| IHRSA Report | Ask the Entrepreneurs
New Year Profitability Projects
What do you plan to change about your club in 2012 to improve profitability?
u CHRISTY BENNETT, Owner Anytime Fitness/Ladson, Summerville, SC
In the coming year, we plan to place a greater emphasis on club culture and member retention. We’ll be integrating new and existing members into continuing education programming, making use of nutrition experts and our training staff, and we’ll be offering stress-reduction seminars. Group training and small-group fitness classes will be available for all of our members so they can enjoy the support and camaraderie these programs provide. These improvements will help members achieve more fitness successes, and help the club to become well known in the community as a leading health and fitness provider. —|
u MARK LEECH, General Manager Sport & Leisure, Ribby Hall Village, Lancashire, U.K.
We’re reinvesting in a number of key areas in the club—including the sports bar and changing areas—and are planning to double the size of the gym. We’ve introduced two international food and beverage brands, which enhance the offerings at our facilities, reinforcing our corporate ethos—that of being “more than just a gym.” This gives members additional reasons to visit, increases value and loyalty, and has a significant impact on our profitability via increased secondary spending. Securing large corporate membership contracts with local businesses is another of our other key objectives for increasing profitability in 2012. —|
ANTONIA ANDERSON, Manager & Co-owner The Body Architect, Portland, ME
u
We’ll unveil a new Website, develop blog posts on various relevant topics, create an e-mail newsletter, and enhance our presence on Facebook, YouTube, and other social media sites. Even now, when I ask new members how they heard about us, 90% of the time, the answer is, “On the Internet.” To assist with member retention, we plan to introduce a “membership concierge”—a trained lifestyle coach who will be assigned to each member to help them maximize their club experience. We also plan to expand our retail offerings with branded all-natural body products and a line of clothing. —|
Editor’s note: If you’d like to be profiled in this column, please contact Kristen Walsh, IHRSA’s senior editor, at
kwalsh@ihrsa.org. 94 Club Business Internat ional | DECEMBER 2011 |
ihrsa.org
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