After being in
the fitness industry for over 40 years, the fitness
professionals at GFA know ways to move industry businesses forward and have
enjoyed sharing that information with you. Read on to learn new information
that could prove beneficial to your operation.
The easiest way to make
money is to have no competitor.
That’s so obvious it’s hardly worth stating. And while having no competition is
highly unlikely, the easiest way to improve your chances of having no
competitor, or very few competitors, is to identify a small market niche that
you can dominate.
What can a
fitness business do to ensure it has the best possible chance for success? Here
is the answer. Be the best you can and find your niche.
Remember the story I told some time back
. . . about the two guys who were running from a charging bear and the second
guy - the guy in the rear - said to the first guy - who was out front – “How are we going
to outrun that bear?” And the first guy responded, “I don't have to outrun the bear; I
only have to outrun you.” It's not very pleasant, but true nonetheless.
So when you think about your company and the market you
serve, think of ways you can give your customers something they can’t get
anywhere else. By acquiring stand alone products that the
competitor facility doesn't have, e.g., Fit Interactive, Jacobs Ladder, Mt
Everclimb, Ab Coaster, Versa Climber, Thorotread, reAct Trainer, Helix, etc.,
will attract new members who are tired of working out on the basics of
treadmills, ellipticals and bikes. And it’s best if your market is
small and highly specialized, because then the big boys are not as likely to
come in and crush you.
Highly specialized information and programs for a niche
audience is always great, especially if your niche audience is relatively easy
to find. The more specialized, the smaller your potential audience, but also
the more committed. Differentiate yourself from the rest of the market place.
It’s time to think outside the box.
A mistake so many businesses
make is to try to be all things to all people. When you think about it, the
path to success is not to become bigger; it’s to become smaller and more
specialized. The smaller the audience and more narrow the focus, the better
chance to find and grow your customer base.
Everything that could go
wrong went wrong. Sound familiar?
Well, it might just be true.
Many businesses put the proverbial
cart before the horse when trying to differentiate themselves from the competition. The “cart” is marketing; the “horse” is branding. The consumer has to
know who you are, what you provide, and where you are located.
What used to work – mailers with coupons, newspaper, radio ads, etc. – has to
surrender to modern technology. Email marketing and branding is a great way to
get the word about your business to potential clients. Remember, branding comes
before marketing. Contact GFA e-Marketing and Branding today and see how many
email addresses are within a five-mile radius of your location. You might be
surprised.
For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.
For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.
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