The health club industry has tried and tried, and tried again to get more than16 percent of our population to be members of a health club. It just seems to be a number we’re stuck on. While it is exciting that we have a prospect list of 84 percent of our target markets, the cruel [...]

Ten years ago it never occurred to Billy Malkovich that he would be working in the fitness industry — he was dead set on becoming a lawyer and politician on Capitol Hill. However, like many things in life, direction changed for Malkovich. He graduated from Arizona State University, worked for Senator John McCain in Washington [...]

Q. Our city is very strict when it comes to marketing — gated communities, signage restrictions. What creative strategies do you recommend on a startup budget? – Justin Bowers, the co-owner of Synergy Fitness, Mechanicsburg, Pa. A. We all know how important marketing is to the success of a fitness business. Knowing this, I’m sure [...]

The well-known saying “if you build it, they will come” is not necessarily true in this industry. Building a nice gym just isn’t enough. The big question is how do you get them in the door? When you focus on demographics you can tailor your marketing message to whomever you want and make sure it [...]

You and I both know that we don’t have unlimited amounts of cash. If we did, we certainly wouldn’t be banging our heads against the walls of our gym to think of ways to make ends meet. Having a limited marketing budget means getting creative and finding low or no cost ways of generating new [...]

Many times a name is not enough.  Branding involves more than a generic business name that can get lost in the sea of competitors in your market.  In addition, it is important that you develop a tagline for your fitness business. Successful taglines are distinctive and should be centered on the focal point of your [...]

There is no point in arguing with a customer because it is a lose/lose situation. Remember the policy position never works. The best way to deal with an argument is to downplay its confrontational aspect and direct all energy and attention towards a solution. The best question to ask is: What can be done to [...]

Who would have thought that clubs could boost their profits from focusing on the health of other businesses? More than ever, profitable clubs in the industry are thinking outside the box and assisting corporations with their health and wellness. Companies such as Club One in Northern California have worked hard to conquer this area of [...]

Members desire great amounts of social activity. They come to the club to be around other people, and to get fit. Group X gives members something they aren’t used to. It builds community and lets them interact with each other, as they get fit. “Group fitness is popular because you are not working out alone,” [...]

In his early 20s Peter Taunton was attempting to turn around a club that was almost $100,000 in debt. Sitting at his home in Willmar, Minn. he pondered how he would make payroll the next day. As the morning sun came shining through the window, a weary-eyed Taunton had stayed up all night with no [...]