offer the same service as your com- petitors. The one differentiating factor is you, your personality, your knowl- edge and your expertise. It convinces people to choose you over the dozens of other options in your area. And the best tool for communicating your personality and knowledge is email. It provides the intimacy you need for prospects to feel as if they know you. You’ll always dominate your compe- tition if you use email to grow the like, know and trust factor of your prospects. To build an email list, start with of-
fering an online opt-in, such as free sessions, free passes, free classes or a free consultation. Use ads to drive traffic to these opt-in offers to build your list quickly. Once you have a
decent list, start sending content emails—helpful messages and tips that your readers will value and appreci- ate. Be sure to fill these content emails with plenty of personality and flair so that prospects get to know you. After providing lots of free informa-
tion, you can send an offer email. This is where you finally ask for the sale. You should get a significant number of sales because readers will view you as a familiar and likable expert.
FBC: What are some of the most
effective client retention strategies that club owners are using today?
BK: Based on what I’ve observed, the
best client retention strategy is rarely based on one or two little tricks. When
“Client retention should be a part of everything you do and offer—the décor, music, look, feel, emotions and exercise experience.”
Better than Metal
Fitness Clubs. Athletic Lockers. Corporate Wellness. Golf & Country Clubs.
fitness business owners keep clients for years, it’s the result of an entire philosophy. Client retention should be a part
of everything you do and offer—the décor, music, look, feel, emotions and exercise experience. All of these need to make clients feel motivated and encouraged to work hard and get results. Recognize birthdays, anniversaries
and milestones, send personalized text messages and emails, create programs that track progress and offer rewards, take surveys and listen to feedback. All this effort will make your clients
love your facility and will encourage them to stay, pay and refer. But more importantly, this positive atmosphere will lead them to better fitness results than they can get anywhere else.
Stephanie Joanne is a fitness expert and brand- ing coach. She works as a consultant in brand- ing, media and marketing solutions for personal brands and health and wellness businesses. For more information, visit
www.stephaniejoanne.com.
D&E recreates the look of wood in laminate and thermo-fused polymer at price points that will make your metal lockers look obsolete.
D&E - Client-Focused Solutions
1.800.313.3446 |
dewood.com | November/December 2015 Fitness Business Canada 15
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