Transform Your Gym into a Lead Generation Machine

It’s always a challenge for fitness businesses to get new leads and to keep them coming.  So I’ve put together 4 of what I found to be the most effective strategies that you can apply today to help sustain your lead generation and to continuously bring in more clients.

Queue up your Videos

Using videos when posting on social media gets way more engagement then images or texts alone.  In fact, videos get 1200% more shares than using then images or text COMBINED!

Post fun and engaging videos your audience will want to watch more of. Videos allow you to articulate more about your business: Eg. Group Classes, Facebook Live with a trainer, or a quick Q&A session. This type of content encourages your viewers to leave questions in the comments that you can address in real time.

Also, remember that posting native videos are always better than directing your viewers to an external site such as Vimeo or YouTube. Native videos play automatically on the page and your viewers won’t have to click them.

Fire up your Landing Pages

Most gyms run ads and take people directly to their website when they click. Unfortunately, your 10+ website pages only act as a distraction to a potential lead.  Landing pages increase opt-in and conversion when prospects see your offer and ALL the information they came for in one spot— AND nothing else.

Tools such as ClickFunnels and Leadpages will help you convert more leads for your gym even if you don’t have any experience in web design. They allow you to create separate landing pages for each offer that you run, and gives you information on the conversion rate so you split test which one works best.

Create Custom Audiences

Have you ever heard of custom audiences in Facebook? These lists allow you to segregate your audience into groups and send targeted marketing to each of them. Cool huh! These are usually the people who have already showed some interest in your business by either visiting your website or your landing pages. Creating custom audiences for your gym helps get your ad in front of the right people and maximises your ad spend.

Automate, automate, automate

Automation makes lead generation faster and allows you and your team to have more time to accomplish other tasks.

For example, if someone opts in to your landing page, you can send out an automated SMS and email to follow up with them and have them schedule their first free personal training session. Once you have a solid drip campaign in place, your leads will have the impression that they are receiving personal emails.

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is  the first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a Buyers Group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

4 WAYS TO CLOSE MORE SALES FOR YOUR GYM

As a gym owner, you’re also, realistically, a salesperson. Think about it, you are constantly selling people on your service. You even sell your staff on how awesome your company is so they would want to work with you.

Here are 3 simple strategies to help make sure you close more of your leads. Remember, these are people who are not paying members at your gym. But use these tips and you can quickly change that to pack your studio.

1. REAL TALK

Most people who show interest in your gym are probably hesitant the first time they walk in and you attempt to strike up a conversation with them. Normally, they would expect a sales pitch from someone who probably just wants their money.

A lot of gym owners find it difficult to be effective salespeople because of that notion. The key to making a breakthrough with these leads is to offer them the help they need. Make it all about them, and less about you. You already know how awesome your services are, now it’s time to relay that to them. Have an honest conversation about how your classes will help them specifically in achieving their goals.

Be transparent. The road to fitness is not going to be easy so let them know exactly what they can expect from the program and from you, but base your examples on their personal goals.

That’s where the magic happens. Before you know it, you’re selling people on your memberships.

2. ASK THE RIGHT QUESTIONS

Your goal as a gym owner is to help your customers meet their fitness goals. So it’s important to establish a rapport with your potential members during your first conversation — this might be a phone call, a text, or even an email.

Start the sales process by asking where they’ve worked out before. Explain and teach the very basics for newbies, and be more technical for experienced people who know how a spin class or phone app works.

Before getting them started on their workout, ask if they have an injury that you should be aware of. Knowing their specific injuries or other physical needs all goes toward selling them on the awesome customer service at your studio.

Lastly, ask new leads about their fitness goals and how confident they are in their ability to meet them. Understanding someone’s fears, concerns and frustrations with gyms and their attempts in the past will help you to tailor your tour and focus to their needs and position your studio and staff as the logical solution.

3. MAKE THE BEST FIRST IMPRESSION

There’s a  lot of elements that go into an outstanding first experience at a studio or gym. It can be intimidating for most people experiencing it for the first, so make your studio as welcoming as possible:

  • Greet them as they check in
  • Give them a tour of the facility and introduce them to your staff
  • Get them set up with all of their gear like towels and free weights, and show them how to use the trickier stuff

After their workout, check in to see what they thought, high-five them, and get them excited for doing well. Be quick! Don’t let them sneak out the door without talking with them first. Especially after their first workout, talk about their goals, ask them what they think will help them, find out if they trust you to help them achieve their goals, and always try to end things on a personalised note.

Give your new members the ultimate first experience because you want them to be excited to come back and make them feel like they made the correct decision in choosing your gym to give them the attention and care that they need.

4. FOLLOW UP

Unless a person signs up with a membership, the sales process doesn’t stop when they leave your gym. Selling to a person while they’re actually in your studio is super important, but it’s just as important to keep in contact with them afterward.

You should incorporate every method of contact available to you within your follow up process: phone calls, emails, texts… even messenger and linked-in are fair game 🙂 Give them a call the day after their visit to check in and see if they’ve decided to buy in yet. The following day you might send an email to invite them back for a special workout, and the next day, you might text them. tip – always ask a question at the end of the message.

Keep this process up until the person purchases a membership package (or asks you to stop contacting them).

When you follow up with someone after their visit to your studio, remember to keep your energy high. Show them how excited you are to help them live a healthy lifestyle, your disposition can also get them excited to join your fitness studio.

Again … people appreciate when you are honest and direct with them. Asking for the sale will probably catch them off guard, but they’ll appreciate that you’re upfront about wanting to help them.  They’ll be more likely to say yes.

So even though you might not consider yourself a salesperson, it’s important to recognise that it’s part of the job. Nail these strategies and you’ll be able to help tonnes more people get started and enjoy your service.

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

HOW TO GENERATE 100’s OF LEADS FOR YOUR GYM ONLINE

In the past few years, I have made it my mission to help my clients generate as many leads as I can for their fitness businesses. In doing so, I’ve spent a tonne of time and money testing and figuring out exactly what does and doesn’t work when it comes to marketing for fitness business.

While every gyms performance varies based on factors like location, offer, sales process, marketing budget and the quality of the service they deliver, the most successful gyms and fitness studios on the planet follow these simple strategies.

A PROVEN OFFER

The first part of your online advertising campaign must start with an amazing, proven offer at your fitness studio. This is what catches potential members’ attention. We’ve found that offering 1 free week to be the most effective, because it allows people to come check out your studio and take a few classes without any commitment. If you give them a great experience during their free week, it’s likely that they’ll sign up and become paying members.

A one week free trial is a good bet, but that doesn’t mean it’s the only option out there. Here are a few other paid offers that other fitness studios have had a lot of success with as well:

  • Start now and pay nothing until next month
  • 3 for $30
  • 6-Week Challenge

Once you have a proven offer, your next step is to get it in front of as many people in your target demographic as possible.

MADE IT A VIDEO AD

Fact: Facebook videos get a 135% broader reach than photos and gets better engagement.

In your video, think about giving people a quick tour of your facilities, showing them what your classes look like, and explaining what they can expect when they come in. Show off your personality and get people excited to come check out your studio.

When you are done editing your video, add captions to increase view time by up to 12%. Not everyone wants to watch video with sound, so captions make people more likely to watch your video longer and engage with it.

Another tip to increase engagement is to upload videos directly to Facebook instead of sharing a link from YouTube, Vimeo, or Wistia. Native videos auto-play on Facebook, whereas shared links require you to click on them and take you to an external website.

So once you have an awesome offer and a great Facebook ad to promote that offer, you want to take people somewhere easy for them to redeem the promotion. That’s where landing pages come in. And in order to optimise that landing page and stay in front of people who decide they don’t want your free week even after they click on your ad … you need retargeting.

RETARGETING

On average, it takes about 7 impressions of your business before someone decides to buy. Retargeting comes allows you to continuously market to people who visit your website or landing page even after they’ve left – and all because you’ve placed a Facebook retargeting pixel on the page(s). This way, you still have a chance to convert people with your free week even after they’ve left.

Here’s the process: If someone sees your ad, clicks on it, and goes to your landing page but they don’t claim the offer, you can use retargeting ads to remind them about your promotion.

Once they claim their offer, the first thing they should get is a welcome email that thanks them and lets them know what they should do next. After a few days, send out another email that asks them if they’ve claimed the offer, and you can include a bonus offer to give as an incentive.

The most successful fitness studios generate tonnes of leads online with these strategies. Once the leads start pouring in, be sure to follow up with them as soon as possible and have a strong sales process.

if your find these tips on lead generation helpful be sure to leave a comment below or share it with a friend

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

4 TIPS TO BOOST YOUR GYM’S WEBSITE CONVERSION RATE

If you need generic tips on how to increase traffic to your website, all you need to do is consult Google and find that it is flooded with articles relating to the topic. But if you need  proven techniques on how to turn website visitors into actual leads – well that’s a whole different ball game.

Lead conversion is the calculated process of turning website traffic into ‘actual leads’ and developing a strategy to do that for your fitness business can be tricky and time consuming before you see results.

In this article, I will share my 4 easiest tips that you can use to get the ball rolling

1. THE 5-SECOND TEST

The 5 Second Test operates on the principle that you have just 5 seconds to grab your visitors attention before they will leave your site –  So within 5 seconds, your website needs to tell visitors

  1. Who you are
  2. What you offer
  3. Why they should care

It may sound simplistic, but making these three points clear within 5 seconds is easier said than done. In fact, you wouldn’t believe how many websites don’t pass the 5 second test!

So, how do you ensure your website passes with flying colors? Here are some suggestions:

Ensure your headline text is clear and straight to the point so they know instantly what you offer. Being clever is cool, but you must never mistake clever for confusing. Always go for clarity. If your headline doesn’t explain exactly what you are about, then it needs to be simplified.

Have attention grabbing imagery. The first thing that grabs people’s attention when they visit your website are the photos you have on there. In fact, the brain processes imagery way faster than text, which means your website imagery must always be on point. To do that, you have to make sure you are using images that grab your visitors attention. Showcase your products and services in a way that pops, and help your visitors visualise what they’ll be getting from your business.

 

2. REMOVE DISTRACTIONS AND DECLUTTER

Don’t fill your website with things and information that clutter information. That will only prevent visitors from focusing on your main goal – to convert them into leads.

Do a quick drive around in your website and if you feel that there is too much going on, remove things that you don’t need. Make your signup areas the main focus and start capturing leads from your website.

 

3. USE EFFECTIVE OFFERS TO DRAW IN LEADS

Capturing new leads for a fitness business can be tough, but having a low-barrier main offer on your site can help you convert more visitors.

If your main offer is something like “Book your fitness class now [at full price],” then its not real appealing to act now and won’t get much interaction.

To resolve this, choose a low barrier offer. Try running the main offer on your website as something free or just stupidly cheap. Some of my favorites are:

  • Get your first session for free.
  • Unlimited group classes this month for $7!

It may sound crazy, but if you already run group fitness classes, then adding a couple of extra people on a promo price isn’t going to harm your class quality or cost you an extra in wages. And if you run awesome classes that get results, then after the first month, it’s likely these people will go ahead and sign up. So, for a few free classes, you’ve now generated a regular paying customer.

This is much more effective than the boring “Free Consultation” offer that many people avoid because they expect a big SALES PITCH . You could end up doing 15 free consultations and getting zero clients. That’s a whole lot of time wasted.

 

4. KEEP YOUR OPT-INS SIMPLE

Simplicity plays a huge role in driving conversions. Let’s face it, nobody likes a tonne of confusing steps to opt in. We like it to be easy.

Simplify your forms.

I recommend cutting away any unnecessary fat on your form fields. If you want people to give their name, just ask for their first name rather than two fields for first and surname – simplify. You might also try just asking for their email address, rather than their mobile number etc. Keep in mind that people tend to be wary when giving out their personal details online, so don’t get too pushy in your forms, otherwise you may scare them away.

Add a subscribe box to your blog posts.

If you blog regularly on your website, add your main call-to-action to your articles. Do it with an offer in your sidebar, or at the bottom of your article to ensure maximum conversions.

 

 

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

HOW CHARITY HELPS YOUR GYM GROW

Giving back  involves removing hard-earned revenue from your business and placing it in the hands of a worthy cause. And although the idea is certainly noble, it is not often that people would think of it as means to grow a business. So, if one thinks about it, doing charity to “grow our gym” may seem counterintuitive at first.

But perhaps we’ve been looking at this model the wrong way. Let’s take a look at how doing good is good for business.

CHARITY BUILDS REPUTATIONS

Did you know that most people now switch brands if the new brand was associated with a social cause?

People have now become more socially aware and they don’t just care about how great your facility is, or the quality of your instructors. They also care about how and why you do business. By giving back consistently to causes that matter, your members will begin to see the “why” behind your business and will become more willing to be a part of the community you’re building.

CHARITY IS A GOOD REFERRAL SOURCE

When I say that the trust you build through a charitable reputation “goes far beyond the walls of your gym”, I’m talking about referrals. Keep in mind that not everyone will give you referrals. Only raving fans will do that. So how do you create more raving fans?

Well, one way is to get them involved. Get your members to join in on your charitable events like fun runs, theme days and trainer auctions. This makes your members feel more at home in your facility. The more involved a member is, and the more attached they feel to the community at your gym, the more likely they are to feel comfortable enough with you to tell a friend.

CHARITY SPREADS THE WORD

Charity is a good source of publicity because it will get people talking about your brand and the good that you do for the community. People are often drawn to charitable events because doing good feels good. And with social media now around, you can be sure that happy members will be sharing away on Facebook and Instagram and Snapchat, giving your event –and your gym–a broader audience.  

But I also want to make it clear that, before you start an endeavour like this, make sure your heart is in the right place and keep in mind that you should not do charity just for the sake of publicity.

We align with Humpty Dumpty Foundation each year and donate presents to the kids stuck in hospital on Christmas Day. We get members to leave small presents under our Christmas Tree at the GYM and on Christmas eve I dress up as Santa and deliver presents from the back of a motor bike. It’s a great way to support the hard working staff of the local hospital and add a smile to the kids faces who can’t be at home with family during the holidays – we raise enough presents each year that each kid in hospital during the year also gets a gift to cheer them up and share all the photos and with members via email and social media.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

RESEARCH CONFIRMS ‘CUSTOMER EXPERIENCE’ SETS WINNING BRANDS APART

In all saturated industries like cafes. hairdressers, real estate and FITNESS, it’s exciting for me to read when a new consumer study confirm that 55% of people are still willing to pay for a product or service with a guaranteed good experience and that world’s BEST BRANDS now consider the ‘customer experience’ now more important than ever to beat the competition.

Here are the best customer service strategies to help you stand out


Be first in line to welcome & MEMORISE names


When a potential member comes in to check out your fitness studio for the first time, it is a must that you give them exceptional service. Smile, show them around, pay a genuine interest in what they need and make an effort to learn their name. If they do buy in, make sure you continue to give them that same level of attention each time they come into the gym for a workout. After class, check in with them again. See how their workout was, ask how they feel after the session, and make them feel like a rockstar.


These may seem like little things, but they make your gym stand out because it builds a more personal relationship and makes your members feel important. And, ultimately, you want walk in leads to buy a membership.


Make a birthday calendar

While your members are already having a great experience at your gym, go the extra mile by making their birthdays extra special. Some ideas to give them an awesome experience they won’t forget:

  • Give them a birthday card signed by all staff members with a personal message wishing them a happy birthday.

  • Put on your best “Happy Birthday” concert for them at the end of class, and invite everyone in the class to sing along or record a 20 second personalised video message if they are not at the gym so they so they can show their friends and family.

  • Surprise them with a special treat, like blowing out a candle on a cheat day cupcake

  • Give them a free pass to attend a special class or to bring in a friend on their next workout. They’ll appreciate that you remembered and took the time to celebrate them.


Encourage Feedback and learn from it

Whenever you get a great review OR any other type of criticism from your audience, be open to their suggestions. Any kind of feedback is valuable. View it as a chance to make your gym even better.


If you get a negative review that is constructive feedback, share it with your staff and brainstorm ways to get better as a business. On the flip side, openly share the positive reviews, so the team feel appreciated for the great job they’re doing.


Respond to online Reviews


Remember, online reviews can make or break a business. 


When you address complaints, it is a good way of showing that you are responsive to what people are saying about you and your gym . If you don’t respond, people will think that you don’t take their opinions seriously. Remember, when someone leaves an online review, anyone who looks you up can see it, so make sure that you respond quickly and politely, and not just for negative reviews. When someone leaves a positive comment, thank them and make sure to let them know that you appreciate them taking the time to leave a review.


Offer Rewards


Setting up a reward system is  a great way to show your members how much you appreciate and care about them. Here are a few ways to do it:

  • Set up a referral program. When a paying member refers someone and that person signs up for a membership, offer both of them a reward like a free t-shirt or a discount for one month.

  • Reward bulk purchases with free training passes. For example, offer 1 free personal training session for every 10 sessions that they purchase. This will motivate people to continue to buy more training sessions.

  • Offer a 10% discount on branded merchandise if they spend more than $50 or a $5 gift card off their next purchase. This will incentivise people to purchase again soon.

 

Keep your Staff on their Toes

Your trainers and staff play a crucial role in the overall gym experience that your members have when they come to your studio.


If one of your trainers is unfriendly, doesn’t teach great classes, or doesn’t have good customer service skills, members are going to think negatively not just about the instructor, but about your entire studio. That is why it’s super important that all of your staff members are trained and know how to provide exceptional service. In fact, your staff must be involved in all of the other points listed in this here. So when you initially hire a new instructor, include customer service as part of their training. It also helps to discuss ‘customer service’ in team meetings and performance reviews on a regular basis to make sure that you are all on the same page.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

Build Credibility For Your Gym With Video Testimonials

I’m not sure about you, but when I get introduced to a new product or service, I head straight for the testimonials page. Reading about how other people who have already actually tried it out makes me feel like I am making a more informed choice and not just deciding impulsively. Like me, studies have shown that 82% of adults read online reviews before they decide to purchase a new item online.

So whether you may realise it or not, there are definitely people out there who are looking up information and reviews about your fitness studio and deciding whether they should invest in you or one of your competitors. Some of them are looking to see social proof from your members, they want to know what other people have to say about your service, and are watching to see what you are capable of.

The power of a video testimonial for your gym website and social media is huge!

WHY VIDEO TESTIMONIALS?

Nowadays, people can leave a fast review on your Facebook or Google page, but getting them to write about their positive experience isnt easy, in fact, people are 52% more likely to share a bad customer experience on online review site.

With video testimonials, you get to have a little more control over what comes up on your review sites. Recording and posting videos of your members talking about the results you’ve helped them get, gives a more positive impression on your audience about your gym. When recording video testimonials for your gym, be sure to ask specific questions that people might not think to touch on in a written online review.

KNOW WHEN TO ASK

A great time to ask one of your members for a testimonial is when they achieve any kind of goal. They feel proud of their accomplishments and would be happy to share their feedback.

During your weigh-ins or measurement days, be on the lookout for someone who reaches their goal or makes a significant milestone, and ask them right then and there if they’ll share their experience. Let them know how proud you are of them and that it’ll only take 2 minutes for them to share this win with the other people. No big production necessary, you can simply film it with your phone!

On top of that, train your staff to keep an eye out for people who come to classes consistently, work hard, and have improved since they first started. Grab them after class and ask if you can film a quick testimonial. This is such a great idea because people are usually hyped up after a workout, they’re positive, and they also just released a lot of stress … so they won’t be as nervous when you film them.

This is also true for any challenges or events that you have. Ask your top performers to record a video testimonial after the challenge ends, and they’ll likely be excited to share their results!

Alternatively, if a member feels a little uncomfortable doing a testimonial at the studio where other people are around, you can find an empty room or office to get some privacy.

Give members an incentive for providing video testimonials like a free guest pass or access to a specific class or event.

FILMING AND EDITING TOOLS

Filming and editing your testimonials doesn’t have to be complicated. Even if you’ve had zero production experience, you can create videos with your phone. Most smartphones shoot HD video at a 1080p quality or better, so you don’t need to invest in expensive, studio-type equipment to do this.

For those who are new to editing, iMovie for Macs or Movie Maker for Windows are programs that are easy to learn and navigate. Your computer most likely already has one of these installed, and there’s a lot of tutorials online that can help you get started. If you want to use something more advanced, Adobe Premiere or Final Cut Pro are good choices. Another program is Camtasia, which works on any operating system because it’s browser-based.

If you are a Gym Hub member simply access the Gym Hub support team to have all your video editing work done.

KNOW WHAT TO ASK

Cannot stress enough how you must be prepared for the testimonial with a list of questions you want to ask. Keep the mood light and friendly and let your member know beforehand that it’s okay to mess up, and make sure that they feel comfortable. If their response to a question is vague or not exactly what you were looking for, don’t be afraid to ask the question again in a different way or ask a follow up question.

Here are my 5 questions to ask:

  1. How long have you been a member of the gym now and what type of training do you do?
  2. What results have you achieved so far?
  3. What was it about our gym that appealed to you most at the start?
  4. What is different about our gym vs other you have been to?
  5. What would you say to someone out there who is considering a trial at the studio but a little bit hesitant?

KEEP IT COMFORTABLE

If your member is camera shy or a little nervous in front of the camera, the best thing you can do is make sure they have fun. A great way for them to feel comfortable and trust you with their story is to make them laugh. Crack a joke before you start filming and help them relax. This experience helps you connect with your members even more.

Remember, the more that you post new video testimonials on your website and social media pages, the more new members with similar challenges and goals you’ll attract. Video testimonials are a free and effective marketing tactic to grow your gym, and I can’t wait to hear how they help your business.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

Creating Relevant Social Content for Your Gym

Social media has evolved over the years to become a giant element for most marketing plans. But if you continue to struggle to get a handle on your social media presence, don’t go into a meltdown, it’s not just you. Everyone, including big brands have a tough time sometimes getting this right. And that’s because it can be a challenge to effectively focus your efforts and get your content in front of the right people.

And that’s where the disconnect lies –to achieve any sort of success with your social content so that it helps your fitness business, you have to start by properly identifying your audience.

Here’s what you can do

TARGET, TARGET, TARGET

No, I don’t need you to go shopping right now. I need you to really focus and think about who you want to reach with your social media posts. While it’s tempting to want to reach everyone in a single swipe, it’s that kind of mindset that typically leads to fails social campaigns because the most effective way to create social content that will actually resonate with your target market is by building buyer avatars. Who do you want to talk to? Knowing what your potential members like will allow you to tailor your content specifically for them. 

Properly segmenting your audience through personas can also help you to determine which social media channels you should be using to reach a particular group of people, and which messages will inspire people to come to your gym.

HELP PROBLEM SOLVE IN YOUR FUNNEL?

Social media is often considered a “top-of-the-funnel” marketing channel that is super effective in building brand awareness and trust.

If you get it right, it can help you reach people that are further down the funnel and even drive sales. So, once you’ve crafted your member image, acknowledge the main ‘pain points’ and ‘challenge’ that make getting a good result hard for them and outline a solution. This is where your blogs and other material come in. Make them engaging so that you can move your potential members closer to decision. 

CUSTOMISE YOUR URLS AND TRACK THEM

One of the easiest ways to track the effectiveness of your content is through custom URLs that allows you to track campaign sources, traffic medium and more. This is awesome for segmenting traffic to determine which messages resonates on certain channels.

CONVERSIONS OVER CONVERSATIONS

If you know where your traffic comes from, the next step is to set concrete goals for your efforts. Without clear targets, it’s easy to lose sight of what contents are actually connecting with your audience.

It’s still important to initiate and track social conversations. But you don’t just talk the talk, your primary goal should be to drive traffic to your website for killer business. Trackable conversions can include everything from contact form submissions and phone number clicks to video demos and online transactions.  When done right, creating social content has the power to attract new audiences, inspire existing fans and drive revenue for your fitness business. And that’s exactly what you should be doing.

 

 

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ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

What are people looking for in a Fitness Studio

As a gym owner, you know how important it is to get new members each month. But what you may not know is what your potential members are  looking for  for when they come and visit your studio for the first time.

But the stats do. Here are 8 statistics that tell you what people actually want in a fitness studio:

1. 95% OF FITNESS STUDIO MEMBERS COME BACK BECAUSE OF THEIR  INSTRUCTORS

It’s important to get the right people in your team, especially if they’re going to be representing your brand in an important position like a group fitness instructor. Good instructors must not only give good classes … they set the tone for your members’ entire gym experience. As the frontliners, they should be able to motivate your members  and get them to work harder for their fitness goals so they keep returning to class week after week.

When interviewing, here are some things to keep in mind:

  1. Set expectations right away. Let them know what’s expected of them by going over what your gym culture is, the expected hours, your level of customer service, etc. need to Knowing these things early in will likely help them succeed at your location.
  2. Get down and dirty. Ask the hard questions — when’s a time they missed a deadline or got fired? Why did it happen? Did they learn anything from it?
  3. Administer a personality test. This gives you more insight into their how they are going to be in the workplace, if they fit in with the rest of the team, how their work ethic is, and even how they prefer to be led and talked with.

2. 50% OF MEMBERS STAY AT THEIR CURRENT GYM BECAUSE IT WAS CONVENIENT TO GET TO.

Convenience is a big factor that determines whether or not people will return to your gym after their first visit. Remember, your members want something that fits easily into their routine.

Here are some ways you can make your studio more convenient:

  • Offer more class times, and make sure you are covering the hours when people are getting off work, early in the morning, or maybe catching a quick workout during lunch hour.
  • Offer child care or “mommy and me” classes
  • Incorporate a snack or smoothie bar your members can visit after workouts
  • Use a reliable scheduling software so that members can book classes from their smartphones

3. 46% OF FORMER MEMBERS CANCEL BECAUSE OF EXPENSES.

Let’s pause here for a minute.

Pricing is a tricky subject for a lot of fitness studios. When your members say the “membership is too expensive, they really mean they are not getting enough value from it.

Take a look at everything your gym has to offer. Do your members typically leave right after a workout, or do they hang around for a bit after class and chat? Do your instructors take the time to engage with each one of their students, or are they leaving some of them out? What is your gym culture? Does it match what you think it should be?

4. 60% OF MEMBERS WITH LAPSED MEMBERSHIPS WOULD CONSIDER REJOINING.

According to a Nielsen survey from 2013, 60% of fitness studio members who let their memberships lapse would consider rejoining. So your lapsed or canceled members provide a huge opportunity for growing your membership.

A simple way to stay on their radar is to add that member’s email address to a mailing list specifically for canceled members. Send this newsletter out less frequently than your main one, like once every other month or quarterly, and make sure you include:

  • Offers or promotions that you are running
  • Gym Highlights since the last newsletter
  • Sneak peeks at upcoming events or challenges
  • Features about your top performing members (challenge winners, most visits, etc.)

And if you offer an incentive for previous members interested in rejoining, this is the perfect place to mention it.

5. MORE THAN 40% OF FITNESS STUDIOS NOW OFFER GROUP FITNESS CLASSES LIKE YOGA, BARRE, OR KICKBOXING.

Currently, 36% of all people who go to gyms do some type of fitness class, and that number just keeps growing! Capitalise on that by offering group classes! If your fitness studio falls into this 40%, then you’re already on the right track. But simply offering group fitness classes isn’t enough … find a way to stand out from the crowd. Here are a few suggestions:

  • Build an awesome playlist
  • Increase the competition (and turn class into a game) with heart rate monitors
  • Survey your paying members and ask what other classes they’d like incorporated into your studio
  • Offer amenities that provide an experience, like cool lavender towels after yoga, a snack bar after TRX or bootcamp, and so on

6. APPROXIMATELY 44% OF GYM-GOERS EXERCISE WITH AT LEAST 1 OTHER PERSON.

Having a gym buddy doesn’t just keep your members motivated during their workout, but it may even bring them back to your studio for longer. According to a 2011 study, couples who worked out together had a 6.3% dropout rate over the course of a year, compared to a whopping 43% dropout rate among couples who worked out separately.

This opens up an awesome opportunity for a membership referral program that includes incentives for both the current member and the lead they refer. This also makes your job of recruiting new members that much easier.

7. WOMEN MAKE UP 52% OF FITNESS CLUB MEMBERS AND 62% (OR MORE) OF GROUP FITNESS PARTICIPANTS.

It’s super important to know who your studio’s audience is. Studies show that fitness members are overwhelmingly women, especially when it comes to group fitness. Women are also more likely to purchase offers from Facebook, which comes in handy when you start advertising online.

So be sure that your brand appeals to your biggest audience. This means that your advertising imagery and wording must be geared toward the kind of members you want to attract.

8. 81% OF MILLENNIALS EXERCISE (OR WOULD LIKE TO), COMPARED TO 61% OF BABY BOOMERS.

If you struggle to attract enough members, you might not be in front of the right demographic. Studies show that millennials, or those aged 18-34, have a stronger desire to work out than people between 51 and 69.

 

So now that you’ve seen the numbers, and a better idea of what people want in a fitness studio. Let me know which you plan to incorporate and what else has worked for you!

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

4 Ways to Guarantee a Second Visit from a Gym Prospect

One of the biggest challenges for gym owners is how to get leads to convert into full, paying members. As gym owners, your main goal is to figure out the best way to get new visitors back into your location again.

Having worked with multiple fitness studios in the past few years, I’ve put together 4 proven strategies you can use, to guarantee that your fitness leads come back to work out in your gym a second time.

  1. Pick Up The Phone And Make That Callback

Perhaps the most common reason new people don’t purchase a membership to your gym the very first time they visit is because they need to get to know you more and build trust. Just like with any other relationship, it takes a while to build rapport between you and this potential new member, so make the effort other gyms won’t.

If you want someone to come back, show them that you want them there.

Call them the day after their first visit to ask how they liked it. Then you can email them to let them know what classes are coming up that they might be interested in. It might not happen on the first call, and you may need to have a few of these conversations. Keep in mind that 80%of sales happen somewhere between the 5th and 8th contact. So it’s really important that you stay in front of them after their first workout. This can also include text messaging.

 

  1. HOLD THEIR SPOT

Popular time slots for group classes fill up quickly, so someone who reserves a spot in class but doesn’t show up can sometimes prevent another person who might be more interested in your studio from participating.

The best way to prevent this is to keep a credit card on file for each person who schedules, so that you can hold their spot in that class. But in case they don’t show up, or if they cancel before the class start time, you can charge them a small fee. This encourages them to show up and avoid being charged.

 

  1. Plan For The Future

Another way to get a visitor back for a second workout is to help them schedule it on their first visit. By planning their schedule with them ahead of time, you are setting expectations, which also inspiring. All they have to do is show up.

 

  1. ADD VALUE + VARIETY

A huge part of working out and getting someone motivation to return to your gym is keeping them interested. So mix up workouts, classes, and trainers. Work on the arms the first day, focus on legs the next day, or book a service on their 2nd visit you know they really want to try — like a free body fat assessment or food analysis session. Whatever it is, find something that works for your studio, because 74% of buyers purchase from the company that was first to add value.

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.