INDUSTRY INSIGHTS
DAN FIVEY MD, VIBROGYM UK
no particular order, they could: Consider creating an exclusive PT
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zone to improve service, retention and secondary spend. Introduce equipment that members pay extra to use,
with support materials such as workout booklets. Charge a fee for an induction and include the programme booklets. Hold information evenings covering relevant topics such
as weight loss, pre-season fi tness and so on to encourage members to buy a course of sessions. For PTs, offer ‘bring a friend for a fi ver’ sessions – this
delivers new clients as well as extra revenue from that session. Create taster sessions, from sampling nutritional products to trying out paid-for training options.
Introduce equipment that members pay extra to use Include money-off vouchers – for shakes, personal
training, day passes and so on – in new member packs, which is when a member can most easily be encouraged towards secondary spend. Plant that seed from day one. Stock appropriate items to support the offering
at your club and never run out of stock. And create special offers: 12 PT sessions for the price of 10, for example, with limited availability – limited offers are always particularly enticing.
STEVE DAVIES CATEGORY MANAGER, NUTRITIONAL HEALTHCARE, GLAXOSMITHKLINE
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hoose a category, such as soft drinks, that’s often bought on impulse – these are easier to sell when the customer is engaged at the point of purchase. Ensure that the secondary products and services you
choose to invest in are actually profi table. Choose aspirational categories that will, by association,
enhance the overall appeal of your club. For example, offering sports nutrition products and advice is a great way to increase the credibility of your gym and enhance member training. When dealing with tangible products, try to offer
categories that your staff can re-stock and sell easily – via vending machines, for example. Chilling the soft drinks you sell can increase sales by 60 per cent. Think about what you can offer that none of your
competitors can – but also make sure that you’re being different for the right reasons.
Availability and visibility are key.
If your customers can’t see it or don’t hear about it, why would they buy it? Ensure products and services are located in high footfall areas to boost impulse sales. Where this isn’t possible, clearly signpost their location. You should provide a range of products/services within
each category, but this doesn’t mean you need to stock anything and everything – the key is to stock bestsellers that appeal to your customers. Allocate space based on sales to ensure top-selling products and services are always available, also limiting the time spent on re-stocking. Always group similar products together. This makes it
easier for customers to fi nd what they want and has been shown to increase sales by 8 per cent.
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here are a number of things operators can do to build their secondary revenue streams. In
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