nutritional
products
MICHAEL CLARK ● HEAD OF SALES ● ULTRA-BODY NUTRITION
T
here’s never been a more to all members but is something people or creatine; appeal
appropriate time for the industry often find difficult to do consistently. to the masses by
to ‘get good’ at driving high levels For operators wanting to drive offering daily dietary
of secondary spend, and a well-tailored, signifi cant revenue from nutrition, there products such as
well-supported nutritional offering can are a few key points to consider. The detoxes and meal
play a key role in this – it can yield far fi rst is product choice: offer a range that replacements.
greater revenue results than offerings targets all the main member groups at Education for staff and members is
like personal training and weight your club, not just the elite 20 per cent. also key. Product knowledge secures
management, as eating well is of interest Only a minority will need a protein bar buy-in and is therefore critical to
success, so choose a supplier that offers
comprehensive training for staff as well as,
potentially, short nutritional seminars for
members – seminars that link nutrition
to exercise, that increase understanding
of the need to supplement, and that help
spread the word and build a fan base.
Having the right products is only half
the solution, however; getting them into
the customers’ hands is another matter.
Use a supplier that offers full marketing
VUKELIC
and sales support – for example, running
product sampling sessions directly to
the customer and answering questions
face-to-face to help drive sales. From a
.COM/DRAZEN marketing point of view, it’s important
T
O
to make the products easy to fi nd, easy
to understand and easy to buy. Point of
OCKPHO sale material should be innovative and
©IST eye-catching, but must also make the sales
Offer a range of products to cater for all members, including daily dietary products process easy for both customer and staff.
RACHEL JONES ● CHANNEL CONTROLLER – HEALTH & FITNESS
● GSK (LUCOZADE SPORT)
M
aking the sports nutrition individual achieve their performance them is crucial
category both accessible and goals is the most important aspect to maximising sales. The health
relevant to consumers is the of driving sales. Ensuring staff are and fi tness channel – ie in-club – is
key to selling more. There are five main educated in the basics of sports the most relevant channel for the
areas on which to focus if you want to nutrition, and even having nutrition consumption of sports nutrition.
maximise the success of your sales: as part of a member’s induction Make sure products are available for
Firstly, sports nutrition is currently and exercise programme, will drive purchase at the time of need.
consumed mainly by a loyal group of customers to purchase.
individuals who understand the category. The second most important factor
However, it’s relevant to anyone who is that a club’s sports nutrition
participates in sports and exercise, so offering should be easily accessible:
there’s a massive opportunity to extend having a clear and consistent area in- VIC
this reach. Targeting consumers who store where consumers can buy the
ANO
have an unrecognised need to purchase products, as well as making it simple
will drive sales. to shop when they get there, will
O RAD
There’s also an opportunity to use increase sales. Vending machines and
ARK
isotonic sports drinks – which have a displays should be placed in high footfall
much higher penetration level than sports areas to ensure maximum impact, and
.COM/D
T
O
nutrition – to drive consumers into the should be supported with the relevant
sports nutrition category, cross-selling by educational material.
tapping into other needstates outside of If consumers can’t fi nd the product
OCKPHO
energy, such as recovery or strength. they want, they won’t buy. Making
©IST
Education around how and why sure your products are available both Vending machines should be placed in
sports nutrition products can help an where and when consumers need high footfall areas for maximum impact
40 Read Health Club Management online january 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78