Digital Marketing Fitness

How to Create a Successful & Scalable Fitness Business

I’m just going to put this out here: it is downright difficult to compete in the fitness industry these days, let alone set yourself up for long-term financial success. I read a statistic recently that indicated there were nearly 37,000 health clubs/Marketing For Fitness Businesses centers in the United States alone. So, how in the world are you going to make sure that what you offer not only brings in enough clients to keep your head above water, but also generates enough revenue that you can rest assured that the lights will come on for another day and you may even be able to take that vacation you’ve been dreaming about for years?

Here are 5 Go-To Methods I recommend to all of my consulting clients to ensure their gym is around longer than it took to build it out:

Adjust your business model to include layers of memberships. There are many gyms out there that exist solely in one niche – one price point, one type of membership. In this current climate, that’s not going to keep you competitive. If you introduce multiple price points, you can cast a wider net to attract more potential clients in different demographic segments.

Start with your basic membership – the lowest price point – these are the people who just want to come in, do their own thing and leave. They will not require too much of your time which is good, because they’re not paying for it. Level that up to your next price point and introduce large group/team training ie: boot camps, yoga, spin – any type of class where you can have one instructor who is giving specific exercises, but in a larger group setting. It’s a little more structured, but still not too much personal attention. Your next level should be a couple of sessions of small group training per week where you cap your group to 4-6 people and each individual gets more attention. That can be bumped up again to include unlimited small group training sessions for a higher price tag. Round out your price list with private one-on-one training for those clients who want a completely individualized program and a lot of attention.  Each level will appeal to a different type of client and require a specific level of interaction in direct relation to the price tag.

Marketing For Fitness Businesses
Marketing For Fitness Businesses

You MUST have multiple profit centers – ideally 6-8 sources. This is where many gyms set themselves up for failure. What do I mean by this? Diversify your offerings! Just like with stocks, you do not ever want to put all of your eggs in one basket. What if that basket breaks? Your completely out of luck. Don’t tie all of your potential into one profit center. Explore alternate product offerings such as supplements, sports performance, nutrition, heart rate monitors, specialty programs, saunas, massage/FST, workshops, clinics, seminars…the list is only limited by your own creativity. Whatever you do will not only open up another revenue stream, but will also increase your overall visibility and perceived value in the community, in turn leading to additional potential clients.

If you don’t currently offer Small Group Training (SGT), get that set up immediately. Over the past ten years, private training clients have become fewer and further between. At the same time, the interest in small group training (4-6 clients) has grown exponentially. While my gym tends to attract more private training clients than many across the nation due to its location, I still wanted to figure out how to take advantage of the SGT trend and make it just as lucrative for my gym and it worked out perfectly. Now, they are not only tied to the trainers, the program and the gym itself; they are now tied with the other members in the group. It creates more of a bond.

Let’s use my own numbers at Pulse Fitness for reference. My trainer was already going to set aside an hour of his time for Private Training Client A for $80.  For that same hour of his time, we decided to replace out the single session PT client with a SGT session. I lowered the individual cost of each client to $45 per client and raised the number of clients to 4 in same time slot. I am now bringing in $180 for the same hour with the same coach which is more than 2.5 times the total I collected for the single private training client during the same amount of time. Why wouldn’t you do this?! Not to mention that most of our PT clients only purchase a handful of sessions and then move on. Our SGT clients tend to sign monthly contracts that earn this same hourly rate month after month. Don’t miss out on that piece of the financial pie.

Do not pay your trainers per head, per session or a percentage. Pay your trainers a flat rate for their time; not for what they’re doing. This does several things for you. First of all, it keeps your employee costs predictable every month. Gym Owners are, as a whole, pretty bad with money. As soon as it comes in, we spend it. This way, there are no surprises when it comes to payroll and you know exactly how much is left over to cover any unexpected expenses. Secondly, it doesn’t matter if your trainer has one client or 30, your costs do not change. You can keep your coaches on a set schedule that is hourly so that no matter what they do, they make the same amount. This puts you in charge of your own gym, your own payroll, your trainers and your own money – not the other way around.

Stop selling sessions! If there is only one thing that you take away from this blog, remember this: stop selling sessions and start selling results. Everyone is different and it takes a different amount of time to reach their goals. There is no way to say that someone can reach their goal in 5 sessions, 10 sessions, or more, especially since these session packages don’t usually expire. One client may come in 5 x week and spend the entire 10-session package by week two; another may come in twice one week and you won’t see their smiling face again for a month! Hence any results they may have expected or you may have promised are impossible to predict.

Additionally, most trainers are not very good sales people as they intrinsically want to help people and feel “bad” asking for money from the same clients time and again. Remove that obstacle and sell people into monthly memberships with x sessions per month instead of x sessions total. Sell them into the long-term results they will get from continuing with a program – lose body fat, increase self-confidence, feel great about themselves, or accomplish the impossible. This way, you’re only selling a client once and you will have recurring monthly EFTs.

 

Source By:- https://pfmarketingsolutions.com/2017/12/04/fitness-business-success/

marketing for fitness

Staying in Front of Your Audience

Do you ever get the feeling you are being followed? You’re not crazy. You ARE being followed…around the Internet, that is, based upon your search history.

As a fitness marketing professional, it is my job to ensure I am on top of the latest trends in digital marketing so that I can apply that knowledge to campaigns I am running for my clients. I am used to getting questions that begin with … “that sounds great, but how do I…” followed by a lot of silence while they wait for me to explain how they can incorporate a new trend into their own marketing campaigns. The silence was almost deafening on a recent webinar when I casually mentioned that if you aren’t using retargeting campaigns and look-alike audiences in their campaigns, they are leaving a potential windfall on the table. It honestly did not occur to me that the webinar participants had never heard of these words when they were being aggressively targeted themselves on a daily basis.

RETARGETING

Did you know that only 2% of website visitors purchase on their first visit? That means that 98% of people who visit your website or check out your offer for the first time bail without ever converting into a purchasing client. Sure, that 2% may become long-term, repeat customers, but if you’re letting the other 98% get away without purchasing anything, you are leaving a LOT of money on the table, and not yours.

Advertisers pay thousands of dollars to Facebook, Instagram, Google and YouTube for the opportunity to get in front of potential buyers when they’re actually looking for something to buy. Utilizing pixels, or pieces of code that live on landing pages, advertisers are able to capture your information and essentially follow you around the internet, and present you with opportunities to purchase what you’re searching for. The pool for potential buyers is deep, but so is the sheer number of companies who want to earn their business. This is why you have to ensure you are in front of the consumer when they are ready to purchase.

Fitness Marketing
Fitness Marketing

LET ME GIVE YOU A REAL LIFE EXAMPLE:

My niece is about to get her drivers permit and she has big (read: unrealistic) dreams of her first car. Last weekend, she asked my sister if she could borrow her laptop to research potential vehicle options and spent over an hour comparing body types and options and researching prices. Apparently, she spent quite some time researching Audi and BMW SUV’s as well as a few more reasonable Honda options.

Fast-forward to that evening when my sister went online to check out her Facebook feed. Lo and behold, there was ad after ad from local car dealerships and pictures of the “way out of her price range” SUV’s my niece had spent the day researching. How in the heck did that happen? She hadn’t researched these cars, why are ads for them showing up in her feed? Simple answer: retargeting from pixels to her computer’s IP address that had captured search history that day.

As most of you know, we specialize in creating fitness challenges for our clients and primarily utilize Facebook as our medium for advertising these challenges. Using Facebook pixels, we are able to capture information from prospects who do not take action on our offer. In this case, we are able to create a custom audience of people who seemed to be interested in fitness, body fat loss or nutrition and target them specifically based on this information. Through a retargeting campaign, we can provide them with more information about the challenges via email as well as provide them with another opportunity to click through to finish registration via additional ads and/or emails as well. If they fulfill the purchase, opt out or the campaign wraps up, the prospect is taken out of the retargeting campaigns. The best part about retargeting your audience, though, is closure. You can be sure you have done everything you could to get the sale before letting a prospect walk away without purchasing.

LOOK-ALIKE AUDIENCES

Working hand-in-hand with retargeting campaigns, the look-alike audience is the BEST way to get in front of a cross-section of consumers who exhibit the same buying patterns and interests as current members of your club. How is that even possible? Have you ever had a group of clients that were so amazing that you wished you could have a hundred more just like them? Wish no more. Facebook has made it possible for you to upload a list of your current audience and using an algorithm I won’t even pretend to understand, they are able to create a new CUSTOMIZED audience for you to market to.  You just “tell” them that you want to target people that have the same behaviors.

Both retargeting and look-alike audiences are only two of a plethora of marketing angles that pre-empt an online sale these days. If you would like to get more information about how these opportunities can help your own facility, we would love to chat. Make an appointment with us here to see how Profit Marketing Solutions can help take your company to the next level.

 

Source By:- https://pfmarketingsolutions.com/2017/10/03/top-of-mind/