Fitness Industry Solutions

October 1, 2006
Author: Tom Perkins - Business Development Coach and Certified Personal Trainer

Every business, now and then, has felt the need to pinch their pennies to make ends meet. Usually, one of the first things on the cutting board is the advertising budget. Yet, even if faced with the prospect of having to cut or limit your advertising budget, there are still several ways to promote your personal training business or fitness club. It just takes a little creativity.

Think fundraiser. No, not for you, but for community groups needing a helping hand. Team up with a local group looking to raise money for their organization or special event. Consider creating some type of donation that will pull people in that these organizations can sell. For example, one health club provided a “10 for 10” pass as a community fundraiser. These passes allowed 10 visits to his club for 10 dollars. The community group got to keep the money and the health club received the benefit of an army of eager volunteers going door-to-door to promote his health club. The promotion opened a door to a new group of prospective clients and the community group was able to raise $4,000 for their project. A great win-win situation for all involved.

Reach out to others. Unexpected opportunities abound that may provide your business with access to potential new clients. Community groups, social organizations and schools are always in need of volunteers and activities. Consider volunteering your services or those of your staff to help out once a week with a fitness class or lecture. Open up your club to local kids to work out. Many times, parents, teachers and community leaders will end up purchasing a membership as well. Not a bad exchange for just the expense of you or your staff’s time.

Embrace email. Most personal trainers and fitness clubs now have a presence on the Internet and have started to recognize the power of email. Email can be a very cost-effective way to reach current clients and retain them longer. There are a variety of ways you can use email to keep in touch with your clients. You can send birthday reminders, announcements of special programs or even provide a special discount only available through email. Use your imagination and build that email list. It can truly be invaluable to you in the future.

Reach out and touch someone. Ever been put on hold? Who hasn’t! However, many businesses have utilized that dead air space for more than just elevator music. They’ve used that time to place upbeat recorded messages announcing their upcoming events. It’s free and it gets people talking and asking questions.

Finally, while many may not see the connection, there is a definite one that exists between advertising and great customer service. The best and most creative advertising programs can unravel the minute a client walks through your doors and doesn’t receive good service. Without it, your advertising will be worth nothing. So, be sure that you and your staff provide clients with an unforgettable, positive experience each time they walk through the door.

With a degree in Accounting, certified as a personal trainer, and primary function as a business development coach; Tom Perkins works with personal training departments, fitness professionals, management of health clubs, as well as fitness product and sports nutrition companies in the areas of sales, marketing, and promotion; operations and administration, and staffing and human resource management. With 6 startups in 17 years under his belt and over 20 years of working with the fitness industry Tom leads companies to profitability through Fitness Industry Solutions www.fitnessindustrysolutions.com.