RECOGNISED BRANDS
Simon Gomm Owner, Fitness Station – Dogsthorpe, Peterborough, UK
TIPS FROM THE EXPERTS
“Speak to product companies about doing an in-club assessment to find out what will work for your clientele, then work with them to run taster days” Simon Gomm, Fitness Station
Gomm stocks products like whey protein, mass gainers and fat burners I I
’ve built supplements up to account for 30–40 per cent of income at my pro-gym, without borrowing a penny. In fact, it’s worked so
well for me that I’ve entered into a partnership to open a high street shop and an online shop, because I’ve practically run out of space in the club. We stock four ranges – whey
protein, branch chain aminos, mass gainers and fat burners – across a number of brands: MET Rx, USM, Dorian Yates, NRG, Fuel, Boditronics,
TAILORED APPROACH
Mark Anthony CEO, Rush Fitness – Uxbridge and Southend, UK
t’s very important to supply the body with the right nutrients after exercise, and Mitonics is revolutionary in that exactly the
right protein requirement is calculated for each member, based on their weight and body fat percentage. We work hard to educate members about the importance of nutrition, and have found this precise and scientific approach resonates with them. After their fi rst workout, we
encourage members to try a shake. Once a month, we run a promotional day with free tastings that we promote via email and Facebook. We’ve just designed some new
programmes – Weight Off, Muscle Up, and Lean and Tone – which have special drinks to complement the programmes. These have proved hugely successful.
June 2014 © Cybertrek 2014
Free tastings can help drive uptake
Optimum Nutrition and BSN. It’s important to stock the products your members will recognise: look in the magazines your members read and see which brands are promoted, then invest in them. Offer a mix of premium and budget products that are well marketed by the manufacturer. Start off small – you don’t have to invest thousands of pounds. Revenue streams like this are key to
survival for those of us who are going up against the budget chains.
“Make the most of the rep. We got the MaxiMuscle rep to perform a tasting and staff briefing, so staff felt equipped with the product knowledge they needed to sell to members, learning how to match the product to the member” Laurence Gibson, leisure club manager, Cardiff Marriott Hotel
“Start the conversation about nutritional supplements from the outset. Give new members a starter kit as soon as they join and get the dialogue going with trainers immediately” William Coker, Crunch
Although other revenue streams
are more signifi cant, protein drinks are a very important part of the offering at our two clubs, and will be at the six new clubs we’re going to be opening this year.
“Empower your reception team to chat to interested members and upsell, informing them about the products on a regular basis. Having a monthly meeting on all products – going through ingredients, benefits and how they can help achieve training goals – has boosted our sales of nutritional supplements to make up 75 per cent of our daily sales” Dani Mitilades, operations director, ThirtySeven Degrees Olympia, London
Read Health Club Management online at
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