At that workout, I explained the
benefits of offering his employees the opportunity to train at the gym as well—and at a corporate rate, if he could guarantee a minimum number. Not surprisingly, most of his employ- ees were very interested. After a few months of my newly ini-
tiated “corporate training program,” he told me that his employee productiv- ity was up and absenteeism was down. To his surprise, conversations around the coffee machine were all about the workouts I had put his employees through the day before. He was so happy with the success
of the program that the company de- cided to pay for half of each employ- ee’s training costs and to provide more time to eat after training. This relationship brought a huge
amount of stability to my gym, not to mention increased interest from more of the company’s employees. And as this client company grows, so does mine due to the influx of new employ- ees they hire.
Strategy two: Welcome the competition One year later, due in part to
massive condo development in Griffintown, the rents of small busi- nesses in the area were on their way up. At this time, there were three other gyms within walking distance from my gym. Because of rent hikes, these bigger privately-owned gyms (all at least three to five times bigger than mine) were in trouble. They could no longer afford the rent, and there was nowhere else for them to go in the area. My plan was to offer them the use
of my space, almost as a sublet. When one quickly accepted, it created an- other additional stable revenue source
for my business. In turn, it lowered the other gym’s overhead expenses and helped them keep most of their clien- tele. It was a win/win situation.
Working with the condo crowd Today, now that several of the con-
dos have been completed, residents in the area are beginning to trickle in. These days almost all new condos are equipped with gyms fairly similar to my own. I find that because of this, they really relate to my gym. Many of them come in to learn proper exercise technique and how to use the equip- ment properly so they can eventual- ly train independently in their condo facility. »
“He was concerned he wouldn’t get a tough workout in such a small space. After one workout, he was not only sore and sweaty but instantly hooked!”
July/August 2016 Fitness Business Canada 35
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