club revenue SECONDARY SPEND


HOW CAN GYMS GET THEIR STAFF MOTIVATED AND GEARED UP TO DRIVE SECONDARY REVENUE? KATE CRACKNELL ASKS A PANEL OF SPORTS NUTRITION SUPPLIERS FOR THEIR BEST PRACTICE ADVICE


Michael Clark


Owner, Ultrabody & Dorian Yates Direct


M


ost gyms under-deliver when it comes to the revenue that can be driven from supplement


sales. However, those gyms that do maximise this potentially significant revenue stream are almost always defined by three key sales strategies. The first point is member education,


staff training and knowledge. This doesn’t have to be in-depth for all staff, but most member-facing staff – gym, sales, reception, group exercise – should have some simple and compelling information to impart, and ideally some personal experience of the products from which to draw. Secondly, operators need to make


it easy for members by creating a nutritional pack. Bundle products together as a ‘solution’ to facilitate the


Matt McKie


Marketing manager, Maxinutrition


Datamonitor predicting that the European market alone will reach a total value of £2.25bn by 2013. This generates a great opportunity for fitness centres to maximise their secondary spend, with a wide variety of products available to complement their members’ training goals. In order to take advantage of this


T


opportunity, staff must be appropriately motivated to push secondary spend products where possible. There are a


june 2012 © cybertrek 2012


he sports nutrition industry is rapidly growing year- on-year, with


decision-making process for the member. The sales teams can then sell at the time of joining, while personal trainers and gym staff can sell as part of a member’s exercise plan. Don’t expect the member to seek out products for themselves. The most successful


gyms also offer rewards for exceeding targets. Staff, in my view, shouldn’t be automatically incentivised to drive supplement sales, as dietary advice should be part and parcel of any fitness professional’s member interaction.


However, incentives to exceed target are always a healthy and important part of driving supplement sales to other members besides the very keen top 20 per cent. In reality, supplements are often


viewed with suspicion by many members – a perspective that’s at odds with the primary member goal of weight/inch loss. Education


and ease of access, along with sharing successes and results achieved by those using the products, are essential if we are to get supplements to the masses – and in turn gain considerable, and often much-needed, additional revenue.


Sharing the success stories of those using the products will help drive sales


number of methods such as monthly sales targets, staff bonuses and competitions, but education is key to a more effective and powerful sales message. Training your staff to


understand the ingredients of the products you sell, as well as their benefits and their


target audience, encourages them to become advocates of those products. Educating your staff in this way also develops their sales skills, ensuring more effective messaging in their communication with members. Indeed, it can even contribute to the level of staff-member interactions, as visitors become confident in using staff as a source of credible information. Furthermore, as this knowledge is passed on to members, those members


will enjoy a greater understanding of the benefits of sports nutrition, helping them fulfil their training and fitness goals and resulting in a continued contribution to your secondary revenue streams.


Educate your staff in nutrition Read Health Club Management online at healthclubmanagement.co.uk/digital 55


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