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.

1. Give the gift of health club advertising everywhere (Catch people in the  giving spirit)
2. PT makes a great gift (run a Holiday Only Training Special )
3. Gift cards gain momentum every year (Use for membership incentive and profit center boost)
4. Offer PIF special (people like to pay for gifts immediately, not over time)
5. One twist  is a Layaway option (PIF in 3 easy draft installments)
6. 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
7. Massage makes a great gift (offer packages)
8. 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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I bet the turkey’s don’t refer to it as their day.

Anywho… Let’s all have an attitude of gratitude. It not only rhymes it works.

 From everyone at VMG we wish all our family, friends, clients, industry associates, and everyone else a safe and Happy Thanksgiving.

If you don’t celebrate Thanksgiving have a  great day anyway. Hey, that rhymes too.

Yours in Good Health,

Frank Emanuel,THCP

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There are few people in fitness industry whom I consider to be GO TO  authorities  and besides, this town ain’t big enough for the both of us. Just kidding!  

Even I give props when deserved. Beleive me, this Cat in one of those that deserves it. So I was blown away when I got a sneak peek at what my buddy Curtis Mock was working on now.(yeah, that Curtis Mock)

As I said, Curtis is on a short list of Fitness Biz Gurus that are worth listening to. I consider myself lucky to have been on the inside and worked on projects with Curtis. More importantly I’ve had the ability to bounce ideas off  him  and get his unique take on all things Health Club. Now it looks like you are about to be granted the same access ussually reserved for his closest associates and friends. (I’m a tad jealous) moreover I’m excited because I know this is going to help a ton of my brethren in the Gym Industry!!! Anywho, rather than keep you in suspense. Check this out and when your done be sure to register because one things for sure You don’t want to miss a thing!

Hey Curtis, tell Megan Hello and to come home soon…. I miss her!

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I’ve said at certain times it’s okay to let an irksome member go. I stand behind this statement and in rare cases the amount of trouble, time devoted, and pure frustration of dealing with an unjustifiably irrate member is just not worth it.

NOW HOLD ON, CLUB OWNER TURNED DONALD!  before you go pulling cards from all your pain in the  A!$* members you must understand the consequences.

TMV= Total Member Value

What’s this person actual worth over the life of their relationship with the club. Believe me it’s not simply $39 or whatever your gyms monthly rate is. All current club dues, personal training fees, future pro-shop purchases, referrals, and renewal dues must all be accounted for.

Different gym members with varying habits obviously represent different TMV’s. However,  in my experience many carry a TMV in the neighborhood of several thousand dollars of  lost revenue if they leave or get revoked.  Especially, if they are being presented with  many opportunities to spend money in a well run health club. (Shameless Plug)Which can be accomplished easily by following the principles we routinley cover here. 

Again, its okay to say bye-bye  if you can afford to OR  justify the loss  quantifiably. Otherwise suck it up, grin and bear it and get busy finding  new members who can replace the TMV you los e when you’ve had enough.

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Unfortunately, the list is CNNMoney’s new article about stressful jobs that don’t pay well. Yep, sandwiched nicely between Music Ministry Director and Fundraiser is good ole Membership Sales Manager. Go ahead start nodding in agreement if you want but , I have to DISAGREE!

As the article describes membership reps have to call people who don’t want to talk to them at odd hours and we stay stressed in an effort to hit the numbers.WOW, I’d probably rethink this line of work too if had had those kind of interactions with people. It’s probably easy to stay stressed if you don’t do the things necessary to build a substantial flow of quality qualified leads. I imagine it starts to grind on you emotionally and physically if you are constantly having to bring in a ton of new people to make the rent.

Well, I can’t pretend that I have never seen this situation. I even lived it when I worked in situations where marketing opportunites weren’t maximized and well concieved, profit centers didn’t run effectivley, and members didn’t stick around forever because of a lack of focus on retention. I am glad we can learn from past mistakes and not put ourselves in this situation.

If the above areas are addressed and improved then in spite of CNN’s vast experience and omniscient perspective on our industry we can increase our incomes and decrease our stress levels substantially.

Hell, I believe if things are done right then we seccure our spot on the top 10 list of great paying jobs that make a difference in peoples lives. In my book we all ready do.

IF YOU”D LIKE TO JOIN HUNDREDS OF OTHER CLUB PROFESSIONALS WHO INCREASED PAY AND DECREASED STRESS CLICK BELOW!

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The courage of our nation’s veterans is unmatched, and as individuals who have served in our nation’s armed forces, you are a living example of General George Patton’s charge to “always do more than is required of you.” We all owe a debt of gratitude to those who have worn the uniform and those who made the ultimate sacrifice in defense of our freedom.

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Most of us have met health club salespeople who claim they can close any gym prospect when they get in front of them. Well, first of all B.S. (but that’s another issue). Second, selling  a gym  membership to someone  in front of you is easy with the proper approach.

Right now I want to focus on a technique we can use to get more people in front of us. So how about a little background.

Way back in the day when I was a single  I astonished friends because of my skills in social situations whether at a bar, party, grocery, library wherever we went out. Even when they were sitting there twiddling thumbs. I’m talking to somebody. They were surprised because by nature I’m pretty reserved even shy to a point. Given the choice I would previously have kept  to myself .

Click on this lucky fella to join club experts who can pick up your profits!

 Beleive me it wasn’t because I thought I was the better looking, more intelligent , or made more money than the guys. This was before any of us could afford to pay attention.  Nope, I had to call on dirty health club tricks I was learning. The  10 foot rule to be exact!  

The manager at the gym where I had recently started would say anybody comes within 10 ft of you OPEN YOUR MOUTH, SMILE, DO SOMETHING!   This made sense to me and while it was hard approaching strangers initially the more I did the more I  noticed engaging people is easy. Just open your mouth!  Like Gerald said while you are outside this gym make a conscience effort to tell everyone you meet about your health club. While you are inside this gym make sure anybody you lock eyes with knows you care they are a gym member. If you see a guest whether they are here for you or not ask if you can help or welcome them to the gym.

Simply put. I tried to engage anyone who came within 10 feet ! And it paid off!

• If I was outside prospecting and someone walked within the zone BAM! ( Guest Pass)= memberships
• If a member is checking in at the desk and I’m around Hey Jim! Great to see ya. How’s the wife? = add-ons
• If a member is working out  on the floor and  pushing some big weight they are getting a spot.= Refferals
• If I go to lunch at the Subway, guess what!  that sandwich artist is getting asked who the manager is. = Promos

Based on the results I was seeing at the health club. I decided to try it at the nightclub or wherever I went . If you are within 10 feet I’m gonna try to hit you up.  It’s a numbers game! If you talk to enough people somebody is bound to like you. Even if you are hideous, stoopid, and  broke.

I owe a large portion of my early success on and off the clock  to Gerald and the 10 ft rule! While I’ve matured in my old age and not out trolling the  bars anymore (am  I babe?) ; ) . If you see me in the gym chances are we will meet. Especially if you come within 10 ft.

If you are are a health club owner or manager institute the 10 foot rule and you’ll probably see results improve in every facet of your fitness business! Even with the guy who can close everybody who he gets in front of !

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I’m no Bill Dance, I’m a health club operator but, I  try to sneak away to satisfy the angler in me. Normally, I just zone out. It’s me, the water, and a couple Miller Lites. It’s a quick escape and it usually does the trick. “Work,  club owners, and gyms don’t even cross my mind”  but  that all changed  this go-around.

Want a boat load of members click on fishy to subscribe to Gymsuccess.com

I like these new lipless crankbaits which typically have fish jumping  in the boat.  I hit the water and waited as I felt the stress of a busy week leave my body.  Funny thing is as I waited in silence with out any fish biting the stress wasn’t disappearing at the same rate it does when you’re fighting with a big boy bass. So there I was out on the water minding my own business Unfortunately, the fish were too. Not a bite in an hour. No worries I also like the tube lure and I can always get something to jump on that.  I’ll just change it up. No such luck. Of course, Stan Crossdapond “name I gave Stan since we’ve spoken about 5 min in the 2 yrs we’ve been running into each other was reeling em in non-stop. He’s generally keeps to himself, maybe he’s here to escape as well.

I swallowed my pride and asked Mr. Crossdapond what are they biting on?  Startled, he looked up probably surprised at my rare acknoledgment of his presence,  smirked with the confidence of a guy who knows something you don’t and said Worms, they seem to like the worms. I waved appreciatively and loaded the hook. W ithin 7 minutes POP!

As much as I tried to fight it this fishing lesson had gym marketing implications. I could sit here all day and try to get them to strike on my favorite  lures, just like they did in the past, but to catch anything “including health club prospects” you have to bait the hook with what they are biting on today.

Fish are always in the water and gym shoppers are always in the market for clubs. Sure you can always find a fishing hole and throw a bunch of bait at them but it sure is easier to know what gets them to take a certain action and just use that.

BTW, If wyou’ve been baiting your hook but NOT catching enough members it’s Okay to ask someone who knows what will catch em.

Yours in Good Health,

Frank,THCP

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Sorry, but I just had to bring you this………with this thing on the market nobody is ever leaving the house and going to the gym  to workout  TIme to start looking for a job

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