relative to competitors
Business profitability is improved.
Commonly, every business wastes some time and money in the process of creating and delivering the product and service to their customers.
While many companies search for ways to make their business more efficient and cut costs, not everyone explore every possibility and in the right areas.
You need to review constantly and continuously improve products, services or processes over time to deliver higher value for customers.
The underlying philosophy is “getting better all the time.”
End Note:
Fitness Management is a continued process that can’t be done in a few days. You need to patiently work your way towards getting across a consistent message to your customers.
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