January 04, 2013 // Category: Fitness Community

New Year's Resolution FitnessThe 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.  

Stephen Tharrett
 

November 09, 2012 // Category: Fitness Community

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. 

Stephen Tharrett
 

November 07, 2012 // Category: Fitness Community

Could you be pulling in more members with content marketing? 

In today’s Fitness and Technology Evolution webinar, we talked about the importance of fitness facilities separating themselves from the competition through value, product and now content, both in and out of the gym. We also discussed the fact that 62 percent of exercisers use outside content, like websites or blogs with fitness advice, to support their workout goals. People have access to more information about nutrition, health and fitness than ever before. And new thought-leaders in the industry pop up by the minute.

Why are all of these experts taking the time to share their knowledge and build followers? It’s called content marketing and they do it because they see increased traffic to their website, more recommendations and stronger relationships with clients. Content marketing includes creating stories through blogs, videos, email campaigns, social media, whitepapers, Instagram and more.

Chris Clawson
 

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