Question

Topic: Branding

Health Club Marketing

Posted by larry.sebbens on 7/26/2010 at 1:26 PM ET 25 Points
Small gym/health club. Finding it difficult to compete against the huge chain oriented clubs i.e. LA Fitness. This club is geared more toward weighlifting, workout classes, etc. without all the bells and whistles of the larger clubs, such as swimming pools, steam, etc.

Any ideas on how to compete? Target close by businesses with discounts? Local media exposure? Is it even possible to compete against the larger chains?
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RESPONSES

  • Posted by Gail@PUBLISIDE on 7/26/2010 at 2:05 PM Accepted
    You won't even want to compete with larger gyms in terms of volume, but you will win over clients by highlighting the "personality" of your smaller facility.

    I've publicized a few small gyms and we focused on the nuances that people value there, as opposed to larger gyms. These have included: more dedication and knowledge about people who work out there from the staff; ability to meet others because you are in closer proximity; and as Phil mentioned, the things you do best-weightlifting and classes.

    Invite members of the media to take part in a class and show them, so they can show their audiences, what sets your gym apart from others. If you know a member of the media who lifts weights, invite him to observe or take part in one of your one-on-one trainings.

    Additionally, your clients will be your best salespeople. We've had several people who work out at my studio happily talk to media. Part of this is because the trainers' personality wins over clients as much as their quality workouts. Keep that in mind when it comes to hiring.

    Don't forget to highlight any new pieces of equipment or new class programs that you bring in. People want to know how to help themselves via fitness and in consuming your message on how these are used, they may actually be sold on working out with you, too.
  • Posted on 7/27/2010 at 6:52 AM Member
    It is always difficult to compete with the existing dominating brands.
    However, by carefully adopting following strategies, you can gain lot of market share.

    first of all try to go for niche. As you say that 'a small Gym, so you can do STP - Segmenting, targeting and positioning as; males/females, youngsters/seniors, students/workers, middle class/for up scale, health conscious people, weight reduction, for fitness, for some town, city or location. So think on it and then after identify your target market, now move to targeting.
    Try to know about customers; what their needs are, what they want, what benefits/services they demand. Then do competition search and try to find what are the unique benefits/services they offer. Then after analyse all these points and position your own brand name with unique, differentiated tag line.
    Now the marketing - promotion - advertising starts.
    If you ready to go for niche, then select specific channel and magazines and radio ads according to the needs of target market/audience.
    Use social media - facebook, twitter, you tube and let your customers interact with you on this.
    Use referrals and focus on retaining and delighting exiting ones.
    Thanks
    https://thinking-brands.blogspot.com
  • Posted by lathans on 7/29/2010 at 12:48 PM Accepted
    You're going to spend alot of money trying to compete with the big chains who outman, outresource, and outbudget you, guaranteed. Everyone here is right: what makes you unique?

    I'd embrace your size (and, therefore, flexibility) by using the "exclusive" angle. You have to think about what you do differently; maybe it's your hours, maybe it's new equipment, maybe you have certain Sports celebrities that use your gym, maybe you roll free massages into your membership pricing.

    Especially if you have trainers, developing relationships with doctors and surgeons (spinal and orthopaedic, for example) for patient rehab referrals is an excellent way to gain (and retain) a steady stream of clients who would value the smaller club and focused attention. If your trainers are certified, this is an additional value as health insurance could cover member costs.
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