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A: We have gone to some of the larg- es With the exception of a few large


ing, such as radio, newsprint, mail-outs and some local TV. That provided the ex- posure we needed to promote our new management team and physical plant upgrades. Now that we have some club aware- ness, we are focusing the vast majority of our marketing budget and manpow- er on social, corporate and community networking.


A:


t companies in our area and met with the staff, watched how employ- ees do their jobs, and explained how Anytime Fitness will make a posi- tive difference in their lives. This has turned into a mutually beneficial part- nership. Going out and being visible in the community gets out our mes- sage that everyone needs wellness. Dropping off flyers and posters to local businesses, to display in their employ- ee break rooms, provides a constant reminder to workers to get motivated and improve their health. This, in turn, helps their company mainta n happier e promotes win-win cross-promotional ac- ention. Most importantly, we’re mak- ng a difference in people’s live he way they feel about themselves.


manufactur- ing plants


and govern- ment employ- ers, Barrie is a community of small busi- ness owners. To better tap that mar-


ket we have created a so- phisticated


initiative that


mployees and increase employee re- ttivities. We are also active members of i the all the major local business and social t networking organizations and associa-


d in


tions, such as the chamber of commerce, BNI (Business Networking International), the Barrie Social Club and a local Rotary Club chapter.


Jay Hirshhorn Co-owner J’s Big Gym New York, N.Y.


Mike McPhee Barrie Athletic Club Barrie, Ont. www.barrieathleticclub.com


® ®


Select responses reprinted with permission from IHRSA. For more information visit: www.ihrsa.org/industryleader


July/August 2014 Fitness Business Canada 15 July/August 2014 Fitness Business Canada 15


We spent the fi rst 18 months in business using more tra- ditional forms of advertis-


A:


Our most effective means of advertising is handing out 4” x 6” postcards in the neigh-


borhood. These cards usually involve some type of savings off of our regular membership rates. These specials can be a low monthly rate, discounts on the initiation fee or a dollars-off coupon. We are located on a street with many retail establishments, a bus stop, and a subway stop around the corner, so there is always lots of pedestrian traffi c. We work with a few local entrepreneurs who have developed fl yer distribution businesses. Their prices are based on both the number of cards they hand out as well as how long it takes. In our urban Manhattan environment, this is the most effi cient way to get our mes- sage out.


Jay Hirshhorn J’s Big Gym New York, N.Y. www.jsbiggym.com


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