Fitness Club Success


Win more, keep more and upsell more members

The Answer to Making your Fitness Club Remarkable is here with Xperio

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 model when it comes to … Read More


The Top 20 Fitness Prospect Questions your Sales Team Need to Cover

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 out exactly how you overcome … Read More


Before and After Photos – Missing Them Out is Missing a Trick!

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 take on how to do … Read More


The Unspoken Truth About Social Media Marketing

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 to science but only 9% … Read More


18 Things your Members Must Learn to Survive in your Club

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 and what to do if … Read More


The Art of Sales and Marketing

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, we want results to be … Read More


The Top 10 Tips for Fitness Club Tours ……

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 the light of the rise … Read More


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