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Health Club Marketing Tips 
Monday, September 19 2011
Keeping Momentum Up is Your Decision
 
Okay. Picture this.  You just came off a month of high activity, new members, and a pop in sales after a slow August.  Now what.  Most clubs see a drop in sales after a nice burst for of a list of reasons:
 
It's getting nice outside;
It's crummy outside;
It's vacation season;
The ______holiday (you fill in the blank);
People are going away;
Kids are home from school;
It gets dark earlier.....
 
You've heard them all.  Better yet, you've said them all.  Here is the bottom line. If you think this month will be slow or if you think this month will be busy; you're right. 
 
Speed of the Boss is the Speed of the Crew 

You don't need 17 excuses on why it is slow, you only need one. Just pick the one you like and tell it to your staff and we're done. See you next month!
 
So Why Are You Still Reading This?  Oh, I get it, you must be one of those 10%-er's.  The cream of the crop.  The owner who wakes up everyday with a knot in your stomach.  The type that got into this business to do something special.  To be someone in the community.  To bring value to people.  To make a difference on this earth. Well join the club.  I'll keep going then...

Be a Leader! 

People NEED to be led. We are all born dependant. Some people stay that way and others choose the tougher road. If you accept the fact that you are already a leader, because of that choice, then you can accept the fact that people will follow your lead. Good or bad, they will follow. So here are the rules:
 
  Set a Goal:  Make this month the best month EVER! 
  Make a Plan:  Spend 10 minutes (right now not later) being creative
  Get Your Whole Staff on the Plan:  You will need EVERYONE to break a record.
  Create an Event: (Sell it like it is the invention of toilet paper)
  Commit To It For a WHOLE Month: (Remember speed of the boss...)
 
Now some of the 'leaders' who are reading this, clicked off and said "I get it" and they are off manufacturing the greatest month in their history.  Others are still looking for more direction and help.  Others are saying "What the hell does this have to do with marketing?" 

Everything!

 
The 5 steps above are the same five steps we ingrain into our clients. Substitute this current month with the next 12 months and you'll get the picture.  But you say, "I don't need you... I can do it on my own."
 
True.  But you won't.  It is a lot of work and time to go from good to great. Great leaders are great at delegating.  If you could get someone to do this for you, month after month for a year, you'll go from good to great. 
 
If you follow baseball, a good hitter ends the year with a .280 batting average.  A
great hitter ends the year with a .300 batting average.  The difference?  12 singles over 600 at-bats.  That is mind blowing.  A dozen little singles are the difference between good and great.  The .300 hitter takes the most batting practice - everyday. The .300 hitter hires extra coaches and trainers to push him, motivate him and help him stay focused.
 
It is okay to be just "good".  The world needs a lot of "good" health and fitness centers. It is not as hard to be good and you're still better than most if you're good.  But if you want to be great... You have to tune up your leadership skills and work smarter, everyday.
 
Managing is Not Leading
 

We have rolled out great systems in many health clubs of all sizes.  Why is it the exact system has fantastic results in some, average in others and mediocre in others?  The answer is leadership.  Remember step number 5 above.  COMMIT to it for a month. A leader commits.  They go all in.  They sell out.  First in and last out.  A manager doesn't.  They say things like "I like it but my staff won't do it".  You can lead a horse to water but you can't make 'em drink. (No, but a leader will figure out a way to make them thirsty). 
 
The road to success has many disappointments, but the person who rises to the top is the one who NEVER gives up.

'til next time...






Posted by: Profit Partner AT 06:42 am   |  Permalink   |  0 Comments  |  Email
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