January is just around the corner. You know what this means? Gyms are about to get extra busy with prospective customers actively researching fitness clubs around them in order to get their New Year’s resolutions happen for real this time.
The start of a new year is always a perfect opportunity to set new health intentions and join the gym to make sure you stick to your habits.
Maximising on this opportunity is crucial for gym operators to ensure business success throughout the January rush and the rest of the year. Having a large increase of members in January is fantastic news but all too often it becomes an impossible challenge for clubs to manage, especially when it comes to long-term engagement.
Here are some notable stats:
Having a well-planned and executed business strategy, slick marketing and onboarding processes is key to ensuring your staff can deliver the best results and ultimately business success for your club.
In our Get ready for the 2022 January Gym Rush webinar, we covered some of the benefits to having a multi-channel marketing approach and why SMS is the best marketing tools for your fitness club right now.
Watch the webinar below:
What are some of the most common problems for fitness clubs and how can you apply a solution for each of them?
1. Not enough sales.
With traditional competitors next-door sharing leaflets with promo codes, streaming live classes, launching funky marketing campaigns, and shouting about how great they are, it can be difficult to get your message across to new customers.
As a consequence of the pandemic, the fitness sector is seeing a massive rise in digital and hybrid competitors. They are, of course, also after your target audience. Mobile fitness apps, remote PT services and personalised boutique offerings offer flexibility, choice and convenience, even for the customers with most demands.
So what can you do?
2. Not enough retained members.
The data is clear – 50% of new joiners will probably be gone by the end of June.
While the ”New Year, New Me” process of setting goals is a great way to engage with eager exercisers, it’s extremely important that you guide them consistently in the first weeks of building new, healthier habits.
We all know that building new, positive habits and getting rid of old, negative habits is a tough task, even for the most experienced and disciplined individuals.
So what can you do?
Everything you need to understand prospective gym customers and build long-lasting relationships with members, old and new.
3. Not enough interest in services.
You’ve had a successful January campaign and a lot of new signups? Great!
You’ve introduced new features to members like a rewards scheme, On Demand library, monthly fitness challenges and exclusive paid classes with visiting PTs every month. But wait a minute…
There still seems to be lack of engagement with the new services, even though a hybrid approach is clearly helping to get more people signed up.
So what can you do?
4. Not enough PTs or resources.
It can be difficult to manage different roles while tracking annual and monthly financial targets, planning marketing campaigns based on a limited budget, and the list goes on…
When you have a small team but an ever-growing list of tasks, it’s crucial that you understand what your priorities are and see if there’s any room for improvement, especially for your everyday processes.
January is going to be an exceptionally busy month, typically with tight resources, an ever changing marketing landscape and many competitors on your doorstep.
It’s important for gym operators to utilise effective marketing channels, automate as many operational areas as possible, and direct staff towards focusing on the biggest impact areas, so that you have a truly successful start to 2022.
Download a copy of our 2022 Digital Strategy checklist below!
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To make things easy for you, here’s a ready to print version of the checklist:
👀 What do customers expect from their gym membership in 2022? Spoiler alert: it’s choice!
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