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3 Tips to Get More Retired Women into Your Fitness Business

Last Updated on Mar 15, 2018

There’s no doubt about it, the baby boomer economy is doing just that, booming! If you’re in any type of business right now, and you’re not catering to the thousands of baby boomers that retire every single day, you’re making a huge business mistake. Focusing in on the fitness industry, the female boomer population is sorely underrated. Most gyms make their biggest mistake by spending most of their time trying to attract your 20-30 year old men, when they are the worst gym members. They jump from gym to gym and don’t always have adequate discretionary income. Female baby boomers, on the other hand, have money to spend and time on their hands; they’re truly the perfect supplement to your gym’s already bustling membership base. If you’re not focusing on increasing gym membership via the AARP highway, you need to sit down and read the next three tips to get started in the right direction. Introduce Low-Stress Exercise Classes Don’t get me wrong, I love some ass-kicking cardio classes, but I don’t like heart attacks. When I finish a cardio class, I like having to mop up the floor from all the sweat. However, I’m a 30-year old guy, not a 70 year old female retiree. Start slow. Purchase some senior-focused workout DVDs to get an idea of where to start designing your classes. Too hard and you’ll scare away members. That said, make it a point to have some very low impact classes at your facility. Think of those old 1980s wataerobics classes, but translate that into a gym class of the 2010s. Even Zumba might be a bit too much for your older female gym members. If you’re looking to get more retired women into your gym, do you research and find out what’s popular in that age demographic. You need to keep your members happy and they’ll stick around for the long haul. Have Female Personal Trainers on Staff This is true for almost every gym, but especially gyms that are trying to increase their adult female membership numbers. Many people, guys included, can be intimidated when they have to work with a “jacked” personal trainer. Many people are so nervous or embarassed that they don’t...

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3 Ways to Attract More Couples to Join Your Fitness Facility

Last Updated on Mar 15, 2018

If you’re looking for a way to increase your gym’s revenue, you might want to look into couple’s memberships. They’re popular for golfing and many other sports, but they haven’t seem to catch on yet in the fitness world. Couples are truly the “kill two birds with one stone” kind of membership niche. You only have to sell the membership to one person, but you’re going to be making the revenue of two. First and more foremost, make it a point to offer couples memberships to anyone who comes in the door. Train your sales staff to start asking, “Do you have a significant other that might want to join?” Beyond those basics, here are three simple ways to attract more couples to your gym or workout facility. Offer Couples Membership Discounts As humans, it’s been shown that we’re hardwired to seek discounts. Getting more couples into your gym isn’t that difficult. Keeping them around might be a little difficult. If one half of the partnership starts faltering, they might pressure the other half into canceling the membership to save money. Here is where the discounted membership comes in. You need to make sure that the cost of both of them is not the same as each one paying separately. If Jack doesn’t like going to the gym anymore and Jill is all about it, you need to give Jill some bargaining power when she goes up against Jack. If your membership is $50/month and a couples membership is $75, then it’s a pretty easy argument for Jill to say that it makes sense to keep the couples membership because if they give it up, she’ll be paying $50 and Jack will have to restart at $50 if he ever gets active again. People like discounts, what can you say! Make Sure to Have Various Classes Available Let’s face it. Not all guys like lifting free weights and not all girls like doing fitness classes. That said, you want to offer a variety of classes that can keep both parts of the couple excited. I, for one, have always been a fan of cardio yoga classes. I’m a 30 year old guy, but there’s nothing I dislike more than...

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3 Ways to Increase Pre-Opening Sales at Your Gym

Last Updated on Mar 15, 2018

Having a successful presale event for your fitness business can be the difference between having a great opening year or shutting down for business before the first year even ends. As a new business, you need to accept the fact that you’re going to be be hemorrhaging money for at least the first six months. You’ve got a lot of money going out in the form of rent, insurance and salaries, and you don’t have a whole lot of money coming in. How can you improve this equation? Increase the amount of money coming in by having a successful presale. If you didn’t think that you’d need a presale, you’re in for a start surprise. Not all businesses are booming from day one. It’s best to have your coffers partially full before you even open for business. Below you’ll find three simple tactics that will help you sell more presale gym memberships and help increase your sales and revenue during the first few months. Start Gym PreSale Months Before Opening Lots of fitness business owners don’t start their presale events until they’re a couple weeks from opening. This is a horrible decision. Give yourself time! You’ve already got enough on your plate preparing for your grand opening event and first few weeks, the last thing you need as a business owner is to be hustling and selling presale memberships. Set up a small office near your “coming soon” gym and start selling memberships months before opening. Set up a FitnessTexter code in your windows to start generating leads. Have a MailChimp email newsletter area on your website so that people can sign up for your presale newsletter. The more people you get signed up beforehand, the smoother your first few months will go. Be Willing to Give PreSale Membership Discounts I’m not always a big fan of discounting memberships, but since it’s presale, the people who sign up are kind of doing you a favor. They don’t know your business and they’re already entrusting you with their hard-earned money before they even get to step foot inside your gym. That said, as a sign of appreciation, giving them a 3- or 6-month discounted membership can be seen as a...

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3 Ways to Ensure a Successful Gym Grand Opening Party

Last Updated on Mar 15, 2018

You’ve invested tens, if not hundreds, of thousands of dollars into starting your own gym. You’re almost there, only one hurdle left, the grand opening party. Most gym owners like to think that their grand opening party is going to be a celebration of their future success, when in reality, it turns out to be a few friends and Aunt Cathy showing up to give you a pat on the back and drink some of your fruit punch you put out. What type of grand opening party would you prefer to have for your business? A kickass event that people talk about for weeks to come, or an event that barely draws a handful of people? You gotta learn to throw a party like a professional. Follow these three tips and your gym’s grand opening party will be one to remember. Give Yourself a Healthy Marketing Budget for the Event You’ve already spent thousands of dollars opening your gym, what does spending an extra $500 hurt? If you’re going to have a good grand opening party, you’re going to want a variety of beverages and also a good amount of food. Food attracts people and gets them to stick around and chat with your staff. Second, you’re going to want to start putting out some marketing flyers to tell your city about your grand opening party. If no one knows about the party, how are they going to show up? Lastly, you should definitely be holding a free membership raffle, as well as a merchandise raffle. Spend a couple hundred dollars on workout equipment that you can raffle off to people who sign up. Team Up with Local Businesses to Generate Word-of-Mouth If you’re a functional fitness workout center, like a CrossFit, it’s a good idea to spread the word among local yoga and pilates studios that you’re having a grand opening party. Lots of yogis like to get their exercise in via CrossFit and then stretch out their limbs at the yoga studio. If you’re willing to offer a discount to these yoga studio members, there’s a good chance you’ll get a lot of them coming by your facility’s grand opening party. Draw them in with a free...

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Is Your Gym’s Branding Helping Increase Membership?

Last Updated on Mar 15, 2018

Logo and branding are extremely important to your business. Maybe not the MOST important (management skills and a bulletproof business plan are far more valuable), but they play a big part in the success of your business. The first thing I want to warn any future gym owner is, don’t waste too much time at the START trying to figure out your logo and branding. You’re putting the cart before the horse if you do that. You’re going to first need to have a solid business plan and financial projections. Once you have proven to yourself that opening a gym is a financially sound idea, then you can start worrying about your branding and logo. Your Logo is the First Thing People See and Remember Having a memorable logo is going to help you in the long run. First and foremost, it’s going to be on almost every single piece of marketing material that you produce. If you don’t like your logo, you’re going to have to see it for the rest of your business life. That said, make sure you like it. Hold a design contest to get a bunch of possible designs. Obviously you aren’t going to become CocaCola overnight, but think of the power of their logo. Get to a smaller scale and think that your logo could become your city’s known fitness brand. Not bad, eh? Members Joining Your Gym are Joining a Lifestyle Brand Once you’re happy with your logo, you’ll need to figure out what type of brand you want to be. Are you going to be a place where people are happy to brag they go (like a CrossFit), or are you going to be a place where tons of people attend, but no one is overly excited to tell others about it (Like a 24hour mega gym)? Your members are joining your gym to get in shape, but they’re also joining a lifestyle. Make sure your brand is something that people are proud to be part of. If you’re not familiar with vision boards, here’s your chance to learn. Put together a vision board with your marketing team about what you want your brand and values to be. Where do you...

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5 Steps to Setting Up an Open House at Your Gym

Last Updated on Mar 15, 2018

Opening a fitness business can be a daunting task. Besides all the legal work, there’s construction, hiring and advertising work to get done, the so-called “Business of Fitness.” I’m not going to go into the complexities of opening a gym today. I will, however, go into the process of having a successful open house for your gym. Two things will happen when you open your business. You’ll either have a line our the door, or you’ll hear crickets for the first few weeks. There’s no better way to increase membership than to make sure you have people lined up outside your doors when you open for business. How do you get these people interested in your business before it open? Simple, hold an open house! Here’s how. Choose Your Date Carefully First and foremost, sit down with your marketing team and make sure you pick a date far enough into the future that you’re not going to be scrambling to put together a so-so open house. The last thing you want is a half-assed event that people attend and immediately leave. You want it to be an fun personal event, not just a sales event. I’d personally recommend a week before your grand opening. That way, most of the people who attend will be able to start working out at your facility within a week of your event. Put Up Marketing Materials Once you have a date in mind, you’ll need to start marketing your event. Create some nice fitness advertising posters, telling everyone about your business and your open house. Make sure to include any information about food, games, raffles, etc. The more exciting you make the event, the more people will show up. If you’re looking at generating new member leads, put your FitnessTexter marketing code on the flyers as well. Invite Some Local Food Trucks What’s an open house if there isn’t any food?!? Give a couple of your local food trucks a call and see if they’ll work your event. Sometimes you’ll have to pay them to cater an event, and sometimes they’ll do it for free, as long as you can guarantee a certain dollar amount in sales. Subsidize their prices a bit so...

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