For any successful businesses, it’s important to reach new customers and seek opportunities to be as inclusive as possible. Specifically in the fitness business, maintaining the current customer base is as important as enrolling the new customers. But for the exponential growth, you have to be on the constant lookout for the potential customers. This post will guide you and suggest strategies to do just that—to broaden your services, connect with untapped groups of customers, and bring on board those with various needs by providing them the better experience.
You must be all ears by now for these innovative ideas to help grow your business and make your fitness club more of a brand than just a facility.
Try new demographics to find potential customers
You must have been reaching out to a lot of people in a hope that they could be your next customer. Along with quantity, quality matters too. You should explore more around your neighborhood and look for opportunities to attract an increasingly diverse clientele. This means adapting your outreach messaging and expanding service offering to accommodate for those outside of your main demographic.
In short, broaden your horizons so that you can leverage your business. It’s a win for both you and your community.
- Connect with older adults
To start with, you may consider reaching out to seniors. They may form an entirely different group than your existing clients and have different requirement set when it comes to fitness. This will surely expand your customer base. Custom designed strategies like the following can help you establish a more welcoming class environment for older demographics:
- Introduce discounts for those 65 and up. Most of them are on a fixed income and will be happy to save on their membership, classes, or other fees.
- Design modified programs keeping in mind the older clients so that it is easy for them to take part in class activities; this may include shorter or low-intensity classes.
- Walking is the most popular and easily achievable physical activity. Establish a walking group combining people of same age.
- To promote your senior-friendly classes, you may host a pop-up event at a local senior center. They will be more than happy to have some diversity in workout options.
- Sessions for seniors should concentrate on mobility training like balance and flexibility. Working on all of these is important because it helps you age well. Although it maybe uneasy for them to do much physical activity, but regular exercise will bring them relief.
- Consider the needs of families
Being a parent, it is awfully difficult to balance work and personal time along with the needs of a child. Parents crave for someone to understand this and come up with solutions focusing on their needs. Creating and offering classes that take their needs into consideration, can help your business target parents and soon-to-be parents:
- Present pre- and postnatal classes. Clients who are pregnant or have recently given birth are particularly in need of exercise. Most of them do not find suitable programs around them. Including such classes in your fitness club is a great way to support them.
- Schedule a “Parent and Me” class every once in a while for customers to connect with their children during classes. Parents will feel as being treated specially and will be your loyal customers from henceforth.
- Obvious but effective solution for parents is an express class. Parents are always on a tight schedule. They will benefit a lot out of these shorter but action packed classes. They’ll be thankful for abbreviated versions of classes that allow them to pull off their goals.
- Provide on-site childcare. This is another way to provide peace of mind to parents who’d like to join a class but need to make sure their little one is taken care of. Establish an in-house system or collaborate with a nearby play school. You will be surprised by the turnout.
- Develop schemes just for students
If you have a college, university, or other institution of higher learning in your vicinity, you may need to come up with a few strategies to target students. This faction may be working with limited financial resources but they are highly interested in fitness activities. So it’s beneficial to provide specially curated offerings for students. Few of the suggestions are listed below:
- Again a simple way is to provide student discounts. Offer students a reduced rate on memberships and/or classes against their school IDs.
- Offer a higher discount on group joining. Students in this age love to hang out with their friends and mostly want to do activities they can participate in collectively.
- Partner with local schools or educational institutes. You may offer internships or work/trade options for students. Passively this will promote your classes and business on-campus and with parents of the students.
- Create classes keeping in mind the interests of the students. Young people between 18 to 25 years are most interested in fitness activities like kickboxing, CrossFit, and swimming. Listing these classes and programs in your gym is a great way to strike up a relationship with young adults and students.
- Help beginners get started
There are a few things you can adjust in your fitness club to help beginners feel comfortable and confident in starting their journey:
- Start by something simple as a walking group. Walking is a low-impact exercise, it’s a great way to start moving, especially in the beginning.
- Information is the key. Educate beginners on all the facilities your business offers. Sometimes, all it takes is a little information to help clients feel better about trying a new class.
- Empower individuals who are differently-abled
A few considerate accommodations for those with limitations will go a long way in making your business a success:
- Make your space wheelchair friendly, including wide doors, ramps, and elevators at your entrances and throughout your facility.
- Invest in assistive equipment, like straps, adjustable chairs or various weights to ensure that those with physical limitations can comfortably participate.
- Go an extra mile and get certified in corrective movement. There are separate organizations that specialize in fitness for differently-abled. You may approach them for tips.
- Recruit an extra instructor designated specifically to assist those with limitations through modified exercises or to help perfect their form.
- Make an accommodating exercise program for individuals being treated, recovering, or living with chronic ailments.
By reaching out to different groups of potential customers will help you reach a wider audience, be more diverse and inclusive in your brand image, and grow your business.