nutritional
products
©IST
OCKPHO
T
O
.COM/D
A
VID H.
LEWIS
Eyecatching display: Gym owners should
take lessons from the supermarkets in the
way they showcase their retail products
KARL SCHWICK ● UK SALES MANAGER ● REFLEX NUTRITION
S
et against the backdrop of a requires nurturing, and exploiting the your primary
challenging business climate, opportunities among consumers who are goal will be to
the sports supplement sector already active in a particular category. educate – building
is one of the fastest growing areas of If your member base is largely active in understanding and confi dence is
business in the UK right now. Many the supplement category, your primary key among these groups. Sampling
gyms and health clubs are experiencing goal may be biased towards impulse and visibility of consumption among
unprecedented growth capitalising on purchases such as bars and RTDs (ready different types of users will naturally
the public’s increased awareness of, to drinks), or focused on presenting complement these objectives. Bars,
interest in and prioritisation of health very factual sales pitches relating to RTDs and protein products may well act
and diet, and the consumer base is particular products as a way of challenging as the foundation for these users.
not gender- or age-specific, nor is it members’ current product choices. In this The process is, of course, never that
restricted to bodybuilders. scenario, you’ll need to consider the price clear-cut, but one thing is for certain:
Establishing demand for a particular points of specifi c brands and products you’ll need to work with a supplier that’s
sports nutrition product, or the on the internet and be very clear about committed to your success and prepared
complete category, would be a logical whether you intend to compete head-on. to educate your staff, provide the
starting point when considering how You’ll also need to be very confi dent of necessary complementary point of sale
to exploit a potential new revenue your product knowledge. and samples, and help ensure your staff
stream. There is, of course, a dramatic If, on the other hand, your member feel suffi ciently empowered to generate
difference between latent demand that base is not by and large active, further revenue for the club.
RICHARD DAVIES ● MD ● SCI-MENTOR NUTRITION
S
port and health supplements are should automatically be steering them display, position
big business, so it should come towards these supplements by offering and shelf level.
as no surprise that competition advice – from the patron’s perspective, Meanwhile,
for market share is fierce. Online selling the gym is about fi tness, health and body stocking some of the smaller pack sizes
is now also big business. However, image, meaning that gym owners/staff such as 907g, as well as the standard
gym owners can and do capitalise on are seen as the ideal people to guide top-sellers such as the 2.25kg, will help
the captive audience they have in their them. Product knowledge is critical to encourage your patrons to try a
members: the personal contact and and will infl uence the buying decision, supplement, or to sample a new fl avour
dialogue opportunities available to them often encouraging members to buy their that’s come out, without the bigger
are critical to increased, sustainable sales. supplements from you rather than going price tag of the larger sizes. Once a
Be prepared to spend time discussing a elsewhere for them. product type has been established with a
member’s goals, training regime, dietary The location and display of patron, 99 per cent of the time they will
issues and so on. Everyone who visits supplements will play a vital role in step up to the larger pack.
your gym should be buying at least one, the level of sales. Gym owners should
perhaps several, supplements from you take lessons from the supermarkets, kate cracknell
to help them achieve these goals. You which pay a great deal of attention to
healthclub@leisuremedia.com
42 Read Health Club Management online january 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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