Forget the 20%, Conquer the Untapped 80%: How to Break Down Barriers and Attract New Gym Members

Traditionally, gyms have focused their marketing on the 20% of Americans who already embrace fitness. But what about the massive, untapped potential of the other 80%? This is where the real opportunity lies. However, to reach them, we need to understand and dismantle the barriers keeping them away.

Five Fears Keeping People Out of Your Gym (and How to Break Them Down):

1. Fear of Feeling Stupid (Not Knowing How the Equipment Works): Solution: Offer beginner-friendly orientation sessions, create instructional signage, and have approachable staff readily available for equipment guidance. Show them it’s okay to learn!
2. Fear of Feeling Isolated: Solution: Foster a community atmosphere. Host group fitness classes, organize social events, and highlight member success stories. Make them feel welcome and connected.
3. Fear of Looking Like a Klutz: Solution: Promote body positivity and inclusivity. Focus on progress over perfection. Showcase members at all fitness levels and abilities. Celebrate the journey, not just the destination.
4. Physical Anxiety – Embarrassment about Their Bodies: Solution: Create a judgment-free zone. Offer private training sessions and curvy yoga classes. Market to a variety of body types and fitness levels. Help them feel comfortable in their own skin.
5. Fear of High-Pressure Sales Tactics: Solution: Be transparent about pricing and membership options. Offer no-pressure consultations and flexible membership plans. Focus on building trust and relationships, not just closing deals.

Remember: People don’t necessarily join gyms; they join communities. Break down these barriers, prioritize inclusivity, and focus on making everyone feel welcome. The untapped 80% is waiting for a gym that understands their fears and offers a supportive, encouraging environment. Be that gym, and watch your membership base soar. Contact Jim Here.

The fitness industry is booming, but so is the competition for talented employees. In this war for talent, your gym culture is your secret weapon. It’s not just about treadmills and protein shakes; it’s about creating an environment where people thrive, grow, and feel valued. Here’s how to build a gym culture that makes people say, “Why wouldn’t I want to work here?“

Beyond the Basics:

Sure, competitive pay, flexible scheduling, and employee discounts are important. But they’re table stakes. Differentiate yourself by focusing on the things that truly matter to your staff:

• Passion for Fitness: Make your gym a place where enthusiasm for health and wellness is contagious. Offer free or discounted memberships for staff, host internal fitness challenges, and organize team-building activities that get your blood pumping.
• Investing in Growth: Show your staff you’re committed to their professional development. Offer management training programs, provide financial assistance for relevant certifications, or partner with local colleges for discounted fitness-related courses.
• Empowerment and Recognition: Don’t micromanage. Trust your employees and give them the freedom and autonomy to excel. Publicly recognize achievements and celebrate successes – big and small.
• A Community, Not Just a Job: Foster a sense of camaraderie and belonging. Organize social events outside of work, encourage cross-departmental collaboration, and celebrate birthdays and milestones. Make your gym feel like a family where people genuinely enjoy being around each other.
• Work-Life Balance: Respect your employees’ personal lives. Offer flexible scheduling options whenever possible, and be understanding of personal needs. A healthy work-life balance leads to happier, more productive employees.
• Making a Difference: Help your staff connect with the purpose behind your gym. Highlight the positive impact they have on members’ lives. Organize volunteer opportunities or partner with local charities to give back to the community.

Building Your Employer Brand:

Once you’ve cultivated this positive culture, shout it from the rooftops! Utilize social media, your career page, and online review platforms to showcase your unique work environment. Encourage current employees to be ambassadors for your gym, sharing their positive experiences online and with friends.

Remember, a strong gym culture is a two-way street. Invest in your employees, and they’ll invest in your gym. By prioritizing their well-being, growth, and sense of belonging, you’ll create a workplace that attracts the best and brightest, keeps them engaged and motivated, and ultimately fuels the success of your entire fitness business.

So, why work at your gym? Because you’re not just offering a job, you’re offering a career path, a supportive community, and the chance to make a real difference in people’s lives. Who wouldn’t want to be part of that? Contact Jim Here.

Click here for more details on financing options or call 214-629-7223 or email jthomas@fmconsulting.net for more information. Or, apply now.

If your fitness business is in need of a turnaround, a boost in sales, or a fresh marketing approach, we’re here to help. We offer a free initial consultation to discuss your specific situation and explore how our expertise can make a difference. Don’t hesitate to reach out to Jim Thomas at 214-629-7223 or find valuable insights on YouTube. Follow me on LinkedIn

An Outsourced CEO, Turnaround Expert and Author, Jim Thomas is the founder and president of FMC USA Inc., a management consulting, turnaround, financing  and brokerage firm specializing in the leisure services industry. With more than 25 years of experience owning, operating and managing facilities of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully overcome obscurity, improve gym sales, build teamwork and market fitness programs and products. Visit his Web site at: www.fmconsulting.net or www.youtube.com/gymconsultant.