THE OTHER

BY YOSI KNECHT

85%

A

“IN CANADA, ONLY ABOUT 15% OF ADULTS BELONG TO A FITNESS CLUB. IF YOU ARE A CLUB OWNER, THE MISSING 85% SHOULD INTRIGUE YOU.”

sk 100 people if regular exercise is good for their health, and pretty much all of them will say “yes.” Yet

in Canada, only about 15% of adults belong to a fitness club. If you are a club owner, the missing 85% should intrigue you. Targeting new markets for your

products and services is always a great way to grow a business. Fortunately, as a club owner, you are in a business where the vast majority of the market is yet untouched. So the question is, “What are you doing to attract this group?” To connect with the untapped mar-

ket, you need to get creative and invest some extra effort. Here are a few sug- gestions for enticing non-exercisers into your facility.

PARTNER WITH LOCAL BUSINESSES

Many companies are well aware that

healthier employees lead to greater pro- ductivity. Other companies simply care about their employees’ health and well- being. Contact these organizations to determine if they are able to subsidize club membership fees for their employ- ees. Or ask about leading a seminar that presents the benefits of living a healthy lifestyle.

PARTNER WITH LOCAL HIGH SCHOOLS

Often, it is during the teen years

that inactivity begins and becomes a life-long pattern. See what you can do to help. Create a program for local high-school students; invite them to your club twice a week after school to work out with your trainers. Or create a

January/February 2009 Fitness Business Canada 25

Yosi Knecht

Canadian Territory Manager

Atlantis

Yosi Knecht is the Canadian Territory Manager and Director of Marketing for Atlantis Inc., a Canadian manufacturer of commercial strength equipment that has been building quality equipment for over 25 years. For more information, visit www.atlantis-fit.com.

group exercise class just for them. Help them develop the habits of exercise and wellness that will last into adulthood. Perhaps they will one day become mem- bers of your club.

PARTNER WITH YOUR CURRENT MEMBERS

All of your members have people

in their lives who they want to see get fit and be healthy. Some of them may have ideas on how to do this within your club. Talk to them and see what ideas you can come up with together. How about sponsor- ing a contest where families sign-up and compete to lose weight or im- prove their health? 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