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Saturday, 29 December 2012 12:23

Join for FREE

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About 3 out of every 4 Americans has not been a member of a fitness center. Ever. That is 75%. That is a lot of people. As I've mentioned in previous posts, the percentage of Americans joining gyms has NOT increased in the past several years. Yet new fitness centers popped up left and right over the last few years.

If you own a fitness center, and you don't utilize a trial membership as your staple marketing offer, all you are doing is hoping for a member of another gym to get tired of that gym and come to your gym. In other words, you are hoping your competition gets sloppy, hires idiots, and doesn't upgrade or update. This will be the only way for you to get new members. Oh, sure, a few newbies to the area, AND the 10% of the population who has been a member and who currently isn't gets motivated again, will help. BUT, you need to focus your attention on the 75%.

They aren't all lazy.

 

Many are simply intimidated.  Many were motor morons (look it up if you don't know what it is) as children and do whatever to avoid movement other than walking from the couch to the fridge. They see ads in the newspaper, on television, and in their mailbox for gyms. Hot bodies, rows of selector equipment and cardio, and an offer to JOIN FOR FREE ENROLLMENT. "I wonder if I could just go down and check it out?" some of them wonder. So, a few brave souls make their way to the front door. They are greeted by a dude wearing a two sizes too small shirt and he is 22 years old. SHE, the prospect, is 44.

See the problem already?

He then tours her around, doesn't ask her any questions, and during the price presentation, he insults her intelligence by stating that, "normally we charge 200 dollars to get started, but if you get started right now, it's only 49 dollars."

"Can I try it out for a day or two before I decide?", she says.

"Um.. yeah, .. you can, BUT I can waive the first week's dues and we have a 30 day guarantee, so most people just get started right away", he babbles back.

She leaves to think about it, after he hammers her with more guilt and high pressure. Is she coming back? Probably not.

Let people try your gym for 30 days for $19.00 (training clubs around $59.00) with no obligation to join after the trial is over.

 Don't rush the tour, don't rush the introduction to the club process, and if you have young people as your salespeople, I hope you are at least training them on a regular basis.  Train them on sales, AND customer service. 

Once they are in your system, part of your family,even if only for 30 days, you need to follow a simple 8 step process to maximize the probability of getting them to continue long term.  Send me an email at This email address is being protected from spambots. You need JavaScript enabled to view it. OR call me at 612 310 1319 and I will get you the simple 8 step process.

In the meantime, go change some lives.

Jason Linse

Jason has a passion for the industry, follows other industry experts, attends workshops, speaker schools, reads, reads and reads.  He enjoys imparting knowledge and ultimately affecting the bottom line of business.  He lives in uptown, Minneapolis, exercises almost daily, and lives by the motto:  “Everything in moderation, including moderation.”

Website: jasonlinse.com Email This email address is being protected from spambots. You need JavaScript enabled to view it.

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