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Owning a fitness club has become trendy & affordable globally.
Yet we must not forget it is a business you want to manage.
Being passionate is good, but being in control is better.
You must set up systems to be successful.
So, here are my 5Tips…
First we want to match our consumers’ motivations :
which tribe do you want to please ?
Looking for my ﬁrst locale, that’s the mistake I’ve seen too
many times : people tend to compromise on their location or
services with their own desires and assumptions.
They forget what their users truly want
Do you want a large audience ? At what price will they come to
you? How will you reach out for them ? What will make them
stick to your offer ? Go ﬁgure it all out for THEM, not YOU
Once you settle on your offer, don’t forget to stay clear about it.
Get your brand coherent. As individuals, we hate to be confused
Where ’s your spot ?
Make a choice, don’t seat in the middle
As any consumer-oriented activity,
your place is where your success starts off
Finding the right premises can be a real brain-teaser : location,
visibility, attractiveness, structure, price, accessibility,
competitors, permit, works,… yet it all matters
Fortunately, Internet makes researches easier,
but it also goes with tougher competition and higher demand
Multiple visits are necessary to immerse yourself
into your future club - every detail counts :
Is the neighborhood growing ? Attractive ? How old is the population?
How impactful is the competition ? How different are you ?
Choosing your key people is what makes
the experience sustainable :
Providers - the kind of equipment you complete your club with must
both suit your clients’ expectations and your ﬁnancial feasibility.
Choose the optimal combination according to your target
Staff - the team is the club’s inner image you’re reﬂecting to your
members; don’t compromise on them and hire the best energy
Customers - the people using your services, whether you want it or
not, are also a powerful marketing tool to attract new consumers
(or make them run away from you); pay close attention to sales
Accountant, broker, architect … are also great assets to anticipate
You only get back if you start giving out
Sharing pre-opening pictures, offering early discounts, branding up
your team’s clothes or pre-selling subscriptions through your
professional website are all powerful ways to reach your potentials
Keep your communication structured with a deﬁned yearly plan.
The audience always strives for novelty and surprise.
Let you brand expresses itself meticulously & consistently as a whole
Coca-Cola has no more need for recognition, yet it is still one of the greatest worldwide
Your marketing expenses must be signiﬁcant - roughly 5% of your
initial investment - so that ﬁrst members sign up quick
A good management and follow-
up is what give your club
on the long run
Keep everything on writing :
Who subscribed today ?
Where do they come from ?
What made them choose you ?
Are your people satisﬁed ?
Is the offer still matching ?
How is the competition doing ?
What can be improved today ?
« Better to have, and not need, than to need,
and not have »
Listen to your team and customers to
always make them feel better
collaborating with you
Have a back-up plan.
Step back and observe.
Monitor the numbers carefully.
Keep up with the new trends.
Frentrepreneur, Gym owner, Music all-day,
Wine&Chocolate lover, Ambitious, Open-minded,
People and Solution-Oriented, Toxic :)