All posts by WebMaster

Weekly Marketing Tip – September 27th

Last week I wrote about having a geographic wake-up call; in that club and studio operators must focus on both lead acquisition strategies and member retention initiatives to have a successful and sustainable fitness business for the future.

Today I am going to dig a little deeper. The essence of member or client retention lies in what I call “The Retention Quadrant.”

This is broken up into 4 specific areas of retention:

1. Member Induction
2. Members Experience
3. Member Programming
4. Member Usage

Like a successful dinner party, improving retention is much more than doing one thing right but doing many things right. The big difference is that with retention it’s not a ‘once and done’ event but rather you need to orchestrate many things and make sure they’re done on an ongoing basis.

The key is to OPTIMIZE your member induction process to ensure the new member is 100% confortable with their choice of gym or studio.

OPTIMIZE your member experience whenever and wherever possible (this is all about executing the small things).

OPTIMIZE your member programming to ensure members’ know what they are doing and why they are doing it.

And finally, OPTIMIZE member usage. If they don’t use your facility on a consistent basis, they will stop seeing the value and the expense is then perceived to be a liability.

Focus on The Retention Quadrant and keep optimizing all things that full under each of the 4 key retention areas.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Tip – September 20th

Most health club operators still focus on getting new members in the door, almost combating attrition with a ‘more sales mindset.’

This may have worked 10 years ago in a less competitive market but it won’t work now!!

In fact club operators globally need what I refer to as a geographic wake-up call!

Let me explain this further…

Your health club or studio has a certain geographic area in which it pulls from to attract new prospects and ultimately new members and clients.

Unless there are new large corporate companies moving into the local area or new residential housing; that pool of potential prospects will eventually dry up. This is expedited when more competition moves into the area. I am sure some of our readers know this already!

If you don’t retain more clients or members by putting in place strategic retention systems then the natural process of your fitness business will be a decline in overall numbers, or at best no real growth!! These systems MUST start the second someone enters your physical facility.

The key is to focus “both” on lead acquisition strategies and member retention initiatives. You cannot have a successful, sustainable fitness business by just focusing on the former.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Tip – August 17th

Hi there,

We’re constantly hearing that leads and prospects have dried up from club operators and personal trainers.  That certainly may be the case in a shrinking market.

What we really think it going on is the following…

FACT: Marketing in the fitness industry has changed enormously in the last 12-months and will continue to change.

FUTURE PREDICTION: Apart from referrals most (90%) of all your future clients and members will come from either
Social Media or Online Marketing within the next 18 months.

FACT: Most club operators and fitness personal trainers will be completely left behind, still running with old school
marketing strategies in a new age (digital) world. Old school doesn’t really work anymore.

Let’s focus on Social first. The #1 key element with any Social Media platform is you need a system or mechanism
to “capture leads.”

Click below to watch a short video explaining one of the best lead capture systems we have seen for the fitness
industry (it just so happens that we created it because we understand where marketing is heading.)

Build Your Prospect List Faster

Watch the video and reply to this email if you would like a demo.

If you would like to connect and have a chat about how we can help your specific business scroll down to register for a 20-Minute Free Information Call.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers

 

Weekly Marketing Tip – August 10th

This week’s Fitness Business Tip is around Generating Online Leads.

The majority of Fitness Club Owners and Personal Trainers really struggle when it comes to generating new leads for their business online.  Promoting a website link and hoping someone will click on the contact us tab is not an effective strategy!

The key to generating online leads is creating simple, clean landing pages with special offers and a call to action.

There are two key strategies that we recommend to generate more online leads:

1. Create a free offer landing page with a limited time offer such as a 14 Day Trial or 10 Days of Unlimited Group Personal Training.  When prospects land on the page they can enter name, email and phone number to receive the free offer.

2. Create a paid offer landing page such as 24 Days for $24 or 4 Weeks of Personal Training for $66. The pages can include a Buy Now button for instant online payment.

The offer needs to provide an incentive for people to take action and click on the link.

To promote the landing page offers we recommend posting a targeted boosted post with text and image in your local area along with the landing page link.  When prospects click on the link the landing page loads where they can register details or submit payment to receive the special offer.

We have created an online platform called Gym Pages that has ready made templates with a range of special offers that you can use to generate more leads for your business.

Click here to see a sample page from one of our clients.

For more information about Gym Pages visit www.GymPages.net

If you would like to connect and have a chat about how we can help your specific business scroll down to register for a 20-Minute Free Information Call.

That’s all for now,

Frank and Brad

Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Marketing Tip – August 2nd

This week’s Fitness Business Tip is around Setting KPI’s for your Business.

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company (fitness business) is achieving key business objectives.

Let me just say it….most Gyms and Studios DON’T do this!!

Start setting KPI’s for key areas of your business. KPI’s for….

– Monthly Sales Targets.

– Monthly Net Growth Targets.

– Monthly Revenue Targets.

– Monthly PT Session Targets (or Group Session).

– AVG Members in Each Daily Class (aid is retention data).

Most gym and studio owners don’t even have concrete goals or milestones for their business. What are they aiming for? What is the longer term vision?

Have a planning day every 12 weeks and set out key goals and mid-term milestones. Then work backwards and look at how much marketing activity you need to engage in, and what your overall sales conversion rate needs to be to hit sales and revenue targets.

Have a short-term, mid-term and long-term business plan (and goals)!!

Then look at all the things, both in your business and your personal life that will allow you to achieve these goals. It’s one thing to set a goal….it’s an entirely different thing to achieve it!!!

If you would like to connect and have a chat about how we can help your specific business, please scroll down and register below for a 20-Minute Free Information Call.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Marketing Tip – July 27th

This week’s Fitness Business Tip is around Getting With The Times.

I spoke to a club owner in the US this week (had 2 clubs) and we went through both their Facebook and Instagram Pages.

WOW!!! I couldn’t believe what I saw. Their last Instagram post was April 2016 and their Facebook page had 1 video uploaded over the last 9 months. The rest of the page was mostly filled with BS posts; old quotes, recipe images blah blah!!
Fitness marketing is really turned into Digital/Social Marketing. Of course there is still room for corporate and relationship marketing (often called outbound or outreach marketing).

Digital Marketing 101

Have a professionally branded landing page with a great offer and draw traffic to it with Facebook ads (or boosted posts). You can also draw traffic to that page via your prospect email list. It’s not that complicated!! Mix your offers up and keep track of your numbers, e.g. leads.

Social Media Marketing 101

Post great quality content on Facebook and Instagram (both written and also your images and videos). The key here is consistency. Boost your posts because you get virtually no organic reach these days.

Follow: organic jab (post)…organic jab….organic jab….then an organic jab with a soft sell, e.g. a free trial or a small paid trial, e.g. $28 for 28-Days. Throw in your occasional right hook (sales based post) and boost it.

People follow people on Social Media so don’t post rubbish because then your end result will be rubbish.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Marketing Tip – July 19th

This week’s Fitness Business Tip is around Sales Conversion Optimization.

I am going to cut straight to the chase in this week’s Business Tip…yet again!!

I would say 50% of fitness clubs/studios in the world (including PT’s) don’t really have a huge issue with local leads. I think the real issue is a lack of sales conversion from the leads.

In Australia the average conversion rate from prospect to paying member is around 45-50%. In the US it is around 35-40%. Do I really need to say anything else!?

For the sake of this email, a prospect is someone that has come into your club or studio to be toured or has done at least one free session.

SOLUTION: Spend time, energy, effort and funds on up-skilling your staff to be able to sell your specific service better. If you are not converting at 60%+ then you need sales assistance.

I would close my doors if I had 7-8 people walking out for every 10 people that have walked into my club or studio…or perhaps sack all my staff!!

It is simple Math: If you can increase your monthly sales conversion by as little 10%…it means that you will have dozens and dozens of extra members at the end of the year, AND wait for it….those members would not have cost you 1 cent in marketing.

Often club and studio owners (including PT’s) look at why their marketing didn’t work. Perhaps it’s time to look at why your follow up systems, your sales processes and your conversion tools aren’t working.

Sales conversions are one of the biggest issues in the global fitness market along with member retention….don’t get me started on that one!!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by completing the form below.

That’s all for now,

Frank and Brad

Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Marketing Tip – July 12th

This week’s Fitness Business Tip is around Operating at a Higher Level.

I am going to cut straight to the chase in this week’s Business Tip!!

I coach and mentor (Frank here) over 120 club managers and owners every month, and every single one of my clients that “chooses” to operate at a much higher level than their competitors usually wins.

They typically have a higher quarterly membership growth rate and generally run a slicker fitness business.

So, if this sounds like you just STOP IT!! No one said it was going to be easy owning and running your own fitness business…that is unless you have been fed bullshit from your Franchisor…this happens a lot.

STOP creating your own average marketing artwork on Social Media. The money you save doesn’t warrant the poor impression you make. Facebook is the front door to your business!

STOP executing your marketing strategies poorly. The best marketing hooks in the world won’t work if your execution of the strategy is poor!

STOP thinking it will just happen. The harder and smarter you work on a consistent basis the more traction you will get….it’s the law of the Universe!

STOP making up excuses as to why it won’t work…or any other BS excuse. Role your sleeves up…hard work never hurt anyone my father used to say!

STOP thinking that an average attempt at Social Media marketing and posting is good enough. Either master it or delegate it to someone who is much better than you!

Finally, STOP doing everything yourself. The reason why I have had successful companies over the last 25 years is I work with my strengths and I delegate my weaknesses. Know your limitations and get help!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad

Directors – Marketing For Gyms and Personal Trainers & More Members

P.S. Be measured in the way you promote and market your business. Key words are be consistent and optimize at all levels.

Weekly Marketing Tip – June 27th

This week’s Fitness Business Tip is around More Marketing Activity!

This is a BIG PROBLEM I see in the fitness industry in 2018.

Most club/studio owners, managers and personal trainers (I really mean most) don’t take enough action to build their fitness business into a more profitable business.

They often procrastinate and they’re slow to react and execute with all things marketing.

I believe that every studio and health club in the world should be engaging in a balanced and consistent approach to marketing and lead generation.

I mentioned balance because spending 100% of your marketing budget and energy on Facebook and Instagram is not balanced. Granted 60-70% should be spend on Social Media, but let’s not disregard internal marketing (referral initiatives) and external marketing, what I now call Local Relationship Marketing!

In 2018 some of my clients have gone back to a more conventional way of marketing their club or studio.

More corporate marketing. More cross promotional marketing. More local sporting club marketing.

I believe to consistently grow a fitness business in 2018 you need marketing activity in each Marketing Pillar, e.g. External Marketing, Internal Marketing and of course Digital/Social Marketing. The marketing activity has to be constant…always there working to generate leads for your business.

Typically, smarter more optimised and consistent marketing activity means more lead traction for your business. At the end of the day if you have little leads, you’ll have little business growth!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call here http://www.marketingforgyms.com/bizcall.

That’s all for now,

Frank and Brad

P.S. Be measured in the way you promote and market your business. Key words are be consistent and optimize at all levels. Here is the link again: 20-Minute Free Information Call http://www.marketingforgyms.com/bizcall

Episode 12

In this week’s show we will cover some tips for using Facebook Live videos on your personal profile, business page and also within private Facebook groups. Frank will be answering a question about paying additional sales commissions to your staff as an extra incentive. Brad will be answering a question from a Personal Trainer about how to easily accept online payments. Finally Frank will be launching into this weeks weekly rant about working to a monthly marketing budget.