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 businesses

THE ANATOMY OF A CAMPAIGN: COLD LEAD TO PAYING CLIENT

We are consistently told that it’s impossible to convert a cold lead immediately into a marketing for fitness businesses paying client…that it’s impossible to do what we do. But, campaign after campaign, we take completely cold traffic, funnel them into our nurture campaigns, and convert many prospects into actual, paying clients. It’s definitely not easy, but it IS possible.  I’ve spoken about this before – the fact that I would take a hot lead and paying client over cold traffic any day of the week and twice on Sunday—but the truth is, there is A LOT of work that needs to be done to get them there.

Anyone can provide you with a laundry list of people in your general vicinity and tell you they’ve got a list of leads for you. But, is it actually helpful in marketing for fitness businesses? Not really, not unless you’re able to vet them, nurture them and eventually get them to trust you enough to give you a try. The good news is that if you’ve got an email contact on file, you can automate most of the process to run in the background while you continue to search for more leads yourself.

marketing for fitness businesses
marketing for fitness businesses

Let’s start with the ad. You MUST invest in professional copywriters to create compelling copy containing words and phrases that are known to elicit clickthrus in conjunction with a killer video that gives a potential customer an idea of what it is you have to offer. Facebook statistics have shown that people interact with ads containing videos on a much more frequent basis than those with static images; however, only 3% of total ads shown actually have videos in them. Make sure you’re standing apart from the crowd! Beyond that, you must know and be able to describe exactly who your target demographic may be. Facebook Targeting allows you to choose your target based on age, gender, income, job, interests, location and more. Additionally, Facebook now allows you to upload a current client list into your ad manager that will then allow Facebook to use its datamining capabilities to create a look alike audience that mirrors the characteristics of your current clients.

Once you have their attention, the link should lead them to a clean professional landing page with a headline that makes the reader want to learn more, pictures that show the true value of your program and an offer that almost seems too good to be true. For our clients, we also do a split test of their landing page to see which version resonates more with their targeted demographic – in other words, we run two campaigns simultaneously that are linked to the same nurture campaigns. While your ultimate goal would be to convert the reader into a sale right from your landing page, the truth is that nearly 98% of consumers visit a landing page more than once and conduct additional research before completing a purchase. They need to be nurtured into trusting you before they will commit to purchasing any product you may have to offer. This is where the behind-the-scenes automation comes in. For our clients, we rely on an integration with Infusionsoft and ClickFunnels to get the job done.

Now, depending on how the prospect interacted with the landing page, we have several different email nurture campaigns that they are dropped into. For instance, if a prospect clicks on the landing page, clicks on the offer and just doesn’t ever complete the registration, their contact records are tagged as such and they are dropped into a 3-email abandoned cart sequence that indicates that they forgot something and asks them to come back and finish registration. These become your HOT LEADS. Each subsequent email is timed to send out a specific number of hours or days after the previous and the tone becomes much more urgent as the sequence goes on. The exit goal is for a prospect to make a purchase, so if they do purchase while going through the nurture sequence, their contact record is tagged as such and an email is sent out to both the client and the owner that a purchase has been made. However, if a prospect goes all the way through the sequence and do not purchase, the owners are sent a list of the prospects for them to reach out personally to encourage and close the sale. During this process, we also tie the prospects into a mobit abandoned cart SMS text message sequence. They are sent mobile messages in addition to the email messages. Don’t worry, though, the messages will stop coming in either form as soon as a purchase is made and they are also able to opt out.

We also have a re-engagement sequence set up for previous prospects for our clients who have shown interest in the gym and/or a program in the past, but they have not ever purchased. Our clients have already paid for these leads, so they can be retargeted for current programs. Again, if they have ever paid, they will be tagged as such and will not be nurtured again.

For our marketing for fitness businesses clients, we also run a lead magnet ad to a downloadable e-Book that sends them into a nurture campaign, ultimately explaining how the e-Book relates to the program that they’re running and alerting the prospect about upcoming start dates. This is completely separate than the nurture sequences that are initiated when someone visits the landing page.

Our end goal is to ultimately get sales for our clients; not leads. That’s why the background nurture sequences are imperative. Does it take a lot of extra time to set up? Yes. But, ultimately, wouldn’t you prefer to get money coming in than money going out to get a lead that may never convert?

Source: https://pfmarketingsolutions.com/2018/03/06/cold-to-client/