Gym business strategy
Gym business strategy, the gym is to let everyone exercise and fitness place, but now the gym place is very much, our competition is very fierce, so at this time it is necessary to clarify their own advantages. The following for you to share the gym business strategy.
Gym business strategy 1Handing out flyers can be said to be the oldest and most common gym marketing tools. Make some flyers and let the students distribute them everywhere to publicize our gym and attract customers' eyes.
Note:
Publicize the location: many people think that the crowded place is the best choice, in fact, it is not, these places pedestrians come and go in a hurry, can not talk. You need to choose places that are close to entertainment centers and business centers and look for 18-45 year olds.
On-line and off-line publicity, online gym marketing channels, such as WeChat circle of friends ads, various types of infomercials, etc., you can position the coverage of the crowd for the nearby 2 kilometers within the business circle. It should be noted that this has a certain risk, after the input is not necessarily transformed, and very expensive, generally a channel account to 1000. above is paid.
The Internet's free gym marketing channels are many, all kinds of forums, as well as some news feeds, Q&A community, posting, blog, etc. This is free, but troublesome, it takes a long time, mainly in the establishment of the brand applied more.
Offline channels are very simple, posters, banners, vertical posters, etc., these need to make the design of the gym itself. Offline paid gym marketing tools are also available, such as shopping district large screen cast screen, large posters, bus station posters, etc., more expensive, the effect is very difficult to amount, but the brand exposure is very good!
Carry out fitness demonstration activities, we can take out some of the equipment on the gym to show, with some of the regular fitness people, playing the gym brand, can be very good to inspire people in need. This can be designed as a gym sitcom, can be very good to stimulate the desire to fitness, so that people into the atmosphere of fitness. Need to pay attention to the choice of people involved in the "show", you need to choose a good body image, more eye-catching, the image of the gym is also positive.
Free fitness experience, through the above three ways to release the news of free fitness experience, to attract people to the gym, for membership consultants to create sales opportunities. People who come to the gym generally have a higher intention and a greater need for fitness, so the chances of a sale are relatively high!
Preferential + invitation reward, simply put, is to set the preferential policy, such as to lower than the market price of the way to attract customers, mainly for pulling new, cultivate the habit of the user. Combined with the invitation to reward the way you can let the customer with the customer, to further increase the effect of pulling new. This mechanism is also applied by the micro-health catching submarine torpedo.
Fitness business strategy 2Fitness clubs in three stages marketing strategy
First, the initialization of the operation
In the early stages of the club's operation, the club has just opened, the brand has not yet been established, popularity Not high, reputation has not yet been established, the actual operation of the fitness market experience is insufficient. All aspects of management were in a teething stage. The club's business objectives are to sell memberships and grow memberships quickly, and to expand the clubhouse's visibility and brand awareness. At this point in time, we should focus our resources and utilize all available marketing methods to achieve the phased objectives, including the use of rigorous advertising and news articles to promote the clubhouse's hardware and software through the media to highlight its benefits to its target consumer base.
Clubhouse, and through the organization of each public relations activities, including public **** relations activities for the media, the government openly improve the relationship with specific targets to expand the visibility of the club and establish the club's reputation. Of course, in the early stages of operation, high intensity and frequency of promotions will be used to encourage the impulse to buy and rapidly increase the number of new members. Along with the ongoing use of, PR, promotional and event marketing tools, targeted market research and evaluation will be conducted on a case-by-case basis to understand the strengths and weaknesses of the various marketing methods in their practical application to the fitness market. Profit margins will remain relatively low or even lose money. This is determined by large advertising expenditure, event budget expenditure and lower promotional prices, for which operators should be prepared. The duration of this phase will last about 6 months, i.e. - 9 months.
Second, intermediate operation
After the initial operation of the business, the local has a certain brand awareness. Through the previous public relations activities, advertising and promotion, the investigation and evaluation of the effect of the promotion, the club's understanding of the local fitness market has also formed an outline, the club's management has gradually on track. In response to the survey and evaluation results of various marketing tools in the early days, the marketing techniques that were improperly applied and had unclear effects in the early days were adjusted, and prices were gradually stabilized at a relatively stable level. The introduction of features or new card types continues to require some continued investment in advertising and PR promotion at this stage in order to consolidate the brand awareness and reputation established early on.
However, the marketing focus at this stage should be based on a variety of PR activities and promotions as the primary means of appropriately reducing and subordinating advertising investment. At the same time, the intensity and frequency of promotional activities have decreased relatively slightly. The goal of the sales strategy remains to further increase sales and membership. Profits will be significantly higher than in the previous period as a result of the relative increase in prices and due to the reduction in advertising budgets and lower overhead costs as a result of operational experience in the marketplace.
Third, the later operation of the current stage
The club's popularity and reputation continue to grow, card types and prices are relatively stable, and a stable business model has been formed. The number of members has reached a certain number, but they are facing a bottleneck in membership sales, which is difficult to break through. At the same time, as the number of members reaches a certain size, the stimulation of target consumers by various marketing methods is getting less and less. It is necessary to integrate internal resources, utilize the existing members to establish various informal member groups, and carry out member activities frequently. Enrich the cultural exchange platform of members, utilize the word-of-mouth communication of members for sales, and win profits during the activities. Of course, the building of a cultural platform for members should start at the beginning of the club's operation, but it should receive more attention at this stage. In terms of marketing, we will further reduce advertising and promotional costs and form a predictable long-term marketing plan, which includes a variety of holiday promotions and regular marketing methods, such as celebrations, and work on organizing a number of annual, influential regional This way, the competition establishes its own brand, which reduces the cost of brand maintenance.
However, at the end of this stage, the management of the club tends to modeling, and the use of marketing methods and tools has become a familiar framework. While it ensures stable operations, it also hinders innovation. At the same time, it is difficult to find new profit growth in the external marketing operations of the clubhouse. At this point, the market strategy should be shifted from the main focus on the external focus to the internal, in order to ensure the continuation of normal operation, standardize the internal management process, and profit from the reduction of operating costs; all aspects of the service is standardized, the services provided are enriched, and the existing members of the in-depth exploration of the potential for consumption.
gym business strategy 3gym business is most often faced with six management problems
vicious competition in the same industry, resulting in many losses
most of the gym business projects, market positioning, marketing strategy is the same. The industry has been rumored to be "80% of the gym to grab 20% of the consumers". Coupled with the fitness market is not standardized, the rules of the provisions of the less and the lack of industry protection, so that the competitive market order, and ultimately, like some home appliances, into the dead end of the price war.
Gym utilization constraints operating income
Now the gym is most of the time fitness few, and the peak phase is overcrowded. In fact, the peak time of the gym only accounted for 1/5 of the business hours, although most gyms have taken some such as non-peak hour discounts and other promotional tools, but due to the lack of research on the needs of fitness people, just to provide services limited to a single fitness program, so that a lack of attraction, can not achieve the effect of diversion of members to guide consumption.
Only focus on its own function, do not pay attention to the deep discovery
Most of the gyms in the fitness function of the development of its own really put a lot of effort, from the hardware environment, equipment selection to the collective training courses, training methods and facilities, etc., are all over the place. However, the enthusiasm of the members of the fitness still can not be fully mobilized, the direct performance of members of the renewal rate is low, the membership turnover rate remains high.
Over-expansion, tearing the capital chain
Most gyms expand blindly, actively capturing the market, as if it can be made into the industry's backbone, unaware of the investment strategy mistakes, expanding too quickly to accelerate it on a path of no return. In the old store before the track will vigorously expand the new branch, so that the debt is high. As a result, the club's already tight finances were stretched even further, and insolvency emerged, creating an avalanche effect. The gym kept investing in the opening of new outlets and the battle line was too long, resulting in a continuous increase in the overall expenditure. When the inflow of funds was unable to cope with the expenditure, the gym could only keep borrowing from the bank and delaying the repayment of the creditors, and the interest expense was also aggravated as a result. In addition, in the process of business expansion, many clubs lacked close cooperation with the bank, resulting in the company's financial difficulties, no bank backing support, and finally in the case of the capital can not turnover, forcing it to declare liquidation.
Blind development, deviation from the market trend
In talking about the experience of business management, many gym managers are frankly: "The cost of doing business now is really too high!" In the fitness industry has just emerged, a lot of gyms will store site in the basement. Coupled with the increasing competition later, many clubs blindly than the size of the facilities, than the size of the space, the result of leasing a large space, the actual utilization rate is very small, coupled with the rent year after year a substantial increase, is another cause of death of the closure of the gym.
Business strategy failed to adapt to market changes to make adjustments to expand too quickly, this is enough to be fatal, and the failure of the business strategy, and accelerate its ` winding up.
Most gyms, after their initial success, decided that they had their finger on the pulse of the market's profitability. This strategy may have been very successful a few years ago. But time has changed, and now property prices and rents are skyrocketing all over the world, and the business environment in the fitness market has changed dramatically, and the larger the area, the more the rent expense, and the more the employees are hired. At the same time, the fitness industry has its own rules of operation, unlike other industries, after the investment can be quickly returned. Many operators ignore the laws of the market, mechanically pursuing the original development model, blindly expanding the number of stores, due to the lack of many of the new store customer source, a few years, it is impossible to make a profit, resulting in more and more deeper into the trap.
Fitness trainers frequently jump ship
Frequent turnover has increased the operating costs of the gym: the gym digging to give the fitness trainer jumped ship than its original club generous treatment, was dug up by the clubs have to go digging or to increase the cost of recruiting new people, training. More importantly, the high turnover rate of coaches strikes the morale of the gym and disrupts the development plan of the gym club. The departure of good coaches also affects the image of the gym to shape their own image, is not conducive to the long-term development of the gym.
And, because of this abnormal flow, so that many fitness trainers to be sold, a good opportunity to choose to jump ship, some trainers in the jump ship at the same time also take away the membership information and even the original gym business secrets, which is more greatly damaged the interests of the gym.
In addition, the market positioning fuzzy, lack of attraction, investment strategy detached from reality, lack of science, in the investment strategy, many stores to choose the point of lack of science, detached from the local environment, blind development. Lack of lack of effective assessment of the lack of risk, weak internal controls, accountability is difficult to pursue is also one of the reasons for the closure of the gym.
It must be recognized that the fitness industry is a sunrise industry, which allows many people to see the opportunity to invest in the fitness industry, it is this optimistic view of the fitness industry, brought about by the more intense competition, to do a good job in this industry, we must think about how to cope with the market in the end, how to operate is a problem that all gym operators must think about, but also can not avoid the problem, but also the most important issue facing the operators of the moment. Operators face the most important issue.