Know-How Exchange : Strategy

Start by focusing on companies in your region that are women-owned (and operated). That's your ideal target market.

As for your offer, it depends on you target audience. If you're looking for "women warriors", then a challenge competition could work. If you're looking for more average women clientele, then your offer may be too off-putting. If the prize itself has a must-take-by date, you might further disinterest people (esp. right before Christmas where people are busy both at work and with family).

Hi

Your focus are companies/corporates that means your target audience is working women. Think of this, working women are hard pressed for time and are oscillating between family and the work. They are exhausted and they want to be pampered. A campaign weaved around this theme can boost the subscription.

For example, if your gym has hair/beauty salon or spa; use these facilities to entice your audience. Women who signs for a year membership can avail 1 month free hair/beauty salon facilities, also they get year long incentive on the beauty products and services (as high as 50% on select products/services).

If you don’t have hair/beauty salon or spas in the gym premise, think of collaborating with a hair/beauty salon in the area. You can run this campaign along with hair/beauty salon as associate partner.

Hope this benefit you.

I have to respectfully disagree with khushboo.khush1982, you are a gym, not a spa. A gym/spa would be like a McDonalds/Weight Watchers outlet.

Gyms are about pushing yourself to attain a desired level of fitness, not about pedicures and styling wands. While you can incorporate elements of personal attention and pampering, focus on your core business.

Partnering with a salon/spa is a good idea, but that's a benefit to your offer, not your primary offer. If my wife and her friends are any indication, women don't switch salons/spas very often, so unless you partner with a lot of them, that benefit may only resonate with a few of your target.

Your target are business women pressed for time, so create special programs that fit their tight schedules. Lunch session where lunch is provided, or sell take n' bake entrees, so members can hit the gym after work, get home, and not worry about cooking dinner.

If you pursue the idea of a challenge, make sure the outcome is flexible enough to apply to every member, rather than some set goal everyone must obtain. People go to gyms for different reasons (weight loss, cross-training, strength training, rehabilitation) so the goal has to be broad and adaptable.

Hope this helps!

I disagree with Eric.

Our gym we go to has a spa and my wife uses it all the time, coupled with work outs or independently. People can use the spa without being members and it gets people in the door. Often times it attracts new members.

Women also seem to enjoy classes/group workouts more. Offer a free class to interested parties and allow them to work out individually for the visit. You need to get people in the door and active. Offer a series of classes to companies to get co-workers together. After a few classes offer them memberships. Maybe even consider taking some classes to some companies during the lunch hour. This might wet peoples whistle. Be sure to send your most dynamic and well loved instructors.

Do you offer child care? That is another great selling point for women using the gym we go to (granted it is more suburban). It is acutally one of the biggest reasons we chose the health club we did.

Hope this helps,
Mike