the “main message,” whereas women see the subtleties of how a message is delivered, such as colours, sound vol- ume and smells. Similarly, women tend to look for the “extra details” when searching for a club, explains Vogel. “Women are very visual and tactile,


and most women are drawn to a spa- type atmosphere with a quiet seren- ity,” adds Donna Hutchinson, a fitness business coach, speaker and owner of On the Edge Fitness Educators in North Vancouver, B.C. So even if your workout area is busy


and loud, consider the atmosphere of more female-dominated areas like the women’s locker rooms. Consider us- ing soft and warm paint colours, and install a subtle air freshening smell- dispenser. And sanitation is of special importance to women – ensure that toilets and showers (and their drains!) are regularly cleaned.


Creating community Facilitating social connections


amongst your female clientele creates a community atmosphere that will help retain their loyalty, says Vogel.


“You hear a lot of advice about how important it is for fitness staff to learn clients’ names, which it is. But the ges- ture of helping clients and participants learn each other’s names can be very valuable as well.” Group events for female clients


don’t have to be complicated or expen- sive. Consider offering women-only weight room orientations, and train staff to introduce female members to one another. Use social media like Facebook to provide a platform for cli- ent interactions. And hosting non-fit- ness related social events is a great way to create loyalty amongst your femi- nine clientele. As authors Popcorn and Marigold write in their book EVEolution, “Women don’t buy brands; they join them.”


The kids club counts Although not usually a profit centre,


the children’s area is key to a moth- er’s membership retention. “Many club owners tend to regard child minding as an afterthought compared to all the cool fitness programs they offer, but it can be a make-or-break area when


it comes to whether a woman with young kids signs up,” says Vogel. She advises fitness entrepreneurs


to consider the kids club through a mother’s eyes: What kinds of toys are offered? How do staff handle tem- per tantrums? Are food allergies accommodated? A clean children’s area with regu-


larly sanitized toys and engaging ac- tivities will go a long way to attracting moms.


The difference is in the details Women especially appreciate “lit-


tle extras” and “thoughtful touches.” Motivating emails and handwritten thank-you cards can make a big dif- ference – and easily fit into any fitness entrepreneur’s budget. “Treat all your ladies like queens. Make your female clients feel special all the time,” says Hutchinson. FBC


Megan Senger is a writer, sales consultant and business development speaker. Active in the fitness industry since 1995, she specializes in helping small-business owners reach their rev- enue potential. You can contact her at www. megansenger.com.


March/April 2011 Fitness Business Canada 23


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