Never! Many health Club owners feel as though gym marketing in simply an appeal to prospects for membership. In other words, they advertise the health club to sell gym memberships and don’t invest one more cent in fitness marketing to that person. This approach couldn’t be worse. External gym marketing is the first of many transactions between you and hopefully a ton of new members although the interaction and delivery of fitness marketing is just beginning.
Once someone raises their hand then it is time to not only get them involved in a gym membership but to expose them to various services that can help support their desire to get in shape. If we are upholding our responsibility to the new member and to ourselves as fitness business owners we have to provide various services and upgrades that will not only enhance a gym members results but will also broaden the relationship between the member and your health club which will ultimately boost immediate revenue and total member value.
We must realize that simply relying on new volume is an exhausting and often futile approach. While we must continuously add to our membership base we should focus on strengthening our existing clientel through the offerings after the initial sale.I start this process immediately with a Free Fitness consultation. Sure this familiarizes the new club member with the facility but it also enables the trainers to get them involved with training. In this instance we are marketing our PT services to a new member.Our job is about marketing fitness solutions to members in much the same way we do our regular membership driven health club specific marketing.
While there is always the hot new trend we can identify different interest levels and groups by having open classes, demo’s and surveying members ECT. Once we know what the clients want then develop programs further and a roll out a marketing campaign targeted at the people who have shown interest. It is a waste of time and resources to spend a ton of money going out finding the next best thing whether it be programs, equipment or services and then spend even more in marketing it to your members only to find out they don’t care about the whatchamacallit in the 1st place.
Not everyone is going to be interested in all options so be diverse in your services but don’t focus any energy at all into an area that is not being called for. Too many business fail by trying to fit a market to a product rather than developing the right product that the market wants.This is what we call in the south BACK-ASS-WARD
So really Gym Marketing never stops not because we will always need new health club members but once we have them we should have so many opportunities to advertise like products and services which will not only put money in our pockets but will help those members stay engaged in our club and in their healthy lifestyle.