Driving sales at your gym sometimes takes a little more interaction and thoughtfulness than just having power bars at the register or water in the vending machine. Driving sales takes true interaction with the customer and giving them a quality member experience.
“It’s important for us to know everybody’s name,” said Jill Doge, group fitness director for seven Metro Fitness locations in Central Ohio. “We’re a small town gym. It’s more of a family feeling.”
That family feeling helps drive sales through creative programming like the Silver Sneakers group.
“If someone isn’t there that night, everyone is calling to make sure they’re OK,” said Doge.
The group is one of several at Metro Fitness, where specialized groups such as Silver Sneakers bring in more memberships by meeting specific needs of various fitness populations. Another way to do something similar, is by bringing like-minded weight-loss groups together with supplement meetings.
Core Fitness Studios held Advocare group education meetings at its Columbus location, offering both the gym as a membership facility, and selling the retail product itself. The activity was a hit, providing both a product and an educational opportunity in one shot.
Other event opportunities for moving retail include:
- FIT Happy Hours. What better way to move retail than to have a happy hour at your smoothie bar? Make it a social event with a Foursquare check-in discount on clothing items and auctioning off a trainer for a free session. Instantly amp up your efforts by partnering with a local office, group or media organization by adding a pre-happy hour workout beforehand.
- Monthly Membership Challenges. The key to pushing retail in a membership challenge is to organize the challenge around a product you want to sell. If you want to sell yoga mats, have a Master This Yoga Move challenge. If it’s a pedometer you want to sell, have a How Many Steps Can You Walk in a Month challenge. Hello, “desk-ercise”!
- Instagram it! Your clients and members are your biggest fans and advocates. Create a hashtag for your members to use while they are working out. Ask them to shoot a selfie of themselves in their favorite gym gear (from your clothing retail line, of course!) and post with the hashtag. You can enter everyone into a monthly drawing and give away a prize.