How to Avoid the Slow Season in the Gym Business!
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I hope everyone had a great Thanksgiving.I finally recovered from my turkey hangover last night.
Now it’s time to get back to playing health club. I see a tendancy in gyms to sort of coast into the New Year. I don’t know if there is a lingering tryptophan problem or if they listen to other people in gym industry who say “December is slow, it’s the calm before the storm” .
I won’t dispute activity can be down a little. Heck, even regular members start to say I’m going to take my workouts easy during the next couple weeks. Club prospects we follow up with or talk to about memberships try the canned excuse ”I’m going to start after the Holidays”. It’s like playing defense in the red zone and getting to use the after the holiday stall like the back of the end zone extra defender. Remember they’re checked out your health club for a reason. What changed about their fitness goals? Did they lose a bunch of weight over Thanksgiving weekend? Is it easier to get into shape if you put it off a little longer?
There is no such thing as slow gyms, or slow seasons, just slow people!
The point is not to start hibernating just because your competition, prospects, and members like to. We still have bills to pay, Right. So come up with a plan just like you would for any other month. Here are some tips.
- Give the gift of health club advertising everywhere (Catch people in the giving spirit)
- PT makes a great gift (run a Holiday Only Training Special )
- Gift cards gain momentum every year (Use for membership incentive and profit center boost)
- Offer PIF special (people like to pay for gifts immediately, not over time)
- One twist is a Layaway option (PIF in 3 easy draft installments)
- Create various themed Gift Baskets (Protein Powder, Weight Belt, Straps, Creatine, Multi-Vit, T-Shirt, Towel, Water Bottle, Training Log) or (Tanning Certificate, Lotion,Goggles, Water Bottle) ECT
- Massage makes a great gift (offer packages)
- Become a sponsor of local holiday parties (Give away a ton of gift cards, trial memberships, and passes)
The possibilities are endless it just takes some creativity and the willingness to not settle for status quo!
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