As we head into midseason, sometimes
fitness facilities find themselves in
a "rut.” This staleness may be due to the boredom of
repetition from the day-to-day grind. Thus, many fitness facilities would be
wise to devise a plan that would keep them out of trouble and moving forward.
Was your New Year’s Resolution to kick your advertising
program in the ass and have a serious talk with your landlord starting in January?
Guess what? It’s Summertime! My dad once told me, once the Grand Opening
or Open House Party is over the real work begins! Boy was he right. So in this issue, I’m going to give you a few brief pointers to get
you moving. Before we get started, please understand that I’m only giving you a
smattering of what you need to know based on space limitations.
First, let’s discuss landlords. The foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, now is the perfect time to visit your landlord and see if you can get a possible concession or renegotiate your lease.
Now Let’s Move on to Marketing and Advertising. Traditionally speaking, you should be spending 7-10 % of your gross income to further grow your business and the monies should be spent equally internally and externally.
Next up … Social Media. This form of advertising can be very successful. Social Media can change your business and bring in more new customers, but it can also consume many hours of your time and be a lot of work.
And lastly … Your Internet Footprint. Consumers are searching for you on Google, Yahoo, and Bing, online before ever stepping into your gym. And unfortunately, many gyms are missing out on that traffic by not being consistent with their business listing information.
