program. We all started with the same program framework – launched with a postcard, followed-up with a sequence of five emails, made phone calls at the recommended times, and used the same support documents (a food log, recipes, grocery shopping lists, etc). But then we all put our personal twists on it – at Pinacle we added an exercise component, edited the writ- ing to sound more like us, and added
photos of members, success stores and testimonials. It’s really like buying a car: it’s best
to find one that you really like and then personalize it by choosing your favourite colour and options. FBC
Barney Kuntze Pinacle Health & Fitness Inc. Milverton & Elmira, Ont.
pinaclehealthandfitness.com
have come and gone. As the latest and greatest concepts and trends appear, it can be tempting to jump on the band- wagon and change your vision. Be aware of the trends and watch
6
the competition, but ask yourself if the new trend is right for you. If the an- swer is yes, how can it be incorporat- ed into your existing product without putting all your eggs or dollars into one basket? A few years ago, yoga and the pro-
liferation of yoga studios could have caused us to panic and change what we offered. Instead, we added a yoga studio and a separate yoga program. The addition of yoga increased the val- ue of the services we already provid- ed, but without impacting the original product.
Helen Vanderburg co-owner, Heavens Elevated Fitness, Calgary
www.heavensfitness.com
business like marketing, sales and re- cruiting don’t waste time reinventing the wheel. Instead, implement proven systems, programs and tools. But at the same time, don’t force them onto your club. Make them your own by tweak- ing them to fit your club’s culture, de- mographics, location, etc. For example, we recently launched
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a 21-day fat loss program using a pur- chased program. It was interesting to see how different our final product was compared to those of other clubs in my networking group that used the same
November/December 2012 Fitness Business Canada 31
Add your own touch to business systems When it comes to areas of your
Stay the course During our thirty years in busi- ness, a multitude of innovations
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