Top Answers to the Most Important Questions

With so much competition, how do I separate myself today?  

It’s all about the experience. Creating a sense of belonging for your clients/members and delivering that experiences that’s better than anyone else. Only then will those referrals grow.   

Is it a good idea to schedule team building events?  

In order to set the expectation that community is important to your business, the answer is YES! You must schedule team-building events with regularity.  Plus identifying and learning networking strategies will go a long way.  

How do I ensure a new client gets properly integrated?

Take a real close look at your protocol for new clients within the critical first 90 days. Develop a system of regular contact. Start by mailing a hand-written thank you card within 24 hours. 

What’s the secret to keeping clients long-term? 

While there are many reasons clients may stop coming, there are several ways to build your community. Designate a few key classes to do “meet and greets” before and after class. For the “after” part, feel free to add in little wine and cheese so that individuals can mingle and get to know each other.  Keep in mind the way to develop a fanatical culture is focusing on results.

Are setting up barters a good idea?  And how do I start?  

Work with your local community to trade value in kind. This can be all sorts of things.  Talk with a florist on having fresh flowers at your studio.  Ask a local hair salon to offer their product in your showers at cost.  They get exposure and you get swanky hair supplies!  Talk to a restaurant about providing new food options "recommended by" your business!

Should I rent out my space during off hours to earn extra cash?

During times you aren’t busy, such as the weekends or a Friday night, absolutely!  In fact you can rent the space out for fitness workshops.  You can get some extra cash, and it also gives your place exposure to fellow fitness professional and new consumers. 

Do I need to have someone staffed at the front-desk at all times? 

This depends.  Many fitness business owners who have studios or brick and mortar locations have to ensure that if a prospect comes in they receive that experience unlike anyone else. What you can do is cut down on frontline staff during slower times.  Even for just a few hours each afternoon give yourself a shift at your front desk.  It helps save a little cash and allows you to engage with your members.

Should I work with other studios to host a CEC/CEU course? 

Yes! Talk with other fitness studios/gyms on setting up continuing education.  It’s a great way for your staff to learn some new equipment or ideas, and they can do it for free!
 

How do I begin to set the right prices for my business?  

Know your competitive landscape and learn to thrive in a competitive market.  How well is your business product differentiated from your competitors? What you set as your pricing framework also influences the consumer’s perception of the quality they will receive.  If someone was walking down the street, why would they want to walk into your business instead of the guy across the street? 

With so much competition in my area, how do I stand out? 

Identify your unique value proposition.  If your value proposition is based on delivering a “premium” experience but you price the experience below market rates in an effort to generate traffic, then consumers will believe that your offering is average; counter to how you have positioned your business. 

What revenue model is best for my business?  

First, your square footage will dictate what you offer.  Once you hone in on what you enjoy, that will provide you the framework for accessory and equipment needs – all based on your space limitations.  Also, are you high energy or more technical in your training?  Do you really want your entire place, at peak hours, filled with customers paying for a boot camp product at a lower price point? Or would you prefer SGT at a higher price point, taking up less space with better margins?

What Key Performance Indicators (KPIs) should I be measuring? 

“Our profitability is driven by maximizing our capacity and usage as well as number of members per session.  The more we maximize these components and keep our expenses under control, the more profit we have.  Plus, as you keep the clients you have and slowly add more new members, your NET client base and profitability should increase as well.”

John Heringer, Owner, Fast Action Training

For more about what others are measuring check out AFS' Financial and Operating Benchmarking Report.

What do I need to "win" in my market?

Many times in business it’s not just you.  It takes a team.  When identifying your target market and knowing exactly who to market, clearly define roles and responsibilities and then ensure that everyone understands their role.   

There's a competitor moving in across the street, what do I do?  

The most important step is to define and declare your aspirational vision.  Why do you train?  To serve what type of population?  Focus not so much on what you do, but how it makes your clients feel.  Sell your benefits not features.  This will help you zero in on the right messaging to attract the right clientele.  Additionally, look inward and identify what you can do with what you have better than anyone else. 

I'm a new fitness business owner trying to carve out my niche, where do I start?  

An easy way to start this is to recognize your "only's."  What is your business known for?  Are you the only fitness business that provides nutrition counseling with training?  Are you the only business where the author has written a book for sale on Amazon?  Are you the only studio that offering physical therapy as part of a rehab program?  Identifying your "only's" will fast track you to knowing the right market to serve. 

What are 4 things I can do to differentiate my business? 

Take it from Mike Robinson, AFS member and 2015 IDEA Trainer of the Year. "What differentiates my fitness business is: 1. Customer Service and making sure that no other fitness business can compare. 2. Hiring the right team of passionate people and making sure that everyone understands their roles. 3. Making sure that every single encounter that our clients have with MZR Fitness is consistently superb. 4. I even created a board of directors consumed of only MZR Fitness clients to help stay in touch with their needs & expectations."

Mike Robinson, Owner, MZR Fitness

Should I set up different campaigns and offers during the year? 

Definitely!  You can market by:

- Season – summer, back to school, the holidays, New Year’s resolutions and more.
- Traditions/Community – take advantage of local events to connect with your local residents and expose your brand as a team player that supports the health and wellness of your neighbors.
- Fundraisers – support local charities throughout the year by hosting workouts to their benefit. Be sure they have the ability to promote these events, too.

Other than referrals, how else do I drive traffic to my business?  

Timely, targeted marketing strategies are critical to your success. It is not enough to ride the wave of word of mouth referrals.  It’s a dangerous practice. While referrals net a solid return in the early stages, they eventually slow down.

What's the best way to get more active in my community? 

To truly drive traffic you must be seen as THE fitness expert in your area.  Speak more, write more, seek our mentors and get your name out there.  You should own the area around your business.  Contact the local media to run a unique story about your business and develop strategic partnerships with chiropractic and physical therapy centers.   

How do I grow my newsletter subscribers?  

Cross promote with local businesses. As you build your list through social media ads, website lead capture fields, walk-in traffic, your list becomes more desirable to other local businesses. One studio owner provided his local dry cleaners free advertising on his newsletter; in return, the dry cleaner hung cardboard pods around the necks of the hangers promoting his studio to all the dry cleaning customers!