Money makers INDUSTRY INSIGHTS


We ask the experts for their top tips on driving secondary spend


MICHAEL CLARK HEAD OF SALES, ULTRABODY


T


ry to weave your revenue efforts into the everyday operation of your club so they aren’t seen as additional or standalone initiatives. For example,


make sure all inductees or PT clients get to wear a heart rate monitor on their fi rst session to allow an easy route to sale. Choose products that refl ect the age and wants of your


members rather than the age of wants of the fi tness team. Integrate upselling of PT, heart rate monitors and


supplements into the sales process, as the new member is ready to spend and open to hearing about tools that


will help them benefi t from their membership investment. Get key employees on-board,


including those sometimes overlooked such as reception staff and group fi tness instructors. They are highly infl uential and speak to large volumes of members. Create nutritional supplement kits that are tailored


to male, female, serious exerciser, casual exerciser and so on – packages that are well thought through and ready to purchase with minimal staff time needed. And choose revenue routes with mass-market appeal: a meal replacement supplement, for example, offers much more potential in today’s market than a creatine supplement targeting the serious/fi t member. Gather member testimonial of successes achieved


from PT, nutrition and so on; making success ‘real’ adds signifi cant credibility to the service/product. Keep it simple – done well there should be no need for


more than two or three additional revenue streams to deliver signifi cant monthly member spend. Apply the 20 per cent rule: unless 20 per cent of your


Create off-the-shelf nutritional kits that are tailored to the needs of specifi c member groups


90


membership buy into a secondary spend initiative, it’s either the wrong initiative or needs to be re-worked and repackaged – 80 per cent of members can’t be wrong.


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