3. Offering Flexibility in Membership Plans

The Challenge: Potential members might be deterred by the upfront costs of gym memberships.

The Solution: Offer flexible payment plans, for instance, introduced a “Pay As You Go” plan, allowing members to pay per session, making it more affordable and flexible for those on a tight budget. PRO TIP: Offer the payment plan on the condition they attend a minimum number of sessions per week. This keeps their results aligned to their commitment. 

Key Takeaway: Every customer is unique, and membership plans should be adaptable. Offering flexibility can make a significant difference in attracting more members. Don’t be to fixated on what you are offering, be more focussed on how members are consuming.

4. Challenging the “Broke” Mindset

The Challenge: How do you address potential members who have financial reservations?

The Solution: Share success stories or testimonials. For example, shared stories of similar members who initially hesitated due to finances but later became a loyal member. Price objections often exist not because they cannot afford the service, it is because they don’t have conviction you will deliver the results they want. Social proof will allow you to overcome these objections.

The “Broke” mindset can also have a lot to do with what they value. The prospect may blame finances whilst simultaneously be wearing $100s worth of Lululemon exercise gear. The problem is not the money, it is how they value what you are offering.

Key Takeaway: Mindset matters. By addressing and challenging these mindset barriers, you can navigate challenges more effectively and achieve better outcomes.

5. The Ethical Responsibility in Sales

The Challenge: You might prematurely judge a customer’s financial capability, leading to a less enthusiastic or tailored sales pitch.

The Solution: Adopt an equal opportunity mindset. When we train gym staff on sales we re-iterate the need to treat every walk-in with the same enthusiasm. These people are adults that have the right to spend their finances how they choose. You have an ethical responsibility to give them the same opportunity as everybody else. After all being fit, healthier and happier is just as beneficial, if not more so, for them right?

Key Takeaway: Treating every potential member with fairness and respect can significantly enhance the reputation of a gym. It fosters trust and loyalty among members.

Steps Going Forward…

Sales is not just about transactions; it’s about understanding, connecting, and providing genuine value.

By embracing the principles outlined above and learning from real-life experiences, you can achieve success and make a positive impact on your potential members’ lives.

Remember, every individual deserves the opportunity to lead a healthier life. 

If you want an easier sales experience think less about the sale and more about their problems. As a problem solver, you have a much easier job.

2. The Power of Detail Planning

A well-thought-out marketing plan is the backbone of any successful gym growth strategy.

But let’s not make it complicated…In fact, lets break it down…

Such a plan considers the specific needs and interests of your target audience. It’s not just about what you’re offering, but how and when you’re presenting it.

Instead of a generic fitness challenge, why not offer a “42-Day Summer Body Bootcamp” in November? (for Australian gyms) This could come complete with daily workout plans, nutrition tips, progress tracking, and even weekend group activities. It is the relevance of being specifically designed for summer that grabs the attention. Sounds simple, but it really works…

The key is to anticipate the needs of your potential members. Are they looking to get fit for the summer? Train for a marathon? Find a Friendly gym to make friends? Your promotions should address these specific needs.

Specific, timely, and relevant promotions engage potential members more effectively than generic ones. Always be in tune with your members’ goals and aspirations.

3. Going Beyond The Basics – That’s Where Everyone Else Is…

The modern gym-goer is savvy. They have so many options with health information from various sources, so generic advice won’t cut it.

Today’s fitness enthusiasts seek comprehensive guidance. They’re not just looking for workout plans; they want holistic health solutions.

Consider offering a “Nutrition 101” workshops. Members can learn about macronutrients, meal planning, and even get a live cooking demo. Partner with local nutritionists or dieticians to add credibility.

Nutrition is a vast field. From keto to veganism, intermittent fasting to paleo, people are overwhelmed with choices. As a gym owner, guiding them through this maze can position your gym as a holistic health hub.

By providing comprehensive health guidance, from workouts to nutrition, you position your gym as a one-stop shop for fitness and well-being. 

Now Nutrition is just one example…think about all the products and services that your gym members need? What money do they spend on their health and fitness elsewhere? How can you start to integrate products and services into your business?

4. Believe In Your Product

Authenticity is a buzzword in today’s marketing world, and for a good reason.

When you’re confident in the quality and effectiveness of your services, it shines through in your marketing efforts. This authenticity can be the difference between a potential member choosing your gym over another.

If you’ve recently upgraded your gym equipment or introduced new classes, showcase these in your promotions. Highlight the benefits, perhaps through member testimonials or expert endorsements.

It’s not just about having great services; it’s about communicating their value effectively. Every piece of marketing material, from brochures to social media posts, should exude confidence and authenticity.

Authenticity in marketing builds trust, and trust drives memberships. Always be genuine in your promotions.

5. Stand Out In The Crowd By…

Your unique selling proposition (USP) is your golden ticket. It’s what sets you apart from the myriad of gyms out there.

If your gym offers childcare services, this is a massive USP. Highlight this in your marketing, targeting busy parents. Offer testimonials from parents, showcase the childcare facilities, and perhaps even offer parent-child classes.

Your USP could be anything – from specialised equipment, unique classes, expert trainers, to community events. The key is to identify it, hone it, and flaunt it.

In a saturated market, your USP is your lifeline. Embrace it, promote it, and watch your gym’s popularity soar.

Unfortunately, most gyms do the opposite. Their promotions fit in with everyone else’s rather than stand out…

6. Execute

Great ideas are a dime a dozen. Execution is where the magic happens.

It’s not just about what you offer, but how you deliver it. From the initial promotion to the final product, every touchpoint matters.

If you’re promoting a new yoga class, don’t just announce it. Offer a free trial session, followed by a feedback session with snacks and refreshments. Engage with participants, gather feedback, and refine.

Exceptional execution is about anticipating needs, exceeding expectations, and always striving for excellence. It’s about turning a first-time visitor into a lifelong member.

Every detail matters. From the warmth of your reception staff to the cleanliness of your facilities, always aim for excellence.

6. The Ultimate Takeaway

In the end, it all boils down to one thing: value.

Consistency in delivering value is key. Regularly update your offerings, seek feedback, and always strive for excellence.

Introduce a “Member of the Month” feature. Showcase success stories, offer them special perks, and celebrate their achievements. This not only motivates the member but inspires others.

Value isn’t just about facilities or services. It’s about the community you build, the trust you establish, and the transformations you facilitate.

A gym that consistently delivers value, celebrates its members, and fosters a sense of community will always enjoy loyalty and growth.

Steps Going Forward…

The fitness industry is dynamic, with new trends emerging every day.

As a gym owner, navigating this landscape can be challenging. But with the right strategies, a clear USP, and a relentless focus on delivering value, success is inevitable.

Remember, it’s not just about having the best equipment or the most classes; it’s about creating a community, fostering trust, and facilitating transformations. So, gym owners, gear up, embrace these strategies, and watch your gym thrive in this competitive landscape!

Boosting Your AOV: Strategies Tailored for Gyms

Boosting AOV is one of the 3 pillars that we have built out systems for gym owners. The first is acquisition, get your memberships to capacity. Then retention, decreasing churn so you aren’t reliant on constant acquisition of members. Third is implementing systems for increasing AOV, allowing you to build a wildly profitable gym. 

It is important to this in a way that provide high value to members, does not require huge amounts of time for owners/trainers, and has large profit margins. These are our favourite systems that we have built out for gyms that meet this criteria…at least the way we do it.

1. Nutrition Add-ons: Offer custom meal plans, shopping lists, and more. When members see tangible fitness results from following your nutrition guidance, they’re more likely to stick around.

2. Supplements: Integrate supplement sales into your offerings. Not only does this add direct revenue, but it also positions your gym as a holistic health solution. They are often buying these anyway, just elsewhere.

3. 12-Week Programs: Specialised programs, like fitness challenges, can attract members willing to pay a premium for structured, goal-oriented training of a set period. Think increased support and focus with training, nutrition and building life-changing habits.

4. Branded Apparel: Your gym’s brand on t-shirts, caps, and more can serve as both a revenue source and a marketing tool. Plus, who doesn’t love cool gym swag?

5. Exercise Accessories: Selling fitness tools like resistance bands or weight belts can add to your revenue and enhance the member’s workout experience.

6. Meal Prep Services: The convenience of pre-prepared meals can be a huge draw for busy members, adding another revenue stream for your gym.

7. Retreats: Organizing fitness retreats can be a premium offering, fostering community and loyalty among members. Only run annually and building real hype and community around getting away together whilst still building your business.

The Ripple Effect: How AOV Impacts Your Business and Personal Life

1. Stability and Growth: A higher AOV means more revenue without the constant need for new members. This stability can allow you to plan for future expansions or even open new branches.

2. Personal Freedom: With a steady revenue stream, you might find you have more personal time. Maybe it’s time for that vacation you’ve been putting off. 

3. Reinvestment: The additional revenue can be reinvested into your gym, be it in the form of new equipment, staff training, or even member events.

4. Community Building: When members use more of your services, they’re more likely to engage with the gym community, leading to a vibrant, supportive gym environment. They are less likely to look elsewhere because they would be unable to find the same range of services.

What To Do Now?

Boosting your gym’s AOV isn’t just about numbers. It’s about offering more value, building a stronger community, and ensuring the growth and stability of your business.

So, take a moment to reflect on your current offerings and see where you can sprinkle some AOV magic.

Your business, your members, and yes, even your personal life, will thank you for it!

But, where and when should you start…

Honestly, not yet.

First, solve your system for attracting members profitably so you can fill your gym to capacity first. [Read this Article: Member Acquisition Solved]

Next solve churn, so that your members love your services and stay for longer. [Read this Article: 5 Steps To Solve Churn]

Then once those two things have been solved…then start increasing what you are offering.