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?

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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.

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.

 

 

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.

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.

 

How to Use Snapchat for Your Gym

Snapchat isn’t your typical social network, I’ll give you that. Initially, it was about sending photos or videos to your friends that could only be played once, and only for a few seconds, and then they’d disappeared forever. Some people found this to be pointless and, if you are like me who wants to keep track of everything, then I bet you will agree.  

But did you know that Snapchat has officially surpassed Twitter in popularity? More people are becoming highly engaged on Snapchat and big brands are now spending more money to attract this audience. But, aside from them, even smaller businesses can grow on Snapchat at a very minimal budget. Specifically for gyms, Snapchat awareness and engagement can easily convert into membership signups. So perhaps it’s time to forget what we thought we knew about it and start using Snapchat like a pro.

Here are 5 ways that your gym should use Snapchat.

 

  • Create your own brand ambassadors

 

Encourage your members to promote you on Snapchat by creating your own custom branded filters that are geofenced to your gym’s location. They’ll end up promoting your gym by simply using your branded filter on the snapchat pictures and videos that they share with their friends. People are using Snapchat with or without you, so you might as well give them the chance to promote your business.

FilterPop and GeoFilter Studios are just some of the many companies that specializes in creating custom-branded geofilters.

 

  • Avoid being predictable

 

Snapchat is an engagement platform so your followers actually look forward to the latest posts because they want to be entertained with. So before you start snapping, ask yourself this question, what can I bring to the table that’s interesting and different?

 

  • Test the waters

 

Snapchat is unlike other social media platforms in that content posted here isn’t permanent, so it forces users to be original. This is perfect for the fitness industry.  The focus should be about progress and not perfection. So for your gym, try to focus more on capturing members’ progress instead of chasing after a  “perfect” moment because that’s not what Snapchat is about.

 

  • Tell a story

 

Snapchat videos are only on record for 10 seconds.  So get your energy up, gather the team, and get ready to make your stories as engaging and entertaining as you can! The more out of the box your videos are, there is more potential for these stories to go viral on Facebook when you post them.

Expert tip: snapchats are most entertaining when paired with different filters, so be creative!  

 

  • Recycle content from other platforms

 

You’ve probable spent a ton of time and resources building your following on different social platforms and have truckloads of stuff in the archives. So even if you do end up using Snapchat more, it’s important not to neglect those other platforms.

Expert tip: Save all your snaps to your phone and upload them to your other social media accounts like Facebook, Instagram and Twitter to get the most mileage out of your content.

 

Automation – Marketing in your sleep

Visualize this. You are running an awesome Facebook ad campaign with a great offer to get the attention of the people in your area and you’re getting tons of engagement! Your special offer is something that really resonates with your market and your leads are pouring in.

This is a pretty great scenario, right?

Hell, yeah!

But the REAL question is: How many of those leads will actually be converted into long term gym members?

I’ve been in the fitness industry for a while now and I’ve seen studio owners collect hundreds of leads each month thanks to special offers and free giveaways like class trials and PT sessions. But then they’ll only convert a few of these leads into members, and let everyone else fall through the cracks.

Why does this happen, you ask? Well, I get basically the same reason every time. You. Are. Busy. 

So for the busy folks, the email automation could be your new best friend. This is a great way to allow busy fitness studios to maintain relationships with their potential client base and nurture hot leads in their sleep.

Without a follow up process, you won’t have time to track down each individual who opts into an offer and sell to them. Automations offer a ton of great tools to set up your follow-up sequence, nurture all your warm leads, and convince them to come back, and, hopefully, open their wallets and invest in a membership in your gym!

When someone opts in online, or even walks in and fills out a waiver, you should always collect their name and email address. This means you’ve got everything you need to send them emails that allows them to get to know your studio and what you offer. This helps build trust and establishes you as a solid brand in their eyes.

The cool thing is that, if done right, it is absolutely possible to build a good relationship with your leads via email using simple email automation.

How could this work for you? Let’s break it down…

  1. Someone leaves their contact information when they opt in to your offer
  2. This info is automatically entered into your email marketing platform
  3. This triggers an automated email sequence that sends them emails to build trust and credibility and provide them with as much value as possible.

When someone signs up for your email list via forms/boxes on the website, they should immediately receive an automated email from you that should increase their engagement and begin a relationship.

Obviously, it is important that you have a reliable and user friendly emailing platform to be able to pull this off, and that may require a purchase on your part. But, trust me, this investment will pay off in time and could lead to HUGE returns down the road. Remember, it takes between 6-8 times of contact before someone usually invests.

And that’s what’s awesome about a great lead capture strategy – they build your email list for you and allow you to continuously reach out to them by automating the process for you. Even if you start with the simplest steps in a follow up email sequence, it could seriously propel you past your competition, build trust and credibility in your community, and help grow your fitness studio!

Personally I use ActiveCampaign for email automation. Its very user-friendly and has awesome automation functions that will help you grow your contact list. Click here to get my ActiveCampaign VIP rate (saving about 40% a month).

 

 


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.