Written by Dan Barker at Momentum Business Development What is a gym without its people? As the manager/owner, you might be the driver, steering the car where it needs to go. But the people you bring onboard are the engine—they do the work to get your business from A to B and beyond. To drive…
As a trainer and consultant of sales, I’m experiencing that even the best sales people in our industry have lost their confidence and greatness due to being out of the game for a while due to furlough and feeling overwhelmed in the new Covid world. Changes in which the way they are being managed due…
Written by Tom Doodson, Sales Account Manager, Fitronics What Is Net Promoter Score®? NPS®, formally known as ‘Net Promoter Score’, is a widely recognised way of assessing the loyalty of an individual or group of customers. Using just one simple question, Net Promoter Score allows you to gauge how likely someone is to recommend your…
By 2025 you will be buying a car on social media! That prediction came from a director at a large digital agency and is based on booming e-commerce and social commerce during the last 18 months. This acceleration is due to payment and shopping functions on platforms, but crucially on the reliance on reviews with…
Written by Dan Barker at Momentum Business Development Many professionals feel that their jobs are taking over their entire day and leaving them with no free time to do other things. Personal trainers are no exception. “Many times, personal trainers think that they do not have enough hours in the day to coach clients, manage their business…
Once the beach is in sight, we all start to think about how we are going to look when we are stripped down and basking in the sun. Motivation to get a quick fix exercise programme is at one of the highest points of the year. For the commitment phobia prospect, the 6-week programme is…
One of the biggest differences between fitness owners who are thriving and fitness owners who are barely surviving is the ability to attract new customers. Not having a system in place to consistently generate new leads makes for a stressful situation and often leads to otherwise well-run fitness clubs closing their doors. What is a…
If you can’t measure it, you can’t manage it! Here are our top KPI’s to keep your club fully optimised: Membership Sales No. of New Members per Month Leads to Sales ratio Appointments to sales ratio Leads to appointments (tour) ratio Fitness Services Top 100 Longest Serving Members Ex Members Termination Patterns (Month on Month…
The words you use to communicate with your customers are very important, whether in brochures letters, advertisements email, on websites or in telephone and face to face conversations. Below are 15 words that you should consider incorporating into all your communications. Easy Everyone wants stuff that’s easy. We want things to be easy to use,…
It is widely recognised that learners have different and preferred learning styles. This has been used particularly in relation to adult learning. Reflecting on learning styles can really help you to look at new members in a different way, encouraging you to think about how best to present the learning experience and what teaching strategies…
The most successful way we have found to effectively impact retention and increase member value is through developing a multimedia quarterly and repeating campaign. Here’s the 10 Essential Marketing Tools for Retaining your Members: Online Member Surveys Check what your members want and which of them want it and tailor your retention programs around the…
The beauty of advertising special offers on Facebook adverts is that we can target very specific audiences. For your club, this is a golden opportunity to attract new members from demographics you haven’t reached before. So, advertising for mums is a campaign you should think about offering. Think of your club’s quiet times during a…
Market research has conclusively shown that the biggest proportion of new joiners comes from the word of mouth power of existing members. When a customer joins up, they are generally full of enthusiasm and want to tell their friends straight away, partly to get approval for the process. A perfect way of marrying these two…
So here we are in the 5th phase – the chance to close the sales by simply asking the customer to join. Simple eh? Well you would think so, but for many in sales roles this is the biggest hurdle to overcome. So, what’s happening? Well biologically, we are genetically wired to run away from…
We’ve arrived at the 4th stage of the 7 – The Price Presentation Phase. We talked about the importance of the greeting phase and the vital job of qualifying the prospects so that we both know we have a club that is ideally placed to serve their needs. We’ve toured the prospect and confirmed that…
Traditionally, this has been a phase in which the client is walked around the club to be wowed by the quality and breadth of the facilities matching his or her requirements and a tick box exercise to ensure that the client understands what’s on offer. This is the FEATURE tour, and this is changing in…
So here we are. The prospect has arrived, we’ve greeted them and made them comfortable in the sales area. It’s time to qualify them. There is every chance that whatever the quality of the car they arrived in, or the level of personal business success they have achieved, they will be feeling a degree of…
So now we have the prospect committed to an appointment with us and they have been indoctrinated by our videos and the carefully crafted multimedia content we have regularly sent the prospect from the start of the relationship. We have built authority by establishing ourselves alongside credible bodies in the local community and built the…
In last week’s blog, we discussed the importance of the Indoctrination Phase. Consider this has been successful, and an appointment has been made. The customer has accepted your pre – eminence in the market, understands the sophistication of your offering and has a feeling for your price point range. The next phase is what we…
One of the key changes that have happened out of the rise of the Internet compared with traditional fitness marketing is that it’s now become possible for customers to find out detailed information about your club online within the comfort of their own homes. Many Clubs have produced websites (mistakenly in our view!) packed with…
One of the biggest differences between fitness owners who are thriving and fitness owners who are barely surviving is the ability to attract new customers. Not having a system in place to consistently generate new leads makes for a stressful situation and often leads to otherwise well-run fitness clubs closing their doors. What is a…
Here’s a great way to highlight some instant ways for you to bring in more members and grow your fitness club. These are the questions that we ask clients – and our experience has been that if you are willing to spend a few minutes giving them serious thought – the results can be quite…
Before your team engage with any new prospects, make sure that they have got plausible, compelling answers to these 20 key questions. Just because they don’t get asked them expressly, this doesn’t mean they are not being thought about by your prospect. An effective sales presentation will cover these important psychological barriers to joining. Work…
Measurement and visible improvement are key to motivating new members. Programme cards, personal progress packs, composition analysis and fitness assessments are all important tools for creating a baseline and should all be built into your onboarding programme for new members. Without doubt the MOST POWERFUL MOTIVATOR, however, is the before and after photo. Here’s our…
In a poll reported in USA Today 61% of small business customers could not document or prove any direct return on their investments in social media activity yet 51% said they were increasing time and money commitments. Only 7% said they were cutting back! Consumers are most likely to share articles, news, and content related…
Half the battle in making your club work for new members is getting them to feel comfortable in their new surroundings. That’s largely down to your new member induction process. It’s where clubs make sure that customers understand how to work everything, know where everything is, understand what’s available to them under their membership scheme…
The words you use to communicate with your customers are very important, whether in brochures letters, advertisements email, on websites or in telephone and face to face conversations. Below are 15 words that you should consider incorporating into all your communications. Easy Everyone wants stuff that’s easy. We want things to be easy to use,…
Traditionally, this has been a phase in which the client is walked around the club to be wowed by the quality and breadth of the facilities matching his or her requirements and a tick box exercise to ensure that the client understands what’s on offer. This is the FEATURE tour, and this is changing in…
When you doubt the value of a CRM system look at the evidence. Whether it provides your exercise team with an organised way to email their clients or to provide you with an organised way to schedule motivational calls to your members, remember this US walking study. Unable to push herself to exercise, Ruthanne Lowe…
It’s far easier (and cheaper) to sell to happy, existing customers than to find new ones. When you gain the loyalty of a current customer, you don’t just reap the rewards of continued purchases from that person; you also get his vocal advocacy as he endorses your brand to his peers and social networks. Every…
The Essential Guide to Planning an Effective Club Marketing Campaign This month I would like you to talk to you about planning your lead generation and membership marketing activities. If you are starting with a blank sheet of paper then here are my top tips for achieving a successful marketing outcome and keeping your owners…
What’s happened to The Appliance of Science in Fitness Programming? No one who follows Linked in can have escaped the “MyZone P.R machine in recent months. Clearly, this a is a product which is getting a great deal of traction with Clubs the world over. If you’ve just been released from a long prison sentence…
The 9 Ways to Fail with Your Fitness Club Pricing Strategy Far and away the biggest error that I see working with struggling operators is that quite simply they don’t charge enough! They desperately yearn to run great clubs but can’t afford the staff to deliver it because of a lack of profits. The lack…
Letting Customers Know Your Prices too Soon is Madness! Part 2 -HOW TO DISARM THE PRICE ENQUIRER There are 2 sorts of people who want to know your price 1) Prospects interested in finding out more information on your club 2) Your competitors ringing to see what this month’s offer is! Do you really want…
Letting Customers Know Your Prices Too Soon is Madness! Part 1 I’m not going to beat about the bush on this one. I’m stunned by how the fitness industry is behaving with regard online joining systems and website marketing generally. We seem to behave like sheep when it comes to this latest fad. I have…
How to Maximise Customer Value (Part 2) Last time we discussed why it is vital in a time when memberships are increasingly hard and more expensive to attract, that you focus on maximising the values from the ones you already have. The logics very simple. Once the original membership sale is achieved then all…
How to Maximise Customer Value (Part 1) The No.1 Mission for all fitness clubs must be to “maximise customer value”. The logics very simple. Once the original membership sale is achieved then all further revenue is achieved with virtually nil cost of sale. In the future, we can expect that the…
Making Your New Members happy- Take them back to” Fitness School”! Half the battle in making your Club work for new members is getting them feeling comfortable in their new surroundings. That’s largely down to your new member “Induction process”. It’s where Clubs make sure that customers understand how to work everything, know where…
Objection Handling For Sales people The most successful membership sales people use a strict well rehearsed system for dealing with objections. Like many things we discuss in high performance sales work chance is taken out utilising well crafted scripts and a choreographed process. Here’s how it rolls . Consider the acronym: P.R.E.K.C. P stands for…
Imagine How Many More People Would Join Your Club if you had your own Qualified Doctor to help them… People are 40 times more likely to ask a Doctor for advice on exercise than a Personal Trainer Everyone knows that when they have reached a level of ill health they would benefit greatly from…
The Power of Online Surveys Real time results Customisation ability in the survey Easy to manage manipulation information Survey wrapped inside digital marketing assets 6 key uses… Prospecting One of the key jobs in membership sales is QUALIFYING your prospects. In the pre-internet days our membership team asked each prospect critical questions to…
The Essential Guide to Planning an Effective Club Marketing Campaign This month I would like you to talk to you about planning your lead generation and membership marketing activities. If you are starting with a blank sheet of paper then here are my top tips for achieving a successful marketing outcome and keeping your owners…
Look at successful people the world over and you’ll notice that, at their core, practically every one of them is pretty good at selling things. It might be they’re good at selling themselves, their ideas, their philosophies, their dreams. Everyone should spend some time in the trenches selling, especially when young. It could be telemarketing,…
The 10 Fitness Club Success Commandments It’s not a comprehensive checklist by any means but it’s a good starting point for you to look at and evaluate how your Club measures up. If you subscribe to our FREE Fitness Club Community, “Fitness Club Success” then you will get a heap more detail on each of…
Despite the positive spin of our industry publications, I see dark clouds on the horizon for the UK fitness sector if we are not careful. Of course, the Fitness Club sector is not in terminal decline, but significant regime change is long overdue. The last 10 years has seen the creation of a very standardised…
How about a Summer Holiday Fitness Programme Reactivation Offer? From New years day till 23rd June 2018 I trained over 100 times at my club! I was in the best shape for a decade. I was pumping the biggest weights ever. I was chiseled like I haven’t been for some considerable number of years. And…
Here’s a great way to highlight some instant ways for you to bring in more members and growing your fitness club. These are the questions that we ask clients – and our experience has been that if you are willing to spend a few minutes giving them serious thought – the results can be quite…
If you think that simply putting Online Joining on your website is going to change anything regarding getting new members … well, really, what planet are you on? Please …just stop right there and think for a minute! What are you are saying about the buying habits of your prospective customers? “If only I didn’t…
3 Reasons That Facebook Advertising is the No 1 marketing activity for fitness clubs In 2018 you better get your head around Facebook advertising or you will get left behind by your competition Here’s why…. 1) It’s a platform with a readership of 1.8 billion (and growing) 2) You can target with laser like accuracy…
IMPORTANT Take your membership prices off your website Change your process for linking to your online joining area. Send the online sign up link to prospects AFTER they have been qualified using txt or /and email. INTRODUCTION – Why It’s Not the Customers fault When customers ask you for your membership prices, it’s not necessarily…