PHILOSOPHY: A precept, or set of precepts, beliefs, principles, or aims, underlying a practice or conduct.
I believe in living a principled life. I find it extremely important to know exactly what your words mean when you are speaking. In my 15 years of owning, operating, and promoting health clubs, I have discovered a few core principles that you must implement to run a successful health club. All of these principles are built into Premier Fitness Marketing's promotions.
STABILITY: The state or quality of being stable. Resistance to change,
deterioration, or displacement. Constancy of character or purpose; steadfastness. Reliability; dependability.
Running a health club can be stressful. I have found that the primary way to bring stability to a club is
to raise the monthly receivables. This enables you to cover most or all of the gym's overhead, without the
daily stress of cash sales to make payroll or looming bills. My goal with my
marketing campaigns has been
to provide other health club owners the stability that a large receivable base provided me within my own health clubs.
INTEGRITY: Steadfast adherence to a strict moral or ethical code. The state of
being unimpaired; soundness. The quality or condition of being whole or undivided; completeness.
All club owners receive postcards that claim big money if, AND ONLY IF, you will sell dirt cheap memberships.
This is a temporary band-aid solution that does more harm than good. In the end, you are left with (sometimes)
a little cash, a lot of customers to service, and members who will never be willing to pay a decent rate again.
You must keep integrity in your pricing. This does not mean that you cannot discount a membership during a
promotion; however, once you offer membership at a ridiculous rate, you can never expect members to renew at
a reasonable rate again. Not to mention.it just looks desperate.
VALUE: Relative worth, merit, or importance.
The only way to sell memberships at a reasonable rate to people who normally would not
join health clubs is to create value in your health club. To create value, you must sell
the benefits and advantages your health club provides to meet a client's needs, instead
of the price and amenities of the gym.
SERVICE: An act of helpful activity; help; aid; to do someone a service.
It's great to have a bunch of members. But now what? Selling memberships and retaining members
are two totally different things. People want attention-that's all. If you go
the extra mile with your members, they will show you their appreciation through renewals and
collection percentages. This process starts during the first tour of the club. Our average
tour takes between 20 and 30 minutes. We don't want the member to feel like it was just a
quick and easy sale.
ACTION: The process or state of acting or of being active.
Now, you know what it takes to make a club work. But if the phone isn't ringing and the door
isn't swinging, then we have nothing to work with.
This is where Premier Fitness Marketing
comes in. Not only can we sign up between 300 and 1,000 new members, but we can show you
how to market your club after we leave to keep the momentum going. Our program works every year,
so if you are happy with our performance, ask us to come back.
We look forward to partnering with you!