the importance of building “tribes”: a group of people connected to one an- other, a leader or an idea. Phoenix Fitness, in Hamilton,
Ontario, does a great job of doing this by educating people via free reports on its website that break down the bar- riers between potential members and club membership. The club educates through regular messaging to a wide audience, and the community has learned to rely on its wellness and fit- ness information. This same message is delivered con-
sistently by the Phoenix staff, and a steady flow of clients keeps trainers and members alike happy and prosper- ous. The club is expert at helping its audience achieve a healthier lifestyle– all while thriving in a very competi- tive marketplace. The overall result: Phoenix retention rates are way above the industry average. The information age has made
it very simple to communicate and build a tribe, but not easy. Building a tribe requires creating and delivering
messages that are of profound inter- est to your target audience. It requires you to position your services a little differently than those of your compe- tition. It can be done through blogs, newsletters, websites, videos or any medium that allows you to have a di- rect link to your customer base and target market. Building a large loyal following of
people who feel connected to your business avoids the price war that is eating at our sustainability as fitness businesses. The businesses that are charging more have successfully taken the focus away from price and product and have put it on the results and ben- efits that its customers can expect to achieve.
Here are three ways to be sure your business focus is customer-centric (not product-centric):
1. Understand the barriers that are preventing your customers and or
potential customers from joining your club or fully participating in your ser- vices. Is it intimidation, lack of time, lack of information or something else?
2. Develop a strategy to address
these barriers. Start with a compel- ling message that is high in value, low in risk and highlights your unique of- fering. For example, post quick fitness routines on your website.
3. Build an audience by delivering
education, tips and your expertise in a monthly e-newsletter. In the same pub- lication, highlight your services and the benefits for clients. Systematize the project so you are not burdened with another task, but rather oversee it and help your team to implement it. FBC
Greg Lawlor is the chief customer officer of STAK Fitness Int’l Inc. For a free consultation to help your business become more customer- centric, connect with Greg at
www.stakfitness. com or
www.twitter.com/greglawlor.
July/August 2012 Fitness Business Canada 35
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