The competition between Boston Market and Chick-fil-A heated up in the 90s.
In a famous Chick-fil-A leadership meeting, executives discussed a variety of strategies to grow bigger and faster to overtake the market. Truett Cathy, founder and former CEO of Chick-fil-A, sat back quietly and listened to the entire team build their case to grow bigger to reach the billion dollar mark by 2000.
Once upon a time, you could be a generalist trainer. All you needed was a general knowledge of physical health to run classes and train people. It’s been this way since the beginning of the industry. But that’s all gone.
Take a look at some of the fads from decades past and you’ll easily see how far we’ve come in our knowledge and expectation from our trainers.
I'm extremely excited to announce that coming soon is your opportunity to participate in the 2nd Annual Fitness Studio Operating & Financial Benchmarking Study!
Those taking part in the survey will help identify and better understand the key benchmarking data and financial performance metrics of fitness studios. To bring this study to life, AFS has partnered with ClubIntel, a brand insights and research firm that specializes in the health and fitness industry.
Having a strong digital presence is critical to the success of any brand, and that’s even more true in the incredibly competitive fitness industry. The biggest fitness brands not only have polished and professional websites, they also use social platforms to engage with customers to build their digital brands.
One of the key elements to maintaining a strong digital brand is the ability to run effective online promotions. The beauty of the digital age is that you can target and communicate with your core customer base with incredible ease.
AFS partner Schwinn recently sat down with Jeffrey to gain insight on the indoor cycling community, talk about current trends and the future.
You have been in the industry over 20 years now, how has it changed since you got your start?
Jeffrey: The cycling category has changed a great deal over the last 20 years. Much like Step, it started out very conservative and then progressively got faster and more complicated. Choreography and experimental techniques were created to keep riders engaged, but over time, people came back to the fundamentals because of the experience and rewards.
Earlier this week I had the pleasure of presenting at the NSCA National Conference. And what an amazing conference it was! Heavily attended and full of budding entrepenurers, the energy was outstanding and the future is bright for the fitness industry.
As the NSCA website states, the 39th Annual NSCA National Conference brought "together the best of the best from all reaches of the strength and conditioning industry to provide a heavy-hitting educational experience unlike any other. From cutting-edge presentations to dynamic hands-on sessions by renowned professors, researchers, strength coaches, and personal trainers, you’ll get the tools to elevate your career and keep you one step ahead in an ever-changing industry."
While there is always a danger of spreading your services thin by chasing every market, if you have space and your studio could use some traffic in the after-school time slot, then a martial arts program for kids may be something to consider.
The majority of students in a martial arts school are under age 12 and their parents are paying $149 - $249 per month for two classes a week. As tempting as that may seem, there is some complexity in reaching and keeping this market.
All of us at AFS are extremely excited to be working closely again with the Club Industry Show to bring top-notch education to the fitness industry.
As in years past, we thrive on the opportunity to educate those in attendance on everything from the trends we're seeing to the systems necessary for success.
As AFS continues to grow, opportunities such as the one I was presented with recently I don't take lightly. I was honored to be asked to speak at the NSCA National Conference (July 6-9, 2016) in New Orleans, LA.
As stated on their website, the NSCA "National Conference is the premier strength and conditioning event of the year, bridging the gap between the scientist and the practitioner through presentations on cutting-edge research and dynamic hands-on sessions."
After several months of planning, prepping, designing, and analyzing the data, I'm proud to announce that the AFS 2016 Fitness Studio Marketing Best Practices Research Report is here!
We surveyed hundreds of studio owners across the country - identified the successful strategies - and provide them to you, in this report. The first-ever market research of its kind for the fitness studio community! (Can you tell I'm excited?)
• Trainer, Manager or Owner • Beginner or Veteran • 500-10,000 sq.ft.