Volo Innovations

Stay strong during tough times!
This should be a new mantra for all fitness businesses. It is easy for fitness professionals, gym owners and members to read the news of failed fitness companies and the list of bankruptcy protection filings and get scared. However it is an unfounded fear. Our industry has remained strong despite economic down turns.

This doesn't mean that we are recession proof like some industries but it does means that we are smart and creative and this allows most of us to survive in leaner times. Additionally a lot of fitness companies are owner operated and which allows for greater financial flexibility as owners can pick up any slack. Also remember most of the companies we read about are not actually bankrupt it is more of a corporate restructuring that they are doing and during that time they need protection from creditors.

Here are some of the things we know people are doing to help their business and customers through a bad economy.

1. Added customer service; this can be achieved by putting the clients and members you already have ahead of gathering new members. It is hard to do because for most businesses it is the new people they focus on but the reality it is cheaper and easier for you to market to an existing member then to try and attract new members. These systems can be simple:

a. Greetings to everyone that walks into your facility, make sure you have someone posted at the reception
b. Have all class instructors start each class with a big hello and positive message and end each class with a "check out this special" or other member offering.
Remember this is not sales oriented it is appreciation so do not mix the two, it is important to tell the members you are happy they are there.

2. Added value sales: too often companies put out specials for new members only this essentially alienates you existing members. Any special or offer you do to bring in new members should have a counter offer to your existing members. This does not have to have equal value but it needs to something that makes them happy they joined you last month or year.
3. Referral programs; this is tough to nail down as there are hundreds of different offerings that can fall into this category. My tip is that you want to do two things with this offer one is have your fans speak highly of you to others and two get new members. Some of the most popular are bring a friend for free or if 5 people sign up you get a free month or free product if a friend joins and these are all great.
4. Add or switch up your services; one of the things that fitness companies, especially training companies, can do is to offer small group training of 3-5 people. This allows your PT clients to do extra or switch to a lower cost option. Just remember the goal here is to promote the group without diminishing the value of the one on one training so use caution in language and always do a counter offer to those who just want to stay private.
5. Add software; this may cost you a monthly fee but can add huge value over your competition. Nutrition and exercise tracking software can allow your customers access to information and logging that even your trainers can access to provide maximum results. Nothing is better than walking billboards to bring in business. Hyperstrike (use promo code VOLO TRAINER or VOLOCLUB for a 30 day free trial)and Vitabot are two popular programs that can do this.

In the end it all comes down to you and what your business can do or offer to help people through these tough times. It has always been the role of fitness professional and business to shoulder some of the burden that our customers have. We assist them through heart ache, death and bad heath choices but we also know that with life comes the good friends, the victory and the excitement of achievement and this is why we do what we do. So get out there and start to talk to your people and get them energized and motivated to achieve success and I guarantee it will rub off on you. 

-Tough people will always last longer than tough times!

photo credit MichiganMoves