Branding Ideas That You May Have Forgotten About That Will Work for Every Gym

No doubt that we live in a digital world with many opportunities for branding and to create awareness of our gym or studio. But with that said there are many opportunities to brand and promote your gym outside of digital. In the end, your goal should be to be known by everyone in your trade area, so you want to utilize every option you can. Here are a few ideas that tend to be forgotten:

  1. Business Cards

Think of this as your own personal billboard and rather than hope that someone you just met will remember your email address and phone number, business cards are your tangible reinforcements. A high-quality business card could be what earns you that callback, which is normally the goal of giving them out. It’s important that your cards properly represent you and your gym brand and add that extra bit of credibility. Use both sides of the card.

2. Snail Mail

Snail mail still works. As a matter of fact, because it is less popular, your personal hand-written thank you card could be the way you effectively get in contact with someone that might normally be hard to reach. For example, are you sending hand written thank you cards to your new members? To clubs guest that’s don’t join? To Members who bring in a guest? If you are looking for differentiation, this is a good place to start.

3. Public speaking opportunities

Public speaking is like giving your blog post a vitamin B shot…it’s a great way to network and gain credibility with an entirely new audience. The idea here is to put effort into the content you present and make sure you leave a lasting impression while educating and sharing “how tos.” Take that “how to” blog you wrote and use that as your guide for a speaking engagement. Even if you don’t immediately walk away from the speaking event with a lead, your gym will be attached to the memorable seminar on how to lose weight (for example). By doing this, the next time expertise is needed for that, your name and gym will ideally pop into their mind.

4. Testimonials and Social Proof

Testimonials and social proof will most always stand the test of time. Every gym in existence is going to give their members and prospects reasons that they are the best. They will brag about their results, their customer service, why they are the best facility in the area, etc. Hearing from their actual members is a whole different story. Testimonials are a candid, inside look at how a gym really operates and handles their membership base. In fact, many people won’t make buying decision to join a gym before reading testimonials.

5. Promoting a community event or local charity

Another great way to gain credibility and get your name out in the open for others to see is to sponsor a community or charity event. Not only is it great PR for your company, it shows that you care about your community and giving back. We have a gym recently partner up with a local charity to sponsor an attempt to teach the world’s largest group exercise class.

6. Making outbound calls

Of course, not everyone likes making outbound calls, so the key here is to hires staffers who can find motivation in the follow up. The next step is to set them up for success. They’ll need a list of potential leads such as missed sales, former members, corporate leads, etc., a proven script or method of calling, and a strategy. They’re going to get a lot of no’s, what is their rebuttal attempt? Their follow up and follow through? This can be a very successful method if properly executed. For many gym owners this is either a gigantic problem or a gigantic opportunity.

7. Attending local trade shows

Participating in a local trade show is definitely worth the time and effort, especially if you are open to penetrating your immediate area. Even though we live in a largely digital world, people are still attending these events knowing the importance of face to face networking and brand recognition. Similarly to public speaking, this strategy should be thoroughly planned. The goal is to be remembered at this event, not to simply be a participant promoting your gym.

Some other forgotten ways to brand your gym are street signs, joint marketing ventures with local businesses, flyers, press releases, and networking groups.

Now, go brand your gym!

An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

Attention Fitness Club Owners!! Are you struggling to grow your club and operate it?

Here are some of the most common problems I see club owners facing:

  1. They don’t have enough time to scale and manage because they are putting out fires 🔥
  2. They are barely breaking even or worse…..losing money 📉
  3. They are experienced with fitness but not with running a business
  4. They don’t know if they should sell their club or try to bring it alive 🏥
  5. Because of this, they are impeding the growth of their club

If one or more of these sounds like a problem you have had recently, then it’s time to make a change.

I’m Jim Thomas and I’ve been specialize in helping club owners make the right decisions to take their clubs to the next level. If you would like me to personally audit your club, and provide you with a strategy session to see how we can improve your current situation, simply click the link below, fill out your name and number, and I will be in touch with you shortly! (Offer limited)

Because…..When the going gets TOUGH, the SMART get HELP.™

Get a strategy session ➡️➡️ https://lnkd.in/dGs2SVu

An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

Health Club Employee Management

Reposted from www.abcfinancial.com

Every two interactions a member has with fitness staff in a given month results in one extra visit from that member the following month. It is essential to understand the correlation between employee turnover and member retention. Members value engagement from staff, and the staff values happy members.

Retaining and engaging employees is as important as retaining members. Many costs are associated with hiring and training new employees, so keeping the high performers in order to minimize hiring and onboarding costs can save your facility serious money and a lot of headaches. Here are some tips to keep employees engaged while boosting your facility’s efficiency:

1. Create a thorough onboarding process.

Supply employees with all information needed to prepare for the job: introduce them to the tools and team they will work with, and orient them to the facility. This process should be stan­dardized, making it repeatable and reliable. When new employees are trained at the discretion of whoever is working that day, significant details could be left out. Helping everyone stay on the same page builds trust among your employees while relieving you of actually training new people yourself.

2. Invest in employee education and training.

Similarly to the onboarding process, weekly staff meetings — as well as training sessions on gym equipment, software, and POS systems — keep everyone aligned in terms of club goals and how to use technology. Employees should also be familiar with new workout routines and techniques so they can help any member that might need assistance. The ability to recommend specific classes or trainers based on desired goals gives employees a greater sense of knowledge and credibility to members. This education creates more inherent value in whatever role that employee has and also instills a greater sense of trust between the member and employee. Members should feel confident that most questions they have can be answered by the staff at hand.

3. Offer employee incentives.

Reward employees when they do a great job. This incentivizes them to continue striving above and beyond and demonstrates that you recognize this behavior. How you measure the benchmarks for rewards is up to you. Consider things like the number of new members signed up or positive reviews left online or in a suggestion box. If this is clearly spelled out to employees, you offer them a clear line to rewards. These prizes should not be given out randomly, but rather enshrined in a well-defined and circulated document. You’ll be able to tell if this works by analyzing the metrics that the awards are based off. If your employees truly feel incentivized, you’ll achieve those goals much faster. Also, if this ends up costing your gym more than it produces, consider revisiting how you reward employees. Cash is always nice, but free membership packages or gift cards to local restaurants might prove more sustainable.

4. Test employees’ knowledge.

Quiz employees regularly to ensure they understand all processes and procedures thoroughly. This can be done through multiple choice quizzes or in-person roundtable discussions. Give them the opportunity to ask questions in weekly meetings and provide their feedback for overall facility improvement. Sometimes a shy employee might not bring up what he does not know for fear of losing his job or your trust. Encouraging a welcoming environment of learn­ing without stigma will eventually create an educated workforce unafraid to ask a question or speak up when something is not clearly explained. You can also reward employees for their knowledge of your gym, as mentioned before. Be sure to keep tabs on the people trying to learn the most. The more your staff knows, the more helpful they can be to members.

5. Adopt a Member Focus Approach

Adopting a member focused approach, offering different experiences, products, and services to different customers based on their individual needs, is a key ingredient and philosophy for success in the health club industry today. This approach puts customers at the center of business strategy, places an emphasis on customer service training, and aims to maximize the lifetime value of health club members. The lifetime value of members being one of THE most important key performance indicators in the health club industry today. Do you want to get your staff to adopt a more member-centric approach in your health club business?

6. Create a Personalized Member Experience

Consumers in general along with gym and health club members expect personalized communications and services tailored to their individual preferences. Personalization in the health club, gym and fitness industry c needs to go beyond basic tactics like addressing customers by their first name in emails or providing one size fits all workout or exercise programming. Creating new fitness solutions and messaging using technology helps to Hyper-Personalize Health Club marketing and services.

  • Genomics to Personalize
  • 3D Body Scanning
  • Artificial Intelligence and Predictive Analytics

An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

Jim Thomas Personal Mentoring and Coaching for Gym and Health Club Owners

The #1 thing that has grown client clubs has been my personal mentoring and coaching program.

I take only 10 total clients at any given time. No more.

To qualify you must be 1) like minded and we have a palatable chemistry; 2) you must possess a winning attitude; 3) you must have a strong work ethic; 4) and you must be coachable with a willingness to step outside your comfort zone; 4) you must be ready to take your business to the next level.

This is the difference when you are starting your own gym or if you’re trying to grow your business or get your existing gym back on track. The problem is that it can be impossible to find someone with the industry experience to take you under their wing and mentor you. To guide you; to tell it like it is and say “no!” Don’t do that, do this instead….that’s what I’m here for. While we share the “how to’s”, we help you effectively apply success principles yourself.

“When The Going Gets TOUGH The Smart Get Help” Package; $2,750/Month (6 month minimum). Other packages available.

Program includes (1) one-hour one-on-one conference call once per month. During this call we will go over all the pain points in your gym and create an exact plan for you to follow. At the end of the call you will be assigned homework items that are scheduled before our next call.

Weekly Check-ins; Once a week I check in on you via email. During our one-on-one conference call due dates are set for your homework items and every Friday I check up to see if you’ve hit any roadblocks or if any new issues have arisen.

Plus The Occasional “Power Call” as required when things come up that need to be addressed

Jimthomasondemand.com access. Get training and advice from me on our online platform.

Fill out the form below to submit an application.

We only take 10 total coaching clients on at any given time, so space is limited.

Once you’ve submitted your application, we’ll email you back within 48-hours to let you know if you’re a good fit for the program.

Coaching spots are limited!

Please note: this is a minimum of a 6 month commitment.

Click here: I’m Ready to be Coached

To qualify you must be 1) like minded and we have a palatable chemistry; 2) you must possess a winning attitude; 3) you must have a strong work ethic; 4) and you must be coachable with a willingness to step outside your comfort zone.

Thank you.

An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

 
 
 

When is the Best Time to Sell My Gym?

So many gym owners are crazy busy putting out fires and running the day-to-day operations of their gym that they typically do not give much consideration to this question (until it’s too late). Before selling a gym, there are many factors that need to be addressed. However, if you do these things right and you can maximize the return on your gym.

In a perfect world, the best time to sell a gym is when the gym is performing well and not when it is trending downwards. However, there are certain things gym owners can do to make their business as attractive as possible to potential buyers.

To build value in the gym, take some time to review the following:

  • Standardize documents and company procedures
  • Eliminate any liabilities or liens and resolve any litigation (if you have any)
  • Investigate the transferability of leases, vendor contracts, etc.
  • Be sure all equipment is in good working order
  • Consider securing key employees with employee agreements
  • Eliminate non-performing employees from the payroll
  • Give you gym a face lift (paint, carpet, drive up appeal, etc.)
  • Be sure your books are clean and information can be verifies

Consider taking the following action to free up cash flow:

  • Reduce any unnecessary inventory
  • Collect on any outstanding receivables
  • Attempt to renegotiate any vendor agreements to more favorable terms
  • Review any owner discretionary spending
  • Be sure financial controls are in place

In addition to setting a future target date to sell the gym, gym owners should ask themselves what they want to get out of the sale of the business.

Do you they just want to finance their retirement?

Is it important that their son/daughter remain with the gym?

Can they gain any tax benefits by financing part of the sales price?

Do they want to ensure the new owners will treat their members with the same level of service?

Make a list of priorities and seek the advice of gym business professionals to ensure there are no surprises during the gym transfer process.

Confidentiality Matters

Once a decision has been made to sell, a gym owner should be conscious of the need for confidentiality and non disclosure. Any leaks about the sale of a gyms can cause fear for the employees, suppliers, landlords and banks. Great care must also be taken to assure that your competition and members do not learn of the planned sale.

You competition may (and will) sabotage a gym by leaking the information to employees and members. Key employees may start looking for other jobs. Members could be concerned about how the gym will perform under new management and may seek to join other facilities.

If any one of these were to happen, the value of a gym could be significantly decreased. The name of the gym and any detailed information should be disclosed only after it is determined that a potential buyer has the skills, experiences, financial capability and leadership required to run the business being considered. In addition, ALL potential buyers should be required to sign a non disclosure agreement stating they will maintain confidentiality on all information discussed.

Conclusion

The early planning on the sale of a gym will generate the most value and will likely expedite the gym ownership transfer. To summarize, focus on building market value and improving cash flow, prioritize the terms of the sale, seek the help of gym business professionals and maintain confidentiality.

Now, go sell your gym!

An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

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