Excerpt:
- Challenges might be a great marketing angle, which is exactly what it is, a marketing angle. That doesn’t mean it serves your business.
- When you offer so much, nutrition seminars, zoom stuff, and a giant bundle for one low cost of x amount of dollars, the problem is when you convert those people into memberships, unless you are doing all of those things all of the time, you are actually giving them less when they become a member.
- Example: The Internet subscription sign-up special. You get all the channels, movies, NFL packages, and more for the first few months. Then that special is over, you are subscribed, turn on your TV and you now are getting the bare bones for service. Can leave the clients feeling slightly cheated because they are comparing the value.
- When you run challenges all the time there are a few things that happen; you are getting people that sign up that have a short-term fitness mentality. Those people that are signing up for all of your challenges, but never for a membership. They just wait until the next challenge.
- When you get a giant influx of people it completely disrupts your business and affects your current business and clients. Because all of the focus is directed to the challenge, and trying to capture new clients, the ones that have supported your business this whole time get neglected.
- As a gym owner, it is very tempting to go down the road of challenges and having them back-to-back all the time because that’s the only way you are getting clients.
- There is a case to run challenges and run them all the time. If your business runs on a day-to-day as having challenges as a part of your culture and this is your jam, then it can (and has) worked great for gyms. But it needs to be a part of your gym's structure.
Key Takeaways
- Challenges and why they are hurting your business (1:02)
- The problem (3:14)
- Your culture? (6:14)
- Your clients (7:28)
- Retention (10:26)
- When it works (12:56)
- Closing (15:53)
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Additional Resources:
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If you are interested in a free audit for your gym, visit http://bit.ly/free_gym_audit
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