Are you a health club owner that is having a hard time making your fitness facility profitable? If so, you are not alone. Believe it or not, but 7 out of 10 gyms in the United States alone are operating at breakeven or are completely in the red due to “Shotgun Fitness Marketing”. And these crazy statistics are not due to more competition or even a bad economy. The #1 reason that clubs are unsuccessful is because gym owners continue to make the same mistakes over and over again.
We know that the our industry is a very good one to be involved in, and it can actually be VERY profitable. But you have to take ownership of your club, be willing to admit where you need help and correct any mistakes that you may be making that is holding your club back from reaching its full potential. Over the next couple of weeks we are going to be covering the top 7 reasons why health clubs are unsuccessful. So be sure to check back each week for the next mistake and make sure your club isn’t losing millions of dollars of revenue each year.
Mistake #1: Shotgun Fitness Marketing
Have you ever heard the quote, “If you throw enough stuff at the wall, eventually something will stick?” Are you guilty of marketing your club with this type of thinking? In reality, this isn’t completely wrong thinking, but you need to make sure you are throwing the right stuff at the right wall or most likely you will have be spending way more money than you need to spend on shotgun fitness marketing that is completely ineffective and doesn’t give you a return on your investment.
A couple things you need to know about shotgun fitness marketing: it’s not a strategy and it’s not an event. So what exactly is good marketing. It is continually driving new traffic into your club. There isn’t one solitary marketing tool that will always give you hundreds of new clients, but there are many tools that will give you at least one new client. That is probably the #1 thing to know about marketing. Let me repeat that – there isn’t one solitary marketing tool that will always give you hundreds of new clients, but there are many tools that will give you at least one new client. So the key is, you must ALWAYS be marketing your club. And contrary to popular belief, there are 100’s, possibly even 1000’s of either no cost or extremely lost cost marketing tools that you can start implementing today.
Are you one of the gym owners that believe that the only ways to effectively market your club is by using Val-Pak’s, direct mail and newspaper? Now don’t get me wrong, these are all very good marketing tools, but they usually won’t deliver more than just a few new clients. These more expensive methods need to be used in conjunction with other less costly methods to get the most bang for your buck. For those of you that like word pictures, here you go. Just imagine a man is fishing and only has one pole in the water, while a ways down another man has 10 poles in the water. Who do you think will catch the most fish? Obviously the man that has more poles in the water. The same is true when it comes to effectively marketing your club. The more strategies you are using, the more successful you will be.
Remember, as long as you have your gym, you will never be able to stop shotgun fitness marketing your gym. You may run bigger campaigns at different times throughout the year, but you need to consistently be marketing your club each and every month. Whether your club is a tiny personal training studio or if you own a mega gym, marketing is a must. If you are consistent with your marketing, it truly doesn’t cost that much money. You just need to have a plan about how your going to market your club and consistently implement that plan each and every month.
If you just don’t know how to get started or what tools are going to be most cost effective for your club, that is where we can help. Here at Fitness360 Marketing we can do everything from coming and doing an on-site promotion, or we can even take the stress of marketing completely away from you and we will manage and market your club for you. Contact us today for a free consult!
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.
Learn more @ www.JoshuaTFleming.com
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