The use of Technology for stronger Member engagement & Retention

Using technology to promote and market a Gym is a very common way to find new prospects, BUT it also a powerful tool to engage existing members, add value to their membership, and encourage them to stay with you for longer.

According to new studies, the average person checks their phone over 70x per day, so it’s only logical to reach out to our members on this platform. Whether we are telling them about a promotion, giving education, offering additional support or announcing studio updates – we can be sure that our members want to hear from us!

Social Media

Almost everything we do nowadays can be found on social media, making it a powerful tool for engagement. As a gym owner, you want to use Socials platforms like Instagram, Facebook, Twitter and Linked in to make sure your members stay motivated to exercise and to create a fun and supporting network of people that makes your members feel safe so they’re less likely to leave. Also, make sure you’re promoting WHAT’S NEXT online to give your members something to look forward to. PRO TIP: Analyse members online data to give the RIGHT content at the right TIME each day.


Wearable technology like smart watches, fit bits, and fitness apps are a great way to engage your members and allows them a tangible way to track their progress. As a fitness professional, members look to US for direction on training, food, recovery, supplements and heaps of cool stuff, so you must brush up on new and upcoming fitness technology. Educate your members on how to properly use these trackers, and use the data you get to formulate exercise plans or fitness strategies so they stay with you longer. Sending out reminders, notifications, or training tips is a perfect way to keep things interesting.

In summary, the use of technology is the best way to now provide a seamless fitness experience that will motivate and drive them to achieve better results and use your service longer







Proof You Should be Using Video Marketing for Your Gym

Gym owners that are killing their marketing, know that video content is currently king. Online marketing is super fast-paced that it’s absolutely critical to find new and unique ways to make your business stand out. Video marketing is not a new concept, but it’s been proving to be one of the most powerful and effective parts of a good marketing strategy. So if you’re still on the sidelines asking yourself, “Should I be using videos to promote my business?” The answer is a big, fat yes. If you need a little more convincing — check out our top picks for why you should be using video marketing for your gym right now!

1. Videos fire up conversion rates

Video should be seen as an investment. Getting a video to have the right emotions, convey an idea, or share a useful tip is such a powerful selling tool and, based on current studies, a video on a landing page can increase conversions by 80%, and even outperform other marketing content by up to 71%.  A compelling explainer video can even initiate buying behaviour and potentially convert a visitor into a lead, or convert a lead into an actual customer! Not convinced? Research shows that 74% of viewers who watched content that explained how something is used or done   ended up purchasing it.

2. Videos capture attention

When compared to reading plain text, 65% of viewers tend to finish over three-quarters of content when it’s in a video format. This just proves that video content has the power to attract more attention than other forms of content. The more captivating your content, the more likely it is be consumed.

3. Video content spices up email campaigns

Nowadays, getting someone to open your email is an increasing challenge. You’ve worked hard on putting together an email campaign with all of the important information, but will your readers open it? In that regard, watching a video is undeniable easier than sitting and reading text, and we’ve found that even just using “video” in your subject line increases open rates, and could also lead to a staggering 200-300% increase in click-through rate. Using this strategy is particularly effective if you’re using how-to or explanatory videos.

4. Search engines are crazy for videos

Take note of this right now: You are 53 times more likely to rank highly in a Google search if you have a video embedded on your website.

Search engines are trained to look for content that engages viewers the most, and nothing generates more page views like a video. That means that including video content on your website will exponentially increase the amount of time they spend on your site, and the longer they spend there, the more search engines are likely to trust your site, prompting them to direct traffic your way.

It’s also interesting to note that YouTube, which is now Google-owned, is the second largest search engine after Google, so if you host your website videos on YouTube, your visibility and SEO is greatly increased. As if that wasn’t enough, promoting your videos via social media–like any good business owner would do– makes your chances of getting found go through the roof!

5. Viewers trust video

Video is an incredibly powerful form of content that allow you to get your gym’s personality across, enabling you to connect with your viewers in a way that’s unlike any other medium. Using the tone of your voice, your facial expressions, and even your choice of music, can evoke the emotions you need to create a solid online connection. The more videos you have to educate and inform your viewers, the more opportunities you have for them to know and trust you. And trust translates to sales.  It is the foundation of most quality marketing campaigns, and video marketing can create trustworthy connections in ways other content formats can’t.

6. Videos are great for sharing

Let’s face it: this is the age of viral videos. More mobile video consumers are now sharing videos with others. So if I were you, I’d be jumping at this chance to have some fun and really show what your gym is all about with fun videos showing off your facilities, your workouts, your trainers, and even your actual members who are part of your target audience!


Guys, there is no question that video is here to stay. What we need to do is to capitalise on that so we can guarantee that we stay competitive and relevant in the local fitness scene. It is crucial to start incorporating videos into your content marketing strategy to allow yourselves to grow in scope. And, remember, you are literally only limited by your imagination — from creating an exercise video to using Facebook live to say Gday, there is a wide range of opportunities for you to choose from. Make no mistake, video is no longer just for the big brands anymore, everyone should be getting on board with video and that is why you should do it right now!



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Don’t Quit Just Yet…Facebook Marketing Still Works!

Many fitness businesses are rethinking their marketing strategies after news broke out that Facebook will be favouring user’s friends over businesses with its NEW algorithm.  But don’t throw the baby out with the bath water, instead get to know the recent Facebook change and make them work.

Despite facebook becoming ‘the most’ competitive platform available to market your fitness studio sending ad spend up, it still remains one of the best ways to target a specific audience for anyone with the ‘know how’.  Here are 3 ways that will help you dominate the Facebook platform and make it work for you:

1.SMART CONTENT.  Facebook’s new approach determines if your posts will be shown to users or not.  So blatant advertising no longer works. Instead, Facebook favour active interactions such as comments or shares over likes. Hitting the right note in your content to spark person-to-person connection rather than person-to-brand will improve your engagement.  The new algorithm aims to predict which posts users will like and engage with, so this means you should focus on posting valuable content, tips and any stuff that can spark a conversation, making it more personal.

2.NO CLICKBAIT.  Engagement tactics like “tag a friend that you think needs a free PT” or “like this post if you want to start eating healthy” used to work to get your numbers up, but this is shallow engagement and is in no way meaningful or valuable.  Remember that you are spending your money in Facebook to get leads and doing this does not get you close to this goal. The new Facebook algorithm recognises this as clutter and marks it as spam. Note – you can still request an action via VIDEO

3.THE VALUE OF VIDEO.  Video content sparks conversations and provide more meaningful interaction compared to images and links alone, so start posting regular videos content.  PRO TIP live videos generate six times more audience interaction than regular videos, so get on Facebook Live!

Change does not end here.  As a studio owner, you should always be on your toes and expect Facebook to roll out more tweaks in the future. So stay on top of these changes and adjust your marketing strategy to ensure your fitness business content remains relevant and engaging to your target audience.








The 5-Step Recruitment Process

I don’t know about you….but there was a point early-on in running my fitness studio, when I got tired of doing everything myself.

I was working crazy hours each week including weekends and I was reluctant to take holidays because I feared losing members, losing income and I feared un-doing all my hard work so far… so I just didn’t take any holidays and kept pushing forward ☹ but unfortunately you and I both know that can work for so long. There is a point where you just get TOO TIRED to deal with anymore customer complaints, you lose the ability to come up with any CREATIVE MARKETING ideas and when you miss quality time with your partner, kids and/or friends you start to question ‘is this all worth it?’ ……Well that was my experience anyway.


Like  “How do I build a team of hardworking staff who are ‘as passionate’ about quality service and member results as me? Slowly, carefully, and with much planning, I was able to achieve this. And here are 5 steps to help YOU reach this goal too:

  1. Attract lots of quality candidates – Hoping for good staff in not a strategy. Instead set up a career opportunities page on your own website, use your social media platforms, your email list, and newsletters to ask members for referrals. You can also go outside your network and advertise on job sites – my favourites FREE sites in Australia are, and my favourites PAID sites and which definitely get you more applications.
  2. Capture – Business owners often make the mistake of paying attention only to the first wave of applicants. Make sure to commit to regularly checking your new candidate information and connecting with previous applicants when new roles become available. The best candidates don’t always respond to ads on the 1st day and failed applicants can often be successful on second attempt after further training or experience,
  3. Interview and Hiring Process – It’s very tempting to rush the process of hiring a candidate and just go with your ‘gut’. But you cannot REPLICATE this. Instead take your time and record the specific steps you took to get a great person. About 3 interviews are optimal when evaluating a candidate and statistics suggest only around 7% of people actually tell the TRUTH in the their resume, so DON’T believe the HYPE. Do a quick screening via email questions and on the phone before inviting them to a group interview. In the Group Interview – ask questions that test whether or not they align with YOUR business Core Values. for example you might ask “In your previous role working at GoodLife Gym, please give me 1 example of when you demonstrated ‘over and above customer service’. During the Group Interview, use a 1 page CHECKLIST to confirm availability, travel time, willingness to participate in team training and events and ONLY IF they impress, invite them to 2nd stage Practical Interview (on the gym floor) to give you a better perspective if a candidate will be a good fit.
  4. Onboarding – Help set up your NEW team member for success. Be clear on the roles, processes and skills that they will be required to perform on a ‘week to week’ basis like phone enquiries, CRM use, audio, lighting, 24hour access, reporting, meeting times and requirements for wages etc. Invest monthly in professional development training and map out a clear CAREER PATH to follow for promotions and added responsibility for anyone motivated to do more.
  5. Continuous training and development – Developing skill is a continuous process. The best fitness business is one that is a place of learning and where staff are constantly trained to improve their skills. Make training on regular dates in your calender and set aside time and money to develop your staff as individuals and as a team. We train staff in customer service, nutrition, exercise prescription, weight loss, hypertrophy and much more.

So what does a successful team look like?

  • A passionate team of ‘good humans’ who are committed to building the business and providing members the best service possible.
  • Staff take most ‘day to day’ tasks required to service existing members, so you can more time growing the business than working in it.
  • You provide leadership using a clear ROAD MAP for where business is heading and how you will get there
  • You also spend quality time with the people you love and doing the things you love.






Increase Your Sales

In small businesses, there are very few things that GETTING MORE SALES can’t fix. But the challenge lies in making sure that every sale maximises your return AND will keep your buyers coming. There is so much competition out there, so your SALES PROCESS becomes critical to setting yourself apart from the crowd and making good profit.


  • Businesses that do not modernise or streamline their sales processes, or fail to add value, see themselves struggling with very low conversions. This means that people come in and leave without buying.
  • In the fitness industry, we offer an immediate product that is not expensive but offers a tremendous value, and yet people still walk away from it telling you that ‘they need to think about it’. So staff need training in overcoming this common objection rather than just being ‘order takers’. ‘Order takers’ help interested prospects through the admin process to become a member BUT have no influence over prospects small objections who are sitting on the fence.
  • Another challenge we face, is running HIGH value offers, paying BIG commission on sales and therefore running at a very low profit margin. The key is a) starting the sale in your marketing funnel, so you disqualify the ‘tyre kickers’ and ensure your team get more time with QUALITY prospects and b) you give prospects a genuine EXPERIENCE when they tour your studio, and make your ‘value proposition’ irresistible = more sales.
  • Gym owners often get frustrated with sales staff missing sales targets but take no responsibility for weekly training and development or for the poor quality of leads they attract from social media or Groupon style discount website. The quality of you leads and the quality of your team is both your responsibility as the studio owner – SO MAN UP!
  • Prospects should be clear on how your service will help them to achieve their goals. Your PROCESS should communicate HOW they will achieve their results FASTER and sustain the outcome LONGER when choosing you.






Creating a BIG group training Business

Studios and trainers I connect with around the globe are constantly looking for ways to increase profit in their clubs through 1on1, Semi Private or Group Training revenue, but why do some group training business pump, while others struggle?

Here are 6 key elements to creating a hugely successful Group Training experience:

-Understand the client’s goals and motivation – to be able to push your client to the right direction, you need to know what they are hoping to achieve. Having them complete a pre-training questionnaire will give you an idea on what programming, exercise choice and in class exercise will benefit them most

-Pre-training assessment – you can effectively plot a course for your clients once you know at what point they should start. Your pre-training assessment should be designed to provide as much information to the instructors as possible, to allow them to address individual injuries, hearing or sight restrictions while also funneling new people into beginner classes.

-Grouping program members – in order to ensure that clients are being trained at the appropriate intensity, grade the group from most conditioned to least. You should then group them into smaller, more manageable units to establish a consistent training schedule that doesn’t leave anyone behind.

-Periodisation – normally associated with athletes and sporting groups, Periodisation is also a core attribute to any successful group training program to ensure athletes don’t get injured physically or get bored mentally. For example- The step load method: one week low intensity, one week medium intensity, one week high intensity, repeat, gives time for your body to recover and replenish. Alternatively you can add variety around volume, speed and strength which also works well.

-Correction and Skill acquisition – people usually sign up for Group Training because they enjoy the energy of exercising with other people, plus they like someone choreography the workout for them. But don’t forget members want to learn too. Be sure to include exercise revision and new skill development sessions to emphasis correct technique and fulfil the human needs of Growth and Variety.

-Regular assessment and adjustment – every person react differently to training. Make sure to re-assess members regularly and adjust their grading and grouping to ensure that they continually improve.


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The 2 Mistakes Fitness Pros Make in Leadership Roles

In the quest for profit and success in the fitness business, do you ever think about your image—the way you project yourself to your team or to your members?  As the owner, it’s easy to  overlook that you are your brand.  YOU represent the gym and its culture.


Many gym owners fall into the trap of following strategies that work for other business owners. But BEWARE: doing this may not always work for you, especially if you are unclear about your financials, or if you are not 100% clear on what your clientele ‘really’ wants in a fitness facility and what they need from its staff.


One of the most important things to consider is how you are with your employees. As gym owners, more often than not, we don’t realise that we implement things that WE think would be effective, without asking for the opinions of those who are actually on the battle lines—your staff.  Your personal trainers and group class instructors know firsthand who your clients are and what they want.  Listening to them will be your best strategy for getting more of your target market in the door.


With that in mind, here are the Top 2 mistakes that fitness pros make when they take leadership roles.

  1. Being a manager that is dominant, overbearing, and passive-aggressive. Your clients and employees will not be able to stand you for long and they will be out the door even before their contracts expire.
  2. Being the passive leader who hires someone without giving direction, any tools or training, and not setting goals or KPI”s. Your inability to provide your employees with the right tools and framework will halve your success rate.


So how do you change this and lead your gym towards success?

  • Set Goals: weekly expectations, targets for group classes, number of member phone calls per week, number of gym tours and face to face consultations, targets around conversion % in sales, and make sure you develop a specific follow-up system.
  • Require people to report. Make it clear that this is part of their job and that you should be kept updated regularly of their progress. Daily, weekly and monthly reporting.
  • Set clear and defined roles for each of your team. Being a great leader means being able to confidently delegate tasks. Doing so allows you to have more time to create new programs and products or services for the gym. Delegate easy tasks and save your energy for more important work and bring in more business.  Doing this will also allow staff to feel more invested themselves in the business and will make them feel that they are important to the growth of the brand.







The Ultimate Fitness Business Referral

Imagine for a minute you are about to take a jog with a good friend when before you start, you wince as you get up from a stretch with a sore back, then your friend tells you, “You should see MY physiotherapist….She is amazing with backs and helped fix me” Let’s face it – The ULTIMATE business referral is when one of your members mentions you to a friend as “MY” gym or “MY” trainer with a personal recommendation right?


The “my” statements show ownership and a testimony that we stand by what we recommend. It’s a language that we use when we own our opinions, and we use it to refer to people and businesses that we trust. It demonstrates a high level of trust and faith in your ability to do what you do.  Of course, the benefits of this to your business is very obvious and works the other way too. When you become someone’s “my” you work extra hard to keep that trust and never let them down either, because they are such a good pipeline for referrals.


According to Oxford Psychology Professor, Robin Dunbar, there’s a limit to how many stable personal relationships that a person can maintain.  These are people that you know on an individual level and to whom you can relate to personally.  He added that the mean size of individuals in a community is about 148 and it’s at this number that a community has the highest probability of remaining together.  Anything higher than that allows for relationships to break down.


This means that its not possible for you to be everyone you know’s “my”, and actually this isn’t such a bad thing.  Being someone’s “my” needs to be authentic, this simply can’t be faked.  If you want to be your client’s “my” here are 3 key things to keep in mind:

  • You should maintain a genuine interest in that client’s life and work
  • There should be a genuine emotional investment in their success and well-being
  • You should always be dependable, and NOT indispensable


Being someone’s “my” is built on respect for your craft.  Although its impossible to be the “my” guy for everyone you know, what’s important to remember is that you have to nurture the “my” clients that you currently have not only to make sure that you maintain a beneficial relationship but as a social proof that you and your fitness business are as good as you claim it to be.



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Staff Retention 101

Finding the right people to work in your gym can be described as jumping on a treadmill that’s cranked up to the highest level. It can be really hard work and i know that firsthand. While mastering the skill of staffing can take time, IT IS THE ONLY WAY TO SCALE YOUR BUSINESS BIGGER. Lets face it..until you get it right, you will forever be frustrated with staff, working big hours yourself, struggling to take holidays, and ultimately unable to confidently delegate important roles.


1.What not to do – THE UBER LESSON

Uber is a ride-sharing company that’s recently had employee problems.  Many say that Uber allowed employee discrimination resulting in female employees feeling undervalued and blocked, which is why they didn’t stick around, resulting in a reduction in drivers and in UBER’s overall talent pool.


In the fitness business, not only do we have diverse clients, diversity also exists in our employees.

We need to create an environment that will attract and retain, not only our clients, but also our staff. Aim to create a working environment where employees get regular opportunity to provide open and honest feedback and where staff feel like management care enough to genuinely listen. UBER lost a large chunk of market share to companies like LYFT as they learnt this lesson the hard way.


2.Non negotiable and setting standards

When setting up your gym, one of the first things we often do is write up a list of member policies. However, it’s also important that you set up rules for your staff and enforce them vigilantly. In my gym, we attract staff who share in our ‘6 core values’ and we revisit our list of ‘staff non-negotiables’ every single week to ensure high standards. As the gym owner, it’s also our role to deal with issues that arise quickly, to prevent the development of a negative staff member or toxic atmosphere.


3.Staff Retention = Member Retention

When you keep your staff happy, growing and challenged guess what?….. ‘drum roll……’ they stay longer! And when staff are happy and stay longer this has a direct correlation with increased member retention.  So map out your calendar for the year and think about ways to develop you staff, book in opportunities for social get togethers, and create a career path for your best staff to take on new roles and responsibilities as they grow.


4.Have a Strong Onboarding Process

Having an orientation process and framework to welcome new people is vital to their success and long term happiness. This goes beyond accomplishing paperwork and signing the usual HR forms, and should instead also indoctrinate new people into your unique selling points, your core values and give them training around key areas of the business they need to know. Use this chance to teach the CRM, the sales process, reporting, and explain your expectations for the role.


5.Build Morale and Connection

Share with your staff your bigger vision for the business and make them feel that they are part of something great and that their contributions matter. Employees like to feel that they count and that the growth of the business will also translate into success for them. Money is rarely the no. 1 factor determining staff satisfaction.


6.Be Proactive with Resignations

If an employee expresses their desire to leave the company, then make sure you find out why.  The goal should be to keep them if possible. Move quick – set up a coffee or informal chat off site and be open to feedback. I USE QUESTIONS LIKE – What are you unhappy about? What can i do to help? What could you do to help? We would love to keep you involved with the team – would you consider working with me to improve the situation and see if we can’t make it work?


In conclusion, as a studio owner mastering STAFF RETENTION will save you not only time, but also money.  When good staff stick around longer, you will have more time to grow your business and sanity in the workplace 🙂








Do you have your Ideal Clients in your Gym?

I remember when I first started….I was just grateful that anyone walked through my gym doors. However, it’s very important to reach a point in your business when you get clearer on what type of members you actually want. Ideal clients are more fun to work with, they stay longer, they spend more, and they refer more people – so the goal in marketing is not to attract ‘just anyone’, but instead to specifically target those people who you really enjoy working with and those people you are best at helping. This is when business becomes more FUN and also when you start making more PROFIT.


To start using laser focused marketing strategies, you must first clearly define your ideal customer avatar. So to help you with that, here are some great ways to precisely define who your ideal members are, plus quick tips on how to attract more of them


1. Cheaper isn’t always better

When you market your fitness business as being cheap, you attract customers who are looking for cheap. They will tell all their cheap friends about you and before you know it, you own a studio that struggles to make money because of all your cheap clients.  Remember that members who look for ‘cheap stuff’ are rarely loyal and will often go elsewhere if they find a better deal.


2.Define your ideal client

This will take a few minutes – but is a super value exercise

  • Go back to last year’s figures and see which customers have brought in the most profit. Remember, these are not the ones you have spent the most on, but those that have given you the highest earnings.  Obviously, we want more of these people.
  • Think of all the fitness programs and promotions you did last year — which ones worked? Where did you get good customers who paid well and worked well with you and your team? Who were they? What industries were they in? What do you think made everything go smoothly?
  • What are the current trends in the fitness industry? Doing regular research about emerging market trends keeps your business competitive.  Markets are evolving fast and you need to keep yourself updated to keep up with the times. You don’t want to wake up one day only to find that your class attendance is down, drop-out number are up, and you have less people joining each month.


3. Target your marketing

Once you have a clear picture of who your ideal clients are, you can now define your niche and tailor your marketing strategy clearly so you can write develop specific services that will suit the needs of your target customers. The ad copy or TEXT you use when marketing should speak to your target market’s needs, wants, and frustrations, The IMAGE choice and also WHERE you choose to market will also vary depending on your who your ideal client is. GOOD LUCK!



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