3 min readEnhancewell
These days, it seems like every other person you meet is in the fitness industry. With so many coaches, trainers, and gym owners, is it even worth getting into the wellness business?
The answer: it depends. Not every gym will succeed, but the ones that do have a few things in common.
Today, we’ll dive into how you can help your fitness business stand out, attract new members, and build a lasting brand.
Differentiation
Before you can attract your ideal client, you need to define your business. Are you McDonald’s (accessible to the masses) or Peter Luger’s Michelin-starred Steak House (top quality with a price to match and highly sought after)?
Here are a few things that might differentiate your business from others:
- Price point
- High-quality equipment
- Type of workout
- Community
- Opening hours
For example, Orangetheory capitalizes on its heart rate zone training while Pure Barre fuses Pilates, yoga, and ballet for a full-body workout.
Education
Focus on education in your marketing efforts and upon first meeting with a potential member. The potential member may thinkthey’re interested in your gym because of X, without knowing you can solve problems Y and Z in their life, too! Give the full spiel every time— no matter what.
Personalization
How well do you know your members (or potential members)? While iPad sign-ins make it quick and easy to start a workout, personalized check-ins can foster community, address issues, and assess progress regularly. Develop an AI + hands-on customer relations management strategy and get personal with your members.
Implementation
If you order a Big Mac, you’ll get two pickles every single time— no matter where in the world you order. That type of consistency is something the fast food chain is known for.
You’re not selling cheeseburgers, though. You’re selling an experience, a community, and a way to achieve fitness goals. A customized experience requires an excellent staff training program to ensure a consistent, hands-on approach every time. Create a brand guide and a “how-to” manual for interacting with members— potential, new, existing, and those with complaints. Don’t rush the training process; give your customers a consistent experience they can count on.
Continued support
Anyone can make a business plan. And getting started is doable for many. It’s the follow-through and ongoing support that turns members into fanatics. With over 15,000 CrossFit gyms worldwide, you know the brand is doing something right. It’s not the boxes and weights that get people coming back for more (and telling everyone they meet about their workout regimen); it’s the supportive community, competitive environment, and measurable results.
Consider this your bird’s eye view plan for success. Need help with the nuts and bolts of marketing your fitness business in a crowded market? The team at Enhancewell Consulting has helped companies in the wellness industry differentiate themselves from the competition, attract a loyal fanbase, and thrive.
Contact us today for a free discovery call to learn how Enhancewell Consulting can help you take your fitness business to the next level.