Know-How Exchange : Advertising/PR

I helped my father set up his "Stop Smoking" seminar business and website. (www.smokefreecanadaclinics.com). WE changed out marketing program away from costly "mass media" advertising to very targeted sales calls on large corporations' Human Resource and Employee Benefit officers. In a nut shell, we offered our stop smoking program as part of the employee benefit package.

Our services are provided by Clinical Psychologists, so our fees are covered by the Benefit package insurance under writer. We area zero cost to the employer service. WE found that a lot of Human Resource officers are looking for new and innovaticve ways of assiting their employees live a healtjy lifestyle. Smoking, over eating, lack of exercise are all factors to un healthy lives. Unhealthy lives, mean sick employees. Sick employees don't work, so...its in the companies best interests to keep their employees healthy. Thus, when we showed up with one health assssitance package, we were greeted warmly. Of course, we also found greater opportunity, and organized a health and wellness conference for all these folks we were meeting. Thus, we set up a new "health show" business.https://www.wellnessconference.ca/

This trade show featured some of the brighest names in Canadian health care and employee benefits. We had over 350 folks attend the show. 350 big companies, all solid leads!

Try calling on major corprorations, and offer them your high end club, your staff's services, and create a "employee health plan" you can sell to the HR folks. You might be surprised at how many folks will outsource a club membership as part of an employee benefit package. After all, after a heart attack, suddenly people are looking to get healthier...

Hpe this helps you, or inspires you.

Darcy (the Customer Loyalty Network)

Hi Adgirl,

Check out the website of one of the most successful high-end fitness clubs in the United States:

https://www.dmbclubs.com/

Browse their site, check out the section "five-start amenities". I think you will find their value proposition and reason for success to be clear and will provide you with good information.

I hope that helps.

The irony about a higher-end fitness club is that it's probably for people who are ALREADY fit. And according to magazines and newspapers, the U.S. is getting fatter, not fitter.

The freshest, newest approach that finally drew ME into a fitness club was the promotion of Curves, the low-stress workout for the rest of us. The advertising used "normal" people, not hard-bodied women.

The workouts cut into my time answering KHE questions, though, so I had to give it up. ;]

- Shelley

A high end fitness club should be worth the premium that customers pay. Therefore, it should reflect what those customers are looking for.

I would survey your customers as well as your potential customers. Then match the two. What are you current customers happy/not happy about? What is keeping away all your potentials?

That said, I'll tell you briefly what I'm looking for:
-flexible hours
-a variety of classes (why not have hip hop classes for beginners? what's up with all this pilates and yoga?) and at times when people actually can take a class. Either early in the morning or later in the evening.
-small classes, not ones that are bursting at the seams with sweaty people
-beautiful quiet areas, without the music or tv blaring. sometimes people just need to think while they are on the treadmill. I would even have a reservation sheet for the quiet room, allowing only one member at a time.
-a membership with benefits (discounts to a spa or local healthy eatery)
-member get member discount
-the possibility of starting your own class at no extra cost as long as you can get 2 others to join

Alot of times, people will join a club with the pressure ON. Need to get thin fast! I think you should position yourself as a fun part of the day. An exclusive place to play and to relax as well. Because the only people who get thin and stay thin are those who believe in themselves and have fun while they do it.