“Dead season” in fitness – experience of overcoming the World Gym network
Olga Kiseleva tells how the fitness center can overcome the season of the “dead season”, explains where to look for ideas and why you should not abuse “hot” offers
Business in many sectors of the economy is seasonal. And if, for example, for the construction industry or the tourism sector (we don’t take ski resorts), summer is a season of mass demand, shortage of vacations and lack of vacation for employees, then for the fitness industry, summer is often a dead season, when it decreases as attendance at fitness clubs, and the volume of working cash. In this regard, on the one hand, the financial safety cushion accumulated over the fall-winter-spring helps to equalize the situation, on the other hand, we try to form new products, often even at the junction of industries that help to equalize demand.
One of the tools that most fitness clubs probably resort to is summer discounts on cards or “summer as a gift” promotions. But this is the mechanism that can lead to a dead end. Many customers of fitness clubs are already accustomed to the fact that in summer you can buy a card cheaper, and are waiting for this period. As a result, the marginality of the business is reduced. Can this tool attract new customers and increase the loyalty of current ones? Definitely yes. But you need to clearly calculate the cost of attracting new customers with such stocks and the overall profitability of the product.
Many more effective tools are various interesting marketing products. Let’s talk about them.
1. Summer children’s camps. The school is ending, many kindergartens are closing. And far from all parents now have a grandmother in the village where they can send their children for the summer. Leave him, even already more or less adult, alone at home? In the best case, he will play computer all day. At worst, it can get into various emergencies. And the summer children’s camp at the fitness club is an excellent way out for many parents.
This is just the product that can not be called purely related to the fitness industry. Children in children’s camps are waiting for not only sports activities, but also a large number of creative activities. They walk with them, they are fed, they are busy all day with various interesting activities. Moreover, the cost of one shift in such a camp can be up to the cost of annual club membership.
And with the help of such a product, we generate additional cash flow, increase the loyalty of both the adult target audience and the children’s audience, which in the future can also become a member of our fitness club.
Our experience shows that children’s camps in fitness clubs are popular in a variety of locations. World Gym clubs are located throughout Russia – from Krasnodar to Irkutsk. And in most of them, we always open summer children’s camps from year to year.
2. Fitness tours. Many of our compatriots are tired of all inclusive and passive beach holidays. At the same time, they are not always ready to go on excursion tours in pursuit of impressions. Fitness tours are a great solution. They can be both general and thematic – yoga tours, Pilates tours and so on. Such trips allow you to relax in the company of like-minded people for the benefit of your health and beauty. Moreover, since this is a package offer, the cost of the tour itself can be very beneficial for the client.
Fitness tours help to attract new customers to the club. And with current customers they allow you to create a closer emotional connection, increase loyalty to the club, and create a more friendly atmosphere in the club itself. It’s one thing when the people you work with are completely alien to you, you meet them once or twice a week. Another is when you spent a week or two together.
And the fitness club today is in many ways not only a place where you can play sports, the fitness industry should give emotions and impressions. They will return to where it is easy, comfortable and joyful.
3. Special cards for three months in clubs with a pool. The motto of this product is: “If you can’t afford this year to spend a vacation at sea, spend it by the pool in comfortable conditions near the house.” Usually the map is formed precisely for the summer period. It allows you to interest new customers, who can then become regular members of the club.
4. Racing heroes and various competitions. Recently, the popularity of events designed to help test yourself. And summer is just that time of the year when they are conveniently organized and held. Usually they require street locations, so the summer season is just the period that is perfect for such events. The key task is to form a competent marketing campaign in order to attract as many participants as possible, as well as motivate trainers who will help interest club members to participate.