Focus on upgrading customer service: For the fitness industry, it is important to be a source of...
The gym industry in Australia is huge — we’re talking $2.2 billion in annual revenue (2022), and it's getting increasingly difficult every year to stand out from the crowd. So what can you do to get your slice of this revenue and build a business that ranks?
There's no need to start Googling business courses or scramble to hire some savvy business graduate to get ahead in this competitive market. You just need to understand what it is that gives the high-ranking gym businesses their edge.
Whether you're looking to start your gym or you've been in the game forever, you'll find our tips will optimise your business strategy and get your gym the attention it deserves.
Polish the Brand – Know the Mission
You'll be judged by your cover whether you like it or not. Humans love to look at attractive things and logos are not exempt. Logos and branding make up the majority of that all-important first impression, keep your branding simple and attractive to gain interest.
Why do you do it? This unassuming question pushes business owners to think deeper about their mission and goals for the future. A company without a unique mission statement is like driving without a map, the mission statement guides everything the company does.
The simplest way to form a mission statement is to create a sentence or two that answers these questions: What do you value? Who are your clients? What do you offer? How do you add value?
Become a Smooth Operator
Effective business operations stem from sound planning and a clear vision of how your business will function. Once the systems and processes are documented and put in place, you're left with the easy part – following instructions.
When staff are all trained in the same way, with carefully planned systems they can easily follow or use, your business will provide a consistent service across all your product offerings.
Gym owners seeking maximum efficiency will outsource, not to another country – to a computer. Take the pressure off hard-working humans and outsource as many operations as possible to software that's built to manage all that data and automate your processes.
The gym industry in Australia is huge — we’re talking $2.2 billion in annual revenue.
Show Customers They Matter
Poor customer service drives away clients and creates friction - the enemy of sales. Feeling appreciated could be the difference between a client staying 6 years and one who leaves at 6 months.
Invest in staff to make them so valuable that their interactions are the highlight of a client's day. This simple investment can have powerful results. Pretty soon you’ll be saying goodbye to dealing with no-shows or reading painful negative reviews.
Customer interactions aren't the only way to reduce friction, competence can make or break a client's loyalty. Knowledgeable staff who can confidently provide accurate answers and quick solutions to your customers problems, will result in satisfied customers who stick around.
Know Your Clients and Get Creative
Find out what your clients want and adopt new initiatives and offers that will not only get them coming back, but bringing their friends too. Surveys are a powerful tool to discover what clients want and you'll be floored by what you find out.
Imagine learning that 45% of your clients would be happy to pay good money for a service you could easily implement at a low cost. Not only will your unique offering set you apart, but you've just significantly increased your profitability.
Surveys aren't a confusing market research tool that only people with a decade of experience can figure out. They are simple to make with standard office apps and distributing them is easy when you use software that automates the process.
Standardise Offers and Build Trust
Clients like knowing what to expect, it's reassuring knowing that a HIIT class with Sara, will follow the same format as a Yoga class with Matt. Standardising product offerings showcases your professionalism and promotes your brand as trustworthy.
Help clients build habits and maximise their success by ensuring PTs and classes are available at consistent times, forming regular routines. Standardisation doesn't only benefit customers, you'll find your employees operating at a higher level too.
Owners that subscribe to particular processes for their services create a culture of growth within their company. Clear instructions enable staff to self-assess performance and provides them with transparent objectives.
Surveys are a powerful tool to discover what clients want and you'll be floored by what you find out.
Stay Visible on Social Media
When building something great, be it a defined body or a successful business, you'll know it's consistency that creates progress. Frequent “salesy” content puts people off whilst showing you're an industry leader generates credibility and increases brand awareness.
There's no rule on how often to post, it generally depends on the platform. For example, posting on a popular platform for the fitness industry, like Instagram, one post a day is enough.
Health awareness is rising and Australians are more health-conscious than ever. The fitness industry is preparing for a growth period, get on board by posting consistent (and interesting!) content to cement your brand in the minds of potential clients.
Know Who and What You're up Against
Not only does evaluating competitors show smart business owners what's creating sales for the competition, but it helps them define their unique business proposition.
No one wants to be a carbon copy of the gym next door, and customers aren't attracted to that. They want to know what you do differently and how only you can solve their problem.
This means that even when a neighbouring gym slashes its prices, your clients won't head down the road because it doesn't have what you have. Keep your finger on the pulse to gain the knowledge you need to stand out.
Increase Your Sales With GymLeads
Who doesn’t want more gym sales? Nobody! With GymLeads CRM software, you can convert more leads, sign up more members, and boost your productivity by automating repetitive tasks.Forget missed appointments, lost leads or customers left on read – GymLeads automates those important tasks that human brains just aren't built to keep track of.
Say goodbye to excel spreadsheets and say hello to more members. Check out all our software’s features here and if it looks like a good fit for you, book a free demo to see how our CRM software can transform your fitness business!
