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» Management


Facility Profile Blast Off!


Strong community connections, basic grassroots marketing and superior service add up to first-year success for ALP Training


BY ADAM LLOYD I


n 2007, at the age of 23, I contem- plated opening a gym. But today, at 33, I know I would have failed miserably if I had of tried to do so.


Over those 10 years I gained valuable experience managing a performance training facility and a commercial fit- ness club. It taught me a lot about the industry, people and what not to do! I opened ALP Training Institute Inc.,


in Hamilton, Ontario, in August 2016. As we wrap up our first year, we are proud to have experienced great suc- cess. This I believe is due to the high quality of our service and the strong relationships we have built with our clients and members.


Getting started The culture and community vibe we have organically cultivated serves as


34 Fitness Business Canada July/August 2017


our foundation for growth. It all began very organically with the decision to not put logos or graphics on the walls and to not install televisions. Now that a clear culture and club identity has been solidified, we are ready to paint the walls with meaningful graphics,


murals, quotes, logos and to install other items like athlete’s jerseys, an au- tograph wall and more. In the beginning we invested in


some very basic marketing to build momentum. This marketing includ- ed 1) dropping off info booklets and business cards to local businesses to build awareness and relationships, 2) hosting and attending local social and community events and working with local charities, and 3) posting on Instagram and Facebook and success- fully advertising with Facebook ads.


We’re proud to have won the top overall award for the Best New Business and Best Fitness Club from the Hamilton News 2016 Readers’ Choice Awards. We also won the top three awards for Best Personal Trainer. We’re now up for multiple awards with the Hamilton Spectator, including Best New Business, Best Fitness Club, Best Customer Service, Best Bootcamp, Best Personal Trainer and Best Fitness Instructor.


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