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» Profit Centres Ahh Massage


Enhance the member experience by offering massage


BY BARB GORMLEY M


assage is big business. Today more people than ever rely on massage thera- py for stress and pain man-


agement, injury rehab and simple feel- good pampering. In fact, according to IHRSA, 28.2 percent of U.S. fitness facil- ities reported massage therapy as their second most profitable program (after personal training). Think the addition of massage or


other spa services might be a rejuvenat- ing addition to your club? Consider this advice before you make your first move.


1. Survey your clients There’s no point in adding a service


that your clients don’t need or want, so do your due diligence. At Focus Personal


24 Fitness Business Canada March/April 2016


Fitness Studio in Kingston, Ontario, which caters to numerous triathletes with achy muscles, adding massage therapy two years ago just made good business sense—without the in-house service, their triathletes would take their massage business elsewhere. “Our two massage therapists are al- ways fully booked,” says club manager Hope Leyenhorst, noting that the club rents space to part-time independent- contractor massage therapists and is considering expanding the depart- ment. “Clients have to book two weeks ahead to get an appointment.”


2. Cross-promote services Ancillary services can support


and boost overall membership sales


and retention. “One of our person- al trainers might tell a client that he needs massage for his shoulder, and a massage therapist might tell a cli- ent that she should be exercising,” says Leyenhorst. You may also want to con- sider incentivizing your staff to chal- lenge them to encourage their clients to explore all that your facility has to offer.


3. Position it properly Don’t limit your business success by


promoting just the pampering aspects of massage. Instead, encourage clients to integrate massage into their work- out regimes for rehab purposes, post- sporting event recovery and stress management. Let them know that— along with resistance training, person- al training and group classes—massage can help improve or maintain their health and bolster the results of their current fitness program. Be sure that all of your promotion pieces appeal to both men and women.


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