INDUSTRY INSIGHTS
HOLM HOFMANN BUSINESS DEVELOPMENT UK, MILON
membership fee as outstanding value for money before you ask them to part with more cash. Decide which additional products and services will help
M
members reach their training goal, which for most will be to look and feel better than they did when they joined. Then ensure all products and services are also in line with your club’s ethos and brand. All staff should be involved before you launch these
products and services. Educate them and get them excited about the products. Train all staff in sales and customer service. Products and services don’t sell just because they’re put in a nicely designed cupboard, or because they’re advertised on posters or on your
STEVE NEWELL BUSINESS DEVELOPMENT MANAGER – FITNESS & WELLNESS, SUUNTO EUROPE
K 92
now your members and their needs. This will impact not only on your choice of products and services but also on the way you market them.
Ensure everyone in the club has great product knowledge
– a minimum of three key benefi ts for anything you’re selling. Members want to know how they can improve their training experience and results, and they welcome new information when it’s provided in a smart way. Make sure your staff actively promote and use the
products that are being sold at your club. Be competitive on pricing but also add value to what you
offer. The internet is where most people do their shopping these days and clubs cannot compete solely on price – they must add value to what they sell. Member evenings and exclusive club offers linked to, and ultimately promoting, other secondary spend channels can do this – for example,
buy a heart rate monitor and receive a free 30-minute PT session. Make the product you’re selling part
of your programming – for example, build the cost of a heart rate monitor into the cost of a weight loss programme, cycling course or personal training package. Depending on the club type, added value can be provided
to members – for a fee – through premium services such as towel hire, laundry, post-workout shakes and newspapers. Don’t over-emphasise secondary spend and be realistic in
what you expect to generate from it. Members have already committed to a monthly membership and they don’t want to be sold to every time they visit the club. Don’t bombard them with products – focus on three or four primary sources of secondary revenue and ensure they’re executed well.
ake sure your customers love you. Do everything you can to have members who want to say ‘yes’ to you. And ensure members perceive their
website. You should also reward your staff for making sales. Make purchasing as easy as possible
for your customers – fl at rates added to their direct debit, for example, or smart cards for pay-as-you-go. Continuously improve the quality of your
products and services. Review your margins and get the pricing right.
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 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196 |
Page 197 |
Page 198 |
Page 199 |
Page 200 |
Page 201 |
Page 202 |
Page 203 |
Page 204 |
Page 205 |
Page 206 |
Page 207 |
Page 208 |
Page 209 |
Page 210 |
Page 211 |
Page 212 |
Page 213 |
Page 214 |
Page 215 |
Page 216 |
Page 217 |
Page 218 |
Page 219 |
Page 220