Know-How Exchange : Taglines/Names

What tag lines are you up against?

Advertising is one thing: marketing is another. Before you move against this usurper, what drop off have you seen in YOUR membership? What reduction have you seen in new sign ups? Where is most your loyalty base (current members or in new sign ups)?

Focus not on what you LACK (24/7 access) but on what you offer. 24/7 access is great BUT ... to what ends? Who wants to work out at 3:00am?

• Face-to-face & motivate!

• Your complete fitness experience

• Ride our wave of fitness experience and results

• Invaluable fitness experience for a lifetime

When I think of why I love my gym, it's because the trainers are educated and personable, the experience is fun and I'm driven to work hard without intimidation. You have to remember that fitness clients only see results from the effort they exert in AND out of the gym.

First, I'd review the decision for not being open 24 hours a day or at least convenient hours. When we joined our gym, the sole reason was 24 hour access. The other gym was a nicer gym. Its a dead stop to counter. I drive past my gym at 1AM and there are people in it.

I know you are talking results, but there are many people (me included) who go to the gym to maintain and don't need a trainer at this point. I just need the equipment, I know what I am doing. I really got turned off by the gym I did join- cause the first words out of their mouth was how much weight do you want to lose? Ah, none thank you. Again, I joined for the hours. So honestly, to people who know their way around a gym, experience doesn't mean a lot to me. Being able to actually go when I have time to does.

You will find out-- if your customers start to leave, they are choosing access over experience. So step it up and woo your client base with some over the top promotions.

24 hour isn't necessary if you have great hours. The gym we declined didn't open till 8 and was closed all day Sunday. The gym I belonged to in Colorado didn't-- they were open at 5 weekdays, 7 weekends.

Next, realize that their advertising blast will drive you some customers. Anyone interested in joining a gym will visit all the options. So let them spend the money and energy, both businesses will benefit. They're spreading the word about fitness itself. Be ready for the new customer.

I would not directly counter each headline. That just puts fuel back in their fire. Instead be prepared with answers to every reason a person would leave for the new gym. "I like 24 hour access" "When you do typically work out" "*am" "No problem we are open then"

"We're not new, we're experienced"
"Serving the fitness community 5 years"

Times change- you may have to to compete.

The other thing in your favour is that you were first on the scene. Your brand has more equity and thus, a greater following.

Your competitor will need to do a great deal of advertising to first position themselves and to then condition the thinking of potential members that the new gym is the better choice.

As Gail put it, it's the results that people get that matter and on this point you own the higher ground, which gives you a powerful advantage.

After reading above post, let me clarify something I wrote. Results do matter, I said that wrong-- but to someone who knows their way around the gym, they'll get results at any gym. You do have the established brand, but you are going to have to do more. Their marketing is very targeted and realize you can lose that ground quickly.

Rather than looking for the words to counter their claims, you will need to put a plan into action to wow your customers.

Survey your existing customers. Ask what you are doing right and what you can be doing better. That might be a good place to start.

Great point- "And I would also like to somehow convey that although the prices may not match, the price difference would get you a LOT more (aerobics, zumba, yoga etc)"

Now you have a measurable benefit. That is where you need to push.

Cheaper is not better.

You can take a chance on an unproven, discount gym or you can rely on the experienced fitness facility that offers you so much more.

Make the smart choice for your body and your health.

(24 hours? And when was the last time you worked out at 3:00 AM?)

Why not circle their gym? Offer free classes across the street in a vacant lot? Perhaps now's the time to focus on your social media - Yelp, FB, etc. to build social proof that your gym is better...

More Gain. Less $ Pain.

Trying to address more value per membership using an exercise maxim.

Tweak it so it works according to your needs.