05 Feb Why Independent Gyms Struggle when Budget Gyms open ? PS It has nothing to Do with price !!!

Over the past few years ive have countless conversations with gym owners and friends about the rise of Budget Gyms and how this will affect the landscape of the UK gym market.

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Back in 2012 / 2013 i predicted that there will be a flooding of the market of budget gyms across the UK and that lots of gyms need to have their own house in order for when this happened !

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Guess what, most didn’t and carried on being sloppy with marketing, branding , positioning, audience building, tribe building and creating an army of raving fans !!!

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Fast forward 3/4 years most calls i get are,

” Miles, xxxx are opening 2 miles down the road , what should i do, Shall i slash my prices ??”

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If thats where you are maybe you have left it too late !!!

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But not always………

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One of the keys i believe to having a successful gym, health club, crossfit box or whatever facility you have is to

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” create the 3rd place “

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much like starbucks tried to do !!

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The place where you walk in and everyone knows your name,

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a sense of belonging,

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part of something,

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you feel special when you go,

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part of a tribe,

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Thats where the explosion of brands like TRIB3,

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brand that people have an affinity with and believe in,

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IT IS POSSIBLE AND PRICE IS NOT THE ISSUE ??

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REALLY…….. I thought we had to be CHEAP TO BE BUSY AND COMPETE !!!!

SOUL CYCLE

1 REBEL

THIRD SPACE

TRIB3

CROSSFIT TO A DEGREE

I COULD GO ON AND ON……..

>> NONE OF THESE OPTIONS ARE THE CHEAPEST IN TOWN <<<

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NEITHER SHOULD YOU BE !!!!

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Lets look at where you could have bigger problems than price !!! ( this may hurt )

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• How many videos do you have on your Youtube channel ?

• How many posts per day are you putting on facebook and instagram ( good content ) ?

• Do you have a podcast ?

• Do you have clothing that your members will buy and walk around in ?

• Do you have competitions for members regularly ?

• Do you keep in contact with members via e mail and share helpful advice and content ?

• Do you regularly survey members and act on feedback  ?

• Do you know your members names ?

• Do you have systems that can gamify / quantify interaction with members ?

• Do you have the best trainers / coaches in town ? and constantly empower and upskill these coaches  ?

• Do you have unique equipment that sets you apart from every other gym in town ?

• Does every person in a 4/5 miles radius know where you are and what you specialise in ?

There is plenty more i could add to this list and NONE include being cheap !!

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They are about being GREAT , connecting, standing out, delivering RESULTS which people actually want

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ILL SAY SOMETHING CONTROVERSIAL RIGHT NOW,

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MOST PEOPLE DONT WANT A GYM MEMBERSHIP,

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THEY WANT A SPECIFIC SOLUTION TO A SPECIFIC PROBLEM THEY CURRENTLY HAVE INITIALLY !!

Nowhere in that is price the most important thing,

 

IF THEY DONT KNOW, LIKE AND TRUST YOU THEY WONT JOIN YOUR FACILITY

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YOU NEED, MUST, HAVE TO BE THE ONLY LOGICAL AND EMOTIONAL SOLUTION FOR THEM WHEN THEY ARE READY TO INVEST IN THEIR SOLUTION

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USE THE FREE PLATFORMS OPEN TO YOU RIGHT NOW TO CULTIVATE YOUR AUDIENCE AND BUILD, KNOW , LIKE AND TRUST, YOU HAVE NO EXCUSES ON THIS ONE !!

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If you are doing 80 % of the above list well you have every fighting chance without slashing prices if your marketing and sales funnel is designed really well you execute consistently

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>>> IF you are a gym / fitness facility owner who wants help or support with your sales funnel, branding, sales training, social media marketing, content creation, member journey or then lets have a powerful conversation and myself and my team can help <<<<

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Drop us an email today at     enquiries@reacheliteperformancecoaching.com