We review submitted questions about growing a health club and provide our best advice.
In this episode we are going to do question and answers. We have asked our clients to submit questions that we did our best to answer in a way that creates value not just individually to those who submitted the question but to you the audience as well. We wanted to know what they wanted help in a health club.
Questions and Answers:
Q1: Where should I focus my time at a health club manager
A:This is a good question because the way we use our time ultimately dictates the results we are going to get. If we are focusing our efforts and our time in the wrong areas we are not going to get the best possible results for our efforts. As to where you should spend your time as a health club manager really depends on where you are at as a health club. When you are starting and only have a few members your focus should be on sales and marketing as you grow and increase your membership base. However as you grow and mature you might need to focus more on member retention and improving your system. So to answer the question where you spend your time as a manager really depends on where you are as a health club.
Q2: Is the latest equipment necessary to stay competitive?
A:The answer is both yes and no. Obviously health club member’s new, modern and clean equipment, so it is a big competitive advantage if you do have new equipment over those who have old and outdated equipment. But you don’t have to have the absolute cutting edge to remain competitive. You could have equipment that is five years old but as long as you keep your gym clean and your equipment in the right condition, I don’t think it will make a big difference. What’s important is looking after your members and taking care of the basics when it comes to managing a health club. So my response to that is yes. New equipment is great but it is not necessarily be all and end all.
Q3: How do you best retain members?
A: This question is a bit broad because member retention can be really hard and involve a lot. You can be doing a lot of right things but still be struggling to get good results when it comes to retention. But small improvements can make a massive difference. So what you want to focus on is having a number of strategies in play. But if there was one thing to improve retention it all comes down to attitude. An attitude of service and giving value reflects in everything you do and that is what’s really going to help I improving retention. Have a philosophy of “you will only get paid when your members get results and have the best experience possible at your club.” Then retention will take care of itself.
Q4: What’s the best way to get leads?
A: In your marketing strategy you want to have multiple sources of traffic. You want to have leads flowing into your sales funnel from multiple sources. That may include:
- Digital marketing like Facebook and Google search optimization
- Direct mail or signage in your local area
If I were to pick one that would be orchestrating referrals, in the previous episodes we have talked about referrals and how this could be the best way to get leads. You can check on our previous episodes for more details on referral processes.
Q5: What is the best way to combat growing competition?
A: As the market matures further the best way to combat competition is get your strategic positioning right. What you need to do is own a segment of the market. For example you are a Flash 24 gym for members that just want to use the equipment and not necessarily a claim to the facility then you want to won that position. But if somebody already owns that position what you want it to pick out the opposite. If you have a strong competitor the worst thing you can do is to drop your prices and try to match them by doing so, rather you should have maintained higher pricing and position yourself as the friendly community gym where you are going to get support and friendly assistance. Think about your strategy and where you are going to position yourself and provide something unique for your members.
Q6: Should we go 24 hours?
A: There are obviously some metrics to consider if you wish to go 24 hours, like if you re simply going to follow others doing it you have of a bit of a sheep mentality where you simply follow what others do but in reality a fraction of the members actually go to the gym at 10:00 pm. The question is, is it worth all the effort? I would rather you focus on more valuable things and leverage areas that are going to serve up a higher percentage of your members. It is all about knowing where your health club is before making any decision.
Those were the questions submitted we hope we were able to answer then in constructive way. We will be doing this again in a few months.