Over the last 10 years the health club industry has changed drastically and it will continue to change. Some club owners have not kept up with the pace of change, and have found themselves struggling with little to no profits to show. However, during this most recent recession, the downturn in membership revenue has very little to do with the down economy. For many club owners 2009 was the most successful year ever! Further their profit line is continuously moving upward in 2010. The secret is that these health club owners have been willing to change.
Blaming the economy is a lot easier than taking action. People do have money to spend – it’s just a matter of priority.
It is up to you to show them that you have what they need!
Everything is constantly changing — the economy, your competitors, consumers and more. If you don’t continue readjusting your unique selling proposition (USP) or continue operating the same as you did last year, you will slowly kill your business. Change is key!
Analyze and identify your unique USP:
1) Cost (be the low cost competitor) – Analyze your business by running helpful reports with your management software
2) Convenience (offer 24-hour access ) – Welcome your members anytime with a 24-hour door access system such as the iGo Door Access
3) Service (focus intensely on the results of your members) – It’s all about results. Your unique fitness training program combined with a software to track and encourage your members, is a slam dunk.
You must differentiate yourself in at least one of these areas to become a more unique, or superior to your competitors.
It is crucial to consistently reevaluate your marketing and business operations to run a successful business.