nutrition


QNT, UK Sharon Wilson – brand manager


to achieving physical goals. So in terms of fi nancial gain


N


for the club, not only is there the immediate revenue from sales, but using nutritional products increases members’ chances of success, which makes them feel good about their experience and, most importantly, keeps them coming back. The fi rst step to bringing women


into the category is helping them to understand that the products aren’t just for men. Realistically this will, at least in part, be down to the look and feel of the brand. That’s why we developed our Easy Body range: the


utrition is as important as exercise


nutritional values are similar to our male range (QNT), but the look and feel are very feminine. Once you have the right product,


it’s about engaging and communicating with the female members in the club. Staff conducting one-to-one sessions should know to up-sell these items, incorporating them in relevant programmes and giving the club an instant hit on the revenue stream. Choosing a provider that offers


good support is also paramount. Your supplier should know your club and its membership demographic. In short, it’s about incorporating


the product into the user experience so that, just like swiping in at the start of a session, nutritional products become an integral part of the member experience.


The Easy Body brand was developed to appeal specifically to women


The Maxitone range includes shakes and snack bars for women of all fitness levels


ULTRABODY Michael Clark – head of sales


T


he female supplement market


is potentially far larger than the male market, as more gym-goers are female


and their range of exercise goals often far broader than among males. The key to tapping into the female


market and encouraging spend among this member group is to dispel the myths around supplementation, using education and smart marketing to make supplements non- threatening.


60 Over 60 per cent of our Ultrabody


products sales are to the female market. We’ve found the most


successful in-club strategies to be: ●


Don’t call them supplements,


as there’s too much scepticism associated with the word. Instead use


terms like ‘nutritional solutions’. ●


Run nutritional seminars for


members where questions can be asked and products sampled.


● Use group exercise instructors


as product advocates, especially in female-dominated classes like


aquaerobics and pilates. ●


Package products appropriately


– for example, our protein shakes and bars have been re-packaged as Inch Loss shakes and Inch Loss bars


to appeal to women. ●


Give away free product in return


for testimonials, and share success stories to make the results from the products more


tangible and ‘real’. ●


Ultrabody: 60 per cent of its sales are to women Read Health Club Management online at healthclubmanagement.co.uk/digital Organise nutritional


or diet groups with a ‘try before you buy’ taster element.


january 2011 © cybertrek 2011


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