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Fitness Centers Contact Us Today For a FREE Personal Training Diagnostic at Info@ThePTsource.com |
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Is Your Personal Training Marketing Working for You? Posted on Apr 17, 2007 - 8:43AM When doing a search of the internet I found over 1,000 different "marketing" sites for increasing personal training. I was taken back by this. After doing some digging at a few of the websites, I found most of them are the same. They are using some interesting tactics to "convince" people to buy personal training at your fitness center. Let me take one step back and say a few things before I proceed. If you are a studio owner you have no choice but to market and use direct mail pieces. If you are a gym owner make sure your personal training marketing counts. Here are a few mistakes that are commonly made by Fitness Centers with personal training marketing. They offer a discount for the month on all personal training. This is one of the most common and probably the worst one you can do. If you have to offer a special to get people into personal training it means your current members see no value in your regular priced product. They may buy the "8" pack special or the famous "3 for $99" then they wait again until next year to purchase personal training. This has limited results and says your progam needs help. People do respond to incentives but make you incentives with in your program. This would include decreasing the price per session when a member buys more than a single session. The next and probably the second most common is too many choices. The personal training arena is getting too busy with not only different varieties of personal training, but also heart rate monitors, metabolic testing, etc all on sale for the month or one each month. This again leaves the member confused. What do they choose? They will probably end up buying the H.R. monitor since its the cheapest thing. When what they truly needed was 1 on 1 personal training and accountability. In some cases the member feels like they are constantly being "sold" something. I'm not saying that these ancilliary products are not a good source of revenue, what I'm saying is don't push another product in your club until you have maximized personal training. Maximizing is around 20% of your members involved in personal training. Then add different products in slowly. Let the member have time to grasp the value. Then move forward. more to come in the next blog Mark Leeling |
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