Articles

The rise of the low priced fitness club model has forced many traditional clubs to adjust their offerings and value proposition to remain viable. Low price clubs such as Planet Fitness can and do take significant market share from traditional clubs in their immediate geographic area. However there is a new club model emerging that can successfully compete side by side with low priced clubs and with traditional clubs, but with significant leverage in terms of cost to open and overall overhead and profitability.

A New Value Proposition

These clubs can be referred to as Group Training Clubs which have a completely different value proposition that resonates with many consumers even more than low price clubs or high end clubs with many amenities. The value proposition for these clubs is about guaranteed results through effective programming.

It’s September. The year has gone by fast, right? Think about how many times holidays or other opportunities have come and go and you didn’t have a promotion ready and you missed out. Now, let’s think again, is it too early to start thinking about the New Year? What will likely your biggest and best time of year? No, it’s not. Let’s start to look at how you should be preparing for when that time quickly approaches.

We need to acknowledge a couple of things. People like resolutions. They like new starts. A new week, and especially, a new year is a perfect time for that. No other goal is as front and center in their mind as losing fat they’ve gained that year or over the course of several years. Most people who are coming to us are looking to lose a significant amount of fat. Yes, it’s a short term mentality to try to remedy that, but it’s your job to entice them in, educate them, and keep them on board for the long term to eventually reach those goals.