Having a finely displayed range of retail items can add character to your reception, giving it a boutique feel. Your customers should enter your venue and be comforted that you can offer them all they need to attend a class. Retail is not always a success, to begin with. You will need to shop around to find items that match the professionalism and ethos of your brand. If items don’t sell, cut your losses and hold flash sales (an excellent form of event marketing) or sell these items at a highly reduced cost to your staff members. When done right, retail has the potential to massively increase revenue at your fitness studio.
Give customers the Prime service
Amazon Prime has got it sussed when it comes to customer ease. The purchase process is almost completely frictionless, with people now asking Alexa to order the batteries. Whilst it is not yet necessary for you to be integrated with Alexa, you can take Amazonian steps to make it easier for your customers to purchase things. Perhaps they can pre-order a shake through your app, so it is ready and waiting for them when they finish their workout. The whole point of your retail station is that it is more convenient for your customers to purchase from you than to head to a nearby shop or cafe.
Food and Drinks
Obviously selling bottled water is a must for all fitness facilities. Consider switching to an eco-friendly version, such as Aquapax or Voss. When selling a higher end product, you can increase the markup, and people are happier to pay a little more if it is helping the planet. Plus, it shows that your brand cares about the impact it creates. In addition to healthy drinks, why not host a post-workout social on Thursday evenings, even if only once a month around pay-day, and encourage members to mingle over beer and wine.
Collaborate with alternative clothing brands
A lot of studios choose the mainstream brands: Nike, Adidas, Sweaty Betty, Lululemon. With high street shops on every second corner, is there any point in joining them? Your customers know them well and many will walk right by your clothing rail, assuming you are selling the products for a higher price than they could get in a store. You should spend time researching more obscure labels, in any case; these companies will be more excited about the collaboration. Promoting an indie label will prove to your customers that you are “in the know” for all things fitness and have a good eye for up and coming trends.
When coming from work or squeezing classes in between daily tasks, it is easy and a nightmare to forget workout gear. Water bottles, leggings, sports bras, are neglected time and again by busy fitness goers only to be sorely missed during an exercise class. In addition to fitness apparel, consider stocking some items that facilitate an easy exit. There is nothing worse than forgetting a spare pair of socks and have to hit the town in a damp pair or worse- sockless. Price the pieces so they are a little more expensive than a high street chain but not so expensive that impulse purchases are out of the question.
Gift vouchers are your finest sales accomplishments. When customers love your brand, they want nothing more than to encourage friends to join them for a fitness class. Sometimes mates are resistant; a gift voucher is the perfect ploy to get them through the door and get them hooked.
What better advertising for your brand than to have your customers wear your logo? It’s a bold form of marketing; your customers literally pay to advertise on your behalf. Whether it’s a sports bag, hoodie or reusable water bottle, selling branded items earns you both cash and marketing rewards. The customisation market is rife with companies of questionable quality. Shop around and don’t sell out for a cheap deal unless you want your brand to look cheap. Ordering branded items is a long process if you do it right. Reserve in small batches to determine product quality and then bulk-buy once satisfied.
If you are an upmarket studio consider hiring a hairdresser on Friday and Saturday evenings or a part-time masseuse one or two days a week. If you do not have the space or the clientele for such services, consider partnering with local hair salons, physios, or massage parlours to cross promote your services and provide discounts.
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