» Facility Profile


Changing the Face of Fitness


Big changes help make Evolution Fitness a successful club and member of the Moose Jaw community


BY SHARLEEN FROATS A


fter just eight years in busi- ness, Evolution Athletics has already been through some significant changes.


We originally began as a CrossFit


affiliate, and then three years ago we refocused to become a holistic facility, addressing members’ physical, emo- tional, mental and spiritual health and fitness. Just over a year ago we made another big change when we moved our location and expanded from 2,000 sq. ft. to a 6,000 sq. ft. custom-built facility.


32 Fitness Business Canada Fall 2018 These two changes have been major


success factors for us in market differ- entiation. They have also helped us to deliver exceptional group and individ- ual coaching experiences, accelerated client results, and improved employee satisfaction and retention.


Get the sales system right Early in business we adopted a full sales funnel. We have a process for every type of inquiry that captures and funnels prospects into “nurture” or “pre-qualification.” If a prospec- tive member meets our pre-qualifica- tion criteria, the next steps are “full


consultation,” “sale” and then “on- boarding.” This screening process is critical in determining prospects’ fit for our facility and for respecting and protecting staff time from unqualified prospects. It isn’t a kindness to guide prospects


who are ultimately not fit through to final stages when a simple phone call could have saved them from disappointment. We’re here to help, and sometimes that means directing people elsewhere. We are happy to suggest other local facilities and practitioners who are more appropriate for their needs or stage of readiness. As a result, our closing rate is 95+ percent once a prospect moves through to the consultation stage.


Think multiple marketing efforts Like many clubs, word of mouth is our best marketing. Our members share their great experiences about training sessions, our supportive online com- munity, periodic contests and chal- lenges, and community events. Our members form tight bonds and often connect for other activities and gather- ings outside of our facility.


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