The health and fitness industry is booming around the world, as living standards are slowly increasing and the global market is recovering from the financial downfall of the previous decade. With more and more people joining fitness centers and millennials flocking to hard-core lifting gyms to test their strength and sculpt an enviable physique, it only stands to reason that you too should try to capitalize on this lucrative trend.
However, with such a rise in popularity, the fitness industry is also experiencing a rise in the number of fitness centers, which means you will need to develop a killer business plan in order to stay ahead of the competition. Here are five tips that will help you run a successful fitness brand.
Finding the ideal location
First things first, location matters. So much so that if you sacrifice location for financial savings, you might end up closing your doors within the first year. Now, you might think that the ideal location for any fitness center is that prominent location in the city’s business district, or the main promenade in the city center, but it doesn’t have to be so.
The perfect location might be hiding in an up-and-coming neighborhood, or an established residential district where people from the area can flock to your gym throughout the day. So, finding your ideal location will require some thorough market research in order to find a spot where the competition is just right, and the potential clientele is plentiful.
Setting up a company culture
Every gym has a different company culture, and people should know what they’re getting into when signing up for a membership. For instance, no serious lifter will ever become a member of Planet Fitness, much like no recreational Pilates aficionado will sign up in a powerlifting gym.
Therefore, you need to define your brand values and establish a company culture that will appeal to your specific type of clientele. Remember, your demographic is all that matters, so cater to them every step of the way.
Procuring the right equipment
It should go without saying that the equipment you choose for your fitness center can make or break your entrepreneurial dreams. Nowadays, you can find quality exercise equipment for any type of gym imaginable – from power racks for powerlifters, to air bikes for CrossFitters, all the way to isolation machines for those recreational gym goers. Again, the type of equipment you get should correspond to your ideal clientele.
Provide stellar customer service
Much like with any business venture, your customers are all that matters. The way you treat your gym members will have a defining effect on the future of your brand, so you need to provide unparalleled customer service if you want to put your brand on the map, retain business, and grow.
Not only do you want to build a transparent, user-friendly website, but you also want to have a customer service assistant on deck ready to answer any questions your potential members might have. When it comes to training, your members should enjoy full professional support and guidance from your experienced staff, free of charge. Of course, this does not include personal training classes, but giving people a few starting pointers on the house can truly make a positive difference.
Focus on creating an amazing brand
Last but not least, there can be no success in the modern business world without branding. Establishing a brand should be your priority, as you definitely don’t want to be just another faceless fitness center in the competitive market.
People need to feel like they are a part of your story, they need to relate to your values and share your core beliefs – this is how you establish trusting relationships and build a devoted clientele that wouldn’t leave you no matter what. What’s more, a strong brand will effortlessly attract new business, saving you the hassle of devising and launching a costly marketing campaign.
Building and running a successful gym or fitness center is not an easy task in the modern, competitive business environment. Nevertheless, you can capitalize on the growing popularity of the fitness industry by implementing these tips and building an amazing fitness brand people will love.