nutritional
products
ASI
.COM/LAJOSREP
T
O
OCKPHO
©IST
feeding the
How can health clubs
maximise sales of
nutritional products? Kate
bottom line
Cracknell asks a panel of
experts for their thoughts
Personal trainers will drive the majority of supplement sales by linking the products to clients’ fitness programmes
NEAL SPRUCE ● CEO ● DOTFIT
F
irst of all, most health clubs won’t your population, thereby diffusing the defendable goals:
make money selling nutritional “cheaper elsewhere” argument. fi rstly, preserving
products if they’re sold in a Carry only products that have health by improving
traditional retail fashion – ie put on a shelf legitimate support – ie ingredient the daily nutrient intake, compared
with a price tag. Clubs can’t compete dosages that match the positive results to diet alone, to assist in maintaining a
with retailers, so shouldn’t try. It’s a demonstrated in current science – and longer, more productive life; and secondly,
simple business rule: if it’s not your core prove it. This allows staff buy-in during safely enhancing/hastening performance
business, customers believe the product product training. Personal trainers are and fi tness diet and training outcomes.
can be bought more cheaply elsewhere. particularly important here and should Carry and display the most popular
A club’s core business is fi tness, so be viewed as the ‘club champions’: products prominently in the club, but
supplements should be positioned as properly trained, they will be the also ensure everything your audience
an integral part of fi tness programming, ones who drive the majority of your may need is available online so it can
linked in through personal training, supplement sales by connecting the be shipped to their home. This helps
menu plans and so on. Stocking products to their fi tness programmes, limit the inventory, avoids ‘out of stock’
products not available through mass communicating their role in safely helping situations and means customers don’t
retail also allows you to be unique and accelerate the achievement of goals. have to bring money to the gym. Always
take ownership of the range: products Limit your SKUs to supplements offer a signifi cant discount if they buy
should be offered that specifi cally target that address only two major and easily online and incorporate repeat orders.
january 2010 © cybertrek 2010 Read Health Club Management online 39
healthclubmanagement.co.uk/digital
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