Want More Profit From Your Fitness Club? Register For Our FREE Webinar & Find Out How…

Killing Yourself trying to sell Memberships in a Downturn Economy and a Competitive area?

We have just the solution for you…


On Tuesday 11th July at 4:00 pm, we will be hosting a Special Webinar on:

How we Transform Your Club into a Revenue Generating Machine in 90 days or Less!

And best of all, it’s absolutely FREE

So register today and get a HUGE jump on your competition. You’ll be so glad you did.


What To Expect:

  • Proven, profitable strategies to make your club a revenue generating machine and most importantly LOVED by your members.
  • Everything you always wanted to know about membership pricing, marketing, sales, customer service, management, retention, fitness services, and staffing.
  • Presented in a replicable framework that you can take away and use in your own business IMMEDIATELY.

Make sure you’re there to see and hear it all for yourself.

Click HERE to register now.

The most powerful marketing strategy in the world

This post is about how to tap into possibly the most powerful marketing strategy in the world.

Word of mouth recommendation is an incredibly effective form of marketing, because what other people say about you is more believable than what you say about yourself (this is why testimonials are so good for business).


And the very best word of mouth marketing of all is a referral, where someone is essentially saying, “this person solved my problem….you should go to them so they can solve yours too”.
We all like referrals but most business owners are doing nothing proactive to get them. In this economy, that is very dangerous.

Here are some fundamentals on how to maximise the effectiveness of Free Referrals:

  1. From day one, customers need to know that Referrals are a key part of your business and that if you do a good job for them, you expect them to recommend you. If that sounds like taking a tough stance – it is but try it – you’ll be surprised at how effective it is.
  2. If you’re getting Referrals at the moment without asking for them, you’ll double or triple the number you get when you do ask. Ask in person, ask by mail and email, ask on the phone. Ask – and keep asking.
  3. Remember that customers are not just doing you a favour by giving you a Referral. We ENJOY giving Referrals. Don’t you love recommending a great film you’ve seen to a family member or friend? Your customers will actually get pleasure from giving the people they know the same experience they’ve had. This is one of the reasons that asking for Referrals works better than many think.
  4. Thank your customers when they give you Referrals. Send them a letter or call them.
  5. Reward your customers for giving you a Referral. Either with a gift, or something of value from your business or, if appropriate, with cash. The better the gift, the more likely they are to give you more Referrals.
  6. Have a formal Referral system where you ‘Market’ referrals in the same way that you Market your product and services. Promote your business’s Referral process with emails, direct mail, phone calls and meetings.


One final point: Referrals are a vital part of the Marketing mix during the best of times. But in a challenging economy, they’re simply essential. People are far more cautious with the money they spend. If you’re recommended to them by someone they trust, it will massively reduce that caution.

Because they’re Free, the typical business owner thinks Referrals are too good to be true. In this economy, be anything, but don’t be typical.

Our Mission:

We have been helping fitness club owners and managers for over a decade to make more money and have more fun running their fitness club business.

There are two sets of people who we aim at and hope that we will help:

  • Club owners, to assist them make more money but equally importantly to make them feel that there is someone who grasps the problems of their business and who they can turn to. 
  • And the second group are the up and coming Managers and corporate business leaders at who want to achieve a long profitable career in the sector and want to be at the cutting edge of the latest marketing concepts, sales strategies and business ideas.


Your Website

If you have a website the chances are it’s not making you much money. Because statistically, some 90% of businesses’ websites DON’T make a penny. Truth is, making your website pay its way is not quite as simple as your website designer might have led you to believe.

Here’s why: in the same way you can’t build a profitable and solid business just by printing a glossy brochure and waiting for it to magically pull in the business, you can’t simply throw a few “brochure” web-pages onto the Internet and score an immediate success.

And if you’ve been to a typical website design firm for your site, that’s what you might have: an online-brochure which has virtually zero marketing effect.Website designers are basically a new breed of graphic designers – and they are NOT marketing experts. That’s why most websites don’t make any money.

The good news is, making your website profitable can be achieved fast, as long as you stick to some simple but very powerful fundamentals. And you can start right now.

And it all starts with your home page, because that’s the first thing people see when they hit your website.
So today’s email is about your home page.


Here are 3 tips to help you maximise the results you get from every visitor to your home page:

1. Ensure your Home Page passes the 8-second test. Research shows that you have just 8 seconds to grab your website visitors’ interest. They don’t call it “web-surfing” for nothing: if you don’t grab your visitors’ attention and break this pattern of behaviour, then they will hit your site, stay for a few seconds… and then they’re gone. Usually forever.

So when they do hit your home-page, you need to present them with a clear and pressing reason to stay. And that means a headline. Don’t let your website designer or your graphic designer sell you on the idea of logos, pretty pictures and whitespace – that’s just a “brochure website”. Trust me, they don’t work. No one cares about your logo, the picture of the anonymous person working out  at the top of the page, or empty space devoid of any meaning.

A headline is text, usually black, bold, and big which gives your visitor a big, exciting and compelling promise that if he or she continues reading, you’re going to give them some significant reward for doing so. In other words, you’re going to have one of the few websites that keeps people for more than 8 seconds.

So think of a great headline for your home page, one which really sums up the “big promise” your business makes and encapsulates the overriding reason why people would want to do business with you and not your competitors.

2. Structure your web page copy according to the AIDA formula. Follow this classic rule and you can’t go too far wrong. Your home page should follow on from your headline and tell your “story”. It’s got to be interesting enough to keep them riveted to the page long enough to get them over that 8-second “hump”.

AIDA stands for Attention, Interest, Desire, Action,

and all of your copy, whether it’s a letter, brochure, email, or your home page should follow this simple formula:

  • You get their Attention with a strong, compelling headline offering them a clear benefit for reading further.
  • Then you get their Interest with strong opening paragraphs which spell out the problems they face and the benefits your product or service offers.
  • You then fan the flames of their Desire by “twisting the knife” of their pain and really showing them how you can ease it and make their lives better.
  • Finally, you get them to take Action on your offer with a strong call to action. On your home page, that will normally involve people giving you their name and email address in exchange for a Free report or video etc (see below)
    Every single page on your website should have a single purpose to justify its existence, and should therefore follow the AIDA formula.

It seems too simple and too good to be true – but it’s used by the greatest copywriters and marketers, simply because it plugs into our natural human psychology, and it WORKS.

3. Use the lead generation model. Too many business owners look at the Internet as nothing more than a virtual shopping mall. But we’ve already seen how your average visitors to your website are gone again within just 8 seconds.

Do you really think you can persuade your visitors to become a paying customer in 8 seconds? Most of the time, it just doesn’t work.
The trick is to switch from a sales model to a lead generation model. When someone hits your site, your sole intention should be to get them to give you their name and an email address.

Getting a postal address, phone number and fax number is the Holy Grail, and I will share some advanced techniques for doing this in subsequent emails, but for now a name and email address is fine.

Then… once you’ve got their email address you can start emailing them with a targeted, relationship-building and, ultimately, money-making sequence of personalised, friendly, and informative emails.

So there you have it: 3 very simple changes you can make to your home page right now to boost your website profits.


5 of the recent changes that directly impact your business

When I first started working with business owners to maximise their sales from Google, about 10 years ago, Google would make two or three significant changes every year.

Now they come up with a big change almost every week.

As a business owner and a smart internet marketer, your fortunes are closely tied to Google. Here are just five of the recent changes that directly impact your business:

  1. SEO is on its last legs. The proof is everywhere. Google continues to make changes that make the chances of beating them close to zero. I’ve been warning that this was going to happen for many years. You MUST build a business that is not dependent on search engine optimisationIf you are a local business, Google offers you major opportunities to dominate that market – and those opportunities are growing all the time.Google loves local businesses and it’s handing you a golden opportunity to have your website, address and phone number appear at or near the top of their results.
  2. If you do pay per click, the listings on the left hand side are now getting 10 TIMES as many clicks as the ones on the right. The recent additions to ad extensions allow the smart business owners to dominate. Everything you do on pay per click should be focused on getting on the top listings on the left. And if you’re not doing pay per click, please understand that you are probably leaving a fortune on the table.
  3. Google are becoming obsessed with mobile. Their recent announcement on enhanced campaigns is basically a complete overhaul of their system to maximize the mobile revolution. Potential customers search for what you offer every day on mobile. Are you prepared?
  4. Google’s Display Network is roaring ahead and lets you do banner advertising in a local or national area and select the websites you appear on. Recent improvements to the ‘Display Optimiser’ means EVERY business should be testing banner advertising with Google.

7 highly effective ways to secure your fitness club during this downturn

While global financial assets tumble, and everyone else panics, you have as asset which can produce growth rates that will leave most stock traders green with envy, IF you handle it right.

That asset is your customers. Your customers (and future customers) are part of the key that will secure you during this economic turmoil. Unlike shares and traditional investing, there’s no downside risk – and the upside normally ranges from a 50% to 250% return on your investment, regardless of the economy.


The first priority is what we call ‘ring fencing’ your customers. Money in the bank is no good to you if someone breaks into the bank and steals it. Equally, your customers are no good to you if you lose them. Strength in a tough economy depends on having a long lasting relationship with your customers. You literally have to ring fence them in. I urge you to make this a priority in these uncertain times. Here are 7 highly effective ways to do it:

  1. More communication. You should at least double the communication with your existing customers and communicate to them no less than once each week. You don’t always have to sell something. Provide useful information to them on an ongoing basis. This email is an example. Stay at the forefront of your customers’ minds.
  2. Every fitness business should have a monthly newsletter. Ideally printed and sent in the post. It costs about £1 per customer per month to do this and builds tremendous loyalty. If you’re not willing to invest £12 per year on your best customers, you have other problems that need fixing.
  3. Send your customers gifts. If the customers are worth a lot to you, send them gifts with real value in the post after they buy and at key times such as birthdays, new year etc.Leisure vouchers redeemable against  services and products make great gifts. At the very least, send online ‘gifts’ such as special videos, reports etc.
  4. Segment your customer list and treat the top 20% differently to the rest.For most businesses, 80% of profits come from around 20% of the customers. Whoever wrote the book about treating all customers equally was a twit. It’s nonsense. If you fly economy on Virgin, you’ll be treated very well. If you fly Upper Class, you’ll discover that Richard Branson is well aware that you don’t treat all customers equally. This top 20% are your greatest protection in a turbulent economy. Treasure them.
  5. Get on the phone to your best customers. You don’t have to sell them anything. Just check in with them to see how they’re doing and if you’re doing a good job of looking after them. Expect at least 20% of them to buy something from you straight away.http://www.momentumbd.co.uk/fitness%20club%20marketing/index.html 
  6. Send a personal handwritten note to your best 50 members TODAY. It will cost you next to nothing and they will be stunned. This is ring fencing at its finest.
  7. Sell more to your customers. This seems counter intuitive, but the best way to keep customers is have them buy from you again. When someone buys from you, you are meeting their needs. If you’re not forcefully communicating to your customers what you have for them, you’re letting them down and you’re letting yourself down. Your customers should be in an ongoing Marketing and sales cycle of emails, letters and  phone calls. On average, it takes seven of these communications to get a sale. Most Clubs give up at one or two. In a good economy you can get away with ignoring this type of Marketing. In this economy, you can’t.

Most of the above cost nothing or very little. One of the big myths about Marketing is that it has to be expensive. Actually, some of the best Marketing is Free

Imagine owning a shop where 99 out of 100 people who come in, walk out again without buying from you.

Imagine owning a shop where 99 out of 100 people who come in, walk out again without buying from you. How depressing would that be?

Well here’s the good news. There’s a simple step you can take to ensure that 10%, 20% or more of the people who visit your site become either customers or potential customers. And it’s a simple change that will ensure your website is never boring.

This method also takes advantage of the most important shift in Internet Marketing this decade. Read on – your website may never be the same again..

The secret to having a successful website today is – Do not make selling your products or services the prime purpose of your website.

Sounds strange? Well here’s what you need to know.

In the early days of the internet, we all thought that the purpose of a business web site was to sell stuff. The idea was – people would come to our site and then either order online or contact us by phone or email to become customers.

Nice idea – only trouble is, for 9 out of 10 businesses, it doesn’t work. Why?Because as we know, people ‘surf’ the web. People don’t visit websites, stopping each time to make a purchase or make contact and then move on to the next one. They ‘surf’ the web. That’s why it’s called surfing.

How many times have you seen a website that might be of interest to you. You promise yourself you’ll come back to it – and within seconds of you moving on to the next site, you’ve forgotten about it forever.

Of course there are rare exceptions (Amazon etc) and we can all get SOME online sales and contacts – but if 99% are leaving your shop without buying, you’re losing out big time.

So, if you’re not going to use your website primarily to sell stuff, what are you going to use it for?



Gifted Hero by  JD Hancock is licensed under CC BY 2.0

Instead of using it to SELL people stuff. Use it to GIVE people stuff.


Let me repeat that. Because if you really get this … your internet strategy can be transformed.

Instead of using your website to SELL people stuff. Use it to GIVE people stuff.

There has been a quiet revolution among the world’s great internet marketers in recent years. That revolution has been a shift from websites where the prime purpose is to sell products and services, to websites whose prime purpose is to BEGIN A RELATIONSHIP with people visiting.

Think of it like this. Your biggest challenge when people visit your site isn’t necessarily to clinch the sale. Your biggest challenge is to begin a relationship with them before they move on to the next site.

So how do you apply this principle to your website? I strongly suggest that you test making the prime purpose of your website to get the contact details of visitors so that you can begin a relationship with them. Once you have their email address and permission to contact them you can send them great information in a series of emails that will almost certainly lead to many of them becoming customers.

To get their contact details you need to GIVE them something. Something of real value. That could be a newsletter, but it’s not enough just to offer a basic newsletter. Be crystal clear that in the newsletter they’re going to get information on your core subject such as exercise principles , or weight loss information that has a real value to them.

Ideally, go beyond a newsletter. Newsletters used to be great but now they’re regarded as boring. Offer people

  • a free report with some precious information.
  • a CD
  • a video
  • REE invent
  • at Home Membership where people can get interesting content without joining up.

Do you think that will get the juices flowing ?

Remember, you need to make an offer so compelling, the casual surfer is persuaded to stop and give you their contact details and start a mutually beneficial relationship with you.

The system for capturing email addresses and sending information is very simple and can all be automated. Your website design people will help.

And don’t panic! This does not mean that you have to stop selling things or promoting yourself on your site. You may want to follow the example of many successful businesses who have two sites – one for new visitors and one for existing customers and people who know you well, your members.

Once you begin an ongoing communication with people visiting your site, you can use email to both send useful information AND promote services that you have that can dramatically impact the lives of the people reading it.

Some people hesitate about doing this because they think that people will just read the free information and never become customers. The truth is, some will, but they’re the ones that are losing out. It’s like standing outside the world’s finest restaurant and eating the food that’s thrown out at the end of the day. It’s actually great food – but dining at the restaurant is an altogether far superior experience, isn’t it?

I want to be your source of leading edge information to grow your business and increase your profits – and strategies like the one we’ve just covered are just the tip of the iceberg.

If you are like most fitness owners you are sitting on a goldmine of untapped profits. 

I believe I have knowledge and information which, when I share it with you will be worth thousands, if not tens of thousands of pounds to you. When you access this free material from me, it’s highly likely that the profits you generate will lead to you and I having a lifelong relationship. And it’s not just internet marketing that I’ll be helping you with. I also show you personally how to become outstanding at

  • Direct Mail,
  • Telephone Marketing,
  • Writing Letters
  • Brochures (I’ve even written copy templates for you to use)
  • Sales skills
  • Referrals
  • Advertising
  • Pay per click
Sales Training Course




and much, much more.


There is a specific element of fitness business success

There is a specific element of fitness business success that most owners and managers never truly grasp and as a result, never come close to creating the financial results that they desire.

It relates to their ability to take Action. Every successful operator I’ve met, has an ability to take consistent, large scale action at a level that leaves most of the people around them exhausted.

The extent to which you are able to cultivate this focus on action, is going to be directly related to your income and profits as your business grows.

take action

I’m Brave Kent County Girls on the Run April 06, 20104 by Steven Depolo licensed under CC BY 2.0

There are three key principles here:


  1. Getting access to the knowledge and information that you need to become a highly successful operator is no longer an issue. Whether you choose to get that knowledge from me or someone else, the strategies for creating rapid success are clear. The issue is whether people take action on that knowledge. One of the biggest barriers I see to success is people hesitating and procrastinating. Defeating that hesitation and taking massive (but always low risk action) is both liberating and financially rewarding.
  2. This is the key one: We’ve been conditioned to take action ‘sequentially’ meaning one step after another. For example, this month I’ll write a new sales letter, next month I’ll hire an assistant, the month after that I’ll sort out my website” etc. ‘Sequential’ action is considerably better than nothing but the ultra successful are obsessed with ‘simultaneous’ action. Simultaneous action means that you start taking action in all the key areas as soon as you decide it’s an action worth taking. So you start doing things in several areas at the same time. You ignore all the excuses for not taking such action, get the ball rolling and then deal with the results. Be warned – those results may include an element of chaos. But it’s out of that type of chaos that most greatness emerges. You won’t find that strategy in the business books but when you talk to successful Entrepreneurs it’s how they do it, almost without exception.


  3. Once you develop the Action habit, the next step is being very focused on which Actions are worth focusing on. Most of the drudge that fills up peoples’ week is a highly ineffective use of their time. People use the ‘too busy’ excuse to avoid taking important actions (such as implementing new Marketing and Internet Marketing strategies.) But the problem often is not that they’re busy. It’s that they are busy doing ineffective things. Realise that there are a handful of actions you take or could be taking every week, that are probably ten times more effective and profitable than everything else you do.

Focus on doing more of these and doing whatever it takes to ‘delete’ the ineffective uses of your time and you’ll see a direct impact on your profits.

Google adwords

One of the most important developments in Internet Marketing.

If you were to ask me what the single most important development in marketing has been over the last two years, the answer would be clear:

Pay per click Advertising.


Google Adwords

Now at this point, you’re either familiar with pay per click advertising and have a sense of what it involves – or it’s not something you’ve come across.

Whatever the case – read on. I’ve discovered over the last few months that 90% of the businesses who already use pay per click advertising, have no idea of its real potential and are losing out on fortunes.

Let me be clear with you about how important this is. I have never seen one single marketing strategy that can so dramatically improve so many club’s performance in such a short period of time.

This is a subject I am going to return to in the near future – but for now, here are the essential ‘s that you need to know about.

If you’re new to this, pay per click advertising simply means paying to put a listing for your website at, or near the top of the search engines. With a few variations, it basically means you’re paying to get to the top of the search engines.

How cool is that?

But you don’t actually pay a penny to appear at the top of those results. You only pay when somebody clicks to visit your site. That’s why it’s called ‘pay per click.’

How much you pay for each click depends on how much competition there is for the search terms (such as fitness clubs Worthing ) that you want to use, and how high up on the search engine you want to be. Either way, you choose how much to pay – and you can also specify a maximum daily budget.

But what’s important to realise is that this isn’t just about search engines and internet marketing. The principles here involve the first and biggest marketing revolution of the 21st Century.

There’s a reason those nice people at Google have become Billionaires. They have created the most effective direct marketing tool in the world. Why? Because there is simply no easier and faster way in the world to reach qualified potential buyers. The impact for you and your business could be enormous.

If you’re new to marketing, the term ‘qualified potential buyers’ just means, ‘people who want to buy your stuff.’ How would you traditionally sell your fitness club memberships ? Well, you might advertise in the local paper and hope that a few out of every thousand people flicking through the paper could be persuaded to read your ad – and then visit your club and then buy your membership.

Compare that to an ad that only appears for people who’ve specifically searched for the term ‘fitness club in your town .’ What do these people have in common? They’re almost certainly seriously thinking about buying a membership – right now! To be able to reach such precisely targeted buyers is a business owner’s dream. Well for you and I it’s now a dream come true.

In a moment, I will share with you some of the advanced pay per click strategies that can significantly increase your response rate. But first, here are some of the basics.

The biggest pay per click company is Google. The other main company is Yahoo. If you are new to pay per click, then it will be well worth your time to spend a few minutes checking out their sites.

Today I’m going to focus on Google. It only costs 5 pounds or dollars to set up an account. There is no minimum spend. And best of all, your campaign can be up and running within minutes. In one hour from now, you could be sending a steady stream of qualified visitors to your website.

Here’s how it works.

  • First, you write your ad. It needs a catchy headline and a few words of compelling copy to get people to click on your ad.
  • Then you select the keywords that you are going to bid on. For example, if we are selling our memberships , we might choose to bid on the terms ;fitness clubs’, weightloss clubs ‘ and ‘Lose weight.’ This means that every time somebody searches using any of these terms we want our ad to show up on the pages showing the results of their search.

Next, we need to decide how much we are willing to pay every time somebody clicks on our ad and comes to our website. The more you are willing to pay, the higher your ad will be placed. How much you need to pay to be near the top will depend partly on how competitive your search term is.
But here’s a word of advice. People get too obsessed about how much each click is going to cost. Actually, the cost of the click is not what is important. What’s important is the business generated by each visitor to your site and whether it’s profitable. If the membership of the club is worth £500 and the average length of stay of a customer is 18 months then each acquired customer is going to generate £750. I could be paying 5 pounds per click, and if only three in 100 of the people who clicked on my site, ended up buying  membership  it would be a very worthwhile investment. It can often be worth paying what seems to be a large amount for all these website visitors, because providing you have selected your keywords properly, these visitors are highly qualified leads and highly likely or at least interested in doing business with you.

Now, I would like to share with you two of the Google ‘SECRETS‘ that people are either not aware of, or if they are, are certainly not utilising to their full potential. These can make a really big difference to the profitability of your Google pay per click campaign.

The first relates to the position of your ad. The ads on Google appear down the left hand side of the page, and the ones near the top get significantly more clicks than the ones further down. If your ad is so far down that you appear on the second or third page you are likely to get very few clicks.

So, you obviously want your ad to be as high as possible. Many people think that the only way to move higher up is to pay more per click. But another thing that is really great about Google is that the amount you pay per click is only around half of what determines your position on the page.

The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR. So, quite simply, ads that get clicked on more often get a better position. And of course, that means they get clicked on even more often, and you end up in a cycle of success.

Well, guess what is going to determine the number of people that click on your ad? It’s not the quality of your product or service. It’s the quality of your ad!

In other words, people who write better ads get more people clicking on those ads and end up paying a lot less. If I am willing to pay 1 pound per click, and you are willing to pay 50p per click. but your ad gets three times as many people clicking on it than mine, you will appear above me, and only be paying half as much as I am!

So people who are good at marketing and good at writing ad copy do really, really well on Google. This is yet another spin off on your decision to get good at Marketing.

Our second Google secret is linked to the first and will actually help you get better at writing copy. Google lets you run two different ads at the same time for any of your keywords. Why is this important? Because it lets you test two different ads at the same time, and you can rest assured that one will almost certainly outperform the other. So here, in a nutshell, is how to get really good at Google pay per click advertising:

  1. Always run two ads at the same time. Once it becomes clear which of your two ads is performing best, delete the underperforming one.
  2. Then write a new ad to try to outperform the better ad.
  3. Keep doing this over time and your click through rates will go up and up.

You will soar above the competition, safe in the knowledge that not only are you getting more clicks, but you are paying far less than them for each click to your website.
You may like to re-read that last paragraph. I can pretty much guarantee that it will save you hundreds, if not thousands of pounds.

By the way, this form of immediate testing has been a dream of marketers for decades. In the past, the only way to do this was by spending months testing your direct mail or advertising campaigns, seeing which worked best, and then testing new versions. But it obviously took months or even years to perfect a campaign. The fact that you can acquire this knowledge in days and weeks is making many smart marketers a fortune.