The new year is a time for reflection, and our industry is certainly one that benefits greatly from that time. Weight loss or getting in shape is the most frequently made resolution, leading to packed gyms in the month of January. Unfortunately, most of the New Year’s Resolution crowd is gone by February, and then it’s back to the same old thing.
As the owner of a gym you have certainly observed this, but have you done anything differently in years past to change the tendency? This year, you should make a resolution to do something to help your new year’s resolution crowd. This year…
Resolve to educate them on how to develop habits:
The Power of Habit by Charles Duhigg is a fantastic book on the subject; read it and then educate your members in the techniques outlined in the book.
Here’s a link to his web site, where the author outlines this exact topic: http://charlesduhigg.com/got-a-new-years-resolution-heres-how-to-make-it-stick/
Resolve to be different by creating a program for weight loss, with a money-back guarantee
Resolve to serve instead of sell. Focus on doing the hard work of helping people change, rather than on selling membership and personal training
Resolve to make the gym less intimidating and friendlier by…
offering free classes on how to use the equipment.
creating a YouTube channel with videos that demonstrate how to use equipment
offering new members a free exercise program
training your staff on how to be the friendliest and most helpful.
creating a section of the gym that is dedicated to beginner’s
Most of all Resolve to be to evolve:
This industry is based on change; people making changes for positive health, people changing their bodies, people changing the way they live. The industry itself is changing and evolving, with more niches being made available to customers. As a gym, it’s your duty to evolve with the times and offer clients new experiences and new ways to change. It’s your duty to yourself as well, because the market is changing whether you want it to or not.
Resolve to make 2018 the year that you get the January crowd to stay for good.
Happy New Year!
Yosi Knecht is the Director of Sales and Marketing for Atlantis Strength, a Canadian manufacturer of commercial strength equipment that has been building quality equipment for over 34 years. He is an expert in building strong relationships and passionate about healthy living. For more information, visit www.atlantisstrength.com
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