It’s no secret that starting a new gym can be difficult. Competition is fierce, and it takes time to build up the membership base you need for success. But it doesn’t have to take forever.
You need to know what your target market wants and needs, then give them those things. With a few creative twists thrown in for good measure. Here are some ideas on starting your fitness club and infusing it with more members.
Identify your target market
One of the first things you need is to identify your target market. By figuring out your most likely customers, you can tailor everything from your membership rates to the equipment offered to appeal to their needs.
One example is identifying the way women and men choose to exercise. For instance, women might be more inclined to join a gym that offers yoga and spinning, while men will probably want access to free weights and lots of mirrors. Once you’ve identified these interests, you can make your gym stand out from the crowd.
Adding unique features to the gym
One way to make your gym stand out is by offering unique features. For example, if you’re all about fitness, consider adding an in-house masseuse or spa service. Or, if you cater exclusively to men, think about installing sports simulators.
It’s also important that you keep an open mind when it comes to renovations so that your customers stay interested in coming back again and again. Sometimes this means altering equipment to offer more variety. But other times, it might mean creating a whole new look for the reception area.
Another example is to offer free water or healthy drinks like Fit n’ Right drinks or in-house protein shakes and smoothies. You can also offer a salad bar or healthy snacks.
You also need to ensure that your equipment is updated and fit for purpose. Otherwise, your members won’t use it. This means updating the machines to offer more variety or adding tablets to the treadmills to give patrons something extra to do while they’re working out.
Promote the gym
Promoting the gym is just as important as having the right equipment. While it’s easy to create an online presence with a website or social media, it can be difficult to grow your customer base with just that. Think about adding posters on the local college campus, for instance, or investing in postcards that you can send out every month.
Another option is getting involved in community events, such as running in the local botanical gardens or hosting a free local community yoga class at the local market on Sundays.
Update old equipment
One way of ensuring your gym is more appealing to new members is updating old equipment. Consider the following ideas:
- Creative new equipment – This means installing new and different equipment that provides a new and fresh workout experience. For example, if you already have standard treadmills or stationary bikes, consider updating them with a Peloton. Or you can add something out of the box, like a rock-climbing wall or a similar interesting piece of equipment.
- Make it social – One way to make the gym more appealing is by ensuring that your equipment offers something extra, like group session classes or bikes connected to an app. This means you can challenge your friends online with video game-like graphics and even track fitness stats like calories burned or heart rate.
- Added accessories – Think about adding some grips, gloves, or other accessories that make the workouts easier and more challenging for those who use them. For example, if you have an elliptical machine, think about adding attachable bands so people can increase the resistance as they go.
Offer a trial membership monthly
You can offer a trial membership monthly, which allows them to try out your gym before committing. One example is after they have been a member for six weeks, they have the option of going month-to-month, but if they decide that they don’t want to renew, then there’s no contract or penalties.
Another example is if you’re a newer gym and you’re unsure how often people will come, you can offer a trial membership for a set period.
Finally, another option is to offer 30-day trial memberships that allow people to try out your gym for a month free of charge. This allows you to make the most of the exposure and capture as many new customers as possible. It’s also an excellent way to test out equipment before making it permanent because if people don’t like it, they can cancel their membership.
There are many ways to make the environment and equipment at your gym seem appealing. You can update old equipment, create an online presence with social media or community events, offer free drinks and healthy snacks during workouts. It’s up to you as long as you find what will work best for your customer base and seize the opportunity.