Fitness Club Success


Win more, keep more and upsell more members

The Power of a Nudge to get People using your Club

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 joined a research study aimed … Read More


Happy Customers = Loyal Brand Advocates

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 “Like” you get on Facebook … Read More


The Essential Guide to Planning an Effective Club Marketing Campaign

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 happy. Don’t lose sight of … Read More


Where’s The Appliance of Science Gone in Fitness Programming

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 or rescued after many … Read More


The 9 Ways to Fail with Your Fitness Club Pricing Strategy

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 of cash affects the power … Read More


Why Giving Your Prices Out Too Soon is Really Crazy! (Part 2)

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 to do their leg work … Read More


Why Giving Your Prices Out Too Soon is Just Plain Crazy (Part 1)

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 2 Non-Negotiable deeply rooted convictions … Read More


How to Maximise Full Value from Your Members! Part 2

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 further revenue is achieved with … Read More


How to Maximise Full Value from Your Members! Part 1

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 likely cost of acquiring customers … Read More


Integrating Your New Members Needs Careful Thought!

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 everything is, understand what’s due … Read More