Tag Archives: gym

Corporate Fitness Packages: A guide for instructors, gyms, and sports centres

26 November 2018 openplay Leave a comment Memberships

The health and well-being of a workforce directly correlate with productivity, increased performance, and fewer sick days. Google has led the way with their focus on employee satisfaction. They believe that a varied work environment with significant staff benefits attracts the top talent. Corporate fitness packages are a win-win for both employees and employers. Finally, large corporations are starting to take employee health more seriously, with 22% of employers now offering gym memberships. However, this is far shy of where the working world needs to be. If you’re a fitness provider- be it coach or club- you have an opportunity to pitch your services to the remaining 78% of corporate companies. Here is your complete guide to offering corporate fitness packages.

Freelance Instructors: What to offer

Both pilates and yoga can be done in relatively small spaces, so a freelance instructor could potentially teach a class in a large office with the furniture pushed to the side. Pilates is ideal for desk junkies, as it reduces injuries and corrects posture. Meanwhile, yoga provides a zen amidst a busy lifestyle and works to stretch as well as strengthen the body. These practices fit well with a company on a budget as the only cost is for the instructor and small equipment. If you are a hiit instructor offering high-intensity classes, the chances are you’ll need a bit more space than what Meeting Room 3B can offer. A nearby park or even the company’s car park can be an alternative to a gym and will help to keep costs down.

Gyms: What to offer

Intense classes will energise and revitalise a workforce, but obviously, these require proper facilities. Gyms should pitch classes and reduced memberships to nearby businesses. Your sales pitch should vary depending on the size and nature of the company you’re approaching. Large companies may seek a discount for their bulk purchase, but be wary of underselling your services. Be lenient when charging small independents, but aim high for big businesses. Investigate their spendings in other areas (such as away days or Christmas parties) and price your services accordingly.

Sports centres: What to offer

Sports will not only improve the health and stamina of a workforce but can challenge motor skills and encourage rapid decision making. 5-a-side is perfect as an office lunchtime activity. The team sport will help colleagues bond while encouraging collaboration. Whatever your sport, you have a choice of selling simply the venue (at a discounted corporate price) or an activity package deal. Obviously, the latter will increase a company’s spend, but it will also be a better motivational tool for workers. Weekly coaching or fitness sessions will encourage a workforce to set targets and will encourage them into a routine- a positive for you, them and their company.

How to market your services

Convince employers that your role is vital to the productivity levels of their workforce and the happiness of their staff. For many prospective employees, a job that includes a corporate fitness package is an enticing bonus. Not only does it save them time, but it shows that the company priorities the health and happiness of its employees. Take a look at the “values” section of the company’s website. Perhaps they boast about employee well-being or claim to promote a work-life balance. Quote them in your pitch and demonstrate how you can assist them in fulfilling their promises.

Look to success stories

Nuffield Health is one of the largest providers of corporate fitness in the UK. They build onsite gyms as well as offering corporate programmes at their facilities. Most of the major gym chains promote their corporate fitness packages on their websites. Browse the competition and steal what you think might work for you and your potential clients.

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Word of Mouth Marketing: How to create an effective gym member referral programme

14 August 2018 openplay Leave a comment Booking System, Marketing, Memberships, Operations

You can pay for AdWords and spend thousands on a social media campaign and still struggle to increase footfall at your facility. Despite all the advancements in technology, word of mouth is still your most effective marketing tools. A member referral programme is an age-old, low-cost way to rake in new meat to your fitness centre. 92% of consumers trust recommendations from family and friends over every other form of advertising.

So how can you use word of mouth marketing to increase revenue and improve customer satisfaction?

What is the return?

Obviously, new members are what we’re after, but referrals, specifically, can prove to be astonishingly lucrative. According to Harvard Business Review, customers obtained through referrals are more faithful and more valuable than regular customers. The study reviewed 10,000 accounts in a large German bank over a period of three years. It found that, on average, referrals are 18% more likely to stay with the business. They also spend about 16% more (amounting to €40 each). When considering both of these factors, the company earns about 60% on its €25 referral award. Referrals begin their gym journey with a higher level of trust than someone who has no prior connection with your service. This means that they are happier to spend money on your products.

To reward the referrer or the referree?

You might think that you can get away with rewarding your current member and bypassing your new client, but overall a method that sees both parties benefit works best. Giving discounts to all involved makes them feel like a team who have worked together for their prize.

How generous should you be?

The first step in creating an effective gym referral programme is to create a great offer that incentivises both the referrer and the referree. The reward given out should always be in line with the reward your business receives, ie: a possible gym membership. To find a suitable figure, you need to calculate the profit margin of each individual membership, ie. what is left over once rent costs, instructor costs, towel service, water etc have been taken away.

For example, if your profit margin is 50%, the reward you offer needs to be significantly lower than this. A 10% membership discount for both customers would still leave you with a 30% profit increase from the new sale. You need to calculate a figure that leaves you confident your margins are healthy but one that is also a significant reward to the customer. Alternatively, you could waive the initial joining fee or throw in free merchandise and PT sessions.

Inform members

Once you’ve devised a plan, it’s time to tell your members. You can do this via whatever means of communication you normally use. This can be email marketing, push notifications (if you have an app), in-house posters, or verbally, when members check in at the reception desk.

Read more: CRM: What is it and do you need a system in place?

Guest passes

The try before you buy model is enticing to potential customers. Of course, having the trusted view of your gushing pal is persuasive, but it doesn’t beat smelling the sweaty chlorine air for yourself. Offer members three yearly guest passes and encourage them to bring new people into the club.

Move in for the kill

Without looking like a tiger ready to pounce on its prey, be ready and eager to settle the sale. Some consumers will sign up having never set foot in your gym, but they’re the easy sell. Those that utilised a guest pass may be a little fussier and more cautious with their investments. Assuming that your guest checked in upon arrival, your sales team has already had a chance to greet them and obtain their contact details. Aside from plying them with alcohol, your guest will be happiest and most willing to join immediately after their visit, so try to tap into their spontaneous side. Organise a casual chat in the cafe or reception area. Using a friendly, moderate approach will be most effective.

If they leave without joining, simply send them a gentle reminder a day or two later, so you remain on their mind. Apart from that, you have a trusted side-kick in your current member: their friend.

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