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Five Keys To Successful Gym Ownership

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Jim ThomasJim Thomas

It's been a busy Summer so far. We have had the opportunity to visit numerous clubs and help them get their business back on track.

While each gym is very different, the issues are always strikingly familiar. The following will include things we are seeing with clubs that are not reaching their full potential and how to find the solution:

  1. 1. Marketing. This is usually first on the list. The problem is that no one knows who you are, and those that do know who you are... don't have you at top of mind. Clubs must attract attention to themselves. Far too many clubs are only doing one or two things to attract attention to their business. We suggest that you be doing at least 15 to 20 things. It takes massive determined action to gain the kind of attention necessary to make your gym a success. Doing one or two things is like tossing a rock into the Grand Canyon. First tip: Get a club app. It will help with maximizing attention with all members and prospects that have visited your club. With such things as geo-fencing, you can send a push notification when your member is near the competition, for example, or when they walk in your front door.
  2. 2. Sales Training. Now that we're getting people in the door, we need to be sure we know how to sell and close. These are two completely different things. Let's address the issue of closing. Gyms seem to have given up key steps of the sales process. Perhaps it's in an attempt to provide good service. But, unless you close the sale, you'll never get the chance to provide good service. A couple tips here: Be agreeable and be sure to ask for the sale... and be sure you are selling desired outcomes, not just showing features.
  3. 3. Staff Training. Sales training is just like a fitness program. If you want the best results, you must do it on a regular basis. Be sure you are using a proven sales process in your club and hold your staff accountable for its proper implementation. We suggest that you hold a weekly training session (one hour each time) for managers, weekend managers and salespeople. They must know the material. Don't allow them to practice on the paying customer.

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