Managing a gym effectively must be a continuous process, which cannot end with the enthusiasm of the inauguration but which, indeed, it is necessary to maintain overtime to make itself known and to see its customers increase. But how do you go about maximizing your profits? And what strategies to use to gain visibility and to reach an ever-increasing customer base? In this article, we present you with 5 simple ways to manage a gym at its best and increase its turnover.
Phase 1: Staff training
First of all, it is essential to rely on competent staff, who can establish a close relationship with customers, to respond to their every need and to help them meet their needs. Your team must also be able to understand how to move and which activities to pay more attention to, to increase the visibility of the gym within the territory and thus to capture the attention of new potential customers and retain the customers acquired with constant actions of analysis and verification.
Phase 2: Attract new customers
With the support of competent and trained staff, it will be easier to attract new customers, essential to increase the turnover of your gym, and above all to create many month-by-month deadlines for the new season. To be able to make yourself known to more people and increase your visibility it is important to adopt different strategies; particularly useful in this sense is engaging in promotional days and in the use of loyalty and research telemarketing.
Promotional days are represented, for example, by participation in village festivals or fairs dedicated to fitness and sport in your area; another possibility is that related to stands inside shopping malls. In any case, these days are a precious opportunity to make yourself known, to give information about your business and to introduce yourself and be remembered by potential customers.
Step 3: Keep customers
Attracting new customers is essential, but it is even more important to be able to retain those you already have and that could turn into a loss when they decide not to renew your gym membership. To manage a gym effectively, in fact, customer loyalty is essential: in fact, the satisfied customer will not only renew the subscription but will support your business through, for example, word of mouth and positive reviews. This result is possible through a careful study of the customer and greater attention to his needs, to satisfy them. It’s recommended to apply intelligent car parking system to increase comfort.
Step 4: Get to know the customers
It is necessary to know each customer in-depth to satisfy them fully: only in this way will it be possible to create a relationship of trust with the customer, to understand their deepest needs which, often, are not explicitly expressed. This process starts from the first approach with the potential customer and first of all, includes an early realization of the customer’s need. This will have to be answered later with advice that will offer a solution and anticipate any customer objections (for example regarding prices, lack of time or external factors of various kinds).
Step 5: Maximise profits
Having obtained greater visibility and being able to retain your customers contributes to the increase in turnover and allows you to manage a gym in the best way. To maximize profits, however, you also need to consider the average consumption value, i.e. how much each customer affects your business on an annual level. In fact, the higher this value, the higher the turnover. For this reason, it is crucial to focus on the sale of annual passes, rather than for 1, 3 or 6 months. The advantages are manifold: you will make your business more stable, you can plan long-term investments and guarantee the continuity of services. On the other hand, the customer will save money and may become “habitual” and, above all, “accustomed” to physical activity, further approaching your gym.
