Most fitness businesses fail.


If you read this and think, “Wow what a negative thing to say” then you need to keep reading because this is actually the most positive thing I could say to any fitness professional. Why? This statement means that you have a phenomenal market opportunity you just need to know how to capitalize on it.

Here are the top 5 things you need to do to build a long lasting, financially successful fitness business.

Know your demographic: Take a good look at who your clients are now and at who you'd like to see using your facility in the future. Tailor your promotion specifically to groups you want to reach. Working professionals want different things from their gym than stay at home moms.

Know yourself: No one can be all things to all people. You need to do what you do best and delegate the rest. Fortunately, delegating doesn't mean relying solely on other people anymore. Software from companies like Volo can take the administration weight off your shoulders and free you up for the face to face marketing that you need to grow your business.

Know your brand: This does not mean spending thousands on consultants and design teams trying to become the next Nike. It means understanding that as a fitness professional your brand is you. Everything you say, everything you do will reflect directly on your business. Make sure you are always relating to the needs of your clients.

Know your business: Information is power. The more you understand what's happening in your business the better able you'll be to steer it in the right direction. Management software like Volo keeps your finger on the pulse of your company. Everything from sales to scheduling is presented in easy to use reports so you can update and modify your business plan at a moments notice. It is the most vital tool in making sure you stay relevant and ahead of the trends in our fast moving sector.

Know your market: “If you build it they will come” is a fairy tale and a recipe for disaster. Before you add a new class, a new product or a new service make sure you have a plan to market it. Everything you do should be geared towards growth. How can you bring new people through the door, how do they even know where your door is? Newsletters, print ads, e-mail blasts, Facebook, Twitter, Google adwords, business today has a wide list of marketing options. Know which ones reach out to your target demographic and concentrate your spending where it will do the most good.

Of course these 5 things are just the tip of a very large iceberg but if you can get started on these and start to think about the business side of the fitness business then you will be able to build sustainability and long term success.