Using Your Gym's Content for Massive Lead Generation

Content creation is a topic that can be valuable not only to gym owners, but also to other entrepreneurs.  There are many different ways to get your content out there.  You can choose from a variety of options such as newsletters, social media campaigns, or blog posts.

Even if you are regularly getting content out there, how do you know that what you’re sharing has a direct impact on the success of your fitness business?  Does your content help you at all in meeting your business goals?

Small businesses usually focus on sales and scaling their business and cannot afford to invest on PR and business campaigns.  Content creation, therefore, that is focused on generating leads would provide the most impact and would be perfect for the marketing that you need.

The success of any lead generating content can be easily measured and you can gauge its impact on your marketing efforts.  What’s great about this is that it can help you build up a steady flow of business and many fitness business owners can agree on how effective this tool can be to grow your business.

With this in mind, I would like to share 3 tips on how to create awesome content that will help generate leads to keep your fitness business growing.

 

1. Create and share content that is valuable to your target audience

Sharing your insights and relevant information is a proven way to generate leads.  Invest in building and distributing content of high-quality, posting informative content will demonstrate that you are an expert in what you do by showcasing your knowledge and skill set.

It is natural for people to turn to a subject matter expert when they want to learn about a specific topic.  And when talking about product or service recommendations, they will opt to listen to an expert than to an average Joe giving his opinion.  Needless to say, people choose to do business with experts in the field.

So how do you develop content that is informative, high-quality, and one that drives leads?  Here are a few things to remember.

  • Audience - First, to develop a targeted content, you must have a specific audience in mind. Define your audience and develop a buyer persona, defining their demographics and buyer personalities.  This will give you an insight on who you are writing for and help you identify which topics will be relevant.
  • SEO – Once you have defined your target audience, it will be easy for you to figure out the keywords that will help you optimize your content.
  • Content format – Don’t stick to creating blogs, you can create white paper, infographics, eBooks, and even videos.

 

2. Have a clear content strategy in place for all channels

Recent studies show that consumers are now turned off by traditional advertising forms and traditional marketing strategies are getting less effective as the years drag on.  This is how having valuable content for your fitness business plays an important role in helping you generate leads.

Content is king of the digital marketing realm and it’s all about attracting and engaging your gym’s target audience.  How?  By developing and getting out information that is not only relevant, but more importantly, valuable to them.

To achieve this, you have to map out a content strategy that allows followers to expect a consistent rhythm in the delivery and also that content is covering the same key points consistently.

Having a content strategy will prevent you from posting irrelevant content or feeling stressed in producing last minute posts.

Having your marketing channels disjointed makes your audience confused and less targeted.  So remember to always align your content to your business goals and don’t forget to be consistent.  Remember to define your audience, create a targeted keyword list, and test what content format works best for the audience you have defined.

 

3. Implement Call-T0-Actions that are clear in all your content

To ensure that your content will generate leads, make sure that it is action oriented and that you tell your readers what to do next

The content that you created and shared is a very persuasive and effective way to set up your CTA.  Having valuable content primes up your audience to your fitness business message and goals, so would be very easy to show them offer that they can refuse.

When creating a CTA, make sure that it is easy to find.  Don’t make your audience dig for the next step.  It will also be effective to create a sense of urgency and remind your audience to take action immediately.  Also, a CTA that is benefit oriented will be more inviting than the basic “click here” button.  Lastly, limit it to one CTA, the more options you give your audience, the more confused and indecisive they will become.  Having strong CTAs are very essential to the lead generation process.

 

GET HELP WITH YOUR 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.

GENERATE HUNDREDS OF LEADS ONLINE FOR YOUR GYM

In the past 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 ton 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 online marketing campaign’s performance varies based on factors like your gym’s location, offer, sales process, and overall experience, the most successful marketing schemes 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 a 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:

  • 20% off forever
  • 20% off for 3 months
  • 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 the studio, 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 optimize 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 tons 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.

 

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

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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.

Crucial Marketing Stats That Gym Owners Should Know

Creating content and picking the perfect platform to get your material out there has quickly become a must for marketing your fitness business.  If you aren’t getting yourself in front of your target audience, well, this is the best time to do it.

Why you say?  The fist stat will explain that for you. 

Here are 15 important industry findings that will help you strategise your marketing:

On Adding Value

  1. Though content marketing costs more than outbound marketing, it has been proven to generate more leads.  Content marketing includes social media, blogs, emails, videos, etc.  This involves creating online material that will add value to your target audience’s life and spark their interest in your gym’s brand.

On the Significance of Content Marketing

  1. More than 60% of marketers who create AT LEAST one new content every day won't find it as challenging to get leads as those who create content inconsistently (eMarketer)
  2. The conversion rates are 6 times higher for those who adopt content marketing, than those who don’t (Aberdeeen)
  3. About 61% of consumers say that they will be more likely to purchase from businesses that provide custom content (Dragon Search)

On using email as a marketing tool

  1. Using email as a marketing tool has twice as much ROI than plain old cold calling (Close.io)
  2. Roughly 53% of emails will be opened on a mobile device, so it would be wise to make your emails mobile friendly (Campaign Monitor)
  3. Using subject lines bearing the recipient's name are more likely to be opened by 2.6% (Close.io)

On publishing blogs

  1. Contents for blogs are getting more lengthy and more visual.  On the average, a blog post has a length of about 1,050 words per topic. (Orbit Media Studios)
  2. Using longer blog posts will generate 9x more leads than shorter ones. (Curata)
  3. Businesses who actively post blogs receive 55% more site traffic than those who don’t publish regularly (HubSpot)

On Live Streaming

  1. People are willing to spend 3x more of their time watching live videos than viewing pre-recorded ones – Social Media Today
  2. Live videos are growing more than other types of online videos, with a marked increase of 113% in growth every year (Livestream)
  3. 10 times more Facebook users comment on live videos than regular ones. (The Motley Fool)

On Social Media Marketing

  1. Video ads with captions increases viewing time by 12% (Facebook)
  2. Using video posts have a 135% broader reach than using photo or plain text (Social Media Today)

While paid marketing still has its place in any successful fitness business marketing campaign, content marketing is still the cheapest--and now also the highest converting--marketing strategy. Strategies that add genuine value like emails, blogs, and live streaming with your target audience will not only qualify your leads, but ensure a consistent lead flow throughout the year.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

When you feel overwhelmed as a Business Owner

As a gym owner myself, I know there are days and even months sometimes when you get frustrated and it’s easy to feel like all your effort and hard work isn’t getting you anywhere.

To make things worse, as a small business owner with staff and working in customer service, we also get member complaints and negative feedback which adds to the stress.

The reality is, it’s not easy. 

We need to work hard and consistently look for education and strategies that allow us to be smarter and more effective when ‘Marketing’ our service, ‘Selling’ our product and managing our ‘Teams’. The key is to just stick at it when everyone else quits and the secret to sticking it out, is remaining positive and above all protecting your head space 

Below are 8 practical strategies I use to handle stress and cope with overwhelm. 

The Richard Branson method 

This strategy is a head space. Richard Branson suggests to treat set-backs as a challenge and make it a game. Rather than feeling stressed or making it a negative energy, he sees challenges as roadblocks that would have stopped his competition and welcomes them as opportunities for his brands to get in front.

Meditation or Breathing

When you feel over whelmed. STOP. Take 10 deep breathes, super saturate your cells with oxygen and sit for 3 minutes without moving. Visualise your day and getting 3 important tasks done. What goes first, what goes next. This process sounds too simple to be effective, but more and more successful entrepreneurs practice daily breathing rituals.  

Chunking

Break each project task in smaller chunks and allocate time in your diary to get it done. Chunking allows you to feel progress and use 1-hour blocks of time on the top 3 most important tasks each day.

Be Proactive  

Planning key tasks like ‘lead generation’ and ‘recruitment’ before each quarter allows you to be strategic and calm to execute, rather than posting random Facebook ads last minute that rarely work or hiring when you are desperate.

Be the Rock

Showing a steady hand at the helm makes the team steady too and demonstrates how to behave. If you don't feel steady, you need to Fake it at first. 

Don’t worry about what u can’t control

Accept that staff will turnover and sometimes let u down, except that members will move out of area and competing gyms will open across the road, BUT stay positive and focus your energy on what YOU can influence.

Choose the company you keep

Surround yourself with a great network of other hard working and innovative business owners. This allows you to keep things in perspective and problem solve daily challenges as they arise.

Create 1 line of defense

This is between you, your staff and your members. i.e. Positioning a senior trainer or manager to handle member complaints, billing issues and staff questions will help you focus on the ‘big picture’ business metrics like lead generation, sales conversion, retention and recruitment and ultimately help provide longevity in the industry.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve 

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

14 Ways to Minimise the Tax Bill for Your Gym

  1. Claim everything you are entitled to: Make sure you know what you can claim. For example if you are on the road for work (or work outside) you can claim sunscreen so if your foundation, lip-balm or moisturiser has an SPF factor then you may be able to claim it. You can also claim home office, internet, travel, training, handbags, food when travelling overnight and so much more.
  2. Get on the cloud: Once upon a time you had to keep every paper receipt tucked away in an envelope in an overstuffed filing cabinet. Now you don’t need to keep paper receipts and all of your deductions can be stored safely in the cloud. If you’re a business you might want to consider a cloud based solution such as Xero, Quickbooks or MYOB.
  3. Pay for deductions prior to 30 June: This one seems obvious but every year I meet so many people who simply forgot about buying a new computer, upgrading their mobile phone or making a donation until after 1 July when it’s too late.
  4. Small business concessions. If your turnover is less than $10million you can write-off in full any asset that costs up to $20,000, pool assets and use simple inventory valuation methods. Don’t let your accountant be lazy.
  5. Delay invoicing before 30 June: If you know that a customer pays you promptly and you will receive the money before 30 June then delay invoicing until 1 July.
  6. Incur Expenses: Many small business owners think they need to pay for an expense to receive a tax deduction but all you need to do is incur it (or receive the bill dated prior to 30 June). So order any equipment, stationery, materials you need and make sure you receive the bill dated on or before 30 June.
  7. Prepay expenses: If you’re a small business you might consider prepaying expenses such as rent or insurance up front to twelve months.
  8. Stock on Hand: If you have slow-moving stock then consider writing it off prior to 30th For the rest of your stock, you have the choice of valuing it at actual cost, replacement cost or market value so make sure you choose whichever will give you the lowest price.
  9. Pay super: If you have staff, pay their superannuation before 30thJune to receive a tax deduction this year and pay super for yourself.
  10. Revisit your Structure: Is your business in the most tax effective structure? If you are a sole trader then you have no choice but to pay tax on all the profits of the business whereas this is not the case for other structures such as partnerships, companies or trusts. There’s also asset protection implications that are worth considering for changing structure and while insurance can protect you, trading via a company or trust can provide another layer of protection.
  11. Logbooks: Make sure your log books are up to date. For cars this means your log book needs to be less than five years old. If you’re in a Company or Trust structure and you own cars in that entity, consider keeping a log book on those vehicles now thanks to changes to FBT which means the number of kilometres travelled is now irrelevant to the percentage your FBT is calculated on. A 20 per cent flat rate applies when calculating a car fringe benefit regardless of how many kilometres the vehicle travels annually.
  12. Consider the year ahead. If you know that next year you’re going to drop income because you’re going on maternity leave or to travel, it may be worthwhile to prepay expenses while your income is higher. Ie. travel, insurance, interest on loans up to 12 months.
  13. If you sold your business this year it’s incredibly important to tax plan now. You may be entitled to capital gains concessions but you need to trigger some of them before 30 June.
  14. Family Trust Resolutions. It’s now mandatory for discretionary trusts to have a written trustee resolution before 30 June showing the intended distribution of income to family members.

For further ideas on deductions you maybe eligible for – also check out my tax tips blog from last year

Need help generating MORE QUALITY LEADS for your fitness studio - Click 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.

5 Ways to Grow Your Instagram Followers Fast

The Instagram game has changed and its harder to get followers in this platform. Are you wondering how to get more Insta followers for your gym? Don’t worry, its not just you who is seeing less and less audience reach, everyone is.

If you want to get your fair share of Instagram followers, you need to create a fresh perspective and strategy. Here are 5 tips to help you conquer the constant change in the Instagram algorithm and get your gym more Insta followers:

1. Complete your Instagram profile and invest on its aesthetics
Pay attention to what your Instagram feed looks like. Your Instagram business profile is your first opportunity to make a great impression and entice your target audience to hit the “follow” button.

Imagine going through different photos in your explore feed when you browse using your favorite hashtag. Once you see something interesting, you move over to their feed and you wonder what they do? But if they see just a bunch of emojis in your bio, and the feed is all over the place, would you follow that person? Probably not.

How do we change this? Make sure to create a consistent brand story throughout your profile and you will turn your casual visitors into engaged followers. Your profile is a reflection of your brand and if you do it right, it will not be hard to convert.

Take note as well that your Instagram profile is now becoming your new homepage since more and more people are using Instagram instead of other platforms such as Facebook or Google. This means that you have to put in more effort into the visuals you put out for your gym in Instagram.

To create a great first impression, remember:

  • Your Insta feed should be consistent and followers should know exactly what to expect when they follow you.
  • Use Instagram Stories Highlights to introduce your brand and treat it like a movie trailer for your gym product or service. Use this to put your best content out there!
  • Have an eye-catching bio, focus on your target customer and highlight how your Instagram profile can help them.
  • If you want to go a step further, create an ABOUT section in your highlights and introduce yourself. This will allow followers to get to know you and your business better and know what to expect from your feed.

2. Get more exposure by using your Instagram Stories
You may not know this, but Instagram stories appear in the explore feed which means that people who are not following your feed also get a chance to see your posts, and if they like what they see, they might just follow you!

To make your story appear as a public Instagram story, make sure to add a relevant hashtag and add your location. Its easy, just click the hashtag and location sticker and add it in!

3. Get more followers by using the right hashtags for your posts
Think of hashtags as categories and classify your products accordingly. Also, choose hashtags with a purpose. Come up with hashtags for the purpose of your account, your target market, and your location. Then, you can also add specific hashtags like your gym name, or something unique only to you.

4. Get your gym featured outside Instagram
Spend time to promote your Instagram account in other platforms. When people see your brand online, they usually would look you up on Instagram even before they search for you in Google. Getting your business featured in someone else’s blog or podcast, for example, are awesome ways to get more followers. Always take advantage of this opportunity to plug your Instagram account and offer your link.

When you have a regular newsletter that goes out to your target audience, find creative ways to start linking your Instagram account.

5. Boost to a new audience
Although Insta ads are not as popular as Facebook ads, its not a bad idea to invest in boosting your Instagram posts by running your own ad campaign. Boosting a post in Instagram is not as difficult as putting out a Facebook ad and setting up a business manager. All you need to do is go into your post and click on PROMOTE. Instagram will pull in a similar audience to those who follow you and share that post to them and will appear as a “sponsored” post with a call-to-action button

The Instagram algorithm continues to make an impact and its important to be more and more strategic in order to get more followers. Hopefully, these tricks can help your gym stay ahead of the competition

Need help generating MORE QUALITY LEADS for your fitness studio - Click 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 Improve Sales for Your Gym

For many fitness studios, increasing sales consistently throughout the year can be a challenge, but with a little planning, the right tools, and an ongoing engagement strategy, this sales inconsistency can be lessened.

Here are my top tips for increasing gym membership sales throughout the year:

1) Keep track of member reviews

Thanks to the internet, most prospects now read online reviews, and this may have a huge impact in increasing your gym membership sales. Online reviews for your gym inform prospective members about your gym’s services, staff, facilities, and culture when they’re searching for a new gym to join.

Reviews help build trust, and increase your search engine optimisation (SEO) ranking. SEO is how search engines ranks your website among all other listings. Google Reviews specifically, can get you ahead of your competitors because gyms with more Google reviews will rank higher in search results than those without.  

If you are don’t have enough reviews, an incentive program is a great way to encourage your members to leave positive online reviews. Freebies like smoothies, protein bars, or free classes will motivate members to leave positive reviews and create a positive outlook for prospective members during their research process.

 

2) Everyone loves a healthy competition

Offer individual and group challenges to your members to motivate them to reach their goals. At the same time, this is a great advertising opportunity to reach prospective members.

What kind of challenges can you create for your members?

Try the Miles Challenge that tracks the most miles traveled by a member during a set time frame. Have them log their minutes/hours spent on cardio equipment like treadmills or ellipticals and, at the end of the period, the member with the most miles tracked wins a prize such as a free month of classes, personal training sessions, or gym branded workout gear.

The always popular Weight loss challenge is a fun and motivating way to get your members engaged and working towards a goal. Choose a timeframe, have your members weigh in on Day One, and track their progress on a large whiteboard in your gym with names and the % of weight they each member has lost. This will motivate members when they see their progress compared other members’ progress.

Encourage your members to post their workouts and progress on social media and check in at your gym throughout the challenges. This is a great way to hold them accountable and generate free advertising for your facility.  

 

3) Prep Your Sales Team

Make sure your sales team knows what your overall objective is for the year and arm them with the tools they need to bring in the most members. Tips to increase gym membership sales:

  • Host in-club events - celebrate members appreciation day and allow members to bring a guest to allow your sales team to communicate with prospects
  • Partner with local businesses - have local businesses in your area hand out free guest passes to your event
  • Offer a membership referral program - if a member refers a friend they’ll get a free smoothie or personal training session
  • Attend community events/tradeshows - allow your sales team to attend a health fair or fitness convention to prospect

 

4) Communicate and Automate

Communication is key when it comes to following up with prospects. Make absolutely sure that your front desk staff and/or sales team are getting the proper information like  names, phone numbers, and email addresses so they can follow up with prospects. For marketing purposes it’s also great to ask how they heard about your gym. When following up with a prospect you’ll want to offer an action item, such as a free personal assessment, a tour of your gym or a free week pass.

 

5) Implement Gym Membership Software

By implementing a gym management software solution, you can easily add, track, convert and engage with prospects. You can track your gym’s data through easy-to-use graphs, charts and reports on a simple dashboard, plus cut down on the amount of time and work and employee has to put in with automated reporting and dashboards.

 

 

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.

 

 

The Fundamentals of Selling Gym Memberships

Trial memberships and demo classes are some of the most reliable methods of attracting prospective members to visit your fitness studio. IHRSA released data suggesting up to 63% of the people walking past your gym each day wish they could exercise and free trials are a great way of getting them through the door. Unfortunately, though, some people still do not sign up after a free trial period and walk away rather than join at the end.

Even more unfortunate? The reason they are not joining is probably more your fault than theirs.

Because while getting bodies into the gym with a free pass is a great strategy, it’s what you and your staff do during--and after--that trial period that takes those fence sitters and turns them into members.

1. Give out Free Trials

Everybody likes free stuff. And, while you may want to attract as many people as possible, you may be better off in the long-run attracting fewer, more qualified leads. Offering a day or a week for free is great, but you can also try offering a month at 50% off. You can also do this for group or PT sessions as well. This clarifies two things for you:
You weed out the slackers. A person who is willing to pay for a trial membership is more likely to be willing to pay for a full membership.

You have more time to impress. A short-term free pass might not give you a fair chance to show them what you’ve got. In fact, you might get more objections from someone who only walks in for a day, rather than someone who experiences your culture for a month.

2. Show them some love

Every member and prospect should be handled with care! Always have a greeting ready, make sign-ups and check-ins a breeze, clean your facilities and equipment and, of course, deliver the best results.

3. Nothing falls through the cracks

Set your sales team up for success by having an automated follow up system in place for when leads finish the trial period. Have an automated email go out the day after the first trial day and ask how the workout went. Call the prospect a few days later for some feedback and a great follow up offer like a free PT session or to bring a friend on their next visit.

If your team isn’t using a solid lead management plan, then your prospects might be falling through the cracks. Make sure you check to see if they’ve come in, when they came in, and what classes they took, so you can tailor your sales pitch to them and get them to join.

4. Keep tabs on dropouts

Not everyone joins immediately after using a free gym pass. Sometimes it takes a while and that’s fine--as long as you don’t forget them. Add them to a lead nurturing workflow. Let them know what’s going on in the club through emails or SMS messages, and send them the occasional offer meant for leads like them who have already done a trial at your gym. Follow-up calls and updates will help keep your gym top of mind and a step ahead of the competition.

 

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 MAKE RAVING FANS OF YOUR GYM STAFF

As gym owners, you know that it is always a good idea to turn your customers into "raving fans". But while many gym owners and managers focus time and energy on improving customer satisfaction, sales strategies, advertising, and promotion, it is easy to overlook the fact that without a passionate staff, all of your other efforts might be in vain.

Turning your gym staff into raving fans is one of the most rewarding aspects of owning a fitness business. Not only will your staff be loyal and dedicated to you and your company, they will also treat your members with care and concern. No amount of advertising would be able to replace the connection that your staff will have with your members. This is simply the natural progression of things when staff are happy about where they work.

How do you turn your staff into raving fans?

It’s not that difficult to do, but it may require you to change the conventional way you look at the employer-employee relationship. Gone are the days when people listened to their superiors without question or follow instructions just because they were told to. If you're the type of manager who feels superior to your staff, this article may not be for you. But, like getting your feet into those stationary bike shoes, it could be awkward at first, but soon you'll soon be operating on nothing else but good old teamwork.

 

1. Give your staff a reason to celebrate

Pick one aspect of your business that you want to highlight, and focus on excelling in that area. No matter what it is, try to always involve your staff in the planning and strategies used to achieve your vision. Hire trainers and let them know that you did so because they are the best, and that they will be a good fit for your studio. This will make them proud, and this pride will be shared by your customers, who will be proud to recommend your business to their friends.

 

2. Give regular feedback and rewards top performers

Forget about the once-a-year-thank-you-dinner, make an effort to support your employees all year long. Take the time to find out what each of your team enjoy by getting to know them better. Remember, it's the little things that count -- bring a coffee to a staff who’s too busy to leave reception, or hand a protein bar to the trainer who’s booked for five hours in a row without a break.

 

3. Have fun together

Find a hiking trail, take them indoor rock climbing, to go karts on a tough mudder or a yoga retreat. Doing fun physical activities with your staff encourages team building and not just competition. Outside of that, you can arrange for all of you to hang out over dinner or coffee or a few drinks, because that’s where the real bonding takes place. Remember the TEAM that plays together: stays together.

 

4. Take the ‘meeting’ out of staff meetings.

Just the word “meeting” could cause people to switch their brain off. Make your staff meetings short, fun, educational and about them. Your team will be excited to show up if they are going to learn something new, be supported in their opinions, and feel that they are contributing to a successful business. Ask them about what they want to learn, and bring in guest speakers who will interest your team.

5. Not everything is about fitness.

If you are only about one thing – sweating and lifting weights – it can be tiresome to the average gym member who isn’t so motivated to workout. Encourage your gym staff to expand their knowledge base outside of exercise and the fad diets. It may take additional effort, research, and planning, but the end result is generating more member interest and a better informed staff along the way.

 

 

 

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 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.