Health Club Madness

insanity in health clubs

WARNING!– I would like you to read the following paragraphs with the utmost care. What I’m about to say is not only a warning, but is also a friendly suggestion from a fellow professional in the health club industry.

If you need help, don’t wait, call today!

I have talked with several club owners in the past few months that are on the verge of destruction. The one thing that these health club owners have in common is a fear of change. The gym business as we know it is changing. Gone are the days of beating the competition by having the best instructor in town or the new Hammer Strength equipment. There is no such thing as “better” in the gym business, there is just “different.”

Let me explain what I am talking about. If you think your club is better because your equipment is new – you’re wrong! If you think your club is better because you have great group fitness instructors – you’re wrong! If you think you have the best health club in town because you have the cheapest memberships – you’re wrong! If you think that infrared sauna that your so proud of is the reason that you’re the best club in town – you’re wrong! Remember there is no such thing as “better,” only “different.”

GO TO HOLLYWOOD – Like it or not we are in the entertainment business. Just like those liberal nuts out in Hollywood, we need to attract an audience in order to make money. Now I don’t suggest doing anything as controversial as Hollywood does now-a- days, but if done correctly you can give your members and potential clients a sense of lights, camera, action – just like the pros do. Now there are many ways to do this, I am going to give you one example. We teach a system called “Manic Monday.” Monday is the busiest days in gyms all across the nation. It gives you the biggest audience to entertain. This is how it works: every Monday, pick a theme and run with it. Do giveaways (a 1 year free membership, tanning, personal training, Harley Davidson, sky diving, cruise, etc. MUST BRING A GUEST TO QUALIFY FOR GIVEAWAY), free food (wings from Hooters with the Hooters girls, pasta and meatballs from Olive Garden with staff, etc.), and entertainment (celebrity look-a-likes, blue grass band, Muppets with Big Bird, the crew of Jack Ass, etc.). Monday should be a day that catapults the rest of the week into high sales numbers and new guest visits. Also, and please don’t take this the wrong way, but your staff needs to look like they are in the fitness business. If they are severely overweight, smell like cigarettes, not groomed, or all pierced and tatted up on their face or neck – you are probably not conveying the image that you are a business that promotes health and fitness. Uniforms should be uniform. If it’s athletic gear, it all needs to match. In other words if you wear Nike shoes, you wear Nike shorts. And the shirt should always have your club logo on it. Higher end clubs are going to want to stay with the classic black on black or black and khaki.

BE GOOD AT A LOT OR PERFECT AT A LITTLE – Instead of trying to be everything to everybody, find something that you’re passionate about in your health club and build on that. Example: if you love the personal training aspect of your business, focus 99.9% of your energy at being perfect at personal training. That means from marketing and attracting clients, to training them, to follow through. If I drove into your city tomorrow and asked someone at GNC where I could get the best personal training at in this area, your club should be the first thing that comes to their mind. The way you control a market is not in big chunks, but in small specialized niches. Once you have dominated one niche, now you have the freedom and capital to move onto other things you are passionate about.

PULL THE TRIGGER – I talk to club owners all the time that are going out of business as we speak. Six thousand new gyms open up every year, and about the same close every year. Listen very closely, if your club is taking a hit because of the economy, new competition, poor management – YOU HAVE TO PULL THE TRIGGER! The old saying is, “If you want to learn how to skin a cat, call a cat skinner.” Fitness360 is the dominate company in health club marketing and club management for a reason. I can brag to you about all the money we could make you, but in my experience, knowledge is power. If we teach you the right way of doing things, then in the future you will be able to do it by yourself. Like the saying goes, “If I take you fishing I can feed you for a day, if I teach you how to fish, you can eat for life.” I talked to a club owner just yesterday and he told me that he was considering using a health club marketing company a year ago, but thought he would just try to do it by himself. A year later, he is closing his doors and having to say good bye, to not only his life’s savings, but also the thing he is passionate about. So as your friend and consultant, I’m asking you to pull the trigger and contact us if you are in need of help. We give one hour of free consultation over the phone, no strings attached. All you need to do is call 888-434-8360 and ask for Joshua. I’m the owner of the company and enjoy what I do and since nobody knows everything about everything, I think both you and I will be able to learn a lot in that short one hour conversation. We have the solutions to your problems, be it: club management (where we take over every aspect of running your club), or health club promotions (where we come in with our sales team and sale high price memberships at the rate of $29, $200, $360 per month), to consulting (where we will tell you how to do exactly what you need to do to be a winner in this industry, and not a loser). PULL THE TRIGGER today!

Remember Insanity is defined as follows:

“Doing the exact same thing and expecting a different result.”

In closing, if you’ve made the decision to just try to do it by yourself and figure it out, you’re crazy by definition. Remember doing the exact same thing and expecting different results is insanity!

Thank you and God Bless,

Joshua Fleming
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Joshua Fleming

Coaching Gym Owners at
He is a Dad of 3, Marine & Serial Entrepreneur. He has 25+ years of extensive experience in the industry.

He's spearheaded the opening of 100+ gyms and is responsible for selling over 100,000 gym memberships and collecting over 300,000 buddy referrals in his career.

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Joshua Fleming
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