Learning Center
We’ve consolidated our videos, guides, webinars and more into the AFS Business Learning Center. Browse the resources, and use the concierge service if you need help with any topic.
Fitness has never been bigger. In fact, it's the world's biggest sport with 61% of people who exercise regularly doing gym-type activities, according to the Global Consumer Fitness Survey 2013. But retention remains the industry's biggest problem.
And where previous acquisition of new members could fill the gap, new levels of competition and industry segmentation have made gaining and retaining members harder than ever.
Harvard Business Review blogger John Coleman writes that great leadership starts “incommunity,” that great leaders act “not in isolation but with community,” and the “most inspiring leadership is that done for community” (“Leadership is Not a Solitary Task,” 2/5/14 blogs.hbr.org).
As a fitness studio owner you not only have the opportunity to create a community for your members, but to create a community for your staff.
It is a well-known fact that one of the biggest challenges facing businesses today is building an engaged and dynamic team. In my experience working in this industry, it’s the power of engaged teams that have proven to facilitate long-term business growth more than any other factor.
In my years of leading teams from smaller spans of 6-8 people up to larger spans of over 50 people, I have discovered a few universal truths that I believe are the cornerstone of success.
If anybody is wondering why the indoor cycling phenomenon continues to grow at a seemingly non-stop pace, they need look no farther than the numbers.
Based on research from the Association of Fitness Studios (AFS) 2016 Marketing Best Practices Research Report, indoor cycling studios generate 55% more revenue than other types of fitness studios.
For the last 10 years as technology has expanded into and taken over other industries our industry has seen its share come and go.
There have been some solutions we expected to change the industry, others that were the next big thing, and so many that have saturated the market without much positive impact anywhere near the scale we need it to be.
No matter how you slice it… it comes down to two things: getting members/clients, and keeping them as long as possible.
How much is a client retained worth? Let’s just say it's much easier to retain a client than it is to find a new one. It’s quantifiably more efficient, productive and mutually beneficial to both studio operator and client when the two form a long-term relationship.
In the business world, retention is defined as the ability to keep workers or customers from leaving a company.
A couple months ago I had the pleasure of co-hosting a dinner in San Francisco with equipment manufacturer Precor. Of those in attendance was our most recent Studio Spotlight, John Heringer from Fast Action Training in San Jose, CA. It was apparent early on just how passionate and dedicated John was to his craft. The following spotlight showcases John's desire to surround himself with the best and ensure his clients are always the #1 priority.
In the fitness industry when you come across great minds, it always presents a unique opportunity to gain as much insight as you can from that individual. Learning from others, including their past experiences and education background can provide key references points to help you navigate your business now and in the future.
I recently had the pleasure of being introduced to Ingrid Owen, who happens to be our expert presenter for our webinar "Setting up Your Programming to Increase Revenue."
According to http://www.merriam-webster.com/dictionary/networking, NETWORKING is defined as... "the exchange of information or services among individuals, groups or institutions; specifically : the cultivation of productive relationships for employment or business."
SOCIAL NETWORKING is defined as... "the creation and maintenance of personal and business relationships especially online." In concept, networking is straightforward and simple. It’s the practical application that can get cumbersome.
UPDATE (6/23/16): The 2016 Fitness Studio Marketing Best Practices Report has been released! Learn more about this ground breaking research!
At AFS, one of our biggest priorities is conducting on-going market research to uncover best practices for the fitness studio community. This couldn't be more apparent with our soon to be released, 2016 Fitness Studio Marketing Best Practices Research Report!
In recent years we've released our 2014 Fitness Studio Industry Research Study along with our 2015 Fitness Studio Operating & Financial Benchmarking Report - both reports, a first for the fitness industry!
The daily operations of your studio are all consuming, never-ending and forever changing. You work in your business 24/7, you wear every hat in the house and you do it all. This begs the question, how well are you doing it all?
Your staff is there to support your efforts and help you grow your business, whether yours is a staff of one or several.
Jennifer and Brent Kasmer opened Everlasting Changes Personal Training & Nutrition in 2011 just like many entrepreneurs, with a dream and a vision. Located in Charlotte, NC., they knew the leap to business owner was going to take hard work, but their strategic approach paid off and the possibilities of future expansion are now within reach!
Mike "JAM" Prosnick has created a very unique and exciting fitness studio. As Mike explains, "Every individual gets personal coaching and nutritional guidance to fit their lifestyle." Just About Me Fitness aka JAM.FITNESS is located in Alpharetta, GA, with 24 hour access and workouts changing monthly, you will find the time to JAM!
Blue Nectar Yoga, located in Falls Church, Virginia is run by studio Co-Owner/Co-Founder Jane Bahneman. Jane took some time to share some outstanding information on the value of superb customer service, retention efforts, and the joys she gets day in and day out running her own yoga studio.
Center of Balance, a Pilates studio in Mountain View, CA is run by Co-Owner/Director Tom McCook. A veteran of the fitness industry, learn how Tom has taken Center of Balance and developed it into an internationally-recognized learning destination and teacher training center!
During the past 30 years Guerrilla Marketing has bred an arsenal of associated marketing trends that now include Internet and viral tactics, among others.
The key message about Guerrilla Marketing is that it levels the playing field between big business and the local entrepreneur because it is generally a lower-cost alternative to traditional marketing.
One of the main reasons many studio operators don’t invest (much) in marketing is because they believe it’s a waste of time and money. But why is that? As a former health club operator and now as a Marketing Coach, I find that many of us, I’m including myself from back in my club days, don’t have the time to dedicate to or a genuine understanding of how, to plan and execute an effective marketing strategy.
Typical marketing scenarios at studio level are a combination of three things: inconsistent effort, unrealistic expectations at the start of a campaign, and concerns over an unfavorable outcome.
Timely, targeted marketing campaigns are critical to the growth of your business, yet many studio owners don’t even want to think about it, let alone set aside time and money for it! The reality is that daily operations keep you running from open to close and beyond and let’s face it marketing is at best, challenging.
It can also be time-consuming, frustrating, and is often confusing. Without a doubt, however, Marketing is absolutely necessary to grow a successful business.
A beautiful weather summer can be a painful season to endure if you own a fitness studio. The nicer the day, the fewer clients you see. Prospect inquiries evaporate, program sales burn out and there is lackluster enthusiasm all the way around. It’s no secret that you would rather be outside enjoying the weather, too!
For your consideration (and motivation), I’ve put together an action plan that addresses nearly every aspect of your business. The way I see it, summer is ripe with opportunities to be busier than ever, highly productive and because of this, better positioned for the inevitable; Winter Is Coming.
FBA is Right For Everybody
• Trainer, Manager or Owner • Beginner or Veteran • 500-10,000 sq.ft.