Attracting members.
WHAT DRIVES JOINING
Proximity Price Reputation and word of mouth Facilities and equipment Whether people like the atmosphere
WHY PROXIMITY DOMINATES
People do not travel far to exercise regularly.
WHAT THAT MEANS
Marketing should concentrate on a limited radius.
WHAT WORKS
Referrals from members Visibility and signage Local presence and community activity Online listings that are accurate Photographs of the actual facility
WHY ACTUAL PHOTOGRAPHS
Images that misrepresent the facility produce immediate disappointment.
WHAT TO SHOW
Real equipment, real space, real people with permission.
WHAT TO AVOID
Images suggesting facilities you do not have Claims about results Before and after comparisons
WHY RESULT CLAIMS ARE RISKY
They cannot be guaranteed and they produce dissatisfaction.
WHAT TO OFFER PROSPECTS
A visit, and a trial.
WHY
The decision is made in the building.
WHAT TO ENSURE
That the facility is at its best when prospects visit.
WHAT REFERRAL ARRANGEMENTS PROVIDE
Members at low cost.
WHAT TO OFFER
Something to both parties.
WHAT SEASONAL PATTERNS EXIST
Concentrated joining at certain times of year.
WHAT TO PLAN
Capacity and staffing for those periods.
WHAT TO MEASURE
Where enquiries come from Conversion from enquiry to visit to joining Whether those members stay
WHY THAT LAST POINT
Members who leave quickly are a cost.
