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Marketing For A Health Club

by Aaron Elliott
7 replies
Hi all - My wife has been offered a new job in the health industry, this suites her perfectly as she is a personal trainer part time but is stuck in a office doing marketing for a alcohol company all day and getting minimum pay.

Anyway - For her interview she is going to outline some marketing ideas for the company and she asked for my help so I thought the best place to get marketing ideas is the warrior forum.

The company itself is designed for very overweight people, not really for people who just want to loose a few kilo's. The company has a gym, and puts their clients on a specific diet. The company wants their client base to grow from 220 people to 300 within the next 12 months. The internet side of marketing is done by the company, so internet marketing isnt part of her job.

Would really love to hear any ideas you may have on how best to get leads for this type of company.
#club #health #marketing
  • Profile picture of the author Venturetothetop
    Are you kidding.. she only has to get an extra 80 people??! Sounds like she could seriously over deliver.

    Im not sure where you live or how large the population is, but this will depend on two key issues:

    1) The price and level of service offered (does the service need to be improved and is it value for money)

    2) The population in the surrounding area (target market population)

    Marketing for this is easy. Firstly find where people who are you target market are likely to be (Mcdonalds??!) and how best to approach them. Some work I recently did involved working with the local hospital and doctor's clinics. That in itself brought lots of clients and it was on going and consistant.

    A second tactic we used was to organise a free weekly walking session in the park. It was covered by the local newspaper and we fed the walkers into our gym system.

    80% of people who sign up for a gym never end up going, but keep paying their fee. Hit the 'you need this' button and they are all yours.
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  • Profile picture of the author Aaron Elliott
    the population is about 2m, small city. The people are very overweight not your regular gym people, its for the type where if they dont do something they will have serious health issues.

    The free walking in the park sounds pretty good, and even the newspaper covering it is awesome.
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  • Profile picture of the author Loren Woirhaye
    Here's an eye-opening article I ran across recently from a
    guy who was in the health-club industry before. Apparently
    the attrition rate for health club plans is about 40% - so of
    those 220, 90 will not renew, so the real number she'll
    be working from is to get from 130 clients to about 300.

    Business Strategy: The Recurring Income Trap)
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    • Profile picture of the author J5isAlive
      Yes I myself was in the gym business for 5 years. It was a family gym and we had a member base of about 3k people. So those numbers of fallout mentioned above are about right on. We surveyed our members to get active numbers and our results were similar.( I do not remember the exact number as it was a long time ago). So I think the most important thing here is to get creative. Come to them with new ideas with fast results. Its all a numbers game so you need to figure out what the minimum is and then go and get them. Use multiple methods and document all results for future promotions with them.
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    • Profile picture of the author Aaron Elliott
      Originally Posted by Loren Woirhaye View Post

      Here's an eye-opening article I ran across recently from a
      guy who was in the health-club industry before. Apparently
      the attrition rate for health club plans is about 40% - so of
      those 220, 90 will not renew, so the real number she'll
      be working from is to get from 130 clients to about 300.

      Business Strategy: The Recurring Income Trap)
      Great article, I actually cant stand yearly memberships however every gym has them so people have no options. Thanks J5isAlive for the info.
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      • Profile picture of the author Lance K
        Do they currently have a referral program? They could offer 20% or 25% or whatever % off a members yearly membership for each new referral the make.
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        "You can have everything in life you want if you will just help enough other people get what they want."
        ~ Zig Ziglar
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  • Profile picture of the author Aaron Elliott
    That they dont have, and is the first thing I would suggest. Also thinking something along the lines if you join with a friend its discounted joining fee, and 3-4 friends much bigger discount ect. Thanks Lance K
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