Are Your Marketing Dollars Sending Members to Competitors?

Club owners and executives expect their marketing budgets to drive new member revenues with a positive ROI. But is it possible that your marketing budget is not really driving revenue at all? Do you realize that your efforts may be sending highly motivated prospects to your local competitors? Your own marketing budget is causing you to lose market share. How is that possible? As traditional marketing methods (such as direct mail) shift to digital, club owners often question the best approach to marketing. How much budget — if any — should be allocated to traditional marketing? How much should be

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How to Launch a Club Rewards Program

Rewards programs are the No. 1 digital engagement tool for health clubs this year. The best rewards programs are “mobile,” meaning that they utilize members’ smartphones for interactivity. Since a mobile rewards program integrates directly with a club’s mobile app, it seamlessly tracks member activities and automatically rewards them with points that they can redeem through the app for club merchandise, free classes or other prizes. Because your members always carry their smartphones, mobile rewards programs have a much higher engagement than traditional web and paper-based ones. Interested in launching a mobile rewards program for your club? Here are some

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Recruiting ‘A’ Players: The Key to Business Growth

As club operators, a copious amount of time and money is spent chasing and increasing membership revenue. During that time, staff attraction and retention is often put on the back burner. What many seem to forget is that staff attraction and retention are the key in driving member attraction and retention. To improve the likelihood of staff retention, consider implementing the following recruiting techniques. Build an ‘Employer of Choice’ brand Produce staff yearbooks to celebrate staff culture. Create a private Facebook group for staff to communicate to one another. Contribute as a brand to the industry and/or community with a

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The Biomarker Boom

How to stay relevant when your clients are tracking just about everything. Recently, a New York fitness enthusiast was overheard saying that everyone around her was tracking everything from their meals to periods to sleep cycles. To say we are sweating the small stuff is quite the understatement. So how can a club owner keep up without wasting time and money chasing a worthless trend? I suggest you ask yourself this question: Can I use this metric to significantly alter my clients’ path? Because the truth is, we can track almost anything. But just because we can track it doesn’t

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Good Vibes

According to Diane Kelton, the president of Baptist Health/Milestone Wellness Center, the key to success involves building a strong community. In March 1999, Diane Kelton remembers picking out carpet for what would be her office — an office that hadn’t been built yet, and that she didn’t even have funding for. “I remember thinking, wow, this is kind of backwards,” she recalled. But she did pick out carpet. She had to, as Milestone Fitness Center — which Kelton worked for — had entered into a 50-50 partnership with Baptist Health, a healthcare system operating out of Kentucky and Southern Indiana, to open

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